CAPI: Congo

Saatchi & Saatchi Sydney reveal the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile – which inspired Saatchi’s “Hard to make. Easy to drink.” campaign.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Planning Director: Alex Speakman
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Alice Grant
Editing: Jack Hutchings
Post: The Refinery
Sound: Silencio
Media: Two Hands

CAPI: Bite

Saatchi & Saatchi Sydney reveal the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile – which inspired Saatchi’s “Hard to make. Easy to drink.” campaign.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Planning Director: Alex Speakman
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Alice Grant
Editing: Jack Hutchings
Post: The Refinery
Sound: Silencio
Media: Two Hands

CAPI: Natural

Saatchi & Saatchi Sydney reveal the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile – which inspired Saatchi’s “Hard to make. Easy to drink.” campaign.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Planning Director: Alex Speakman
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Alice Grant
Editing: Jack Hutchings
Post: The Refinery
Sound: Silencio
Media: Two Hands

Tuning Out: Why brands need to disconnect and embrace the new simplicity

From the pure colour palettes and clean lines of the Spring/Summer 2014 catwalk collections to the advent of ‘slow technology’, consumers are starting to embrace a new age of simplicity.

Google Creates ‘Calculator’ To Tell You If Your Mobile Ads Are Working


Google’s head of mobile strategy Jason Spero has long said that mobile advertising has suffered from an “attribution problem;” poor analytics have made it difficult to discern mobile’s effectiveness, which in turn has made marketers hesitant to devote more dollars to it.

Now, Mr. Spero is spearheading Google’s development of new measurement tools designed to quantify the value of mobile advertising, and hopefully convince marketers that its a worthwhile advertising channel.

“Mobile doesn’t have a conversion problem, it has a measurement problem,” he said. “This will unlock the potential of mobile. … This is going to provide hard ROI data in the future versus marketing just shooting in the dark.”

Continue reading at AdAge.com

Nike: The legend grows

Known for its unique and edgy style, skateboarding holds a legendary place in popular culture. Nike is tapping into this theme by enlisting legendary athletes for its latest video spot for the Nike Koston 2, the latest installment of the Koston shoe line, inspired by pro-skateboarder Eric Koston.

Advertising Agency: KBS+, USA
Chief Creative Officer: Ed Brojerdi
Group Creative Director: Marco Cignini
Associate Creative Director / Art Director: Kevin Gentile
Associate Creative Director / Copywriter: Mike Abell
Head of Content Production: Mara Milicevic
Group Director: David Finger
Editorial Company: NO6
Colorist: Steve Picano
EFX: Johannes Gamble
Music: Elias Arts
Executive Producer: Kala Sherman
Creative Director / Music Remix Arranger: Greg Griffith
Sound Design: Henryboy
Sound Designers: Matthew Hedge, Bill Chesley
Producer: Kate Gibson
Sound: Heard City
Mixers: Phil Loeb, Keith Reynaud
Audio Producer: Gloria Pitagorsky
Director: Jon Humphries
Executive Producer: Ike Martin
Production Company: AfterAll

49M national energy efficiency initiative: Be the Difference

Advertising Agency: Saatchi & Saatchi, South Africa
Executive Creative director: Liam Wielopolski
Creative Director: Alison Standsfield-Franks
Art Director: Steve Dirnberger
Copywriter: Kate Glover
Agency Producers: Silke Gehring, Leigh-Ann Harris
Business Lead: Zoe Willems
Account Manager: Bernie Smit
Production Company: Velocity Films
Film Director: Greg Gray
Music: Hey Papa Legend

Capstar: Dynamite

Immediate relief from fleas.

Advertising Agency: Auberon Fosher, Quito, Ecuador
Creative Director / Art Director: Sebastián Aldana
Copywriter: Claudio López
Illustrator: Facundo Naranjo
Published: May 2012

Capstar: Grenade

Immediate relief from fleas.

Advertising Agency: Auberon Fosher, Quito, Ecuador
Creative Director / Art Director: Sebastián Aldana
Copywriter: Claudio López
Illustrator: Facundo Naranjo
Published: May 2012

Media Decoder Blog: The Breakfast Meeting: Yahoo’s Big Hire Is 17, and Anthony Lewis Dies at 85

Nick D’Aloisio is Yahoo’s newest hire and a millionaire at 17; Anthony Lewis, New York Times reporter and columnist who changed how the Supreme Court is covered, has died at 85; and the writer of the popular tween girl’s books “The Dork Diaries is actually a 53-year-old divorced former bankruptcy lawyer.

Richard Pinder launches The House Worldwide

Richard Pinder, the former chief operating officer of Publicis Worldwide, has partnered with a trio of former colleagues to launch The House Worldwide.

Mike and Ike Reunite, Complete with Movie Trailer Premiere

Even though The Return of Mike and Ike is a fake movie, the trailer looks more interesting than most of the previews we see in theaters on a regular basis. For those who’ve forgotten, Mike and Ike had a brutal split last year, causing lovers of the fruity candy to sink into a deep depression. As you can see, they’re back together, in a faux crime-thriller movie trailer that may or may not associate Mike and Ikes with drugs. Probably not great for the under-12 demographic, but at least this spot tries to creatively rebrand an old-school candy. Part of me wonders if they should’ve gone with such a serious tone. Maybe a buddy-cop comedy satire could’ve lent itself to some needed humor.

The campaign for the Just Born candy brand, which also includes a new website, was created by Elevator Group (Scituate, Massachusetts) and Nail Communication (Providence, Rhode Island). I’m not sure if this ad will translate to more candy sales, but it certainly shows how easy it is to create a mock thriller trailer. Throw in some angry old white dudes, an undercover blonde co-ed, minor-league Inception orchestra music, and scenes of people running and/or yelling. Two thumbs up? You be the judge when this fake movie doesn’t come to a theater near you.

New Career Opportunities Daily: The best jobs in media.

Carlsberg launches £10m campaign for Somersby

Carlsberg UK has launched a nationwide campaign for its first Cider, Somersby, with a TV spot that premieres tonight to coincide with England’s World Cup qualifier against Montenegro.

18 Abnormally Interesting USB Devices – From Sea Monster Tentacles to Weapon-Style Flash Drives (TOPLIST)

(TrendHunter.com) It seems as if the possibilities for unique and interesting USB devices are never ending. No matter what your interests are, there is more than likely a universal serial bus to go along with it….

Cincinnati Startup Pingage Signs With P&G to Bring Business to Pinterest


Pinterest hit 10 million unique monthly visitors last year faster than any website ever and now tops 30 million, per comScore. Yet many big brands still have no presence there, and even ones that do, such as Walmart and L’Oreal’s Maybelline, attract only low-five-figure followings.

Sensing a void, Cincinnati-based start-up Pingage hopes to become to Pinterest what Buddy Media was to Facebook — offering marketers a simple way to manage content and build followings. Thanks to a demo day in January at Procter & Gamble Co. arranged by the Brandery seed-stage accelerator, the startup recently signed two P&G brands for pilot projects to do just that.

The startup recently closed $850,000 in seed-stage venture capital from CincyTech, Vine Street Ventures and North Coast Angel Fund among others.

Continue reading at AdAge.com

Cincinatti Startup Pingage Signs With P&G to Bring Business to Pinterest


Pinterest hit 10 million unique monthly visitors last year faster than any website ever and now tops 30 million, per comScore. Yet many big brands still have no presence there, and even ones that do, such as Walmart and L’Oreal’s Maybelline, attract only low-five-figure followings.

Sensing a void, Cincinnati-based start-up Pingage hopes to become to Pinterest what Buddy Media was to Facebook — offering marketers a simple way to manage content and build followings. Thanks to a demo day in January at Procter & Gamble Co. arranged by the Brandery seed-stage accelerator, the startup recently signed two P&G brands for pilot projects to do just that.

The startup recently closed $850,000 in seed-stage venture capital from CincyTech, Vine Street Ventures and North Coast Angel Fund among others.

Continue reading at AdAge.com

Channel 4 partners with TalkSport for Grand National campaign

Channel 4 has partnered with sports radio station TalkSport to promote its coverage of this year’s Grand National race in a multiplatform campaign.

Tribeca Film Festival lança concurso com Vine

Tribeca Film Festival lançou a competição #6SecFilms, onde para participar o usuário deve enviar filmes de 6 segundos feitos com aplicativo Vine.

Para quem ainda não conhece, o Vine é um aplicativo lançado em janeiro deste ano, que permite criar vídeos em looping de 6 segundos, além de editar e compartilhar nas redes sociais. O Twitter comprou o serviço e, depois de algumas preocupações com conteúdos ofensivos, a ferramenta já tem sido usada por muitos.

tribecafilmefestival-vine2

Para o concurso, o usuário pode enviar quantos vines quiser, contanto que sigam os seguintes tópicos: #Genre (um gênero específico do cinema), #Auteur (uma história única que expressa sua voz), #Animate (stop motion) e #Serie (sua história contada em uma trilogia, contemplando 3 vines com começo, meio e fim).

Valendo até dia 07 de Abril, o competidor precisa postar seus vines no Twitter e seguir o @TribecaFilmFest. Os melhores filmes seão exibidos no Festival, além de prêmios de $600 para o vencedor de cada categoria.

O Vine está apenas começando a ser explorado, ainda em desenvolvimento como plataforma para branded content. Contudo, mais do que um retorno de marketing para o festival, o importante aqui está em incentivar novas formas de criar e colaborar, em especial quando se abrem possibilidades para artistas e criativos.

Para inspirar, o site do Festival até indicou alguns artistas que tem usado o Vine de forma criativa e o tumblr The Joy of Six, com vines bacanas que tem rodada a web. Além disso, já dá pra conferir via hashtag #6SeckFilms os filmes que estão competindo até agora.

O app está disponível para iPhone e iPod de graça aqui.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Apostle Out at Zimmerman

Here’s a tweet since deleted that can be conjured using a quick Google search: “Feb 20 · Chris Apostle ?@cgapostle. First day was a great one…Florida and Zimmerman don’t disappoint.” Well, they did apparently, because after just a month, a phone call has confirmed that Chris Apostle is no longer with the Omnicom-owned, Fort Lauderdale-based agency.

No official comment as of yet, but what spies are saying, Apostle joined the agency to run its digital division as well as the social media team, but bounced after he wasn’t left with full control. We’re not naming names as of now, but we’ll let you know that the exec has previously served as managing director, client services at R/GA’s New York hub and has worked at the likes of Razorfish, where he once led the latter’s CPG practice. Zimmerman has yet to comment on the matter. Update: Ok, they “have no comment on the matter at this time.”

New Career Opportunities Daily: The best jobs in media.

Vídeo anônimo revela violência contra a mulher em uma foto por dia

Algumas coisas me emputecem profundamente, e a violência contra a mulher é uma delas. E foi este sentimento de revolta que acabou despertado pelo vídeo acima. Publicado há alguns dias no YouTube, por um usuário “anônimo”, Jedna fotografija dnevno u najgoroj godini života ou Uma foto por dia no pior ano de minha vida registra imagens que revelam a cruel realidade da violência doméstica. O detalhe é que o vídeo viralizou – já são mais de 3 milhões de views -, mas ainda não se sabe se ele faz parte de uma campanha, já que ninguém assumiu a autoria.

Na verdade, espera-se que esta hipótese se confirme em breve, apesar de a polícia estar envolvida tentando determinar se a garota ou alguém próximo a ela sofreu o abuso. O Telegraph localizou a garota do vídeo – é a tradutora e modelo Mia Hujic – que não quis se pronunciar a respeito. Como o próprio jornal apontou, independentemente do que esteja por trás dessa história, é possível notar pessoas tentando se mobilizar ao longo dos quase 5 mil comentários para ajudar de alguma maneira a vítima dos abusos.

Outra coisa que é preciso frisar é que as imagens mostram o que muita gente já sabe, mas que as vítimas se negam a aceitar: abusadores que batem uma vez, batem duas, três, várias. E batem cada vez mais forte – o que pode se notar pela escalada dos ferimentos de Mia.

No final do vídeo, uma mensagem diz “Me ajude. Eu não sei se o amanhã virá”.

É um material forte, revoltante, mas é extremamente válido, assim como outras campanhas relacionadas ao tema que já mostramos por aqui, como a do cinema – em que escolhemos ou não enxergar a violência – ou a da garota ensinando no YouTube como usar a maquiagem para esconder os ferimentos.

[ATUALIZAÇÃO] Depois de ler alguns comentários sobre este post, resolvi acrescentar algumas informações. Em primeiro lugar, acredito que não importa se este vídeo é “fake” ou real, campanha ou apenas uma iniciativa isolada. O que realmente importa é o conteúdo, a mensagem que ele traz.

Normalmente, o primeiro comentário das pessoas ao saberem que uma mulher apanhou é: “se fosse comigo, eu reagia”. Ou “se fosse comigo, eu largava ele”. Na prática, não é assim que funciona. A violência doméstica geralmente começa com abuso verbal. É algo tão terrível que a vítima costuma acreditar que é culpada pelo que acontece com ela e que merece apanhar. É quando começa a escalada da violência. Quando isso acontece, dificilmente elas conseguem escapar.

Outra coisa: abusadores raramente demonstram quem realmente são. Geralmente eles são caras legais, que tratam todo mundo bem e só revelam sua verdadeira personalidade para suas vítimas. Se alguém tiver interesse em saber mais sobre o assunto, a Agência Patrícia Galvão tem um bom material para começar a entender essa infeliz realidade.

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Brainstorm9Post originalmente publicado no Brainstorm #9
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