The Daily Mail’s Marcus Rich is among the executives lined up for the Professional Publishers Association’s annual conference, which will examine how to boost digital revenues and explore whether content is still king.
Advertising Agency: TBWA, France
Creative Director: Jean-François Goize
Copywriter / Art Director: Jean-Marie Gateau
TV producer: Virginie Chalard
Sound: Fabrice Pouvreau
Director: Jérôme Langlade
Production: QUAD
Account Management: David Leclabart, Matthéo Pressmar, Bertrand Régnier Vigouroux
Published: September 2012
(TrendHunter.com) Ever since I saw the movie ‘Braveheart’ in middle school, I’ve been fascinated by the idea of the Scottish kilt. Despite the long held stereotype that skirts are solely for women,…
Sue Haynes, a partner in the media headhunting company Fox Haynes, has died aged 55 after a long battle with cancer.
Paid-for advertising drives almost three quarters (72%) of all additional conversations about brands, according to a study by Thinkbox and Data2Decisions.
Paid-for advertising drives almost three quarters (72%) of all conversations about brands, according to a study by Thinkbox and Data2Decisions.
Komen Eten is the Flemish version of Come Dine With Me, a format that is broadcast throughout the world. Everyone knows that at the end of the evening contestants give points in the back of the car that drives them home. We used this situation to create a surprising online commercial for the BIVV, the Belgian Institute for Road Safety. We launched the movie with the title “The first zero in Komen Eten” and had it posted on the YouTube channel of Vier, the network that broadcasts the programme. This way the surprise was complete for unsuspecting viewers. Now discover it for yourself.
All the national media, online and offline, picked up the movie immediately. Facebook and Twitter joined in. Even the federal police tweeted the video. After two days it was still the top video on Twitter and YouTube.
Advertising Agency: Proximity BBDO Belgium
Creative Director: Chris Goossens
Art Director: Thierry Wiebking
Copywriters: Bart Van Goethem, Robby Cap
Managing Director Client Service: Isabel Peeters
Marketing Manager: Jochen Lysebettens
Online editor: Robbie Bardijn
BIVV-contact: Tom Dedecker
Published: March 2013
(TrendHunter.com) Everywhere and anywhere can fall victim to Fra.Biancoshock’s clever graffiti. Not even indoor locations are safe.
Some of the graffiti projects take place on the street, in a bathroom and…
Dave Grohl: “Why can’t it always be this easy?”
Paul McCartney: “It is.”
From the film Sound City
Fellow Creatives, your suspicions are correct. Despite all the PowerPoint decks, hours-long strategy sessions and touchy-feely tortured logic masquerading as valuable insight you’re forced to sift through every day just to make sense of your newest banner ad assignment on the Acme Drain Cleaner account (or as I call this task, “Scraping off the varnish to get to the raw wood”), there really are just a few basic project briefs floating around out there in the advertising universe.
I know this because after thorough analysis I discovered that every job I’ve ever worked on could easily be started by one of the simple briefs listed below. Just add basic target info and any client mandatories and you’re ready to start concepting.
So let the Overthinkers overthink, the Meddlers meddle and the Babblers babble. Back here in the business world, you can relax in the knowledge that no matter how they try to dress it up, the brief can always be boiled down to something as simple as Some Crap Is On Sale. Your job is to simply come up with a creative way to sell the shit out of it. Enjoy.
RETAIL BRIEFS
Hey everybody, the following list of crap is on sale:
Hey everybody, none of this crap is on sale, but you should still buy some because ____________.
Please buy some of our new crap.
Please buy more of our old crap.
This crap is (better, cheaper, fluffier) than that crap.
BRANDING BRIEFS
Hello, we’re ________. We’re new here and this is what we sell. Please buy some.
Hello, we’re_______. We used to suck, but now we don’t. Here’s why.
You have the following emotional need(s): ____________.
The crap we sell can help you fulfill it(them) in the following ways:
Hey, Look Over Here! We’re not trying to sell you anything specific right now, we just want you to know what our logo looks like. And that we paid a shitload of money for the actor who’s doing the voiceover. This spot is only being made to appease Wall Street. Sorry we don’t have anything any actual information for you at the moment but we promise we will as soon as we put some crap on sale.
SUPERBOWL
Life is good. But sometimes it’s sad. But it’s mostly good. And the crap we sell is part of it. So when you think of the good things in life, please think of the crap we sell.
Life is fun. And sometimes it’s funny. With animals. And bikinis. And maybe some CG. So when you think of funny animals, bikinis or CG, please think of the crap we sell.
Find something on YouTube. Add logo.
Hold a contest. Have people submit videos. Add logo.
PUBLIC RELATIONS
No, the crap we sell won’t kill you. Here’s why.
We’re sorry that certain people are saying the crap we sell killed some of you. Obviously, we disagree with them. Here’s why.
OK, maybe some of the crap we sell might have killed some of you, but not everything we sell did. America. Freedom. Here’s why.
The post The Last Brief You’ll Ever Need appeared first on AdPulp.
On a fundamental level, advertisers are looking for one thing: an emotional connection with the audience. In other words, did that ad make you laugh or did it make you cry?
Yesterday you got the chance to vote on which funny video is podium-worthy at the Viral Video Awards in April. Now, we want to know what tugged on your heart strings. Whether you call it the most emotional or most moving, these six ads were the biggest tear-jerkers of the year, in our book.
The also happened to be some of the most-watched and passed around, according to our friends at Visible Measures. Some of these have aired on TV as well as the web, like Google’s “Camping,” and three aired during the Super Bowl: Budweiser’s “Clydesdales,” Jeep’s “Whole Again,” and Coke’s “Security Cameras.”
Starbucks’ recently completed ad campaign for its Blonde Roast coffee will win no creative awards. It wasn’t particularly surprising or funny, so nobody will highlight it at an industry event. Agencies won’t use it as a prompt to get their clients to copy it. This is too bad, because it sold a helluva lot of coffee and, I predict, did wonders for the company’s brand integrity and value.
Though its Blonde blends have been around for over a year, the esoterics of branding rules had kept it from calling the stuff “light,” which would have made it the obvious alternative to Starbucks’ “medium” and “dark” offerings. It turns out that something north of 40% of American coffee drinkers don’t like Starbucks’ bold flavors (yours truly included). But the original marketing hadn’t made the lighter choice obvious to them. I don’t remember how the company promoted it, which is probably a good indication of its efficacy.
So Starbucks took a different approach for the second go-around. District managers were asked to canvass employees (called “partners”) to gather and tell real-life stories of friends and family who’d converted to Starbucks after having tried a lighter flavor. They found a lot of them. Better yet, the stories were filled with lots of real-world details and a biggie realization that I can’t imagine the creative brief solicited: Almost anyone who liked the Blonde blends disliked Starbucks’ other flavors. It’s not that they weren’t aware of the offering. They just didn’t like the stuff they thought Starbucks sold.
The alcohol industry has reacted with diverging views to today’s decision by George Osborne, the Chancellor of the Exchequer, to scrap the beer duty escalator, but offer no such breaks for the wine and spirits industry.
Advertising Agency: Trunk, London, United Kingdom
Art Director: Miles Donovan
Director: Pete Mellor
Designer: Spencer Wilson
Animation: Nicol Scott, Rok Predin, Leslie Dart, Winston Duke
Music: Ivan Arnold
Sound: Fonic
Producer: Richard Barnett
“Imagine the world without stains.”
Advertising Agency: Michurin creative agency, Kiev, Ukraine
A hungry young man gets served some serious food for thought when a sausage starts telling his dramatic life story. What he hears will change his life forever.
Copywriters: Nick Schonfeld, Louis van Zwol
Director / Script: Louis van Zwol
Production Company: IamErika.tv
Producer: Erika Vocking
DOP: Steve Walker
Editors: Kevin Whelan, Jelmar Hoekstra
Additional credits: Glassworks Amsterdam, Wearefirst.nl, MacGyver
Published: March 2013
Advertising Agency: Oliver Voss, Hamburg, Germany
Creative Directors: Oliver Voss, Till Monshausen
Art Directors: Till Monshausen, Victoria Walter, Jan Grastorf
Copywriters: Oliver Voss, Florian Zwinge
Illustrators: Lars Paukstat, Florian Zwinge, Klaus Aßmann
“Leave your worries behind. With Figo’s extra-large boot.”
Advertising Agency: JWT, New Delhi, India
Creative Directors: Bobby Pawar, Vijay Simha Vellanki
Art Director: Supriya Berry
Copywriter: Binoy S. Sarkar
Illustrator: Nithin Rao Kumblekar
“Tobacco weighs annually 47 billion Euro on French society.”
Advertising Agency: Havas 360, Rennes, France
Creative Director: Thomas Derouault
Art Director: Vincent Boudgourd
Copywriter: Marie-hélène Versini
Photographer: Stéphane Barbato
Production: Bandits
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