Hasta La Creative!

Sometimes Apple's demo spots for the iPhone are charming; other times they can feel cold. The recent ones, with the rapid-fire word jumbles and cheerleader-style chants, had an odd, rah-rah vibe to them, which came across as sterile (a danger within Apple's already minimalist environment of purely imagined space). Coincidentally or not, TBWA\Media Arts Lab goes all warm and fuzzy in its latest iPhone spot, "Photos Every Day," which leaves the stark white background behind and reenters the real world. With a quiet piano playing, the 60-second ad shows scene after scene of people using their iPhones to take photos—of their friends, of their family, of nature, of themselves. The spot subtly demonstrates some product features (cropping, zooming, taking panoramic shots) but mostly shows people, and lives being lived. Likewise, the voiceover at the end is broader than usual: "Every day, more photos are taken with the iPhone than any other camera." Apple doesn't often use this line of argument—that you should do something because everyone's doing it. (Through most of its history Apple said the opposite—that you should do something because no one's doing it.) But that's Apple now—no need to think different if the best product happens to be the market leader. And the evocative tone of the latest spot is striking a chord. It's the first Apple ad in a while to top 1 million views on YouTube. Credits below.

CREDITS
Client: Apple
Spot: "Photos Every Day"
Agency: TBWA\Media Arts Lab
Chief Creative Officer: Duncan Milner
Executive Creative Director: Eric Grunbaum
Group Creative Director: Chuck Monn
Associate Creative Director, Art Director: Antoine Choussat
Associate Creative Director, Copywriter: David Young
Art Director: Anthony Williams
Executive Producer: Eric Voegele
Agency Producers: Perrin Rausch, Rob Saxon, Chris Shaw, Trang Huynh

Production Company: Epoch Films
Director: Everynone

Editorial Company: Nomad Editing
Editors: Jared Coller, Mike Benecke

Postproduction Company: The Mill
Lead Flame Artist: Edward Black
Colorist: Adam Scott

ANAR Foundation manages in Spain the european unique phone number 116 111, to attend children and teenagers under a risk situation. On this telephone number, only for minors, they can find the help they need in a totally anonymous and confidential way. But, how can we get our message to a child abuse victim, even when they are accompanied by an adult their aggressor?

Knowing the average height for adults and children under 10, we have created two different messages. Using an outdoor lenticular we show adults an awareness message, while children see a message where we offer them our help and show them the telephone number. A message only for children.

Advertising Agency: Grey, Spain
Chief Creative Officer: Antonio Montero
Executive Creative Director: Javier García Monserrat
Creative Directors: Fernando Riveros, Matías López Navajas, María Salomón
Art Director: Jesús Martínez, Nacho Capelo, Javier García. Maestro
Copywriter: Álvaro Montes, Nuño Martín
Art Buyer: Mayte Carabias
Account Director: Lucía Gómez Hortigüela
Account Executive: Mar Portela
Client Contact: Tomás Lagunas, Marisa Sarralde, Benjamín Ballesteros, Marta Ruiz-Castillo

Advertising Agency: Publicis, Brussels, Belgium
Creative Director: Paul Servaes
Art Director: Fabien Hujeux
Copywriter:Louis Haffreingue
Account Director: Francis Lippens
Account Manager: Julie Oostvogels
Production Company: Lovo Films

BACKGROUND
Botafogo is one of Brazil’s most traditional football teams – full of
titles, idols and passionate fans. Through its 100 years, the club has
always played with black and white jersey. In 2012, Puma, the team’s uniform
distributor, launched something that broke with every tradition: a gold
jersey.
The challenge: how to get passionate fans to accept this change?

INSIGHT
We started with the idea that only diehard fans are able to support a team,
no matter the color of the jersey.

IDEA
we transformed the launch into the first jersey that only a true fan could
have.

To do this, we created the FogOMETER: a special booth where the fans could
try on the jersey and prove that they deserved it. Inside the booth, a
passionate narration followed the steps of the fan putting on the jersey,
along with videos of Botafogo and sounds of cheering. While this happened,
the fans’ heartbeats were measured.

And their passion did the rest.

Only those Botafogo fans whose heartbeats were above 170 BPM were able
to buy the new shirt at the launch. And their heart rate was shared on
Facebook.
The rest had to wait.

RESULTS
The idea spread through the media and social networks.
Over 2,000 fans put their passion to the test.
30,000 watched on YouTube.
15,000 bought the jersey.
And, fortunately, no heart attacks.

Advertising Agency: Mix Brand Experience, Sao Paulo, Brazil
Creative Director: Adriana Salles
Art Director: Felipe Munhoz
Copywriter: Bruno Brasileiro
Planner Director: Júlia Fregona
Planner: Zito Campos
3D: Waldir Rugno

If talking about weather is usually considered as trite, winter of ’13 was the cause of depression. Lithuanians got really tired from a half year of cold as well as crushed when snowmen paved the sidewalks during the Easter. No sun, cold and with no spring in sight got on our nerves, and we, an ad agency called New!, decided to act upon this. We collaborated with outdoor experts JC Decaux to run a outdoor campaign in the capital Vilnius, called “Good things – coming soon”. We drew posters announcing that summer is coming along and as soon as that happens negative things will be replaced by positive, like sea, beaches, less clothes, more berries, variety of birds, sunshine, colors. Campaign was so well received, that we’ve got a call from… Luxembourg asking to share the posters. “Good things – coming soon” is now running for almost a month and despite weather finally warming up, it’s still very relevant in it’s promise of upcoming summer. The best thing is that we, as an advertising agency, did something with no logos, products or services to sell with a goal to make people, if only for a second, more happier and upbeat.

Advertising Agency: New!, Vilnius, Lithuania
Creative Director / Copywriter: Tomas Ramanauskas
Designer: Lina Marcinonyte
lllustrator: Lina Vysniauskaite

Advertising Agency: Marcel, Paris, France
Creative Directors: Emmanuel Lallevé, Florent Imbert
Art Director: Ludovic Marrocco
Assistant Art Director: Astrid Devaurs
Copywriter: Damien Calla
Director: Jeff Low
TV production: Cleo Ferenzci / WAM
Music Production / Sound Design: Clémens Hourrière
Production Company: Les Télécréateurs
Producer: Geneviève Triquet
Post-production: Jeanne Raibaut, Lauriane Coulon, Clément Germain / WAM

“Nobody can look at both at the same time. Don’t smartphone and drive.”

Advertising Agency: Grabarz & Partner, Hamburg, Germany
Chief Creative Officer: Ralf Heuel
Chief Executive Officer: Reinhard Patzschke
Group Creative Director: Timm Weber
Group Account Manager: Jan Isterling
Creative Directors: Christoph Stricker, Tobias Heinze
Art Director: Matthias Preuß
Graphic Designer: Jan Stempfle
Copywriter: Fabian Königer
Conception: Matthias Preuß, Niklas Rieger
Account Managers: Jasmin Schwarzinger, Gilles Scheuren
Art Buying: Indra Hohns

Some major magazine companies are expanding efforts to guarantee that advertising with their brands directly increases sales.

Meredith Corp., the publisher of magazines such as Ladies’ Home Journal and Better Homes and Gardens, is expanding its program for large advertisers to encompass more product categories, such as pharmaceuticals, and the number of clients it will work with. “We’re a multimedia company,” said Tom Harty, president of Meredith’s National Media Group, which sells digital media as well as magazine ad pages. “We just feel like print gets bashed a little too much.”

Continue reading at AdAge.com

Remember when the call was put out to accelerate our processes and get up to Internet speed? I think we’ve done it, because today a huge company can emerge from a dorm room to become a major Silicon Valley-based player in just a handful of years. Said company–Facebook–can then go public (after which its officers may begin to get their fortunes out, before the whole thing fizzles).

According to San Francisco Chronicle, Mark Zuckerberg took $2.3 billion in stock options last year, while Cheryl Sandberg earned $822 million in cash-outs. Whether the two top people at Facebook need some walking around money, or whether they’re reading the tea leaves, who can say?

What I can do is point to this article in The Guardian, which suggests that FB’s expansion in the US, UK and other major European countries has peaked.

In the last month, the world’s largest social network has lost 6m US visitors, a 4% fall, according to analysis firm SocialBakers. In the UK, 1.4m fewer users checked in last month, a fall of 4.5%. The declines are sustained. In the last six months, Facebook has lost nearly 9m monthly visitors in the US and 2m in the UK.

Users are also switching off in Canada, Spain, France, Germany and Japan, where Facebook has some of its biggest followings. A spokeswoman for Facebook declined to comment.

Are we growing weary of our own Walls, and hearing about life’s little and sometimes major events via our friend’s Walls? Clearly.

As people look for new experiences online and in real life, Facebook’s challenge is to provide them, particularly on the mobile handset. Which brings us to Facebook Home.

According to Reuters, Home lets users comprehensively modify Android, the popular mobile operating system developed by Google, to prominently display their Facebook newsfeed and messages on the home screens of a wide range of devices – while hiding other apps.

I don’t own an Android device, but I like the boldness in this move. Facebook is “improving” one of it’s most significant competitor’s products. That’s not something you see everyday.

In other news, Google Now is now available on iOS.

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