Hasta La Creative!

Nessa semana, por conta do episódio Mercedes + “Ah Lelek lek lek lek”, vi muita gente usando a palavra “ousadia”. Quem não gostou do carro com funk é careta, já que “a marca foi ousada”.

Bem, ousadia em publicidade, na minha opinião, só tem valor se for com propósito. De graça não adianta. Qualquer um pode fazer uma conexão de ideias bizarras, jogar no YouTube, talvez conseguir um mínimo de repercussão, e ainda assim não chegar a lugar algum.

Ousadia é criar um comercial cheio de significado, com um casal apaixonado que envelhece juntos, sem nem precisar de um locutor falando bobagem e explicando o que está acontecendo. É assim que a Vodafone anuncia seu plano ilimitado de telefonia, onde tantas outras marcas optariam por um garoto-propaganda falastrão segurando plaquinhas com preço, e até se chocariam com inocentes beijos.

Esse é só um exemplo que acabou de surgir, mas a publicidade está cheio deles. Ousadia sim, mas sem esquecer porque as agências e criativos são pagos: ideias.

A criação é da Grey London.

Post originalmente publicado no Brainstorm #9
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It would seem this ad is aimed at parents who have inadvertently stumbled upon images of their daughters online in, shall we say, compromising positions. It’s for the Swiss parenting magazine Fritz Franzi.

Of course it being a Swiss ad written in English with formulaic, minimal copy and image in the lower right hand corner posted to Ads of the World almost proves it’s not a real ad. We’ve reached out to Fritz Franzi for confirmation.

The magazine, though, is real and provides parenting advice for parents with school-age children. Via.

The new season of Mad Men is about to start. For most fans, that means a chance to catch up with their favorite 1960s soap opera, to indulge in the impeccably tailored clothes, to follow the characters’ trysts and wonder who’ll be written out of the script.

But for ad geeks like me, there’s another agenda. We focus on the business side of the show. We’re not just noting how they wine and dine clients or how they put out fires. We’re watching how they pitch new business. Those are definitely the scenes that keep me coming back season after season, and I can’t wait to see which clients Sterling Cooper Draper Pryce will be pitching this time around.

Remember the Kodak Carousel pitch and the time machine metaphor? Or when Don changed the entire strategy right before the American Airlines meeting? Or the Jaguar presentation, when he spoke about wanting to own something that’s just beyond our reach?

Continue reading at AdAge.com

A Future Cinema é uma empresa inglesa dedicada a recriar no mundo real as mais famosas cenas e locações de filmes, oferecendo uma experiência para os participantes.

Seu mais recente projeto deu vida ao célebre Rick’s Cafe do clássico “Casablanca”. O Troxy Theatre em Londres foi transformado no bar, incluindo decoração, música, danças, cassino, personagens e até acontecimentos presentes no filme.

O local funcionou de 14 de fevereiro a 23 de março, recebendo mais de 10 mil pessoas no estabelecimento de Rick Blaine. Espero sinceramente que alguém tenha aproveitado esse período para dizer: “Here’s looking at you, kid.”

Post originalmente publicado no Brainstorm #9
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The Art Directors Club has announced the winners of its ADC 92nd Annual Awards for the advertising, interactive, and motion categories. The winners were presented with the coveted Gold and Silver Cubes at the Awards Gala, marking the conclusion of the three-day ADC 92nd Annual Awards + Festival of Art and Craft in Advertising and Design.

This year’s cumulative winners, based upon awards won across all categories, are as follows:

– ADC Agency of the Year: McCann NY
– ADC Network of the Year: BBDO
– ADC Design Firm of the Year: Dentsu Inc.
– ADC Interactive Agency of the Year: Forsman & Bodenfors
– ADC School of the Year: School of Visual Arts

Additionally, there was one winner of the third-annual ADC Designism Award, which honors work that drives social or political change. This year’s winner was Buck, a design-driven production company, for its work promoting Good Books. Juries did not select an ADC Black Cube winner for best-in-show this year.

Judged by an international panel of the world’s most respected creative professionals, including Naked Creative Partner Fernanda Romano (Interactive Jury Chair), Droga5 Executive Creative Director Ted Royer (Advertising Jury Chair) and Founder, Prologue Films and co-Founder Imaginary Forces, Kyle Cooper (Motion Jury Chair), the ADC Annual Awards competition honors the best work from around the world in the interactive, advertising, design, motion, photography and illustration industries. This year’s winners represented 23 countries, demonstrating the ADC’s dedication to finding the best creative talent across the globe.

Master of ceremonies for the 92nd Annual Awards Gala was advertising great and entrepreneur Cindy Gallop. The evening began with cocktails and hors d’oeuvres in the Atrium of the Frank Gehry-designed New World Center, home of the New World Symphony, followed by the awards presentation, with interactive elements in the venue provided by Float4 Interactive, iStockphoto and theatreMAMA. The evening and three-day Festival concluded with the Gala After-Party atop the rooftop of the New World Center overlooking Miami Beach serenaded by Miami’s Best Latin Band of the Year, Suénalo.

The complete list of winners can be viewed here.

Vice has teamed up with 4Music to launch a six-part series, partially funded by Marshall Headphones, for the Freeview channel’s new late-night programming.

With the 92nd ADC Awards Gala now in the books (winners list here), we bring our our final entry from the event courtesy of the Art Directors Club’s director of content + communications, Brianna Graves. As she boards the plane back home, she managed fill us in with this brief, somewhat gushing on-the-scene recap.

One would have been hard pressed last night to forcibly wipe the grins off the faces of the attendees of the ADC 92nd Annual Awards Gala.

The majesty of the Frank Gehry-designed New World Center, home of the New World Symphony, cast a magic spell from the moment that guests approached the red carpet outside (albeit, in a drenching downpour and tornado warning), then had their photo taken inside before enjoying cocktails, light hors d’oeuvres and a little mixing and mingling prior to the Gala. The mood was lit around the New World Center Atrium by ADC partner Float4 Interactive, who covered the screens above with light and color.

Inside the main performance hall was no less stunning. The venue itself, with incredible sound, performance and lighting capabilities, set the tone of the evening. But when ADC Executive Director Ignacio Oreamuno took the stage to welcome his guests not only to the 92nd Annual Awards, but also to a new era, a new standard and a new future of the Art Directors Club and its Annual Awards, the tone of the evening was solidified. ADC was presenting nothing but the best.

Ariel Adkins, ADC membership associate and author of Artfully Awear, dazzled the stage as the Pantone trophy girl. She accomplished a record number of costume changes designed with a distinct Pantone color in mind, and synced with a complete relighting of the stage and performance hall designed by Float4.

continued…

New Career Opportunities Daily: The best jobs in media.

HTC is not done trying to surprise you. In fact, yesterday’s announcement about HTC First — the device that will forever be known as the Facebook phone — was just the beginning of a brand overhaul that will officially commence Friday morning when the company unveils its marketing campaign for its other to-be-released smartphone, the HTC One.

Taglined “Everything Your Phone Isn’t,” VP-marketing Erin McGeee said HTC’s new marketing push will embrace the company’s “underdog” status. Although the company is conceding its low market share position, HTC is not going after easily-attracted consumers buying smartphones for the first time. Rather, it wants to attract what it calls “Generation Feed” — the company’s moniker for tech-savvy, early-adopting millennials — and its looking to the entertainment world to grab their fragmented attention spans.

“Tech millennials are hard to connect with,” Ms. McGee said. “Wanted to create a closer connection by targeting passion points.”

Continue reading at AdAge.com

Business Insider, the business-news site co-founded by former Internet analyst Henry Blodget, has raised $5 million in venture capital from investors led by Amazon CEO Jeff Bezos.

Mr. Bezos, an avid reader of the site, is making his first investment in the company and brings the startup’s total funding to $18.3 million, Business Insider said. Other investors included RRE Ventures and Institutional Venture Partners. The site’s earlier backers have included venture capitalist Marc Andreessen and Ken Lerer, a co-founder of the Huffington Post.

“Jeff’s leadership, vision and philosophy at Amazon have been an inspiration to a whole generation of startups and entrepreneurs, including me,” Mr. Blodget said in an interview with Bloomberg News. “It is a privilege and pleasure to have him invest in the company.”

Continue reading at AdAge.com

Advertising Agency: Lucifer Labs, India
Creative: Anantha Narayan