Advertising Agency: Talent Propaganda, Sao Paulo, Brazil
Chief Creative Officer: Joao Livi
Creative Director: Alexandre Nego Lee, Rodrigo Bombana
Art Director: Bruno Trad
Copywriter: Ligia Mendes
Account Manager: Marcel Bonzo, Eliana Ricci
Media Planner: Mauricio Almeida, Paulo Stephan
Production Company: Fuba Filmes
Editor: Tulio Galvao
Sound Company: Sound Design
Sound Producer: Tony Berchmans, Sergio Villaça
CHALLENGE. Zero budget to promote “the Lost World Cup”, mockumentary about the 1942 World Cup which never took place because of World War II.
STRATEGY. We artificially generated the news to start debating the championship’s existence. To avoid being uncovered, we set the news far, geographically and culturally. During a Japanese quiz show, Katsuro Matsuda loses 100 million yen.
Question: “Where did the 1942 World Cup take place? Answer: “Patagonia”.
Wrong! The anchorwoman stated the championship never took place, provoking Katsuro’s protest.
RESULTS. More than 200,000 views in ten days. Movie sold to RAI in Italy, and many other Countries.
Advertising Agency: TBWA, Rome, Italy
Agency website: http://www.tbwa.it
Executive Creative Director: Geo Ceccarelli
Creative Director: Fabrizio Caperna
Art Director: Luca Boncompagni, Matteo Desogus
Copywriter: Arnaldo Funaro
Producer: Marco Vignale
“Keep Calm and Continue Testing.” The Harvard student’s T-shirt tagline seemed to encapsulate the mood in the frigid room filled with data crunchers. It was just another drizzly Saturday in the MIT neighborhood of Kendall Square in Cambridge, Mass., where mostly young men gazed at their laptops, observing predictive models parsing data representing grocery-store purchases of things like DVDs and milk. It was just another hackathon.
But this time it was sponsored by a consumer-data firm hoping to foster innovations in data analysis, and perhaps get a jump on the competition when it comes to harvesting potential data-science employees. More and more companies with lots of data to play with are sponsoring hack events to tap into fresh analytical talent.
“It smells like math in here,” quipped Malcolm Faulds, head of global marketing at Dunnhumby. The 24-year-old consumer-data company was sponsoring the hack, an 11-hour slog pitting small teams of coders against one another in a contest to come up with the most accurate model for predicting the sales success of several grocery items 26 weeks after launch.
In the mid-90s, the pop band Barenaked Ladies sang out scenarios for their fantasy, “If I had a million dollars.” Today, in Silicon Valley and due north in Redmond we have a new version playing out where Yahoo, Facebook and Microsoft are all figuring out what they would spend a billion on.
While the targets — Tumblr, Waze and Nook — make for fascinating discussion of fit and valuation on their own, together they show something interesting about the future of these goliaths beyond the personal computer. They’re looking well beyond the personal computer, but in different ways.
Just when you thought you ran out of ways to mess with Sasquatch, someone comes along with lipstick and press-on nails. And as you'd guess, Sasquatch does not care for his glam makeover. In the ongoing saga for Jack Link's beef jerky, the hirsute man-beast gets punked yet again—three times, in fact, in new TV spots from longtime agency Carmichael Lynch. He's just come out of hibernation, so his back story goes, and roams too close to civilization, where he's an easy target for public humiliation. He gets "beautified," doused with slop and hosed. Who could resist? Retaliation, which has become a hallmark and creative flourish of these ads, ensues. Those folks will never learn. More spots and credits below.
CREDITS
Client: Jack Link's
Agency: Carmichael Lynch
Chief Creative Officer: Dave Damman
Associate Creative Director, Art Director: Brad Harrison
Senior Copywriters: Tim Blevins, William Bloomfield
Director of Integrated Production: Joe Grundhoefer
Senior Content Producer: Freddie Richards
Content Producer: Tara Mulholland
Director of Business Affairs: Vicki Oachs
Director of Account Management: Andrew Dauska
Account Director: Holly Wheeler
Account Manager: Sofya Guterman
Account Leader: Andrew Pautz
Senior Project Manager: Elizabeth Charron
Production Company: MJZ
Director: Rocky Morton
Senior Executive Producer: Scott Howard
Producer: Donald Taylor
Director of Photography: Mattias Rudh
Editing House: HutchCo Technologies
Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
Executive Producer: Jane Hutchins
Postproduction, Special Effects: Rabbit Content
Creative Director: Nick Losq
Executive Producer: Joby Barnhart
Producer: Lloyd Dsouza
Music House: Black Iris
Sound Design: Francois Blaignan, Joel Waters
Audio Mix: Lime Studios
Mixer: Joel Waters
Executive Producer: Jessica Locke
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Gone are the days when world-weary travelers preferred hotels that reminded them of home and provided a respite from the location they were visiting. Today, savvy travelers expect hotels to not only provide the creature comforts of home but while stay true to their surroundings.
To meet that need, execs at Starwood Hotels & Resorts Worldwide are taking an unusual step — temporarily relocating the team to fast-growing markets to determine what will make their hotels stand out.
“There was a time, going back 25 or 30 years, when an international hotel brand was like an embassy or a consulate in a foreign country. It was somewhere you went to feel safe and secure, like a home-from-home,” explained Phil McAveety, executive VP-chief brand officer at Starwood.
The majority of Madison Avenue’s ad-tech stack has been built around the dated cookie-based approach. Yet cookies were never built for marketing and advertising; they were conceived to help web masters control session management.
Much of the pressure to reform in our industry has centered around third-party cookies. The use of third-party cookies could be significantly restricted, if not totally disallowed. First-party cookies are still in play and will be allowed, as of this point, which will essentially allow publishers to control site-side experiences, not just advertising.
In a world with third-party cookies banned, first-party cookie owners would have a large advantage, at least in the short to medium term. I assume that in the long term another cookie-like approach will be created to replace third-party cookies.
Now that broadcasters have unveiled their new series for the new season, and now that you’re voting on the dramas and comedies most likely to meet the schedulers’ axe first, here are our network-by-network picks for what will last — and what won’t.
HITS
NBC
Lately, there’s a lot of content to cover on the bathroom humor beat. Yesterday, we reviewed some poop comedy for the new Clorox campaign. Today, we have a 30-second spot titled “Poop vs. Pee” from Arnold Worldwide and truth, the anti-smoking organization. This ad takes a radical shift in tone from meaningless poop jokes. There may be some uncomfortable chuckling here, but the point is to make the viewer aware of two facts: methane, a chemical in dog poop, can be found in cigarette smoke; urea, a chemical in cat pee, is also used in cigarettes. As you’ll see in the clip, there are some silly sound effects and visual representations to make it obvious that bodily excrement is gross, and in turn, chemicals found in our waste shouldn’t be voluntarily inhaled.
On truth’s website, you can read about their strategy for raising awareness, which is echoed in the commercial. They don’t tell people to stop smoking, because that sort of pitch doesn’t work on little children, let alone addicted smokers. So, to get the point across, they appeal to their target audience with alternative methods, such as disgusting facts. Stripping away moralistic lecturing in favor of poop jokes might just be bizarre enough to catch someone’s attention. Credits after the jump.
New Career Opportunities Daily: The best jobs in media.
A Samsung tem sido inconsistente na comunicação da linha Galaxy desde sua criação, em 2009. Já lançou virais marcantes e bons comerciais, mas muitas vezes insiste em ideias formulaicas com conceitos-template.
É compreensível a necessidade de destacar o produto por todos os ângulos em suas versões iniciais – ainda mais considerando a guerra com a concorrência – mas cinco anos depois e em sua quarta geração, acredito que a Samsung pode explorar mais do que isso ou desse humor de sorriso amarelo.
O vídeo acima, “Hi, Hey, Hello”, pode ser considerado um bom exemplo de como ir além para justificar tanta exposição de produto. Pensado como entretenimento, trata-se de um curta musical que mostra um jovem casal se apaixonando, auxiliado pelo uso da tecnologia e da atual cultura mobile.
O diretor de videoclipes Joseph Kahn conta uma história de amor moderna em cinco minutos, sem esquecer de destacar diversos recursos do Galaxy S4 e sua assinatura “Life Companion”.
Post originalmente publicado no Brainstorm #9
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I'm not sure which is more disturbing—the hirsute images that adorn the Beardvertising site from Kentucky ad agency Cornett-IMS, or creative Whit Hiler's use of the work "mancessory" to describe such facial hair. You might recall Hiler from past wacky ventures such as conquering Reddit with fake fliers (including a meetup to recreate scenes from Human Centipede—"Guys only") and crafting a tourism campaign that was presumably too "kick-ass" for the Bluegrass State. Here's his latest pitch: "Do you wanna get paid for having an epic beard? Of course you do. Join the world's first Beardvertising network. Get paid. It's simple—turn your beard into a business. Just like Duck Dynasty. Hang a BeardBoard (Patent Pending) in your beard. Sit back and get paid up to $5 per day." So far, A&W Restaurants and Eagle One Automotive have slapped their messages on Beardvertising mini-billboard clips. Maybe Schick, Gillette, Old Spice and DollarShaveClub.com should join in to cut through the clutter and carve out some unique ad space.
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In 10 years, there will be 50 billion industrial machines connected to the internet, predicts Stephen Liguori, executive director-global innovation and new models at GE. The 123-year-old firm calls it the “industrial internet” and it’s the next wave of the consumer-focused internet of things connecting everyday products to data-collecting platforms.
The phenomenon is a ways off but GE is working to generate technology that collects and parses data to create greater efficiencies for businesses such as aviation, health care and “for folks that work in the power grid,” said Mr. Liguori, speaking yesterday afternoon at the Ad Age Marketing and Technology Summit at Internet Week in New York.
Mr. Liguori joined a host of other marketers to discuss the new tech- and data-driven CMO and the increasing need for CMOs to work in tandem with CIOs to manage the vast swaths of data generated int his new era.
Amazon has moved its global media account into Interpublic Group agency Initiative, after a final pitch against incumbent Mindshare and its sister Group M agency, MediaCom.
(TrendHunter.com) Known for her work with Typo brand stationery, artist Laine Fraser incorporates fashion illustration art into her beautiful drawings and portraits.
She portrays celebrity stylistas including…
Brazilian slums were in the news recently when video taken from a police helicopter in Rio de Janeiro showed bullets raining down on a drug trafficker from one of the city’s notorious favelas. The episode reminded Brazilians that the slums and drug lords are still doing business in spite of broad-scale pacification efforts.
The shootout comes at a time when an ad agency in Rio wants to teach poor people in the slums how to be consumers.
The agency NBS (for “No Bullshit” — no kidding) has set up an office in one of the worst slums in Rio after conducting more than 800 interviews with inhabitants from ages 18 to 65 regarding their expectations and hopes for the area.
Well, who knows where our relationship with Saatchi & Saatchi X fell apart as we went from being an industry mate to a Siberian exile in a matter of months. Whatever, rather than going all Blue Valentine on you, we’re just going first instinct on this one. According to multiple sources, Saatchi’s shopper marketing agency division is losing its Chicago SVP of business development/managing director Kevin Shelhamer, who we hear is leaving X for a gig at Ogilvy. When we inquired, we were met with the usual “he’s in a meeting” and the comms side, as mentioned, has been giving us the unusually cold shoulder thus far. Ogilvy has yet to respond to the matter as well.
Shelhamer has had two stints at Saatchi & Saatchi X, first joining 10 years ago to serve as SVP, client development and in his next turn, he assumed the role three years ago as SVP/MD of its Chicago branch.
New Career Opportunities Daily: The best jobs in media.
(TrendHunter.com) The people in Japan who live in this entirely transparent home in Japan called House NA must be fairly confident because this glass house provides very little privacy. House Na was not designed to…
Housing and homeless charity Shelter has appointed Chameleon to work across its online giving platforms.
Advertising Agency: Wunderman, New York, USA
ACD Copywriter: Carrie Ingoglia
Senior Art Director: Saunak Shahm John McGill
Production Company: Trunk Animation
Directors: Alasdair Brotherston and Jock Mooney
DOP: Matt Day
Peugeot, Stella, Ford and Samsung are some of the advertisers motorists will see on a new LED digital screen sheet, equivalent to a 500-inch TV screen on the Aston Expressway near Birmingham.
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