(TrendHunter.com) The Fluxa Bike is not just a bicycle geared towards women, it specifically addresses the needs of the fashionable female. Not only is it stylish itself with its sweeping handlebars and striking…
Mindshare has announced a restructure its European operations, splitting the region into two distinct groups, led by Helen McRae and Christof Baron in new roles as joint chief executive across EMEA.
A Apple já fez boas campanhas institucionais emotivas, mas nesse novo exemplo exageraram no açúcar. É claro que é indiscutível o impacto que a tecnologia tem na vidas das pessoas, mas discurso expositivo demais nunca é bom.
De qualquer forma, esse comercial tem um excelente ponto de partida. É um detalhe industrial, sempre notado pelos usuários da marca, mas que, até onde eu saiba, ainda não tinha sido utilizado pela Maçã em sua comunicação.
A Apple mostra no filme o que faz toda a diferença nos seus produtos, a assinatura: “Designed by Apple in California”.
Me parece um tom de resposta frente aos avanços que a concorrência tem feito. Quando os produtos perdem seus diferenciais e exclusividades, a mensagem volta a destacar onde eles são feitos. Fala muito com quem já é fã, e talvez atinja de leve quem afirma que “a Apple não inova mais”.
Espero ver essa abordagem sem aplicada de forma mais interessante no futuro. A criação é novamente da TBWA\Media Arts Lab.
Post originalmente publicado no Brainstorm #9
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What does the future of media look like? Say Media thinks it looks a lot like a blog that covers the future of media, among other things, ReadWrite.
Eighteen months after acquiring ReadWriteWeb (and dropping “Web” from its name), Say Media has once again redesigned the tech blog and added new in-article ad units designed to look and fell more like magazine ads. "We started with the question, ‘If we could start from scratch and build a modern publication, what would it look and feel like?’” said Say Media CEO Matt Sanchez.
Turns out, the modern publication looks a bit like a traditional type updated for the digital world. Following the trend of digital publications sourcing their style from print magazines — the most notable being Flipboard and Vox Media’s The Verge — Mr. Sanchez describes the new ReadWrite article layout as “like a magazine.”
Nada pode ser menos interessante para os jogadores e frequentadores da E3 do que campanhas publicitárias, certo? Ninguém prestou atenção, mas a Sony também revelou ontem o primeiro comercial do PlayStation 4.
É uma espécie de manifesto que introduz o conceito “Greatness Awaits”, com um discurso bem parecido até com a recente campanha da Nike, “Find Your Greatness”. A doce ironia é que podemos enxergar tudo como sedentarismo vs. atividade física.
Visualmente o filme é interessante, apesar de utilizar as mesmas convenções de outras campanhas do gênero, mostrando o grande e variado universo que aguarda o jogador ao reunir robôs, monstros, esportistas e criaturas místicas num mesmo cenário. Campanhas de TV de alta definição e 3D tem feito muito isso nos últimos anos.
É improvável que repita o mesmo sucesso e criatividade das clássicas campanhas do PS2, mas parece que verba para a produção não vai faltar.
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(TrendHunter.com) Gucci’s Pre-Fall 2013 campaign captures models Daria Strokous and Bastiaan Van Gaalen in the fashion houses’ autumn fashions. The models are photographed against a brushed stainless…
(TrendHunter.com) Travel photographer Alexis Vasilikos has an uncanny ability to find the extraordinary in ordinary people, places and events. Each of her photographs depicts a group of people engaged in some…
Em sua apresentação ontem na E3, a Sony decidiu vencer a retórica na internet e agradou o público anunciando medidas populares (sem DRM, liberdade para jogos usados, preço mais barato, etc) para o seu PlayStation 4, atacando diretamente os pontos críticos do concorrente Xbox One.
Além disso, a marca resolveu fazer piada. Apresentam no vídeo acima a incrível tecnologia de troca de games do PS4, ensinando passo a passo tudo o que você precisa fazer para emprestar um jogo para um amigo.
E agora Microsoft?
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The Petite Maman association collects the children’s clothes that you no longer use, to redistribute them to mothers in need in the Ile-de-France region.
Advertising Agency: Publicis Conseil, Paris, France
Chief Creative Officer: Olivier Altmann
Creative director: Steve O’Leary
Copywriter: Benjamin Sanial
Art director: Raphaël Halin
Account managers: Frédérik Volpert, Cécile Lejeune
Water cooler talk seems to be a popular theme this week. Today, our awkward conversational time passing introduces us to Phil and Marty, the bull and bear duo in the first national campaign for social investing firm Ditto Trade. The online company uses a chain-like system to initiate trades from Lead Traders to the general users, as you can see in this handy diagram. In the above spot, Phil and Marty discuss the merits of Ditto Trade’s unique investing platform. Notice the clever characterization, as Phil uses bullish tactics to sway the reserved Marty.
Ditto Trade CMO Jeff Abbott, a former SVP/creative director at Leo Burnett who spent 20 years at said agency, is the mastermind behind this anthropomorphic campaign. The televised spot is part of a varied pitch to would-be investors that includes print, billboards, and digital ads. Ditto Trade is approaching one million “dittoed” trades by its users, so we may be seeing more of Phil and Marty in the future. I wonder, though, how does Phil button his dress shirt with his clunky hooves? Might have to address that in the sequel. Credits after the jump.
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The Daily Telegraph has launched a new content platform in partnership with Condé Nast’s Wired.co.uk, bringing together the week’s top trending technology stories, to promote the BMW i3 Concept Coupé.
Mobile app usage is exploding but the lack of reliable app measurement, particularly for understanding what app audiences look like, could throw a wrench into the mobile ad spending machine. Mobile analytics firms, traditional web measurement vendors and startups aim to overcome the challenges of app audience measurement, and are coming at it in a variety of ways.
"The state of mobile app audience measurement is definitely becoming an impediment to faster growth of in-app advertising revenues," said Joe Laszlo, senior director of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau.
There are gaps in the two most common methods: panel-based and direct-measurement via analytics code embedded in apps. While the directly-measured approach can pick up on apps with a relatively small pool of users, panel-based methods usually don’t.
Há pouco menos de duas semanas, a França aprovou o casamento civil entre pessoas do mesmo sexo – fato que ainda tem gerado muita confusão e manifestações por lá. Pouco tempo antes da decisão ser anunciada, a Ogilvy Paris lançou um filme tocante criado para a organização Tous Unis Pour l’Egalité (Todos Unidos pela Igualdade), que defende a igualdade no casamento civil. Mas bem que podia ser mais um daqueles comerciais do Google+Hangout, já que é a rede social que possibilita toda a ação da história.
O filme começa apresentando o casal Jacques e Pierre, juntos há quase 40 anos. Em quatro décadas, eles viram o mundo mudar, com grandes avanços na ciência e tecnologia. Até então, só não conseguiram ver avanços na luta pelo direito de ter sua união reconhecida pelas autoridades. Na vizinha Bélgica, entretanto, o casamento civil entre pessoas do mesmo sexo é reconhecido desde 2003 e as autoridades de lá podem casar pessoas de qualquer lugar. Foi assim que a Tous Unis Pour l’Egalité começou a usar o Google+Hangout para concretizar essas uniões.
E são várias, mostradas aqui, com direito a comentários dos casais, que lembram que é mais importante apreciar as pessoas por quem elas são, não por sua orientação sexual. Minha favorita, entretanto, vem de Jacques e Pierre:
“Felicidade é a única coisa que cresce quando nós a dividimos.”
Mesmo não sendo uma campanha do Google+Hangout, está à altura das campanhas bacanas que o próprio Google tem feito para mostrar como a tecnologia pode fazer a diferença na vida das pessoas. Com a diferença de que, enquanto o Google aposta na relação entre pais e filhos, a Tous Unis Pour l’Egalité mostra que há outros tipos de família por aí. De qualquer maneira, é a tecnologia sendo bem empregada.
Seria interessante ver mais desta ferramenta sendo usada para casamentos e outras datas importantes em que a distância geográfica (ou a grana curta) é um obstáculo. Alguém aí já tentou?
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Song Seung-Yong imagine de superbes chaises au design singulier faisant office aussi d’échelle ou encore d’étagère. En réinterprétant et en repoussant l’utilité de la chaise, le designer coréen propose de merveilleux objets appelés « Object-E », « Object-B» ou «Object-O ». A découvrir dans l’article.
The Post Office will push its holiday services in a print, outdoor and online campaign launching next week.
Time Out magazine today includes a special edition Beano comic book, created to promote The Southbank Festival of Neighbourhood in association with MasterCard.
ComScore raised eyebrows with research last year showing 31% of online display ads are never actually viewed, but upon further review, things are even worse: its latest data indicate 46% of ads are never seen by website visitors.
The latest data comes after more than a year of additional tracking by the company’s Validated Campaign Essentials service, said comScore Chairman Gian Fulgoni in a presentation at the Advertising Research Foundation Audience Measurement 8.0 conference in New York on Monday.
ComScore counts 22 of the top 25 U.S. advertisers as VCE clients, including Procter & Gamble Co. and Kellogg Co. But the new data, suggesting that fewer people see online ads than previously thought, likely owe to the fact the service has branched out beyond premium publishers and blue-chip advertisers in the past year, Mr. Fulgoni said. At many "lower tier" sites, in-view rates are well under 50%, he said.
Sports Direct has recruited the services of former group marketing director of Manchester United Peter Draper, following the launch of its online news platform Sports Direct News (SDN).
In case you didn’t scan yesterday’s Sports Business Daily, the trade reports that BBDO New York has been named creative agency for the ING New York City Marathon, which is returning after being cancelled last year of course due to the devastation caused by Hurricane Sandy. Speaking with SBD, Ronnie Tucker, VP of marketing for NYC Marathon organizers the New York Road Runners, says, “We were looking for some new thinking because of our feeling this is a unique opportunity; we have to get it right. From the beginning, BBDO showed a lot of passion for the marathon.”
We’ve also obtained a memo from sources sent from BBDO NY president/CEO John Osborn, who says among other things, “We will be responsible for developing a multi-platform communications campaign to drive awareness, tune-in, and engagement of the 2013 Marathon. We were selected for a number of reasons, not the least of which was our knowledge and success handling other key New York activities, ranging from the New York Miracle to our current efforts on behalf of New York State. Thanks to everyone involved who helped bring home this business.”
As mentioned in the Sports Business Daily item, BBDO NY’s multimedia campaign for the NYC Marathon will launch in late September.
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Channel 4 has promoted Ewan Douglas to the role of agency principal, Manchester.
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