Hasta La Creative!

Today, 1 in 88 children are diagnosed with autism. That’s an increase of up to 17 times, in the last 25 years. However the understanding of autism amongst the general public is still extremely low. Because early diagnosis can make a world of difference, it is important that people are informed about the symptoms of autism so they can seek an early diagnosis/treatment.

The campaign is designed respond to the growing need to highlight concern and awareness about autism, by illustrating some of its symptoms.

Singapore’s largest autism awareness group, The Autism Resource Centre, wanted to highlight the symptom: ‘Hypersensitivity to sound’ for World Autism Month (takes place in April every year). To communicate this message, we integrated search bars on various websites with onsite banners to provide a virtual demonstration of how the slightest sound could be deafening to a child with Autism.

We created a world’s first – a banner that was activated by users’ interactions with the keyboard. We developed a source code that enabled us to track letters as they are being typed into the search bar. This, in turn, triggered a reaction from the girl in the banner below, demonstrating how she is seemingly affected by even the light sounds of typing.

This campaign went live on half a dozen partner sites with a potential audience of 2.2 million visitors. It also received the attention of TV stations which featured Singapore’s President of Autism Resource Centre, Denise Phua, thus bringing more public attention to the cause.

Advertising Agency: BBDO, Singapore
CCO: Ronald Ng
Copywriter: Ronald Ng, Matthew Zaifert, Peter Alsante, Shehan Karunatilaka
Art Director: Andrea Limjoco, Irvine Acosta
Production Company / City: Little Red Ants, Singapore

Sure, 72andSunny and Samsung have had some fun comparing the latter’s smartphones to Apple’s in recent years, but in the last several months, it seems like the brand’s finally getting over their complex and showcasing the product line on its own. First, they highlighted the Galaxy S4 with a graduation-centered campaign. Now, they’re showcasing new features for Father’s Day with “hip dads in action.”

In “Swaddle Master,” a befuddled father learns the tricks of the swaddling trade via Smart Pause YouTube. With “Quick Snooze” (below), meanwhile, the same cardigan-wearing dad watches the game with his little one at the end of the day. As his eyes droop shut, the game pauses. He reopens them and it picks up where he left off.

Though this creative work may not go viral or win awards, showing the practical (and less glamorous) application of the S4’s features will perhaps win the hearts of young parents everywhere. On a special occasion like Father’s Day, maybe hitting your target audience is enough?

Credits after the jump.

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New Career Opportunities Daily: The best jobs in media.

The Red Brick Road (TRBR) has appointed Tom Skinner as its senior creative and Jess Little as a senior copywriter.

Ocado, the online grocery business, will launch the first of a series of standalone specialist websites next month as part of a strategy to expand “from a supermarket to a hypermarket”.

Prince Andrew will chair talks at Mother at the Trampery today as the start-up seeks to expand across the capital.

(TrendHunter.com) It’s surprising to realize that the HBO series of Game of Thrones hasn’t been made into a card deck game yet. One of the main traits of the show is magic and strategy, so it only seems fitting…

The campaign aims to provoke civil activation against the liberalization of the law forbidding the smoking in closed spaces. The combined profits of the six biggest tobacco companies for 2010 is 35 billion dollars. This equals the profits of Coca-Cola, Microsoft and McDonald’s for the same year. 6 000 000 smokers die every year. Tens of thousands quit smoking. The tobacco industry must replace them to keep their profits. Tobacco companies produce so many cigarettes that every living person on the planet has 1000 cigarettes a year at their disposal. This is why they need every man, woman and child on Earth.

Advertising Agency: the Smarts, Sofia, Bulgaria
Creative Director: Martin Markov, Radoslav Bimbalov
Art Director: Martin Markov
Copywriter: Radoslav Bimbalov , Borislav Kandov
Photographer: Martin Markov

Advertising Age Player

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Pizza Hut’s most recent pizza may have been crazy, but as it turns five years past AARP eligibility, it’s promotion is becoming more subdued.

Continue reading at AdAge.com

Advertising Agency: JWT, Sao Paulo, Brazil
CCO: Ricardo John
Creative Director: Erick Rosa, Ricardo John
Copywriter: Pedro Furtado, Raul Palhares
Art Director: Fabio Santoro, Pedro de Gouveia
Head Of Art: Fabio Simões
Planning: Fernand Alphen
RTV: Marcia Lacaze, Fafá Oliveira
Production Company: Bando
Audio: Shuffle
Producer: Flavio Schaefer, Flavio Colella, Carla Rocha
Photographer: Regis Fernandez

“They can read, they can imagine.”

Advertising Agency: Z+ Comunicação, Brazil
Creative Director: Manoel Zanzoti
Art Director: Marcos Magário Filho, Tércio Alves
Copywriter: Zé Ricardo Novoa
Account Director: Anita Souza
Photographer: Felipe Gombossy
Art Buyer: Alice Iamamura