Hasta La Creative!

With half the week’s 16 Cannes contests decided, IBM is only the second big marketer to win a Grand Prix. The company won for its outdoor structures that make life a smidgen better in its “Smart Ideas for Smarter Cities” campaign. (The other major marketer to score a Grand Prix at this week’s Cannes Lions International Festival of Creativity was Heineken, the creative effectiveness winner with “Legendary Journey” by Wieden & Kennedy, Amsterdam.)

What it is: Each outdoor structure is a simple idea to make urban life a bit easier. In "Shelter," raindrop curves form a blue-and-white awning on an IBM billboard that offers shelter to pedestrians on a rainy day. In another execution, the billboard extends along the ground to form an impromptu ramp over a short flight of stairs. A third structure offers passersby a bench to sit on. On the normal billboard part, each carries the slogan “Smart Ideas for Smarter Cities."

Why it won: Praising the IBM campaign as “classic outdoor,” Jury President Tony Granger said: “We’d like to give the Grand Prix to work that could only live in outdoor." Mr. Granger, who is global chief creative officer of Young & Rubicam, said the campaign brings IBM’s smarter cities strategy to life, and “the design is great.”

Continue reading at AdAge.com

Advertising Agency: Talent, São Paulo, Brazil
Chief Creative Officer: João Livi
Creative Director: João Livi
Copywriter: Ligia Mendes
Art Director: Alex Gonçalves
Print Producer: Ingo Santos, Matias Santos
Art Buyer: Mario Coelho
Illustrator: Estúdio Icone

AOL and PBS introduced the Makers series in February 2012 as a video showcase for high-profile women such as Supreme Court justice Ruth Bader Ginsburg, former U.S. Secretary of State Condoleezza Rice and talk show host Katie Couric. Now Makers is broadening its scope to include women still rising in business. 

AOL plans to invite up to 100 companies to nominate three female employees each for the new Makers@ program and attend next year’s new Makers conference, according to the company. “I feel like this is the perfect way for companies to connect with the Makers in their organizations to elevate them and shine a light on them,” said Maureen Sullivan, senior VP and GM-lifestyle brands and women’s content at AOL.

Ms. Sullivan hasn’t ironed out how those nominees will be communicated to the broader Makers audience outside of their respective organizations, but AOL plans to at least spotlight the participating companies on Makers.com. The Makers@ section will remain, however, primarily a showcase. “We’re not trying to be a social network,” she said.

Continue reading at AdAge.com

Clear Channel’s radio division recently started an effort to combat lame radio advertising. Now its outdoor group has gone to the Cannes Lions International Festival of Creativity to try to spur better billboard ads.

“Billboards are becoming a strong driver of traffic to mobile phones,” a trend that will increase as mobile wallets become more common, he said.

In the U.K., to promote the June 28 theatrical release of Universal Pictures’ “Despicable Me 2,” Clear Channel devised a mobile-phone game through digital screens in shopping malls, where users can instruct some of the film’s characters to dance, wrestle, play or take other actions.  

Continue reading at AdAge.com

Apesar de abraçado logo de cara pelas marcas, o Vine levou um pouquinho mais de tempo para mostrar a que veio também para os usuários em geral. Até há alguns meses, tinha quem pensasse que a rede social só servia para compartilhar sacanagem. Um olhar mais atento, entretanto, revelou muita gente boa criando com o aplicativo – o Mashable, inclusive, fez uma seleção dos 10 melhores usuários para se seguir por lá. Entre os nomes da lista está Ian Padgham, que dia desses resolveu compartilhar um vídeo dele com seus carrinhos de brinquedo…

Sério, como é que ninguém pensou nisso antes?

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Is it just us or is this German Fanta commercial a whole lot like the Coke Happiness Factory commercials? Of course, Fanta being a division of Coke, we guess we can’t much blame Jung Von Matt for giving us an homage. Alex & Steffen did the 2D and 3D work in the video.

The video gives us an epic, period piece battle in which a castle full of characters attempts to quell a giant, pillaging robot who, as it turns out, is just a cooler at a family picnic. Leave it to the hot princess to finally vanquish the mechanical foe.

Sapient Nitro is out with its second Cannes-themed inforgraphic, each of which highlights a decade of advertising memes and themes. What we have today, is a look at the sixties and, well, the fact that lots of guys now where red pants. Oh and the fact that Paula Green was a rockstar creative in the 1960’s.

In yet another idiotic use of the jack off meme, a video entitled Awkward Shakes treats us to several awkward moment of guys polishing their knob in situations where polishing the knob would normally be taboo. Except, of course, they’re not polishing their knobs? All their doing is shaking their protein shake.

Where have we seen this before? Aside from everywhere, who can forget the famed Shake Weight?

Hmm. maybe this is like a fart. No matter how many time you hear one, it’s still funny.

Depois da Coca-Cola, a Cheil também abordou o aspecto da publicidade por um mundo melhor, com foco no que as marcas podem fazer para participar da vida das pessoas.

A agência chama isso de Lifeshare, onde toda marca pode ser uma empresa de mídia e falar diretamente com o seu público em diversas comunidades. Meet, Play e Share são os conceitos para tornar a conversa possível, sem interromper ou se tornar um estorvo como a propaganda quase sempre é encarada.

A tecnologia é parte fundamental para essas mudanças, e a Cheil apresentou alguns cases para provar seu ponto. Achei brilhante o “The Last Beerfighter” (vídeo acima), um arcade de luta onde as pessoas devem brigar pela cerveja. Um game que é, ao mesmo tempo, um dispenser de bebida.

O projeto foi criado para promover uma microcervejaria da Carolina do Norte, a BigBoss, que não tinha verba e queria fazer barulho além dos bares.

A Mckinney (que pertence a Cheil), agência responsável pela ideia, diz que a criação surgiu no que eles chamam de Projeto 10%. É o mesmo esquema já tão propagado pelo Google, que incentiva seus funcionários a pensarem 10% do dia de trabalho fora do briefing, para não clientes.

Outro case apresentado foi o “Bridge Of Life” da Samsung, que recentemente ganhou GP no Clio Awards. Tecnologia usada para prevenção de suicídios na Ponte Mapo em Seoul, onde sensores identificam quem se aproxima da borda e exibe uma mensagem.

Segundo a agência, a taxa de suicídios no local caiu 77%. Assiste o vídeo abaixo, mas não esquece de ativar as legendas.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Aidé de Linda Ronzoni et Alfred Drago pour les textes et la mise en page, l’illustrateur italien Riccardo Guasco a imaginé de superbes dessins pour le livre de mariage de deux personnes dont les initiales sont A & R. Des créations chaleureuses et colorées d’une grande qualité à découvrir dans la suite.