Hasta La Creative!

A gente já mostrou por aqui algumas ótimas campanhas contra a violência doméstica. O assunto não é fácil de ser abordado, e por isso mesmo todos os esforços merecem destaque. É o caso da campanha que a Whybin / TBWA criou para a Safer Homes in NZ Everyday (Shine), que confronta as pessoas sobre o tema em bares, lembrando que muitas vezes a violência doméstica está associada ao consumo exagerado de bebidas alcóolicas.

A abordagem foi simples e inteligente: foram impressos diversos porta-copos com fotos de mulheres e crianças, utilizando tinta termográfica. Toda vez que um copo ou garrafa gelada era colocado sobre o porta-copos, os machucados apareciam nas pessoas retratadas, chamando a atenção de quem estava bebendo toda vez que ele levantasse o copo.

A ideia é muito legal, mas a gente sempre fica esperando para saber os resultados e se perguntando como teria sido a reação das pessoas nos bares. Sem contar que o álcool pode ser um agravante em muitos casos de abuso, mas não é uma regra e nem a única razão para que eles aconteçam. De qualquer maneira, vale o registro.

Post originalmente publicado no Brainstorm #9
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We welcome back monthly contributor Simon Mathews, currently chief strategy officer at West Coast shop, Extractable, who’s also worked on the strategy side at the likes of Isobar and Molecular during his career. So what does the title of his latest opus mean? Well, let Matthews explain and discuss where the bounds of brand permission lie.

I’ve been on the road this week visiting a couple of clients and working with them on their digital planning for the next year, and in some cases beyond.

Over a meal in New York the conversation topic turned to what the assembled diners thought of the NSA story hitting the headlines that day – how allegedly our government has been capturing everyone’s emails, phone records for years. To add to the discussion, I introduced a business idea: If the NSA has all our emails and data, maybe they could launch a backup/recovery service (e.g. Your computer crashes, the NSA provides a backup of all your lost data)?  I’d call this, “SpyVault”.

My fellow diners seemed remarkably unmoved.

In the cold light of day, clearly this is a ridiculous idea. But it is an example of a deliberate thought process we can use to help push digital innovation – “Inappropriate brainstorming”.

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New Career Opportunities Daily: The best jobs in media.

Scottish Power is set to appoint Fallon to its advertising account after a hotly contested pitch that lasted almost a year.

ISBA, the self-styled voice of British advertisers, has welcomed Facebook’s move to act more like a media owner and take responsibility for ads running on the site, following international condemnation and a backlash from some of its largest members.

Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.

Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.

Credits after the jump

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New Career Opportunities Daily: The best jobs in media.

Just about every day last week brought a new business partner dropping Paula Deen like a hot potato: The Food Nework; Smithfield Foods; Caesar’s restaurants; Walmart; Target; Home Depot and J.C. Penney. Shopping channel QVC and diabetes drug maker Novo Nordisk also took a “pause” from their relationships with the embattled chef.

So can the Deen brand ever stage a comeback? PR pros say it’s not impossible, but it will take a lot of time and a new outreach strategy.

The difference between Ms. Deen and other celebrities who’ve gone through high-profile crises is that the quintessential hot-button topic of race has come into play. Ms. Deen admitted in a deposition to using a racial epithet. The revelation was followed by two YouTube videos, the hiring of crisis communications pro Smith & Co. and a “Today Show” appearance in which Ms. Dean, in between tearful apologies, insisted she’s not a racist.

Continue reading at AdAge.com

This ad for golf's European Tour pits Northern Irish phenom Rory McIlroy against a wise-cracking golf-ball-hitting robot named Jeff in a contest to see who can chip the most balls into washing machines on a driving range. (As a kid, McIlroy practiced this way for some reason. Perhaps he was raised in a laundromat.) "Losing to a robot is a bit like losing to Martin Kaymer," Jeff quips. Golf humor—as lame as the game itself. When a washer lights up and sounds like a pinball machine, the bot asks, "Is that the same noise you heard when you signed your sportswear contract?" Yeah, paying Rory $100 million to wear the Swoosh and battle better-known cyborgs is much better than feeding starving people around the world. Thanks, Nike! The video has gone viral with almost 2 million views in four days. The washing-machine imagery is goofily memorable, but the video's four-minute running time feels like 40 minutes to me. McIlroy giggles incessantly. I kept hoping the robot would chip the guy into one of the washers, or maybe tear off his arms and use them as clubs. I guess we'll have to wait until Tiger Woods and Sergio Garcia are paired up again to see something like that on a golf course.

“As a band it’s a lot easier to work with brands and marketing agencies than record labels,” OK Go’s Damian Kulash said at the Cannes Lions International Festival of Creativity — echoing Lou Reed’s recent Cannes commentary about advertising and music. “Because record labels, they know what they want a band to be doing. They want a band to be making these very particular types of things.”

“Whereas brands, generally, if you find the right relationships, they want the same things you do,” he added. “What we want is maximum engagement with our fans.”

See more videos and complete Cannes coverage at Creativity’s hub here.

Continue reading at AdAge.com

In the “Popeye” cartoons, a character named Wimpy was famous for his love of hamburgers. But the only thing Wimpy loved even more was deferring payment for the numerous hamburgers he was able to consume in one sitting.

His famous refrain to the restaurateur was, “I’ll kindly pay you Tuesday for a hamburger today.”

Last month, several global advertisers who spend billions of dollars in advertising took a page right out of Wimpy’s book by announcing that they would adopt extended payment terms for services rendered from ad agencies. Standard payment terms are about 30-45 days according to a 4A’s survey, but these characters are proposing terms of 75, 90 and in some cases, 120 days.

Continue reading at AdAge.com

Almost half of all smartphones sold in Europe are a Samsung, with the rise of the brand resulting in Android dominating the major European markets, according to Kantar Worldpanel ComTech.