Hasta La Creative!

Bill Lange has had a busy year. As VP-marketing for coconut water brand Zico, he’s overseen the brand’s first national ad campaign from Butler Shine Stern & Partners, as well as watched copious distribution channels come alive since majority stake owner Coca-Cola took the brand national in February.

Mr. Lange learned the bulk of his beverage marketing at Nestle, where he spent 8 years in its beverage division. At Zico, where he’s been for three years, Mr. Lange is positioning the brand to gain share of throat in a marketplace crowded by teas, juices, enhanced waters and sports drinks.

“For us, it’s always been about the credibility of coconut water as recovery, and restoration has really been our focus,” Mr. Lange said. “But you can’t just be boring and about sports all the time, because we know the people that are exercising are also going to concerts, going out at night, and doing other things in their lives. So, we need to fit into those occasions as well.”

Continue reading at AdAge.com

“What would you do, if you were stranded on a tropical island with only a smartphone?” Les Stroud, survival expert and reality TV star, asks in Samsung’s new spot. #SOS? Daily selfies? Think of your answer and get it put to the test with Samsung’s promo for the Galaxy S4 Zoom. Sixteen chosen contestants will be flown to the Caribbean where they’ll learn survival skills from Mr. Stroud. The best eight will move to a secret island, where they will compete in survival challenges, accompanied by their Galaxy gadgets. Viewers of the show then vote on the contestants in real time via their social media posts. The winner gets an island (or $100,000, so an “island experience,” whatever that means).

“It’s an ambitious project but one that will surely not be forgotten,” said Craig Borders, the producer and director behind series like Laguna Beach and Ink Master and SOS Island‘s executive producer. “People crave new entertainment experiences and this series is sure to deliver, while tapping into the social media realm in an unprecedented way.”

It’ll be interesting to see how Samsung avoids a clusterfuck when they’re dealing with a cadre of stranded people, all documenting their experiences in real time. The solution, of course, is for nothing to be in real time, and no one to be really stranded. In that case, we’ll be watching another piece of canned TV. There’s nothing enticing about that, social media streamed or not.

New Career Opportunities Daily: The best jobs in media.

Em algum momento da vida, todo mundo acaba fazendo uma bucket list, aquela lista de coisas que você gostaria de fazer antes de morrer. Algumas são mais conscientes do que outras, mas geralmente elas aparecem à uma determinada altura, quando a gente percebe a efemeridade da nossa existência. É o tipo da coisa que não se faz aos quatro anos de idade… a não ser que você tenha consciência de que terá sorte se chegar aos 5, como mostra o novo filme da Water is Life.

Na campanha criada pela DDB de Nova York, somos apresentados ao pequeno (e extremamente carismático) Nkaitole, que muito em breve deverá entrar para as estatísticas de vítimas fatais da falta de água potável no Saara – uma em cada cinco crianças não chegam ao quinto aniversário na região.

O filme consegue tratar o tema com muita sensibilidade, sem contar a belíssima produção. Mas o que faz a gente parar para pensar é a simplicidade dos desejos de Nkaitole, coisas que a maioria de nós já realizou: ver o mar, voar como um pássaro, andar de barco ou sentir a emoção do primeiro beijo.

No ano passado, a mesma DDB NY foi responsável por outra campanha da Water is Life que pegou diretamente na jugular de muita gente: utilizando a hashtag #FirstWorldProblems, o filme trazia haitianos lendo tuítes de reclamações fúteis, como a casa ser tão grande que a pessoa precisa ter dois roteadores ou o fato do fio do carregador do celular não chegar até a cama…

No final, a grande verdade é que, realmente, nenhuma criança de quatro anos deveria precisar de uma bucket list.

Post originalmente publicado no Brainstorm #9
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Tumbleweed Tango est une vidéo d’animation du plus bel effet dans lequel un chien ballon se lance avec sa partenaire dans un tango infernal pour éviter d’être percé par tous les cactus qui l’entourent. Une création proposée par Humble TV très réussie à découvrir dans la suite.

Engine has won a contested pitch to handle the communications surrounding the Royal Mail’s initial public offering.

Channel 4’s ‘Dispatches’ on the use of fake likes in social media advertising attracted just 864,600 viewers last night and was trumped by all the other public service broadcast channels programmes at 8pm.

Marmite has returned to TV for the first time in two years with a new £2m integrated campaign under a revised strapline “Love it. Hate it. Just Don’t Forget It.”

(TrendHunter.com) Using the works of one of the most popular writers of all time, these Shakespeare theme bandages are a humorous way to cover up any small injuries you may have.

Replicating the language that The…

The Marketing Agencies Association has hit out at advertisers demanding that agencies pay an upfront fee to be included on their rosters.

Vodafone is set to go head to head with rival O2 as rumours build that both telecoms giants will launch their 4G networks in the same week.