Hasta La Creative!

Reckitt Benckiser, the FMCG giant and owner of Cillit Bang, Vanish and Dettol, has launched a review of its global media planning and buying account, previously estimated to be worth $800 million (£523.3 million).

Talvez você não saiba, mas clipes de papel podem ser extremamente perigosos. Pelo menos é o que mostra a animação que a Monkeystack criou para a Cruz Vermelha australiana. A ideia é mostrar a importância de se prevenir maiores consequências em acidentes de trabalho aprendendo primeiros-socorros.

Na animação, um funcionário aparece com um clipe enganchado no olho, e pede ajuda para um colega. O problema é que, conforme as pessoas tentam resolver o problema, ele só aumenta, até resultar em uma verdadeira catástrofe mundial.

Apesar de simpático e até divertido, é impossível não lembrar de uma certa animação australiana que aposta no humor negro para falar de segurança – aquela, que se consagrou em Cannes recentemente. Imagino até que o briefing do cliente tenha sido algo do tipo: “Quero uma versão SIPAT para Dumb Ways to Die“. Enfim, o importante é que a mensagem foi passada.

Post originalmente publicado no Brainstorm #9
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How big is just too damn big? That question is being endlessly debated right now in the wake of the announced merger of Omnicom and Publicis, which will create the world’s largest ad firm.

As my colleagues Rupal Parekh and Bradley Johnson reported, citing information compiled by the Ad Age DataCenter, Omnicom and Publicis in 2012 together accounted for 41.2% of revenue among the world’s 10 largest media agencies. The co-CEOs of the combined entity, Publicis’ Maurice Levy and Omnicom’s John Wren, seem pretty convinced they won’t face substantive governmental objections to the deal, but others aren’t so sure.

Just four days after the deal was announced, Ad Age London Editor Emma Hall reported that the World Federation of Advertisers and the Incorporated Society of British Advertisers were already canvassing their members in anticipation of huddling with antitrust regulators.

Continue reading at AdAge.com

Nearly four years after ending the much-maligned “Smart Choices” labeling program, major food companies are preparing a $50 million campaign to plug a new front-of-pack labeling system called “Facts Up Front.” The effort is the latest attempt by processed-food marketers to improve their image, while keeping regulators at bay.

Facts Up Front has been rolling out slowly since 2011, with front-of-pack nutrition labels appearing on dozens of brands ranging from Trix cereal to Lean Cuisine, showing calories, saturated fat, sodium and sugar content. But to date the effort has been lightly promoted. That will change early next year with the expected launch of a communications campaign including paid media and point-of-purchase marketing.

The campaign will be funded by members of the Grocery Manufacturers Association, which represents major food companies, and the Food Marketing Institute, which represents retailers, with cash and in-kind contributions. It will be handled by BBDO, New York, PR agency Edelman and FoodMinds, a boutique firm specializing in food and nutrition. Most major food marketers will participate in the voluntary initiative, including General Mills, Kraft Foods Group, Mondelez International, Kellogg Co. and Hershey Co. GMA estimates that 70% to 80% of products from participating companies will have Facts Up Front labels by the end of the year.

Continue reading at AdAge.com

Advertising Agency:BBH, Singapore
Executive Creative Director: Scott McClelland
Creative Director: Maurice Wee
Senior Art Director: Janson Choo
Senior Copywriter: Khairul Mondzi
Art Director: Kooichi Chee
Social Media Curator: Dominique Rowe
Head of Film: Daphne Ng
Producer: Wendi Chong
Digital Producer: Philip Dabrowski
Music Composition and Production: Fuse Adventures in Audio
Typo Illustration: ONO Creates
Digital Production: Avantworks
Animation & Character Design: Persistent Peril
Animator: Ginny Jones, Garth Jones
Animator: Jonny Clapham, Rich Gladman
Producer for PP: Sam Bourner
Intro & Outro Animation: Elena Ho

Condé Nast’s Vogue magazine today publishes its September 2013 UK edition, which it claims is the highest-grossing issue in terms of ad revenue since 2008.

A custom-built tractor created from a classic 1959 Massey Ferguson 35 chassis races a Jim Clarke Vintage Lotus around the Top Gear track to kick off a global campaign for Ardbeg whiskey.

Hapi is a child of the recession. In 2008, as markets tanked and layoffs rained down, Jason Hackett saw an opportunity to open a boutique agency that served marketers’ constrained budgets.

Mr. Hackett’s staff is small to underscore the message that boutique firms are more nimble, efficient and equipped to generate bigger ideas. The agency easily scales to meet larger client requests using Hapi’s network of freelancers and doesn’t charge media commissions.

One of its recent successes was the Downtown Phoenix Partnership’s Zombie Walk campaign, for which the agency splashed dismembered zombie appendages on billboards and placed a trash bin on a public street full of discarded “zombie body parts.” Attendance doubled over the previous year as would-be zombies hit local streets. Another success story is online apparel retailer 6pm.com, for whom Hapi’s online banner campaign in March converted every $1 spent into $18 in sales.

Continue reading at AdAge.com

Croatia isn’t typically seen as a hotbed of creativity, but ad-industry observers might change their opinion once they see the work of Zagreb-based Bruketa & Zinic OM. Since creative leaders Davor Bruketa and Nikola Zinic founded the 68-person independent in 1995, it has consistently delivered some of the freshest brand ideas on a diverse set of platforms. Among them, the agency’s groundbreaking twists on the typically boring annual report like a recent one for oldest client Adris Group, whose pages literally glow when warmed by human touch.

The agency also applied its smart design thinking to packaging. Its unusual label for wine brand Stina is a blank slate meant to acknowledge the brand’s roots as birthplace of local artists and foster the creativity of those who drink it. Six months after launch, according to the client, it helped land the wine on the menus of Michelin-starred restaurants. Its rethink for Jaffo biscuits brought modern edge and personality to the brand, increasing sales volume 12.5% compared with last year. The agency also staged a public mutiny against mobile-network operators as part of a subversive campaign to encourage crossover to client Tele2.

The ideas aren’t just creativity for creativity’s sake. In 2012, the agency ranked the second-most-efficient independent agency in the world, besting agencies like Wieden & Kennedy and Jung von Matt, according to the Effie Effectiveness Index.

Continue reading at AdAge.com

Mega-retailer Target has a legacy of incorporating mundane household products into design-driven tableaux. Minneapolis agency Mono put a humorous twist on that idea by making the products the heroes in a series of high-fashion vignettes. Directed by veteran fashion photographer Matthew Donaldson of Whitelabel Production, the cheeky campaign promoted the brand’s “Everyday Collection,” a clever packaging idea for the retailer’s most basic of products, from packs of meat to baby wipes. A cowgirl rules when she cleans up her baby’s bum with wipes; a matador flourishes a cape at flying meat; a pregnant woman puts her crazy cravings to bed after tearing through Ruffles, pickles and a jar of prenatal vitamins. An accompanying grocery circular, as well as an online push that invited users to “Tweet to Runway” brought fashion sense to the entire package.

Next: Bruketa & Zinic OM

Continue reading at AdAge.com