Onitsuka Tiger, Blast Radius Unveil AW13 Collection

Digital agency Blast Radius Amsterdam commissioned highly-acclaimed fashion photographer Lawrence Ellis (Vogue, ID Magazine, Wonderland) to capture the “tracks” of aspiring artist Que and actress/barista Asami as they traversed their everyday routes through their Tokyo neighborhoods for sports lifestyle brand Onitsuka Tiger’s new AW13 campaign. Since the AW13 is presumably a running shoe, you have to wonder why they didn’t select athletes for these spots. But I guess Que and Asami were just more photogenic. The campaign extends beyond the television spots, featuring over 1,000 Instagram images telling the stories of this campaign as well. UK and Germany-based agency Renegade Media is responsible for the campaign’s seeding and PR activity.

The aesthetically pleasing spots (and Instagram images) succeed in making me really want to visit Tokyo (or would if I didn’t already really want to visit Tokyo) but don’t really make me want to shell out money for the sneakers. In fact, during the course of the spots, which both last just over one minute, the sneakers become almost an after-thought. But since I only ever run if I’m trying to catch a train or fleeing a swarm of angry bees, I suppose I’m not the target demographic.

New Career Opportunities Daily: The best jobs in media.

Aggravated Garden Gnomes – These Garden Gnomes Offend Neighbors by Flipping the Bird (GALLERY)

(TrendHunter.com) For those who have gardens and happen to be anti-social, I present an offensive garden gnome flipping the bird. This “non-conformist” garden gnome will offend neighbors for you, and do it with a…

GSK splits media between Group M and Omnicom

GlaxoSmithKline has divided the bulk of its estimated £1 billion global media planning and buying account between Group M and Omnicom Media Group.

Em uma cadeira, idoso encontra a inspiração para viver

Você já parou para pensar em como uma simples cadeira é capaz de mudar a nossa vida? Alguns comerciais recentes da Coca-Cola e NZI têm focado nos “poderes” deste objeto. Mas talvez seja a Ikea quem tenha melhor demonstrado essa ideia em Empieza Algo Nuevo, filme criado pela  S,C,P,F…, da Espanha.

A história gira em torno de um idoso que todos os dias vai ao mesmo parque e senta-se no mesmo banco, com as mesmas pessoas e faz sempre tudo igual, mais ou menos como se estivesse preso em uma música de Chico Buarque. Até o dia em que o banco está ocupado e ele é obrigado a voltar para trás. Pronto, a primeira ruptura está feita.

No dia seguinte, para evitar o problema de não ter onde sentar, o protagonista resolve levar sua própria cadeira. Mas, como ele tem sua própria cadeira, percebe que pode escolher onde quer se sentar. E a curiosidade vai renascendo, para ir cada vez mais longe e explorar novas possibilidades. Quem diria que uma simples cadeira poderia ser fonte de tanta inspiração?

De certa maneira, este filme da Ikea me lembrou de uma das histórias secundárias de O Fabuloso Destino de Amélie Poulain, de Jean-Pierre Jeunet, em que a protagonista resolve sequestrar o anão de jardim de seu pai. Com a ajuda de uma amiga comissária de bordo, que leva o anão para suas viagens e envia fotos dele em pontos turísticos famosos, Amélie consegue inspirar o pai a conhecer o mundo.

Lendo alguns dos comentários sobre o filme, encontrei algumas críticas ao seu desfecho. Na verdade, não vi nada de errado, pelo contrário: o protagonista simplesmente quis compartilhar sua “fonte de inspiração” com os amigos, lembrando que na Ikea sempre haverá outras cadeiras. É uma mensagem bacana, que mostra que os produtos da Ikea podem ir muito além do ambiente caseiro. Vale o play por cada um de seus 121 segundos…

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Nokia and the ‘death’ of the pure-play mobile brand

The sale of Nokia’s handset business to Microsoft will go down as a key moment in mobile history and could mark the end of the pure-play mobile brand.

Can Tom Brady be an UGG For Men Gamechanger?

I don’t have to describe the stereotypical girl who wears UGG boots, because you’re already familiar with the trope. You can practically hear the rubber soles scraping against the ground as she walks by, and most likely, you are judging her because of her fluffy boots.

Patriots star quarterback and perennial life-winner Tom Brady is very different from that girl. As far as brand spokespeople go, Brady is a safe bet with the ability draw males and females to a product. For whatever reason or however much money, Brady has been the UGG For Men spokesman for quite some time now, and the company has launched a fat campaign with plenty of close-ups on his face and feet, titled: “For Gamechangers.” I’m not sure if men are rushing to order their UGG shoes, but the 60-second spot is a quality effort from M&C Saatchi LA. The ad has the moody beat of a more athletic brand, and although it runs a bit long, the shoes on display don’t look half bad. It almost makes you forget about that trope-y girl walking by, until of course, the brand name flashes at the end of the spot. 

You can watch a behind the scenes video after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

Cloud Pink Installation

Cloud Pink est une installation artistique réalisée par le collectif coréen Everyware, composé de Hyunwoo Bang and Yunsil Heo. Il s’agit d’un écran en tissu que les participants sont invités à toucher alors que des nuages roses y défilent. Un pont numérique entre le rêve et la réalité à découvrir en images et en vidéo.

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Leo Burnett, hhgregg Go On Date from Hell

hhgregg is a rapidly growing, publicly owned and operated consumer electronics and home appliances retailer headquartered in Indiana specializing in high end TVs and appliances.

For their latest TV spot, Leo Burnett came up with a nightmarish date scenario in which a TV-obsessed tech geek (possibly an hhgregg employee), who bears a slight resemblance to a young Mario Batali, can’t stop talking about “light and illuminating pixels” and “variable refresh rates” while on a paddle boat ride with his date. The extremely bored date sits, paddling with her feet while holding a rose from TV-Obsessed Tech Geek. The poor woman stares off, bored out of her mind, as her date drivels on, “Of course, you wouldn’t know that unless you read the blogs I read.” Then we cut to an hh gregg salesman who says, “Talking about TVs doesn’t make you sound smart, it makes you sound lonely,” perfectly followed by the tagline, “hhgregg knows TVs, so you don’t have to.”

The ad is effective not just because it dovetails so well with the tagline, but because it presents such a humorous real-life situation that everyone can relate to. Ladies, I’m sure you’ve been there: stuck with some dude yammering on about some techie drivel without letting you sneak in a word of conversation, completely oblivious to your boredom. And I’m sure that tech-obsessed guys have felt at times a bit too much like the guy in this spot. Maybe this spot will raise some self-awareness. An advertisement that may open up some eyes and improve first date behavior? I’d say that’s a pubic service.

New Career Opportunities Daily: The best jobs in media.

‘Dumb ways to die’ director joins Passion Pictures

Julian Frost, director of the multi-Cannes Lions winning “dumb ways to die”, has signed up to production company Passion Pictures for commercial representation in the UK and across Europe.

Bell and Neil boost judging lineup for Ocean digital competition

Nick Bell and Ross Neil, creative directors at Brooklyn Brothers and WCRS respectively, are among the industry figures that will judge Ocean Outdoor’s Art of Outdoor digital competition for 2013.

Os Brasileiros que querem palestrar no SXSW 2014

Vou ser honesto, não sei quem começou isso mas eu só me liguei que era possível quando o Cris Dias conseguiu que a palestra dele (e outras pessoas da JWT) fosse confirmada no SXSW. Era uma palestra direcionada para gringos mas que tinha um apelo interessante principalmente lembrando que o grande evento dos próximos anos é o Brasil por conta da Copa e das Olimpíadas. Bacana ver um brasileiro que conheço falando em um evento como esse e tal. E aí esse ano, 2013, eu fui no SXSW e fiquei impressionado em como o evento é incrível. Sério. É algo que todo mundo que trabalha com comunicação deveria ir pelo menos uma vez. E não é só por conta das palestras e das festas, a impressão que dá é que estamos numa bolha em que tudo que acontece e que vai acontecer na internet nos próximos meses e anos está ali dentro.

Aí pensei,

“Poxa, seria legal palestrar aqui. Mas seria mais legal se conseguisse falar sobre algo que não fosse apenas sobre o Brasil. Algo que todo mundo que trabalha em agência e social media pudesse se relacionar e tal.”

É ousado, eu sei e é capaz de esse tema reduzir minhas chances de ser aprovado mas, de alguma maneira, eu achei que poderia ser viável e legal.

Então enviei a minha proposta de tema para lá e agora preciso da ajuda de vocês. Depois descobri que há outros brasileiros, de outras agências, que também mandaram suas propostas.

Então, em um jabá sem precedentes no B9, venho aqui pedir humildemente pelo voto de vocês, essa galera linda que lê o blog.

Frictionless sharing Vs The World – Essa é a minha proposta de palestra. Me juntei com a Sharon Panelo, uma amiga americana da McCann NY que trabalhou comigo e o tema é basicamente sobre o que venho falando aqui no B9 há algum tempo. Que a internet foi construída baseada no compartilhamento legítimo e que nesse mundo em que tudo é compartilhado automaticamente e ninguém mais sabe realmente o que é uma indicação, um endosso legítimo.

Aí, aproveita que você já está lá e fez o registro rápido (rápido mesmo, não dura nem 2 minutos) e vota nos outros temas de brasileiros.

Na real, esses votos são apenas 30% do fator de escolha mas acho que pode ser interessante mostrarmos o que estamos pensando por aqui.

Fueling Social Movements via Social do Tiago Ritter da W3Haus e
David Slayden da BDW
Protests in Brazil: When Social Media Gets Real do Douglas Rodrigues
The Giant has Awakened: Building Brands in Brazil do Will Palley da JWT
Brazil: Come to the Streets, the Giant Awoke do Marcelo Sant’Iago da SapientNitro
Brazilian Social Way of Life: Olympics + World Cup da Luciana Bazanella da AG2 Publicis Modem
Beer and Timesheet, How to Bring These 2 Together do Felipe Gomide e Guilherme Gomide Agência Casa/JWT
How to Create Low Budget Interactive Music Videos do Steve ePonto
The biggest collaborative street art gallery da Marina Bortoluzzi e Marcelo Pimentel do Instagrafite

Obrigado a todos e, caso tenham mais palestras propostas por brasileiros, avisem nos comentários com links que eu acrescento no post. É isso.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Artistically Collaborated Beer Cans – Warsteiner Beer had Artists Create Six Original Beer Labels (GALLERY)

(TrendHunter.com) Warsteiner beer has long been know for its collaboration with artists in order to create original and aesthetically pleasing cans.

One of the most notable collaborations that took place was when…

GSK Consolidates $1.3B Media Account with Omnicom and WPP


GlaxoSmithKline, the pharma and consumer-health giant, has consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM, while keeping Omnicom’s PHD as its lead media agency for the United States.

PHD will also add a global comms planning assignment, as well as the media business in Canada to its remit, according to people familiar with the matter.

Agency representatives either declined to comment or couldn’t be immediately reached. But the decision, which comes after a lengthy review, means that the international media duties that GSK awarded to Publicis Groupe’s Starcom MediaVest Group in 2010 will move back to GroupM.

Continue reading at AdAge.com

Braincast 79 – Palestras, workshops e conferências

Em um universo de eventos sobre os mais diversos assuntos, muitos questionam a falta de originalidade dos produtores (que sempre apresentam os mesmos convidados, temas ou abordagens), assim como a superficialidade ou mesmo o jabá excessivo dos participantes. No Braincast 79, Saulo Mileti, Cris Dias, Guga Mafra e Luiz Yassuda batem um papo sobre este polêmico assunto.

Faça o download ou dê o play abaixo:

> 0h01m25 Comentando os Comentários?
> 0h25m10 Pauta principal
> 1h08m40 Qual é a Boa? – qualeaboadobraincast.tumblr.com

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WORKSHOP9: >SP >RJ >POA

Críticas, elogios, sugestões para braincast@brainstorm9.com.br ou no facebook.com/brainstorm9.
Feed: feeds.feedburner.com/braincastmp3 / Adicione no iTunes

Quer ouvir no seu smartphone via stream? Baixe o app do Soundcloud.

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Absolute Radio wins NFL rights

Absolute Radio has won exclusive rights to broadcast commentary on the NFL American football league and will broadcast a total of 23 games across the season, including the Super Bowl.

Meet Kevin Weil: Twitter’s Ad Architect and Its Killer App


In an earlier life, Kevin Weil was a Ph.D. candidate at Stanford in theoretical particle physics. Today, as Twitter steams toward a public offering, the 30-year-old ultramarathoner is playing a surprisingly central role in turning Twitter into a key platform for advertisers — and, in turn, a profitable business.

Now Mr. Weil is playing a much more visible — and public — role at the company. He’s increasingly being called upon to lead outside of it as well, which entails meetings with marketers and agencies and his first trip this year to Cannes.

Mr. Bain recalled a meeting in New York in late 2011 with Subway CMO Tony Pace and a discussion about how to promote Subway endorser and gold-medalist speed skater Apolo Ohno on Twitter. It emerged that Mr. Ohno was running a marathon during the coming weekend, and Mr. Pace asked Mr. Weil to run with Mr. Ohno. (Mr. Weil agreed on the condition that he be allowed to live-tweet the run.)

Continue reading at AdAge.com

Top 10 social brands: Samsung tops list with smartwatch buzz

Social media analyst Starcount looks at the world’s most popular brands on social media in August.

Comic Relief App Hack to harness ideas of digital marketers

Comic Relief is calling on digital developers and marketers to help create a mobile app to boost fundraising for its Sports Relief 2014 campaign.

British Airways deals with promoted tweet attack from disgruntled customer

British Airways (BA) has apologised to a man who went to the lengths of buying a promoted tweet to complain about the airline losing his father’s luggage.

Microsoft to Buy Nokia Mobile Phone Business for $7.2 Billion


Microsoft has agreed to buy Nokia’s mobile phone and services business for $7.2 billion in an effort to catch up in the booming mobile space, the companies said. The deal is expected to close in early 2014.

Global marketing will be integrated under two Microsoft executives — Tami Reller, exec VP-marketing, and Mark Penn, exec VP-advertising and strategy. Microsoft said it intends to license the Nokia brand to use with existing Nokia products but did not describe its plans for the name going forward. “It is very important that we pursue a unified brand strategy as soon as possible,” Microsoft CEO Steve Ballmer said in a statement.

At the companies’ announcement of the deal, Nokia’s chairman, Risto Siilasmaa, called the deal rationally clear but emotionally complicated. “Rationally it is clear that the smartphone market is undergoing fundamental change, and in this dynamic market Nokia has done great work in creating innovative products,” he said. “However, the industry is becoming a duopoly, with the leaders building significant financial momentum at a scale not seen before.”

Continue reading at AdAge.com