Hasta La Creative!

Apesar de estar disponível no YouTube desde julho, só agora que o último comercial do aplicativo Do.com está ganhando o merecido destaque. Criado pela MUH·TAY·ZIK | HOF·FER, o filme tem como cenário um asilo, onde um dos moradores/pacientes é informado pelo médico que tem apenas 17 minutos de vida. Em vez de se abalar com a má notícia, ele resolve organizar uma festa de despedida com a ajuda de seu tablet e Do, o aplicativo de gerenciamento de tarefas.

Apesar de ter quase dois minutos de duração, o comercial é bastante divertido, mostrando que não importa se o prazo é apertado, mas com a ajuda do aplicativo, fica muito mais fácil conseguir distribuir e executar as tarefas.

Personagens coloridos e antenados – é preciso lembrar que a tecnologia está cada vez mais presente na terceira idade -, uma trama divertida e que, apesar de uma má notícia, ainda consegue ter um final feliz, além de uma apresentação inesperada do produto são o destaque deste filme, que consegue evitar aquele tradicional caminho de focar na eficiência e modernidade seguido por muitas marcas. Boa, Ernie.

Post originalmente publicado no Brainstorm #9
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ZenithOptimedia has teamed up with YouTube and Wildfire, Google’s social marketing software, to launch a global branded content consultancy service for its clients.

As big changes in the health care space loom, WellPoint is embracing a digital-heavy strategy.

Last October, the health-care giant, which is a licensee of Blue Cross Blue Shield, launched an app called WellPower, which tracks and incentivizes users’ physical activity. Almost a year later, the company analyzed the behavior of more than 100,000 users and found that people on Facebook are most interested in quizzes and “interactive learning,” the company told Ad Age. It’s one finding that will help inform the company’s strategy beginning in October, which marks the first time consumers will be able to purchase health insurance through new, state-run online exchanges as part of the Affordable Care Act.

The period during which consumers can purchase a plan is called open-enrollment, and it’s a critical time for insurers to attract new consumers and gain share in the crowded insurance market. WellPoint, one of the largest health benefits companies in the U.S., is placing its bets on analytics and digital marketing, as well as new digital and social agency Rokkan, according to the health care company’s CMO Patrick Blair.

Continue reading at AdAge.com

La marque BMW déjà présente dans le domaine de la photographie (Paris Photo, Rencontres d’Arles…), s’est alliée à Eric Tabuchi pour La Route du Photographe. A cette occasion, il a créé une série de photos inédites d’espaces péri-urbains vides de toute présence humaine, qui retrace son parcours du 16 au 25 septembre.

La Route du Photographe invitait les internautes à participer et à suivre Eric Tabuchi, pas à pas sur Facebook et via Google Maps, pendant 10 jours sur 4 000 km à travers la France, pour réaliser une série de photos de son road trip, exposées en ligne et au Brand Store BMW George V à Paris en octobre. Pour en savoir plus ici.

With so many eyes trained on the National Security Administration’s PRISM program, it’s easy to forget that data collection and use, and privacy rules that govern it, exist across the globe — not just in the U.S. and Europe. In Latin America, India, Africa, Australia, Canada and elsewhere, the privacy rules tend to be more strict than here in the U.S. But, insiders point to one significant differentiator: enforcement is stronger in the U.S.

Following the footpaths of other Latin American countries including Mexico, Chile and Brazil are exploring new privacy rules, said Matthew DelNero, a partner at Covington and Burling, who spoke earlier this month at the Privacy Identity Innovation conference in Seattle.

“I sort of look at it as E.U. plus,” he said, suggesting that the laws being established throughout Latin America tend to be inspired by the European Union’s 1995 Data Protection Directive, which spells out requirements for handling personal data.

Continue reading at AdAge.com

(TrendHunter.com) The white marble duvet set is the perfect bedding to keep you warm during the winter months. Although the comforter looks extremely uncomfortable, it’s actually very soft and you’ll have…

Sources familiar with the matter confirm that Shannon McGlothin, who last we recall served as EVP/global executive creative director at Leo Burnett, is no longer with the agency. No word on where McGlothin is headed to or reasons for departure, but if our memory serves us right, the creative exec last worked on this Samsung Galaxy spot. You might remember that McGlothin joined Leo’s L.A. office to head up its creative department after working at the likes of Deutsch LA and CP+B. He was also a member of Leo Burnett’s worldwide creative board. No word yet if there are plans to replace, but we’ll keep you posted.

New Career Opportunities Daily: The best jobs in media.

The View From The Shard is looking for a creative agency to help promote the attraction in 2014.

Advertising Agency: DM9 Jayme Syfu, Makati City, Philippines
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Louie Sotto
Art Director: Dee Taar
Associate CD / Copywriter: Biba Cabuquit
3D: Pinoy Reyes Final Artwork
Associate Creative Director: Allan Montayre
Accounts: Carla Dado, Tam Salonga
Print Producer: Sheila Villanueva
Photographer: Jay Tablante

“Signs are all compatible.”

Advertising Agency: Young & Rubicam, Buenos Aires, Argentina
Executive Creative Directors: Martin Mercado, Diego Tuya, Darío Rial, Martin Goldberg
Creative Directors: Gonzalo Fernández, Juan Ignacio Galardi
Art Director: Bruno Macri
Copywriter: Juani Martinez Cima
Account Directors: Eugenia Slosse, Agustin Coste
Account Executive: Santiago Cony Etchart
Agency Production: Fernando Costanza
Photographer: Ale Burset
3D & Integration: Zombie Studio
Realization: Martina Urtubey
Digital Retouching: Daniel Romanos, Gabriel Chouy