Hasta La Creative!

UnCommon Beat a imaginé ce projet typographique de toute beauté appelé The Black Book of Cards. A l’origine un projet Kickstarter qui va pouvoir se concrétiser, il s’agit ici d’un deck de cartes de jeu réalisé par des typographes voulant rendre ce jeu unique en y insérant des mots et valeurs propre à chaque carte.

O que você faria se, ao chegar ao aeroporto com uma viagem planejada, tivesse a oportunidade de ganhar uma outra viagem, com tudo pago, para viver uma aventura surpresa? Quem teve a chance de participar da Departure Roulette, da Heineken, não teve muitas dúvidas e foi parar em alguns dos lugares mais legais do mundo. “Afinal, por que isso nuca acontece comigo?”, foi a pergunta de muitas pessoas. Foi a partir destes questionamentos nas redes sociais que a W+K de Nova York planejou a segunda fase da campanha, surpreendendo alguns deles com uma chance na Roleta do Embarque.

E se no aeroporto a decisão era fácil – afinal, você estava com as malas prontas e o espírito preparado para viajar, mesmo – no caso da Departure Roulette Roadshow ter um momento de espontaneidade  ao ser abordado no meio da rua deve ter sido um pouco mais complicado – ainda que muitos garantissem que suas malas estão sempre prontas.

Foram escolhidos moradores de San Francisco, Los Angeles e Nova York, que foram abordados pela equipe da Heineken e desafiados a largar tudo o que estavam fazendo para apertar o botão vermelho e embarcar imediatamente para uma aventura. E se algum deles pestanejou? Nem por um minuto.

Agora, aquela velha pergunta que todo mundo deve estar fazendo para si mesmo: por que isso não acontece comigo?

Post originalmente publicado no Brainstorm #9
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Yahoo has begun automating the sale of its premium ad slots, so that an advertiser or its agency would be able to purchase the portal’s top-tier inventory through a computer. In other words, the process will be more akin to booking a hotel stay on Booking.com versus the traditional media-buying process that is more like reserving a room through a travel agent.

Yahoo’s automation of premium ad sales often referred to as programmatic premium or programmatic direct will ramp up through the fourth quarter of this year and be “full blown” in the first quarter of 2014, said Yahoo VP-Product Management for Display Advertising Dennis Buchheim.

Yahoo’s program results from the latest pact the company has struck with AOL and Microsoft. Two years ago Yahoo, AOL and Microsoft started selling each others’ low-end display ads through their respective ad networks and real-time bidding exchanges.

Continue reading at AdAge.com

Droga5 London has hired Thiago de Moraes, the head of creative innovation at Abbott Mead Vickers BBDO, to the role of executive creative director at the new agency.

Harveys, the furniture store, has shifted its £18 million advertising account out of Enter and into Uber.

The premise for History’s new Hatfield and McCoy reality show is pretty straightforward: The two warring clans struggle to overcome their differences as they develop a real-life moonshine brand.

On camera, that appears to be where things are headed, according to episode descriptions posted on the website of “Hatfields and McCoys: White Lightning,” which is set in the backwoods of West Virginia. But off camera, a dispute is brewing involving complicated trademark law — and you guessed it — a family feud.

On the show the families partner with Monsell Darville, a former Bacardi USA executive. “This is a real business coming to life inside a docu-reality TV show,” Mr. Darville said. The venture, called Hatfield & McCoy Alliance, includes patriarchs Mark Hatfield and Jim Quick (a McCoy), according to a statement from an investor group partnering with the families. The investors, led by Mr. Darville, have filed for trademark protection for “The Legendary Hatfield & McCoy Moonshine.” The group hopes to launch the brand by year’s end with aggressive plans to take it national.

Continue reading at AdAge.com

W+K and Heineken’s initial “social experiment” (sorry guys, no, this is a marketing campaign) “Departure Roulette” set about to send travelers at JFK Airport on a free trip to a new destination — one that they didn’t know of in advance.

Operating under the assumption that “Heineken consumers are especially open to adventure and the unknown” (and pissy-tasting beer), Heineken and W+K chose to follow-up by finding enthusiastic fans of the initial campaign in San Francisco, Los Angeles and New York and bring the Departure Roulette board to them with “Departure Roulette En Route.” These were fans who tweeted that they would love to be given the opportunity to play Departure Roulette, so it was a fair assumption that they would accept the challenge.

Surprised but delighted to be given the opportunity to press the red button and set off for destinations unknown, most seemed excited at their travel prospects. One dude didn’t know where Reykjavik is, which is kind of lame, since I would club baby seals to be given the opportunity to travel to Iceland. Someone else appears to not have been home. (They must be kicking themselves for that one.) Another guy seemed less than elated to be going to Romania, with a reaction something along the lines of “Romania? Okay, I guess I’m going to Romania.” I guess he would have preferred Disney World or something. Maybe that “open to adventure and the unknown” assumption wasn’t so accurate.

This is a really interesting campaign from W+K. The original premise was a cool idea, and the follow-up engaging fans who claimed they’d love to participate makes a lot of sense; and taking things outside of the airport really raises the bar on the spontaneity factor. Wasting a perfectly good chicken parm, though? Not so cool. Credits after the jump.

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New Career Opportunities Daily: The best jobs in media.

JWT London has picked up the CRM business for Lastminute.com after a competitive pitch.

(TrendHunter.com) Cats are furry, lovable animals, so why not get a cat Halloween costume for your favorite pet? Your purring pet with be thrilled to become a part of the Halloween spirit this year.

Cats have become…

People are watching BuzzFeed videos most at the same time that people watch TV the most, according to BuzzFeed CEO Jonah Peretti, and they are watching those BuzzFeed videos on mobile devices.

Watch his interview in the Ad Age @ area at Advertising Week.

Find more videos and coverage from Advertising Week here.

Continue reading at AdAge.com