Advertising Agency: Abbott Mead Vickers BBDO, London, UK
Director: Ben Newman
Creative Director: Thiago De Moraes
Creatives: Michael Jones, Adam Whitaker
Producer: Anita Sasdy
Agency Producer: Alex Lewis
Digital producer: Angela Meier
VFX: The Moving Picture Company
Photographer: Michael Ragen
Production co. producer: James Sorton
Post-production company: MPC
Production: Pulse
(TrendHunter.com) This surprisingly large Swedish apartment is actually an attic duplex. It’s incredible to see how designers can take a small place and use the right inspiration to make it look roomy and have an…
When Roger Adams interviewed for the CMO job at the financial services company USAA about three years ago, his first thought was that it would be a “marketer’s dream,” he said.
“Here is a company that is almost 90-years-old, they have a great customer service reputation, and they’ve never advertised,” he recalled Saturday during a presentation at the Association of National Advertisers meeting in Phoenix. A few hours later he woke up in the middle of the night with second thoughts. “This could be a marketer’s nightmare,” he recalled. “They have nowhere to go but down.”
Mr. Adams, former CMO at Lord & Taylor and The Home Depot, ended up taking the job. And under his leadership, USAA — which provides insurance, retirement and investment services to military personnel and their families — has used marketing and analytics to reach new heights.
(TrendHunter.com) In the ‘Mikayla’ photos, Andrew Theodore litters the scenes with fall fashion looks, tattoos and cigarettes. The model sports a puffy hairstyle as she wanders on a mossy pathway, on which fall…
“The Million Second Quiz” may have disappointed in ratings, but that didn’t really bother Tony Pace, chief marketing officer of Subway Franchisee Advertising Fund Trust, the integration partner for the show.
“We would have preferred the ratings were higher, but it delivered on our expectations for total audience,” he said, due to a strong digital presence along with social and PR. How much? Mr. Pace said the company got only 31% of its impressions around the event from TV, compared to 43% from digital, 23% from social, and 3% from PR.
His point is that in this hyper-connected world, a marketer’s point of entry might be a TV spot that can yield dividends in social, PR or digital to build impressions.
(TrendHunter.com) You can create your own furniture designs, cover up washed out colors or decorate your own clothes and bags with Tulip’s fabric spray paint. This permanent spray sticks to fabric and dries quickly,…
Al Jazeera America may represent something quite new in the media business: the foreign gaze for domestic consumption.
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(TrendHunter.com) In the editorial ‘Da Hood,’ Alexandra Superfunky captures fashion shots in an unpolished neighborhood setting. Pastel blue paint and blue hair make an appearance in the shoot that add to the…
A military court convicted Ahmed Abu Deraa of entering a military zone without authorization, but postponed his sentence indefinitely, a mixed decision in a test of media freedom.
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Le studio AprilGarden nous propose cette nouvelle vidéo en technique timelapse de toute beauté intitulée « Beyond Nature » et tournée en Islande. Des images de nature incroyables tournées avec un Samsung Galaxy NX. L’ensemble est à découvrir en vidéo dans la suite de l’article.
(TrendHunter.com) Jordan Matter creates an editorial called ‘Dancers Doing Real Life Stuff’ that features dancers performing in everyday locations. The photos are extremely entertaining as we can’t wait to see…
Afin de faire parler de la campagne Protect Your Life, les milanais se sont réveillés avec, dans le cœur de la vieille ville, un sous-marin faussement échouée au milieu des pavés. Une opération impressionnante « Submarine in Milan » très efficace, à découvrir en images dans la suite de l’article.
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General Electric Chief Marketing Officer Beth Comstock sought to dispel some myths about business-to-business marketing with her presentation at the Association of National Advertisers meeting in Phoenix.
“When many people hear ‘B-to-B’ they think it means boring-to-boring,” she said. But “at the end of the day our customers are people too. We are all emotional beings. We want context. We want relevance. We want connection.”
GE has been anything but boring lately. From describing the “Industrial Internet” with a fun film called “Datalandia” to conducting six-second science-fairs on Vine, the marketer has generated enough buzz to make even the savviest of consumer marketers jealous. It all came from a single insight: “We have decided we are geeky and we are proud of it,” she said.
Apesar do caráter interativo, líquido e multimída da web, a maioria dos canais de notícias online continuam com formatos estáticos de texto, mantendo a interação à cargo do hipertexto e, no máximo, vídeos ou gráficos animados ilustrando as palavras.
Wibbitz apresenta os artigos em breves vídeos-resumos, criados especialmente para o ambiente mobile.
Wibbitz é um aplicativo que automaticamente colhe os fatos pertinentes em um artigo e o apresenta de uma forma mais amigável ao meio mobile: o vídeo.
Ao baixar o aplicativo gratuitamente, usuários podem assistir aos principais artigos do dia e algumas outras categorias de textos, como tecnologia, mundo, negócios e entretenimento – todas com curadoria da própria empresa.
Os vídeos duram no máximo 2 minutos e contam os pontos-chave dos textos, como pessoas, datas, lugares, citações e explicações curtas, narrados por uma voz natural. Ao fundo, imagens, gráficos, vídeos, mapas e outros recursos animam o que está sendo contado. Assim, o usuário pode se atualizar sobre seus artigos on the go, sem precisar ler um texto longo no celular.
O serviço usa uma avançada tecnologia de análise semântica de texto que permite resumir os artigos em sua essência.
Porém, não é possível que o usuário consuma o texto do site que quiser. Para fazer parte da curadoria de canais disponíveis no aplicativo, é preciso entrar em contato com a empresa para uma integração dessa tecnologia em seu site.
Abordando as relações entre o conteúdo e o meio e, inevitavelmente retomando os conceitos de McLuhan observando o smartphone como uma extensão do homem e seus sentidos, o serviço oferecido pelo Wibbtiz é de certa forma remanescente do Qwiki – que também visa melhorar a experiência no consumo de informação.
Ambos receberam milionários investimentos para crescer seus negócios, mas ainda vemos certas limitações em cada um destes serviços que tentam transformar o formato da mensagem de maneira tão automática. Talvez por falta de hábito ou por ainda não terem sido abodardadas todas as particularidades e recursos de cada meio, e de cada usuário.
Post originalmente publicado no Brainstorm #9
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Soiling their skivvies is not an option for slackliners Antoine Moineville and Tancrède Melet as they perform mind-bogglingly dangerous stunts 2,500 meters above the ground in the French Alps for a video promoting Paul Smith underwear's autumn/winter collection. (For all you Americans, 2,500 meters works out in feet to, roughly … lemme see … carry the one, OK … super freaking high.) Clad in Paul Smith fashions throughout, Moineville and Melet wind up in nothing but boxers as they bounce around spiky, snow-capped cliffs, tightrope-walk above lofty gorges and do handstands on mountaintops.
The three-minute clip was created to "celebrate the vibrancy" of the brand, and it ranks as a finely crafted, compelling piece of content that in some ways transcends its marketing mission. Since this is, ultimately, a commercial posted online, there's really no tension in the central concept. We know the daredevils won't take any tragic headers into the valley below; everything will turn out just fine. And yet, the clip is so well done, it still manages to evoke an edge-of-your-seat aura. (I got so caught up in the action, I forgot they wouldn't die. And I mean that as a sincere compliment.)
Of course, the performers deserve most of the credit, but props also to producer/director Sébastien Montaz-Rosset for his crisp, documentary-style photography. This is achieved, in part, by using a very cool James Bond-ian drone camera copter, which we see hovering around Moineville and Melet in "Behind the Scenes" footage that's just as riveting as the main video.
It's worth contrasting Paul Smith's approach with another recent high-altitude brand-content "thriller" that I found far less effective. This summer, the first installment of Range Rover's "The Driven Challenges" series starred stunt racer Paul Dallenbach setting a speed record on Pikes Peak. Though well made, that effort fell flat by overloading on Hollywood-style editing, narration and music cues to build suspense. In the Paul Smith video, the cinematography is awesome but simple, allowing the action to unfold naturally with few distractions. The music by British duo Snakehips isn't ever intrusive. Sometimes we just hear the wind. And overt branding is kept to an absolute minimum.
Moreover, watching this clip makes me realize that I have never been truly alive … not for one single second of my sedentary, risk-averse earthbound existence.
I salute you, nearly naked Alpine acrobats! Writing the post in my tighty whities, sitting cross-legged on my comfy couch, I salute you!
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(TrendHunter.com) The Parachute—aptly named for its life-saving qualities—is 10 commonly used tools in one, with everything from a can opener to a seat belt or hook cutter.
The curvy, teardrop-shaped tool is a…
(TrendHunter.com) The sloth Halloween mask will definitely instill fear in kids who never watched ‘The Goonies.’ This movie was definitely a crowd favorite that kids today would enjoy.
By wearing this mask…
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