Hasta La Creative!

Tempos atrás, os clássicos cartazes que faziam propaganda da China e suas ideologias costumavam compor paisagens idílicas e vilas rústicas, bastante diferente do cenário atual.

Imagina como seria a propaganda da China contemporânea, se tivesse continuado com esse mesmo estilo e ideais?

Para brincar com essa questão, dois artistas britânicos, Nick Bonner (Koryo Studio) e Dominic Johnson-Hill (Plastered8), convidaram um grupo de criativos da Coréia do Norte para desenvolver uma série de pinturas que transforam a realidade em distopias e cenas pitorescas, carregando-a de um sentimento inquietante e até cômico.

Em entrevista para o The Guardian, Bonner e Johnson-Hill contam que muitas das telas retram estádios feitos para os Jogos Olímpicos de 2008 na China.

Porém, como os artistas começaram a pintar antes das construções ficarem prontas, o resultado acaba sendo mais surreal ainda, com elementos do futuro renderizados ao clássico estilo da propaganda chinesa.

“Queríamos mostrar como a China contemporânea poderia ter sido se a ideologia maoísta ainda continuasse por lá.” – Bonner e Johnson-Hill

Cada tela, pintada em Pyongyang (capital da Coréia do Norte), foi baseada em sketches de Bonner e Johnson-Hill. O objetivo era retratar um lugar perdido no tempo. Um passado desafiador e único, unido a um presente dinâmico e imagens de um futuro brilhante.

O resultado: uma China de linguagens híbridas, com tradições comunistas ocupando o mesmo espaço que os atuais prazeres da vida moderna.

Os trabalhos fazem parte do projeto The Beautiful Future, que tem rodado o mundo das artes há algum tempo, com recentes exibições na Beijing Space Gallery e Beijing Design Week.

Post originalmente publicado no Brainstorm #9
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Does your wedding day get better, or imperceptibly worse, when Honda shows up with eight carloads of fun?

See for yourself in the video below, starring Mairead and Kevin, a young couple who (for reasons unexplained in the video) apparently asked Honda to "borrow" three CR-Vs for their wedding day—and then ended up with a whole lot more than they expected.

The video, by RPA, is meant to be one of those heartwarming tear-jerkers. And you may feel your heart warmed and your tears jerked. But the wedding setting is a tough place to pull that off—you're supposed to be unbearably happy even before Honda rolls in with the extra presents, so the upside is limited. They're not all material presents—flying in the distant cousins was a wise move. But showering a happy couple with even more happy doesn't have the tension, or the payoff, of some of other videos in the genre.

For an equally manufactured but much more fun-loving execution from Honda, you'd have to go back to last year's "Surprising Monsters Calling Home" video. Now, those are kids who really needed—and appreciated—some loving.

The new video is part of Honda's "Start Something Special" campaign, which launched in August. Two national brand TV spots break Tuesday, beginning with "Thank You" (posted below), which shows photographs and video of families and fans showing their appreciation of the Honda brand. "Thank you all for making your Honda more than a car. Thanks for making them something special," says the voiceover. The spots will air on the NHL Network and during NFL games.

CREDITS
Client: Honda
Spot: "#StartSomething Special: Mairead & Kevin's Wedding"

Agency: RPA
EVP, CCO: Joe Baratelli
SVP, GCD: Jason Sperling
AD: Suzie Yeranosyan
CW: David Sullivan
Agency Executive Producer: Gary Paticoff
Agency Senior Producer: Mark Tripp

Production:  RPA
Director: Mark Tripp
DP: Stephen Carmona
Producer: Tracy Chaplin
Production Supervisor: Andrew Scrivner

Editorial Company: Butcher Editorial
Editor: Teddy Gersten
Assistant Editor: Kelly Henson
Executive Producer: Rob Van
Producer: Justine Smollan

Telecine Company: The Mill
Colorists: Adam Scott

Audio Post Company: Margarita Mix
Audio Post Mixer: Paul Hurtubise

Music Company: Music Beyond and Position Music

I don’t know. Commercializing a wedding? Even if it is handled as beautifully and as generously as Honda did for Mairead and Kevin’s wedding? The brand brought cars, the couple’s first date band, an Irish dance troupe (family is from Ireland)), $2,000 from Macy’s, family messages from Ireland…and actual family from Ireland.

It was a grand gesture to a couple of brand aficionados. But isn’t a wedding a sacred affair to be shared with family and friends? Not broadcast on YouTube to the ultimate benefit of Honda who in a sense, “used” Mairead and Kevin for their own publicity purposes?

Oh sure, no doubt there was some genuine human emotion from those involved at Honda but, again, what’s the end goal? If it was simply to be generous to Mairead and Keviv, then why film the whole thing, send out a press release and post a video on YouTube?

The work, from RPA, is part of the brand’s Start Something Special campaign which asked Honda fans to share the special relationships the have with their Hondas. To be clear, Mairead and Kevin invited Honda and were told the stunt might be part of a marketing campaign. They just didn’t know how much Honda would be a part of their special day.

So we guess there can’t really be all that much to complain about if Honda was, for all intents and purposes, invited to the wedding. But we can’t get past the notion that there’s really nothing left in life that hasn’t been commercialized.

Now that may sound crazy coming from someone who’s actually a fan of native advertising (mostly because regular advertising sucks and is annoying), but the rise of social media has given way to a marketing world in which there is no longer a separation between commercial life and private life.

On the flip side, branded social media is controlled by, one would hope, caring human beings who have genuinely heartfelt concerns for fellow members of the human race. So while we may hate marketers for intruding on our lives, we really shouldn’t because brands are run by, again one would hope, genuine, caring human beings who just want to do good.

Perhaps it’s a bit like Lieutenant General Hal Moore who (played by Mel Gibson in the movie “We Were Soldiers”) said, “Hate war, but love the American warrior.” In the war-like world of marketing, that might be translated to “Hate marketing, but love the marketing warrior.”

Social media has given brands the ability to be more human, more caring, more involved in the personal aspects of people’s lives. Done right, this can be a very good thing. Done poorly, as we’ve seen far too many times before, it can be far worse than old school marketing.

Here, again one would hope, Honda just wanted to do something nice. But, unlike the American soldier who performs out of a sense of duty (yes, they get paid) for country and isn’t looking for fame, fortune and profit, Honda is looking for fame, fortune and profit. And they’re doing so by injecting themselves (yes, they were invited) into the private lives of Mairead and Kevin.

Com uma série de rápidas animações, o nova iorquino Nick DiLallo mostra a evolução de diversos logos famosos. Nenhuma novidade, claro, mas não deixa de ser divertido ver essas representações, com efeitos sonoros contextuais.

Tem Apple, Starbucks, NBC, UPS, American Airlines e a infame GAP.

Post originalmente publicado no Brainstorm #9
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Chrysler nominates the all-new 2014 Jeep Cherokee as the cure for a mid-life crisis in a new campaign breaking Monday night from Wieden & Kennedy.

Jeep is bringing back the Cherokee badge for the first time in 12 years to compete with the likes of Ford Escape, Toyota RAV4 and CRV. Those SUV’s are popular with young parents who want to feel adventurous — without giving up and buying a mini-van.

Jeep and Wieden play on the feeling of walls closing in via a new “Built Free” TV commercial breaking tonight.

Continue reading at AdAge.com

We wrote about the launch of The Marketing Arm’s fun “Uncle Drew” spot for Pepsi Max last year. Uncle Max is Kyrie Irving transformed into an old baller who teaches “young bloods” a thing or two about fundamentals. The Marketing Arm has revived Irving’s character for “Uncle Max: Chapter 3″  (which Irving also wrote and directed), featuring Nate Robinson as “Lights” and WNBA star Maya Moore as”Betty Lou.”

The spot, directed by O Positive’s Jonathan Klein, shows Uncle Drew attempting to get the old team together, starting with “Lights.” Drew visits “Lights” at an old jazz club, and convinces him to join him for a game, against the best advice of Betty Lou. If you want to skip past the setup and get to the action (it’s a long spot and we know a lot of you have short attention spans), fast forward to around the 2:25 mark.

While it’s hard to believe anyone but the most gullible of people would fall for Kyrie Irving and Nate Robinson in makeup, it’s still a hell of a lot of fun watching the two made up as old men school a bunch of ballers. Uncle Drew and “Lights” are killing it when they’re interrupted by the arrival of Betty Lou, who shows up to drag “Lights” from the court, concerned about his bad hip. But when someone in the crowd calls her an “old lady” she changes gears and joins in on the action. Watching the three taunt and destroy their opponents is a whole lot of fun, especially when “Lights” dribbles off an opponent’s head or Betty Lou and “Lights” bow to each other following an alley-oop. At the end of the spot “Lights” asks Uncle Drew who he’s going to pick up next. “We’re going to get the big man,” he says, “We need him.” Looks like we can expect more Uncle Drew spots from The Marketing Arm in the future. No complaints here. Check out the second chapter of the Uncle Drew saga after the break. continued…

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Winning Solutions a récemment sorti la 2ème édition du « Scrabble Typography » pensée par Andrew Capener. Proposant 15 typographies différentes et un plateau d’une grande qualité, ce jeu d’une valeur de 200 dollars est à découvrir en détails et en images dans la suite de l’article.

(TrendHunter.com) These festive Halloween headbands are offering some cute yet subtle ways to dress up this spooky holiday without having to go over-the-top.

While gong out to buy a full-on Halloween outfit that…

Twitter’s global revenue per visitor has rocketed 300 per cent over the past year, rising to 44 cents (27p) for each visitor to the site, up from 11 cents (7p), according to a new report.

Honda and RPA launched their “Start Something Special” social media campaign with what is probably the cutest thing you’ll see on AgencySpy this week (and definitely the most Irish).

Honda-loyal couple (together their families have owned over 20 Hondas) Mairead and Kevin asked their local Honda dealer to loan them three CR-Vs for their wedding reception. But Honda had much bigger plans.

The spot opens with Mairead talking about how she and Kevin first met (in science class, how cute) and explaining her family’s history of loyalty to Honda. We then see Honda preparing to surprise the couple. When they emerge from the church, they see eight black CR-Vs drive up to meet them. The (very, very Irish) band they saw on their first date emerges from one of the vehicles to serenade them. In some of the other CR-Vs are Irish step dancers and $2,000 from Macy’s gift registry. Then the couple is presented with digital messages from relatives in Ireland, who give their best wishes and lament that they couldn’t be there. The surprise is that Honda actually flew these relatives in for the wedding, and the couple looks ecstatic when they show up. It’s all very cute. If you’re a susceptible individual you may even tear up a little bit. If you can’t take a little bit of sentimentality, this is definitely not for you.

Honda introduced the “Start Something Special” tagline throughout the brand’s advertising in August. To socialize the new tag, they are inviting viewers to share their stories with the #StartSomething hashtag. This conversation will take place across “Honda’s social platforms, including Facebook, Google+, Instagram, Tumblr, Twitter and Vine, where fans will be encouraged to share their stories with Honda.” These stories will be collected and shared at hondastories.com.

Honda is also launching a new TV campaign, starting with “Thank You,” a new spot featuring photos and videos of Honda fans and families showing their appreciation for the brand. The spot debuts tomorrow and will air on the NHL Network and during NFL games. You can check it out after the jump.

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