Advertising Agency: McCann, Helsinki, Finland
Creative Directors: Timo Silvennoinen, Jyrki Poutanen
Art Directors: Jyrki Poutanen, Hanna Kinnunen
Copywriters: Timo Silvennoinen, Tuomas Perälä
Production Company: Woodpecker Films
Digital animation and 3-D studio: Fake Graphics
Voice Actor casting, production and co-ordination: Stretch
Published: November 2013
Todo título conquistado por um time tem o mesmo papo: “Esse é também da torcida, que nos apoiou, etc e tal”. Em uma incrível ação, a Olympikus tornou o que poderia ser apenas uma frase feita em realidade.
Ao final do jogo contra o Bahia no Mineirão, no último domingo, o Cruzeiro recebeu a taça de Campeão Brasileiro 2013. E com uma réplica fiel dentro de uma bola, o troféu também foi parar nas arquibancadas, passando pelas mãos da torcida. Seria mais legal – e corajoso – se fosse a taça real, obviamente, mas pelo jeito ninguém quis arriscar.
Criação da DM9Sul.
Post originalmente publicado no Brainstorm #9
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So-called “native” ads look and feel like editorial content, except that they are created for, and sponsored by, advertisers. So are they deceptive to consumers? That’s the question the Federal Trade Commission hoped to answer during its workshop on native ads in Washington, D.C., on Wednesday.
We spoke with Mary Engle, the associate director of the commission’s division of advertising practices, about what caused the FTC to hold the workshop and what comes next:
To get a sense of the scale of online ad-sharing growth since 2006, look no further than Dove. The Unilever brand had a major viral advertising hit that year, and again this year—"Evolution" and "Real Beauty Sketches"—providing useful bookends to see how sharing has expanded exponentially in eight years.
The "Evolution" spot was shared 60,954 times in its first year, compared to 4.24 million shares for "Real Beauty Sketches," according to Unruly Media, which has released a new version of its "Viral Spiral" infographic (see below) looking at branded-video shares through the years.
"Evolution," released just a year after YouTube launched, was the No. 3 viral spot of 2006, while "Real Beauty Sketches" was this year's No. 1. The gap in their shares, of course, reflects the maturing of the online video marketplace—and is reflected in the broader numbers. Unruly says sharing of branded video has increased 50 times in last eight years.
The Viral Spiral—a fun way to look at some of the biggest viral spots since 2006—has been spiced up since its last appearance in 2011. You can filter by year, shares and sector; see synopses of the major themes in each year; and learn all sorts of sharing-related info-nuggets. As a nod to the year of prankvertising, Unruly also threw in an "infoprank," so don't worry if the NSA appears to be tracking you while you browse.
Some other tidbits:
• Sharing of the top three branded videos has grown sevenfold from 2010 (the year of the game-changing Old Spice ad) to 2013—from 1.6 million to 11.6 million.
• Eight of the top 20 most viral ads of all time were released in 2013.
• The top 10 ads in 2013 generated 28.8 million shares, up from 19 million in 2012.
Play around with the full Viral Spiral below.
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Advertising Agency: Lambesis, USA
Executive Creative Director: Chad Farmer
Brand Equity Director: Heather Johnson
Brand Integration Manager: Katie Beer
Producer: Hugh Bacher
Production Company: Believe Media / Black Hand Cinema
Executive Producer: Liz Silver
Producer: Heather Heller
Director: Anthony Mandler
Director of Photography: Malik Sayeed
Editorial: Bonch
Producer: Jennifer Chavarria
Editor: Jeff Selis
Music: Theophilus London “I Stand Alone” © 2011 WMG
Em meio ao nosso dia a dia corrido, é difícil encontrar muito tempo para se dedicar aos estudos. Por isso, a ESPM oferece os Cursos de Férias, cursos de curta duração para as áreas de Administração, Comunicação, Marketing e Pequenas e Médias Empresas.
São mais de 100 cursos para você escolher o que mais vai ajudar a sua carreira. Seja com o conhecimento que você adquire, seja com o network, troca de experiência entre os alunos. E, ao final do curso, você já aplica o que aprendeu.
Com os Cursos de Férias da ESPM, você pode transformar o profissional que você é. E o melhor: em poucos dias.
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[Esse post é trazido a você por ESPM. Texto de responsabilidade do anunciante.]
Post originalmente publicado no Brainstorm #9
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Mazda wants to know where consumers were eating or shopping before they checked out the latest Miata. Mobile location tracking and targeting data from PlaceIQ not only helps the company aim ads to people the automaker thinks would want to test drive a car, it can show how many interested consumers also visited a competitor’s dealership or which portion of them visited a big box store before eyeing Mazdas.
“They help us define behaviors based on real-world location,” said Shari Kourilsky, group manager for digital marketing at Mazda. “The value of this to us is we’re actually getting real world [indicators],” she said. The carmaker has worked with PlaceIQ for the past quarter to test a mobile ad effort that combines audience targeting with tracking.
The mobile firm uses satellite data to carve physical locations into 100×100 meter tiles. It ingests billions of data points referring to each of those areas, applying attributes to locations such as what type of business it is or the average household income of the area’s population or people who frequent the location. The company can detect a device ID that’s been hashed — or obscured for privacy purposes — when it is present at one location and later at another.
Pour la campagne de Fish Love, un association qui critique les pratiques massives et illégales de la pêche, le photographe Denis Rouvre a photographié des célébrités telles que le couturier Kenzo, l’actrice Gillian Anderson ou encore Aure Atika totalement nues, accompagnées de poisseaux. A découvrir dans la suite.
Há alguns meses, ganhou bastante destaque na internet o Project Unbreakable, uma galeria online com imagens de sobreviventes de violência sexual segurando cartazes com frases ditas por seus agressores. Agora, a Peta resolveu usar a mesma ideia no filme Victims of Sexual Abuse Speak Out, para divulgar e impedir o uso de animais em experimentos sexuais.
Não é preciso dizer que a organização optou por uma abordagem bastante arriscada – mas não seria a primeira vez. Lá em 2005, o Merigo escreveu um texto muito bacana sobre a Peta e seu marketing de guerrilha, em que ele explica este posicionamento: “São radicais? Sim. Mas sempre em nome de acabar com atos abominantes do ser humano contra outros seres vivos”.
Ao mesmo tempo em que a ONG corre o risco de ofender vítimas de violência sexual, ela também mostra que, na prática, as histórias podem ser parecidas, especialmente quando não sabemos quem as vivenciou. Ainda assim, é uma linha muito tênue…
Para ser muito sincera, eu ainda não tenho uma opinião definitiva sobre este filme, até porque ele me deu muito no que pensar. E, independentemente de qualquer conclusão, isso já é um bom começo…
Post originalmente publicado no Brainstorm #9
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The Home Office has partnered with Channel 4 and Lime Pictures to have its ‘This is abuse’ campaign combine with a storyline in ‘Hollyoaks’.
General Motors (GM) has revealed it is to axe its Chevrolet brand in Europe, despite significant efforts to raise awareness of the marque across the continent.
Carling has unveiled a festive online ad that can be personalised and shared with a friend.
Facebook is being more blunt about the fact that marketers are going to have to pay for reach.
If they haven’t already, many marketers will soon see the organic reach of their posts on the social network drop off, and this time Facebook is acknowledging it. In a sales deck obtained by Ad Age that was sent out to partners last month, the company states plainly: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
It’s a big shift from the stance Facebook took a year ago, when agencies including GroupM called out the fact that posts published by clients were being seen by fewer of their fans.
The legal threshold for the Information Commissioner to take enforcement action must be lowered to cover any marketing calls or texts likely to cause “nuisance, annoyance, inconvenience or anxiety”, according to a Culture, Media and Sport Select Committee report.
DraftFCB is overhauling its global structure and has hired Sebastien Desclée, the former chief executive of Publicis Belgium and sister agency Duval Guillaume Modem, as the president of a new DraftFCB International division.
MillerCoors might be trying to make hay out of the 80th anniversary of the repeal of Prohibition. But in the days following the repeal on Dec. 5, 1933, surprisingly few booze and beer marketers were launching ads.
Ad Age, which was three years old at the time, covered it.
Our lead story on Dec. 9 noted that “while the 14-year-old Prohibition dyke broke with a loud ‘pop,’ … national advertising placed by distillers, importers or national sales agencies was extremely scarce, most of the copy which appeared having been placed by local retailers and dealers.”
Water-based “wonders of the world” are brought to life with an interactive game featuring images taken by Discovery Channel’s Ed Stafford with the waterproof Xperia Z1 camera.
Não importa o quanto a gente seja (ou esteja) conectado. Em algum momento, sempre bate aquela solidão. No caso de muitas pessoas, isso costuma acontecer durante as festas de fim de ano, razão pela qual a Ikea lançou a plataforma online No Empty Chairs at Christmas. Criada pela BBDO de Zurique, a ferramenta se propõe a unir pessoas que estão sozinhas neste fim de ano, com dois tipos de perfil: anfitriões e convidados.
Como uma espécie de rede social, os usuários fornecem algumas informações básicas, para que seja possível encontrar as melhores combinações: idioma, localização, com ou sem crianças… A criação do perfil permite que os participantes também façam o upload de suas fotos e escrevam um pequeno texto.
A ideia, entretanto, não é criar casais, mas grupos de pessoas com algo em comum que possam compartilhar alguns momentos no Natal, preenchendo aquelas cadeiras que normalmente ficariam vazias…
Apesar de ser uma iniciativa bacana, não deixa de ser um risco ir sozinho à casa de alguém que não se conhece. É por isso que há um disclaimer nos termos e condições, alertando que a Ikea não se responsabiliza pelas decisões dos usuários de receber ou ir à casa de alguém. As inscrições vão até 26 de dezembro. Quem sabe depois disso, a agência não lança um video-case contando os resultados…
Post originalmente publicado no Brainstorm #9
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In the weeks before Christmas, Bahnhofstrasse in Zurich glitters with pretty displays. On December 3, however, special mannequins with physical disabilities are shown in the windows of the fashion stores WE Fashion, modissa, PKZ, Schild and Bernies. They may be missing an arm or sitting in a wheelchair, or perhaps one has a malformed spine. The campaign is entitled “Because who is perfect? Get closer.” and is designed to provoke reflection on the acceptance of people with disabilities. A film by director Alain Gsponer shows the development of the campaign, from the measuring of the participants to the mannequins being displayed in the stores on Bahnhofstrasse. In 2011, Gsponer directed the successful bear commercial for Pro Infirmis, which has now been viewed over four million times. Dave Thomas Junior contributed the music for the new work. The piece Lost at Sea was newly arranged specially for the Pro Infirmis film.
Advertising Agency: Jung von Matt/Limmat, Zurich, Switzerland
Executive Creative Director: Alexander Jaggy
Art Director: Daniel Serrano
Copywriter: Samuel Wicki, Mateo Sacchetti
Account Director: Marco Dettling
Graphic Designer: Lukas Frischknecht
Agency Producer: Sarida Bossoni, Illonka Gaillard
Account manager: Roman Meister, Danijel Sljivo
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