Hasta La Creative!

We thought we’d round out Monday on a cute note.

Draftfcb Chicago created a new pro-bono campaign for The Shelter Pet Project that lets the animals speak for themselves. Working in partnership with The Ad Council, The Humane Society of the United States, and Maddie’s Fund, Draftfcb’s integrated campaign features TV, outdoor and web PSAs promoting pet adoption. The campaign showcases the adorable and amazing personalities of real dogs and cats adopted from shelters, who practically reach through the screen and invite viewers to play with them. Draftfcb plans to take things a step further later this week with the launch of a new online experience on The Shelter Pet Project’s website allowing visitors “to virtually meet and play with the pets from the PSAs.” You can view the PSA for the friendly feline Stetson above, while dog lovers can meet the energetic Arnie below. Still not enough aww to round out your Monday? Stick around for another feline/canine pair and credits after the jump.

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Voici ce projet de Andrew Whyte qui trouve une nouvelle façon d’intégrer LEGO dans le monde avec sa série « Legographer ». La collection comporte une figure de LEGO placé dans toutes sortes de paysages et paramètres inattendus autour de la ville. Une exploration ludique du monde du point de vue du sol.

(TrendHunter.com) When you know your bikes and have the money to do with them what you think works, then custom motorbikes are definitely the way to go. That’s what French BMX rider Christophe Tonton did, and…

Facebook founder Mark Zuckerberg claims social networking is a service everyone should have access to and argues it should be the web equivalent of dialling the emergency services.

A group of Russian Havas Digital creatives have created an intriguing new digital campaign for Russian bookstore, Respublica.

The self-branded “humble project” is a site called “URLiterature,” which promotes reading with a URL lengthener. Yes, you read that correctly, a URL lengthener. Created to promote reading and combat the assault on language resulting from acronyms and social media-promoting short messages, URLiterature uses a URL lengthener to add text from a selected book to the link you want to send. Simply paste “your boring URL,” choose your book and share, pleasing literature professors everywhere. Check out the video above for a better look at the project, and head on over to the site to give it a try for yourself. Credits after the jump. continued…

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How does the world's oldest tequila maker introduce a brand-spanking-new website? By keeping one foot firmly in the past.

McCann New York has launched a new site for Jose Cuervo that's actually five sites in one. In addition to its new site for 2014, the brand also imagines what the brand website would have looked like in 1795, 1880, 1945 and 1974.

"Fully actualizing the concept in an authentic way required researching the language and design tropes of each chosen year, and then presenting what we needed to say about Cuervo through those stylistic realities," the agency says.

It's a fun idea, and 1945 and 1974 are both particularly groovy. The only downside, in fact, is that the 2014 version feels visually staid by comparison.

Screen shots and credits below.

1795 website:

1880 website:

1945 website:

1974 website:

2014 website:

CREDITS
Client: Cuervo, Proximo Spirits
Client: Elwyn Gladstone
Agency: McCann, New York

Chief Creative Officers: Tom Murphy, Sean Bryan
Group Creative Director: Mat Bisher
Design Director: Brad Blondes
Senior Art Director: Elinor Beltrone
Copywriter: Sarah Lloyd
Designer: Ledi Lalaj

Production
Chief Production Officer: Nathy Aviram
Executive Integrated Producer: Catherine Eve Patterson
Senior Integrated Producers: Geoff Guinta, Jill Toloza
Associate Producer: Lauren Bauder

Production Company: Transistor Studios
Executive Creative Director: Aaron Baumle
Executive Producer: Damon Meena
Head of Production: Jesse Kurnit
Creative Director: Jamie Rockaway
Art Director: Geoff Keough
Developer: Brian Hersey
Designers: Ryan Weibust, Diana Park, Mauricio Leon, Edgardo Moreno, Tesia Jurkiewicz, Chris Murray and Carolyn Frisch

Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.

Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.

“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”

At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. continued…

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This might be an ingenious media placement. If all you deem important is the media writing about it and don’t mind that no one can actually see it. WTF are we talking about?

M&C Saatchi thought it would be brilliant to tout LG’s new 4 millimeter curved OLED TV by placing a 4 millimeter wide ad on the spine of Nordic Hi-Fi magazine Sound & Vision.

Of this brilliance, LG Nordic Marketing Manager Leo Dratwa says, “The media placement in Sound & Vision is not only ingenious in its simplicity; it also works as a small product demonstration of the TV. Sometimes ideas are just too good to say no to”

Well, Leo, sometimes you should say no.

In case you missed Adweek‘s item yesterday on the state of SoCal agencies, the trade right off the bat mentioned that DDB’s Los Angeles office relocated 30 employees to the San Francisco branch last December as a result of the Wells Fargo loss. Well, not so fast. According to sources familiar with the matter, the number (30) is a bit high (more like 18-20, we hear) and as of now, there hasn’t been any staff relocation to SF as of yet as DDB is still figuring out its game plan for its Southern Cali branch. From what we’ve been told by sources, Wells Fargo was basically DDB LA’s sole client, so how this affects the agency is yet to be determined, though some on the Spy line allege that a closing could take place in the next few months–far from confirmed at this point, though.

In case you need a refresher, financial institution Wells Fargo decided to look for a new lead creative agency last fall after partnering with DDB for 20 years. At the beginning of this year, Wells Fargo sent a note stating that it expects to come to a decision by the end of this month, which likely means this week. We’ll keep you posted if and when we hear more, but as of now, DDB LA will be working with Wells Fargo through May from what sources tell us.

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