Finest materials and genuine craftsmanship.
Advertising Agency: Blooms Agency, Stockholm, Sweden
Creative Director / Art Director: Christer Roheden
Copywriter: Marina Dahlblom
Photographer: Jørgen Reimer
Published: Januari 2014
No palco: Bonnie Cha (Re/Code), Jef Holove (Basis Science Inc), Rodrigo Martinez (IDEO), Yijing Brentano (Sprint)
Sem dúvida nenhuma, as palavras “wearable technologies” foram das mais usadas nessa edição do SXSW. Em qualquer palestra ou workshop que você entrava lá estavam elas, normalmente direcionadas ao mundo de saúde, esporte, moda e ciência. Nesse painel, foram discutidas principalmente as aplicações ao campo da saúde.
Rodrigo Martinez apontou cinco motivos pelos quais as pessoas utilizariam sensores no corpo:
1. “minha vida sob meu controle” e a sensação de estar monitorando tudo sobre você;
2. “melhora na performance” com os índices subindo ou descendo;
3. “guia de sobrevivência” para aqueles que podem ter riscos sérios de saúde;
4. “acompanhamento de saúde” para checar como estão indo as coisas, mas sem muito senso de urgência;
5. “parte da tribo” para aqueles que querem se encaixar alguma tribo (conectados, saudáveis, modernos e etc).
As pessoas não experimentam a tecnologia, elas experimentam produtos, serviços ou espaços contextualizados
Independente da motivação, ainda teremos um período de adaptação para que isso tudo possa acontecer, uma vez que o formato ainda não está definido. Hoje em dia conseguimos esses tipos de dados de três maneiras: com acessórios externos (relógio, óculos, gadgets em geral), chips subcutâneos ou sensores comestíveis.
De qualquer jeito, Martinez destaca que as pessoas não experimentam a tecnologia, elas experimentam produtos, serviços ou espaços contextualizados. Portanto, as “wearable technologies” ainda precisam encontrar o seu caminho para fazer sentido na vida de todo mundo.
Dica que aprendi: entenda exatamente a entrega de dados que aquela “wearable technology” fornece. Isso ajuda a dar sentido para ela.
Pergunta que não quer calar: de repente todo mundo “sabe” discutir se os seus índices de saúde estão bons ou não. Como fica o papel do médico nessa história?
[Ilustração: Fernando Weno]
Post originalmente publicado no Brainstorm #9
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Banksy is leading the way on a new campaign called “#WithSyria,” re-working his iconic “Girl with a Red Balloon” image for a campaign timed to coincide with the third anniversary of the brutal conflict on March 15th.
“Banksy’s image and its red balloon inspires the central theme for all communications and activity across all communications across film, social, online, live and PR” aspects of the campaign, “based on a strategy developed by Sunshine, Freuds, Global Cause Consultancy and Chappell Productions and creatively led by Sunshine.” At the center of the campaign is “#WithSyria,” an animation narrated by actor Idris Elba (who you may know as “Stringer” Bell from The Wire) and featuring exclusive music from Elbow, the Britrock vets who donated their song “The Blanket of Night” for the soundtrack. The animation, created and written by Sunshine, directed and produced by RSA Films, can be seen on the #WithSyria site here. The film, which we believe is worth a view, will be shown across the globe everywhere from an inflatable cinema in Za’atari Refugee camp in Jordan to the big screen in Times Square.”
The huge effort includes “a coalition of 115 humanitarian and human rights groups from 24 countries” calling for action to ensure Syrians (especially civilians in areas under siege) receive the aid they desperately need, and also “for the voices of ordinary Syrians to be heard and heeded in reconvened peace talks” so that this can be the last anniversary of bloodshed in Syria.\
As Justin Forsyth, CEO of Save the Children explains, “For three years Syria’s children have endured unacceptable suffering…Doctors that we work with on the ground have told us children are having limbs amputated because basic antibiotics for less serious wounds are not available and newborn babies are dying in incubators due to frequent power cuts. Full humanitarian access would help injured and sick children receive the medical care that they need.”
To show that they are “#WithSyria,” thousands of people will attend candlelight vigils held in over 40 countries, starting tonight, with many recreating Banksy’s image by releasing red balloons as a show of solidarity. A Banksy light projection will also factor into many of the vigils, and the Lincoln Memorial, Eiffel Tower, and Nelson’s Column will be lit up in a message of hope, supported by Chappell Productions. A social media campaign includes international celebrities uploading pictures of themselves with red balloons accompanied by the hashtag #WithSyria.
This campaign comes on the heels of Don’t Panic’s viral PSA for Save the Children UK’s initiative supporting child victims in Syria, which, as you may remember, we covered last week. We’ve included it after the jump as a refresher. For more on the #WithSyria campaign and how you can show your support, head on over to withsyria.com. continued…
New Career Opportunities Daily: The best jobs in media.
For nearly a decade, McDonald’s same-store sales were climbing upward, but in 2012 a deceleration hit the Golden Arches. It’s only within recent months that its top executives finally copped to having some hurdles to overcome, namely operational woes and a decline in consumer relevance.
“The U.S. is our largest market and has the most significant need for improvement in the near term,” said McDonald’s Chief Financial Officer Peter Bensen, speaking at RBC Capital Markets’ Consumer and Retail Conference Wednesday, who called the first half of 2014 a “a service reset” for the business. At the conference this week, the chain offered a look at how it plans to tackle those problems, and it boils down to three tactics: improving marketing; focusing on core products and stepping up digital, including e-commerce.
Marketing
The parodies of fashion brand Wren's super-viral "First Kiss" ad keep flowing in. Here's ad agency Mother London's entry—"First Sniff," starring a bunch of dogs.
Stranger dogs tend to get pretty intimate pretty quickly, and so all the hesitancy in the first half the video, I suppose, is the joke here. Before long, though, there are plenty of noses in butts and all is right with the world again.
The original "First Kiss" video, by the way, has topped 40 million views since Monday.
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(TrendHunter.com) If you want to take on an epic, rugged ride then make sure you upgrade your mountain bike to the new 2014 Horsethief XX1. This new bike will become your companion as you to take on remote…
Hallmark Channel is going out to advertisers with more kittens, more originals and more holiday events, parent company Crown Media told reporters at an upfront presentation to press on Thursday.
Following the success of “Kitten Bowl,” Hallmark Channel’s attempt at counter-programming both the Super Bowl and Animal Planet’s “Puppy Bowl,” the network now plans a “Kitten Paw-Star Game” timed to Major League Baseball’s All-Star Game. The event is slated for July 2015. February’s “Kitten Bowl,” attracted a total of 6.1 million viewers during its 12-hour run, but it remains to be seen how baseball’s All-Star Game compares to the Super Bowl as a springboard.
BBH New York continues its PS4 onslaught with a live-action spot at the center of their new campaign for Infamous: Second Son, the third game in the best-selling Infamous series and Sony PS4 exclusive (you might consider it Sony’s answer to TitanFall, which we reported on yesterday).
The entirely live-action (although there is some silent gameplay footage on the end screen before the Playstation logo), :75 spot “depicts a locked-down city of Seattle where the superhuman protagonist, Delsin Rowe, fights back against the oppressive Department of Unified Protection (DUP).” Rowe is depicted in the ad by a somewhat passable lookalike in his trademark red cap, trailed by the DUP. The new ad teases the kind of action players can expect from the game, while avoiding revealing anything about the story. It should draw interest from both fans of the series and newcomers.
BBH New York’s campaign rolls out with “TV advertising based on the short film,” as well as additional “complementary online advertising.” Gameplay developer Sucker Punch, meanwhile, has released a trailer showcasing gameplay features players can expect in the new game. Infamous: Second Son will be released on globally on March 21st. Stick around for credits after the jump. continued…
New Career Opportunities Daily: The best jobs in media.
After launching a test of its long awaited video ads in December, Facebook is now formally rolling them out to a larger group of advertisers as it looks to take a bite out of TV’s $70 billion U.S. ad market.
As expected, the 15-second “premium” video ads will start playing automatically when users scroll past them in their feeds. If the user clicks on the ad, it will expand and sound will be initiated.
Facebook declined to comment on whether there are any new campaigns teed up. They’ll be available to U.S. advertisers with Facebook account teams. The December campaign was a movie trailer for Lionsgate’s “Divergent.”
It’s now de rigueur to trash SXSW. Actually, it has been for a couple of years. And while anything that includes a session entitled The Digital Cronut should most certainly be mocked, that’s not what we’re going to do. Because it’s already been done. By everyone. In the most snarkiest of ways. That simply make the snarker look like like they are trying a little too hard to stay one hip step ahead of the curve. Before it curves again.
But…when you have a panel entitled High on Hashtags and the main takeaway, according to Search Engine Journal, is that “hashtags help discovery of trends, topics, sentiment,” it’s hard not to snark. But, we’re not going to do it.
Yes, the intimacy of pre-2010 SXSWs is gone but when you think about it, no one should be complaining about SXSW at all. If you were in attendance during the glory days of social from 2008 to 2010 and think back to what you were advising your followers and clients to do — jump on the social media bandwagon because it is awesome — you have no right to bitch about the fact they all have, indeed, jumped aboard. It is, after all, what you wanted them to do, right?
Well, now they are. And the early adopter intimacy that was once the cornerstone of SXSW is gone. But, again, that’s what you wanted, right? You wanted everyone to buy your books, to pay your consulting fees, to hire you as social media manager, to rise to Oreo Dunk-in-the-Dark stardom, right? Come on. Admit it. If they didn’t buy, SXSW would still be intimate…but you would be poor, not internet famous and still telling people MySpace is awesome. Can’t have it both ways.
So here are 6 ways SXSW is still awesome. Hopefully, you will agree.
Networking With Old Friends and New
Now, yes, festivals like Cannes Lions and trade shows like ad:tech, IAB, AAAA’s, ANA certainly serve as great networking platforms for marketers and advertisers but they are insular, exclusive and do not offer the opportunity provided by SXSW to leave your immediate circle of business and personal contacts. In other words, they don’t allow you to broaden your horizons, explore the tertiary peripheries of your particular business segment and to serendipitously hobnob with some of the smartest people on the planet from all walks of life.
Offsite Panels Broaden the Content Offering
While there are plenty — hundreds — of excellent panels that are part of the SXSW experience, in the past year or two, “pop up panels” have become quite popular. This year, Expion hosted two such panels at Pete’s Dueling Piano Bar and at one Mondelez VP Bonin Bough and Vayner Media Founder Gary Vaynerchuk squared off on the topic of the social and/or collaborative economy — a notion made popular by Altimeter Group’s Jeremiah Owyang — in a manner that can only be described as vehement agreement. Entertaining? Yes. Informative? Yes. Worth attending? Absolutely.
Another such panel hosted by ShareThis took place Saturday at the W Hotel. The event was a networking brunch combined with a panel which discussed the sharing economy. MC’d by ShareThis CEO Kurt Abrahamson, the panel included executives from Tumblr, Mashable, Adobe, NASDAQ OMX and the Mercury Fund. Summing up the three stages of the sharing economy in the publishing space, Mashable’s Mike Kriak pointed to one, mainstrem media, two, the Mashable’s of the world and three, the likes of Secret and SnapChat. Abode’s Bill Ingram touched on the lifecycle of content, beginning with creation or curation, then deployment across channels and ultimately measurement and optimization.
And then there was the CMO Club House, a five day event sponsored by the CMO Club at which Altimeter Group Analyst Rebecca Lieb led panels which included MRY CMO David Berkowitz, Brian Solis, Joshua Baer and others. Open all day at 209 6th Street, the CMO Clubhouse offered a hangout for CMOs and other marketing types where networking could be had over breakfast, lunch
Pressing the Flesh With Your Digital Friends
Thanks to social media, we’ve been able to establish intimate relationships with people online without every having physically met or only see occasionally. SXSW offers a playground to experience friends in full-on human form. I like to call Steve Garfield a friend but I only see him once a year at SXSW. He’s from my hometown of Boston and when I lived there, we never saw each other but it’s always SXSW that brings us together. Reem Abeidoh from Microsoft is another person I rarely see. We met eons ago at an early Blogworld but SXSW brings us together. These are but just a two examples of hundreds.
And then there are the first time meetups. People you’ve known through social but have never physically met. Or at least haven’t seen in years. Like Leora Israel who lives in Toronto and was at SXSW for her client BrivoLabs, a brand that partnered with Mashery which runs Circus Mashimus in the ACC where the popcorn flows and circus antics prevail.
So I’m wandering home from some party after having seen her earlier in the evening and I get this tweet from her:
@stevehall @iangertler @dberkowitz @allisonpr @dominiqueansel party in the line. Come budge with me.
— Leora Israel (@leoraisrael) March 10, 2014
Sadly, we never did get a Cronut but we did get to take a selfie of ourselves and the new friends we met while waiting in line:
@lornasa Ravi @mmartoccia @stevehall waiting in line for Cronuts #sxsw pic.twitter.com/4mi6GQbmKJ
— Leora Israel (@leoraisrael) March 10, 2014
And then on yet another night in an epic social media equation I like to call Steve Garfield + Leora Israel = Awesome Experience for Steve Hall:
Discovering Emerging Trends
SXSW may not be the premiere festival at which trends make their debut but there are still some exciting things that happen each year. Anonymity, most recent brought to light with the launch of the Secret app — and a very fun SXSW-focused event page, was much discussed this year. A similar app. Whisper, was in on the anonymity buzz as well. All of which is very amusing since the early, pre-social media days of the internet were all about anonymity and silly AOL chat room screen names. While silly chatroom names may have given way to well-designed icons, the approach is the same, albeit in a bit more connected fashion via social media.
Wearable technology is enjoying significant notoriety. While Google glass tends to steal the show, there are much more useful players like CrowDemand which has come up with an ingenious, built in method for women to charge their phone just by placing it in their purse. The purse has a built in charger and the purse, itself, is charged by simply laying it atop a charging base while at home. The phone is charged simply by sliding it into a dedicated pocket inside the purse. All wireless. The company is partnering with fashion label to integrate all kinds of other wearable technology we will soon see integrated into out clothing.
With the likes of Edward Snowden and Julian Assange taking top billing at SXSW this year, privacy (or the lack thereof) took center stage. As the shifting sands of privacy become ever more tenuous, Snowden said, “We need public oversight … some way for trusted public figures to advocate for us. We need a watchdog that watches Congress, because if we’re not informed, we can’t consent to these government policies.”
Large Brands (Versus Startups) Deploying Cool Technology
Since Pepsi Max built its Playground in a vacant lot in 2010 and CNN took over Max’s Wine Dive the same year, brand activation at SXSW has never been the same.
Once upon a time, long, long ago, SXSW was the place you’d visit to experience cool, new startup technology. It’s were Twitter got its start. It’s where Foursquare got its start. While there are still startups at SXSW and that remains a big reason brands attend, this year it was mostly big brands sharing tech wizardry.
The Oreo Trending Vending Lounge used 3D printing to create customized cookies based on trending topics. IBM deployed a fleet of food trucks with Watson computer tech that would auto-magically recommend ingredients for people. Pennzoil, for its first SXSW visit, offered up a real-life Mario Kart experience with a real-time, RFID-enhanced tech.
Hosted Agency/Brand Parties Fuel Your Stomach and Soul
Now, of course, this is not the reason anyone goes to SXSW but thanks to brands like Fast Company which hosted the Fast Company Grill and MRY which hosted a killer party at Haven Saturday night and Crowdtap which hosted a party at the same venue Sunday night and Rocketfuel which hosted an amazing live band experience at Clive Bar on Rainey Street featuring The Joy Formidable and Samsung and PayPal which hosted blogger lounges and JWT which hosted a cocktail party at the very cool, new Container Bar, buying food and drink at SXSW is a thing of the past. I literally did not spend a dime on food or drink during the entire five day experience.
Now free stuff is no reason to attend SXSW but that free stuff is a gateway to the first reason SXSW is still awesome; networking. It’s the lubricant that fuels one’s ability to connect with old friends and forge new relationships with people you mat do business with in the future. And despite the increased size of SXSW, it’s still as intimate as you make it.
And so to the naysayers who think SXSW has had it’s day, I respectfully beg to differ. No, every other person you see in Austin during SXSW won’t be someone you know. But isn’t that reason we go to events like this? To meet new people? make new contacts? Discover new things? Experience new ideas? And take that all home after five days and apply it to our own universe? Yea, I think it is.
CBS renewed 18 more series for 2014-2015 season, including freshman comedy “Mom” and long-running “Two and a Half Men.”
“NCIS” and “NCIS: Los Angeles” will return, along with “Person of Interest,” “CSI: Crime Scene Investigation,” “Blue Bloods,” “Criminal Minds,” “Elementary” and “The Good Wife.”
In addition to “Mom” and “Two and a Half Men,” returning comedies will include “The Millers” and “Mike & Molly.”
While we await a statement, which should come through later this afternoon/evening, we’ve received confirmation from sources familiar with the matter that TBWA\Chiat\Day LA has cut approximately 24 staffers. We’ve been hearing conflicting reports over the last hour on the Spy line that either the layoffs are happening both today and tomorrow, or just today.
If you recall, late last month we reported that not only was the Infiniti review leaving the agency in the lurch, but that another major client, Pepsi, was “reorganizing” the the way it coordinates US and global marketing. Not sure of how this plays into today’s layoffs at Chiat LA exactly, but hopefully we’ll get some clarification once the meetings have taken place and we receive a statement, which we’ll of course post once sent.
New Career Opportunities Daily: The best jobs in media.
It's been years since Burger King's U.S. advertising was truly weird. You have to go back to the Crispin Porter + Bogusky stuff from the mid-2000s—in particular, the deeply troubling "Eat Like Snake" ad from 2006.
Colenso BBDO, however, is keeping BK ads weird for the New Zealand market. Check out the three spots below from director Nick Ball, featuring the most unlikely BK patrons ever—Sir Roger Poppincock and Baron von Cravat, along with an elderly gent on oxygen and his young, pissed-off Russian bride.
Reaction, it's fair to say, has been mixed.
"Hey Burger King, just have to say I think your latest TV ads are dreadful," one Facebook commenter writes. "So much for a tasteful and family orientated pitch. Do you really think that people would find that funny? Old men with some young girl saying when are you going to die, apart from the obvious stereotypes, ageism and sexism, what about the cultural offense you cause by assuming that women from Russia only marry older men? Not impressed." (BK replied: "We are sorry you're not loving our ads. Thank you for taking the time to let us know your thoughts, we appreciate all feedback."
The chain also got some heat for advertising its lamb burger with a billboard that said: "Cute, cuddly & now delicious." In response to that, another Facebook commenter wrote: "I would like to complain on behalf of vegetarians and vegans about the morally and ethically offensive nature of the 'Cute, cuddly & now delicious' lamb burger billboard in Sandringham. Marketing should have been more considerate."
"Our advertising isn't intended to offend, just to get noticed," the marketer replied. "We hope that there was sufficient humour in this billboard to demonstrate our position and are sorry that this campaign upset you."
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Well, if the first clip we posted yesterday that provided a glimpse into the judging for the ADC’s 93rd Annual Awards of Art + Craft in Advertising and Design wasn’t enough to leave our freezing souls envious, here’s round two. Once again, we head back vicariously to Costa Rica, where this year’s judging for the Advertising and Interactive categories of the awards show took place (hell, if the ANDY juries can head to Hawaii, why can’t these folks go someplace exotic?). This time around, we’re greeted by catamarans and Goodby, Silverstein & Partners ECD, Margaret Johnson, who’s heading up the Advertising jury. We’re checking our frequent flyer mileage as we speak.
New Career Opportunities Daily: The best jobs in media.
Spillover from ABC’s Oscar coverage led the show to its biggest weekly audience average since Nielsen began keeping electronic ratings records.
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The increasing use of drones by media companies is one of the topics we’ll be discussing at the TVNewser Show April 29. This post’s author, attorney C. Andrew Keisner, will be among the guests discussing the issue.
From advertising of real estate and car dealerships to filming Hollywood blockbusters to media coverage of sporting events, examples of advertising & media companies using light-weight UAVs, or Drones, is all around. However, when it comes to using such light-weight UAVs in the United States, the legal risks are frequently misunderstood. And although a recent judge’s decision rejecting a $10,000 fine imposed by the FAA is a welcome outcome for UAV operators and the advertising & media companies that engage them, there are still several risks that advertising & media companies should address before engaging a UAV operator to capture aerial footage.
New Career Opportunities Daily: The best jobs in media.
“Print will be around longer than the desktop,” New York Times Publisher Arthur Sulzberger Jr. told a group of media professionals Thursday morning.
That’s not to say that print will knock out computers, or anything like that, but that mobile devices are quickly eating into desktop dominance. The statement came as Mr. Sulzberger and Times CEO Mark Thompson talked at a Media Minds breakfast about the new subscription products and mobile apps they hope will refuel digital subcription growth at the company.
More than half of Times revenue now comes from the circulation side of the business, with a strong assist from digital subs, as advertising revenue continue to fall. But the Times only increased digital subscriptions by 33,000 in the fourth quarter of 2013, a bigger increase than the second or third quarter of last year but a smaller rise than in earlier periods.
Media, Promo
Henkel
Advertising Agency:Shackleton, Madrid, Spain
Basé en Suisse, l’artiste Sipho Mabona (dont la devise est qu’il n’y a pas de limites dans l’origami) a fait cet éléphant en taille réelle entièrement avec des feuilles de papier. Des clichés du projet extraordinaire appelé « White Elephant », signés Philipp Schmidli, sont à découvrir dans la suite.
Johannesburg-based Net#work BBDO put together the above spot for Road Accident Fund in South Africa.
The 60-second effort, “Night Shift,” tells the sad tale (based on a true story) of a woman who lost both her parents in a car accident. “Sometimes I look back and think of what might have been,” the woman says while boarding a bus. “When my parents died in a car accident, my whole world changed,” she continues. Emotionally, she tells of how she thought she lost everything, including who she always dreamed she would become. Fortunately, that was not to be the case, as you’ll learn if you’ll watch it through.
“Night Shift” shows the kind of lives changed by the Road Accident Fund, from the perspective of a real beneficiary of the program. It’s emotionally affecting, and a truly effective way for Net#work BBDO to communicate their message. Credits after the jump.
New Career Opportunities Daily: The best jobs in media.
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