Hasta La Creative!

Data-driven marketing has become incredibly powerful for businesses large and small. That’s undeniable. Whether you’re automatically sending marketing emails based on previous clicks, or you’re using dynamic remarketing in PPC to follow your website visitors around the web, personalizing the online experience based on “big data” is arguably the most advanced marketing strategy available today.

But what if your precise targeting and personalization go too far?

When used unwisely, big data-driven marketing tactics can turn customers off (or worse, creep them out), and might hurt your bottom line instead of helping it. The worst part is that you may not even know when it’s happening.

Continue reading at AdAge.com

Film
Eni

Eni believes that the best way to invest into energy is to take care of it, and with the campaign “rethink energy” eni has tried to redefine the way we live that. The goal of the campaign, then, was to create a new collective awareness which sees everybody, the company and consumers, as active part of a new energy culture. Today the Rethink campaign is enriched by an excellent testimonial: the international étoile Roberto Bolle. Directed by Fabrizio Ferri, Roberto Bolle has created a unique artistic performance. His body floating in the air is pure emotion, movement and energy.

Advertising Agency:TBWA, Milan, Italy
General Manager:Geo Ceccarelli
Executive Creative Director:Geo Ceccarelli
Clients director:Fabrizia Marchi
Art Director:Anna Di Cintio
Account Director:Giulia Gianfaldoni
Account Manager:Oscar Carcas Regnaud
Account Executive:Elisabetta Iulita
Head Of Strategic Planning:Marina Belli
Talent Manager:Renato Fontana
Production Company:Fargo Film
Director And Photographer:Fabrizio Ferri
Voice Over:Toni Servillo
Talent Motion Graphic Design:Tai Yuhkuo, Alkanoids
Color Grading:Claudio Delbravo
Editing:Chiara Bucaccio
Video Postproduction:Frame
Music:Eni Gravity, Federico Landini

As they battle for bar-goers’ attention, brewers are looking beyond flashy tap handles and neon signs to something more fundamental: the beer glass.

Branded glassware has been around forever, of course. But this basic marketing technique is gaining new relevance as brands look to stand out at bars where the brew options are ever growing.

Consider MillerCoors’ Blue Moon, which along with its distributor network this year is spending about $2 million to fill bars with its signature slender wheat-beer glasses emblazoned with the Blue Moon logo. That’s substantially more than the brand has typically spent on glassware. Recent market research showed that glassware helped lift the brand’s same-bar sales volume nearly 40%.”It was really kind of ‘dumb-beer-guy math’ to look at it and say this thing hunts really hard for us, [so] we need to make sure that we are investing to the right levels,” said Blue Moon Brand Director Kevin Reilly.

Continue reading at AdAge.com

Media
The Reading Foundation

BACKGROUND This year’s Youth Books Week, organized by the Belgian Reading Foundation, was all about “Danger”. But next to movies, games, tablets and smartphones, books are perceived as boring by kids. 

We needed to show kids and their parents that books can still be exciting. IDEA We didn’t tell kids books are exciting. Their own bodies did. In a reading experiment, we let kids sit down and read some of the books that featured in the youth books week. Various hidden measuring instruments captured the readers’ physical response to the content they were reading. This made it clear that an exciting part in a story lead to a significant difference in heart rate, breathing, muscle tension and body temperature. 

The bodies did not lie and the experiment was turned into a short documentary broadcasted on the largest children’s television network in Belgium. RESULTS 200.000 kids watched the broadcast of the reading experiment on Ketnet TV That’s 1/3 children within the target group 6-12y in the Flemish community in Belgium. 100.000 kids participated in the Youth Books Week 10 000 books were read during Youth Books Week Earned media coverage worth 125.000€ on a production cost of 3.500€ +5% in youth book orders

Advertising Agency:Havas Worldwide, Brussels, Belgium
Creative Directors:Jorrit Hermans, Tom Loockx
Account:Yana Huyghens
Production:Robovision
Client contacts:Tine Kuypers, Sofie Dewulf

Le Evansville Museum of Arts History and Science a demandé aux équipes de Projectione de réaliser la mise en place de son extension, comprenant un cinéma immersif. Utilisant plus de 1500 panneaux de six différents types de bois, le dôme propose une surface jouant sur la notion d’évolution et de pixelisation cherché.

Droga5’s parody Super Bowl ad for Newcastle Brown Ale has taken the top accolade in Facebook’s Studio Awards, with no prizes going to UK shops.

(TrendHunter.com) Israeli photographer Hossein Zare is known for his anti-gravity photography, but his latest work proves to be his most surreal series yet. Any onlooker would feel as if they were in a dream when…