Hasta La Creative!

No! No! No! Please no!

High up on the list of fashion disasters is the dreaded fanny pack. It rose to infamy in the late 1980s and early-to-mid 1990s. And, for the most part, you don’t see them anymore.

If Fallon Minneapolis has its way, the fanny pack is going to be reborn. At least on YouTube. In a commercial for Henkel’s Locite glue. Hopefully, it’ll be like trying to make Fetch happen. The fanny pack. Not the campaign. We wish the best for the campaign, Just not the fanny pack. Please, not the fanny pack.

The agency has launched a new campaign for the brand which kicks off with an ad entitled Win at Glue – Dance, The ad has several people sporting fanny packs filled with Locite product and dancing to some electronic beats. It’s actually pretty funny.

Of the approach, Locite Consumer Adhesives Marketing Director Pierre Tannoux said,”Traditional glue ads tend to show what a glue is capable of. Our campaign steers away from that category norm to celebrate what Loctite users are capable of with Loctite on their side. When you use Loctite, you enter into a world of Win.”

Like we said. Win at glue. Not fanny pack fashion.

If this week's news of a potentially disastrous Antarctic ice melt wasn't enough to give you a sinking feeling, then you might want to check out "World Under Water," an interactive initiative that lets people see what their neighborhoods might look like following floods caused by climate change.

BBDO and Proximity Singapore created the site for CarbonStory, a crowdfunding platform, ahead of World Environment Day on June 5. The site includes most areas on Earth catalogued by Google StreetView.

"This is an emotionally engaging consumer experience that we hope will change behaviors," says Ronald Ng, CCO of the agencies that crafted the work. The goal is to convince folks to calculate and offset their carbon footprint and hopefully slow global warming and the melting of the polar ice caps.

The campaign's timing is prescient, as NASA just determined that melting ice sheets in Antarctica could cause higher global sea levels than previously anticipated. Luckily, that process should take a few centuries, so in the meantime we can use CarbonStory's tool to preview the potentially soggy world of our descendants.

At least one scientific researcher, Philip Orton of the Stevens Institute of Technology, says World Under Water's approach is all wet. Interviewed by Mashable, he dismisses the campaign as an "information-less thing that just demonstrates what it looks like to have water on your block (be it Denver or Charleston). It has very little actual information content."

Typing in my location generates an image of waves rushing down the street, covering cars and lapping at second-story windows. But with all the rain we get here in Boston, it always kind of looks like that anyway.

Google can be forced to remove information from search results in Europe after a ruling in the European Union Court of Justice prioritized privacy rights over publishing freedom.

In a ruling on Tuesday, the Luxembourg-based court found in favor of a Spanish man, who had complained that search results including an auction notice on his home, repossessed 16 years ago to pay off a tax bill, infringed his privacy.

Google argued that it doesn’t control data and shouldn’t be responsible for information that is published and freely available around the web, even though last year it was forced to block sexual images of Max Mosley, the former president of Formula One racing, after a ruling in France.

Continue reading at AdAge.com

Hoops fans have their eyes and ears glued to the NBA playoffs, and that’s good news for sponsors of the games, who garner 11% higher unaided brand awareness among avid fans during playoff season. The number comes from ESPN, but it’s based on more than just a playoff season study; rather, it highlights a new approach to measuring ads across ESPN media.

The company has just begun to seed its roster of advertisers with new proprietary measurement data it hopes will help score more brand dollars across its television, digital, radio and print properties. Known as Convergence Effectiveness Modeling, the program combines information gleaned from an ongoing controlled-survey of people who consume ESPN content and some who don’t.

Continue reading at AdAge.com

Naked Communications co-founder Neal Davies has been appointed president and CEO of Effie Worldwide, the global non-profit behind the Effie Awards for marketing effectiveness.

Mr. Davies, who has been consulting since leaving Naked early last year, succeeds Mary Lee Keane, who is retiring this summer after 20 years atop the organization.

Mr. Davies is the first person from an agency background to lead Effie Worldwide. He will oversee the organization’s staff in New York and internationally, and will report to the organization’s board of directors.

Continue reading at AdAge.com

A especulação de poucos meses atrás acaba de ser oficialmente confirmada. O Pinterest está estreando as suas primeiras pinadas patrocinadas, para marcas como Kraft, General Mills, Ziploc, Nestlé, Lululemon, Gap, ABC e Expedia.

A Kraft vai apostar em sua grande maioria em pins com receitas, dentro de quatro diferentes categorias – sobremesas, pratos que incluam queijos e cream cheese e conteúdos do site KraftRecipes.com. Esses pins pagos irão aparecer nas buscas e em murais de alguns assuntos específicos, mas não farão parte da lista principal do Pinterest de cada usuário (o home feed), ou dentro dos murais pessoais de cada um.

 O Pinterest está trabalhando bem próximo dos criativos das marcas, para garantir que o conteúdo tenha a ver com a atmosfera a que os usuários da rede social estão acostumados.

Nesse início, a equipe do Pinterest está trabalhando bem próximo dos criativos das marcas, para garantir que o conteúdo tenha a ver com a atmosfera a que os usuários da rede social estão acostumados. “É como se eu estivesse oferecendo um time de consultores para esses parceiros, para que eles possam ter as melhores ideias, aprender e entender como a plataforma funciona”, detalha Joanne Bradford, gerente de parcerias do Pinterest.

Ainda que existam planos para, no futuro, permitir que os clientes possam adquirir suas pinadas patrocinadas através de um sistema automatizado, por enquanto todas as campanhas estão sendo manualmente revisadas pela equipe do Pinterest, para garantir a qualidade e controlar a quantidade. Joanne frisa que nem todos os detalhes foram definidos, e que o feedback dos usuários e os dados sobre os padrões de uso serão analisados para entender como melhor posicionar os pins patrocinados.

Post originalmente publicado no Brainstorm #9
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Le duo Stephanie et Tom Ising ont monté le studio Books We Made (basé à Munich) qui se concentre sur le design de couvertures de livres. Ils travaillent sur des formes et tailles différentes de livres, sur la typographie, l’iconographie et les couleurs de chaque livre considéré comme une oeuvre d’art à part entière.

YouTube’s mission to make marketers more comfortable with its stars is gaining some traction, at least with the Federal Government.

The Department of Transportation’s National Highway Traffic Safety Administration recently hired Rhett McLaughlin and Charles Lincoln Neal — better known as Rhett and Link — to film an anti-texting spot.

But it’s not your typical public service announcement. During the three-and-a-half minute spot, the comedic duo take turns rapping about their texting-while-driving prowess while texting and driving and doing yoga and delivering a baby (watch it above).

Continue reading at AdAge.com

Em seu perfil no Twitter, o jovem cineasta Bobby Burns se define como “obcecado por Tarantino”, o que pode ser confirmado em seu canal no YouTube. Em um de seus vídeos mais recentes, ele nos dá um aperitivo de como seria “Star Wars” se o filme tivesse sido dirigido por Quentin Tarantino.

O resultado é bastante divertido, especialmente para quem é fã tanto da saga criada por George Lucas quanto para quem adora Tarantino. Você fica esperando, a qualquer momento, que apareçam nazistas ou matadores de aluguel, mas não é o caso. Na verdade, acho que faltou um pouco de sangue, até.

De qualquer maneira, é um passatempo divertido, especialmente para quem está aguardando ver as cartas que JJ Abrams tem guardadas na manga. E, se não der certo, já deu para perceber que Tarantino daria conta do recado… só precisamos ficar  atentos ao elenco…

Post originalmente publicado no Brainstorm #9
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