National Geographic a fait appel à l’agence Heads à Sao Paulo au Brésil, pour concevoir des affiches d’animaux réalisant des « selfies » avec leurs téléphones portables devant leurs miroirs d’ascenseur, de salle de bain et de chambre. Une campagne amusante menée par Silvio Medeiros et Pedro Galdi.
Yea, that headline got you, right?
In the spirit of really, really weird Asian ads, Saatchi & Saatchi Thailand is out with a new ad for telecom company Huawei that highlights the madness of the selfie.
In the ad, we a biker take a selfie and almost crash. We see a man put his head inside an alligator’s mouth, we see a woman in labor in a car. We see a really, really creepy one armed man after he apparently sawed his own arm off. And we see a woman after achieving orgasm.
And then the ad goes all tech spec, speeds and feeds, features and benefits.
And, no, that man didn’t really saw his arm off. At least we hope he didin’t,
Brands need to “join the dots” for consumers when communicating a “core purpose” to their audience, because consumers won’t do it themselves, said Sally Cowdry, marketing and consumer director at Camelot.
La photographe allemande Stephanie Jung a fait une série de photos en exposition multiple de plusieurs villes du Japon. Plusieurs images du même endroit mais à des lapses de temps différents s’intriquent pour dévoiler le mouvement urbain poétique de ce pays, avec ses belles lumières nocturnes.
Brands should keep tweets short, funny and human, according to the comedian and actor David Schneider, who has co-founded a company that specialises in social media platform Twitter.
Se esforçando em agradar os anunciantes, seja com métricas ou novas opções de segmentação, o Twitter fez dois comunicados importantes nesta semana: em parceria com o Ibope, vai medir a audiência da TV na plataforma, e também permitirá que os anunciantes segmentem a audiência de seus tuítes patrocinados através do idioma falado pelos usuários.
A medição de dados relacionados à repercussão da programação televisiva no Twitter, chamada de ITTR (Ibope Twitter TV Ratings), contará com um algoritmo que vai identificar palavras-chave e hashtags, e oferecerá os dados em tempo real para as emissoras interessadas. “Vamos poder dizer, minuto a minuto, o que está acontecendo com o total de pessoas que estão assistindo àquele programa e o nível de engajamento que eles estão tendo no Twitter”, explica o presidente-executivo do Ibope Media, Orlando Lopes, em entrevista à Folha.
Esse tipo de métrica já existe em outros países, como os EUA (lá a parceria é com a Nielsen), mas a oferta de tais dados no Brasil vai ajudar tanto TVs quanto agências a definirem melhor suas estratégias de conteúdo e de marketing.
Quase simultaneamente, o Twitter também passou a oferecer aos anunciantes a opção de selecionar a audiência a ser impactada também por idioma falado. A plataforma vai identificar diferentes ‘pistas’ da língua usada pelos usuários em seus tuítes (e não apenas aquela que os usuários avisam ser o seu idioma principal), o que pode ajudar na hora de escolher que público deve ser impactado por um determinado tuíte promovido.
Segundo o comunicado da empresa, a segmentação será oferecida para até 20 idiomas, entre eles o espanhol e o inglês. Combinada com outras opções como interesses, palavras chave, gênero, localização, entre outras, as ações no Twitter poderão ficar ainda melhor direcionadas.
Post originalmente publicado no Brainstorm #9
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Seattle full-service agency Wexley School for Girls is turning the RFI and RFP process on its head, or, in their words, “reversing the traditional RFI and RFP process in which brands look for agencies to handle their advertising via a complex and costly rigmarole of vetting, chemistry checks and basically pitting agencies against one another to compete for an account.” Today the agency has issued the first-ever Reverse Request for Information or RRFI, calling on brands to become the agency’s next client, tapping New York search consultancy Madam to help in the process.
“We believe it’s as important for the agency to choose its next clients as carefully and rigorously as a client chooses its next agency,” reads the RRFI. “We are looking for a client that is respectful, fun to be around and one that enjoys partnering with their agency not dictating to them… We see ourselves as an asset not a vendor. And we see clients as partners not clients,” the Wexley’s RRFI goes on. Applicants are asked to define their brand and where they want to take it in 2-3 years, what brands they admire, their marketing budget, their true “risk tolerance” for creativity, their proudest moment, a definition of their ideal relationship with an advertising agency, and “Would you rather ride 1 horse-sized duck or 100 duck-sized horses?” — you know, all the tough questions. continued…
New Career Opportunities Daily: The best jobs in media.
Outdoor, Print
Honda
Check only the road.
Advertising Agency:DDB, Bogota, Colombia
Creative Director:Rodrigo Bolívar, Alfonso Diaz
Art Director:Alvaro Giraldo, Mario Leon
Copywriter:Miguel Giraldo
Photographer:Jorge Oviedo
Additional Credits:Dragon Films
CBS
CBS is heading into the annual upfront pitches and negotiations once again as the most-watched TV network. But while the channel continues to tout the biggest audience, its viewership has declined the most among the broadcasters, shedding about 10% to average 10.8 million. It’s also trailing NBC among adults 18-to-49.
The Eye Network’s biggest challenge this season has been its Monday comedy block, and with the end of “How I Met Your Mother,” the night will need a major facelift.
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| THE ORIGINAL? Raid insecticide – 2002 Source : Cannes Archive Agency : DraftFCB (Brazil) |
LESS ORIGINAL Esem Mat insecticide – 2013 Source : KristalElma Bronze Agency : TBWA Istanbul (Turkey) |
Look here for Ad Age’s complete coverage of the failure of the $35 billion merger between Publicis and Omnicom.
Enquanto a gente ainda se surpreende com a impressão 3D, um pesquisador do MIT já está fazendo testes com uma tecnologia que adiciona mais um D a essa história. Usando uma impressora 3D tradicional, mas com um material inteligente, a intenção é criar objetos que possam se montar sozinhos (!).
Os primeiros testes dessa tecnologia 4D mostram a memória do material, que pode ser deformado e voltar ao seu formato original quando submerso em água fervente.
Outros experimentos mostram polígonos que se montam independentemente de interação, a partir de projetos planos, impressos em 3D.
O bacana é que o conceito, criado pelo pesquisador Skylar Tibbits, do departamento de arquitetura do MIT, vai permitir usar a impressão 3D para criar objetos que não poderiam ser construídos com tanta facilidade por essas impressoras.
A longo prazo, a tecnologia 4D poderia ser utilizada para criar estruturas arquitetônicas que se adaptam às condições do local – pense em tubulações que se expandem ou contraem dependendo do volume de água – ou até mesmo utilizadas na medicina, em implantes que se adaptariam ao corpo do paciente assim que chegassem ao local certo.
Estou ansiosamente aguardando esse futuro onde as coisas se montem sozinhas, e a gente fique só observando enquanto toma um chá e espera tudo ficar pronto.
Post originalmente publicado no Brainstorm #9
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Media, Film
Google
A new Google Glass feature to help people suffering from Alzheimer’s Disease.
Advertising Agency:Miami Ad School, Mexico City, Mexico
Creative Director:Antonio Fragoso
Art Director:Emiliano Salmón
Copywriter:Antonio Fragoso, Gerardo Saavedra
The world’s largest mega-merger is over before it began–and on the morning after the big breakdown, we have a fairly clear sense of the factors that doomed this would-be deal.
The Wall Street Journal broke the news last night with a joint statement from Messrs. Levy and Wren, who called the uncoupling conscious:
“The challenges that still remained to be overcome, in addition to the slow pace of progress, created a level of uncertainty detrimental to the interests of both groups.”
Their stories quickly and predictably diverged, however.
New Career Opportunities Daily: The best jobs in media.
Mikko Lagerstedt est un photographe finlandais qui capture les ciels et les étoiles de son pays, depuis des lacs ou des montagnes de neige, des roches ou une route au milieu d’une forêt de pins. Des visions atmosphériques et des paysages nocturnes remplis d’émotions, à découvrir en images.
Squeezed margins are pushing agencies towards programmatic advertising, but this must not be at the expense of effectiveness, a panel heard at Media360 today.
Print
Ecofill
Cupid: What are M Y K for, if you don’t have C.
Sale: What are C Y K for, if you don’t have M.
Denture: What are C M K for, if you don’t have Y.
Tourists: What are C Y M for, if you don’t have K.
Advertising Agency:Ogilvy & Mather, Bogota, Colombia
Chief Creative Director:John Raul Forero
General Creative Directors:Mauricio Guerrero, Juan Pablo Alvarez
Creative Directors:Juan Cárdenas, Andres Astorquiza
Copywriter:Juan Cárdenas
Art Directors:Juan Manuel Pachon, Andres Astorquiza, Jorge Marín
Additional Credits:Studio Nuts
Print
Expedia
Stop going to the same places.
Advertising Agency:VML, São Paulo, Brazil
Creative Director:Silmo Bonomi
Art Director:Alexandre Amaral
Copywriter:Marcel Ares
Photographer:Rodrigo Ribeiro, Shutterstock
Account Director:Rodrigo Gouveia
JWT Brazil created an interactive cookbook entitled The Bible of Barbecue for leading Brazilian cookware line Tramontina.
Pages of the book can actually be utilized to create authentic Brazilian barbecue. One page, for example, breaks apart into charcoal to start the fire, while another can be used to sharpen your knife. There’s also a cutting board, salt to season the meat, an apron, tin foil, and even a serving dish. It’s a fun idea, which JWT describes as “a sensory fusion of tactile experience, visual design, and most importantly a tribute to the brilliant flavors that result from expert cooking.”
The Bible of Barbecue has been shared with master barbecue chefs in Brazil, and a version will soon be available in select bookstores. Check out the case study video above to learn more, and stick around for credits after the jump. continued…
New Career Opportunities Daily: The best jobs in media.
Native advertising could be a 140-character tweet or an animated gif on Tumblr and should not be seen as just a 1,000-word article in an “august” publication such as The Guardian, according to Yahoo UK and Ireland strategy director Piers North.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
