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Advertising Agency:Jbis Propaganda, Belo Horizonte, Brazil
Creative Director:Fred Bandeira
Art Director:Rodrigo Spotorno
Copywriter:João Marcelo Meira
Agency Producer:Renata Quintão
Qual é
a sua definição de beleza? A pergunta serve de ponto de partida para o The Beauty Project, iniciativa da rede de lojas britânica Selfridges que tem por objetivo promover a diversidade da beleza e encorajar as pessoas a compartilharem suas próprias ideias sobre o assunto.
Até o dia 12 de junho, o tema estará em pauta em diversos eventos da rede, cobrindo seis diferentes tópicos – Homens e Beleza, Idade e Beleza, Adornos/Beleza Extrema, Beleza Global, Androginia e Beleza Natural.
Entre os destaques do projeto estão uma campanha fotográfica assinada por Norbert Schoerner e estrelada por pessoas de 20 a 71 anos, além de quatro webvídeos dirigidos por Kathryn Ferguson, que vão abordar como é a beleza hoje. Acima, em Change is a Beautiful Thing, é possível ter uma ideia do que vem por aí. Nele, vemos diversas mulheres mais velhas falando sobre o que é envelhecer e como isso as afeta.
Post originalmente publicado no Brainstorm #9
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If U.S. media sellers are worried about competing with Amazon’s burgeoning advertising business, wait until they run up against the e-commerce giant’s Chinese equivalent.
Chinese e-commerce company Alibaba filed to go public on Tuesday. In doing so, the fifteen-year-old company outlined its advertising business, which steps on Amazon’s turf as well as Google’s and Facebook’s and Yahoo’s.
Alibaba didn’t reveal how much money it makes from advertising, but it cited online marketing services first when listing its primary revenue streams. Mainly an e-commerce business, and it makes money through both purchases and when merchants advertise their wares.
Millennial Media, the first mobile network to go public, is feeling the pressure as giants including Facebook and Google move onto its turf.
The company announced a dissapointing first quarter that sent its stock spiralling downward, but said it would be relying less on app-download ads and more on programatic selling.
On Wednesday, the firm posted first quarter revenue of $72.6 million and losses of $12.9 million. It released guidance for the next quarter of revenues between $70 and $75 million, more than $20 million below expectations on Wall Street. Shares of the company’s stock fell by 42% in after-hours trading.
Promo, Online
Aryjoecreatives
Help people travel during the Tube strikes in London UK. www.aryjoecreatives.com/walklondon
Advertising Agency:Aryjoecreatives, London, United Kingdom
Art Director:Aryven Arasen
Copywriter:Joe Watson
It can get really, really hard to turn away ad dollars in the newspaper industry, but here's a case where the raging desire for revenue is practically erupting across the front page.
Today's South Florida Sun Sentinel prominently features a local Ponzi scheme update, a photo from the Heat's semifinals win … oh, and a page-width ad about erections.
"When you come to our clinic, you get FIRM," boasts Maxim Men's Clinic, which also promises "erections from 30 min – 2 hours."
Sure, erectile dysfunction went mainstream more than a decade ago, but this ad practically makes AshleyMadison look classy.
Poynter reached out to the publisher and asked if the staff had received any reader complaints. He responded: "I have gotten zero."
UPDATE: According to media observer Jim Romenesko, the publisher now says the placement was "an honest mistake" and was supposed to appear in Sports.
Image via the Newseum.
Pode vir iPhone 17s, podem vir novos Spotifies, podem finamente inventar o teletransporte e a maquininha de dentista sem barulho: a evolução da tecnologia ainda consegue ser batida por ideias simples (mesmo que viabilizadas pela tecnologia) que favorecem o desenvolvimento das pessoas. É como aquela história da corrida espacial, dos EUA demoraram 2 anos e meio inventando uma caneta que escrevesse em gravidade zero enquanto os Soviéticos optaram por levar lápis.
Enfim… Um projeto do CNA, escola de idiomas, me chamou atenção justamente pela simplicidade. Aquela sensação de que qualquer pessoa podia ter pensado nisso antes, mas simplesmente não pensou.
Criada pela FCB Brazil, o Speaking Exchange conecta estudantes brasileiros que querem ganhar fluência em inglês a idosos moradores de asilos de Chicago. E fim. Pronto. Eles conversam, estudantes somam conhecimento e velhinhos ganham uma das coisas mais valiosas nessa idade: atenção. Tudo isso via um programa de conferência, praticamente um clone do Skype.
Depois, é claro, professores entram em ação para assistirem as conversas, acompanharem o desempenho dos alunos e corrigir alguns deslizes gramaticais.
O vídeo acima explica tudo isso. Para os mais sensíveis, vale preparar um lencinho antes de ver.
(Obs: Este não é um post patrocinado, apesar de cliente e agência serem brasileiros. Eu, inclusive, trabalho para uma agência concorrente e espero não ter problemas por ter divulgado a ação. Ok, chefe?)
Post originalmente publicado no Brainstorm #9
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Voici un court métrage réalisé par Joe Simon Films mélangeant différentes séquences, hyperlapse et time-lapse. Ce film nous dévoile des paysages et des endroits magnifiques de Budapest accompagnés par la musique « Dusk » de Marmoset. Une belle découverte à contempler en photos et vidéo.
From Adbusters #113: Blueprint for a New World, Part 2: Eco
ONO KEI
They don’t want cars or brand name handbags or luxury boots. To many of them, travel beyond the known and local is expensive and potentially dangerous. They work part-time jobs—because that is what they’ve been offered—and live at home long after they graduate. They’re not getting married or having kids. They’re not even sure if they want to be in romantic relationships. Why? Too much hassle. Oh, and too expensive.
In Japan, they’ve come to be known as satori sedai—the “enlightened generation.” In Buddhist terms: free from material desires, focused on self-awareness, finding essential truths. But another translation is grimmer: “generation resignation,” or those without ideals, ambition or hope.
They were born in the late 1980s on up, when their nation’s economic juggernaut, with its promises of lifetime employment and conspicuous celebrations of consumption, was already a spent historical force. They don’t believe the future will get better—so they make do with what they have. In one respect, they’re arch-realists. And they’re freaking their elders out.
“Don’t you want to get a nice German car one day?”—asked one flustered 50-something guest of his 20-something counterpart on a nationally broadcasted talk show. The show aired on the eve of Coming of Age Day, a national holiday in Japan that celebrates the latest crop of youth turning 20, the threshold of adulthood. An animated graphic of a smiling man wearing sunglasses driving a blonde around in a convertible flashed across the screen, the man’s scarf fluttering in the wind. “Don’t you want a pretty young woman to take on a Sunday drive?”
There was some polite giggling from the guests. After a pause, the younger man said, “I’m really not interested, no.”
Critics of the satori youths level the kinds of intergenerational accusations time-honored worldwide: they’re lazy, lacking in willpower, potency and drive.
Having lectured to a number of them at several universities in Tokyo, I was able to query students directly. “We’re risk-averse,” was the most common response. We were raised in relative comfort. We’re just trying to keep it that way.
Is this enlightened, or resigned? Or both?
Novelist Genichiro Takahashi, 63, addressed the matter in an essay 10 years ago. He called the new wave of youth a “generation of loss,” but he defined them as “the world’s most advanced phenomenon”—in his view, a generation whose only desires are those that are actually achievable.
The satori generation are known for keeping things small, preferring an evening at home with a small gathering of friends, for example, to an upscale restaurant. They create ensemble outfits from so-called “fast fashion” discount stores like Uniqlo or H&M, instead of purchasing top-shelf at Louis Vuitton or Prada. They don’t even booze.
“They drink much less alcohol than the kids of my generation, for sure,” says social critic and researcher Mariko Fujiwara of Hakuhodo. “And even when they go to places where they are free to drink, drinking too much was never ‘cool’ for them the way it was for us.”
Fujiwara’s research leads her to define a global trend—youth who have the technological tools to avoid being duped by phony needs. There is a new breed of young people, she says, who have outdone the tricksters of advertising.
“They are prudent and careful about what they buy. They have been informed about the expensive top brands of all sorts of consumer goods but were never so impressed by them like those from the bubble generation. We have identified them as those who are far more levelheaded than the generations preceding them as a result of the new reality they came to face.”
The new reality is affecting a new generation around the world. Young Americans and Europeans are increasingly living at home, saving money, and living prudently. Technology, as it did in Japan, abets their shrinking circles. If you have internet access, you can accomplish a lot in a little room. And revolution in the 21st century, as most young people know, is not about consumption—it’s about sustainability.
Waseda University professor, Norihiro Kato, points to broader global phenomena that have radically transformed younger generations’ sense of possibility, calling it a shift from “the infinite to the finite.” Kato cites the Chernobyl meltdown and the fall of communism in the late 1980s and early 90s; the September 11 terrorist attacks in the early 2000s; and closer to home, the triple earthquake, tsunami and ongoing nuclear disasters in Japan. These events reshaped our sense of wisdom and self-worth. The satori generation, he says, marks the emergence of a new “‘qualified power,’ the power to do and the power to undo, and the ability to enjoy doing and not doing equally. Imagine a robot with the sophistication and strength to clutch an egg without crushing it. The key concept is outgrowing growth toward degrowth. That’s the wisdom of this new generation.”
In America and Europe, the new generation is teaching us how to live with less—but also how to live with one another. Mainstream media decry the number of young people living at home—a record 26.1 million in the US, according to recent statistics—yet living at home and caring for one’s elders has long been a mainstay of Japanese culture.
In the context of shrinking resources and global crises, satori “enlightenment” might mean what the young everywhere are telling us: shrink your goals to the realistic, help your family and community and resign yourself to peace.
What Takahashi called “the world’s most advanced phenomenon” may well be coming our way from Japan. But this time it’s not automotive or robotic or electronic. It’s human enlightenment.
Starburst's "Unexplainably Juicy" ad series explores the mythology of how the chewy candy packs in so much juiciness. And the answers are quite a bit more adrenaline-fueled than you might expect.
The first explanation is that Starburst is imported from the Land of Intensity, where everyone is on a raging caffeine/steroids bender. It's the kind of place where President Dwayne Elizondo Mountain Dew Herbert Camacho is reelected in a landslide every four years.
The second explanation is that a tiny fighter jet (complete with a custom '80s-esque theme song from composer Andrew Sherman at Butter Music and Sound) shoots juicy flavor into every individual Starburst candy before getting eaten by the family dog. Sounds legit. Besides, the real answer (corn syrup) is boring and sad.
Both spots from agency DDB Chicago and Hungry Man director Bryan Buckley follow up the previous "Miniminneapolis" ad, which explained how Starburst Minis get their juiciness. The answer, obviously, was from an uncomfortably tiny factory in an uncomfortably tiny town.
Maybe next time they can talk about why they went with an awkward nonword like "unexplainably" when "inexplicably" was right there waiting to be used.
When the Federal Trade Commission studied 12 mobile health and fitness apps, it found they disseminated user app data to 76 third parties.
One of those apps shared information on device models and identifiers and dietary and workout habits with 18 other entities.
As data collection, sharing, privacy and security issues become top-of-mind among government entities, the FTC this morning continued its focus on these topics through the prism of fitness and health tech.
A leading expert on digital forensic analysis has launched a free online service that lets people confirm – or debunk – the authority of online images.
A utilização de drones causa polêmica nas esferas militar e entrega super expressa de produtos. Porém, aqui está um uso que ninguém poderá reclamar.
Em Cingapura, a Coca-Cola utilizou drones para entregar refrigerante e mensagens para cerca de 2500 trabalhadores de construções. Grande parte deles é de imigrantes, já que um terço da força trabalhadora vem de outros países.
Auxiliada pela ONG Singapore Kindness Movement, a ação fez com que os drones alcançassem os funcionários no alto de prédios em construção.
A criação é da Ogilvy local.
Post originalmente publicado no Brainstorm #9
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The hiring of Jamie Horowitz reflects the intense competition in the morning between NBC and ESPN’s sister network, ABC.
Colle+McVoy’s new work for USA Swimming, the national governing body for the sport of swimming, is meant to inspire more kids to take up the sport and make it easier for parents to find clubs, pools and lessons.
To do that, the agency needed to make swimming cool. I’d say they won that race on the strength of high-def camera work, the music bed and copy that connects.
“Basketball. Softball. Cannonball. Which sounds the most fun to you?”
Adpulp asked Mike Caguin, chief creative officer of Colle+McVoy about the campaign.
Q. Slow motion is popular right now. Is there a reason you chose this camera technique? Does it increase tension or interest?
A. Being in the water is so different than anything else. We used slow motion to capture that unique feeling. With its fluid forms, waves and bubbles, water is stunningly beautiful to the eye. Slow motion helped us romanticize that even more.
Q. I like the music. Who is the artist?
A. A Minneapolis hip-hop producer named Benzilla partnered with us on the music track for “The Walk”. The Skeptics supplied the music for “Cannonball” and “Alligator”.
Q. Swimming is an individual and a team sport. How did this play, or did it play, in the development of the work?
A. It’s true. The beauty of competitive swimming is that it is both an individual and team sport, which is why we struck a balance with our work. Some messages are clearly speaking to the individual aspect of the sport, while other messages are meant to highlight the social and team aspects of swimming.
Q. I like that this campaign didn’t go to the “be a future Olympian” de facto place and instead focuses on the everyday experience of summer time at the pool.
A. Exactly. The research shows what any parent who’s stayed in a hotel knows that swimming and swimming pools create fun, lasting moments for kids. There’s something magical and transformative about being in the water. Why not give your kids even more of those moments by signing them up for a swim team?
The post New Campaign for USA Swimming Is Advertising Gold appeared first on AdPulp.
La photographe française Laurence Demaison a fait deux séries de portraits enfumés intitulés « Dans les nuages » et « Méditations ». En noir et blanc, on voit de la fumée qui émane de corps allongés ou de visages qui semblent s’évaporer en volutes de fumée. Les deux séries sont à découvrir en images.
Méditations.
Dans les nuages.
(TrendHunter.com) The Barneys Underneath It All style update is dark and sensual, which is only appropriate since it involves a slew of lingerie and sexy sleepwear. Showcasing what will be available in the coming…
Yiu Mantin, who planned to publish a book condemning the Chinese Communist Party leader, Xi Jinping, was sentenced to 10 years for smuggling industrial chemicals.
Barbara Walters, who says she is retiring from television on May 16, has talked to practically everybody, but a few interviews stand out.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.
Among the new releases, Macy’s promotes its new capsule collection, To Tommy from Zooey, by showing Zooey Deschanel defying gravity to go shopping with Tommy Hilfiger, Samsung shares some of the rave reviews its new Galaxy S5 has been getting, and Oprah Winfrey talks up Starbucks’ new Oprah Chai Tea in a spot that Ad Age’s Maureen Morrison previewed on Friday.
As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.
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.
