Hasta La Creative!

A tempo de diversas eleições nacionais no mundo todo, inclusive a que acontece no Brasil em outubro, o Facebook vai liberar a opção de se declarar um eleitor para parte de sua audiência global. Além dos EUA, que já contam com essa opção desde 2012, os eleitores do Parlamento Europeu, bem como os cidadãos da Colômbia, Coreia do Sul, Indonésia, Suécia, Escócia, Nova Zelândia e também do Brasil poderão usar a funcionalidade para demonstrar seu comprometimento com a escolha do novo líder de seus países.

O botão de ‘sou um eleitor’ já esteve disponível também na Índia, onde foi utilizado por mais de 4 milhões de usuários durante as últimas eleições.

botão ‘sou eleitor’ para usuários indianos

No entanto, acho esquisito que o botão traduzido para o português vá mostrar a mensagem ‘sou um eleitor’. Aqui, todos os cidadãos são obrigados por lei a votar, diferente do que acontece em outros países, onde o voto é facultativo e é preciso um maior incentivo para levar as pessoas às urnas.

É sempre bom lembrar que a opção declara que a pessoa é um eleitor, mas que não é preciso explicitar qual candidato recebeu seu voto.

Fica minha dica para o Markito: troca a legenda para ‘eleições 2014 – eu fui’ que vai fazer muito mais sucesso no Brasil.

Post originalmente publicado no Brainstorm #9
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If you asked a group of women over 25 to name some toys they played with as kids, Barbie would certainly come up. Less so now if you asked a group of girls under 10. The iconic toy has long been a volatile topic in the toy industry, especially in the context of girls and body image. But now, Mattel is trying to control more of that conversation with The Barbie Project, an initiative that wonders: What happens if we just let kids play with Barbies?

Mattel clearly wants to make the point that parents are seriously overthinking Barbie. At the very top of the Barbie Project's "About" page, text reads: "No other doll has sparked as much conversation as Barbie. But maybe kids don't see Barbie the way adults do?"

The brand got two documentarians and a play specialist to go into people's homes and actually film kids playing with their Barbies. "No scripts. No rehearsals. Just real kids, real parents, telling their stories," says Mattel.

The two-minute launch video is fun to watch. There's less hair/makeup/boyfriends than you'd expect, and more superheroes/gymnasts/veterinarians. I particularly enjoyed the little girl who beatboxed while Barbie broke down some hot moves.

Of course, documentaries are never truly unbiased, and I'm wondering if they'll include clips of girls undressing Barbie and bewilderedly examining her anatomy. However, the Barbie Project experiment is being carried out on multiple platforms—Tumblr, YouTube and eight different mom blogs—so it'll be interesting to follow the frank discussion surrounding the toy whose hair I once lovingly butchered with a pair of Fiskars.

Voici le premier magasin Apple à Istanbul réalisé par Foster + Partners. Une architecture toute en transparence avec deux niveaux situés sur la place principale de Zorlu de la ville. Le magasin apparaît comme une lanterne rectangulaire qui brille au dessus du sol. Une magnifique création à découvrir en photographies.

The Blind Book, a project by Brazilian agency DM9Sul, seeks to give sighted people in Brazil some insight into how it feels—as blind people do every day—to be denied access to literary works because they are not published in a format they can read.

Working with the Dorina Nowill Foundation and Danish healthcare company Novo Nordisk, DM9Sul got 10 leading Brazilian authors to produce a collection of new, original stories—on the theme, "Everything we cannot see"—that was then published exclusively in Braille.

This was meant to highlight the fact that only 5 percent of books in Brazil have Braille editions, even though half a million sight-impaired people live in that country. "Besides raising awareness, the project seeks to engage society in helping change this reality," says Márcio Callage, CEO of DM9Sul.

Sighted people will be able to experience the stories, but only by listening to them. There's a Portuguese audiobook version, and this website will offer films of the stories being read aloud by blind people.

This marks the second time in recent weeks that books have been used in novel ways to drive social-issues initiatives. The Drinkable Book, from DDB and Water Is Life, educates at-risk populations about hygiene and sanitation while its pages serve as filters to purify contaminated water.

Hopefully, such fusions of media and message, which transcend traditional PSAs and add extra dimension to their causes, will open some eyes and improve people's lives.

CREDITS
Client: Fundação Dorina Nowill Para Cegos (Dorina Nowill Foundation for the Blind)
Agency: DM9Sul
Chief Executive Officer: Márcio Callage
Vice President, Creation: Marco Bezerra
Associate Creation Directors: Everton Behenck, Rodrigo Pereira
Head of Art: João Pedro Vargas
Creation: André Blanco, Rogério Chaves, Gustavo Bilésimo
Customer Service Director: Cláudia Schneider
Customer Service: Cecilia Martines
Media Director: Silvio Calissi
Media: Renata Schenkel, Milena Bitencourt
Content Production: Anna Martha Silveira, Thais Sardá
Public Relations: Mariella Taniguchi, Bruna Lauermann
Audiovisual Production: Elisa Celia, Marcelo Stifelman
Digital Production: Daniel Vettorazi, Vinícius Mutterle
Website: Matheus Kramer
Graphic Producers: Débora Roth, Mariene Braga, Taisa Rosa
Illustration: João Azeitona, Mariana Valente
3-D: Ricardo Rocha
Final Art: Anelise Gomes, Karoline Nunes
Revision: Cecilia Santoli
Graphic Material: Cartonaria e Stilgraf
RTVC: Thiago Vanigli, Bernardo Silva
Film Director: Marcelo Stifelman
Film Production: Tape Motion
Audio Production: Coletivo 433
Voiceover: Loop Reclame
Client Approval: Daniela Coutelle, Bruno Dória, Priscila Saraiva

Após quatro edições em Paris e duas em Moscou, o HUBFORUM aterrissa em São Paulo no dia 5 de junho, e reúne especialistas do mercado brasileiro e francês para discutirem inovações e tendências do ambiente digital.

A intenção é criar um espaço de compartilhamento de conhecimento entre marcas, agências de mídia e digital, plataformas e influenciadores digitais. Com o Brasil no holofote do mundo com a proximidade da Copa, o HUBFORUM quer discutir iniciativas inovadoras e focadas em assuntos como esportes, entretenimento e marketing digital.

Entre os convidados deste ano estão Cecília Gurgel (Grupo Pão de Açúcar), Pedro Eugênio (Makazi), Xavier Pénat (Jussi), Mathieu Le Roux (Deezer), Juliano Tubino (Netshoes), Alexandre Suguimoto (Apadi), Marcelo Lobianco (IAB Brasil), Marcus Tavares (Hyundai & Z+/Lattitud),  Wagner Martins (301.yt), Daniela Cachich (Heineken), Pete Blackshaw (Nestlé) e Gregory Hanffou (Decathlon).

O Brainstorm#9 é parceiro de mídia do evento e vai acompanhar ao vivo da Câmara de Comércio França-Brasil.

O ingresso é gratuito, mas baseado em seleção prévia – quem se interessar pode se inscrever no site do HUBFORUM e aguardar o contato da organização.

Post originalmente publicado no Brainstorm #9
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If you find yourself with a few extra minutes each morning, you can now watch a man pretending to be a cranky, salty Jewish grandmother offer you online weather forecasts that are significantly more insane than those on the morning news.

Actor David Krumholtz and the producers behind the new website, Weather From, present Gigi, a character who will tell you, for example, that New York's forecast is mild and cloudy, a type of weather that the Nazis used to call "Please don't have sex with your mother."

In other words, Gigi says whatever she wants to say, without much concern for political correctness or basic decorum.

There are 35 different videos corresponding to various forecasts, and a search tool that lets you get an accurate reading on any location, as provided by the National Weather Service, with commentary from Gigi.

The videos are jam packed with sexual innuendo, outright filth and some racially tinged attempts at humor. Gigi complains in one clip that her son's black girlfriend's name, Variola, sounds like part of a vagina. In reality, Variola is the Latin name for smallpox. (While Gigi never spells the name out explicitly, it's hard to mistake the phonetics.)

She's equal opportunity offensive, or maybe just dumb, or maybe just addled—in another clip (68 degrees and raining) confusing whether the Chinese, Japanese or Koreans bombed Pearl Harbor on June 6, 1944 (which was D-Day, not the date of the attack on Hawaii).

In other words, it's more about making fun of Gigi's stereotype than about getting the weather—and it is not for the faint of heart.

Krumholtz, who's had roles in CBS's Numbers and the Harold and Kumar trilogy, introduces Gigi in a clip of his own (posted below), saying he based the character in part on his own grandmother, and other grandmothers from around the world.

Or you can get the intro from Gigi, who in the promo above shows off the makeup job that renders Krumholtz unrecognizable, and cracks a few jokes at Mark Zuckerberg's expense.