Hasta La Creative!

Sabe aquele calmo som da floresta, com farfalhar de folhas, barulhos de animais e cantorias de passarinhos? Ele pode ser drasticamente alterado com a chegada de motosserras de quem ilegalmente desmata uma região protegida.

A Rainforest Connection resolveu usar o próprio som do ambiente para ajudar a evitar o desmatamento ilegal. Usando celulares reciclados e uma estrutura que capta energia solar, a startup instalou diversos desses aparelhos da foto para monitorar o som local, detectando o estridente ruído das motosserras  e avisando as autoridades locais via SMS para que elas possam tomar uma providência.

Além disso, o equipamento permite que nós tenhamos um contato mais direto com as florestas, podendo ouvir em tempo real, através de um aplicativo, a sinfonia silvestre das matas.

Segundo os desenvolvedores do projeto, a ‘proteção’ das árvores gerada por cada equipamento instalado é o equivalente à retirar 3 mil carros das estradas – além, é claro, de ser uma incrível nova utilidade para aqueles milhões de celulares desatualizados que são jogados fora todos os dias.

É uma pena que até agora o projeto só tenha arrecadado 20% do esperado. A expectativa é alcançar 100 mil dólares, o que não é exatamente um valor alto para os padrões do Kickstarter, e se esse valor for ultrapassado, há planos de instalar equipamentos do tipo na Amazônia brasileira e também na Indonésia.

Post originalmente publicado no Brainstorm #9
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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, Adidas uses a wordless, dramatically lit spot to plug its Adizero F50 soccer cleats — the World Cup has you in the mood for new ftbol gear, right? — while Visa serves up a bunch of Nobel Peace laureates and nominees who are, yes, excited about ftbol too. (Creativity previewed the spot and made it an Editor’s Pick.) And Hispanic comedian Felipe Esparza stars in an English-language Honda Fit spot that has a Spanish hashtag (#UnBuenFit).

As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.

Continue reading at AdAge.com

A new platform called Tongal allows users to pitch ideas for ad campaigns directly to brands.

The way it works is pretty simple. A brand announces it is looking for a new ad campaign, and users can then pitch a tweet-length to them. The brand then picks their favorites, pays the people who came up with them, and gets in touch with directors (also part of the Tongal community) to shoot the ads. Once the process is complete, the winning video is chosen as the brand’s official new ad. The site already boasts over 50,000 users participating in daily ad contests. Brands involved include McDonald’s, LEGO, Ford, Pringles, and Oral-B.

“Myself, Rob (Salvatore) and Mark (Burrell) had come from Hollywood studios and were frustrated about how much waste we saw with creative talent,” Co-founder James De Julio told PSFK. “It seemed to be a closed system – the same people receiving multiple offers because of personal connections, seniority…we wanted to change that. That’s why the Tongal platform works, it gives everyone access to work. We like that we’ve created a meritocracy where people can earn real money and get their best work on a global stage.”

New Career Opportunities Daily: The best jobs in media.

With another round of advertising’s top honors bestowed, you can expect to see some people soon dashing from the Cannes Lions to the edge of the cliff.

No, it’s not a mass suicide by the world’s most consequential marketers. It’s that after sitting through a blizzard of notably great work, brand stewards are hell-bent on elevating their own marketing efforts. The flight home from Cannes was spent tapping out calls for something funnier or sharper or edgier. But is that really such a good idea?

It is if you can pull it off. It is when you see all those guys named Ronald McDonald pitching Taco Bell’s breakfast tacos. It is when you’re laughing at the long-haired man getting a shampoo while coddling his Southern Comfort.

Continue reading at AdAge.com