Hasta La Creative!

Earlier this week, Toyota announced the consumer release of a new Hydrogen Fuel Cell vehicle in Japan, the U.S. and Europe slated for 2015. Now, AdAge reports, Toyota has chosen New York agency Droga5 for the car’s pre-launch campaign.

The move marks the first auto marketer on Droga5?s roster. Although Saatchi & Saatchi LA is Toyota’s agency of record, the company looked to other agencies for new ideas for the breakthrough vehicle. “We approached Droga5 to give us some ideas, and they came back with something that blew us out of the water, said Kimberley Gardiner, director-digital marketing strategy for Toyota Motor Sales USA. “It ended up being a full campaign pre-launch proposal.”

“The opportunity was very much in our wheelhouse,” Droga5 Creative Chairman David Droga said. “If you get a call from Toyota asking, ‘Do you want to help launch the new generation of vehicles?,’ that’s about as juicy an opportunity as you can get, so we took that very seriously, and here we are. It’s very validating to have a chance to work with a brand like this.”

Gardiner didn’t reveal any details about the campaign, but, according to AdAge,”pre-launch will begin in the coming months, rolling out initially in the U.S. in digital and non-traditional media” and will last from 12-18 months.

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Germany favors Deutsche Telekom to replace Verizon Communications as a network provider after deciding to end the American company’s contract in the wake of reports about spy surveillance by the U.S.

“The federal government wants to win back more technological sovereignty and therefore prefers to work with German companies,” Tobias Plate, an interior ministry spokesman, said today at a press conference in Berlin.

Germany is using an option in the current Verizon contract to end the arrangement next year, Mr. Plate said, declining to confirm whether the government had any evidence that the provider handed information from the network to the U.S. National Security Agency.

Continue reading at AdAge.com

Algumas pessoas precisam de silêncio absoluto para trabalhar, outros só conseguem se concentrar se houver um barulhinho que crie uma sensação de bem-estar. E não precisa ser, necessariamente, música, mas o som de chuva, pessoas conversando em um café ou ainda vento e mar. É aí que entra o Noisli, um aplicativo que promete estimular a criatividade das pessoas com uma coleção de sons ambiente.

Apesar de haver vários aplicativos que seguem esta linha, o Noisli chama a atenção pelo seu belo design minimalista e conta com uma versão mobile, para iOS, e para desktop – nesta última, é possível usar um editor de textos à prova de distrações que ainda por cima muda as cores da tela de fundo para oferecer aos usuários os benefícios da cromoterapia. Tentar não tira pedaço…

Post originalmente publicado no Brainstorm #9
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You might not associate a sex toy battle with gun safety, but McCann New York ties the two together in a new 30-second video entitled “Playthings” that (finally) takes a different approach to the familiar gun safety PSA, created for gun responsibility organization Evolve.

In the spot, a woman goes to pick up her son at a friend’s house and finds him locked in heated sex toy battle with his friend. The friend’s mother, of course, looks horrified, and just when you thought things couldn’t get any more awkward one of the kids turns on the vibration feature. Around this time the voiceover intones the message, “If they find it, they’ll play with it. So always lock up your guns.”

The humorous approach is a welcome departure from the typical gun safety PSAs — which we see a lot of. “Playthings” is a lot more memorable than those efforts, and a lot harder to ignore, which makes it more likely to effectively communicate its message and even reach people who might just tune out the more serious, stern warnings of other gun safety PSAs. Of course, some of those people will just find the suggestive humor packed on “liberal propaganda” that much more offensive. But then McCann and Evolve didn’t really have any hope of reaching them anyway. While this isn’t the first time Evolve has employed humor in its PSAs — Saatchi & Saatchi New York’s February effort “The Bill of Rights for Dumbasses” took a similarly lighthearted approach — it is definitely the most effective. “Playthings” has already generated a fair share of buzz, approaching one million views since being released Wednesday and eliciting mentions in myriad media outlets.

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