Advertising Agency: Loducca, Brazil
Creatives: Eduardo Tallia, Raphael Franzini
Creative Directors: Cássio Moron, Fábio Saboya, Sérgio Mugnaini
Chief Creative Officer: Guga Ketzer
Programmer: Paulo Almeida
Technology Director: André Michels
Executive Producer: Ana Luisa André
Film Production: Conspiração
Approval: Sérgio Veiga
Published: April 2014
Advertising Agency: Venture Communications, Toronto, Canada
Chief Creative Officer: Paul Hains
Copywriter: Jason Sweeney
Art Director: Jamie Brand
Account Team: Matthew Gillott, Marie Langille
Agency Producer: Alina Prussky
Production Company: Radke Films
Director: Shawn Zeytinoglu
Post-Production: School Editing, Fort York VFX
Animation: Chuck Gammage Animation Inc.
Sound: RMW Music
Published: June 2014
Category: Up Your Game
Summary: How do you sell into a market that is not yet established? This is one of several dilemmas that emerging companies face as they create the next new thing.
Marketing skills have been honed on creating new products for established markets and marketing established products to new markets. Increasingly, product development is about creating markets where customers don’t yet realize they have a need.
Le photographe Cory Richards nous présente ces photographies à couper le souffle à travers les pages du National Geographic. Le photographe nous fait part d’une vidéo qui retrace ces plus beaux voyages, ces plus belles rencontres dans des lieux incroyables. Une expérience jamais vu auparavant à découvrir.
(TrendHunter.com) Photographer Vlad Birdu captures models Geanina Pistol and Liviu Andrei for designer Alexander Nimurad’s latest collection entitled ‘4D’.
The futuristic catalog is lensed outdoors…
Volkswagen pokes fun at its cars for being useless in high-octane action film sequences in a new UK cinema campaign.
A boy band with a difference helped push peak audience figures for this year’s Britain’s Got Talent final past 12 million on Saturday night.
Programmatic advertising has achieved widespread take-up but a number of brand-side marketers in Europe have still never heard of it, according to new research.
Para dar as boas-vindas a um filhote que acaba de chegar, um gato veterano resolve explicar algumas das regras da casa para o novo integrante da família, aproveitando para ensinar também algumas “lições de vida” no fofíssimo filme da Friskies. Criado em parceria com o BuzzFeed, o vídeo é narrado pelo artista performático Ze Frank.
Por um momento, a gente até se esquece de que é um comercial, enquanto o gato mais velho explica como os humanos são estranhos porque são capazes de passar horas deitados. Mas também podem fazer carinhos inesquecíveis. O gatinho deve tomar muito cuidado com um monstro chamado aspirador, capaz de engolir tudo o que cruza seu caminho, mas a cortina mágica pode protege-lo desse ser…
Apesar da narrativa ser toda em inglês, sem legendas, vale o play.
Post originalmente publicado no Brainstorm #9
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A Volkswagen orgulha-se de apoiar os cinemas independentes no Reino Unido, uma parceria que serviu de inspiração para a nova campanha da montadora, assinada pela adam&eveDDB. Com a assinatura “Made for real life, not the movies” – feito para a vida real, não para o cinema, o primeiro filme coloca um dos carros da marca em uma perseguição a um ônibus (que lembra muito Velocidade Máxima) sequestrado por dois fugitivos.
O problema é que o carro da Volks conta com um dispositivo que mantém distância de outros veículos, impedindo que o herói consiga se aproximar o suficiente do ônibus para pular e salvar o dia.
Além de Bus, a campanha ainda contará com outros dois comerciais, que até o momento ainda não foram lançados: Chase e Explosion, todos inspirados em filmes de ação.
A produção é da MOB Films.
Post originalmente publicado no Brainstorm #9
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(TrendHunter.com) Just looking at this collection of beautifully crafted and vintage-inspired Magnolia Antic clothing collection makes me daydream of days in cramped, quaint sidewalk cafes filled with chic women…
The Cannes Lions International Festival of Creativity has named 327 jury members for 2014, eight more than last year, not to mention 24 judges for the new two-day health-care contest before the main festival. But despite the growing numbers, it’s still tough to get a jury seat.
Cannes Lions CEO Philip Thomas performs a delicate balancing act every year to make sure all holding companies, networks and agencies are fairly represented. This year, he’s also prioritizing the addition of more women and new countries to the mix. Complicating the process is the prerequisite that jury candidates should be prior Lion winners, an incentive for creatives to enter the festival.
Because Cannes decides how many judges a country gets based largely on how many entries the country’s agencies send, it also has “wild card” judges selected from countries with fewer entries. To broaden the geographical spread of jurors, the number of wild cards has been increased to three this year from two, with Guatemala, Uruguay and Hungary getting slots. Peru, a wild card in 2013, sent more entries than last, therefore it earned a judging spot on its own.
Blu eCig, the electronic cigarette brand, has launched a £20 million ad campaign today (Monday), its first ever in the UK.
Unilever has created a documentary-style ad for Comfort fabric conditioner made by Ogilvy & Mather London and Singapore, which features the stories of two different mothers.
Hosted by The One Show’s Gyles Brandreth, The Marketing Society Awards for Excellence 2014 were held last week at the London’s Hilton Park Lane.
Which World Cup sponsor will create the biggest buzz? Which brand will come up with the most memorable tweet or Vine? Whose content will draw the most clicks?
Adidas is launching a YouTube series called ‘The Dugout’ that will feature live shows broadcast from Rio starring Brazilian football stars Kaka, Cafu and Lucas Moura.
Walmart is using a new digital extension of its longstanding guarantee to match competitors’ advertised prices to address a question that’s dogged it for years: How can it launch a loyalty program without the promotional deals it’s long shunned as part of its everyday-low-price philosophy?
The answer: Walmart is essentially using rivals’ discounts to fuel its own loyalty program and get individual shopper data into its database.
Savings Catcher, which began with a seven-city test this spring and rolls out nationally this summer, automatically gives shoppers refunds for the difference between what they paid at Walmart and lower prices advertised by competitors.
As a genre, it doesn’t get more boring than mattress advertising. They likely won’t be handing out any Lions to mattress marketers in France next week. Trying to wrack my brain for memorable mattress ads, I come up with a dream-like blur of customer testimonials, curving spines, sleep numbers and a glass of red wine being threatened with a bowling ball.
And why would I be trying to think of memorable mattress ads? Because I’ve finally seen a few in the latest campaign from Serta.
Granted, what first caught my eye was the actress. You might not know who Melanie Paxson is, but you know Melanie Paxson. She’s done a bit of acting on TV and in movies, but you likely remember her as “that woman who’s in all those ads.” She’s done commercial work for Glad, Progressive Insurance, Fiber One, Target, Yoplait, Milo’s Dog Treats and Red Robin (that I know of).
J.C. Penney is ripping up its marketing playbook once again, this time fashioning itself as the department-store destination for Hispanics.
It’s a critical time for a retailer attempting a turnaround following three tumultuous years of management and agency upheaval; repeated shifts in strategy; and a marked decline in sales. In a push for growth, J.C. Penney isn’t just zeroing in on the Hispanic customer — it’s identified the demographic as its “North Star.”
The push will be on display this week with an expansive World Cup campaign that specifically addresses Latinas (there is no general-market component, a first for the retailer) and a sponsorship of Univision’s World Cup coverage.
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