Hubforum destaca potencial do conteúdo acima da plataforma

Promovendo um ‘esquenta’ para a Copa do Mundo, a edição paulistana do HubForum aconteceu hoje, na Câmara de Comércio Brasil-França, mesclando a audiência local com estrangeiros interessados em conhecer mais sobre o cenário de mídia brasileiro.

Com uma dinâmica bem veloz, com 15 minutos de palco para cada convidado, o HubForum evitou o tédio e obrigou todos a serem bastante objetivos e concisos.

Rafael Davini, do IAB Brasil, abriu o dia defendendo que as mídias não estão morrendo, mas que o tempo gasto em cada uma delas está aos poucos mudando. Gregory Hanfoull, da Decathlon, destacou que um dos grandes desafios da marca, que quer levar a experiência da loja para suas imiciativas de venda online (ecommerce), mas que querem também comquistar esse comprador virtual para ser um consumidor das suas lojas físicas, quando isso for possível.

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Pedro Eugênio, da Makazi, lembrou da importância do conteúdo, acima da plataforma. As novas gerações não se preocupam sobre como terão acesso ao conteúdo, defendeu ele, enquanto os mais velhos ainda discutem se deveriam ver algo através do smartphone, tablet ou TV. “As crianças apenas querem ver Peppa Pig, não importa como”, brincou.

Wagner Martins, da 301.yt, discordou de Davini ao profetizar o fim da programação televisiva, que seria superada pelo amplo sucesso de conteúdos em vídeo online, ressaltando o novo posicionamemto do YouTube, que não se vê mais como um site de vídeos, mas sim uma plataforma de canais.

pepa

Em dia de greve dos metroviários, a ausência de um dos participantes foi rapidamente resolvida com um Hangout do Google – Pete Blackshaw participou conta do mais sobre as estratégias digitais da Nestlé, que envolvem também convites nas embalagens dos produtos para curtir páginas do Facebook.

Representando a Havas, Marcus Tavares contou mais sobre a estratégia de reverter a revolta dos brasileiros com a Copa em ações que pudessem ser bem recebidas. Uma delas é a Hexagarantia, em referência ao possível futuro hexacampeonato brasileiro. Outra ideia foi usar a reclamação de “hospitais padrão FIFA” para fazer ações beneficentes a imstituições de caridade voltadas para a saúde.

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O interessante do HubForum é perceber que o mercado internacional está bastante interessado no Brasil, mas talvez falte um pouco de preparo nosso para receber esses investidores e apresentar a eles o nosso conhecimento local.

Os organizadores do HubForum se mostraram positivamente surpresos com o interesse brasileiro, e pretendem repetir a edição no ano que vem, dado o sucesso – ainda que a primeira edição tenha sido pequenina, ela serviu para testar o formato de um evento voltado para o cenário internacional, mas focado no Brasil, que continua com a pegada de ser um dos “mais promissores mercados mundiais.

No ano que vem, o HubInstitute pretende fazer uma segunda edição do HubForum no Brasil. Em um cenário pós Copa do Mundo e pré Olimpíadas, que bons cases teremos a apresentar?

Essa resposta eu deixo para os criativos brasileiros escreverem 🙂

Brainstorm9Post originalmente publicado no Brainstorm #9
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Beats by Dre mostra “o jogo antes do jogo“

Foram necessários apenas 5 minutos para que o fone de ouvido Beats by Dre conseguisse conquistar seu lugar entre os melhores filmes desta Copa do Mundo FIFA 2014. A marca, comprada recentemente pela Apple, tem uma frutífera parceria com a R/GA, que já rendeu grandes comerciais estrelados por Richard Sherman e Kevin Garnett

O trabalho mais recente é The Game Before the Game, o jogo antes do jogo, que reuniu um elenco estelar para mostrar que antes dos gols, da glória e das vitórias, há um jogo rolando no vestiário, quando os atletas se preparam para entrar em cena. E é nesse momento que um jogo é vencido.

No elenco estelar estão Neymar Jr., Bacary Sagna, Bastian Schweinsteiger, Blaise Matuidi, Cesc Fàbregas, Daniel Sturridge, Chicharito, Jozy Altidore, Luis Suárez, Mario Götze e Robin van Persie, com participações especiais de Neymar da Silva, LeBron James, Lil Wayne, Nicki Minaj, Rafaella Beckran, Rio Ferdinand, Serena Williams, Sydney Leroux, Stuart Scott e Thierry Henry.

Sem mais, ficou muito foda. Ponto para Beats e R/GA.

beats

Brainstorm9Post originalmente publicado no Brainstorm #9
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Mobile TeleSystems: Peter Pan

Location service for parents.

Advertising Agency: BBDO, Moscow, Russia
Creative Director: Nikolay Megvelidze
Copywriter: Ekaterina Kulyukhina
Senior Art Director: Andrey Kuznetsov
Group Account Director: Vladlena Obukhova
Senior Account Manager: Maria Urnova
Design production: Ignatiev Mark, Usatov Konstantin, Titinkov Aleksey

Mobile TeleSystems: Tom Sawyer

Location service for parents.

Advertising Agency: BBDO, Moscow, Russia
Creative Director: Nikolay Megvelidze
Copywriter: Ekaterina Kulyukhina
Senior Art Director: Andrey Kuznetsov
Group Account Director: Vladlena Obukhova
Senior Account Manager: Maria Urnova
Design production: Ignatiev Mark, Usatov Konstantin, Titinkov Aleksey

McCann Adds Pair of ECDs

Today McCann announced the addition of James Dawson-Hollis and Bill Wright as executive creative directors, strengthening the leadership team under global creative chairman Rob Reilly.

Dawson-Hollis and Wright join McCann from Ogilvy West in Los Angeles, where the pair served as co-chief creative officers, working on accounts such as Qualcomm, HTC, Nesquik, and Arco gasoline.

Prior to Ogilvy, Wright helped turn Crispin and Porter from a small Miami agency into “one of the world’s most talked-about advertising agencies.” While there, he worked on accounts including Burger King, Miller, IKEA, Coke Zero, Virgin Atlantic Airways, Slim Jim, Molson Canadian, Reddi Whip, and MINI Cooper.

continued…

New Career Opportunities Daily: The best jobs in media.

Did Beats by Dre Just Out-Nike Nike With This Incredible World Cup Ad?

Good lord, Beats by Dre is getting great at sports commercials.

We wrote at length last month about how the music company and ad agency R/GA have teamed up to make some of the year’s best sports ads—with Kevin Garnett, Colin Kaepernick, Richard Sherman and Cesc Fabregas. But nothing could prepare us for this five-minute World Cup extravaganza. It’s about pre-game rituals, yes, but Beats is proving to be surprisingly adept at all aspects of the sports ad game—which at times like these is supposed to be the purview of Nike and Adidas.

The top star in “The Game Before the Game,” fittingly for this World Cup, is Brazil’s Neymar Jr. His pre-game ritual involves talking to his father, whose pep talks are so inspiring, you’d think an agency copywriter wrote them (well, yeah). Among the other stars featured here: Spain’s Fabregas, who kisses the ring his girlfriend gave him exactly four times; Uruguay’s Luis Suarez, who kisses the tattoo on his wrist of his son and daughter’s names; and Mexico’s Javier “Chicharito” Hernandez, who prays on his knees as his father taught him. (Elsewhere you’ll see Bacaray Sagna, Bastian Schweinsteiger, Blaise Matudi, Daniel Sturridge, Jozy Altidore, Mario Gotze and Robin Van Persie.)

There are also many, many cameos by non-soccer players—everyone from LeBron James to Lil Wayne to Nicki Minaj to Serena Williams—which lends a very Nike-ish vibe. The latter’s grand World Cup spot this year sneaks in Kobe Bryant, Jon Jones, Anderson Silva, Irina Shayk and even the Incredible Hulk.

Being a music company, Beats can also get away with making its ad basically a giant music video. The stars just slip their headphones on, and away we go. (Indeed, the director here, Nabil Elderkin, is known for his music videos.) Jimmy Iovine is known to handpick the tracks for the Beats ads, and here we get the thematically apt and swagger-filled “Jungle” by Jamie N Commons & The X Ambassadors.

The concept precludes in-game footage, but you don’t really miss it. It could do with a dose of humor, maybe. But throw in some risqué moments (girl on top at 3:02!) and some globe-trotting glimpses of obsessive fan antics (love the British woman’s 1966 tattoo), and you have an impressive smorgasbord of hype, hysteria and hero worship.

Back in 2010, Nike claimed to be writing the future. But who knew the future would include such a determined usurper as Beats?

Credits below, along with some great movie-style posters from the campaign.

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CREDITS
Client: Beats Electronics
Agency: R/GA
Production Company: The Sword Fight
Directed By: Nabil Elderkin
Starring: Neymar Da Silva Santos, Jr.
Featuring: Bacaray Sagna, Bastian Schweinsteiger, Blaise Matudi, Cesc Fabrigas, Daniel Sturridge, Chicharito, Jozy Altidore, Luis Suarez, Mario Gotze, Robin Van Persie
Special Appearances By: Lebron James, Lil Wayne, Nicki Minaj, Rafaella Beckran, Rio Ferdinand, Serena Williams, Sydney Leroux, Stuart Scott, Thierry Henry and Neymar Da Silva Sr.
Original Music: “Jungle” by Jamie N Commons & The X Ambassadors



Impressionist Classics Finally Come Into Focus in Clever Eyewear Ads

Tell the art history majors to leave the room, because here’s a campaign that will make creative types jealous and will make purists’ eyes bleed.

In a campaign that’s new to us but appears to have been running for a while now, Y&R Paris has created a series of ads for eyewear retailer KelOptic showing Impressionist paintings brought into focus.

The tagline is “turning impressionism into hyperrealism.” Another case of advertising sullying some of mankind’s greatest artistry? Sure. But also pretty awesome. 

The work received a merit award in this year’s One Show.

Via Ads of the World.



You Won't Believe the Idiocy These People Display Just to Get A Bag of Fantastic Delights

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I must be horribly jaded. If I saw an obvious marketing stunt consisting of a set up that required me to walk through a ridiculously long line when there was no line at all, I’d probably pass by like it was a homeless person. Oops, my bad. That’s not the best analogy but you get my meaning.

However, when regular, non-jaded, non-marketing people are presented with the same scenario…just to get a bag of junk food…uh…excuse me…Fantastic Delights, it seems they’ll wait forever.

ZMG – Marketing Association of German Newspapers: The President of the United States

The problem: How do you generate awareness for a can of soup no one knows or even cares about? The solution: The President of the United States! We used Barack Obama to sell millions of cans of soup. But, could we just hand him a can of soup? … Probably not. That’s why we just let him do what he does best: politics. First, Barack withdrew troops from Iraq and declared a nuclear-free world. That’s how he won the Nobel Peace Prize. Then, he proceeded to send the same troops to Afghanistan. He was the coolest President, the sportiest, the President who made Angela Merkel smile – almost. Everyone loved him. Everyone, but … To increase his popularity with the target audience even more, he brought Osama bin Laden to justice.It was the perfect moment to bring the soup into play. But wait, Barack took it a step further. He let Edward Snowden get away and created a political thriller that kept the world in suspense for weeks! The result: millions of people read the newspaper and saw the ad for our can of soup. … Or for a clock. Or a dress. Or a TV, or, or, or …
What happens in the world, happens for your ad.

Advertising Agency: Ogilvy & Mather Germany
Executive Creative Director: Matthias Storath
Creative Directors: Lothar Mueller, Nico Ammann, Matthias Storath
Art Directors: Nico Ammann, Constantin Camesasca, Annette Schmitt, Katja Anspann
Copywriters: Lothar Mueller, Joerg Schrod, Joerg Schaklies
Account Management: Fabio Sanfilippo
Art Buying: Magda Ignatowski
Agency Producer: Oliver Kraege
Production Company: LIGA01
Motion Graphics: Nakil Shabani
Sound Studio: Pearls
Published: September 2013

ZMG – Marketing Association of German Newspapers: Berlusconi

What happens in the world, happens for your ad.

Advertising Agency: Ogilvy & Mather Germany
Executive Creative Director: Matthias Storath
Creative Directors: Lothar Mueller, Nico Ammann, Matthias Storath
Art Directors: Nico Ammann, Constantin Camesasca, Annette Schmitt, Katja Anspann
Copywriters: Lothar Mueller, Joerg Schrod, Joerg Schaklies
Account Management: Fabio Sanfilippo

ZMG – Marketing Association of German Newspapers: Putin

What happens in the world, happens for your ad.

Advertising Agency: Ogilvy & Mather Germany
Executive Creative Director: Matthias Storath
Creative Directors: Lothar Mueller, Nico Ammann, Matthias Storath
Art Directors: Nico Ammann, Constantin Camesasca, Annette Schmitt, Katja Anspann
Copywriters: Lothar Mueller, Joerg Schrod, Joerg Schaklies
Account Management: Fabio Sanfilippo

ZMG – Marketing Association of German Newspapers: Obama

What happens in the world, happens for your ad.

Advertising Agency: Ogilvy & Mather Germany
Executive Creative Director: Matthias Storath
Creative Directors: Lothar Mueller, Nico Ammann, Matthias Storath
Art Directors: Nico Ammann, Constantin Camesasca, Annette Schmitt, Katja Anspann
Copywriters: Lothar Mueller, Joerg Schrod, Joerg Schaklies
Account Management: Fabio Sanfilippo

Young Diabetics Association: Run for AJD

Advertising Agency: BEING France
Chief Creative Officer: Alasdhair Macgregor Hastie
Creative Director: Elzéar de Trentinian
Art Director: Antoine Montes
Production application mobile: OD&B
Published: March 2014

Volkswagen: Eyes on the road

Advertising Agency: Ogilvy, Beijing, China
Published: April 2014

The University of Queensland: The Ninth Watch

Advertising Agency: Clemenger BBDO Brisbane, Australia
Creative Directors: Cristian Staal, Marianne Harvey
Art Directors: Cristian Staal, Bec McCall
Copywriters: Marianne Harvey, Ashleigh Kennedy
UQ Engagement Manager: Julie Baglot
3D Artist: Derek Leong
Interactive Director: David Smerdon
Account Directors: Alicia Diaz, Christine Gannon
Account Manager: Jordan Chinchen
Account Co-ordinators: Harleigh Reimer, Mark McCarthy
Executive Digital Producer: Mark McCarthy
Digital Producer: Anna Smith
Digital Development Partner: Mettro
Digital Account Manager: Linda Harman
Technical Director: Alistair Cook
Developer: Greg Beaven
Developer: Ben Freke
Published: October 2013

Ben & Jerry's: Cowtivists

evdefitness.com: Nine lives

For those with nine lives.
The most economic, fun and quick way to stay fit at home.

Advertising Agency: Gode, Istanbul, Turkey
Creative Director: Evren Asik
Art Director: Murat Cimagil
Copywriter: Evren Asik
Account Director: Sinem Gocer

evdefitness.com: Flexible

For the flexible ones.
The most economic, fun and quick way to stay fit at home.

Advertising Agency: Gode, Istanbul, Turkey
Creative Director: Evren Asik
Art Director: Murat Cimagil
Copywriter: Evren Asik
Account Director: Sinem Gocer

evdefitness.com: Balanced

For those who want balanced weight.
The most economic, fun and quick way to stay fit at home.

Advertising Agency: Gode, Istanbul, Turkey
Creative Director: Evren Asik
Art Director: Murat Cimagil
Copywriter: Evren Asik
Account Director: Sinem Gocer

Garagista: The Hipster Hijacking

Production Company: The Institute
Director: Duvan Durand
Producer: Dana Van Vreden
Editor: Carlos Feyder
Sound Design: Gerdus Oosthuizen
PR Agency: Amplicon
Public Relations Manager: Kate Thompson-Duwe
Public Relations Account Manager: Kelly Atherton
Published: May 2014