Hasta La Creative!

Global Radio, the media and entertainment group, has promoted two of its board members, Mike Gordon and Will Harding.

Boeing et Airbus ont décidé de transformer des Boeing 787 en jets privés très confortables pour millionnaires. Conçus comme des hôtels, avec des suites, des sofas à la place des sièges et de grandes salles de bain, les avions coûtent environ 280 millions de dollars. A découvrir en images.

Outdoor, Print
Miyamoto

Advertising Agency:I&S Bbdo, Tokyo, Japan
Exective Creative Director:Yoshihisa Ogata
Creative Director:Shinichi Ikeda
Art Director:Sei Sugiyama
Designer:Sei Sugiyama

Outdoor, Print
Pedigree

A dog changes the way you think about someone.

Advertising Agency:AlmapBBDO, São Paulo, Brazil
Chief Creative Officer:Marcello Serpa
Executive Creative Director:Luiz Sanches
Creative Directors:Bruno Prosperi, Renato Simoes
Art Directors:Marcus Kawamura, Marco Monteiro
Copywriters:Pedro Corbett, Ana Carolina Reis
Photographer:Rafael Pinho
Account Director:Ricardo Taunay
Account Supervisor:Italo Vetorazzo
Art Buyer:Teresa Setti

Film
Visionlab

Advertising Agency:Lola Madrid, Spain
Executive Creative Director:Chacho Puebla
Creative Directors:Nacho Oñate, Nestor Garcia, Sito Morillo
Art Director:Himar Ordoñez
Copywriters:Sito Morillo, Nacho Oñate
Client Service Director:Daniele Cicini
Account Executive:Laura Gerpe
Account Director:Elena Garces
Head of Delivery:Asier Garcia

Print
Woz

Envy. Crafted in Italy.

Advertising Agency:Y&R, Dubai, United Arab Emirates
Chief Creative Officer:Shahir Zag
Creative Director:Shahir Zag, Kalpesh Patankar
Copywriter:Shahir Zag
Art Director:Kalpesh Patankar
Account Executive:Carl Ghossoub
Account Director:Nazek Fawaz
Photographer:Tejal Patni
Retoucher:Gitten Tom
Executive Producer:Madhup Agarwal, Take One Productions

Media
Coca-Cola

Results And Effectiveness:
The campaign was a viral success, with more than 1.3 million shares on social networks and free press of USD 300M. The Happy ID movement had a 58% of awareness and 75% associated it with Coca-Cola.
The positive response and action was immediate: 90%of new IDs in the first month of the campaign were happy IDs.
It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign.
This is just the beginning: 62%of Peruvians intend to get a Happy ID.
 
Creative Execution:
We developed a complete IMC support plan for this Campaign, mainly in:

1.- Online
– Digital viralization of the campaign video, explaining the concept of the Happy ID had paid support on Youtube true view format.
–    Banners and advertorials in important newspapers websites for the launch of the campaign.

2.- Out-of-home: Special out-of-home billboards and other elements inviting Peruvians to be part of this movement.

3.- TV spots and PNTs In TV Programs sponsored by CC.

4.- Radio: Spots and special mentions for the first phase of the campaign.

5.- Below the Line: Photo booths installed in shopping Malls all over Perú. Free Coke and ID photo only if you smile

6.- Press: Special Ads explaining the concept of the campaign
 
Insights, Strategy And The Idea:
Over the years, Coca-Cola has built the credentials to lead and talk about happiness through numerous campaigns, both international and local through multi-target communication. However, one of our more challenging targets was teens; our brand´s engagement indicators were below our expectations and we needed to impact especially in this target.

This is why we focused our communication in connecting with teens through the pillar of the brand’s strategy: happiness. We needed to inspire them with a strong message of happiness that would link them emotionally with the brand.

We detected that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in in the most basic form of expression: they were not smiling in their IDs, even when there’s no law that forbids them to.

We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs.

Advertising Agency:McCann Lima, Peru
Chief Creative Officer:Nicolas Romano, Mauricio Fernandez, Ricardo Mares
Art Director:Nicolas Romano
Copywriter:Ricardo Mares
Account Director:Andrea Rosselló
Planning Director:Rodrigo Revoredo
Account Supervisor:Mirjana Slavkovic
Digital Strategy Director:Miguel G. Bulnes
Experiential Director:Berenice Lu
Marketing Director:Lizandra Freitas
Brand Manager:Alfredo Quiñones
Imc Sr Manager:Ursula Cárpena
Animation:Kurt Gastulo
Film Director:Bacha, Chinon, Señor Z
Sound Studio:Julio Benavides, Lobo
Producer:Carla Dextre
Graphic Designer:Claudio Miró Quesada

Media, Direct Marketing
Colegio Las Lomas Oral

Describe The Brief From The Client:
‘Lomas Oral School’, a foundation that teaches deaf children to hear and finally talk, was in need of funds to continue their activities.
In Argentina, the Law 25,636 states that all national radio and TV signals must start their daily transmissions at 00.00 hrs with the broadcast of Argentina´s National Anthem. Aware of this law, we decided to use it in our favor. Our strategy was to create a direct experience between the children and the rest of the people nationwide. A new version of the National Anthem that collects performing rights royalties for its new performers: the children.
 
Creative Execution:
The succes of the campaingn was in the first place, finding a different way to use a law. But the most relevant thing was the fact that deaf children were singing to the whole country and collecting founds at the same time.
The result was, Argentinians being aware of what early stimulation can do on deaf kids, and the foundation wich make it possible, earning money for it.
 
Creative Solution To The Brief/Objective:
Our hearing impaired children recorded a new version of Argentina´s National Anthem that was later distributed to radios and TV channels nationwide. The new version quickly replaced the former ones. Radios and TV channels started playing our version of the anthem every day, at 00.00hrs, the performing rights are collected by the foundation.
With a single audio track a direct experience was achieved with millions of Argentines on a daily basis.
 
Results:
For the very first time, a medium is used to raise funds.As radios and TV channels played the new version, the foundation collected 20.3% more money than the amount collected in the same period the previous year. But money wasn’t the only thing that happened, unexpectedly, Lomas Oral received a media exposure worth ARS 6,250,000.
We also achieved spreading the message of the foundation every day, nationwide.
It was described by one of the most important newspapers as ‘The best version of the Natinonal Anthem'(Tiempo Argentino) and Universal Music became our record label,our song is now available on iTunes.

Advertising Agency:Ogilvy & Mather, Buenos Aires, Argentina
Executive Creative Director:Javier Mentasti, Maximiliano Maddalena
Head Of Art:Diego Grandi
Creative Director:Juan Pablo Carrizo, Patricio Elfi
Art Director:Micaela Gallino
Copywriter:Alejandro Juli
Head Of Planning:Rodrigo Garcia
Planning Director:Marcos Sánchez Casares
Executive Account Director:Natalia Noya
Account Executive:Celina Correa
Agency Producer:Viviana Simone

Design
Bergen International Festival

Brief Explanation:
We wanted to use music as a starting point for the identity, that would allow for playfulness and structure within the established systems and mathematics that music contains.

In addition to traditional festival materials, we wanted to use new ways to create brand awareness that spoke to the identity of the festival, it’s culture, geography and heritage. Examples include: A rain poncho using the brand patterns for rainy Norwegian days, a traditional Norwegian sweater, connecting the brand to traditional knitting patterns, and a digital campaign where people could play and compose, unknowingly engaging the brand on our music sequencer.
 
Describe The Brief From The Client:
Redesigning a festival brand — whose program ranges from the classical to the Avant Garde — it was important to create a playful, versatile platform, that spoke to different audiences in a unified voice, yet allowed for individuality in content and appearance. The festival had created a new strategic communication plan simultaneously with the launch of the new profile, in which the festival programming and content was being aimed at three specific target audiences, in hopes of reaching two previously untouched audiences. This became an integral aspect of the identity development, which required a strong unified brand, with flexibility to speak to different audiences.
 
Design Process:
Looking to bridge musical & visual language, we started with what they both had in common: being constructed from a single fundamental element — a note & a pixel.

Using this singular element to build the iconic ‘F’ logo — like a chord constructed of various notes — we established a mathematical system that allows the logo to grow, subdivide and rhythmically repeat like musical units creating a beat or tempo.

By visualising music through modular systems, we created an identity that is strong and flexible — with endless possibilities — yet never looses brand recognition. A logo that is both a traditional logo, and a living identity.
 
Results:
Ticket sales for the festival’s first year with its new identity were the highest they had experienced in the last seven years. The combined strategic communication plan and brand campaign allowed them to reach to two new audiences that often felt alienated by the festival due to it’s previous identity and programming: young adults and young families. The new identity and it’s successful 2013 program gave the festival new exposure internationally and nationally within the press and social media, allowing them to recruit world-famous musicians such as Steve Reich to be a part of the upcoming 2014 festival.

Advertising Agency:Anti Bergen, Oslo, Norway
Creative Director:Endre Berentzen
Senior Designer:Endre Berentzen, Robert Dalen, Eric Amaral Rohter
Ceo:Robert Dalen
Art Director:Eric Amaral Rohter
Designer:Sindre Holm, Fredrik Eive Refsli
Fashion Designer:T Michael
Photographer:Fred Jonny
Illustrator:Elijah A Chote

Print
Opel

Advertising Agency:Tapsa Y&R, Madrid, Spain
Art Director:Laia Prades
Copywriter:Sônia Romero