Hasta La Creative!

É inevitável que quem tem filho veja sua programação de TV e entretenimento em geral mudar completamente. Crianças podem passar horas e horas em frente à televisão, se divertindo com desenhos animados. Assim aconteceu na nossa época, e se intensificou atualmente, com a grande oferta de canais e programas dedicados.

No Braincast 115, discutimos a influência dos desenhos animados nas atitudes e brincadeiras das crianças, quanto tempo é muito tempo, e como eles podem ou não contribuir para o desenvolvimento dos pequenos. Carlos Merigo, Saulo Mileti, Cris Dias, Guga Mafra e Fábio Yabu opinam sobre os desenhos que assistiram e escolhem para seus filhos hoje.

PS: Ficamos tão felizes com a volta do Saulo – o Wolverine do Braincast – que comemoramos novamente.

Faça o download ou dê o play abaixo:

> 02m25 Comentando os Comentários?
> 06m32 Pauta principal
> 1h04m50 Qual é a Boa? – qualeaboadobraincast.tumblr.com

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Workshop9

Há quantos anos ouvimos que “esse é o ano das mídias sociais no Brasil”? Só que a tecnologia continua avançando, as pessoas mudam junto e as marcas ficam perdidas perseguindo a próxima grande novidade.

Este workshop irá mostrar como usar redes sociais como plataforma para gerar resultados de negócio para marcas, sob uma nova lente que este mercado vive há poucos anos: as redes sociais agora são mídia de massa. Mais do que “falar com os influenciadores” vamos encarar cada pessoa como um influenciador para seu grupo de amigos, com as marcas contando as histórias certas para cada uma destas pessoas.

>> INSCREVA-SE!

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Qual é a Boa? em vídeo!

(da semana passada)

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Post originalmente publicado no Brainstorm #9
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A safe-driving PSA for Northern Ireland’s Department of the Environment by Belfast agency LyleBailie International has created an international stir with its disturbing imagery. The 60-second PSA, which only airs after 9 P.M., has been criticized for going too far to make its point, “and some news outlets have posted ‘trigger warnings’ about the strong content,” Adweek reports.

The PSA, entitled “Classroom” begins with a classroom of children preparing for a field trip and exploring a serene natural environment, with an ominous cover of “Sweet Child of Mine” hinting at the violence to come. At around the 30-second mark we see footage of a driver carelessly speeding along a country road, and around 10 seconds later the segments converge as the driver loses control of his vehicle, and launches off the road, killing the group of children. Although the scene is not particularly graphic, it has been met with varying criticism as being over-the-top, unrealistic, and even traumatizing. “Since 2000, speeding has killed a classroom of our children,” says the voiceover at the PSA’s conclusion. “You can never control the consequences if you speed.”

Whatever you think about the spot’s approach, it is gaining international attention for the issue of speeding, with over 1.5 million views on YouTube since being uploaded a week ago and plenty of media coverage. (more…)

New Career Opportunities Daily: The best jobs in media.

La FIFA a demandé à Louis Vuitton d’imaginer pour la World Cup 2014 une valise pour transporter le trophée que tous les joueurs de football rêvent de soulever. Le trophée, qui sera transmis aux vainqueurs le 13 juillet prochain au Maracana Stadium de Rio de Janeiro, s’incorpore parfaitement dans cette mallette luxueuse, fruit d’une seconde collaboration après 2010.

The “agency for the digital” has announced that it’s accepting applications for the second round of its “Accelerator” program, an initiative that’s run out of its R/GA Ventures unit, which is focused not only on integration of design, technology and innovation but enabling startups and doling out investment funds. For its second Accelerator program, R/GA, with the aid of TechStars, is turning the spotlight on to n the Internet of Things (IoT) and Connected Devices space and is looking for applicants ranging from early prototype developers to startups with traction.

In a statement, R/GA boss Bob Greenberg says, ““The power of internet software continues to disrupt industries as it spreads beyond the web and mobile and into devices, machines, and physical environments. For companies to succeed, whether in the consumer or B2B space, they have to create truly innovative technology solutions. However, great technology is not enough. Companies must also create elegant and cohesive user experiences across digital and physical touchpoints, in addition to compelling brands that consumers will care about.”

Those applicants that make the grade will have access to a range of R/GA services, including strategic design, branding, and technology, startups as well as network of senior clients from the likes of Nike, Samsung and Beats by Dr. Dre. In addition, startups that enter the Accelerator program will be eligible to receive up to $120,000 in funding for their brainchild. The application process for Accelerator, which this time enlists the services of industrial design outfit ASTRO Studios, begins today and runs through Aug. 25. Those that make the cut will be notified by Sept. 22 and the program itself kicks off on Oct. 20. You can keep up to date on the project here. Best of luck, folks.

New Career Opportunities Daily: The best jobs in media.

With help from AdKnowledge, we sent our correspondent, Murray Newlands, over to France for Cannes Lions and he’s got a brief review of the week.

The Cannes Lions International Festival of Creativity included over 48 hours of talks, in addition to workshops, screenings, exhibitions, award shows and parties.

After absorbing as much of it as I could while in attendance last week, I’m going to break down the highlights and try to capture the key moments here in this post.

Celebrities

There is always a degree of skepticism in bringing celebrities to marketing and advertising event, though less so at Cannes Lions. However, the celebrity guest speakers this year were mostly well received.

Kanye West delivered a talk during which he discussed content, creators and collaboration in today’s cultural landscape. The powerful message he left the audience with was to do ground breaking work. Not all that different from just about every message you hear onstage at the Palais but Kanye has his own unique way of delivering.

Jared Leto was incredibly charming and personable. In his talk, he gave a shout out to South Africa, saying that it’s one of his favorite countries in the world. A phrase was coined by Pereira & O’Dell’s Chief Creative Officer PJ Pereira, saying that in the age of content, advertisers need to learn to “behave like an entertainer.” Leto perfectly exemplified this point.

Creators

The conversation this year centered on innovation and taking a human approach to the application of technology.

Google gave the audience one of the first looks at its latest projects. That included Project Loon, in which Google aims to provide Internet coverage to even the most remote places in the world using a series of high altitude balloons.

Another was Google’s Project Iris, which is a contact lens that will allow diabetics to measure their insulin levels without having to draw blood.

With each of these projects, Google is not looking for new ways to make money, it is looking to invent technology that’s useful to people.

Storytelling

The biggest buzzword at Cannes Lions was “storytelling”, with the key message being that the best way break through the noise is by telling a story to which other people can relate.

“Advertising has gone from being literal to connecting with the heart,” said Piyush Pandey, executive chairperson and creative director of Ogilvy & Mather South Asia.

“But the best advertising goes one step beyond storytelling,” said Adknowledge CEO Ben Legg, a Cannes Lions panelist this year. “Brands and agencies also have to craft a strategy that effectively reaches consumers at scale across platforms that include social, video and mobile,” Legg said.

Winners

The winners of this year’s Cannes Lions are a reflection of the festival’s major themes. Many agencies took awards for work that improved more than just sales, their work improved people’s lives, as well.

As an example, Dutch agency Lemz took home the Grand Prix for Good for “Sweetie,” a computer generated 10-year-old girl that was used to identify and track down over 1,000 child predators worldwide.

South African agencies won an impressive number of awards spanning categories such as outdoor, press, promo and activation.

Ogilvy & Mather Johannesburg took the Radio Grand Prix for its Lucozade campaign.

And, of course, adam&eveDDB cleaned up with its “I’m sorry I spent it on myself” campaign for Harvey Nichols.

Evian has created a music video by the hip-hop duo Rizzle Kicks featuring the tennis star Maria Sharapova, as the centrepiece of a new Wimbledon-themed viral marketing campaign.

There was a time not long ago that many consumers wouldn’t have associated Popeyes with Louisiana.

“We were missing the opportunity the brand had, which is Louisiana,” said Popeyes Chief Brand Experience Officer Dick Lynch, noting there was “spotty awareness” for the chain throughout the U.S. just five years ago.

As it turned out, that heritage was the point of differentiation the chain needed to help fight stagnating sales and declining traffic. To communicate those roots, Omnicom’s GSD&M created the chain’s spokeswoman, Annie, played by actress Deidrie Henry. She allowed Popeyes to simultaneously advertise new products and highlight the brand’s heritage, Mr. Lynch said. “When Annie is talking, she is characterizing [Popeyes] as being from Louisiana, so we don’t have to spend time convincing people we’re different, because Louisiana is differentiation enough [in the chicken category].”

Continue reading at AdAge.com