V/Line: Guilt Trips, Robbo & Wes Game Up

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood

V/Line: Guilt Trips, Don't turn down a shift at work

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood

V/Line: Guilt Trips, Really sweet

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood

V/Line: Guilt Trips, Case Study

The Challenge: V/Line is Australia’s major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country.

Execution: Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt. We invented the Guilt Trip. It was a pre-paid ticket that could be purchased by parents and friends. It all started with a microsite. On the microsite abandoned loved ones could create a personalised guilt inducing message, then purchase a ticket. This was then sent directly to the guilty party in the form of an eDM. We also created booklets to help refine their guilty messages, and print, web banners and radio all worked together to drive traffic to the microsite. Tickets wallets and posters in stations reinforced the campaign from a regional perspective. The travel experience as we knew it was completely rebranded. People no longer went home to visit their parents, they went on a Guilt Trip.

Results: ?11% increase in ticket sales 400% return on investment.

Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: John Mescall
Creative Directors: Annie Price, Pat Baron
Art Director: Matt Stoddart
Copywriters: Natasha Wood, Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Planners: Danish Chan, Karl Bates
Creative Technologist: Ash Pegram
Developers: Cayne Snowden, Rod Levinton
Designers: Dave Budd, Melody Yeung
Retoucher: Ross Goddard
Director: Damien Toogood

Ogilvy MD Matt Dowshen Joins Partners + Napier

Agency veteran and Ogilvy & Mather Managing Director Matt Dowshen “was recently wooed away from big agency life” by Partners + Napier, an independent shop that sold to Project: WorldWide in 2011 and hired him as MD to manage its growing New York office.

Dowshen joined Ogilvy in 2009 after leaving Deutsch NY, where he managed IKEA and Novartis. Before joining that shop, he held positions at JWT overseas in Bangkok and Sao Paulo.

The move will reunite Dowshen with Jason Marks, who worked with him at Ogilvy, handling clients like Kraft and Philips Norelco, for more than two years before leaving to join P+N in early 2013.

The agency’s New York office opened in 2012 and handles clients like Lufthansa Airlines; Dowshen calls the opportunity to work with longtime colleagues at an independent agency “something I’m thrilled to dive into.”

CEO Sharon Napier, who worked with Dowshen at Deutsch, writes:
“I’ve known Matt for a long time…I knew he would be the right entrepreneurial leader to help us achieve our vision for New York.

I know our clients will find immense value in his leadership.”

New Career Opportunities Daily: The best jobs in media.

Inside Wieden+Kennedy Office

L’agence WORKac a conçu les bureaux de New York de Wieden + Kennedy : 50 000 m² d’espace à New York. Un escalier spectaculaire est placé au milieu d’une grande plateforme de passage. Les bureaux disposent également d’immenses espaces, tous ouverts les uns aux autres, soit beaucoup de lumière.

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Tuiteiros vão decidir cor que iluminará Jardim Botânico em Curitiba

Os jogos que acontecerem na Arena Baixada, em Curitiba, terão uma homenagem especial em um dos mais conhecidos monumentos da cidade. As luzes que iluminam a estrutura do Jardim Botânico irão refletir as tonalidades da seleção escolhida pelo Twitter, com o uso das hashflags, hashtags que acompanham a bandeirinha do país que estará em campo.

A cada partida no estádio de Curitiba, tuiteiros poderão usar as hashtags #QuemVaiGanhar e a sigla da sua seleção preferida e torcer para que ela seja a grande vencedora entre os votos do Twitter.

Os votos serão computados até as 17h do dia anterior à partida – hoje, por exemplo, o Jardim Botânico estará iluminado com as cores da seleção nigeriana.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Fake Grey Poupon Spot Is Fake

Sadly, the “banned Grey Poupon ad” scoring clicks on Reddit and other web aggregators today is not real: it was posted on YouTube by OBVS, which seems to stand for “Online Broadcast Virtual Station” but could just as easily (and more appropriately) mean “OBVS produced by my up-and-coming sketch comedy troupe, bro.”

There’s also the fact that it doesn’t exactly introduce any new ideas, playing instead on a superior campaign that most of our readers still hated–and that it takes us back to the time when the brand really was defined by its ads.

Still, the clip made us chuckle, however briefly. And it’s a Monday.

New Career Opportunities Daily: The best jobs in media.

With Latest Announcement, GM Recall Count Passes 20 Million Vehicles


General Motors today said it is recalling 3.4 million cars in North America because bumpy terrain or weight attached to the key could move the ignition switch out of the run position — the same basic problem that began its recall crisis earlier this year.

GM said it has increased its estimate of recall-related repair charges for the first half of this year to $2 billion, which is $300 million more than its previous figure. The company also announced five additional smaller recalls today.

All told, GM has recalled more than 20 million vehicles in North America this year.

Continue reading at AdAge.com

We Have Band – Modulate

Focus sur le dernier clip du groupe We Have Band pour leur titre « Modulate », produit par Solab et réalisé par Rod Huart. Il a conçu une vidéo d’inspiration 90?s entre fantasme et réalité dans laquelle nous voyons voit deux hommes en motocross, une histoire d’amour, une trahison et des t-shirts mouillés. A découvrir.

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Luxurious Holistic Havens – The Aro H? Wellness Retreat is Bespoke and Sustainable (GALLERY)

(TrendHunter.com) If you’re looking to treat yourself to some much-needed tranquility after a chaotic and hectic year, make sure you book yourself a stay at bespoke wellness retreat Aro H?. 

Located in…

“No Limite do Amanhã”: Tom Cruise sem limites

Hollywood tem forçado tanto a barra nas continuações e reboots que chegamos ao ponto de agradecer por uma simples adaptação. Esse é o caso de “No Limite do Amanhã” (Edge of Tomorrow), inspirado pelo romance “All You Need Is Kill”, do japonês Hiroshi Sakurazaka e estrelado por Tom Cruise. O argumento em si é uma mistura alucinada de vários temas clássicos da literatura e do cinema de ficção científica, mas o resultado é novo o suficiente para justificar a sensação de alívio. E rir.

O elemento cômico é um dos mais interessantes na trama toda e também a pior mancada da Warner. O estúdio poderia, facilmente, ter brincado com imagem pública de Tom Cruise e “vendido o filme” a todos os detratores do astro.

Por conta do mecanismo temporal de “No Limite do Amanhã”, ele se estrepa de tantas maneiras hilárias e absurdas que isso, por si, é uma razão para ver o filme. A cena do caminhão é divertidíssima. Curioso foi ver Cruise entrando na galhofa e se divertindo no processo. Ao mesmo tempo, por repetir tantas vezes as mesmas cenas, ele pode mostrar uma versatilidade incomum em seus filmes. Outro ponto positivo.

Tom Cruise e o diretor Doug Liman no set

Tom Cruise e o diretor Doug Liman no set

Edge of Tomorrow

Tirando os elefantes brancos da frente, “No Limite do Amanhã” mistura “O Feitiço do Tempo” (The Groundhog Day, aquele com Bill Murray e a marmota), “Tropas Estelares” (muito mais o livro de Robert Heinlein, do que o filme de Paul Verhoeven) e, visualmente, emprestou as armaduras do fracassado “Elysium” e conceitos de todos os videogames de tiro em primeira pessoa dos últimos 10 anos. É a festa da referência como nunca se viu. Mas não incomoda. Por duas razões: o humor, mencionado anteriormente, e a edição.

James Herbert é a maior estrela desse filme e pode bancar a efetividade: “Sherlock Holmes”, “Rock n’ Rolla” e “Gangster Squad” estão no currículo. O ritmo cravado do primeiro ato e as indas e vindas de Tom Cruise foram fundamentais para transformar o maior dos riscos – a similaridade com “Feitiço do Tempo” – em força.

E conseguiu, gerando uma velocidade própria, funcional e interessante. O material filmado foi imenso e saber qual fragmento reprisar, ou não, fez toda a diferença. A partir do segundo ato, esse ritmo é reduzido uma vez que o roteiro passa a solucionar os reinícios por meio de diálogo, mas só faz sentido graças à base estabelecida no início.

Em meio a tudo isso, existe uma relação crescente entre Tom Cruise – o recruta medroso – e Emily Blunt – a veterana destemida. Por conta da dinâmica temporal, vemos um caso clássico de amor unilateral, afinal, só ele lembra, só ele sofre, só ele se apaixona. Talvez essa seja uma das surpresas mais delicadas do filme. Ele também conseguiu construir isso sem, de fato, repetir a atuação no subestimado “Oblivion”, com quem compartilha vários elementos.

Edge of Tomorrow

Games

Uma das grandes discussões criadas por conta de “No Limite do Amanhã” é a recriação de um videogame de tiro em primeira pessoa (FPS para os envolvidos) no cinema. Pelo simples aspecto da linguagem, o resultado é positivo e carrega diversos conceitos dos jogos para os personagens. O aprendizado com a repetição, a possibilidade de “salvar o jogo” e etc.

Por conta do mecanismo temporal, Tom Cruise se estrepa de tantas maneiras hilárias e absurdas que, isso, por si só, é uma razão para ver o filme

Entretanto, enquanto todo mundo faz de tudo para se identificar com Cage, personagem de Cruise, uma análise mais calculista do cenário colocaria os “jogadores” do outro lado do tabuleiro. Os inimigos, chamados de Mimics, tem uma habilidade fantástica: controlar o tempo ao bel prazer (quando uma certa unidade morre, a habilidade é ativada). Quem faz isso, na verdade? Somos nós! Perdeu a Final da Champions no FIFA? Esqueceu de alguma quest interna? É só reiniciar e voltar do último ponto de salvamento.

No início da animação 3D, um desenho chamado “Reboot” chamou a atenção por mostrar os componentes e habitantes de um mainframe tendo que interagir com o “usuário”, que aparecia para jogar, por exemplo. Ele tinha esse “superpoder”, enquanto os personagens digitais faziam de tudo para não ser destruídos ou prejudicados pelas incursões do usuário. Em “No Limite do Amanhã”, estamos diante do pior inimigo contra quem poderíamos lutar: alguém igualzinho a nós e com o poder do save game.

Os combates são desesperadores no início, mas depois passam a se tornar apenas rotina. Mortes dos companheiros são detalhes da missão, inimigos apenas obstáculos a serem memorizados para a próxima tentativa e aquele Sargento chato que não para de gritar um minuto se transforma no sujeito a ser sacaneado. Aliás, ótimo trabalho de Bill Paxton.

“No Limite do Amanhã” escolheu a linguagem certa para falar com a geração atual e cumprir sua função. Embora tenha um final polêmico por ser contrário ao paradoxo temporal definido inicialmente.

É a banalização da violência em toda a sua glória! Ruim? Não necessariamente, pois faz parte daquele mundo e funciona muito mais a uma crítica social do que apologia ao lado negativo, afinal de contas, Cage faz bom uso disso para se concentrar no que importa. Infelizmente boa parte da discussão sobre a inexistência do livre arbítrio do original ficou fora do filme, uma vez que os soldados lutam como uma “força da democracia” reencenando o avanço norte-americano na Segunda Guerra Mundial com direito a desembarque na França e tudo mais!

“No Limite do Amanhã” escolheu a linguagem certa para falar com a geração atual e cumprir sua função. Embora tenha um final polêmico por ser contrário ao paradoxo temporal definido inicialmente – e não ter sido trabalhado da maneira que a obra original sugeriu; é impossível chegar à conclusão do autor sem ter contato prévio –, se mostra um bom filme de ação, entra para a lista de filmes de Tom Cruise para ver de novo, assim como também lança um alerta para a carreira do ator aqui nos Estados Unidos por conta de uma bilheteria bem tímida.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Samsung: How to Introduce World's First Curved UHD TV

Advertising Agency: Saatchi & Saatchi | Leo Burnett Netherlands
Creative Directors: Rick Coolegem, Maarten Dobbelaar
Art Director: Tim ten Dam
Copywriter: Jan Bosch
Additional credits: Sanja Simsic, Geert-Jan Baltus, Angelique de Hont
Published: May 2014

Brighter Monday: Hammer

Stuck in the wrong job?
Visit our website to find the right job for you.

Advertising Agency: Flametree, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Associate Creative Director / Art Director: Yash Deb
Graphic Designer / 3D Designer: Aaron Muiru
Photographer: Osborne Macharia
Published: March 2014

Brighter Monday: Whisk

Stuck in the wrong job?
Visit our website to find the right job for you.

Advertising Agency: Flametree, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Associate Creative Director / Art Director: Yash Deb
Graphic Designer / 3D Designer: Aaron Muiru
Photographer: Osborne Macharia
Published: March 2014

Brighter Monday: Syringe

Stuck in the wrong job?
Visit our website to find the right job for you.

Advertising Agency: Flametree, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Associate Creative Director / Art Director: Yash Deb
Graphic Designer / 3D Designer: Aaron Muiru
Photographer: Osborne Macharia
Published: March 2014

Samsung: Gladiator

Advertising Agency: CHI & Partners, UK
Director: Nathan Price
Executive Creative Director: Jonathan Burley
Art Director: Monty Verdi
Copywriter: Micky Tudor
Producer: Claris Harvey
Production company: Park Pictures
Executive Producer: Stephen Brierley
Account Directors: Gary Simmons, Ryan Colet
DoP: Ginny Loane
Sound Studio: Sam Ashwell / 750MPH
Planners: Anthony Cox, Oli Egan
Agency Producer: Matt Cresswell
Post production: MPC
Editor: Paul Hardcastle / Trim
Editor: Jonno Woodford-Robinson / Fusspot

Kemira "Board Experience" (2014) 1:15 (Finland)

Paper making begins at a molecular level. And this high-tech video from Helsinki-based 358 proves it in Blade Runner fashion. To make the kind of cardboard customers want, chemicals influence molecules. An entire process takes place.

Country: 

Commercials: 

Famed Radio Veteran Casey Kasem Dies at 82


Legendary radio personality Casey Kasem will probably be remembered most as the original host of “American Top 40.” But Mr. Kasem, who died Sunday morning following a battle with Lewy Body dementia, was also a familar voice in advertising.

Mr. Kasem started his radio career early on, holding roles in radio dramas including “The Lone Ranger” and “Sergeant Preston of the Yukon” during his college years at Wayne State University. In 1952, he was drafted into the U.S. Army and continued his career pursuits during the Korean War, where he was an announcer and DJ for the Armed Forces Radio Korea Network. Mr. Kasem quickly rose to national prominence with his popular syndicated radio show “American Top 40,” for which he hosted from 1970 through 1988.

“All of us who have worked in radio have been influenced by Casey Kasem — and the entire country has been touched by his ‘American Top 40’ as listeners,” said Bob Pittman, chairman-CEO of Clear Channel, in a statement to Ad Age. “We are grateful for his impact — he will be missed”

Continue reading at AdAge.com

British Airways' 'Magic' Billboards Win Direct Grand Prix at Cannes


One of the pre-festival favorites, British Airways’ “Magic of Flying” by OgilvyOne, London, took home the Grand Prix in the direct category at the Cannes Lions International Festival of Creativity.

What it is: The campaign helped British Airways highlight the breadth of its destinations. Digital billboards in key London locations featured creative that encouraged passers by to look up and spot the aircraft flying overhead. A message on the board pointed out the flight’s city of origination.

The charming execution, which featured adorable children on the digital boards pointing at overhead planes, masked a technologically complex backend. It involved mounting an antennae on the roof of a building near each board. The antennae picked up data from the transponders of British Airways aircrafts within 200 kilometers and fed that information into to an application that identified the flights. The application then sent the information to a server that served the messages about the plane’s destination or origination. A “trigger zone” acted as a trip wire to determine when a plane should instigate a message and cloud altitude data determined if the plane could actually be seen.

Continue reading at AdAge.com