Hasta La Creative!

Three UK agencies have won Lions at this evening’s Creative Effectiveness ceremony at Cannes Lions.

Once again, creative and media agencies dominated the Cannes Lions PR category, despite the festival’s addition of a PR agency partner option and an increase in submissions from PR agencies.

Entertainment group Creative Artists Agency won the PR Grand Prix with partner agency Edelman for “The Scarecrow,” an integrated campaign for client Chipotle Mexican Grill.

What is it: Following the success of its 2012 Cannes Grand Prix winner “Back To The Start,” Chipotle and CAA Marketing developed a short film in which Chipotle took on Big Food in order to highlight its own sustainably-sourced ethos.

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Foi-se o tempo em que as redes de fast food eram ridicularizadas publicamente por entregar pratos que não se pareciam muito com as apetitosas imagens ilustrativas da publicidade.

O canal do YouTube MediocreFilms resolveu apostar no bom e velho diálogo para tentar apreciar um lanche que estivesse, dentro do possível, com um visual igual o da caixinha.

Boa parte das lojas de fast food se dispôs a refazer o prato tentando ao máximo imitar a propaganda – alguns atendentes explicaram que o visual nem sempre é o que importa para os clientes, já que o foco principal parece ser matar a fome. No entanto, o vídeo mostra que, pedindo com gentileza, dá para conseguir um sanduíche bem próximo daquele montado em um estúdio.

Lógico que é importante manter o bom senso e não fazer um pedido desses em meio à hora do rush – a tendência é que o gerente recuse o seu pedido por um novo lanche. Caso ele não recuse, talvez não vá ser de tão bom grado assim que seu lanche será refeito.

Post originalmente publicado no Brainstorm #9
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Grey has a new digital campaign for 3M Company brand Nexcare introducing unexpected product tester Nexcare Nana.

“Will It Or Won’t It” is a series of three 30-second videos that follow the fearless Nexcare Nana as she conducts extreme product tests displaying Nexcare’s ability to stay on and keep out dirt, water, and germs. In “Nana vs. Dirt,” the highlight of the series (featured above), a dump truck dumps a pile of dirt on Nana, who emerges to reveal that her Nexcare bandage is not only still on but also free of dirt. In the other spots, Nexcare Nana takes on a water hose and a dumpster. Each ends with a “No grandmas were hurt in the making of this video” disclaimer. The campaign also includes a “Tough as Nana” consumer engagement program celebrating the Nexcare Nana persona and allowing consumers to “nominate the special people in their lives that are as daring, tough and resilient as Nexcare Nana” for a chance to win “one of three trips inspired by Nexcare Nana’s pursuit of adventure including swimming with sharks, skydiving or a racecar driving experience.” Stick around for “Nana vs. Water” and credits following the jump. continued…

New Career Opportunities Daily: The best jobs in media.

The year was 2010 when WPP rolled out the red carpet and doled out the cash for yet another advertising agency — TAXI.

The Toronto-based shop was bought to stand alone within the group and grow its own offices rather than merging with other units, according to Y&R Brands CEO Peter Stringham.

Apparently that was a good strategy: TAXI just wrangled itself a strong cup of the Kraft Foods empire with Maxwell House. Previously, the account was with W+K Portland.

The change comes only a couple of months after the coffee brand launched a new campaign called “Say Good Morning to a Good Day“; mcgarrybowen ran the account prior to W+K.

Seems that “the last drop” arrives more quickly each year. Stay tuned.

New Career Opportunities Daily: The best jobs in media.

AMV BBDO in London has hired creative team Mike Crowe and Rob Messeter from adam&eveDDB as creative partners. They will run accounts including Heinz and Cancer Research (CRUK). The pair first started working together in 1999 at Ogilvy & Mather, across accounts including Mattel and Ford. In 2004 they moved to RKCR/ Y&R creating work for M&S, Virgin Atlantic and The Times. In 2006 they joined DDB, creating work for VW, Harvey Nichols, and Marmite. They also led a successful pitch for mustard brand Colman’s, which launched with TV spot “Break up.”

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McCann Melbourne, last year’s big winner at Cannes, began this year’s Cannes Lions by winning the first Grand Prix awarded at the 2014 festival. The agency won the top prize in the Creative Effectiveness category for “Guilt Trips,” a campaign for Victoria’s regional public transportation authority, V/Line. Coincidentally, the agency swept the shows last year for another piece of work for a transportation company, with “Dumb Ways to Die” for the Australian Metro.

What is is: Parents living in small country towns in Australia wanted to get their kids to come visit. So V/Line created prepaid train tickets for parents to send their children — along with a healthy dose of guilt. Parents were given guidebooks, while how-to videos on YouTube showed the most effective way to make kids feel guilty. “What we loved was the insight was so fresh and so universal,” jury president David Sable, global chief executive officer of Y&R, told reporters at a press conference. He went on to mention how easy to expand the campaign could be — you could sell this to every train company in the world, he said.

Why it won: Creative Effectiveness only considers work that has previously been shortlisted or awarded. Mr. Sable said that the jury’s job was not to judge whether the work was creative — his peers last year already did that. “Our job was to follow the category definition,” he said.

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Grafitti não é algo necessariamente ruim, mas quando propaga mensagens negativas ou até mesmo racistas, o ideal é que não seja mantido em público.

Para remover essas artes desrespeitosas, a marca de produtos de limpeza Cif criou um aplicativo que ajudava os romenos a avisarem em que localidade existia um grafitti que merecia remoção.

No app, os romenos podiam fotografar o trecho ofensivo e marcar a sua geolocalização. Cada caso era avaliado e listado pela equipe de limpeza, que se esmerava em fazer o melhor possível para limpar o local, fosse esfregando com produtos abrasivos ou pintando por cima.

Com mais de 250 mil visitas no site da ação, a campanha foi capaz de limpar 385 locais. O resultado não tinha nada a ver com um ‘banho de loja’, mas com o interesse de evitar que a região se tornasse desagradável a alguém que passasse por ali.

Limpar grafittis através de apps não é uma ideia 100% genuína – outras cidades do mundo já tiveram ações do tipo, como a realizada pelo app Report It. No entanto, o patrocínio de uma marca de produtos de limpeza faz muito sentido, promovendo uma simbiose entre o interesse de manter a cidade limpa e o reforço da marca na mente dos consumidores.

Post originalmente publicado no Brainstorm #9
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Before the Cannes ad festival got underway in earnest, it kicked off with a new mini-festival focused on health, wellness and pharmaceutical advertising. Edelman’s Carolyn Paul explained how the first jury for health and wellness came to its decisions.

Since it was the first year for this jury, was it difficult setting ground rules for how to choose award winners?

The added responsibility of being on the jury in the inaugural year was certainly something we were all very aware of, and something our jury President, the very gracious Kathy Delaney, reminded us of when we first gathered in the dimly lit and chilly jury room. Winning a Lion is a great accolade and we wanted to be sure we set the bar at a level that provided inspiration and drove aspiration for future years. At the same time, we strove to reward a broad range of excellent work that crossed borders, budgets and briefs, and I hope we succeeded.

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