Hasta La Creative!

At first glance, Apple’s move to ban app producers and publishers from incentivizing their audiences to share, click and act seems like a strike against the ability of app makers to achieve growth. Who is Apple to say how rewards are earned?

But after some thought, I dare say Apple’s ban on apps offering rewards for viewing videos or sharing via social channels — also called “incentivized advertising” — is a much-needed correction that will make in-app advertising a stronger and more effective tool for brands, regardless of what Apple’s motivation for doing so may be.

While incentivized ads by themselves aren’t necessarily bad, the way they’ve come to be used lately has gotten out of control. Several problems come to mind. First and foremost is the relevancy problem. With little to no insight into the person viewing the ad, often the action demanded for the reward has little relevance to the user. (For example, check out Peter Kafka’s anecdote on makeup tips).

Continue reading at AdAge.com

Big Red is hoping a tie-up with Transformers will convince millennials to give the fruity cream soda a taste.

The Texas-based soda company signed a movie marketing deal with Paramount Pictures that links its brand with the latest installment of the Transformers franchise, “Age of Extinction,” directed by Michael Bay and due out June 27.

Big Red has $250 million in annual retail sales, according to the company, with a strong base in the South and Midwest, particularly with families, Hispanics and blue-collar consumers. But it hasn’t been as popular with younger generations. And it’s tough to compete with beverage giants like Coca-Cola and Pepsi, which sell billions of dollars of soda around the world. The brand is hoping the Transformers deal will give it a national profile.

Continue reading at AdAge.com

(TrendHunter.com) If you are in dire need of a delicious barbecue snack, but don’t own a griller or maybe don’t have the necessary barbecue skills, this DIY hot dog cooker will cater to your woes and needs….

O enterro do Bentley de Chiquinho Scarpa foi um dos cases brasileiros dignos de leões em Cannes neste ano. A Superfórmula do hospital A. C. Camargo também foi reconhecida pelos jurados, arrematando um dos bronzes.

A grande estrela, no entanto, foi a ação da Dentsu japonesa focada na gestação, com um livro que acompanha as futuras mamães nas semanas anteriores à chegada do rebento. Confira abaixo os premiados da categoria Lions Health – as premiações brasileiras aparecem em destaque.

Grand Prix
‘Mother Book’, da Dentsu Nagoya, para a Bell-Net Obstetrics (Japão)

Ouros

‘Monsters’, da Havas Helsinki, para A-Clinic Foundation (Finlândia)

‘Cancertweets’, da Leo Burnett Colombia Bogotá, para a League Against Cancer (Colômbia)

‘My Blood is Red and Black’, da Leo Burnet Tailor Made SP, para o Esporte Clube Vitória (Brasil)

‘Mother Book’, da Dentsu Nagoya, para a Bell-Net Obstetrics (Japão)

Pratas

‘Man’, da Borgui/Lowe SP, para Anador (Brasil)

‘The Germ Stamp’, da Saatchi & Saatchi Singapore, para a P&G (Cingapura)

‘Water Eye Performance’, da Grey Singapore, para Eye Mo (Cingapura)

‘Durex Vinyl’, da Havas London para Durex (Reino Unido)

‘My Blood is Red and Black’, da Leo Burnet Tailor Made SP, para o Esporte Clube Vitória (Brasil)

‘If Only For a Second’, da Leo Burnett Paris, para a Mimi Foundation (França)

‘:{TO:) Cleftosmile’, da Ogilvy&Mather Mumbai para a Operation Smile India (Índia)

Bronzes

‘Combantrin’, da JWT Sydney, para J&J (Austrália)

‘Head 1’, a Borghi/Lowe, para Anador (Brasil)

‘Head 2’, a Borghi/Lowe, para Anador (Brasil)

‘Water’, da Y&R Lima, para Colgate (Peru)

‘Water Eye Performance’, da Grey Singapore, para Eye Mo (Cingapura)

‘Bald Finder’, da McCann Madrid para Sesderma (Espanha)

‘Loveville’, da Havas Milan, para Durex (Itália)

‘The Great Escape’, da Bedeschi Milan, para a Sigma Tau (Itália)

‘Dengue Bottle’, da Y&R Philippines Manila, para a Maynilad Water Services (Filipinas)

‘8 Lives’, da Y&R Kuala Lumpur, para a National Transplant Respources Centre (Malásia)

‘Bentley Burial’, da Leo Burnett Tailor Made SP, para a Associação Brasileira de Transplante de Órgãos (Brasil)

‘Hope Soap’, da Y&R Cape Town para a Safety Lab (África do Sul)

‘Smoking Kid’, da Ogilvy & Mather Bangkok para  Thai Health Promotion Foundation (Tailândia)

‘Penny The Pirate’, da Saatchi & Saatchi Sydney para a Luxottica (Austrália)

‘Superformula to Fight Cancer’, da JWT SP para a A.C. Camargo Cancer Center (Brasil)

‘10m² of Love’, da Y&R Beijing para a Unicef China (China)

Post originalmente publicado no Brainstorm #9
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At first glance, Apple’s move to ban app producers and publishers from incentivizing their audiences to share, click and act seems like a strike against the ability of app makers to achieve growth. Who is Apple to say how rewards are earned?

But after some thought, I dare say Apple’s ban on apps offering rewards for viewing videos or sharing via social channels — also called “incentivized advertising” — is a much-needed correction that will make in-app advertising a stronger and more effective tool for brands, regardless of what Apple’s motivation for doing so may be.

While incentivized ads by themselves aren’t necessarily bad, the way they’ve come to be used lately has gotten out of control. Several problems come to mind. First and foremost is the relevancy problem. With little to no insight into the person viewing the ad, often the action demanded for the reward has little relevance to the user. (For example, check out Peter Kafka’s anecdote on makeup tips).

Continue reading at AdAge.com

(TrendHunter.com) Designer Tanya Taylor decided to do something a little different for the presentation of her resort collection lookbook, which involved playfully presenting her garments on paper doll models. For…

In case you missed its premiere during this past weekend’s U.S. Open broadcast (and who can blame you, what with World Cup debut weekend and all–nice scheduling, PGA), here’s the new GS&P-created spot for Adobe that introduces us to something called “Woo Woo.” What is it, you ask? Well, it’s a social platform–albeit a fictional one–that seems to highlight just how flash-in-the-plan the social networking world is and how marketers can ultimately get lost in the chaos. The :60 effort, which also bowed at Cannes, not only hypes the Adobe Marketing Cloud but marks the brand’s first network TV ad in over a decade. According to folks on the Spy line, Razorfish San Francisco is helping out on Adobe’s return to network television by building the “launch” website around Woo Woo (coming soon, apparently) and running its Twitter feed. While there might never be an actual Woo Woo, at least this spot brings back some fond memories of our long-since-buried MySpace and Friendster accounts.

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180 Amsterdam has a bold new campaign unveiling REPLAY’s eco-friendly Laserblast L.I.F.E. collection, which celebrates real-life activists as models.

REPLAY’s Laserblast L.I.F.E.  capsule collection utilizes “innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin,” resulting in “one of the most eco-friendly, natural denim ranges.” The brand called on 180 Amsterdam to make eco-friendly jeans seem youthful and rebellious, casting “models with a world-leading ethical stance – the real-life activists transforming the way we live today.” It marks 180 Amsterdam’s first campaign for the brand.

180 Amsterdam’s two minute digital spot for the campaign (featured above), shows environmental activists (clad in jeans, of course) clashing with heavily-armed security forces. Opening with shots of protesters in the woods, with audio clips of climate change deniers in the background, the group are soon met by the security forces they clash with. The provocative spot includes violence against protesters, and even some unexpected partial nudity before ending on a positive note with a surprise twist. 180 Amsterdam certainly didn’t hold back on this one, although some may make the argument that they’re trying a little too hard to seem edgy.

“We have very ambitious targets for the business. We are thrilled to partner with 180 Amsterdam to bring our vision to life and expectations on Laserblast L.I.F.E. project. Their team, their enthusiasm and their talent make us excited about the result of this journey,” said Art Zuyderwijk, MD REPLAY Benelux.

Stay tuned for credits after the jump. continued…

New Career Opportunities Daily: The best jobs in media.