ADT Moves Creative Back to Doner from Arnold After Less Than a Year


Security giant ADT has handed its creative account back to Doner without a review, just eight months after it awarded the account to Havas’ Arnold.

Doner, an MDC-backed shop, won the company’s $30 million direct-response TV account in the late 1990s. Publicis Groupe’s Razorfish and BGT Partners supported ADT’s digital efforts.

But last October the marketer changed its agency roster and gave creative to Arnold, Boston; its digital business to large indie shop SapientNitro; and its media buying and planning account to WPP’s Mediacom.

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Vessyl, um copo inteligente que identifica o que você está bebendo

O novo desafio das empresas que trabalham com dados e monitoramento é não exigir que o usuário precise se lembrar de cadastrar a informação. Quanto mais ubíqua, quanto mais embutida no cotidiano e ‘onipresente’ for essa tecnologia, melhor – afinal, se até o Foursquare está apostando no Swarm para não depender do check-in manual dos usuários, por que não expandir esse conceito também para outros assuntos?

Aplicativos de monitoramento fitness já trabalham com essa ideia – são embutidos em objetos de vestir, com pulseiras ou relógios, e vão monitorando seu dia sem que você precise oferecer alguma informação além do cadastro inicial. Para o controle de calorias, já existem planos de fazer com que uma simples fotografia possa reconhecer os ingredientes do seu prato – ao invés de querer que você cadastre cada uma das porções da sua refeição – mas o que provavelmente ninguém esperava era a chegada do ‘copo inteligente’.

O Vessyl é um copo como esses que você compra na Starbucks, mas ele possui um sensor capaz de reconhecer o que você despejar dentro dele – desde vinhos, cerveja, bebidas caseiras, shakes, isotônicos e até a pura e simples água – e ajuda a monitorar o seu consumo de líquidos, oferecendo dados sobre a sua hidratação diária e sobre as calorias ingeridas.

vessyl

O funcionamento do Vessyl ainda é meio misterioso, já que o seu criador evita detalhar como o sensor é capaz de reconhecer líquidos tão diversos. Ellis Hamburger, do The Verge, diz ter testado o equipamento com mais de uma dúzia de bebidas diferentes, e todas fora reconhecidas com precisão. Até mesmo a quantidade de cafeína de diferentes tipos de café consegue ser identificada.

vessyl-cafeina

Completamente sem fio, o Vessyl se recarrega a partir de uma base discreta, que parece um apoio para copo, e que pode ficar na sua mesa de trabalho ou na cozinha. Uma recarga de uma hora promete manter o copo ativo por até uma semana.

A parte externa do copo inteligente também possui um display, que exibe o nome do líquido reconhecido e também informa a sua taxa de hidratação daquele dia, com base em informações como altura, peso, gênero e outras características anotadas logo que você configurar o aplicativo. Para checar se é hora de mais um copo de água ou não, basta inclinar o Vessyl, e uma linha iluminada, apelidada de Pryme, vai dizer se você andou esquecendo de se hidratar ou se a somatória de tudo que você já bebeu foi capaz de manter uma boa métrica para aquele dia.

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Como quase todo mundo tem uma caneca favorita, ou uma garrafinha de água do lado da mesa do trabalho, o Vessyl consegue se integrar de um jeito bem simples ao dia a dia. E funcionaria tão bem para pessoas como eu, que estão apenas preocupadas com o monitoramento da ingestão diária de água, quanto para quem quer tentar controlar a dieta de um jeito mais simples.

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Cada Vessyl custa 99 dólares na pré-venda, com preço estimado em 199 dólares quando chegar ao mercado. A entrega está prevista para o início do ano que vem, e por alguns poucos dólares extra, há a opção de frete para o Brasil. O site, contudo, não se responsabiliza por uma possível demora na entrega, ou por quaisquer tributos na sua chegada ao Brasil.

Se não fosse pelos Correios e suas taxas e prazos malucos, eu já teria adquirido o meu.

vessyl-pryme

Brainstorm9Post originalmente publicado no Brainstorm #9
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Frame-Embedded Bike Locks – The N’Lock Bicycle Lock Secures Your Ride from Dangerous Trespassers (GALLERY)

(TrendHunter.com) Bike safety has a new way of combating trespassers with the N’Lock Bicycle Lock, which has re-imagined the concept totally. By integrating with the frame of your bike, this lock ensures you…

Boise State University Educational Technology: 2014 Recruitment, 1

Advertising Agency: SOVRN Creative, Boise, USA
Creative Director: Brian Cottier
Art Directors: Brian Cottier, Chris Beaudoin
Copywriter: Travis Dryden
Illustrator: Conrad Garner
Published: February 2014

Boise State University Educational Technology: 2014 Recruitment, 2

Advertising Agency: SOVRN Creative, Boise, USA
Creative Director: Brian Cottier
Art Directors: Brian Cottier, Chris Beaudoin
Copywriter: Travis Dryden
Illustrator: Conrad Garner
Published: February 2014

Boise State University Educational Technology: 2014 Recruitment, 3

Advertising Agency: SOVRN Creative, Boise, USA
Creative Director: Brian Cottier
Art Directors: Brian Cottier, Chris Beaudoin
Copywriter: Travis Dryden
Illustrator: Conrad Garner
Published: February 2014

Urgent Need Project Foundation: Selfie

Don’t be selfish.

Advertising Agency: Cosmic Creative, Ankara, Turkey
Creative Director: Erol Yilmaz
Customer Relations: Melih Kara
Account Director: Filiz Ba?ar
Published: May 2014

FEMA: Our Home

Advertising Agency: JWT, USA
Group Account Director: Lesley Brown
Account Supervisor: Tessa Rogers
Account Executive: Lauren Geismar
Group Creative Director: Lando Ettrick
Art Director: Deb DeWitt
Copywriter: Tiffani Harcrow
Director of Integrated Production: Peter Blitzer
Integrated Producer: Renee Williams
Project Manager: Diana Gomez
Production Company: Elastic
Animator: Headless
Music Composition: Beacon Street Studios

Samsung Vacuum Cleaner: Advertising with extreme suction power

Advertising Agency: Saatchi & Saatchi | Leo Burnett, Amsterdam, Netherlands
Creative Directors: Maarten Dobbelaar, Rick Coolegem
Art director: Barry Bol
Copywriter: Joris Bellemakers
Published: June 2014

Visa: Samba

See the work at http://worldcup.visa.com

Every country has its own Samba, its own joy, its own way of dancing with a football. And since every dance needs a unique song, Visa invited musicians from each of the 32 qualified countries to reimagine the Brazilian favorite “Maria Caipirinha” (Samba da Bahia). Then they asked 32 filmmakers to show the world how their nation celebrates the FIFA World Cup.

The result is The Samba of the World, a spirited journey around the globe. Get to know each country’s wonderfully unique way of celebrating – including regional dance moves, food fans enjoy on match days, the type of gear they wear, even their country’s football rituals and history.

Advertising Agency: AKQA, Brazil
Creative Directors: Hugo Veiga, Diego Machado
Art Directors: Daniel Soares, Cloves Menezes
Designer: Tim McCracken
Copywriter: Josh Kobrin
Producer: Amy Yvonne Yu
UX Design: Emma Lawler
Developers: Mayo Tobita, Hiro Yamane, Richard Tirta
Account: Cristiano Alburritel, Ricky Schramm
Production Company: SKUNK
Adviser to Directors: Saman Kesh
Music: COPILOT Strategic Music + Sound
Music Directors: Jason Menkes, Ravi Krishnaswami

Coca-Cola: What type of fan are you

Advertising Agency: Ogilvy Africa, Kenya, Africa
Regional Creative Director: Alan Edgar
Creative Director: Coltan de Save
Copywriter: Ben Hunt
Account Service: Monali Shah
Agency Producer: Amrik Marbaniang
Director: Mikko Lehtinen
Producers: Kojo Abban, Craig Jones
Production Company: Sauna@Boomtown Films
Published: May 2014

Ciclón: Hands

Stronger clothes with every load.

Advertising Agency: McCANN, Quito, Ecuador
General Creative Director: Juan Manuel Larco
Creative Director: Israel Barahona
Art Director: Sergio Parreno
Photographer: Osofante
Published: May 2014

O2 Czech Republic: Last Comment

Advertising Agency: TRIAD Advertising, Bratislava, Slovakia
Creative Director: Jaroslav Zacko
Strategy Director: Martin Woska
Creative Teamleader: Vlado Kurek
Copywriter: Maroš Hamorský
Social Media Managers: Juraj Horný, Eva Pavlová

Vodafone SuperNet: Bowlcuts – The Phenomenon

Advertising Agency: FCB Auckland, New Zealand
Director: Adam Stevens
Executive Creative Directors: James Mok, Regan Grafton
Creatives: Freddie Coltart, Matt Williams
Group Head: Fleur Head
Producer: Caz Hearn
Production company: Robbers Dog
Executive Producer: Mark Foster
Head of Content TVP: Pip Mayne
Group Account Director: Karla Fisher
Account Director: Dave Munn
DoP: Ian McCarroll
Agency Producer: Jackie Clarke
Editor: Tim Parrington / The Butchery

Pilsner Urquell: Get to know your Pilsner

Advertising Agency: TRIAD Advertising, Bratislava, Slovakia
Creative Director: Jaroslav Zacko
Strategy Director: Martin Woska
Art Director: Viktor Karvai
Copywriters: Maroš Hamorský, Vlado Kurek
Developer: Roman Janajev
Account manager: Maru Mitlikova

Ogilvy Wins Nationwide As ‘On Your Side’ Turns 50

Nationwide is back on Ogilvy’s side, signing the agency’s New York office as creative AOR for its coming campaign.

This move comes as the brand’s defining tagline, itself an Ogilvy & Mather creation, turns 50; it also follows the signing of a multi-year marketing deal with Denver Broncos quarterback Peyton Manning.

Expect the subsequent campaign, which will debut alongside the 2014 NFL season in September, to focus heavily on the pigskin sector with TV, print, digital and out of home. The press release notes that it will “aim to deepen Nationwide’s long-term presence in professional football to better engage with football fans” while Nationwide CMO Matt Jauchius says, “we’re confident in Ogilvy’s unique ability to bring to life the authentic connection that Nationwide shares with Peyton Manning to drive meaningful business results.”

Nationwide’s relationships with McKinney, McCann and Moxie will not be affected.

No word on whether said campaign will help Manning forget a certain night in February.

New Career Opportunities Daily: The best jobs in media.

AKQA SF Shares ‘The Samba of the World’ for Visa

AKQA San Francisco created a digital campaign for Visa representing each of the 32 nations who qualified for the 2014 World Cup, with each country given its own representational samba.

For the campaign, AKQA San Francisco and Visa invited musicians from each of the 32 qualified countries to reimagine the Brazilian favorite “Maria Caipirinha” (Samba da Bahia). They then called on filmmakers from each of the countries to “show how their nation celebrates the FIFA World Cup.” This resulted in one of the more unique World Cup campaigns, as we’ve seen a lot of ads celebrating Brazil, but not so many celebrating the other nations at the World Cup. Viewers get a look at each country’s culture, “including regional dance moves, food fans enjoy on match days, the type of gear they wear, even their country’s football rituals and history.” Viewers can jump between different countries’ videos via each country’s flag on the  Visa World Cup site or select the video they want from the YouTube playlist for “The Samba of the World.” We’ve included host country Brazil’s entry above, with Mexico and Cameroon, along with credits, after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

Apple's 'Go, You Chicken Fat, Go' iPhone Ad Has an Odd History Behind It

Why is JFK’s youth fitness anthem marketing the iPhone 5S?

Apple has a new 5S spot out, and the musical choice is even odder than the previous 5S spot, which featured a reworked version of “Gigantic” by the Pixies (and that’s saying something, since that song is supposedly about male genitalia).

As Uproxx noted, the new ad uses “The Youth Fitness Song,” aka “Chicken Fat,” a song from President Kennedy’s national physical fitness program. Apparently this little ditty, which the creator of The Music Man came up with, was sent to school districts throughout the U.S. in the ’60s to accompany the calisthenics program.

On visuals alone, it’s clear the spot is promoting the physical-fitness uses of the iPhone, and it’s got quite a few. The tagline here, as in the previous spot, is: “You’re more powerful than you think.”

Though the song could theoretically make boomers’ nostalgic for a time when they were told to “Go, you chicken fat, go,” I found it quite confusing and distracting. Personally, I didn’t notice much of what was going on in the ad until I took my headphones off.

Welp. Hopefully there won’t be too many customers upset at the prospect of the tech giant telling them, in a questionable manner, to start exercising.



Comcast Seeks to Replace G.E.’s Initials at 30 Rock

NBCUniversal’s new owner has asked New York City’s Landmarks Preservation Commission to let it replace the neon sign atop the 70-story Manhattan tower.



'The Epic Split' and Old Spice Are Big Winners at AICP Show


The AICP Show: The Art & Technique of the American Commercial awarded one of its top prizes to the ever-popular Volvo spot, “The Epic Split.” The ad, which stars Jean-Claude Van Damme, was created out of Forsman & Bodenfors and directed by Andreas Nilsson, and won the “Best in Show” award for Advertising Excellence in a Single Commercial. It has already won accolades at the One Show and the ADC, and is expected to do well at Cannes next week.

A Curator’s Recognition award was given to Intel’s “Look Inside: Mick Ebeling” work via Venables Bell & Partners, directed by Mick Ebeling and Lucy Walker.

The Most Next Best in Show Honor from the Next Awards went to IBM’s “A Boy and His Atom” via Ogilvy. The winner of that award gets to direct a $5,000 grant to an education institution that they choose. The grant went to the P-Tech High School in Brooklyn.

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