(TrendHunter.com) National Ice Cream Day is Sunday, July 20th and these fashionable ice cream innovations celebrate the indulgent event. Sweet Sundae pumps and ice cream truck editorials are just some of the many…
Former TBWA/Chiat/Day Executive Creative Director Patrick O’Neill has been named Chief Creative Officer at Theranos, the Silicon Valley startup has been generating buzz in the medical world for its innovative approach to laboratory testing. Theranos’ technology allows patients to be diagnosed from a single drop of blood, versus the multiple millileters that are the blood- testing industry standard.
The company was founded 11 years ago by 30-year-old Elizabeth Holmes, when she dropped out of Stanford at the age of 19 to focus full-time on developing the Theranos technology. Now a 500-person organization that according to a recent report in Fortune is valued at more than $9 billion, Theranos has been steadily gaining attention since the fall, after it opened 20 wellness centers where consumers can get its testing in Walgreens outlets in Palo Alto and Phoenix. It’s now poised to more actively promote its mission, which, according to Ms. Holmes, is to equip consumers with affordable, accessible health information so that they’re able to act on it in a timely and effective way.
Ms. Holmes named Mr. O’Neill CCO after her experience working with him at TBWA/Chiat/Day. Theranos had previously worked with the agency on brand positioning, but no official campaigns. Ms. Holmes said she considered a number of candidates for the post, but in Mr. O’Neill she found a kindred spirit whose personality and past work really connected with the company’s mission statement.
There is a long-held belief among content publishers — including many we are partnered with — that they shouldn’t pay to amplify their content. Their clear aversion most often comes from some dogmatic belief that quality content doesn’t require paid promotion. For them, paying to promote content would reflect negatively on their content and editorial integrity.
While some publishers are paying to promote content on Facebook and other channels, there is still a widely-held stigma that is associated with paying for content. And even among those publishers that do pay for content promotion, many are doing so as a defensive tactic rather than as an offensive tactic — often to shore up dipping traffic numbers.
It’s interesting to note that no content producer in any other media holds these beliefs. Whether it’s TV, film or music, a core part of those producers’ strategies is to invest heavily in the marketing of their products. On most TV channels, for example, one of the largest advertisers will be the channel itself, promoting its own shows. The same is true in any industry, not just in media: When a business launches a new product, it invests in marketing. For an online publisher, that product is content.
Malala Yousafzai tem apenas 17 anos. É muito provável que você já tenha ouvido o nome desta garota algumas vezes nos últimos anos. Até certa idade, Malala era uma menina como outra qualquer, vivendo no Paquistão dominado por extremistas islâmicos. O que a tornou incomum foi seu desejo de ir para a escola, de estudar e aprender. Porque todo mundo sabe que o conhecimento é perigoso – especialmente quando ele nos dá ferramentas para pensar, questionar.
Aos 11 anos, Malala começou a ganhar destaque por seu ativismo em prol da educação das mulheres e, aos 15, oferecia tanto perigo ao regime Talibã que foi vítima de um atentado. Atingida por tiros na cabeça e no pescoço, a garota sobreviveu. Com isso, sua voz ganhou ainda mais força ao redor do mundo.
No último dia 14 de julho, uma campanha para o The Malala Fund criada pela produtora e agência de conteúdo Bodega Studios convocou o mundo a fazer parte da luta pelo direito à educação, com Malala Yousafzai nos desafiando a sermos mais fortes que os nossos medos.
Depois de conhecer essa história, fica difícil dizer não.
Post originalmente publicado no Brainstorm #9
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In a somewhat unprecedented move, GS&P turned the hiring of its two newest creative directors into…a customized beer cozy giveaway.
It’s symbolic, see: Danny Gonzalez and David Suarez, or “the guys who did all the Ragu and Little Caesar’s stuff at BFG”, will work on the Corona Light and Modelo accounts, hence the brew theme.
The duo most recently made news in 2012 when they jumped the Chiat ship to join BFG9000. Gonzales previously wrote copy for JWT while Suarez served as art director.
This move serves as a reunion of sorts as it once again unites Gonzales and Suarez with Eric Kallman, the copywriter behind “The Man Your Man Could Smell Like” who Graf hired from W+K in 2011. Kallman, who has been CD at GS&P since February, writes:
“Working with them again will be like putting on a really comfortable pair of jeans, but jeans that also surprise you, impress you and make you laugh. So, basically, way better than jeans.”
We would tell you to email dannyanddavidarecoming@gspsf.com for your free cozy, but those things are hotter than the weather in Manhattan this week.
New Career Opportunities Daily: The best jobs in media.
BDA Creative’s original founder Bruce Dunlop issued a statement following the agency’s closure, citing “disagreements with the board regarding the future direction of the company” and “changes planned by the new management team” for his departure in April 2012. Dunlop went on to form a new agency, Dunlop Goodrich, with partner Daryl Goodrich following his departure.
In the statement, Dunlop largely blamed the new management team for the agency’s failure, stating “The company was run down by people who didn’t understand for one minute how we had got to where we were, and what potential was left in a big forward thinking creative company. We had done all the legwork, and just had to continue to produce good work, which was always our ambition above everything.” He speculated that “If the energy that went into destroying the company had been focused on making it better, the story would have been very different today.” Dunlop also thanked “all those who made BDA a great company” for their contributions. You can read the full statement, courtesy of The Drum, after the jump. (more…)
New Career Opportunities Daily: The best jobs in media.
When you have zero coding skills, how do you keep busy at your company’s hackathon? For the non-engineers at i.TV, the answer was to blast a meth dealer into space.
“The hackathon leaves those of us without coding skills regretting the fact that we’re not technical wizards,” marketing director Johnny Galbraith tells AdFreak. “So instead of sitting on our hands, we decided to launch Walter White into space and get it on film.”
The second-screen company owns the social networking tool tvtag (formerly GetGlue), and users were asked to pick which popular character should get launched: Walter White (Breaking Bad), Daryl Dixon (The Walking Dead) or Daenerys Targaryen (Game of Thrones). In the end, Walter White won the chance to be tvtag’s first Space Ambassador.
The tvtag team spent a day building the Walter White bobblehead vehicle and then drove out into the Utah desert to launch. The video shows the team launching the vehicle, and a camera records Walter White’s glorious flight through the atmosphere and its landing, where the bobblehead sadly becomes decapitated. (Symbolic of the Breaking Bad series, perhaps.)
The reactions on YouTube are, as expected, full of comment gold. They range from a Jesse Pinkman-esque “Science, bitch!” to, “Misleading, thought he would be hustling meth to aliens.”
“The response has been overwhelmingly positive. Like us, so many Breaking Bad fans are still bummed that the show is over. So it’s been awesome reading through all the ‘Yeah, science!’ comments. One person was mad that we would endanger the International Space Station with our project, but we’re happy to report we dodged that bullet by about 1 million feet in altitude.”
Galbraith recognizes they’re certainly not the first to launch a bobblehead into space. Earlier this year, snack brand Little Debbie launched a carton of Cosmic Cupcakes and a bobblehead into space.
This is a fun new trend, but I’d like for someone to focus resources on figuring out how to get a pizza to my house while it’s still hot. Maybe we could strap some rockets to those fancy Domino’s motorcycles?
En réponse aux dépenses réalisées dans les packaging, les équipes d’Alien & Monkey ont imaginé un emballage en sable. Une création qui allie message écologique, idée originale et design réussi pour proposer d’offrir des cadeaux d’une façon encore peu répandue. A découvrir dans la suite.
In January, Mark Wilson was named senior VP-marketing at BlackBerry, following an executive shakeup that saw the departures of CEO Thorsten Heins, COO Kristian Tear and CMO Frank Boulden.
Mr. Wilson, who was previously CMO at telecommunications company Avaya and before that led marketing at Sybase, oversees all marketing at BlackBerry.
In the following recent interview, Mr. Wilson discusses the challenges he faces in the competitive smartphone space and how he’s using new tactics to differentiate the BlackBerry brand in the b-to-b market.
There were strong rises for many UK newspaper websites in June, led by double-digit growth for both The Telegraph and Independent sites.
ESI Media, home to The Independent and Evening Standard newsbrands, has launched an interactive audience-led website for its successful i newspaper, i100.co.uk
Time Inc. has created an eight-person unit to focus on native advertising at the publishing company, led by a staffer from the editorial side, Sports Illustrated Group Creative Director Chris Hercik, and another from the business side, Senior VP-Marketing and Sales Development Priya Narang.
Mr. Hercik continues his role at Sports Illustrated. Ms. Narang joined Time Inc. a few weeks ago from Cannondale, where she was VP-global marketing.
Where individual magazine brands have been selling and creating native ads at the company, the new Time Inc. Native Group will work with advertisers, brand editors and publishers to develop and implement native programs and strategies across the company’s 25-title portfolio, according to Mark Ford, exec VP-global ad sales. In addition to Sports Illustrated, Time Inc. brands include People, Fortune, Time, InStyle, Entertainment Weekly, Essence, Travel & Leisure and Food & Wine.
Olá, antidesigners e brainstormers!
Neste programa, Ivan Mizanzuk, Rafael Ancara e Marcos Beccari analisam o episódio “The Entire History of You”, o terceiro da primeira temporada da série britânica Black Mirror. Discutimos acerca da questão da relação entre memória, imaginação e realidade, esquecimento, relações humanas, ciúmes e tudo mais o que nos moveu neste episódio fantástico.
{/soundcloud]
>> 0h04min52seg Pauta principal
>> 1h27min07seg Leitura de comentários
>> 1h38min45seg Música de encerramento: “Toxic” (cover da Britney Spears), da banda A Static Lullaby
Links
Ivan e Beccari no ClicheCast #27 – “Mas essa crítica é a sua opinião”
Cineclube do Beccari, discutindo o filme “Magnólia”, dia 19 de Julho, em Curitiba.
Mais informações no email contato@filosofiadodesign.com
Workshops História da Arte para Criativos do Ivan
São Paulo – 14 de Setembro
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03 de Agosto
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Workshop ‘Pensar Infográfico’ do Ancara e do Fabiano
Um passeio pela história, teoria e prática da produção de infográficos impressos e digitais.
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Post originalmente publicado no Brainstorm #9
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This morning brings news that Peter Grossman will be the new president of Arnold New York effective next week. He replaces Corey Mitchell, who left in May.
A bit on Grossman’s agency background: after handling AT&T and Nabisco for FCB, he spent more than a decade at JWT, eventually serving as EVP/director of client services before leaving to lead startup QWiPS, or “a global platform that enables the integration of real voice into digital communication platforms”. His most recent position was managing director at digital strategy consultancy Takeout.
In the new role, he will also focus on client leadership and new business development while managing the agency’s 100-plus New York operation.
Grossman will report to Arnold Global president Pam Hamlin, who cites his experience “leading global brands and helping Fortune 500 companies evolve their business model for the digital economy” in the press release; he will also sit on Arnold Worldwide’s Global Executive Committee.
In the release, he writes, “The agency has one of the best client rosters in the industry and a philosophy and culture built on creativity.”
New Career Opportunities Daily: The best jobs in media.
Michael Jordan is back (this time, thankfully, sans Hitler mustache) for Hanes in a new spot by The Martin Agency.
The 30-second spot is Jordan’s first appearance in a Hanes television commercial since 2010, and also marks his 25th year as Hanes spokesperson. In the spot, entitled, “Golf Test,” Jordan mocks his partner’s truly awful golf game. “Golf Test” promotes Hanes’ X-Temp t-shirts and briefs, which “speeds evaporation to help keep you cool and dry,” preventing such conditions as swamp ass, marsh balls, raw taint and pit stains. The spot handles the “bad golf” approach well enough, although by now it’s become a routine schtick in ads and feels a bit tired. Still, all anyone will talk about is the return of Jordan, and it’s good to see him back.
The campaign also features a digital video series with Vine-sensation Logan Paul traveling around the country attempting dares (supposedly) proposed by fans. We’ve included the teaser for that initiative, along with credits, after the jump. (more…)
New Career Opportunities Daily: The best jobs in media.
Toshiba skewers a certain hype-driven West Coast tech-topia in the brand’s new animated spot, “Sillycon Valley.”
Packed with fun visual gags, the spot from goodness Mfg. takes us to a highly caffeinated zone of hyperactive technophilia that boasts computer goggles for canines (doggles!), WirelessWater (the bottles are WiFi hotspots), Asimo-type robots on public-works details and 5D printers that inadvertently summon slimy tentacled monsters.
A java-drone flying Starbucks colors soars above the local wind-farm—and almost everyone’s eyeballs are glued to their smartphones, if they’re not hip enough to have Google Glass.
“Animation is a great way to deliver over-the-top humor,” goodness Mfg. ecd Tom Adams tells AdFreak. “It immediately transports the audience into another world where they don’t take things too seriously.”
Of course, tech excesses have been parodied to death—in HBO’s Silicon Valley and just about everywhere else—so Toshiba’s not doing anything especially innovative. Plus, this is a commercial, ultimately promoting the Encore 2 tablet for the back-to-school season, so the satire can’t bite too deep, lest it risk being branded as hypocritical.
All that said, the spot hits just the right tone. It’s snarky, but not too mean-spirited, with a look that fits the tech biz to a T—busy yet sleek, over-bright and self-consciously befuddling.
The commercial feels kind of like a spoofy segment on The Simpsons or Family Guy, which makes sense, as Friends Night, the studio that produces Fox’s Animation Domination HD programming, worked on the project.
“Because they come from a TV background, they were able to move quickly which was very important to us,” Adams says. “We were able to complete the project from concept to the final approved version in about six weeks.”
Overall, the effort seeks to position Toshiba’s products as “providing products and services that offer solutions, not empty promises,” Adams says.
(That’s also the thrust of “Unleash Yourself,” a live-action spot with a cartoon-y feel that shows Satellite Pro laptops magically morph into useful or fun items in various situations. You can watch that one below, as well.)
“Today’s savvy consumers are constantly questioning the practicality of new technology,” Adams says. “We decided to have fun with this shift in attitude [emphasizing that Toshiba makes devices to] meet the real-world needs of today’s consumer.”
Laptops and tablets are great, but I’ll take a pair of those “smart-scissors” revealed during the animated extravaganza’s crazed climax. It looks as if they’d cut through the clutter—and just about anything else.
Basée à Berlin, Olivia Steele est une artiste qui utilise la lumière et les néons pour ajouter du sens et de l’ironie à un endroit. Elle imagine ainsi des phrases spirituelles à interpréter selon notre humeur, en travaillant énormément sur la typographie et le style de ses lettres. Son travail est à découvrir dans des bars, dans la ville et sur des photos.
Em sua campanha mais recente, a Axe tem pregado a força do amor e da paz, sob a assinatura “Make Love Not War”, inclusive com um filme muito bacana que marcou o lançamento do Axe Peace. Em Portugal, coube ao coletivo artístico Half the Pipe a tarefa de transmitir essa mensagem de amor à comunidade, por meio de um enorme grafite em Regueirão dos Anjos, local considerado esquecido por muitas pessoas.
O mural assinado pela dupla akaCorleone & Kruella D’Enfer – vista como o casal mais influente da arte urbana portuguesa na atualidade – conta a história de duas tropas inimigas que, em um cenário de guerra, se rendem ao amor e estabelecem a paz.
Vale lembrar que este projeto tem um dedo brasileiro, com participação do carioca Henrique Neves, que atua em projetos publicitários não-tradicionais com a Half the Pipe em Lisboa.
Post originalmente publicado no Brainstorm #9
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Em 2012, uma agência já tinha proposto um redesign para a Wikipedia, e, recentemente, outro conceito parece provar mais uma vez que a maior enciclopédia do mundo merece uma repaginada.
A ideia vem dos designers alemães (gol!) George Kvasnikov e Julian Krenz, que desenharam a nova Wikipedia através de uma grid, criando unidade, facilitando a leitura e, claro, deixando-a visualmente mais atrativa.
A proposta está detalhada no site wikipedia.gkvasnikov.com, com amostras da home, páginas internas e da adaptação para a versão mobile.
Repito a pergunta de dois anos atrás: E agora, Jimmy Wales?
Post originalmente publicado no Brainstorm #9
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Advertising Agency: Fred & Farid, France
Creative Directors: Fred & Farid
Copywriters: Ugo Martinez, Guillaume Roukhomovsky
Art Directors: Guillaume Roukhomovsky, Radouane Gouassi
Account Director: Florent Depoisier
Social media manager: Matthieu Bouillot
Agency producer: Deji Odulate
Production: Wanda Production
Director: Patrick Cassir
Producers: Hélène Ségol, Marie Le Roux
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