Hasta La Creative!

BBDO New York and production company MJZ have followed up their “Childlike Imagination” Winter Olympics ad with another spot for GE extolling innovation, which began airing yesterday.

This time around they highlight GE’s focus on technological advancement with a 30-second ad shot in Johannesburg and KwaZulu-Natal, South Africa. The spot attempts to answer “What Would Happen” if “energy could come from anywhere,” or if “power could go anywhere,” eventually arriving at the answer “anything.” It’s an intriguing follow-up to the successful approach of “Childlike Imagination,” with excellent pacing and eye-catching, imaginative imagery. Hopefully, BBDO New York stays with this direction going forward. Stick around for credits after the jump. (more…)

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Rosetta Stone is learning a new language: Storytelling.

The language-learning company has long been known for direct response advertising, along with its airport and shopping mall kiosks. But now, in a bid to become more relevant and hipper among millennials and digitally savvy consumers, Rosetta Stone is trying a narrative push to show how learning a new language can help consumers form connections with others. The campaign, created by Omnicom’s EnergyBBDO, Chicago, with help from a branded-content play from Vice, includes a new tagline, “Create a smaller world.”

The TV spot is “heavily focused on the introduction of this campaign, our positioning and telling the story of our brand — making it clear that it is a new day for Rosetta Stone,” said Kelly Poling, VP-marketing strategy and operations for Rosetta Stone. While the brand won’t completely move away from direct-TV ads, they’re no longer the focus of the company’s TV strategy, she said.

Continue reading at AdAge.com

A minha adolescência foi recheada de expressões musicais. Tristeza, decepção, alegria e entusiasmo eram sensações que podiam sempre ser traduzidas em alguma canção do meu incrível repertório obtido na internet através do Kazaa.

O relacionamento com os amigos também era permeado por letras que supostamente traduziriam o que estávamos sentindo – nos status do MSN, a maioria das mensagens incluía versos ou estrofes inteiras de músicas.

Por isso que o La-La parece interessante, em especial para um público jovem e aficionado por música. Ao invés de mandar uma imagem ou uma mensagem de texto (ou até um Yo), os usuários podem mandar trechos de músicas uns para os outros.

Por enquanto, a biblioteca de títulos musicais ainda é bem reduzida, mas o app, que está no ar há pouquíssimos dias, promete uma maior variedade em breve, além da futura opção de fazer o upload de uma canção que não faça parte da listagem do app.

Diferente de outros serviços de envios de músicas – ou até de sites de letras de músicas, que permitem ‘empacotar’ um trecho e enviar a alguém – o La-La envia um áudio da canção para que o destinatário possa ouvi-la. Além da interação via app, o La-la também permite o envio de links através de mensagens SMS, os quais contém o pedacinho da música selecionada.

O La-La está disponível gratuitamente na App Store.

Post originalmente publicado no Brainstorm #9
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R/GA New York has announced the arrival of Mike Rigby as executive creative director, brand. In the role, Rigby will “lead innovative and commercially relevant brand thinking and design across R/GA offices and capabilities in addition to advising clients on how they can effectively express, manage and grow their brands” while partnering with the R/GA business transformation team. He will report to  Global Chief Creative Officer Nick Law.

Rigby arrives at R/GA from Interbrand Australia, where his most recent position was executive creative director. Since arriving at the company in 2010, Rigby helped grow the office from ten to over seventy employees. Since his arrival, Interbrand Australia has taken home awards such as the Campaign Asia-Pacific Specialist Agency of the Year Award and a Cannes Design Lion. Rigby began his career at UK design consultancy The Chase, and has also worked at top British design agencies Pentagram London and True North. In 2012, he was elected as the president of The Australian Graphic Design Association (AGDA) New South Wales and transformed the organization, “helping to usher in a complete organizational restructuring, rebranding and repositioning program that has attracted a younger member base.” (more…)

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(TrendHunter.com) Walking into the local liquor store with an intention to pick up an exceptional bottle of vodka, whiskey or wine can be as visual as picking up a good read at the bookstore; these examples of…

Você já tentou imaginar o que as pessoas nas ruas estão pensando, fazendo, vivendo? O projeto “We Never Met” já. Alex Mendes e Hugo Catraio são dois publicitários que tiram fotos de pessoas aleatórias, e sem revelar seus rostos, escrevem pequenas histórias sobre essas imagens e as publicam no Instagram @wenevermet.

As histórias são todas em inglês, separei algumas das mais legais abaixo:

“Everyday his nonna brings him a panini. She doesn’t want him to eat any crap on the streets.”

“Between four walls they have only one rule: when one cooks, the other does the dishes.”

“I could swear I had appendicitis but then I had an Yakult and it went away.”

“When they’re together he’s afraid of nothing. Nothing.”

“I wanted to be a banker but my father really encouraged me not to.”

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The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.

Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.

The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.

You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:

“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”

The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.

Three words, then: User. Generated. Content.

(more…)

New Career Opportunities Daily: The best jobs in media.

Voici le « Porsche Pavilion » réalisé par Henn dans le parc à thème Autostadt à Wolfsburg. Un bâtiment unique de part sa construction extraordinaire. Ce pavillon a aussi une dimension symbolique et historique, car il fait allusion à des racines communes à travers lequel Porsche et Volkswagen ont été connectés depuis le début.

Mercedes-Benz’s ad featuring a dancing chicken was last night named as the best car ad campaign of the year by Auto Express, while a banned Jaguar ad came in second place.

In total the campaign generated 12 million impressions and 200,000 retweets, favorites, clicks and follows, across 124 tweets, and Heineken added 2,300 Twitter followers. The brewer plans to use Amplify again during this year’s U.S. Open.

The National Football League is talking with Twitter to renew and expand its Amplify. Last season it only amplified content around “Thursday Night Football,” but it’s now looking to make the platform accessible for all games, said Vishal Shah, VP-digital media business development at the NFL.

Amplify can win outside of sports too. Pepsi found success with its first Amplify campaign, during MTV’s 2013 Video Music Awards, adding 9,000 Twitter followers that were relevant to the show, said Chad Stubbs, senior director, Pepsi Media. And 98% of the people who started playing the videos released in Amplify posts watched the whole thing, he added. Pepsi will use Amplify during the next VMAs. It’s also run Amplify campaigns with CBS during the Grammy Awards; it’s in conversations about repeating that effort.

Continue reading at AdAge.com