Hasta La Creative!

Who feels like getting naked and dancing through the strees of Los Angeles? Wait, don’t answer until you’ve watched this.

In a charming (and essentially safe for work) video promo for its upcoming reality series Dating Naked, VH1 and agency Mistress filmed a diverse mix of people whirling and waltzing around a small crowd of onlookers in L.A. to the tune of “I’m Just Wild About Harry.”

The result is a one-take clip free of the kind of sleazy sexualization we usually see in nudity-based ads. It feels instead like a warm-hearted celebration of dropping inhibitions (and trousers) in the name of self-expression.

It’s also timed to correspond with National Nude Day, which I’m told is today. (Sorry, France, here in America the Bastille is a distant second to bare buttocks.)

Hopefully that tone will carry through to the Dating Naked series, in which participants go through the typical courtship rituals with strangers—except, as you could guess, they’re nude.  

Ad campaigns for brands including The Lego Movie, Specsavers, KitKat, Virgin Trains, BT, McDonald’s and O2 are among the 70 entries for the biennial IPA Effectiveness Awards.

Print
Fiat

A text message is an accident waiting to happen. Drive responsibly.

Advertising Agency:Leo Burnett Tailor Made, Sao Paulo, Brazil
Creative Directors:Marcelo Reis, Guilherme Jahara, Pedro Utzeri
Art Directors:Pedro Utzeri, Luis Paulo Gatti
Copywriter:Rafael Genu
Illustrator:Big Studios

During the British colonial rule of India, the government was concerned about the growing number of venomous cobra snakes. In order to curb this threat, the government offered a bounty for every dead cobra. Naturally, the venomous snakes were killed in exchange for the reward. Over time, however, people started breeding cobras for the purpose of killing them to collect the reward. When the government caught on, the entire cobra program was scrapped. This, in turn, led the cobra breeders to set loose their now-worthless snakes. The only resulst of the whole exercise were a massive increase in the wild cobra population and an invaluable lesson in unintended consequences. A similar scenario is playing out in digital marketing with the emergence of viewability measurement.

After years of searching and debate, many advertising luminaries believe we have finally found the Holy Grail of digital media effectiveness in this new viewability measurement. But it appears that in our rush to find a metric — any metric — we may be losing sight of the effects that such a decision will have on the way the internet looks and works. The result, while not as catastrophic as wild venomous cobras, will have its own unintended consequences.

Viewability doesn’t measure if someone is actually seeing an ad — far from it. Technically, it measures if at least half of the ad is in the browser window for at least one second. Think about that for, well, one second. With banner blindness being a real challenge and consumers routinely ignoring banner ads — even those that are on the screen for some time — can an advertiser actually be happy knowing a fraction of its ad was on the screen for a mere blip? Just because the ad was served does not mean the ad was seen. We should consider replacing the term viewability with the wordier, but more accurate, “At-Least-Briefly, At-Least-Partially In-Browser Rate.”

Continue reading at AdAge.com

Category: Up Your Game
Summary: There are two roadblocks most individuals experience that prevent them from taking their communication from good to influential. First is being aware of the excuses they make for why they communicate the way they do. Second, how to fix them: Just do it and take action today.

Le photographe Suisse Cyril Porchet nous fait découvrir cette série impressionnante d’autels d’églises baroques situés en Espagne, en Autriche et en Allemagne. La surabondance de détails fait disparaitre tout sens de la perspective et de la profondeur. Chaque autel est unique, de part ses symboles et ses représentations mystiques.

Ad campaigns for brands including Lego, Specsavers, KitKat, Virgin Trains, BT, McDonald’s and O2 are among the 70 entries for the biennial IPA Effectiveness Awards.

Laurence Green, a co-founder of 101, explains why he is weary of the “real-time” juggernaut.

Outdoor, Print
Macmillan

Vancouver’s HR MacMillan Space Centre recently launched a summer campaign with the tagline Like Nothing on Earth. The goal: to remind locals and tourists alike of the wonders of the cosmos. And, of course, drive traffic to the attraction. The radio features Christopher Gaze, of Bard on the Beach fame, and uses real sounds of space as recorded by NASA.

Advertising Agency:Maclaren Mccann Vancouver, Canada
Creative Director:Hagan Ainsworth
Art Directors:Lisa Chen-Wing, Chris Moore
Copywriter:Katie Ainsworth
Producer:Thomas Rousselot
Account Supervisor:Glen Mitchell
Artwork:Simon Weaner
Sound:Murmur

Print
Suzuki

Faster, farther. Drive Responsibly.

Advertising Agency:DDB, Santiago, Chile
Creative Directors:Claudio Campistó, Cristian Ulloa, Eddy Fernandez
Art Director:Enrique González Wilches
Copywriters:Felipe Araya, Rodrigo Rojas Monserrat
Illustrator:Gorila Estudio