Hasta La Creative!

Arnold Worldwide has been hinting at a big move for some time, dropping easter eggs like a craigslist ad offering its Emmy award to the most worthy bidder and creating an “arnold.is (moving)” site that features an interactive, factoid-packed infographic.

This week the move became official as the agency began operations in its new Boston home at what was once Filene’s along with five other shops in the new Havas Village at 10 Summer Street.

The agency shared some pics of the space on its Twitter feed, but this video (which we somehow missed on Monday) offers a nice view inside the new digs.

We won’t admit to being jealous, but it is much larger than our office. And as much as we love our Bagel Mondays, they never include champagne chasers.

New Career Opportunities Daily: The best jobs in media.

Eventually, every celebrity and politician (though hopefully not every brand) will have taken the Ice Bucket Challenge. So, what next?

The moment the ALS campaign went crazy, we braced for the inevitable slew of copycats. The only question is, Which one will complete hijack your news feed next?

Below, Adweek takes a look at some of the contenders.

 
• Lather Against Ebola Challenge

More than 3,000 people have been infected with Ebola, and more than 1,500 have died. Though the disease has a horrifically high mortality rate of 90 percent if untreated, Ebola can be spread only through contact with the bodily fluids of an infected person. So, simple measures like hand washing can prevent outbreaks. Edith Brou, an Ivory Coast blogger, was inspired by the ALS trend to create the Lather Against Ebola Challenge. Ebola hasn’t yet spread to the coast, and Ivorians are determined to keep it that way with the challenge and some catchy tunes. There is no specific fund to donate to—awareness of prevention is the key of this campaign.

Pros: Easy to remember, easy to complete.
Cons: No direct benefit to those already suffering.
Rating: Three ice cubes out of five.

 
• Bear Mace and Waterboarding Challenge

A gentleman in a “Party with Sluts” T-shirt was challenged ALS style and upped the ante by getting bear maced and waterboarded to raise awareness of suicide by veterans. An average of 22 veterans commit suicide each day, and a little waterboarding and bear mace are apparently not nearly as bad as what many of our veterans experience. There’s no specific charity affiliated with this challenge, and it’s unlikely it will catch on—but hey, now you’re aware of it.

Pros: With a lot of blog coverage, more people are aware of how many veterans are lost to suicide every day.
Cons: Who in their right mind would take this challenge? (Actually, a surprising number of people.)
Rating: Two ice cubes out of five.

 
• Taco Beer Challenge

The staff @PPAdvocatesMT took #tacobeerchallenge today and gave to Sarah’s Circle! https://t.co/uNUMtpl5OS #access pic.twitter.com/LJKaqxBbBi

— marthastahl (@marthastahl) August 26, 2014

It started as a twitter joke by @AndreaGrimes, but now the Taco Beer Challenge is legit making money and headlines for pro-choice organizations. What do tacos and beer have to do with abortion rights? Well, what does ice have to do with ALS? Adventurous pro-choice advocates are taking it up a notch by eating a taco and drinking a beer while donating.

Pros: It’s really easy to eat a taco and/or drink a beer.
Cons: Pro-lifers attacking you directly on Twitter.
Rating: One ice cube out of five.

 
• Plant a Tree for Groot Challenge

Did you enjoy Guardians of the Galaxy, in which Vin Diesel plays a glorified Ent (sentient tree creature) named Groot? Then you will probably enjoy joining Diesel’s followers in helping to plant a tree for Groot. The Plant a Tree for Groot Challenge is simple, and the benefit is obvious. The only thing better than funding research is being the change you want to see in the world. Besides, we should probably be more concerned about guarding the future of this planet than the future of the galaxy writ large.

Pros: Celebrity backing, connection with popular movie, large fan base.
Cons: No specific charity. Get on it, Arbor Day Foundation!
Rating: Four ice cubes out of five.

 
• Rubble Bucket Challenge

Unable to find ice cubes in a war zone? Clean water too precious a commodity to pour over your head? Ayman al Aloul, a journalist, wanted to raise awareness of the conflict in Gaza but had to improvise with a bucket of rubble from damaged buildings. He doesn’t challenge specific people, but does challenge us all to be empathetic to the suffering in Palestine and raise awareness of the situation with #remainsbucketchallenge. And he does it while making Westerners feel really stupid about wasting clean water and ice, which we can easily get in abundance.

Pros: Draws attention to the first-world nature of the ALS challenge.
Cons: No specifically charity. Difficult to replicate.
Rating: Two ice cubes out of five.

 
• Rice Bucket Challenge

Perhaps the best pun-based version on the Ice Bucket Challenge is the Rice Bucket Challenge in India. It’s easy. Give a bucket of rice to someone in need, or if you can’t, donate to sponsor meals for children. The Rice Bucket Challenge was created by Manju Latha Kalanidhi, who thought the waste of water was impractical. With tens of thousands of likes in just a few days and massive amounts of Indian press coverage, you can expect local versions to pop up in other countries.

Pros: Immediate, local effect with zero waste.
Cons: It would have to be altered to spread out of Asia, but this one could go all the way.
Rating: Five ice cubes out of five.

 
• No Ice Bucket Challenge

“I don’t always donate to charity but when I do…” Thanks for pointer to this, @KurliQJen #NoIceBucketChallenge pic.twitter.com/Q7JeTU8i2f

— Russ Powell (@RussPowell) August 22, 2014

For all the haters out there, the No Ice Bucket Challenge is the anti-ice bucket challenge. The gist is, just donate to the charity of your choice and then shut up about it, geez. Ironically, it’s basically bringing us back to the time before ice buckets when people just gave to charity sans gimmick. Except for those T-shirts and one-for-one products and stupid races and—look, the point is we’re already sick of the whole thing.

Pros: No water waste. Haters gonna hate.
Cons: Trading stupid ice water videos for self righteous whining about said same videos.
Rating: Two ice cubes out of five.

 
• Camel Toe Challenge

While camel toe is generally an undesirable situation, the Camel Toe Challenge encourages it—for cervical cancer awareness. Easy to replicate and sure to make a splash in your Facebook feed, you can expect to either be rolling your eyes or enjoying this challenge a little too much for at least a month.

Pros: Lots of camel toe pictures, if you’re into that.
Cons: Lots of camel toe pictures, if you’re not into that.
Rating: One ice cube out of five.

 
• ISIS Bucket Challenge

Radio host Mike Slater from the conservative network The Blaze posted a YouTube video where he appeared to scald himself with hot soup and challenged Jon Stewart, Rachel Maddow and Michael Moore to do the same. Then, on second thought, he says, “No wait, this goes to the guy in the black hood from ISIS.” Slater admitted later that the whole thing was faked and he did not actually scald himself with hot soup. Of course, he’s not the only one to have noticed that “ice” and “ISIS” sound similar, so there are a couple of these popping up, but don’t expect it to become the next big thing.

Pros: Did you have any idea who Mike Slater was before this?
Cons: Attempting to hijack a charity message for strange political grandstanding.
Rating: Zero ice cubes out of five.

• Read more about “Rape Nail Polish”, great viral to discuss rape – but non-existent product.
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Gabriela Chávez & Steffi Rocha ont travaillé ensemble pour réaliser cette superbes représentation d’un visage de cheval composé à partir de 10 800 cubes de bois de 4 cm de côté. Une oeuvre murale impressionnante s’apparentant à des pixels géants, à découvrir dans la suite en images.

In the case of a true disaster, how prepared will your family be? A bleak new PSA raises the question in ways that emergency managers hope will get Americans thinking.

Preparedness is the watchword in Deutsch N.Y.’s pro-bono campaign for the Federal Emergency Management Agency. The effort, released through the Ad Council and timed to coincide with National Preparedness Month in September, encourages families to devise emergency plans before catastrophe strikes.

“The first step to preparing for disasters is simple, and it’s free—talk to your family and make a plan,” said FEMA administrator Craig Fulgate. The goal should be to determine a place to meet and a way to communicate if cell service is disrupted, he said.

The organization estimates that 60 percent of families have no contingencies in place, and fewer than 30 percent updated their supplies (bottles water, canned food, flashlights) in the past year.

The centerpiece of the multimedia campaign—which directs audiences to Ready.gov and Listo.gov for more information—is “Waiting,” a minute-long commercial from Danish director Nicolai Fuglsig. Set in a relief shelter, the spot focuses on a mom and dad who can’t find their son after a tragedy has struck their community.

Fuglsig takes a restrained approach that captures a mood of quiet yet intense desperation. Viewers get the message that waiting is among the hardest parts of such situations, and that taking steps in advance can help ease their fear and anxiety.

CREDITS

Deutsch New York
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Matt McKay
Copywriter: Nick Partyka, Jeff Vinick, Matt Moyer
ACD, Art Director: Dan Read
Designer: JC Pagan
Director of Integrated Production: Joe Calabrese
Executive Producer: Crissy Cicco
Director of Integrated Workflow: Jeremy Gelade

Production Company: MJZ
Director: Nicolai Fuglsig
Director of Photography: Greig Fraser
Executive Producer: Emma Wilcockson
Producer: Betsy Oliver

Editorial: Cosmo Street
Editor: Stephane Dumonceau
Assistant Editor: Joshua Berger
Executive Producer: Maura Woodward
Producer: Heather Richardson

Color Transfer: Company 3
Senior Colorist: Tom Poole
Producer: Dana Bloder
Conform: Method Studios
Online Editor: Jared Pollack
Producer: Christos Montzouros
Exec Producer: Cara Buckley

Sound Design Company: Stimmung
Sound Designer: Gus Kovin
Executive Producer: Ceinwyn Clark

Audio Post Company: Heard City
Engineers: Philip Loeb, Evan Mangiamele
Executive Producer: Gloria Pitagorsky
Assistant Producer: Katie Flynn

Shoot Location: Burbank, CA

Additional Deutsch Credits:
Chief Executive Officer: Val DiFebo, Deutsch NY
EVP, Group Account Director: Talia Handler
SVP, Account Director: Paulette Stone
Account Director: Laura Schrager
Chief Strategic Officer: Brent Vartan
Global Planning Director: Ole Pedersen
VP, Planning Director: Anthony Mariello
Director of Broadcast Business: Kris Weiner
Group Director of Business Affairs: Maria Taris
 

Para quem tem conexões melhores, vídeos e imagens em alta resolução; para quem acessa à web mais lentamente, dar preferência por anúncios que incluam apenas texto.

Essa é a possibilidade que o Facebook acaba de criar com uma nova opção de segmentação dos seus anúncios, que vai funcionar de acordo com a qualidade da conexão de dados do público alvo.

Dessa forma, os anunciantes podem limitar o alcance de conteúdos que consomem muita banda para aquela parte do público que se conecta via 4G, por exemplo, e deixar anúncios mais leves para quem reside em mercados emergentes, onde o serviço de telefonia móvel não é tão bom assim.

Segundo o AdAge, essa opção de segmentação estará disponível em todos os modelos de anúncios do Facebook, inclusive os vídeos com autoplay, e vai funcionar em conjunto com qualquer outra regra de segmentação escolhida pela equipe de planejamento das marcas.

Anúncios conforme a sua conexão móvel – estratégia do FB para países em desenvolvimento

Mais do que uma forma de não detonar com a banda disponível dos usuários, o Facebook quer criar incentivos para que marcas de países em desenvolvimento, como Índia e Tailândia, se interessem em investir parte da sua verba publicitária na rede social. Enquanto EUA, Canadá e Europa foram responsáveis por cerca de 72% da receita gerada por anúncios no 2º trimestre, essas regiões respondem por apenas 38% dos usuários ativos mensais do Facebook.

Claramente uma oportunidade que estava sendo perdida em outros mercados, que hoje apresentam uma taxa de crescimento 4x maior do que a América do Norte e Europa juntas, tudo isso feito a partir de celulares e conexões que nem sempre são tão boas quanto nos países desenvolvidos. Com a nova segmentação, o que se espera é que marcas em países emergentes se interessem em anunciar na rede social.

Post originalmente publicado no Brainstorm #9
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