Play it smart.
Advertising Agency: H&C Leo Burnett, Beirut, Lebanon
Executive Creative Director: Malek Ghorayeb
Creative Director: Alexandre Choucair
Senior Art Director / Copywriter: Thierry Chehab
Photographer: Diane Aftimos / The Film House
Regional Communication Director: Alex Simonian
Junior Communication Executive: Elsa Azar
Published: June 2014
Filmed using the RED Dragon in 6K resolution, Phantom Miro at 1080p and Gopro Hero 3+’s, all scaled to 4K, with Glidecam HD 4000 for the stabilizing shots.
Sound Design: Dan Pugsley
Music: “The Chosen” / Scott & Brendo
Editor: Parker Walbeck
The Barn at BBH, “a training program for emerging advertising talents” has a new social campaign hijacking popular dating app Tinder for Social Tees Animal Rescue, a non-profit animal charity that rescues animals from kill shelters and “provides them with a safe haven and veterinary care until they are placed in a proper home.”
Social Tees Animal Rescue and The Barn at BBH hope that some of the 10 million users browsing through Tinder daily looking for love will love fall in love with their dogs’ profiles instead and bring one home for adoption. Since some Tinder users are not into the whole commitment thing, BBH has set up “the option to foster an animal for two weeks or to adopt for good.” It’s a cute idea, and it has already proven successful.
The Barn at BBH began populating Tinder with animal adoption profiles on July 31st and received over 1,500 matches in the first 24 hours. The goal of the campaign is to raise awareness about pet adoption and the 7.6 million dogs sent to animal shelters yearly in the U.S., in addition to finding individual homes for the pets involved. Check out the video above for a better look at the campaign, and stick around for credits after the jump. (more…)
New Career Opportunities Daily: The best jobs in media.
It’s a special week in Honda land, as ad agency RPA is enacting a sweeping plan to spread good cheer—online and off—as part of a five-day “Summer Cheerance” event.
A ket part of the campaign involves interacting with people on Twitter—replying to seemingly random posts with “funny, crazy or just plain weird cheer videos, memes and GIFs,” the automaker says.
Check out a few of those here.
@g_will12 Just think of how happy you will be when your shift ends though. #RetailFreedom #Cheerance pic.twitter.com/Cm9v8T2vPg
— Honda (@Honda) August 5, 2014
@caitlin41648090 You might need a little privacy, perhaps a wall…or fence. #Cheerance pic.twitter.com/G8yxVubli2
— Honda (@Honda) August 4, 2014
@benitezkaren21 You should take a lesson from this guy, he’s never bored. #Cheerance http://t.co/4QHfN33bOP
— Honda (@Honda) August 4, 2014
@MattTennenhouse At least your school is a more entertaining place than this guy’s bench. #Cheerance pic.twitter.com/Lt38uoDIkB
— Honda (@Honda) August 5, 2014
@HollyJessup Feel better soon! We aren’t doctors so the only medicine we can send is laughter. #Cheerance pic.twitter.com/ENWDl4vVZY
— Honda (@Honda) August 5, 2014
Facebook and YouTube will also be used. Notably, the brand has teamed with YouTube star Andrew Hales (of LAHWF fame) for two videos—the first of which is already live:
There will be real-world events, too, in select cities across the country. The brand will leave piñatas filled with goodies at random locations; use a “Cheer Detector” at a beach to find buried treasure chests and share them with onlookers; and place “Stand Here for Cheer” boxes in public places, encouraging people to climb up and receive a surprise act of cheer (like being serenaded by a saxophonist).
A Summer Cheerance station will also feature happy tunes on Pandora. The campaign also includes six TV spots (featuring dramatizations of actual social media posts from people who are unhappy with their current cars); banner ads on auto sites like Cars.com, KBB.com and Edmunds.com and on Facebook, Twitter and YouTube; print ads in People, Sports Illustrated and top-market local newspapers; and network radio spots.
The goal is to spread cheer to 3 million people. (A ticker is keeping track of the tally at shophonda.com.) Upon reaching that goal, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation.
“We are committed to spreading unprecedented cheer and connecting with as many people as we possibly can in five days,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “This collection of silly and wonderful morsels of cheer across social media, and in real life, are designed to make an impact, create smile-filled buzz and remind people that summer is the best time to get a great deal on a Honda.”
Credits below.
CREDITS
Client: American Honda
Project: Honda Summer Cheerance Event
Agency: RPA
EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
SVP, Chief Production Officer: Gary Paticoff
Creative Director: Nik Piscitello
Creative Director: Aron Fried
Art Directors: Melinda Keough, Michael Jason Enriquez, Craig Nelson
Copywriters: Kevin Tenglin, Laura Kelley, Adam Gothelf
Creative Interns: Dennis Haynes, Megan Leinfelder, Sarah Ross, Sarah Johnston
VP, Executive Producer: Isadora Chesler
Producer: Phung Vo
Director/Sr. Producer, Content: Mark Tripp
Production Intern: Rudy Wilson
VP, Program Director: Dave Brezinski
Sr. Project Manager: Linda Shin
SVP, Management Account Director: Brett Bender
SVP, Group Account Director: Fern McCaffrey
Account Supervisor: Adam Levitt
Account Supervisor: Alison Bickel
Account Executive: Katie Ahn
Account Assistant: Wendy Kleinberg
Social Media: Joanna Kennedy, Tyler Sweeney, Mike Goldys, Amanda Womack
Production Company: RPA
Director: Mark Tripp
Editorial: RPA
Editor: Wendy Sandoval
The Patron Spirits Co. has parted ways with Cramer-Krasselt, New York, and begun a review for a new agency to handle global creative and media planning and buying. The review will cover the marketer’s flagship tequila brand as well as smaller brands Ultimat vodka and Pyrat rum.
The goal is to find one single shop for both creative duties and broadcast and outdoor media duties, a spokesman said. Those tasks had been handled by C-K since the agency won the account in 2012. Print buying will continue to be handled by 3 Plus Media, while digital will remain at Razorfish.
“We’re looking for a highly strategic and creative agency partner that can drive innovation and breakthrough thinking across our iconic brand portfolio,while continuing to communicate our unwavering commitment to artisanal, handcrafted tequila,” Global Chief Marketing Officer Lee Applbaum said in a statement. He added that “we are intent on strengthening and accelerating our leadership position in the ultra-premium tequila category, and building upon our incredibly healthy brands and business, rather than seeking to fix what is clearly not broken.”
Esse comercial da Airtel precisou de apenas 1:30 minuto para causar furor na rede. No filme promocional da operadora de telefonia móvel indiana, uma mulher discute com bastante calma sobre uma tarefa a ser executada pelo seu funcionário, que mesmo irritado, cumpre a ordem.
Para isso, contudo, ele precisa se esforçar além do horário habitual de trabalho – a chefe passa pela sua mesa, procura saber se está tudo seguindo como deveria, deixa a empresa e volta para a sua casa, enquanto o funcionário se detém com a atividade em questão no escritório.
Se você começou a ler o texto e não viu o vídeo, sugiro que dê um pulinho ali em cima e aperte o play antes de prosseguir a leitura.
A história segue com a chefe voltando para casa e preparando o seu jantar, enquanto o funcionário se esmera em executar a tarefa noite adentro. Só que as coisas não eram assim tão simples – ao receber uma ligação da mulher chamando-o para vir para casa jantar, percebemos que além de chefe, a protagonista do comercial é também esposa do funcionário.
As interpretações nas redes variaram bastante: feministas ficaram ultrajadas com a moral da história, que dá a entender que mesmo sendo chefe, é preciso voltar para casa, cozinhar e receber o marido linda e sorridente no fim do expediente dele. Outras feministas, no entanto, alegam que o vídeo retrata uma série de escolhas da mulher, que vão desde ordenar que o marido cumpra uma tarefa na empresa até o cozinhar por gosto, e não por uma obrigação social.
Não acho que o feminismo é feito de preto-no-branco, e as questões são bem mais complexas do que pode parecer. A moça do vídeo parece suficientemente consciente e empoderada para realmente ter escolhido cozinhar para receber o marido; no entanto, mesmo sem entender completamente os diálogos, a impressão que tive foi que o preparo do jantar seria uma forma de ‘consolá-lo’ pelo esforço extra no trabalho, que teria sido ordenado por ela. E aí ficou confuso.
Debates à parte, o que me surpreendeu mesmo é que a empresa retratada seja tão evoluída que permita que marido e mulher estejam em posições subordinadas um ao outro (independentemente de quem seja o chefe), já que existe um claro conflito de interesses.
Post originalmente publicado no Brainstorm #9
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Ele odiava improviso. Era visto como difícil, manipulador, obcecado com planejamento e detalhes. Ainda assim foi um dos diretores mais inventivos e inovadores da história do cinema, com uma obra brilhante, que associou sucesso de bilheteria a qualidade.
Em mais um programa da nossa série que fala sobre diretores de cinema, Carlos Merigo, Saulo Mileti, Alexandre Maron e Alexandre Inagaki relembram fatos, curiosidades e características marcantes do Mestre do Suspense, Alfred Hitchcock. E se você não acompanhou os programas passados sobre o assunto, ouça-os: Martin Scorsese, Stanley Kubrick e Quentin Tarantino.
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Nosso curso de Design voltou! E ainda mais: chegou o Módulo 2, de Estética.
Apresentado para mais de 600 alunos, o curso de Design visita a história dessa ciência e abre discussão para uma real compreensão sobre cores, uso de tipografia, construções baseadas no sistema áureo, suas modulações, metodologias de trabalho e muito mais.
Já o módulo 2, curso de Estética, vai fundo no estudo filosófico e prático, analisando peças criativas (do design, publicidade e até mesmo cinema), para compreendermos essa fundamental lógica dos símbolos que nos cercam.
>> INSCREVA-SE!
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Who likes a spoilt salmon?
Well, nobody. That’s why we sort, store and deliver all sorts of perishable goods to more than 100 destinations all over the world, fast and fresh everyday.
Advertising Agency: Happy People Project, Istanbul, Turkey
Creative Director: Yasar Akbas
Creative Group Heads: Atilla Karabay, Selcuk Akyuz
Art Director / Retoucher: Ugur ?slim
Copywriter: Alican Kilicoglu
Illustrator: ?lkay Alptekin
Photographer: Abdullah Özbudak
Additional credits: Orcun Onural, Ozge Tuygur, Sevdam Kocaoglu
Published: June 2014
Who likes a spoilt daisy?
Well, nobody. That’s why we sort, store and deliver all sorts of perishable goods to more than 100 destinations all over the world, fast and fresh everyday.
Advertising Agency: Happy People Project, Istanbul, Turkey
Creative Director: Yasar Akbas
Creative Group Heads: Atilla Karabay, Selcuk Akyuz
Art Director / Retoucher: Ugur ?slim
Copywriter: Alican Kilicoglu
Illustrator: ?lkay Alptekin
Photographer: Abdullah Özbudak
Additional credits: Orcun Onural, Ozge Tuygur, Sevdam Kocaoglu
Published: June 2014
Who likes a spoilt egg?
Well, nobody. That’s why we sort, store and deliver all sorts of perishable goods to more than 100 destinations all over the world, fast and fresh everyday.
Advertising Agency: Happy People Project, Istanbul, Turkey
Creative Director: Yasar Akbas
Creative Group Heads: Atilla Karabay, Selcuk Akyuz
Art Director / Retoucher: Ugur ?slim
Copywriter: Alican Kilicoglu
Illustrator: ?lkay Alptekin
Photographer: Abdullah Özbudak
Additional credits: Orcun Onural, Ozge Tuygur, Sevdam Kocaoglu
Published: June 2014
Who likes a spoilt carrot?
Well, nobody. That’s why we sort, store and deliver all sorts of perishable goods to more than 100 destinations all over the world, fast and fresh everyday.
Advertising Agency: Happy People Project, Istanbul, Turkey
Creative Director: Yasar Akbas
Creative Group Heads: Atilla Karabay, Selcuk Akyuz
Art Director / Retoucher: Ugur ?slim
Copywriter: Alican Kilicoglu
Illustrator: ?lkay Alptekin
Photographer: Abdullah Özbudak
Additional credits: Orcun Onural, Ozge Tuygur, Sevdam Kocaoglu
Published: June 2014
In order to promote a new offer by LMT (Latvian Mobile Telephone) – 6 months of free Spotify Premium music streaming – we created an ad that would show just how easy it is to become a music millionaire and enjoy up to 20 million of your favorite songs everywhere you go.
Advertising Agency: DDB, Latvia
As 9To5Mac reported yesterday, Apple just gave its social media marketing department a big boost with the addition of Musa Tariq as its new head digital marketing director.
Tariq arrives at Apple from Nike, where he served as global senior director of social media and community since October, 2012. Before that, he was global director of social media, digital marketing, at Burberry — a position he held for about one year before jumping to Nike.
The hire follows Apple’s recent addition of a pair of Nike FuelBand engineers to work on its own wearable technology and continues Apple CEO Tim Cook’s penchant for poaching talent from Nike. Tariq also reported directly to Apple retail and online stores chief Angela Ahrendts while they were both at Burberry, where “he was instrumental in working with Ahrendts on growing Burberry’s global brand,” according to 9To5Mac.
Of course, this move also follows Apple’s recent decision to take more of its production work in-house. Some might see it as yet another step in the brand’s plan to take greater control over its own identity.
New Career Opportunities Daily: The best jobs in media.
Professional cyclist Danny MacAskill turns the Playboy Mansion grounds into his personal trick course in a new online spot for Red Bull (which appears to have been made in-house).
MacAskill can be seen grinding on railing, riding backwards on one wheel down a hill and jumping over walls, with some Playmates thrown in for good measure(although featured less prominently than you might expect). There’s not a lot to the 2:08 video: just MacAskill’s tricks with the Playboy Mansion’s attractions in the background; but the video is well shot and edited, and the song selection (“9.2.5? by Ghosthouse), although quite cheesy, fits the footage well. The brand may risk alienating some casual consumers with the spot (especially women), but their core demographic will likely appreciate the low-brow mix of extreme sport and silicon-enhanced cleavage.
New Career Opportunities Daily: The best jobs in media.
CEO Gwyn Jones, who spent an impressive 27 years in various roles at BBH, will step down almost exactly two years after Publicis took full ownership of the agency. He will be replaced by current BBH COO/former Unilever marketing heavyweight Neil Munn (above).
Adweek tells us that the move came as something of a surprise, but BBH chairman Simon Sherwood explained everything, saying that the agency chose to continue the trend of hiring CEOs from the client side because Munn “has proper marketing and comms pedigree” and he’s “highly commercial with a deep understanding of client organizations.”
As a reminder of the departing Jones’s leadership style, here’s his extensive note on a round of layoffs that occurred in 2012.
In Cannes news we missed, this announcement also taught us that Jones and the BBH team recently helped launch a production studio with Scooter Braun, otherwise known as the man who should be Justin Bieber’s legal guardian.
New Career Opportunities Daily: The best jobs in media.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.
Among the new releases, actor-comedians Craig Robinson and Jake Johnson star in a new Dodge Dart spot that comes with its own tagline/URL, donttouchmydart.com, that takes to you a YouTube channel with more spots in the series. And an Under Armour commercial starring ballet dancer Misty Copeland that’s already a hit on YouTube with nearly four million views (Creativity previewed it and made it an Editor’s Pick last Thursday) got five national TV airings yesterday — two on MTV and three on E!, per iSpot’s 24/7 tracking.
It’s also already the most engaging ad on the air right now, according to iSpot measures of digital activity around it.
Jim Parsons, Johnny Galecki and Kaley Cuoco made deals with Warner Bros. Television for an additional 72 episodes.
Fine, previously known as Fine Design Group, is one of the oldest “digital agencies” around. After founding the company in the halcyon dial-up days of 1994, brothers Kenn Fine and Steven Fine created “some of the first marketing websites on the public Internet” with the help of partner Josh Kelly.
While the Fine brothers made their livings in molecular biology and bicycle apparel, Kelly had a different kind of background: advertising. In fact, he played a marketing role at DDB/Publicis early in his career, which explains the future direction of his partners’ digital branding business.
Now the Fine brothers have progressed, through two decades of digital work, to become a shop specializing in the sorts of things that dominate conversations in the ad industry: “websites, mobile sites, digital video, applications, social media, and search engines.” In their own words, they’re “an agency for the digital age.”
The redesign specialists recently gave their own home page a makeover and changed their name — and they collectively answered our questions about their own rebranding and the future of the agency model in the digital world.
New Career Opportunities Daily: The best jobs in media.
The Kool-Aid Man, who was reborn last year in CGI form by Saatchi & Saatchi, New York, will soon have a new agency caretaker.
A Kraft Foods Group spokesman confirmed that the marketer will move the kids’ drink brand, along with Capri Sun, from Saatchi to another agency on its roster that it hasn’t yet determined. Kraft’s creative agencies include McGarryBowen (Oscar Mayer); CP&B (Macaroni & Cheese, Jello); TBWA, New York (Planters); WPP’s Taxi (Maxwell House); and Wieden & Kennedy (Velveeta Cheesy Skillets).
“We are looking at our roster for the best fit,” spokesman Russell Dyer stated in an email. “We deeply appreciate Saatchi’s partnership on these brands over the last few years.”
Feeling energized after a few successful triathlon campaigns, the dairy trade group MilkPEP has decided to run another — this time with chocolate milk.
“Mission Apolo: Built With Chocolate Milk,” an integrated campaign for starring Olympic medalist Apolo Ohno, will begin airing this week on a number of sport- and activity-focused channels, including NBC, NBC Sports Network and Outside TV. The print element will debut in cycling enthusiast publication Velo News later this month, then make appearances in magazines including Runner’s World and Men;s Health. A series of webisodes tracking Mr. Ohno’s training regimen as he prepares for the Ironman triathlon will also be released regularly throughout the campaign.
The campaign is the second MilkPEP campaign to feature a retired athlete training for the Ironman, and more proof that the trade group has found a strategy it intends to build on.
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