Hasta La Creative!

Does the three-minute “Perspective” film that kicked off Apple’s product event on Tuesday borrow ideas from a popular music video by OK Go? The band seems to think so and is weighing its legal options, its manager, Andy Gershon, tells Bloomberg Businessweek.

Both “Perspective” and OK Go’s “The Writing’s on the Wall” video take place inside large white rooms and rely on optical illusions. In Apple’s mainly black-and-white video, tricks of perspective make inspirational slogans like “See things differently” and “Follow a vision” appear as the camera pans around.

OK Go’s more colorful film sees band members interacting with various objects in different ways to create a series of hypnotic visuals. That video has been viewed more than 10 million times since June and won an MTV Video Music Award for optical effects.

Perhaps most damningly, Gershon says OK Go pitched its visual concept to Apple in April, hoping for a collaboration with the brand, but the company declined. After OK Go made its own video, Apple hired the same production company, 1stAveMachine, to create “Perspective.”

Apple did not immediately respond to AdFreak’s requests for comment.

In advertising and other creative fields, it’s not unusual for similar concepts to crop up in work from different sources. Tricks of perspective have been used in several notable campaigns lately, including this trippy Honda CR-V spot from 2013, which some found derivative of an earlier ad by Audi.

For Apple, it’s a particularly thorny issue, though, because appearing to borrow concepts from others repudiates the brand’s core message of being original and innovative. Simply put, Gershon believes Apple didn’t think differently enough when creating its film. “The videos speak for themselves,” he says, “and you can draw your own conclusions.”

Focus sur la bande-annonce de « Saint Laurent », le prochain film de Bertrand Bonello présenté au Festival de Cannes, qui racontera la vie du couturier et son influence sur le monde de la mode. L’affiche rassemble Gaspard Ulliel, Jérémie Renier, Louis Garrel et Léa Seydoux. Une sortie prévue pour le 24 Septembre.

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Avant la sortie, Fubiz vous offre 10 places de cinéma pour 2 personnes ainsi que 5 vinyles de la BO du film. Le tirage au sort aura lieu le mercredi 17 Septembre. Pour participer, il vous suffit de laisser un commentaire sur l’article, mais aussi de rejoindre la page Facebook de Fubiz avant le mardi 16 septembre minuit, ou de RT l’article sur Twitter. Les gagnants seront tirés au sort parmi les réactions.

(TrendHunter.com) The top September 2014 unique ideas offer no shortage of bizarre, unexpected and—at times—completely outlandish products and services. Brands are pushing themselves more than ever to…

Appelé « 1/2 Stool », ce tabouret fabriqué par les équipes polonaises de WitaminaD est constitué de la moitié d’un tronc d’arbre. Monté avec des éléments métalliques coupés au laser, cet objet stable et durable propose un design minimaliste des plus réussis et peut être aussi utilisé comme table de chevet. A découvrir dans la suite.

Kraft Foods has been doing content marketing for decades — its 18-year-old Food & Family magazine once mailed free to one in 10 U.S. households was later converted to paid circulation and is still beats such titles as Food & Wine, according to Julie Fleischer, the company’s director of data, content and media.

But it was only two year ago, when Kraft split from Mondelez, that the company really started getting its act together in content, said Ms. Fleischer in a keynote speech at the Content Marketing World in Cleveland on Tuesday. Kraft now generates the equivalent of 1.1 billion ad impressions a year and a four-times-better return on investment through content-marketing than through even targeted advertising, she said.

Ms. Fleischer, the Content Marketing Institute’s “Content Marketer of the Year” for 2014, said one key to Kraft’s success has been thinking of content in some ways the same as paid advertising.

Continue reading at AdAge.com

Design, Print
Melbourne Food and Wine

Our task was to persuade jaded critics to experience The Melbourne Food & Wine Festival with fresh palates. The posters we created are part of our ‘Discover Something New’ campaign, based on the insight that food and wine lovers search endlessly for different culinary experiences. Each visual combines two symbols to represent a sensory journey. Drawing on inspiration from classic food and beverage posters, we juxtaposed traditional screen-printing with a modern style to give this genre an intriguing twist. The posters were displayed at Melbourne’s finest restaurants prior to the festival.

Advertising Agency:Ogilvy & Mather, Melbourne, Australia
Art Director:Brett Edwards
Designer:Alice Kenny
Copywriter:Tim Pashen
Print Producer:Felicity Sanders
Producer:Mary Darzi
Chief Creative Officer:Steve Back
Executive Creative Director:Brendon Guthrie
Publishing Company:Dangerfork
Design:The Craft Shop
Planner:Eugene Catanzariti
Account Executive:Shane Mitropoulos
Account Manager:Mahli Pullen
Group Account Director:Nici Henningsen

After all the built-up anticipation for Apple’s big reveal yesterday and all the talk of the watch and Apple Pay, the first two TV spots out of the gate are for the iPhone 6 and iPhone 6 Plus. The ads feature the two phones, two hands and two dudes. In one, the duo does little more than sing Also Sprach Zarathustra in an attempt to make the phones seem epic. In the other, touting the health functions of the phone, they try to outdo one another with steps taken and calories consumed.

Asked whether TBWA/Media Arts Lab or Apple’s in-house agency took the lead on the creative, a spokesman said in an email only that all its spots are a collaboration.

Continue reading at AdAge.com

Here’s a sign that you might have a PR problem: When TMZ lectures you on morality.

Mr. McCarthy said league will will continue to work with its sponsors and fans “to let them know that we made a mistake and we will do better.” In Mr. Goodell’s August letter, he said that “in the coming months, we will explore meaningful ways to incorporate domestic violence and sexual assault awareness and prevention into our public service work. We will do this with the assistance of responsible outside organizations and the potential participation of current and former players, coaches and families who have been affected and are willing to speak out.”

Continue reading at AdAge.com

Manchester United’s sale of 5m branded goods, including 2m replica shirts, contributed to record annual revenues of around £420m and a profit of £25m.

Advertising expenditure in West Europe will grow for the first time in two years driven by the strong UK ad market.