Hasta La Creative!

DiGiorno Pizza has become one of the top brands on Twitter thanks to its quick wit and good ear for real-time conversations, but one careless tweet last night put that reputation at risk.

After a video of Ray Rice punching his then-fiancee Janay Palmer led to his termination from the Baltimore Ravens on Monday, thousands of women took to Twitter to discuss their physically and emotionally tortuous experiences in abusive relationships. They used the #WhyIStayed hashtag to fight the victim-blaming attitude of Palmer’s critics, who had questioned why she would marry a man who knocked her unconscious.

Jumping onto the popular hashtag, DiGiorno clearly didn’t look into its context before tweeting, “#whyistayed You had pizza.”

Example of a brand using a trending topic without understanding the context #Advertising #SocialMedia #WhyIStayed pic.twitter.com/iTSmfaT6Xv

— Scott Paul (@scottatslee) September 9, 2014

The backlash was swift, and within minutes the tweet had been deleted. The brand then posted the apology above, noting: “A million apologies. Did not read what the hashtag was about before posting.”

It was a boneheaded mistake, to be sure, similar to snack brand Entenmann’s famously regrettable decision to tweet on the hashtag #notguilty, failing to realize it was trending because Casey Anthony had been aquitted of murdering her daughter.

But in Entenmann’s case, the brand responded by simply abandoning Twitter for years, leaving their account as a scorched-earth monument to poor decisions.

DiGiorno has, so far, taken the more mature and difficult approach. Since last night’s #whyistayed tweet, the brand has been responding to dozens of Twitter users offended by the post. Each response has been personalized and is clearly sincere, which is a nice reprieve from the usual copy-and-paste approach to dealing with bad PR in social.

So while DiGiorno is sure to take more heat today for a truly dumb tweet, it’s good to see the brand’s social team didn’t just close down the account, smash their phones on the ground and hop the first plane to the tropics.

Via Mic.

Em dia de apresentação da Apple, essa arte de Banksy é uma reflexão perfeita. A empresa deve confirmar o lançamento de uma nova geração de iPhones, com mais recursos, quem sabe uma tela maior e um gadget mais fininho e leve, e já causa filas nas lojas norte-americanas.

No entanto, será que os gadgets móveis estão realmente melhorando nossa qualidade de vida, ou nos tornando completamente dependentes dele? Quantas vezes acabamos esquecendo a carteira, mas não deixamos o celular para trás? Quantos de nós dormem com o smartphone no criado-mudo, fazendo dele a última coisa que vemos antes de dormir e a primeira que tocamos antes de acordar?

Na imagem, divulgada em um perfil do Twitter de fãs de Banksy, o celular se enraíza nas mãos do usuário – seria essa uma relação de simbiose ou de parasitismo?

pic.twitter.com/Q1dKwJHRi9

— banksy (@thereaIbanksy) August 29, 2014

O mesmo Banksy já havia anteriormente provocado a nossa relação com smartphones, ao mostrar um casal abraçado que não se olha nos olhos, mas que mira a tela iluminada nas costas do outro.

Post originalmente publicado no Brainstorm #9
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Roza Khamitova, une créatrice de mode basée à Melbourne, a réalisé une collection d’écharpes avec des motifs d’ailes d’oiseaux. Le port de l’écharpe sur les épaules crée l’illusion d’un déploiement d’ailes. Des créations poétiques en coton qu’on peut acheter sur son Shop Etsy, à découvrir en images.

(TrendHunter.com) The feminine rock’n’roll fashion featured in the bi-annual magazine of Supertrash is perfect for the upcoming fall season. Equal parts edgy and glamorous, it helps show women that their female…

É isso mesmo o que você leu no título deste post. Um grupo de 54 estudantes do programa de Diretor de Arte Interativa do Hyper Island, na Suécia, desenvolveu um código que “traduz” a música em receitas personalizadas de almôndegas (suecas, piada pronta para um desenho do Pica-Pau).

Diferentemente de serviços como o Turntable Kitchen e o Vinyl Me, Please, que harmonizam a música com alimentos e bebidas, o Beatballs usa o ritmo, harmonia, melodia e humor, entre outros elementos, para criar receitas que permitam que você não apenas ouça a sua música favorita, mas também descubra qual seria o sabor dela.

E para quem quiser testar, no site da Beatballs é possível fazer uma busca das músicas que já foram transformadas em receitas.

A grande sacada, entretanto, é que os criadores do aplicativo agora querem transformar o protótipo da Beatballizer – uma máquina de fazer almôndegas a partir das músicas – em um eletrodoméstico presente nas cozinhas ao redor do mundo. Para isso, eles estão tentando financiar o projeto via Kickstarter. O valor pedido é US$ 350 mil, até dia 8 de outubro.

Será que a ideia vai virar?

Post originalmente publicado no Brainstorm #9
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In 1957 Dove soap started advertising for the first time.
They ran a press ad with a woman luxuriating in a bathful of bubbles.
The headline said HEAD OVER HEELS IN DOVE.
The copy had the woman saying “Dove makes me feel velvety, all soft and silky smooth. Just the most pampered, the most spoiled, girliest girl in the world”.
Advertising assumed that women were empty headed.
And all they cared about was what men thought of them.
In 1971, Dove ran an ad with a visual of a woman at a party nervously watching her husband talking to a younger woman.
The copy said “Somewhere between the vacuum cleaner and the kitchen sink you got older, and it shows.
But you can still help your skin look younger with Dove”.
Dove was always sold as a way for women to make themselves more attractive to men.
Because that was the way all soaps were sold to all women.
In fact, what made Dove different from other soaps was that it was 25 per cent moisturising cream.
Around 1990, the client noticed Dove s patent was about to expire.
He worried about a competitor copying their formula.
He knew Dove couldn t carry on just saying the same as everyone else.
That was just Market Growth.
Dove s unique advantage was about to come to an end.
Their advertising would have to work a lot harder.
Their advertising would have to be about taking Market Share.
Ogilvy put a young female creative team on the account: Nancy Vonk and Janet Kestin.
Like all good creatives, they researched the product first.
They found Dove wasn t actually a soap at all.
It had been developed during World War Two to wash the wounds of burn victims.
So unlike soaps, it was pH neutral.
(That meant it had exactly the same alkalinity as human skin.)
Most soaps are really cleansing products.
They strip away the skin s natural moisture, similar to a household cleanser.
The scientists demonstrated it with strips of yellow litmus paper.
They laid them on bars of soap and every single one turned blue.
Then they laid a strip on Dove and it stayed yellow.
Nancy and Janet couldn t believe Dove was keeping this fact quiet.
They immediately turned that demonstration into a TV ad.
Ending on the line DOVE WON T DRY YOUR SKIN LIKE SOAP CAN.
They also ran it as a press ad.
The headline said DO YOU REALLY NEED A HOUSEHOLD CLEANSER TO WASH YOUR FACE?
David Ogilvy was furious, he wrote them a letter saying “Science doesn t sell to women”.
But Nancy and Janet disagreed.
They thought women could handle a rational argument.
It was time for Dove to talk about what made Dove different.
About why you should buy it instead of other soaps.
Nancy and Janet were right.
Dove sales went through the roof.
They were right about Market Share versus Market Growth.
And they were right about treating women as if they had brains.

(TrendHunter.com) Designer Felipe Oliveira Baptista presented his latest collection for Lacoste during New York Fashion Week. The Spring/Summer 2015 runway show featured a mix of graphic athleticwear and structured…

Mais um item para a série “como é que ninguém pensou nisso antes” (ou se pensou, ninguém ficou sabendo): a artista canadense Ruth Oosterman teve uma sacada brilhante ao observar os “desenhos” de sua filha de 2 anos, Eve. Enquanto a maioria enxerga apenas rabiscos, ela se propôs a olhar com os olhos de uma criança para descobrir figuras fantásticas e, consequentemente, fazer com que eles aparecessem também para aqueles com a visão mais limitada.

A série Through a Child’s Eyes ainda está bem no começo, mas dá indícios de ser um projeto que vale muita a pena ser acompanhado. Em seu blog, Ruth explica que o processo colaborativo com Eve é simplesmente deixá-la desenhar o que quiser para, em seguida, usar aquarelas para transformar as pinturas.

Os posts geralmente são acompanhados de vídeos que mostram como o trabalho é feito.

De qualquer maneira, é uma ideia bacana para pais e filhos criativos, que podem passar boas horas compartilhando ideias e fazendo arte.

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Liz Ross, North American president of Interpublic Group’s BPN, has been named to the newly created post of chief marketing officer at IPG Mediabrands, the media agency network that houses BPN and siblings such as Initiative and UM.

“Liz is responsible for further defining the mission and vision of our network,” IPG Mediabrands CEO Matt Seiler said in a staff memo. “She will work closely with me, and the rest of the global leadership team, as well as the corporate communications and the business development teams to help identify and spark new client conversations.”

Ms. Ross had been president of BPN since Mediabrands introduced it as a third media agency two years ago. BPN won a few big pieces of business, such as Hillshire and Morgan Stanley, under Ms. Ross, and she’ll continue to oversee many of those relationships. She’ll also continue to oversee the shop’s operations until the firm announces a successor.

Continue reading at AdAge.com

Culture secretary Sajid Javid will raise questions around the television licence in a presentation to the Royal Television conference today, asking if it is time to decriminalise non-payment in the UK.