Hasta La Creative!

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São Paulo tem enfrentado um dos momentos de seca mais complicados dos últimos anos. Alguns bairros já têm enfrentado um racionamento de água não oficial, com torneiras secas durante a noite, e uma das principais preocupações do paulistano hoje é saber se a chuva que caiu aqui ou ali chegou a pingar também na Cantareira, represa que abastece a região.

Para sanar essa dúvida, Mauro Mandil, Felipe Drummond e Matheus Murbach criaram o site ChoveuNaCantareira.com, que responde de forma direta e em letras garrafais se choveu (ou não) na Cantareira.

A informação sobre se houve chuva ou não na área da Cantareira é atualizada através de uma parceria com o projeto “Nossa Água SP”, que usa dados da Sabesp. “Mas os dados não são muito confiáveis, então sempre damos uma conferida manualmente”, explica Matheus Murbach, responsável pelo “Nossa Água SP”.

Até o momento, a página já teve mais de 27 mil acessos, mostrando que por mais que as pessoas se interessem pelo assunto, a resposta básica – choveu ou não? – ainda está sendo oferecida de uma forma mais prática pelo site ChoveuNaCantareira.

Post originalmente publicado no Brainstorm #9
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In the current issue of Advertising Age, you’ll find a piece titled “YouTube Stars You May Not Know — But Should.” I was tipped off to the existence of this story by me (I wrote it up based on suggestions from colleagues).

Having watched countless hours of YouTube videos while trying to help decide the handful of rising stars we’d end up highlighting, I think I’ve gained some insight into what, exactly, is going on with this whole “YouTube stars” phenomenon. Namely:

These are truly mainstream stars

Continue reading at AdAge.com

Amsterdam-based international agency Etcetera/DDB has a new integrated campaign for TNT, introducing the new tagline, “The People Network.”

For a 50-second broadcast spot, Etcetera/DDB created a delivery truck made out of people. As traffic builds up heading into a tunnel, the people break away and run with packages through the tunnel, reassembling once the traffic dies down, as a boy looks on amazed. The campaign took 100 days for Etcetera/DDB to create, from ideation to execution, working closely with TNT. It rolls out in eight key markets this week, with the broadcast effort supported by digital, OOH, direct, promotion, print and radio components, eventually rolling out in 30 different European countries.

Dick van der Lecq, MD of Etcetera said, “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight.”

Stick around after a jump for a look at the making of the human truck in the spot. (more…)

New Career Opportunities Daily: The best jobs in media.

Geico introduces its latest advertising theme, “It’s what you do,” in this amusing horror-movie sendup from The Martin Agency that breaks just in time for Halloween.

Much like the insurer’s “Did you know?” commercials, and the ads featuring Maxwell the pig and Caleb the hump-day camel, “It’s what you do” espouses the wisdom of switching to Geico in order to save money. Some other things people do aren’t nearly so clever.

For example, teens in scary films are famous for making bad choices that significantly increase their peril. That’s just “what they do.” Here, a bunch of numbskulls on the run from a murderous maniac look for a hiding place—and consider an attic, a basement, a spooky running car and a garage crammed full of chainsaws.

When one girl suggests hightailing it to the cemetery, that actually seems like a smart idea, because this clueless crew will probably wind up dead anyway.

CREDITS
Client: Geico
Vice President, Marketing: Ted Ward
Manager, Broadcast Production and Agency Relations: Amy Hooks
Marketing Planner: Amy Ruddell
Marketing Coordinator: Katherine Kalec
Marketing Coordinator: Tom Perlozzo

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
SVP/Group Creative Director: Steve Bassett
SVP/Group Creative Director: Wade Alger
SVP/Creative Director/Art Director: Sean Riley
Senior Copywriter: Ken Marcus
VP/Agency Executive Broadcast Producer: Molly Schaaf
Bid/Prep/Shoot/Edit Producer: Alex Scheer-Payne
Vfx/Finishing Producer: Sam Tucker
Agency Junior Producer: Emily Taylor
Business Affairs Supervisor: Suzanne Wieringo
Senior Integrated Production Business Manager: Amy Trenz
VP/ Group Account Director: Brad Higdon
Account Supervisor: Parker Collins
Account Executive: Meg Ingraham
Senior Project Manager: Jason Ray

Production Company: Hungry Man
Director: Wayne McClammy
Director of Photography: Bryan Newman
Executive Producer Mino Jarjoura
Producer: Nate Young

Editorial Company: Mackenzie Cutler
Editor: Ian MacKenzie
Assistant Editor: Nick Divers
Executive Producer: Sasha Hirschfield
Editorial Producer: Evan Meeker

Telecine: The Mill
Colorist: Fergus McCall

Audio Post Company: Rainmaker Studios
Engineer: Jeff McManus

Horror Movie:
Conform: Running With Scissors
Conform Artist: Chris Hagen
Executive Producer: Scott Friske 
Producer: DeeDee Ray

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Tesco made an appeal to the Intellectual Property Office this week, asking the body to overturn its decision not to allow it to register the dashes under the retailer’s logo as a trademark.

Dear social media pioneers: You have set a high bar for social media marketing, but now brands are catching up. Huge companies like Dell, IBM and PepsiCo have started to discover your once seemingly mysterious strategies and insights, and they are teaching them to thousands of their employees.

As it turns out, these socially engaged employees aren’t just good — they rock. They are 27% more likely to feel optimistic about their company’s future and 20% more likely to stay at their current company, according to a report from LinkedIn and Altimeter Group. In addition, socially engaged companies are 57% more likely to get increased sales leads and 58% more likely to attract talent.

Social pioneers, you have done well setting the stage, and companies are finally realizing that anyone can be a social rock star, too. So they’re raising social armies — aka social businesses where the ethic of social media creates happier employees who discover their own voice, drive increased engagement and co-own the voice of the brand. They are the social marketers of the future.

Continue reading at AdAge.com