Hasta La Creative!

A Fast Company resolveu contar um pouco sobre os 74 anos do trabalho de marketing realizado pela rede de lanchonetes McDonald’s em um vídeo de pouco mais de 2 minutos. Brand Evolution of McDonald’s mostra como a marca tem trabalhado para se reiventar nas últimas 7 décadas, especialmente nos últimos anos, para conseguir atender a demanda do público por lanches mais saudáveis.

A McDonald’s Bar-B-Q foi fundada em 1940, na cidade de San Bernardino, na California. Oito anos depois, entretanto, os irmãos Richard e Maurice McDonald fecharam o restaurante para reabri-lo três meses depois, com um novo cardápio – basicamente aquele que vemos até hoje. A partir daí, foram diversas mudanças no logotipo, mascote e a criação de ações focadas no público infantil.

Essa não é a primeira vez que a Fast Company mostra o trabalho desenvolvido por algumas marcas. Recentemente, ganharam destaque a Volkswagen, Apple, Budweiser e Coca-Cola. A real é que, quando você tiver um tempo, vale muito conferir o canal da revista no YouTube.

Post originalmente publicado no Brainstorm #9
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Lowe’s is set to unleash a retail-ready, multilingual robot. The project is designed to help shoppers navigate stores quickly and easily.

“People want to come in and find exactly where they want to go,” said Kyle Nel, executive director of Lowe’s Innovation Labs. “And they want to have a conversation instead of trying to find a map.”

Customers can talk to the robot, OSHbot, like they to would speak to a typical sales associate, and it recognizes and responds in multiple languages. It’s equipped with a screen that shoppers move through “Minority Report-style” — it recognizes hand gestures made in front of the screen and can be used as a typical touch screen as well. OSHbot is also mobile and will roll up to customers to greet and escort them through the aisles.

Continue reading at AdAge.com

You thought Coca-Cola was getting personal when it rolled out 250 bottle labels featuring people’s first names. Well, Diet Coke just went and individualized 2 million bottle designs.

Coca-Coca Israel created the campaign, with help from Gefen Team, Q Digital and HP Indigo. (In fact, it was Indigo, which was founded in Israel, that helped Coke solve the enormous production challenges around the “Shake a Coke” campaign when it first rolled out in Australia in 2011.) For the Diet Coke project, a special algorithm led to a unique design technique that allowed millions of designs to be completely auto-generated.

The resulting product conveys to “to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles,” said Alon Zamir, vp of marketing for Coca-Cola Israel. (Dr Pepper, whose whole campaign is built around being one of a kind, is going to be pissed about this.)

The concept nicely extended to the ad campaign, which featured hundreds of uniquely designed billboards, as well as point-of-sale stunts that sold T-shirts and other merchandise featuring your specific bottle design.

The genius of “Share a Coke,” of course, was how personalized it felt, rather than how personalized it actually was. (Your first name isn’t exactly unique, after all—and if it is, it wasn’t on a Coke bottle.) Still, the Diet Coke idea is a conceptual and executional triumph—the designs look fantastic, on top of it all—and a brilliant stunt, even if it won’t generate the same level of buzz.

Check out more images below, along with a case study video showing the process.

Via PSFK.

Injured armed forces personnel and the families of those killed in action are the stars of a new print campaign, shot by Rankin, for The Royal British Legion.

Dame Helen Mirren has been named as the new UK ambassador for L’Oreal, in a move which has been hailed as a celebration of natural older beauty.

Talentoso coreógrafo de Cisne Negro, Benjamin Millepied assina a direção do belíssimo As One, filme criado pela JWT de Londres e produzido pela Rattling Stick para a marca de jóias Forevermark.

Com uma delicadeza singular, o comercial é todo em preto e branco celebra o amor – ou a união de duas pessoas por meio de uma promessa, selada com um anel de diamantes.

A bela fotografia, assinada por Tobias Regell, ajuda a criar um clima de puro romance. Vale o play.

Post originalmente publicado no Brainstorm #9
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Interpublic Group media agency BPN has named Eleven President Rob Kabus its new global CEO.

The hire follows the departure of BPN CEO Mauricio Sabogal in June and the elevation of BPN U.S. President Liz Ross to a new marketing role within Interpublic media agency network Mediabrands, which includes BPN, Initiative and UM. Mr. Sabogal left to join WPP out-of-home group Kinetic as CEO.

Mediabrands started BPN from scratch in 2012, initially shifting accounts such as Subaru, Applebee’s and Six Flags to the fledgling agency from its sibling shops. Since then, BPN also pitched and won a handful of accounts and projects, including Hillshire Brands in North America, Morgan Stanley and Famosa Toys, as well as a handful of global assignments under Mr. Sabogal.

Continue reading at AdAge.com

Each of these companies has either released or is producing ad platforms that will use their data to make ad buys across the web. Rakuten, a large Japanese e-commerce company, also introduced a U.S. ad business last month with the expectation that it will eventually use its first-party data to sell ads.

In addition to these giants, many marketers — including Kraft, Netflix and Kellogg — are using their own data in-house so they control their approach to automated ad buying.

By using their own data, marketers can reduce their dependence on ad-tech middlemen, which can charge 15% per transaction in many cases. For example, Kraft used its data as a negotiating chip to lower these rates, according to Bob Rupczynski, a VP leading the company’s in-house data effort. “I think you’ll see a correction,” he said, speaking of ad-tech rates.

Continue reading at AdAge.com

With yet another selfie campaign launching, Jam’s planning director, Simon McEvoy, questions whether the phenomena should come to an end.

The Gym Group, the budget gym operator, has appointed MEC as its media agency.