Google testa oferecimento de consulta online para quem busca por sintomas

A busca começa com ‘dor de garganta’ e acaba com um pequeno ataque de pânico depois que você descobre que aquele sintoma que parecia inocente pode ser um suposto indício de câncer.

Desde que o Google é Google, a indexação de informações sobre doenças desespera pessoas que provavelmente têm uma simples virose, e incomoda médicos, que precisam lidar com pacientes desesperados, achando que vão morrer ou que precisam urgentemente de uma ressonância magnética.

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Afinal, se você já teve 5 minutos de insanidade e resolveu procurar seus sintomas no Google, com certeza sabe que tudo acaba em câncer ou em morte.

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Para lidar exatamente com esses paraquedistas hipocondríacos que o Google está testando oferecer Helpouts, espécie de Hangouts com especialistas, logo abaixo das buscas relacionadas a sintomas. Assim, médicos poderiam aconselhar quem estiver fazendo uma busca por condições de saúde, evitando que o paciente saia desesperado do buscador, direto para o hospital.

“Estamos testando essa funcionalidade para ver se ela é útil para as pessoas”, esclareceu um porta-voz do Google à FastCompany, em resposta sobre um print feito por um usuário do Reddit que procurava por ‘dor no joelho’ – logo abaixo da caixa de busca, um link sugeria a conversa com um médico, de forma instantânea.

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Brainstorm9Post originalmente publicado no Brainstorm #9
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Central Perk Pop-Up Shop Draws in TV Fans, Coffee Lovers


Warner Bros. opened a real-life Central Perk in New York City to celebrate the 20th anniversary of the classic sitcom “Friends.” The TV group partnered with Eight O’Clock Coffee and agency Source Marketing to bring the program’s fictional coffeehouse to life.

The pop-up shop attracts thousands of fans a day, and is seen by 150-year-old Eight O’Clock Coffee as a means to connect with contemporary audiences. The marketing effort is “significantly more” than the TV company would normally put towards a show that’s two decades old, said Lisa Gregorian, president and CMO of Warner Bros. Television Group. The pop-up shop closes on Oct. 18, but Ms. Gregorian said a permanent Central Perk “would be a dream come true.”

Continue reading at AdAge.com

Mr. Mucus Survives and 'Evolves' in First Mucinex Work By McCann


Mr. Mucus has survived a change of agencies. But in the first work by McCann since the agency won the Mucinex account, he’s “evolved” into a “snotty little anti-hero” moving from a 2-D world to a somewhat lesser role in a 3-D existence.

An in-house team at Adams Respiratory Therapeutics created the green spokeslime in 2004 and he survived the transition when RB (formerly Reckitt Benckiser) bought the brand in 2007. He carried years of sales and share gains on his viscous green shoulders. But he — and his extended family — seemed like an endangered species when the company moved the account, along with sibling cough-syrup brand Delsym, to McCann in May following a sales slowdown last cold and flu season.

But Mr. Mucus lives on in the new “Let’s End This” integrated marketing campaign, which succeeds the 10-year-old “Mucinex In. Mucus Out” campaign and tagline.

Continue reading at AdAge.com

'Gotham' Grows in Season's First Commercial Ratings, but TV Sees Little Overall Gain


The premiere of Fox’s “Gotham” saw a big ratings bump between its initial airing and its first three days of delayed viewing, but the first batch of Nielsen’s “C3” ratings this fall also suggest that time-shifted TV is also still largely marked by ad-skipping.

During the first official week of the 2014-15 broadcast TV season, Sept. 22 through Sept. 28, the average live-plus-same-day rating for all 58 first-run prime-time shows on the Big Four networks was a 2.4 among adults 18 to 49 years old, according to data provided by a Nielsen researcher. Given that a ratings point represents 1.27 million members of the coveted demographic, a 2.4 rating equals just under 3.05 million viewers in that age range.

When the three days of commercial deliveries were factored in, the Week One average inched up just 5%, to a 2.5 rating. In other words, despite all the marked increases the networks are touting with their time-shifted program ratings, the evidence continues to show that viewers who “catch up” via their DVRs are usually zipping through the ads.

Continue reading at AdAge.com

Personal Baby: Ecography


Print
Personal

Wet Nights. No more.

Personal Baby is a brand that promotes a peaceful sleep for babies, with 10 hour protection. Babies can not stay wet forever, as if they were in the womb.

Advertising Agency:Miami Ad School/ESPM, Sao Paulo, Brazil
Creative Director:Paulo Andre Bione
Art Director:Luan Almeida
Copywriter:Luan Almeida

Corega Tabs: USA Flag, UK Flag


Print
Corega

Green in wrong place bothers. Even more in your teeth.

Green in wrong places bothers everyone. Can you imagine something green in your teeths? Corega Tabs is a denture cleaner, the cleaner gets within five minutes.

Advertising Agency:Miami Ad School/ESPM, Sao Paulo, Brazil
Creative Director:Paulo Andre Bione
Art Director:Luan Almeida
Copywriter:Giovanna Carmignani

Unilever OMO: Einstein, Mandela, Newton


Print
Unilever

People who get dirty changes the world.

Nelson wouldn’t be Nelson Mandela if he stayed at home. As Isaac Newton or Albert Einstein. People who change the world, ALWAYS get dirty.

Advertising Agency:Miami Ad School/ESPM, Sao Paulo, Brazil

Do Bem Sucos: Natural. Just it.


Media, Promo, Print
Do Bem

Sucos do Bem is a brazilian brand that promotes the natural juice. Just fruit. No water. No sugar. No chemistry. Just the best part of all juices: fruit.

Advertising Agency:FACAMP Faculdades de Campinas, Brazil
Creative Director:Hildebrando Neto
Art Director:Luan Almeida
Copywriter:Luan Almeida

Volia Bundle (TV + Internet): Moments


Film
Volia

Campaign was developed to support image of Volia as a leading company providing TV and Internet in Ukraine.

Advertising Agency:Scholz & Friends, Kiev, Ukraine
?reative Director:Mikhail Krivorouk
Group Creative Head:Irina Boyko
Art Director:Vasyl Moldavchuk
Senior Account Manager:Oksana Golod
Group Account Director:Maryna Rozenbush
Production:Radioactive Film
Executive Producer:Darko Skulsky
Producers:Ole Yakovleva
Directors:Marc Wilkins
DoP:Dmitry Maksimenko
Postproduction:Cinnamon

Greenway: Smoke-free Diwali


Print
Greenway

Short rationale: Diwali is one of the prominent festivals celebrated across India with great fanfare where people lighting up houses with diyas, making colourful rangolis and exchanging sweets is a common sight.
But, there is another practice that creates more problems than spreading happiness – bursting firecrackers. These firecrackers release toxic gases, pollutes the air, generate loud noise, creates humongous amount of dry waste and inflict injuries as well.
The festival of goodwill, prosperity and happiness can be celebrated in a number of ways other than bursting firecrackers. Let’s enjoy a smoke-free and healthy Diwali.

Concept:Amol Mahajan
Copywriter:Amol Mahajan
Art Director:Ashwin Hirwe
Visualizer:Ashwin Hirwe
Additional Credits:Shankar Choudhary, Kunal Bansode

Phosphorescent Street Art in Paris

Après son projet de lune, le street-artist espagnol SpY a récemment inscrit pour la Nuit Blanche à Paris la phrase « I’m not a real artist » avec de la peinture phosphorescente. Après avoir absorbé la lumière naturelle et celle de projecteurs, la phrase s’illumine d’elle-même quand la nuit tombe sur la façade d’un bâtiment de la capitale.

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Chanel No 5 launches epic ad by Baz Luhrmann featuring Gisele Bündchen

Chanel No 5 has launched a three-minute film, directed by Baz Luhrmann and featuring supermodel Gisele Bündchen.

Sir Martin Sorrell labels Omnicom CFO exit 'bizarre'

Sir Martin Sorrell, the WPP chief executive, has hit out at the recent departure of Omnicom’s chief financial officer, Randall Weisenburger, labelling the move “remarkable”.

TD Ameritrade's New Campaign Aims to Give You Confidence


TD Ameritrade began a new $100 million campaign on TV this week, the first work for the marketer from Havas Worldwide New York, which was named lead creative agency in May.

The initial ads are close to pep talks, concluding, “For all the confidence you need, TD Ameritrade. You got this.” They take over for more daunting messages about the “seismic shift” in “what passes for common sense.”

“No matter what type of investor you are or how much experience you have, everyone can use more confidence in the financial decisions they’re making,” said Tim Maleeny, chief strategy officer at Havas.

Continue reading at AdAge.com

Asda slammed by ASA over baby milk nutrition claims

The Advertising Standards Authority has upheld a complaint against Asda, which accused the retailer of promoting the benefits of formula milk over cow’s milk, and has ruled the ad must not appear again in its current form.

McDonald's rolls out 'crowdsourced' burgers

McDonald’s has introduced ‘crowdsourced’ burgers across its menus today, kicking off its My Burger campaign with a TV and digital ad.

Facebook IQ reveals marketing to millennials is flawed

Marketing to millennials is fundamentally flawed as it fails to acknowledge the different characteristics prevalent in how young people interact today, according to a global study by Facebook IQ.

Amazon launches same-day pick-up service in the UK

Amazon is introducing its first same-day collection service at 500 locations across the UK in collaboration with newspaper distributor Smiths News.

Lofty Chair by Piergiorgio Cazzaniga

Designé par l’artiste italien Piergiorgio Cazzaniga pour MDF Italia, cette série nommée Lofty Chair est le résultat d’un travail manuel ingénieux et d’une utilisation de technologie de pointe. Le siège est doté d’une structure autoportante : comme une toupie, l’assise est fixée à son point de gravité. Une déclinaison est également à découvrir en images.

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Diageo to appeal against Parrot Bay ad ban

Diageo is appealing against an Advertising Standards Authority ban on a TV ad ruled as being “strongly likely” to appeal to children.