Hasta La Creative!

This morning we received a couple of tips claiming that a New York agency was losing its Kraft business. But the story is much bigger than that.

We’re still waiting for the official statement from Kraft’s PR department, but a report from Crain’s via AdAge lays out the winners and the losers…and there are a lot of losers.

Moving forward, the multi-headed hydra of a corporation and its many individual brands will work with only four creative agencies: mcgarrybowen, Leo Burnett, Taxi and CP+B.

Full list of agencies that will be losing business after the jump.

(more…)

New Career Opportunities Daily: The best jobs in media.

Créé pour le Grand Départ du Tour de France 2014 à Yorkshire en Angleterre, le projet Ghost Peloton réalisé par NVA réunit cyclisme & chorégraphie athlétique. Chaque coureur, vélo et danseur a été illuminé à l’aide d’un costume sur mesure équipé de LEDs pouvant instantanément changer de couleur, d’intensité de flash et de lumière. Le rythme du mouvement des actions chorégraphiées des participants devient alors une source de créativité et étend la perception de notre environnement.

Dick’s Sporting Goods has launched its holiday campaign with an ad meant to tug at viewer’s heartstrings via a basketball hoop, presumably from Anomaly.

Said piece of sporting equipment is given as a gift from a father to his daughter at the beginning of the spot. We then see the girl grow up via a montage of moments with the basketball hoop in the background, until, finally the family packs her up for college and the father is left to shoot hoops alone. The ad does a great job of building emotion and seamlessly leading into the “Give a gift that matters” tagline. At any other time of year, this kind of approach would run the risk of being deemed to sentimental, but that sentimentality fits pretty perfect with the holiday season.

The ad will run on 19 networks beginning this Sunday and running for several weeks. It kicks off Dick’s “Gifts That Matter” campaign, which will also be supported by social media and digital elements.

New Career Opportunities Daily: The best jobs in media.

CORRECTION: Because of information provided by Kraft, an earlier version of this article erroneously said Razorfish, 360i and Evolution Bureau were leaving the Kraft roster. They will continue to work for Kraft.

Kraft Foods Group is paring down its sprawling agency roster and consolidating much of its work with four main agencies: McGarryBowen, Leo Burnett, Taxi and CP&B.

Continue reading at AdAge.com

Kraft Foods Group is paring down its sprawling agency roster and consolidating much of its work with four main agencies: McGarryBowen, Leo Burnett, Taxi and CP&B.

Agencies leaving the Kraft roster include Droga5, VSA Partners, TBWA, The Martin Agency, 360i, Lopez Negrete Communications, Roberts & Langer, TBWA, Wieden & Kennedy, Razorfish and Evolution Bureau, the company said Friday. The agencies could not be immediately reached on deadline.

“When we became an independent company two years ago, we found ourselves with a rich agency roster filled with best-in-class partners — including more than a dozen agencies of record,” said Russ Dyer, spokesman for Kraft, in a statement to Ad Age. “As a more focused company, we have been reviewing opportunities to right-size and right-cast our agency roster to more appropriately suit our communication needs. All of these agencies are exceptionally talented but a roster this size prevents us from nurturing the types of relationships critical to building, deep and long-standing brand partnerships.”

Continue reading at AdAge.com

Détourner des objets du quotidien afin de les rendre ludiques et graphiques, tel est le projet d’artworks 3D réalisé par Zhivko Terziivanov. D’une poêle à frire votre omelette à une perceuse en passant par un vélo aux roues carrés, les oeuvres ultra colorées de ce bulgare talentueux sont à découvrir en images.

John Lewis may have won Christmas with its penguin ad, but Mother London’s holiday spot for British pharmacy chain Boots is an impressive stocking stuffer in its own right.

Director Noam Murro’s low-key, naturalistic approach really scores as we follow some folks who wake up very early on the day after Christmas and make preparations for a special celebration of their own. The muted documentary style lets the tale shine without reams of tinsel or the glare of too many holiday lights.

“This Christmas, we want to inspire our customers to celebrate the special people in their lives,” says Andy Ferguson, Boots director of marketing, “not just by giving the perfect gift from Boots, but by sharing the reasons they matter for the whole nation to see.”

Boots invites viewers to share stories of those they love using the #SpecialBecause hashtag, and there are campaign elements prepped for digital, direct and outdoor media. The centerpiece 60-second spot, produced by Biscuit Filmworks, is already running online, and breaks Sunday on ITV’s telecast of Downton Abbey.

Sure, there’s some sentimentality—this is a British holiday ad, after all. Still, it’s mainly a realistic people story that expands on themes from Boots’ 2013 Christmas outing. In a way, this new spot recalls A Charlie Brown Christmas—without the religious message—by transcending commercialism to reveal the deeper meaning of the season.

CREDITS
Client: Boots
Agency: Mother London
Producer: Emily Marr
Creative Director: Chaka Sobhani
Creative: Richard Tahmasebi & Pilar Santos
Advertising Agency: Mother London
Sound Design: Anthony Moore
Audio Post Production: Factory Studios
Editor: Neil Smith
Edit Company: Work Post
Post Production House: MPC
Production Manager: Kate Taylor
Production Company: Biscuit Filmworks
Producer: Charlotte Woodhead
Managing Director: Shawn Lacy
Executive Producer: Orlando Wood
Director: Noam Murro

• Read more about Halfords – Nothing beats a bike – (2014) :60 (UK)
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360i has launched a new campaign promoting the latest installment in Toyota’s teen driving safety initiative, TeenDrive365.

Based on safety research by Toyota and the University of Michigan Transportation Institute (UMTRI), the campaign aims to influence teens by targeting the number one influence on how they drive: their parents. The latest additions to the initiative include online tools, expert advice, local events and social media elements. To promote the effort, 360i worked with Toyota on a series of videos targeting parents of teen drivers.

Two of these videos focus on “Parents Who Drive Bad Anonymous,” a fictional (and grammatically challenged) support group for parents who drive poorly and are worried that they’re passing on their questionable practices to their children. In the above video, Deb attends a meeting and admits to texting while driving. “I know I’ve been a bad example. I’ve been texting while I drive and it’s got to stop,” she says to a mannequin wearing headphones, presumably a stand-in for her son. Another “Parents Who Drive Bad Anonymous” video focuses on a dad obsessed with checking on his fantasy team. Another video, part of the “Masters of the Wheel” series, focuses on NHRA driver Antron Brown and his teen daughter.

“As a mother of a teenager, I often remind myself that the things I do behind the wheel go a long way in setting a powerful example,” said Dr. Tina Sayer, Toyota Collaborative Safety Research Center principal engineer and teen safe driving expert. “Experience and education certainly help your teen become a safe and more confident driver, but our research shows us that the biggest factor in how teens will drive is their parents.” (more…)

New Career Opportunities Daily: The best jobs in media.

Perfectly coiffed former Full House patriarch Alan Thicke rolling around on a luxurious king­sized bed: dream or nightmare? It’s for a good cause, so be a sport and play along.

Thicke certainly does. The 67­-year-­old actor, talk show host, reality star and Paula Patton ex­father in law is working hard to sell that piece of castoff furniture. He lolls about on his high-thread­count sheets, eating donuts and reading fake books. While mostly horizontal, he even tags the footboard and autographs some head shots. “Nobody asked for these—I just like signing my face,” he says.

You want to own that beautiful mahogany frame (not mattress), you say? You’re in luck. Bidding happens online Nov. 22.

The stunt, found at AlanThickesBed.com, is a fundraiser for Canadian nonprofit resale chain ReStore, and proceeds from the auction will go to Habitat for Humanity. The videos come from JWT Canada, which plans a social media campaign that will follow the bed from Los Angeles to Toronto.

Credits below.

CREDITS
Client: ReStore/Habitat for Humanity
Agency: JWT Canada
Chief Creative & Integration Officer: Brent Choi
Creative Director: Ryan Spelliscy
Art Director: Dan Bache 
Copywriter: Henry Park
Senior Producer: Shelby Spigelman
Account Team: Lezlie Grossman, Kathleen Dusk, Corrine Luxon, Victoria Radziunas, Melanie Reiffenstein
Client Team: Rob Lee, Lisa Bogart, Joanna Dwyer
Digital Design Team: Patrick Schroen, Bruno Medugno
Director: Only Child (Mike Andrews & Daniel Mabe)
DOP: Roman Jakobi
Production Company: Descendants TV 
Executive Producers: Tasha Litt / Gerard Cantor
Producer: Anton Laines
Post-Production: Alter Ego / AXYZ   
Editing House: Saints Editorial
Editor: Raj Ramnauth
Executive Producer: Michelle Rich
Colorist: Clinton Homuth        
Online: AXYZ?Flame Artist: James Andrews?Producer: Karen Huybers?Music: Silent Joe
Creative Director: Trevor Allan
Producer & Music Supervisor: Jane Heath