John Lewis’ agency Adam & EveDDB is the creative brain behind the retailer’s Christmas campaign, which for many has come to exemplify the power of Christmas advertising.
Não tem jeito. Todo ano é a mesma coisa: basta chegar novembro para as campanhas de Natal inundarem a mídia. E provavelmente uma das mais esperadas é a da John Lewis, que tradicionalmente manda muito bem em seus filmes natalinos. E a expectativa é tão grande – assim como a atenção que eles atraem – que os canais de televisão britânicos costumam disputar quem será o primeiro a exibi-los. Este ano, quem levou foi o Channel 4, que fará a estreia amanhã à noite.
Já há alguns anos, a JL tem usado uma fórmula que não tem erro e, por incrível que pareça, continua dando muito certo: uma boa história capaz de derreter qualquer coração de gelo, uma produção afinadíssima e uma trilha sonora imbatível. Elementos suficientes para a edição anual do ataque das cebolas-ninja.
Este ano, somos apresentados a dois simpáticos personagens, o garoto Sam e seu companheiro fiel, o pinguim Monty. A dupla é inseparável, mas em um determinado ponto, Monty percebe que existe um outro tipo de amor além daquele compartilhado com seu amigo.
Geralmente, parte da expectativa ligada às campanhas de Natal da John Lewis estão ligadas à escolha da trilha sonora – um grande clássico que ganha nova roupagem exclusivamente para estes filmes. Este ano, particularmente, a escolha foi ao meu ver fodástica: Real Love, de John Lennon, aqui interpretada por Tom Odell. Especula-se até que Simone, com Então é Natal, chegou a ser considerada, mas acabou não rolando por barreiras linguísticas (sim, isso foi uma piadinha).
Assim como no ano passado, quando os personagens de The Bear & The Hare ganharam sua própria linha de produtos, criando um novo mercado para a John Lewis, o mesmo acontecerá este ano com o pinguim Monty. No site da loja, uma seção é dedicada ao personagem, com direito a aplicativo, livro e boneco.
Mais um belíssimo trabalho da adam&eveDDB.
Post originalmente publicado no Brainstorm #9
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Boots is kicking off its Christmas campaign with a two-minute tale of how one family’s celebrations begin at midnight on Christmas Day, when everyone else’s day is ending.
Argos has unveiled its first Christmas TV ad under its refreshed brand positioning in a bid to provide a “modern twist” to Christmas.
Usando aquela trilha característica de filmes épicos, e um narrador um tanto rouco que também é tradicional dos trailers de filmes, a Penguin Books apostou no conceito de “Trailers de livros”.
A intenção é conseguir promover as histórias contadas nas páginas escritas com a mesma empolgação que se percebe em trailers de grandes produções de Hollywood.
Bem curtos, a ponto de não serem nenhum spoiler sobre o livro, os trailers seriam colocados lado a lado com produções cinematográficas, como se estivessem estreando nos cinemas.
A conclusão do vídeo case continua sendo a melhor – por trás de um ótimo filme, provavelmente há um livro ou uma série sensacional por trás. Só prestar atenção nos últimos sucessos, como Jogos Vorazes, O Grande Gatsby, Guerra Mundial Z, 12 anos de escravidão, Harry Potter, Senhor dos Anéis, O Hobbit, dentre tantos outros.
Pena que trata-se apenas de um conceito, criação de Jesper Bryngelsson e Christian Thomsen para a Miami Ad School NY.
Post originalmente publicado no Brainstorm #9
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Category: Career Oxygen
Summary: Negotiating your first salary presents a major challenge. You have not been trained in the art of negotiation, face strong competition, have a deep emotional connection to your work, and often feel some insecurity about your talents. The following discussion is designed to help you obtain the salary you deserve.
Le photographe et journaliste Bob Strong (qui travaille pour l’agence Reuters) a récemment capturé de très belles photographies de la région de Yukon située dans le Nord du Canada. Des clichés de paysages impressionnants et des prises de vue vertigineuses sur les reliefs de Yukon qui nous font voyager, à découvrir.
Un des titres annonciateurs de l’album de Theophilus London, Tribe, sorti à la fin de l’été vient de voir son clip être dévoilé sur la toile. Alors que la chanson ne figure pas sur l’album du petit protégé de Kanye West, celle-ci met subtilement en scène l’artiste, au milieu d’un ballet de jolies femmes, magnifié grâce à la réalisation de Tim Nackashi.
YouTube will open its doors to New York filmmakers and Madison Avenue marketers on Thursday. The Google-owned video service has built an East Coast version of its Los Angeles production studio six floors above Chelsea Market.
The 20,000-square-feet YouTube Space NY has all the trappings of its sibling studios in Los Angeles, London and Tokyo — sound stages, production rooms, high-end equipment lockers, really big TVs — for select creators to use for free. But it has one unique point of interest for brands (two if counting the authentic CBGB set): a BrandLab.
Previously, marketers had to travel to the original BrandLab at YouTube’s San Bruno, Calif., headquarters or a second in Paris for workshops that would teach a brand’s team how to create content, work with YouTube creators and, of course, run ads on the Google-owned video service. Now they can opt for the other coast. USA Network will be the first brand to hold a BrandLab session at YouTube Space NY in December.
Big Lots is hoping to “nail” the holidays with a provocative new TV spot, “Nailing This,” aimed at adding a little fun to the shopping season.
The campaign was led by CMO Andrew Stein, who became known for his well-placed puns at Kmart with campaigns like “Big Gas Savings,” and “Ship My Pants.” Mr. Stein brought that energy with him when he joined Big Lots last fall. This holiday season, he’s using cheeky messaging and catchy tunes to appeal to consumers, particulary women.
“We’re really trying to create a new edge in the work that we do that shows we’re feisty and we’re different,” said Mr. Stein. “We’ve honed in, since I’ve been here, on who our customer is.”
McDonald’s has recruited another senior executive, as the beleagured company preps a Super Bowl campaign and looks to “evolve” the “I’m lovin’ it” tagline.
The chain has named Kristy Cunningham its top strategy executive for the U.S. business. All U.S. insights and research will report to Ms. Cunningham, according to executives familiar with the matter. She replaces Chris Cole, senior VP-strategy, who had been reporting to Kevin Newell.
Mr. Newell’s role, however, has also changed. The former U.S. brand and strategy officer is now president of McDonald’s West region, a new division that resulted from a restructuring of the company into four U.S. zones in October.
The story of Brittany Maynard has captured the public’s attention. Six months ago, Ms. Maynard, a 29-year-old newlywed, was diagnosed with brain cancer and given six months to live. She decided to end her life by taking a fatal dose of barbituates instead of suffering through the course of the illness.
Ms. Maynard carried through with her plan on Saturday, dying while surrounded by family and friends.
After news of her death spread on Sunday, Ms. Maynard became the most-searched topic on Google as well as a trending topic on Twitter. An Oct. 6 YouTube video of Ms. Maynard explaining her decision has attracted more than 11 million views. Media outlets have rushed to tell the final chapter of her story, while giving voice to people and groups who strongly oppose her decision. Those voices have echoed across social media in the days since.
Fifteen years ago, Kat Gordon recalled, she was a copywriter on a car account when she realized she was the only woman working alongside sixteen men. It was a ratio as comically unbalanced as it was depressingly common.
“At that time, I remember thinking there’s something very wrong with that representation,” Ms. Gordon said between sessions at the 3% Conference, her three-year-old event inspired by, and dedicated to exploding, the tiny space women still occupy in the upper reaches of agencies.
The San Francisco conference (there are plans to move it to New York City in 2015) is the brainchild of Ms. Gordon, founder and creative director of Maternal Instinct, a six-year-old Palo Alto, CA-based agency dedicated to reaching women. For two days, more than 500 women and a smattering of male allies (or, “manbassadors,” as participants called them) took on the problem of under-representation.
Goldieblox return with a new toy and a new ad, and even a new song that they’ve secured the rights too, but an old old idea.
Peter Scott, the chairman and chief executive of Engine Group, the owner of ad agency WCRS and digital agency Jam, is leaving the company.
L’artiste Roberto Bernardi impressionne par son talent : en général ses peintures hyper-réalistes représentent des objets domestiques et scènes quotidiennes. Ici, l’artiste peint des bonbons, sucettes et chocolats à profusion, dans des pots, des bocaux et même dans un distributeur. À découvrir.
(TrendHunter.com) These November 2014 photography ideas range from panoramic camera spheres to slo-mo video recorders that allow tech lovers to experience professional grade technology right at their fingertips.
POV…
Voici une installation étonnante pensée par l’artiste Brad Troemel qui nous présente une série de cadres suspendus renfermant du gel comestible et des fourmis. Avec de superbes couleurs dégradées et translucides, on peut observer l’instinct des fourmis à manger la matière de façon à creuser les tunnels de la fourmilière.
Once again, the John Lewis Christmas advert, is one giant kleenex-alert.
John Lewis has unveiled its hotly anticipated 2014 Christmas campaign, which aims to capture the magic of Christmas through a child’s eyes and the story of his friendship with a penguin.
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