Hasta La Creative!

Coca-Cola has an ambitious plan for its Super Bowl ad. “Our goal is to inspire America to become a collective force for positivity,” Jennifer Healan, Coca-Cola’s group director of integrated marketing content, said Monday on the marketer’s corporate blog, which previewed the 60-second spot.

The ad, by Wieden & Kennedy, Portland, will “tackle the pervasive negativity polluting social media feeds and comment threads across the Internet,” the company stated. At the end of the spot Coke will tout the hashtag, “#MakeItHappy,” as “a call to action to promote positivity both online and in the real world.”

The ad will run in the first quarter and will not be released early. But the brand will seek to build buzz by releasing three short teaser ads on TV and at cinemas. Additionally, Coke will post four web-only vignettes on social channels, featuring “testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam, as well as those who make it a mission to spread happiness online, like Kid President,” the company stated.

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Kookoo est une boite aux lettres très originale imaginée par Justin Hutchinson et la marque australienne Playso, fondée par Bill Playso. Cette boite a la forme d’un oiseau ailé avec deux compartiments : un pour les lettres et un pour les magazines. A découvrir en images dans la galerie.

(TrendHunter.com) Today we’re celebrating the Italian house by the inauguration of Alessandro Michele for Gucci. Reported today by Women’s Wear Daily (WWD), the Italian fashion house confirmed the designer&…

Kübra Sa??n est une photographe basée à Istanbul. Ses clichés sont emplis de délicatesse et d’une influence romantique très douce. Sur ses genoux subtilement drapés de dentelle, elle photographie de jolis chatons, des fleurs ou une tasse de thé accompagnée de fraises. Une très belle série à découvrir dans la suite.

A pergunta que esse vídeo faz é bem simples, mas talvez seja difícil de responder. Será que as coisas que fazemos nas mídias sociais fazem algum sentido quando replicamos o comportamento na vida real?

Para mostrar o absurdo de alguns dos nossos comportamentos, Jena Kingsley, especialista em vídeo-pegadinhas no YouTube, foi convidada pelo app MINE a ir às ruas de Nova Iorque e imitar algumas das coisas que fazemos online – do tipo avisar completos estranhos que estamos os seguindo, pedir recomendações para pessoas que nunca vimos na vida, ou até mesmo usar um ‘contato em comum’ para nos ‘apresentar’ a uma terceira pessoa.

“Você poderia me apresentar ao cara do seu lado?”

“Sete pessoas viram você nesse metrô, sabia?”

Claro que parte desses comportamentos esquisitos fazem parte da dinâmica das mídias sociais, mas é difícil não rir sobre quão absurdo é gritar um check-in no meio da Grand Central Station, ou de ter ciência de quantas pessoas “viram” você em um determinado lugar.

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(TrendHunter.com) These Oyster Magazine photo features celebrate diversity and alternative youth culture. The celebrated Australian publication is the definition of cutting edge and is known to be at the forefront of…

The genius of Mr. Diamond, whose background includes, in addition to politics, PR and a stint in the comptroller’s office at Prudential, is that he truly knows his clients’ challenges and opportunities. “He happens to lead a creative agency, a marketing agency, but first and foremost, he is a business person,” said Alan Batey exec VP-president North America at General Motors, who works with McCann on Chevrolet. “He understands that he needs to drive our business forward.”

To do that, you need motivators. “This is a star-driven business, right? At the end of the day, we all know that,” Mr. Diamond said. “You want the stars who are going to fit, who are going to drive others, who are going to help them be better than they would be by themselves.”

To build that team, he brought McCann London CEO Chris Macdonald over to New York to become agency president in early 2013. In June, he recruited CP&B’s Suzanne Powers to be McCann’s global chief strategy officer and last year he added CP&B head creative Rob Reilly as creative chairman of the Worldgroup network.

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Ten A-List slots aren’t enough to recognize every overachieving agency among the hundreds we consider every year. Here’s the lowdown on other standouts.

1. Grey

8. VaynerMedia

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In a slow new-business year, the agency snatched up Anheuser-Busch InBev, one of the biggest prizes of the past 12 months, as well as eBay, DSW and Indeed.com. The shop also added Merck business to its portfolio after the pharma giant sold its consumer-care business to MediaCom client Bayer.

Its secret? Collaboration. “The global new-business team moved to the U.S. and helped with their knowledge and best-practice sharing from around the world,” said Mr. Savic. The agency also smartly added new talent from areas outside the standard agency space, such as media companies and ad-tech players.

Expanding existing client business was a whole other challenge, but the shop finally cracked the code on digital and content by making data drive the work. “We put plans in place where we’d have analytics and data on every single piece of business,” said Mr. Savic. “The whole agency started taking it seriously that the only way to grow and survive in the marketplace is to have uncompromising creativity and science when it comes to data and research.”

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But that was just one of the agency’s many creative home runs in 2014. For clients big, small, old and new, Droga5 New York created work that once again made the industry re-think what it means to be “innovative” — easily earning the honor of Creativity Agency of the Year.

As 2014 began and advertisers swung away at the the advertising pinata that is the Super Bowl, the agency stole the show with an ambush campaign for Newcastle Brown Ale that amplified the brand’s “No Bollocks” premise with cheeky films, including one starring actress Anna Kendrick imagining what would have happened had she appeared in the brand’s big game ad that never ran.

The agency continued to draw its clients into the spotlight throughout the year with more groundbreaking ideas, many of which became part of the cultural conversation: Under Armour’s “I Will What I Want” women’s campaign revealed supermodel Gisele and ballet dancer Misty Copeland as badasses; a Prudential effort showed how productive retirees could be in late life — by recruiting them to create the campaign; an app for Tap Project that allowed people to contribute to UNICEF’s clean water effort by abstaining from their cellphones — a model meant to conjure what it’s like to go without even something inessential; a heartwarming holiday film that showed how scent can conjure a sense of home for a military dad, for Airwick.

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