Hasta La Creative!

It’s all about social media and print when it comes to “Roll Your Own,” a new campaign created by the Pittsburgh agency Wolfes LLC for legendary motorcycle brand Harley-Davidson.

Harley, which parted ways with Minneapolis-based Carmichael Lynch in 2010 after a 31-year relationship, looks to hype its Dark Custom and Black Market lines ($500 down, $99 a month) with a boatload of hashtags, black and white imagery, and bikers performing linguistic tricks all over phrases like “mobile home,” “morning donut,” et cetera.

In a statement, Harley U.S. marketing director Dino Bernacchi explains the campaign:

“The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice.”

The altogether mysterious effort airs during NCAA’s March Madness; social and digital elements will make an appearance.

Business Insider produced a video that corrects common mispronunciations of 15 brand names. The voiceover sounds a bit like Siri—knowledgeable but snotty.

Among the highlights, we learn that Guerlain should be pronounced “ghor-lehng,” not “girl-lane”; Porsche isn’t “porsh” but “POR-sha”; Zagat should be “za-GAT,” not “za-get”; and Lululemon is, in fact, “loo-loo-le-mon,” not “loo-loo-leem-own.” (Some folks pronounce it “loo-loo-leem-own”? Really? Perhaps they drank too much “steh-lah-are-twa.”)

Thanks for the lecture, Business Insider! Via Design Taxi.

Com a nova identidade visual, o GNT ficou ainda mais divertido e acolhedor, sem perder a elegância. Os apresentadores aparecem como personagens ligados ao tema de seus programas, de forma leve, descontraída e irreverente.

“Para aproximar o GNT ainda mais do seu pu?blico apostamos no elenco do canal. Evidenciamos a caracteri?stica mais marcante e carisma?tica de cada apresentador em pequenas narrativas. Queremos mostra?-los quase como personagens de ficc?a?o, exagerando o que eles te?m de verdade. E? um elenco com pape?is fortes, bem definidos e interessantes que leva seu talento e personalidade a? programac?a?o do GNT. No conjunto, as pec?as ajudam a evidenciar os valores da marca e, individualmente, reforc?am o que faz o casting e o conteu?do serem u?nicos na TV.”, conta Márcio Pimenta, Gerente de Criação da Globosat.

O canal também está recheado de novidades imperdíveis na programação como:

• No reality show Food Truck – A Batalha, duplas se enfrentam em trucks pela melhor comida de rua. De segunda a sexta, às 19h30

• O Superbonita comemora 15 anos e com nova apresentadora: ninguém menos que Ivete Sangalo. Toda segunda, às 21h30

• A segunda temporada da série Amor Verissimo é para quem busca emoção e diversão. Inspirada em crônicas do Verissimo com Fernanda Paes Leme, Marcelo Serrado, Marcelo Faria e grande elenco. A partir de 11/03, toda quarta, às 23h

• Em The Taste Brasil, o sabor também é o que mais importa. Sucesso mundial comandado pelos chefs Claude Troisgros, Felipe Bronze e André Mifano. A partir de 19/03, toda quinta, às 22h30

Para promover todas essas novidades, o GNT lançou uma campanha criada pela DM9 Rio. As peças valorizam os apresentadores e as principais características das atrações, com visual em sintonia com a nova cara na TV.

> Saiba mais sobre as estreias e novas temporadas do GNT

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

(TrendHunter.com) Creating a unique craft brew is not enough; the beer needs to be marketed in such a way that the brand’s unique personality shines as brightly as the unique flavors contained in the brews. In…

Traveling constantly for work can suck, and Delta wants you to know it understands.

A new ad from Wieden + Kennedy New York tackles that familiar trope, as a drone of a man trudges through relatable little first-world indignities—the electronic keycard to his hotel room not working, getting lost going for a run in foreign streets, ironing a tie he’s still wearing (but wait … isn’t that how everybody does it at home, too?).

The whole spot hangs on the pensive singsong 1970 recording “Love You” by pop group The Free Design (also, how Suzanne Vega’s 1987 classic “Tom’s Diner” might sound if it were a nursery rhyme). The track is hypnotizing, if maybe a little preachy or misleading, implying the sad sack should be better enjoying his surroundings, some of which are stunning.

He does make the most of his suffering … maybe? To some degree? Looking at the views? Talking to people? Eating different foods? But mostly his face says it’s a lonely, alienating and exhausting trek.

The creatives also might peek through the curtain a little (sick of leaving loved ones behind to go on shoots?), but it doesn’t really matter. The images are generic enough examples of business travel that the guy could just as easily be in plastics.

Eventually, he makes it to a safe haven … the plane.

“It’s not home, but with every well-considered detail, it becomes one step closer,” says the voiceover. True as that may be, it certainly puts a positive spin on the situation, given that yet another intercontinental flight might actually end up being the least comfortable part of the whole ordeal.

CREDITS
Client: Delta Air Lines
Project: “On the Road”

Agency: Wieden + Kennedy, New York
Executive Creative Directors: Susan Hoffman and David Kolbusz
Creative Directors: Sean McLaughlin and John Parker
Copywriter: Eric Helin + Jean Sharkey
Art Director: Mathieu Zarbatany + Devin Sharkey
Head of Content Production: Nick Setounski
Broadcast Producer: Cheryl Warbrook + Helen Park
Brand Strategist: Meranne Behrends + Sam Matthews
Account Team: Liz Taylor, Meghan Mullen, Jasmina Almeda
Business Affairs: Sara Jagielski, Keri Rommel, Sonia Bisono, Rylee Millerd

Production Company: Epoch
Director: Martin de Thurah
Managing Director: Mindy Goldberg
Executive Producer: Melissa Culligan
Head of Production: Megan Murphreee
Producer: Michaela Johnson
Production Supervisor: Terry Gallagher

Editorial Company: Rock Paper Scissors
Editor: Mikkel Nielsen
Executive Producer: Eve Kornblum
Post Producer: Jen Milano
Post Executive Producer:
Editorial Assistant: Misha Kozlov

VFX Company: The Mill
VFX Lead Flame: Nathan Kane
Colorist: Fergus McCall
VFX Flame Artists: Krissy Nordella, Ben Kwok, and Jamin Clutcher
VFX CG Artists:
Producer: Colin Moneymaker

Sound Studio: Sonic Union
Sound mixer: Steve Rosen / Fernando Ascani
Producer: Melissa Tanzer + Justine Cortale

• Read more about Women’s Aid creates interactive billboard to erase domestic abuse
• Add new comment

Fusing modern innovation with old-school cinematic effect, Venables Bell & Partners launched a new campaign for Audi which emphasizes the “advanced technology” of the automaker’s A6 model.

For movie buffs, VB&P’s national ad was directly inspired by Alfred Hitchcock’s 1963 suspense/horror classic The Birds — only now, the villainous creatures have been reconfigured for today’s world.

In a statement, Audi of America director of marketing Loren Angelo writes:

“Audi doesn’t use technology for the sake of technology. As a brand, we’ve committed to bringing to market technologies that truly serve a purpose for the driver. The new spots demonstrate how intuitive and intelligent Audi A6 is, but also how accessible the technology can be.”

Along with the national spot, we have a more low-key, regional part of the “Challenge All Givens” campaign (below) featuring a father and daughter trying to bond with the aid of social media in their Audi A6, (which touts advanced in-vehicle technology).

As part of the tech-centric campaign, Audi will also roll out free WiFi service in select airports across the country beginning March 30.

Audi “Drones”

Agency:  Venables Bell & Partners

Founder, Chairman:  Paul Venables

ECD:  Will McGinness

Creative Director:  Tyler Hampton, Lee Einhorn

Art Director:  Greg Wyatt, Byron Del Rosario

Copywriter:  Bryan Karr

Director of Integrated Production:  Craig Allen

Executive Producer:  Mandi Holdorf

Producer:  Hannah Murray

Acct Director:  Justin Pitcher

Acct Manager:  Oliver Glenn

Prod Company:  MJZ

Director:  Dante Ariola

DP:  Matthew Libatique

Executive Producer:  Scott Howard

Line Producer:  Natalie Hill

Editorial:  Rock Paper Scissors

Editor:  Adam Pertrofsky

Asst Editor:  Marjorie Sacks

Executive Producer:  Angela Dorian

Producer:  Shada Shariatzadeh

VFX:  The Mill

VFX Supervisor, 2D Lead:  Gareth Parr

VFX Supervisor, 3D Lead:  Simon Brown

Creative Director:  John Leonti

Executive Producer:  Enca Kaul

Producer:  Chris Harlowe

Production Coordinator:  Karina Ford

Music: Elias Arts

ECD: Vinnie LoRusso

CD: Mike Goldstein

EP: Vicki Ordeshook

Head of Production: Katie Overcash

Sound Design:  Brian Emrich, Trinitite

Mix:  Loren Silber, Lime Studios

Audi “Teenager” TV Credits

Spot title: “Teenager”

Client: Audi

Air Date: 3.4.15

Agency:  Venables Bell & Partners

Founder, Chairman: Paul Venables

ECD:  Will McGinness

Creative Director:  Tyler Hampton, Lee Einhorn

Art Director: Byron Del Rosario

Copywriter:  Meredith Karr

Director of Integrated Production:  Craig Allen

Executive Producer: Mandi Holdorf

Producer:  Hannah Murray

Acct Director:  Justin Pitcher

Acct Manager: Oliver Glenn

Prod Company:  MJZ

Director:  Dante Ariola

DP:  Matthew Libatique

Executive Producer:  Scott Howard

Line Producer:  Natalie Hill

Editorial:  Rock Paper Scissors

Editor:  Adam Pertrofsky

Asst Editor:  Marjorie Sacks

Executive Producer:  Angela Dorian

Producer: Shada Shariatzadeh

VFX:  The Mill

VFX Supervisor, 2D Lead: Gareth Parr

VFX Supervisor, 3D Lead: Simon Brown

Creative Director: John Leonti

Executive Producer:  Enca Kaul

Producer:  Chris Harlowe

Production Coordinator: Karina Ford

Music: Elias Arts

ECD: Vinnie LoRusso

CD: Mike Goldstein

EP: Vicki Ordeshook

Head of Production: Katie Overcash

Mix:  Sam Casas, Lime Studios