Hasta La Creative!

Harley-Davidson has always celebrated the individuality of the rider, and the motorcycle brand cranks that up in new ads from agency Wolfes LLC with theme “Roll Your Own.” And the work tries to break the stereotype of who rides Harleys and how they ride them.

The campaign debuts Wedneday with a series of 30- and 60-second broadcast ads, print ads, online advertising and social content. The ads will air during the NCAA men’s basketball tournament, as well as on theCHIVE.com and Heavy.com.

brightcove.createExperiences();

There’s a lot of text going on in both the print and broadcast work, with Twitter handles, brief and sometimes cryptic headlines, the #RollYourOwn hashtag and the DarkCustom.com URL.

“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,” says Dino Bernacchi, U.S. marketing director at Harley-Davidson.

See more of the work below.

L’hermine est un animal qui revêt un manteau de fourrure blanc en hiver et se camoufle donc très bien dans la neige. Les photographes présentées ci-dessous ont néanmoins réussi à trouver et capter l’attention de cette attendrissante créature en nous offrant de très beaux clichés, réalisés au Parc national Gran Paradiso en Italie.

Max Waugh.

Etienne Francey.

Viktor Vlaskin.

Hans Erik Overland.

Mark Summers.

J.A. Siderius.

Etienne Francey.

Masatsugu Ohashi.

Kellen Witschen.

Amy Gerber.

Stefano Unterthiner.

Fabien Greban.

L. Mikonranta.

Etienne Francey.

Comcast’s NBC Universal said it’s developing an online subscription video service dedicated to comedy shows, the media conglomerate’s latest effort to pursue young viewers who are watching less conventional TV.

The service will blend existing NBC shows with new programming, according to a network executive who asked not to be identified because the plans are preliminary. It will be available no earlier than the fourth quarter of the year, according to the person, who wouldn’t discuss pricing.

Many details of the strategy remain unclear, however. Word of the plan emerges, for example, as the company’s flagship NBC network has said goodbye to its variously popular but acclaimed comedies “Parks and Recreation,” “Community,” “30 Rock” and “The Office.”

Continue reading at AdAge.com

Le rappeur américain Big Sean a récemment sorti son dernier opus Dark Sky Paradise. Figurant parmi les nombreux featurings, le morceau « Blessings » avec Drake et Kanye West vient d’être mis en images par le réalisateur Darren Craig, partenaire du studio créatif The Uprising Creative. Un clip en noir et blanc minimaliste très réussi à découvrir dans la suite.

The “Play with OREO” campaign, which launched in January, continues this month with a lovely new set of out-of-home ads featuring groovy illustrations from 10 artists.

The artists were given words to play off—functional ones like “dunk” and “twist,” as well as more emotional ones like “dream” and “wonder”—and asked to come up with a scene that brings those words to life. The only requirement was that the scene include a character with the Oreo cookie wafer as the face/head.

The ads will run outdoors in New York City, Los Angeles and Indianapolis and shared through Oreo social channels starting this week. The featured artists are Shotopop, Jeff Soto, Ryan Todd, McBess, Andrew Bannecker, Geoff McFetridge, Andy Rementer, Alex Trochut, Craig and Karl and Brosmind.

See all the ads below, along with credits.

CREDITS
Client: OREO, Mondelez International, Inc.
Advertising: The Martin Agency
Public Relations: Weber Shandwick
Social: 360i
Media Buying: MediaVest

Client Credits:
VP, Global Biscuit Category Jason Levine
VP, Brand Strategy and Communications Jill Baskin
Senior Director, OREO & Chips Ahoy! Janda Lukin
OREO Global Brand Manager Flavio Ackel
OREO Sr Associate Brand Manager Kerri McCarthy

Agency Credits:
Chief Creative Officer: Joe Alexander
SVP/Executive Creative Director: Jorge Calleja
VP/Creative Director: Magnus Hierta
VP/Creative Director David Muhlenfeld
VP/Associate Creative Director/Design: Chris Peel
Associate Designer: William Godwin
Senior Studio Artist: Matt Wieringo
VP/Group Planning Director: John Gibson
Strategic Planner: Gigi Jordan
EVP/Worldwide Acct Director: John Campbell
SVP/Group Acct Director: Darren Foot
VP/Account Director: Leslie Hodgin
VP/Account Director: Britta Dougherty
Account Supervisor: Molly Holmes
Account Coordinator: James Salusky
EVP/Managing Director Production & Development: Steve Humble
Senior Art Producer: Anya Mills
Senior Print Producer: Paul Martin
Junior Print Producer: Jamie Parker
Group Project Management Supervisor: Giao Roever
Business Affairs Supervisor: Juanita McInteer

Illustrators:

—Bernstein Andruilli
Shotopop
Jeff Soto
Ryan Todd
McBess
Andrew Bannecker
Geoff McFetridge

—Big Active
Andy Rementer

—Levine Leavitt
Alex Trochut
Craig and Karl
Brosmind

Toda forma de amor é válida, porque o amor desconhece rótulos. Em resumo, é essa a mensagem de Love Has no Labels, belíssima campanha do Ad Council criada em parceria com a R/GA. A premissa é das mais simples: no dia de São Valentim foi instalado um raio-x gigante em Santa Monica, nos Estados Unidos. Nele, vemos dois esqueletos se abraçando e beijando e, a cada momento que a cena se repete, os casais  e duplas de amigos que se revelam surpreendem o público.

A mensagem não poderia ser mais forte e clara: todos nós somos seres humanos e, independentemente de nossas diferenças de etnia, religião, gênero, orientação sexual e deficiências, por baixo da carcaça somos todos uma pilha de ossos.

Não vou mentir: conforme o filme foi avançando, me emocionei bastante. E achei curiosa a descrição do vídeo no YouTube, que dizia o seguinte:

Enquanto nos Estados Unidos a grande maioria dos americanos não se consideram preconceituosos, muitos de nós, sem intenção, fazemos julgamentos rápidos de pessoas baseados no que vemos – seja sua raça, idade, gênero, religião, sexualidade ou deficiência. Talvez esta seja a razão pela qual muitas pessoas se sintam discriminadas nos Estados Unidos. Preconceito subconsciente – chamado “viés implícito” – tem implicações profundas em com nós vemos e interagimos com outros que são diferentes de nós”.

O brasileiro sofre do mesmo problema, de não se considerar preconceituoso, mas cometer atos diários de discriminação. Vale a reflexão.

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

(TrendHunter.com) These personal hygiene innovations range from sanitation-alerting wristbands to antibacterial food utensils that are perfect for on-the-go meals. Personal hygiene is not only essential when looking…

From Brooke Shields’ “My Calvins” in the 80s to Justin Bieber’s most recent endorsement, Calvin Klein has a history of generating buzzworthy creative with high-profile stars. The same goes for 14-year CK vet and marketing chief Melisa Goldie, who has served in a handful of creative roles at the company.

Ms. Goldie wanted to take that creativity and CK’s in-house marketing team to the next level by hiring an agency of record. But instead of turning to a traditional creative agency, she’s placing her bets on planning and buying with the appointment of Dentsu Aegis-owned Vizeum.

She talks to Ad Age about her views on media, the company’s goals to identify the Generation Z consumer for its denim and underwear lines and the Bieber effect.

Continue reading at AdAge.com

Dick’s Sporting Goods is tapping into the minds of amateur athletes in a new brand effort that launches this week, asking the question: “Who Will You Be?”

The push, created by Anomaly, builds on Dick’s “Untouchable” campaign, which launched in 2012 in order to better define the sporting-goods retailer for consumers. It aimed to forge a more emotional connection with customers who primarily viewed Dick’s as a destination for equipment and products. The new effort, called “Who Will You Be?” goes a step further by delving into the minds of athletes.

“Our company strongly believes, at its core, that sports make people better,” said CMO Lauren Hobart. “This specific campaign really dives deep into that belief. We’re going to show all of the moments and choices that make an athlete who they are.”

Continue reading at AdAge.com

É difícil dizer o que é mais surpreendente: descobrir que os Estados Unidos conta com um Dia Nacional da Margarita, celebrado anualmente no dia 22 de fevereiro, o que a marca de tequila Jose Cuervo resolveu comemorar a data enviando uma margarita ao espaço para ser misturada.

Com criação da McCann de Nova York, a experiência foi desenvolvida por uma equipe de cientistas. Uma coqueteleira especial contendo todos os ingredientes necessários para o preparo da bebida foi “acoplada” a uma espécie de nave caseira, feita com três balões meteorológicos fixados em uma plataforma leve. É claro que, para documentar tudo, o projeto contou com diversas câmeras.

O grande objetivo, no final, era misturar e congelar a bebida, e a julgar pelo vídeo acima, deu tudo certo. Esse projeto da Jose Cuervo, entretanto, fez a gente se lembrar da Missão Miojo, que queria cozinhar o macarrão instantâneo na mesosfera. Fomos atrás do canal da ação, mas ele não foi atualizado desde outubro, o que nos leva a crer que ficou pelo caminho.

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