Hasta La Creative!

Safety is a huge part of the Volvo brand. And now, the automaker, with help from Grey London, is extending the concept beyond its own drivers—to cyclists with whom they share the road—and beyond advertising, into product development.

Client and agency have collaborated with Swedish startup Albedo100 to produce LifePaint, a reflective safety spray designed to increase the visibility and safety of cyclists and others on the road at night. Invisible in the daytime, the spray glows brightly in the glare of headlights at night.

Here’s the launch video for it:

It’s not really paint. The transparent spray washes off and will not affect the color or surface of materials. It can be applied to almost any fabric—clothes, shoes, strollers, children’s backpacks, even dog leads and collars—and last about a week after application.

Beginning today, 2000 cans of LifePaint will be given away at six London and Kent-based bike shops. If successful, the project will expand nationally and perhaps internationally.

“Our job isn’t just to advertise our clients,” said Nils Leonard, chairman and CCO of Grey London. “It’s to help them make a positive impact on culture. With the creation of LifePaint, we’ve turned Volvo safety inside out, giving it away to the most vulnerable road users. What more positive action can a brand take than to try to save lives?”

Grey also used LifePaint to create “invisible” black posters that only reveal their message in the flash of a smartphone.

“This is the sort of work we want to be making,” says Grey London creative director Hollie Newton. “Properly integrated innovation. Design a valuable, remarkable product for a brand, and then launch it with the same level of craft.”

CREDITS
Client: Volvo
Creative Agency: Grey London
Chief Creative Officer: Nils Leonard
Creative Director: Hollie Newton
Creative Team: Jonas Roth, Rasmus Smith Bech
Account Team: Cristyn Bevan, Sophie Critchley, Alex Nixon
Planning: Wiktor Skoog
Head of Film: Glenn Paton
Integrated Producer: Francesca Mair
Assistant Producer: Talia Shear
Designer/ Typographer: Chris Chapman
Creative Producers: Helen Llewelyn, Glen McLeod
LifePaint Collaborators: Albedo100
Production Company: Caviar
Director: Andrew Telling
DOP: Jeremy Valender
Executive Producer: Louise Gagen
Producer: Adam Smith
Editor: Matt Newman at GreyWorks
Colourist: Julien Biard at Finish
Post Production: Gramercy Park Studios
Sound Design: Munzie Thind at Grand Central Studios
Music Composition: Adam Halogen through Wake The Tow
Microsite: Paul Cackett, Piers Cleveland-Copeman and Johan Runge-Goransson @ clear.as

On the last day of Advertising Week Europe, a panel discussed whether anything has changed since ex-TBWA London Chairman Trevor Beattie in 2012 declared the industry “too posh, too white, too male.” The consensus: not enough.

One of the less usual suspects may be adland’s hyperbolic self-promotion, said Binna Kandola, senior partner at Pearn Kandola consultancy, a professor of psychology with a focus in diversity and development:

I love how people in your industry talk about themselves. This person is an “advertising genius” and this person is a “guru” …. You don’t hear that in other industries. There’s no such thing as an “accounting genius” or an “accounting guru.” The language counts. Genius itself is a loaded term.

Continue reading at AdAge.com

São novos tempos esses em que estamos vivendo, onde um GIF é uma resposta oficial de uma empresa. Mas fez bastante sentido.

Ao receber uma pergunta do site The Daily Dot, pedindo uma confirmação sobre um rumor de que o YouTube estaria para lançar um serviço de livestreaming de vídeos, a equipe de RP do YouTube respondeu da melhor forma que conseguiram imaginar: com esse gif.

Claro que a publicação pensou que era uma brincadeira, mas não, essa é mesmo a resposta oficial, garantiu um porta-voz da empresa.

Cética, a Wired não acreditou, e entrou em contato com o Google para confirmar que eles tinham mesmo enviado aquele gif, e quem respondeu foi o diretor de comunicações do YouTube, Chris Dale, via Twitter. Claro, com um novo gif:

@MarcusWohlsen @WIRED <3 @StephenAtHome, but @YouTube prefers confirming we sent w/animal gifs http://t.co/50YrI6rcl7 http://t.co/VM2O3mRdLI

— Chris Dale (@cadale) March 26, 2015

Que tempos incríveis para se fazer RP, hein?

Post originalmente publicado no Brainstorm #9
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Media, Promo, Direct Marketing, PR
Volvo

Advertising Agency:Grey, London, United Kingdom

Le designer Nikolo Kerimov a imaginé la maison pour oiseaux « Oli-Bird » en voulant concevoir un abri luxueux pour petits volatiles. L’oiseau se retrouve dans une maison circulaire en verre transparent depuis laquelle il peut observer l’extérieur. Des touches cuivrées pour le toit et boisées pour la façade ont été ajoutées.

Photos by Lassi Häkkinen.

Media
Panamericana – Art And Design School

Using the buzz around the New Year’s Lottery (with an $80 million prize), we invited people to bet on something different than luck or suppersticion.
If all the bets has the same chance statistically, why not bet on creativity? Instead of numbers, art. Instead of a ticket, a canvas. Instead of randomness, talent.
We placed creative bets for real and used them as press kits and takeaways. And offered to the most creative ticket a 100% scholarship at Panamericana.
On the website campaign, people could come up with creative tickets and place their bet to apply to the scholarship. More than 400 creative bets were placed. Three got 4 out of 6 winning numbers. And one of them got 5 out of 6.
We used these results to prove the school’s point: if the chances are the same, why not bet on your creativity, ou you, and study at Panamericana.
A book with the most creative, beautiful, clever tickets was developed to promote the school.

Advertising Agency:AlmapBBDO, São Paulo, Brazil
CCO:Luiz Sanches
Executive Creative Directors:Bruno Prosperi, Renato Simoes
Creative Directors:Pernil, André Gola
Digital Creative Director:Luciana Haguiara
Art Director:Renato Butori
Copywriter:Rodrigo Resende
Digital Producer:Fernando Boniotti
Project Manager:Paulo Bazeggio
Information Architecture:Vanessa Marques
Interface Designer:Caroline Kayatt
Account team:Isabela Crestana, Camila Sardinha
Digital Production Company:The Goodfellas

The father of Austin Tice, who disappeared in Syria in 2012, and a State Department official said the governments of the two countries had been in direct contact.

L’artiste digital basé à Los Angeles, Anthony Gargasz, présente sa nouvelle collection d’oeuvres numériques baptisée « Metallic Faces ». Anthony suit exactement la même progression artistique qu’un peintre à la différence que ses outils sont un clavier, une souris et tablette graphique.

Ultimamente parece que têm surgido diversos vídeos mostrando a “evolução” das coisas nos últimos 100 anos (ou mais). Quem também entrou nessa onda, mas com um objetivo mais comercial, foi a rede britânica de cuidados com a saúde Benenden Health, que resolveu mostrar a evolução dos exercícios físicos ao longo de um século.

A empresa, fundada em 1905 para oferecer tratamento acessível a carteiros que sofriam de tuberculose, estendeu seus serviços aos cuidados com o bem-estar físico e mental, contando hoje com mais de 900 mil membros.

O vídeo foca especialmente nas atividades físicas desempenhadas por mulheres a partir das décadas de 1910 e 1920, que focavam principalmente no alongamento. Com o tempo, passamos pela moda do bambolê, twist, jazz, aeróbica, tae bo, dança de rua até finalmente chegarmos à era da da zumba.

É interessante a caracterização de cada época e lembrar de como a gente realmente abraçou algumas dessas práticas ao longo da vida.

Post originalmente publicado no Brainstorm #9
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Category: Beyond Madison Avenue
Summary: Sometimes a great idea comes from using an old concept in a new way, or taking a best practice from one industry and applying it to a new one. In AdLand, we see that professionals in the industry are quite good at appropriation — the method of adopting a regular idea and modifying it to be their own.