Hasta La Creative!

Em 2013, muita gente se apaixonou pela Holanda ao descobrir o que tornava o país um dos lugares mais sensacionais do mundo em The Original Cool, campanha Netherlands Board of Tourism & Conventions e da companhia aérea KLM. As devidas apresentações foram feitas por Pim de Koel, que foi um pouco além dos pontos turísticos para mostrar um pouco das pessoas e da história holandesa.

Depois de repetir a dose em 2014, Pim de Koel volta mais uma vez sob a orientação da agência Mustache, de Nova York, para uma nova leva de comerciais, dois quais apenas um realmente vale a pena. Enquanto o mais recente foca em uma popular lembrancinha local, os demais focam na prática de patinação no gelo e em Van Gogh.

Não é preciso dizer que, dos três, o filme dedicado ao pintor Vincent Van Gogh é o mais bacana. Nas imagens, vemos o céu holandês se transformar na pintura A Noite Estrelada, enquanto acompanhamos Pim de Koel em uma visita ao Museu Van Gogh. Há uma cena, inclusive, que lembra muito a sequência do museu de “Curtindo a Vida Adoidado”.

De qualquer maneira, vale conferir os filmes para se encantar um pouco mais com o país que inventou o “cool”.

Post originalmente publicado no Brainstorm #9
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Category: Beyond Madison Avenue
Summary: Pardon me, would you have any (Grey Poupon) idea how long this ridiculous catchphrase can keep on keeping on?? Inexplicably, certain slogans become cultural phenomena.

One successful example involved the long-ago collaboration of Grey Poupon and Rolls-Royce. For 30 years, Rolls-Royce has been trying to shed the spread.

ABC Family is putting its marketing campaign for the next season of “Pretty Little Liars” in the hands of its biggest fans: The network is asking viewers to do everything from creating key art to choosing the magazines and websites in which the ads are placed for the 10-week marketing campaign.

It will make the ask during Tuesday night’s season-five finale, when fans will be invited to submit their art to PrettyLittleCampaign.com for a chance to be featured in ABC Family’s own summer marketing, which includes an ad in Seventeen Magazine. Nigel Cox-Hagan, ABC Family’s senior VP-marketing, creative and branding, explained some of the thinking in a statement:

We want our promos and ads to be where the fans are, so the best way to make that happen is to ask them.

Continue reading at AdAge.com

Voici la nouvelle invention VeinViewer du cabinet médical Christie, un gadget de soin qui permet au personnel médical de faire révéler les veines à l’aide d’un liquide fluorescent qui se voit à travers la peau. Le système fonctionne jusqu’à 15mm de profondeur.

Le photographe français Maxime Leyvastre contemple les choses qui l’entourent en considérant leurs textures, leurs motifs et leurs formes : des murs, des paysages, des bâtiments ou de l’eau, toutes les surfaces recèlent des aspérités. Une sélection de son travail est à découvrir dans la galerie.

I read a great book the other day. It was about an alcoholic writer who slowly goes crazy inside this creepy haunted hotel in Colorado, then tries to murder his family. I’m not going to tell you the book’s name. But it was turned into a decent movie starring Jack Nicholson. And I’m not going to tell you the author’s name. But I can tell you that he’s tall, lives in Maine, has written books about vampires, rabid dogs, toddler resurrection, possessed trucks, young boys finding a body, a guy escaping prison and even an entire one about a lady tied to a bed after her husband dies while having sex. The author is a former alcoholic and drug addict himself and was nearly killed once after being hit by a van.

But again, I’m not telling you his name. Because I want to respect his privacy.

Obviously, anyone with even a passing knowledge of American pop culture — or access to Google — can figure out exactly who I’m talking about. (And if you can’t, I don’t want you reading my precious, precious words. Seriously, go read something penned by a “thought-leader.”)

Continue reading at AdAge.com

But marketers haven’t given up. Last year Coca-Cola announced a $500 million investment and two new factories. Food is a fast-growing sector in Egypt, and Nestl in January pledged about $138 million over the next few years. Procter & Gamble’s general manager and VP for the Near East, Mohamed Sultan, recently told Reuters he expects Egypt’s economic growth to rebound within three years to 5% to 7% annually. The country’s gross domestic product grew 5.6% in the first half of its 2014-15 fiscal year, which began in July, vs. 1.25% in the same period a year earlier, Reuters reported earlier this month.

Even Victoria’s Secret is opening in Egypt. Two outlets, in malls popular with well-to-do Egyptians, “will feature a wide assortment of the beautiful and feminine lingerie collections that Victoria’s Secret is known for,” as well as fragrances and body-care products, according to a statement from M.H. Alshaya, the Kuwait-based company bringing the Victoria’s Secret franchise to Egypt.

When it comes to marketing, the lasting impact of the revolution — which was driven by social media — is that consumers are much more aware and connected. Mobile phone penetration in Egypt is more than 120% (some people own two) and 85% of adults spend time online, according to eMarketer statistics.

Continue reading at AdAge.com

Ad Age Deputy Editor Judann Pollack answered her home phone one evening in February. It was a robocall with a recorded message: “Hello! Do you or does anyone in your family have” The name of a disease followed. “It was really freaky,” said Ms. Pollack, “to hear this recorded voice asking about such a personal matter that, as far as I knew, was known only to our family doctor, pharmacy and insurance company.”

The call was from a clinical research recruitment company called Acurian, which did not respond to requests for comment about how it gained access to what is clearly sensitive health data. But was it personalized, which crosses legally boundaries? Technically not, because the robocaller did not target by name but by household, in this case limiting the pool of candidates to three.

To the average consumer, this feels like a personal violation. But to the $291 billion prescription drug industry, it’s simply efficient targeting via legitimate data collection. And there lies the crux of the problem: to many in the health-care industry, the rules regulating their marketing practices are like a virtual straightjacket; to privacy advocates and some consumers, they are far too loose.

Continue reading at AdAge.com

The booming practice of buying digital ad inventory with advanced technology is creating another zone where marketers have low visibility, or worse. When media-agency networks secure digital inventory using programmatic platforms and use it for clients’ campaigns, for example, those clients often have no idea how much the ads cost in the first place. They just know what they are billed.

That can be fine with many marketers, who know what they’re paying in the end and can weigh that cost against their results. Many agencies also promise full transparency on the whole process. But for those that don’t, markups have reached as high as 400%, according to one company that audits agency contracts. The company requested anonymity. Markups of that size would be hard for an agency to defend with the traditional justification for premiums — that the shop added value to the inventory by applying layers of data and exerting other expertise.

Agencies are “running on fumes” and trying new tactics to gas up, one senior TV ad sales executive said. “So you’ll see things like programmatic, where it’s an arbitrage, and if the agency doesn’t disclose the original price, the client has no idea what the markup is.”

Continue reading at AdAge.com

Pour son projet « LA Dance : Hearts & Arrows » et Nowness, Benjamin Millepied a orchestré et réalisé une vidéo qui offre un peu de grâce au milieu des poteaux électriques et du bitume en mettant en scène des danseurs en plein coeur du Los Angeles River. Sur une musique de Philip Glass – « String Quartet No.3 (Mishima) », cette vidéo mélange à la fois danse classique et urbaine, avec élégance et harmonie.