Hasta La Creative!

I’ll admit I’d never heard of Josh Weltman, but boy does he bury the lede with his new book Seducing Strangers: How to Get People to Buy What You’re Selling. Because Josh Weltman is an LA-based veteran creative director who’s also a co-producer of Mad Men, and underneath the subtitle of the book is the […]

The post Seducing Strangers Reveals Some Of Advertising’s Open Secrets appeared first on AdPulp.

180 L.A. has appointed Rafael Rizuto and Eduardo Marques as its first-ever executive creative directors, reporting to chief creative officer William Gelner. Rizuto and Marques most recently worked as creative directors at Pereira & O’Dell San Francisco, and prior to that were at Ogilvy & Mather Brazil. Together they have led out-of-the box integrated campaigns like Hellmann’s Recipe Receipt, named to Creativity’s Best Interactive Work of 2012; Coke’s Happiness Refill; Whopper Face for Burger King and AirBnB’s #Birdbnb (Home to You).

Anomaly has promoted its executive creative director Eric Segal to managing partner, New York, along with chief strategy officer Gareth Goodall. The pair will retain their existing responsibilities. Segal, who was recognized in AdAge’s 40 Under 40 this year, oversaw creative on Budweiser’s Super Bowl puppy ads and for Dick’s Sporting Goods, among other work. Prior to joining Anomaly, he was executive creative director at Grey New York, overseeing creative for the NFL, Mike’s Hard Lemonade, and the TNT and TBS networks.

Continue reading at AdAge.com

Quem nunca sonhou em ser um super-herói como Batman? O homem-morcego da DC Comics é um dos personagens favoritos de muita gente (meu, inclusive), mas você já pensou o que seria preciso para se tornar o Cavaleiro das Trevas? A resposta mostrando o caminho das pedras está em How to Become Batman, um guia prático criado pelo comediante Joe Bereta.

A primeira coisa que podemos garantir é que não vai sair barato, nem emocionalmente – você teria que ter seus pais assassinados na sua frente – nem financeiramente – com a mansão, mordomo, batmóvel e outros bat-acessórios, seria necessário um orçamento de US$ 682 milhões de dólares – o que quer dizer que Mark Zuckerberg e Bill Gates facilmente teriam a grana para isso.

Mas já que a maioria dos mortais não tem como bancar isso tudo, Joe Bereta incentiva as pessoas a adotarem o “espírito” de Batman.

O vídeo é informativo e divertido ao mesmo tempo, mas é em inglês, sem legendas em português.

Post originalmente publicado no Brainstorm #9
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Last summer, W+K New York debuted its first ads for Heineken Light starring Neil Patrick Harris after the brand signed the actor to an 18 month endorsement deal. Harris is back in the agency’s latest, introducing a money back guarantee in a 15-second broadcast ad and dealing with the aftermath in a longer online spot.

“Heineken Light, the best light beer you’ve ever tasted or I’ll give you your money back,” Harris says to open the ad. He then spends the rest of the spot clarifying that no, he personally will not be refunding any money but rather “Someone at Heineken, I’m guessing.” The tone is in line with the dry humor of previous spots starring Harris, and also a clear example of a trend Adweek dubs the “comically reluctant celebrity endorser.” Anna Kendrick really got the trend rolling in Droga5’s “If We Made It” campaign for Newcastle, and the brand followed up this year with a series of spots starring the sarcastic Aubrey Plaza, while Ricky Gervais nailed the approach in last week’s Optus ads.

The campaign gets self-referential in the longer online spot. A creepy fan confronts Harris, who he recognizes as “that guy from the Heineken Light ads,” while he’s in the grocery store and soon he has a crowd gathered around him asking questions about the promotion which Harris clearly doesn’t know the answers to. Both ads end by referencing Heineken Light’s two consecutive wins for best-tasting low-calorie lager at the 2013 and 2014 World Beer Championships, following a reformulation in 2013 that saw the addition of Cascade hops to the recipe (undoubtedly a nod to the popularity of hop-forward craft brews).

“According to the Consumer Edge Insights’ Beverage DemandTracker, we found that 40 percent of 21- to 27-years-olds desire light beer with a more full-flavored taste,” Ralph Rijks, vice president of Heineken USA, told Adweek. “To meet consumer demand for fuller flavored beers, Heineken reformulated the brew with Cascade hops in 2013, which are particularly beneficial in enhancing the taste and give it a fuller flavor, crisper aftertaste and a clean finish, yet we’ve preserved the easy-to-drink, effervescent, low-calorie beer that Heineken Light drinkers love.”

The new formula was meant to target a younger demographic that companies like Heineken have lost a lot of ground with, and the recent campaign starring Harris certainly seems to have the same audience in mind. Heineken deserves some kudos for making the effort to actually change their product, while its competitors sit on their laurels, and match it with a well-chosen celebrity endorser, but you have to wonder why none of its advertising thus far has mentioned the change in formula — which certainly help distinguish it from the competition.

Everyone who has an eye on social media is watching Meerkat right now, and with good reason. The gambit plied by the streaming video app’s creators — get Twitter influencers on board and try to scale quickly — is paying off. Launched on Feb. 27, Meerkat gained 28,000 users in its first week and reported the number of streams its users viewed doubled between March 5 and March 6 alone.

It even seems that Twitter unintentionally fueled a second wave of awareness of the app, with a move during SXSW to block Meerkat from its social graph — Meerkat can no longer show new users which of their Twitter followers are using the video-sharing service. While there are certainly practical reasons to block Meerkat (it eliminates noise on the social network), it may also be a move to stymie Meerkat from competing with Twitter’s just-launched live video-streaming service, Periscope.

Meerkat CEO Ben Rubin has suggested he’s more interested right now in growing the app’s user base than monetizing the operation. Well, he’s succeeding in the first part, and in time, his team will need to focus on revenue. A handful of brands have already started sharing videos on Meerkat. Rubin and his team will inevitably find themselves in the same position every other popular social app has found itself in at one point: How can they turn brands’ desire to engage with their audience into revenue, while preserving the basic integrity of the user experience?

Continue reading at AdAge.com

Smartstones é uma pedra inteligente que cria um sistema de comunicação remota baseada no gesto. O projeto visa ajudar pessoas que enfrentam tanto desafios físicos quanto para se comunicar, como deficientes visuais e auditivos, autistas, pessoas com distúrbios e até idosos.

Do tamanho de uma pedra de verdade, Smartstones é constituída por luzes de LED, um sistema de reconhecimento de gestos, uma interface sensível ao toque, um giroscópio, um GPS, saídas de áudio e conectividade Bluetooth.

A pedra inteligente é conectada a um aplicativo que permite a personalização de gestos e feedbacks a serem usados para se comunicar.

Funciona assim: quem estiver usando a Smartstones e tocá-la de tal forma, enviará uma mensagem para o celular da pessoa que está tomando conta do sistema. Essa pessoa pode, então, enviar uma resposta através da pedra, que se traduz em forma de áudio ou luzes piscando.

É possível programar a pedra, por exemplo, para enviar uma mensagem de texto “pensando em você” caso seja tocada duas vezes com os dedos. Ou “preciso de ajuda” ao chacoalhar a pedra. O dispositivo pode ser totalmente adaptado, dependendo das necessidades de seus usuários.

Desenvolvido como protótipo, o projeto está buscando financiamento coletivo via IndieGogo e neste momento custa $79 por unidade. Nesta primeira versão, a pedra poderá ser usada como pingente ou como pulseira. Se a campanha atingir os $50,000 necessários para a produção em massa, o produto será entregue em dezembro deste ano.

Assim como o Wayfindr, aplicativo que usa Beacons para ajudar deficientes visuais a andar com segurança, Smartstones abra portas para novos dispositivos inteligentes que repensam o poder do gesto e das interfaces não-textuais para ajudar pessoas e também vencer alguns dos desafios da comunicação.

Post originalmente publicado no Brainstorm #9
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A new Spanish PSA from Publicis wants you love life, and not ruin it entirely.

Hang picture frames, go running through the woods, get a tattoo, play rugby or hang out on a mattress somewhere. There’s plenty to keep you occupied—and away from darker choices—says the ad, which in some ways recalls the vibe of Puma’s “After Hours Athlete” and Levi’s “Go Forth” work.

The moralistic kicker, necessary as it may be, doesn’t seem ideal—and could turn teenagers off. Also, the spot might miscalculate just how many free hours kids can have to waste. But hopefully the message gets through anyways.

CREDITS
Directors: Marc Corominas, Lorena Medina
Client: FAD
Agency: Publicis
DOP: Oriol Vila
Art Director: Oian Arteta
Wardrobe: Ana Morera
Makeup: Oona Napier
Head of Production: Marta Antón
Head of Postproduction: Tamara Díaz
Assistant Director: Israel Marco
Production Team: Carles Pequerul, Ángela Puig-Pey, David Bello, María Asensio, Ana Terrero, Andrià Nebot, Eli Apezteguia, Sivila Arimany
Camera and Photography Team: Agnes Corbera (DOP assistant), Sergio Santana (Camera Assistant), Pablo Lagos (Camera Assistant), Moncho Bartroli (Electrics Head)
Warbrobe Team: Andrea Pi Sunyer (Assistant Wardrobe)
Art Team: Alexandra Jordana (Art Assistant), Cristina Hontiyuelo (Props), Anna Auquer (Props)
Rental Cars: Quadis
Travel Agency: IEST
Postproduction Coordination: Metropolitana

Samuli Heimonen est un artiste peintre finlandais. A travers ses peintures surréalistes, il explore les grandes questions de l’humanité, en utilisant la métaphore et son amour pour les animaux et la nature comme un moyen de raconter une histoire.

A onda da leitura dos tweets cruéis sobre determinada pessoa e/ou grupo finalmente chegou aos moradores de rua. E tão terrível quanto o cyberbullying contra crianças e adolescentes é a maldade, a ignorância e a pura escrotice de quem usa redes sociais para reclamar ou julgar pessoas que muitas vezes não estão na rua por opção.

Marc van Gurp, editor do site Osocio, alerta logo no começo de seu texto para os leitores terem cuidado ao assistir a este vídeo e não perderem a fé na humanidade. Acredito que foi a melhor descrição possível dos absurdos propagados por quem muito provavelmente nunca passou necessidade na vida ou não conhece ninguém nessa condição.

O filme faz parte da campanha Humans For Humans da ONG canadense Raising the Roof. No site da iniciativa, os moradores de rua respondem aos tweets que leram e são as melhores respostas possíveis. Por mais revoltante que seja, a campanha quer ajudar a mudar a conversa, mostrando a história sob um ângulo diferente. Vale conferir.

A campanha é da Leo Burnett de Toronto.

Post originalmente publicado no Brainstorm #9
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