Hasta La Creative!

Carlsberg doesn’t do things half-ass. If the Danish brewer is going to do something, it will make it the best in the world—at least, according to three new ads that admit that might not actually be true at all.

The campaign, by 72andSunny in Amsterdam and the new Copenhagen office of New York’s MacGuffin Films, imagines what would happen if Carlsberg made erotic dramas, sang karaoke or taught language courses. In each, it would excel—”probably,” the ads say.

The campaign marks the return of the famous “If Carlsberg Did” theme after an absence of four years. “Carlsberg beer is made by natural, unique ingredients, and MacGuffin have helped us make these come to life in a refreshing and indulging way. Hereby, the beer itself is put on a pedestal, just where we think it should be. Probably,” says Carlsberg director of strategy and innovation Didrik Fjeldstad.

See the other spots below.

CREDITS
Client: Carlsberg
Spot: “If Carlsberg Did”
Agency: 72andSunny Amsterdam
Production Company: MacGuffin Films New York
Director: Nick Fuglestad
Exe. Producer: Sam Wool

Jony Ive, Apple’s celebrated senior VP of design and a creator of its new Watch, has picked up the opening speaker slot at the Cond Nast International Luxury Conference in Florence next month. The public appearance, a rarity for the Apple executive, is the latest example of Apple trying in insinuate itself in the fashion world.

That’s been mixed going so far, but Cond Nast is game, at least according to a statement by Suzy Menkes, International Vogue editor and conference curator:

Apple is now a powerful part of the luxury industry. The iPhone, iPad, and the upcoming Apple Watch are in direct competition with handbags, timepieces and high end accessories. I want Jony Ive to tell the conference delegates where 21st century luxury is headed.

Continue reading at AdAge.com

Citibank’s popular New York City bike-share program, Citi Bike, taught the firm to step out of its comfort zone, stay true to its brand and experiment to keep fresh. Nearly two years in, the company continues to lean on the initiative to strengthen its brand image.

In December, Citi brought its bike-share program to Miami and is seeing strong results in the market so far, said Elyssa Gray, director-brand and advertising at Citi, at American Banker’s Retail Banking conference yesterday. The company also plans to expand the program in New York, which is two years into a six-year sponsorship.

“We’ll continue to try new things with Citi Bike,” said Ms. Gray. “We might not get it right every single time, but if we stay true to the customer and what the bike riders of New York want, then they’ll forgive us if we make a few mistakes here and there.”

Continue reading at AdAge.com

What do you expect from a brand when you share your personal information? And by personal information, I don’t necessarily mean your name and email address. I mean your search queries, browsing behavior and product interests. So the question is, what do you expect in return when you share this information?

Most people don’t know how much they are actually sharing until they receive an ad in their Facebook newsfeed for the exact pair of shoes they were considering buying an hour ago. Or even worse, they get targeted with an ad for the same duffle bags they just purchasedthat happened to me recently.

As marketers, we collect this data and, yes, it’s personal. We promise value in return. It’s how we use the data that determines whether we’re going to have a successful, long-term relationship or a bad first date.

Continue reading at AdAge.com

Seung Mo Park est un artiste coréen contemporain qui vit et travaille à Brooklyn. L’homme imagine et crée d’immenses sculptures très originales en fil d’aluminium. Une collection à découvrir en images dans la suite de l’article.

Chipotle challenger Qdoba has named Pereira & O’Dell its new lead agency after a review.

The San Francisco-based shop will handle all strategy and creative, while Horizon Media will continue to handle media. The process was overseen by Select Resources. Qdoba has worked with shops like Denver-based Fear Not (formerly Goodness Works), which picked up the business in 2012.

“Pereira & O’Dell shares our vision to fearlessly craft a brand narrative that will give consumers no choice but to take notice,” said David Craven, VP-brand communications at Qdoba, in a statement. “Plus, we think they’re pretty great at what they do.”

Continue reading at AdAge.com

If you thought the sea change caused by social media was hitting a plateau, think again. For over two years, CivicScience has tracked a survey question that asks U.S. consumers what influences them more when it comes to what they buy, where they eat and what they watch: TV ads, Internet ads or chatter they see on social media. Watching this trend line over time reveals some interesting findings.

TV’s influence on consumer behavior is shrinking

In 2014, the dominance of TV’s influence shrunk significantly over the prior year. In fact, at times during the year, TV and social media were on par.

Continue reading at AdAge.com

Para aqueles com a caixa de email lotada diariamente, não importando o quanto gastam de tempo organizando as mensagens, o aplicativo Mailburn quer eliminar qualquer distração e transformar emails em simples conversas de chat.

Mailburn transforma sua conta do Gmail em uma interface de mensagem instantânea.  

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O objetivo da startup é justamente esse: deixar de lado as informações desnecessárias, como aquelas mensagens longas que vem junto com um email importante (cópias dos emails anteriores, assinaturas, parágrafos sobre privacidade, avisos para não imprimir, etc), e focar no que importa.

Para isso, o aplicativo gera a partir da sua conta do Gmail uma interface de mensagens instantâneas, permitindo que a comunicação seja mais natural, flexível e ágil.  

O sistema de envio e resposta é muito similar ao Whatsapp, envolvendo lista de contatos, envio e visualização de arquivos, grupos com nome do assunto do email, etc. É até possível saber se sua mensagem foi recebida e visualizada. 

Como resultado, aquelas simples conversas que poderiam acontecer em chats, mas que são feitas por email para ficarem registradas ou formalizadas, ganham sua interface natural. Mailburn também elimina a necessidade de conversar sobre trabalho por outros recursos de mensagens, como os chats Whatsapp, do Gmail e do Facebook, afim de concentrar tudo em um só lugar.

A solução do app vai de encontro ao uso crescente de serviços de chat para resolver questões de trabalho.

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A startup está focando seus recursos em um público de negócios, que costuma receber muitas mensagens de trabalho em diferentes canais, e precisam lidar com isso sem perder tempo com organização.

Em convesa no fórum do Product Hunt, os criadores contam que estão trabalhando para aumentar os recursos da ferramenta, como: adicionar diferentes assinaturas, melhorar o envio e recebimento de arquivos, adicionar a função de programar o envio de mensagens e também tornar compatível outros sistemas de emails além do Gmail.

Na pegada do app TL;DR, o qual falamos recentemente aqui no B9, o Mailburn é mais uma tentativa de melhorar a produtividade dos recursos de email padrão, indo de encontro ao uso crescente de serviços de chat para resolver questões de trabalho, pela rapidez e facilidade. Será que dessa vez pega?

Mailburn está disponível de graça para iPhone.

Post originalmente publicado no Brainstorm #9
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(TrendHunter.com) The collection of newly made Wes Anderson Handbags has hit the ground running. When it comes to admiration, there is virtually no other director that gains the same amount of love from an audience…

Todo ano, no dia 5 de março, acontece uma celebração global criada pela UNESCO em torno do livro, seus autores e da leitura, o chamado World Book Day.

Na comemoração deste ano, a 7UP chamou o artista argentino Raul Lemesoff para desenvolver uma de suas famosas Weapons of Mass Instruction: bibliotecas itinerantes em forma de tanque de guerra.

Para esta ação em especial, ele usou um Ford Falcon 1979 e o desconstruiu por inteiro para, então, dar vida a um novo automóvel.

Toda a parte externa do carro foi modificada para servir de prateleiras para os 900 livros, enquanto a área do motorista ganhou uma cabine de proteção contendo uma arma suspensa de brincadeira, mirando o público na rua.

Se referindo à criação por “arma de instrução em massa”, Lemesoff dirigiu o carro por cidades e comunidades rurais da Argentina, distribuindo livros gratuitos para qualquer um com interesse, contanto que prometesse ler o livro. 

Essa colaboração criativa faz parte da campanha Feels good to be you, da 7UP, marca de refrigerante da PepsiCo.

Post originalmente publicado no Brainstorm #9
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