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Smiles

Trip Book Smiles provides readers with a unique reading experience: the story changes depending on where the reader is in the world.

Advertising Agency:FCB, Sao Paulo, Brazil
Art Director:Bruno Bueno, Eddy Guimarães, Daniel Alves
Copywriter:André Bittar, Marilu Rodrigues, Lucas Tristão
Vp Creative Director:Joanna Monteiro, Max Geraldo
Digital Creative Director:Pedro Gravena
Executive Creative Director:Rui Gonçalves Piranda
Media:Alexandre Ugadin, Cristina Omura, Monica Oliveira, Rafael Amaral, Aline Lins, Maira Vieira
Account:Mauro Silveira, Lísia Fischer, Marcel Crespin, Samya Anjos, Renata Vidal, Patricia Ferreira, Vinicius Godoy, Nathalia Ribeiro
Planner:Rapha Barreto, Luciana Mussato, Cesar Fuster, Juliano Teixeira
Project Manager:Lia D’Amico, Suelen Mariano
Technology:Gerson Lupatini and Marcio Bueno
Rtv:Charles Nobili, Ricardo Magozo, André Fonseca
Production Company:Bando
Director:Bando
Producer:Bando
Editor:Rodrigo Resende and Guilherme Tensol
Sound Producer:Satelite Audio
Account Sound Producer:Fernanda Costa, Marina Castilho
Client Supervisors:Leonel Andrade, Bruna Milet, Karina Bernardo, Adriana Kubo

“Have you ever thought, ‘I could never do that?'”

That’s the question posted by a new minute-long Ram Trucks spot from The Richards Group, which shows women meeting challenges like mountain climbing, surfing big waves and performing on stage.

The ad, called “Courage Is Already Inside,” answers its question by assuring viewers they have plenty left in the tank to “break a stereotype—and throw it into a whole ‘nother gear.”

This empowering message is fueled by compelling, gritty visuals from director Jaci Judelson. Thematically, the commercial jibes with Ram’s recent inspirational “Roots and Wings” effort featuring country singer Miranda Lambert, who also briefly appears here.

The presence of strong women going full-throttle to achieve their goals feels especially enlightened for a truck ad. In fact, “Courage Is Already Inside” feels more real, and perhaps even has more to say about women’s self-worth, than Dove’s latest “social experiment,” which, while surely well intentioned, has gaps in logic that are large enough to drive a Ram truck through.

Mergers and acquisitions activity in the marketing sector rose 14% in the first quarter of 2015, with 280 deals worth a collective $8.4 billion taking place during the first three months of the year, according to corporate finance advisers Ciesco.

The figures indicate that the fast pace of deal-making last year which was up 24% over 2013 — is on track to continue this year.

WPP and Dentsu were the most-active marketing communications companies, with five deals each, but these established players were matched by newcomer Keda Group, a Chinese conglomerate that has historically focused on infrastructure, real estate and financial services. Keda also made five marketing services acquisitions, all within China.

Continue reading at AdAge.com

With Mother’s Day around the corner, the timing seems about right for this effort from Ogilvy Brazil that focuses on a special set of moms who just want to increase the peace at a major soccer game.

Fan-on-fan violence is particularly rampant in soccer, so 30 women who happen to be mothers of fans of hometown team Sport Club do Recife decided to take action at a game against rival Nautico at Arena Pernambuco on Feb. 8. After training with military officers and private security guards, these moms took to the Arena to not only do their jobs but, hopefully, to inspire their overzealous children to calm down a tad.

In a statement, Sport Club do Recife VP of social responsibility Fábio Silva says:

“It is the sort of action that takes everyone by storm. Not in your wildest dreams would you picture coming across your mom at a football game. And, most interestingly, there she was working to promote peace at the stadium…It is the club’s belief that such a beautiful spectacle cannot be destroyed by few individuals that insist on marring it.”

At least for one night, their mission appears to have been accomplished; whether the good will sticks is another story. “Security Mons” marks Ogilvy Brazil’s second fan-focused collaboration with Sport Club in recent years, following the “Immortal Fans” campaign from 2013.

Client: Sport Clube do Recife
Agency: Ogilvy Brazil
CEO Ogilvy & Mather: Fernando Musa
Chief Creative Officer: Aricio Fortes
ECD: Paulo Coelho, Paco
Art Director: Alexandre Fernandes, Ale Koston
Copywriter: Bruno Brux
Head of Broadcast Production: Rafael Rosi
RTV: Andréa Consoleto/ Sônia Cremerius
Planner: Bruno Cunha, Thiago Krafzik
Account Executive: Luis Carlos Franco, Ana Paula Perdigão, Mauro Frota, Luiza
Varges
Production Company: Academia de Filmes
Director: Caio Rubini
Executive Producer: Paulo Schmidt
Director of photography: Felipe Meneghel
Montador:? German Espiaut
Finishing: ?Academia de Filmes
Production Sound: Jamute
Music: Corre Corre Erê
Artist: Karol Conka
Client Executives: João Humberto Martorelli, Fábio Silva, Sid Vasconcelos

L’artiste colleur Charles Wilkin prend des photographies vintage et portraits surannés pour y ajouter des couches de papiers colorés et fripés. Inspiré par les oeuvres de Pablo Picasso, cet artiste possède un grand sens de la composition et de la décomposition. Ses collages évoquent le déclin de l’identité par la distortion fascinante de visages et de personnages qui semblent torturés.

Padrões de cores surreais em uma bela filmagem aérea das plantações

> LEIA MAIS: A beleza dos campos de flores da Holanda

Post originalmente publicado no B9
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Outdoor, Print
Garnier

Women dye their hair everytime they need a change in their life. It´s a plot that indicates a new beginning.

Advertising Agency:Publicis, Mexico City, Mexico
Executive Creative Director:Hector Fernandez
Ceo:Hector Fernandez
Art Director:Gabriela Paredes
Copywriter:Luis Pedro González
Photographer:Flavio Bizarri

Erik Assadourian on radical child-rearing.

From Adbusters #119: Manifesto For World Revolution Part 2

In January, a group of environmental researchers led by Will Steffen of Australian National University published an update to their earlier work on “planetary boundaries,” thresholds of nine fundamental ecological processes — like climate regulation, ocean acidification and freshwater use — which, if crossed, could potentially trigger a collapse of human civilization or at least a whole lot of human suffering.

Hopefully, we’ll correct course and prevent potentially cataclysmic ecological disruptions — including a five to six degree Celsius warmer future — “ that won’t be good for large mammals like us,” as Steffen notes. But realistically, the window to prevent this path may have already closed — or at least is so politically unviable that anyone bringing a child into the world today needs to recognize that the future of their children will in all likelihood be unstable, violent, and ugly — as eight to 10 billion humans fight to survive as droughts and disasters disrupt food supplies, access to fresh water and energy is limited, and as fertile lands and cities are consumed by a rising ocean.

When my wife and I decided to bring a child into the world, part of the agreement was to raise him to be a future ecowarrior. One who, hopefully, could help steer us toward a more sustainable path so that the nasty collapse that kills off several billion people and countless other species will be averted or at least cushioned. Or if that is impossible, at least provide him with the skills and wisdom to increase his odds of surviving the ugly transition ahead, and help others to do the same.

Let me acknowledge right from the start that the freedom to raise my son, Ayhan, this way reveals a level of privilege that only a minority of people around the world have. The fact that I can take care of Ayhan half of every day instead of working 12 hours a day mining gold, assembling iPhones in a sweatshop, or foraging for valuable scraps in landfills is a luxury many will never have. But being part of the American middle class, I do have that luxury — especially as I have made economic choices to make the math work, such as owning no car and no home, and yes, having only one child — and with it I have the freedom, and even the responsibility, to prepare my child for the radically different reality he’ll grow up in.

As Ayhan is only two and a half, I’m still navigating what it means to truly raise an ecowarrior, and a lot of my hopes and plans are to do just that. Already we’ve learned a lot, especially on how to lay a strong foundation — and just how important that foundation is, not to mention how much work it takes. Below are the key discoveries of my first years of fatherhood. I hope when you read these, you think “duh,” but in reality, I’ve met so few parents, also of the American middle class variety, that are conscious of these facts and realities, and instead simply follow blindly the cultural norms of the unhealthy, unsustainable, socially disconnected consumer culture they’re part of. Without first breaking through that mindlessness, I can’t imagine much success in teaching the more challenging ideas, skills and lessons that will need to be part of bringing up children to survive the stormy century ahead. Sometimes the first step is simply to identify what is so difficult to see.

Birth and Infancy

The first and most important lesson to learn as an expectant parent is to not blindly trust in the medical system. This seems obvious considering the levels of corruption in the American medical system, but I’ve found that many soon-to-be parents spend more time researching which smartphone to buy than how to have a safe and healthy birth. Instead, invest your time in researching what a safe, healthy, and natural birth entails. A third of American women give birth via Caesarean section — with their babies pulled from a slice in their wombs, sometimes for controversial reasons due to a dysmal American medical system. This can cause all sorts of complications — from slower healing in mothers and challenges with breastfeeding to a changed microbiome for babies (interesting fact #1: a baby’s gut bacteria is partially established from the mother’s birth canal). Increase the odds of a natural birth by eating healthily during pregnancy (goodbye white flour and sugar); choosing to deliver with midwives; writing a birth plan; having the support of a good doula; making sure your partner plays an active advocacy role during labor; and most importantly doing your homework — reading books like Pushed and watching documentaries like The Business of Being Born. If you aren’t aware of the “cascade of interventions” that can be triggered by doctors administering Pitocin to accelerate a woman’s contractions (often just for their own convenience), you may end up as part of the C-Section statistic.

Birth, however, is just the first moment of parenting. In the first two formative years, the role you play is critical — from breastfeeding your baby (or as a supportive partner) and feeding him real, home-cooked foods rather than overly processed packaged baby food, to raising your baby yourself instead of outsourcing his care to low-paid workers. Granted, all of this takes significant time and sacrifice. And it is especially difficult in a country like the U.S. (as compared to Europe), where the culture completely devalues the role of parents, rarely providing paid maternity care or even follow-up support after birth, and instead equates getting parents back to work and growing the childcare industry as beneficial to economic growth. But the joy of watching Ayhan grow, and building such a close relationship with him far exceeds any costs endured.

Plastic Wrapped

One of the most challenging steps so far in this childraising process has been to avoid raising my son as a “space age baby”. Children today are surrounded by layer upon layer of plastic: wearing disposable plastic diapers, fleece onesies, and nylon jackets. They play with plastic toys; swipe plastic iPad screens with hands coated in hand sanitizer; sucking food from plastic baby food tubes; ride in plastic strollers that are even sealed in vinyl covers on rainy days. Just the toxic burden of all that plastic should break us of this mindless activity. But perhaps a worse side effect of suiting up our children like astronauts is that from infancy on they are completely separated from the natural world.

Few children are regularly exposed to plants, birds, dirt (interesting fact #2: ingesting dirt may be necessary to prevent asthma and autoimmune diseases), wind, rain, the sun, even the stars in light-polluted cities. If nature is absent in children’s lives, they may suffer immediate and long-lasting psychological effects, as Richard Louv describes at length in Last Child in the Woods. The odds are high that they will no longer value, defend, or even understand their dependence on the Earth and its myriad ecosystem services.

Back in 1949 Aldo Leopold said, “Civilization has so cluttered this elemental man-earth relationship with gadgets and middlemen that awareness of it is growing dim. We fancy that industry supports us, forgetting what supports industry.” And today, we have far more gadgets and middlemen. We even have unlimited access to an addictive, virtual world readily accessed at every turn through smartphone and computer interface. Limiting your child’s access to media is as essential as feeding her well. Of course, it’s not easy finding the time to read 40 kids’ books a day instead of plopping a child in front of Sesame Street, but then again, it can be quite joyful, especially after your two year old starts walking down streets and points to tree stumps exclaiming “broken tree, thneed!” making the connection between the ecocide portrayed in The Lorax and the ecological destruction he witnesses in his own home city.

Beyond the Toddler Years

This is all foundational, but what about with older children? How do we go about combating misinformation and consumer socialization at every turn — in school classrooms and cafeterias, from friends, from extended family with conflicting values, from the media, which I can only imagine becomes harder and harder to protect a child from as they get older? I do not yet have answers. I daydream of homeschooling Ayhan so that I can prioritize the knowledge and values that I think will be relevant — math, languages, and ecosystem sciences, of course, but also wilderness survival, basic medicine and first aid and martial arts. I consider what it will means to raise my child as an ecowarrior — teaching him to understand that all ethical norms and choices should stem from healing our living Earth and protecting it from further ravages of Man gorging beyond his ecological niche.

Right now, I am just setting the groundwork. My son is learning English from me, Russian from my wife, and we’ll add other languages later. He’s gardening, composting, and foraging fruit from street trees with me, and will attend his first primitive skills training this spring. We’ll enroll him in a martial arts class when he’s ready, and have already taught him a bit of yoga — surely, mindfulness in this increasingly mindless world will be a valuable skill to lean on.

Whether my son rebels against all this is an open question, but even if he does — as many more experienced parents tell me he will — when the collapse comes, he’ll still be able to forage wild edible plants, purify water, process acorns to make flour and hunt, increasing the odds that he’ll survive.

— Erik Assadourian is a Senior Fellow at Worldwatch Institute and a contributing editor to Adbusters.

• #119
• eco
• childbirth
• parenthood

Source

Deustch LA launched the final spot in its campaign for the 2015 Volkswagen Passat TDI Clean Diesel, entitled “Mom.”

The 45-second spot depicts three young boys running wild in a gas station convenience store causing all kinds of destruction. Filmed in slow-motion and set to the classic country song “Mammas Don’t Let Your Babies Grow Up to Be Cowboys” (as performed by Waylon Jennings and Willie Nelson) the comic approach makes for an entertaining scene of wheezing the juice, soda explosions and excessive amounts of cheesy sauce. After the boys’ shenanigans, and a shot of the mom filling up at the pump, the spot cuts to a mom in the 2015 Volkswagen Passat TDI Clean Diesel, with three well-behaved boys in the backseat. The perfect marriage of the boys’ destruction in slow motion and the music selection make for a fine sendoff spot to the campaign and follow-up to the “Old Wives Tales” spots starring the Golden Sisters.

Credits:

Agency: Deutsch LA

Chief Creative Officer, North America: Pete Favat
EVP, Executive Creative Director: Todd Riddle
SVP, Group Creative Director: Heath Pochucha
VP, Creative Director: Paul Oberlin
Partner, Director of Integrated Production: Vic Palumbo
VP, Executive Integrated Producer: Erik Press
Integrated Producer: Kaitlin Moore
Associate Integrated Producer:  Alex Saevitz
Music Director: Dave Rocco
EVP, Group Account Director: Tom Else
SVP, Group Account Director: Monica Jungbeck
VP, Account Director: Alex Gross
Account Supervisor: Aleks Rzeznik
Account Executive: Ashley Broughman
VP, Director of Product Information Jason Clark
Product Information Supervisor: Eddie Chae
Chief Strategic Officer: Jeffrey Blish
Group Planning Director: Susie Lyons
Director of Integrated Business Affairs: Abilino Guillermo
Group Director Integrated Business Affairs: Gabriela Farias
Business Affairs Manager: Jade McAdams
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Courtney Tylka
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty

Live Action Production Company: Hungry Man
Director: Hank Perlman
Executive Producer: Nancy Hacohen
Executive Producer/Director of Sales: Dan Duffy
Line Producer: Caleb Dewart

Editorial Company: Spot Welders
Editor: Haines Hall
Assistant Editor: Oliver Hecks
Managing Partner: David Glean
Executive Producer, Director of Development: Victoria Guenier
Executive Producer: Carolina Sanborn
Producer: Evan Hunningham

Post Facility: Color Correct: Apache
Executive Producer, Managing Director: LaRue Anderson
Producer: Caitlin Forrest
Senior Colorist:  Steve Rodriguez

Post/VFX: Arsenal FX
Executive Producer: Ashley Hydrick
Senior Producer: Pravina Sippy
Lead Flame Artist: Matt Motal
Flame Artist: Jeff Aquino

Licensed/Composed Music, Credits and Track Info:
Track: “Mammas Don’t Let Your Babies Grow Up to Be Cowboys”
Performed by Waylon Jennings and Willie Nelson
Composed by Ed Bruce and Patsy Bruce
Courtesy of Sony Music Entertainment
By arrangement with Sony ATV Music Publishing

Audio Post Company: LIME Studios
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas
Assistant Mixer: Matt Miller

Not everyone thinks having a so-called beach body means being a svelte, bikini-clad model. Now, British people are creatively reminding one advertiser of that.

U.K. fitness brand Protein World has been running billboards in the London Underground featuring a skinny woman in a revealing swimsuit, alongside the incendiary tagline, “Are you beach body ready?”

Summer is around the corner – Lets get beach body ready!!pic.twitter.com/COD2NQlo9o

— Protein World (@ProteinWorld) April 14, 2015

Unsurprisingly, a number of people have taken exception to the implied standard for beauty, and have been hijacking the campaign as a canvas for messaging about positive body image—by posting new versions online.

Some of the critiques amount to simple graffiti, adding copy like, “Yes, everybody is. Love your body the way it is.” Others have gotten more inventive—like a pair of women who photographed themselves in their own bikinis in front of a copy of the ad, and pointed out that best way to get a beach body is to “take your body to the beach.”

One particularly clever satirist even cooked up a fake response ad from soap brand Dove—ever the body-image opportunist—under the umbrella of the brand’s famous Campaign for Real Beauty tagline. (“Though we think ALL bodies are beach-ready, this image was not created or sanctioned by Dove,” reads one tweet from Dove U.K. A second further explains, “We agree with 2/3 of UK women who’d prefer to see more women of all shapes & sizes.”)

The incredibly charming Protein World, for its part, seems to be relishing the backlash, taking to Twitter to blast the “insecurities” of detractors, brand them “terrorists,” and whine about a nation of “sympathizers for fatties”—while also crowing that the campaign has tripled sales and that the company has granted its public relations team a bonus. (A Change.org petition petition to remove the ads has reached 45,000 signatures, but the company’s CEO is holding out for 1 million).

In other words, the brand doesn’t want you to think it’s being persecuted for an honest, well-intentioned misstep, and would rather be crystal clear that the whole thing is an ongoing, brazen and snide attempt at trolling that is playing out pretty much exactly as intended.

Or maybe its execs just sat out in the sun too long.

Via Work That Matters.

@ElectricAlley @ProteinWorld @RossalynWarren sales have tripled and the PR department has got a bonua #Winning

— Arjun Seth (@arjun_seth) April 26, 2015