Hasta La Creative!

W+K Tokyo launched a new campaign for Nike Japan with the 15-second, “Loop.”

The spot shows a woman wearing Nike 3.0 Free Flynit shoes determinedly running an intense-looking loop. As the shot pans out at the conclusion of the spot and the woman makes a final leap, it is revealed that the course spells out “NIKE.COM.” The spot is meant to communicate the “Sports Start Here” campaign message, which refers to the site as a community hub for athletic enthusiasts to “search, find, support and share their performances.”

“It’s exciting to think of a website as more than just a combination of services and products, but as inspiration to be a better athlete,” said Adam Koppel, W+K Tokyo creative director. “Put all the digital pieces together and you can inspire real world performance.”

Following the launch spot, the campaign will continue with a second spot later in the month, supported by digital and social initiatives. In addition to promoting the Nike.com site, the ad is also indicative of the brand’s focus on marketing to a female demographic, which is also evident in W+K Portland’s recently launched “Better For It” campaign stateside.

Credits:

Agency: W+K Tokyo

Executive Creative Directors: Mike Farr, ?????(Tota Hasegawa)
Creative Director: Adam Koppel
Art Director: ????(Yohei Adachi)
Copywriter: ????(Hiroki Ishiyama)
Designer: ????(Ayano Takase)
Planner: Greg White
Translator ????(Toshiko Iida)
Agency Producer: ????(Kenji Tanaka)
Agency Assistant Producer: ????(Masataka Odaka)
Account Director: Ryan Johnson
Account Supervisor: ????(Tatsuya Horikoshi)
Assistant Account Executive: ?????(Casey Yoneyama)

Film Production

Production Company: Kichi Inc. ???????? (Robot Inc.)

Director: ????(Eiji Tanigawa)
Producer: ???(Satoshi Takahashi)
Producer: ????(Fumikazu Matsubara)
Production Manager: ????(Keita Suwa)/ ????(Daichi Tanaka)
Director of Photography: ??????(Yoshitaka Murakami)
Gaffer: ????(Shinichi Miyaki)
Art Director: ????(Masahiro Ishii)
Grip: ????(Ryota Ide)
Stylist: ????(Naoki Yamada)
HairMake: ????(Toshihiko ?hingu)

Editorial Company: Cutters

Post Production Company: Cutters
Editorial & Post Production Producer: ???(Megumi Irino)
Editor: ????(Aika Miyake)
Online Artist: ????(Yu Yasuda)
Colorist: Ben Conkey

VFX Company: ????(Taiyo Kikaku Co.,Ltd.)
VFX Artist/CG Director: ?? ?(Toru Hayai)

Music Company: Audio Force
Drummer: Satnam Ramgotra
Mixer: Daniel Lovell

Cast: ???? (Rika Ogawa)

Holy mackerel, this octopus can use a camera!

Sony and FCB Auckland trained a female octopus named Rambo (no relation) to take pictures with a Cyber Shot TX30 camera for this captivating minute-long video.

This particular sea creature was used to promote the water- and shock-resistant camera because octopuses are among the most intelligent denizens of the deep. (Besides, clams can’t take direction, and lobsters are too darn tasty.)

A special rig helped Rambo push a shutter button to capture images of visitors outside her tank at Kelly Tarlton’s Sea Life Aquarium in New Zealand. Rambo’s trainer, Mark Vette, says it took her just three attempts to understand the process, though at times she behaved like an eight-armed diva, smashing several cameras to bits during a two-month training process. (Elsewhere, this little dude mastered octo-selfies in no time!)

Sony’s “Octographer” ad has gotten nearly 400,000 YouTube views in a week and lots of media play. Still, the brand message, while present in most coverage, has been somewhat overshadowed by the sheer novelty of a photo-taking octopus, especially in casual social mentions. For many, Rambo is the breakout star, while the camera is an afterthought. Props to the cephalopod for playing her mammalian, land-lubbing overlords for suckers.

FCB group account director Toby Sellers answered some of our questions about the stunt.

Why use an octopus?
We wanted to show the world that even an amateur photographer can take amazing underwater photos with Sony’s TX30. That led us to the idea of using a photographer who actually lives underwater.

They are one of the most intelligent underwater creatures, so we felt they would be a really good fit with our amazing underwater camera. We enlisted the help of Mark Vette, the animal expert behind our hugely successful “Driving Dogs” campaign (for Mini and the SPCA). He was really excited about the chance.

Was the concept a tough sell?
FCB Auckland had a lot of success with the “Bottled Walkman” campaign, so Sony was keen to see what we could do with their TX30. Their first reaction to the idea was amazement that it could be pulled off. We talked them through the plan we had developed with Mark, and they got very excited.

Was it more difficult than you imagined?
This project was far harder than any of us imagined it would be. Rambo got her name because the first few times we put the rig in the water she wanted to fight it. You could say she drew first blood. Despite the reports that it only took three tries [to learn the process], Rambo and Mark worked their way through 10 rigs and nearly as many cameras.

What would you say to activists who disapprove of using animals in ads?
Mark Vette and Kelly Tarlton only agreed to be involved because the process was enriching for the octopus. These creatures thrive in an environment where they are being mentally stimulated. When you have nine brains, you need to keep yourself occupied. So the project was not only fun for the octopus involved, it was also a chance to show the public how amazing these creatures are. The money people paid to have their photos taken goes to Kelly Tarlton’s Marine Life Trust.

Tell me about the April 10 photo event at the aquarium.
Rambo had a great time. She photographed over 100 visitors. Many were there because they had seen the story on TV, but a few foreign tourists just walked in and lined up. They were blown away to have their photos taken by the world’s first Octographer, and we were happy to give them a unique memento of their visit.

CREDITS
Client: Sony
Agency: FCB Auckland, New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Directors: Tony Clewett, Regan Grafton
Writer: Peter Vegas
Art Directors: Leisa Wall, Christiaan Van Noppen
Head of Content, Executive Producer: Pip Mayne
Head of Art: Nick Smith
Director, Director of Photography: Michael Braid
Group Account Director: Toby Sellers
Account Director: Hannah Downes
Account Executive: Laura Little
Lead Behaviourist, Animals on Q: Mark Vette
Assistant Handlers, Animals on Q: Jazmin Vette dal Bello, Rosie Miles
Curator, Kelly Tarlton’s Sea Life Aquarium: Andrew Christie
Marketing Manager, Kelly Tarlton’s Sea Life Aquarium: Claire Wheeler
Rig Developers, Harrison & Watkins Ltd.: Harry Harrison, Blair Muchamp
Director of Photography, Event Coverage, Traction Films: Nic Fay
Editor, 6Twenty: Simon Wade
Editor, FCB: Grant Nicholson
Media Director: Rachel Leyland
Media Planner, Buyer: Erin McCaughley
General Manager, Public Relations: Angela Spain
Senior Account Director, Public Relations: Kimberley Kastelan
Digital Director: Kate Grigg
Customer Experiences Director: Ele Quigan
Music Composer: Peter van der Fluit
Music Composition: Liquid Studios
Studio Producer: Sarah Yetton

If you thought Coke Zero’s drinkable billboard was impressive, Carlsberg would like to serve you some outdoor advertising with a bit more kick.

The Danish brewer, with help from ad agency Fold7 and design company Mission Media, unveiled a beer-dispensing billboard at The Old Truman Brewery on Brick Lane in London. The billboard was emblazone with the headline, “Probably the best poster in the world.” The brand was on hand to monitor the drinkers, making sure no one was under 18.

“We want to get the Carlsberg brand in front of as many beer drinkers as possible,” says Dharmesh Rana, senior brand manager at Carlsberg U.K. “To do this, we have to think differently with our approach and can’t just rely on great TV advertising.”