Hasta La Creative!

GroupM and Conde Nast caught a lot of people off-guard when the publisher agreed to only charge the media agency’s clients for ads that were guaranteed to are entirely viewable by comsumers, a tougher stance than the industry was pushing.

“I got emails from all of my peers in the industry saying, ‘What did you do? Are you crazy?'” Conde Nast’s senior VP-digital sales Lisa Valentino said on Tuesday at the first day of Ad Age’s Digital Conference in New York.

However the agreement may not be as crazy as it sounds. For starters, it only applies to industry-standard banner ads, the typical squares and rectangles adjoining articles on publishers’ web pages, according to GroupM’s chief digital officer, Rob Norman, who joined Ms. Valentino and Ad Age’s Michael Sebastian on stage. “This is only dogmatic within that narrow prism of IAB standard units,” he said.

Continue reading at AdAge.com

(TrendHunter.com) Toronto apparel brand Muttonhead has been steadily making a name for itself as one of Canada’s top ethical and sustainable fashion retailers. Muttonhead specializes in “slow design” as a…

(TrendHunter.com) Earth Prime is a startup based out of New Orleans that knows every neighborhood may not have space for a thriving green garden, so it developed a standing hydroponic personal garden system that…

Nike’s newest commercial captures the inner dialogue of a woman stuck behind a row of models during swim class; a runner through a half-marathon; and a beginner yogi unsure of her surroundings.

The spot, by Wieden + Kennedy, launches a campaign called #betterforit, which Nike says is its largest initiative yet in supporting and motivating women’s athletic journeys. It’s about “powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level,” the company says.

It’s a light, fun approach in contrast to more motivational Nike spots of the past, and it seems to be resonating with the average athlete. From the YouTube comments: “It’s not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that’s a really special thing to focus on in an ad.”

This first spot, “Inner Thoughts,” aired during the MTV Movie Awards on Sunday night. It looks like Nike is positioning “Better for it” as the less aggressive (but maybe equally motivating) alternative to “Just do it.”

More videos and images below, plus credits.

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CREDITS
Client: Nike
Project: “Better For It”

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O’Rourke / Dan Viens
Copywriter: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producer: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media/Comms Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Director of Photography: Darren Lew / Joost Van Gelder

Editorial Company: Rock Paper Scissors
Editor: Angus Wall (“Inner Thoughts” :60 and :30) / Grant Surmi (:30/:15s)
Post Producer: Jared Thomas
Post Executive Producer: Angela Dorian

VFX Company: A52
VFX Supervisor: Jesse Monsour
Flame Artist: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
VFX Producer: Jamie McBriety
Color: Paul Yacono

Music Supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound Designer: Barking Owl

Mix Company: Lime Studios
Mixer: Matt Miller / Dave Wagg
Producer: Jessica Locke / Susie Boyajan

Today, Activision has taken a classic videogame franchise out of hibernation mode with the announcement of “Guitar Hero Live.”

The brand and agency 72andSunny unveiled a three-minute trailer introducing the upcoming installment to the long-dormant “Guitar Hero” series, due out this fall. As has become convention in videogame ads, it features what appears to be a “live action” reenactment of the game play. Shot from the first person POV of the player, a member of the fictitious band “Broken Tide,” the film captures the player’s emotional experience — from the backstage jitters, to the pre-performance adrenaline rush, to the disappointment felt after a wrong chord is struck and the crowd starts to hiss.

It turns out, however, that this isn’t a cinematic recreation of the game — it’s the game itself.

Continue reading at AdAge.com

Category: Beyond Madison Avenue
Summary: Advertising is an incredible industry, attracting smart, inspired, and charismatic people. From strategy to creative development to sales, opportunities abound for the talented and ambitious. The options are so diverse and appealing, in fact, that advertising professionals often experience several shifts during their careers.

Through 20 years in advertising, I’ve been a designer, a copywriter…

Outdoor, Print
Child Welfare Association

Technology can be a monster for kids.

Advertising Agency:Miami Ad School, New York, USA
Advert title:Technology can be a Monster
Creative Director:Vignesh Seshadri
Art Director:Vignesh Seshadri
Copywriter:Kathryn Kvas
Illustrator:Vignesh Seshadri

Outdoor, Film, Print
VitaCoco Water

Vita Coco – Prints and TVC VitaCoco Water gives you superpowers. Not really, though, but they come close (with their electrolytes, hydration infusion, etc.).

Advertising Agency:Miami Ad School, New York, USA
Creative Director:Vignesh Seshadri
Art Director:Vignesh Seshadri
Copywriter:Kathryn Kvas
Illustrator:Vignesh Seshadri

Print
UnP

Advertising Agency:Art&C, Natal, Brazil
Creative Director:André Bamberg
Art Director:Rodrigo Bonfim
Copywriter:Daniel Felix
Photographer:Thiago Palitot

PR
Ncc

NCC housing is a swedish residential property development company. Since moving can be a good way to break ones’ routines and discover new things NCC created the concept “Welcome to the premiere of your new life” to inspire more people to come and see their new projects. To make the concept come alive they” decapitated” people and swapped their heads during a movie premiere. A real time editing challenge where unsuspecting movie goers ended up in a trailer on the big screen, “The Head Swap Prank”.

Advertising Agency:Garbergs, Stockholm, Sweden
Art Director:Sebastian Smedberg
Copywriter:Johan Van Der Schoot
Photographer:I am production
Additional Credits:Jan Lindforss, Malin Boustedt