Hasta La Creative!

About a year ago, most users began to see something new in their Facebook news feed. Sandwiched between birth announcements and attention-seeking status updates were video clips. A lot of video clips, in fact. By September 2014, after the “Ice Bucket Challenge,” Facebook was bragging that it served a billon views per day.

There’s a reason why Facebook’s videos took off: Unlike YouTube links, the vast majority of the videos were autoplay by default, of higher quality, and took up more space on the page. The advertising implications were obvious. Or were they?

Video ads deliver greater awareness and usually command higher CPMs than banners, which explains Facebook’s interest in them. For advertisers, though, the case is less compelling. Despite Facebook’s massive reach, if you’re looking for deeper awareness and engagement, your video ad will probably perform a lot better if presented outside of Facebook — particularly on contextually relevant sites — for the following reasons:

Continue reading at AdAge.com

Though his surfing career was cut short when he was 18 due to an accident that left him paralyzed from the waist down, Nicolas Gallegos got to escape the confines of his wheelchair and experience the feeling of being on a board once again thanks to Argentinean surfing champ, Martin Passeri.

In a new four-minute film from McCann Buenos Aires and surfing apparel brand Reef, Passeri essentially sacrifices his shot at a sixth Argentina National Surf title by letting his pal Gallegos ride shotgun in a sense and feel something he hasn’t felt in the 20 years since his accident. It’s a somewhat touching human interest story that should surely stoke surfing aficionados and novices alike. Regarding his noble, kindhearted move, Reef Pro Team star Passeri says, “Surfing is sharing the experience of something that has no explanation to it. When you share it, when you can really carry the other person, and see the same smile that you get when you slide over the wave, that’s a new wave. The euphoria we both felt on the board was awesome.” In turn, the pair’s adventure echoes the campaign’s simple sentiment: “Life’s short. Go surfing.”

Credits:

AGENCY: McCann Buenos Aires
General Creative Director: Chavo D’Emilio
Creative Directors: Ezequiel Rocino, Pablo Miñarro
Editor: Ezequiel Rocino
Art Director: Pablo Miñarro
Head of Agency Production: Federico Salday
Account Director: Victoria Ortelli
Producer: Mundo Zero
Director: Axel Elizondo, Mateo Rojas
Executive Producer: Nicolas Nervi
Producer: Germán Bertasio
Head of Production:Pablo Suarez Buyo
Photography Director: Germán Vilche
Editor: Maximiliano Blanco
Post Production: Mundo Zero
Song: Indigo Musica Y Sonido – Gravedad Zero
Soundtrack: Mundo Zero
Responsible for Client: Alejandro Azpiazu

Le morceau « Golden Touch » interprété par la pop star Japonaise Namie Amuro a récemment été dévoilé à travers une vidéo interactive. Réalisé par Masashi Kawamura, ce manifeste ultra créatif permet au spectateur de rentrer en interaction avec les éléments par le biais de touches tactiles.

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Post originalmente publicado no B9
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Kyu, part of Japanese holding company Hakuhodo DY Holdings, is acquiring digital content and design shop Digital Kitchen.

Financial terms of the deal were not disclosed, but Design Kitchen’s management team of Chairman Paul Matthaeus, CEO Bill Fritsch and President Don McNeil will remain in place.

The shop will join consultancy SY/Partners and branding agency Red Peak Group, both U.S.-based shops, under the umbrella of Kyu, a marketing-services division created in May 2014 after the acquisitions of Red Peak and SY. Hakuhodo appointed Michael Birkin, former Omnicom group vice chairman, to oversee the new division, formed in part to diversify its portfolio beyond Japan. The holding company’s other agencies include creative agencies Hakuhodo, Daiko and Yomiko Advertising and media-services agency Hakuhodo DY Media Partners.

Continue reading at AdAge.com

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