Hasta La Creative!

Here’s a strange one from Y&R Mexico for Gandhi Bookstores.

The agency worked with director Rodrigo Garcia Saiz to create a spot for the bookstore chain, entitled “Weapons,” illustrating the “Knowledge is power” maxim with a protest scene. As protesters square off against a militarized police force, they begin hurling books at the officers. The books burst into flames, which spread through the ranks of the officers as the ranks of protesters advance and overtake them. The ad finally ends with the familiar knowledge-touting maxim. While the explosive nature of the books is obviously meant to be metaphorical, it all plays out more like a Rage Against The Machine music video than an ad for a bookstore, and the tactic is especially odd considering that the chain is named after a leader famous for nonviolent civil disobedience.

Credits:
Client: Gandhi Bookstores
Title: “Weapons” :90
Agency: Young & Rubicam Mexico
Chief Creative Officer: Jose Montalvo
General Creative Director: Agustin Velez
Creative Director: Sergio Diaz Infante
Copywriter: Rodrigo Ramirez
Art Director: Francisco Hernandez
Head of Production: Bernardo Salum
Agency Producer: Noel Abreu
Production Company: Central films
Director: Rodrigo Garcia Saiz
DP: Beto Casillas
Executive Producer: Mauricio Francini
Editorial: Central Films
Editor: Jorge Hernandez
Post Production: Central Films/MPC
Colorist: Ricky Gaussis
Post Production Coordinator: Patricia Guerra
Post Producer: Leonel Perez
VFX Company: Central Films/MPC
Music Company: Sonideros
Music Producers: Ramiro del Real, Renato del Real
Composters: Ramiro del Real, Renato del Real
Audio Post: Bravo Audio
Mixer: Bernardo Bravo
Audio Post Producer: Bernardo Bravo

As we all know (unless you have been hiding under a rock), brands can now be developed almost overnight, thanks to the internet. And this year’s Licensing Expo in Las Vegas started off like none other had before.

Monday afternoon, Licensing Expo held the inaugural Digital Media Licensing Summit as part of its Licensing University curriculum. The Digital Media Licensing Summit brought together some of our industry’s brightest minds for an exploration of the ways in which consumers — especially young consumers — are influenced by new digital media brands and personalities. Participants included digital stars Andrea Brooks, Amanda Steele and Hannah Hart, as well as Jim Fielding from “AwesomenessTV.”

A key theme that emerged during this conversation was that a younger generation of creative influencers is increasingly embracing newer and more visual social media channels — such as Instagram and Snapchat — to engage with their audiences. It’s worth noting that while there doesn’t seem to be a secret sauce for picking winners and losers in the digital universe, I believe YouTube’s Malik Ducard said it best during his opening day remarks when he described the most successful YouTubers as “master storytellers” who are committed to maintaining authenticity with their fan base. This authenticity engenders a melding between personality and brand. Interestingly, from a licensing perspective, this same authenticity rings true when it comes to brand building.

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Advertising Agency:Publicis Conseil, Paris, France
Executive Creative Director:Olivier Desmettre, Fabrice Delacourt, Marcelo Vergara
Creative Director:Steve o’leary
Art Director:Lea Zygomalas, Alice Drapanaski
Copywriter:Yannick Savioz
Business Director:Sophie Mellet
Account Director:Annabelle Legrand-­?Lippens
Planner:Barberine Reyners
Client Team Director:Corinne Emonet, Massimo Zucchero
Photographer:Hervé Plumet
Print Producer:Jean-Luc Chirio
Production Manager:Gael Cheval
Account:Marie?Pierre Millet
Account Manager:Lea Sayada
Art Buyer:Flore Silberfeld

Grey London launched a new spot for HSBC, entitled “Lift,” which, like Mad Men, explores the dramatic possibilities of the elevator.

The 90-second spot follows a man, portrayed by actor Stephane Coulon, and his business, Cadours Industries, through 40 years in one elevator ride. Time is tied to the rising elevator, expressed in changing fashions and hairstyles, with scenes of familial and business drama intimated through scenes unfolding within. The spot, set to a dramatic piano score, eschews dialogue and voiceover altogether. “Lift” ends with the man finally exiting the elevator, 40 years older than when he entered, followed by the tagline, “It’s Never Just Business.” It’s certainly a welcome departure from the usual clinical coldness of the category, with the ad calling to mind Mad Men not just because of its elevator setting but also its careful attention to detail and perfect editing.

Nick Rowland, creative director at Grey London, told Adweek the agency’s “It’s Never Just Business” campaign, marks “a shift away from the pinstripes, percentage points and money that this category operates in. It’s about people. People selling to people. Relationships.” He added that the spot “is a metaphor. It’s a journey. A company, and a person moving upwards. Sometimes bumpy, sometimes smooth—but the journey always continues.”

Rowland explained that the shoot for the ad, shot in just under a week, was full of challenges. Among them were the obvious difficulties of shooting in such a small space and portraying the passing of time without any dialogue or narration, but also included an allergic reaction by Coulon to his makeup on the last day of shooting. “It was a bit tense waiting for the side effects to calm down, but he just carried on and nailed it again and again,” he said.

Credits:

Client: HSBC
Client: Sarah Threadgould, Head of Marketing Communications and Campaign Strategy, Global Commercial Bank, HSBC
Project: “Lift”
Creative Agency: Grey London
Creative Director: Nick Rowland
Copywriter: Jamie Starbuck
Copywriter: Theo Bayani
Art Director: Miguel Gonzales
Account Team: Barbara Waite, Alex Clarke
Agency Producer: Harriette Larder
Planner: Matthew Gladstone
Media Agency: Mindshare
Media Planner: Edward Fall
Production Company: Independent Films
Director: Gary Freedman, The Glue Society
Executive Producer: Jani Guest
Producer: Jason Kemp
DOP: Stephane Fontaine
Editor: Adam Spivey
Postproduction: Tom Johnson @ The Mill
Soundtrack Composer: Yann Tiersen
Audio Postproduction: Sam Robson @ 750mph

Last year, Virgin Media in the U.K. introduced an ad character who’s literally a night owl, staying up late to binge-watch show after show on Netflix. Now, that owl—who goes by the name Ally McNab—is one step closer to her anti-heroes on Orange Is the New Black.

A new campaign from BBH London, pushing Netflix streaming on Virgin, actually sends Ally to Litchfield Penitentiary, where she becomes the latest orange-clad newbie inmate. And the show’s famous characters even filmed scenes with their freaky new cellmate. (Not surprisingly, Suzanne “Crazy Eyes” Warren takes a shine to her new feathered friend—either because they have a similar stare, or because Crazy Eyes befriends everyone.)

The spot actually combines new and existing footage. It’s an interesting bit of film, considering all the players involved.

“It’s a piece of content involving an entertainment property, a subscription streaming service and a broadband provider,” says Jeremy Ettinghausen, innovation director at BBH and BBH Labs. “It stars characters from a TV show interacting with characters from an advertising campaign, in an advertising campaign for a TV show, a broadband provider and a subscription entertainment service. Is this a new content type? We don’t know. Is it interesting? We think so, maybe simply because we can’t put it in a box.”

The campaign is running online, on social media, in retail, and on video on demand. The third season of Orange Is the New Black hits Netflix on Friday.

CREDITS
Client: Virgin Media
Head of Brand Advertising & Sponsorship: Ellie Tory
Partnership Marketing Lead: Rob Cannon
Agency: BBH London
Creative Team: Dan Morris & Charlene Chandrasekaran
Creative Director: Tom Drew & Uche Ezugwu
Strategist: Elle Graham-Dixon
Account Team: Phil Lloyd
Production Company: Black Sheep Studios
Editing House: Black Sheep Studios
Post Production: OutpostVFX
Sound: Factory

En cette période de Coupe du Monde de Football féminine, qui se déroule au Canada, Nike Soccer a publié un spot publicitaire mettant en scène des joueuses à l’entraînement ou en plein match, avec pour fil conducteur d’être forte seule et inarrêtable en équipe. Chaque entité est indispensable à la réussite du groupe.

Livro que deu origem ao clássico de Steven Spielberg relançado em edição especial

> LEIA MAIS: Devore ou seja devorado por “Tubara?o”, o romance de Peter Benchley

Post originalmente publicado no B9
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Bollywood director Shekhar Kapur has joined the roster at Independent Films in London. After beginning his career in India, Kapur received international recognition in 1998 for directing “Elizabeth,” starring Cate Blanchett, which was nominated for seven Oscars and won the Oscar for Best Make-up. He also directed Heath Ledger in “The Four Feathers” and returned to direct Blanchett in “Elizabeth: The Golden Age.” He also directed a segment of the anthology film “New York, I Love You,” and is the creator, executive producer and director of TV series “Rasputin” for FX. His branded work includes short film “The Passage”, commissioned by Swarovski and starring Julia Stiles, Lily Cole and Haley Bennett, as well as a commercial for Schweppes, featuring Nicole Kidman.

Director Kathi Prosser has joined The Sweet Shop for global representation, moving from Moxie Pictures. Prosser has shot commercials for the likes of Guinness, Molson, Lux, Dove, Tresemme, Apple, AT&T, and JCPenney. She began her career in graphic design creating album art for companies like BMG, Sony Music, EMI, and Columbia before directing the Grammy-nominated “Mega Mix” videos for Moby’s album, “Play”. For four years she ran multimedia firm The Wing Group, where she did several projects including the short films “Death’s Fable,” “Fly or Fall,” and “Horses Never Lie.”

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