Hasta La Creative!

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, Dick’s Sporting Goods’ emotional spot shares the story of Tyler and the hardship he’s faced after losing his mother. For him, Harlem Lacrosse helps him remain a committed student and athlete, but Dick’s warns that soon some students may not have that opportunity, prediciting that “by 2020, 27% of U.S. public schools could be without sports.” On a lighter note, Dixie’s new promo “Cat Call” shows a grandfather sharing the story of how he met his wife. The heartwarming commercial reminds us all to “focus on family history. Not the dishes.”

Meanwhile, the top four most -engaging spots from Microsoft, The Paper & Packaging Board, Airbnb and AT&T hold their places on the charts. Direct TV’s spot, “Bad Comedian Eli Manning,” is the only new addition, coming in at No. 5. The promotion continues the “Don’t Be Like This Me” campaign with New York Giants’ quarterback as the spokesperson.

Continue reading at AdAge.com

It’s good to walk a mile in your client’s shoes. But is it even better to walk 125 miles?

Le Balene will soon find out. The Italian agency is wooing an unnamed mobile accessories client with a unique stunt: Pitch them by walking from the agency’s home in Milan to the client’s office in Reggio Emilia—a distance of some 200 kilometers, or about 125 miles.

Creatives Davide Canepa and Francesco Guerrera, accompanied by their fearless leader, CEO/account director Marco Andolfato, set out last Friday. If all goes well, they’ll arrive this Friday, in time for their 10 a.m. meeting. The walk has taken them through country roads and forests, and across rivers. They’re recording, tweeting and blogging—and even servicing other clients—along the way, using only mobile phones and tablets.

The campaign is tagged #mobileworkers. You can follow their adventures on their blog (that is, if you read Italian; otherwise, hit up Google Translate and enjoy the pictures). Check out our Q&A with Andolfato below, along with a special video shout-out to Adweek readers.

AdFreak: Describe #mobileworkers.
Marco Andolfato: We want to demonstrate that technology is an enabler of whatever you want to do. Every worker is a mobile one these days, and every worker can use technology to work better. As advertising people, to work better we need to take more time to think, and technology is helping us to savor slowness, and to think faster.

So, we decided to walk the 200 kilometers from our office to the client’s, working on the presentation while on the journey.

Can you tell us about the client and the brief?
The client deals with accessories for mobile devices. Usually people are much more interested in devices than in accessories. But accessories allow you to make the best use of the technology; they are your enablers. Much more so if you are a worker.

Along the road we’re using rechargers, selfie sticks, headphones, all kind of cables, iPhone covers. Without them we couldn’t have worked on the road. And our beautiful ideas wouldn’t have reached the client.

How will you use #mobileworkers to pitch?
We are preparing a movie—shooting during the days and editing it during the evenings. This should exemplify the idea, but just in case, we’re preparing 4/5 strategic slides. Of course, we’re planning to enter the meeting room with backpacks and boots.

How far have you gotten? How long will it take you to finish?
We started Friday from our office and walked 137.8 kilometers so far [as of July 28]. The presentation is Friday at 10 a.m., hopefully!

Does the client know you are walking?
Yes. Also because if we are not there next Friday…

How did you prepare for this trip?
You mean physically? I ran a marathon in Copenhagen two months ago. Davide is 27, and Francesco’s real fuel is creativity.
 

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Conheça o Sangue Amigo, criado pela equipe da agência Casa Comunicação

> LEIA MAIS: Aplicativo reduz distâncias entre animais que precisam de sangue e doadores

Post originalmente publicado no B9
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Category: Beyond Madison Avenue
Summary: In one of our previous posts, we hinted that we would be sharing more insight about engaging consumers with a high-quality content marketing campaign. We didn’t forget, and have an exciting resource for those marketing and advertising professionals who like to pursue professional development on their own.

Congressional hearings aren’t always contentious; but an hour-long hearing on the Internet of Things held by the House Subcommittee on Courts, Intellectual Property, and the Internet on Tuesday was decidedly warm and fuzzy. It may have had something to do with the lopsided roster of witnesses, which, rather than including even one privacy advocate, consisted entirely of representatives from industry groups: The App Association, the Information Technology Industry Council, the Alliance of Automobile Manufacturers, and the Consumer Electronics Association.

Gary Shapiro, president and CEO of CEA, participated in the meeting, as did Subcommittee Chairman Rep. Darrell Issa (R-CA), who once served as chair of CEA, which owns and produces the monstrous annual tech event CES. Mr. Shapiro made a point of noting that 900, or 25%, of the 3,600 exhibitors at the most recent CES event showcased IoT related products.

So, it comes as no surprise that the general consensus among witnesses was that innovators should be free to innovate without the threat of overreaching privacy legislation getting in the way. Connected windshield wipers anyone?

Continue reading at AdAge.com

(TrendHunter.com) Barcelona-based clothing label SUSHCHENKO fuses the art of fashion with the creativity of science and technology. Natalia Sushcenko founded the women’s clothing line in 2015. The line combines…