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O Twitter nunca exigiu que um usuário inserisse sua idade no perfil. Ele já pediu confirmação de maioridade para seguir contas de marcas de bebidas alcoólicas, mas nunca pediu que seus membros cadastrassem sua data de nascimento, pelo menos até hoje. A partir de agora, quem quiser pode inserir seu dia, mês e ano de […]

> LEIA MAIS: Agora é possível colocar data de aniversário no Twitter

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Trent Reznor is known for many things: frontman of Nine Inch Nails, an act that still fills stadiums; a masterful producer; outspoken commentator on the internet and artists rights; and one of a handful of musicians to have won both an Oscar and a Grammy.

But as news comes out about the ambitions behind Apple’s new music offering Beats 1, we might need to add media visionary to the list.

While everyone has been fixated on what critics called a “cluttered and complex” offering that is Apple Music, the real story is the scope, scale and potential reach of Beats 1, its global radio channel with live DJs, which launched last week.

Continue reading at AdAge.com

The battle between the Ford F-150 and Chevrolet Silverado is headed for a cage match.

Chevrolet is escalating the always-hot pickup wars this week with a social media campaign that takes a swipe at Ford’s aluminum-body F-150. In a commercial created by McCann Worldgroup’s Commonwealth agency and slated for online and possible TV play, focus-group members are asked which cage they would use for refuge when a grizzly bear lumbers into the room: one made of aluminum or another made of high-strength steel. Most scurry wide-eyed to the steel cage.

For all the industry buzz leading up to the F-150 launch about Ford’s big aluminum bet, Ford’s marketing hasn’t exactly flogged that point with consumers. Now, Chevy’s tongue-in-cheek salvo brings the topic to the fore, raising the stakes — and risks — for both brands.

Continue reading at AdAge.com

The social media verdict is in: Carli Lloyd was the biggest sports star on the planet yesterday. But if the soccer star is going to cash in with brands she will have to move fast, according to sports marketing experts.

Ms. Lloyd, whose three goals led the U.S. women’s team to a World Cup victory on Sunday, was the “hottest athlete on earth” yesterday, drawing more social media love than Major League Baseball, LeBron James and Tiger Woods, according to digital marketing company Amobee Brand Intelligence. She was mentioned in 120,951 tweets in the six hours after the game first began at 7 p.m. ET. Overall, the game drew nearly 2.9 million tweets, according to Amobee.

The newfound attention will surely translate into endorsement deals, and some brands have already struck. Showing clairvoyance — or just really good luck — Visa signed Ms. Lloyd to an endorsement deal last week, before she made a major name for herself with Sunday’s hat trick. A Visa spokesman confirmed the deal, which was first reported yesterday by ESPN.

Continue reading at AdAge.com

It’s too large for her kitchen in SoHo, so she uses it in her closet, wedged between a laundry bin and a pair of boots.

Last week, an agency called Must Be Something promoted Nike with what it called The Fastest Ad Ever, a rapid-fire hodgepodge of athletes being athletic.

W+K Amsterdam has been working on a very different sort of campaign for the same client’s Russian wing. This one follows on the female-focused “Better For It” series with the help of several top Russian athletes brought to life in a series of films and murals across Moscow. The campaign aims to focus on talented people both famous and nameless in order to “inspire women to be more active” by “highlight[ing] a woman’s inner thoughts” as she takes on various physical challenges.

The digital films–shot by sport/fashion photographer Carlos Serrao–have been live for a couple of weeks, accumulating the attendant number of YouTube views.

This one stars a particularly intense yoga master/tattoo enthusiast whose name we can’t read:

A more recent entry featuring top ballet dancer Diana Vishneva invites some interesting comparisons to the Cannes-winning Under Armour spot from Droga5:

Several others may be found on the Nike Women’s YouTube page.

This campaign went well beyond video, though. From the release:

“The #betterforit movement culminated in Moscow when Nike took over Gorky park for a 10 day immersive sport experience. More than 25,000 girls came together over the course of the 10 days to participate in activities ranging from yoga to dance.”

That must have been quite an event. While we don’t have footage, W+K and Nike did enlist some artists to immortalize five Russian women in murals on buildings around Moscow. The client shared animated GIFs cut from the videos that served as source material for these murals. After shooting time-lapse clips of the buildings, the team superimposed videos of the athletes over them in order to create the loops, which were conveniently geo-located so curious followers could find the original works in the city. Here are three of the resulting GIFs.

First, “Jumper”:

Moscow mural “Jumper” via @nikewomen and @WKAmsterdam pic.twitter.com/jgEBeev57V

— Patrick Coffee (@PatrickCoffee) July 6, 2015

“Skater” with an image of the static mural for reference:

.@nikewomen, @WKAmsterdam Moscow GIF “Skater” pic.twitter.com/tel1hRvexW — Patrick Coffee (@PatrickCoffee) July 6, 2015

Finally, “Sprinter” competes with Moscow traffic:

“Sprinter” via @nikewomen @WKAmsterdam pic.twitter.com/LN2prWUg9r

— Patrick Coffee (@PatrickCoffee) July 6, 2015

W+K Amsterdam Creative Director David Smith explains the agency’s goals for the campaign:

“We wanted to give this work a sense of legacy. So many ads today are about a one second moment, and we wanted more, we wanted pieces that would be remembered for a long time.

The scale and beauty of the photography really gives these girls the heroic stature they deserved.”

Credits interestingly include production/activation work from BBDO’s Moscow unit.

NIKE RUSSIA WOMEN – ‘BETTER FOR IT’

WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: David Smith, Alvaro Sotomayor, Craig Williams
Art Director: Ignasi Tudela
Copywriter: Zoe Hawkins
Head of Content: Joe Togneri
Planner: Danny Feeney, Michelle Arrazcaeta
Communications Planner: Josh Chang
Group Account Director: Kirk Johnsen
Account Director: Kathryn Addo
Senior Account Manager: Jorge Fesser
Broadcast production / Head of Art Buying: Maud Klarenbeek
Art buying / broadcast production: Javier Perroud
Head of Studio: Jackie Barbour
Retoucher: Dario Fusnecher
Project Manager: Janna Harrington
Business Affairs: Michael Graves

FILM / PRINT PRODUCTION
PRODUCTION COMPANY: TERRIE TANAKA MANAGEMENT
Director/Photographer: Carlos Serrao
Director of Photography: Monica May
Producer: Amy Lynne
Executive Producer: Terrie Tanaka
EDITING COMPANY: WHITEHOUSE POST
Editor: Sam Gunn

AUDIO POST: WAVE AMSTERDAM
Sound Designer/Mixer: Alex Nicholls-Lee

MUSIC: GLINTSHAKE / MASSIVEMUSIC
Katya Izotova: Glintshake
Olga Markes: Glintshake
Adelina Sotnikova: MassiveMusic
Diana Vishneva: MassiveMusic
Darya Klishina: MassiveMusic

POST PRODUCTION: GLASSWORKS
Flame: Morten Vinther
Telecine: Scott Harris
Producer: Jane Bakx

MEDIA BUY: MINDSHARE RUSSIA

DIGITAL PRODUCTION + SOCIAL ACTIVATION: INSTINCT BBDO MOSCOW

Dubai-based McCann Worldgroup agency launched a new campaign for Coca-Cola, celebrating the month of Ramadan with a call to end labels and prejudices as part of its larger “Let’s take an extra second” campaign.

The campaign includes cans with the Coca-Cola label removed and the message “Labels are meant for cans, not people” on its reverse side. FP7/DXB also created a video in which they invited a diverse group of men to meet and talk to each other in a dark room where they could not each other, therefore avoiding prejudiced knee-jerk reactions. The group included a heavy metal musician, an avid home cook, a student of Emirati Heritage and the Arabic language and personal branding specialist Loy Machedo. When they switched on the lights, the participants found that the people they spoke to differed greatly from what they had imagined, challenging their preconceived notions and prejudices. They were then invited to reach under their chairs to find the “No Labels” Coke can, which made the point of the exercise abundantly clear.

The campaign very much falls in line with the larger “Let’s take an extra second” effort, with the video recalling The Cyranos McCann’s contribution in May. It’s also part of the trend of agency’s crafting long message-based efforts aligning brands with a cause. FP7/DXB’s label-less cans, meanwhile, are an attention-grabbing way to spread the message beyond those who will sit through the 2:30 ad, acting as a conversation starter.

“What’s the worst that can happen?”

That’s a loaded question, especially for a road-safety campaign. And it’s posed in a series of graphic spots from Albuquerque agency RK Venture for the New Mexico Department of Transportation.

Director Sean Broughton, a Hollywood visual effects expert, delivers three 30-second PSAs about drunk driving, seat belts and texting while driving, respectively. (There’s also a 45-second mashup of the first two ads.) Tires shriek, glass shatters and crimson spurts in all directions. The texting spot is the real corker, presenting a nightmare vision I hadn’t previously seen in such spots. (“It’s not my blood!? IT’S NOT MY BLOOD!” You’ll be hearing those words in your dreams.)

Warning: All four ads are very graphic.

“We wanted the ‘What’s the Worst That Can Happen?’ campaign to reflect the reality of just how deadly impaired and distracted driving is [and hopefully] instigate behavioral changes among drivers,” says RK Venture executive creative director Richard Kuhn.

This realistic, upsetting approach rises above category clichés owing to a strong element of hope that’s lacking from many similar initiatives (the NWDOT’s classic “ghost girl” spot creeps to mind). Here, each story presents the possibility that disaster can be avoided, if only people ask the right questions—and think carefully before they answer.

CREDITS
Agency: RK Venture
Principal and ECD: Richard Kuhn
Broadcast Creative Director and Writer: Nick Tauro
Executive Producer: Akash Khokha
Director: Sean Broughton
Director of Photography: Dean Mitchell
Editor: Phil Perri
Effects and Color: Left Field Labs
Flame, CGI and SFX: The Brigade