Hasta La Creative!

Here’s a nifty way to get the average magazine peruser to put a product sample to good use.

Neutrogena and agency DM9DDB worked with Brazilian weekly Caras to create a special cover featuring actress Giovanna Ewbank. The issue also came with a set of Deep Clean wipes, so readers could rub the makeup off her face.

Studies have shown that when you actually touch and handle a product, you feel a connection to it and are even willing to pay more for it. Or, as DM9’s vice president of media Drian Ferguson puts it to Brazilian publication AdNews, “This interactive piece of press gives consumers the power to star in the campaign. They handle the product, test, prove and evaluate the outcome.”

Design Culture writer Diogo Mattos, for his part, calls the work an “innovation” that reflects what the future of magazine advertising could look like—specifically in the Brazilian market, where he believes executions like this are few and far between. (Our guess is Hansaplast’s foot magazine hasn’t made it into print there yet.)

In the Instagram video below, DM9DDB director Vitor Manzi demonstrates the campaign himself. One thing is for sure: The gunk that comes off is definitely true-to-life.

 

Direto do estúdio da DM9, o making off da divulgação da sobrecapa interativa de Neutrogena na Caras desta semana! Todas as assinantes (RJ e SP) irão receber um sampling do demaquilante Deep Clean e ao passar sobre o anúncio, a maquiagem da @gio_ewbank sai no lenço! Animal ver esse trabalho na rua! Valeu time J&J! #Neutrogena #DM9DDB #TimeJJ

A video posted by Vitor Manzi ® (@vitormanzi) on Jul 22, 2015 at 4:55pm PDT

Category: Beyond Madison Avenue
Summary: It is interesting to go from the practicing advertising profession to the advertising education profession. Granted, there are plenty of similarities — it continues to be a race to keep up. Once a report or book comes out, it’s outdated months later, the technology needs are growing, and people continue to dislike what they don’t understand.

In the 1998 film “The Truman Show,” Jim Carrey played Truman Burbank, the star of the most-watched reality television show in the world. The only problem was, Truman had no idea his every move was being watched; the cameras were all hidden.

Much like Truman, consumers now live in an online world where the content they see is orchestrated and controlled by marketers and big-data algorithms that decide which products they need, which news articles to read, and which friends they should see in their Facebook news feeds. And, like Truman, consumers are often unknowing participants.

Third-party data brokers are at the hub of this data exchange. Companies like Acxiom have aggregated more than 1,500 bits of data per person for about 190 million consumers, while Quantcast describes its offering by stating, “Our data set is so extensive, it’s equivalent to having coffee with every U.S. online user every hour … We predict their next move and get you there first.”

Continue reading at AdAge.com

They are informed, educated and indifferent, yet seemingly engaged. They are just like me.

From Adbusters #120: Manifesto for World Revolution PT.III

Every morning I get up at around five thirty or six.

The water will come to a boil and I will let sit my morning coffee. After adding cream, maple syrup, I’ll open up my laptop and proceed to go over the daily wires. These are different sites I have logged, bookmarked, rss feeds, user-generated content websites… basically anything that will give me information. As a child of the Internet age I crave information, I need it to feel whole. I enjoy sifting through the choices of other people. I imagine them to be likewise tech-savvy consumers of the digital spectrum. They are informed, educated and indifferent, yet seemingly engaged. They are just like me. They know about media saturation, the media monopoly and the reality of two or three mega-corporate conglomerates that will one day control the distribution of all media. I take solace in the fact that their engaged and cognizant choice to upload content is supported by my own anonymous silence. In anonymity I find a ruse to the total control of information. I believe in the sincerity and moral fortitude of my peers and I trust that this consumer-generated content that I examine each morning is truthful, holistic, and human.

From the upcoming issue of Adbusters #121, hitting newsstands August 11.

• #121
• Techno

Source

Print
Comex

Advertising Agency:TBWA NICARAGUA
Creative Director:Alejandro Rivas
Art Director:Bladimir Hurtado
Illustrator:Bladimir Hurtado

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Post originalmente publicado no B9
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After 16 years of presiding over the Comedy Central news-parody show, Mr. Stewart, 52, said goodbye on Thursday evening.