Hasta La Creative!

Sony Pictures wants male moviegoers to stay interested in its reboot. Hillary Clinton seeks women supporters. Ellen DeGeneres is mixing things up.

A quinta-feira passada foi bastante feliz para uma mãe de família americana que buscava presentes para os filhos. Candace Payne encontrou uma máscara de Chewbacca que a fez rir descontroladamente durante uma transmissão de vídeo no Facebook – e essa espontaneidade acabou fazendo o vídeo explodir em visualizações e compartilhamentos nos dias seguintes. Kohl’s, a […]

> LEIA MAIS: Como uma loja de departamento aproveitou a onda de um vídeo viral

Post originalmente publicado no B9
Twitter | Facebook | Contato | Anuncie

Groupon, the former investors’ darling that famously fired its own CEO and allowed him to write a funny internal memo about it, has returned to the air for the first time since 2014 after picking O’Keefe, Reinhard and Paul as its agency of record.

The angle in the Chicago shop’s first effort for its new client is that Groupon helps you, the consumer, experience your given environment a bit more fully.

How does Groupon help one become a bit more authentic than one’s neighbors? Because rich people can buy stuff all they want … but they rarely do things because they’re too busy sitting around and complaining or launching presidential campaigns.

In case you missed it, this new work is an attempt to re-position Groupon in the market. Former COO Rich Williams, who came to the company from Amazon and got promoted to CEO late last year, promised to spend $150-200 million above previous estimates for marketing this year in order to remind consumers that it’s no longer about the email blasts offering $5 off a big-ass bowl of guacamole at your neighborhood Mexican joint.

Instead, Williams says the refreshed company is all about “get[ting] people to come to its site and search for deals on products and services on a daily basis.”

OKRP president Nick Paul says, “Today, experiences are what really matter to consumers and Groupon excels at connecting them with local places and people that create real and memorable moments.” From the press release: “Aspire to collect memories … not conspicuous consumption.”

Beyond the anthem spot above, OKRP also recently created a campaign playing the same theme off the 30th anniversary of Ferris Bueller’s Day Off. Executives said it did better than expected.

Further entries in the campaign will be customized for specific holidays and product categories while expanding to include print, radio and, of course, digital. Starcom/SPARK and TwoNil are on the media beat.

We can at least agree that the new work is a far cry from Tibet.

The season that ended on Sunday brought in more money and people than ever before because of strong tourism and unusually diverse programming.

Periscope continues its oddball approach for candy brand Trolli in a series of three “Winning at Hoops” spots starring Houston Rockets shooting guard James Harden.

The spots are a play on eighties sports instructional videos, with retro graphics to match.

Harden is joined by a coach who explains to viewers the shots he will demonstrate, including a “Lay-Up,” “Slam Dunk” and “Hook Shot.” After an introduction from the coach (who appears to be doing his best Chris Farley impression), Harden gives a simple demonstration of the shot in question. Upon closer inspection by way of slo-mo instant replay, however, Harden manages to feed himself Trolli Sour Brite Crawlers in the process.

He does this via a secret compartment in the ball, a tiny hand coming out of nowhere or, in “Dunk,” by rapidly growing his beard.

This is, of course, the kind of weirdness we’ve come to expect out of the independent Minneapolis agency’s work for the brand.

If anything, the strangeness is (slightly) toned down this time around, at least in comparison to the Periscope’s previous work such as last year’s campaign promoting Trolli’s Sour Brite Crawler Minis and Extreme Sour Bites. Instead, there’s a big focus on the retro feel of the spots, which were directed by SOCIETY’s David Viau. If we didn’t know what to expect from the agency, that faux-retro setup may have left us surprised by the strange twist of Harden pulling gummy worms seemingly out of nowhere … but then, we did know what to expect.

Credits:
Client: Trolli
Agency: Periscope
Production Company: SOCIETY
Director: David Viau
Executive Producer: Harry Calbom
Head of Production: Rebecca Parenteau
Director of Photography: Doug Hostetter
Producer: Jill McBride
Post Production: SOCIETY
VFX: David Viau
Editor: Victoria Mortati
Producer: David Guti Rosado
Music & Sound: PICO Music+Sound
Executive Producer: Ellis Hawes
Composers: Lucas Field, Emeen Zarookian, Lucas Field, Jeff Kite
Mix/SFX: Jamie Hunsdale

VML New York appointed Becka Walter-Vigorito as group director, client engagement and Silmo Bonomi as group creative director. 

Walter-Vigorito arrives at VML from New York experiential marketing shop Mirrorball, where she has served as VP of client service since May of 2014 and worked on Heineken brands including Dos Equis, Tecate, Amstel Light and Strongbow.

She previously spent nearly two and a half years as an account director at Translation, focusing on Anheuser-Busch InBev brands including Bud Light Platinum, Bud Light Lime Ritas, Bud Light Lime and Bud Light Port Paradise. That followed a little over a year as an account director with BurnsGroup working on Post Foods’ Honey Bunches of Oats and an earlier account director stint with Translation. Before her initial time there, Walter-Vigorito spent over three and a half years in account executive positions at Publicis New York; in her new position she will report to VML New York executive director Chris Furse. 

Bonomi transfers to Manhattan from VML Brazil, where he has worked since April of 2012 and most recently as executive creative director. He began his career as an art director at Grey Zest Direct and then Grey Milan beginning in 2000, moving to Wunderman in 2003 and leaving three years later to serve as creative director and head of innovation LATAM with G2. Over the course of his career, Bonomi–who became Grey’s head of digital for LATAM in June 2008–has worked with brands including Netflix, Expedia, Kimberly-Clark, and Nespresso.

In his new role he will report to VML New York managing director Mike Wente.