Hasta La Creative!

McCann New York launched a campaign which seeks to answer the question “Why Can’t Girls Code?” for Girls Who Code, a national non-profit seeking to close the gender gap in the tech industry (luckily no such problems in advertising, right guys?).

Spoiler alert: they can!

A 60-second spot sees young girls some over-the-top “reasons” why girls can’t code. These include a girl staring down at her chest and saying, “I tried to get into coding buy cleavage is so distracting.” Another girl adds that her long eyelashes make it hard to see the screen. “When I’m not menstruating , I’m ovulating, so there’s no time to code…at all,” adds another.”

McCann New York’s use of sarcastic humor represents a different approach to the issue, rather than the typical empowerment (although there’s undoubtedly a sense of empowerment in parodying misogynist notions that girls can’t code). While not exactly laugh out loud funny, the point is made abundantly clear in a way that still manages not to beat viewers over the head with the message.  A series of further spots delve into individual “reasons” why girls can’t code, such as menstruation, boobs and beauty.

“There are already a ton of inspirational videos about why girls should code. We wanted to try something different and use humour and satire to question the stereotypes that tell our girls that coding is not for them,” Girls Who Code founder and CEO Reshma Saujaniexplained explained to LBB. 

“When the girls themselves verbalise the biases it becomes abundantly clear just how ridiculous it is, said “McCann New York executive creative director Priti Kapur. “The notion that being a woman is somehow a disadvantage for coding is so deeply ingrained in society that you almost need to hear it out loud to realise how crazy it is.”
At the end of the spot, by which time the point is obvious, text appears onscreen with the message: “Girls do code. Every other theory is ridiculous.” and directing viewers to girlsdocode.com.

“There’s also the notion that girls can’t appreciate this kind of humour – also a ridiculous stereotype,” added group creative director Susan Young.

The social media platform has served Mr. Trump’s bombast and provocations well, but such behavior may be poison to a general election campaign.

For American Craft Beer Week (which is this week, drink up), some 100 brewers teamed up to create one beer which happens to be an imperial porter using the same recipe. It’s crowdsourced much like Victors & Spoils’ work, see!

The can for that beer features the names of 4,490 craft breweries, representing all 50 states. It’s a nice show of unity from small brewers at a time when the macros seem to be circling like sharks to gobble up the more profitable craft breweries, what with their failing business models and all.

To promote the effort, the agency made a campaign video promoting the beer and the #MakeSmallBeerBig tag. 

The can itself is a really cool concept, as is the beer in question. But the video is something of a disappointment.

Victors & Spoils took a fairly goofy route to promote the idea, which essentially boils down to 45 seconds of a stereotypical bearded beer guy (though, to be fair, there’s some truth to the cliche…) talking about how the beer is “the biggest 50 state collaboration since these United States,” being spun by one stage hand while the other blows fog. All of this is slowly revealed, of course, for comedic effect. It’s a familiar approach, somewhat reminiscent of Droga5’s work for Newcastle.

While we can understand wanting to take a more lighthearted approach, the ad doesn’t quite do justice to the idea it promotes.

The project was a creative way to celebrate small breweries via product, packaging and marketing. The advertising manages to express the idea behind the beer, but not in a way that adds anything substantial or grabs viewers’ attention. But feel free to disagree.

There are also a series of display ads, the best of which features the line, “The Official Craft Beer of Craft Beer.”


CREDITS

Client: CraftBeer.com
Agency: Victors & Spoils
Executive Creative Director: Sesh Moodley
Creative Director: Kate Kayne, Pat Horn
Associate Creative Director: Rob Lewis
Copywriter: Andrew Bridgers, Arthur Tanimoto
Art Director: Travis Brown
Account Director: Alexander Kayne
Agency Producer: Jenny Stefanov
Production Company: More Media
Director: The Dads
Editor: The Dads
Postproduction: Postmodern

Na sua conferência voltada para desenvolvedores I/O 2016, o Google anunciou hoje o seu novo produto, um assistente ativado por voz chamado o Google Home. No formato de uma pequena torre branca com uma base azul, o assistente é um concorrente direto do Amazon Echo, que já tem alguns anos no mercado. Acima você confere […]

> LEIA MAIS: Google Home é o assistente comandado por voz do Google

Post originalmente publicado no B9
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The New York offices of Deutsch have hired Maggie O. Connors away from J. Walter Thompson to serve as EVP/head of business development.

The agency frames the new hire as the final step in the re-invigoration of its New York office following the recent additions of partner/chief technology officer Trevor O’Brien, chief strategy officer Andrew Dawson, and partner/chief creative officer Dan Kelleher. Those four join chief planning/investment officer Anush Prabhu and chief operating officer Erica Grau in rounding out the office’s leadership team.

“With Maggie’s palpable energy, quick-witted smarts, and driving business force, she is undoubtedly the right fit for this passionate team that is raring to go,” said CEO Val DiFebo.

In the new role, Connors will report to DiFebo and work alongside North American CMO Jeff White to handle pitches and identify new business opportunities.

She joins Deutsch after spending nearly two years as director of business development at JWT in New York, where she led all pitches and worked across the agency’s North American and global networks to score “one new win a month for 14 straight months.”

“I am thrilled to be part of the new energy and focus at Deutsch,” said Connors, who starts on June 13. “The foundation is set and I can’t wait to be a part of the team.”

The decision to make the hire came before the recent JWT shakeup, with Deutsch reaching out to Connors as soon as it learned that New York CMO Tara Levine would be leaving for Omnicom’s new P&G-powered media network Hearts & Science, where she currently serves as chief experience officer.

Connors will effectively fill Levine’s previous role with a modified title.

Last time we checked in on Jack Links, the cured meat brand was messin’ with the Sasquatch with some help from Mekanism, space150 and PR agency Carmichael Lynch.

This time around, the Mek has partnered with a few of the old YouTube influencers you’ve heard so much about in order to find creative solutions for the “hangry,” or that unique combination of hungry and super pissed. (Kind of like Snickers, you know.)

In the first spot, one man simply cannot deal with the frustrations stemming from his midlife crisis…or his empty stomach. Whichever.

Next, these two kids should be AgencySpy commenters. They’d be great at it.

Yes, but what about explosions in the office? Everyone knows all about those, right?

Now enter the influencers. The next spot “Gym Beast” features the popular(?) beefcake duo Hodge Twins and Josh Leyva.

So all you have to do to be an influencer is make videos of yourself lifting. Can it really be that easy?? And can we film in our tiny apartment, advertisers?

Finally, even teachers get “hangry” despite their job security and amazing benefits.
Coincidentally, the client sent our boss a box of the old jerky complete with some “hangry tape” and a little booklet of “hacking tips” and product ideas.

We might take the beef tie to eat throughout the day, because who still wears those to the office anyway?

CREDITS

Client: Jack Link’s
Creative Agency: Mekanism
CEO/President: Jason Harris
ECD: Ian Kovalik
ACD: Ryan Paulson
Art Director, Designer: Philip Cheaney
Writer: Bryan Davis
HOP: Kati Haberstock
Sr. Producer: Cordelia Kipp
Director Brand Management: Caroline Moncure
Sr. Brand Manager: Claire Fallon

Production Company: TOOL of North America
Managing Director-Live Action / EP: Oliver Fuselier
Executive Producer: Lori Stonebraker
Producer: Jason Manz
Director: Benji Weinstein
Director of Photography: Eric Schmidt

Editorial Company: Cutting Room
EP: Melissa Luben
Post Producer: Kelly Ondris
Senior Editor: Chuck Willis
Senior Assistant: Greg Ryan
SFX: Jun Mizumachi
Audio Engineer: Walter Bianco

Color: The Mill
Color: Fercus McCall
Sound House: Butter
Produced by: TBC
Written by: TBC
Published by: TBC
Mixed by: TBC
Mastered by: TBC
Music Supervision: TBC
Music: TBC

Número de telefone escondido no vídeo deu início a um ARG que premiou com uniformes da Fsociety

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Post originalmente publicado no B9
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