Hasta La Creative!

Director Greg Hackett has joined the production company and creative collective Variable for representation in the U.S. Based in London, Hackett’s own company is Spindle. His most recent film, about the Japanese robotics scientist Hiroshi Ishigura, was for The New York Times’ T Brand Studio. His first film, “Experiments in Speed,” was produced for Douhou Bikes. It tells the story of a group of enthusiasts who set out to discover just how fast their bikes could truly go and has more than 2 million views. “The Longest Night” is a dark study of Icelandic fisherman.

MediaMonks has opened its first office in China, based in Shanghai and headed up by Executive Producer Niels Monsieurs. MediaMonks Shanghai opens after extensive working relationships with leading Chinese agencies based out of the company’s Singapore office, which launched in 2013. It is the ninth international office of the creative production company, founded in Amsterdam in 2001. Monsieurs joined MediaMonks as a digital producer in 2011. In 2014, he moved to Chengdu to become the executive producer of Dr. Panda, the largest independent producer of kids’ games in China. Chen Zhang will serve as the office’s technical director.

Continue reading at AdAge.com

W+K Portland launched a new spot for the Samsung Galaxy S7 starring Danny Glover, entitled, “Time.”

“Time is the most valuable thing there is,” begins the voiceover, accompanied by footage of a cuckoo clock. “Since the beginning of time, there never seems to be enough of it,” he goes on, as two dinosaurs look up to see a comet headed their way. Continuing to wax philosophical about the chronological, the spot gets self-referential with the line, “Our greatest fear is running out of time…and you just spent 34 seconds of it watching this commercial.” Glover comes into the picture in a parody pointing out how time is involved inthe plots of most action movies.

The point of all this time talk? It arrives with the question “So if time is the most valuable thing there is why would you waste more than you have to charging your phone?” Well, they certainly took their time with that one. Joking aside, the spot is fairly entertaining, with Glover’s self-effacing performance the clear highlight. And while the delivery could have been a little quicker (to be fair, there are also 30 and 15-second versions) it does convincingly sell the phone’s wireless charging feature and longest-lasting battery.

The spot made its broadcast debut last Sunday during game seven of the NBA Finals. Additional ads in the campaign will follow shortly.

Credits:
W+K PORTLAND
Creative Directors: Craig Allen/Jason Bagley
Copywriter: Derek Syznal
Art Director: Brandon Mugar/Croix Gagnon
Executive Producer: Erika Madison
Producer: Shannon Worley
Account Director: Mimi Kim
Account Supervisor: Phil Williams
Executive Creative Directors” Mark Fitzloff/Joe Staples
Strategist: Renny Gleeson/Bruno Frankel
Project Management: Laurie Holtz/Amanda Rudolph
Business Affairs: Teresa Lutz/Amber Lavender
Director of Integrated Production: Patty Brebner

Production Company: Imperial Woodpecker
Director: Stacy Wall
Executive Producer: Doug Halbert
Producer: Anita Wetterstedt

Editorial Company: Whitehouse Post
Editor: Lisa Gunning
Asst Editor: Sam Perkins
Post Producer: Jennifer Mersis
Post Executive Producer: Joni Williamson

VFX Company: MPC LA
Creative Director: Paul O’Shea
Visual Effects Supervisor: Michael Gregory
VFX Executive Producer: Elexis Stearn
VFX Color Producer: Meghan Lang
VFX Producers: Brian Friel/Deepanjali Signh
Color Producer: Rebecca Boorsma
Colorist: Mark Gethin
VFX Team: Andre Arevalo,Oliver Caiden, Rodrigo Jimenez, Ryan Taylor, Tim Kafka, Steward Burris, Patrick Manning, Yuichiro Yamashita, George Saavedra, Kunal Sarkar, Anbarasu E, Inigo Vimal Roy, Sugumar S, Sabanayagam V, M. Vijaya Kumar, Mithun Alex

MUSIC + SOUND DESIGN
Sound Company: Lime
Sound Designer: Rohan Young

MIX
Mix Company: LIME
Mixer: Rohan Young
Producer: Susie Boyajan
Audio Assistant: Ben Tomastik

Considering the constant chatter in Cannes about Brexit and Donald Trump, it was a mild shock that today’s “Creativity on the Stump” presentation started out not with The Donald, but with a clip from “SNL” of Larry David doing Bernie Sanders.

But it wasn’t long before Mr. Trump began to dominate the conversation. For an American audience, there wasn’t much new to take away from the discussion. In short, Donald Trump is one of the top two candidates for commander in chief thanks to his “authenticity” on social media and his $3.3 billion worth of earned media.

But as Carrie Budoff Brown, managing editor of Politico’s European Edition, said, now that we’re practically in the general, the “rubber’s about to hit the road” as the Hillary Clinton campaign bombards Mr. Trump with ads and his “strategy is going to be tested.”

Continue reading at AdAge.com

An email invitation for a party hosted by VaynerMedia and Thrillist Media Group, featuring a performance by Wyclef Jean caused a swift backlash, thanks to the line “Please be aware that this specific list is for attractive females and models only.” It went on to request that “Ladies” seeking admittance to the party send “recent untouched photos and/or your Instagram/Facebook links for you and each of your additional female guest [sic],” adding, “once we have reviewed we will send you specific entry details.” Men, meanwhile were advised to “contact the PR departments of the respective sponsors” to request admittance. 

A female ad executive told Adweek that she and two colleagues received the email yesterday. One of them then forwarded the email to industry veteran and women’s advocate Cindy Gallop, who shared the email on Twitter and wrote, “It’s 2016, @vaynermedia @thrillist. This is not how you party at @cannes_lions.”

The email was sent by an events company called iGetIn. One of the women who received the email called the number listed and was told the sexist requests were a “totally normal practice.” Sounds pretty sketchy.

Gary Vaynerchuck seemed genuinely shocked to learn of its nature and quickly responded with a video apology. In it, he claimed he was “mortified” by the email, but accepted responsibility as VaynerMedia CEO. Vaynerchuck also reached out to apologize to the executive who forwarded the email to Gallop.

A Thrillist spokesperson, meanwhile, wrote, “A third party promotions company sent this email without us knowing. We apologize to anyone who was spammed with this but it didn’t come from Thrillist or Vayner. The guest list for the party has been closed for some time and will not include anyone who replies to that email.”

A VaynerMedia spokesperson told Adweek that the agency was not directly involved in the hiring of iGetIn and that “the message  itself was not reflective of the company or its culture.” Adweek reached out iGetIn but has yet to receive a response. 

L’Oreal USA’s multicultural beauty brand Carol’s Daughter is turning up the star power in a second year of its #BornandMade social and digital campaign amid explosive growth and distribution that’s expanded roughly six-fold to 25,000 stores this year.

The campaign, which began last year featuring social media influencers to celebrate the origin stories of women who use its products, this year has enlisted Dascha Polanco from Netflix’s “Orange Is the New Black,” Grammy-nominated singer Andra Day, and model Nazanin Mandi.

Carol’s Daughter is also encouraging women to share their own stories on the BornandMade.com website, this year adding a GIF generator that combines women’s childhood photos with their adult photos to tell the stories visually. Sid Lee New York helped create the idea, with videos and other creative produced in-house.

Continue reading at AdAge.com

Ask any ad buyer working in political or cause-based marketing what matters the most during an election cycle, and you’ll often hear things like speed, efficiency or the ability to reach key voters. In an era when ad buying is increasingly automated, programmatic digital advertising is answering that call and introducing new value through real-time insights and measurement.

As always, there are pitfalls to avoid, but for any serious political marketer, a programmatic digital ad-buying strategy is a must-have. Here are a few ways candidates, other political advertisers and the media buyers who work on their behalf are taking advantage of the programmatic tool kit:

What’s faster than great service? Self-service

Continue reading at AdAge.com

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School of Life

Our client, School of Life, is a NGO that aims to create a world free of abuse and violence against children. Their main challenge is lack of awareness. Child abuse is still a taboo topic in India and parents don’t realise that it can leave the child scarred for life. On19th Nov 2015 (World Day for the prevention of child abuse), posters were put up in schools, colleges, corporate houses and various counselling centres. They talked about how child abuse leaves a mark on the victim. It changes the way they see themselves and it never leaves them. While on the outside they seem normal, deep down the scars remain forever. This sad reality was depicted with the help of portraits of young girls illustrated in typical children’s picture book art style. But on closer inspection we see that their faces are made of the violent acts committed on them.

Advertising Agency:Ogilvy & Mather, Gurgaon, India
Executive Creative Director:Ajay Gahlaut
Creative Director:Preeti Koul, Shubha Menon

There’s an old advertising maxim: “When you talk to everyone, you talk to no one.” This is where business-to-business advertising has failed for years. Too often, it’s been companies attempting to talk to companies and not the people in between.

The actual people who make these key buying decisions want an honest voice, not marketing speak, acronyms and nonsense clichs.

Enter bots. Bots allow brands to speak for themselves — not in some Turin test kind of way or just to wow audiences with Watson-like AI. It is simply about a customer having a conversation with a brand, in the moment, about their wants and needs.

Continue reading at AdAge.com

Jornal enviou ainda Google Cardboard para os seus assinantes

> LEIA MAIS: Cannes Lions 2016: Aplicativo de VR do NY Times ganha GP de Mobile

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