Hasta La Creative!

The quick growth of Snow, an almost one-to-one clone of that other photo app, shows that success abroad is no guarantee for American tech stars.

Most of the summer superhero movies may have come and gone, but a deluge of upcoming popcorn flicks is making this a season to remember for the TV networks.

According to iSpot.tv estimates, the top 10 film studios this far have invested $474.9 million to promote their summer releases on national TV, a figure that will only continue to swell as the temperature rises. The most profligate spender is Universal Pictures, which has ponied up $103.2 million to hype a roster of flicks that includes “The Secret Life of Pets,” “Jason Bourne” and “The Purge: Election Year,” which opened July 1.

Also digging in deep are Twentieth Century Fox, which has funneled $82.6 million to broadcast and cable networks to get fannies in seats for the likes of “Independence Day: Resurgence,” “Mike and Dave Need Wedding Dates” and “X-Men: Apocalypse,” and Warner Bros., which has spent $63.8 million on airtime for “Central Intelligence,” “The Conjuring 2” and “The Legend of Tarzan.”

Continue reading at AdAge.com

Viewers of Post Fruity Pebbles’ virtual reality content will be sprayed with water guns and pummeled by dodgeballs in an immersive 30-second pre-roll spot beginning next week as part of the brand’s lighthearted “Yabba Dabba Doo” campaign. The ad, which takes the viewer through a series of colorful, vibrant activities like painting a mural and jamming with a garage band, marks Post’s first foray into the world of VR marketing and will run on multi-platform apps VirtualSky and StartApp.

What truly sets Pebbles’ effort apart from other marketers’ attempts at VR marketing is that it’s a more guided, deliberately organized experience. Whereas many VR experiences “drop the user into an environment and let them explore” for an unlimited amount of time, Pebbles created an edited ad featuring 360 visuals, according to Brian Hurley, creative lead at agency Public Works. Few other brands have limited themselves to shorter VR ads in order to complement users’ real-life experiences, Mr. Hurley claimed.

Continue reading at AdAge.com

In work you may have missed last year, here’s a crafty campaign from British TV network ITV, which is riding fresh exposure after winning a Silver Lion in Film Craft at Cannes last month. 

The network’s in-house team, ITV Creative, meticulously recreated well-known ads from various advertisers, using knitted wool and stop-motion animation. The commercials aired in a block on Dec. 18 during ITV’s annual Text Santa program, which raises funds for organizations like Macmillan Cancer Support, Make-A-Wish U.K. and Save the Children.

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Media, Outdoor, PR
Prefeitura Municipal De Curitiba

In Curitiba, one of the largest state capitals in Brazil, over 400,000 disabled people have their rights disrespected every day. Several campaigns had been made to change this scenario. The result? None. It was time for a radical attitude. We created an anti-campaign and launched the Movimento pela Reforma de Direitos (Rights Reform Movement), an organization that advocated the end of the rights of disabled people. 

With a single billboard and a fan page on Facebook, the MRD took over social media and Brazilian TV news. Millions of people came out defending disabled people’s rights. The next step: revealing who was behind the campaign. The truth shocked the whole country: the entity behind this fake organization was the Council for the Rights of Disabled People, formed only by people with a disability. The impact was greater than before and mobilized Brazil.

Advertising Agency:Competence, Porto Alegre, Brazil
Creative Directors:Ricardo Soletti, João Pedro Vargas
Associate Creative Director:Conrado Schnarndorf
Art Director:Eduardo Dewes
Copywriter:João Ricardo Mello, Conrado Schnarndorf
Digital Content:Renata Celidonio
Account Directors:Fernanda Gobbi, Debora Masiero
Account Executive:Simone Kanda
Media Director:Renata Schenkel
Digital Planner:Geruza Sbroglio
Media:Anne Louise Borges
Producer:Jane Nascimento

(TrendHunter.com) Despite their sarcastic nature, these humorous greeting card labels are designed to express sympathy or celebrate milestones.

‘Delicate Estates’ greeting cards come in the form of wine…

Time for your very favorite thing in the world: case study videos!

Virtual reality can seem pretty cool when it’s taking you to Pluto or helping you enjoy the speed of NASCAR with none of the risk. But it still seems like a great indulgence with little or no real purpose, hence the coming wave of campaigns that double as pro-VR explainers showing viewers how the technology can be valuable (if not practical).

The latest such effort comes from M&C Saatchi Stockholm. The agency and its partners, utility giant E.ON and the Swedish Swimming Federation, looked to help solve a basic problem: an embarrassing number of Scandinavian kids don’t know how to swim, so they used VR to get those water-shy children in the same space as the people who make their livings in the pool.

Do you have 5 minutes to watch young people get emotional about their own physical limitations? Of course you do.

“There’s no difference between real fear and virtual fear” except for the fact that one can actually drown in a real body of water.

Skepticism aside, this project makes sense. The press release calls it “a small but significant step towards a swim-savvy Sweden,” and when has a press release ever made grandiose claims unsupported by empirical evidence?

FTR, we do not believe that a VR project could help us get over our very real fear of heights. Since this is not an irrational phobia, we will just keep it, thanks.

Here’s the VR film itself, in which three Swedes with zero grams of body fat between them lead viewers into a friendlier underwater atmosphere and (probably) create a whole new set of insecurities in the process.

At a Cannes event on VR, Ed Brojerdi of KBS talked about how the technology will not truly touch most consumers until cardboard goggles are a thing of the past. But given all the money the tech giants are spending on related products, that may happen sooner than you’d think. In the meantime, we have case studies like this one.

CREDITS

Client: E.ON / Swedish Swimming Federation
Advertising agency: M&C Saatchi Stockholm
PR agency: Rippler
Digital and VR production: Apartment5
Film production: Lygrell & Silver

Em mais um episódio da novela “a internet não perdoa”, foi a vez da Huawei se meter em confusão. Na sua página no Facebook, a fabricante chinesa de smartphones publicou uma bela foto e ao lado dela um texto que deixava a entender que ela foi capturada pelo P9, um dos seus smartphones recentemente lançados. […]

> LEIA MAIS: Huawei publica foto tirada com DSLR como se fosse de smartphone

Post originalmente publicado no B9
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