Hasta La Creative!

Elon Musk anunciou hoje que sua empresa de exploração espacial SpaceX conseguiu vender dois tickets para uma viagem de ida e volta em torno da Lua. Segundo o anúncio, dois indivíduos que não tiveram seus nomes revelados, pagaram uma “considerável soma de dinheiro” para realizar a viagem, que deve acontecer já em 2018. A viagem […]

> LEIA MAIS: SpaceX fará primeira viagem paga tripulada em torno da Lua no ano que vem

Just Born Quality Confections, which makes Mike and Ike, said it was not aware its candy would be part of the show.

“We love when our brands are mentioned in connection with largescale events like the Oscars and were just as excited as the celebrities in the audience when Mike and Ike came raining down on them,” Just Born VP-Marketing Matt Pye said in a statement.

Jill Manchester, SVP-marketing for Ferrara Candy Co., which makes Lemonhead, also said the placement was completely unexpected. “It was not planned, it was a surprise for us also,” said Ms. Manchester. “We were as surprised as everybody else.”

Continue reading at AdAge.com

Grey Canada appointed Helen Pak as chief creative officer, tasked with leading creative across Grey’s agencies in the country, effective March 20, Strategy reports.

Pak fills a role left vacant when former CCO Patrick Scissons left to join KBS as global CCO last June.

She joins Grey following over two years as at Havas Canada, most recently serving as CEO and CCO, overseeing Havas’ Montreal and Toronto offices. Before joining Havas Pak spent over a year as creative strategist at Facebook/Instagram. That followed around six and a half years at Saatchi & Saatchi Canada, where she served as a creative director and then executive creative director, working with clients including P&G, Toyota, Kroger and Novartis. Prior to that she spent over five years as an associate creative director with Ogilvy & Mather in Toronto, where she was part of the creative team behind Dove’s “Real Beauty” campaign and also worked on Slimfast, Kraft and American Express.

“It was an opportunity I couldn’t pass up,” Pak told Strategy. “They have a great roster of clients, a fantastic executive team and strong strategy and creative talent. But the work Grey has done over the years is amazing, and it’s truly world-class and competes on the global stage. Then with the addition of Tank in Montreal, they’re set up to continue to do great global work.”

Last summer, Japanese minimal-wear giant Uniqlo or UNIQLO tasked Droga5 with answering what might seem like a simple question: why do we get dressed?

The New York agency’s first effort (which was also the brand’s debut global campaign) answered that query with a bunch of other questions in reminding us that there’s no one reason to bother throwing on some clothes every day beyond the obvious “avoiding embarrassment” thing.

A new campaign by the agency’s London office dives a bit deeper into that void. First, an ad promoting a new wireless bra looks to “[challenge] the stereotypes of what feminine movements look like” with help from choreographer Ryan Heffington (Sia, The OA) and stylist Nancy Steiner (Lost in Translation).

Well that definitely reminded us of the last scene in the OA. And for those who haven’t finished the opaque Netflix series, we’re not sure we can make it a top recommendation as you will never get those 8 hours back.

The next spot highlights a very different product: clothes that “breathe” to help save us from our own grossness.

Finally, the last spot in this new campaign focuses on yet another “deceptively simple” item: the classic distressed jean. It also goes back to a common setup: boy sees girl, expresses interest, proceeds to kind of embarrass himself as the two do that odd dance.

The first one was directed by Autumn De Wilde, who’s best known for her portraits of musicians like Beck, with music by her daughter’s band. Nick Gordon of Somesuch helmed the other two, and all the VOs come via the perfectly named actress Tuppence Middleton.

We find ourselves discovering, once again, that we really don’t understand the clothing industry. These spots manage to be a mix of High Fashion and its more practical cousin, but they are quite pretentiously stylish above all else.

“The new UNIQLO campaign is a great example of how exceptional storytelling dimensionalises the technology-led benefits of our LifeWear apparel,” said the client’s president of global creative/fast retailing John C Jay. “The Droga5 London team’s creativity lifts the rational reason to an emotional answer.”

“Dimensionalises” is a new one.

“What we’ve tried to do here is take the rational reasons you buy their clothes and articulate them in the abstract,” added CCO David Kolbusz. “Uniqlo make some of the best clothes I put on my body. Everything they do is dedicated to improving what they sell. Every iteration of every garment is a step up from the last.”

That may well be true, but the main reason we liked Uniqlo’s products when the company first came to New York was their simplicity. To each his or her own, then.

CREDITS

CCO David Kolbusz
ECD Steven Howell, Rick Dodds
Creative Director Devon Hong
Copywriter Ulrika Karlberg
Group Account Director Rebecca Lewis
Account Director Michelle Villarreal
Account Director Alex Dousie
Senior Strategy Director James Broomfield
Agency Producer WIRELESS BRA – Chris Watling
DENIM – Peter Montgomery
AIRISM – Peter Montgomery
Director/ Production Co WIRELESS BRA – Autumn de Wilde / Somesuch
DENIM – Nick Gordon / Somesuch
AIRISM – Nick Gordon / Somesuch
Producer WIRELESS BRA – James Waters
DENIM – Chris Harrison
AIRISM – Chris Harrison
DoP WIRELESS BRA – Chris Blauvelt
DENIM – Evan Prosofsky
AIRISM – Evan Prosofsky
Choreographer WIRELESS BRA – Ryan Heffington
Stylist WIRELESS BRA – Nancy Steiner
DENIM – Lyson Marchessault
Editor WIRELESS BRA – Darren Baldwin / Final Cut
DENIM – Dan Sherwen / Final Cut
AIRISM – Dan Sherwen / Final Cut
Post Production MPC
VFX: MPC
VFX Producer: Sophie Hogg
2D Supervisor : Bruno Fukumothi
Grade: MPC
Colourists: Houmam Abdallah, Richard Fearon
Sound Design Will Cohen / String and Tins
Music WIRELESS BRA – “Ants” by Starcrawler
DENIM – Baby. By Donnie and Joe Emerson
AIRISM – Evaporate by William Doyle
English VO Artist Tuppence Middleton

Garage Team Mazda hired Erich Funke as chief creative officer, effective March 6.

Funke arrives at the agency following over eleven years as vice president, creative director with Saatchi & Saatchi Los Angeles. Recently, he has worked across the Toyota account on projects like a 2015 Camry launch campaign built around a pair of Super Bowl spots, as well as launches for the Tundra truck and Sienna minivan and a 2015 “Father’s Day Redo” ad for Toyota.

The new CCO replaces Harvey Marco, who led The Garage since its launch and left last fall after almost six years. At the time of his departure, WPP did not provide a statement or any related details. But Marco later wrote on LinkedIn: “In late October of 2016, after much reflection, I resigned to pursue an entirely new personal venture.”

Before joining Saatchi & Saatchi, Funke spent around a year as an executive creative director with FCB Irvine, working with clients including Taco Bell, Hilton Hotels and AAA. Prior to that he spent a year as a group creative director with BBDO Chicago, working with clients such as Jim Beam, Chrysler, Wrigley’s and YMCA. That followed spent three years as a creative director with TBWAChiatDay, where he worked with clients including Infiniti and Sony Playstation. In addition to the aforementioned brands, Funke has also worked with automotive brands Ford, BMW, Mercedes-Benz and Land Rover. 

“We are delighted to have Erich’s creative leadership at GTM,” WPP Mazda global client leader and Garage Team Mazda CEO Michael Buttlar said in a statement. “As an integrated-team agency, we are equally excited about Eric’s reputation as an enthusiastic collaborator and skilled team-builder, both with his clients and within his own agency.”

“I’m thrilled and thankful to have the opportunity to join the GTM team and work on the Mazda business,” added Funke. “I find Mazda to be an exciting brand with a really authentic and compelling story to tell. I look forward to working with GTM to continue to develop brave ideas for Mazda, big or small, with smart, strategic solutions.”

Nokia hopes to capture some of that nostalgic feel that Nintendo saw with its release of the NES Classic Edition, announcing that it plans to reintroduce its iconic Nokia 3310 globally by the second quarter this year.

It shared the news at an event Sunday ahead of Mobile World Congress in Barcelona, Spain, where more than 100,000 people are expected to attend.

Nokia’s strategy is to use consumer fondness for its beloved older device to increase awareness for its first release of Android phones: The Nokia 6, 5 and 3. The modern phones will include a host of new features, including integration of Google’s native opearting system.

Continue reading at AdAge.com

If you’re the kind of person who delights in the anguish of others, you might find your daily guffaw in this new Peeps campaign that features a lot of crying, moaning and shrieking. But the despair is fake. So it’s OK for everybody to laugh. The work, from New York ad agency Terri & Sandy,…

Helen Pak has joined Grey Group Canada as chief creative officer. Pak joins Grey from her most recent post as CEO and national chief creative officer at Havas Canada, where she was part of the network’s global creative council. She has also held the role of creative strategist at Facebook and Instagram, and has worked at Saatchi & Saatchi Canada, as executive creative director, at Strawberryfrog in Amsterdam and at Ogilvy, where she was on the original global team that launched the Dove Campaign for Real Beauty in North America.

Continue reading at AdAge.com