Hasta La Creative!

As the new chief marketing officer and senior VP-marketing and customer experience at Mattress Firm, the largest mattress seller in the country, Sicily Dickenson is tasked with attracting potential customers to the Houston-based chain’s 3,600 stores. She’s also battling it out with a host of new industry disruptors, like Casper and Leesa, which sell bed-in-a-box foam wares. To modernize the 31-year-old retailer, Ms. Dickenson plans to reinvigorate the Mattress Firm shopping experience and will tap a new brand agency to do it.

Ad Age: What’s first on your agenda?

Sicily Dickenson: I’ll be trying to understand the wants and needs of consumer shopping expectations. Better sleep is becoming more and more of interest to consumers. We spend nearly a third of our life asleep, and performancewhether you’re an athlete, a business person, or a teacheris related to how you’re sleeping. We’re trying to connect Mattress Firm to that. We’re working on a brand strategy that pulls all the great attributes that we already have and looks for the white space that no one is owning in the category.

Continue reading at AdAge.com

Coke is putting a 2017 spin on sexy.

Putting a hot leading man in ads is nothing new for Coke. See the classic Diet Coke “break” ad from the 1990s featuring a shirtless construction worker, and another spot from 2013 starring a gardener.

But as it begins the next phase of its “Taste the Feeling” campaign, Coke has updated its approach for contemporary times. The new spot spotlights a brother and sister seeking to win affection from a pool boy, only to be outdueled by their mother. The ad, by Santo, is part of a new wave of global spots released this week by the cola giant as it begins year two of “Taste the Feeling,” which has made a concerted effort to put the Coke product at the center of all ads.

Continue reading at AdAge.com

Film
White Square

IX International Advertising Festival White Square, Belarus, one of the leading creative events in advertising and communications industry of Eastern Europe, has launched a campaign with famous advertisers shot in unexpected images. The key idea of Festival’s corporate identity this year has become the image of boxing ring. On April 27-29 White Square Festival will turn to a prestigious tournament and invites professionals involved in advertising, branding, design, communications activity to participate in this tournament, to show their best pieces of work and to challenge each other in this fair fight.

«Creativity Wins» – is the tagline of IX White Square. The idea of the campaign is to show advertisers in the images of fighters at the moment of their victory. After all, advertising is a battle, an everyday fight for ideas and their realisation, for tenders and festival awards. White Square goes further and calls to the victory of creativity in all spheres of life.

Recognized experts of advertising and communications industry, holders of prestigious international awards, White Square Jury members have become the faces of the campaign. They are Andrey Logvin, Creative Director of BORSCH Studio, Russia; Vitaliy Bykov, CEO, co-founder of Red Keds, Russia; Dmitry Apolenis, Creative Director at AIDA Pioneer, Belarus; Lola Tehver, Director of Estonian Association of Marketing and Communications Agencies, Estonia; Vladimir Kobets, Creative Director of digital-centric agency AdPro, Ukraine; Marko Edfelt, CEO, Partner at Satumaa Family Business, Finland.

Advertising Agency:AIDA Pioneer Branding & Creative, Minsk, Belarus
Creative Director:Alexey Cherniavsky
Art Director:Viktor Sevriukov
Copywriter:Elena Kurets
Photographer:KANAPLEV+LEYDIK
Additional Credits:Strategist

Film
Method and Madness

Advertising Agency:The Public House, Dublin, Ireland
Creative Director:Jarrod Banadyga
Art Director:Daniel Cullen
Copywriter:Evan Kane
Account Manager:Hannah Mullen
Additional Credits:Taylor James Productions

Outdoor
V Energy Drink

V Energy Drink this week launches a special campaign during the Sydney Gay and Lesbian Mardi Gras with an Australian first out-of-home execution by JCDecaux that offers passers-by the opportunity to make themselves a little more fabulous.

Advertising Agency:JCDecaux Creative Solutions, Australia

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