In this week’s edition, nachos spell the end of the world for Goya, Gorillaz debuts an awesome app, a Trump impersonator calls out “failing” news organizations, Ikea throws shade at its high-end copycat and HP creates a moving film to promote its diversity efforts.
See more breakthrough brand ideas at Creativity-online.com.
Credits:
“You’re not going to find the answer in a room,” said Michael Beneville, the artist and designer, during the new episode of the “Tagline” podcast, which took Ad Age and iHeartMedia to Los Angeles to explore what inspires creativity. “It’s, you’re like staring at the bottle of shampoo and thinking like, ‘Damn you, shampoo. Give me the answer.'”
Beneville was joined by fellow guests Mike Sheldon, chairman-CEO at Deutsch North America, and Dan Lin, the producer with credits including “The Lego Movie,” plus host Gayle Troberman, chief marketing officer at iHeartMedia, and Yael Vengroff, a mixologist representing “Tagline” sponsor Bulleit Frontier Whisky.
“The biggest killer to good ideas is success,” Sheldon argued.
Bloomberg Media wants marketers to capitalize on consumer mood swings.
The publishing tycoon said Monday at the NewFronts that it’s got a new offering, dubbed Trigr, that allows marketers to serve a custom tailored creative or branded content after specific market conditions are met.
Take for example the French election.
Facebook has been in the test phase of selling ads through Apple TV, Roku and a lineup of partner apps that populate those so-called over-the-top platforms. But the social network is struggling to sign up more partners, according to a number of people familiar with Facebook’s online TV offering.
The obstacles for Facebook breaking into digital TV include the fact that many of the studios and networks are reluctant to hand over any bit of their video ad business to the increasingly powerful player.
“Facebook has come in to give the ad tech pitch, but at the end of the day they want us to dump our ad tech and back-end system for theirs,” said one top media executive, who spoke on condition of anonymity.
Barry Calpino signed up at Mondelez in 2015 to create an entirely new snack brand he named Va, a recognition by the company that there are only so many flavors of Oreo cookies and boxes of Ritz crackers people are going to buy.
“It’s the kind of thing big companies can do,” Calpino said, but only to a point. The pressure to perform in the low-margin food business can put unrealistic expectations on results. “It is tough and challenging when the market expects you and benchmarks you on the efficiency side, but that’s only half the game.”
Two years later, he’s taking his game somewhere else, as VP-innovation at Conagra Brands, an established food marketer many point to as a rare example of a giant acting more like a startup.
Advertisers are making a big mistake by taking as gospel what people say — or don’t say — about their products or advertising on social media. Except, of course, when it’s United Airlines.
Social media attracts people who feel vehemently about something and also people who just want to join in the chorus. But they don’t always reflect majority opinion.
And to make matters worse, it becomes difficult to voice a counter opinion, because the dissenter will be immediately jumped on and torn apart limb by limb. It takes a very brave person to go up against an angry mob.
Computer scientists and tech giants are using algorithms and online data to spot misinformation faster than traditional fact-checkers can.
Cindy Tervoort shares some of the lessons and experiences from her marketing career.
Category: Beyond Madison Avenue
Summary: The ‘fearless Girl’ statue which stares down Wall Street’s famous “Charging Bull” has generated a huge amount of media attention since it was installed last month and, in addition to serving as a feminist symbolism, the sculpture has generated millions in free advertising.
Integrated
MPT – Ministério Público do Trabalho
A traveling exhibition was put together to bring people closer to the elements that are part of child labour exploitation. We provoked a reality check to motivate people to look around more and to reflect upon it. The strategy worked: it drew in schools, parents, classroom professors and civil society. The exhibition has travelled around Brazil, bringing thousands of people to realise the importance of speaking up.
Advertising Agency:Agência UM, Recife, Brazil
Creative Director:Lenilson Lima
Art Director:Eugênio Lima
Copywriter:Rafael Paulino, Paulo Rafel, Cynthia Carvalho
Illustrator:Flávio Jatobá
Photographer:Cival Jr.
Sound Studio:Logic Music
Retoucher:Ricardo Moreira
Creative Consultant:Daniel Da Hora
Account:Ludmila Canto
Planner:Cida Araújo
Digital Manager:Caio Leão
Digital Media:Jacque Deyse, Thiago Azevedo, Eyder Borges
Executive Producers:Fabiana Araújo, Priscilla Silva
Editor:Carlos Malungo
Graphic Production:Mayra Alves
A regulatory standard complicates a bid by Rupert Murdoch and his family, owners of the scandal-plagued Fox News, to gain complete control of the Sky satellite and cable network.
Direct Marketing, Design
King jouet
As a retailer, we’ve often made discount sales promotion. And it normally dont look pretty. But at King jouet, as a toy retailer, we decided to put a little bit more of fun in it. Introducing The wrapping paper coupon We’ve created an entier scene with more than 200 characters, that children have to explore to find the hidden discount : our logo, the Lion. The wrapping paper coupon has the same dimensions as a regular one. We’ve placed the Lion away from the cutting area. This wrapping paper was implemented in all our shops, giving our costumers a chance to join the search. Because with King jouet the gift is not only on the inside. + 17% of sales during the running period + 58% people cashed in their disount compared to regular coupons. More than 15 000 lions were discovered.
Advertising Agency:Havas, Puteaux, France
Executive Creative Director:Christophe Coffre
Creative Director:Alban Penicaut
Associate Director:Vincent Mayet
Art Director:Maxime Trenton
Copywriter:Kevin Nugeron
Illustrator:Sophian Ourtane
Assistant Copywriter:Johanna Mayet
Print
McDonald’s
Advertising Agency:Y&R, Dubai, United Arab Emirates
Executive Creative Director:Kalpesh Patankar
Art Director:Luis Paulo Gatti
Copywriter:Sambhav Khandelwal
Illustrator:Victor Portella
Film, Online
INFluencia
In order to give a sequel to the print campaign on the same disturbing and original tone, this viral video represents a belly face character engulfing tons of poor intellectual contents. So poor that they get him sick. Through this video, the INfluencia magazine and Gloryparis give a simple message : buff your brain by giving it healthy intellectual food before getting an indigestion and getting sick.
Advertising Agency:GloryParis, Paris, France
Creative Director:Hugues Pinguet, Arnaud Le Bacquer
Art Director:Gabriel Bonnefond
Illustrator:Thomas Plan
Media, Outdoor, Film, Promo, Direct Marketing
Unilever
Background Bolivia posseses two of the highest altitude cities in the world: El Alto at 4.100 meters above sea level and La Paz at 3.700 meters above sea level.
At this altitude, the only form of direct transport is the Cable Car or teleferico. The cold affecting both places is harsh for everybody, but specially for women.
The weather leaves their hair dry and damaged because of hot baths and showers, the use of hair dryers, irons dyes. The Highest challenge of the world To launch the new “Sunsilk Dry and Damage Expert” and to connect with women living in theses conditions, the benefit of the product, to restore damaged hair.
The highest idea of the world We used the masive public transport connecting both cities. Going up or down takes about 15 minutes, enough to communicate the benefit of the product, which is made for extreme conditions like the cold in La Paz and El Alto.
We made an intervention in the transport’s cabins and the women who entered while they commuted, they were able restore their hairs and theor self esteem. The highest results in the world Thousands of bolivian women with their hair restores with Sunsilk Dry and Damage Expert.
Advertising Agency:Athos, Santa Cruz, Bolivia
Creative Director:Fernando Fernandes, Pablo Leiva
Art Director:Noé Apéstegui, Mauro Sanjines, Jairo Méndez, Jimmy Carrasco, Maru Carvallo, ANGIE TORRICO, Javier Sameja, Blanca Sardán, Ivan Cusicanqui, Fito Chipana
Copywriter:Josue Nuñez, Mani Cáceres
Additional Credits:Chichi Bravo, Fernanda Trujillo, Ximena Taborga, Angelica Jimenez, Leslie Capobianco, Cinenomada, Velcro, Maira Cano, Andrea Ivanovic, Enrique Roman, Shadyah Eid
Print
Dairy Fudge
The real fruit feeling inside and outside. Fruit made ice cream and wafers.
Advertising Agency:Jaanrise, Hyderabad, India
Creative Director:Sumann Gadde
Art Directors:Abhi Rathan, Bhaskar Vanam
Copywriters:Rohit Narla, Aryak Ray
Managing Director:Boyapati Chaitanya
Chief Strategy Officer:Ratnakar Rao
Head Business Affairs:Meena Nimmagadda
Media, Promo, PR
Euromelanoma Foundation
Skin cancer is easy to avoid and detect. Still, every 54 minutes someone dies from it, because we forget to check our skin. But we do check our Facebook timeline. Constantly. So BBDO developed Skin Memories. Patches, distributed through all Belgian pharmacies. People can get a free patch, put it on a skin mark, take a picture and post it on Facebook. Facebook Memories will automatically show them the same picture again. Year after year. In public or private. Remembering them to check their skin and helping them to measure the growth and evolution of their skin marks. In addition, the #SkinMemories posts themselves will contribute to a strong awareness effect and behavior change.
Advertising Agency:BBDO, Brussels, Belgium
Creative Director:Klaartje Galle, Sebastien De Valck, Arnaud Pitz
Creatives:Klaartje Galle, Gertjan De Smet, Frederic Clarysse, Morgane Choppinet, Toon Vanpoucke
Production Company:BBDO Belgium
Production Company Creatives:Gertjan De Smet, Frederik Clarysse
Print
Postbank
Advertising Agency:Graffiti BBDO Sofia, Bulgaria
Creative Director:Kiril Stoyanov
Associate Creative Director:Lubomir Panayotov
Copywriter:Lubomir Panayotov
Art Director:Nickola Nickolov
Illustrator:Nickola Nickolov
Print
Volkswagen
Avoid Pedestrians. The New Passat Pedestrian Monitoring.
Advertising School:Miami Ad School, Hamburg, Germany
Creative Directors:Felipe Cury, Niklas Frings-Rupp
Art Director:Ope Aluko
Promo, PR
Motorola
Advertising Agency:F.Biz, Sao Paulo, Brazil
Chief Creative Officer:Guilherme Jahara
Executive Creative Director:Alessandro Bernardo
Copywriter:Erich Moreira, Guilherme Jahara
Art Director:Markito Mesquita, Guilherme Jahara, Leandro Lemos
Photographer:Moreno Gonçalves, Equipe Estadão
Project Manager:Felipe Capalbo
Media Director:Luciana Prado
Media:Vinícius Xavier, Victor Berto, Karen Kimura e Mariana Tolosa
Planner:Bruno Araldi
Agency Producer Director:Iara Demartini
Agency Producer:Indaiara Pelizario, Amanda Costeski
Film Production Company:F.Biz
Motion Graphics:Wesley Silva, Alexandre Arantes
Sound Production Company:A9 Audio
Graphic Producer:Paulo Espinoza
Art Finalist:Eduardo Nassar, Marcelo Magdaleno
Media Lab:Estadão Team
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