Industry bosses and trade bodies across advertising and marketing have called on the government to change course on “hard Brexit” following the shock hung parliament General Election result.
Like most people, I’d run a mile from anyone who was happy to be described as arrogant and self-important, so imagine what our clients think.
In response to popular demand, the deadline for Digital Mavericks has been extended to midnight on Monday.
The current system with ‘creatives’ of ‘placements’ fails our young female talent. While young women will leave the UK’s advertising and design colleges in equal numbers, about 40% of them will never make it to their first rung of the career ladder. Yes, you read correctly, writes Ali Hanan, creative director and founder of Creative Equals.
Bill Hartley and Giles Hepworth were behind the project that asked artists including Grayson Perry and Cornelia Parker to turn ashes from Glasgow School of Art into works of art.
Sir John Hegarty has been appointed chairman of Whalar, an influencer marketing platform that has partnered with Facebook.
Leo Burnett London’s chief creative officer explains how her agency is building teams that create a buzz.
Campaign’s agony uncle answers your career dilemmas, including how to you peg your agency’s fee to its performance.
“Expect a lot and give people the freedom to deliver it”, Oli Cooper shares his lessons from the ladder.
Thinkbox’s Lindsey Clay explains why a healthy dose of paranoia is her secret work weapon.
The results of the snap general election are in and neither the Conservatives nor Labour have won the 326 seats required for an overall majority.
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HOW A HASHTAG FOUGHT SKIN CANCER REACHING OVER 32 MILLION PEOPLE IN THE LAST BRAZILIAN SUMMER
By Instagram alone, and nearly no budget, the Beaba Institute found an opportunity to deliver its message within highly relevant context.
As summer now approaches in the northern hemisphere, the effort of a Brazilian NGO against skin cancer draws attention. By hacking a previously popular hashtag, they have garnered the support of many, including influencers with millions of followers.
The hashtag #nofilter, used in social networks around the world to show that a particular photo was not edited, is translated in Portuguese as #semfiltro. But in Brazil, the word FILTER is also used to mean sunscreen. That was how Talent Marcel, Beaba Institute’s agency, created a hashtag response: #poefiltro, something like #wearsunscreen.
The action began at the end of last year, shortly before the National Day of the Fight Against Skin Cancer and early Brazilian summer. Through an Instagram profile with several not-so-strong prevention tips, @poefiltro, they tracked photos with #semfiltro, and used #poefiltro to remind people to wear sunscreen. What really stood out was that, for each tracked photo, the team created a customized comment, according to the photo’s topic.
That way, @poefiltro invited people to draw a “#” on their own skin using sunscreen. From then on, the campaign got the engagement of thousands of people: artists, musicians, athletes, comedians, digital influencers, brands, dermatologists and many others participated, including profiles with millions of followers
The action’s success brought the initiative to the attention of the press, generating even more exposure and more participation for months, and even until today.
With very low cost and no investment in publiposts or paid media, #poefiltro has impacted more than 32 million people, generating more than 522,000 interactions, helping fight the type of cancer that reaches the highest number of Brazilians. According to the National Cancer Institute (INCA in Brazil), about 135 thousand new cases are registered each year.
“We are able to explain how important it is to prevent the most frequent cancer in Brazil, in an easy and fun way, not having to show shocking images. This is one of Beaba’s primary goals for cancer as a whole, and the #poefiltro action shows that it is all very possible. “- Simone Mozzilli, Beaba President.
The @poefiltro profile is still running to come to action in new phases. Check out the tips for fighting skin cancer: https://www.instagram.com/poefiltro
Do not forget to watch the campaign result video, and get to know more about the Beaba Institute’s work: https://www.beaba.org/en/poefiltro/
Credits
Title: #poefiltro
Agency: Talent Marcel
Client: Instituto Beaba
Global Creative Director: Bruno Bertelli
CCO: João Livi
Creative Director: Marcello Droopy Almeida, Rodrigo Lugato
Digital Strategy Director: Jean Boechat
Creative Team: Paulo Almeida P.A., Marcelo Carvalho, Lucas Siqueira Cesar, Jean Boechat, Marcello Droopy Almeida, Rodrigo Lugato
Design/Illustration: Elisa Sassi
Animation: Julio Figueredo
Content: Gica Yabu
Accounts: Fernanda Faria, Mayara Valadares, Alex Isnenghi
Social Media Strategy: Vitor Ayrosa, Mario Torre, Rafael Amorim, Paulo Stephan, Daisy Köhler, Marcela Ferreira
PR: Luiza Siffert Porto, Cláudia Nascimento
Community Manager: Anfíbia
Agency Producer: Maria Hermínia Weinstock, Ubiratan Rio
Videocase Production: Daemon Filmes
Videocase Soundtrack: Comando S Áudio
Client Approval: Simone Mozzilli
The post Fighting Skin Cancer with a Hashtag : Talent Marcel : Brazil appeared first on DesiCreative.
The mayor of London’s Violence Against Women and Girls panel praises Channel 4’s documentary, and The Economist offers every UK resident a free General Election special.
All eyes are on consultancies like Accenture and Deloitte in the ad world, but R/GA continues to face the creeping threat by bolstering its own consulting services. The agency just appointed Steven Moy as U.S. chief technology officer.
In his new role, Moy, who most recently served as CEO of Isobar U.K., will lead R/GA’s technology consulting practice in the U.S., which works closely with the shop’s business transformation practice. “We don’t see clear lines of delineation,” he said, adding that business transformation is a multi-disciplinary approach.
R/GA consults with Fortune 500 companies such as Walmart and Campbell Soup Co. on innovations strategy. “The consulting business is not going to disrupt R/GA,” Chairman-CEO Bob Greenberg told Ad Age in a previous interview. But “R/GA will disrupt the consulting business,” he said at the time.
The company plans to cut 15 percent of the combined work force of Yahoo and AOL. A 10 percent surge in Yahoo’s stock price on Thursday will ease the sting for some of those who are laid off.
The major witnesses against Mr. Cosby — two women who accused him of sexual assault — have testified, and prosecutors will now try to buttress their accounts.
(TrendHunter.com) Teletretail is a Swiss start-up company that is currently developing a two-wheeled autonomous delivery robot that will is set to be able to drive itself on the roads of cities and suburbs to fulfill…
Category: Beyond Madison Avenue
Summary: Niantic is celebrating the one year anniversary of its augmented reality mobile game, Pokemon Go, a year in which the game inarguably brought AR technology into the hands of consumers.
Marking the waypoint, Wieden+Kennedy has embraced outdoor advertising to promote the game where it is played, in the great outdoors.
Appearing before the Senate Intelligence Committee, James B. Comey described his role as a leaker but also challenged a New York Times report about Russia.
If every citizen decides to take up the ownership of the city they call home, then nothing can stop the city of dreams from becoming a dream city to live in. Like these young change makers, it may not be possible for each one of us to be physically involved in solving a civic grievance.
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