Hasta La Creative!

Starbucks is on the hunt for an agency to handle creative duties across EMEA for the first time.

Picture this ad: A Mexican man takes off his sombrero to reveal a Muslim woman underneath. She takes off her hijab to reveal a Jewish man, who takes off his yarmulke to reveal … a Cheeto. Tagline: “We are one.” The idea, pitched by a fictional ad agency in a “Saturday Night Live” sketch earlier this year, has come to symbolize the ad industry’s obsession with feel-good, issue-oriented ads that are only tenuously linked to the product being pitched. In other words, it has gotten a little ridiculous.

“It was a great moment for a lot of us creative folks,” DDB North America Chief Creative Officer Ari Weiss said about the “SNL” bit, which included other far-flung ideas like a transgender Chester Cheetah. Brands linking themselves to causes has “become a little bit of a parody of itself, and we need to do some brave and interesting stuff that pushes beyond this because it might have run its course a bit.”

No one is predicting the end of cause marketing or saying brands should abandon emotion altogether and only go for the hard sell. But rising consumer skepticism means that marketers must stay true to the product they are actually pitching or risk being exposed. “Consumers deeply desire a sense that there is greater good in the products they buy,” said Kit Yarrow, a consumer psychologist and author of “Decoding the New Consumer Mind.” But “consumers abhor fake Goody Two-Shoes,” she added. “They are overwhelmed with spin, hype and superficiality and they’re working to de-BS their lives. There’s almost a visceral reaction to phoniness.”

Continue reading at AdAge.com

A commercial set in a Holiday Inn shows a Chinese family snuggling up in bed, with mom, dad and daughter all wearing complimentary hotel slippers. Why focus in on a small thing like slippers? They’re part of a master plan to win over Chinese travelers by getting the details right.

Holiday Inn’s parent company, InterContinental Hotels Group, has made a digital advertising push lately around its hospitality effort for Chinese guests traveling overseas. Short, simple video ads by Ogilvy Shanghai tell stories about the little comforts the hotels offer to Chinese travelers far from home — Chinese dumplings in Paris, a Mandarin speaker at a hotel’s front desk in Seattle, or something as basic as disposable slippers, something Chinese hotel guests look for. The effort to court China’s outbound travelers carries across all the company’s brands, including Crowne Plaza and InterContinental.

China has more overseas travelers than any other market: 135 million in 2016, up 6% from the year before. And China’s tourists spent $261 million on international trips, more than double what Americans spent, according to U.N. tourism statistics. Big international hotel groups are trying to woo them with hospitality programs that offer tea and Chinese-language tourist maps. IHG’s program targeting outbound Chinese tourists is called Zhou Dao, which roughly translates to “InterContinental welcome.”

Continue reading at AdAge.com

Film
SAAQ

Advertising Agency:Lg2, Quebec City, Canada
Creative Director:Luc Du Sault
Art Director:Luc Du Sault
Copywriter:Nicolas Boisvert
Accountants:Catherine Darius, Mireille Côté, Alexandra Laverdière
Director:Maxime Giroux
Production House:Les Enfants
Producer:Geneviève Sylvestre
DoP:Sara Mishara
Postproduction:Mel’s
Sound Design:Denis-Eric Pedneault, BLVD

Film
Youtube

Advertising Agency:Miami Ad School/ESPM, Sao Paulo, Brazil
Art Director:Thomaz J. Marsiglia
Copywriter:Eduardo Chaves

Print
Circadin

Feeling Shattered? Insomnia can impair mental and physical health.

Taking the serious consequences of insomnia on the health of patients, we wanted to create a dramatic concept that represents the damage in an eye-catching and metaphorical way. The idea that insomnia ‘shatters’ your health speaks to the dramatic health consequences, raising the status of insomnia on the agenda of healthcare practitioners to take insomnia more seriously. We created stunning shots and used special effects artists to create a shattered effect around the head.

Advertising Agency:Life Healthcare, Windsor, United Kingdom
Creative Director:Chris Owens
Art Director:Chris Owens, Ben Dragon
Copywriter:Kerry Stevenson
Photographer:Kai Bastard

Media
FSHD Foundation

To raise awareness and donations for FSHD – a relatively unknown muscular dystrophy that often first affects facial muscles making it hard for patients to express their emotions – we staged a comedian’s worst nightmare (a quiet and non-responsive crowd) for famous Dutch comedian Ronald Snijders.

Advertising Agency:Grey Amsterdam, Netherlands
Creatives:Rens Quirijnen, Bjorn van den Hout, Frank Van Rooijen, Lionell Schuring
Strategy:Miriam van der Heijden
Account:Annette Menheere, Carline Schaad
Director:Reinjan Prakke, Filmgasten
DoP:Kevin Kimman, Filmgasten
Website Development:Skybox
Illustrator:Alex Trochut

An Uber board member’s claim that female directors talk too much and the cutting short of Kamala Harris at a Senate hearing illustrate an experience that academic studies confirm.

Um algoritmo que aprende com o nível de toxidade e obscenidade dos comentaristas de portal

> LEIA MAIS: The New York Times implementa inteligência artificial anti-trolls nos comentários