Hasta La Creative!

Bonin Bough has been a little off the grid since stepping down from his role of chief media and e-commerce officer at Mondelez International last year, but the marketing veteran is back with a new post at Sundial Brands.

Bough has been named to the newly created post of chief growth and marketing officer at Sundial, a $300 million family-owned skin and hair care company, with brands such as SheaMoisture and Nubian Heritage. He took an equity stake in the company and is reporting into Sundial founder and CEO Richelieu Dennis. The company and Bough declined to disclose the size of his stake.

Over the last year, Bough has kept busy investing in startups and hosting CNBC’s “Cleveland Hustles” series, which was backed by LeBron James and Maverick Carter and focused on helping small businesses and entrepreneurs grow.

Continue reading at AdAge.com

The consensus is clear: Gender equality in ads is a good thing, stereotyping is a bad thingand Advertising Week has a lot of panels on the subject. Most industry conferences have panels on it. The Association of National Advertisers even took on the issue in a big way with its #SeeHer initiative last year to eliminate bias in ads and media.

So, what’s changed?

Not a damn thing, according to the Geena Davis Institute on Gender in Media, which uses its artificial intelligence system GDIQ to scan thousands of commercials and entertainment for the number and quality of female and male roles.

Continue reading at AdAge.com

The release today of Interbrand’s annual list of the world’s most valuable brandsmore on that in a momentcalls to mind a Smirnoff ad starring Ted Danson that debuted online this summer and has lately been running on TV. “People might think that Smirnoff is made in Russia, but it’s actually made here in America,” Danson says. And then he adds, “People also might think that I was named Sexiest Man Alive once. I wasn’t. But I could have been. But I wasn’t.”

Honestly, I kind of felt like I needed a shot of Smirnoff after reading the first few lines of the Interbrand Best Global Brands 2017 report, released today:

Growth has taken on a new form in the Age of You. As new dynamics emerge and change the shape of business by the minute, it demands new ways for organizations to harness and channel that change. But the world’s leading brands aren’t waiting for change to happenthey’re acting rather than reacting, growing rather than maintaining, and mastering Growth in a Changing World.

Continue reading at AdAge.com

Film, PR, Online
Unapei

Today, people with an intellectual disability are invisible. The goal for the Unapei association was to make them visible. We therefore decided to help Mélanie, a young woman with Down’s syndrome, to realize her dream to present the weather forecast on television in order to prove to the world that everybody, even with a disability, is able to fulfill his ambitions. Digital advertisment created by Gloryparis, France for Unapei, within the category: Public Interest, NGO.

Advertising Agency:GloryParis, Paris, France
Creative Director:Hugues Pinguet, Arnaud Le Bacquer
Art Director:Gabriel Bonnefond
Photographer:Laurent Stinus
Sales Director:Jean-Baptiste Herman
Account Executive:Meriem Bouthiba
Assistant project leader:Gwendoline Mazaury
Digital communication:Pascal Cübb
Web Design:Céline Ribault, Sunglasses
Community Manager:Céline Ribault, Sunglasses
Film Production:Raise Up Films
Director:Aurélien Sallé
Sound Studio:Interference

Film
Ricochet

There’s much more to life than just sex. There’s bowling too. And that is what friending app Ricochet got right. Everything starts with a common passion and ends in sex and lust. So goes the story of this new brand film created for them by Gloryparis. The tone is romantic, matched with a British voice that could come straight from a cheap love story novel. The sexually suggestive positions take the audience on a red herring until the true nature of Ricochet is revealed: let’s create social links between people. Film advertisment created by Gloryparis, France for Ricochet, within the category: Electronics, Technology.

Advertising Agency:GloryParis, Paris, France
Creative Directors:Hugues Pinguet, Arnaud Le Bacquer
Art Directors:Gabriel Bonnefond, Romain Martineau
Account Executive:Meriem Bouthiba
Production:Wanda
Director:Fred Leveugle
Sound Production:Interferences

Film
Sociedad Anticancerosa De Venezuela

To smoke you need to have style. When you grab the cigar, you turn it on and give that first puff of smoke, it is appreciated how you are in your lifestyle, the passion you have and the attitude which you develop yourself with.   What most people do not know is that 70% of people start smoking because they strongly believe that gives them style and 70% of those people develop cancer because of smoking.   DLB Group together with Xtreme Picture and the Anticancer Society of Venezuela wanted to send a message to society to prevent cancer in smokers, especially in people who have not started smoking yet.

Advertising Agency:DLB GROUP, Caracas,  Venezuela
Account Director:Larry Hernandez
Account Executive:Sandra Gimón
Chief Creative Officer:Ocarina Castaño
Creative Director:José Luis Montilla
Copywriter:Tomás Berroterán, Jhoselin Rivas
Art Director:Ysrael Cornejo
Executive Producer: Joyce Noujaim
Post Production: Xtreme Pictures
Music: Luis Manuel Emmanuelli
Mixer: Luis Manuel Emmanuelli
Production Company: Xtreme Pictures
Director: Closed Eye Visuals
DoP: Closed Eye Visuals
Editor:  Orlando Lopez