Media
Worlds Strongest Disabled Man
Production Company:Partizan
Director:Matthias Hoene
Producer:Richard Wilson
DoP:Dan Bronks
Edit House:Ps260
Editor:Alex Hagon
Edit Producer:Laura Patterson
Colourist:Mark Horrobin
Post House:Smoke & Mirrors
Post Producer:Andrew Salem
Sound Mix:Ned Sisson, Martin Leitner, Wave Studios
Design:Ned Sisson, Martin Leitner, Wave Studios
The 20-year-old YouTube megastar is mining a summer of controversy to build a social media empire.
O serviço de armazenamento será substituído por nova ferramenta de sincronização
> LEIA MAIS: Google vai encerrar aplicativo do Drive para desktop
This campaign uses typical growth charts, placed vertically in clinics and schools to measure height – and turns them horizontally to highlight the problem of kids growing sideways. This simple change in orientation draws attention to childhood obesity and its consequences, urging parents to help their children adopt an active lifestyle through SWA’s programs.
Task: Show that WIENER, the first Austrian life-style magazine for men, founded in 1979, named after Vienna, always has been and will be up-to-date.
Idea: WIENER was challenging all the years because of its unique, uncensored, polarizing reports and imagery – and therefor overcharging lots of people with its content. Therefor the content itself would be the best promotion for the magazine.
Solution: The fact, that WIENER always has been up-to-date was translated directly to the visual level: original photos, published in WIENER the last decades, were cut out and used to craft an impressive collage of more than thirty years.
Show that WIENER, the first Austrian life-style magazine for men, founded in 1979, named after Vienna, always has been and will be up-to-date.
Idea: WIENER was challenging all the years because of its unique, uncensored, polarizing reports and imagery – and therefor overcharging lots of people with its content. Therefor the content itself would be the best promotion for the magazine.
Solution: The fact, that WIENER always has been up-to-date was translated directly to the visual level: original photos, published in WIENER the last decades, were cut out and used to craft an impressive collage of more than thirty years.
In case you missed it, a certain election happened almost exactly 10 months ago and threw quite a few people for a loop.
Since then, we’ve heard a whole lot about how certain industries—you know, those that are largely based in coastal cities and employ people with college degrees, hint hint—somehow misjudged a large swath of their fellow Americans in thinking that things would turn out a little differently.
One publication even ran a long article on that very topic!
Ad agencies have unsurprisingly followed suit. Way back in February, Saatchi & Saatchi sent a team from Manhattan on a long drive through 13 states to figure out how all those “real” Americans feel about things. If this sounds familiar, it’s not just you: just over a decade ago, J.C. Penney hired the same agency to do pretty much the same thing.
This week, Y&R said they’ve come up with a new twist on that practice. The agency launched an 8-week “cultural immersion” project called Days Out: The Middle as part of its eXploring practice that aims to score some of those all-important consumer insights from Memphis, Indianapolis, Milwaukee and Phoenix.
Now get this:
“The program will follow the teams as they find jobs, join communities, get to know families and experience local life. In return, these insights will enable work that better reflects and connects with people across this consumer group.”
So the strategists will return in late October to produce a report that will then inform future creative work. There’s a corresponding website and “eXploring” Instagram account, which is already filling with images of people you might think you know.
This sounds kind of familiar, because it is. As Y&R North America chief strategy officer Dick de Lange told us earlier this year, the agency conducted a similar project before beginning its work on the U.S. Navy account by “embedding” teams across Texas to spend time with military families. They’ve been doing this sort of research for some time, as have other agencies.
We asked him how things are different this time, and here’s what he had to say:
“eXploring and insights through immersion have been a part of Y&R’s strategic practice for over 7 years—so this is a continuation of that practice. But this project reaffirms our commitment to a deep understanding of our clients’ audiences, and takes it to the next level. Our team has been reviewing all the work out there by journalists, researchers and agencies around the election and Middle America, and what we feel is missing is the authenticity. With eXploring, you’re not a passive observer or a tourist, you’re an active participant in people’s lives. You get to know them as friends. And by doing this with families in Middle America, we’ll unearth human truths that transcend the divisions and data slicing that have made it more difficult to see people as they really are. This is about getting to know people as people.”
Authenticity is, indeed, difficult to find. Especially in advertising. And we do have to wonder how satisfying a relationship could be if one party discloses at the outset that it is primarily for research purposes, emotional connections aside.
But to be frank, we are also quite tired of reading “what we missed” profiles of Real Americans who voted a certain way.
Copywriters, get ready to describe some potential side effects in all their revolting glory.
Now that big pharma is where all the real money is (and with the demand for speed-reading voice actors at an all time high), agencies find themselves doing all they can to woo healthcare clients and keep them satisfied.
But those clients aren’t always so satisfied. In particular, they say agencies aren’t doing such a great job listening, according to a new survey of marketing executives commissioned by HCB Health.
The survey, which was conducted by an unaffiliated research agency, asked 50 medical marketers to define listening in three categories (personally, to target clients and as an agency of record) and then reveal how well their agencies did in each of the categories. Marketers defined listening in terms of one-on-one listening and listening more broadly, primarily in terms of informing agencies of client concerns and goals.
In terms of the more broad definition, 66 percent gave agencies positive marks, but only four percent said they were “extremely satisfied” and roughly a third of respondents gave agencies either neutral or negative grades. When it came to one-on-one listening, agencies did a little better. 80 percent of marketers gave their agencies positive scores, while only one fifth gave them neutral or negative ratings.
Still, only 12 percent or so said their agencies “listen extremely well.”
Clients cited “off-target strategy, inferior work quality, cost issues, and undesirable account team behavior” as potential repercussions of poor listening (and things they wish agencies did less of), while over a third of the marketers involved in the study said “agencies diminish their value when they have weak and static knowledge of their client’s business, fail to proactively introduce fresh thinking, respond poorly to feedback, and put agency interests above client interests, particularly in terms of being too revenue-focused.”
“The findings were eye-opening. What looked at first glance like good news — a majority of positive ratings across all three measures of listening — was offset when you considered how few respondents gave their agencies top marks and how many gave them failing or neutral marks,” HBC Health partner and chief strategy officer Nancy Beesley told PharmaLive. “‘Slightly satisfied’ or ‘moderately satisfied’ isn’t good enough for most agencies. Clearly, healthcare agencies need to do a better job of listening.”
Agencies seem to treat pharma clients like they do so many others: as simpletons who obviously don’t know how to promote their own businesses.
So listen up, or risk losing that big account.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
