Space: Marketing's Final Frontier


Hollywood has long tapped into the world’s interest in space, but now, industries from beauty and fashion to design and music are following suit, opening up massive opportunities for ad agencies and brands, according to a new Sparks & Honey culture report.

“With our system, we have observed a lot of signals around space and we started looking at this period of time between now and 2035 as we gear up to go to Mars and as billionaires start to putting billions of dollars in the industryit’s a shift we haven’t seen in 30 years, so we started dissecting it and thinking about the amount of innovation that will be created,” says Sparks & Honey Founder and CEO Terry Young.

The report, which took about three months to complete, includes Sparks & Honey’s own survey of 1,000 people in the U.S. between 18-and-65 years old, along with in-depth research and insights from former astronauts, space consultants, NASA, space startups and more.

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Saville Signs Porter, Bolton-Klinger Joins The Cavalry


Venice, Calif.-based production company Saville Productions has signed Emmy-nominated documentary director Dawn Porter for U.S. commercial and branded entertainment representation. Porter’s documentary “Gideon’s Army” premiered at the 2013 Sundance Film Festival and won the Best Documentary Editing Award, and was nominated for an Emmy. Her other films include “Spies of Mississippi” (2014) and “Trapped” (2016), which premiered at the 2016 Sundance Film Festival and won the 2017 Peabody Award. Her interview with President Obama for her film “Rise: The Promise of My Brother’s Keeper” was broadcast on The Discovery Channel and The Oprah Winfrey Network in 2015. Before becoming a filmmaker, she was director of standards and practices at ABC News and also at A&E Television Networks. She is currently working on a series for Netflix.

The Cavalry Productions is signing comedy director Melissa Bolton-Klinger for commercials, branded content and virtual reality projects. Bolton-Klinger has directed talent including Amy Schumer, The Rock, Ray Romano, Snoop Dog and Kevin Hart for the likes of Viacom, Sony, Paramount, Fox, Lionsgate, MTV and Comedy Central. She studied at Los Angeles’ improv and comedy troupe, The Groundlings.

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Sean Combs' Creative Director on Working with Diddy and C?roc's New Campaign


The spot feels like a music video.

There’s a music culture vibe to the creative, but Instagram has changed everything in that you see all facets of people and all sides of who they are. Sean is simultaneously a business man, family man, a creative and mentor, but the personality and feel of those expressions can be very different yet they can all play out across Instagram. What you’ll see is a sense of that across the content. There’s the 30-second lifestyle celebratory version, but within the campaign there are mini-documentaries, words of wisdom, comedy it traverses a whole conversation as if you’re having an actual dialogue and relationship with French and Sean.

Is this ad running on TV?

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Space: Marketing's Final Frontier


Hollywood has long tapped into the world’s interest in space, but now, industries from beauty and fashion to design and music are following suit, opening up massive opportunities for ad agencies and brands, according to a new Sparks & Honey culture report.

“With our system, we have observed a lot of signals around space and we started looking at this period of time between now and 2035 as we gear up to go to Mars and as billionaires start to putting billions of dollars in the industryit’s a shift we haven’t seen in 30 years, so we started dissecting it and thinking about the amount of innovation that will be created,” says Sparks & Honey Founder and CEO Terry Young.

The report, which took about three months to complete, includes Sparks & Honey’s own survey of 1,000 people in the U.S. between 18-and-65 years old, along with in-depth research and insights from former astronauts, space consultants, NASA, space startups and more.

Continue reading at AdAge.com

Facebook and Google Employees Collaborated on 'Fake News' Videos


In the final weeks of the 2016 election campaign, voters in swing states including Nevada and North Carolina saw ads appear in their Facebook feeds and on Google websites touting a pair of controversial faux-tourism videos, showing France and Germany overrun by Sharia law. French schoolchildren were being trained to fight for the caliphate, jihadi fighters were celebrated at the Arc de Triomphe, and the “Mona Lisa” was covered in a burka.

“Under Sharia law, you can enjoy everything the Islamic State of France has to offer, as long as you follow the rules,” intoned the narrator of one ad.

Unlike Russian efforts to secretly influence the 2016 election via social media, this American-led campaign was aided by direct collaboration with employees of Facebook and Google. They helped target the ads to more efficiently reach the intended audiences, according to internal reports from the ad agency that ran the campaign, as well as five people involved with the efforts.

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Is Efficiency Killing Brands?


Digital marketing has unleashed an obsession with efficiency and short-termism, one that’s trading long-term brand-building for short-term ROI. We’ve put the golden goose in a battery farm of scientific efficiency, and it’s killing the brand, business growth and profit.

Companies such as Procter & Gamble, Coca-Cola and Motorola, for example, have raised the issue recently. This past summer, the world’s largest advertiser, P&G, announced it had slashed digital budgets by $140 million, and yet, sales still went up. In July, Motorola CMO Jan Huckfeldt went on the record saying, “If you want to revive a brand and you really want to build a brand quickly, if you bank on social and digital, it’s not going to work.”

This isn’t an attack on digital, but on the short-term thinking it has created. With digital and big data came tighter targeting and a razor-sharp focus on short-term ROI. Yet, ROI increases are an addictive drug, one that’s hollowing out the brand and leaving an empty carcass.

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Protest-Inspired Public Benches – 'Riot of Color' Was Inspired by the 2011 London Riots (GALLERY)

(TrendHunter.com) ‘Riot of Color’ is an art installation which created a temporary green space in a public street in London.

The installation, which was designed by the Edible Bus Stop, features a small…

Holistic Body Health Wearables – The Opter 'Pose' Tracks Posture, UV Exposure, Activity and More (GALLERY)

(TrendHunter.com) The average consumer is seeking out ways to lead a healthier lifestyle more than ever, which has prompted the development of new solutions like the Opter ‘Pose’ to provide a way to help…

Millennial-Targeted Tech Accessories – 'UO_TUNE_IN' is Urban Outfitters' Technology Accessory Range (GALLERY)

(TrendHunter.com) There are countless brands dedicated to caring for a consumer’s every technology accessory need, but the majority of them favor designs that are strictly utilitarian and often, less than…

Why media partnerships are worth more than the trouble

Partnerships are routine considerations for our industry. They are not routine to deliver however.

BT seeks start-ups to innovate around sports fan engagement

BT is seeking entrepreneurs and start-ups to help it innovate around fan engagement and bringing viewers closer to the action during its sports coverage.

Gary Lineker pops up naked in mystery ad campaign

Gary Lineker’s bare upper half will appear in an ad appearing today in the London Evening Standard – but the brand behind the images is refusing to identify itself.

3M: Keep It Flowing

Keep It Flowing is a digital campaign for PPS new paint system of the global brand 3m, to reach the young professional painters of transportation and car industries via social media and the web. Featuring Max Green, a World champion popper breakdancer ant other great dancers : Liam, Alex Dunn, Anthony, it’s also to drive cleverly traffic in social media with this new kind of “influencers”. This digital it’s a tribute to the simplicity, easy use and efficiency of 3m pps paint system, through an awesome music video popping breakdance choreography and color spray splash experience. An metaphoric interpretation of performance, flexibility, friendly user and the next level of innovation spray painting by 3m technology.

3M – Keep It Flowing

Video of 3M – Keep It Flowing

Ecovention Europe: Art to Transform Ecologies, 1957-2017 (part 2)

As promised, here’s a follow-up of Monday’s first foray into Ecovention Europe: Art to Transform Ecologies, 1957-2017 which you can currently visit at De Domijnen in Sittard (NL). The exhibition gathers the work of over 40 artists who, through small scale interventions, attempt to bring a creative answer to the numerous environmental crises European ecosystems are going through.

Today’s short selection will focus on artistic attempts (many of them successful) to restore environmental damage:


Nils Norman, The Gerrard Winstanley Radical Gardening Space Reclamation Mobile Field Center and Weather Station (European Chapter), 2000. Installation view at Museum De Domijnen. Photo by Bert Janssen


Nils Norman, The Gerrard Winstanley Radical Gardening Space Reclamation Mobile Field Center and Weather Station (European Chapter), 2000

Nils Norman designed a bike trailer to travel between parks, playgrounds, schools and public squares. Once parked, the trailer opens to reveal a small photocopier, a library, a small weather station as well as a solar panel. The library consists of books on DIY culture, permaculture, urban gardening, energy systems, utopias and issues of gentrification.

The mobile library encourages people to photocopy the chapters in the books that interest them and implement the ideas found in the publications.

The bike is named after Gerrard Winstanley, the leader of “the Diggers”, a group of Protestant radicals in 17th Century England who tried to defy the enclosure of common land by private interests: occupying it en masse, pulling down hedges, digging it up and cultivating it for food.


Agnes Denes, Tree Mountain – A Living Time Capsule – 11,000 trees 11,000 People 400 Years (Triptych), 1992-1996, Courtesy of Leslie Tonkonow Artworks + Projects, New York


Agnes Denes, Tree Mountain in 2013. Photo by Strata Suomi

Tree Mountain is a monumental reclamation project located in Ylöjärvi, Finland. The project was officially announced by the Finnish government at the Earth Summit in Rio de Janeiro in l992 as Finland’s contribution to help alleviate the world’s ecological stress. The huge mountain was planted with eleven thousand trees by eleven thousand people from all over the world, eventually creating the first man-made virgin forest.

People who planted the trees received certificates acknowledging them as custodians of the trees. The certificate is an inheritable document valid for twenty or more generations in the future. Situated on top of an aquifer known as Finland’s purest source, Tree Mountain preserves the precious resources for centuries to come.

Agnes Denes conceived the project in the early 1980s as a mark of humanity’s commitment to the future ecological, social and cultural life on the planet.


Vera Thaens, Roof Runoff Purifying System. Photo: Bert Janssen

Vera Thaens installed a biological water purification station in Sittard. Her Roof Runoff Purifying System uses different types of plants to filter and clean rainwater, making it ideal for drinking. The water plants were selected for their specific ability to remove toxic substances. Some extract nitrates and nitrites from the rainwater. Others can even get rid of hormones from wastewater (something that chemical wastewater treatment plants can’t always achieve.)

The idea of ??purifying drinking water with plants is nothing new. German scientist Käthe Seidel prototyped the system back in the 1950s. She seems to have been an amazing person. When asked why her ingenious and wastewater purification system never took off, she answered:

Men always reach for technology, for development. They insist it will bring us to higher levels of progress. They haven’t the patience to work with slow-growing plants, nor do they understand natural cycles as women do. They see my work as farming, not engineering, so they go away and return to their machinery.”


Marjetica Potrc and Ooze (Eva Pfannes & Sylvain Hartenberg, Source de Friche, 2012

The site of Source de Friche in Brussels used to be a Shell Oil industrial site, where rainwater and ground water had accumulated in a large depression. Although the site had been decontaminated, the water remained polluted. The project highlighted and sped up the self-regenerative power of nature by processing the polluted water through a constructed wetland, a system that uses existing and new helophyte plants to filter the water. Although the water was purified, it still did not meet all European regulations for drinking water for humans, so the artists labelled it as water “of drinkable quality exclusively for non-humans”.


Rebecca Chesney, I’m blue, you’re yellow, Everton park, Liverpool, 2012

As a result of her research into habitats that help support local populations of bees and other insects, Rebecca Chesney was commissioned to realise the planting of two acres of meadow on Everton Park in Liverpool. One acre was made entirely of blue flowering species, the other acre of yellow ones. Each acre was one solid block of colour.


Rebecca Chesney, I’m blue, you’re yellow, Everton park, Liverpool, 2017

The artist recently went to see the meadows. They were in their 6th summer and quite different from when they were first planted. They have changed gradually over the years and are now mixed with loads of other species coming in.


Lois Weinberger, Das über die Planzen/ist eins mit Ihnen (What is Beyond Plants is at One with Them), documenta 10, 1997. Photo: 34 magazin

For the 1997 edition of documenta, Lois Weinberger planted a garden amongst the railway tracks of Kassel’s central station. The plants mixed native vegetation with ruderal plants the artist had collected in Central and Eastern Europe, during and after the collapse of communism. These nomadic survivors, ‘foreign immigrants’ to German soil, flourished amongst the transit lines of ‘Old Europe’, subverting any human projection of territorial sovereignty, or fixed borders, and still do so today.

Weinberger views this continuous botanical blending as a metaphor for social processes such as global migration. “The way a society deals with its plants tells us a lot about itself”, he once said.


Lois Weinberger, Brandenburger Tor, Berlin 1994


Lois Weinberger, Gebiet Wien (Area Vienna), 1988

Much of Weinberger’s work investigates Gilles Clément’s idea of the Third Landscape (the space left over by man to nature alone.) Weinberger’s gardens are not looked after. They are left to evolve, expand, be taken over by weeds and grow into unruly little landscapes.


Moirika Reker, Fruta a Mão (Urban Orchards – Pick Your (City) Fruit), 2014-ongoing. Photo via interact

When learning that most of the fruit trees adorning Portugal’s city streets were ornamental and too bitter to eat, Moirika Reker decided that these spaces could grow edible fruits instead. She sought a European Culture Foundation grant to develop “Fruta à mão” (Urban Orchards – Pick Your (City) Fruit). She focused her efforts on transforming part of the park Quinta dos Lilases in Lisbon into a public orchard. The urban orchard would be cared for, maintained and harvested by the community. The idea is to bring attention to the possibility of participation in one’s own nourishment, addressing issues related to food security, urban sustainability and aesthetic fruition of the city.

Despite pretending to be working on implementing Reker’s proposal, the city had its landscape architect design a 3000m2 orchard instead.

Hop! Couple more images from the exhibition:


Jean-Francois Paquay, Edible Environment. Photo: Bert Janssen


Installation view of Ecovention at Museum De Domijnen, September 2017. Photo by Bert Janssen

Once again, i’m going to recommend the catalogue because it’s that good. You can get it online at BOL if you live in The Netherlands. The rest of us can buy it on Amazon.

Ecovention Europe, art to transform ecologies, 1957 – 2017 remains open at Museum Hedendaagse Kunst De Domijnen in Sittard (NL) 7th January 2018

Previously: Ecovention Europe: Art to Transform Ecologies, 1957-2017 (part 1.)

Source

Nielsen Says It Can Now Measure Netflix Streaming


Nielsen, for decades the arbiter of popularity on TV, says it will now measure all Netflix viewing too.

While the measurement giant has been saying since 2014 that it’s able to track audiences for streaming programming, its capabilities were limited to programs from studios and networks that opted in.

But with its new Subscription Video On Demand Content Ratings, Nielsen says it will measure viewing of all content, including Netflix originals, whether or not a studio or network wants them to.

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Your Wednesday Wake-Up Call: Twitter Cracks Down on Harassment, Again. Plus, News on Netflix, the NFL


Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. What people are talking about today: Twitter is cracking down on unwanted sexual advances, harassment, hate symbols and tweets that glorify violence. For example, there’s a new approach to posting nude photos without consent people who post original shots will have their accounts suspended “immediately and permanently,” Twitter says. Right now, offenders are temporarily locked out and required to delete the tweet, but they get another chance. Twitter sent an email with the updates to its Trust & Safety Council members; Wired has the full email.

As TechCrunch says, “Twitter, a platform infested with trolls, hate and abuse, can be one of the worst places on the internet.” The platform has cracked down on harassment before. Will this new move be enough, and will it bring back users at a time when Twitter is losing fans in its most important market? Twitter shed 2 million monthly active users in the U.S. in the second quarter, and U.S. ad revenue dropped 14 percent year-on-year.

True or false?

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Is Brand Loyalty Dead?


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Nielsen Says It Can Now Measure Netflix Streaming


Nielsen, for decades the arbiter of popularity on TV, says it will now measure all Netflix viewing too.

While the measurement giant has been saying since 2014 that it’s able to track audiences for streaming programming, its capabilities were limited to programs from studios and networks that opted in.

But with its new Subscription Video On Demand Content Ratings, Nielsen says it will measure viewing of all content, including Netflix originals, whether or not a studio or network wants them to.

Continue reading at AdAge.com

180LA Creative Chief William Gelner to Depart Agency


180LA’s chief creative officer and managing partner, William Gelner, is leaving at the end of the month, the agency said on Tuesday.

Executive Creative Director Eduardo Marques will take over creative leadership for the office while 180 Global President Al Moseley, who oversaw 180 Amsterdam (now 180 Kingsday) for seven years and moved to Los Angeles this past summer, will add global chief creative responsibilities to his current duties.

Gelner helped to open the agency in 2007 when he joined as executive creative director, eventually stepping up to the chief creative post. Under his leadership, 180LA became a creative hot shop, producing award-winning work such as UNICEF’s “Unfairy Tales,” Mitsubishi’s “Live Drive” and Boost Mobile’s “Boost Your Voice,” which was named Campaign of the Year at the 2017 Ad Age Creativity Awards.

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Asics Pivots From Shoe Company to Health and Wellness Brand


Asics is trying to outrun the pack of rival activewear retailers with a new branding that positions the Japanese footwear company as a health and wellness brand. On Wednesday, the brand is debuting “I Move Me,” a new campaign that celebrates its diversity of products for a diverse range of peopleincluding, but not limited to, athletes.

Celebrity DJ Steve Aoki is headlining the campaign, marking the first non-athlete spokesperson for the brand, according to Sarah Bishop, who joined as vice president of marketing for Asics North America earlier this year. A new digital spot leans heavily on music and the power of movement. Olympic wrestler Jordan Burroughs and Olympic bobsledder and hurdler Lolo Jones will also be featured in the new push, among others.

“We have spent the last year and a bit redefining who we are as a brand and what we want to stand for,” explains Bishop. “We need to modernize and evolve from being a footwear manufacturer to being a well-rounded health and wellness brand.”

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