Hasta La Creative!

Lululemon, the sports apparel brand, is hosting its Sweatlife festival once again this year.

A new category has appeared in the LUMAscape, the marketing technology taxonomy defined by investment bank LUMA Partners. It’s called “identity,” and it’s much more than just branding or semantics: It’s a fundamental shift in the way marketers approach their customers the foundation for all brand engagements.

At its core, identity provides the contextual relevance necessary to relate to consumers on a personal and continual basis the underlying link between otherwise completely random events and interactions with a customer. In fact, if you take a moment to look at the big picture, identity is arguably bigger than all of ad tech and martech put together. Broadly defined, ad tech helps brands acquire new customers and prospects across paid media, while martech builds relationships with known customers through owned channels. Successful marketing needs both, and identity is where these two worlds converge.

In effect, the introduction of LUMA’s new identity category heralds the culmination of a revolution that began when Facebook enabled brands to take the art and science of high-performing one-to-one marketing and unleash it at massive scale. Brands then sought to extend that same known-user marketing outside of the social network’s closed walls and into even more channels.

Continue reading at AdAge.com

In the first “This Is SportsCenter” ad to be produced since ESPN parted ways with longstanding creative agency Wieden & Kennedy, the network swings for the fences with a little help from Yankees slugger Aaron Judge.

Produced by the in-house unit ESPN CreativeWorks, the 30-second “Home Run Trot” spot features Judge as he indulges in a rather singular form of extremely low-impact cardio. In keeping with the traditional “This Is SportsCenter” format, the 2017 American League Rookie of the Year shot the new promo in ESPN’s Bristol, Conn., headquarters, where he shared the frame with Scott Van Pelt, the host of the late-night edition of “SportsCenter,” and daytime anchor Elle Duncan.

The new spot debuted during the Wednesday night/Thursday morning midnight “SportsCenter” telecast, which followed the network’s coverage of a Celtics-Jazz matchup. Van Pelt’s show is a respectable platform from which to launch the Aaron Judge promo; per Nielsen, episodes that have lead out of March basketball are delivering an average audience of 878,750 viewers and a 0.5 rating in the adults 18-to-49 demo.

Continue reading at AdAge.com

Snap Inc. is cutting another set of employees, focusing this time on the advertising side of the business after earlier trimming staff in engineering and content.

The cuts total around 100 workers, according to people familiar with the matter, and represent the final step in a restructuring process set in motion in the fourth quarter. The people didn’t want to be identified discussing internal details.

“Late last year we asked senior leaders across Snap to look closely at their teams to ensure they had the right resources and organizations to support their missions,” Imran Khan, Snap’s chief strategy officer, said in a statement. “Tighter integration and closer collaboration between our teams is a critical component of sustainably growing our business.”

Continue reading at AdAge.com

Outdoor
Kit Kat

J. Walter Thompson London created a billboard that switched itself off in an activation for KIT KAT aiming to persuade the public to have a break from Electricity. On Saturday March 24, at 8.30pm, millions of people around the world joined together to switch off their electricity for 60 minutes.

To drive awareness of the cause J. Walter Thompson London customized a digital billboard, which comprised of a simple circuit with a KIT KAT finger as the switch. When the clock hit 8.30pm and the world turned off their lights, the KIT KAT finger in the special build unit snapped, breaking the circuit and turning off the electricity of the poster.

It was timed perfectly to turn off at the same time as the lights on Tower Bridge, giving the illusion that it switched off the bridge’s power in order to reinforce the significance of the message.

#Switchoff For Planet Earth

Have a break, have a Kit Kat

Advertising Agency:JWT, London, United Kingdom

Film
Acre Designs

This is a 2 minute brand film that encapsulates their design philosophy. It goes into the imagination of Ella, a 6 year old who shares her fantastic thoughts on sustainable design, including pinwheel wind turbines, rock monsters and more.

Creative Director:Freise Brothers
Art Director:Freise Brothers
Copywriter:Freise Brothers
Photographer:Freise Brothers
Director:Freise Brothers
Vfx:Freise Brothers
Edit:Freise Brothers

Print
Transavia.Com

Transavia dares make a commercial with nothing but messed up photographs instead of good ones.

Advertising Agency:HUMANSEVEN, Paris, France
Chief Creative Officer:Xavier Beauregard
Creative Director:Stephane Gaubert
Artistic Director:Jordan Molina
Copywriter:Ludovic Miege
Tv Producer:Sarah Bouadjera
Production:ALLSO
Director:Julian Nodolwsky
Producer:Franck Annese
Production Manager:Louise Morand