Hasta La Creative!

Film, PR, Online
P&G Spain

Despite the fact that nowadays family compositions and the roles within are changing, many women continue to be responsible for all logistics and decision-making in the home. This is why 71% of them suffer from mental load compared to only 12% of men. This is reflected in the study carried out on P&G’s Próxima a ti website.

As its name suggests, mental load is an invisible burden created by the constant mental effort, assumed by those responsible for what happens in the home. The person who carries this load is generally the one who ensures that everything is working correctly within a family. This doesn’t mean that tasks are not being shared between the couple, but the responsibility tends to fall to the woman to coordinate and ensure that the day to day needs are met.

Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project. It has involved carrying out a study, interviewing over 2,400 people, men and women, between the ages of 25 and 49, living as a couple, with or without children, across Spain, and covering the issue of daily responsibilities in the home. You can see the results via this link www.descargamental.es

As well as the study, P&G carried out an experiment to demonstrate the problem. They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other’s lists aloud. The result was striking.

The men’s notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them. You can watch the full experiment here:

The idea is for the #MentalDownload project to be the first step towards changing this imbalance. The aim is to contribute to the recognition of this reality and create spaces for fraternity and empathy between couples. Thus, through the website Próxima a ti, a platform for helping families in the 21st Century, P&G provides a guide for identifying the division of responsibilities in the home as well as advice from experts to make their daily tasks more manageable.

In short, the website www.descargamental.es seeks to address the issue of mental load, to raise awareness in society, to promote #mentaldownload, and help families at every stage of their lives.

Advertising Agency:Proximity, Madrid, Spain
Client Contac: Giulia Bloise, Marta Vélez
Global Chief Creative Officer:Eva Santos
Executive Creative Director: Susana Pérez
Creative Director: David Despau
Creatives supervisor:Pilar Rojas, María Solano
Art Director: Catherine Correa
Illustrator:Alicia Manero
Copywriter:Ana Ortega, Olalla Yañez
Video Edition:Luis Plaza
Video Coordinator:Elias Maldonado
Client Services Director: Marta Yllera
Account Manager: Mónica Martín
Planner:Esla de Murga
Account Executive:Ángela Suñer
Communication Director:Laura Carrillo
Head Of Production:Gemma Selga
Production Company: ONLY NINE TO FIVE
Director: Beatriz Abad Executive
Producer: Mª Jesus Horcajuelo,  Javier Isaac
Photography Director: Jorge Roig 
Editor: Efrain Parrilla
PostProduction Coordinator:Jose Mª Abizanda 
Postproducción studio: Serena Composición
Musical: Musiteca, Jaume Bou

Outdoor
Peta

Right now, there’s an “orca” trapped in a semi-trailer truck that’s driving around San Diego. She’ll be there for a month as part of an optical illusion that PETA created to show spring breakers and everyone else in the city exactly why they should say, “Thanks, but no tanks,” to SeaWorld San Diego. Just like the orcas held captive at the abusement park, our gal has been shoved into a cramped box that feels like a bathtub to these far-ranging animals. And she’s telling everyone exactly what’s wrong and what they can do to help: “Collapsed Fins. Broken Teeth. Tiny Cell. Prisoner of SeaWorld. Don’t Go!”

Advertising Agency:Nim Shapira, New York, USA
Creative Director:Nim Shapira
Illustrator:Realmotion VFX
Additional Credits:Design

Outdoor, Direct Marketing, PR
Breezometer

Air pollution is at critical levels in the UK. In London alone, it leads to 9400 premature deaths each year. That’s more fatalities than car accidents. BreezoMeter, a company that monitors air quality, wanted to use their hyperlocal, real-time data to shine a light on how deadly this pollution is. So, we re-purposed a typical roadside memorial, symbolic of death, to bring the problem to life. But Toxic Toby is more than just a teddy bear memorial, he’s an audio-visual warning system and environmental lobbyist. Powered by live, location-based air quality data, Toby coughs when pollution is high. The higher the pollution level, the more he coughs. Every cough generated a tweet lobbying the local MP to improve regulations. 

Advertising Agency:McCann, London, United Kingdom
Chief Creative Officers:Laurence Thomson, Rob Doubal
Creatives:James Crosby, Will Cottam
Account Director:Christos Cardovillis
Account Manager:Rohin Lalli
Project Manager:Paul Gillespie
Communications Director:Katya Escala
Producer:Duncan Groves
Film Director:Ben Twiston-Davies
Editor:Adam Beasley
Comms Planner:Nick Kavanagh
Junior Planner:Tara Henderson
Sound Design:Jungle and CRAFT
Designers:Dan Howarth, Nazima Motegheria, Harold Perrin
Type Designers:Dalton Maag

Film
Deutsche Stammzellspenderdatei

As a kid you‘d rather be a super villain than a victim. That‘s why Lamar needs to become a tough vampire like Dracula. He must become someone who takes his fate in his own hands and gets what he needs in order to survive. Dark Red tells the story of a boy tragically turning into a vampire, despite his good heart, only to realize that the true reason for his transformation is his powerlessness – the same powerlessness you feel as a blood cancer patient waiting for a stem cell donation.

Advertising Agency:Filmakademie Baden-Wurttemberg, Germany
Creative Director:Eugen Merher
Art Director:Eugen Merher
Copywriters:Eugen Merher, Philip Chrobot, Mortimer Hochberg
Cinematographer:Mortimer Hochberg
Cast:Jeremiah Waysome, Ethosheia Hylton
Director:Eugen Merher
Script:Eugen Merher
Producer:Philip Chrobot, Gerrit Klein
DoP:Mortimer Hochberg
Editor:David Gesslbauer
Grading:Marina Starke
Music:Alexander Wolf David
Sound Design:Robin Harff
Production Design:Maike Kiefer
Costume design:Lena Peifer-Weiß
Vfx:ACHT Hamburg
Make Up SFX:Olivia Henderson
Fixer UK:Tatenda Jamera
Production Company:Filmakademie Baden-Wurttemberg

Outdoor, Print
Foodgroot

We all have seen the birds and the whales with their stomach filled with plastic and rubbish. We happen to believe that humans are the next species that’ll be affected by the omnipresent plastic and surrogates.

Researching the food industry we’ve discovered some staggering facts – like the average person ingests 70000 microplastics each year or that 7 out of 10 persons dies of a “non-communicable disease”. And that’s on top of the tones of ultra-processed food that the majority of us are eating it, unaware of how little it has to do anymore with anything remotely natural. 

Foodgroot was born out of this believe, that maybe we can save ourselves by being better informed and choosing healthy, wholesome food instead of surrogates.

Foodgroot is an app (as the fast and easy-to-use interface) and more than that, and it has a huge data base updated constantly with every food product that’s put out there to be sold. Its aggregator combines besides all the stocks of food available in every market with information about each ingredient, about the terroir or the farm that supplied that food and on top, with information about what will be good for you as an individual (from blood type matches to other info about your metabolism and what’ll serve you better).

Therefore, thanks to its complex algorithm and huge data base, but also to its super user friendly and quick response, anyone can transform its groceries shopping into a smart and health choice, that’ll provide the wellbeing for individuals or family alike.

The campaign surprises with powerful executions of the consequence of not making such healthy, well informed choices when it comes to food and nutrition.

Advertising Agency:McCann, Prague, Czech Republic
Chief Creative Officer:Razvan Capanescu
Group Creative Director:Jiri Horut, Klára Palmer
Head Of Art Direction:Jiri Horut
Copywriters:Aidan Whitely, Razvan Capanescu
Photographer:Carioca Studio
Production:Carioca Studio
Studio Producers:Carioca Studio, Andrei Stoleru
Retouchers: Carioca Studio, Jiri Horut
Dtp:Benjamin Mulderer
Coo:Martina Hejdova
Account Director:Jan Antonu
Account Manager:Radka Jarosova
Public Relations:Peter Hermann, Alice Reindlová

Print

The new DDB logo was morphed to visualize the silhouette of a pregnant woman.

Happy Mother’s Day

Advertising Agency:DDB, Lagos, Nigeria
Creative Director:Duzie Ikwuegbu
Art Directors:Kayode Olotu, Torkuma Shija
Copywriters:Kayode Olotu, Torkuma Shija

Online

How to show that agency really cares about creativity?

Problem: Brand managers are truly unaware that their comments can bury advertising

Task: To raise awareness about that problem among marketers

IDEA: To turn clients’ comments into the paid services of the funeral bureau for ad ideas.

Advertising Agency:FORTE GREY Creative Agency, MInsk, Belarus
Creative Director:Andrei Pahodnia, Eugene Ivasyuk
Designer:Ivan Vyshka

The ongoing investigation into U.S. media-buying practices has entered a critical phase, with a federal grand jury issuing a subpoena to a large marketer in the nearly year-old case. The development shows that the U.S. attorney has accumulated enough evidence to convince the jury of probable cause to subpoena a client’s records.

Agencies have long been at risk in the probe, which focuses on issues like undisclosed rebates. But marketersboth companies as a whole and individuals working for themface potential scrutiny and even criminal charges, even though that may be unlikely.

People familiar with the matter, who wouldn’t disclose the identity of the marketer that was subpoenaed, or its agency, see no evidence that this company did anything wrong. But the development shows that marketers need to be aware of potential pitfalls. Below, five things to watch.

Continue reading at AdAge.com

Illustration by Andrea D’Aquino

At first blush, White Castle and vegetarians hardly go together like Harold and Kumar. But marketing at the hamburger chain was actually run by a vegetarian for an entire year. Chief Marketing Officer Kim Bartley embraced the plant lifestyle as a way to get a better handle on how the fast-feeder, long known for its ground-beef sliders, could adapt to a world where people are shunning meat more often, even if they’re not completely giving it up. Bartley says her year as a vegetarian (she went back to eating meat in February 2018) was eye-opening. “I was able to see a customer in a very different light,” she says. “I observed and experienced how hard it is, especially in fast-food restaurants, to have an option that wasn’t basically the same thing all the time.”

Adding variety has emerged as a major trend at restaurants and the larger food industry, as brands seek loyalty from a growing number of “flexitarians,” those who have strong vegetarian tendencies but also mix in meat or fish on occasion.

Continue reading at AdAge.com

Comscore is on the hunt for a CEO yet again after a Sunday night shakeup that saw the resignations of CEO Bryan Wiener–over what he called “irreconcilable differences”–and president Sarah Hofstetter. The board named Dale Fuller its interim CEO but has no plans to fill Hofstetter’s position. In addition to those exits, the measurement company…