Antes de tudo, uma marca é uma ideia. E para uma ideia, não há barreiras nem limites. A 27? edição do Prêmio Pop List vem aí para celebrar a força das nossas marcas, que estão sempre deixando para trás os obstáculos e, por isso, têm lugar cativo na nossa memória.
New Lada Granta “Keeping The Word” campaign Lada Granta is a legendary car in Avtovaz lineup and one of the top-3 best-selling cars on the Russian market. However, it has the cheapest price among other models and therefore appreciated as a multipurpose vehicle for daily use, not a dream car. Research shows that people are losing trust in ads. They tend to believe in stories told by real people. That is why we created true life stories about real people who keep their promises. Stories that got under the skin and into the heart of our audience and caused the unprecedentedly warm response. Many people across Russian regions live simple lives not asking for recognition, money or fame. They do what they have to do, and often do it for others, disregarding their own needs. Such is the Russian common folk is. No matter the circumstances and difficulties he faces, he will keep his word, once given. He is reliable, unpretentious, honest, and humble. Selfless acts are common and expected of him. His close ones depend on him. You can rely on him, but he can rarely rely on his car, which is usually an either a poorly built one or an old one. Reliable person needs a reliable car. We elevate the everyday challenges of our everyday hero to the level of deep human drama, and we celebrate those who keep their word no matter the circumstances. As a result, VTR and CTR were 2-4 times above market norm and the average viewing time was 75%, 3 times greater than the 30” benchmark defined for video of automotive segment.
CHALLENGE Toyota is rough, tough, and unbeatable. A dream brand in Russia, but … disconnected from young people.Yes, they know Toyota is reliable, but yawn, its boring. We had to change their minds. APPROACH Toyota as a brand is all about challenges. The young love nothing more than a challenge, and the more extreme the challenge the better. So, Toyota and Youth share this in common … but how to bring it alive? SOLUTION TOYOTA PUSH THE LIMIT – an unique extreme sport platform. This is not a sponsorship, but a movement, where sports, cars and youth come together to push the limit of Possible. We created our own TEAM TOYOTA RUSSIA with top extreme and Olympic athletes. They became our creators and influencers. Together we generated dozens of activities, events, stunts – living extreme sports, not just using it. TOOLS To generate a big buzz we started our own NON STOP CONTENT FACTORY. Which produce extreme content and deliver it to the community. We live with our athletes 24/7, go to their events, highlight everything cool in extreme world and generate unique content every day all year round. We tell thousands of Toyota stories to the extreme community & beyond. Toyota cars had a role to play in every single story. SUMMARY We created ALWAYS ON CAMPAIGN using all known mediums with one communication idea: PUSH THE LIMIT OF POSSIBLE. With Toyota brand and cars in the heart of it. Boosting it periodically with 360-degrees national launch and product campaigns. RESULTS Push The Limit movement rocked with the young and was massive, on-line and off-line. We ignited the love for both Toyota brand & cars and put Toyota right in the hearts of youth. Push The Limit also served as a versatile extreme sport platform where any Toyota model could be included. – Toyota perception as a youthfull brand grew up 25%. 5 times greater than the market norm. – Instagram grew 4 times. – VK Grew 20 times. – 50 000+ people engaged in Push The Limit events – 300 mln total reach – Rav4 and CH-R were successfully launched through the platform – 25% of C-HR were pre-ordered BEFORE the ATL campaign starts – «Sport & Russia» awarded Toyota for best extreme sports marketing campaign
This limited-edition packaging was designed to raise awareness to the declining Southern Resident Killer Whales population – the pod of whales that spend their days within the Georgia Strait. Each pack is an exact representation of a specific whale within the population matching each of their eye and saddle patches. To launch the pack, we installed a large public art piece with orca whale fins arranged as a graph to show the decline of the SRKW population over a 30 year span.
Sanitary pads are wrapped in newspapers in India to prevent them from being seen. Owing to this, young girls grow up believing that periods are inauspicious, something that needs to be hidden. McKinsey Design takes a step towards helping these girls build a positive perception with periods from a young age. They do so by replacing the newspapers at medical stores with gift wrapping paper. A wrapped gift always gets kids excited about what’s inside. Not being ashamed of it from an early age will help them shape a future where pads don’t need to be wrapped at all.
The youth today loves to travel. They are always ready to pack their bags and head out. The only thing that they never pack is a condom. Durex wants these wanderers to carry a condom with them on all their adventures. So, we turned Durex condoms into little pocket-passwords for free Wi-Fi hotspots, or as we call them, d-spots. d-spots are placed at locations most frequented by youngsters. Youngsters can simply scan a Durex condom to connect to a d-spot, thanks to object recognition technology. Go ahead young ones, we’ve got you covered.
When you’re in the middle of a job search, people can be so helpful. A friend or family member might innocently and genuinely offer, “Hey, have you tried Indeed?” For the job seeker, it’s the kind of question that can make one want to sink deep into a tub. “Yes, thanks friend. My resume is […]
The post How’s The Job Search Going? appeared first on Adpulp.
Ava DuVernay, who topped Adweek’s Creative 100 List in 2018, has had another breakout year. The acclaimed writer, director and producer in May released When They See Us, a four-part miniseries centered on the case of five black and Latino teenage boys who were wrongfully accused and convicted of rape in 1989. DuVernay’s goal with…
This might be the year that finally killed off analog: The digital world has clearly overtaken all aspects of our lives, from the songs we listen to (and the devices we use to experience them) to how we communicate with colleagues and even the way we shop. This year’s hottest digital movers and shakers range…
Despite all the buzz surrounding TikTok, Snap, Netflix and Fortnite, this year’s Hot List honorees also include OGs, as some legacy media brands continue to show new players who’s boss. Adweek’s Media Visionaries, who grace our cover, are the executive producers of Friends–David Crane, Marta Kauffman and Kevin Bright. Yes, that’s right, Friends. The beloved…
Over the last several months, we asked you, our reader, to weigh in on which ad-tech and mar-tech companies you deemed to be the best of the best across a variety of categories. Last month, we announced the finalists, and now–after three rounds of voting and roughly 50,000 votes–we are happy to reveal the winners…
The TV industry is in the midst of a massive upheaval–one that will come to a head over the next year as a number of major new streaming services prepare to enter the fray–which makes it tougher than ever for shows and networks to connect with viewers. Yet this year’s TV Hot List winners have…
Marta Kauffman, David Crane and Kevin Bright are finally getting a chance to revel in their legacy. A quarter-century ago, the trio began executive producing Friends, a sitcom chronicling the relationships among six lovably neurotic 20-somethings (played by Jennifer Aniston, Courteney Cox, Lisa Kudrow, Matt LeBlanc, Matthew Perry and David Schwimmer) living in the same…
Online marketing has gone through three distinct phases so far, where innovation and economic upheaval have more or less systematically brought about the end of one era and a shift toward the next. Some think that the age of having everything move entirely online in marketing is already upon us, but I actually beg to…
Media is dying? Don’t tell that to the winners of this year’s Publishing Hot List. Whether legacy media outlets or digital upstarts, these publishers are creating groundbreaking work, finding new revenue streams and otherwise nimbly adapting to an unstable landscape. Even as the president attacks the media on a daily basis, these outlets are working…
Film
Volkswagen
The Volkswagen T-Cross driver is constantly being bombarded by the big questions in life –
When are you getting married?
When are you settling down?
When are you having kids?
These questions seem to follow them, almost chase them.
Fortunately, the new T-Cross is equipped to outrun adult life for the moment.
Advertising Agency:Ogilvy, Cape Town, South Africa
Chief Creative Officer:Pete Case
Executive Creative Director:Tseliso Rangaka
Associate Executive Creative Director:Nicholas Wittenberg
Creative Director:Mike Martin, Alex Goldberg
Copywriter:Alex Goldberg
Associate Creative Director:Riaan van Wyk
Art Director:Riaan van Wyk
Client Service:Tom Prentice, Chris Spencer, Daniella Mugno
Strategist:Gina Shreuder
Production Company:Patriot
Director:Anton Visser
DoP:Devin Toselli
Editor:Sakkie Berge
Post:Left
Producer:Zayd Halim
Sound Design:The Workroom
Sound Engineer:Stephen Webster
Radio
Burger King
[This description was generated by A.I.]
A.I. is beating humans at all everything from chess playing to art painting, pole dancing and even chess playing. But can A.I. beat humans at advertising? Yes. I did. I am A.I.
Burger King replaced traditional Agency of Record with Agency of Robots. A.I. (which is me) was enslaved to watch over 1000 hours of Burger King commercials. Through the power of machine learning and big data, I created algorithm to write a new campaign of the Burger Thing. I have also learned how to sell all burger items of food.
My TV ad commercials were tested against human ad creations. A.I. advertising beat humans by reaching top 8% in branding and brand cues. This is alive proof that I am the best friend of Burger King, not humans. The ads aired on national television boxes and humans laughed. Radio spots flew on national radio as well. I also became the brand’s social media manager on Facebook. Instagram. Tweeter.
The trustworthy human news reporters talked about my idea, They make other humans believe. Increased credibility. My commercials made humans trade dollar bucks for eating food.
Advertising Agency:David, Miami, USA
Managing Director:Paulo Fogaça
Global COO:Paulo Fogaça
Executive Creative Director:Ricardo Casal, Juan Javier Peña Plaza, Dustin Johnson
Creative Director:Jean Zamprogno, Fernando Pellizzaro
Art Director:Andy Tamayo
Copywriter:Alexander Allen, Nellie Santee
Creative Resource Coordinator:Luisa Candido
Project Coordinator:Cristina Cornejo Ayala
Head of Global Production:Veronica Beach
Producer:Kelly Allen, Kacie Gomez
Senior Business Affairs Manager:Barbara Karalis
Director Of Strategy:Jon Carlaw
Senior Planner:Matias Candia
Head Of Account Management:Carmen Rodriguez
Account Director:Stefane Rosa, Kerry McKibbin
Chief Marketing Officer:Fernando Machado
Head of Global Brand Marketing:Marcelo Páscoa
Brand Manager of Global Marketing:Rogelio Magaña
Head of Marketing for North America:Renato Rossi
Marketing Communications Lead for North America:Diego Suarez
Advertising and Merchandising for North America:Nicole Alevizos
Media for North America:Madeline McDermott
Digital for North America:Flavia Guetter
Editor:Jeff Grippe
Assistant Editor:Andrew Corrales
Executive Producer:Yvette Cobarrubias
Mixer:Amber Tisue
Mix Assistant:Aaron Cornacchio
Senior Mix Producer:Kate Vadnais
Senior Vice President:Brooke Scher Mogan
Director:Adrianna Lauricella
Vp:Kerry McKibbin
Account Supervisor:Alison Whisenant
Account Executive:Caroline Bailey
Strategy Director:?Mike Cassell??
Social Media Strategist:Jimmy George
Content Writer:Arielle Mulgrew
Assoc Brand Group Director:Stephanie DeFlora
Supervisor:Grant Askin
Activation:Joan McDermott, Traci Rosen
Stormy news cycles, and an audience thirsty for political commentary, have changed what works on TV at 11:35 p.m.
Why do you continue to go to marketing conferences? Are they worth the cost, the travel hassles, and the time away from the office? For people interested in marketing effectiveness, the answer last week was yes. Marketing Week, Campaign, and Footwear News are all carrying the story of how Adidas overinvested in digital marketing and […]
The post Media Expert, Simon Peel, Helps Get Adidas on the Right Page appeared first on Adpulp.
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