Hasta La Creative!

“Let both sides explore what problems unite us instead of belaboring those problems which divide us.” Those are the words we need to hear today—even if they were spoken in the 1960s. President Kennedy believed that each of us are responsible for building a better future for our country. And the New New Frontier campaign captures that spirit through his words, tone and forward-looking message. On July 15, (in tandem with the 60th anniversary of the New Frontier speech) JFK won’t only speak, he’ll become a sounding board for all Americans to submit their visions for a #NewNewFrontier. “JFK believed in the power of people to shape the world and make a better future – it was a core tenet of his presidency and it’s something that is needed now more than ever. The future of our country rests with its people taking action, we’ve seen that come to life in the last few months as more and more people question “normal,” and fight to create a better “normal,” that is truly equal, representative and fair for all.” – Cecelia Parrish, Planning Director at The Martin Agency With so many wondering how we’ll get back to normal, maybe we should ask ourselves, is “normal” what we really want? The ‘New New Frontier’ campaign empowers Americans to voice their ideas on how we can make our country better. “Our last campaign focused on the power of JFK’s words against today’s challenges and that is still at the heart of the idea. His words are so relevant to what’s happening today and a powerful reminder of what a true leader sounds like – we wanted to bring that idea to life but in a more active way than the Words Count campaign. We wanted to go beyond inspiration and get people to do something – because they are the ones who are going to create the new normal, not the people in charge.” – Cecelia Parrish, Planning Director at The Martin Agency And as the country continues to struggle with issues related to systemic racism, the campaign reminds us of the need to confront “unconquered problems of ignorance and prejudice.”

Everyone is illegally watching free satellite TV in Ukraine. And the government of Ukraine decided to make a global transcoding of the signals so that people connect to official TV providers. Xtra TV – satellite TV brand, that kept silence in media during long time, wants to remind TA about them and made the brand choice number one while recoding satellite signals all over Ukraine. The task was to communicate with two TA: series and show lovers, and football lovers. TA is the residents of small cities in Ukraine where the internet is bad. So they don’t install smart TV, but use satellite TV. Their lives are mostly work and household duties. They have very little varieties in their leisure time. And TV is a lifestyle for them. They constantly spend a lot of time watching TV and are very attached to it. The insight was: while watching favorite series and TV-shows we imagine ourselves as main characters and live through each episode. When the series finish, we feel that something has gone, the part of our life. So the communication platform sounds like “Feel yourself in the center of events”. And the creative message is “Xtra TV is your true television” We created communicated platform based on the insight and shot 4 advertising spots. And we showed what the true television is and how important is not to be interrupted while watching your favorite channel. 2 image spots to remind about Xtra TV brand to series and football lovers. We showed the life of our heroes with the Xtra TV brand. 2 spots to suggest an alternative option of TV before recoding satellite signal all over Ukraine. We showed how the moment looks when you are interrupted by the recoding signal. As a result 25% sales growth.