Une pertinente campagne pour la nouvelle bouteille de gaz Totalgaz, sur des très réussies photographies du célèbre Jean-Yves Lemoigne. Une baseline cohérente “Autrement, ça serait trop facile à installer”, le tout sur un travail de l’agence CLM BBDO.
Directed by Hugo Menduiña (agosto), this advert for Pond’s breaks away from the classic treatment of beauty products. Instead of the usually shallow approach, the film shows intensity and holded emotions thru its dense atmosphere and classy acting.
Few words are spoken, but each gesture tells everything about the the present and the past of the main characters. When directing is well done, definitely less is more.
CREDITS
Title: Fix your past
Client: Pond’s
Director: Hugo Menduiña
Agency: Bassat Ogilvy
Executive Creative Director: Álvar Suñol
Creative Director: Emiliano González, Director Creativo
Account Director: Paula Vizcaino
Account Executive: Isabel Miras
Audivisual Director: Ramón Corominas
Agency Producer: Cheli Pascual de Zulueta
Production Company: Agosto
Executive Producer: Rafa Montilla
Producer: Víctor Mata
DoP: Paco Femenía
Edition: Dani Arbonés
Postproduction Supervisor: Sergi Roda
Postproduction: Infinia
Campagne pour les magasins Alinea autour de différents meubles, formant un visage complet. Une baseline en adéquation : “Votre maison, proche de vous”, le tout conçu par l’agence Euro RSCG 360 Paris sur des très belles photographies pleines de couleurs de Cyril Chauvin.
Starbucks
During these trying economic times, I would just like to say, “Thank Heaven for Starbucks.” Arguably one of the most expensive cups of coffee currently available on your local street corner, Starbucks has stepped up to the plate and is now offering all of their delectable products at half price! (No, not really.)
No, what the Seattle-based coffee giant is planning to do is launch an advertising campaign to convince consumers that their products are not as expensive as we think they are…their coffee is not a luxury, but just a plain ‘ol cup of Joe.
I definitely missed that day in class. The day that listed the number of companies that changed nothing about their business model, but successfully re-branded their products. The day that a company, once touted as a luxury, trendy, “go to” brand actually tried to reverse this identity by stating, “We are nothing special. There is nothing extraordinary about what we do. And, contrary to what you may think, our products are not expensive.” Trust us.
And, maybe Starbucks is right. Maybe they are getting a bad rap as being an over-priced luxury. The WSJOnline reported that, ”…according to a December survey of coffee shops in Chicago by a stock analyst for William Blair & Co., some sizes and varieties of Starbucks were less expensive than Dunkin’ Donuts coffee when adjusted for size differences.” (Source: WSJ Online)
Which raises so many questions, such as; “Why is Starbucks comparing themselves to Dunkin’ Donuts?” But, that is another topic. The truth of the matter is that this will be an extremely complicated reverse branding effort, and possibly a brand-killing error. Rather than defending the hard-won Starbucks brand position and capitalizing on the “brand experience” embodied by Starbucks, they have decided to attack positions firmly held by competitors, namely Dunkin’ Donuts and McDonalds.
If you ever saw the movie Mr. Mom starring Michael Keaton, you may remember the scene where Keaton’s movie wife, Teri Garr, is in an ad agency meeting with their top client, a canned tuna account. The meeting, oddly enough, was to determine the best strategy to use for a premium brand during a recession. Teri Garr’s brilliant strategy was to maintain positioning while throwing consumers an incentive. The end result: A campaign that did not compromise the brand and offered lower prices during ”these trying times.” In essence: “Still the best tuna best available, we understand our consumer’s problems and therfore are lowering our prices.” Sounds like a winner to me.
Une série d’affiches pour la marque Adidas par l’école de publicité de Miami et plus précisément Maja Grunwald et Georgios Kouveliotis. Récompensée à la cérémonie 2009 des Andy Awards organisés à New York et traitant de la créativité publicitaire dans le monde.
There has been a lot of chatter regarding emerging media, new media, and how Web 2.0/Web 3.0 will change the world, let alone the practice of advertising as we know it. I am certain that the world, and conventional advertising, will definitely be affected…once effective methods to monetize these new media platforms are determined. If you keep up at all with the trades, you are certainly aware that Google’s purchase of YouTube has been terribly unprofitable, to say the least. And it remains to be seen if YouTube will ever provide profits for Google. There is also the constant buzz regarding Twitter: Is Twitter for sale? Are they working on a new business model? Or, is Twitter but a passing fancy?
One thing abundantly clear is that Social Media networks have become the new, untapped vein of gold for advertisers in the digital age. Social Media users freely provide relevant information about themselves which is then used by advertisers to segment them into convenient, targetable groups. Paired with Social Media’s meteoric rise in usage, advertisers are often left scrambling to hastily build strategies to reach this audience unobtrusively.
While all of this action (or perceived action) is exciting, the current trend seems to be more about making a buzz than making a buck, with a few exceptions:
In December 2008, Internet News reported that Dell produced over a million dollars in sales by offering discounts to consumers that followed Dell on Twitter. And while these sales accounted for but a drop in the bucket compared to their overall revenue ($61 Billion in 2008), it is evident that while Twitter’s not able to monetize their service, Dell had no problem doing so.
So, while most are playing catch-up, there are shining examples of advertisers and agencies that are ahead of the curve, positioning themselves to lead by example rather than yammering on about what they plan to do. Take, for instance, Lisa P. Maxwell (LPM) in Chicago. Visible, LPM’s web development arm, created LPM’s new Flash site, and fitted it with webcams at each employee’s desk. Anytime during the day, a client, prospective client, or curious web-surfer can click on one of the employee “cam profiles” and chat in real time with the employee. The site lets you know which person is available to chat via the use of two buttons that highlight the web cam images (green=available). Depending on the time of day, you might find yourself talking to the Creative Director, New Business Manager, or even a copywriting intern. It is actually quite fun to talk to this captive audience…they seem to be an intelligent bunch willing to answer most questions. I spoke to one of the Account Managers this morning about working at LPM and being on camera, and she said that they’ve had fantastic reviews. She also said that the best thing about LPM was “the people.”
The point of this viral “experiment” is to increase traffic to LPM’s site via non-traditional methods, and in this sense, it has been a qualified success, adding 1500+ visits during the first month of operation. It’s not clear if any new business leads have been generated virally, but as with many viral endeavors, it may take some time. However, if I was marketing director looking for an agency to lead my business into the intricacies of social/emerging media marketing, I would certainly add Lisa P. Maxwell to the top of the list.
Some agencies lead. Others talk. And the rest just don’t get it.
Agency: La Comunidad, Argentina
General Creative Directors: Joaquín Mollá & José Mollá
Creative Directors: Fernando Sosa & Ramiro Raposo
Art Director: Martín Insua
Copywriter: Ezequiel Soules
Agency Producer: Juan Manuel Menvielle
Directors: Matías Moltrasio (Yellow & Blue)
Production House: Landia
Une campagne publicitaire mystérieuse pour la marque italienne Meltin Pot spécialisée dans le jeans. Conception de l’agence Armando Testa à Turin, avec des photographies de Vincent Dixon. Une baseline originale “Cet été, abandonnez vos cauchemars” et une déclinaison sur 12 affiches.
La lettre V comme symbole de la nouvelle campagne Nike qui s’intitule “V is for Victory”. Des footballeurs et sportifs en vedette, à l’image de l’Ivoirien Didier Drogba ou du célèbre Rafael Nadal. Un signe dessiné sur le torse et recouvert de poussière ocre pour certain, habillé d’une veste pour les autres.
Coulisses du shooting
Mahou Premium Light is a new beer with 35% less calories. The spanish agency El Laboratorio commissioned an advert to director Nico Caicoya from Agosto, with the claim “There’s a lighter world. Coming up?”.
To express this concept, the story would show a couple of dancers taunting gravity. But Nico Caicoya didn’t want to use posproduction effects, instead of that, a rotating set was built for the shooting in Prague. When it seems that the actors dance all over the walls, it’s the camera and the entire set the ones that are turning upside-down.
Choreography was created by Suple, a choreographer that has worked before with artists such as Jamiroquai and Madness. On the other side, the music is a cover of Technotronic’s Pump up the jam, made by the canadian swing trio Lost Fingers.
+Info Agosto
Title: Lighter world.
Client: Grupo Mahou – San Miguel
Agency: El Laboratorio
Director: Nico Caicoya
Creative team: Carlos Holemans, Daniel Ilario, Manuel Montes, Jesús Lada y Carla Romeu
Account team: Rafael Silvela, Ignacio Olazábal y Carolina Paramio
Agency producer: Paul Severn (Central de Producers)
Production company: Agosto
Producer: Toni Moreno
DoP: Paco Femenía
Posproduction supervisor: Sergi Roda
Music: Lost Fingers
Time: 45″
Directed by: Joel Coen, Ethan Coen
Une brillante publicité pour le service d’envoi de colis Fedex en mode Express. Une baseline et une déclinaison pertinente autour du message “De la main à la main”. Le tout sur une réalisation de l’agence DDB, Brasil. Plus d’images dans la suite.
Dans le même esprit : Galactic Mail
Une brillante réalisation en Paper Art pour cette publicité du constructeur Fiat, décliné autour de 3 thèmes : Bureau, Maison et Rangements. Un travail de l’agence Leo Burnett en Argentine sur des photographies de Juan Mathe. Plus d’images dans la suite.
Le nouveau spot de la célèbre saga Sony Bravia, toujours avec l’agence Fallon. L’idée phare de la vidéo : un Zoetrope géant, l’ancêtre du cinéma, afin d’expliquer de manière ludique le temps de rafraichissement d’une télévision et l’atout “MotionFlow” de la Sony Bravia à 200hz.
La machine présente des images de footballeurs en action, en rotation à 50 km/h.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
