Voici cette excellente campagne print réalisée par l’agence Scholz & Friends pour la chaine de supermarchés biologiques frais « Fresh`N´Friends ». Une mise en scène des fruits de manière originale pour attirer les familles et les enfants à acheter de la nourriture saine et biologique. Plus d’images dans la suite.
L’agence allemande Jung von Matt a eu l’excellente idée de faire jouer notre imaginaire pour montrer la puissance de la marque Lego. En composant de façon minimaliste des personnages de fiction connus de tous, les visuels sont à découvrir dans la suite de l’article.
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Agency: Think Happy
Executive Creative Director : Kartik Iyer
Chief Creative Officer : Praveen Das
Designer : Viduthalai Raj M
Art Director : Viduthalai Raj M
Copywriter : Athul Chathukutty
Studio Head : Ramakrishna R
Account Supervisor : Neelima Kariappa
Account Executive : Vigya Atri
Brief:
Basics 029, the menswear brand were launching their own brand of fashion briefs. And for this, they wanted to create a stand out packaging that was different from the mundane packs that innerwear usually come in, and one that broke the usual pattern in the retail industry.
Solution:
Briefs play a significant part in a man’s attire, as it covers one of the most vital and delicate organs on his body. And yet, the importance of good underwear is universally ignored. To highlight this fact, we went for a quirky analogy comparing the male anatomy to something that is equally fragile: eggs. Combining this with trademark Basics 029 wit, we created a packaging that gave the men something more than the conventional square boxes usually seen in their category.
Result:
The design proved to be a real winner. The arrival of a new product in a clutter-breaking package was met with real excitement at the stores, and the humour became an instant hit with the men it was aimed at. In the first 3 days of launch, 600 units were sold, an unusually high figure for the category and the highest of any product from the Basics 029 stable. 4 months since, the briefs continue to fly off the shelves.
L’agence allemande Legas Delaney a imaginé cette campagne print pour “Plant for the Planet” avec des créations splendides. Afin de montrer que le CO2 est absorbé par les feuilles à travers la photosynthèse, ces derniers ont pu proposer des créations autour de coupures dans des feuilles.
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Agency: Huddle Message Development
Creative directors: Sujit Soman & Vinod P.
Copywriter: Sujit Soman
Art director: Vinod P.
Une impressionnante table de conférence et de réunion construite avec précisément 22 742 pièces de la marque Lego. Un projet conçu pour une agence de création, par les architectes d’ABGC en provenance d’Irlande. Plus de visuels dans la suite de l’article.
Pour aller plus loin : Portfolio du studio ABGC
Basé à New-York, voici cette photographe de mode Karine Basilio et son portfolio flash. Près de 10 ans d’expérience dans la beauté et le milieu fashion, avec de nombreuses publications et collaborations pour les agences de publicités. Une sélection est à découvrir dans la suite.
Découverte des nouveaux projets du studio interactif et de l’agence parisienne Soleil Noir. Réputé en flash et en direction artistique, voici leur showreel et leur carte de voeux pour 2010, entièrement conçu en stop-motion et représentant leur identité visuelle.
I am going to use an example involving polar bears to start out this conversation on agency/client relationships. It may seem like non-converging subjects, but it will come around.
I like polar bears. I don’t want to own one or anything, and I’m not part of the PETA-Elite, but as bears go, they seem like simple animals to me… and I like simple. For example, we have documented evidence that polar bears attack and kill humans. My simple advice? Steer clear of polar bears, even the ones at the the zoo.
Yet, polar bears are an endangered species. Thus, there are organizations fighting for their survival. Noah Wyle, an actor from the TV show ER, is the World Wildlife Foundation’s spokesperson for the “Save the Polar Bear” campaign. The advertising spot began in December 2008.
Unfortunately, every time I see the commercial, I say to myself, “I can’t believe they’re asking for money at a time when people are losing their homes.”
Yes, it pisses me off. Polar Bears won’t be receiving a check from Jeff Louis very soon. The vital point is that I have now formed a negative brand association with the WWF subconsciously, even though it has done nothing wrong.
I also wonder why the responsible agency hasn’t had the foresight to mention the possible negative aspects of asking for money in our current economic climate. Even if the spots are free of charge (PSAs), is the WWF willing to risk its brand for the sake of a single message? The polar bear’s won’t be extinct tomorrow… why not hold off a bit until things improve?
This is the point where client/agency relationships are defined. Is your agency a true partner, or is it simply a paid service provider?
Think about the differences for a second:
True partnerships are forged by a mutual commitment to honest, often merciless assessment of what is best for the brand and the business, even if it means losing a few dollars along the way.
Jeff Louis: Strategic Media Planner, Brand Project Manager, Writer & Blogger. Unlike the other bloggers/writers for Talent Zoo, Jeff Louis is both cute and nice. Contact him on Twitter @jlo0312. Just kidding about the nice part.
Did you receive Current’s RFP? The cable network is in search of an agency to “…formulate a brand/ad strategy that communicates who Current is through compelling, inspiring, and even controversial advertising.” Sounds like a client that would be great for your roster, right? One that would challenge the creative department’s expertise, and possibly land your agency on the front page of Creativity.
The RFP wasn’t selective…it went out to everyone. It’s understandable that you could have been missed…things have been crazy, especially with most of your effort being spent on cost reductions and reviewing financials. You’ve made difficult decisions lately; downsizing, reducing benefits, cutting pension plans, ending bonus payouts, maybe even dumping the “not-so-free” coffee service. Decisions affecting real people, a responsibility greater than many could bear. The only solace: you’re not alone.
However, it’s never good policy to miss out on new business opportunities. If you missed the RFP, read on.
Once upon a time, broadcast television experienced explosive growth; it began at the close of WW II and roughly ended around 1960, with eighty-five percent of U.S. households owning a television set (a 500% growth rate). Decades later, the Internet did the same thing, at a faster rate and in much higher revenues. In hindsight, we wonder, “how could anyone have missed these opportunities?” Yet, some did. The chart, below, compares the first fourteen years of ad revenue growth for TV (blue), Cable (red), and Online (green):
It’s happening again with Social Media (SM), a tsunami that grows daily…(let us pause to let the information sink in). Every day Social Media reinvents itself, converting commonplace consumers into informed users. Exponentially. It’s mashable, interlacing various user “platforms” (Facebook, Twitter, Digg, etc.) together, allowing users to choose one platform and also access all of the others. If you’re so inclined, you can even download a new desktop that will integrate all SM for you. SM is not comprised of stand-alone applications, and if you consider SM as a media tactic, you’re on the wrong track.
Wake up! Your agency is out of alignment: your strategy’s obsolete if it doesn’t capitalize on Social Media opportunities. Scrap the current strategy–even if it’s working. Meet with your staff. You may not be “in the know,” but your employees use SM on a daily basis. Use these resources to determine your SM strategy. Start a Twitter profile. Add your company profile to LinkedIn and Facebook. Begin an agency blog. Ensure your website has an RSS feed. Become content-oriented. If your specialty is automobiles and healthcare, tell the world how to weather the storm. Show them how to succeed. Invite them to contact you. Become the “go-to” for information regarding your agency’s strengths. Connect with your current clients…it is your singular purpose. Once you’ve engaged them, reach out and captivate new ones. In a meeting last week concerning the fall of newspaper, Google CEO Last week, Google’s CEO told the newspaper industry: Innovate to survive.
Today, I’m telling you: Be bold. Do great things.
Jeff Louis is a Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.
Have you seen that AdAge Series, PLAN B? It is an ongoing dialog about the state of our industry, and it’s as enlightening as it is scary. If you have not read it, do so when you have a chance. After I did, I started looking for someone, anyone to blame. All those bad decisions…who could I blame? Then, for some odd reason, I decided to look inside for a culprit. Where did I go wrong in this mess? It is something I suggest we all do. We can blame our industry’s situation on the economy, big business, or the government, but the truth is that it’s our fault. We are the innovators and the creators. We build brands and lead the way. We determine the direction. We 
construct the future.
At some point, we became followers. We became corporations. We accepted status quo. We bought our competitors and became complacent.
We became Remoras…content suckerfish attached to Big Fish for protection, transportation, and food. Although supposedly a symbiotic relationship, the truth of the matter is that we need them to survive, and they don’t need us at all. So, as we free wheeled through the ocean, traveling vast distances but never really getting anywhere, we were scraped off and left behind. With no transportation, protection, or food, what are we supposed to do now? “Hey, let’s look for another Big Fish to provide for us.” Well, guess what? The big fish had their own problems and moved to the other side of the ocean, leaving us no way to get there.
Am I wrong? Perhaps a bit foolish? Probably. On the other hand, maybe I just see it differently. As the innovators, creators, builders, and leaders, it falls on us to do the right thing for our clients’ best interest, all the time. Even if it means openly disagreeing. I’ve sat through meetings, sans client, with their marketing plans spread out in front of us, knowing straight out that they would not work, or that were riddled with holes. Did we call our clients and say; “You know, this plan looks great, but, our research tells us that it probably won’t work. And here is why…” Nope. We presented them with options to choose from, but never told them what we actually recommended. We were never bluntly honest.
Clients pay us for service, expertise, and insight. As an agency, it is our job to be the watchdogs, the experts, and protectors. We know our brands intimately; we helped build them. Therefore, we should have the foresight to know what’s coming. Which of us looked at the state of the auto industry and told our clients the truth? How many of us reminded our banking clients that offering high-risk loans was a long-term mistake? Which of us stood up for what we KNEW was right, even if it meant risking the relationship?
We let them down, and now we are paying for our sins. Unlike the other industries, don’t expect a bail out…we don’t produce anything tangible.
Do you want to be of value to your clients? Be Honest. Be Unmerciful. Otherwise, we will continue to strangle this business that we love.
Jeff Louis: Strategic Media Planner & Buyer with over seven years of experience. Interests include emerging media, radical ideas, & redefining the status quo. He’s passionate about writing and digs great creative.
Reach him on twitter @jlo0312 or www.LinkedIn.com/in/jefflouis.
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.
