Hasta La Creative!

BACKGROUND
Botafogo is one of Brazil’s most traditional football teams – full of
titles, idols and passionate fans. Through its 100 years, the club has
always played with black and white jersey. In 2012, Puma, the team’s uniform
distributor, launched something that broke with every tradition: a gold
jersey.
The challenge: how to get passionate fans to accept this change?

INSIGHT
We started with the idea that only diehard fans are able to support a team,
no matter the color of the jersey.

IDEA
we transformed the launch into the first jersey that only a true fan could
have.

To do this, we created the FogOMETER: a special booth where the fans could
try on the jersey and prove that they deserved it. Inside the booth, a
passionate narration followed the steps of the fan putting on the jersey,
along with videos of Botafogo and sounds of cheering. While this happened,
the fans’ heartbeats were measured.

And their passion did the rest.

Only those Botafogo fans whose heartbeats were above 170 BPM were able
to buy the new shirt at the launch. And their heart rate was shared on
Facebook.
The rest had to wait.

RESULTS
The idea spread through the media and social networks.
Over 2,000 fans put their passion to the test.
30,000 watched on YouTube.
15,000 bought the jersey.
And, fortunately, no heart attacks.

Advertising Agency: Mix Brand Experience, Sao Paulo, Brazil
Creative Director: Adriana Salles
Art Director: Felipe Munhoz
Copywriter: Bruno Brasileiro
Planner Director: Júlia Fregona
Planner: Zito Campos
3D: Waldir Rugno

Background: Botafogo is one of Brazil’s most traditional football teams – full of titles, idols and passionate fans. Through its 100 years, the club has always played with black and white jersey. In 2012, Puma, the team’s uniform distributor, launched something that broke with every tradition: a gold jersey.

The challenge: how to get passionate fans to accept this change?

Insight: We started with the idea that only diehard fans are able to support a team, no matter the color of the jersey.

Idea: We transformed the launch into the first jersey that only a true fan could have. To do this, we created the FogOMETER: a special booth where the fans could try on the jersey and prove that they deserved it. Inside the booth, a passionate narration followed the steps of the fan putting on the jersey, along with videos of Botafogo and sounds of cheering. While this happened, the fans’ heartbeats were measured. And their passion did the rest. Only those Botafogo fans whose heartbeats were above 170 BPM were able to buy the new shirt at the launch. And their heart rate was shared on Facebook. The rest had to wait.

Results:
The idea spread through the media and social networks.
Over 2,000 fans put their passion to the test.
30,000 watched on YouTube.
15,000 bought the jersey.
And, fortunately, no heart attacks.

Advertising Agency: Mix Brand Experience, Sao Paulo, Brazil
Creative Director: Adriana Salles
Art Director: Felipe Munhoz
Copywriter: Bruno Brasileiro
Additional credits: Júlia Fregona, Zito Campos

Advertising Agency: Ogilvy & Mather, Shanghai, China
Chief Creative Officer: Graham Fink
Executive Creative Director: Sean Sim, Francis Wee
Creative Director: Golf Nuntawat
Client Supervisor : Richard Cotton, Victor Vieira, Ming Alterman
Art Director: Jasphine Chew
Copywriter: Sean Sim
Photographer: Kurt Tang
Account Directors: Martin Murphy, Oli Goulden, Anita Beveridge
Public Relations: Fengmei Liang, Xiufan Huang, Qingxin Li, Lisha Deng, Yanyan Wu
Agency Producer: William Huen
Production House: Carrot Films
Director: William Dhawan
Producer: Steven Ng
Exposure: Print, Digital, Event

Presenting the world’s smallest open house by MAD school (Chatsworth Mediart Academy). Another Dimension: Simply put, it’s where you discover far more interesting things. Viewed through the right lens, another dimension appears. Very much like what MAD does. Short for Marketing Advertising and Design, our integrated diploma is the only one in Asia that adds another dimension to your view on creativity and strategic thinking. Meaning you won’t see things the way you used to. Heck, you won’t see things the way others do. That’s why our student work win awards like D&AD and Crowbar. Enter Another Dimension–A quirky digital projection mapping showcase of our award-winning student work, which takes place indoor but visible outdoor to Clarke Quay–why deal with confines when there’s another dimension? Another perk includes instant fame as your face shot becomes a part of our digital projection mapping showcase. All because we’re MAD.

Advertising Agency: MAD school, Singapore

Advertising Agency: Bullet Promoções, São Paulo, Brazil
Creative VP: Mentor Muniz Neto
Head Of Creative: Cesar Leite
Creative Directors: Rubens casanova, Mentor Muniz Neto
Art Directors: Daniel Barreal, Marcelo Pompeu, Bruno Ferrari
Copywriter: Alessandro Palermo
Head Of Planning: Aldo Pini
Planner: Raphael Almeida
Illustrator: Edu Nothan

Advertising Agency: Volver d6, Lima, Perú
Creative Director: Gonzalo Figari
Planner: Paco Baró
Copywriter: Frank Martí
Art Director: Natalia Iriarte
Account: Francesca Tubino
Production Company: Miércoles
Director: Ricardo Ghibellini
Executive Producer: Patricia Rivero
Post Production: Jorge Vivanco
Audio: Sordo

Background: How to make Scribe, a Mexican notebooks brand with 50 years of tradition, become once more beloved by the people and, especially, the newer generations? By reconnecting with the adult consumer, awakening their inner child and starting a dialogue with the newer generations. With this thought, a new brand essence -“Spaces for your inspiration”- was created, and a new image and positioning consequently. We wanted the brand to become inspirational more than aspirational, and to bring the notebook’s consumers to the experience.

Case description: The ScribeBillboard was an interactive live action billboard located on one of the most important streets in Mexico City. It housed the artist Cecilia Beaven during 10 days, with the only purpose to transform a huge white canvas into a work of art filled with color and the ideas that she received from Twitter. Everything that happened during these days was available for tracking on social networks, a blog, webisodes and live streamings. Tv celebrities and other artists visited her, and Molotov (mexican band) played live from the billboard. As she painted, other billboards were completed at the same time all over the city. The whole story was also brought to movie theaters and television. Small billboard replicas were printed for those whose requests were drawn by Cecilia.

Results: In just 10 days, impacts on Twitter went over 100 million (resource: topsy.com), 12,000 drawings were requested, more than 65,000 users were logged at the same time for the live streaming and 99% of the conversation was positive. National and international media talked about the action and radio stations broadcasted from our location.

Advertising Agency: La Agencia Viva! & La Doblevida, Ciudad de México, México
General Creative Director: Juan Pablo Manazza, Manuel Camacho
Art Director: Roberto Flores, Xavier Fajardo, Ivan Mayorquín
Copywriter: Eduardo García, Carlos Perez
Account Services Director: Miguel Mendiola
Project Leader: Claudia Caballero
Illustrator: Cecilia Beaven (Billboard Artist)
Account Grouper: Ezequiel Daneri
Account Director: Pilar Gilbert
Account excecutive: Alejandra Vera
Producer: Nancy Vilchis, Iza Peñafiel
Digital Producer: Adriana Dreves
Planner: Ariana Gonzales

Advertising Agency: DriveDentsu, Istanbul, Turkey
Creative Director: Ersel Serdarl?
Art Director: Sevcan Sertel
Copywriter: Harun Yürük
Account Director: Füsun Ero?lu
Account Executive: Melike ?spirgil

URL: www.facebook.com/onceagainbangalore

Brief: Once Again is a Bangalore-based NGO that follows a unique model where it accepts donations only in the form of old items, not money.
and tagged ‘Once Again’ to things worth donating – shoes, toys, clothes, furniture, books, etc. When the friend received the notification of the tagged picture, It gained visibility on social media, received prominent coverage in leading media publications and went on to become Bangalore’s biggest tagging drive.
It collects items people don’t use anymore, sells them at a minimal price to the underprivileged and uses this money for the empowerment of their community –
supporting a crèche for their children, providing vocational training to women and computer training to young adults.
The brief was to make the NGO recognizable and maximize donations to support its activities. The challenge was to accomplish this with no budgets in hand.

Strategy: We noticed that the youth were passionate about making a difference to their surroundings, but saw charity as a boring, guilt-driven moral obligation.
We used Facebook – a place where they hang out everyday – to involve them in this cause, by making the act of donating fun and engaging.

Creative Execution: We created The Tagging Drive, an online donation drive on Facebook. We started with a team of Facebook volunteers, who revisited their friends’ old pictures curiosity prompted them to click on it. It led them to the Once Again Facebook page where they read the message, “You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.” The page also invited them to become Facebook volunteers and spread the word by tagging their friends.

The Results: The tags created curiosity and thousands were directed to the Once Again page. The campaign went viral with friends tagging friends.
In a matter of a few months, thousands of pictures were tagged and several donation drives initiated. Once Again collected over ten thousand items for sale
at their thrift shop, giving the underprivileged an access to goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%,
which is being recycled to support its activities. And it all started with a tag.

Advertising Agency: Ogilvy & Mather, Bangalore, India
President: Poran Malani
Senior Vice President: Vikram Menon
Executive Creative Director: Ajanta Barker
Creative Director: Anoop Sathyanand
Associate Creative Director / Art Director: Siju RS
Copywriters: Bhumika Udernani, Dipika Aranha
Planners: Venkataraghavan Srinivasan, Manasi Trivedi
Production: Foxfilms.in
Additional Credits: Yousef Anani, Rishad Melethil, Junaid Rahman, Rahul Antony

Kiss FM, is an important rock and roll radio station based in Sao Paulo, Brazil. JWT developed and implemented a turnstile that only allowed people passing through when they’ve done the famous rock and roll sign of YEAH!

Advertising Agency: JWT Brazil
CCO: Ricardo John
Creative Director: Erick Rosa
Head of Art: Fabio Simões
Art Director: Haron Bregolato
Copywriter: Bruno Dias
Illustrator: Hugo Cafasso
Agency Producer: Flavio Schaefer
Sound: Shuffle Audio
Sound Producer: Henrique Nicolau
Digital Producer: Rodrigo Alberini
Production company: Biz&Sys