Hasta La Creative!

To launch its most recent line of notebook computers in São Paulo, the Korean multinational Samsung made use of some of the most talked about tech gadgets of the present moment: the infamous Drones. In the execution created by Agência TUDO, a member of Grupo abc, the brand new notebooks from Samsung’s Ativ line were carried on stage by Drones, flying above an audience of over 200 people.
The main objective was to impact the audience by demonstrating the mobility and lightness of the new notebooks. In addition to being responsible for the alluring effect of the notebooks’ arrival, the Drones also executed a choreography, which was synchronized to a projection on a huge screen behind the stage, a true ballet performance to entertain the guests during a video presentation of the products’ features.
Drones are unmanned, remotely piloted air vehicles. They were first idealized for military ends, inspired by German “flying bombs”, and by aircraft models controlled by radio. They are normally used in missions of military intelligence as artillery support in a battlefield; cruise missile control units; urban, oceanfront, environmental and boundary patrol activities; pursuit and rescue activities; among others, and were recently highlighted when they became useful as tools for providing press video coverage around the world.

Advertising Agency: Agência TUDO, São Paulo, Brazil
Creative Director: Rodolfo Barreto
Art Director: Francisco Zuccato
Copywriter: Andre Bueno
Additional credits: Bruno Mizzogutti (Planning), Cleber Paradela (Planning Director), Erica Scharz (Artistic Diretor), Iron Neto (Production Diretor), Antonio Costola (Production Manager) and Carla Carvalho (Account Manager)

Advertising Agency: Wieden + Kennedy, New York, USA
Executive Creative Director: Eric Quennoy, Scott Vitrone, Ian Reichenthal, Mark Bernath
Creative Director: Erik Norin, Eric Steele
Copywriter: Will Binder
Art Director: Jared White
Director: Dan Levin
Executive Producer: Nick Setounski
Interactive Producer: Victoria Krueger
Assistant Producer: Kristen Johnson
Account Team: Patrick Cahill, Jacqueline Ventura, Sydney Lopes
Social Strategist: Jessica Abercrombie
Project Manager: Rayna Lucier
Sr. Community Manager: Mike Vitiello
Director of Interactive Production: Brandon Kaplan
Head of Integrated Production: Lora Schulson
Business Affairs: Sara Jagielski, Lisa Quintela, Quentin Perry
Global Travel Director: Colleen Baker
Lead/Sr. Travel Consultant: Angela Wootan
Sr. Travel Consultant: Joelle Wainwright
Post-Production Company: Legs Media In Collaboration with BrehmLabs
Editors: Frederic T. Brehm, Ian Park, Gabriela Tessitore
Sound Designer: Eric Hoffman
Colorists: Frederic T. Brehm, M. Scott Vogel
Information Display System Fabricator: Solari Corp.
Design & Build Team: The Guild

RESULTS AND EFFECTIVENESS
The client was surprised by the results of the campaign. UTEC applications in 2013 increased considerably; they were up by 38% from the previous year. That means that students got the message. In addition, the billboard is helping hundreds of families that didn’t have access to pure drinking water. We produced more than 9450 liters of drinkable water in 3 months.

CREATIVE EXECUTION
For this type of campaign the media team understood that the selection of the location was fundamental to the success of the project. The location should include aspects such as: high-impact, high traffic and good visibility. And the most important factor to consider in this project was that the billboard has to be in a desert area, whereby the lack of drinking water is a huge problem. We found that Bujama, a district located south of Lima, was the ideal place. Coinciding with being not only a desert area, the city is also situated next to the highway where thousands of young students drive- through during the summer season to go to the beaches. Since it was a low-budget campaign the principal medium used was the billboard, but the idea spread with lots of spontaneous publicity in every media. So, we were able to get young people to notice the billboards.

INSIGHTS, STRATEGY AND THE IDEA
With the application period for 2013 nearing, UTEC, The University of Engineering and Technology, needed a solution to get students interested in applying for the engineering programme. Nowadays, getting a teenager’s attention is quite difficult even for brands in the entertainment industry like PlayStation – and so, imagine being an Engineering University trying to gain interest from youths. The University of Engineering and Technology believes the world can be changed through engineering, so we decided to start by changing our city. To attract students’ attention during the application period and having in mind that Lima is the second largest desert capital in the world (so the lack of drinkable water is a huge problem) UTEC and the agency designed and built a special billboard: ‘THE WORLD’S FIRST BILLBOARD THAT PRODUCES POTABLE WATER OUT OF AIR.’

Advertising Agency: Mayo DraftFCB, Lima, Peru
Art Director: Juan Donalisio
Copywriter: Alejandro Aponte
Creative Director: Juan Donalisio, Alejandro Aponte,
Chief Creative Officer: Humberto Polar

There are many sources for people to find things to see and do in Shanghai. But Time Out goes deeper than others, to find the hidden gems of the city. The challenge was to demonstrate this in a meaningful, attention-getting way. Doing so would help differentiate Time Out Shanghai, increasing its readers and users, and making it more attractive to advertisers.

The insight is really in the product itself: Time Out Shanghai digs deeper into the city to find hidden gems that might not otherwise be discovered.

To demonstrate this, we created the Stolen Phone Tour. We purposely “lost” Time Out Shanghai’s cell phone, and placed it on a random street in Shanghai, available for any passerby to pick up. Once someone did, they received a text: “Get in the London cab that just pulled up.”

The cab, a nod to Time Out’s London roots, would carry the phone snatchers around the city to discover places they would have never found on their own. The only communication was through text messages on the phone. Each stop along the way was captured by hidden camera.

Advertising Agency: Energy BBDO, Shanghai, China
Creatives: Kevin Lynch, Nate Gagnon, Alex Zhao, Alex Lim
Production Company: Limelight Studios
Director: Kristian Hansen
Music title & Artist: “Shen Xian Yao” by AM444

With Domino’s social presence stalling, how could we re-engage our fans and followers? We invented the DomiCopter, a revolution in pizza deliver and, as it turned out, positive PR and social activity for Domino’s.

Advertising Agency: Big Communications and T & Biscuits, London, United Kingdom
Executive Creative Directors: Dylan Bogg
Creatives: James Cross, Tim Jones, Tom Hatton
Accounts: Dan Caputo
Director: Tim Jones
Editor: Radford Nicholls

BRIEF
South Korea has recorded the highest suicide rate in the OECD for the eighth year running. (OECD Health Data 2012)
Over 15,000 commit suicide in just one year, which is an average of 43.5 deaths per day.
(2011 National Statistics Office)
Suicides are especially frequent near the bridges over the Han River in Seoul.
And among the 23 bridges, the ‘Mapo Bridge’ has the highest number of suicides.
(Out of the 1090 suicides committed on a Han River bridge, 17.2% – or 188 suicides – happened on the Mapo Bridge)

PROMOTION DEVELOPMENT
First, we installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by. The 20 or so messages that were shown were not warnings or teachings, but rather kind words, comforting song lyrics, funny jokes, and other phrases that would speak to the anxious and confused minds of those attempting to end their lives.
Our intention was to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation, and eventually walk all the way to the other end without realizing it.

RESULTS
Since the opening of the Bridge of Life on Sep 26th, 2012, until today (Dec 20th, 2012),
the suicide rate has dropped by 85%.
The Bridge of Life has received widespread national coverage on TV and in newspapers with 177 reports, as well as global coverage in 8 different media (Reuters, Voice of America, China TV The Tokyo Times, etc.). About 11,000 posts about the Mapo Bridge have been shared on social networks, of which 92% are positive, and the brand image of Samsung Life Insurance has improved by 110%.

RELEVANCY TO PRODUCT/SERVICE
The brand slogan of Samsung Life Insurance, the #1 insurance company in Korea, is ‘People, Love’. Could there be any greater love than saving a person’s life?

Our idea to stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch.

Advertising Agency : Cheil Worldwide, Seoul, South Korea
Chief Creative Officer: Jeongkeun Yoo
Executive Creative Director: Thomas Hongtack Kim
Creative Director: Joohoon Lee Cheil Worldwide
Art Director: Hyungkyun Oh, Jaeyeon Kim, Minjoo Kim, Jiyeon Choi, Jinwoo Ryu, Chaehoon Lee
Copywriter: Youngjun Kim, Yukyung Joo, Yongkyu Choi, Jieun Park
Account Director: Jungho Park
Account Executive: Kyungtae Kim, Inyoung Lee

Advertising Agency: Publicis Conseil, Paris, France
Advertising Agency: Marcel, Paris, France
Chief Creative Officer: Anne de Maupeou
International Creative Director: Steve O’Leary
Copywriters: Antonin Jacquot, M.R.L.Z.
Art Director: Roman Vychnevsky
Account managers: Cécile Lejeune, Candice Corre, Andrei Cojocaru, Benoît Candelle,
Ladislas Baranowski, Philippe Martin-Davies
TV Production (WAM): Pierre Marcus, Bertrand Ayache-Aguenot
Sound production: Franck Marshall
Director: Bo Platt
Production company: Fighting Fish
Producer: Cyril Couve de Murville
Production manager: Vincent Rivier
Post-production (WAM): Antoine Daubert
DOP: Remy Chevrin

Taiwan is a place with humid climate, which makes people feel wet and even colder during the winter. As known as the key point of a down coat to maintain warmth inside is to keep the down dry.
TRAVELER, as a leading brand of down coat in Taiwan, being the first brand to bring in the “water-repellent” down technology, in order to make the most functional down coat for all consumers.
We made a symbol to introduce this cutting edge technology, “the feather and eiderdown umbrella.” Beside its print commercial, we also organized a campaign that brought a “real” feather umbrella to the street around retailers and made people interested on it. They even took photos of it and asked some information about the down coat. 100% made of water-repellent down.

Advertising Agency: SHAPE Advertising, Taipei, Taiwan
Creative Directors: Norman Lin, Singing Wen, Alex Liu
Art Director: Brandon Chung
Copywriter: Helen Lu

Advertising Agency: Ganem Group, México City, Mexico
Executive Creative Director: Yasser Flores
Creative Directors / Art Directors / Copywriter: Yasser Flores, Rodrigo de León
Production Company: Hiperbox
Director: Mauricio Montoya
Producer: Bart Gutierrez

After Hawai, San Fransisco, Berlin and more, the popular Color Run was also held in Amsterdam this year. During this 5K race, runners start out dressed in white and end up covered in colourful powder. Flexa, the leading paint brand in Holland, wanted to stand out during this fun run, to spread their message: ‘Let’s Colour’. They did this using a specially fabricated Flexa T-Shirt. How it worked? The more colour, the more the Flexa logo and payoffshowed up.

Advertising Agency: Etcetera, The Netherlands
Creatives: Vanessa Burgmans, Billy Witbraad
Creative Directors: Peter van Leeuwen, Ben Imhoff
Campaign manager: Marie-Louise Diekema
Account: André Koster
Social Media strategy: Mark de Leeuw
Director: Nina Aaldering
Director of Photography: Justin Bodenkamp
Music: Niels den Otter
Editors: Dennis Floor, Naomi Bais