Hasta La Creative!

Colenso BBDO worked with the New Zealand Breast Cancer Foundation on a PSA campaign that included a unique way to get women to perform self-exams for breast cancer.

The campaign included the distribution of Breast Cream, a moisturizer designed for the breasts, with the intention of encouraging women to work breast self-examination into their daily routine. Colenso BBDO’s print ads for the campaign cleverly pitched the product as “a cream that gives you wrinkles,” since early detection is so often critical in stopping the spread of cancer. That print component just brought home a  gold Lion in Cannes on Monday, and Breast Cream has sold 75 percent of its first production run. Check out the case study video above to learn more about the campaign and how it is helping spread breast cancer awareness in New Zealand.

In a rather odd yet novel approach to promoting mosquito repellent, BBDO Russia Group transformed what remains after slapping that post-bite bug into what the team calls “blood portraits.”

The agency’s effort for Unilever brand Glorix serves two purposes: it’s both a micro-scale art exhibition created to help launch the bug-be-gone product and a social advocacy campaign urging visitors to donate blood.

The case study:

The main goal of the micro-portrait show put on by the parties involved was not just to show how Glorix protects consumers from mosquitoes, but to relay the message that every drop of blood taken from the bugs could potentially save someone’s life.

As the video above proclaims, approximately 80 percent of visitors were willing to donate blood on the spot at the event. It’s morbid and quirky, yes, but still effective.

Client: Unilever
Andrey Kutuzov: Senior Marketing Manager
Maria Shramko: Junior Brand Manager

Agency: BBDO Moscow, BBDO Russia Group
Creative Director: Mihai Coliban
Creative Director: Gatis Murnieks
Art-Director: Konstantin Tokarev
Senior Copywriter: Victor Lander
Group Account Director: Anna Sokolova
Account Manager: Maya Annakulieva
Producer: Ivan Davydenko

Event Agency: Pelican
Elena Novikova
Anna Budzyak

Production: Zebrahero
Director: Andrey Paoukov
Producer: Artem Tsaregorodtsev
Cinematographer: Dmitry Novikov
Lighting Designer: Andris Rutinsh
Motion Design/Colorcorrection: Denis Ageev

Long before 50 Shades of Grey’s PG-13 Twilight fanfic enthralled millions of women around the world, there was Harlequin Enterprises, the 65-year-old publisher of female-oriented fiction and romance novels that have adorned many a grocery store checkout aisle over the years.

In an effort to revitalize the longstanding brand name and lure ladies back to the books in an era of Kindle, Nook and, yes, 50 Shades, BBDO Toronto is helping out its hometown client with a campaign that skews towards the “mature” woman who’s just seeking out that sense of escapism. Aptly titled “Escape the Everyday,” the campaign features two idealized Harlequin characters–a cowboy hero and a military hero–who spring out of the pages to satisfy the fantasies of possibly-bored women everywhere. The very slightly naughty work highlights Harlequin’s new mantra “Whatever You’re Into,” which promotes the fact that the brand publishes 110 titles a month in 34 languages and 110 markets(!).

BBDO New York launched a series of new broadcase ads for FedEx, promoting FedEx Ground as a way for small businesses to save money.

Four 30-second spots present humorous scenarios where FedEx Ground can help small businesses, presenting the service as a better alternative to other money-saving practices. In “Bed & Breakfast” for example, a startup resorts to moonlighting as a bed and breakfast, with disastrous results. When one employee suggests they save money with FedEx Ground instead, everyone agrees, although it may be too late for the plumbing. In another spot, the service is working well for a company, unlike it’s open floor plan. “Hotshots,” meanwhile takes a look at a kid-run business, while “Family Business” shows how the service can make you take your business more seriously. The humor works better in some cases than others (the ridiculousness of “Family Business” notably falls flat), as the ads straddle a difficult balance between product integration and lighthearted narrative. As far as ads in the category go, however, these are fairly memorable. And haters of open floor plans will get a kick out of “Open Floor Plan” in particular.

Credits:

Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Associate Creative Director / Art Director: Justin Bilicki
Associate Creative Director / Copywriter: Matt Herr
Group Executive Producer: Amy Wertheimer
Executive Producer: Tricia Lentini
Group Planning Director: Sangeet Pillai
Managing Director: Kirsten Flanik
Senior Account Director: Kathryn Brown
Account Director: Amanda Cruz
Account Manager: Joshua Mesquita
Account Executive: Trent Lyle
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Scott Howard
Line Producer: Emily Skinner
Director of Photography: Jo Williams
Edit House: Mack Cut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Visual Effects House: Schmigital
Sound Mixer: Philip Loeb/Heard City
Casting: Francene Selkirk

BBDO New York launched a new spot for GE about the benefits of seeing things from a different perspective, entitled “Time Upon A Once”

“Time upon a once, people approached problems the way same,” says a man exiting an elevator at the start of the ad, introducing the backwards-talking schtick that sticks around for the rest of the spot. While it makes for some awkward and distracting dialogue, the approach also allows for some interesting visual tricks, such as when the man appears to shrink walking down a hallway after the line “improvements small.” It follows in the same vein as previous spots for GE, celebrating innovation, imagination and ingenuity, and ending with the tagline, “New solutions turn big companies into fast companies.” It’s an interesting addition for GE, falling somewhere between the lighthearted “Invention Donkey” and BBDO New York’s work for the brand last year. “Time Upon A Once” will make its debut tomorrow during the Tomorrowland premiere and will run during showings of the movie until the end of June. It will also run on broadcast and online until the end of the year.

Credits:

Agency: BBDO New York
Client: GE
Spot: “Time Upon a Once”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Michael Aimette
Creative Director/Copywriter: Tim Roan
Creative Director/Copywriter: Levi Slavin
Director of Integrated Production: David Rolfe
Group Executive Producer: Diane Hill
Executive Producer: George Sholley
Head of Music Production: Rani Vaz

Worldwide Senior Director: Brandon Fowler
Senior Director: Peter McCallum
Account Director: Lindsey Conklin
Assistant Account Executive: Joslyn Dunn
Group Planning Director: Tom Naughton

Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Executive Producer: Shawn Lacy
Executive Producer: Colleen O’Donnell
Executive Producer: Holly Vega
Line Producer: Vincent Landay

Editorial: Rock Paper Scissors
Executive Producer: Eve Kornblum
Post Producer: Jen Milano
Editor: Mikkel E.G. Nielsen

Visual Effects: A52
Executive Producer:  Patrick Nugent
Producer:  Heather Johann
VFX Supervisor: Andy Rafael Barrios

Mix House: Heard City
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awn
Sound Design/Mixer: Mike Vitacco
Mixer: Keith Reynaud

Music: The Ski Team
Composers: The Ski Team

Animation: Renegade Animation

Following a review only open to roster shops — something of a trend lately — SC Johnson has consolidated its media buying with PHD, Adweek reports. The move comes just four months after the company shifted its media planning to the agency from WPP’s Maxus.

SC Johnson, whose brands include Glade, Windex and Raid, spends around $1 billion on media annually, $300 million in the U.S. alone, according to the publication. PHD will now work with SC Johnson’s creative agencies: BBDO and Ogilvy & Mather, which have served as the brand’s creative agencies since 2011.

“We are pleased to partner with PHD for global media buying,” Fisk Johnson, chairman and CEO of SC Johnson, said in a statement. “After an extensive assessment, we are confident that PHD has the capability and global footprint to help us drive greater efficiencies and reduce complexity.”

FCB has picked up more A-B InBev business, following its winning creative duties on Michelob Ultra in January, with the Ritas brands and MixxTail assignments going to FCB Chicago. Referring to them as “projects,” executives told AdAge that FCB Chicago will handle advertising for the brands through 2016. The assignments come as welcome news for the agency, which lost the KFC account to W+K back in February.

BBDO had previously handled the Ritas brands, as well as Bud Light Lime, for which FCB will handle its summer campaign. Bud Light will remain with BBDO. MixxTail is a new Bud Light extension of “ready to drink cocktails,” which Vayner Media created the debut broadcast spot for. AdAge’s sources claim that FCB will handle all aspects of the MixxTail brand going forward. FCB Chicago’s new work for the Ritas and MixxTail is expected to debut by the fall.

BBDO New York launched a new campaign for Lowe’s, timed to coincide with spring cleaning and painting season and announce the arrival of HGTV Home by Sherwin-Williams.

The roll0out marks the first time Sherwin Williams will be sold outside its own stores in the company’s forty year history. To illustrate that “The most legendary name in paint is now at Lowe’s,” BBDO New York made the announcement in front of several famous historical painters: Andy Warhol, Bob Ross, Vincent Van Gogh and Leonardo da Vinci. The agency’s portrayal of Warhol is the best of the bunch, as the Pop Art maestro asks, “It’s me isn’t it?” and then when he finds out it isn’t decides “I must paint him” and is (appropriately enough) undeterred to learn it is actually a can of paint. Other 15-second spots provide a typically cartoonish version of Van Gogh (complete with oversized ear bandage) and Leonardo, and a mild-mannered Ross who tries to hide his disappoint at not being “the most legendary name in paint” right after objecting to the label. It’s a memorable way to introduce the product roll-out, with the comical portrayal of Warhol especially winsome, and each spot makes its point with welcome brevity. The spots will broadcast through September, as well as running on Lowe’s social media channels.

Credits:

Agency: BBDO NY
Client: Lowe’s

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, NY: Greg Hahn
Executive Creative Director: Lauren Connolly
Executive Creative Director: Tim Bayne
Creative Director: Molly Adler
Creative Director: Mike Sweeney
ACD / Copywriter: Matthew Page
ACD / Art Director: Carolyn Davis
Executive Producer: Ashley Henderson
Producer: Alexander Loubek
Senior Director: Jim Reath
Account Director: Andrew DeBenedictis
Account Director: Heather Linde
Account Executive: Karen Madera

Production Company:Anonymous Content
Directo: Joachim Back
Director of Photography: Pawel Edelman
Line Producer: Tim Kerrison

Editorial: Dave Anderson / Arcade Edit
Sound Mix: Peter Holcomb / Sound Lounge
Color Correct: Tim Masick / Company 3
Animation: Sibling Rivalry
Finishing: Spontaneous

BBDO New York created an integrated campaign for Autism Speaks to promote MSSNG, “a new open-source research platform that will house the world’s largest database of sequenced genomic information on people with autism.”

On Wednesday BBDO New York and Autism Speaks teamed up to host “The MSSNG Lab,” an exhibit of fine art by photographer and biochemist Linden Gledhill, who created “10,000 one-of-a-kind DNA posters, each available for purchase to directly fund the 10,000 DNA sequences needed for the MSSNG project.” Once complete, the MSSNG project plans to host the data on the Google Cloud platform, where it will be available to scientists around the world. BBDO was responsible forbranding and staging the event and creating materials for purchase, including posters and coffee-table books.

“MSSNG has the potential to change the future for millions of people with autism, and this event is designed to heighten its awareness,” said Liz Feld, president of Autism Speaks. “We thank BBDO for helping to brand the program and raise awareness of this cutting-edge project among a vast and diverse audience.”

Credits:

Client: Autism Speaks
Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald

Art Director/Copywriter: Bianca Guimaraes
ACD/Art Director/Copywriter: Siavosh Zabeti
Biochemist/Photographer: Linden Gledhill
Senior Creative Technologist: Sermad Buni
Director of Integrated Production: David Rolfe
Director of Interactive Production: Clemens Brandt
Asso. Dir. of Interactive Production: Joe Croson
Senior Producer: Howard Howell
Video Producer: Koji Yahagi
Interactive Producer: Courtney Fallow
Director of Creative Engineering: JD Michaels
Sr. Creative Engineer: Casey Adams
Executive Art Producer: Betsy Jablow
Director of Music: Rani Vaz

Global Account Director: Mark Mulhern
Account Director: Phil Brolly
Account Manager: Catherine Wright
Account Executive: Miranda Hardy, Jen Sullivan
Engagement Planner: Cody Levine
Dir. Business Affairs: Phyllis Greenwald
Talent Manager: Bernadette Naughten

Digital Production Company: Media Monks

Film Production Company: BBDO
Film Director: Koji Yahagi, Bianca Guimaraes, Siavosh Zabeti
Director of Photography: John McCabe
Editorial House: Cut and Run
Music: The, Singing Serpent

Radio Music House: Human
Radio Producer: Courtney Fallow
Executive Music Producer: Melissa Chester
Mixer/Audio Engineer: Corey Bauman
Sound Editor: John Cabrera

Press Project Producer: Donna Mendieta
Associate Director of Press: Desiree Principe

Almap BBDO launched a global campaign entitled “Feed The Good” for Pedigree with the online documentary spot “First Days Out.”

“First Days Out” tells the inspiring story of how rescue dogs helped two former inmates rehabilitate following their release from prison. Matt, who served two years for theft in Las Vegas, found life on the outside lonely. Unable to reunite with his father, who severed ties, until he got his life in order, Jeanie provided the companionship he needed. “I feel Jeanie brought light to my future,” he said. Joey, meanwhile, served twelve years for armed robbery in Florida. While he was in prison, his mother and grandmother died and Sadie became his only family, bringing companionship to an otherwise empty home. He then got a job training dogs for adoption at the kennel. After telling both of these stories, the spot ends with the tearjerking line, “You save a dog. A dog saves you.”

“Feed The Good” marks Pedigree’s first global campaign in years, and rolls out in Australia, Brazil, New Zealand and the U.S. with broadcast, print and online ads, as well as additional markets later in the year and in 2016. It is built around the insight that dogs help bring out the inner good in people. “Studies attest how the companionship of animals transforms and improves people’s lives,” said Leonid Sudakov, chief marketing officer, Global Petcare, Mars, Inc. “By nourishing the loveable innocence in every dog, Pedigree helps feed the good they bring to the world.”

Credits:

Advertiser: Mars
Agency: AlmapBBDO
Title: First Days Out
Product: Pedigree
General Director Creation: Luiz Sanches
Executive Director Creation: Bruno Prosperi, Renato Simões
Creation Director: André Gola, Pernil
Digital Creative Director: Luciana Haguiara
Creation: Pernil, André Gola, Fabio Cerdeira,  André Sallowicz,  Felipe Cirino, André Leotta
Rtvc: Vera Jacinto, Ana Paula Casagrande, Diego Villas Bôas
Producer: Hungry Man
Managing Partner: Alex Mehedff
Executive Producer: Rodrigo Castello e Renata Corrêa
Direction: Ricardo Mehedff
Photography: Grant Weiss, Mike Alex and Ricardo Mehedff
Line Producer: Mariana Barbiellini
Track: Big Foote
Assembler / Editor: Ricardo Mehedff
Post-production Supervisor: Rodrigo Oliveira
Finishing: Great Studio
Color Grading: Psycho N’Look
Assistance: Fernanda Antonelli, Pedro Fragata, Samantha Kechichian and José Maria Fafe
Planning: Cintia Gonçalves, João Gabriel, Daniel Machado, Augusto Veríssimo and Marília Rodrigues
Media: Flávio de Pauw, Brian Crotty, Fábio Cruz, Juliana Melo and Carolina Pimentel
Digital Media: Kaue Cury, Livia Novaes e Rogério Beraldo
Business Director: Rodrigo Andrade
Approval: Leonid Sudakov, Marina Sachs, Oduvaldo Viana, Fernando Manoel