Smoking Kills More

I studied animation in school, so I have to admit I’m a bit of a sucker for just about anything animated, but the simplicity and effectiveness of this Brazilian anti-smoking campaign is uniquely impressive. The pinscreen-esque animation seems to speak to the message, which is so simple, it works, and provides proof that things don’t need to be complicated to elicit social change.

The simple smokingkillsmore campaign certainly uses a few cigarettes in the process, but the awareness and impact it has well makes up for it.

check out more, including the making of the installation pieces, at osocio.

Bob Ross is back & fighting for a cause

I grew up watching Bob Ross… and come to think of it, Bob Ross may be the sole reason I studied art in college. Anyway, in case his officially licensed art supplies weren’t enough, Dutch production agency Comrad created this bizarre yet somehow poignant video for NoBELe Match.

NoBELe is a non-profit aiming to match young creatives and businesses for similar causes. A pretty cool effort, and a bizarre promo. But using Bob Ross is probably perfect for the target demo, and despite its oddness, it’s spreading like wildfire. I only wish there was some reference to Peapod the squirrel in the video. But I suppose that might be asking a bit too much.

Check out the rest of the NoBELe launch at Osocio.org

Adidas Dreams Big

I got into a discussion today with a friend about the Nike and Adidas campaigns and how they address the sport of soccer. I was well-aware of the recent Nike campaign, “Take it to the next level,” but I wasn’t as familiar with what Adidas was up to putting forth. Well I looked around (and watched) and have to say I’m impressed. Adidas produced a documentary surrounding Kaká, Messi, Gerrard and Beckham meeting local football teams in Andorra, San Marino and the Isles of Scilly as part of the film project “Dream Big”.

The production quality of the project is awesome and the feeling that it creates is truly heartwarming. Adidas sending out sports stars to these small cities creates a sense of global awareness and conscience. The concept of “Dream Big” is a strong message that speaks for both Adidas and youth culture in general.

Check out the full-length documentary on youtube: part one and part two.

Adidas Original Games – the playable games

I’m a huge fan of the idea behind the “original games” campaign. Cafe ping pong & street fencing are genius. The 180 Amsterdam commercial (below) produced by Stink (London) piqued my interest.

And with concept that grabs my attention as much as this one, I was hoping for a bit more than some playable computer games. And while the Skate-or-Die-style of game is cool, there’s still a bit of a disconnect for me from the true idea behind it all (or at least what I hoped the true idea would be). Still a cool execution, but I hope these games aren’t the finale of the “original games” concept… it seems to have so much potential.

(I was going to embed one of the games, but this site’s formatting shrinks it down and messes up the flash a bit, so click the image above to be taken to the Adidas site to best experience the games.)

Brand tags: branding by the people

Tag clouds are a questionable way of browsing the internet. But applying the same concept to branding yields entirely different results. Brand tags is the brainchild of Noah Brier, and is based on a relatively simple idea:

The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.

Visitors to the main page are presented with a logo/brand and asked to describe it with one word or phrase. pretty simple. It’s interesting to browse through the results… and not entirely surprising. Take a look around and add to the project. It’s rapidly expanding as you’re reading this. And you can skip the splash page and just start browsing here.

Gearing up for HDTV: fire, explosion, and more.

HDTV is coming. The routine ads on broadcast TV continually remind us of that fact. But BBC is reminding their viewers in a slightly different fashion:

Kind of blows other “introducing HD” ads out of the water. And while it vaguely reminded me the Michael Bay Verizon FIOS ad, it leaves me with a different feeling (i.e. more HD, less Bay). I’m willing to bet as HD channels proliferate and broadcast switches over to HD, we’ll be seeing more explosions and special effects in commercials.

But for the moment, I’m just going to kick back and enjoy it.

[via the Lunar BBDO blog]

Citi channels the past… and never sleeps (again)

There was an article in yesterday’s WSJ regarding the new marketing and branding campaign for Citi appearing in the midst of credit-market turmoil and economic uncertainty. The answer to branding problems? Head back to 1978 and dig up a retired slogan. After researching, Citi determined that the best course of action would be to “revitalize” their classic slogan, “The Citi Never Sleeps,” although cleverly dropping “the” off the tag. From the WSJ article:

The ad push comes as the New York company has been on a cost-cutting drive, even slashing its dividend. Citi, which declined to say how much it is spending on the new ads, says it went to great lengths to save money on the campaign. It says it used leftover footage from a previous shoot instead of opting for an expensive new commercial shoot, which often involves extensive travel to far-off places. It also used a piece of music the company owns and has used in commercials before.

So one has to wonder – is Citi “never sleeping” out of a cognizant branding choice? Or rather struggling to find a new voice without the proper means to develop one? Either way, we’ll be seeing more of the Citi that doesn’t sleep in the coming weeks. Will the nostalgia prove comforting or merely confusing?

The Axe Cottage Needs You

I’ve never been a die-hard fan of much of the Axe creative – some is pretty stellar, and others just don’t quite hit me right. But this newest spot/website for Axe Canada is stellar, and just a bit different than much of the past Axe work.

Simple, not over the top (over the top for Axe, that is), a simple website, and a contest to win a trip to the Axe Cottage. What more could a guy want? Be sure to check out the website for more video clips and to enter the contest.

Automakers are revving up for movie theater ads

After a long hiatus from the movie theaters for no good reason, I’ve returned, seeing several pre-summer blockbusters in the past few weeks. One thing, in particular, that’s stuck out in my mind has been a definitely noticable increase in ads, with a surprising number of auto makers pushing for my attention (albeit my attention is pretty much on the screen regardless).

As several articles I’ve been browsing through today point out, my perception of an increase in theater ads isn’t just my imagination. A pretty interesting AdAge article by Jean Halliday points out that movie theater ad sales are quickly rising across the board, capturing the attention of auto makers:

Screenvision’s revenue in the segment for the first half of 2008 is almost double what it was in the first half of 2007, said exec VP-sales and marketing Mike Chico, who said he expects to sell out 2008 inventory in the third quarter, which is unusual.

Which basically translates into more high profile ads showing up in theaters, and more interesting creative being done in longer formats, like the full :60 version of the Dodge Journey waterslide spot that’s been all over broadcast TV (in :30 form) of late.
So while part of me is tossin’ back the popcorn waiting impatiently for the movie to start, the other part of me is glad that big-budget advertisers (and the subsequent big-budget ads) are going to be showing up more and more in the theaters. Because while I’m a captive audience starting blankly at a mind-numbing screen, there might as well be something enjoyable for me to stare at.

Surfrider Foundation: Farmer’s Market Catch of the Day

Some people say it’s all about the packaging and presentation. Sometimes it’s true. To promote their causes, the Surfrider Foundation & Saatchi LA gathered trash at local beaches, packaged it, labeled it, and placed it at local farmers markets. A fairly powerful message from a simple juxtaposition. Sure, the concept isn’t exactly brand spankin’ new, but it’s done effectively, reaching a different (and untapped) demographic, raising interest, and sparking discussion.

Creativity Online has a really nice video showing the process and the market booths along with peoples reactions.

Check out all of the pieces at Osocio.

Audi RS6: Performance in a microsite

BBH and GT have released the newest bit to the Audi RS6 Campaign I wrote about a few weeks back (with the gymnasts), this time in the form of an impressive microsite. In addition to showcasing the gymnastics ad, complete with a decent making-of video and downloadable wallpapers, it showcases the RS6 (as a good auto site should) in all it’s glory, and with a great interface. The audio, video, and navigation come together to create a pretty impressive microsite. Definitely worth a browse, even if you’re not a big automotive fan.

Haggen-Dazs wants us to Help the Honey Bees

I’ve been intrigued by the new “Haggen-Dazs loves Honey Bees” campaign for a few reasons. Both the spots and the website are both beautiful and cute and well executed. But what’s more fascinating is the concept and message behind it.

The website has a wealth of information on the bee situation. They’ve even created a Haagen Dazs Bee Board to “provide insight on the honey bee issue,” and are proponents of community outreach. They’re promoting planting bee-friendly flora and donating to bee research efforts underway at Penn State and UC Davis. Haagen-Dazs has also released a new flavor, Vanilla Honey Bee, with proceeds going to the research efforts, in addition to other “bee-dependent flavors” being identified.

It’s an interesting idea, and a seemingly well-executed campaign. I’m curious how much of the proceeds actually go to research efforts, and how much effort Haagen-Dazs is actually putting forth. The message is good and I certainly hope Haagen-Dazs truly stands behind it and actually follows through. In a time when green and pro-environment movements are rapidly gaining popularity, it’s easy to come out with messages that are green. Actually being green, and not just greenwashing, is a whole different ballgame.

Guy Ritche “Takes it to the Next Level” for Nike

After a few weeks of teasers and trailers, Nike finally released the 2-minute full version of the “Take it to the Next Level” spot after it aired on broadcast via ITV at the beginning of today’s Manchester United game.

The spot is directed by Guy Ritchie of Lock Stock & Snatch fame, who is no stranger to branded films. Several years back, he directed the 10-min. short, “The Hire: Star” featuring Madonna & Clive Owen for the BMW films series.

As anticipated, this spot is pretty impressive. Definitely falls in line with the overall Nike image of late. I’m curious to see of there’s any further integration of the spot into any of Nike’s advertising, beyond being featured (in high quality) on the Nike Football Homepage. Either way, it’s okay — the Guy Ritchie fanboy in me is satisfied.

Deconstructing the Audi RS6 with gymnasts

Audi has been creating (or rather constructing) some fascinating spots lately, like the “strings” spot I wrote about a few months back.

This most recent spot from BBH London continues along the deconstruction & construction path, stylizing the internal workings of the Audi RS6 via Hugarian Gymnasts. Certainly not the first thing I would think of, but the suspension of reality and the acceptance of the gymnasts loosely representing the internals of an RS6 engine does something fairly powerful, and certainly creates an interesting spot.

So the ultimate question: do gymnastics, string figures, and automotive orchestras work to sell cars and change brand awareness? Or does it simply yield commercials that are interesting to watch?

Adidas goes green – literally.

I know this isn’t anything earth-shatteringly new, but this outdoor from London a pretty cool installation piece in my mind, particularly given the timeliness of Earth Day.

While real plants (instead of plastic) would have been awesome (and more “green”), the faux plants probably make it leagues easier to actually put up. Interesting, visual, and simple. Seems appropriate as we wrap up Earth-centric festivities.

[via 30gms]

Blogs: the newest weapon on the corporate battlefield

The Wall Street Journal had a pretty fascinating story today that I’d only heard bits and pieces of before. The story basically details how former AdAge reporter James Arndorfer is writing for the Miller Brewing Company-owned blog, “Brew Blog,” where one of the primary topics of interest is Anheuser-Busch news. He’s continuously breaking stories on A-B, which is getting under the St. Louis brewing company’s skin.

While A-B and Miller have been battling for years, the internet and the blogosphere have opened up new and creative doors through which the battle can rage on. Miller sponsoring a blog that paints A-B in a lesser light is certainly a non-traditional tactic, but interesting that such importance is being placed on internet sites. Something worth considering as the internet continues to grow.

And despite working on several A-B accounts in the past, I have to say that I’m fairly intrigued by the whole Miller-backed-blog and the way it’s playing out. I’m also eagerly anticipating more corporate tactical use of blogs in the future. Seems ripe with possibilities. Anyway, check out the WSJ article for more details and analysis.

Saturn: Rethinking Everything

A few months back, GoldRush wrote an interesting post on the Saturn “Anthem” spot and the potential that the “Rethink” mantra has on revitalizing a somewhat-lost brand. I’ve been watching the Saturn campaign with hope and anticipation over the past few months, and this morning, was media-blasted with the newest Saturn spot for the Vue, “Rethinking Everything” on broadcast TV.

This is definitely the most prominent presentation of the “Rethinking Everything” approach. It’s certainly an interesting stance, and this particular spot is a bit warmer and less in-your-face than the “Anthem” spot. While it’s nothing incredibly noteworthy in terms of creative, the visuals and the sound track do work well to communicate the feeling of hope and change. But at the moment, it still only seems like a corporate mantra. As Gavin insightfully commented on the Anthem spot,

I hope they also do something about the dealer network and the brand promise that it fails to deliver. Rebranding is not just for the aspirational part of your business — it should filter through all of your touchpoints.

Judging from much of the forum banter on SaturnFans.com, Saturn still has a long way to go before the Rethink mantra is fully implemented – and accepted with open arms. But there’s something about this re-brand that has me pulling for ‘em. We’ll see.

Billboards that interact with the environment

Technology has been used on billboards for years, displaying everything from the temperature to the current powerball jackpot, but generally, the level of interaction between the viewer and the message is minimal. Therefore, the few billboards that use technology to actually inspire and force that mental interaction really impress me, as does this new billboard campaign for AEG-electrolux laundry machines.

Their somewhat clever “noise awareness” campaign certainly speaks volumes to their product, but it’s the execution of the idea via billboards that really makes it work. Decibel meters monitor the current sound volume. Simple. Nothing too elaborate, and not too much explanation needed. Just enough to make sense, and to push it just a hair past the normal billboard. And of course, the current data is viewable, then compiled and graphed on the well designed Noise Awareness Website, where you can even click on cities to get the exact billboard locations via google maps. Cool stuff.

If you’re lusting for more photos in other cities, check out Notcot.

Social messaging on the cheap

I stumbled across this short clip and found it interesting – if nothing else than from a media perspective. Often, social messages are relegated to the :30 psa via tv or radio, and more critical messages generally require multi-stage campaigns covering the gamut of media. I’m not saying multi-level social messaging/public service campaigns aren’t effective, but it’s refreshing — and an interesting reminder — to see something done like this:

The post-it note campaign was launched by a Dutch group Vandaler Mod Vold (Vandals Against Violence) in response to recent incidents of violence in Copenhagen. The post-it notes placed throughout the city carry handwritten messages along the lines of “only the weak resort to violence.”

While I’m not necessarily advocating a campaign of handwritten notes plastered around a city, it’s important to remember that a few bucks worth of post-it notes and a few sharpies can do a good bit of messaging. Giant (expensive) executions aren’t always a requirement, and there are still ways to execute strong messaging without breaking the bank. more (in Danish) here.

Sony: Foam City – a commercial like no other?

I have to admit, I’m a pretty big fan of the Sony spots, even including the momentarily controversial play-doh spot. When I first saw the clips on YouTube hyping this new spot from Sony, i have to say I was a bit excited. The continued buzz about the spot kept me eager, although it also got my hopes up.

Well, the newest Sony/Fallon UK spot is finally out, advertising Sony’s line of digital cameras with the tag “images like no other.” The similar tag, similar beautiful cinematography, and an excellent soundtrack make for another impressive spot. Not to mention the fascination and joy at the idea of Miami being flooded with foam.

More info, including a download link for the spot, which will air worldwide beginning in May, at Sony’s website. Enjoy!