Hasta La Creative!

Madrid-based agency Lola brings together a duo leading divergent lives with the help of some clever wordplay in the form of anagrams. Of course, the underlying theme in the whole campaign is the promotion of Mattel’s classic boardgame Scrabble, where knowledge of the lexicon is certainly key. But here, Lola takes a more fanciful, Wes Anderson-like route while keeping the branding to a minimum by connecting two quirky people–Agostina and Santiago–one who’s “forever alone” and another who’s sulking on “a veneer floor,” one who’s a “cab driver,” the other a “crab diver”…you get the drift. In the end, with their mutual love of costuming and all, it’s pure geeky kismet.

Speaking to Adweek, Lola executive creative director Pancho Cassis explains the campaign concept, saying,

“The idea of using anagrams was a way to salute the intelligence of avid Scrabble players, but by using a love story, the spot became universal. This communication was aimed at opening up to a broader audience, specifically younger players and non-players who spend a lot of time online but are seeking out offline experiences.”

The English language ad, which seemingly aims to steer so-called “word nerds” towards the beauty of the offline world, will also run in French, Italian, Spanish and German throughout Europe this summer.

Credits:

Client: Scrabble
Agency: Lola Madrid
Director: Rodrigo Saavedra

To help promote both this year’s Special Olympics World Summer Games in Los Angeles (July 25-August 2 to be exact) and Special Olympics Canada, Grey’s Toronto office has launched a campaign that essentially proclaims sports to be “the great equalizer.”

Using Special Olympics athletes including powerlifter extraordinaire Jackie Barrett–who recently put up 690 lbs.–swimmer Julia Longo and runner Robert Pipitone, the campaign’s overall theme holds that disability or not, there is no special treatment when it comes to sport.

Directed by Oscar-nominated documentary filmmaker Hubert Davis, the spots above and below feature a black-and-white motif and plenty of slow-motion shots for dramatic effect.

In a statement, Special Olympics Canada CEO Sharon Bollenbach says:

“Special Olympics Canada is extremely grateful for, and excited about, the There Is No Special Treatment campaign delivered by long-time partner GREY Canada. The launch of the campaign is a culmination of countless hours and resources, delivering on a message that resonates deeply with our athletes and their families. It is our hope that this campaign will remind all Canadians that individuals with an intellectual disability can and will succeed when given a chance, and ultimately help inspire more athletes, coaches, volunteers and donors to join the Special Olympics Movement.”

Check out a closer look at lifter Barrett in the :45 spot below:

Along with the films above (which will be launched through paid and donating media partners including Tim Horton’s and The Toronto Sun), the campaign will also include print, digital and social activations.

Agency: GREY Toronto
Chief Creative Officer: Patrick Scissons
Copywriter: James Ansley, James McGuire
Art Director: Mike Kirkland, Troy Geoghegan
Agency Producer: Terri Vegso, Shawna Robinson, Lisa Smith
Account Director: Darlene Remlinger, Laura Rovinescu
French Creative Director: Claude Croteau

Production Company: Untitled Films
Director: Hubert Davis
Director of Photography:  John Houtman
Executive Producer: Tom Evelyn
Line Producers: Tom Evelyn, Erik Wilson, Jen Walker

Editorial Company: Rooster Post
Editor: Dave De Carlo
Editorial Producer: Yumi Suyama

Music and Sound Design: Eggplant
Sound Director: Adam Damelin, Lee Porter
Sound Engineer: Matt Gauthier
Sound Producer: Nicola Treadgold, Lindsay Fry
French Audio: POSTM

Colorist: Andrew Exworth, The Vanity
Online: Paul Binney, Lauren Rampel, Fort York VFX
Online Producers: Erica Bourgault, Amanda Lariviere (Fort York)
Studio/Production Company: Westside Studio
Photographer: Matt Barnes

Last year, FCB Brasil teamed up with language school CNA for “Speaking Exchange,” a program which brought together English students in Brazil with Americans living in retirement homes. This year the agency teamed up with Culver City, California-based pizza parlor Bella Vista Pizzeria to once again provide CNA students with real-world English speaking experiences.

The agency utilized a technology that allowed them to intercept calls from patrons ordering pizza from Bella Vista Pizzeria and transfer them to students at CNA, who then fielded the orders. Customers were given the option to ask for a regular carry-out order, or receive a discount (based on the length of the phone call) for talking to a CNA student. If they spent enough time on the phone, customers could even receive a free pizza. Students then sent the orders back to a printer at Bella Vista over the Internet, who got the pizzas in the oven while customers were given the option to continue speaking with the students to add to their discount. While it may lack the heartwarming qualities of last year’s “Speaking Exchange,” it’s still a clever way to provide real-world English speaking experiences to CNA students. And with the potential for customers to earn a free pizza, it’s really a win-win for everybody.

Credits:

Advertised brand: CNA
Advert title: Hello Pizza
Product: English School
YouTube Link: https://www.youtube.com/watch?v=waqIuNFcZfY

Advertising Agency: FCB Brasil, Sao Paulo, Brazil
VP Creative Directors: Joanna Monteiro and Max Geraldo
Digital Creative Director: Pedro Gravena
Creative Directors: Adriano Alarcon and Carlos Schleder
Copywriter: Alessandra Muccillo and Lui Lima
Art Director: Andre Mancini and Rômulo Caballero
CREATIVE TECHNOLOGIST: Márcio Bueno
Digital Production: Bolha
Project Manager: Lia D’Amico and Suelen Mariano.
Information Technology VP: Gerson Lupatini
Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer, Diogo Braga and Thiago Figueiredo
Planner: Raphael Barreto, Frederico Steinhoff, Alice Alcântara and Stephanie Day.
Media: Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins and Camila Oliveira
RTV: Charles Nobili and Ricardo Magozo
Production Company: Crash of Rhinos
Director: Miguel Thomé
Co-Direction: João Luz
Photographer: Marcos Ribas
Account Production Company: Diego Melo and Mary Lacoleta
Editor:  Miguel Thomé
Sound Producer: Cabaret
Editor: Guilherme Azem
Account Sound Producer: Cayto Trivellato
L.A. Producer: EAT (Entertainment, Art, Talent)
Client Supervisors: Luciana Fortuna, Nicadan Galvão e Ricardo Martins

Lowe Campbell Ewald — who, of course, earlier this month merged with Mullen to form Mullen Lowe Group — created a new spot for Milk Processor Education Program (MilkPEP) featuring soccer star Kelley O’Hara, entitled “Take It Away.”

The spot follows “The Art of Rebounding,” featuring NBA rebounding master Kevin Love, which kicked off the latest iteration of the agency’s “Built With Chocolate Milk” campaign for MilkPEP. In the spot, O’Hara comes across a group of men playing soccer in the park. When they accidentally kick the ball her way and ask her to return it, they have no idea what they’re in for. O’Hara schools the group, passing an entire field of defenders to show them how it’s done. Like its predecessor, the ad promotes chocolate milk as containing “nutrients to refuel, protein to rebuild – backed by science,” with O’Hara crediting the drink for helping her build “anticipation, focus, execution.” In addition to the broadcast spot, which makes its debut June 1st and will run in 15 and 30-second iterations, the effort also includes print and digital executions.

Credits:

MILK PEP – Chocolate Milk
Kelley O’Hara “Take it Away”

President: Sal Taibi
EVP Group Creative Director: Bernie Hogya
SVP Group Creative Director: Ron Wachino
Producer: Nicole Euell
Senior Art Producer: Hillary Jackson
Account Executive(s):  Lisa Stroh, Emily Goodwin, Danielle Barish

Production Company:  Greenpoint Pictures
Director:  The Hudson Dusters
Director of Photography: Andrew Wheeler
Executive producer: Tatiana Rudzinski
Line Producer: Luke Stevens

Editing House:  Greenpoint Pictures
Editor:  Logan Roos
Producer: Victoria Vallas-Cullen

Music House: Beta Petrol
Producer: Jason Baker
Composer: Seth Rafter Roberts (SESAC)
Sound Designer:  Peter Lauridsen

Audio Mix: One Thousand Birds
Mixer: Andrew Tracy

Color & VFX: Ricart & Co.
Colorist: Seth Ricart

Deutsch LA launched a new ad for Taco Bell promoting the chain’s Grilled Stuft Nacho, entitled “Sharing Sucks.”

The 30-second broadcast spot features a young guy witnessing a group sharing a plate of nachos and lamenting, “Since you’re a kid, it’s been share this, share that.” He complains about sharing the road, the bathroom, feelings and online oversharing before introducing the Grilled Stuft Nacho, “the first nachos designed not to be shared.” Deutsch’s ode to selfishness ends with the instruction: “Don’t share this ad,” which obviously functions as a tongue-in-cheek reminder for viewers to share the ad. The spot made its debut last Sunday, and is broadcasting in both 30 and 15-second versions. The attack on sharing in “Sharing Sucks” sees Taco Bell taking a much needed breather from McDonald’s bashing to take on the cultural phenomenon of over-sharing instead, although we’re sure Deutsch LA and the brand will be back to taking down the clown in no time.

Credits:

Taco Bell
Chief Marketing Officer: Chris Brandt
VP, Brand Creative Director: Tracee Larocca
Director of Advertising: Aron North
Manager, Brand Experience: Ashley Prollamante
Associate Manager, Brand Experience: Alexandra Bunn
Food Consultant: Lois Carson Hunter

Agency: Deutsch LA
Chief Creative Officer: Pete Favat
Executive Creative Director: Brett Craig
Group Creative Directors: Guto Araki, Tom Pettus
Creative Directors: Erick Mangali, Ryan Lehr
Senior Art Director: Chris Adams
Senior Copywriter: Ross Cavin
Director of Integrated Production: Vic Palumbo
Executive Producer:  Paul Roy
Senior Producer: Alison McMahon
Music Director: Dave Rocco
Account Management Credits:
Group Account Director: Walter Smith
Account Director: Sandy Song
Account Supervisor: Kim Suarez
Account Executive: Karah duMaire
Account Planning Credits:
Chief Strategy Officer: Colin Drummond
Group Planning Director: Lindsey Allison
Senior Account Planner: Kelly Mertesdorf
Business Affairs/Traffic Credits:
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs Manager: Ken Rongey
Director of Broadcast Traffic: Carie Bonillo
Senior Broadcast Traffic Manager: Sarah Freeark
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty

Production Company: Hungryman
Director: Dave Laden
Director of Photography: Stoeps Langersteiner
Managing Partner: Kevin Byrne
Executive Producer: Dan Duffy, Mino Jarjoura
Line Producer: Jason Gilbert

Editorial Company: Cut & Run LA
Editor: Lucas Eskin
Senior Producer: Remy Foxx
Executive Producer: Carr Schilling

Post Facility: Jogger LA
VFX Supervisor/Flame Artist:  Tim Rudgard
Graphics: Jorge Tanaka
Executive Producer: Lynne Manino

Color Facility: Company 3
Colorist: Dave Hussey

Audio Post: Lime Studios
Mixer: Mark Meyuhas
Assistant: Matt Miller
Executive Producer: Susie Boyajan

Composed Music: Massive Music
Creative Director/Composer: Tim Adams
Head of Production: Jessica Entner

Los Angeles startup agency Battery followed up its nostalgia-inducing trailer for Mortal Kombat X with a spot promoting the June 23rd release of Batman: Arkham Knight.

Like the agency’s previous effort, “Be The Batman” mixes live action and in-game footage, beginning with (and leaning more heavily on) the former. Picturing citizens of Gotham in perilous situations, and set to an original score by Trent Reznor, the ad encourages viewers to be selfless, determined, courageous and feared — in short to “Be The Batman.” The spot transitions to in-game footage with the line — a nice touch — before giving viewers a glimpse of what the game actually looks like. It doesn’t provide more than a hint of what sets the game apart from its predecessors in the popular franchise, however (the quick shot of the playable Batmobile providing one such hint). “Be The Batman” appeared online last Thursday and will make its broadcast debut later this week. It will be supported by OOH elements, including a Times Square takeover, as well as “extensive digital placements.”

Credits:

Agency:  Battery
Chief Creative Officer: Philip Khosid
Creative Director/Art Director: Bernie O’Dowd
Creative Director/Copywriter: Raymond Hwang
Head of Production: Chris Hepburn
Executive Producer: Judy Gotten
Additional Credits: Swell, Untitled, RPS, A52, 740 Sound, Blur

CP+B created a PSA campaign for Mission 22, an initiative the agency created to deal with the issue of veteran suicide, whose name refers to the sad statistic that 22 veterans commit suicide in America every day.

“War At Home” aims to deliver the message that “Suicide, not war, is now the leading cause of death in the military” through an online video and a series of print ads running in magazines including Esquire, Fortune and Money. For the project, CP+B collaborated with veteran war photographer David Guttenfelder, who took photos of the homes where veterans committed suicide, with messages like “Ryan Clapper died on this battlefield six thousand miles from Iraq.” The campaign drives traffic to the Mission 22 website, which aims not just to raise awareness but to provide a list of resources for veterans who need help. It’s an arresting campaign that can hopefully not only bring the issue to light in an attention-grabbing way, but help veterans find the proper channels to deal with the lingering mental health issues caused by combat. The video above provides more of a look at Guttenfelder and the creation of the campaign, and head over to Adweek for a more in-depth look at the print ads.

Portland-based full-service agency Borders Perrin Norrander (BPN) launched a new spot for the Oregon Lottery, entitled “Sustainable Economy.”

The ad takes a different approach for the category, eschewing the usual focus on the enticements of personal wealth for the effect the lottery has on the state’s economy. It does this by comparing the lottery to “the one that got away,” wondering what would happen if it didn’t and if that fish had a positive ripple effect on Oregon’s economy. It shows its positive impact through local business Fishpeople Seafood, which receives lottery funding, and the ripple effect that business has on the state of Oregon. While the metaphor is a bit of a stretch, the spot is well-shot and a lot more interesting than typical fare in the category — even if the claims of the positive effects of the lottery don’t stand up to scrutiny so well.

Agency: BPN
ECD: Mark Waggoner
CEO: Lori Gaffney
CW: Jim Carey
AD: Bill Karow
Director: Phillip Van
Producer: Gina Belivacqua
Editor: Kyle Stebbins

Goodby Silverstein & Partners launched a couple of comedic 30-second spots featuring uncomfortable healthcare-related calls for digital healthcare service ZocDoc, encompassing the brand’s first major advertising campaign.

In “Rabies,” an impatient woman tries to get her appointment pushed up by claiming to have rabies. She explains that she contracted the disease while “saving some children from a coyote,” and has a handy excuse for losing her temper. In “Private Call,” meanwhile, a woman whispers her embarrassing symptoms while at the office. Both spots end with the line “Doctors when you want them,” and the “Get Better Better” tagline. The comedic approach, highlighting the absurdities of dealing with healthcare, works well for the brand, finding a funny way to show how the service can help improve customers’ lives.

“We’re all at the mercy of a broken healthcare system in which many of us can relate to an experience that is absurd and Kafka-esque,” ZocDoc head of brand marketing Richard Fine told Fast Company. “Our campaign finds humor in that shared experience. It makes light of these unnecessarily painful parts of the health care system. Technology has changed every part of our lives. How about—finally—health care?”

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