Hasta La Creative!

I'm not sure I'd swipe my passport through a vending machine, regardless of the reward, but perhaps I would if I were Canadian and needed a beer badly enough. Molson Canadian recently visited several European cities and placed fully stocked beer fridges in public places there. The catch? The fridges could be opened only by scanning a Canadian passport. Footage from the sites was then cut into the 90-second online ad below, from ad agency Rethink and director Jonty Toosey of Partners Film. A :30 broke on TV during the Stanley Cup Finals. The campaign also brings back the classic tagline, "I am Canadian."

It's a fun idea, and continues the trend toward more installation-based public branding and entertainment stunts. Coca-Cola has always done that very well, of course, but these days everyone's trying it—from Hot Wheels to those crazy Fantastic Delites stunts. Beer fridges that won't open are particularly galling, of course, and wondrous when they finally relent—as we learned last year with the JWT office fridge that only opens when everyone has done their time sheets.

Making-of video and credits for the Molson effort below.

CREDITS
Title: "The Beer Fridge"
Client: Molson Canadian

Agency: Rethink
Creative Directors: Aaron Starkman, Chris Staples, Dré Labre, Ian Grais 
Associate Creative Director: Mike Dubrick
Art Directors: Joel Holtby, Vince Tassone, Christian Buer
Writers: Mike Dubrick, Aaron Starkman, Matt Antonello, Dave Thornhill
Account Director: Ashley Eaton
Broadcast Producer: Clair Galea 

Production Company: Partners Film
Director: Jonty Toosey
Executive Producer: Aerin Barnes
Line Producer: Neil Bartley
Director of Photography: Bruce Jackson

Postproduction: Rooster Post
Executive Producer: Melissa Kahn
Editor: Marc Langley
Assistant Editor: Nick Greaves

Postroduction: Fort York VFX
Music, Sound Design: RMW Music
Producer, Composer: Steven MacKinnon

Colorist: Eric Whipp, Alter Ego

Critics were especially upset over dropping the word Canada from the on-air identification, and some suggested Quebec separatism was a factor.

Don't believe everything you see and hear in Draftfcb Toronto's deceptively clever TV and interactive poster campaign for Union Hearing Aid Centre. Known for its tricky advertising, the client's new "vision tests" display letters in successively smaller fonts in typical eye-chart fashion—but there's quite a surprise in store. Those who can read the final line of tiny type on the poster and in the commercial are told that there's probably nothing wrong with their eyesight. But they might want to visit Union and get their hearing checked, because a "really annoying, really loud high-frequency sound" has been playing throughout the test, and those with sharp ears would've reacted to it and likely sought relief before they'd finish the exam. (The hearing center ran similar spots last year.) During the eye-test phase of the TV spot, I couldn't hear the high-pitched sound; but at the end, with the ruse revealed and the tone cranked way up, making it detectable to just about everyone, the message got through loud and clear. And given how many YouTube commenters mention being annoyed by the tone through the whole spot, I suppose I probably should book an appointment. Via Media in Canada.

Nada de tirar sarro das fórmulas exaustivamente repetidas ou mostrar a porcentagem judia deste ou daquele título. O filme exibido na abertura do Canadian Film Festival, criado pela JWT de Toronto, foi uma provocação bem-humorada ao cinema feito nos Estados Unidos – e às métricas utilizadas por lá.

Em clima noir, o protagonista está prestes a pular de uma ponte, quando é surpreendido pela mulher que o abandonou, que quer conversar. O diálogo, entretanto, começa a dar errado quando ela resolve usar metros, no lugar de jardas e pés, e Celsius, em vez de Fahrenheit, não só acabando com o clima, mas tirando do sério o parceiro de cena.

A assinatura final é a melhor.

Post originalmente publicado no Brainstorm #9
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Weird, but also pretty neat: On Tuesday, Pizza Hut Canada streamed live YouTube video of an illustrator sketching commenter-suggested images on pizza boxes. It's a bit reminiscent of that artist who promised to hand draw every new Twitter follower (before bailing when he realized how many people would click a button in exchange for a free picture of themselves). Pizza Hut is calling its marketing gimmick art. It's hard to imagine anyone rushing to frame the sketches and hang them on the wall. But they do include random bits of genius, like a pizza eating a man, a porcupine in a balloon factory and "Lady 'Za 'Za" wearing a dress made of pizza (instead of, say, one made of meat). There are also less appetizing sketches, like a "big slice of pizza pushing a baby slice of pizza in a stroller made of cheese." Because it wouldn't really be a pizza box—or advertising—if it weren't covered in melted goop. Now, sit back and enjoy seven and a half hours of footage from the event at the videos below. Agency: Grip Limited in Toronto.

Situé à l’intérieur du W Hotel Montreal, ce « Wunderbar Lounge » est un espace de détente pensé par BPC. Avec d’excellents choix de design ainsi qu’un jeu de couleurs du plus bel effet, cette création inspirée par les quatre saisons est à découvrir grâce aux clichés de Stéphane Groleau dans la suite.

Olá, antidesigners e brainstormers!
Neste programa, Ivan Mizanzuk e Rafael Ancara recebem o convidado Rafael Peixoto Ferreira, professor de design na Mohawk College (Hamilton, Canadá) para conversar sobre o design canadense. Saiba como trabalhar na área por lá, quais suas principais características, que áreas que mais precisam de profissionais, como é o ensino de design no país e quem são os grandes nomes no campo. E apesar de falarmos dela duas vezes durante o programa, a Luiza não participou.

>>0h00min20seg Introdução e recados importantes
>>00h05min11seg Pauta principal
>>01h06min28seg Leitura de comentários e anúncio do vencedor da promoção que valia o livro “Cinema e Contemporaneidade”, organizado por Rogério de Almeida.

Links
TPC ]10[ – Evento de 10 anos do Tipocracia
Curso de design no qual o Rafael leciona, na Mohawk College
Curso de propaganda no qual o Rafael leciona, também na Mohawk College
RGD Ontario – órgão responsável pela regulamentação e validação da profissão designer em Ontario
Sid Lee – uma das grandes agências de publicidade, marketing, comunicação e design no Canadá (em Montreal)
The Advertising & Design Club of Canada
Bruce Mau (designer canadense citado)
Curso criado pelo Bruce Mau
OCAD – Ontario College of Art & Design, fundada em 1876

Espaço “além da sala de aula” na Mohawk College (o Rafael aparece no 0min39seg)

(Arte da episódio por Brads | Fan Page)

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Post originalmente publicado no Brainstorm #9
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Crotches have been lethal for God knows how long. But traffic-safety officials in Alberta, Canada, are using new ads to highlight the most recent source of groin-related fatalities: subversive texting. In its new "Crotches Kill" campaign, Alberta's Transportation Department reminds motorists that every time you check that phone in your lap, your attention strays from the road for five seconds. "We know what you're doing down there," say the posters, part of an effort by agency RED that includes radio spots and banner ads as well. In somewhat related news, Rhode Island is also considering a law to ban pets from sitting in drivers' laps. We might just be entering an era of crotch common sense! Via Osocio and Copyranter.

Here’s a creative way to highlight an issue as mundane as cramped working conditions. Instead of using computer-generated special effects, agency Dare creates optical illusions through custom set design in new ads for the British Columbia Children's Hospital Foundation. The skewed perspectives and furniture are properly disorienting (it's like they put a hospital in Willy Wonka's house), and the spots illustrate the hospital's current space issues in a way that might have proven too distracting with digital effects. Check out one ad below, watch another after the jump, and read more about the effort over at Adrants.

Ah, o Brasil! Um pequeno país da América do Sul famoso por suas belas mulheres, seu futebol outrora premiado, sua linda capital Montevidéu e em sua maioria falante de espanhol. É sempre interessante ver como outras pessoas veem nosso país, uma sensação mais ou menos parecida com ouvir nossa própria voz numa gravação: dá pra reconhecer, mas sempre imaginamos que seria melhor.

Dessa vez, um grupo de estudantes brasileiros (suponho eu) da Brock University, no Canadá, perguntou para algumas pessoas: “O que você conhece sobre o Brasil?”. E por mais que sim, haja algumas confusões caricatas sobre quem somos nós, o resultado me pareceu bastante satisfatório. A impressão que tive é que a nossa “equipe de branding” está no caminho certo. Afinal, falaram das Cataratas do Iguaçu, de Brasília, da nossa diversidade cultural e até do boto cor-de-rosa.

A gente também pode escolher ficar indignado ou algo parecido sobre o quão absurdo é acharem que o Rio de Janeiro ainda é capital do nosso país (sim, já foi). Nesse caso, vale a pena pensarmos o contrário: o pouco que conhecemos sobre o Canadá, o fato de tratarmos o Oriente Médio como se fosse um só país onde mulheres usam burcas e homens são terroristas, ou acreditarmos que todo africano passa fome.

Post originalmente publicado no Brainstorm #9
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