Hasta La Creative!

Today we can confirm that Eric Springer is no longer serving as chief creative officer at FCB/West.

Springer, who like former Deutsch colleague David Povill gained attention thanks to his work on the VW Super Bowl spot from 2011, left that agency’s LA office to serve as CCO at Culver City shop Pitch back in January 2012. After spending approximately one year there, he was hired by FBC/West (then DraftFCB West) to fill the EVP/CCO role.

During the one year and nine months he spent at FCB, Springer produced work for clients like Taco Bell, Levi’s and Nabi, maker of child-friendly tablets.

We have no word on the reasons for his departure or his future plans; we only know that, in the words of an agency spokesperson, “a search for his successor is underway.”

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The chair of Choose Chicago, Chicago’s official tourism marketing organization, Desiree Rogers and CEO Don Welsh announced today that Choose Chicago has selected FCB Chicago as its new creative agency of record and the Chicago office of Starcom USA as the city’s media planning and buying agency of record. The appointments come following an eight week review process, conducted in partnership with Chicago-based search consultancy R3:JLB. Choose Chicago’s review focused on agencies with strong Chicago ties, as well as proven global brand building capabilities and strong traditional and digital communications channels expertise. FCB Chicago and Starcom USA will work together “to build fully integrated, multi-channel marketing programs to significantly increase leisure and business travel to Chicago from domestic and international markets.”

“We are thrilled to partner with Choose Chicago to share the stories that make our city great,” said Michael Fassnacht, CEO and president of FCB Chicago. “This is a humbling opportunity to make a true impact on Chicago.”

Starcom USA CEO Lisa Donohue was equally enthusiastic, adding, “Chicago is our hometown, and we are thrilled to bring our talent, expertise and strong digital focus to showcase all that this great city has to offer. This is a truly special city, and along with Choose Chicago and FCB, we look forward to enticing countless others to visit and experience it along with us.”

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After spending nearly 15 months at what is now FCB L.A., Michael Bryce has left the agency, sources familiar with the matter confirm. Bryce, whose last day at FCB was Friday, joined the agency as executive creative director at the beginning of 2013 following a yearlong CD stint at 72andSunny, where he worked on campaigns for Samsung GS II and Activision. During his time at FCB, meanwhile, Bryce led creative efforts for the likes of Levi’s, Dockers and Nabi.

The creative vet, though, spent the majority of his career at Deutsch LA (14 years, give or take), where he last served as EVP/group creative director and managed the agency’s U.S. Playstation account while leading work for clients such as CiCi’s Pizza, DirecTV and TGIFridays along the way. No word yet on replacement plans at FCB, etc, but we’ll likely fill in the blanks soon enough.

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Last month, Bryce Harper performed the first ever chicken-eating backflip for KFC as part of Draftfcb Chicago’s “How Do You KFC?” campaign. Now, Draftfcb continues the campaign of people eating chicken in situations where it doesn’t make sense for people to eat chicken, making history with the first ever two-man chickensled. The campaign is well-timed, coming on the heels of the U.S. men’s first two-man bobsled medal since 1952 and a two medal performance by the U.S. women’s bobsled team.

Draftfcb and KFC tapped Team USA Bobsled brakeman Jim Carriel, and retired Team USA Bobsled pilot Landon Phillips for the historical event. Carriel ate chicken from the KFC Go Cup from a customized cup holder while speeding down the track at 70 miles per hour and five Gs. “No other bobsled team out there is pulling five Gs while eating chicken. More casual fans of chicken sled racing may not know the physical demands five Gs puts on an athlete. Do you know how much an Extra Crispy Strip ‘weighs’ at five Gs?” Carriel asked. “It’s almost a half pound. Seriously. Don’t try this at home, kids.”

Draftfcb’s new video is supported by a tongue-in-cheek social campaign calling on fans to like or share a petition on the brand’s Facebook page to make chicken sled racing a Winter Olympic event in 2018.

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After handling marketing efforts internally over the years, San Francisco-based Trulia, a company that essentially serves as an online real estate resource, is looking outward as it’s chosen Draftfcb SF as its first AOR, effective immediately. DFCB SF, which won following, yes, a “competitive review,” is now tasked with developing a fully integrated campaign that’s set to launch in second quarter of this year. No word yet on who else participated in the review (though Draftfcb did beat out seven other agencies), but Trulia CMO Kira Wampler says in a statement, “The Draftfcb team stood out during our selection process“The agency developed a strategy that demonstrated a thorough understanding of our consumer and category.”

Trulia now joins a Draftfcb SF client roster that currently includes Levi’s, EA, Taco Bell and Dockers.

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Back in 2012, the Jamaica Tourist Board decided to stick with Draftfcb New York (who started work for them all the way back in 1991) for five years following a competitive review.

That decision seems to have paid off, as Draftcb just released a case study for the Jamaica Tourist Board, and the results are pretty irie. The agency’s recent campaign for Jamaica Tourist Board, which included setting up a the world’s largest stress ball in Times Square this past November, brought results including a 423% increase in Facebook daily impressions, 1,264% increase in Facebook engagement. Draftfcb spends the ending of the 2 minute video interviewing New Yorker’s who are clearly still stressed out. Maybe they need to take the advice of the Tourist Board’s Christopher Dobson, and “come down to the beautiful, warm island of Jamaica,” where they have more efficient means of relaxation. Credits after the jump.

continued…

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A Sony anda obcecada por produtos resistentes à agua. É baseada nessa característica, por exemplo, que a empresa promove sua linha Xperia, colocando smartphones até em copos de refrigerante.

Agora, em uma criativa solução de embalagem, a marca promove seu MP3 player NWZ-W270, que tem esportistas e nadadores como público-alvo. Os walkmans – dentro de garrafas d’água – podiam ser comprados em vending machines, instaladas em academias.

A criação é da DraftFCB, da Nova Zelândia.

Post originalmente publicado no Brainstorm #9
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Draftfcb is a launching a new youth anti-smoking campaign for the FDA, called “The Real Cost.”

The new campaign, the “first comprehensive tobacco education campaign using authority granted under the Family Smoking Prevention and Tobacco Control Act,” aims to “prevent youth tobacco use and reduce the number of kids ages 12 to 17 who become regular smokers.” Based on the insight that almost 90 percent of established adult smokers began smoking by the age of 18, the multimedia campaign uses “compelling facts and vivid imagery” to attempt to change young people’s beliefs and behavior in regard to tobacco products. Among the approaches used in the campaign are a reframing of addiction as a loss of control and graphical dramatizations of the costs of smoking, such as tooth loss and skin damage. “The Real Cost” also uses social media to give teens a space to engage in conversations about the issue with their peers.

“Today marks a historic moment as we launch the FDA’s first-ever national education campaign to prevent tobacco use among our nation’s at-risk youth, and we bring to life the real costs that are of the most concern to these young people,” says FDA commissioner Margaret A. Hamburg, M.D. The campaign, which launches Feb. 11, will be evaluated for its effectiveness over time. It includes “television, radio, print, online and out-of-home advertising,” with ads running in more than 200 markets throughout the U.S. “The Real Cost” is “the first of several campaigns that the FDA will launch over the next few years, with subsequent campaigns targeting multicultural, rural, and LGBT youth. You can view the gross “Your Teeth” above, and stick around for “Alison’s Bully” after the jump. continued…

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If you were a fan of Draftcb’s almost-expletive filled “Ship My Pants” spot for Kmart, (which we covered back in April) you might be glad to learn that the agency has just released a holiday follow-up, “Ship My Trousers,” which hopes to recapture the viral success (over 20 million views) of that spot.  Draftcb’s sequel follows the formula of the original very, very closely. In fact, “Ship My Trousers” uses the same actors, and most of the same lines, as the original “Ship My Pants” spot. It’s pretty much the same ad, just adapted for characters from Charles Dickens’ A Christmas Carol. If you enjoyed the original “Ship My Pants,” chances are you’ll find the sequel amusing as well. If you didn’t, you probably won’t want to bother watching “Ship My Trousers” above. Personally, while I don’t understand what characters from A Christmas Carol are doing shopping at Kmart, the “I just shipped my bed” guy’s delivery just about makes up for it. Idea for next time: hire the actor who played Clay Davis on The Wire to say “sheeeip.” Credits after the jump. continued…

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You may have read about the controversy surrounding Draftcb Chicago’s new Joe Boxer spot for Kmart, “Show Your Joe.” If you actually watch the spot (featured above) and have any sense, you may wonder what all the fuss is about. Kmart, of course, is no stranger to controversial advertising: a recent Kmart spot featured Satan and Genghis Khan, and their “Ship My Pants” spot is still our favorite of the bunch.

“Show Your Joe” opens with a group of tuxedo-wearing men behind a curtain, ringing bells. After a few seconds the curtain is whisked away to reveal the men clad in only boxer shorts from the waist down, and they begin playing “Jingle Bells” by shaking their hips. Presumably the, uh, bells, are tucked away somewhere in those boxers. The men perform the chorus of the song…and that’s it. To be clear: there’s nothing all that risque about the execution — the camera is panned way out and these dudes are in boxers, okay? No junk visible. Repeat: no junk visible.

The holiday effort is a little juvenile perhaps, but offensive? Hardly. The most offensive thing about it may be that it’s not all that funny. Either the cries to arms are coming from those who feel this ad violates the “sanctity of Christmas” (you can see these people riding around in cars with “Put the Christ back in Christmas” bumper stickers and complaining about government handouts), or they are the typically hypocritical complaints that arise from anything remotely provocative associated with male body parts. Overtly sexualizing women in every single women’s underwear ad ever? That’s okay. Suggesting that a group of guys are playing “Jingle Bells” with parts tucked away in their boxers, away from view? Congratulations, you’ve just awakened the seven horses of the apocalypse.

Kmart has reportedly refused to pull the ad, despite a long list of complaints on their Facebook page (although a quick glance at the page while writing this turned up at least as many comments supporting the ad). Good for them. If anything, the controversy will just call more attention to the spot, Kmart and Joe Boxer. Let us know what you think about the so-called controversy surrounding “Show Your Joe” in the comments section. Credits after the jump. continued…

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