Hasta La Creative!

Droga5 and experiential agency Fake Love collaborated on a recent campaign for belVita, mailing out trophies to the people behind their favorite #MorningWin tweets.

For the campaign, they selected their favorite #MorningWin tweets, then created trophies documenting the individuals performing the tasks they described with a 3D printer and mailed them out to the winners, a pretty cool way to make the leap from digital to real world engagement. When they “ran out of fake gold” they selected other contestants to receive digital trophies. Droga 5 and Fake Love also selected a group of celebrities to promote the campaign, who tweeted out their own “morning wins” and posted pics when they received their trophies. These celebrities include Mario Lopez, Timbaland, Diana Nyad, Tamera Mowry, Sean Lowe, Peter Facinelli, Sean White, Wayne Brady and Mike Epps. Check out the video above for a more thorough documentation of the campaign, and stick around for credits after the jump. continued…

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A Newcastle Brown Ale brincou com um teaser para o Super Bowl, lembrando que não vai veicular nada durante o intervalo do grande jogo, e nem sequer pode citar o termo “super bowl”.

Agora a marca traz a atriz Anna Kendrick contando como seria foi a sua quase participação nesse suposto comercial. Ela conta que nunca se imaginou como uma garota gostosa de publicidade de cerveja, mas estava pronta para o desafio de estrelar um comercial de um produto que nem sequer consome. E ainda ser paga pra isso.

No fim ela acaba xingando a Newcastle pela falsa promessa. A campanha continua no site IfWeMadeIt.com. Criação da Droga5.

Não é a primeira vez que acontece, mas é um bom exemplo de marca se aproveitando do hype do Super Bowl, sem precisar pagar os milhões de dólares pela veiculação.

Post originalmente publicado no Brainstorm #9
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Nem precisou chegar fevereiro para o Super Bowl dominar as notícias, inclusive aqui, no B9. Enquanto os teasers dão algumas pistas do que devemos esperar no próximo dia 2, a marca de cervejas Newcastle Brown Ale sai na frente e cria o melhor teaser do Super Bowl para um comercial que, na verdade, não será exibido durante a final da NFL.

A bem da verdade, o comercial não será nem produzido. Pelo menos não da maneira como a marca e a agência Droga5 imaginaram. Tudo por conta de um pequeno detalhe: eles simplesmente não têm verbas milionárias para investir em um evento deste porte. Na verdade, eles não podem nem usar o nome do evento, ao qual se referem usando asteriscos – o que faz com que pareça um palavrão.

Sob o título If We Made It (que ganhou até um hotsite), o filme teria direito a todos os ingredientes “clássicos” do Super Bowl e um pouco mais que isso: animais – com destaque para macacos, tubarões, cães e gatinhos, histórias de amizade, garotas de biquíni lutando com robôs gigantes, aliens e tudo mais o que for possível (e impossível) de imaginar. Afinal, o comercial não será mesmo produzido…

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Despite having told a bunch of Canadians this his resolution for 2014 was to stop talking shit “for a long time,” Kanye West will more than likely “cheat” on his plans for the new year within the next few days or so. When I saw him in Chicago a few weeks back, Yeezy (who seems to also have a few things in common with creative directors) dedicated about 30 minutes of his famous ranting to the argument that he wasn’t, in fact, as crazy as the media would have you believe. Give the guy a microphone, a podium, or an article in a national publication, and you have no idea what he’s going to say. That’s what makes him so much fun.

So, whilst we whittle away at our resolutions for 2014, creating numbered lists and attempting to convince ourselves of our own dedication to self-improvement and not being such drunk assholes all the time, a few creatives at Droga5 are encouraging us to put a twist of Kanye into our plans with “New Yeezy Resolutions.” Powered by a simple randomized quote generator, the microsite lets us re-live some of our favorite Kanye boasts from the past year, adding a few to our own resolutions if we feel so inclined.

For example, will you spend 2014 confident in your poor grammar? Embrace your inner Yeezy and promise yourself “I will spell the word ‘genius’ wrong.” Are you finally prepared to wholly embrace your alcoholism? Place one hand on your copy of Yeezus and recite the words, “I will be totally weird and totally honest and totally inappropriate at times.” What about some personal rebranding? Repeat after Kanye: “I will be like Nike.”

Have fun with this thing here.

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No good deed comes without a little punishment. That's Newcastle Brown Ale's "No Bollocks" take on responsibility messaging, judging by a recent stunt in Los Angeles orchestrated by Droga5.

The brand is introducing a new beer, Newcastle Cabbie Black Ale, and decided to promote it by driving drinkers home in black British taxis, on one condition—that they advertise the new brew through an enormous taxi-top megaphone for the entire ride. You can see footage from the rides below. The passengers are seen largely reading from a script, although there's some improvising going on, so perhaps the driver was also a copywriter.

Newcastle somewhat proudly declares that there were 67 noise complaints, but it was worth it to get 54 beer drinkers home safely. ("Don't be a wanker. Take a bloody cab," says copy on the back of the taxi.) The brand is also taking the taxi campaign further through a partnership with Taxi Magic, the nation's leading taxi app. In the more than 60 cities where Taxi Magic rides are available, Newcastle Cabbie point-of-sale displays will offer $5 toward a cab fare booked through the app.

"We're not exactly pioneers in declaring drinking and driving to be utter bollocks, but we're proud of the fact that we're putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely," says Brett Steen, brand manager at Newcastle Brown Ale.

Dec. 1 will be a tough day for a lot of guys, including Dan. That Movember mustache, the object of so much spousal derision for weeks now, must come off. Shaving brand Harry's tries to lessen the blow in this amusing video from Droga5 in New York, in which a guy and his mustachioed, cool-but-not-cool alter ego come to terms with the day of reckoning in the morning mirror. Harry's is also going a step further by declaring Dec. 1 to be an invented holiday called "National Shave Day," and has built a whole nationalshaveday.com site to promote it. Sure, that may be (literally) bald-faced marketing opportunism, but it could help ease the grief for guys nationwide on Sunday—as Harry's is partnering with barbershops and boutiques nationwide to give out free shaves and limited-edition razors.

CREDITS
Client: Harry's
Agency: Droga5, New York

Production Company – Arts & Sciences
Director – Tom Scharpling
DOP – Paul Yee
Production Designer – Ada Smith
Producer – Rob Hatch-Miller
Producer – Puloma Basu
Executive Producer – Mal Ward
Executive Producer – Marc Marrie

Editorial – Production Company Productions
Editor – Rob Hatch-Miller

Post Production – The Room / Lively Group
VFX Supervisor – Russell Mack
Color – Benjamin Murray

Sound – Silver Sound
Mixer – Ted Robinson

Sound Design – Dan Dzula

Por conta do verão na época de Natal, esse é um “problema” que não existe no Brasil. Porém, no hemisfério norte, essa é a época do ano em que toda a sociedade sofre com os horríveis suéters que invadem a vida de famílias inocentes.

A Coca-Cola aproveitou esse momento da feiúra institucionalizada, e criou a simpática ação “Sweater Generator”. As pessoas podem criar seus próprios designs, que se enfrentam em batalhas, e os 100 mais votados serão tricotados de verdade pela marca. Os vencedores receberão seu próprio suéter em casa, bem em tempo das festividades natalinas.

A criação é da Droga5.

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Droga5 Sydney has a new spot for Lynx (aka Axe in the UK and Australia/New Zealand) and it’s pretty ridiculous. Imagine the attempted suaveness of an Old Spice ad from a couple of years ago mixed with a slightly toned-down American Axe spot and you’ve got the idea.

Maybe the Axe comparison is more apt since it’s the same brand, but this ad uses words that we wouldn’t expect American pre-teens (since that’s who buys Axe) to know — words like “anarchy” and “philosopher.” Words you might get called “gay” for using in middle school. But “Show Her What You’re Made Of” has the same goal in mind: Convincing awkward pubescent and pre-pubescent boys that if they use the right male hygiene product girls will suddenly stop ignoring them and find them attractive.

The way they go about doing this seems strange, at least to this American viewer. Droga5 gets a handsome man in a suit to talk about “men” and “boys” (he repeats both these words ad-nauseum in the opening 20 seconds alone) as we see shots of boys attempting to act manly and men acting like boys. Then enter a hot woman (walking in slow motion, of course), prompting said man to discuss what it is women want: boys and men “at the same time, in the same body.” For some reason I find this description (and this whole spot really) kind of creepy.

On the bright side, “Show Her What You’re Made Of” has ping-pong in it. Who doesn’t love ping-pong, right? Plus, this acts as a concession of what the advertised product actually does: keeps you from smelling like balls when you get all sweaty.

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Le collectif créatif The Glue Society a réalisé cette vidéo pour la marque Boost parlant du phénomène « Moreing », basé sur la volonté d’accumuler divers objets similaires. Produite par Revolver, ce concept de Droga5 présente notamment Leo Addison, le créateur de cette étrange mode. Plus dans la suite.

The giant talent agency is close to acquiring a 49 percent stake in Droga5, an independent advertising agency whose clients include Coca-Cola and Motorola.