Hasta La Creative!

Depois do Twitter e até do Google+, o Facebook finalmente lançou o recurso de páginas e perfis verificados.

O ícone de “Verified Pages” – um círculo azul – será distribuído apenas proativamente pela rede social em perfis de figuras públicas, celebridades, entidades governamentais, marcas e páginas de grande audiência. Os usuários não podem solicitar a verificação, segundo o próprio Facebook.

Além de garantir a veracidade dos perfis, contas verificadas tem objetivo estratégico: atrair mais personalidades para a rede social, interessadas em desenvolver conteúdo e ferramentas para seu público.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

A Anistia Internacional está usando bem as redes sociais para impactar as pessoas mundo afora. Depois do Tweet Censurado, agora é o momento de fazer os usuários do Facebook sentirem na pele uma repressão que é comum em diversos países. Trial by Timeline é um aplicativo desenvolvido pela Colenso BBDO Auckland que mostra quais atos do seu dia a dia – que você fez questão de compartilhar – são crimes que podem ser punidos com tortura e encarceramento mundo afora.

Ao aceitar ser julgado, o aplicativo analisa sua timeline para buscar crimes dos quais você é culpado, para depois sentenciá-lo. Nada escapa. No meu caso, por exemplo, eu recebi 94 condenações por 6 crimes em 68 países. A começar pelo fato de eu ser mulher: em 40 países, eu poderia ser morta por extremistas. Por ser jornalista, poderia ser espancada em 39 países. O exercício da liberdade de expressão permite que eu seja torturada em um país. E aquela cerveja com os amigos? Prisão em três países.

Todos os países onde estes abusos podem ocorrer são listados. No final, também há um mapa que mostra quantas vezes o usuário seria espancado, torturado, mutilado, estuprado… Não é um pensamento agradável, talvez por isso mesmo possa causar algum tipo de efeito nas pessoas.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

How often would your Facebook activity get you beaten, tortured or beheaded in the world's most repressive countries? A lot more often than you'd think. Amnesty International of New Zealand and agency Colenso BBDO of Auckland created an app called "Trial by Timeline" that analyzes your Facebook posts and lets you know how you might be brutalized in countries that persecute people based on everything from sexual orientation and religion to drinking and writing for the media. (I was beaten and tortured more than 270 times, but at least I wasn't beheaded or stoned to death.) It's a morbidly fascinating way to explore the liberties most of us take for granted. The app actually came out late last year but didn't get much attention until it was featured recently by The Inspiration Room and a few other sites.

You know how you can tag your friends in a photo you upload to Facebook? Now Facebook-owned Instagram is introducing the tagging feature.

Mike Isaac of All Things D believes the move could be a boon for brands.

Photos of You essentially gives a brand the ability to crowdsource photos of its products — likely put to use — from the millions of people who are on Instagram and taking pictures all the time. So, basically, if I’m Nike, I could potentially get tons of free content for my Photos of You tab, all courtesy of the rest of Instagram.

Could be good. Could be a mess.

It may be worth noting here that Facebook and Instagram are working to deliver better user experiences, but what do we immediately begin to consider when a new feature like this is unveiled? How brands are going to game the system.

How very Pavlovian — platforms bark and media and marketing people jump.

In other digital identity and social media news, the NCAA has banned the display of #hashtags and social media URLs on football fields. What century are those fools livin’ in?

The post Instagram Gets All Facebookey, Introduces Who’s Who Photo Tagging appeared first on AdPulp.

Parece que a caça aos ativistas de sofá está aberta. Além da UNICEF, que disse que “likes” não salvam a vida de ninguém, outra campanha se volta para os usuários do Facebook.

A Médicos Sem Fronteiras, em uma iniciativa até anterior a da UNICEF, quer mostrar que apenas boas intenções não são capazes de ajudar uma pessoa. Em dois filmes, os médicos contam aos pacientes como existem pessoas com vontade de colaborar no mundo – incluindo 47 mil membros na página do Facebook da instituição – e perguntam: “Isso faz você se sentir melhor?”

São abordagens provocativas, claro, mas aqui a ideia vai além de apenas incutir culpa em quem apenas deu like nos perfis dessas ONG’s e nunca doou um centavo. Um aplicativo transforma curtidas em doações de forma engenhosa.

Você se cadastra no site da campanha, integrando seu Facebook, e um post automático será publicado na sua timeline dizendo: “Para cada like nesse post, eu irei doar $1 para a Médicos Sem Fronteiras”. Obviamente, é possível definir a quantia máxima a ser doada, e o app calcula apenas as curtidas dos seus amigos para evitar fraudes.

É uma maneira interessante e até divertida de transformar a obsessão pelos likes em dinheiro real. A criação é das dinamarquesas Kommunikationsbureauet København e da Konstellation.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

É oficial. Você não pode nem mais beber cerveja em paz. Se um comentário ou foto mal interpretada no Facebook eram capazes de lhe causar problemas, agora é preciso tomar cuidado com quem você brinda.

A Budweiser inventou o “Buddy Cup”, um copo com chip integrado à rede social do Mark. Basta brindar, e você e a outra pessoa automaticamente ficam amigos no Facebook.

Pode parecer só ideia pra videocase, mas a marca pretende colocar o copo em ação nos eventos que patrocina, incluindo shows, festivais e festas.

A criação é da Africa, com produção do estúdio Bolha.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

This "Launch Day" ad for Facebook Home, aka Facebook's new mobile UI, brings the non-pornographic online distractions of one engineer to vivid, Jumanji-esque life. The ad, which is a significant step up from the earlier airplane spot, was shot on location at Facebook's Menlo Park, Calif., campus, and the people in it are members of the actual product team behind Facebook Home. (These guys must be less camera shy than Intel's workforce.) The spot also reinforces 2013 as the year of the goat in advertising. Remains to be seen whether Home itself belongs in the category of much-derided farm animal. Second new spot, "Dinner," posted after the jump. The two new spots, like the airplane one, were done by Wieden + Kennedy.

The Transport Accident Commission of Victoria in Australia hits the road once again to promote safe driving. TAC has taken many different, well, tacks in its previous efforts—ranging from goofy humor to wretched depression and all-out shockvertising.

"Roadtrip Forever," created by media firm SCA, constitutes a change of direction in form, though not function, as safety education remains the goal, with teens and young adults the target. There are traditional elements, including TV and radio, but its centerpiece is an immersive, highly personalized Facebook experience that lets you log in and pick one of your FB friends to take on a three-minute virtual road trip. Well-crafted cinematic video storytelling is skillfully intercut with bogus status updates and chats involving your various friends. Men experience one trip; women another. Since TAC is the advertiser, it's not giving anything away to say that both journeys end in vehicular tragedy.

"The core idea is to make sure it has an impact, and that at the end of it the user goes, 'Whoa!' " SCA creative director Angus Stevens says in a behind-the-scenes clip. If the campaign alters the way they drive and inspires young people to share the Facebook experience with peers, all the better, he says.

I'm not sure any TCA effort could have as much impact, literally or figuratively, as the "Swap" commercial from a few years back. But "Roadtrip Forever" does pack a punch, albeit in an eerie, thoughtful, almost melancholy way, rather than through sudden shocks or blood and guts. (Sure, it's manipulative, but most PSA efforts of this type are, and the personalized Facebook approach gives "Roadtrip Forever" a more "realistic" immediacy that others lack.)

The first-view "Whoa!" factor does depend, to some extent, on surprise. Still, taking the trip a second time, even when you know what's coming, doesn't significantly dampen the effect. This particular drive delivers on multiple viewings and actually gains emotional resonance as details and nuances begin to register more deeply.

If there's a flaw, it's the basic concept of letting users choose their road-trip companions. Plugging in a beloved friend yields a sad, moving journey. Choosing a "friend" you don't know so well, or picking someone you don't really like—and we all have plenty of those among our FB connections—cushions the impact considerably.

Via Adverve.

Do you follow AdPulp’s stream of posts on Facebook?

Facebook is where we display the majority of the new work we receive from agencies around the globe. It’s also where we create image based serial content, like you see here.

The post Facebook.com/AdPulp Is A Satellite In Your Orbit appeared first on AdPulp.

Facebook just posted the new ad below, from Wieden + Kennedy, on its own site—it will also air Saturday evening during the Final Four on CBS. The social network has had trouble connecting with consumers through its ads before—the "Chairs" spot was roundly and notoriously mocked. This new spot, for the Facebook Home software, which essentially turns Android phones into Facebook phones, has its own issues. It shows an airplane traveler using Home to flip through photographs, each of which comes to life in front of him—sunbathing friends appear in the overhead compartment; his nephew shows up in the aisle with a face full of cake; the drag queen Shangela Laquifa Wadley pops out of the flight attendant's service cart. There's a lot going on. (Oddly, the traveler also ignores a request to turn off his phone; apparently he can't miss a single status update.) Directed by MJZ's Fredrik Bond, the spot is big and cartoony—and surreal, too, which seems to have completely flummoxed the commenters on the Facebook page where it's posted. (The level of negative reaction there is quite remarkable.) It's sometimes hard to know why Facebook, whose image problems usually stem from it seeming too big and too invasive, doesn't try to capture small, human moments rather than cosmic or circus-like ones. Maybe next time. Credits below.

CREDITS
Client: Facebook
Project: Facebook Home
Spot: "Airplane"

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Stuart Harkness, Chris Groom, Dan Hon
Copywriter: Dan Kroeger
Art Director: Johan Arlig
Producer: Endy Hedman
Account Team: John Rowe, Leah Bone, Anya Esmaili
Executive Creative Directors: Mark Fitzloff, Susan Hoffman, Joe Staples
Head of Production: Ben Grylewicz

PRODUCTION
Production Company: MJZ
Director: Fredrik Bond
Executive Producer: Kate Leahy
Line Producer: Line Postmyr
Director of Photography: Roman Vas’yanov

EDITORIAL
Editorial Company: Joint
Editor: Tommy Harden
Post Producer: Yamaris Leon
Post Executive Producer: Patty Brebner

VISUAL EFFECTS
Visual Effects Company: The Mill
Shoot Supervisors, Project Leads: Chris Knight (2-D), Dave Lawson (3-D)
Producer: Christina Thompson
Executive Producer: Sue Troyan
3D Artists
Lead: David Lawson
Matte Painting: Tom Price
Modelling: Milton Ramirez, Blake Sullivan, Timothy Hanson
Texturer: Edwin Fong
Tracking: Martin Rivera
Rigging, Animation: Jacob Bergman
Animation: Blake Guest
2-D Artists: Nick Tayler, Narbeh Mardirossian, Peter Cvijanovic, Trent Shumway
Titles, Graphics: Albert Yih, W+ K Motion

MUSIC, SOUND DESIGN
Music+Sound Company: Walker
Composer: Jumbo
Sound Designer: Michael Anastasi, Barking Owl
Producer: Sara Matarazzo

MIX
Mix Company: Eleven
Mixer: Jeff Payne
Producer: Caroline O’Sullivan