Hasta La Creative!

Focus sur le travail de Yaroslav Galant, un jeune designer ukrainien qui a imaginé ce baby-foot très original. Une collection en Corian Brodé présentée à Milan. S’inspirant de patterns et motifs typiquement ukrainiens et russes, cet objet au design traditionnel est à découvrir en images dans la suite de l’article.

Voici la nouvelle campagne publicitaire de Nike Football a l’occasion de l’Euro 2012. Intitulée « My Time is Now », elle s’articule autour des nouveaux talents et de nombreux joueurs Nike comme Cristiano Ronaldo ou Franck Ribéry. Produit et réalisé par Wieden Kennedy et The Mill. A découvrir dans la suite de l’article.

Voici la campagne mondiale de Puma Football à l’occasion de la Coupe du Monde 2010. Un positionnement et travail réussi de l’agence Syrup avec ce slogan efficace, décliné sous la forme de symboles. Il est donc compréhensible par n’importe quelle culture et pays dans le monde.

Previously on Fubiz

• Nike Bootroom Paris
• Sony Bravia : Superstar
• Puma Shoebox

Le magasin Nike Paris des Champs Elysées dévoile son nouvel espace “Boot Room” entièrement dédié au monde du football : un univers de 560m2 dédié aux amateurs de customisations et de sport. Plus de visuels de cette installation pensée avec Studio White, dans la suite de l’article.

Previously on Fubiz

• Sony Bravia : Superstar
• Nike Music Shoe
• Nike Sister One

Football is here, the glorious season of games, players, stadiums, grill-outs, and beer. What many people don’t realize is that it’s also the beginning of the newest advertising campaigns. Yes, we all know that the Superbowl is a haven for new, witty commercials, but what about the rest of the season?

You may be surprised to know that many of the greatest commercial campaigns have been started during football games during the typical season, and for advertising companies, this is the perfect time to showcase their top A-game commercials (pun intended).

Football is something everyone watches, and it’s seen as a reason for everyone to get together. This makes it the perfect time not only to target an audience, but to also reach out to even more people that may not usually be interested in your product.

Take, for example, the coming of the Geico caveman. More than likely, this first commercial was aimed at men (hello, caveman?!), but because it was broadcast during football, female viewers also saw this commercial and found it funny. It was witty, unique, and most importantly, it started a conversation.

I know what you’re thinking – Wait, guys don’t watch commercials, they flip through channels on breaks – but hold on, they do watch commercials when they don’t want to miss those first few moments after the break when the game comes back on, especially if a call or penalty will be made. What better time to target that demographic?

Probably one of the most notable commercials broadcast during football season is Budweiser’s frogs. Remember? “Bud. Weis. Errrr.” An epic commercial. And because everyone watches, the campaign can then expand and become bigger, targeting those who didn’t catch the game or those who don’t watch football (weird, but true). There was a plethora of Budweiser frog commercials after that aired, it was so huge. It also prompted other talking animals – Quiero Taco Bell, anyone?

A few things to remember when airing or planning to air a commercial during football is this:

1. Air the commercial during the first half of the game. Most of the time the games are good, but sometimes there are a bust after the first half and people stop watching.
2. Time the commercial so that it is aired before football comes back on air, or directly after the game goes to a break. People are still watching at this point or are getting prepared to watch the game as it comes back on.
3. Make the commercial witty, and most importantly, funny. Male brand advocates are made this way, because once they see a commercial they find hilarious, they’ll point it out to their friends or even mention it when it isn’t on (trust me, I’ve seen it happen).

Let me end this post with this one remark: plan a commercial or new campaign during football season, and it’s sure to be a touchdown (I didn’t say it wasn’t cheesy).

I got into a discussion today with a friend about the Nike and Adidas campaigns and how they address the sport of soccer. I was well-aware of the recent Nike campaign, “Take it to the next level,” but I wasn’t as familiar with what Adidas was up to putting forth. Well I looked around (and watched) and have to say I’m impressed. Adidas produced a documentary surrounding Kaká, Messi, Gerrard and Beckham meeting local football teams in Andorra, San Marino and the Isles of Scilly as part of the film project “Dream Big”.

The production quality of the project is awesome and the feeling that it creates is truly heartwarming. Adidas sending out sports stars to these small cities creates a sense of global awareness and conscience. The concept of “Dream Big” is a strong message that speaks for both Adidas and youth culture in general.

Check out the full-length documentary on youtube: part one and part two.

After a few weeks of teasers and trailers, Nike finally released the 2-minute full version of the “Take it to the Next Level” spot after it aired on broadcast via ITV at the beginning of today’s Manchester United game.

The spot is directed by Guy Ritchie of Lock Stock & Snatch fame, who is no stranger to branded films. Several years back, he directed the 10-min. short, “The Hire: Star” featuring Madonna & Clive Owen for the BMW films series.

As anticipated, this spot is pretty impressive. Definitely falls in line with the overall Nike image of late. I’m curious to see of there’s any further integration of the spot into any of Nike’s advertising, beyond being featured (in high quality) on the Nike Football Homepage. Either way, it’s okay — the Guy Ritchie fanboy in me is satisfied.