Hasta La Creative!

Beer for Belts is a charitable action pledging to donate belts to Americans who are wearing sagging pants, for every 6 pack sold throughout the campaign.

Two Tales is a family owned brewing company from the Czech Republic, exporting beer novelties around the world. The campaign reflects Two Tales’ spirit, a beer that’s ready to add a touch of fun and flavour to a market that’s already cluttered with generic beer brands.

Executive Creative Director: Jaime Mandelbaum
Senior Art Director: Atila Martins Lauar
Graphic Designer: Neil Johnston
Copywriter: Andrew Lewis
Copywriter: Simona Lazar??
Social Media Manager: Mark Long
Motion Designer: Carlos Baer
Account Director: Jakub Heres
Junior Account Manager: Lucie Cechova?

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Client: FORBES
Agency: Y&R Prague, Czech Republic
CCO: Jaime Mandelbaum
Art Director: Atila Martins
Copywriter: Simona Lazar
Editor: Carlos Baer, Ivan Holic
Account Supervisor: Tomas Dvorak
Producer: Tomas Tomasek

The objective of the campaign was to prove that Forbes Magazine is not just a financial magazine, but a guide towards a successful lifestyle.

To get the message across, we created a social experiment based on the psychological phenomenon called „The Bystander Effect”, demonstrating how in today’s socio-economical context, success is a matter of life and death. While an average looking person was left lying on the ground for a long period of time, a successful looking businessman was attended to in less than 15 seconds.

The campaign was launched on April 16th and the video views have been growing steadily without any paid media.

The video is in Czech but English subtitles can be turned on by pressing the

Captions button.

The post Ambient Interactive for Forbes by Y&R Czech Republic appeared first on desicreative.

Copy : Bodhisatwa DasguptaArt : Bodhisatwa Dasgupta

There’s immense talent all around us. There are artists, writers, painters, programmers, app builders, actors, models, architects, scientists, doctors, chefs. Ever wondered what would happen if an artist and a doctor were shut up in a room together? What would happen if a scientist brought on a writer for a project? Interesting, that’s what. Experiment Collaborate aims to get together a group of people who want to jam with others from different disciplines, to create something new, innovative. Something they couldn’t possibly have done alone. This is a community of collaborators. And this is a series of online posters that are doing the rounds to get people to join.

The post Colla+borate appeared first on desicreative.

Challenge: Our client Calderys India, world leader in refractory solutions, asked us to create a DM for their existing clientele to communicate the change in the company name from Calderys to Calderys India, while assuring continuing quality products, services and company support as before.

Concept: To create something on the line of a formal communication to maintain strong business relationships. It had to have a factor of surprise for customers while effectively delivering the message of change. That is how the innovative Business Card was born. There was an envelope that was designed to represent the old Business Card where the message ‘we have changed’ was communicated on the flap of the envelope. Once the recipient opens it, they would pull out a new Business Card with the New Company Name mentioned on it.

Result: These Business Cards have been sent to Calderys India clientele along with a personalized gift. Customers were surprised by this smart Business Card and thereby it delivered the message effectively.
This has generated a good amount of awareness about the company name change amongst existing clients while also presenting them with a new Business card for further communication.

Advertising Agency: Paradigm Plus, Pune, India
Copywriter: Akshay Kulkarni
Visualizer: Ramesh Kompelli
Account Executive: Akshay Kulkarni
Account Planner: Madhulika Basu

Advertised brand: Slum Children Education Programme/ HOPE worldwide INDIA
Advert title(s): Old is the New New
Category: Guerrilla Marketing
Advertising Agency (Name, City, Country): Dentsu Marcom Pvt Ltd, Gurgaon, India
Executive Creative Director: Nitin Suri
Assocaite Creative Director / Art Director: Dalip Singh
Copywriter: Robin Thomas, Dalip Singh
Photographer: Hardesh Dhingra, Anil Chawla, Dalip Singh

Challenge

Inspire people to donate old books for ‘Slum Children Education Programme’.

Solution

Our idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, we gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

THE MESSAGE ON THE STICKER READ :
FOR MANY, YOUR OLD BOOK IS AS GOOD AS NEW.
DONATE AN OLD BOOK TODAY.

Indranil is an old friend and Vice President of Mudra Max. He wrote this article sometime in September ‘09, but I think it still raises some valid questions.

In 2008 the over all ad expenditure on Internet was around Rs. 600 Crores, which makes it only 1% share of over all expenditure on Media & Entertainment(M&E) industry of India. While there is growth in net audience every year, the time spent on this medium is also growing rapidly over the years. In fact the growth in time spent on the net is higher than the growth in our share of ad expenditure on this medium.

Figure 1: Avg. Daily Time Spent On Net vs. Share of Ad.

Source : Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

Share of Ad. Expenditure = Industry Estimate, FICCI- KPMG Report

TG = 12 years +

The similar chart for other media has remained either flat or declining.

Figure 2: Average Daily Time Spent On Various Media

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

Over the period of time the role of net has also evolved in our lives. From a communication medium, today we use net from searching of information to sharing our views/work and also as an entertainment medium.

The core group for net audience is always 15-39 years. However, the share of elderly age(40 years+) on the net has also increased from 2005.

Figure 3: Age-wise Break Up Of Net Audience

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

The core users of net, 15-39 years of age group with SEC AB spend higher time on the medium.

Figure 4: Comparison Of Time Spent On Net

Source: Avg. Time Spent = Indian Readership Survey Round 1(IRS R1)

TG = 12 years +

Why Should We Look At Net As An Advertising Option Seriously?

The core audience of net is youth(15-39 years) and from higher socio economic category(SEC) AB and is growing rapidly
This group is normally the trend setter and the early adopters for many new categories
Also the medium allows peer-to-peer communication which can be used for reviews, opinion shaping etc.
Precision targeting is possible like geographic targeting, behavioral and profile based etc.
One of the most measurable media
Advertising options are also evolving everyday.

A very dear friend of mine, working in a top 10 MNC Agency wrote this in, as a response to Recession and Advertising. He requested to remain anonymous, and we shall respect that.

THE RECESSION EFFECT

When small men cast tall shadows, the Sun is about to set – Japanese proverb

So the recession is here. Much has been written, discussed and ‘felt’ of the recession here in India. And I am not going to discuss the ‘bigger picture’ or about the ‘way ahead’ or anything of that sort. It’s much too intellectual for my understanding. I know that being in the corporate world we can’t be and should not be as uninterested as we at times are about the way things are in the economic world. I know however much an ‘ostrich syndrome’ we might have about things like these, we cannot escape it. The results of recession are there for all to see.

Recession is a great learning experience. And I don’t mean economically. It is a time to learn about the human psyche in different levels. You have the Indian agencies jumping the gun and laying off people and freezing the hiring, but that’s the macro level picture. What I find interesting is seeing the micro level behavioral changes of agencies and its people in times like these. It brings out the best, or should we say the worst of them. Thanks to recession, I got to hear and experience instances or anecdotes which range from funny to bizarre. But they all have one thing in common, that is, they demonstrate, what small people we are surrounded with. Small people, who in times like these, draw out their cloaked daggers. Small people, who give veiled threats to others. Sample this, “If you guys can’t do it in time, then I’ll talk to the other team”. Bravo my friend! You just demonstrated how good you can be at what you do.

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Nabina Ghosh sent us this one, a good example of funny advertising