Arnold Worldwide Celebrates ‘The Few and Far Between’ for Jack Daniel’s

Arnold Worldwide is launching a new multimedia campaign for Jack Daniel’s entitled “The Few and Far Between,” which celebrates, “the quirky stories told by the proprietors, bouncers, barflys and patrons who frequent…fine establishments and questionable joints.” Or, in other words, drinking stories. The brand avoids accusations of promoting excess with the disclaimer, “You can’t tell a story you don’t remember. Please drink responsibly.”

In addition to short videos, the website hosting the campaign also features “tales of whiskey, revelry and mischief” in the form of written stories, audio and mixed media. You can take a look at a teaser video above, and head to the campaign site for the full experience. The launch features thirty bar stories gathered from around the country, but the brand plans to release even more later this year as part of this massive digital campaign and has also partnered with Vice Media for a user-generated photo contest. (more…)

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Pair of MediaMonks Vets to Head New York Office

Creative digital production company MediaMonks has announced the expansion of its New York management team with the addition of two of the company’s most experienced employees: Jouke Vuurmans and Nathalie Visser. Vuurmans, who was named executive creative director in 2011, will lead the office creatively, while Visser will handle day-to-day business aspects as the US business lead. The pair will join Executive Producer Brook Downton, who has been managing the office since 2012.

Vuurmans and Visser come to New York with a combined sixteen years of experience at MediaMonks Amsterdam. Along with Downton, “they have proven instrumental to the success of [the] company’s US operation.” The new management team have already worked together on campaigns for agencies such as 72andSunny, DDB & Tribal, Deutsch, Droga5, Ogilvy and W+K.

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Geox Puts Waterproof Shoes to the Ultimate Test, Develops New Form of Torture

Last year, Geox took their line of  Amphibiox waterproof shoes to the rainiest place on earth: Cherrapunjee, India — which has an annual rainfall of around 12,000 mm. This year, Norwegian agency SMFB found an even more extreme way to test Geox’s Amphibiox technology.

SMFB enlisted one brave volunteer, named Tom, who they proceeded to torture with a barrage of seven days of nonstop precipitation on the streets of Barceleona. To accomplish this, SMFB had to make it rain, developing “three highly advanced artificial clouds” for the experiment. “We reproduced the conditions required for the test, creating relentless rain and constant humidity in the middle of a sunny city. The poor man had to live under his own, private rain cloud for seven days straight,” said Kristian Kristiansen at SMFB, who proceeded to laugh maniacally.

Each of these rainy days was laid out to simulate everyday urban activities, like walking the streets as a tourist, working a day job, or going out on a date. The rain cloud even followed the poor torture victim into a cab.

MediaMonks, who handled the campaign’s film and digital production, made clever use of technology as well. They developed a “shoe cam” that “captured the shoes with super slow-motion macro Phantom shots,” says Rogier Schalken of MediaMonks films. MediaMonks documented video footage of all seven of Tom’s rainy days, in addition to the highlights video featured above.

Throughout the seven day precipitation onslaught, the Geox Amphibiox shoes remained dry. Tom wasn’t so lucky. He died of pneumonia (Okay, not really, but the psychological scars may never heal). Credits and additional video after the jump.  continued…

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