Hasta La Creative!

Here’s one we missed from earlier in the week: an animated spot from Nike’s digital agency AKQA based on…data drawn from the client’s wearable tech device.

As the agency explained to Mike Shields of The Wall Street Journal’s CMO Today blog, Nike collected data from the “most active users” of its Nike Fuelband product throughout 2014. Agency and client then “visualized” the data in order to create customized animated films depicting each customer’s “year in exercise.”

Each of those individualized videos also includes geographic personalization based on the cities in which users exercised during 2014; Nike emailed the clips to Fuelband’s top 100,000 users.

Here’s the “national” version of the video:

As AKQA Creative Director Whitney Jenkins told WSJ, the hope is that these users will share their videos so as to lightly brag about 2014 accomplishments, thereby inspiring more workout fanatics to buy the Fuelband.

If you actually exercise and use the app, here’s the page to visit for that personalized clip.

(more…)

New Career Opportunities Daily: The best jobs in media.

Last month, W+K Portland launched the “Be Moved” brand campaign for Sony with the broadcast spot “Join Together.” Yesterday, W+K revealed the follow-up, the four minute (and change) documentary, “Separate Together.”

“Separate Together” brings together Bruce Zaccagnino, the creator of Northlandz, the world’s largest model railroad located in Flemington, New Jersey, and Matt Albanese, a photographer who specializes in miniatures. The documentary takes place within Northlandz’s “52,000 square foot exhibit space featuring dozens of tiny towns, three-story papier-mâché mountains and hundreds of toy trains snaking through a warren of tunnels, past tiny windmills and over bridges made from thousands of toothpicks.” Albanese captures Northlandz in a unique way, utilizing the Sony QX100′s ability to fit into tight spaces to capture unique shots that wouldn’t have been possible with other cameras. It’s a great way to show off the QX100′s unique capabilities in fun, charming way.

The documentary is accompanied by an experience site which lets you explore Northlands from the unique vantage points available with the QX100, letting viewers zoom in on different areas and take their own shots, which they can then share on social media. It’s a great extension, and a fun way to explore the charm of Norhtlandz without having to make the schlep to Jersey. Stick around for credits and “Join Together” after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

In case you were wondering, the domain name www.superimportanttest.com is no longer available, thanks to W+K and Oreo, who bring us, yes, a “Super Important Test,” which as we imagine was the intention is hardly a test. You have two options (cookie or cream) and you’re correct either way. Get it?

“Super Important Test” marks not only the conclusion of W+K’s Oreo’s “Cookie vs. Creme” campaign that began with the buzzed-about “Whisper Fight” spot from the Super Bowl and the subsequent “Separator Machine” clips, but the relationship between W+K and the Mondelez brand itself. As you may know, Draftfcb and now the Martin Agency work primarily on the Oreo account.

Anyhow, W+K curated quite a bit of content for the website–more than 30 different videos may play after you click cookie or creme–but this type of limited platform really begs the question: What’s the point? How does this sort of advertising advance the OREO brand in any meaningful way? I’m asking a serious question, not just trying to be glib, so if there is an answer, please post a comment.

Virality for the sake of virality is turning into a common approach for most creatives, and a website full of 30 unrelated internet videos that may or may not be funny seems like a great way to waste an advertising budget. Oreo was never going to choose cookie over cream or vice versa, but it didn’t have to choose. This is a case of a clever idea that simply ran out of ingredients.

Stills and credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.