Hasta La Creative!

Dark chocolate? Yuck.

That’s the verdict of the kids who try the confection for the first time in this exceptionally cute, straightforward, and effective Israeli spot for Strauss Group’s Splendid brand.

The youngsters’ reactions are priceless. Heck, the moppet’s eye-roll at the 20-second mark almost made my head explode.

BBR Saatchi & Saatchi created the ad. “Most Israeli moms actually keep a full drawer stocked with goodies, which by the end of the week is bound to need serous refurbishing,” says agency rep Eva Hasson.  “But curiously, often enough, the only pack left half eaten in the drawer is the dark chocolate. This got us thinking, and we realized Splendid chocolate—being as dark and bitter a chocolate as you can get—probably lacked the sweetness kids were after.”

While the grown-up treat may offend immature palates, we’re assured at the spot’s conclusion that the candy will sweeten adult dispositions. (The effect on adult waistlines, however, may not be to everyone’s taste.)

“We filmed quite a few kids,” Hasson says, “but, to be honest, none of the kids really liked it. Most of them begged us to stop and one even cried.”

The results may not be scientific—on repeat viewing, the reactions could easily look put-on. Nonetheless, BBR has excelled at whipping up spots that depend on facial responses as key components. Its work for Super-Pharm’s Wet Brush, with school-age girls guessing if mom or dad is brushing their hair, exudes pouty cuteness. And a poignant film for that client’s razor blades—gauging the reactions of family and friends to a 44-year-old man who shaves off his thick beard after 14 years—makes a bald-faced emotional appeal.

Of course, another office in the Saatchi network is well known for delivering its own prize-winning display of artistic expression—right into a pair of Pampers.

Focus sur Sabi Van Hemert, un artiste hollandais qui a pensé et réalisé ces sculptures de silhouettes d’enfants dans diverses positions et matériaux, le tout avec des looks d’extra-terrestres. Visuellement réussi, le rendu est différent selon la matière et la couleur du modèle. L’ensemble est à découvrir dans la suite en images.

For kids slowly being exposed to the Internet, here is a great site they can check out. Toy innovator Techno Source, and Mindspark Interactive Network, Inc., a wholly owned company of Internet powerhouse IAC, have partnered to create a new creativity Web site and line of affordable Internet-connected toys under the new Smiley Central Studio™ brand that will allow kids to express themselves with smileys.

The toys will unlock special content at SmileyCentralStudio.com, a free online art studio that allows kids to create, personalize and share their expressions in unprecedented ways.

The new web site and Smiley Central Studio toys will make their debut at the American International Toy Fair February 15-18 (booth #3149). Kids will be able to make and share their own unique smileys and experience the complete online art studio at SmileyCentralStudio.com beginning in June 2009.

In fall of 2009, kids will be able to collect their favorite Smiley Central Studio characters in the form of plush, collectibles and activity kits. Each of these will include a code to unlock premium content online and enhance the creative experience. Smiley Central Studio toys are appropriate for children ages 6 and up and will retail for under $10.

(Source) Press

This is an anti-violence campaign, that ironically promoting the extremely violent game Condemned 2 on Xbox 360.

Condemned 2 is the second title in the series. In the game you are Ethan Thomas, a disgraced member of the Serial Crimes Unit who is unstable and one drink short of self destruction. The game includes brutal in your face combat including combo attacks and over the top “finishing moves”. The game is most definitely not mainstream, it is for a niche audience of ‘hardcore’ gamers.

The communication challenge: find a fresh and engaging way to connect with the target, who are used to companies just re-skinning a site with game footage, and, think they have seen everything there is to see when it comes to the ‘shoot‘em-up’ genre.

Hardcore Gamers (typically male), 18-30yo. Tend to be cynical, curious by nature, like problem solving and challenges, and spend their life in the online gaming world.

We know that playing Condemned 2 is a brutal, blunt experience and it seems that Sega does too. OffSetTheEvil.com allows you to balance your karma by “offsetting the evil” much like you would with your carbon footprint. Thankfully, offsetting evil doesn’t cost a penny – instead you simply need to explore the sickly sweet saturday-morning cartoon of a website.

Once there you can make yourself feel less wicked by playing a ridiculous flash game involving helping horse across a river. Don’t worry if they fall in, though. They still love you! If that’s not for you then explore the Forest of Fairy Flowers, with hidden links to sites which will teach you to dance or show videos of the Teletubbies. There’s plenty more content to reduce your sin footprint included on the site. If you can handle it, that is.

The creative execution is made up of 3 x virals ‘Pony Heart Quest’, ‘Clown Flower Time’ and ‘Lollipop Gift Parade’. These virals drive you to the website www.offsettheevil.com. Once on the website you can play 3 x games based on the virals.

Online banners are also going to be run on IGN.com and Gamespot. One of the banners (300 x 600) is going to be a game in itself called Panda Rainbow Delight.

It remind me a little of “Happy Tree Friends” but the purpose is different.

Many thanks to Giorgi Ciot for sending these creative materials.

AGENCY TEAM:
Creative Team – Michael Dawson, Chris Berents
Executive CD: Richard Maddocks, Associate CD: Guy Rooke
Account Service – AM: Adam Levee, GAD: Rob Nichol
Digital Designer – Brett Bimson, Kevin Phillips
Designer – Gustavo Vampre
TV producer – Denise McKeon
Digital Producer – Harley Tesoriero
Editor – Joe Morris
Sound Design – Andrew Stevenson
PRODUCTION HOUSE:
Yukfoo Animation, Auckland
Director – Julian Stokoe
Producer – Glen Real

MUSIC:
Liquid Studios, Auckland
Creative Director – Peter Van Der Fluit
Composer – Max Scott
Engineer – Matt Scott
Producer – Dee Taylor