Hasta La Creative!

When IPG folded Lowe into Mullen, everyone wondered where the man who supposedly engineered the deal would go next. Now we know. Former Lowe CEO Michael Wall, who helped “create the roadmap” for Mullen Lowe Group, has been appointed as Mother’s global CEO. He will work out of Mother’s London office alongside existing Mother Holdings partners, Matt Clark, Andy Medd, Robert Saville and Mark Waites, leading Mother’s business across all offices as well as expanding Mother to new markets and sectors.

Wall served as CEO at Lowe and Partners beginning in September of 2009, when he filled a role left by the departure of Stephen Gatfield, who agreed in 2006 to take the role for three years. Prior to joining Lowe, Wall was best known as one of the founding partners of Fallon, where he helped oversee the agency’s rise to prominence and became president international in 2005 before leaving the agency two years later. He briefly served as CEO of BBDO Portugal before becoming global CEO at Lowe. Wall began his career as a graduate trainee at DMB&B, where he worked on accounts including Budweiser, P&G and COI. In 1992 he joined Lowe Howard Spink, where he worked on the agency’s Coca-Cola and Tesco accounts. He became a board account director for start-up Simons Palmer (who later merged with TBWA) in 1995, working on the Sony Playstation launch.

“We have been chasing Mr Wall for years,” said Robert Saville. “He is not an easy man to catch. He wasn’t an easy man to beat either as Mother and Fallon faced up against each other over the years. Mother has needed Michael’s skills in business leadership for a while.But more importantly we welcome a genuinely good person with the same passion for the transformative power of creativity into the family. I suspect Michael will make us all better.”

A Turkish Airlines costuma apostar alto na hora de promover seus serviços, geralmente com a participação de estrelas como Lionel Messi e Kobe Bryant ou ainda apostando em enterradas espetaculares, como em seu comercial mais recente. Mas é com um filme protagonizado por crianças anônimas que a companhia aérea mandou muito bem, revelando que sonhos podem ser realizados de uma forma surpreendente, e tão importante quanto voar pelo mundo, é preciso oferecer rotas que atendam sua própria gente.

É mais ou menos o que mostra o bonito filme criado pela Lowe de Istambul, que consegue ser emocionante, saindo do tradicional lugar-comum. É impossível não ficar com aquela sensação de O Campo dos Sonhos (“Se você construir, ele virá”). Vale o play.

Post originalmente publicado no Brainstorm #9
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Lowe's first work for Volkswagen's Seat, from its new Lola office in Barcelona, Spain, takes acceleration to absurdist lengths.

A two-minute teaser ad that landed on YouTube this week features a guy in a high-back seat in front of a black acceleration pedal, albeit one detached from a car. It's connected to an engine, though, and as he depresses the pedal, a cluster of 280 toy monkeys also plugged in to the engine bizarrely start clanging the tiny cymbals in their hands. But as the guy presses down harder—creating a loud engine roar—the monkeys, sadly, burst into flames and explode into the air. "Only a Cupra can handle the engine of a Cupra," explains screen copy.

The ad then cuts to a thumbnail image of the Seat Leon Cupra and the fun tagline, “Enjoyneering.” It's just a teaser ad—the first of three—for a big campaign that rolls out next month. Let's hope the next one is kinder to kids' toys.

CREDITS
Client: Seat
Client Contact: Gabriele Palma, Jochen Dries
Creative Agency: Lola, Barcelona, Spain
Executive Creative Director: Chacho Puebla
Creative Directors: Néstor García, Nacho Oñate
Creative Team: Cristina Fité, Esther Matas, Miki Ocampo, Saray González
Agency Producer: Cristina Español
Global Business Director: Clark Steel
Account Supervisor: Alejandro Belloti
Production House: Blur
Director: Maxi Sterle
Producer: Pablo Acón
Postproduction House: Metropolitana
Sound Studio: Cannonball
Edits: Monkey, Washing Machine and Mechanical Bull

Dizem por aí que a malícia está na mente das pessoas e, por isso, qualquer coisa inocente – ou não – tem grande potencial para ser entendida de outra maneira. E foi usando um pouco daquela malícia que certamente já passou pela cabeça de qualquer fã de cinema que a agência Lowe, da Varsóvia, criou uma série de pôsteres para divulgar o Kino Praha Erotic Film Festival, usando como base clássicos de outros gêneros.

Na cena do chuveiro de Psicose, por exemplo, a faca é substituída por um consolo, enquanto Tarzan revela que seus dotes vão além da capacidade de se comunicar com os animais. O destaque, obviamente, vai para as bem-sacadas “releituras” de Star Wars e O Senhor dos Anéis.

Post originalmente publicado no Brainstorm #9
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Dividindo a tela com duas realidades no comercial acima, a The Heart and Stroke Foundation do Canadá incentiva as pessoas a adotarem hábitos de vida saudáveis agora, para assim gastarem os últimos anos com vitalidade.

A campanha “Make Health Last” conta ainda com um site, que oferece uma calculadora de hábitos para mostrar seu risco de doenças cardíacas.

A criação é da Lowe Roche, de Toronto.

Post originalmente publicado no Brainstorm #9
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Voici une série de posters pensée par l’agence Lowe-SSP3 à Bogota. En reprenant des éléments de personnages de fiction avec un double sens, ces derniers présentent leur campagne “Come with a story and leave with another”. De belles créations à découvrir dans la suite.

Previously on Fubiz

• Carl Kleiner for IKEA
• Grande Hotel Do Porto
• Book Igloo

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Advertising Agency: Lowe Bull, Johannesburg, South Africa
Creative Catalyst: Sue Gill
Executive Creative Director: Rui Alves
Creative Directors: Matthew Brink, Adam Livesy
Art Directors: Miguel Nunes, Andre Vrdoljak
Copywriters: Andre Vrdoljak, Miguel Nunes
Via: I believe in adv

Advertising Agency: Borghierh/Lowe, Sao Paolo, Brazil
Creative Directors: Jose Henrique Borghie, Erh Ray, Edgard Gianesi
Art Director: Piu Afonseca
Copywriter: Pedro Corbett
Photographer: Paulo Risi
Published: February 2008

Brief:
The ‘Welcome Snoop’ campaign started with a brief to give MTV Networks Australia a local tone of voice. MTV is known for producing American TV shows; but MTV also produce a large percentage of Australian content. The challenge was to give MTV Networks Australia a personality relevant to its local audience and to create a campaign that would make the Australian audience active participants in the channel. The challenge was to do this in a way that was not traditional advertising. This was important given their young audience is largely cynical when it comes to brands ‘understanding’ them.

Solution:
In answer to the brief, the strategy was developed to put a controversial MTV icon into the Australian culture, and stir the pot. The icon was rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. This idea created a storm of controversy and PR for MTV Networks Australia. It also actively involved the audience in the MTV Australia brand and allowed them to have a voice in the fight for Snoop to gain Australian citizenship. The idea brought to life the prospect of Snoop moving to Australia and motivated the audience to fight his cause.

Results:
The Welcome Snoop campaign proved incredibly successful. Over 410,593 viewers were driven to the dedicated site at www.mtv.com.au/snoop alone – equating to 16.9% of the target market in Australia. It generated a total of 5,500,000 campaign interactions and created a hive of media attention around MTV Australia, activating a movement among the target audience to help MTV fight Snoop’s cause. The campaign elevated MTV brand awareness to its highest point in history. The free PR generated alone was worth hundreds of thousands of dollars and the idea attracted over 3X more MTV channel subscribers than the previous year.

Advertising Agency: LOWE SYDNEY, Australia
Creative Director: Dejan Rasic
Creatives: Dejan Rasic, Rebecca Carrasco, Howard Collinge
Director, Creative: Vanessa Zuppicich, MTV Networks Australia
Director, Marketing And Talent Relations: Colin Blake, MTV Networks Australia
Marketing Manager: Sam Coombes, MTV Networks Australia
Managing Director: Dave Sibley, MTV Networks Australia
Designer & Animator: Hillary Bunt, MTV Networks Australia
Director: Paul Middleditch, Plaza Film
Head Of Production: Darren Bailey
Producers: Lisa Cordukes, Charna Henry
Editor: Peter Whitmore, The Editors
Lowe & Rivet Editor: Kris Rees
Colourist: Ben Eagleton, Bean Colour
Website Production: Liquid Protocol
Talent Liason: India Bent, Happy Bash Communication
Photographer: Andreas Smetana, Andreas Smetana Photography
Producers: Rachael Henderson, Kristen Castree, Andreas Smetana Photography
Stylist: Suzanne King, Suzanna King
Retouching: Electric Art
Sound Design: Sound Reservoir
Producer: Peter Masterston, Plaza Films