Hasta La Creative!

Você sabe qual a diferença entre o total desapego, um amor mais ou menos e o amor verdadeiro? Com a ajuda da McCann Worldgroup, a Zurich Insurance encontrou uma forma de explicar a diferença, fazendo um paralelo com o universo de uma companhia de seguros. Em resumo, é a aplicação daquela velha história de que “quem ama, cuida”.

A campanha conta com dois filmes que ficaram engraçados, até, porque você consegue se colocar no lugar dos personagens.

Em Warmth, vemos o mesmo casal em três versões de uma mesma situação: a garota está com frio, e as diferentes atitudes do cara ilustram quando não se está nem aí, quando se está mais ou menos e quando o amor é verdadeiro. Aqui, fiquei com a impressão que o cara até pode amar a garota no final das contas, mas tenho minhas dúvidas se ele é correspondido, já que se ela o amasse, provavelmente não o deixaria na situação retratada.

No outro filme, Bouncer, o objeto do desapego, amorzinho e amor verdadeiro é uma bicicleta. Este comercial ficou mais com cara de companhia de seguros, mas conseguiu manter o bom humor do conceito. Tudo ao som de Love Hurts, ao que parece na versão do Nazareth.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Poderia ser só mais um dos vários comerciais da Coca-Cola que pregam um estilo de vida saudável, nessa época de caça implacável às calorias, mas é uma doce história com uma charmosa estética e música chiclete.

Com marionetes, o filme viaja no tempo para mostrar a felicidade de um pai, que é feliz porque se movimenta, e se movimenta pois é feliz.

A produção é da sempre competente Nexus, que aqui trabalhou com o estúdio Anarchy, responsável pelos cenários e bonecos, com criação da The Cyranos para a McCann.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Studiosus, a German “culture lover’s travel guide,” wanted to pay homage to extinct cultures of the world while publicizing their unique approach to travel. So they partnered with Clément Briend, a French artist who creates large scale projections, sometimes on the Arc de Triomphe, other times on anonymous city walls. For this project, he made 3D representations of ancient faces and projected them onto trees in Dusseldorf’s Hofgarten Park. Next to each shining work, an old-looking stone slab read, “Discover the World’s Faces – Studiosus.”

“The works of Clément Briend and the travels of Studiosus have a lot in common,” said Bill Biancoli, COO of MacCann Germany. “Both send the viewer on a journey. When looking at Clément’s projections, the viewer goes on an internal journey. With Studiosus, the outside journey with its varied impressions influences our inside, thus creating a fascinating and unique view of our world.“

Briend agreed on the multifaceted nature of his work (something that inevitably coincides with a travel brand like Studiosus): “Everyone can find his own point of view in my works,” he said. “Because reality presents itself in different perspectives. Some like my art, some are frightened by it. My photo-projections are a mirror of the viewer’s mind. They project the images they bear inside.” Are YOU afraid of the dark?

New Career Opportunities Daily: The best jobs in media.

Para promover “13”, o novo álbum do Black Sabbath, uma campanha de outdoor na Dinamarca invadiu os anúncios de outras bandas e artistas.

Debaixo de muitas camadas de papel, ressurge a lenda, trazendo um alento depois de longos anos com os hits da moda.

A criação é da McCann Copenhagen.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Busy day on the IPG-related front, to say the least, as now McCann Erickson has announced that Suzanne Powers has joined the agency in the global role of EVP/chief strategy officer. Powers takes over for Daryl Lee, who was bumped up to global CEO of McCann sibling, UM. The new global CSO, meanwhile, arrives from CP+B, where she spent two-and-a-half-years in a similar position as global strategy officer.

In a statement, McCann Worldgroup chairman/CEO Harris Diamond says of his agency’s new hire, “We are pleased to have Suzanne join us. Suzanne has the energy, passion and skills to lead our incredibly talented group of strategic executives. She brings us a unique perspective on how to build global insights and ideas across our brands, geographies and culture.”

Prior to CP+B, Powers spent a decade at TBWA, moving up the ranks from account planner to global strategy director, working with brands including Mars, Nivea and GSK along the way.

New Career Opportunities Daily: The best jobs in media.

Changing one of the most iconic products in the world could backfire. We’ve seen Coca-Cola add new flavors and alter their signature bottle contour before: New Coke fizzled out quietly after a decade, and Coca-Cola Blak didn’t even last two years. Now, McCann Milan is making the slightest of changes to Coke cans in Italy, redesigning the mouth, so when someone opens a new Coke, it looks as if the can is smiling back at them. McCann is calling this product the “Happy Can.”

The adjustment is so subtle, folks may not even realize anything has changed at all. The campaign is meant to cheer up Italians after a year of controversial press focusing on Silvio Berlusconi, a new Pope, and a troubled economy. Will the Happy Can make any difference? Probably not, since the can has yet to go into production. At the moment, it is only being hyped for promotional purposes, popping up on billboards in major Italian cities while the Coca-Cola brand goes over the legality of a widespread tweak to their traditional design. If McCann’s can modification could actually remedy Italy’s 36% youth unemployment rate, then people may be more inclined to buy a smiling pop-top. But for now, it’s just a very minor gesture in a country with some very major problems. Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.

There are now even more "Dumb Ways to Die"—and smart ways to live—as McCann Australia has made a video game out of its beloved, superviral train-safety ad from last year. "Starring all the characters from the viral hit Dumb Ways to Die for Metro Trains Melbourne, the game allows players to flick piranhas away from a character's private parts and defend another from a snake attack among other ways to avoid being dumb," the agency says. "Players can also pledge to 'not do dumb stuff around trains' at the click of a button." The game, developed by McCann in collaboration with local developer Barrel Of Donkeys, has been the No. 1 free app in Australia for a week, and is charting in 79 other countries. John Mescall, executive creative director of McCann Australia, said: "With the main Dumb Ways to Die video now close to 46 million views, we wanted to give young people another platform on which to enjoy the characters and, more importantly, to continue to remind them that being dumb around trains can and should be avoided."

A McCann Copenhagen descobriu que sim, e usou a coincidência visual para criar uma mídia exterior nos aeroportos dinamarqueses.

Segundo eles, lá as pessoas tem costume de receber os turistas com bandeiras do país. Sendo assim, um outdoor da Coca-Cola distribui gratuitamente bandeirolas ocultas no logo, com a mensagem “Bem-vindo ao país mais feliz do mundo”.

O video-case aceita tudo mesmo.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Last year, granola-bar brand Nature Valley and ad agency McCann Erickson, New York, unveiled one of the most ambitious digital campaigns of the year, Nature Valley Trail View, which created a first-of-its-kind interactive hiking experience thanks to teams who used Google Street View technology to map trails in three National Parks—the Grand Canyon, the Great Smoky Mountains and Yellowstone. The effort won two gold Lions at Cannes and legions of fans across the nation.

Today, agency and client unveiled the next evolution of the site, with three main improvements: more trail view footage (partly through the addition of 50 miles of footage from a fourth park, Sequoia); a comprehensive hub for the brand's past, present and future preservation activity; and fully interactive social functionality.

As mentioned in the video below, the preservation message is key. That part of the site now includes an interactive map with expert conservation content. Now, as users discover the trails, they can also get a sense of the preservation needs in each area and how Nature Valley is working to help.

In the past three years, Nature Valley has donated more than $1.3 million to support America's national parks. The brand will give $500,000 more this year to the National Parks Conservation Association.

"Nature Valley is about inspiring consumers to get outside and enjoy what nature has to offer," says Maria Carolina Comings, associate marketing manager for Nature Valley. "Our national parks are America's treasures that must be preserved and protected, and we hope to help raise awareness of the parks through Nature Valley Trail View and our ongoing restoration efforts. Through technology, we can help make the parks accessible to all, and encourage outdoor exploration for years to come."

More photos and credits below.

CREDITS
Client: Nature Valley
Project: Nature Valley Trail View 2.0
Agency: McCann Erickson, New York
Chairman: Linus Karlsson
Chief Creative Officers: Tom Murphy, Sean Bryan
Executive Creative Director: Leslie Sims
Group Creative Director: Mat Bisher
Creative Director: Jason Schmall
Copywriter: Sarah Lloyd
Chief Production Officer: Brian DiLorenzo
Executive Integrated Producer: Catherine Eve Patterson
Senior Integrated Producer: Geoffrey Guinta
Editor: Nathan Thompson
Executive Music Producer: Peter Gannon
Production: Traction
Creative Principal, Field Producer: Bryan Roberts
Producer: Adam Baskin
Digitech Cameraman: James deMuth
Lead Cameraman: Brandon McClain
Preservation Lead, Writer: Greg Jackson
Design and Development: Your Majesty
Executive Creative Director, Photographer: Jens Karlsson
Design Director: Riley Milhem
Tech Lead: Micah Acinapura
Developer: Raed Atoui
Executive Producer: Heather Reddig

Twas a busy day at camp McCann as the Worldgroup has made several promotions within its leadership ranks. Among those getting a bump-up are Michael McLaren, formerly MRM East president and global client solutions director, who has now been made president of MRM’s worldwide operations.

While we’re on the MRM front, Hank Summy, who joined McCann from Sapient in fall 2011 to serve as president, North America, will now serve as president, commerce at the former agency. Meanwhile, current MRM EVP/chief technology officer, North America Andy Jacobs (pictured) will add global responsibilities to his CTO role. Taking over as president at McCann New York will be one Chris Macdonald, most recently chief executive at the agency’s London office. Speaking of McCann London, while Macdonald crosses the pond, Rob Doubal and Laurence Thomson, who served as co-ECDs in said office, will be moving up the ladder to serve as co-presidents/chief creative officers. Get all that? Good.

New Career Opportunities Daily: The best jobs in media.