Hasta La Creative!

Creative digital studio Click 3X worked with National Geographic and Kinema Films to create “a four-ton scientific contraption with 38 triggers and 71 moving pieces” that they’ve dubbed “The Nat Geo Contraption.”

Drawing inspiration from the gadgets depicted by American cartoonist Rube Goldberg (although many viewers may be reminded of the board game Mouse Trap), the contraption combines items including “nine globes, three tires, one billiard ball, one VW Beetle, a set of bowling pins and a variety of everyday objects” for a fun chain reaction promoting the network’s “science-minded block of programming” which includes Brain Games, Science of Stupid and Street Genius. The programming bloc is set to air on National Geographic in 170 countries, and in 45 different languages, beginning in January 2015. A contraption of such size, of course, wasn’t built overnight. Click 3X and director Manny Bernardez worked diligently with production designer Bernardo Trujillio for over two months to bring the creation to life.

“It’s the celebration of human ingenuity, to highlight the smart and entertaining lineup of the shows coming up on Nat Geo” explained Emanuele Madeddu, senior vice president of creative and marketing, NGCI. “I have always been fascinated by these devices, and I want our viewers to experience science in a uniquely National Geographic way. You can’t miss the reveal at the end.” (more…)

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DigitasLBi has just released “A Girl’s Got to be Free,” a new digital spot for John Frieda’s Frizz Ease Hair Care products.

Set at night in New York, the 60-second video features a team of rogue women dressed in black who make their way to Ellis Island. Once there, the crew pulls out harnesses, climbing gear and other equipment and makes their way up the Statue of Liberty. Upon reaching the top, they free Lady Liberty of the bun that has been constricting her for over a century and let her hair down.

“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ” explains Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.

“A Girl’s Got to be Free” is part of DigitasLBi’s new “Never Pull Back” campaign, which features a new website, as well as “digital paid, owned and earned media” executed by Click 3X. Kao’s USA’s media agency Spark, meanwhile, handled media planning and buying for the campaign. Stick around for credits after the jump. continued…

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