Nov 12

DigitasLBi, The Eberling Group Showcase Sony

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Earlier today, Wieden+Kennedy’s latest campaign for Sony got practical, shining a spotlight of sorts on the company’s many products and the roles they play in turning a creative idea into that thing we try very hard not to call “content.”

Here is a very different take on promoting the same client via DigitasLBi and “Venice-based creative think tank The Ebeling Group.” (These ads are technically a few weeks old, but we’re seeing them for the first time.)

First, a music archivist uses his smartphone to share some top-quality audio with an originator:

Two more after the jump.

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Jul 12

Sid Lee Adds Some Sting to Bumblebees for Dewar’s

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Earlier this week, we covered some Sid Lee Paris video game business. Today, we’re moving back across the Atlantic, as Sid Lee New York debuts a 3-Bee (yup, they punned 3-D) printing project for Dewar’s Highlander Honey whiskey. The technology allows for  80,000 bees to mimic their natural environment in a factory setting and create hives in custom shapes, like a Dewar’s whiskey bottle. The Ebeling Group, which produced the accompanying video, had to do their work in full beekeeper suits. That is how you commit to a project.

The 60-second video offers viewers an artsy glimpse into the totality of the 3-Bee project. The edgy tone comes from muted lighting and  background music that might as well be a leftover composition from Radiohead member Jonny Greenwood‘s There Will Be Blood soundtrack. I’m not sure that this strategy would make me want to purchase a drinkable product, but the creativity involved more than makes up for it with originality. Credits after the jump.

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