Hasta La Creative!

In Brazil, sunscreen brands are all about creating advertising that goes above and beyond in offering you protection.

This case study for Sol de Janeiro showcases a campaign from Ogilvy Rio in which 450 tattoo artists were trained to check their customers for signs of skin cancer. That follows last week's magazine ad from Nivea and FCB São Paolo, which included a removable child-tracking bracelet to help beachgoers from losing their kids.

The Sol de Janeiro work, which relied on lectures from an oncologist, is a smart if narrowly targeted way to raise awareness and signal the brand's devotion to the cause. And for what it's worth, some of the artists have already pointed their clients toward dermatologists, according to the video.

It's also a way better idea than any campaign that encourages consumers to actually get branded tattoos.

A utilização de drones causa polêmica nas esferas militar e entrega super expressa de produtos. Porém, aqui está um uso que ninguém poderá reclamar.

Em Cingapura, a Coca-Cola utilizou drones para entregar refrigerante e mensagens para cerca de 2500 trabalhadores de construções. Grande parte deles é de imigrantes, já que um terço da força trabalhadora vem de outros países.

Auxiliada pela ONG Singapore Kindness Movement, a ação fez com que os drones alcançassem os funcionários no alto de prédios em construção.

A criação é da Ogilvy local.

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Poise, the adult diaper brand, is poised to attack the lady bladder control market with a double entendre-laced spot about pee spotting.

Though the product is supposed to be super discreet, the spot certainly is not. Two moms sitting down for some kind of school event have a conversation about Sam. Sam knows how to treat a woman. He might be small, but he can last for hours and he's in her pants RIGHT NOW. Surprise! It turns out Sam is short for the Super Absorbent Material in Poise liners.

Ogilvy & Mather New York put together this strange appeal in response to what is, honestly, a hard product to sell. I mean, when laughing or sneezing makes you pee your pants, it's not really something you want to chat about over coffee with your girls.

But is the right appeal suggesting there's a man named Sam with a small dick who can help you out? I can see why they'd go

for humor. Make the audience pee in their pants a little and they'll realize how badly they need the product. But this spot is more creepy and weird than funny. At least it's drawing attention to the product while completely avoiding the unsavory reality of the condition. I mean, if the only option is to get all TMI about something, I guess I'd rather have an uncomfortable sex chat than a heart to heart about pissing myself.

Today Ogilvy & Mather announced the promotion of Lou Aversano to chief executive officer of of Ogilvy & Mather New York. Aversano receives the promotion from chief operating officer, effective immediately, and will continue to report to North American chairman and CEO John Seifert. In the new role, Aversano will be responsible for overseeing all of Ogilvy & Mather New York’s business performance, creative strategy, operations, client relationships and talent management across all disciplines, including advertising, customer engagement, public relations, digital, shopper and branded content.

Aversano first joined the Ogilvy & Mather team back in 1994 as an account supervisor, moving to Paris in 1996 to help lead the IBM account in Europe. In 200o, he moved back to New York as a member of the IBM worldwide leadership team, becoming president of the IBM business globally in 2007. He was promoted to chief operating officer in 2011. Aversano’s work with IBM has helped lead Ogilvy & Mather to countless awards, including over 50 Effie awards for effectiveness. Most recently, Lou partnered with the IBM team at Ogilvy for the “Made With IBM” campaign, which debuted at the Masters earlier this month.

“Lou has done a phenomenal job serving our New York office for the past three years and IBM for the past 20,” said John Seifert. “No one is better suited for this unique leadership opportunity than Lou. He will put his heart and soul into making New York the best it can be. Both the agency and our clients will benefit from Lou’s dedicated leadership.”

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Ogilvy’s NY HQ has given the bump-up to two of its senior creatives as the agency has promoted group creative director Corinna Falusi, who works on IKEA and Coke, to ECD, and creative director Michael Paterson, who works on American Express, to senior partner/GCD. Falusi, you may recall, joined O&M nearly two years ago from StrawberryFrog, where she spent nearly a decade and last served as ECD. Paterson, meanwhile, has been with Ogilvy’s New York office for five years, during which time he’s also worked on the “A Smarter Planet” campaign for IBM as well as efforts for Gap.

From what we’ve been told, the pair isn’t replacing anyone in their respective positions, but are just being promoted “due to their great work and the need for creatives at a higher level.”

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They've done it again.

Thai Life Insurance has unveiled another masterful mini-film by Ogilvy & Mather Bangkok, the latest in a string of tear-jerking, wait-to-watch-it-at-home-so-you-don't-openly-bawl-in-your-cubicle ads that make you think about what's important in life and why your own life is important.

"Unsung Hero," which clocks in at just over three minutes, will make you want to give of yourself to reap the rewards of the soul. It's not a charity campaign, but I'm off to give more to my favorite charity anyway.

If you want to keep on crying, have a look back at the company's 2011 ad, "Silence of Love."

O departamento de design da OgilvyOne, que trabalha tanto com impresso quanto digital, juntou essas duas disciplinas para fazer uma instalação artística em seu escritório em Londres, chamada de Paper Pixels.

Dois pilares de 3 metros de altura foram cobertos com mais de 21 mil fichas destacáveis da Pantone, transformando cada uma dessas fichas em um “pixel real” para formar dois grandes mosaicos de emoticons – ícone da cultura digital.

Dezenas de pessoas trabalharam por quatro meses destacando e separando cada ficha colorida dos livros concedidos pela Pantone. Depois foram necessários 4 dias para a colagem de cada “Pantone pixel” nos pilares.

“Assim como pixels em uma tela digital, você não consegue ver a imagem de perto, mas se afastando um pouco os emoticons aparecem.”

Nas palavras do Head of Design, Rory Campbell, “assim como pixels em uma tela digital, você não consegue ver a imagem de perto, mas se afastando um pouco os emoticons aparecem. Essa ilusão de ótica destacou visualmente o departamento de design, unindo os times de digital e impresso.”

A idéia partiu do designer Hiten Bhatt. O resultado você assiste no vídeo acima 🙂

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After a four-month search, New York-based luxury jewelry retailer Tiffany & Co., which had previously handled marketing internally, has found a global agency partner in Ogilvy & Mather, whose NYC and Paris offices will serve as the creative and strategic hubs for the brand. In a statement regarding Tiffany & Co’s decision, the retailer’s SVP/CMO Caroline Naggiar says, “We were impressed by Ogilvy’s experience in luxury, creative approach to solving consumer challenges in a new era of brand building and proven ability to implement integrated campaigns across the globe. We believe they will be instrumental in further enhancing our global business.”

Sources familiar with the matter, meanwhile, tell us that Ogilvy, which will handle print, digital, video and out-of-home for Tiffany’s in tandem with the latter’s in-house marketing team, beat out BBDO and TBWA\Paris in the retailer’s review that was managed by Ark Advisors. From what we hear, other agencies in the mix were Grey, Sid Lee and M&C Saatchi.

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Sources familiar with the matter tell us that Chris Garbutt, who has been with Ogilvy & Mather for the past seven years, has joined up with the WPP-owned East Coast operations, has joined up to head up its East Coast U.S. operations. Prior to this time at O&M, Garbutt worked for several years at TBWA\Paris and South African-based TBWA\Hunt Lascaris. We’ll await for a statement soon from Ogilvy on the matter. From what we’ve been told, Garbutt will be moving to the agency by year’s end. Here’s a comment from those in the know:

“The multi- award-winning creative director of Ogilvy Paris would he desires elsewhere? If the rumor begins to swell in advertising world, it is because it is founded. According to our information , a transfer of the “chief creative officer” to Ogilvy New York is under consideration. It could be done ‘ by the end of the year ,’ said a spokesman for the agency , insisting on the “quite natural” character of this movement, in an international group where “offices in New York Paris and work closely in the management of brands”. In fact , functions and especially the title of Chris Garbutt in the New York cousin had not yet been determined, as well as the conditions for eventual succession in the Paris office. If this departure became effective – he is still there to manage teams, Ogilvy would have to work hard to find the equivalent of South African hunter Lions (18 in 2013, including a Grand Prix Outdoor) , like a fish in the water with the digital , which led twice Ogilvy France on top of Eurobest . It is for this young successor of Bernard Bureau that the function of “chief creative officer” for all of Ogilvy France had been specially created in mid-2012 . He knows O & M long : it started at Ogilvy and Mather MTSR , South Africa in 1995 , before joining France and especially TBWA \ G1 on Nissan budget. Then return Ogilvy in 2008 as Creative Director of Ogilvy Paris .

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Here’s a cheery Monday item: Ogilvy&Mather Japan’s created a “Dream Printer” project for Konica Minolta, asking children what they dreamed of being when they grew up and then showing them what it would look like if their dreams came true.

Playing off the brand’s core concept of “Giving Shape to Ideas,” Ogilvy&Mather set up shop in Gantry Plaza State Park in New York, placing their “Dream Printer” in the middle of the park. The printer asked curious children what to write down their dream. Within minutes, the “Dream Printer” dispensed an illustration of the child fulfilling his or her dream, much to their delight. Ogilvy&Mather and Konica Minolta spread a lot of smiles during the process, and you can check out the project in the video above. At the end of the video, as night falls, the printer’s true identity is revealed.

“We wanted to encourage children by showing them that the more you imagine, the more your dreams take shape,” explained Yuki Kobayashi, general manager of Konica Minolta’s CSR, Corporate Communications & Branding Division. “Dream Printer” is a cute little project, part of a larger campaign employing the ”Giving Shape to Ideas” concept in different ways. Whether or not it helped spread brand awareness, “Dream Printer” made a bunch of kids happy, which we think is a great accomplishment in itself. If you can spare the 3:26 to watch “Dream Printer,” it just might be the positive start to the week that you need. Credits after the jump.  continued…

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