Advertising Agency: Giacometti, Rio de Janeiro, Brazil
Creative Director: João Santos
Art Director: Fábio Caveira
Copywriters: Fred Coutinho, Fábio Caveira
Photographer: Adriano Von Markendort / Getty Images / Shot Store
Advertising Agency: Contagion, New Zealand
Creative Director: Bridget Taylor
Copywriter: Verity Dookia
Art Director: Daniel Walton
Account Director: Emma Woods
Designer: Phila Lagaluga
Ahh, nothing like a day of summer respite on San Diego’s Imperial Beach…the sun, the sand, the waves, the–oh shit, what the hell is that?! Well, it’s not quite a Trojan horse reenactment mind you, but this little scene basically played out on July 12 at said location. Why? Well, it’s part of an effort from hometown agency Vitro and longtime client ASICS that basically aims to get people’s asses in shape.
The parties involved trotted out a 16-foot-tall wooden horse that actually doubles as a personal trainer–complete with rope climb, pull-up bar, Olympic rings and more–and dishes out prizes to those taking part. Since crashing the San Diego beach party, the fitness-focused beast, which is part of ASICS’ “Next Epic Challenge” effort, has veered its way north to Los Angeles, where it planted itself in front of the Staples Center during the ESPY Awards on Wednesday evening (see below). Next up to bat on the horse’s SoCal tour is a week-long stop at the ASICS World Series of Beach Volleyball, which kicks off Monday. Not sure how this effort measures up to Vitro’s other interesting campaigns for the brand over the years, but we do agree that is as good as any other kick in the ass to get our summer figure in shape.
New Career Opportunities Daily: The best jobs in media.
To promote extraordinary moments and a general sense of YOLO, Pepsi Max, with the help of London-based Arnold KLP, employed the skills of Dynamo, a young magician from Yorkshire. “London: I love the energy of this city, and the sense that anything is possible. But sometimes, with the pace of city life, it’s hard to appreciate the magic that’s all around us,” Dynamo drawls.
He proceeds to levitate and go for a ride around Londontown, one hand on an iconic double decker bus. The people look up in surprise. “How does he do it?” “I don’t know!” We hear in the background. Online, the illusion got the same kind of attention, with 4.9 million views in 48 hours.
If we’re to believe YouTube commenters, Dynamo is either Jesus, Satan, or using a fake arm and harness to stay afloat. Take your pick. In any case, the stunt is a fun way to pull people out of the daily grey drone, though its accompanying hashtag is an unfortunate double entendre. Try levitating on the side of a bus crossing Westminster bridge, and live…for now. Credits after the jump.
New Career Opportunities Daily: The best jobs in media.
“Celebrating the real power of communication.”
Advertising Agency: GMP, Bucharest, Romania
Art Director: Florin Padurean
Copywriter: Mihai Gongu
Strategic Planner: Alice Tataru
Creative Director: Mihai Gongu
Client: IAA Worldwide
The press release for the new 60-second recycling spot from Keep America Beautiful, the Ad Council, and Periera & O’Dell states that the average American generates 4.4 pounds of trash per day, but only recycles 35% of that output. It’s unclear whether that means 35% of all recyclable trash is properly recycled rather than 35% of all trash, but the creators of the campaign don’t seem too concerned with stats. After all, people probably won’t respond to numbers.
Periera & O’Dell have decided to redirect the campaign with an emotional tilt, turning an empty plastic bottle into a protagonist that thinks and talks – through voice-over, thankfully. The result is a corny, yet necessary plea to viewers who should be recycling more. Credits after the jump.
New Career Opportunities Daily: The best jobs in media.
Advertising Agency: Cossette, Toronto, Canada
Creative Directors: David Daga, Matt Litzinger
Art Director: Angela Sung
Copywriter: Rachel Abrams
Photographer: Philip Rostron
To demonstrate the purpose of a Kleenex Hand Towel, the brand set up a free handwashing station in Carroll Park, Brooklyn. They provided people with two drying options: a “sketchy” cloth towel and a dispenser filled with Kleenex Hand Towels. Studiocom and director Paul Iannacchino (of the original Coke Happiness Machine) then filmed a video in which people look dubiously at the dirty cloth towel and joyously wipe their hands on Kleenex’s offering.
The opening shot of babies swinging is adorable, and a hands-on approach is smart, but all the Purell-squirting people who are now tempted to use Kleenex Hand Towels should know that the video is set to a soundtrack of trees crying. The wail is just indiscernible to the human ear.
New Career Opportunities Daily: The best jobs in media.
BRIEF
South Korea has recorded the highest suicide rate in the OECD for the eighth year running. (OECD Health Data 2012)
Over 15,000 commit suicide in just one year, which is an average of 43.5 deaths per day.
(2011 National Statistics Office)
Suicides are especially frequent near the bridges over the Han River in Seoul.
And among the 23 bridges, the ‘Mapo Bridge’ has the highest number of suicides.
(Out of the 1090 suicides committed on a Han River bridge, 17.2% – or 188 suicides – happened on the Mapo Bridge)
PROMOTION DEVELOPMENT
First, we installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by. The 20 or so messages that were shown were not warnings or teachings, but rather kind words, comforting song lyrics, funny jokes, and other phrases that would speak to the anxious and confused minds of those attempting to end their lives.
Our intention was to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation, and eventually walk all the way to the other end without realizing it.
RESULTS
Since the opening of the Bridge of Life on Sep 26th, 2012, until today (Dec 20th, 2012),
the suicide rate has dropped by 85%.
The Bridge of Life has received widespread national coverage on TV and in newspapers with 177 reports, as well as global coverage in 8 different media (Reuters, Voice of America, China TV The Tokyo Times, etc.). About 11,000 posts about the Mapo Bridge have been shared on social networks, of which 92% are positive, and the brand image of Samsung Life Insurance has improved by 110%.
RELEVANCY TO PRODUCT/SERVICE
The brand slogan of Samsung Life Insurance, the #1 insurance company in Korea, is ‘People, Love’. Could there be any greater love than saving a person’s life?
Our idea to stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch.
Advertising Agency : Cheil Worldwide, Seoul, South Korea
Chief Creative Officer: Jeongkeun Yoo
Executive Creative Director: Thomas Hongtack Kim
Creative Director: Joohoon Lee Cheil Worldwide
Art Director: Hyungkyun Oh, Jaeyeon Kim, Minjoo Kim, Jiyeon Choi, Jinwoo Ryu, Chaehoon Lee
Copywriter: Youngjun Kim, Yukyung Joo, Yongkyu Choi, Jieun Park
Account Director: Jungho Park
Account Executive: Kyungtae Kim, Inyoung Lee
Advertising Agency: DDB, Stockholm, Sweden
Art Director: Joel Ekstrand
Copywriter: Nick Christiansen
Graphic Designer: Pärmartin Jonsson
Account Manager: Johan Anstérus
Business Director: Cecilia Falk
Creative Directors: Magnus Jakobsson & Fredrik Simonsson
While we’ve seem almost every iteration of brands turning fans’ tweets into ads by this point, here’s a new spot for Wendy’s new Pretzel Bacon Cheeseburger from agency VML that adds a musical component to this formula.
Using that hashtag #PretzelLoveSongs on Twitter AND Facebook (gah, Facebook has hashtags now), consumers who say exceedingly positive things about Wendy’s new burger had the opportunity for their praises to be turned into a musical number, with some having even been sung by former 98° frontman/Jessica Simpson spouse Nick Lachey during a live event last night in New York, where live-streams always take place for some reason. While the press release doesn’t say if the specific location was Times Square, we’re going to go ahead and guess this happened in Times Square.
Nothing like watching a former boy band member/reality star sing about a cheeseburger in probably Times Square. Oh, and VML offered the chance to participate via your social media, because the most effective use of it is to either praise or make fun of brands who spend a lot of money on advertising. If we’re lucky, it might even be a trending tweet. Update: The event actually took place at a Wendy’s location, natch, on 34th St in NYC.
New Career Opportunities Daily: The best jobs in media.
As much as I appreciate a good fail video and laugh regularly from schadenfreude, Lowe Roche’s latest for Fuzz Wax Bar in Toronto just made me cringe. To advertise their dedication to smoother skin, Fuzz covered a male model in wax strips and sent him onto the streets. People could tear the strips (and hair) off him to receive a 25% off gift certificate. The strips were illustrated with grim-faced smileys, varying based on the amount of pain they would cause. Many people appeared to delight in making this man shout in agony.
“Street Waxing” seems to me the opposite of an attractive ad campaign. The selling point of waxing is the final product: smooth skin. In between appointments, one primary goal is to forget about the pain. That makes this experience more of an anti-waxing PSA. Fuzz Wax Bar reminds us, very viscerally, that waxing is not a pleasant experience. And adding insult to injury, (unlike this model), you’re going to have to pay to get yours yanked off.
Credits after the jump
New Career Opportunities Daily: The best jobs in media.
South Africa is home to more than 100 000 species of insects. The most common way of killing them is with a primitive stomp of a shoe. To demonstrate Doom Super’s legendary insect killing power, we took the most basic method of killing a bug and multiplied it by the killing power of Doom. We constructed a 22 meter high can of Doom made entirely out of real shoes. Each sneaker, stiletto, and boot made up the individual pixels of the classic Doom Super artwork. If one shoe is deadly, imagine how deadly thousands of them are.
Advertising Agency: TBWA\HUNT\LASCARIS, Johannesburg, South Africa
Executive Creative Director: Matthew Brink, Adam Livesey
Creative Director: Justin Wright
Copywriter: Vincent Osmond
Art Director: Jade Manning
Photographer: Vernon Reed
Art Buyer: Simone Allem
Account Supervisor: Vanessa Maselwa
Producer: Craig Walker, Ingrid Shellard
Account Manager: Nobesuthu Cele
Advertising Agency: DDB, Singapore
Chief Creative Officer: Neil Johnson
Executive Creative Director: Joji Jacob
Creative Director: Thomas Yang
Copywriter: Adrian Yeap, Karn Singh
Art Director: Wu Yangwei
Illustrator: Mirage
Account Supervisor: Rowena Bhagchandani
Account Manager: Sim Yungying
Advertising Agency: Ogilvy, Guatemala
Chief Creative Officer: Ramiro Eduardo
Creative Director: Herberth Monterroso
Copywriter: Jose Figueroa
Art Director: Fernando Mira, Cecilia Sagastume
Photographer: Ale Burset
Account Supervisor: Maria Teresa Del Cid
Producer: Goodmood/Martin Hillcoat
Account Manager: Alejandra Polanco
Post Production: Diego Speroni, F16 Producciones
Advertising Agency: Saatchi&Saatchi, Kiev, Ukraine
Creative Director: Kirill Chistyakov
Copywriter: Anna Goncharova
Art Director: Vladimir Kononskiy
Outdoor campaign for Black Sabbath’s comeback album. The agency used a poster campaign where the poster emerges from layers of old posters that have been cut away to reveal the the legendary band has returned.
Advertising Agency: McCann, Copenhagen, Denmark
Creative Director: Mads Ohrt
Creatives: Andreas Rasmussen, Janus Hansen
Account manager: Celina Aagaard
“Unique impressions alongside the Donau. The water is gone, but the damages remain.”
In 2013, Germany was affected by the alleged „once in a hundred years“ flood. To create awareness for all the persons affected we created an ambient campaign in cities, which weren’t affected. We simply ruined tourism placards with the suggestion of the damage caused by the floods. Concerned people could donate via SMS. Aktion Deutschland hilft is a fundraising organization for the victims of the floods.
Advertising Agency: Heye, Munich, Germany
Creative Director: Željko Pezely
Art Directors: Marie-Astrid Nett, Katharina Hanglberger
Copywriters: Tobias Schwarz, Niklas Prusseit
Photographer: Getty Images
Art Buyers: Martina Hansen, Kim Bianchi
Set Builder: Chris Craven
Advertising Agency: Marcel, Paris, France
Chief Creative Officer: Anne De Maupeou
Executive Creative Director: Dimitri Guerassimov
Creative Director: Dimitri Guerassimov, Eric Jannon
Art Director: Anais Boileau
Copywriter: David Buff, Dimitri Guerassimov, Eric Jannon
Director/Director of Photography/Cameraman: Cedric Dubourg, Yacine Saadi
Developer: Nicolas Chesné
Technique Account Manager: Samson Tat
Creative Technologist: Etienne Durand
Account Manager: Josephine Lipp, Jeanne Neuschwander
Account Supervisor: Olivier Sebag
Chief Creative Officer: Anne De Maupeou
Advertising Agency: FoxP2, Cape Town, South Africa
Executive Creative Director: Justin Gomes
Creative Director: Justin Gomes
Art Director: Ryan Barkhuizen
Copywriter: Alex Goldberg
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