Have you ever heard what people say about Latinos? They’re intense, passionate and “macho”—a quality that’s often seen as protective.
Obviously, these are stereotypes. Another side of the “Latin man” is that he can be sensitive and expressive. But embracing “machismo” for its good qualities, without examining the bad stuff, can have unpleasant cultural side effects—like controlling behavior, which can lead to femicide, not to mention relatively unpunished rape.
To show its support ahead of an Aug. 13 protest in Peru, Grupo el Comercio-owned newspaper Peru 21, one of the most popular papers in the country, tossed its cover pages into the ring. With help from McCann Lima, the paper converted its front and back pages into signs that protesters could grab off newsstands, flip open and carry in the streets.
If abusers warned you first, there’d be no victims. Wow this is a nice twist to get the word out about domestic abuse. That’s almost all I want to say because watching it blind has a very powerful impact. Really great stuff.
The Peruvian League Against Cancer has a great idea to encourage people to get out of the sun for a bit, at Playa Agua Dulce they built a giant rectangle which gives wireless internet connectivity to anyone standing it its shadow. When the sun moves, so does the wifi-signal. Very clever. The idea is to bring this to beaches around the world, and encourage people to get out of the sun a little. Local anti-cancer organizations in San Francisco and New Zealand have already partnered up with The Peruvian League Against Cancer to make their own local versions.
Learning a new language is never easy, and for many Peruvians, it’s a lot easier to just read the Spanish subtitles on their favorite U.S. movie trailers.
Armed with that insight, language school Euroidiomas has been trolling these viewers with clever YouTube banner ads that covered subtitles on movie promos and urged them to sign up for English classes.
“The action’s up there, not down here,” notes one ad.
“Go to watch movies, not to read them,” says another.
Clever as they may be, it’s unlikely they worked very well if (as in the case study below) the ads were written in English. We’re going to guess the real ads were in Spanish and that this version was just created for us English speakers to appreciate the campaign.
Now, if we’re done, I’d like to get back to this Tortugas Ninjas trailer.
That’s the main takeaway from these new TV ads that Doremus and sister shop DDB produced for O-I, the world’s largest manufacturer of glass packaging (mostly bottles, but other packaging too). They’re part of O-I’s ongoing “Glass is Life” campaign, which began three years ago with a business-to-business focus but now targets consumers.
Doremus, a b-to-b specialist, is something of a glassvertising expert, too—having made the awesomely peculiar “Brokeface” campaign for Corning’s Gorilla Glass NBT. But the agency doesn’t have a presence in Latin America, so it turned to Omnicom Group sibling DDB Colombia for help, and together they’ve created five fun, memorable ads.
The basic premise is that plastic and aluminum are no substitute for glass, whether you’re toasting at a bar, serving up water to a bikini-clad babe or desperately trying to push an S.O.S. message out to sea.
The ads first appeared online and will extend to TV this week in Colombia and Peru.
Se você é mulher, responda à seguinte pergunta: quantas vezes você já foi xingada ou sofreu algum tipo de abuso no trânsito pelo simples fato de ser mulher? No Perú, essa situação é mais comum do que se imagina, o que acabou inspirando a criação de El Guantazo, também chamado de The Big Punch – o grande soco. A ideia? Incentivar a mulherada a defender seu território.
O veículo dirigido pela ex-jogadora de vôlei e técnica Natalia Málaga – reconhecida pelo seu temperamento forte – foi criado pela agência Independencia para a Everlast, que tem no público feminino seu maior número de consumidores. Em forma de uma luva de boxe, El Guantazo era acionado pelas redes sociais: se uma mulher sofria abuso, ela usava a hashtag #guantazo para dizer a placa e a localização do motorista machão. Ao encontrá-lo, Natalia “socava” o motorista.
Apesar de engraçada, essa ação me lembra um pouco aquele vídeo do VH1 sobre bullying, incentivando as pessoas a se vingarem. Pode não ter sido a intenção, mas está aberto a interpretações. E, no trânsito, uma atitude dessas pode ser fatal.
Peru is in the middle of a construction boom that generates a lot of unhealthy pollution. Peruvian engineering university UTEC and its ad agency, FCB Mayo, decided to create an air-purifying billboard designed to mitigate the environmental damage the school causes as it builds a new campus.
The billboard has the added advantage of promoting the new campus, boosted by the claim that the school will help students learn how to do things like create billboards that filter about 100,000 cubic meters of clean air a day, reaching as far as five blocks away and equivalent to what some 1,200 trees would do.
The environmentally friendly campaign is part of a tried-and-true strategy for UTEC and FCB Mayo. Last year they famously created a billboard that helped address a rainfall shortage in Lima by converting atmospheric humidity into clean drinking water. (That work earned numerous accolades, including Adweek's Isaac Gravity Award and a gold Lion in Outdoor at Cannes.)
The new one is a welcome follow-up, possibly even more powerful—though perhaps less so—as it addresses a problem the school helped create. In fact, the thing that may be most wrong with it is that it makes every other billboard in the world look bad by comparison.
Agency: FCB Mayo Chief Creative Officer: Humberto Polar Creative Director: Juan Donalisio Copywriters: Rafael García, Renato Farfán Art Director: Keni Mezarina Account Director: Valeria Malone Lo Presti Production Team: Geoffrey Yahya, Juan Pablo Ezeta, Rodrigo Tovar
Media: BPN/Media Connection General Manager: Gloria Herrera Media Planners: Rafael Gutiérrez, Jessica Arizmendi
Plan B (Case Study Video) Design Director: Kurt Gastulo Editor: Alex Ocaña
La Sonora Audio Producers: Alonso Del Carpio, Willy Wong
All Awards (Case consultant) Senior Consultant: Juan Christmann
Le créatif Christian Grewe nous propose de découvrir la vidéo « Travel Love », un superbe montage résumant en 4 minutes ses voyages réalisés dans 8 pays en Amérique du Sud et en Asie. De belles images de la Bolivie, du Vietnam, du Pérou ou de la Thaïlande à découvrir en vidéo dans la suite de l’article.
Você pode até argumentar que, conceitualmente, não seja muito inteligente a Lan Airlines dizer que seus preços vão aumentar, mas a ideia é clara e convence.
Nesses dois comerciais de 15 segundos, a companhia aérea mostra que o destino da sua próxima viagem não vai mudar muito nos próximos meses, mas os preços das passagens certamente vão. Como a flutuação de valores é bem conhecida do público nesse segmento, achei a iniciativa esperta.
Nada melhor para a publicidade do que o surgimento de um novo problema. Grandes ideias geralmente aparecem quando se tem algo para resolver.
Direção e álcool renderam uma infinidade de campanhas nas últimas décadas, muitas delas marcantes e premiadas. Agora é a vez da combinação direção e celular, com algumas iniciativas lançadas nos anos recentes, e que parece ser um dos focos sociais nessa temporada de festivais.
Essa simples, mas esperta, campanha impressa da Toyota faz um bom uso do sempre evitável QR Code. A mensagem de que dirigir e usar o celular ao mesmo tempo pode ser muito perigoso, é passada com o uso do próprio smartphone.
Lima, Peru, gets about half an inch of rainfall per year. Yet the atmospheric humidity is around 98 percent. UTEC, the country's major university of engineering and technology, took this peculiar problem and—with help from ad agency Mayo Draftfcb—devised a unique solution: a billboard that draws moisture out of that humid air and turns it into potable drinking water. Check out the case-study video below to see how it works. The billboard wasn't just a nice gesture, either. It served as a recruitment tool to get more students to apply to the university.
On a related note: Burt's Bees is capturing rain water with a billboard of its own—the same interactive board from Baldwin& that delighted Minneapolis last year with its "hydrating" coupons. In the video below, see how the ad is continuing to give back with an interesting second act as a prototype for a rain catchment system.
São milhares de chamadas de emergência para incêndios residenciais nos Estados Unidos a cada ano, sendo que 69% são originadas por acidentes em cozinhas. Com base nestas estatísticas, começou a busca por uma solução inusitada que chamasse a atenção para este assunto sério.
Foi aí que a companhia de seguros americana State Farm optou por uma ideia nada inovadora: divulgar o mesmo vídeo de 2011, porém com uma cara diferente. O protagonista é o ator William Shatner que faz bem o seu papel, questiona a audiência e instiga sobre os cuidados necessários para a segurança na cozinha.
Com nova produção e um remix bem divertido, foi transformado em hit animado para as redes sociais, aproveitando a época das celebrações e do famoso peru de Thanksgiving.
E uma informação que vem por último, porém não menos importante: é possível que essa nova melodia te acompanhe durante todo o seu dia. Não que ela seja inesquecível, mas o refrão-chiclete pega.
O vídeo original de 2011 abaixo para você poder comparar.
Música, letra e remix foram produzidos pela State Farm em parceria com John D. Boswell, criador do “Remixes for the Soul” no YouTube.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
