Hasta La Creative!

The Ad Council teamed up with San Francisco-based agency Pereira & O’Dell for a series of new PSAs promoting the recycling of bathroom products for Keep America Beautiful, with funding by Unilever.

Based on research showing that, while recycling of kitchen items has become commonplace, 45 percent of Americans aren’t recycling their bathroom products, the new ads hope to change this behavior with a series of broadcast and digital spots functioning as an extension of the ongoing “I Want To Be Recycled” campaign. The ads are narrated by shampoo bottles who dream of being recycled into something more. In “Smile,” the shampoo bottle just wants to be noticed. After being tossed in the recycling bin, the bottle returns as a hair brush to “make people smile.” Things get a bit more over-the-top in “Superhero,” when another shampoo bottle dreams of becoming a superhero and decides, after being recycled as a comb, that this mission has been accomplished. Both spots end by directing viewers to IWantToBeRecycled.org for more info and an interactive recycling game.

“Washing your hair, putting on deodorant, applying skin cream — common bathroom activities — are all associated with packaging that can be recycled,” PJ Pereira, chief creative officer and co-founder of Pereira & O’Dell, said in a statement. “The new creative aims to change people’s mindsets about recycling in the bathroom. While we use all these personal care products to take care of ourselves, we can also help take care of the world by making sure the products we use in the bathroom make it to the recycling bin. The spots continue to demonstrate how you can give your garbage another life by recycling.”

Credits:

Client/Brand: Keep America Beautiful/Recycling
Client Brand Manager: Advertising Council
Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Executive Creative Director: Jaime Robinson
Creative Director, Copywriter: Eduardo Marques
Creative Director, Art Director: Rafael Rizuto
Copywriter: Sara Uhelski
Art Director: Leila Moussaoui
Project Manager: Adam Russel
Account Director: Ashley Brown
Senior Account Executive: Jennifer Wantuch
Vice President, Director of Strategy: Nick Chapman
Strategist: Beth Windheuser
Executive Producer: Jeff Ferro
Broadcast Producer: Judy Kreiter
Production by Hello!
Director: Graeme Joyce
Executive Producer: Mike Brady
Head of Production: Dominick Ferro
Producer: Valerie Thomas
Editorial by Cut & Run
Editor: Sean Stender
Executive Producer: Carr Schilling
Producer: Remy Foxx
Music
Composer: Skylar Bishil
VFX/Online Finishing by SpyPost
Colorist: Chris Martin
Executive Producer: Lori Joseph
Sound Design & Mixing by One Union
Lead Mixer / Sound Designer: Matt Zipkin
Producer: Lauren Mask

Now that Airbnb, that controversial apartment “sharing” (read: renting) business, has grown beyond its startup roots to become a company with an estimated value greater than the entire Hyatt Corporation, it needs a little creative work to show the world what it’s all about.

Today Pereira & O’Dell provided that work in the form of the very first Airbnb spot:

We’re not sure whether the business will catch on with the public at large and we can’t imagine warming to the idea of swapping apartments with strangers, but we also can’t think of a better way to summarize Airbnb’s appeal than with a series of views from alternate windows in a “you could be here, or here, or here” montage.

Unfortunately, you may still have a tough time describing the company’s product to your grandmother.

Credits after the jump.

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Pereira & O’Dell nabbed creative duties for Airbnb in September, and three months later, the San Fran shop is launching Birdbnb, their first campaign for the global travel renting company. To supplement Airbnb’s colorful site full of rental options, Pereira & O’Dell created a conceptual platform where artists built 50 birdhouse-sized renderings of actual listings. The finished products will be on display in Audubon Park in New Orleans December 16-22.

The official name of the campaign is “Every Traveler Deserves a Home,” and the 2:10 cut of the above video feels very homey, which is probably the best compliment I can give a travel rental commercial. The 4:30 version drags a bit, kind of like that nice older lady who rents you a room but keeps talking your ear off about topics you don’t care about (2:10 version here, FYI). She’s still kind, but you want to tell her to keep it brief, since, after all, you are the customer. However, selling this type of service does not lend itself to easy choices for advertising, and this effort finds a way to tell a story that makes travel rentals personal.

Credits bookended by some behind-the-scenes videos after the jump.

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San Francisco-based shop Pereira & O’Dell switch gears from their tearjerking “Stay Together” campaign with their latest spot for Skype, “Rerouted: A Skype Travel Challenge.”

For the spot, Pereira & O’Dell chose a travel blogger, Mike Cory, who they gave the impression was recruited for a travel blog. Instead, on November 12th, they dropped him off at Instanbul without a clue as to where his next destination will be. To get home, he will be given a series of clues that he must piece together along with a Skype audience. His goal is to be home for Thanksgiving in an attempt to fulfill a lame “Turkey to Turkey Day” pun. Mike is powered only by Surface Pro 2, Windows 8.1, Skype, and the help of his audience. Without an engaged audience Mike could, presumably (but come on, not really), end up lost somewhere. It’s an interesting approach that should appeal to geography buffs the world over. Think of it like a real-life “Where in the World is Carmen Sandiego,” but without all the stolen cultural artifacts and punily-named villains.

If you’d like to become part of the “Rerouted” experience, you follow Mikes progress at @SkypeMoments or Skype him directly at mike.corey8. Check out the official rules at skypererouted.com and help Mike crack the clues via Skype, Facebook, or Twitter with the hashtag  #reroutedclue. Credits after the jump.

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New Career Opportunities Daily: The best jobs in media.

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.

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New Career Opportunities Daily: The best jobs in media.