Hasta La Creative!

Each year, 300,000 women die from pregnancy-related complications or unsafe abortions. To bring this statistic to life, production company B-Reel conceived and created “Names Not Numbers” for ad agency BETC Paris and Médecins du Monde (Doctors of the World), “a new experiential installation and digital experience” giving names to the women in the faceless statistic.

On International Women’s Day, March 8th, on a public street in Paris’ 3rd distict, B-Reel and BETC Paris unveiled their “Machine of Death” — “an artfully constructed and coldly methodical device that, each minute, cursively prints the given name of an actual woman who has died in childbirth or during an unsafe abortion.” After the name is printed, onlookers have 60 seconds to claim the card before it is dropped into a bin and lost forever. The cards include details on methods to help put an end to this tragedy on their flip side, and recipients are urged to sign the card and send it to local politicians or UN Secretary Ban Ki-Moon.

“This machine is a factory of death,” says Florence Bellisson, creative director at BETC, in a statement. “We are forced to confront this tragedy, live. It’s difficult to imagine that even today a woman’s right to choose what happens with her own body is not universal. This machine will become a weapon of salvation if every name it produces lands on the desk of someone who holds the key to change.”

The harrowing “Names Not Numbers” experience was captured in a digital short film (featured above), shot by B-Reel “at Stockholm’s Independent Studios and on location in Paris on March 8th.” Visitors to the “Names Not Numbers” website are given a minute following the film’s conclusion to retrieve, sign and send out their card through social media, in a digital recreation of the original experience. Claim your card now, and stick around for credits after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

Recordings and leaked documents appeared to implicate high-ranking officials and some of their relatives and associates in a widespread corruption investigation.

Desde o seu lançamento, em 2006, o Twitter mudou muito. Foram alterações visuais e até operacionais, com a chegada da @ para referenciar pessoas, a #hashtag para organizar assuntos e o RT, que hoje é um botãozinho automático que faz a retuitada por você.

E para comemorar seus 8 anos, o Twitter convida os tuiteiros a passearem por um túnel do tempo e conferirem qual foi o seu primeiro tuíte. Dá para conferir também qual foi a primeira interação feita por personalidades, publicações e amigos – basta digitar a @ deles no campo e, caso o perfil seja público, a tuitada aparece logo abaixo, permitindo que você até mesmo retuíte a mensagem.

Isso explica essa avalanche de #FirstTweet que você deve ter visto na sua timeline.

O divertido é ver que ninguém sabia muito o quê fazer com a sua primeira interação.

Era uma infinidade de gente avisando que está testando a ferramenta, contando algo do dia a dia ou simplesmente confessando que não sabe sobre o que falar. Outra coisa interessante é conferir a data da primeira tuitada, que provavelmente indica a data do cadastro também.

Um dos mais famosos primeiros tuítes é o feito por Jack Dorsey, um dos fundadores do Twitter.

just setting up my twttr

— Jack Dorsey (@jack) March 21, 2006

No meu caso, foi quase um teletransporte para o meu primeiro semestre da faculdade, quando estava correndo para entregar os trabalhos finais.

Trabalhos de final de semestre – Odisséia, uma análise pessoal

— Jacqueline Lafloufa (@jacquelinee) July 4, 2007

O Merigo tuitou uns três dias antes, avisando que estava para clicar mais uma vez no ‘Publish’.

Updating Brainstorm #9

— Carlos Merigo (@cmerigo) June 1, 2007

Já o primeiro tuíte da Amanda foi uma dica das melhores fotos de 2012 da AFP.

As fotos do ano da AFP http://t.co/dvG6YjSI

— Amanda de Almeida (@iAmandices) November 29, 2012

O Twitter oficial do Brainstorm #9 foi feito em 2010, já divulgando conteúdo do site:

Iron Baby http://bit.ly/bER6h7

— Brainstorm9 (@brains9) May 27, 2010

Para conferir qual foi o primeiro tuíte de qualquer perfil público, é só acessar o link discover.twitter.com/first-tweet. A ferramenta de busca do seu primeiro tuíte não é nova. Muitos outros sites já ofereciam a opção, e até o próprio Twitter permite fazer um backup de todas as suas tuitadas. No entanto, a campanha para celebrar os 8 anos do Twitter ajudou a incentivar essa busca pela primeira interação.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Dollar Shave Club CEO Michael Dubin has a family history of colon cancer. So when his doctor recommended a colonoscopy, he decided he wanted to live-stream the procedure to help raise awareness about the importance of early screening.

It’s, well, not exactly riveting viewing, but that’s not the point. Mike has partnered with Colon Cancer Alliance, who have doctors standing by to answer any questions you might have about the procedure. You can tweet your questions with the hashtag #DSColon, and follow along for informative posts on colon cancer and the procedure. The stunt, by the way, is timed to coincide with Colon Cancer Awareness Month. Colon cancer is the second leading cause of cancer-related death, so this is really an important cause. Hopefully Mike can raise awareness and get some guys to schedule an early screening. If you’d like to learn more about colon cancer and how getting a colonoscopy can help lead to an early diagnosis, head on over to the Colon Cancer Alliance website.

New Career Opportunities Daily: The best jobs in media.

Facebook has turned out to be one of the most important methods for marketing and social marketing. There are well over half a billion registered users, and one half of them are active each day. With figures like that it is no surprise that businesses all over the world have become attracted to the network. Plenty of possibilities for reputation exist on Facebook but that does not imply that getting the results you want is easy to do. It is crucial that you carry out your campaigns effectively and that they consist of standard advertising and marketing approaches. In the following paragraphs we will talk about a number of the methods that have in fact worked for people within the Facebook system.

Facebook certainly has a hefty level of competition but that can be counteracted by the traffic levels your business will get. Do what you can to keep your Facebook page from being boring or average. You have to also take steps not to scare the people whom visit it. However you must stand-out and be completely unique within the bounds of exactly what your market will accept. Never use anything that is regular when it comes to your site design. The fact is, there is quite a cottage sector that has shown up for design work. This implies that it is worth your money and time to have something custom-made for you.

One important thing that Facebook does very well is to help you show different pages to several people. This makes it, usually for the first time, simple to find people who are already still interested in you. A simple change in settings will assist you to move people from different pages. Give your first-time visitors a chance to fan your page, and then you will see something different the very next time. It is very important for you to understand all of the materials and tools that you have at your disposal. When you do that, you will have more flexibility and power in your various campaigns.

Often it is easy to forget that the idea of Facebook is the social aspect of the network. This occurs a lot for internet marketers who are trying to accomplish a lot of assorted things during the day. This is sometimes a disastrous mistake to make if you use a social media portal. The point is that you have to show your fans that you will be there for them regularly. Not just that however it’s very important to show them that you would like to have social sorts of interactions with them. That means routine interaction as well as give to get with communications. The actual reason that you’ve got those fans is because they like you and/or your content.

React and act the way you, preferably, would do in actual life. This means that you need to acknowledge them, show your thanks and communicate gratitude to them when doing so is proper. You will be so surprised at how much people love to be recognized and valued. People are more prone to do business with you when they actually like you. You want to prove to your audience that you are genuine and not a robot (such bots are not the objective of Facebook).

Brooklyn-based design agency HUSH, who recently created the ambitious “Beauty of Night” for Estée Lauder, crafted an interactive web experience for lifestyle brand Aerin’s expansion into fragrances.

The website invites users to explore videos of the fragrances and the way each of the fragrances was sparked from Aerin Lauder‘s memories and experiences. The longest of these, at 1:30, is the above introduction to the fragrance line, explaining the importance of fragrances in Aerin’s life and exploring the evocative nature of scent and its ability to transport people in time and space. It’s a well-produced vignette that introduces both the line’s philosophy and the individual fragrances, even if it’s pretty much what you’d expect for a fragrance line. Other videos on the site briefly examine the individual fragrances and their ingredients.

More out of the ordinary is that site users can create their own packaging or monograms, using images of berries, flowers, and other fragrance ingredients, and share them on social media for a chance to win $3,500 worth of Aerin products.

“We took a simple and elegant approach to exploring the world of fragrance. It can be a science-heavy subject, but driven by artistry and craft – in the same way that wine and food are both art and science,” explains HUSH creative partner David Schwarz. “We were interested in the artistic, emotional story behind these creations and gave consumers the opportunity to engage on multiple levels.” Stay tuned for credits after the jump.

Credits:

AERIN Fragrance Video
Director: Charlie Wan
Director of Photography: Luca Fantini
Director of Engagement: Dan Rodriguez
Hair & Make Up: Mari Shten
Director of Production: Gabe Banner
Line/Post Producer: Mateo Suarez
Producer: Sue McNamara
Editor: Duc Nguyen

AERIN Fragrance Site
Design Director: Keetra Dixon, Sarah Ancalmo
Producers: Mei-Ling Wong, Leonard Shek
Director of Engagement: Dan Rodriguez
Director of Production: Gabe Banner
Designers: Andrew Teoh, Erik Yang, Yvonne Romano, Christina Hogan, Pedro Sanches
Development: Matt Knight, Jonathan Keller
Copywriter: Jaclyn Marinese

continued…

New Career Opportunities Daily: The best jobs in media.

Apesar dos novos leitores que as redes sociais trazem aos sites de notícias, a verdade é que o leitor fiel ainda é o que mais investe tempo na navegação. É o que diz uma pesquisa da Pew Research, que analisou o tráfego para 26 dos mais populares portais de notícias dos EUA.

Em média, os leitores que digitavam a URL do site ou tinham uma determinada publicação favoritada no seu navegador passavam 4 minutos e 36 segundos em sites de notícias. Já quem vinha dos mecanismos de busca costumava investir 1 minuto e 42 segundos, e os que haviam clicado em links compartilhados pelo Facebook gastavam apenas 1 minuto e 41 segundos em suas visitas.

O curioso é que esse tipo de comportamento acontecia também em sites com uma pegada mais social, como o BuzzFeed – as visitas vindas do Facebook continuavam difíceis de serem retidas por mais tempo ou para outros conteúdos do site. Curiosamente, quanto mais tempo as pessoas passavam no BuzzFeed, maior era a tendência de compartilharem o conteúdo, revelou o CEO Jonah Peretti.

“O Facebook e as buscas são importantíssimas para trazer novos visitantes para histórias específicas, e isso eles fazem bem. Mas esses visitantes sociais vindos do Facebook não criam uma conexão com a publicação”, explica o estudo. A Pew Research destaca ainda que talvez a maior importância do acesso social seja ajudar a desenvolver uma nova base de leitores, que possam pensar naquela publicação quando quiserem buscar conteúdos similares – e aí sim digitarem a URL e investirem mais tempo na leitura. Será?

Um ponto a ser destacado é que a análise da Pew Research, que usou dados da comScore, não incluiu informações de tráfego a partir de dispositivos móveis, considerando apenas acesso via notebooks e desktops por um período de três meses. Quem sabe, com a chegada dos dados de acessos via tablets e smartphones, a situação melhore um pouquinho para as publicações online.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

For the third consecutive year, Saatchi & Saatchi is launching a campaign for CoorDown in celebration of World Down Syndrome Day, which will occur on March 21st. The theme for this year’s World Down Syndrome Day is “the right to happiness and well-being of people with Down syndrome,” with the goal being to “promote a culture of diversity and true integration into society, especially in the worlds of school and work.”

Saatchi & Saatchi’s campaign was inspired by an email that an pregnant mother, expecting a child with Down’s syndrome, sent to CoorDown. “What kind of life will my child have?” the mother asks.

To respond to the expectant mother, and others like her, Saatchi & Saatchi filmed responses from 15 individuals with Down syndrome from across Europe, in their native languages. Through the CoorDown YouTube channel this group replies to the mother’s question, answering that her son can expect a happy life, just like theirs. “He’ll be able to hug you,” says one man; “He’ll be able to talk and tell you he loves you,” promises another girl. They explain that the woman can expect her son to go to school, and later get a job and be able to take her out to dinner on his salary. “Sometimes it will be difficult. Very difficult. Almost impossible.” the group admits, “But isn’t it like that for all mothers?” It’s a really touching video, and a perfect encapsulation of this year’s World Down Syndrome Day theme.

This year, CoorDown Onlus — Coordinator of the National Association of people with Down syndrome — will lead “an international project which includes ten associations from nine different countries: Italy, France, Spain, Croatia, Germany, England, Russia, United States and New Zealand.” The “Dear Future Mom” also has a social component, built around the official hashtag #DearFutureMom.

As mentioned, the campaign marks the third consecutive year Saatchi & Saatchi has teamed up with CoorDown. Their previous two campaigns met with tremendous success, including 11 Lions at the last two Cannes International Festivals of Creativity and a Grand Prix at ADCE. Stick around for credits after the jump. continued…

New Career Opportunities Daily: The best jobs in media.

Após alguns meses de testes com parceiros selecionados, o Facebook apresentou oficialmente os Premium Video Ads, vídeos de 15 segundos que poderão ser promovidos na rede social.

Apesar do autoplay, que logo de cara já assustava pelo incômodo que causaria aos usuários, os Premium Video Ads se apoiam um pouco no sucesso dos GIFs animados – ao aparecerem no feed de notícias do Facebook, os vídeos estarão mudos, apenas com a sequência de imagens sendo acionada automaticamente. Caso o usuário se sinta interessado e clique no anúncio, aí sim o vídeo será reiniciado, exibido em tela cheia e com o som ativado.

Os Premium Video Ads se apoiam um pouco no sucesso dos GIFs – ao aparecerem no feed do Facebook, os vídeos estarão mudos, e só a sequência de imagens será acionada automaticamente.

A vantagem dessa implementação é a possibilidade do usuário simplesmente continuar rolando a tela e não ser importunado. Para o anunciante, o grande destaque é que essa inserção será paga pelo número de visualizações ocorridas. A compra desse formato publicitário é feita direcionada a um determinado segmento e com uma audiência estimada dentro de um período. A entrega dos vídeos é mensurada por uma empresa terceira, a Nielsen Online Campaign Ratings (OCR), e é a partir dessa medição da Nielsen que o pagamento é feito. Passa um pouco mais de idoneidade para o sistema e cria uma boa percepção de custo-benefício para as campanhas.

Os Premium Video Ads serão oferecidos aos poucos, inicialmente com parceiros norte-americanos, já que o Facebook criou um verdadeiro controle de qualidade dos vídeos a serem divulgados na rede social. “Estamos trabalhando com a Ace Metrix para nos ajudar a avaliar e definir quão engajador o vídeo é, antes que ele chegue a aparecer no Facebook. Queremos garantir a qualidade do vídeo e avaliar indicadores como potencial de ser assistido, significância e ressonância emocional”, esclareceu Susan Buckner, gerente de marketing de produto do Facebook.

Anunciar com esse formato, no entanto, não será nada barato. Segundo o AdAge, um dia de divulgação de anúncios em vídeo para um dos 4 grandes grupos demográficos da rede social (mulheres abaixo dos 30, homens abaixo dos 30, mulheres acima dos 30 e homens acima dos 30) custaria 1 milhão de dólares.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Controlando mais de 20% das referências a sites de compras online, o Pinterest já é a rede social queridinha dos ecommerces, e pode em breve se tornar uma importante mídia para esse setor.

Com base em informações ‘vazadas’ pelo CitiGroup e em uma recente vaga de trabalho divulgada no site, especula-se que o Pinterest vá implementar um ou mais formatos de propaganda ainda neste ano. A intenção, segundo a descrição do cargo de engenheiro de front-end, é fazer com que o conteúdo patrocinado possa ser tão bom quanto o orgânico, gerado pela própria comunidade.

O Pinterest tem feito testes com ‘pinagens’ patrocinadas desde outubro, e a expansão da equipe responsável pelos formatos publicitários pode indicar que o lançamento de uma API para anúncios está próximo.

Share de vendas sociais em ecommerces (2013)

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie