O duo de diretores Holbrooks – leia-se Tom Brown e Daniel Gray – uniram forças com a blacklist.tv para produzir Parcel, sofisticada animação para a Cruz Vermelha da Nova Zelândia. O roteiro segue um pacote com doações da organização sendo entregue em diferentes regiões onde há pessoas necessitadas.
No blog do estúdio, Daniel Gray fala um pouco do conceito deste projeto, a partir do briefing da Y&R. “Nós queríamos pegar este material e criar uma verdadeira montanha-russa de imagens e emoções”, conta. “Queriamos mostrar como a Cruz Vermelha é corajosa e comprometida em ajudar aqueles que precisam”. Essa seriedade e comprometimento se refletem diretamente na adoção de um tom monocromático, quebrado apenas pelo logotipo da organização.
Destaque, ainda, para o design de som da Antfood, que cumpre com maestria a tarefa de expressar na trilha sonora o sentimento de alívio e esperança levado a quem precisa. Denso, forte e ao mesmo tempo belo e emocionante.
Michael Ian Black is not the most interesting man in the world, but he might be the most interesting beer endorser. Last Friday, the comedian, who has 2 million Twitter followers, posted a tweet to a Dos Equis app—which seemed somewhat out of character for him. And indeed, when called on it, he freely admitted that he's been paid for the tweet. Black took a fair amount of heat for being a shill, but responded to the haters frankly, and often humorously. He also got support from some fans, including model Chrissy Tiegen. The best part? He got his revenge on the haters in the best way possible—for Dos Equis, at least. "Because the blowback on it has been so unexpectedly harsh, I'm going to tweet it again for free," he wrote, and then did just that. See below for some highlights from the saga. Via Business Insider.
I just turned myself into a Most Interesting Person with the new @dosequis Legend of You app. Check it out on.fb.me/166xmC6
— Michael Ian Black (@michaelianblack) May 10, 2013
@planetoffinks No, they wrote it and paid me thousands of dollars to run it.
— Michael Ian Black (@michaelianblack) May 11, 2013
Perhaps taking a page out of Philadelphia ad agency Neiman’s playbook, We Are Social Paris has created a “Tweet and Shoot” campaign for financial services firm BNP Paribas. The campaign is tied to the French Open and number one French tennis player Jo-Wilfried Tsonga. Tweet and Shoot will a use a Twitter-controlled robot that launches tennis balls at him live on a court.
How it works:
– Three days before this year’s French Open on May 23, fans around the world can go to http://tweetandshoot.wearetennis.com/ and log-in via Twitter. They can then drag-and-drop a tennis ball on a virtual on-screen tennis court to adjust the positioning of their shot to challenge Tsonga. The user’s shot is then encoded as a hashtag and placed into a Tweet from them, to which they can add a personal message to Tsonga before it is sent.
– The on-court robot, connected to the internet and Twitter via 3G, will then select users’ Tweets at random and fire tennis balls at Tsonga, with each shot mapped precisely to the positioning of each user’s choosing.
– On May 23 at 11:00 am EDT, Tsonga will be on the tennis court and take on the shots fired at him by the robot. Fans will be able view the event on a live-stream at http://tweetandshoot.wearetennis.com/.
How this advances BNP Paribas’ cause or gains them new customers is beyond us but it sure looks like fun!
How often would your Facebook activity get you beaten, tortured or beheaded in the world's most repressive countries? A lot more often than you'd think. Amnesty International of New Zealand and agency Colenso BBDO of Auckland created an app called "Trial by Timeline" that analyzes your Facebook posts and lets you know how you might be brutalized in countries that persecute people based on everything from sexual orientation and religion to drinking and writing for the media. (I was beaten and tortured more than 270 times, but at least I wasn't beheaded or stoned to death.) It's a morbidly fascinating way to explore the liberties most of us take for granted. The app actually came out late last year but didn't get much attention until it was featured recently by The Inspiration Room and a few other sites.
UPDATE: The bakery is now claiming its social-media accounts were hacked, and that it did not post the incendiary messages. This claim is not being wholeheartedly accepted by commenters on the Facebook page. Original post below:
Social media allows consumers to talk to brands, and brands to yell back loudly at consumers with massive meltdowns that will forever be preserved thanks to the glory of the print-screen button. Amy's Baking Company Bakery Boutique & Bistro, a horrible restaurant in Scottsdale, Ariz., has just demonstrated a valuable lesson for every brand out there: Don't feed the trolls. Really, don't engage. Panties all in a bunch over the fact that Gordon Ramsay gave up on them, the owners took to Facebook to defend themselves. Yes, Ramsay declared that for the first time in the history of Kitchen Nightmares, he had met two owners he simply couldn't help. So, Amy and Sammy decided set the record straight by swearing, threatening to pursue legal action against Yelp and Reddit, claiming god is on their side, and generally freaking out in all caps—drawing more and more Internet ire with every expletive-filled rant. It's a glorious day for crazy on display. Click through to BuzzFeed for more exquisite details on what not to do.
As you may have hard, Abercrombie & Fitch CEO Mike Jeffries doesn’t like un-cool, un-popular and, based upon the sizes they carry (or don’t carry), people with larger frames. Well, at least women with larger frames as the store does not carry XL or XXL sizes or pants over size 10. Reportedly, the brand evens burns damaged clothing rather than donating it to charity.
In a 2006 interview with Salon, Jeffries said, “…we want to market to cool, good-looking people. We don’t market to anyone other than that. In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
The seven year old comments became (were manufactured into?) a minor kerfuffle this week when Business Insider referenced the comments in an article that mentioned Robin Lewis, CEO of The Robin Report and author of the book The New Rules of Retail. Lewis referred to Jeffries telling Business Insider, “He doesn’t want larger people shopping in his store, he wants thin and beautiful people. He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids.'”
Of course, the whole thing turned into “Jeffries hates fat people.” Now that may or may not be true but Abercrombie & Fitch isn’t commenting just fueling the notion that, yes, it doesn’t want larger women shopping at its store or less-than-cool people wearing its clothing.
That may be about to change following a just-launched online campaign that directly attacks A&F’s distase for less-than-perfect people. LA-based writer Greg Karber has created a video that encourages people to donate their A&F clothing to local homeless shelters and share the fact they did so on Twitter with the hashtag #FitchTheHomeless.
In the video, which is filled with snarky anti-Abercrombie & Fitch commentary, we see Karber visiting a Goodwill store in search of A&F clothing (he doesn’t find much) and then travelling to Skid Row to give the clothing to the homeless. The video, which is nearing one million views, closes with Karber urging people to raid their closets (and their friends’ and neighbors’ closets) for Abercrombie & Fitch clothing all with the aim of making A&F “The World’s Number One Brand of Homeless Apparel.”
Of his work, Karber told Mashable, “I was really upset by the Abercrombie & Fitch CEO’s comments, and I wanted to do something to turn that negative energy into a positive social good.”
Whether or not this makes any kind of dent in Abercrombie & Fitch’s shining suit of elitest armor — quite unlikely — it’s yet another shining example of how easy it has become for “regular people” to command the media for a few days and alter public opinion (or at least call attention to an issue)
On the heels of its Social Inbox announcement, HubSpot has published an infographic that takes a look at how social media has changed in the short time it’s been with us. It’s all part of the inbound marketing company’s push to make social personal again and, of course, that’s exactly what its Social Inbox offering aims to do.
Filled with facts and figures, the infographic details the changes (and changing stats) of social media over the years from the early days when it was just a bunch of friends interacting online to businness’ adoption to business’ misuse and, ideally, back again.
Online dating sucks. We hear that a lot. A group of four Toronto-based friends have developed YouShouldTotallyMeet, a Facebook app that uses the power of the network’s connections (with help from a wing man) to ease the process of finding the perfect mate.
The app works on the idea that trusted friends know people’s best – their likes, dislikes, motivations, hobbies, and such. They’re the ones who will help people find success in the dating world, rather than some dating algorithm.
The whole process starts when you build a profile for someone you want to set up. By doing this you automatically become their wingman (or wingwoman). This is someone who knows what qualities your friend is looking for and can match them up. Then you write some reasons why someone should totally meet this awesome person and get mutual friends to vouch for how fantastic they are.
This is part of the “pre-screening process”. YouShouldTotallyMeet allows the person who is being set up to see what their friend, and friends of friends, have said about their potential match. The thinking here is that a friend’s opinion is more valuable than what someone writes in their own dating profile – which is usually exaggerated anyway. It provides a real and honest sense of who this person is you’re about to chat with, or potentially meet for a date.
After you finish creating your friend’s profile, you go through your friend list and start finding people they should totally meet. An introduction is made by a single click. Sounds awesome.
Você já deve ter visto campanhas aqui no Brasil incentivando o registro civil de crianças. Afinal, não importa o lugar do mundo, todas as pessoas têm direito a um nome e sobrenome. No Paraguai, 24% das crianças com menos de um ano não têm certidão de nascimento – entre os indígenas, este número chega a 35% – apesar de o registro ser garantido por lei. Há inúmeras situações em que a falta de um nome faz a diferença, mas Unicef e TBWA\Oniria resolveram apostar em uma que desperta paixões: o futebol.
No final de março, as seleções do Uruguai e Paraguai se enfrentaram no estádio Centenário, em mais uma partida valendo vaga na Copa de 2014. Dois canais de televisão e quatro estações de rádio foram convidadas para enviar a mensagem ao povo e aos candidatos à presidência do país na ação #NoNameMatch.
Durante os primeiros minutos do jogo, a narração foi feita sem citar o nome dos jogadores, apenas o número de sua camisa. Com a atenção do público conquistada, veio a mensagem:
“Assim como esses jogadores, todos nós precisamos de um nome e nacionalidade. No Paraguai, antes de completar um ano, 1 entre 4 crianças não são registradas no cartório civil. O que o seu candidato pensa sobre isso? Pergunte a ele.”
Com a hashtag #nonamematch, o assunto entrou em discussão nas redes sociais e os resultados foram bastante positivos. Segundo a TBWA, a mensagem foi recebida por 4 dos 7 milhões de paraguaios. Com im investimento de US$ 5 mil, a campanha teve um retorno de US$ 800 mil em mídia espontânea, mas publicidade gratuita equivalente a US$ 200 mil. E a Unicef conseguiu que os candidatos assumissem um compromisso para criar ações específicas para crianças e adolescentes se forem eleitos.
Mais um exemplo de que a genialidade geralmente está nas coisas mais simples.
Just a step above watching water boil, Domino’s has gone live with, well, Domino’s Live. The brand has outfitted a Salt Lake City Comino’s location with five webcams that allows people to view the pizza making process. Visitors to the site can also Like the brand’s Facebook page and have their name appear live on a screen in the store…which also has a webcam on it so the entire world can see as well.
Of the work, Domino’s CMO Russel Weiner said, “We at Domino’s have made continued efforts to open our doors and be as welcoming as possible. This is simply the next step, and we are very excited to merge the visual tradition and spirit of the pizzeria with today’s digital capabilities.”
Following this pilot program, the brand may roll out the program to other stores across the nation.
Lowe’s has launched Lowe’s Fix in Six, a Vine campaign which focuses on everyday home improvements by offering sharable tips. Created by BBDO New York, the Vines were shot by Meagan Cignoli, a photographer and established Vine user.
The video campaign consists of 12 Vines 6 of which can be seen below), each explaining different improvement tip. The Vines launched last week and will continue to debut on Lowe’s Vine, Twitter and Facebook pages through the first week of May.
Hootsuite has put together a guide to organizational models for scaling social. If you want to influence the online conversation about your company, you need dedicated brand advocates who can participate in social media on your behalf. Advocates are invested in your success, aligned with your objectives and willing to defend your company. But where can you find them? Don’t look far. Your best potential social advocates are actually your own employees.
Of course, creating an army of effective employee advocates isn’t something you do overnight. That’s why this guide takes you through two strategic models for broad social media participation across your company’s workforce: Empowerment and Containment.
Learn the basics of scaling up your social presence through employee participation, including:
Why employee advocates are essential to your company’s success
The numbers behind employee advocacy
What motivates employees to advocate for your brand
How to scale up social participation without losing control of your brand
The steps you can take right now to support employee advocacy
Perhaps you’ve heard of Facebook EdgeRank. Or perhaps you haven’t. In either case, you need to know how it works and how it can effect what you do for your brand on Facebook. In a nutshell, EdgeRank is an algorithm that determines where and what posts appear on each individual’s newsfeed.
To help get a handle on how EdgeRank works, Facebook newsfeed publisher PostRocket has published two infographics that get to the heart of the matter. The first one is an introduction to EdgeRank and the second delves deeper into how EdgeRank filters newsfeed stories.
Na Suécia, a UNICEF tem uma abordagem bem mais provocativa em suas campanhas em comparação com o que tenho visto em outras iniciativas localizadas. No ano passado, por exemplo, a instituição polemizou dizendo que os supostos presentes dos supostos três reis magos são inúteis, incentivando as pessoas a repensarem suas compras de Natal.
O objetivo era aumentar as doações de vacinas contra poliomielite para crianças carentes, um pedido que continua no novo filme criado pela Forsman & Bodenfors.
O monólogo de um garoto ironiza a quantidade de likes na página da UNICEF no Facebook – quase 200 mil – dizendo que assim fica mais tranquilo, já que certamente ele e seu irmão caçula estarão livres de doenças.
Apenas curtir algo no Facebook não salva a vida de ninguém, e a campanha assina dizendo que com apenas R$ 15 é possível vacinar 12 crianças, que podem ser compradas diretamente no site unicef.se/poliovaccin.
Properly placing over-zealous social media types in their place, Jack in the Box, himself — after being subjected to a T-Mobile speed-talking cheerleader-style verbal onslaught — tells his new social media intern to cut the crap and makes some copies.
The ever so bimbo-like intern, played brilliantly by Rachel Grate, has no idea why Jack in the Box wants her to make copies with…a tanning bed.
Yes, people, social media interns are idiotic hotties who think Chiptotle Chicken Club sandwiches are “craze-amaze” and “Chipot-cray.”
O que você faz quando alguém te pede ajuda no meio da rua? E se for uma criança pobre, com roupas surradas, no Centro de São Paulo? Para divulgar o trabalho da Casa do Zezinho, os criativos da AlmapBBDO pediram a dois atores infantis que se aproximassem das pessoas que passavam por eles, buscando ajuda. A experiência filmada pela produtora Cine mostra que a maioria diz não antes mesmo de ouvir o que o outro tem a dizer.
O não geralmente é acompanhado por um “não tenho dinheiro” e é aí que entra a resposta dos atores: eles não querem dinheiro, mas ajuda para resolver dúvidas de português e matemática.
“Casa é com s ou com z?”
Seria fácil dizer que as pessoas não param porque têm medo da violência, seja por experiência própria ou por conta dos noticiários. Mas ao meu ver, a mensagem aqui vai além: você pode não parar para ajudar uma criança no meio da rua, mas há outras formas de fazer a diferença. Cabe a cada um escolher a sua.
Tenho visto diversas campanhas de conscientização sobre escravidão recentemente. Será a influência global de Glória Perez? Rezemos pra que não. O tema é importante.
Em Atlanta, EUA, um caminhão com mulheres no papel de escravas foi transformado em outdoor ambulante ao vivo. A ação chamou atenção (pra não dizer, chocou) das pessoas que andavam tranquilamente nas calçadas.
Trata-se de uma campanha da ONG End It, tentando mostrar que o tráfico de mulheres como escravas sexuais tem relação com a realização de grandes eventos esportivos.
Facebook just posted the new ad below, from Wieden + Kennedy, on its own site—it will also air Saturday evening during the Final Four on CBS. The social network has had trouble connecting with consumers through its ads before—the "Chairs" spot was roundly and notoriously mocked. This new spot, for the Facebook Home software, which essentially turns Android phones into Facebook phones, has its own issues. It shows an airplane traveler using Home to flip through photographs, each of which comes to life in front of him—sunbathing friends appear in the overhead compartment; his nephew shows up in the aisle with a face full of cake; the drag queen Shangela Laquifa Wadley pops out of the flight attendant's service cart. There's a lot going on. (Oddly, the traveler also ignores a request to turn off his phone; apparently he can't miss a single status update.) Directed by MJZ's Fredrik Bond, the spot is big and cartoony—and surreal, too, which seems to have completely flummoxed the commenters on the Facebook page where it's posted. (The level of negative reaction there is quite remarkable.) It's sometimes hard to know why Facebook, whose image problems usually stem from it seeming too big and too invasive, doesn't try to capture small, human moments rather than cosmic or circus-like ones. Maybe next time. Credits below.
CREDITS Client: Facebook Project: Facebook Home Spot: "Airplane"
Agency: Wieden + Kennedy, Portland, Ore. Creative Directors: Stuart Harkness, Chris Groom, Dan Hon Copywriter: Dan Kroeger Art Director: Johan Arlig Producer: Endy Hedman Account Team: John Rowe, Leah Bone, Anya Esmaili Executive Creative Directors: Mark Fitzloff, Susan Hoffman, Joe Staples Head of Production: Ben Grylewicz
PRODUCTION Production Company: MJZ Director: Fredrik Bond Executive Producer: Kate Leahy Line Producer: Line Postmyr Director of Photography: Roman Vas’yanov
EDITORIAL Editorial Company: Joint Editor: Tommy Harden Post Producer: Yamaris Leon Post Executive Producer: Patty Brebner
VISUAL EFFECTS Visual Effects Company: The Mill Shoot Supervisors, Project Leads: Chris Knight (2-D), Dave Lawson (3-D) Producer: Christina Thompson Executive Producer: Sue Troyan 3D Artists Lead: David Lawson Matte Painting: Tom Price Modelling: Milton Ramirez, Blake Sullivan, Timothy Hanson Texturer: Edwin Fong Tracking: Martin Rivera Rigging, Animation: Jacob Bergman Animation: Blake Guest 2-D Artists: Nick Tayler, Narbeh Mardirossian, Peter Cvijanovic, Trent Shumway Titles, Graphics: Albert Yih, W+ K Motion
MUSIC, SOUND DESIGN Music+Sound Company: Walker Composer: Jumbo Sound Designer: Michael Anastasi, Barking Owl Producer: Sara Matarazzo
MIX Mix Company: Eleven Mixer: Jeff Payne Producer: Caroline O’Sullivan
Collaborative Marketing. Right. All we need is another buzzword. Hey, this is marketing. All we do is come up with buzzwords. But this one kinda makes sense so stick with us. Collaborative Marketing consist of three steps: Attract. Assist. Affiliate.
Marketers create incentives attractive enough for people to seek out. Marketers then assist people by being helpful, engaging and understanding the various contexts people use a brands products or services in order to, in essence, “co-create” the products and services people need and want. And thirdly, marketers harness the power of brand advocates and enable them to function as affiliate marketers to further attract customers.
CrowdTap has written a whitepaper on the topic that’s worth reading. You can download it here to find out how collaborative marketing can work for your brand.
Weird, but also pretty neat: On Tuesday, Pizza Hut Canada streamed live YouTube video of an illustrator sketching commenter-suggested images on pizza boxes. It's a bit reminiscent of that artist who promised to hand draw every new Twitter follower (before bailing when he realized how many people would click a button in exchange for a free picture of themselves). Pizza Hut is calling its marketing gimmick art. It's hard to imagine anyone rushing to frame the sketches and hang them on the wall. But they do include random bits of genius, like a pizza eating a man, a porcupine in a balloon factory and "Lady 'Za 'Za" wearing a dress made of pizza (instead of, say, one made of meat). There are also less appetizing sketches, like a "big slice of pizza pushing a baby slice of pizza in a stroller made of cheese." Because it wouldn't really be a pizza box—or advertising—if it weren't covered in melted goop. Now, sit back and enjoy seven and a half hours of footage from the event at the videos below. Agency: Grip Limited in Toronto.
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.
Post originalmente publicado no Brainstorm #9
