Hasta La Creative!

LONDON – British Gas’ “your home is your world” ad by CHI & Partners has escaped a ban from the Advertising Standards Authority.

(TrendHunter.com) There is a lot of potential risk involved with piercings and tattoos while, or when, a woman is pregnant (from breast feeding to anesthetics during birth). As Tayla Johnston awaits the arrival of her newborn,…

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Advertising Agency: JWT DUBAI, UAE
Executive Creative Director: Chafic Haddad
Creative Director: Dave Nicholson, Husen Baba
Copywriter: Dave Nicholson, Doug Mackay, Christopher Puhm, Emir Kreidie
Art Director: Husen Baba, Rola Ghotmeh

Via [Dubai Lynx]

And now, from the lighter side of advertising…

Kush Support is a company that manufactures and markets what they call “breast supports.” These are not your surgically prepped and sterile packets of silicone or saline installed at the local cosmetic body shop. Nor are they fitted items of clothing meant to hold everything in place during duress.

No, the supports were developed to help women pregnant women, women with implants or large breasts, and women with wrinkles in the bust area get a full night’s rest. The inspiration behind the Kush came when founder, Cathinka Chandler,

“began to notice the appearance of wrinkles in my cleavage area. No matter how much I used creams or exercised, the creases didn’t go away.”

I think for most, that would be called “aging.”

Made out of lightweight plastic with a slip-resistant outer layer, Kush is inserted between the breasts to maintain a shape that is “more natural” for women that sleep on their side. Unfortunately for the Kush, the supports are fairly suggestive in appearance…and the ads depict smiling women with phallic shaped objects stuffed in their nightgowns, just smiling away. To make matters worse, a “small” Kush (only for nursing, pregnant, or women with implants) starts out at $55.00!

Of course, this story could not be totally complete without a goofy tagline: Kush Support – A Natural Rest for the Breast. At this point, it is up to the ladies suffering from this silent epidemic: Is the Kush a “bust-saver,” or just plain busty…busted?

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.

MINNEAPOLIS (AdAge.com) — Two young women who captivated public attention this week also captured the two faces of reality TV.

Advertising Agency: LEO BURNETT BEIRUT, LEBANON
Bechara Mouzannar Leo Burnett Beirut Regional Executive Creative Director
Chermine Assadian Leo Burnett Beirut Creative Director
Tania Saleh Leo Burnett Beirut Art Director
Nayla Baaklini Leo Burnett Beirut Art Director
Reem Kotob Leo Burnett Beirut Art Director
Roula Asmar Leo Burnett Beirut Art Director/Designer
Yasmina Baz Leo Burnett Beirut Art Director
Rana Najjar Leo Burnett Beirut Copywriter
Rana Khoury Leo Burnett Beirut Copywriter
Nada Abi Saleh Leo Burnett Beirut Deupty Md
Dima Kfouri Leo Burnett Beirut Account Executive
Ghada Oueidat The Post Office Director
Ahmad Awad The Post Office Music
Marwan Ziadeh The Post Office Editor
Farah Fayed The Post Office Editor
Details
Describe the campaign/entry:
A simple “kasra” accent was used to inspire Lebanese women to bring about gender equality in society.
Describe the brief from the client:
The client, The Hariri Foundation, wanted to address the imbalance of gender roles in Lebanese society through their “Women Empowerment Program”, by raising awareness on women’s status and rights in Lebanon and incorporating gender equality in the social culture.
Results:
With increased buzz and the heightened interest of reporters, the campaign enjoyed substantial share of newspaper and magazine coverage with articles appearing in major regional publications. The result was a total estimated PR value of $1,814,235. Bloggers online adopted the campaign. Articles appeared in the press. It became the talk of the town and many adopted the “Khede Kasra” phrase in their everyday conversations. The campaign sparked debates and roundtables about female regulations in the Lebanese judicial system. All in all, awareness on gender inequality was spread.
Execution:
The integrated campaign demonstrated how all men and women read words as being automatically addressed to men. The “kasra” accents on revealers twisted their meanings. To reach the whole country geographically and all women demographically, a moving interactive billboard as well as posters were set up, whilst stickers were distributed, in rural and upscale areas on the streets of Lebanon throughout November, to engage the public and physically get them involved. The campaign also hit the digital circuit, through emails, YouTube, and Facebook, reaching the Lebanese internet population, who found the forum an outlet for their opinions. On the occasion of International Women’s Day (March 8, 2009), TV personalities were contacted to wear the “kasra” on air and endorse the campaign during that week. As the highlight of the campaign, during a filmed event, the Minister of Education distributed stickers and encouraged prominent women in society to get metaphorically involved with the interactive billboard as well as literally involved on the ground.
The Situation:
Lebanese women cannot give their nationality to their children if married to a foreigner. Lebanese women automatically lose custody of their children above 9 years of age in any divorce battle. Domestic violence against women is widespread. Lebanese women need to actively participate in society and stand up for themselves. We designed a campaign that would help to raise awareness about the inequalities and disadvantages suffered by women that would hopefully lead to widespread cultural reform.
The Strategy:
The agency chose to tackle gender inequality in the Arabic language. Spoken and written words in the media which would otherwise be addressed to men by default, were altered with a “kasra” accent, making them addressed to women. This was extremely relevant to the client which had been heavily researching the depiction of women in the media. With a call for action line that encouraged women to “make your mark”, the target audience that included every Lebanese woman from every possible demographic, was inspired by such a simple idea. The meaning behind literally changing the word empowered them to actually change their reality with their own hands. Knowing that the Lebanese watch a lot of television, their favorite shows were used as yet another channel to communicate the campaign.

Advertising Agency: DDB COSTA RICA, San José, COSTA RICA
Creative Credits
Name Company Position
Manuel Travisany Ddb General Creative Director
Carlos Redondo Ddb Art Director
Jose Manuel Chacon Ddb Copywriter
Ariel Arburola Ddb Designer
Esteban Mcclean Ddb Copywriter
David Tencio Omd Media Planning
Aixa Saborio Porter Novelli Public Relations
Details
Describe the campaign/entry:
Rarely can you witness a public relations campaign that changes a country’s legislation and actively involves more than a third of its population. This is one of them. We started off with a campaign that included graffiti, brochures, and some mass media. The intention was to wake up people to the reality that Costa Rica lived under the laws of fear. This struck the entire nation; demonstrations began taking place. Organisations got together to protect the families of crime victims. The voice of twenty four rock bands could be heard through a series of concerts all over the country. Art exhibits with famous painters, photographers, musicians, and poets toured the nation. Their work was shared with everyone who entered the Bring Back Peace site. By the end, we accomplished our objectives: the government reformed Costa Rica’s Criminal Law; in a country of 4.5 million – the “Bring Back Peace” registered 1.5 million clicks in only one month; and most important, crime rates began to decrease.
Describe the brief from the client:
We needed to create a social phenomenon that could influence a government while breeding a change in attitude and behaviour among the people. This would in turn, foster peace and respect for life. Our audience was the entire world. Our ultimate client was the country of Costa Rica. We needed to generate a massive PR campaign for a country whose image was plummeting due to crime. Thus, we needed to involve the people and the media in Costa Rica in order to make them feel that our cause was their cause. The fact that the country’s Criminal Law was obsolete was more than evident: one person in Costa Rica died every day due to violence caused by crime. Immediate action was needed.
Results:
A year after the government signed the Bring Back Peace bill: – The budget for security increased 80% – The law to protect victims and witnesses was approved to combat retaliation – Criminal sentences, for criminals caught red-handed are now decided immediately. Sentencing used to take two years – A new traffic law was approved mandating for the first time that a drunk driver be sent to jail after killing someone – During the first “Bring Back the Peace” march, the Victims’ Family Relatives Association was formed to support the victims – 14 out of the 15 cases presented in “The Value of Life” exhibit were brought to investigation – The laws against terrorism and organized crime are about to be approved – At all times the campaign received free support from the media and from all parties involved – The Government, which initially distanced itself from the campaign, in the end supported and recognized its contribution towards the solution of the problem. – And the most important accomplishment: a year ago… there was nothing.
Execution:
Stage 1. Up to the Head (The Authorities). Everything began when we launched the message “We live under the laws of the criminals”. The message was embraced by the media and it brought people to demand the right for peace in such manner that the government signed the “Bring Back Peace” Bill. Stage 2. Straight to the Heart (The Artists). To involve the younger crowd (crucial in every social movement) we invited local and international artists, to donate their work to the Bring Back Peace cause. Their artwork could be downloaded for free from the Bring back Peace website. In only one month, the site registered 1.5 million clicks, an impressive figure considering the country has 4.5 million people. Stage 3. Down to the Body (The People). Finally, we inaugurated a series of exhibit where the lives of 15 crime victims were showcased. These claimed the respect for life as the central principle to bringing back peace. The most important exhibit took place in Costa Rica’s National Gallery. The exhibits are still touring the nation.
The Situation:
Costa Rica, historically peaceful, was the first nation not to have an army. However, crime, from being almost inexistent, was now taking over people’s lives. The government, led by Nobel Peace Prize Oscar Arias, ironically blamed the legislative power for the increasing crime rates.
The Strategy:
Business strategy: Force the national government (the Supreme Court of Justice, the House of Representatives, and the President) to strengthen laws against crime. Marketing Strategy: To generate an influential campaign where a social wave could pressure the government to sign a new bill against crime. Communication Strategy: Tell people upfront, that Costa Rica was no longer a peaceful nation and that if people wanted to Bring Back Peace, they needed to fight for it. Describe the target audience and their relationship with the brand: We speak to every Costa Rican who is proud about the country’s peace and natural landscapes. Explain the unique insight that shaped the idea – How was it relevant to both the client and the target audience? The core insight of the campaign was “we live under the laws of the criminals”, a very powerful concept that touched people’s hearts. It got the government to assume its responsibility. Furthermore, it made everyone aware that sadly, the spontaneity of every Costa Rican was shadowed by the laws of fear.

CANNES – TBWA\Hunt\Lascaris in Johannesburg won the Outdoor Lion Grand Prix for its openly political campaign for The Zimbabwean newspaper.

CANNES – NetworkBBDO Johannesburg picked up the Grand Prix in the Radio Lions for its “upper class travel” campaign for Virgin Atlantic.

Depois de escolher os quatro participantes através de um concurso online no ano passado, a cerveja australiana Toohey’s dá continuidade ao seu projeto “6 Beers of Separation”. Baseada na idéia de qualquer um está a no máximo seis graus de separação de outra pessoa no mundo, a campanha mistura publicidade com reality show.

Os quatro australianos selecionados receberam um pack com seis garrafas de Toohey’s, 12 mil dólares e 18 dias para realizar a missão de encontrar seus ídolos. Tudo o que eles precisam fazer é cumprir o objetivo distribuindo, no máximo, seis cervejas. Uma para cada um dos seis contatos.

Foram 150 mil quilômetros viajados, 167 horas filmadas e viagens por mais de 15 cidades em três continentes. Já são 6 episódios disponíveis online no site da campanha, e você pode assistir o trailer abaixo.

A criação é da agência BMF de Sydney, com produção da Radical Media.