When you are a lifestyle brand, you need to invent content for the social web constantly. You can write a blog post, update Twitter and so on, but do not get carried away with too many text-based solutions. This is the web, we need things to click (a.k.a. rich media) that will make us smile. […]
The post In The Hands of A Craftsman Like King, Vine Is Gatorific appeared first on AdPulp.
Live long enough and you just might see an automobile that sucks up discarded plastic bottles anteater-style through its front and spits them out the back as recycled plastic bricks that can be used to build houses. That is, if a South African 10-year-old’s concept for the Toyota Dream Car Art Contest ever comes true.
In the meantime, you can check out the Vine video that the brand created to animate Sumeeth Singh’s idea below, along with the drawings and video clips for dozens of other finalists in the global competition on the microsite.
It’s the eighth such contest the automaker has hosted since 2008, and this one netted some 600,000 submissions. For more than two months, Toyota has been posting a daily Vine based on a “Dream Car of the Day.” So far it’s put out more than 70 of 90 total finalists. The brand’s packaging around each idea is especially impressive. Visual geeks may want to take a spin over to the site to check out explanations of the creative process for each Vine.
The concepts themselves range from zany and nonsensical—a banana spaceship car; a car that’s small enough to drive around DNA strands; a fish with wheels—to clever and caring and conscientious—like Singh’s, and a number of others themed around recycling, or generating water for deserts and fields and flowers, or helping people by bringing them food and books and ice cream.
Many of the ideas are animal-car hybrids. There’s even a giant bird-car that swoops in over cities and sucks out all the air pollution. Basically, you know, a Prius.
In other words, children’s imaginations are entertaining to beaten-down grownups because kids’ minds are filled with fantastic ideas that aren’t bound by any concern about what’s actually possible. And Toyota’s is leveraging that to great effect as marketing.
It’s far from an unfamiliar dynamic. McCann Worldgroup and Wes Anderson did it exceptionally well for Sony Xperia back in 2012, and BBDO has built a strong AT&T campaign out of the endearingly ridiculous things that kids tend to blurt out. But if you have a lot of time on your hands, and get a kick out of this sort of thing, you might want to start wading through Toyota’s whole collection.
And if you work at an agency, think about sourcing all your ideas from a bunch of 10-year-olds, and then just pay your adult staff to polish them up.
See more of the Vines below. Via Co.Exist.
If the true measure of an ad’s popularity is the afterlife it enjoys through parody and satire, then this 1989 LifeCall ad—featuring Mrs. Fletcher and her infamous line, “I’ve fallen and I can’t get up!”—may be the best-loved commercial of all time.
In the past year, thousands of Vine users—many of them born years after the ad was made—have been using the 6-second format to parody the cult classic (and the 90’s re-make). To date, there are over 6,000 posts tagged “life alert.”
Below is just a sample of some of the ways teens and tweens (and a few ridiculous adults) have spoofed this well-meaning but terribly melodramatic spot. It starts to get even more meta when the Vines start spoofing other Vines.
(Click to play each clip, click again to stop.)
Lyin’ on the cold hard ground.
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If I lie here…
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Fallin’ and callin’.
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Do I look like I care?
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Banana operator (with cameo).
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Basketball fakeout.
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A little help from The Beatles.
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Have you ever used tape before?
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Have you ever used tape before? (version 2)
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If you ain’t talkin’ money, I don’t wanna talk.
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Careful with that button.
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I can lift you up!
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One of America’s finest.
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I’ve fallen and I can’t turn up!
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Don’t dubstep and fall.
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Go on…
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A mais recente atualização do Snapchat trouxe novas funcionalidades para o app. Além da troca de imagens com tempo de duração pré-determinado, os usuários do aplicativo poderão também trocar mensagens de texto e pequenos trechos de vídeos.
Com isso, a ferramenta se torna uma forma de comunicação em tempo real, mas com a ‘segurança’ das mensagens serem apagadas logo após a conversa – basta sair da janela de chat para perder o histórico. A interação via vídeo também é feita ao vivo, o que evita quaisquer tipos de gravações – basta manter o botão de ‘vídeo ao vivo’ selecionado durante a conversa toda para que a transmissão da imagem aconteça.
O VentureBeat lembra que o lançamento das novas funcionalidades no Snapchat chega pouco depois do Vine e do Instagram terem apresentado suas opções de mensagens privativas entre os usuários. Com a atualização, o Snapchat também entra para o grupo de aplicativos sociais que também funcionam como chats.
Os teens, no entanto, não parecem felizes com a novidade. Uma enxurrada de tuítes comentava negativamente sobre a atualização que traz as novas formas de conversa, com reclamações que variavam do ‘é confuso’ a ‘ficou feio’.
Pensou que ia ser fácil agradar adolescente?
Post originalmente publicado no Brainstorm #9
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Lançado no comecinho do ano passado como um app gratuito, o Vine inovou ao permitir o compartilhamento de pequeníssimos trechos de vídeo, com apenas 6 segundos. Pouco depois o Instagram entrou na mesma onda, mas deu mais tempo para o compartilhamento – 15 segundos. Agora, uma nova atualização do Vine promete coloca-lo no mesmo segmento de aplicativos de sucesso como WhatsApp e Snapchat: o envio de mensagens privadas, apelidadas de VM (Vine Messages).
O interessante é que os textos e vídeos podem ser enviados a qualquer pessoa da sua lista de contatos, mesmo que ela não tenha o app instalado, já que o Vine privado é enviado como um link em uma mensagem SMS. O único detalhe é que todas as mensagens usam o conceito de um para um – ou seja, não existem grupos, e os vídeos e textos são enviados em massa, abrindo uma ‘janela’ de conversa com cada um dos destinatários.
Outra novidade, esta mais estética que funcional, é a possibilidade de trocar a cor de fundo do seu perfil do Vine. Ambas estão disponíveis para as versões do Vine para Android e iOS, bastando atualizar os aplicativos. As mensagens do Vine podem ser acessadas pelo menu ‘Messages’, e a alteração de cor de fundo do perfil é realizada na opção ‘Settings’.
O Snapchat que se cuide.
Post originalmente publicado no Brainstorm #9
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Sports sponsorships rarely equate to more than some choice ad placement and logo saturation. But Allstate and its agency, Leo Burnett, are definitely making the most of the company's partnership with March Madness.
In a campaign called March Mayhem, the official NCAA tournament sponsor is trotting out its likably loathsome ad character to Twitter, Facebook and Vine, where he delights in the millions of brackets broken by unexpected wins like No. 10-seeded Stanford defeating No. 2 Kansas and 12th-seeded North Dakota State winning big over No. 5 Oklahoma.
Read more about the effort in our Q&A with Pam Hollander, Allstate's senior director of integrated marketing communications, and check out some of Mayhem's better Vine installments below.
Please note: Firefox seems to have trouble playing Vine embeds, so we recommend using Chrome, Safari or another browser.
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Burt's Bees doesn't exactly balm in its debut on Vine, but the effort isn't da balm, either.
The brand riffs on classic literature in animated "adaptations" of 20,000 Leagues Under the Sea and Little Women, with more to come, all created by ad agency Baldwin&. Burt's products stand in for the characters and key story elements. For example, a foot-cream tube and a hand-salve tin—the latter with tentacles—play the Nautilus submarine and giant squid, respectively, in the 20,000 Leagues clip. Lip-balm tubes portray the Little Women. (Burt's seven core products are called "classics," hence the theme of classic books.)
Jethro Ames's energetic, playful stop-motion work is a highlight, and the all-out attempt to be wacky is laudable. Still, this feels like a brand searching for its voice in a new medium and falling just a little flat.
Most fans will access the clips through Burt's social outlets, so they'll understand the literary theme. Still, with products playing people, the quirky animation and the oddball dialogue snippets—"Less Leagues! Less Leagues!"—there may be too much to absorb in six seconds.
Burt's plays it far simpler in its first Instagram campaign, showing founder Burt Shavitz paddling a canoe, making tea and generally kicking back in woodsy Maine. These bucolic images do a fine job of illustrating the brand's "classic" folksy motifs. In fact, tastefully edited, with an appropriate soundtrack and logo at the end, they'd make quietly understated Vines that could grow on you.
See the two released Vines below, and scripts/images for three more below that.
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Burt’s Bees and its agency Baldwin & are having fun with Instagram and Vine (as it should be).
The company is using stop-motion animation to create uber-abbreviated versions of classic novels. In Little Women, for example, one Civil War-era lip balm woman says to another, “We really are quite little.” “And each of us women,” her sister replies.
According to Marketing Daily, these new Vines are being staged by Jethro Ames, in San Francisco. Ames needs about four hours to shoot each six-second spot, after which it must go live or be discarded. No post work is possible.
Burt’s is also rolling out an Instagram campaign, featuring the company’s reclusive founder, Burt Shavitz in backwoods Maine.
The post Burt’s Bees Hawking Its Wares on the Corner of Instagram and Vine appeared first on AdPulp.
An American icon is vanishing. Thankfully, a Japanese car company with the help of RPA in Santa Monica, is doing something about it.
Starting at 10 a.m. Pacific time today, Honda will use its Twitter page to conduct an auction hosted by celebrity film critic Leonard Maltin. Proceeds from the auction will benefit Project Drive-In, Honda’s community service campaign to help a handful of drive-in movie theaters make the expensive transition to digital projection.
To participate in today’s auction, bidders can Tweet the title of the item, the bid price and apply the hash tag #DriveInAuction. The highest bid at the close of the auction wins. The auction concludes at 2 p.m. PT.
Alicia Jones, Manager of Honda & Acura Social Marketing says the use of Vine and Twitter to showcase the auction items makes sense because, “We want to leverage a medium where people are already talking about #SaveTheDriveIn.”
Here’s the problem: digital projectors can cost $85,000 plus installation, which most of the remaining 368 American drive-ins cannot afford. Sadly, failure to convert to digital will cause most of these drive-ins to cease operations. Which, as American car drivers and movie lovers we know to be wrong.
To contribute to this cause, visit the campaign’s IndieGoGo page. So far, $35,000 has been raised via this channel, which is $65,000 short of the goal.
Previously on AdPulp: Honda Makes Itself Useful, Launches Perfect Public Service-Like Campaign
The post Whatever Car You Drive, Get Behind Honda’s Effort To Save Drive-In Movie Theaters appeared first on AdPulp.
Traditional TV may soon be overgrown with Vines.
Big players like Dunkin' Donuts, Nissan and Virgin Mobile have all either aired TV spots created on the Twitter-owned six-second video platform or plan to do so. The ad business is all about bandwagons, so expect just about every other marketer to hop on soon.
Trident launched a Vine spot on Fuse last night that will air 100 times in the next two weeks. The clip stars 24-year-old Brooklyn musicians Nicholas Megalis and his partner Rudy Mancuso (the David Ogilvys of Vine!) performing a jaunty jingle: "Layers of flavor, that's how the world gets paid. Strawberry, citrus, grape, lemonade!" (The Stephen Sondheims of Vine they're not.)
It's basically two dudes goofing around, singin' about gum. Nothing wrong with that. And Vine is so condensed, there's no time to waste. It's a quick burst of sound and motion, an image or two, some keywords, a social call to action … BAM! That's all you get. (Of course, this is really just a millennial spin on old-school advertising, complete with a catchy tune and the hashtag standing in for the tagline. But let the babies think they've discovered something new.)
Brevity usually raises the bar for creativity, forcing artists to finely hone their ideas, so Vine's transition into the mainstream could herald a super-short-form commercial renaissance, with lots of experimentation and mind-blowing approaches to come. Then again, I could see this trend going in an anti-creative direction, which is, in fact, hinted at in the Trident spot. Two of its four seconds simply show packages of gum and the #paymeinlayers hashtag.
Will marketers at some point just start tossing up six-second still product shots, perhaps with snatches of music and some lighting effects, and trumpet these unmoving video billboards as the next step in Vines? Will they create clips with bikini babes cradling their products while hashtags flash incessantly? Or pose the babes atop muscle cars, pickup trucks, home electronics and who-knows-what-else in six-second distillations of every shlocky commercial ever made? Will they run six brain-dead Vines in a row to fill traditional 30-second slots?
Marketers always stress creativity, foster innovation and take the high road, so I'm sure we've got nothing to worry about. Right?
Via Mashable.
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É notório que o Vine esteja sendo usado de forma criativa por muita gente mundo afora, mas acredito que já temos um vencedor.
Com a tag #MirrorLandContest, diversas pessoas estão participando de um concurso de mágica através do app de vídeos. Apenas 6 segundos de magia e uma criação fantástica como essa abaixo (ou siga o link)
Eu, oficialmente, desisto de usar o Vine.
Post originalmente publicado no Brainstorm #9
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Os 6 segundos do Vine talvez pareçam insuficientes, mas tem muita gente sendo épica com o tempo que você levou para ler apenas esse parágrafo.
O usuário de YouTube Eric S deu uma grande contribuição para a nossa diversão: Reuniu os melhores vídeos do Vine, na opinião dele, é claro, em uma compilação com 11 minutos e 38 segundos de duração. Talvez não sejam os mais criativos e originais já feitos, mas definitivamente devem ser alguns dos mais engraçados.
Está decretado o início do fim de semana. Assista acima. Não tema o thumbnail. É SFW
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It is Shark Week this week on Discovery Channel. The programming feature is its 26th season, and according to Adweek has over the years generated massive buzz via social media, definitely becoming a “thing” in pop culture.
Ergo, mass marketers are finding a way to attach to the media event. Here’s one contribution from Tide:
Yes, P&G’s Tide brand just said don’t worry if you’re bitten by a shark, its detergent will clean the stains.
I don’t think the late great David Ogilvy would approve, but I do. The ad is funny, bold and the use of animation takes the lowly Vine video to more elevated place.
Hat tip: Digitas Distillery
The post Tide’s “Shark Week” Ad On Vine Is Bloody Good appeared first on AdPulp.
It looks like Rebecca Black finally decided which seat to take—a seat in a Honda. The "Friday" singer just popped up in a Vine video from the automaker—part of a campaign by RPA that sends personalized Vines to Honda fans on Twitter who use the hashtag #wantnewcar.
"We were promised flying cars. I don’t see any … #wantnewcar," wrote Nick Miners. To which @Honda replied: "Hey @nickminers, we don't have those at the Honda Summer Clearance Event. But we have @MsRebeccaBlack!" In the Vine, Black suggests visiting a Honda dealer on Friday—"or whenever."
Check out more of the Honda Vines here.
Hey @nickminers, we don't have those at the Honda Summer Clearance Event. But we have @MsRebeccaBlack! http://t.co/SYKywDClZ5 #wantnewcar
— Honda (@Honda) July 15, 2013
In addition to the Vine promotion, the campaign features TV spots in which Honda dealers humorously respond to real tweets. The "Super Fan" spot replies to an actual tweet from actor Neil Patrick Harris, who asked for advice on selecting a minivan. Check out those ads, and some print work, below.
CREDITS
Client: Honda
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Senior Vice President, Executive Producer, Content: Gary Paticoff
Vice President, Creative Director: Chuck Blackwell
Creative Director, Copy: Ken Pappanduros
Art Director: Ariel Shukert
Copywriter: Jen Winston
Senior Producer: Fran Wall
Production Coordinator: Grace Wang
Production Company: Recommended Media
Director: Chris Woods
Founder, CEO: Stephen Dickstein
Partners, Executive Producers: Phillip Detchmendy, Jeff Rohrer
Producer: Darrin Ball
Editing Company: The Reel Thing
Editors: Lance Pereira, Val Thrasher
Flame Artist: Moody Glasgow
Executive Producer: Doug Kleckner
Telecine: The Mill
Colorist: Adam Scott
Audio Post: Lime Studios
Mixer: Dave Wagg
Music: Wojahn Brothers
PRINT CREDITS
First insertion date: July 15, 2013
Agency: RPA
Executive Vice President, Chief Creative Officer: Joe Baratelli
Senior Vice President, Executive Creative Director: Jason Sperling
Creative Directors: Ken Pappanduros, Chuck Blackwell
Art Director: Suzie Yeranosyan
Copywriter: Jen Winston
Photographers: Civic: Joe Carlson; CR-V: Tony LaBruno; Accord: Springbox; Pilot: RPA CGi; Odyssey: Fulvio Bonavia
Art Buyer: Ginnie Assenza
Production Manager: Stephanie Speights
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Apesar de abraçado logo de cara pelas marcas, o Vine levou um pouquinho mais de tempo para mostrar a que veio também para os usuários em geral. Até há alguns meses, tinha quem pensasse que a rede social só servia para compartilhar sacanagem. Um olhar mais atento, entretanto, revelou muita gente boa criando com o aplicativo – o Mashable, inclusive, fez uma seleção dos 10 melhores usuários para se seguir por lá. Entre os nomes da lista está Ian Padgham, que dia desses resolveu compartilhar um vídeo dele com seus carrinhos de brinquedo…
Sério, como é que ninguém pensou nisso antes?
Post originalmente publicado no Brainstorm #9
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What has Twitter unleashed with its new video platform, Vine?
For one, instructional video now comes in six-second bites, care of Lowe’s, BBDO New York and director/photgrapher Meagan Cignoli.
Here’s another tutorial from Lowe’s, also in six second frames meant to be digested on Twitter. And here’s a non-branded Vine from Ms. Cignoli, an artist busy exploring what the platform offers.
The post Micro Spots Are Growing On Vine appeared first on AdPulp.
Um dos assuntos da última semana foi o single do disco novo do novo Daft Punk. Quer dizer, o Daft Punk não tem nada de novo, mas usou o passado para se renovar. A música “Get Lucky” foi anunciada com video teaser entre os shows do Coachella, causando impacto instantâneo no Twitter, Facebook e Instagram. Uma série de fatores cercam este single: primeiro a participação do americano Pharrel, cantor/rapper que aparece sempre como guarnição de bons discos por aí e que tem projetos bacanas como o N.E.R.D. Segundo a guitarra do lendário Niles Rodgers, que prestou bons serviços a disco e a soul music dos anos 70.
O que parece que dividiu opiniões foi a música em si, que separa de um lado os fãs de música eletrônica “pura” e os fãs que não acham problema algum o fato de “Get Lucky” ser um som alá Jamiroquai. Por fim, tem aqueles que acham que, por ser o Daft Punk apostando neste sentido, mostraria o quanto eles são futuristas. Eu estaria em algum lugar entre o segundo e o terceiro exemplo, tomando uma dose de Campari.
O lançamento do disco “Random Access Memories” chega acompanhado de uma festa de marketing. Vai de lamb-lamb pelas ruas de NY, a GIFs no Vine e caminhões misteriosos estacionados em Tóquio. Além de tudo isso, o burburinho fez aparecer um volume imenso de remixes na internet antes mesmo da música oficial ser divulgada no youtube. A ponto de ser difícil encontrar o original.
The Creators Project (Intel) conta um pouco mais no vídeo abaixo.
24/04/2013 – EPIC UPDATE
Post originalmente publicado no Brainstorm #9
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Vine is Twitter’s new video App, where users capture short bits of video to share with their friends. Naturally, brand marketers are jumping all over this as widespread adoption among smart phone users is rapidly on the rise.
According to Techcrunch, Vine is presently the #1 free App in the iTunes store.
Here is a look at how my alma mater is applying itself on the platform:
What are you bringing to Vine?
The post Download Vine, Make A Movie and Share It appeared first on AdPulp.
Se a proposta do Vine, com seus vídeos de 6 segundos em looping, vai persistir, ainda é uma dúvida. Ainda assim, não lembro de ter visto uma ferramenta social ter sido abraçada pelas marcas de forma tão rápida. O Twitter demorou uma eternidade, assim como o Facebook. Instagram e Pinterest tiveram uma adesão mais ágil, mas nada parecido com o Vine, que já contava com experiências de empresas e agências no dia um.
Ontem o diretor James Mangold usou a rede social para publicar um teaser do trailer (?!) do filme “The Wolverine”. O trailer em si será revelado amanhã pela Fox, mas nada como uma palhinha do próprio criativo responsável – que chamou o post de “tweaser” – para gerar expectativa nos fãs.
Foge do conceito pretendido pelo Vine, que incentiva a criação de vídeos curtos direto com o aplicativo mobile, mas não deixa se ser um uso brilhante da ferramenta, expondo suas possibilidades como mídia.
Intitulado “Wolverine: Imortal” no Brasil, o filme estreia nos cinemas no dia 26 de julho.
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Nothing gets people familiar with a new social tool quite like making a competition out of it. And so, Dave Rolfe, head of integrated production at BBDO in New York, got almost everyone in his department to learn Vine, Twitter's six-second video app, by challenging them to create the best videos they could with it—for its first Vine Film Festival.
For Rolfe, it was a contest born from a certain amount of shame. "I joined Vine through Kate Upton," he tells AdFreak. "We were doing a shoot for Gillette with Kate Upton. And we were sitting there talking, and she was like, 'Are you on Vine?' And I was embarrassed because I was like, 'I've heard of Vine, but I don't really know what it is.' I had definitely heard of it, but I didn't use it. And here's Kate Upton telling me about a social-media platform."
Once he did get up to speed, Rolfe saw value in having the producers in his department learn it collaboratively in a fun way. So, he set up four categories: Sweet, Funny, Cool and Series. He got more than 200 submissions in all. "This is the epitome of conversational media," said Rolfe. "It's instructive in terms of how people share stuff, and how they'll do it on video, and it's also interesting to see how people create narrative around an intensely short-form format."
Check out the winners below. Now that the production guys have thrown down the gauntlet, BBDO's creative department will surely be next to give this a try.
#Sweet
Elise Pavone, "Baby"
#Funny
Daniel Blaney, "Single White Producer"
#Cool
Lawrence Chen, "Took a Fall in the Hall"
#Series
RaniV, "Concert Series"
Grand Audience Gold
Mike Gentile, "Park"
Honorable Mentions
Anthony Curti, "Get Back in There"
Julian Katz, "Being Followed"
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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.
