Hasta La Creative!

VSA Partners launched a new OOH campaign celebrating the 140th anniversary of YWCA Metropolitan Chicago and reminding viewers that the organization centers on one crucial letter: W.

The playful campaign, which can be found on billboards, posters, bus shelters and subway stations throughout Chicago, centers around the tagline “It doesn’t work without the ‘W.’” A series of outdoor ads remove the letter from the names of Chicago terms, people and landmarks like Wrigley Field, Frank Lloyd Wright and Windy City, leaving a space for viewers to fill in the letter mentally.

The letter, of course, stands for “women,” and the campaign makes its message clear following the tagline: “For 140 years, we’ve helped women better themselves, empowering them to better our city.” In addition to the OOH ads, the campaign also includes print (see below), digital and event activation components, including a July 10 “takeover” of a Chicago Sky basketball game, with a meet and greet with player and YWCA-supporter Imami Boyette.

The campaign builds on YWCA Metropolitan Chicago’s unorthodox business model for a non-profit, which includes collaborative relationships with corporations, community organizations, government officials and employees.

“In an era of social-driven value, we are building key relationships with companies and brands that share the same vision of a world where the marketplace advances society,” said YWCA Metropolitan Chicago CEO Dorri McWhorter. “Really, we’re mirroring a strategy of any traditional business model—it’s just not one typically seen in the ‘non-profit’ space.”

With over 23 million Facebook video views in less than a week, this new ad from Kleenex is helping to make sure that the Kimberly-Clark brand’s plot to keep America crying into its tissues is going deviously well.

The latest video in the “Someone Needs One” campaign by VSA Partners was created by Vimby, and it combines dogs and disabilities—two of this year’s successful Super Bowl ad themes. It’s more than a tear-jerking testament to our love of a good cry. It’s proof that Facebook is still a viral sharing force despite cluttered feeds and an algorithm that seems to block a lot of branded content.

Vimby, working in partnership with VSA and Facebook, is creating all the online videos for the “Someone Needs One” campaign by leveraging its local documentary filmmaker network to collect the actual content. But the tale of an adorable dog who got a second chance at life by finding the perfect home has become a standout.

Perhaps more interesting than the story of how yet another tear-jerking inspirational video went viral is the story in the comments. People who have adopted special-needs pets have been sharing pics of their own animals who got a second “Chance.” It’s one thing to be inspired, but it’s another to be inspired to share your own story. It’s that sort of word of mouth that gives this video its wow factor.

So, give it a chance and see if you can keep from shedding a tear.

CREDITS
Client: Kleenex
Agency: VIMBY/Facebook Creative Shop
Media Agency: Mindshare
Kleenex AOR: VSA
Executive Creative Director: Adam Reno
Producer: Carrie Stett
Director of Photography: Ed Wu
Production Company: VIMBY
Editor: David Rowe, VIMBY

Comemorando 110 anos de atividades, a Harley-Davidson resolveu investir em algumas mudanças na sua linha touring 2014, chamada de Projeto Rushmore. As novidades chegam por todos os lados: novo motor, design e tecnologia que inclui um sistema multimídia com rádio, GPS e bluetooth com tela touchscreen e até reconhecimento de voz. Para divulgar o lançamento, a VSA Partners criou Our Night um filme que à primeira vista é bastante simples, mas tem uma história interessante por trás.

Sob o tema United by Independents, a VSA resolveu contar com pessoas que realmente amam a marca para criar um filme que mostrasse seu espírito, que apesar de estar dando um grande passo rumo a modernidade, continua valorizando suas raízes. Isso se traduz, por exemplo, nos motociclistas que aparecem no filme, todos eles verdadeiros “riders”. Aliás, fãs e funcionários da marca aparecem em uma montagem no final, em fotos captadas em redes sociais.

Mas um dos grandes destaques de Our Night, que retrata um passeio noturno prestes a ser interrompido é claro, por um chefe, é a trilha sonora. Diversas bandas foram convidadas para mostrar sua interpretação de Come Together, dos Beatles, mas quem acabou levando foi a irlandesa The Strypes, que mandou muito bem neste cover.

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