Los Angeles-based editorial and post-production company Therapy Studios and Gifted Youth, the commercial production division of Funny or Die, team up with three-time Daytona 500 winning NASCAR driver, Jeff Gordon to redefine the test-drive in an elaborate reality-style prank for an online video and :30 TV spot called “Test Drive.” The commercial and video were created by TBWA/Chiat/Day/LA and produced by Gifted Youth for Pepsi MAX as part of their “Zero-Calorie In Disguise” campaign.
Advertising Agency: TBWA\CHIAT\DAY, USA
Chief Creative Officer: John Norman
Creative Director: Shawn Preston
Associate Creative Director: Will Esparza
Art Directors: Kristina Krkljus, Jennifer Tranbarger
Copywriters: Armando Samuels, Ben Becker
Producer: Jeff Yee
Production Company: Gifted Youth
Director: Peter Atencio
DP: Charles Papert
EPs: Dal Wolf, Ryan McNeely, Josh Martin, Joe DiSanto
Producer: Gina Kwon
Editorial / Post: Therapy Studios
Editor: Doobie White
Sound: Eddie Kim
Assistant Editor: Amy Bostrom, Thomas Tedesco
Online / VFX Artist / Colorist: Wren Waters
Sound Mixer: Lihi Orbach
Design: Visual Creatures
Partner / Art Director: Ryan McNeely
Animator: Tony Banik
TBWA Lisbon transformed the agency 19 windows in the world’s first ‘Urban Twitter’. The 36m long tweets were about the hot topics of the Portuguese society during its most severe crisis in more than 40 years. Politics, taxes, troika, Europe, Merkel’s visit, Obama re-election in giant tweets that impacted directly hundreds of thousands in the street and through social media.
Advertising Agency: TBWA, Lisbon, Portugal
Executive Creative Directors: Leandro Alvarez, João Vasconcelos
Art Directors: Tiago Mesquita, Julliano Bertoldi, Gezo Marques, Isaac Afonso
Copywriters: Leandro Alvarez, Nuno Leal, João Ribeiro, Hellington Vieira, Jairo Gruenberg, Ilídio Baltazar, Filipa Soares, Rodrigo Guerreiro
Photographer: André Lopes
Additional credits: Luis Miguel, António Serrano
Background: How to make Scribe, a Mexican notebooks brand with 50 years of tradition, become once more beloved by the people and, especially, the newer generations? By reconnecting with the adult consumer, awakening their inner child and starting a dialogue with the newer generations. With this thought, a new brand essence -“Spaces for your inspiration”- was created, and a new image and positioning consequently. We wanted the brand to become inspirational more than aspirational, and to bring the notebook’s consumers to the experience.
Case description: The ScribeBillboard was an interactive live action billboard located on one of the most important streets in Mexico City. It housed the artist Cecilia Beaven during 10 days, with the only purpose to transform a huge white canvas into a work of art filled with color and the ideas that she received from Twitter. Everything that happened during these days was available for tracking on social networks, a blog, webisodes and live streamings. Tv celebrities and other artists visited her, and Molotov (mexican band) played live from the billboard. As she painted, other billboards were completed at the same time all over the city. The whole story was also brought to movie theaters and television. Small billboard replicas were printed for those whose requests were drawn by Cecilia.
Results: In just 10 days, impacts on Twitter went over 100 million (resource: topsy.com), 12,000 drawings were requested, more than 65,000 users were logged at the same time for the live streaming and 99% of the conversation was positive. National and international media talked about the action and radio stations broadcasted from our location.
Advertising Agency: La Agencia Viva! & La Doblevida, Ciudad de México, México
General Creative Director: Juan Pablo Manazza, Manuel Camacho
Art Director: Roberto Flores, Xavier Fajardo, Ivan Mayorquín
Copywriter: Eduardo García, Carlos Perez
Account Services Director: Miguel Mendiola
Project Leader: Claudia Caballero
Illustrator: Cecilia Beaven (Billboard Artist)
Account Grouper: Ezequiel Daneri
Account Director: Pilar Gilbert
Account excecutive: Alejandra Vera
Producer: Nancy Vilchis, Iza Peñafiel
Digital Producer: Adriana Dreves
Planner: Ariana Gonzales
Volkswagen announces the New Beetle in a video that clicks “skip ad” for you. To announce the New Beetle, AlmapBBDO created a YouTube action showing the benefits of the DSG Tiptronic transmission. In a differentiated way, the film uses the pre-roll format, commercials that are displayed before the video is watched. In the intervention, in the end of the 5 seconds of mandatory waiting time, the video clicks the “skip ad” button. The lettering explains: “New Beetle with DSG Tiptronic transmission. You don’t shift gears. Neither does the commercial”.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Luiz Sanches
Creative Director: Renato Simões, Bruno Prosperi
Online Creation Co-Director: Luciana Haguiara, Sandro Rosa
Art Director: André Leotta
Copywriter: Leo Avila
Digital Production Director: Fernando Boniotti
Digital Media Piece Programming: A Madre
Art Buyer: Tereza Setti, Ana Cecilia da Costa
Account Executive: Fernão Cosi, Filipe Bartholomeu, Vanessa Previero, Ana Beatriz Moreira Porto, Vanessa Silva
Planning: Cintia Gonçalves, Sergio Katz, Denis Camargo, Tatiana Weiss
Media: Paulo Camossa, Gabriel Queiroz, Kauê Lara Cury, Raphael Vignola, Larissa Porto de Andrade
Approval: Artur Martins, Tiago Lara, Fábio Rabelo, Ana Paula Lobão, Marileide Negrini da Silva
Advertising Agency: Grey, Melbourne, Australia
Executive Creative Director: Michael Knox
Creative: Laura Petruccelli, Rohan Cooke, Sharon Condy, Josh Murrell
Director: Sascha Ettinger
Producer: Josh Mullens
Production company: Will O Rourke
Business Director: D’arne Buckley
Head of Broadcast: Sandi Gracin
Strategist: Alice Atherton
Senior Account Manager: Catherine McDonald
Axe is known for its innovation and creativity within online and televised advertising, two media extremely powerful on the target, but above all two very complementary media. Even though many advertisers have connected these two dots, not much has been realized so far in this area.
For the first time, the penetration of mobile internet on the younger male target in Belgium reaches relevant numbers. Shazam is the application they use and like the most.
Idea: Using mobile as the connector between those two powerful media. Using Shazam injecting excitement and extra coolness into the campaign. A first in Europe
Advertising Agency: Name, City, Country: Mindshare, Belgium
Client Manager: Bert Callens
Business Planning: Els Thielemans
TV-Buyer: Pieter Berger
Digital Director: Jean-Michel Depasse
Brief: Once Again is a Bangalore-based NGO that follows a unique model where it accepts donations only in the form of old items, not money. It collects items people don’t use anymore, sells them at a minimal price to the underprivileged and uses this money for the empowerment of their community – supporting a crèche for their children, providing vocational training to women and computer training to young adults. The brief was to make the NGO recognizable and maximize donations to support its activities. The challenge was to accomplish this with no budgets in hand.
Strategy: We noticed that the youth were passionate about making a difference to their surroundings, but saw charity as a boring, guilt-driven moral obligation. We used Facebook – a place where they hang out everyday – to involve them in this cause, by making the act of donating fun and engaging.
Creative execution: We created The Tagging Drive, an online donation drive on Facebook. We started with a team of Facebook volunteers, who revisited their friends’ old pictures and tagged ‘Once Again’ to things worth donating – shoes, toys, clothes, furniture, books, etc. When the friend received the notification of the tagged picture, curiosity prompted them to click on it. It led them to the Once Again Facebook page where they read the message, “You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.” The page also invited them to become Facebook volunteers and spread the word by tagging their friends.
Results: The tags created curiosity and thousands were directed to the Once Again page. The campaign went viral with friends tagging friends. It gained visibility on social media, received prominent coverage in leading media publications and went on to become Bangalore’s biggest tagging drive. In a matter of a few months, thousands of pictures were tagged and several donation drives initiated. Once Again collected over ten thousand items for sale at their thrift shop, giving the underprivileged an access to goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%, which is being recycled to support its activities. And it all started with a tag.
1 music video, 462 unique covers – a beat, is a clip, is a cover.
This music video, for the danish electronic duo called “Crash and Compute”, also serves as the material for the album covers. The video clips were found by searching the words “crashing” and “computing” on Getty Images and afterwards cut to match the beats of the track. The first frame in each clip is then turned into a unique cover, so the audience can get their own piece of the music video. See all the covers and the project at www.crashandcompute.com
Advertising Agency: SELIGEMIG, Frederiksberg C, Denmark
Creative Director: Simon Engstrøm
Art Director: Jonas Quist
Copywriter: Daniel Norit
Additional credits: Cathrine Koppel
Immature men often forget dates that are important to most women, such as Valentine’s Day. But, thanks to Saint Valentine’s Day Cover they will have to worry about asking for #Forgiveness for many things, except for forgetting Valentine’s Day. It takes some time to be mature. To brew a great beer, too. Schneider. Slow brewed beer.
Advertising Agency: Woonky Buenos Aires, Argentina
Creative Director: Tomás Wells
Art Director: Siro Rodriguez
Copywriter: Agustina Benitez Araujo
Development Manager: Pablo Oliver
UX Designer: Pablo Drut
Programmer: Max Delgado
Account Manager: Victoria Paterlini
Responsible for Client: Esteban Lopez
Street children begging for food and money near busy traffic stops are a common sight in metropolitan cities like Rio de Janeiro. Accustomed and tired of this routine, drivers have the habit of shutting their car windows to ignore these children and avoid any contact with them.
In order to raise awareness of this dilemma and to obtain more donations, “Obra do Berço”, a day care for underprivileged children in Brazil, has found a way to make the children’s voices heard through the windows: “SOS by SMS”, an action in partnership with DM9Rio.
Bluetooth antennas are hidden near the traffic signals where a large concentration of these children tend to gather. When drivers stop there, the antennas would send out an “SMS” message:
“Hi, I’m the child at this traffic light. I know that I may upset you, but living on the streets is even more upsetting. By donating $ 10 to the Obra do Berço, you can help give a future and a shelter to a little one like me. Help us. Shut the window, but do not shut your eyes. ”
Advertising Agency: DM9Rio, Brazil
Creatives: Álvaro Diogo Rodrigues, Diogo Mello
Creative Director: Álvaro Diogo Rodrigues, Diogo Mello
Project Manager: Eduardo Grendelle
Video Producer: Yes Filmes
Executive Producer: Caio Abreia
Sound Producer: Silence
Approved by: Maria Luiza Sá Earp Marinho de Souza
Advertising Ageny: Miami Ad School, New York, USA
Art Direction: Dejan Jovanovic
Copywriter: Helena Heras
Motion Design: Rafael Perez
Sound Design: Adam Primack
Voice Over: Richard Spiegel
3D Design: Manuel Mero
Special Effects: German Leal
Instructor: Ina Ernesti
Advertising Agency: Sancho BBDO, Bogotá, Colombia
Chief Creative Officers: Hugo Corredor, Giovanni Martínez
Creative Directors: Damian Montañez, Cristian Alzate
Art Director: Luis Carlos Vera
Copywriter: Mauricio López
Digital Creative: Luis Carlos Vera
Account Directors: Natalia Pérez, Cristina Posada
Developer: Digital Sancho Team
We’ve all taken pictures of food and posted them on Instagram. But now, if you want to share your food with those who really need it, @ManosUnidasONGD has created a filter for your pics: the money you pay for downloading the app will go to programs against hunger. Go to www.foodsharefilter.com for more details.
Advertising Agency: DDB, Barcelona, Spain
General Creative Director: José María Roca de Vinyals
Creative Director: Nerea Cierco
Copywriter: Tino Barreiro
Art Director: Ariadna Castells
Social Media Director: Thais Ruiz de Alda
Account Director: Mariona Cruz
Account Executive: Estitxu Julián
Technical Director: Emilio González
Production: RSB Media
Advertising Agency: Man+Hatchet, London, United Kingdom
Producer: Simon Sanderson
Director: Will Tribble
Creative Director: Henry Cowling
Creatives: Rob Wakefield, Will Tribble
Animators: Chris Ollis, Once Were Farmers
Character Designers: Rob Cheetham, Chris Ollis
Sound Design / Music: Chris Green / Blurred Edge
Seeding: Never Say Media
Maes is Belgium’s second most popular beer but also Belgium’s 3rd most common surname. So since there is no joy in being second Maes beer gave a free barrel of Maes to all the people with the name Maes. They just had to sign up on Facebook, choose a pub and share the date – and their beer – with all of their friends.
The campaign was created by TBWA and broke quite some records. The Facebook fanpage made it into the 6% most active pages worldwide, 1 out 20 Belgians visited the website and the amount of fans tripled in 1 day.
Advertising Agency: TBWA, Brussels, Belgium
Creative Director: Jan Macken, Gert Pauwels
Creative team: Jasper Declercq, Ivo Mertens, Geert Verdonck, Menno Buyl, Chiara de Decker, Pol Sierens
Account team: Jochen De Greef, Marko Van Dyck
Strategy: Kacper Wozniak
Six months ago, Keri Pfeiffer made a Pinterest board detailing her perfect morning. We found her board. And decided to bring it to life. For real.
Advertising Agency: Baldwin&, Raleigh, USA
Creative Directors: David Baldwin, Bob Ranew
Art Director: April Lauderdale
Copywriter: Chad Temples
Production Company: Avocados &?Coconuts
Director: Brandon Loper
Agency Production: Driver Media
Production: Erica Brugman
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