Nike – What are girls made of? (2017) 2:00 (Russia)

Nike - What are girls made of? (2017) 2:00 (Russia)
Created by W+K Amsterdam, these three integrated local campaigns were produced simultaneously under one key global objective – encouraging women and girls to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. This one is targeted to the Russian market, and changes the lyrics of a classic song ‘What Our Boys Are Made of’, to what girls are made of. It’s a bit like taking the lyrics to “sugar and spice and everything nice, that’s what little girls are made of…” and replacing the sugar with determination, ambition and power.

The most interesting thing about these three ads is how they do actually talk to the different cultures where women are discouraged from sports activities in various ways.

This one is for Russia, but I recognise there was a phase in my girlhood when “sugar and spice” was sung to tease the boys, because they were made of awful things like snigs and snails and puppy-dogs’ tails, and we were clearly superior because we knew how to eat without getting food all over our pastel dresses. Once kindergarten was over this was no longer a source of pride, but annoyance, everything girly was cute, weak and fragile – never dangerous, powerful or impressive.
While we could climb trees just as well as the boys, they grew taller, stronger and faster and many girls hang up their football shoes when this happens. This girl who sings about being powerful and determined is right at that age where frilly is just so tedious, and she could become anything she wants sports-wise, if she just hangs in there. For each note she sees succesful athletes in the wings, as both inspiration and illustration of what she sings. So hang in there, girl. You’ve got a lovely set of pipes but I bet you can also score a bunch of goals too.

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Simulmedia Partners With LiveRamp for Easier TV-to-Digital Attribution


Through a new partnership with linear TV ad platform Simulmedia and offline-to-digital data connector LiveRamp, advertisers can tie their TV advertising to online measurement more seamlessly.

Brands including Home Depot, Choice Hotels, Go Daddy and Zycam run TV campaigns with Simulmedia, which combines TV viewing behavior with transactional credit card data to target TV audiences on a household level and directly measure whether those ads led to actual purchases. Many of the company’s clients also have worked with Acxiom-owned LiveRamp to turn their offline CRM, loyalty and other proprietary data into information that can be used to target their audiences in digital media, and measure whether their TV spots prompted people to take actions online.

“Clients would like it to be faster and easier more automated,” said Simulmedia CEO Dave Morgan. “Most of them have a data relationship already with LiveRamp so they already have a lot of segments there.”

Continue reading at AdAge.com

Watch Colbert's Cartoon Trump Get Advice From Ghost Nixon


Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Tuesday, March 7:

Some free advice: Be careful what you say in front of your Amazon Echo (see No. 1, below), your iPhone or Android phone and your smart TV (No. 4). Because not only are they listening to you, but apparently they all regularly get together in an internet chat room at night while you’re sleeping to complain about you to each other. (It turns out they really can’t stand you!) My source on that: I believe it to be true. And/or I saw it on cable news. Anyway, let’s get started …

1. “Amazon has stopped fighting a legal battle to keep Echo recordings secret, after the defendant at the heart of the case gave his permission for the evidence to be handed over,” The Guardian’s Alex Hern reports. Amazon had previously argued that “both its users’ requests to Alexa and its own responses were covered by American First Amendment rights, and that law enforcement should thus meet a high burden of proof to require release of the data.”

Continue reading at AdAge.com

Soylent Gets an AI Spokeswoman Courtesy of W&K Tech Shop Lodge


Soylent, the meal-replacement brand designed to eliminate the hassles of regular eating, is getting a (fictional) artificially intelligent spokeswoman in its first work from Wieden & Kennedy’s tech-focused Lodge group.

The character, Trish, will appear to run a virtual store on Soylent’s website and play a part in a mix of broadcast, digital, social and other marketing as the brand sets out to broaden its consumer base, according to the company.

Still, the company is not abandoning its tech-savvy followers. Trish has a Bitcoin-based store, Soy Route, on the dark web, where Soylent aims to sell rare products including mystery-flavor Soylent, a beef-flavor kit and golden Soylent signed by the CEO. Trish is also set to make an appearance at the upcoming SXSW Conference.

Continue reading at AdAge.com

NOS: N Play Train

The new N PLAY is the series and films stream of the portuguese brand NOS. We’ve used a ‘train’ to convey the idea of an endless journey through the series world and binge watching behaviour. One can hop on and hop off whenever one likes. The ‘train driver’ is the Portuguese actor Nuno Lopes (Best Actor – Veneza Festival 2016 and Shooting Star Award at Berlin International Film Festival). He drives us throughout this special journey with a hint of good sense of humour and cheekiness.

Video of NOS – N Play TRAIN

AAMI: Smarter drive

AAMI SmartPlates, an innovative app giving L-platers an alternative to the traditional logbook.

It allows young drivers to track their learning progress in real time and pinpoints skills that need practicing. It uses smartphone technology to live-track a learner’s hours, route choice, weather, road and traffic conditions, and then provides comprehensive feedback on progress.

AAMI SmartPlates brings AAMI’s ‘Not Very Insurancey’ brand platform to life by evolving the insurance company from one that simply covers accidents, to one that aims to prevent them from happening.

Video of AAMI SmartPlates – Drive Smarter with AAMI SmartPlates

Intact: You matter

Video of Intact Insurance – Murray

Urban Ladder: April fool's day prank

Video of Urban Ladder: April Fool’s Case Study

KFC Hands U.K. Creative to Mother After 15 Years with BBH

KFC selected Mother as its creative agency for the U.K., following a review launched in January. The appointment ends the brand’s 15-year relationship with BBH London.

Campaign reported that other agencies in the review included the incumbent, AMV BBDO, W+K London and FCB Inferno.

“Firstly, we would like to say an enormous thank you to the entire BBH team with whom we have worked over the last 15 years, and for the professional way in which they have responded to our decision to call a review,” KFC U.K. CMO Meg Farren told the publication.

“Through the pitch process, we have been privileged to have some of the brightest and most creative brains thinking about the future of the KFC brand,” she added. “In the end, we have come to the conclusion that the strategic and creative teams at Mother will be the best partners to help us achieve our ambition for the brand.”

BBH London helped the brand celebrate the 50th anniversary of its arrival in the U.K. with its “Families” spot in 2015. Later that year the agency turned its attention to friends with a “Friendship Bucket Test” holiday campaign. Last year, BBH helped the brand with a visual refresh and launched an OOH campaign.

“It’s been a 15-year journey that we are very proud of. We’ve sold a lot of chicken together. But KFC is moving on and so are we. We wish them all the best,” BBH CEO Ben Fennell told Campaign.

Sid Lee Hires the First Creative Leads in Its L.A. Office

Formerly independent agency Sid Lee opened the doors to its Los Angeles office in early 2015, months before it was acquired by Japan’s Hakuhodo DY Holdings.

Now it has hired the first creative duo in the City of Angels.

Daniel Söderstedt and Jonny Leicht recently joined the agency as design director and creative director, respectively. Söderstedt had been design director at Mother in New York while Leicht started working with Sid Lee as a freelancer some months ago after working as a copywriter/ACD at Media Arts Lab, GS&P and Wieden + Kennedy, among others.

Moving forward, the two will collaborate on Netflix, The North Face and other accounts. They will report to ECD, managing partner Daniel Chandler, who is based in New York, and work under managing partner Nicolas Van Erum, who has run the L.A. office since it opened two years ago.

sid lee danielIn terms of why Sid Lee chose this time to begin staffing up its West Coast office, competition for talent in La La Land has been heating up a bit recently with the opening of Mother L.A. and Anomaly L.A. as well as a series of defections/downsizing moves at Media Arts Lab and other entities.

Söderstedt comes from Sweden, where he worked at Stockholm Design Lab before moving to New York to help run design studio 2×4 and later moved into advertising with Mother.

Leicht (pronounced “light”) started his career as a strategist at W+K, later moving to the creative side while at Anomaly. He later worked on the Apple TV and Music launches at MAL, and he’s currently surfing as much as possible while leading the Sid Lee creative department.

Top 30 Luxury Trends in March – From Designer Brand Candy Shops to Elegant Tea Chocolates (TOPLIST)

(TrendHunter.com) These March 2017 luxury trends incorporate a range of different products and experiences, including the eco-friendly SUV that was created by Arnold Schwarzenegger and Kreisel Electric G-Class, the…

Switch é o console da Nintendo que vendeu mais rápido nas Américas e Europa

O Nintendo Switch chegou com tudo. Segundo o presidente da companhia nas Américas, Reggie Fils-Aime, as vendas iniciais do console superaram os todos os recordes já registrados pela marca nos primeiros dias. O mesmo vale para a Europa: o console vendeu mais unidades no último final de semana do que qualquer outro hardware na história […]

> LEIA MAIS: Switch é o console da Nintendo que vendeu mais rápido nas Américas e Europa

'Misogynist' YSL Ads Shock Parisians Ahead of International Women's Day


An Yves Saint Laurent campaign has come under fire during Paris Fashion Week for promoting “porno chic,” with ads that show an underweight model in fishnet tights opening her legs for the camera.

Four executions show various shocking images. One shows a model in a leotard and rollerskate stilettos bending over a stool.

Stphane Martin, the director of the French advertising watchdog Autorit de Rgulation Professionnelle de la Publicit, said via email that the campaign “seriously contravenes” the advertising codes relating to “respect for decency, dignity and those prohibiting submission, violence or dependence, as well as the use of stereotypes.”

Continue reading at AdAge.com

Jimmy Chin and Chai Yasarhelyi, award-winning directors of documentary Meru, join Nonfiction Unlimited

Sundance Film Festival Audience Award Winners Join Commercial Production Company for Spots and Branded Content

Nonfiction Unlimited, a commercial production company working with some of the most respected documentary filmmakers in the world, has added the directing team of Jimmy Chin and Chai Vasarhelyi. Chin and Vasarhelyi co-directed the 2015 Sundance Festival Audience Award-winning MERU, a breathtaking documentary about two difficult ascents of the Himalayan peak. The film was the highest grossing independent documentary film of 2015. Chin, a professional alpinist, filmed much of the documentary while climbing the 1,500-foot-tall Shark’s Fin rock wall, the final section of the 21,850-foot mountain. He first tried to summit Meru in 2008, but was turned back by severe weather 100 meters from the summit. MERU chronicles the conquest of the summit on the return expedition in 2011, with fellow climbers Conrad Anker and Renan Ozturk.

As an athlete, director and photographer Chin has worked with elite adventurers in some of the most dangerous and challenging locations in the world including several ascents of Mount Everest. He has directed extreme adventure work for Chase Bank, Pirelli and The North Face and others. For Chase, Chin both starred in and directed a close-up view of a photographer climbing the treacherous peaks of the Bugaboos to capture the perfect shot. For Pirelli, he filmed skiers in a dramatic high-speed ski sequence that ends in an unexpected BASE jump, seen from the perspective of inside a car, also falling thru the air.

Vasarhelyi is a prolific award-winning documentary director whose work includes an episode of Netflix’ Abstract: The Art of Design, a profile of Ralph Gilles, head automotive designer for Fiat Chrysler. No stranger to dangerous projects herself, Vasarhelyi spent years in Senegal filming Youssou N’Dour: I Bring What I Love, about the Senegalese icon and musician and Incorruptible chronicling the tense 2012 Senegal elections. The film won a 2016 Independent Spirit Award. Her work also includes Climbing the Shark’s Fin, a New York Times Op Doc.

“Jimmy is one of the most accomplished adventure sports filmmakers and photographers working today,” said Loretta Jeneski, Executive Producer at Nonfiction Unlimited. “He has incredible cinematic flare and has specialized in directing logistically complicated shoots. Chai has been winning documentary awards since she was twenty-three. She’s all about revealing the humanity in every story. They are both a force of nature and we’re thrilled they’ve joined us at Nonfiction for advertising projects.”

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UBS "Driving change through diversity' (2017) 1:30 (UK)

Publicis London created this global campaign for UBS which highlights diversity and women in time for International Women’s Day. Set to a dramatic reworking for Joss Stone’s “Free Me,” which she re-recorded exclusively for the campaign by MassiveMusic, the film runs through a series of questions. Ranging from “Did I only get the job because I’m a woman,” “Is he the one?” “Will having a baby affect my ambitions?” The questions continue on in this vein and almost all are filled with worry. And then the voice of reason comes in. UBS says in bold, For some of life’s questions you are not alone. Together we can find an answer. The lyrics to the song are especially powerful and provide some much needed strength.

Don’t tell me that I won’t, I can
Don’t tell me that I’m not, I am
Don’t tell me that my master plan
Ain’t coming through, yeah

Don’t tell me that I won’t, I will
Don’t tell me how to think, I feel
Don’t tell me ’cause I know what’s real
What I can do

You can stream the reworked version via Spotify or download it via iTunes. Considering how horribly Spotify’s pittance of a royalty rate is, I would consider downloading it. Joss Stone is a woman after all. Might be nice to support her.

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tinygiant Adds Major Talent with Director Kal Karman

Brooklyn-based production company tinygiant is eager to announce the addition of internationally recognized visual director Kal Karman to their collaborative powerhouse. After nearly two decades soaking up the fashion and atmosphere of Milan, US-born Karman brings to tinygiant his explorative outlook with an American work ethic and a global feel.

A true multi-hyphenate, Karman is driven to constantly evolve – both his style and his skillset. His work behind the camera began as an assistant cinematographer before transitioning to post production at Industrial Light and Magic. Karman’s move to Italy brought another career change when he began directing numerous music videos, commercials, and documentaries. His self-compelled growth continued when he sought out renowned photographers and self-started a career based in still photography. Karman describes his DNA as being built of the dual strands of the post production/special effects and fashion/beauty worlds.

Karman’s impressive credit list includes work with such brands as Armani, BVLGARI, David Yurman, Debeers Jewelry, Ferrero, Gucci, Konika Minolta, Lux, and Pepsico, just to name a few. His American-grown working sensibilities and Milan-fostered aesthetic have attracted his talents to leading global agencies including JWT Singapore, DDB Dubai, Ogilvy Madrid, JWT Barcelona, Saatchi & Saatchi Milan, GREY Manila, and many more.

Karman continues his evolution by joining tinygiant, where he is surrounded by a team of storytellers who also thrive on collaboration. Veronica Diaferia, tinygiant Founder and Executive Producer, describes Karman as having all the right traits, saying: “Kal is always ready for a challenge, with a clear vision and the will to keep pushing to make the work better. He is an all-around team player who listens and respects others’ opinions. He cares to make the client happy and loves what he does.”

On becoming part of the tinygiant family, Karman says “it’s sort of like coming home” and while still based in Milan, he’s excited to have a presence on the East Coast: “the fashion center of the marketplace.” His artistic goals include finding hybrid jobs that require both moving image and still photography, and “elevating the work artistically beyond the clients’ expectations.”

tinygiant is a small Brooklyn-based shop that prides itself on curating a new breed of directors and focusing on growing the company around people, not the other way around. They represent the next generation: a nimble, flexible group that is small, but can tackle any job of any size with colossal results.

Adland: 

JIMMY CHIN AND CHAI VASARHELYI, AWARD-WINNING DIRECTORS OF DOCUMENTARY MERU, JOIN NONFICTION UNLIMITED

Nonfiction Unlimited, a commercial production company working with some of the most respected documentary filmmakers in the world, has added the directing team of Jimmy Chin and Chai Vasarhelyi. Chin and Vasarhelyi co-directed the 2015 Sundance Festival Audience Award-winning MERU, a breathtaking documentary about two difficult ascents of the Himalayan peak. The film was the highest grossing independent documentary film of 2015. Chin, a professional alpinist, filmed much of the documentary while climbing the 1,500-foot-tall Shark’s Fin rock wall, the final section of the 21,850-foot mountain. He first tried to summit Meru in 2008, but was turned back by severe weather 100 meters from the summit. MERU chronicles the conquest of the summit on the return expedition in 2011, with fellow climbers Conrad Anker and Renan Ozturk.

As an athlete, director and photographer Chin has worked with elite adventurers in some of the most dangerous and challenging locations in the world including several ascents of Mount Everest. He has directed extreme adventure work for Chase Bank, Pirelli and The North Face and others. For Chase, Chin both starred in and directed a close-up view of a photographer climbing the treacherous peaks of the Bugaboos to capture the perfect shot. For Pirelli, he filmed skiers in a dramatic high-speed ski sequence that ends in an unexpected BASE jump, seen from the perspective of inside a car, also falling thru the air.

Vasarhelyi is a prolific award-winning documentary director whose work includes an episode of Netflix’ Abstract: The Art of Design, a profile of Ralph Gilles, head automotive designer for Fiat Chrysler. No stranger to dangerous projects herself, Vasarhelyi spent years in Senegal filming Youssou N’Dour: I Bring What I Love, about the Senegalese icon and musician and Incorruptible chronicling the tense 2012 Senegal elections. The film won a 2016 Independent Spirit Award. Her work also includes Climbing the Shark’s Fin, a New York Times Op Doc.

“Jimmy is one of the most accomplished adventure sports filmmakers and photographers working today,” said Loretta Jeneski, Executive Producer at Nonfiction Unlimited. “He has incredible cinematic flare and has specialized in directing logistically complicated shoots. Chai has been winning documentary awards since she was twenty-three. She’s all about revealing the humanity in every story. They are both a force of nature and we’re thrilled they’ve joined us at Nonfiction for advertising projects.”

About Nonfiction Unlimited
Nonfiction Unlimited’s collective personality is unlike any other commercial production company in the world. We began in 1995, with one idea: a roster of elite award-winning documentary filmmakers supported by an innovative production staff, formed in order to take a revolutionary approach to documentary projects for advertising agencies and their clients. Nonfiction’s directors have created uniquely compelling commercials, branded content and short films, complex branding campaigns, television and online content and, of course, creative documentaries. The filmmakers at Nonfiction have won multiple Academy Awards and nominations, myriads of awards from the Sundance and Tribeca and other film festivals, and been named to hundreds of National and International Best Films of the Year Critics’ Lists for their work.

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Folktandvården Stockholm Public dental care: Zero cavities


Outdoor, Film, Online
Folktandvården Stockholm

Zero cavities is a campaign where Folktandvården, the public dental service in Stockholm, informs the citizens about their right to dental care. They took their vision to the city of Stockholm to see how people would react when holes are removed from where people are accustomed to find them.

Advertising Agency:Garbergs, Stockholm, Sweden
Art Director:Petter Odeen
Copywriter:Johan Van Der Shoot
Illustrator:Beatrice Sztanska
Photographer:Aorta, Adamsky

Orange: The Walk


Film
Orange

It’s not that bad things never happen, sometimes you need to improvise. There’s no script for life – and when things go wrong sometimes you just have to be creative , is the message from Orange in this duo of lightly comedic spots. Created by Publicis Brussels and directed by Peter Dietrich the films show how a bit of lateral thinking and a trusty mobile phone can turn any tricky situation around.

Advertising Agency:Publicis Brussels, Belgium
Creative Director:Geert De Rocker, Tom Berth
Director:Peter Dietrich
DoP:Jon Gaute Espevold
Music:Klaus Lehr

Pasex Condoms: Love species

Print
Pasex Condoms

For any love species.

Each person have a different Kind of Love to give. If we imagine it like an Animal Instintc we can segment love in species “Straight, gay, lesbian, passionate like condoms skills Retardant, XL, texturized, etc”. In artistic vision we fusioned animals with human sex intentions in this campaign.

Advertising Agency:Avance Carat, Guatemala
Creative Director:Massimiliano Ricci
Art Director:Luis Pedro Mendez
Copywriter:Massimiliano
Illustrator:Mario Guerra
Photographer:Mario Guerra Photography
Additional Credits:Otto Salguero Account Director