Monthly Archives: September 2013

Yahoo! JAPAN | Hands On Search

The Internet is visual and auditory.
What if the sense of touch became possible? What does the future look like?
To portray that sort of future for the internet, Yahoo JAPAN integrated the
“Search” function with a 3D printer and developed the “Hands On Search” machine. The item you search comes out as a solid object by this search. This is the first step towards a new search.

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Virgin Mobile | Blinkwashing

I have to say that Blinkwashing from Virgin is one of the best digital ideas I have seen. Take a look at the ad for yourself.

You have to set up webcam but it is quick and easy.  The video starts off with a pretty straightforward introduction about Virgin Mobile’s new plan.  The host explains that it’s not your fault for not switching to Virgin mobile, but in fact it’s your brain’s fault because not many people know enough about Virgin Mobile to trust the company enough to make the switch. By this time most people need to blink, this is where the blinkwashing kicks in.  It’s an evolution of the “Retrain your brain” campaign that ran previously.  Each time the user blinks, the scene changes randomly (there are 25 scenes in total).

Enjoy.

 

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Cornetto | Love Plane

Cornetto launched the first airplane with a banner that is connected to Twitter, so summer lovers could declare their love in front of everyone on the beaches of Spain.

Cornetto Love Plane. Coming soon to a beach near you!

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Chipotle | Scarecrow

Watch “The Scarecrow,” the companion film for Chipotle’s new app-based game. Then download the free app at http://www.scarecrowgame.com and join the quest for wholesome, sustainable food.

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This Is SportsCenter | Calvin Johnson

One of the best sports campaigns in history. ESPN Sports Center commercials never fail to entertain.

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To Me Marketing Is About Values – Steve Jobs

Lets stop talking about ourselves and build GREAT brands that matter to consumers. Create brands that talk about and act upon values they love and not about themselves. If your brand isn’t interested  in connecting with consumers and inspiring something in the world, then the chances of connecting with with them are pretty slim.

Who’s with me?

To me….marketing is about values! This is a very complicated world. it’s a very noisy world. and we’re not going to get a chance to get people to remember much about us. No company is! and so, we have to be really clear on what we want them to know about us.

Now apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats.

Not just in this country, but all around the globe. But even a great brand needs investment and caring if its going to retain it’s relevance and vitality. And the apple brand has clearly suffered from neglect in this area in the last few years. and we need to bring it back!

The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than windows.

The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.

But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike! Remember, nike sells a commodity. They sell shoes!!!

And yet, when you think of nike you feel something different than a shoe company.

In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than reebok’s air soles. What does Nike do in their advertising? They honor great athletes. and they honor great athletics. That’s who they are, that’s what they are about!

Apple spends a fortune on advertising — you’d never know it….you’d never know it…!

So…when i got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that i was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).

And…we started working about eight weeks ago, and the question we asked was, “our customers want to know who is apple and what is it that we stand for…where do we fit in this world?”

And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But apple is about something more than that! apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!

And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world, are the ones that actually do!

And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!

A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that apple believed in at its core, are the same things apple really stands for today.

And so we wanted to find a way to communicate this. And what we have is something that i am very moved by. It honors those people who have changed the world. Some of them are living — some of them are not. But the ones that aren’t, as you’ll see, you’ll know that if they ever used a computer it would have been a mac!

And the theme of the campaign is “Think different.” It’s honoring the people who think different and move this world forward . And it is what we are about. It touches the soul of this company.

So – I am gonna go ahead and roll it, and I hope that you feel the same way about it i do!

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Old Spice | Unnecessary Freshness

The NFL season is back and with it comes new work for Old Spice from Wieden+Kennedy Portland. GREATIVE GENIUS, it’s hard to stop watching.

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Southern Comfort | Dance | Whatever’s Comfortable

The fourth spot in Southern Comfort’s Whatever’s Comfortable campaign via agency W+K New York. This commercial just make me feel good, ENJOY.

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Nike Free Flyknit | Live Knitting

The Nike Free Flyknit combines the second-skin fit of Flyknit construction and ultimate flexibility of Nike Free. Over the course of a 10-day live installation on a prominent billboard in Shanghai, the sock-like Nike Free Flyknit was “knitted” thread by thread over a bare foot by four installation professionals.

Advertising Agency: Wieden + Kennedy, Shanghai, China

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Chez Restaurant | VS

Advertising Agency: Y&R, São Paulo, Brazil

Chief Creative Officer: Rui Branquinho

Executive Creative Director: Flávio Casarotti

Creative Directors: Rui Branquinho, Flávio Casarotti

Art Directors: Daniel Salles, Jose Neto

Copywriter: Samir Mesquita

Illustrator: Zombie Studio

Volkswagen GTI Bannerbahn

If you have ever waited for the traffic lights to turn green while sitting in a Golf GTI, you know why people drive them. The GTI is about horse power and about speed. And this is exactly what Dutch agency Achtung! translated into a fun, playful campaign for the German car brand: Try to catch a GTI on the “Volkswagen Bannerbahn”.

The campaign connects paid banner media space with the real world by challenging the user to catch a Volkswagen Golf GTI. Click on the zig-zaging car that is actually driven by a real driver in the real world. Oh, and if you succeed you can actually win the real car.

Volkswagen Bannerbahn is another great concept that bridges digital with reality.

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Cadiaspirin

Advertising Agency: AlmapBBDO, São Paulo, Brazil

Chief Creative Officer: Marcello Serpa

Executive Creative Director: Luiz Sanches

Creative Directors: Marcos Medeiros, André Kassu, Bruno Prosperi, Renato Simões

Copywriter: Pernil

Art Director: Andre Gola

Illustrator: Estudiorama

Art Buyers: Teresa Setti, Paula Feijo

Account Supervisors: Gustavo Burnier, Juliana Nascimento, Calebe Ferres

Advertiser’s Supervisor: Thomas Fill

Planner: Cintia Gonçalves

The Rhythms Of Work vs The Rhythms Of Creative Labor

Though I am guilty of using it from time to time, I’ve never particularly cared for the word “productivity,” which is defined as (1) the “quality of being productive,” and (2) the “rate of output per unit.”While it’s easy to imagine how to control for output in certain contexts — say, turning out 100 widgets of equal quality from your factory each day — it’s much more difficult to guarantee that you’ll write 10 pages of exactly equal quality for your novel each day.

In other words, all work is not created equal. Willing yourself to suck it up and make that client call or do that distasteful admin task is one kind of work (very controllable), while pushing through a creative block to give something new to the world is another entirely (less controllable).

Which is why I want to share a wonderful passage I recently discovered in Lewis Hyde’s classic book The Gift: Creativity and the Artist in the Modern World, wherein he makes an elegant distinction between “work” and “creative labor”:

Work is what we do by the hour. It begins and, if possible, we do it for money. Welding car bodies on an assembly line is work; washing dishes, computing taxes, walking the rounds in a psychiatric ward, picking asparagus–these are work. Labor, on the other hand, sets its own pace. We may get paid for it, but it’s harder to quantify… Writing a poem, raising a child, developing a new calculus, resolving a neurosis, invention in all forms — these are labors.Work is an intended activity that is accomplished through the will. A labor can be intended but only to the extent of doing the groundwork, or of not doing things that would clearly prevent the labor. Beyond that, labor has its own schedule.

[Hyde closes with this striking footnote.]

There is no technology, no time-saving device that can alter the rhythms of creative labor. When the worth of labor is expressed in terms of exchange value, therefore, creativity is automatically devalued every time there is an advance in the technology of work.

As creative professionals, it’s easy to confuse “work” and “labor” — both are a regular part of our everyday. But when we confuse one for the other, we create the illusion that “creative labor” can be willed, managed, or measured, when, in fact, it can only really be, as Hyde points out, beckoned.

We can do much to create the time, the space, and the expertise that lead to incredible creative work. But there is no silver bullet; there is no “time-saving device” or productivity system that is going to alter the rhythm of invention.

Sometimes we’re better off accepting that certain processes can’t be rushed. Then we can set aside the accomplish, accomplish, accomplish mindset of willpower, and find the stillness that will help us move forward.

Guinness | Basketball

A game of wheelchair basketball gets a surprisingly heartwarming ending in the new commercial for Guinness beer.

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Skittles | Smile

Skittles has launched new television spot “Smile” via creative agency DDB Chicago.

In this spot two high-school girls wonder why a seemingly normal teenage boy won’t smile. After one of the girls approaches him to make him smile, we see that he doesn’t smile because his teeth are made of Skittles. The hero girl lays a huge kiss on the boy and some of his ‘Skittle teeth’ fall out into her mouth. Both now tasting the rainbow.

French the Rainbow. Taste the Rainbow.

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Fiat | You Either See The Letter Or The…

One of the best texting and driving campaigns.

Advertising Agency: Leo Burnett Tailor Made, Sao Paulo, Brazil

Chief Creative Officer: Marcelo Reis

Executive Creative Director: Guilherme Jahara

Copywriters: Marcelo Henriques, Paulo Henrique Gomes

Art Director / Illustrator: Tiago Valadão

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Carlsberg | BriefCase Sessions

At the 2013 Cannes Creative Festival, Carlsberg gave twenty creative teams a briefcase full of material, a one sentence brief, 30 minutes and a camera crew to showcase their creativity and ideas.

Dubbed the #BriefcaseSessions, creative teams were given the time it takes to drink a bottle of Carlsberg to create, develop and pitch their idea straight to camera.

In a specially designed Carlsberg briefcase, which contained a collection of paraphernalia and aids that stimulated the creative process, 20 teams from all over the world were given briefs which had to be solved in 30 minutes.

Briefs included “Make your daily commute more inspiring,” and “Make recycling into a sport.”

And now, the top four have been chosen by a panel of experts from Carlsberg and experts from various creative disciplines, and will be put to public vote. Simply, whichever gets the most likes on YouTube will win a pair of VIP tickets to Cannes 2014.

Check out the 4 episodes below and vote for your favorite.

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Ford | Looking For Champions

Ford was looking for the next champion. So they placed a Cup in the middle of the street and challenged people to try and lift it. But there was a catch…

Watch what happened in this initiative activation by Ford, Official Sponsor of the UEFA Champions League in association with Escolinha do Figo. Find out more at http://www.aprocuradecampeoes.pt

Credits:
Brand: Ford Portugal
Agency: Wunderman Portugal
Creative Supervision: Luís Coelho
Art Directors: Andreia Constantino and Paulo Ramalho
Copywriters: Luís Coelho and Bob Ferraz
General Manager: Jorge Castanheira
Account Director: Olga Orfão
Project Manager: Susana Gonçalves
Production Director: Miguel Figueiredo
Production Executive: José Maria
Production Assistants: Isabel Lyra and Hagna Dutra
Filming: André Dinis Carrilho, Nuno Neves and Diego Cunha
Edition: André Dinis Carrilho and Bob Ferraz
Music: “Ford Fado Blues” (Miguel Cervini and André Rodrigues) and “Time to Go” (Glockenwise)
Approval: Pedro Monteiro

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MINI | MINI Roller Coaster

The MINI Roller Coaster gave thrill seekers something to scream about as it turned the streets into a real life amusement park ride. Do you wanna go faster? Hell yeah! #MININOTNORMAL

The campaign initially started as a fun experiential campaign; however, the team liked the concept so much t hat they put production dollars behind it to film a video to share online. The campaign got some good reactions as onlookers took out their phones to take pictures and capture the stunt.

Be sure to check out the making of video for an exclusive look on how they did this campaign!

MINI Roller Coaster | The Making Of

 

 

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