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POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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By Steven Snell on June 24th, 2009
If you pay attention to advertisements, or if you browse through sites like Behance and deviantART, you’ve probably seen some very inspirational work involving the Nike brand or products. In this post we’ll feature 30 pieces of work for your design inspiration. Some are actual advertisements used by Nike, and others are experimental projects done by designers.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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KISS is the title of this year’s Soirée des Belges. As that party is on Friday night, I can’t tell anything cheesy about that yet. For now, I’ll stick to KISS as ’marketers favourite way of keeping things short and simple’. The cases I like most in Cannes (and in communication in general) are the ones that start from a simple but clever idea. The strange thing is: those simple ideas are the hardest ones to find. Keeping things short and simple isn’t simple.
I’ve seen many KISS cases on the festival today. This mailing for the Swedish Post didn’t win an award, but is so simple I like it. The mailing introduced a new segmentation tool from the Swedish Post. To show how it works, a personalized letter was sent to prospects. The letter contained the name, age, birthday, school, address and car of the prospect. The results of the campaign were great, but this case couldn’t convince the jury. I guess that’s not so much of a problem for agency Fan Club. I’m sure they can buy a DIY Golden Lion in Ikea, another champion of KISS!
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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CANNES (AdAge.com) -- A ton of money went into the Outdoor Grand Prix winner at this year's 56th Cannes Lion International Advertising Festival. But not in the way you would imagine.
) |
The "Trillion Dollar Campaign" for the newspaper The Zimbabwean from TBWA Hunt Lascaris, Johannesburg, South Africa, plastered real Zimbabwean trillion-dollar banknotes onto billboards, murals and fliers, serving as a real-life symbol of the country's record inflation and economic collapse. The campaign ultimately aimed to raise awareness of Zimbabwe's suffering under the Mugabe regime and increase the newspaper's customer base elsewhere in the hopes of getting it back into the hands of Zimbabwe people.
The paper was exiled from the country for exposing the corruption of its government, which subsequently imposed a 55% luxury import tax on the publication, making it unaffordable for the average citizen.
'Dig Out Your Soul'
The campaign beat out the other
front-runner for the honor, the "Dig Out Your Soul" campaign from
Bartle Bogle Hegarty, New York, for NYC & Co. and Warner Bros.,
which featured not a single billboard but made innovative use of the
outdoor arena, enlisting New York street musicians to perform
unreleased tracks from Oasis' "Dig Out Your Soul" in the city's subway
stations to promote the album's release. The campaign picked up a Gold
Lion and earlier had earned the best of show Grandy award at the Andys
earlier this year.
"The discussion for the Grand Prix reflects the larger discussions taking place in the industry," said outdoor juror Jose Molla, founder and executive creative director of La Comunidad. "The contenders were extremely different: one more traditional and the other more forward-thinking. We all agreed that both were good, but to me Oasis redefines what 'outdoor' is and could be, and that's a great thing. The lines are blurry and this could be the last year that a traditional format wins over something that is ground-breaking. Having said that, the actual Grand Prix is a very nice idea: to create awareness in South Africa about the economic opportunity in Zimbabwe, they printed the whole campaign in real bills, because they are cheaper than paper. They managed to do something very interesting with a traditional format."
Mr. Molla said the jury was split between the two campaigns and the deciding vote came from the jury's president, Akira Kagami, executive officer-global executive creative director, Dentsu.
Chipping in
Other earlier contenders for the top
honor included Leo Burnett's "Share Our Billboard" campaign for James
Ready Beer, which applied money to outdoor in another innovative way.
The campaign, from Burnett's Toronto office, asked consumers to chip in
$1 for the billboards to keep the cost of the brew down, and in turn
they would also get their own mugs displayed on James Ready billboards
in their respective neighborhoods. Another was the unusual "Melody
Road" campaign from Dentsu Razorfish, Tokyo, for Dunlop Falken Tyres,
for which the agencies constructed a special grooved road that played a
tune only when cars ran over it at 40 kilometer an hour, in order to
promote the brand's safety awareness.
Among other Gold honorees were the Alka Seltzer "Dissolve Your Problems" effort out of CLM BBDO Boulogne Billancourt; BBDO, New York's audio mural installations for HBO's "Big Love"; "Storage Solutions" from DDB Germany, Düsseldorf, for Ikea; and DDB, Paris' Boomerang campaign for Greenpeace.
This year's jury awarded 69 Lions total, including 11 Gold , 21 Silver and 36 Bronze. France was the most awarded country in outdoor, with nine Lions total, followed by Germany and the U.S., which each earned six lions, and then Brazil and India, which each took home five Lions.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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June 25, 2009 by jeremydante
madonna, donning the vuitton bunny ears she did at the met gala,
appears in the latest vuitton ads for a second season in a row.
artistically directed by marc jacobs & shot by steven meisel; the
image seen above is for the AW09 ad campaign. i like the overall look
but i dont know how i feel about those ears, literally, its like- we’ve
seen that already. but i guess it works because its pushing that
signature element which was a large feature for vuitton during that
season. dont trip off that whole ‘mr.breathless’ script either, i think
that was a watermark from whoever leaked the photos. now we’ll have to
see how long it takes for this so-called video of the shoot to surface.
keep an eye out.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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CANNES (AdAge.com) -- Saatchi & Saatchi took a refreshing turn this year in the introduction to its 19th-annual New Directors Showcase at Cannes, bringing up-and-coming director Marc Price onstage to recount his experience as a newbie who pulled off a near miracle.
Mr. Price is the talent behind "Colin," the zombie movie that generated heaps of buzz earlier this year in front of the same Croisette backdrop, at the Cannes International Film Festival. Its reported budget was only $70 -- a figure Mr. Price revealed was $70 more than the actual amount he had on hand to make the full-length feature.
| Live
action was just a small percentage of the mix and included a hilarious,
frenetic branded short for Adidas from Japanese director Kosai Sekine
about a relationship breakup messenger. |
Mr. Price's appearance marks a new direction for the event, which traditionally has been known for big-production openers featuring the likes of artist-acrobats Fuerza Bruta and showcasers-turned-A-listers David LaChapelle and Tarsem. Nevertheless, Saatchi couldn't resist the urge to perform a small stunt: A mini mob of zombies stormed onstage to tear into Saatchi's creative director-global culture, Richard Myers, who introduced the show.
As for the other new directors, the 23-person lineup demonstrated an eclectic mix of talent and techniques -- live action, animation, mixed media, tilt-shift photography and even laser scanning.
The showcase itself featured more videos than MTV, with clips making up the majority of this year's collection. Among them were another walking-dead performance, from director Eran Creevy, who delivered an expertly choreographed trailer-trash-zombie line-dancing extravaganza for Sonny J's "Handsfree"; a pregnant woman and a mysterious giant bubble in Poni Hoax's "Antibodies" by Wanda's Danakil; and a unique tilt-shift take on Sydney from Keith Loutit for the Megan Washington tune "Clementine." Not surprisingly, the show featured the much celebrated Radiohead "House of Cards" clip by Zoo Films director James Frost, which was created without cameras using two different laser-scanning systems.
Other videos included a crowd favorite from French quartet Megaforce that starts out looking like a typical lo-fi YouTube dance clip but introduces some dazzling effects trickery; Nick Hooker's surreal, black-and-white clip for Grace Jones' "Corporate Cannibal," in which the singer/model's face and figure morph into bizarre, alien forms; Ben Steiger Levines' video for Beast's "Mr. Hurricane," starring a dancing and shape-shifting swarm of bees; and $100-budget promo for Mac and Bird and Bees created entirely on a laptop by former Saatchi and BBDO agency-producer Dennis Liu.
Live action was just a small percentage of the mix and included a hilarious, frenetic branded short for Adidas from Japanese director Kosai Sekine about a relationship breakup messenger. Roman Kaelin and Florian Wittmann conducted a balletic performance between skateboarder and ant in a hilarious short, and Knucklehead's Siri Brumford delivered a compelling promo for Channel 4 that puts viewers in the shoes of director Stanley Kubrick on the set of "The Shining" with a brilliant tracked shot.
Other brand-related work included a whimsical, animated Scrabble spot from Irina Dakeva and Clement Dozier; Andre Maat and Superelectric's flip book on live-action idents for Cult TV; and a hilarious viral for Nokia from Zhu Jin Jing, starring a nunchuck-wielding Bruce Lee lookalike beating pingpong pros at their own game. Soft Citizen's Christopher Hutsul also inspired plenty of laughs with his shoe-guru short film for Nike, as did Federic Garcia and his world without women for Alto Palermo department store. Meanwhile, the Consortium's public-service announcement for Pain Without Borders illustrated the endless cycle of suffering caused by war.
| A
crowd favorite from French quartet Megaforce starts out looking like a
typical lo-fi YouTube dance clip but introduces some dazzling effects
trickery. |
Animation abounded on this year's screen, with a heavy serving of stop-motion, such as director Aaron Duffy's Special Guest self-promo starring a yarn guy apparently in love with his own rainbow hair; Antonio Balseiro's running Post-It notes for Nike; Corin Hardy's cigarette-box pyros in Prodigy's "Warrior Dance" video; and the Nathan Brothers/Oren Lavie's video for Mr. Lavie's "Her Morning Elegance," in which a mattress becomes the backdrop for a woman's elegant somnambulatory journey. On a more crafts tip, Partizan's Laurie Thinot brought screen-printing sensibility to info graphics for Autokratz's "Stay the Same," while Blacklist's Dvein generated some eerily realistic organic forms in show titles for OFFF.
Notably, the show introduced an online component this year in the form of a dedicated YouTube channel where viewers will eventually be able to watch all the films from the showcase's 19 years, as well as vote for their favorite piece from the 2009 show; the winner will be announced June 30. The channel will also provide an outlet for people to send in recommendations of directors for next year's event.
"I think the creation of this channel feeds very strongly to the raison d'etre of the showcase in the first place, which was to identify and expose talented new directors to the industry," Mr. Myers said. "The possibility of the industry, agencies and production companies to track down new talent we've found is now going to be a yearlong process, and not simply the one moment in Cannes."
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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Here are the three Grand Prix winners at this year's Cyber Lions, over at Cannes.
First, the award for the website & interactive campaigns category, went to...
CumminsNitro for "Best Job in the World"!!!
It's only the first time ever that one piece of work wins THREE different Grand Prix awards at Cannes. The same work won at the PR and Direct Lions! (Previously, only Ogilvy's Dove "Evolution" video had won two Grand Prix at Film and Cyber Lions in 2007)
Like I said when "The Best Job in the World" won the other two Grand Prix, I believe that it was definitely the most successful viral campaign ever staged, causing the mainstream media of almost every country in the world to talk about it for free. Such an amazing and SIMPLE idea, everyone of us would wish they had thought first!
Then, the award for the online advertising/innovative ideas category went to...
AKQA for Fiat's "Eco Drive" application.
Now, allow me to disagree with this decision, dear jury. Although very nicely presented, I don't think this application changed so much the perception for potential buyers and secondly, it's too much of a clone of the "Nike+" application and site. So, no much originality there. A great application, none the less.
I think however, that the "Whooper Sacrifice" Facebook application, by Crispin Porter + Bogusky, was far more revolutionary and advertised the product in a more powerful and original way.
Finally, we have the award for the viral category, which went to...
42 Entertainment for it's "Why so serious?" Alternative Reality Game, for the promotion of "The Dark Knight" Batman movie.
What can I say? I had seen this case at MIPTV 2009 at Cannes, presented by 42 Entertainment, and these guys are so much into these things, working on each campaign for years, not just months. This was big, inspiring and they clearly deserved it. If only to show people that it doesn't just take one single video on YouTube to do a full blown viral "campaign".
Well, that's it for the Cyber Lions 2009 then. The list of all the entries should be up soon, over at http://www.canneslions.com, for us to see and learn valuable lessons and get inspired from some of the world's best digital work.
Cannes this year I hear was all about being digital. It's not a question anymore. It's a given fact. Everything's digital. Every major campaign out there, has digital in its center, and all other channels are there to promote it.
A trend that soon, will start happening in Greece with some projects, if I can help it! :-)
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
BY: ANDREEA HIRICA
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(Social Innovation Lab for Kent )
SILK is a way of working that puts people and their everyday experiences at the centre of policymaking and service design.
Kent County Council (KCC) is well known for placing the citizens of Kent at the heart of all it does. From the Gateways to Telehealth, from Kent TV to the Kent Card, there are many examples of the ways in which the council has worked hard to build its services around people.
The Social Innovation Lab for Kent (SILK) was set up in 2007 with two ambitions. First, to provide a creative environment for a wide range of staff to work together on some of the toughest challenges the county faces. And second, by drawing upon best practice from business, design and social sciences sectors, as well as our own experiences here in Kent, SILK set out to establish a way of working that places it’s citizens at the very centre.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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CumminsNitro's third Grand Prix is a record for a single campaign
By Brian Morrissey
For a small tourism campaign, CumminsNitro's "Best Job in the World"
effort for Tourism Queensland is packing quite a punch. The campaign
won a Cyber Grand Prix at Cannes on Wednesday night, its third Grand
Prix of the festival—the most ever awarded to a single campaign.
Two other Grand Prix were awarded in Cyber: to AKQA London for Fiat's
eco:Drive campaign, and to 42 Entertainment's "Why So Serious"
alternate-reality game for the Warner Bros. film The Dark Knight.
Fred & Faris Paris won the Grand Prix in Press for its "We Are
Animals" Wrangler campaign. The Design Grand Prix went to McCann
Worldgroup Causeway Bay in Hong Kong for its Nike "Paper Battlefield"
work.
The Tourism Queensland campaign, which advertised a
caretaker job on the islands of Australia's Great Barrier Reef, also
won Grand Prix in Direct and PR—and could win a fourth, as it is also
nominated in Integrated. (It won two gold Lions in direct and a PR
Lion.)
"What we loved about it is digital held it all together,"
said Lars Bastholm, Cyber jury president and chief digital creative
officer at Ogilvy. "It's a tremendous way of taking a miniscule
campaign and making it global."
Cyber jurors said the selections were meant to shed light on the
evolving role of digital, which is now driven more by generating
conversation than showing off tech wizardry. Bastholm said eco:Drive, a
product that lets drivers track their fuel consumption online, shows
what is possible when agencies are involved early on in product
development. As a bonus, it also shows that innovation is key to
struggling industries. Meanwhile, the Dark Knight campaign showed the
amount of engagement possible with digital at the center of a campaign, said Bastholm.
"It doesn't hurt that The Dark Knight went on to be one of the highest grossing movies of all time," he added.
The Cyber jury awarded 19 gold, 33 silver and 33 bronze Lions. Among
the gold winners were pre-show favorites "Whopper Sacrifice" from
Crispin Porter + Bogusky for Burger King and "The Great Schlep" from
Droga5 for the Jewish Council For Education And Research.
AFTER THE JUMP: More on the Press and Design winners.
David Lubars, chairman and chief creative officer of BBDO North
America and president of the Press jury, said only Wrangler stood out
as worthy of the top award. The jury handed out 11 gold, 23 silver and
36 bronze Lions. Wrangler's winning campaign consisted of magazine ads
positioning Wrangler as a near-primal brand. It also showed that
despite the turmoil facing the publishing industry, great work can help
companies differentiate, Lubars said.
"Creativity applied to real problems can create an economic multiplier for a client," he said.
Press juror Gerry Graf, chief creative officer of Saatchi & Saatchi
in New York, said the Wrangler campaign "was honestly one of the only
print entries that made me feel something. ... It reeks of raw sex,
youth and toughness. The raw sex is the fashion angle, and the
toughness goes back to the history of the brand."
Graf said the
Wrangler work edged out another Grand Prix frontrunner, the Alka
Seltzer "Dissolve your problems" campaign from CLM BBDO, which won a
Gold Lion.
There were two winning U.S. entries: Miller High
Life's "DeCrossifier," "Pinky Restraint" and "Collar Clips" from
Saatchi & Saatchi, New York, won a gold. And the National Disaster
Search Dog Foundation's "Patrick Conlon," "Maria McHugh," and "Roy
Torres," from Young & Rubicam, New York, won a bronze.
The Design jury, led by Sylvia Vitale Rotta, CEO of Team Creatif,
awarded the Grand Prix to a Nike Basketball campaign, "Paper
Battlefield," from McCann Worldgroup Causeway Bay in Hong Kong. The
campaign was a call-for-entries poster series that was handmade by the
top 10 players of the Nike Basketball League. Images of the players
were turned into printing templates used to create 350 posters
depicting layered images of the players to capture the spirit of
competition.
"As designers, we believe our role is to create
generous brands, products and services for a newer, closer, more human
world. That is exactly what Nike was doing," Rotta said.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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(McKinsey )
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.”
Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey. Our thinking is applicable to any geographic market that has different kinds of media, Internet access, and wide product choice, including big cities in emerging markets such as China and India.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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Last night ‘The best job in the world’ won the grand prix in both the newly formed PR category and in the direct category at Cannes.
Some of you might remember Ralph Barnett who worked at the RAPP London office a few years ago. He was the art director on the campaign, which also saw its agency (CumminsNitro) voted 2nd best direct agency in the world. For the second year running Shackleton took the number one spot.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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We’ll be uploading a video interview with Ralph in a few hours time.
Click here for the list. @asifansari is partner and creative director at The Duffy Agency in Sweden.
POTSED ON CONTAGIOUS IDEAS : 2.0 strategic planning
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By Eleftheria Parpis
CANNES, FRANCE -- South African agencies won two of three Grand Prix awards bestowed at Cannes on Tuesday night: TBWA\Hunt\Lascaris in Outdoor for a campaign for a Zimbabwe newspaper, and Net#work BBDO in Radio, for Virgin Atlantic. The Grand Prix for Media went to JWT Japan for a Kit Kat campaign.
TBWA\Hunt\Lascaris's winning Outdoor campaign, created for the Zimbabwean newspaper, featured ads printed directly on Zimbabwe's devalued currency.
JWT won in Media for a Kit Kat campaign that turned the candy bar into
a mailable greeting card. And Net#work BBDO won the Grand Prix in Radio
for a series of absurdist scripts for Virgin Atlantic.
The
Outdoor jury, led by Dentsu global ecd Akira Kagami, awarded 11 gold,
11 silver and 37 bronze Lions to traditional and non-traditional
executions in the media space. Kagami said the jury felt the TBWA
campaign, which was critical of Zimbabwe's Mugabe regime, was
courageous and demonstrated that "outdoor can do something" for social
causes. U.S. agencies BBH New York and BBDO New York both won gold: the
former for a NYC & Company and Warner Brothers' "Oasis Dig Out Your
Soul" campaign; the latter for an HBO campaign that used audio mural
installations to advertise Big Love. "It was a great
interactive piece," U.S. Outdoor judge Jose Molla, founder and ecd of
La Comunidad, said of the HBO work. "It takes a traditional format and
goes well beyond that. It becomes a dialogue not a monologue."
Molla was also impressed with the BBH campaign, which introduced a new
Oasis album by having New York street musicians perform the songs two
weeks before the release. "I fought for it [for the Grand Prix]," he
said. "It was one of those examples that makes you rethink what outdoor
could be."
AFTER THE JUMP: More on the Media and Radio winners.
The Media jury also liked the Zimbabwean campaign, awarding executions from the series two gold and two bronze Lions. But jury president Nick Brien, CEO of Mediabrands, said the Kit Kat campaign achieved the Grand Prix criteria of creativity, scale, execution and ROI. "The focus here was solutions that work," he said.
The Kit Kat campaign "evidenced everything we were looking for in
terms of progressive media communication," said Brien. "We see a level
of innovation through the power of using mail as a distribution system,
a new media device and a level of brand engagement around a business
model that didn't exist before."
Brien said the jury eliminated
many strong entries that displayed creativity but did not show results,
and that the Grand Prix winner also demonstrated "powerful business
results that has an enduring power for the brand, the media and the
consumers."
The Media jury awarded a total of 20 gold, 30 silver
and 71 bronze Lions. The U.S. gold winners were Team One in El Segundo,
Calif., for Lexus ("Reinventing the Magazine"); DDB West in San
Francisco for Clorox Green Works ("Reverse Graffiti Project"); Crispin
Porter + Bogusky in Boulder, Colo., for Burger King ("Whopper
Sacrifice"); and Mediavest USA in New York for Walmart
("Sustainability").
Dentsu in Tokyo was named Media Agency of
the Year, with Famous in Brussels and Shalmor Avnon Amichay/Y&R
Interactive in Tel Aviv coming in second and third place.
Matthew Bull, CCO of Lowe Worldwide and chair of the Radio Lions
jury, said the Virgin campaign was selected for the top prize because
it was engaging, entertaining, informative and a "fabulously written
campaign that in our opinion had an exceptionally brave client to buy
the work." (Read the scripts for the three ads here.)
The jury awarded only one gold Lion, to DeVito/Verdi in New York for a National Thoroughbred Racing Association campaign.
In addition to the Grand Prix and one gold, the Radio jury awarded two
silvers and 11 bronzes. The U.S. radio winners were DDB Chicago, which
won a silver for Bud Light ("Mr. Golf Tournament Quiet Sign Holder"),
and Young & Rubicam in New York, which won a bronze for an Office
Depot campaign.
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