Taxi Toronto for Viagra (Case History, 2002/2011) – If you want a Lion, talk to your doctor
Posted: May 29, 2012 Filed under: Agency, Awards, Canada, Cannes Lions, TV/Film | Tags: antiquing, apologies, beep, Cannes Lions, Case History, Clive Desmond, Darren Clarke, funny, gold lion, good morning, Jason Hill, Lance Martin, Michael Murray, Pfizer, reading, Ron Smrczeck, strolling, talk to your doctor, Taxi Toronto, the international language of viagra, TV/Film, Viagra, wombleminki, wubbleflaps, Zac Mroueh Leave a comment »
In their January 2002 press release Pfizer, the producer of Viagra, announced that they were ready to market the antidote to male erectile dysfunction in Canada. Pfizer commissioned Taxi Toronto to provide their angle on the campaign for Viagra. They had to overcome perceptions built up by jokes on late night comedy shows. They had to show that this drug was likely to benefit not just old men and sex fanatics but ordinary men. They aimed at visibility, universality, subtlety and vitality. In doing so they had to be careful not to say a single word about Viagra as a product because of the Canadian laws on pharmaceutical advertising.
Viagra (2002) – GOOD MORNING
The ad starts with an energetic man on his way to work with the soundtrack of “Good morning” from the musical “Singing in the rain.” He bounces down the footpath, past the white picket fence, past the postie and neighbours, hops down the hop skip and jump game, slam dunks a basketball, dances past Mario’s barber’s shop, bounds up the stairs from the train, chases the pigeons, leap frogs the Journal newspaper, cartwheels up to the front door of his office. As he walks into the lift/elevator the word “Viagra” appears on screen, with the encouragement to “Talk to your doctor”.
Creative Team: Alan Madill and Terry Drummond
Production Company: Avion Films
Director: Martin Granger
Viagra (2003) – CHAMPIONS
Queen’s track: “We are the champions” plays as a man bursts through his front door with arms raised. He joins others in the street in the kind of spontaneous celebration that takes after a world cup victory. The viagra pill supers on screen. We understand the real cause for celebration
Creative Team: Alan Madill and Terry Drummond
Production Company: Avion Films
Director: Martin Granger
Viagra (2005) – OFFICE/COACH/GOLF/ELEVATOR
A constant single non-musical tone completely drowns out a conversation. You see a man drop an amazing put and still he continues to tell his friend about his morning under this tone, while a Viagra logo appears over his mouth. Chuckles are heard. Talk to your doctor.
Creative Director: Zac Mroueh, Lance Martin
Copywriter: Irfan Khan
Art Director: Ron Smrczek
Production Company: The Partner Film Company, Toronto
Director: Joakim Back
Gold Lion for the Campaign
Viagra (2007) – WOMBLEMINKI/WUBBLEFLAPS
In Canada, ad drug regulations prevented us from talking about the benefits of Viagra. So we decided to show people talking in a made-up language that was punctuated with the word Viagra.
Executive Creative Director: Tom Goudie
Creative Director: Zac Mroueh, Ron Smrczeck
Copywriter: Michael Murray
Art Director: Jason Hill
Production Company: Partizan, Toronto
Director: Eric Lynne
Gold Lion & Silver Lion for the Campaign
Viagra (2008) – DENISE/VIVIAN/BOBBY/MICHELLE
In Canada, drug regulations prevent us from saying what a product does. Yet our brief was to communicate that Viagra equals great sex. So we created the Viagra Intermission- the sexiest Intermission the world has ever seen.
Executive Creative Director: Terry O’Reilly, Chris Tait
Creative Director: Ron Smrczeck
Copywriter: Michael Murray
Art Director: Jason Hill
Production Company: Radke Film Group, Toronto
Director: Eric Lynne
Shortlist
Viagra (2009) – ANTIQUING/READING/STROLLING
When couples stop having sex, they start filling that void with other activities. And while ‘couple’ activities like antiquing, strolling, reading and watching sports seem harmless at first, they can end up taking over couples’ lives. Viagra helps them get back to just having sex again. The campaign uses outdoor/print to raise awareness of these sex replacement activities. And the television spots share stories of couples who took their activities too far. With the help of Viagra, they were able to find their way back to the bedroom. Follow-up commercials ask couples if they too suffer from chronic ‘activities’.
Executive Creative Director: Darren Clarke, Clive Desmond
Creative Director: Ron Smrczeck
Copywriter: Stefan Wegner, Nathan Monteith
Art Director: Nathan Monteith, Stefan Wegner
Production Company: Soft Citizen
Director: The Perlorian Brothers
Gold Lion for the Campaign
Viagra (2011) – VIAGRA APOLOGIES
When men take Viagra having sex becomes the priority, so it’s no surprise they want to spend ‘quality time’ with their wives. Unfortunately, this can come at the expense of missing some scheduled time with their buddies.
Just so there’s no hard feelings, Viagra has given these men an opportunity to apologize to their friends.
Executive Creative Director: Steve Mykolyn
Creative Director: Darren Clarke
Copywriter: Mark Lewis
Art Director: Nicole Ellerton
Production Company: Go Film
Director: Christopher Guest
Bronze Lion
JWT Buenos Aires for Mercado Magazine – The World is a Hard Place to Understand
Posted: May 28, 2012 Filed under: Ambient, Argentina, Art, Event, Graphic Design, Illustration, Installation, Press/Outdoor | Tags: 3D outdoor, Ambient, Argentina, Estilo 3D, flag, Gonzalo Vecino, hope, installation, JWT, Mercado Magazine, Obama, Pablo Alvarez Travieso, Press, The World is a Hard Place to Understand 1 Comment »Mercado Magazine is a magazine that analyses political and economic information and helps people understand the reasons and consequences of the events that take place on our planet, and how these affect the business world. Under the concept of: “The world is a hard place to understand”, the campaign emerges from a universal truth and as from its executions, bases itself on current market issues.
“The largest trade partner of the European Union is now another country.”
“The world’s sixt large economy is another country.”
“The top weapon importer is now another country.”
Hope
This 3D outdoor medium is a monument that changes dramatically according to the angle it is viewed from. Demonstrating the more angles you have, the deeper the analysis of that reality will be. And the passerby lived that experience with a sculpture that made them wonder how hard it is to understand a world in permanent change.
Advertising Agency: JWT, Buenos Aires
Chief Creative Officer: Gonzalo Vecino, Pablo Alvarez Travieso
Executive Creative Director: Gonzalo Vecino, Pablo Alvarez Travieso
Creative Director: Ariel Abadi
Art Director: Fernando Zagales
Copywriter: Juan Mesz
Account Supervisor: Carlos Nesci
Account Manager: Eliana Garcia
Producer: Fabián Catanese
Production: Buenamano Realizaciones
Ilustrator: Estilo 3D
Year: 2012
Almap/BBDO for Volkswagen Original Parts (1999/2012) – The Original Case History
Posted: May 25, 2012 Filed under: Agency, Awards, Brazil, Cannes Lions, Car, Case History, Digital, Illustration, Press/Outdoor, TV/Film, Viral | Tags: AlmapBBDO, Brazil, Cannes Lions, Cassio Zanatta, clone, Giba Lages, Luiz Sanches, Marcello Serpa, never accept alternatives, Original parts, Press, the original click, TV/Film, Viral, Volkswagen Leave a comment »Grasshopper/Caterpillar/Worm (1999)
Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Valdir Bianchi
Photographer: Alexandre Catan
Shirt Bottom (2000)
Creative Director: Marcello Serpa
Copywriter: Rondon Fernandes
Art Director: Luciano Lincoln
Photographer: Claus Stellfeld
Ducklings/Grenade (2001)
Creative Director: Marcello Serpa/Eugenio Mohallem
Copywriter: Beto Ovelha
Art Director: Marcelo Siqueira
Photographer: Fernanda Tricoli
Clone (2005)
A surprising ending dramatizes why you should buy real Volkswagen parts.
Chief Creative Officer: Marcello Serpa
Creative Director: Marcello Serpa, Cassio Zanatta, Giba Lages
Art Director: Roberto Fernandez
Copywriter: Sophie Schoemburg
Production Company: Jodaf Mixer
Director: Joao Caetano Seyer
Bronze Lion
Letters (2006)
Creative Director: Marcello Serpa/Cassio Zanatta
Copywriter: Cassio Zanatta
Art Director: Giba Lages
Hook/Lifeguard/Parachute (2009)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola
Helmet/Baby Seat (2010)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez, Dulcidio Caldeira
Copywriter: Andrè Godoi
Art Director: Andrè Gola
Chinese/Meditation (2010)
Executive Creative Director: Marcello Serpa
Creative Director: Luis Sanchez
Copywriter: Renato Simoes
Art Director: Bruno Prosperi
I love You/Son You’re Adorable/Boss/It’s Not You (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes
Production Company: Vetor Zero
Director: Fabio Acorsi
Editor: Thiago Bueno
Sound Design: Raw Produtora De Audio
Silver Lion for the Campaign
I love You/Boss/Melissa/Adopted (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes
Chemical Formula (2011)
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Pedro Rosa
Copywriter: Marcelo Nogueira
The Original Click (2012)
For each successful video on YouTube there is poorly made imitations. There are hundreds of bad imitations and video clip remakes. Some of these copies had millions of views. And we saw an opportunity behind all this: promoting Volkswagen original auto parts.
We looked for some copies of these videos with a considerable amount of views on YouTube and we placed banners promoting our product in them. When users clicked on the banner, they had a surprise: they were redirected from the copy to the original video and thus we managed to promote our product without taking anyone to visit a corporate site.
For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.
General Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Co-Creative Director Online: Luciana Haguiara, Sandro Rosa
Art Director: Sandro Rosa, Raul Arantes, Victor Britto
Copywriter: Andre Almeida; Luciana Haguiara
Febreze – Breathe Happy (Social Experiment)
Posted: May 22, 2012 Filed under: Cannes Lions, Case History, Digital, Promotion, TV/Film, USA, Viral | Tags: Breathe Happy, Cannes Lions, Case History, dirty room, Febreze, Grey New York, Noel Cottrell, Per Pedersen, Procter & Gamble, Promotion, restaurant, Rob Lenois, Rob Perillo, Social Experiment, Tor Myhren, USA Leave a comment »Typically, an actress realizes that her immaculate suburban home has been fouled by the smell of cooked fish, her husband’s cigars or her teenage son’s gym bag. After she sprays air freshener, however, odors disappear, as evidenced by her ecstatic inhalations and, occasionally, by her being instantly transported to a flower garden or orange grove. Febreze, the Procter & Gamble brand, is turning its nose up at that approach.
The objective of the experiment
To prove that Febreze eliminates even the toughest odors but people had stopped believing our traditional advertising. From the insight that you can close your eyes but you can never shut of your nose we chose a different approach.
Here’s how it works.
1. Find the smelliest places in the world. We found a couch from the dump, a dive hotel and a disgusting restaurant in New York City. An abandoned house, a filthy kitchen, and an ancient thrift shop in Los Angeles. And finally a sketchy youth hostel in Buenos Aires.
2. Spray the place with Febreze.
3. Bring people off the street, blindfold them and ask them what they smell.
4. Ask them to remove the blindfold and enjoy how completely shocked people are to find out where they actually are.
Febreze really works so instead of the usual TV advertising we developed large-scale real-world odor experiments and invited people off the street to experience this for themselves. 6 Breathe Happy Social Experiments where conducted in New York, Los Angeles, Buenos Aires and Berlin reaching people on the street in very populated areas. The reactions we got were so convincing that we turned them into our new campaign. Febreze is now the fastest growing brand at Procter & Gamble and has just passed the one billion dollar mark in sales.
For all the freshening claims made by room deodorizer brands in commercials, the approach of the advertisements themselves can be pretty musty, following a predictable script.
In one spot, two women approached on the street in the SoHo section of Manhattan are led blindfolded into an abandoned section of a building, where they are seated on an old, torn couch that has clumps of dog hair. As two dogs dart around the room, they are asked by an off-screen interviewer to take deep breaths and report what they smell. One of the women says, “Light floral, lilac,” and “Like when you have fresh laundry.” The other adds, “Maybe even a little bit of citrus,” “a little bit beachy” and “wispy white curtains.” They are told to remove their blindfolds, and the squalor of the room registers on their shocked faces, with both saying, “Oh, my god,” before two members of the film crew approach them wielding Febreze. “Join us on Facebook for more experiments as Febreze sets out to make everyone breathe happy — no matter what,” says a voiceover, as the slogan for the campaign, “Breathe Happy,” appears on the screen.
“What we have done is put our products to the ultimate torture test,” said Jeff Pierce, a spokesman for Febreze. “If Febreze is so strong that it works in this dirty hotel room or on this gross couch, then it’s definitely going to work on my seemingly clean couch, blanket or any fabric in the home.”
Tor Myhren, President and Chief Creative Officer at Grey New York, said the impetus for the campaign came from a consumer focus group. “Someone said, ‘You can close your eyes, but you can’t turn off your nose,’ and that’s a brilliant insight,” Mr. Myhren said. “We said that’s a big, big, big idea that we need to bring to life.”
Members of Procter & Gamble’s research and development team were on the sets for the commercials, which were shot in New York and Los Angeles. “The R.& D. team would be there with their clipboards and they’d walk in and would say that they thought the malodor was there,” said Elena Grasmann, a vice president at Grey who attended the shoots.
After Febreze representatives sprayed the sets with the product, they, along with the director and representatives from Grey, huddled in a nearby trailer and watched the proceedings unfold on monitors. “We all sat there watching and we were anxious and then we were amazed,” said Ms. Grasmann. For the scientists, it was particularly “rewarding for them given that they worked on these products,” she said.
On Facebook, Febreze, which has more than 262,000 followers, will show additional video, including interviews with the subjects, and will solicit suggestions for odorous settings for future commercials.
Commercials for air fresheners tend to have “an almost Victorian aversion to the unpleasant,” said David Vinjamuri, author of “Accidental Branding” and an adjunct professor of marketing at New York University. Asked to review the new Febreze commercials, he said he was impressed. “You have a visceral reaction to these commercials even before you see the reaction of the subjects, because you don’t see those kinds of environments in advertising in general,” Mr. Vinjamuri said. “It’s a classic advertising setup in terms of showing a problem and solution, but in a much more credible format,” he continued.
“Breathe Happy is a first of its kind campaign in the air care industry, rooted in the Febreze brand purpose to give people the fresh air that they deserve and desire,” stated Jeff Pierce, P&G Febreze External Relations. “Following today’s advertising launch, we will spread Breathe Happy to people everywhere delivering unique moments at events and on Facebook, helping the world to Breathe Happy no matter what their surrounding conditions.”
Advertising Agency: Grey New York
Chief Creative Officer: Tor Myhren
Executive Creative Director: Per Pedersen, Noel Cottrell
Creative Director: Rob Perillo, Rob Lenois
Production Company: Station Film
Director: Sam Cadmam
Year: 2011
Silver Lion and Bronze Lion for the Campaign
Saatchi & Saatchi Italy for World Down Syndrome Day – The Coordown Project
Posted: May 21, 2012 Filed under: Best Use of Television, Case History, Italy, Press/Outdoor, Social, TV/Film | Tags: Agostino Toscana, Alessandro Orlandi, Case History, Coordown Project, Down syndrome, integration day, Luca Lorenzini, Luca Pannese, Saatchi & Saatchi, Sergio Silvestre, TV/Film, World Down Syndrome Day 1 Comment »
People with Down Syndrome can be part of society and actively contribute to its development. The Coordown organization campaigns for the integration of people with Down Syndrome in society and, in particular, the work enviroment. On the 21st of March, on World Down Syndrome Day, we promoted this in an exceptional way.
“We are very proud to participate in this project. We were struck by the innovative style of this project, communicating the importance and the normality of diversity through the tool that permeates our daily lives and that captures our attention in every moment of the day: advertising. We are proud to contribute to the dissemination of this message, which contains the values central to the Toyota philosophy which always put the person first, clients on one side and the employees on the other side, as a vital resource. People with their talent and passion, variety and diversity that make our company a great company.” - Lorenzo Matthias – Public Relations General Manager at Toyota Motor Italy.
On that day, alternative versions of the commercials of some of the most well known national and international brands (Illy Coffee, Averna Liqueur, Cartasi Credit card, Toyota, Pampers) were broadcast on tv. During filming, we had shot alternative scenes in which the original actor was substituted by an actor with Down Syndrome. These alternative versions appeared 334 times that day.
The same happened with print campaigns (by Enel, Carrefour, Toyota) scheduled on the main national Italian newspapers.
And in the same vein, on the 21st of March, people with Down Syndrome appeared in some of the most famous Italian television programmes, replacing the usual stars.
The operation attracted the attention of all the national media, including tv, newspapers, magazines, radios, social media and blogs and, on the following days it opened a debate all around the country.
We generated the equivalent of nearly 5 ½ Million euros worth of coverage and we reached around 18 million people, a third of the italian population. And, most important of all, in the week following the communication event, enquiries to CoorDown from companies interested in integrating people with Downs Syndrome into their organizations went up 600%.
“We are proud of taking part in such an innovative communication event, because we firmly believe in it – declared Sergio Silvestre, CoorDown National Coordinator. We are thankful to Saatchi & Saatchi and to all the other partners for the precious help and the sensitiveness they showed. Regarding the theme of inclusion, unfortunately there is still a lot to do, especially in workplaces and schools, starting from people’s prejudices. The winning idea is sending normality as a message. People with Down syndrome have the right to express their capability and to have the same opportunity as anybody else. But too often they are considered different and incapable of having an independent lifestyle. This campaign is an exceptional example, and we hope it will be the example to follow, every day.”
Advertising Agency: Saatchi & Saatchi, Italy
Executive Creative Director: Agostino Toscana
Creative Directors: Agostino Toscana, Alessandro Orlandi, Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Supporting Creative Team: Antonio Gigliotti, Micaela Trani, Nico Marchesi, Riccardo Catagnano, Davide Vismara, Sonia Cosentino, Anselmo Tumpic, Elena Cicala, Fabio D’alessandro, Manuel Musilli, Antonio Di Battista, Tommaso Zago, Eliana Frosali, Antonio Tardio, Daniele Barone, Emanuele Quadri, Giulio Frittaion, Marco Dispenza, Massimo Paternoster, Alberta Schiatti, Raffaele Bellezza
Production Company: Akita, Made, Mercurio, Catsound, Sing Sing, Networks, Castadiva Pictures, Myavalon, Band, Top Digital, Disc 2 Disc, Flippermusic
Directors: Luca Maroni, Bosi e Sironi, Nadia De Paoli, Xavier Mairesse, Jose Pratt, Leone Pompucci,
Photographers: Davide Bodini, Mecanique Generale, Matteo Cremonini, Platinum, Boudwjin Smit, Lorenzo Scolari,
Post Production: Balalò, Rebelicon, Matteo Tranchellini
Year: 2012
Pergo/Battlebots – Floor Wars
Posted: May 17, 2012 Filed under: Case History, Digital, Direct, Event, Promotion, TV/Film, USA | Tags: Battlebots, Botweiler, Chris Kawagiwa, Fitzgerald+CO, Floor Wars, Foodfighter, High Heel Bot, Jeremy Konner, Mitch Bennett, Noel Cottrell, Partizan, Pergo, Trick Shot, Wes Whitener 1 Comment »
Pergo’s new floors are twice as durable as ordinary laminate flooring, as proven by a super-boring industrial test. But can it withstand interesting tests? To find out, Pergo held a contest to win a new Pergo floor – with just one small catch. The winner had to agree to let us film a product demonstration on the new floor. We didn’t tell the woman who won we’d be staging a full-scale BattleBot war on her brand new floor – featuring high school robotics students who we worked with to create floor-destroying robots shooting flames, kitchen knives and rocket-propelled pool balls.
Pergo & BattleBots is the latest in Pergo’s new series of floor torture-test events, created by Fitzgerald+CO. In last fall’s Pergo Vs. Everything, Pergo went up against wrestlers in high heels, steel wool breakdancers and a 9,000 pound elephant performing magic. And the recent Pergo Vs. Claws pitted the floor against the rescues at Best Friends Animal Society, raising a dollar per Facebook Like for the no-kill shelter.
CREATING THE ROBOTS
Chris Kawagiwa (concept artist) : “I had a little more involvement than usual for this production since I was also part of the robot concepting process. Sketching possible designs that would be both fun to watch clash, and present a scuffy challenge to the floors, was the challenge. I drew out about three dozen concepts that got whittled down to the 6 champion contenders.”
Botweiler
Foodfighter
High Heel Bot
Trick Shot
Chef-Bot
Pro-Pain
Advertising Agency: Fitzgerald+CO, Atlanta USA
Chief Creative Officer: Noel Cottrell
Creative Director/Copywriter: Mitch Bennett
Creative Director/Art Director: Wes Whitener
Director of Integrated Production: Christine Sigety
Production Company: Partizan
Director: Jeremy Konner
Year: 2012
Serviceplan for Austria Solaragency – The first annual report powered by the sun
Posted: May 16, 2012 Filed under: Best Use of Print, Case History, Design, Germany, Graphic, Graphic Design | Tags: Alexander Nagel, Alexander Schill, annual report, Austria Solaragency, Christoph Everke, Cosimo Möller, Serviceplan, Verband Austria 3 Comments »
Annual reports—traditionally soul-crushing visual creations—are suddenly getting creative. First, we had the eyewear maker that packaged its annual report as an eye-catching infographic. Now, we have a stunning annual report from the Austria Solar trade association—whose text and graphics are invisible until revealed by sunlight.The work is an elegant expression of the constant radiating power of the sun and an eye-catching way for Austria’s pre-eminent solar trade association to associate themselves with innovative thinking.
Creative director Cosimo Möller says he was working on a terrace when inspiration struck. “It was one of the last sunny days in October,” he says. “The sun was shining on my notepad and was reflected so intensely that I wasn’t able to read my words anymore. So, the idea was born: Does it work the other way round?”
This brilliantly crafted annual report for Verband Austria is almost a sure bet to pick up a Cannes Design Lion.
Advertising Agency: Serviceplan
Chief Creative Officer: Alexander Schill
Creative Director: Christoph Everke, Cosimo Möller, Alexander Nagel
Art Director: Matthäus Frost
Graphic Design: Matthäus Frost, Mathias Nöselfilming
Villarrosas Barcelona for Honda (2007/2008) – The Power of Dreams (Imported from Spain)
Posted: May 11, 2012 Filed under: Agency, Animation, Art, Cannes Lions, Car, Graphic, Graphic Design, Illustration, Press/Outdoor, Spain, TV/Film | Tags: Animation, Barcelona, Brosmind, dreaming about, Fernando Codina, gold lion, Honda, Landscapeometer, Michele Salati, Nacho Gayan, Oriol Villar, the power of dreams, Villarrosas Leave a comment »Honda Motors – Dreaming about Campaign (2007)
Creative Director: Oriol Villar/Fernando Codina
Illustrator/Typographer: Brosmind
Gold Lion and Silver Lion for the campaign
Honda ACC – Starlings (2007)
Campaign to present the latest technological innovation by Honda, ACC. A system that allows you to keep your distance from the vehicle in front.
Creative Director: Oriol Villar/Fernando Codina
Copywriter: Miguel Angels Alizalde
Production Company: Agosto, Barcelona
Director: Nacho Gayan
Shortlist
Honda CR-V – Landscapeometer (2008)
The idea is to replace the numbers of a odometer with images of landscapes because with the Honda CR-V you don’t cover miles, you experience them.
Creative Director: Oriol Villar/Fernando Codina
Art Director: Michele Salati
Production Company: Agosto, Barcelona
Director: David Ruiz
Honda CR-V – Landscapeometer/Internet Film (2008)
SUVs (Sport Utility Vehicle) are very appreciated by the consumer because of their versatility. However, although their technology has evolved a lot, SUVs are still less efficient on asphalt. Honda engineers designed the new CR-V with the idea to get a SUV with real on-road performance – basically because it is where consumers cover the biggest part of the kilometers.
So the communication objective was to present a car made to enjoy any kind of travel from the beginning till the end and to do it with the specific Honda’s tone of voice: human and passionate. The idea behind this internet commercial is to replace the numbers of a mileometer with images of landscapes because with the Honda CR-V you don’t cover miles, you experience them.
Creative Director: Oriol Villar/Fernando Codina
Art Director: Michele Salati
Production Company: Villarrosas, Barcelona
Director: Brosmind
McDonald’s – My Burger Campaign (the first burger created by a fan)
Posted: May 10, 2012 Filed under: Case History, Digital, Germany, Promotion, TV/Film | Tags: burger configurator, crowd-sourced, Digital, Germany, McDonald's, mein burger, My Burger Campaign, Pretzelnator, Promotion, razorfish, the first burger created by a fan 2 Comments »Razorfish Germany came up with the “Make Your Own Burger” campaign to celebrate McDonald’s 40th year of being “Germany’s favorite restaurant.” Razorfish Germany used friendly competition and crowdsourcing to help McDonald’s come up with a new way to engage with its consumers, this campaign won a Silver Medallion at AME Awards.
The “Pretzelnator” is the first of five burgers to be created from the crowd-sourced “Mein Burger” campaign started by German agencies Razorfish, Berlin and Heye & Partner, Unterhaching for McDonald’s Germany. In this campaign, McDonald’s encouraged their customers to create their own custom made burger and compete for a place on the menu of the fast-food chain. 2011 marked McDonald’s 40th anniversary in Germany and Razorfish had to create a campaign to mark the big occasion, but with a small budget. “So many promotional burgers had been launched. Would yet another one excite our fans?” explains the Razorfish video. “We knew that many dreamed of creating their own individual McDonald’s burger. A burger that would appear on the plates of our two million daily guests. So we created a competition and invited everyone to take part. It was time for Germany’s first crowd-sourced burgers. By the fans, for the fans.” Fans were invited to create their own burger using the “Burger Configurator”, an online tool that allowed users to compile their design using mora than 70 different ingredients.
“We gave them the tools, they created the buzz,” says Razorfish. The cost-effective campaign allowed fans to name their creations and even promote them on social media platforms with personalised spots, with the aim of generating votes from other users. The ten most popular burgers made it to the next round in the McDonald’s test kitchen. The inventors then get to present their creations to the jury who decided which made it to the next stage. Facebook fans were able to watch the event live on video and root for their favourites.
Of the ten finalists, the five best burgers will be available in McDonald’s restaurants throughout Germany and their inventors get to star in their very own ad campaign on national TV and radio.
The results exceeded all expectations. 45,000 individual burgers were created in the first seven days – without a single cent of media spend. In total more than 116,000 burgers were posted – one every 26 seconds! The fans generated more than 12,000 personalized ad campaigns, and more than 1.5 million votes were cast. 7 million page visits made “My Burger” the most successful campaign ever on the McDonald’s Germany portal. During the jury event, the McDonald’s Facebook fan page was accessed more than 1 million times – all on a single day!
With all the buzz generated, the campaign managed to reach more than 21 million contacts, that’s one in four Germans. Never before has a McDonald’s campaign attracted as many new customers, sold as many promotion burgers or generated as much total revenue.The winning Pretzelnator burger is now being served in McDonald’s locations across Germany for a limited time. This particular creation is topped with ham, American and Italian cheese and has a pretzel-like bun.
Advertising Agency: Razorfish, Germany
Year: 2011
Matthijs Vlot – Movies’ Remixed
Posted: May 8, 2012 Filed under: Viral | Tags: ABBA, Ant1mat3rie, funny, got problems baby?, hello, last happy xmas, lionel richie, mashup, Mattatjeoorlog, Matthijs Vlot, Mattieherpes, Movies’ Remixed, ooh aah, parody, S.O.S., Viral, what is it? Leave a comment »
Hilarious video from the man who goes by many names: Ant1mat3rie, Mattatjeoorlog, Mattieherpes and of course his real name Matthijs Vlot. Matthijs has recreated Lionel Richie’s ‘Hello’, ABBA’s S.OS. and other song using a mashup of Hollywood movies.
