Ceres Beer – #ivoteanyway (How a beer did what the government could not do)
Posted: May 6, 2013 Filed under: Alcoholic Drinks, Ambient, Case History, Event, Italy, Low Budget | Tags: Ambient, Bcube, Case History, ceres beer, ivoteanyway Leave a commentI’m an Executive Creative Director. And if you ask people who work with me, they’ll tell you that when it comes to judging our own works, I’m always hypercritical. That’s why I’ve never posted here any campaign coming from my agency.
But today I’m pretty proud of this project, so I decided to share it. Hope you’ll like it like I do.
Election time is near and Italian politicians, the most aged in Europe, never miss an opportunity to show their distance from young people and their needs. For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Despite the calls of the European Union and the students’ protest, no one can solve the problem. Ceres, one of the most popular beers in Italy, decides to prove that these guys are better than those who represent them in parliament.
Our goals were to boost the brand awareness becoming the main supporters of the movement and to bring the problem to the attention of everyone, inspiring the conversation about the right to vote and the sense of responsibility of young Italians. We knew that it would have also improved the reputation of Ceres, a beer with a high alcohol content: we wanted to show everyone that the guys who love Ceres are responsible and mature people, that care for themselves and for their country’s future.
Ceres is a strong beer. It believes it’s always worth to take a position, to stand, even if it means making difficult or inconvenient choices. Even if maybe you won’t win. This is the essence of the brand, it is called “Inglorious Heroism”, and it is summed up by the pay-off “The town needs heroes.” Students in Erasmus are real heroes in the midst of their quest to discover the world. These young heroes had been wronged and Ceres decided to help them to vote anyway. Italy is an old, tired country that needs the energy of young people. As the slogan of this operation says, “Italy needs of Heroes.”
We contacted representatives of the students in major European cities. We told them we wanted to organize symbolic elections to make them vote anyway. We launched the twitter hash tag #iovotolostesso (#ivoteanyway), we sent groups in each city a kit with everything they needed to run and publicize the symbolic elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. The kit also contained instructions on how to create video appeals that students would send us and would become part of a collective promo video. The video was posted on the web, the students used it to spread the word and we sent it to mainstream media.
More groups spontaneously joined in. The symbolic elections took place in 26 European cities on the same days of the Italian real elections. We sent the symbolic results to the media a few hours before the close of official polling stations.
Results:
For the cause:
Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days.
For the brand:
Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000.
Advertising Agency: Bcube, Milan
Executive Creative Director: Francesco Bozza
Creative Director: Sergio Spaccavento, Andrea Stanich
Creative Team: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia
Edit: Danilo Carlani, Alessio Dogana
Year: 2013
Top 15 Beer Commercials (selected from the past 15 years of the One Show)
Posted: September 26, 2012 Filed under: Agency, Alcoholic Drinks, Australia, Awards, Cannes Lions, Legendary, TV/Film, UK, USA | Tags: abbot mead vickers BBDO, Big Ad, bring it to life, bud light, Budweiser, bycycle, Carlton Draught, DDB Chicago, dos equis, dude, FISH, George Patterson Y&R, Guinness, jai alai, Lion Nathan, miller auditions, miller lite beer, noitulove, ogilvy new york, Paul Brazier, publicis mojo, pure waters, Real Men of genius, rollerblading, surfers, taste in this life, tiger beer, tony kaye, wassup Leave a commentThese spots represent the best of the best, chosen from a list of 32 Pencil and Merit winners. Enjoy.
1 – Carlton Draught/BIG AD
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2006 ONE SHOW GOLD PENCIL
Agency Art Director Creative Director Director Production Company Writer |
2 – Budweiser/WASSUP
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2000 ONE SHOW GOLD PENCIL
Agency |
3 – Guinness/NOITULOVE
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2007 ONE SHOW SILVER PENCIL
Agency Art Director Creative Director Director Writer |
4 – Lion Nathan/PURE WATERS
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2010 ONE SHOW GOLD PENCIL Agency Art Director Creative Director Director Production Company Writer |
5 – Guinness/SURFERS
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2000 ONE SHOW GOLD PENCIL
Agency Director |
6 – Dos Equis/Rollerblading
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2009 ONE SHOW BRONZE PENCIL
Agency Art Director Art Director Creative Director Creative Director Director Production Company Writer Writer |
7 – Bud Light/DUDE
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2008 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Writer |
8 – Dos Equis/JAI ALAI
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2010 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Director Production Company |
9 – Bud Light/MR.REALLY REALY BAD DANCER
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2004 ONE SHOW MERIT AWARD
Agency Creative Director Director Production Company Writer |
10 – Tiger Beer/TASTE IN THIS LIFE
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2007 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Director Production Company Writer |
11 – Guinness/BRING IT TO LIFE
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2010 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Director Production Company Writer |
12 – Miller Brewing Company/MILLER AUDITION CAMPAIGN
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2006 ONE SHOW SILVER PENCIL
Agency Art Director Creative Director Director Production Company Writer |
13 – Milwaukee’s Best Light/BREWED FOR A MAN’S TASTE CAMPAIGN
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2006 ONE SHOW BRONZE PENCIL
Agency Art Director Creative Director Director Production Company Writer |
14 – Miller Light/SKY DIVER
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2006 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Director Writer |
15 – Guinness/A WOMAN NEEDS A MAN LIKE A FISH NEEDS A BYCYCLE
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1997 ONE SHOW MERIT AWARD
Agency Art Director Creative Director Director Writer |
Heineken – Buy a pint of Heineken or we’ll keep running this commercial
Posted: July 25, 2012 Filed under: Alcoholic Drinks, Case History, Legendary, Testimonial, TV/Film, UK | Tags: Beer, buy a pint of heineken or we'll keep running this commercial, Cannes Lions, Charles inge, Close to you, Emmerdale's Lisa Riley, funny, Heineken, How refresh how Heineken, Lowe lintas, Paul Daniels, Tamara Beckwith, TV/Film, UK Leave a comment
Four film, one campaign.
Sales of Heineken are not high enough, so the makers of the ad have an excruciating punishment in store magician Paul Daniels and his wife Debbie singing a syrupy duet, off-key, on a kitsch set. As the pair tunelessly croon “Close to You” a strapline appears: “Buy a pint of Heineken, or we’ll keep running this commercial”. The second ad opens with the line, “It seems some people didn’t takes the last Heineken commercial seriously. Perhaps this might persuade them”, and, as if by magic, Vanessa Feltz and Peter Stringfellow drop from the sky dressed as angels and join in the song. The words “Remember, buy Heineken or we’ll keep running these commercials” close the second ad. But it is the third execution that causes the most belly laughs. With the strapline “Good news. Sales of Heineken have risen dramatically, but not dramatically enough”, Emmerdale’s Lisa Riley and “It” girl Tamara Beckwith sing along while cuddling up to Jimmy Saville with Jimmy Hill marching past playing, very badly, the trumpet.. Finally, in the fourth execution (literally), sales of Heineken have risen… so two lion are sent on stage to devour the performers.
How refresh. How Heineken.
“Heineken advertising typically shows the brand providing a refreshing twist by “blackmailing” people into drinking more beer,” said Iain Newell, the marketing manager at Heineken. “Of course the ads are pretending to be irritating but in fact they are very funny.”
Advertising Agency: Lowe Lintas, London
Creative Director: Charles Inge
Copywriter: Terry Barry
Art Director: Damon Collins
Production Company: Gorgeous Enterprises
Director: Chris Palmer
Year: 2001
Songvertising – 32 best commercials with singing people
Posted: July 12, 2012 Filed under: Alcoholic Drinks, Argentina, Australia, Axe, Best Use of Television, Beverages, Cannes Lions, Car, Coca-Cola, New Zealand, Norway, Social, South Africa, Spain, Testimonial, TV/Film, UK, USA, Viral | Tags: 32 best commercials with singing people, Argentina, arnet, basf, BBDO, BBH, Big Ad, boy band, Burger King, Cadbury Dairy Milk, Carlton Draught, choir, Coca-Cola, Crispin Porter + Bogusky, dear john, Del Campo Nazca Saatchi & Saatchi, Diesel, Droga5, Fallon, google demo slam, Heineken, Hilltop, Honda, i would run to you, Impossible dream, Michael Jackson, mow the lawn, Nike, Norte Beer, numa numa, pepsi, pretty, Puma, rexona, Saatchi & Saatchi, singing cowboy, Songvertising, Starbucks, t-mobile, TV/Film, welcome back, Wieden + Kennedy, wilkinson, yeo valley Leave a comment
1 – YEO VALLEY ORGANIC – Boyband
In a follow-up to last year’s rapping farmers ad, Yeo Valley launched a tv spot during the first ad break of The X Factor live show. The one-off, two-minute music video features a farming-inspired boy band called The Churned, singing a ballad entitled Forever. The ad was shot on location in Blagdon, in the heart of rural Somerset. The launch tied in with a Facebook karaoke competition, where users could sing along to the Yeo Valley track. The winner appeared in a 30-second version of the ad, which ran during the X Factor final on 11 December.
Advertising Agency: BBH London
Year: 2012
Shortlist
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2 – CARLTON DRAUGHT – Big Ad
An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer!!!
Advertising Agency: George Patterson Y&R, Melbourne
Year: 2006
Gold Lion
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3 – PUMA – Hardchorus
We open on a small group of hardcore soccer fans, also known as hooligans, standing in a classic British pub. Suddenly, one of them starts singing the first words of “Truly, Madly, Deeply” by Savage Garden. Another hooligan joins in, and as the camera pulls out, we see that the whole pub is packed with hooligans. They all sing together with the power of an entire stadium of fans during a soccer game, turning the cheesy love song into something big, beautiful and romantic. After the last chorus, a super appears: “It’s match day. It’s Valentine’s Day. Let your better half know how you feel. Dedicate and send this song at pumahardchorus.com”. Followed by Puma’s “Love = football” next to the Puma logo.
Advertising Agency: Droga5
Year: 2010
Gold Lion for the Campaign
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4 – NORTE BEER – It’s Good to Have Friends
Beer means friendship, and this campaings presents in funny way the different kind of friends we all have.
Advertising Agency: Del Campo/Nazca Saatchi & Saatchi, Buenos Aires
Year: 2009
Silver Lion for the Campaign
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5 – T-MOBILE – Welcome Back
On October 27th 2010, thousands of unsuspecting passengers arriving at Heathrow’s Terminal 5 were given a welcome home to remember. People were greeted by a 300 strong choir and vocal orchestra singing a medley of songs, completely a cappella, to welcome them back into the country.
Advertising Agency: Saatchi & Satchi, London
Year: 2011
Silver Lion
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6 – COCA-COLA – Hilltop
Advertising Agency: McCann Erikson
Year: 1971
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7 – HEINEKEN – Singer
A blues singer can’t sing the blues – his life is too contented. A sip of lager soon changes that. Heineken refreshes his blueness.
Advertising Agency: Lowe Haward- Spink, UK
Year: 1992
Gold Lion
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8 – HONDA – Impossible Dream
A man travels on an incredible journey using some of Honda’s landmark products whilst miming to the Andy Williams song ‘The Impossible Dream’. His journey comes to an abrupt end when he leaps off a giant waterfall in a Honda Powerboat into the mist below. Surely, this is the end of his dream? However as Andy Williams reaches the crescendo of the song, our hero returns in a Honda Hot Air Balloon to finish off the song in style. Garrison Keillor – the voice of Honda – sums it all up with ‘I couldn’t have put it better myself’.
Advertising Agency: Wieden + Kennedy, London
Year: 2006
Gold Lion
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9 – COCA-COLA – Choir
Here’s Coca-Cola celebrating along with Santo its 125th year, and once again, we are guilty of naivety. We believe that, even today, the world is not far from the world that we dream of. In fact we are so naïve about thinking this way, that we decided to carry out an investigation to evaluate just how justified our reasons to believe in a better world were. We are proud to present to you “Choir”, created by Santo for Coca-Cola Latin America and their new communications platform: “REASONS TO BELIEVE IN A BETTER WORLD”.
Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion
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10 – T-MOBILE – Singalong
When T-Mobile invited the British public to be part of their next event, people turned up to Trafalgar Square, not knowing what they were letting themselves in for. Thousands of microphones were handed out as it was revealed they’d all be singing karaoke together. After a number of songs, and with a surprise guest appearance from Pink, the event culminated with everyone singing the timeless classic, ‘Hey Jude’
Advertising Agency: Saatchi & Satchi, London
Year: 2010
Shortlist
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11 – NIKE FREE RUN – I Would Run to You
Love makes people do crazy things. Like run across the country. See how strong running reunites a long distance couple.
Advertising Agency: Wieden + Kennedy, Portland
Year: 2012
Bronze Lion
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12 – NIKE – Pretty
As Maria Sharapova marches to her tennis match, she passes people who sing I Feel Pretty. She slams a ball cross to court, putting an end to the singing.
Advertising Agency: Wieden + Kennedy, Portland
Year: 2007
Gold Lion
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13 – BASF – Dear John
The ad, set in army camp, features a soldier receiving a letter which goes to the tune of “Dear John”, the country song written by Lewis Talley, Fuzzy Owen and Billy Barton and made popular by Jean Shepard during the Korean war. As the song finishes the sergeant adapts the classic line from Humphrey Bogart, “Play it again John”.
Advertising Agency: Colenso BBDO, NZ
Year: 1982
Gold Lion
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14 – REXONA – Sensitive Armpits
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.
Advertising Agency: Ponce Buenos Aires
Year: 2011
Silver Lion
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15 – STARBUCKS – Glen
Glen jumpstarts his day by drinking a Starbucks DoubleShot. As he opens the can, Survivor appears in his apartment. They follow Glen through his full morning routine, singing a personalized version of “Eye of the Tiger.”
Advertising Agency: Fallon, New York
Year: 2004
Shortlist
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16 – GOOGLE – Demo Slam: Realtime Karaoke
Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world. To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all. By bringing in just a little bit of courage, creativity and fun; each of them pushed the role of technology in our lives and inspired the rest to use it in ways never imagined before.
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.
Advertising Agency: Johannes Leonardo, NY
Year: 2011
Gold Lion for the Campaign
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17 – DISCOVERY CHANNEL – I Love the World
We developed a new brand idea for Discovery Channel: Discovery is the
World’s Biggest Fan of the World. We wanted to celebrate all that is epic, beautiful, inspiring, fun and just plain crazy in the world. Fellow fans—from spacewalking Astronauts to Alaskan fishermen to Zulu warriors to Stephen Hawking to Discovery hosts like Mike Rowe and Bear Grylls—sing along to an old campfire song re-written to express how each of them loves the world. In other words, to tell people why Discovery Channel thinks “The World is Just Awesome.”
Advertising Agency: 72ndSunny, USA
Year: 2008
Shortlist
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18 – MATCH.COM – Piano
This is a film for the online dating service, Match.com, which features a couple finding each other as they examine musical instruments. He strums a guitar and she plays a keyboard. Together they make beautiful music, and it’s clearly the start of something special.
Advertising Agency: Mother, London
Year: 2010
Gold Lion
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19 – WILKINSON – Mow the Lawn
Girls in a front yard sing about mowing the lawn in order to promote Wilkinson/Schick Quattro razors for women.
Advertising Agency: JWT, New York
Year: 2009
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20 – AMERICAN LEGACY FOUNDATION/TRUTH – Singing Cowboy
We saddled up a horse, found a modern day cowboy that happened to have a hole in his neck due to a tobacco-related laryngectomy, and sent him to Manhattan to sing.
Advertising Agency: Arnold/Crispin Porter + Bogusky, USA
Year: 2007
Bronze Lion
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21 – ARNET BROABAND – Numa Numa
The ad shows some of the funny stuff you can find on the Internet.
Advertising Agency: Santo, Buenos Aires
Year: 2007
Shortlist
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22 – EVIAN – Voices
A man in a lift, a jogger, a secretary by the photocopier, a man in his car, an elderly lady…in all these scenes from everyday life, we see people singing with their childish voices.
Advertising Agency: BETC Euro RSCG, Paris
Year: 2003
Shortlist
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23 – NIKE WOMEN – Surgery
A group of women run away from a plastic surgery clinic dancing a choreography to a reggaetón tune.
Advertising Agency: Madre, Buenos Aires
Year: 2007
Bronze Lion
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24 – DIESEL – Anthem
Sing-a -ong Diesel Island national anthem. Why is your country fucked up?
Advertising Agency: Santo, Buenos Aires
Year: 2011
Silver Lion for the Campaign
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25 – PROCTER & GAMBLE – You’ll Never Walk Alone
This 60-second commercial shows a lifetime of moms by their children’s sides doing the daily, sometimes mundane, things that help their children grow up to be Olympians. All the while, they sing “You’ll Never Walk Alone” from the Rodgers & Hammerstein musical Carousel. The ad builds from a child’s birth and culminates with the Olympics and a proud mom seeing all her hard work pay off. We then cut to a card that says, “Thank you, Mom,” followed by a series of product brand images that ends on the P&G logo with the voice-over, “P&G. Proud sponsor of Moms.”
Advertising Agency: Wieden + Kennedy, Portland
Year: 2010
Bronze Lion for the Campaign
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26 – BURGER KING – Americas Favorite/More Mayo/More Cheese
Introducing the Whopperettes.
The Whopperettes return with a story about extra cheese.
The Whopperettes return with a story about mayo.
Advertising Agency: Crispin Porter + Bogusky
Year: 2006
Silver Lion for the Campaign
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27 – CADBURY DAIRY MILK – Night Runner
Fallon and Cadbury keep Great Britain pumped for the Olympics with a new spot that re-creates “The Final Countdown” — but adds multiple voices singing from the towers and buildings while a runner makes his way, presumably, to the Olympic Gold. An accompanying interactive feature encourages Britons to upload videos of them singing similarly inspirational songs to help team GB to victory.
Advertising Agency: Fallon London
Year: 2012
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28 – LOTTO LOTTERY – Ballroom Blitz
A taxi driver refuses to let passengers into his cab. Instead, he walks over to the queue and starts to sing for them. The man who joins in is chosen as the lucky passenger.
Advertising Agency: New Deal DDB, Norway
Year: 2001
Bronze Lion
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29 – CADBURY DAIRY MILK – Simply the Best
Part of Cadbury’s “Keep Team GB Pumped” campaign for London 2012 Olympics, swimmer Rebecca Adlington is serenaded by royal guards, dinner ladies and butchers with Tina Turner’s “Simply the Best.”
Advertising Agency: Hypernaked, London
Year: 2012
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30 – AMP ENERGY DRINK – Walk of no Shame
AMP wanted to introduce three new products with specific energy functions, designed to help our target, people who live their lives to the fullest. We also needed to increase brand awareness and embed ourselves into their daily life. We wanted to be the most relevant, unlike our hyper-masculine energy competitors. “Walk of No Shame” was an ode to the infamous walk that young people take “the night after” going out. With the look and sound of a mini-musical, AMP showed how one can take a “walk of no shame” as it gets you back on your feet.
Advertising Agency: BBDO New York
Year: 2009
Shortlist
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31 – LABATT BLUE BEER – Big Song
A young man tries to make up to his girlfriend by singing her a song around a campfire – “Out of the Blue”, and it turns into a huge sing-a-long.
Advertising Agency: Ammirati Puris, Canada
Year: 2001
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32 – PEPSI – Pepsi Generation
Advertising Agency: BBDO, USA
Year: 1984
Absolut Vodka/Swedish House Mafia – Greyhound
Posted: March 23, 2012 Filed under: Alcoholic Drinks, Case History, TV/Film, USA | Tags: Absolut Greyhounds, Absolut Vodka, Carl Erik Rinsch, Case History, desert, Greyhound, robot, RSA, Sue Anderson, Swedish House Mafia, TBWA/Chiat/Day 7 Comments
In the real world, music and cocktails go hand in hand. In an Absolut world, music and cocktails come with racing robotic greyhounds remotely controlled by a trio of DJs, spurred on by a cast of characters that make Lady Gaga look casual.
An evolution of its longstanding tradition of collaborating with artists, Absolut Vodka’s Drinks 2.0 campaign ventures beyond artist-rendered print ads to a collaboration with dance maestros Swedish House Mafia on an original track and music video to promote its Absolut Greyhound cocktail.
“Greyhound”–which is the title of the drink, the video, and the actual music track–is a three-minute visual feast created by TBWA\Chiat\Day that sees three groups of couture-sporting racing enthusiasts converge on the Bonneville Salt Flats to watch some robotic greyhounds speed across the parched plains, all while sipping light pink Absolut Greyhounds. While the fabulous people in the desert give each other the “my team’s going to win” stink-eye, the three members of Swedish House Mafia are off in a desolate bunker remotely controlling the robodogs to a photo-finish while ensconced in holographic orbs. With impeccable direction from RSA’s Carl Erik Rinsch, eye-popping visual effects from Home, gonzo wardrobe styling from Franck Chevalier, and a banging club track from Swedish House Mafia, this is not an exercise in understated elegance.
Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA, says that where much of the brand’s previous marketing efforts have focused on print, and its Drinks 1.0 campaign brought together actors and visionary photographers to create worlds around specific cocktails, “Greyhound” was meant to elevate the idea of collaboration to “a multidimensional, multi-sensory experience with drinks and music.” The goal was also to create something that skewed a bit younger than Absolut’s 25-35 urban influencers (neo-yuppies in marketing speak), which made SHM a good musical match.
“With everything we do on Absolut we have the pleasure of looking at things through an Absolut lens, like pushing the limits of what a greyhound dog race could be in an Absolut place,” says TBWA\Chiat\Day creative director Hoj Jomehri. “We said, where do people go to really go fast? The Bonneville Salt Flats. And what if these aren’t just regular greyhound dogs, but are gigantic robotic dogs? And what if the band is actually controlling them in this other setting? We just play creatively and push it as far as we can.”
Not surprisingly, given the name of the cocktail, the greyhound was the creative crux of the idea. “The name Absolut Greyhound was so inspiring because greyhound just sounds so sexy and sleek and fast, and all of the associations you have with the dog seemed to inspire that whole world,” says TBWA\Chiat\Day global creative director Sue Anderson. “Then once we knew who the band was, that inspired a fair amount of the video as well. SHM aren’t traditional musicians who are playing guitars and drums. They are DJs and music producers. That’s where the idea came from that they would be controlling the dogs because that’s so much of what they do: They go and stand in front of crowds and control music and the energy and the vibe. Then, once we had SHM we knew that we would have three dogs.”
This direction left things wide open for director Carl Erik Rinsch to create something fantastical. No stranger to sleek and fast robots (he directed “The Gift” from Philips that featured a renegade roboguard in a dystopian future Russia, which was awarded the first ever Grand Prix for Film Craft at the 2010 Cannes Lions), Rinsch immediately had a vision for the dogs.
“We’d said they had to be bigger than typical dog size, we wanted them to feel robotic and metallic, but also very elegant and sleek,” says Anderson. “Right on that very first call with Carl he was like, ‘I know exactly what these dogs should look like.’ He actually already had a drawing, he sent over an initial sketch and we went, ‘That’s exactly what they should look like.’”
“Carl understood inherently that you should have an emotional attachment to these dogs, so when they got to animating the race you really got a sense that these were three distinct characters and you were rooting for one or the other in the race,” adds Jomehri. “That’s a really difficult thing to do when you’re speaking about robotic dogs.”
Given that “Greyhound” is part music video, part ad, it will be distributed across a number of channels. “When it come to our target, music is their number one passion point and they live in the digital space so the campaign is really going to primarily TV and digital,” says Absolut’s Kouchnir. The track will premiere on Pete Tong’s BBC Radio One, and the full-length music video will be distributed to MTV and VEVO. Shorter versions will air on TV with a Shazam for TV integration, taking viewers to the full video. All of this will also drive to http://www.absolut.com/remix and Facebook where fans can remix the track “with the band” and share it with friends.
Kouchnir also says this is the first step in the vodka maker’s new direction of “creating cocktail worlds through the lens of music.” Upcoming artists include U.K. pop artis Dan Black and Swedish rock band Little Dragon, both of which will create original music tracks based on specific Absolut vodkas.
Watch behind-the-scenes footage below.
Advertising Agency: TBWA/Chiat/Day
Chief Creative Officer: Mark Figliulo
Global Creative Director: Sue Anderson
Creative Director : Hoj Jomehri
Art Director: Hoj Jomehri, Jin Park
Copywriter: Sue Anderson
Production Company: RSA
Director: Carl Erik Rinsch
Year: 2012
Tooheys Extra Dry Beer – The TED 696 Campaign
Posted: March 22, 2012 Filed under: Alcoholic Drinks, Art, Australia, Case History, Design, Digital, Direct, Illustration, Promotion | Tags: Australia, Case History, Direct, Lion Nathan, longneck, Promotion, sidney, TED696, the world’s best street artists, Tooheys Extra Dry 2 Comments
OBJECTIVES
Lion Nathan wanted to find more occasions for young adults to drink Tooheys Extra Dry, so it introduced a longneck, TED696ml. However, the longneck market is crowded and not an easy one for “cool” brands like Tooheys Extra Dry.
CAMPAIGN
Longnecks are traditionally sold in brown paper bags, covering the bottle’s branding. The bags represented an inexpensive medium that could be used to engage buyers and establish creativity.
Working with the insight that 18 to 24-year-old drinkers have a desire to express themselves, ZenithOptimedia worked with BMF to bring together the world’s best street artists and TED696’s target market to design brown paper bags around the theme 696.
Local designers were invited to submit designs in a competition that would be judged by the Luca, David Homer and Aaron Hayward at Debaser, Sydney artist Ben Frost, Murray Bell and Andrew Johnston at Design is Kinky, Colin Blake at MTV Sydney, and Tokyo/Sydney painter Numskull, the prize being a 15 ” MacBook, software and a framed set of designs signed by the three celebrity artists. The ten finalists would each receive a case of Tooheys Extra Day 696. The people’s choice, selected online by members of the public, would receive two cases of TED 696.
PR, events, advertorials, online seeding, search and a project website were activated, all with the humble brown paper bag at the core. The campaign created a new advertising medium, sending 700,000 paper bags with 696 designs to bottleshops. In the process, competitor longnecks were wrapped in 696-branded bags too.
The winner of the competition was Mike Watt, a Sydney based illustrator and designer.
RESULTS
In the first 8 weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site.
During the 5-week competition period, we received a cutting edge design every 84 minutes.
MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally.
The bag design promotion was so succesful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.
Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium.
The 696 campaign won a Silver Pencil at the One Show 2009 for Point of Purchase and In Store Promotion, a Silver Lotus at the AdFest Awards for Direct Marketing, and a Yellow Pencil at the D&AD Awards 2009 for Printed Material in Branding.
Advertising Agency: BMF Sydney
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art director: Shane Bradnic
Copywriter: Michael Canning
Year: 2009
Creatives in Love (Valentine’s Day in advertising)
Posted: February 13, 2012 Filed under: Alcoholic Drinks, Axe, Beverages, Car, Cliché, Illustration, Press/Outdoor, Sportwear, Testimonial | Tags: Absolut, axe, BMW, creatives in love, Diamonds, february 14, Happy Valentine's day, Heineken, I love you, Kamasutra, Levi's, McDonald’s, New Beatle, Nissan, Puma, sexy, Tide, toyota, Valentine's Day in advertising, Valentines Day, Volkswagen, Wonderbra 6 Comments1 – Axe Deodorant
2 – Dom Francisco Reastaurant
3 – Tide
4 – Volkswagen New Beatle
5 – Volkswagen
6 – Wonderbra
7 – McDonalds
8 – Kolner Zoo
9 – Pasta Adria
10 – Heineken
11 – Miller Beer
12 – Yemeksepeti.com (food delivery)
13 – Straps Lingerie Store
14 – British Airways
15 – Tampax
16 – Puma
17 – NW Nutrient Water
18 – Sexy Avenue.com
19 – Levi’s
20 – New Scientist
21 – Nissan Micra
22 – Playstation
23 – After Eden Lingerie
24 – Camper
25 – Predector (Pregnant Test)
26 – Is Kultur Bookstores
27 – Renault
28 – Parmalat Yogurbelt 0% fat
29 – Toyota
30 – Swatch
31 – SpotG Sexy Shop
32 – Canal+
33 – BMW Motorrad
34 – HOG Singapore Valentine Ride
35 – Brave Heart Fund – Children Heart Center
36 – Brasil Telecom
37 – Valentine’s and Coronary Patient Day
38 – Kiss Radio 102.1 fm
39 – Barrashopping – Shopping Mall
40 – DeBeers
41 – DIM Underwear
42 – Chevrolet
43 – Sedal Shampoo
44 – Bavaria Beer
45 – Nescafè
46 – Motorola
47 – Ducati
48 – Alfa Romeo
49 – Nakshatra Diamond
50 – Absolut Vodka
51 – Oreo
52 – Conrad Treasury Casinò
53 – McCann Helthcare
54 – Orkoss Restaurant
55 – La Benedicta Restaurant
56 – Wilkinson
57 – Seat
58 – Durex
59 – Wurst
60 – Avon
61 – Wellington Zoo
How to make a Christmas Tree
Posted: December 16, 2011 Filed under: Alcoholic Drinks, Car, Cliché, Illustration, Press/Outdoor, Social | Tags: ads, advertising cliches, Christmas, christmas tree, How to make a Christmas Tree, merry christmas, Xmas 3 CommentsHow to make a Christmas Tree using a pencil
How to make a Christmas Tree using a jeans
How to make a Christmas Tree using some bottle of beer
How to make a Christmas Tree using a blood transfusion bag
How to make a Christmas Tree using Christmas gift
How to make a Christmas Tree using a beach umbrella
How to make a Christmas Tree using a landing strip
How to make a Christmas Tree using a pizza
How to make a Christmas Tree using a Pantone chromatic scale
How to make a Christmas Tree using a computer arrow
How to make a Christmas Tree using a parking
How to make a Christmas Tree using Fedex shipping box
How to make a Christmas Tree using the igniton key
How to make a Christmas Tree using a destination map
How to make a Christmas Tree using a bunch of grapes
How to make a Christmas Tree using a Mercedes
How to make a Christmas Tree using a wall
How to make a Christmas Tree using clotheshangers
How to make a Christmas Tree using price labels
How to make a Christmas Tree using french fries
How to make a Christmas Tree using the road
How to make a Christmas Tree using a hairbrush
How to make a Christmas Tree using a dog shit
How to make a Christmas Tree using a sexy lingerie
How to make a Christmas Tree using Adidas shoes
How to make a Christmas Tree using mascara
How to make a Christmas Tree using a book
How to make a Christmas Tree using a cactus
How to make a Christmas Tree using a corkscrew
How to make a Christmas Tree using the recycle symbol
How to make a Christmas Tree using a plectrum
How to make a Christmas Tree using a Rorschach test
How to make a Christmas Tree using a pencil sharpener
How to make a Christmas Tree using a palm
How to make a Christmas Tree using a snow tyre
25 Best Not-So-Christmas Ads
Posted: December 14, 2011 Filed under: Alcoholic Drinks, Australia, Belgium, Brazil, Car, France, Germany, Italy, Japan, Mexico, New Zealand, Poland, Press/Outdoor, Social, South Africa, Spain, Sweden, Switzerland, USA | Tags: 25 Best (not so) Christmas Ads, axe, Christmas Ads, christmas tree, heinz, kit kat, Mercedes, merry christmas, rudolf, Santa, Santa Claus, sexier christmas, Springer & Jacoby, stella artois, Stihl, Xmas 2 Comments1 – Roeschke & Roeschke Porn Blocker – CHRISTMAS
Advertising Agency: Springer & Jacoby, Hamburg
Year: 2008
Shortlist
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2 – Corporacao Fantastica (Production Company) – CHRISTMAS TREE
Advertising Agency: Santa Clara, Sao Paulo
Year: 2010
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3 – ESPN Telespectaculo (Cable TV) – CHRISTMAS
Advertising Agency: Ginko Saatchi & Saatchi, Uruguay
Year: 1999
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4 – Seat Altea XL – SANTA CLAUS
Advertising Agency: Atletico International
Year: 2007
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5 – St. Matthew-in-the-city – JOSEPH & MARY
Advertising Agency: M&C Saatchi, Auckland
Year: 2009
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6 – Niko Movement Detectors – SANTA IN JAIL
Advertising Agency: Mortierbrigade, Brussels
Year: 2007
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7 – SCI-FI Channel – MERRY CHRISTMAS
Advertising Agency: BETC Euro RSCG, Paris
Year: 2007
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8 – RFSU Sex Toys – SEXIER CHRISTMAS
Advertising Agency: Naked Swedwn, Stockholm
Year: 2010
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9 – Axe Deodorant Spray – SANTA CLAUS
Advertising Agency: Lowe, Sao Paulo
Year: 2005
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10 – Lawrance & Mayo (opticians retail showroom) – SANTA CLAUS
Advertising Agency: Joshbro Communications, Mumbai
Year: 2008
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11 – Tylenol – SANTA
Headline: There are some questions that are such a headache.
Advertising Agency: Vale Euro RSCG, Maxico
Year: 2009
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12 – Integrationhaus (Charity Appeal) – CHRISTMAS AD
Advertising Agency: Y&R, Vienna
Year: 2011
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13 – Omino Bianco Colour – LAUNDRY BEFORE CHRISTMAS
Advertising Agency: Publicis, Milan
Year: 2008
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14 – Stihl Chainsaws – CHRISTMAS TREE
Advertising Agency: Cummins & Partner, Melbourne
Year: 2005
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15 – Stella Artois – RUDOLF
Advertising Agency: Eye Sociedad Publicitaria, Puerto Rico
Year: 2010
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16 – Heinz Baked Beans – SANTA
Advertising Agency: Unknown
Year: 2006
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17 – Cultura (book, music, movies & games) – CHRISTMAS
Advertising Agency: DDH Bordeaux, France
Year: 2007
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18 – La Cucina Italiana (magazine) – SANTA
Advertising Agency: DLV/BBDO, Milan
Year: 2010
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19 – Fondacja Azylu pod Psim Aniolem – DOGGIE
Advertising Agency: Mather Communication, Warsaw
Year: 2010
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20 – BBQ Meat Restaurant – BUON NATALE
Advertising Agency: Saatchi & Saatchi, Milan
Year: 2010
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21 – Mooter Search Engine – SANTA CLAUS
Advertising Agency: Dentsu Kansai, Osaka
Year: 2007
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22 – Mercedes GL 500 – BE THE FIRST
Advertising Agency: Jung von Matt/Donau, Vienna
Year: 2007
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23 – Stamyl (antiflautolento y digestivo) – GAS CAMPAIGN
Advertising Agency: Maruri Grey Ecuador
Year: 2008
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24 – Pro BTP Builders Insurance – CHRISTM-ASS
Advertising Agency: Leg Agency, Paris
Year: 2007
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25 – Kit Kat – HAVE A BREAK
Advertising Agency: JWT Dubai
Year: 2006
This is not ADVERTISING 