The Toronto Silent Film Festival has taken to another new-media platform to promote its upcoming event. The festival has set up three Instagram accounts, which each contain “trailers” for silent movies. There’s tsff_1, which showcases Murnau’s classic Sunrise: A Song of Two Humans; tsff_2, featuring an excerpt from the 1925 feature Tumbleweeds; and tsff_3, taken from the Del Lord short Super-Hooper-Dyne Lizzies. To view each trailer, head to the relevant Instagram account on your smartphone and scroll rapidly though the images to create a flip book-like effect.
The idea for the novel advertising method came from Canadian advertising agency Cossette, which explained its thinking behind the campaign to Creative Review: “It feels appropriate to be using a technology like Instagram to promote the silent film technique,” says co-chief creative officer Matt Litzinger, explaining that silent film was “in its day.. every bit as ground-breaking and innovative as digital platforms are today.”
Co-CCOs, Creative Directors: Matthew Litzinger, David Daga
Copywriter: Sebastian Lyman
Art Director: Pepe Bratanov
They are a group of 25 digital creative students of Underground, a creative school in Buenos Aires. All of them wanted to accomplish our studies and get a job but with such a huge competitive scenario we needed to find somehow, a way to stand out. That´s how they came out with an idea: they had to work for the best creative in the world. If they could get his attention we would be able to get anyone’s.
Advertising School: Underground Creative School, Buenos Aires, Argentina
Creative Director: Diego Rubio
Creatives: María Paula Castaño Cadena, Lucas Kraglievich, Sandra Lopez, Josefina Salgado, Laura Perez Millan, Camilo Rodríguez, Fede Green, Jorge Anastasiu, Sebastian Merino Luque, Jaime Vanegas Restrepo, Mario Anchorena Aitken, Jorge Garcia, Oscar Andrés Rincón, Maye Duarte, Nau Pintos, Manuel Torres Gere, Felipe Arenas, Angela Binimelis, Aye Piru, Andrea Saturno, Bruno Waldbaum, Nat Os, Leandro Baca, César Bené Guerrero
Photographer: Martín Levi
All adults know: healthy eating is important. The organic supermarket chain Fresh`N´Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. Actually, that´s even a big problem. In Germany every fifth child is overweight. “Instead of calling attention to that problem with a traditional ad campaign we chose to solve the problem.”
The solution was a new product: fruit figures. “To make fruits as appealing as sweets for kids we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers – all the things kids love.” Just like ordinary fruit salads the fruit figures were sealed, put in a tray and sold in Fresh´N´Friends stores.
Additionally, they were promoted with advertising specifically targeted at parents and their kids – direct mailings, email newsletters and posters. In order to involve the kids directly in the campaign a contest was started. We placed cut-out sheets in every package. So the kids could make their own fruit figures by hand. They also could design them digitally on the Fresh`N´Friends website. All ideas were published and judged online. The figure with the most votes was added to the product range. Over 3,500 designs from children were submitted. The rabbit figure of five-year-old Dario got the most votes and was therefore added to the product range.
Advertising Agency: Scholz & Friends, Berlin, Germany
Creative Director: Martin Pross, Matthias Spaetgens, Wolf Schneider, Mathias Rebmann, Florian Schwalme
Art Director: Alexander Doepel, Sandra Krebs, Bjoern Kernspeckt, René Gebhardt, Loic Sattler, Jinhi Kim
Photographer: Attila Hartwig
Graphics: Peter Schoenherr, Simon Rossow
Air France Music is known and renowned for its exclusive musical selections. As suitable for an airline company, they are now inviting music lovers to turn their heads towards the sky with the new iPhone application “Music in the Sky”, designed by its agency BETC.
The principle is both poetic and fun: exclusive tunes are hidden in the clouds and all you have to do is catch them by lifting your iPhone, which automatically adds them to your playlist. Anyone with an iPhone can use the app, but travelling passengers will also have the privilege of discovering new tracks depending on where they are in the world: from Paris to Tokyo to Buenos Aires, the sky will hide its own music.
For the first time, thanks to the application, Air France Music fans will be able to listen to the “on air” selections played on board the planes also on terra firma. To celebrate the launch, unreleased tracks from François & the Atlas Mountains, Eugene McGuinness, Villagers, Melody’s Echo Chamber and Tomorrow’s World will be revealed. Finally, throughout the year, Air France Music will organise competitions in the app with the chance to win unreleased tracks, concert tickets or even plane tickets. The Air France Music application can be downloaded free in the Apple Store.
Advertising Agency: BETC
Creative Director: Florence Bellisson
Art Director: Sebastien Partika, Esteban Lebour, Alexandre Saad
Copywriter: Edouard olhagaray, Guillaume Rebbot
Web Designer: Bernard Quarante