Leo Burnett Italy for WWF: Pets4Pets Project – Advertising thought by kids to get adults thinking

What about asking youngsters, instead of experienced creative directors, to create the strongest communication campaigns?

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Pets4Pets Project  taught little kids the secrets of the advertising industry; inviting them to imagine new social campaigns to help protect the animals they love the most. WWF, together with a team of creatives, photographers, illustrators, film directors, animators, post-producers and speakers helped students at an elementary school experience the whole creative process: from the brief, to the Pre Production Meeting, to the shooting, to going on-air. The result? Well see for yourself in the case video.

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The adventure starts in the classroom, then moves inside the creative agency and finally arrives on a production set. For all the experienced creatives there’s just one strict rule: “never ‘contaminate’ the kids’ ideas”, just offer them the production advice they lack. First Challenge: a print campaign.

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Second Challenge: a TV commercial.

The results

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“From the first sketch on a piece of paper, to 2 TV commercials, 4 radio announcements and 8 print campaigns, ready to go on-air”. For every creative piece, you can see the “before” and “after”: from the kids’ original sketches to the final executions ready to go on-air. One thing is immediately evident: the kids’ work is already 100% creatively effective.
The team of professionals just helped them “translate” their ideas into a language that adults can understand.

Advertising Agency: Leo Burnett Italy
Executive Creative Director: Francesco Bozza
Associate Creative Director: Andrea Marzagalli
Creative Team: Andrea Stanich, Sergio Spaccavento, Paolo Boccardi, Alice Crippa, Serena Micieli, Silvia Savoia
Executive Producer: Debora Magnavacca
Year: 2013


The Bent Bullet: JFK and the Mutant Cospiracy

Marvel has created a site called The Bent Bullet, a promotional website and video that weaves X-Men mutants in with a JFK conspiracy theory, blending the real and fictional in a quasi sort of alternative history genre getup.

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A new viral site promoting the upcoming X-Men: Days of Future Past has hit the web: The Bent Bullet, which explores President John F. Kennedy’s assassination — with an unfamiliar twist.

According to The Bent Bullet site,  which went up last night, Kennedy was assassinated by Lee Harvey Oswald — with the help of Magneto (played in his young incarnation by Michael Fassbender in the movie), who allegedly used his powers on Oswald’s wild shots to ensure the president’s death. This, it seems, will be the incident that splits the X-Men timeline, triggering the dystopian Days of Future Pastuniverse, in which mutants have been rounded up in internment camps and systematically exterminated with the aid of robotic Sentinels.

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But has Magneto been falsely accused? Fictional journalist Harper Simmons seems to think so — and both Magneto’s own testimony and circumstantial evidence point to Mystique (Jennifer Lawrence) committing the assassination while disguised as Oswald, then slipping away and leaving the real Oswald to take the blame. However, it’s unclear whether she did so on Magneto’s orders, or acted autonomously following a schism in the Brotherhood of Mutants.

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Like the rest of what we’ve seen of Days of Future Past, the movie’s take on the trigger event is based very directly on the comic, with some major modifications. In the original story, the assassin was Mystique, leading an autonomous brotherhood — but her targets were Charles Xavier, Moira McTaggart, and hardline anti-mutant senator Robert Kelly, whose cinematic counterpart died in 2000′sX-Men and was later impersonated by Mystique.

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To find out just how closely the rest of Days of Future Past adheres to the comic, will have to wait until flick hits theaters May 23, 2014 — or they’ll have to hope more of these teaser sites are on the way.

http://www.TheBentBullet.com


CoorDown – #DammiPiùVoce (Saatchi & Saatchi Italy strikes back)

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Background
In Italy, due to prejudice, the basic rights of people with Down syndrome are still too often denied. With more funds available it would be possible to defend their rights.

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Idea
On launch day, on the site CoorDown.it, 50 people with Down Syndrome each appeared on video appealing to 50 celebrities for a donation. But not of money: they asked them to donate a video. A video in which they, the celebrities, asked for the money to support people with Down syndrome, amplifying their voices. A video, which if then shared via the celebrities’ social networks, would have more chance of being listened to.

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Andrea & Sharon Stone

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Federico & Castrogiovanni

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Results

50 out of 50 celebrities donated a video and shared it on their social networks, including the singers Tiziano Ferro andJovanotti; the footballers TottiMaterazzi and Zanetti; the rugby player Castrogiovanni; the star chef Carlo Cracco; the Real Madrid coach Jose Mourinho and the actress Sharon Stone.
Thanks to the social networks shares and all the media coverage, the campaign reached almost 30 million people, half of the italian population. And donations were up 700%, compared to Coordown’s previous fundraising campaign.

Advertising Agency: Saatchi & Saatchi, Italy
Creative Directors: Alessandro Orlandi, Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Social Network specialist: Flavia Pipola
Head of Interactive Production: Silvio Coco
Web Developer: Dario Cataldi
Producer: Erica Lora-Lamia
Head of TV: Raffaella Scarpetti
Editor: Fulvio Rossetti
Social Media Partner: Ambito 5
Website development: Logicweb
Partners: Top Digital, Flipper Music, Luca Bottale, H-Films, Getty Images, Google, Akita
Year: 2013


Saatchi & Saatchi Berlin/Days of Hope – Homeless People Forecast Weather on TV in Europe

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Saatchi & Saatchi has launched a new campaign to raise the profile of increasing homelessness in major cities across Europe.

Called ‘Days of Hope’, the idea originates from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people in Europe. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers.  When presenting the weather, the homeless person will allow the audience to take a closer look at their daily lives and make a request for donations to the charity.

The Saatchi & Saatchi Network collaborated to make this happen across many countries. The office in each participating country partnered with a charity that helps those living on the streets and persuaded a TV station to take part in the campaign.

Already launched in Romania and Russia, the campaign is being rolled out for Diakonie Frankfurt across Germany within the next few weeks. Switzerland will launch this week with Poland anticipated too. In Romania, the charity Samusocial is supported by Prima TV, in Russia, Spravedlivaya Pomosch is supported by TV Rain, in Serbia, Shelter is supported by TV Pvra, in Switzerland, SPS (Sozialwerke Pfarrer Sieber) is supported by TV Züri, in Poland, PCK (Polski Czerwony Krzyż) is supported by TVP INFO.

Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, and creator of the idea said: “This idea is an excellent example of the power of creativity and of how the Saatchi & Saatchi family take an idea and makes it big across all borders.  Originally created as a radio spot in Germany, ‘Days of Hope’ now takes place during primetime in potentially 5 countries.  Who else is capable of this?”

John Pallant, Saatchi & Saatchi Regional Creative Director EMEA said: “This is a very simple, but surprising idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations.”


McCann Australia for Metro Trains Melbourne – Is “Dumb Ways To Die” the new “Chipotle”?

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“Dumb Ways to Die”, is an integrated advertising campaign designed to curb the number of train-related deaths in Victoria. The campaign is centred around a three-minute animated music video, highlighting the many dumb ways there are to die, with being hit by a train – a very preventable death – among them. The video and iTunes single are accessible online at DumbWaysToDie.com, with animated gifs being released on Tumblr, on radio, in posters on small and large space outdoor and throughout the Metro Trains network, with the lyrics to the song on the art work.

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The Idea: Safety PSAs are gloomy and tedious and largely ignored by young people hardwired to resist them—except when they’re irresistibly fun and impossible not to share with friends. McCann Australia managed just such an evolution of the genre with “Dumb Ways to Die” its animated train-safety spot for the Melbourne Metro. The three-minute music video shows adorable blobs making the stupidest decisions ever—messing with animals, sticking forks in toasters, eating superglue, etc.—leading to all sorts of gruesome, fatal accidents. The dumbest way to die, the ad suggests at the end, is by being careless around trains. “The idea for a song started from a very simple premise: What if we disguised a worthy safety message inside something that didn’t feel at all like a safety message?” said McCann executive creative director John Mescall. “So we thought about what the complete opposite of a serious safety message would be and came to the conclusion it was an insanely happy and cute song.” With more than 30 million YouTube views, it seems happy, cute and grisly was the way to go.

The Song: The song begins, “Set fire to your hair/Poke a stick at a grizzly bear/Eat medicine that’s out of date/Use your private parts as piranha bait,” before the chorus repeats the two lines, “Dumb ways to die/So many dumb ways to die.” Mescall wrote most of the lyrics in one night at the agency. “It then took a few weeks of finessing,” he said, “getting rid of a few lines that weren’t funny enough and replacing them with new ones.” The line “Sell both your kidneys on the Internet” was a late inclusion. “I’m glad it’s there. It’s my favorite,” he said.

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Australian musician Ollie McGill from the band The Cat Empire wrote the music. “We basically gave him the lyrics and told him to set it to the catchiest nonadvertising type music he could,” said Mescall. McGill delivered something almost unbearably catchy. “The melody is easy to remember and sing along to, the lyrics are fun, bite-sized chunks of naughtiness, and the vocals have just the right amount of knowing innocence,” Mescall said. “It’s a song that you want to hate for living in your head, but you can’t bring yourself to hate it because it’s also so bloody likable.” The singer is Emily Lubitz of another Australian band, Tinpan Orange. (The song is credited to Tangerine Kitty, which is a mashup of the two band names.) “Emily brought a great combination of innocence, playfulness and vocal integrity,” Mescall said. “She brings a level of vocal quality you don’t normally get on a video about cartoon death.”

The Art Direction: Australian designer Julian Frost did the animation. “We gave him the most open brief we could: Just make it really funny and really awesome and do it to please yourself,” said Mescall. The visual reference points ranged from Edward Gorey’s The Gashlycrumb Tinies to Monty Python’s “Always Look on the Bright Side of Life” (which showed men singing while being crucified) to “any number of hokey indie music-video flash mobs you see on YouTube,” said Mescall.

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“Julian was keen to contrast the extreme situations described in the lyrics with the simplest animation possible. Otherwise it would become just too much.” After the spot blew up online, Frost wrote on his website: “Well, the Internet likes dead things waaay more than I expected. Hooray, my childish sense of humor pays off at last.”

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The spot lives online, in short bursts on music TV, and may reach cinemas. The campaign is also running in radio, print and outdoor. The song is on iTunes, where it reached the top 10. The agency is also producing a book as well as a smartphone game that should be ready by Christmas.

Advertising Agency: McCann, Melbourne
Executive Creative Director: John Mescall
Creative Team: John Mescall, Pat Baron
Animation: Julian Frost
Digital Team: Huey Groves, Christian Stocker
Year: 2012


Leo Burnett for Think!/Road Safety Campaign – Man Trapped in Pint Glass

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Agency Leo Burnett did some research and found that anti-drink-driving advertising based around crashing and injury was no longer likely to effect the target demographic of young male drivers who don’t believe that driving after drinking a couple of beers is dangerous. The agency found that low-consumption male drink-drivers were more likely to be deterred by personal consequences of a drink-driving conviction.

The idea of this campaign was to play against the seasonal jollity of the Christmas period and to dramatize the experience of isolation, regret and stigmatization brought about by a drink-driving conviction. In December 2007 a real-life convicted drink-driver agreed to be placed inside a specially constructed upturned pint glass. He was thus trapped by his seemingly innocuous decision to get behind the wheel after having one pint too many. The subject was interviewed by national press and broadcast media in Paddington Station as he explained how being convicted of a drink-driving offence had ruined his life: he had lost his job, his girlfriend, his car and a lot of money. An actor then took over the role of the drink-driver up and down the country at locations specially chosen for their proximity to public car parks and areas with a high concentration of pubs and bars (particulary those used by football fans).

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The campaign is thought to have contributed to a drop of 20% in breath test failures during the pre-Christmas period of 2007.

Advertising Agency: Leo Burnett London
Creative Directors: Tony Malcom, Guy Moore
Creatives: Phillip Deacon, Bertie Scrase
Year: 2007


25 Advertising Ideas for 25 November: International Day for the Elimination of Violence against Women

01 - Amnesty International

02 – BaF (Bundesverband autonomer Frauennotrufe)

03 – United Colors of Benetton

04 – Domestic Violence Vigilance (USA)

05 – Aware Helpline Singapore

06 – APAV (Victim Suport)

07 – Refuge.org.uk

 

08 – APAV (Victim Support)

 

 

09 – Florencia (Service for abused women)

 

10 – Citizens Against Spouse Abuse

11 – Amnesty International

12 – Amnesty International

13 – Women’s Aid Organisation

14 – The Youth, Women, Children and Family Chamber (Panama)

15 – Amnesty International

 16 – Amnesty International

17 - Amnesty International

18 - NO (Combat Violence Against Women Helpline)

 19 – http://www.terres-des-femmes.ch

20 -  Associazione Donne Insieme contro la Violenza

21 – Ni Puter Ni Soumises

22 - Mar’A (Against Domestic Violence)

23 - Amnesty International

 

24 - Solidaritè Femmes

25 - NSW (Women’s Refuge Movement)


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