A Swiss charity has created mannequins based on the bodies of disabled people in a bid to raise awareness that no one has a perfect body. Pro Infirmis, an organisation for people with disabilities, worked with people suffering from scoliosis (a curved spine), shortened limbs and a woman in a wheelchair. Each had a mannequin made to perfectly reflect their body shape – which, to their delight, was then displayed in a high street store in Zurich’s main shopping street.
The project was devised to mark the International Day of Persons with Disabilities this week. Called ’Because who is perfect? Get closer’, the story is captured in a moving four-minute film directed by Alain Gsponer. The film follows four volunteers who enter a warehouse with trepidation. The models are radio host and film critic Alex Oberholzer, Miss Handicap 2010 Jasmine Rechsteiner, athlete Urs Kolly, actor Erwin Aljukić and blogger Nadja Schmid. The film captures the emotional moment each person sees their unique sculpture – and reveals the internal struggle some of those involved have accepting their appearance. Viewers then see the mannequins carefully dressed and placed in the front window in a shop on Bahnhofstrasse, Zurich’s main downtown street. Dave Thomas Junior contributed the music for the new work. The piece Lost at Sea was newly arranged specially for the Pro Infirmis film.
One model said: “Seeing it there for real is quite a shock. This, says the charity Pro Infirmis, is the point of the campaign. It hopes to raise awareness of people with disabilities, specifically in the image-obsessed worlds of fashion and retail. Upon seeing her mannequin, one woman declares: ‘It’s special to see yourself like this, when you usually can’t look at yourself in the mirror”.
Advertising Agency: Jung von Matt/Limmat, Zurich, Switzerland
Executive Creative Director: Alexander Jaggy
Art Director: Daniel Serrano
Copywriter: Samuel Wicki, Mateo Sacchetti
Graphic Designer: Lukas Frischknecht
One year ago, following the final episode of the Attenborough-narrated cold-climes series Frozen Planet, the BBC aired a two-minute trailer subtly celebrating the 60-odd years that the iconic TV personality has spent working on non-fiction programming for the network. Visually, the spot, from ad agency RKCR/Y&R, doesn’t deviate far from the staple shots of most natural science shows. Brightly colored birds, time lapses of blooming flowers, panoramas of majestic terrain, and pensive baboons all make their obligatory appearances. How can you not love this? It’s surprising and clever, yet also dignified. The only words in it are from the song ” What a Wonderful World” written by Bob Thiele and George David Weiss, and of course made famous by Louie Armstrong. This works so well because Attenborough speaks the lyrics—pleasant platitudes that we’ve almost stopped noticing, as the song has become audio wallpaper—in his signature cadence of wonder and delight. This renews our appreciation both of the song, and the power of Attenborough’s delivery. And of course, it’s all done to support stunning footage of nature, nicely edited with subtle sound effects to match the pictures. More than the sum of its parts. “It’s a wonderful world, watch it with us,” reads the BBC trailer’s tagline. Fantastic.
Advertising Agency: RKCR/Y&R, UK
Executive Creative Director: Mark Roalfe
Creatives: Ted Heath, Paul Angus
Burger King/Open Late
Picasso (Bed & Mattresses)
GSC/Developers against Piracy
Horror Night at Playcenter
Screamfest (Independent Horor Film Festival)
MTV/Nightmare on Elm Street Campaign
During some ads for America’s Best Dance Crew, Freddy Krueger comes out of nowhere and interrupts them as a way to advertise A Nightmare on Elm Street.
After fielding roughly 6,000 questions online about its food, McDonald’s Canada is taking the conversation “offline” with a new advertising campaign.
In June, McDonald’s Canada launched an interactive digital platform, “Our Food. Your Questions.” in an effort to be more transparent with consumers about where its food comes from and how it’s made. Consumers asked everything from calorie counts of certain menu items to why McDonald’s burgers and fries don’t rot when left out for a long period of time.
McDonald’s has now launched an integrated advertising campaign to reach even more Canadians and invite them to join the conversation online.
“The initial success of the program is a real testament to the power of creating meaningful and open dialogue with customers,” said Joel Yashinsky, chief marketing officer at McDonald’s Canada. “This level of transparency has resonated with our guests and has created the type of conversation we want to have with them about our food. We’re excited to see how far it can go.”
The campaign from Tribal DDB Toronto includes television, digital and various outdoor media. Since its inception the company’s response team has covered almost 6,000 questions at the site. Answers have been posted using text, photos and video.
“The program exceeded all our expectations and we learned from customer feedback that this is an important opportunity for us to continue and evolve the dialogue with our customers,” said Joel Yashinsky, chief marketing officer at Toronto-based McDonald’s Canada. “We wanted to broaden it so that the reach allowed all customers in Canada to be aware of the program and ask any questions they had about our food.”
The TV spot shows questions from the website with behind-the-scenes shots from McDonald’s operations, for example a burger getting prepped for a photo shoot after the question, “Why does your food look different in the advertising than what’s in store?” Meanwhile, video projections on buildings in urban centres will feature select questions and answers–some still and some full-motion with answers that were done on video. “It will [give] a surprise to people in those areas to see the projection of these questions that are very provocative and raise the awareness of the program,” said Yashinsky. Yashinsky said the platform “is going to run forever… We think this is a great two-way conversation for us to have with our customers that we don’t want to end.”
How McDonald’s Canada Makes their World Famous Fries
Did you know that McDonald’s World Famous Fries are made from whole potatoes harvested mainly from farms in New Brunswick, Alberta, and Manitoba? Watch and see exactly how our fries get made, from the farm to the fryer.
“What is in the sauce that is in the Big Mac?”
Christine H. from Oshawa asked, “What is in the sauce that is in the Big Mac?”
Where McDonald’s Canada Gets Our Hamburger Patties From
You’ve probably heard that every McDonald’s Canada hamburger patty is made with 100% pure Canadian beef. But what does that really mean? To find out, we visited Cargill’s processing plant in northern Alberta to give you an all-access look at exactly what our hamburger patties are made from and how they get made.
“Why don’t you guys grill the patties? Better than microwaves!”
“Why don’t you guys grill the patties? Better than microwaves!” Jeffry B. from Oshawa asked. McDonald’s Canada Manager of National Operations Drew Sadler answered.
Is 100% pure beef the name of a company?
“Is your beef actually 100% pure beef or is that just the name of the company?” That’s what John R., from Toronto asked. Our answer: a corporate title search to see if the company actually exists.
Behind the scenes at a McDonald’s photo shoot
Isabel M from Toronto asked “Why does your food look different in the advertising than what is in the store?”
The McNugget under the microscope
Sheri N. from Saskatoon asked, “Is the thing about the Chicken McNuggets true? They are made from a processed pink sludge of meat and bones ground up with chemicals?”
Real Egg Crackdown
“Does your Egg McMuffin use real eggs? They look to perfect” To answer this question our Crew Members were brought in to prove that McDonald’s® Canada uses real freshly cracked Canada Grade A eggs so often, they’ve got skills.
“Why is the food at McDonald’s so cheap?”
“Why is the food at mcdonalds so cheap?” Joanne S., from Toronto asked. McDonald’s Canada President and CEO John Betts answered.
Advertising Agency: Tribal DDB, Toronto, Canada
Creative Director: Louis-Philippe Tremblay
Art Director:Benson Ngo
Agency Producer: Melanie Lambertsen
Account Director: Miles Savage
Production Company: Family Style
Directors: John Weyman, Torey Kohara
Line Producer: Liz Dussault
Post-Production Company: School – Various
Editor: School – Various
Audio House: RNW
Talent: Real People (McDonald’s Employees, suppliers)
In October of 2012, Felix Baumgartner will attempt a record-breaking freefall jump from 120,000 feet – 23 miles – above the earth as part of Red Bull Stratos: a mission to the edge of space. The attempt will take place near Roswell, NM, USA, and if successful, Felix Baumgartner could be the first person to break the speed of sound with his own body, protected only by a space suit. As no one has successfully jumped from this height before, it’s uncertain what the highest supersonic freefall in history will look or feel like.