Trident – The Chew Life Campaign

If a whole 60-second commercial consisting of clips of gum being chewed sounds boring, then watch this. For Trident, Johannes Leonardo teamed up with director / photographer Britton Caillouette of Farm League to capture over 60 pieces of content of humans and animals simply chewing, then put them together with an awesome soundtrack (an original track from boutique music collective Ski Team) to make this original spot. It’s all part of a campaign by the brand to make gum “cool” again, as part of a wider strategic project by parent company Mondelez

“When Mondelez noticed that gum sales were down, they wanted to boost the whole category. Because advertising and innovation had made gum clinical and utilitarian, they needed an idea that made chewing cool again. So instead of selling gum, we sold an attitude. Based on the insight that there’s too much talking going on and gum stops you from yapping, we decided to bring Silent back. We did so by documenting what we called The Chew Life, a generation of people who don’t feel the need to talk. Who chew instead. The Chew Life was launched during the SuperBowl 2014 (in Nashville).”

Trident-30 Sheet-Jordan.indd

Trident-30 Sheet-Botani.indd

Trident-30 Sheet-Meghan.indd

Trident-30 Sheet-Orly.indd

 

 


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.

1

5

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.

2

3

4

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.

6

7

8

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.

9

10

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


15 Most Insightful Call for Entries Ads

1 – ADC-UA Awards (Ukraine)/Agency: Leo Burnett Ukraine

2 – The 2002 Marketing Awards/Agency: Taxi Canadamarketing-awards-hack-small-18780

marketing-awards-seen-it-small-70812

marketing-awards-poor-execution-small-72386

marketing-awards-merit-small-38903

1

3 – Art Director’s Club CdF 2006/Photographer Vincent Dixon

4 – The Art Directors Club CfE 2002/Bozell New York

adc3

adc1

adc2

adc4

adc5

adc6

adc7

5 – The Singapore Creative Circle Awards 1997/Leo Burnett Singapore

singapore

6 – Creative Club of Belgium (Call for entry 2005)/Agency: Duval Guilarme, Brussels

7 – The KBP Radio Awards, C.f.E 2007/Agency: BBDO Guerrera Ortega, Philippines

KBPLOGO

KBPSALE

KBPVIOLATOR

8 – The Art Director’s Club CdF 2009/Agency: Publicis New York

9 – Clio Awards 2004/Agency: ALMAP/BBDO

clio1

clio2

clio3

10 – The Art Director’s Club Cdf 2011/Agency: DDB New York

adc_callforentries_02

adc_callforentries_06

adc_callforentries_05

adc_callforentries_08

adc-news

adc-news2

11 – Crèa Awards 2007/Agency: BOS, Canada

crea5

crea2

crea1

crea7

crea3

crea4

crea6

12 – The One Club Call for Entries 2007/Agency: Jupiter Drawing Room, South Africa

a5ec49e812b5f340517f30318b24f296

01b5f8f9cf5af64a9c66a5d42955aa40

cbaba4600461af14ef631b47fb857ed9

13 – AdAwards Call for Entries 2006/Agency: Saatchi & Saatchi, Paris

AD-AWARDS

14 – ADC 92° Annual Awards/Agency: The Conquistadors Collective, New York

adc-92nd-annual-awards-girl-poster

adc-92nd-annual-awards-jury-poster

adc-92nd-annual-awards-gun-poster

15 – The Tinta Awards Call for Entries 2012/Agency: Young & Rubicam Philippines

pet_adoption

harvey_nichols

samsonite


Droga5, Coke Zero and the Best Slideshare Presentation Ever

75

This is Droga5′s first work for Coke Zero.

The Brand is using Coca-Cola’s rights as an NCAA official Corporate Champion to tie-in March Madness with its new ‘It’s Not Your Fault’ campaign. Part of the brand’s umbrella ‘Enjoy Everything’ initiative, this new light-hearted, fun creative celebrates ‘guys-being-guys’ as the soft drink brand aims to connect male bonding to college basketball’s end-of-season national championship.

The campaign takes a lighthearted and comedic approach to say that with Coke Zero you can Enjoy Everything in life. “It’s Not Your Fault” also celebrates guys-being-guys. The Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie, from sports and entertainment to humor, gaming and music.

“We’re talking to men more overtly with ‘It’s Not Your Fault’,” said Pio Schunker, SVP and Head of Integrated Marketing Communications, North America Group. “We’re positioning Coke Zero as a defender and celebrator of guy enjoyment.

safe_image.php

The new campaign rolls out during NCAA® March Madness® debuting a 30-second television advertisement entitled March Madness.

The narrative’s message is simple – it’s not your fault you can’t do anything but watch basketball during NCAA March Madness – and the work has been created in partnership with creative agency Droga5 New York, media agency Starcom MediaVest Group, Turner and the NCAA.

cz5

Follow up commercials within the campaign also include GumbelSchedules, Emotions, Scholastics, History, Statistics and Technology

Another strand of the campaign sees Coke Zero partner with talk show host Conan O’Brien: the TV chat star, whose evening show will move from LA to Atlanta for selected programmes during the tournament and will be sponsored by the soft drink, will appear in a bespoke Coke Zero TV spot towards the culmination of the competition and the brand’s “It’s Not Your Fault” campaign will link with the show. Coke Zero is also backing a Conan music series with performances in Los Angeles, Austin and Atlanta. Andy Richter, the Conan sidekick, will emcee them. Big name musicians are also set to headline the ‘Conan Coke Zero Music Series’ on the ‘Road to the Final Four’, while Coke Zero and Conan are also co-creating a bespoke ‘It’s Not Your Fault’ promotional spot.

cz1

cz2

The campaign is also running on the official March Madness Live mobile app, in-game broadcast enhancements and a funny Slideshare Presentation.

This presentation offers a detailed exploration into all the reasons why man is unable to do anything but watch basketball during the NCAA tournament… View the presentation on Slideshare: http://CokeURL.com/nl4t

“Coke Zero has experienced quarter after quarter growth and success, and we hope to see this campaign continue the momentum. ‘It’s Not Your Fault’ is launching in a big way through universal guy assets like NCAA March Madness and a co-branded promotional spot with CONAN,” said Andy McMillin, VP, Coke Trademark, North America Group. “Coke Zero brand attributes are well established, now it’s time for the brand to make the next big leap to connect with its drinkers. The brand definitely is evolving.”

 


From Coke to Mikado – Don’t Underestimate the Power of a Red Button

6554083-push-button-3d-red-glossy-metallic

Mikado – Resistance Test

Advertising Agency: Buzzman, Paris, France
CEO / Creative Director: Georges Mohammed-Chérif
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Clément Séchet
Year: 2013

 

TNT TV Channel – Dramatic surprise on an ice-cold day

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2013

 

Fantastic Delites – How Far Would You Go?

The Delite-o-matic is an interactive vending machine that dispenses free packs of Fantastic Delites simply by pushing a button hundreds of times or by performing challenges. The Delite-o-matic was put out on the streets to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them.

Advertising Agency: Clemenger BBDO, Australia
Creative Director: Karl Fleet
Digital Creative / Art Director: Oliver Prenton
Digital Creative / Copywriter: Matt O’Grady
Year: 2012

 

TNT TV Channel – Big Red Push Button

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2012

 

Coca-Cola – Happiness Truck

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?

Advertising Agency: Definition 6, Atlanta
Year: 2011


Reason Magazine – 40,000 Readers on a Cover

databasemarketing_reasonmag

“This represents an unprecedented experiment in hiper-individualizing a commercial print publication”
Nick Gillespie, Editor-in-Chief of Reason, in the June 2004 issue

Monthly libertarian magazine Reason pulled off the ultimate in customized publishing when its 40.000 subscribers received their June 2004 copy with a satellite photo of their own neighbourhood on the cover and their house circled in red. On the back cover readers found adverts customized to them and their neighbourhood. The stunt accompanied the magazine’s cover article about the power and importance of databases to customize information.

Reasonjpeg

When the 40,000 subscribers to Reason, the monthly libertarian magazine, receive a copy of the June issue, they will see on the cover a satellite photo of a neighborhood – their own neighborhood. And their house will be graphically circled.

On one level, the project, sort of the ultimate in customized publishing, is unsurprising: of course a magazine knows where its subscribers live. But it is still a remarkable demonstration of the growing number of ways databases can be harnessed. Apart from the cover image, several advertisements are customized to reflect the recipient’s particulars.

Nick Gillespie, editor in chief of Reason, said the magazine, with an editorial mission of “Free Minds, Free Markets,” used the stunt to illustrate the cover article about the power and importance of databases.

“Our story is man bites dog,” Mr. Gillespie said. “Everybody, including our magazine, has been harping on the erosion of privacy and the fears of a database nation. It is a totally legit fear. But they make our lives unbelievably easier as well, in terms of commercial transactions, credit, you name it.”

Rodger Cosgrove, president of Entremedia, a direct marketing firm and a member of Reason’s board, assisted in coming up with a program that allows the subscriber list to be integrated with satellite photographs. He also worked with Xeikon, the manufacturer of the printer that made the endless customization possible.

“They were interested in showing what this technology could do,” he said, “and we were interested in demonstrating the power of databases to customize information.”

The cover article, written by Declan McCullagh, suggests that while databases can lead to breaches in privacy, it allows Dell to provide instant credit to computer buyers, grocery stores to stock goods that their customers want, and mortgage lenders to keep their rates down.

“It’s obvious that databases provide enormous benefits to modern life,” said Marc Rotenberg, president of the Electronic Privacy Information Center. “We could no more operate without computer databases than we could without electricity.”

“That doesn’t mean that there aren’t still some serious debates to have about government databases,” he added, “including the monitoring of the general American public under John Poindexter’s Total Information Awareness program and the passenger profiling that has gone on.”

In some respects, Reason’s cover stunt is less Big Brother than one more demonstration that micromarketing is here to stay. “My son gets sports catalogs where his name is imprinted on the jerseys that are on the cover,” Mr. Rotenberg said. “He thinks that’s very cool.”

In his editor’s note describing the magazine’s database package, Mr. Gillispie left open three spots – commuting time, educational attainment and percentage of children living with grandparents – so he could adapt his message to individual readers. Mr. Gillespie said that the parlor trick could have profound implications as database and printing capabilities grow.

“What if you received a magazine that only had stories and ads that you were interested in and pertained to you?” he asked. “That would be a magazine that everyone would want to read.” 

reason_cover-scrubbed

Agency: Entremedia, USA
Year: 2004


Court TV’s Parco PI – That Girl Emily

DEEF_6645721_6698715A

To generate a buzz leading up to the season premiere of Parco PI on the American network Court TV (now truTV), a show that revolved heavily around the subject of adultery, a campaign was conjured up that – at first glance – looked like every cheating man’s worst nightmare. A fictitious character called Emily seemed set on exposing her husband’s adulterous ways for the whole world to see and having her revenge. In a blog Emily drew readers into the story of how she came to realize that her husband was cheating on her. Within several days, the blog had received over a million hits and Emily was getting requests for media appearances at a national level. The narrative laid the foundation for a series of billboards on which Emily declared “Fourteen Days of Wrath” against her cheating husband, Steven. Four of the Fourteen Days of Wrath were actual staged events in New York City. When Emily threw out her cheating husband’s belongings, the drama was captured on a hand-held camcorder and uploaded to video-sharing sites.

a9umK

194792793_d7ef9851f0_o

The campaign as a whole was covered by over 200 news sources on-air, online and in print.

————————————————————————————————————————————————————————————

Public Hath No Fury, Even When Deceived

From New York Times. By Julie Bosman (July 24, 2006)

It was the pitch-perfect vengeful Dear John letter, blown up on a billboard in the middle of Manhattan by a furious and apparently deep-pocketed spouse.

“Hi Steven,” it began, cheerily enough. “Do I have your attention now? I know all about her, you dirty, sneaky, immoral, unfaithful, poorly endowed slimeball. Everything’s caught on tape. Your (soon-to-be-ex) Wife, Emily.”

The billboard created interest, and not just from an unfaithful Steven. A booking agent from “Good Morning America” sent an e-mail to Emily inviting her on the show. British Glamour wanted to make her the subject of a feature article.

But when pictures of the billboard proliferated on Gawker, Defamer and other blogs, readers quickly dug in. One fact soon emerged, thanks to camera phone pictures: the billboard was identical to others in Brooklyn, Los Angeles and Chicago. Someone else discovered that Emily was keeping a blog, thatgirlemily.blogspot.com, detailing Steven’s infidelities. More digging showed that one Emily blog entry was oddly similar to a synopsis for an episode of “Parco P.I.,” a reality show on Court TV.

Another “source” sent an e-mail to Gawker suggesting that Court TV was behind the signs, pointing out that it was a viral marketing campaign to promote one of its programs. Mystery solved.

The bad news for viral marketers who use these kind of devices: executives at Court TV said they did not really want to be discovered so quickly. The good news is that even after the ruse was discovered, people visited the Emily blog, pushing it to one million hits by the end of Thursday. A fake surveillance video on the blog, supposedly from a private eye capturing Steven holding hands with his paramour, hit YouTube and became one of its most-viewed videos. Did it even matter that Emily was fictitious?

“Emily is really an amalgam of all of us who have been cheated on,” said Marc Juris, general manager for programming and marketing at Court TV. “Clearly, this really resonated with people.”

Whether it resonates into higher ratings for “Parco P.I.” is another matter. The “Emily” ruse was originally intended to be a stunt to help promote the start of the show’s new season on Aug. 15, but Court TV’s marketing group liked the idea so much that they made it a large part of the campaign. The second phase — ads for the show to be stamped over the original billboards — was to start next Monday, but Court TV moved it up to July 26 after all the attention.

Mr. Juris was still marveling: “It’s like a flash investigation took place, and within 24 hours we were busted.”

LDog.0

tumblr_lfvd3ccaBm1qd5p8eo1_500

Advertising Agency: Amalgamated NYC, USA
Copywriter: Tommy Noonan
Copywriter: Jon Yasgur
Account Manager: Judy Goldfarb
Creative Director: JASON GABORIAU
Creative Director: Doug Cameron
Year: 2006


Follow

Get every new post delivered to your Inbox.

Join 1,670 other followers