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

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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


Jung von Matt for Pro Infirmis – Who is perfect, anyway?

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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.

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

Each person had a mannequin made to perfectly reflect their body shape

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”.

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. They include actor Erwin Aljuki¿ (pictured)
Each is measured before mannequins are painstakingly crafted to mirror their bodies
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'
The aim of the project is to raise awareness of people with disabilities, specifically in the image-obsessed worlds of fashion and retail
Viewers then see the mannequins carefully dressed and placed in the front window in a shop on Bahnhofstrasse, Zurich's main downtown street
Far from the tall, curve free models seen world wide, passers-by see a a woman with a curved spine, or a man or woman in a wheelchair

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
Year: 2013