Trident – The Chew Life Campaign
Posted: May 8, 2014 Filed under: Press/Outdoor, TV/Film, USA, Viral | Tags: animal, Johannes Leonardo, mondelez, the chew life, trident Leave a commentIf 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).”
The Bent Bullet: JFK and the Mutant Cospiracy
Posted: December 10, 2013 Filed under: Digital, Promotion, Social, USA, Viral | Tags: 1963, days of future, JFK, Magneto, nov. 22, the bent bullet, Viral, x-men Leave a commentMarvel 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.
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.
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.
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.
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.
100 (from 0 to 100 years in 150 seconds) – A documentary by Jeroen Wolf
Posted: November 27, 2013 Filed under: Art, Viral | Tags: 100, age, Amsterdam, documentary, from o to 100 years in 150 seconds, Jeroen Wolf, people, Viral Leave a comment
Using a Panasonic GH2, Dutch filmmaker Jeroen Wolf captured people ranging from 1 year young to 100 years old. It’s simple—the person stares at the camera at states their age—yet incredibly touching to see the growth and experience you earn as the years add up.
Wolf actually started the project last October by documenting people in Amsterdam but the project petered out because it was difficult to find very young and very old subjects. Wolf says:
“I found my very old ‘models’ in care homes and it was a privilege to document these—often vulnerable—people for this project. I had particular problems finding a 99 year-old. (Apparently 100 year-olds enjoy notoriety, but a 99 year-old is a rare species…) And when I finally did find one, she refused to state her age. She simply denied being 99 years old! But finally, some 4 months after I recorded my first ‘age’, I was able to capture the ‘missing link’ and conclude this project. “
The throne awaits you, the adverts don’t… (Royal Baby in advertising)
Posted: July 25, 2013 Filed under: Best Use of Print, Beverages, Cliché, Coca-Cola, Digital, Event, Press/Outdoor, Testimonial, TV/Film, UK, Viral | Tags: Carling, Coca-Cola, Congratulations, Kate, Lego, Magnum, Mini, Nescafé, Oreo, Pampers, Royal Baby, Sony, The Sun, Twitter, Warburtons, Wills Leave a commentWithin hours of the announcement the Duke and Duchess of Cambridge had welcomed their baby boy into the world on Monday, a raft of companies took to Twitter advertising their brand along with cute messages of congratulation…
Carling Beer
Advertising agency: Creature, London
Year: 2013
Pampers
The diaper maker tweeted out a video stuffed with heart-tugging shots of babies under this headline: Every Little Baby is a Prince or Princess.
The Sun
Advertising agency: Grey London
Executive Creative Director: Nils Leonard
Creative Director: Dave Monk
Creative Team: Dominic Butler & Jasper Cho
Year: 2013
The Times
Advertising agency: Grey London
Executive Creative Director: Nils Leonard
Creative Director: Dave Monk
Creative Team: Dominic Butler & Jasper Cho
Year: 2013
Coca-Cola
The cola giant tweeted out a photo of two toasting Coke bottles, one labeled Wills and the other labeled Kate. The tweet read, “Time for a royal celebration.”
Warburtons
Advertising agency: WCRS, London
Copywriter: Steve Hawthorne
Art Director: Katy Hopkins
Creative Director: Billy Faithfull
Year: 2013
Johnson & Johnson
The baby products maker tweeted out a photo of a baby in a bathtub wearing an apparent crown made from baby shampoo bubbles. It also plans to run a print ad in People magazine featuring a baby’s hand holding onto a mother’s finger under the headline: “A parent’s love is the same the world over.”
Oreo
The cookie brand tweeted out a simple photo: An Oreo and milk-filled baby bottle sitting atop a very royal-looking, plush, velvet cushion. The tweet offers this: “Prepare the royal bottle service!”
Play-Doh
Magnum
Starbucks
Delta Airlines
Air New Zealand
Diet Coke
OXO
Sony Pictures
Nintendo
Lego
MINI
Vegas
Nescafé
CoorDown – #DammiPiùVoce (Saatchi & Saatchi Italy strikes back)
Posted: May 24, 2013 Filed under: Case History, Digital, Direct, Italy, Social, Testimonial, Viral | Tags: #dammipiùvoce, Alessandro Orlandi, Case History, Coordown, Digital, Jovanotti, Luca Lorenzini, Luca Pannese, Saatchi & Saatchi, Sharon Stone, Turn up my voice Leave a comment
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.
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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Spartaco & Jovanotti
Andrea & Sharon Stone
http://www.youtube.com/watch?v=CZBpAkceijU
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 Totti, Materazzi 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
Droga5, Coke Zero and the Best Slideshare Presentation Ever
Posted: March 29, 2013 Filed under: Beverages, Case History, Coca-Cola, TV/Film, USA, Viral | Tags: Coke Zero, Conan O’Brien, David Droga, Droga5, enjoy everything, It’s Not Your Fault, NCAA, Slideshare, USA Leave a comment
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.
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.
Follow up commercials within the campaign also include Gumbel, Schedules, 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.
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.”
