Droga5, Coke Zero and the Best Slideshare Presentation Ever

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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.

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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.

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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.

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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.”

 

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Droga Give Me 5 (from Underground Creative School, Buenos Aires)

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They are a group of 25 digital creative students of Underground, a creative school in Buenos Aires. All of them wanted to accomplish our studies and get a job but with such a huge competitive scenario we needed to find somehow, a way to stand out. That´s how they came out with an idea: they had to work for the best creative in the world. If they could get his attention we would be able to get anyone’s.

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Advertising School: Underground Creative School, Buenos Aires, Argentina
Creative Director: Diego Rubio
Creatives: María Paula Castaño Cadena, Lucas Kraglievich, Sandra Lopez, Josefina Salgado, Laura Perez Millan, Camilo Rodríguez, Fede Green, Jorge Anastasiu, Sebastian Merino Luque, Jaime Vanegas Restrepo, Mario Anchorena Aitken, Jorge Garcia, Oscar Andrés Rincón, Maye Duarte, Nau Pintos, Manuel Torres Gere, Felipe Arenas, Angela Binimelis, Aye Piru, Andrea Saturno, Bruno Waldbaum, Nat Os, Leandro Baca, César Bené Guerrero
Photographer: Martín Levi


Droga5 for Marc Ecko – Still Free: the story of an impossible tag



“I wanted to do something culturally significant, I wanted to create a real pop-culture moment. It’s this completely irreverent, over-the-top thing that could really never happen:this five-dollar can of paint putting a pimple on this Goliath”

This is the story of a viral succes that plays on the fine line between reality and fiction. It came from New York fashion designer Marc Ecko.

In a video on his site he was shown creeping up to Air Force One and spray-painting it with the words “Still Free”. When the film was released, several inconsistencies were found in the footage, and it was later revealed that a real plane was not vandalized. Ecko’s company had rented a 747 cargo jet and painted one side of it to look like Air force One.

In a separate video on the same website, Ecko explained that he had tagged the plane in protest against the strict anti-graffiti laws in many American city including New York. In some cases it has been made illegal to carry or purchase wide-tipped markers or spray paint. “No elected official gets to decide what is art and what is trash…” Ecko said. “Since then I’ve learned that there are cities all over this country with laws that restrict kids who want to pursue legal art inspired by graffiti… The President’s highest responsability is to protect our freedom, and the first among those is our right to speech. That’s why I tagged the President’s plane… The President can’t fly around like a rock star, talking about how America is the greatest country in the world, but ignore what makes it great…”

The Video

Case History

Behind the Scene

Advertising Agency: Droga 5
Creative: David Droga, Duncan Marshall, Jeski Takaharo
Production Company: Smuggler NY
Director: Randy Krallman
Year: 2006


Great Stories Start in Cannes

“Everybody who has been to the Cannes Lions Festival has a story to tell. A story that in some shape or form has influenced or changed their lives,” says Philip Thomas, Festival CEO. “Who better to give an insight into the ethos of Cannes – the opportunities, the creativity, the relationships, the rewards – but some of those people who know best, and at first-hand, that great advertising and communication is about storytelling.”

Marcello Serpa (Chief Creative Officer ALMAP/BBDO)

Mark Tutssel (Chief Creative Officer Leo Burnett Worldwide)

Stephane Xberras (Executive Creative Director BETC Euro RSCG)

Bob Greenberg (Chairman, CEO Global CCO R/GA)

Fernando Vega Olmos (Chairman of the Worldwide Creative Council JWT Worldwide)

Armin Jochum (Chief Creative Officer Jung von Matt)

Tom Beckman (Executive Creative Director Prime)

Prasoon Joshi (Executive Chairman, Regional ECD APAC McCann Erickson)

Nick Brien (Chairman, CEO McCann Erickson)

Eugene Bay (Chairman VBAT)

Sir John Hegarty (Worldwide Creative Director BBH)

David Droga (Creative Chairman Droga5)

Jonathan Mildenhall (VP, Global Advertising Strategy and Content Excellence The Coca-Cola Company)

Sir Martin Sorrell (CEO WPP)

Dana Anderson (Senior Vice-President Marketing Strategy and Communications Kraft Foods)

Fernanda Romano (Creative Partner Naked Brasil)

Matias Palm-Jensen (Chief Innovation Officer McCann-Erickson Europe)

Sylvia Vitale Rotta (CEO Team Créatif Group)

Mainardo de Nardis (CEO OMD Worldwide)

Maria Luisa Francoli Plaza (Global CEO MPG)

Jeff Benjamin (Chief Creative Officer JWT North America)

Rei Inamoto (Chief Creative Officer AKQA)

 


Droga5 for Puma Bodywear – The Puma Index

Summary of the Campaign
To launch the new Puma Bodywear collection, a range of sporty garments available in stores globally, with no money. Create a huge buzz with a very small budget, and create something with a fun news spin on a depressing, repetitive story. Launch date was Fall 09, in the depths of the worst economic crisis. We observed that underwear ads followed consistent rules: half dressed pouty girls, serious photography and were limited in engagement. Based on the brand positioning “Where is the Joy”, our strategy was to bring joy in an unexpected moment that would find its way into a cultural conversation.
We created “The PUMA Index,” a real stock market ticker with a twist: when the market went down, the models clothes came off, right down to their PUMA underwear. The campaign has made over 130,000,000 impressions, the iPhone app was one of the top 20 apps and was downloaded over 40,000 times, and the website became one of the most talked about sites in national media and on social networks. One impatient fan even broke into the site to steal the files of one of the models in his PUMA skivvies.

The Situation
The problem was the financial meltdown. the story came from the unique fun way in which Puma approached it – creating a useful utility while bringing a smile to everyone’s faces. With no media spend and to launch the new Puma Bodywear range to a global audience. The opportunity for Puma was to deliver on its brand promise of “Where is the Joy” by leaning into the cultural conversations already happening around the world.
And we had to do it with no media budget.

The Strategy
Initial planning was based on discovering what our target was interested in and cared about. We then had to create something that would go viral in their world. Next, our plan was to seed the campaign in a few key places and coordinate a PR push along with specific ads on PUMA.com to create initial buzz about the idea. After that, our plan was to build on the momentum and encourage the mass media to pick up the story for added buzz. Finally, we hoped to achieve enough success to continue to evolve the idea.

Execution
Early planning successfully identified our target and informed the creation and production of our content. Initial seeding and PR push succeeded in lighting a spark on the app/site that soon went viral on its own. Soon, mass media was reporting the site and helping spread the word. The plan pretty much stayed true to form throughout.


The Goal
Our goals were three fold:
Drive awareness of the Puma’s new Bodywear range to a youth audience in key markets,
Reinforce new Puma brand positioning “Where is the Joy”
Ultimately drive sales of the product

The downturn in the economy had put the state of finance into the mainstream water cooler conversation. Research showed that finance apps were consistently in the Top 50 most sold on iTunes…But while finance had reached new cultural relevance with new audience, the media and apps consumed still treated the story like one big spreadsheet. It was through this cultural and competitive analysis that we came to the key insight that the financial world was in the need of some Puma Joy.

Results
• 130,000,000 media impressions
• 40,000 app downloads, One of the top 20 Apps of the year
•Tens of thousands of blog/twitter/facebook of blog postings (*still tracking exact figures)
•An unprecedented amount of return visitors to the site (*still tracking exact figures)

“We’ve seen a lot of branded applications and a lot of them play it too straight down the middle,” said Antonio Bertone, Puma’s chief marketing officer. “We thought that if we could do this right and have models take off clothes when the market was going down, this could really work.”

Advertising Agency: Droga5, New York
Creative Chairman: David Droga
Executive Creative Director: Duncan Marshall, Ted Royer
Creative Director/Copywriter: Kevin Brady
Art Director: Jesse Juriga
Year: 2010
Shortlist Cannes Lion
Silver Pencil at the One Show Interactive.


Bing – Decode JAY-Z

For the launch of his autobiography, hip-hop’s premiere entrepreneur turned marketing into interactive art and a scavenger hunt that rewarded his die-hard fans. Here’s an exclusive peek inside Jay’s bag of tricks.

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On Kanye West’s new song, “So Appalled,” Jay-Z raps, “I’m so appalled, I might buy the mall, just to show […] how much more I have in store.”

As Jay’s protégé’s album dropped this week (and leaked much earlier on the web), Jay himself was revealing what he’d long had in store for the publishing world: a game-changing marketing plan for his autobiography, Decoded, itself a groundbreaking book.

Beyond a mere collection of stories–which many readers would find plenty tantalizing–Decoded is also a rap Rosetta Stone. Listeners can literally decode Jay’s lyrics on 11 studio albums to unlock new details about the 40-year-old’s personal history. The marketing for the book took the idea further, mashing up old-school billboard advertising, new-school social media, mobile apps, and more for an interactive game that let players unlock pages of the book and enter to win concert tickets and memorabilia. Jay’s corporate partners, meanwhile, scored a fortune in buzz.

Jay initially hooked up with the creative agency Droga5, who conceived, created, implemented, produced, and delivered the campaign with the help of Microsoft search engine Bing. Droga5 slapped all 320 pages of Decoded in various blown-up sizes on some unexpected surfaces: a rooftop in New Orleans, a pool bottom in Miami (above), cheeseburger wrappers in New York City, a pool table in Jay’s 40/40 Club, and many more.

Reading became a scavenger hunt.

Fans could log on to bing.com/jay-z between Oct. 18 and Nov. 20–last Saturday–and follow clues to Bing Maps locations and real life places where text from the book was blown up bigger than life or layered onto a guitar, onto records in jukeboxes, or onto a 1980s Cadillac parked in front of a Run-DMC mural in Queens. The most dedicated followers could read the whole book for free weeks before it came out. Plus, anyone who unlocked a page online or in person (by texting a code located on the physical page) was entered to win that page signed by Jay-Z or tickets to a Jay-Z/Coldplay New Year’s Eve concert in Las Vegas.

Then, at the very last minute, Bing and Droga5 decided that one lucky person who’d decoded all 200 clues using Bing Maps would get The Jay-Z Lifetime Pass, a golden ticket of sorts, good for admission for two to any Jay-Z concert anywhere on the planet for life.

“We heard a story through our Facebook page of a woman, a lawyer, who more or less hired a team of six or seven people who all scouted through the clues,” Bing General Manager Eric Hadley tells Fast Company.

The average time it took to decode the online clues was a little more than five minutes, he says. But it was the repeat visits that Hadley says were such a boon to Bing.

To get the whole book, “you had to go into Bing Maps and interact with Bing up to three times a day,” Hadley says, adding that the behavior helped visitors “break the habit” of using other search engines.

Jay-Z was a natural match for the so-called “decision engine,” Hadley says: “We’ve had a pretty long history with Jay-Z. He was the focus of a conference we did at Microsoft. We introduced him to Bill Gates a while ago.”

And beyond the artist’s penchant for dropping locations, Jay aligned with Bing’s users. People ages 18 to 24 consume 61% more search pages online than the average Web user. African-American Web surfers view 29% more search pages. Affluent African-Americans are more likely to use Bing as their primary search than Google, Hadley says. And users who listen to hip-hop at least once a week consume 19% more search pages online in any given month than the general population.

Jay, himself, remained intimately involved in the clues, too, Droga5 CEO Andrew Essex tellsFast Company. “He was actively involved in writing and vetting the clues. Alarmingly so.” He’d suggest more or less specificity at times or recommend references to different places or events.

At least one clue came solely from Jay, Essex says: “Ironically, Jay has never been spotted eating pork in this establishment.” (Answer below the picture of the pages on plates in that place.)

As part of a scavenger hunt used to market his autobiography, the hip hop mogul hooked up with the creative agency Droga5 and Bing and hid all 320 pages ofDecoded in plain sight in 13 cities: on a rooftop in New Orleans, a pool bottom in Miami, cheeseburger wrappers in New York City, and more. Fans who found them all got a chance at two tickets to any Jay-Z concert anywhere, for life. Here’s a look at 32 of the pages.

Read the whole back story HERE

Advertising Agency: Droga5, New York

Chief Executive Officer: Andrew Essex
Creative Chairman: David Droga
Creative Directors: Neil Heymann, Duncan Marshall, Ted Royer, Nik Studzinski, Kevin Brady
Copywriters: Adam Noel, Spencer Lavellee
Art Director: Jon Kubik
Designer: Jon Donaghy
Digital Designers: Piper Derley, Elias Holtz
Senior Digital Producer: Andrew Allen
Director of Photography: Paul Mcgeiver
Digital Producer: Toph Brown
OOH Producers: Cliff Lewis, Mea Cole-Tefka
Head of Print Services: Rob Lugo
Studio Artist: Chris Thomas
Director of Digital Strategy: Hashem Bajwa
Director of Polygons: Colin Lord
Videographers / Editors: Sam Kilbreth, Nick Divers