Articles on this Page
- 04/13/15--07:17: _Ad of the Day: Targ...
- 04/13/15--08:13: _Stihl Heads Into th...
- 04/13/15--10:44: _Dumb Ways to Die, G...
- 04/13/15--11:12: _Old Spice Will Drop...
- 04/13/15--12:41: _Ringo Starr Couldn'...
- 04/13/15--16:55: _It’s a Family Affai...
- 04/14/15--06:17: _Nike Turns Can't In...
- 04/14/15--07:55: _Ad of the Day: Sylv...
- 04/14/15--08:19: _Amy Schumer Unleash...
- 04/14/15--09:03: _Hyundai Sends a Gir...
- 04/14/15--09:59: _Jemima Kirke Talks ...
- 04/14/15--10:46: _Century 21's New Ca...
- 04/14/15--11:40: _For Tax Day, BBDO T...
- 04/14/15--19:53: _Coca-Cola Brings Ba...
- 04/15/15--06:12: _Ikea Brightens Up L...
- 04/15/15--07:09: _Bikes Ride Themselv...
- 04/15/15--07:43: _Whoa, Sony Trained ...
- 04/15/15--08:21: _Boost Mobile's 'Com...
- 04/15/15--09:05: _Carlsberg Makes Lon...
- 04/15/15--10:29: _Ad of the Day: Guit...
- 04/13/15--16:55: It’s a Family Affair at This Website Maker in Williamsburg
- 04/14/15--06:17: Nike Turns Can't Into Can in Its Largest Women's Campaign Ever
- 04/14/15--08:19: Amy Schumer Unleashes a 'Big Booty' Anthem to Rule Them All
- 04/14/15--09:59: Jemima Kirke Talks About Her Abortion in This Frank and Powerful PSA
- 04/14/15--10:46: Century 21's New Campaign Is Made Entirely of Moving Boxes
- 04/15/15--06:12: Ikea Brightens Up Little Corners of the World in These Fun Print Ads
Lilly Pulitzer once said, "Anything is possible with sunshine and a little pink." With just a touch of pink and some summer rays, Target celebrates its upcoming collaboration with the fashion brand by throwing what looks to be the most epic and elegant pool party ever.
When news broke in January that Lilly Pulitzer would be the next brand with a Target line, many fans of the vibrant prints and preppy shift dresses rejoiced. Other die-hard Lilly wearers turned their noses up at the idea. Any backlash, however, isn't getting Pulitzer and Target down. Instead, they're celebrating the partnership with the utmost style.
The 60-second spot from Chandelier Creative—with appearances by Chris Noth, Nick Young, Bella Thorne and Alek Wek—brilliantly pays homage to the legendary Palm Beach parties Pulitzer herself threw in the '60s.
"The TV and digital creative embrace Lilly Pulitzer's legacy as a woman who lived without boundaries and believed life was a party," Richard Christiansen, founder and creative director of Chandelier, said. "All together, the campaign shows what a vibrant and colorful force Lilly was—inside and out."
The spot definitely captures that sense of vibrancy and color. It has all the makings of a Pulitzer blowout, from the monkey serving champagne cocktails to the giraffe holding hats for partygoers. It's a dash of a Gatsby backyard extravaganza, a pinch of a Mad Hatter tea party and a whole lot of inspiration from the woman behind it all.
The campaign extends to print (see below—notably, the print work doesn't actually show any product), as well as online with a delightful interactive experience.
"We invite viewers into a fun-filled party that starts on television and extends into a digital experience where parallax views allow the guests to explore the party from their vantage point and connect them directly with the Lilly product in each room," Todd Waterbury, Target's chief creative officer, told Adweek in an email.
The 250-piece line, including print dresses and bathing suits, will be available online and in stores beginning April 19.
Client: Lilly Pulitzer for Target
Agency: Chandelier Creative
Creative Directors: Richard Christiansen, Lena Kuffner
Art Director: Michael Scanlon
Account Director: Alanna Lynch
Broadcast Producer: Antonella Scarano
Director: Filip Engstrom
Director of Photography: Matthew Libatique
Production Designer: Jason Dawes
Production Company: Smuggler
Editing House: General Editorial
Editor: Noah Herzog
Visual Effects: The Mill
Color: Color Collective
Track: KC and the Sunshine Band, "Keep It Comin' Love"
Music: Heavy Duty
Mix: Mike Vitacco @ Heard City
Music Supervisor: Diane Prentice
Executive Music Producers: Kate Urcioli, Josh Kessler
Music Production Company: Heavy Duty Projects
Track Producer: Daniel Nigro; additional vocal production by Kenny Segal
Houston, we have a blower.
French agency Altmann + Pacreau gets cosmic in this ad for Stihl leaf blowers, employing astronaut imagery and the 2001: A Space Odyssey theme to fine effect.
"Having done many ideas with leaves in the past, we thought we should go for something less expected to stand above the competitors in an allegoric and funny way," Olivier Altmann, the agency's chief creative officer, tells AdFreak. Given the client's premium pricing, "they need to reinforce their positioning about performance and make sure that customers ask for Stihl, instead of being left with just the price as the main criteria for making their decision."
Other ads have launched products into the void, but few have done so as elegantly as this one. Here, smooth visuals memorably emphasize the leaf blower's power, portraying yard work as the ultimate trip (or something).
No doubt, in some distant dimension, where the dead live again and, for reasons beyond earthly understanding, really need to tidy up their lawns, Stanley Kubrick is smiling.
Agency: Altmann + Pacreau
Creative Director: Olivier Altmann
Agency Management: Edouard Pacreau, Thomas Vigneron
Production: The Gang Films
Producer: Nathalie Le Caer
"Dumb Ways to Die" could be the theme song of Game of Thrones. And now this parody, from Egor Zhgun, brings them together in celebration of the various gory, untimely deaths through the show's first four seasons. Spoilers, obviously.
The HBO show's fifth season premiered Sunday.
Old Spice is tapping into the gamer community, which clearly overlaps with its own target, with an interesting campaign on Twitch—the live social video platform for gamers—in which viewers get to control a real human being dropping in a forest for three days.
Beginning Thursday at 10 a.m. PT, visitors to twitch.tv/oldspice will use the site's chat feature to send commands to the man to perform. Users will work together to unlock achievements or activities for Nature Man. ("Arm wrestle an obviously fake bear? Hear stories from a wise tree? Stumble across interesting and good smelling characters? The scenarios are endless—and completely up to the participating gamers," says Wieden + Kennedy, which built the experience.)
Beyond that, well, we'll just have to see how it unfolds.
"Old Spice is thrilled to bring an outdoor gaming experience like no other to our fans and the Twitch community," Kate DiCarlo, communications manager for P&G beauty care, tells AdFreak. "We're always looking for new ways to entertain and build brand loyalty with our fans, and Twitch is the perfect partner to help us reach the gaming and live streaming culture in an authentic way. Plus, with scent names like Timber, Amber and Citron, we couldn't think of a better way to celebrate our new nature-inspired Fresher Collection."
The stream will run from 10 a.m. to sundown PT on Thursday, Friday and Saturday.
"Rock out in comfort" is a headline that will horrify rock 'n' roll purists—but Ringo Starr doesn't care. The Beatles drummer is relaxation personified in his first campaign for Skechers, as the brand continues its association with aging legends following the Pete Rose ad on the Super Bowl.
Check out the commercial and print work below.
"I love to be relaxed," Ringo says in a statement. "I don't know why people think because you're a well-known pop star that we relax differently. We don't—we hang out at home, we have dinner, go to the movies. I like to actually sit on a beach in the sun and listen to the waves. But you can't do that every day, can you?"
Ringo released his 18th solo album, Postcards from Paradise, on March 31 and will be inducted into the Rock and Roll Hall of Fame as a solo artist this Saturday.
Who Jason Jeffries, CEO, and Sarah McLoughlin, creative director
What Full-service interactive agency
Where Brooklyn, N.Y.
A marriage of technology and design describes both Blenderbox's approach to building websites for the likes of American Express, Lincoln Center and the New York Blood Center and the husband and wife team that runs the agency. CEO Jason Jeffries was a lead developer at Razorfish before opening Blenderbox in 2000, while Sarah McLoughlin, its creative director, is a former art director at Firstborn. Together, they have "attracted designers that understand code and developers that understand design, which has served us very well in the marketplace," said Jeffries. Located in the Williamsburg section of Brooklyn, N.Y., the agency has deep local roots. The partnership began when Jeffries and McLoughlin met at Jeffries' Verb Café in Williamsburg in 1999. Today, the agency operates its own retail business in the area, the Bedford Cheese Shop. It also employs 19 and generates more than $3 million in annual revenue.
Nike's newest commercial captures the inner dialogue of a woman stuck behind a row of models during spin class; a runner through a half-marathon; and a beginner yogi unsure of her surroundings.
The spot, by Wieden + Kennedy, launches a campaign called #betterforit, which Nike says is its largest initiative yet in supporting and motivating women's athletic journeys. It's about "powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level," the company says.
It's a light, fun approach in contrast to more motivational Nike spots of the past, and it seems to be resonating with the average athlete. From the YouTube comments: "It's not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that's a really special thing to focus on in an ad."
This first spot, "Inner Thoughts," aired during the MTV Movie Awards on Sunday night. It looks like Nike is positioning "Better for it" as the less aggressive (but maybe equally motivating) alternative to "Just do it."
More videos and images below, plus credits.
Project: "Better for It"
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O'Rourke / Dan Viens
Copywriters: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producers: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media / Communications Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples
Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Directors of Photography: Darren Lew / Joost Van Gelder
Editing Company: Rock Paper Scissors
Editor: Angus Wall ("Inner Thoughts" :60, :30) / Grant Surmi (:30, :15s)
Post Producer: Jared Thomas
Executive Post Producer: Angela Dorian
Visual Effects Company: A52
Visual Effects Supervisor: Jesse Monsour
Flame Artists: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
Visual Effects Producer: Jamie McBriety
Color: Paul Yacono
Music Supervision: Nylon Studios
Artist: Apollo 100
Sound Designer: Barking Owl
Mix Company: Lime Studios
Mixers: Matt Miller / Dave Wagg
Producers: Jessica Locke / Susie Boyajan
Yo, Adrian! Sylvester Stallone is in this British commercial for Warburtons bakery. Guess he didn't make enough dough in Hollywood.
Sly rises to the occasion, though, in this wry-humored spot from WCRS that finds the actor pitching Warburtons management on The Deliverers, his idea for an action movie about a gung-ho, Rambo/Rocky-esque bread delivery guy.
Why cast Stallone in the two-minute ad?
"Warburtons goes to heroic lengths to deliver to 16,000 stores every day, so we needed someone who could represent that," WCRS senior account director Tim Boxall tells Adweek. "Sly is famous for playing heroes with steely determination and a never-say-die attitude, so he was the obvious choice."
Veteran TV and film director Declan Lowney gives the proceedings an appropriately slick, cinematic feel. There are lots of great one-liners—"When it comes to delivering fresh bread on time, the oven gloves are off," "Time to earn my crust"—which Sly delivers in his trademark deadpan style. Cute sight gags include Stallone waking up to Survivor's "Eye of the Tiger" (the infuriatingly catchy theme from Rocky III) and hesitating in the cab of a delivery truck before Sly-ding over to the wheel on the right side (this is England, after all).
"It took a brave client with huge ambition to buy the work," says Boxall, "which of course we were delighted with." In fact, Jonathan Warburton, chairman of the family business, does a nice turn playing himself, and even gets in the last word. (Sorry, Sly, client's prerogative.)
Marketers have been on a roll with commercials starring fading movie hunks of late, and this one's generating lots of publicity. Look for Stallone, Schwarzenegger and Van Damme to keep appearing in ads—while brands savor the sweet rewards.
"We'd always hoped the campaign would be good enough that U.K.-based journalists would want to write about it," says Boxall, "but since Warburtons' core business is U.K.-based, we'd never set our ambitions globally. To have people inquiring from around the world is a great added bonus."
Agency: WCRS, London
Executive Creative Director: Billy Faithfull
Creatives: Andy Lee, Jonny Porthouse
Agency Producer: Sally Lipsius
Account Handling: Louise Davidson, Tim Boxall
Planning: Liz Baines
Media Agency: Mindshare
Production Company: Another Film Company
Director: Declan Lowney
Producer Simon Monhemius
DOP: Haris Zambarloukos
Editor: Leo King
Production Designer: Clare Clarkson
1st AD: Chris Kelly
Editor: Leo King/Stich
Postproduction: Jason Watt/Finish
Colorist: Paul Harrison
Lead Flame: Jason Watts
Flame: Andy Copping
Flame: Steve Murgatroyd
Lead 3D: Harin Hirani
3D: Alaric Holberton
Postproducer: Louise Unwin
Audio: Ben Leeves/Grand Central
Comedy Central's Inside Amy Schumer is back for another season on April 21, but instead of a boring promo, she made a satirical music video offering an important cultural perspective on booty anthems, with the help of Method Man and Amber Rose.
If you don't know the childhood rhyme about bodily fluids—"Milk, milk, lemonade, round the corner fudge is made," where kids dance about the playground gleefully pointing to the relevant body parts—then I'm sorry. You missed an important part of American culture.
But your sad excuse for a childhood aside, we can all appreciate Schumer bringing back this delightfully crass little jingle for a booty anthem that's almost good enough to actually make it to the charts.
I think Schumer or Method Man or Rose or somebody realized it was a little too good, though, about halfway through, when you really get an urge to shake your rump along. So they decided that if you didn't get that this is humor, they would start chanting, "This is where my poop comes out."
It is this transcendent moment, my friends, where this promo becomes a viral piece in the making that you know you are going to send to all your friends. In fact, the video probably doesn't need all the star power it's got, which also includes Amber Tamblyn (Two and a Half Men) and Jemima Kirke (Girls).
Regardless of how many rump-shaking celebrities you witness in this three-minute masterpiece, your main takeaway will be an unending refrain of "This is where my poop comes out," stuck in your head for the rest of the day. You're welcome.
A lot of brands attempt space-related stunts. But for all the wonder inherent in the heavens, many of these campaigns forget that just being up there isn't enough. You need a human connection for any of it to matter to viewers. (This is why Felix Baumgartner's Red Bull stunt was such a juggernaut—it was all about testing what it means to be human. It's also why a lot fewer people cared when Jose Cuervo mixed a margarita in space.)
Hyundai just released its own little space movie, and it's a great addition to the category. The automaker found a 13-year-old girl from Houston whose father is an astronaut. He's away a lot, and she misses him. So, Hyundai orchestrated a sweet and pretty otherworldly stunt—using a fleet of Hyundai Genesis sedans to write a giant version of her message of love, in her own handwriting, across Nevada's Delamar Dry Lake, so her dad could see it from the International Space Station.
It's a pretty grand production. The resulting image—almost three and a half square miles in total—has been approved by Guinness World Records as the largest tire track image ever made. There's also a pretty extensive online tie-in at amessagetospace.com.
Predictably, the film stumbles only when it tries to explicitly tie back to the Hyundai brand. (The on-screen line "Your stories inspire our innovative thinking" is just silly and should have been cut.) The vehicles speak for themselves, as they nicely become the instrument that makes the whole thing possible. (If you must know more, the press materials say the stunt "required a vehicle with outstanding engine performance, precise handling, a proven powertrain, and excellent driving stability to cope with the rough surface while creating the elaborate message.")
It's not meant to be a hard sell, though. Scott Noh, head of the overseas marketing group for Hyundai Motor Company, is right when he says the video is mostly about "demonstrating our caring vision to our customers."
See the behind-the-scenes below.
Actress and artist Jemima Kirke, best known as Jessa on HBO's Girls, terminated a pregnancy while she was in college in 2007. In this new PSA for the Center for Reproductive Rights, she shares that story. It isn't sensational or scandalous. In fact, her story seems rather common—and that's exactly why the PSA is affecting.
Speaking candidly about abortion is often met with stigma and shame, even embarrassment, according to Kirke, who is looking to combat the taboo nature of abortion stories by opening up about her own.
In the three-minute PSA, the mother of three (including two daughters, whom she mentions) notes the hurdles she had to clear to gain access to the legal procedure.
"It's these obstacles and it's this stigma that makes these things not completely unavailable," she says. "And that's the tricky part, is that we think we do have free choice and we are able to do whatever we want. But then there are these little hoops we have to jump through to get them."
The actress is one of many telling her story, no small task given the inherently political nature of the topic. The Center for Reproductive Rights' "Draw the Line" campaign looks to cement Americans' access to reproductive care in a political environment that has steadily worked to restrict it.
When you're moving, you're so beset by cardboard boxes that your life might as well be made of them. And now, Century 21's new ad campaign actually is.
The new stop-motion campaign from Mullen uses cardboard cutouts to tell three stories about the travails of relocation. In the first ad, an emo cardboard kid in a red cap gets all broke up when his cardboard dad tells him they're moving from one cardboard house to a bigger cardboard house. Luckily, there's a cardboard real estate broker with a sunny yellow scarf to introduce the kid to another kid, with a blue cap.
In the second spot, a Century 21 agent saves the day by showing an elderly man who's just moved to the city that there's a nearby park where he can go hang out with the birds, without having to worrying about his lovely wife driving her boat of a car into the bushes.
The third spot manages a sideways dig at the enemy of real estate brokers everywhere—Craigslist—labeled not entirely inaccurately here as Creepslist. But the yellow-garnished hero helps a young single woman meet the rather fantastical criteria of a place that's not infested by rats and has a roof with a view of red-hatted water towers (apparently enough to make the young woman cry).
The visuals, hand-cut by artist Elizabeth Corkery, are plenty endearing—simple without being boring, with nice, minimal use of color to highlight the emotional subtext. It also helps that the scenarios are all reasonably credible, and that moving, in general, really does suck. Then again, it's all just part of modern life on this little spinning cardboard planet we call Earth (twee soundtracks not included).
Tax Day isn't usually a time for great brand creativity, but BBDO New York goes the extra mile this year with a short documentary about an Arizona woman who tried to write off a Snickers bar in 2005.
She was audited, and the authorities took a dim view of her audacity.
Also, it's a true story. BBDO found the woman's case online, pitched her the concept and flew to her hometown in Arizona to shoot the film.
Spot: "The Snickers Write-Off"
Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Creative Director: Peter Alsante
Associate Creative Director: Matthew Zaifert
Managing Director: Kirsten Flanik
Global Account Director: Susannah Keller
Account Director: Joshua Steinman
Account Manager: Dylan Green
Account Executive: Jocelyn Choi
Director of Integrated Production: David Rolfe
Group Executive Producer: Amy Wertheimer
Producer: Mona Lisa Farrokhnia
Music Producer: Julia Millison
Group Planning Director: Crystal Rix
Senior Planner: Alaina Crystal
Director: Evan Bernard
Director of Photography: Joseph DeSalvo
Line Producer: Koji Yahagi
Production Supervisor: Renee Haar
Projects Lead: Michael Gentile
Audio Engineer: Corey Bauman
Illustrator: Kieran Bergin
Editor: Ryan Bukowski
Executive Producer: Corina Dennison
Producer: Malia Rose
Colorist: Stephen Picano
It was a popular stunt, to say the least. Last year's "Share a Coke" campaign, featuring personalized names on bottles, helped Coca-Cola achieve the largest year-over-year growth in 20-ounce packaging in it history—more than 19 percent.
So, of course they're bringing it back, in a much-expanded format.
The campaign returns this month with 1,000 popular names replacing the Coke logo on 20-ounce bottles of Coca-Cola, Diet Coke and Coke Zero. That's four times as many names as last year. The new names (not available last year) include Annie, Candace, Adriana, Clay, Krista, Nichole, Desi, Marty, Art, Dennis, Colleen, Shay, Larry, Emmanuel, Angelina, Sheena, Bruce, Cal, Destiny and Eddie.
The ShareaCoke.com site also gets an upgrade, becoming an e-commerce platform that offers 8-ounce glass bottles for purchase with "nearly limitless naming options," according to the brand. (You can imagine the sorts of names they might reject.)
Also, 1.25- and 2-liter plastic bottles, eight-ounce glass bottles, aluminum bottles and more will feature nicknames like "Better Half," "Sis," "Class of 2015."
The packaging idea, which started in Australia in 2011, has inspired lots of shenanigans in social media, with people hacking the idea in all sorts of ways.
Ikea nicely contrasts its colorful design sense with the drabness of the world at large in these print ads from TBWA in Portugal. Apparently, going with Ikea means you get a balcony in buildings that otherwise don't have any.
The approach recalls Jung von Matt/Elbe's outdoor ads for home-improvement chain OBI. A splash of color in a gray landscape is so good at communicating a freshness of vision.
Full ads below. Via Ads of the World.
Click the images to enlarge.
Agency: TBWA, Lisbon
Creative Director: Leandro Alvarez
Art Director: Julliano Bertoldi
Copywriter: Joao Ribeiro
Photographer: Yves Callewaert
Canada is a great country for cycling, but the bikes aren't going to ride themselves. Well, actually they do in this inventing and intense spot for Cycling Canada from ad agency Innocean, Sons and Daughters director Mark Zibert and effects house Alter Ego.
The goal is to inspire Canadians to get active. The tagline: "Hop on."
Check out the spot and Alter Ego's behind-the-scenes clip below.
Client: Cycling Canada
Agency: Innocean Worldwide Canada
Production Company: Sons and Daughters
Director, Director of Photography: Mark Zibert
Executive Producer: Dan Ford
Producer: Neil Bartley
Editing: Saints Editorial
Editor: Mark Paiva
Assistant Editor: Red Barbaza
Executive Producers: Michelle Rich, Stephanie Hickman
Postproduction, Design, Visual Effects: Alter Ego
Visual Effects Supervisor: Andres Kirejew
Visual Effects: Darren Achim, Steve McGregor, Andrew Thiessen
Computer Graphics Lead: Sebastian Bilbao
Animation: Eileen Peng, Edward Deng, Rob Fisher, Brandon Fernback
Producer: Caitlin Schooley
Executive Producers: Cheyenne Bloomfield, Greg Edgar
Color Grading: Alter Ego
Colorists: Wade Odlum, Eric Whipp, Clinton Homuth
Music, Sound: RMW Music
Producer, Music Composer: Mark Rajaković
Sound Design: Kyle Gudmundson
Associate Producer: Kristina Loschiavo
Executive Producer: Jeff Cohen
Media Services: Sebastian Biega, Chris Masson
Holy mackerel, this octopus can use a camera!
Sony and FCB Auckland trained a female octopus named Rambo (no relation) to take pictures with a Cyber Shot TX30 camera for this captivating minute-long video.
This particular sea creature was used to promote the water- and shock-resistant camera because octopuses are among the most intelligent denizens of the deep. (Besides, clams can't take direction, and lobsters are too darn tasty.)
A special rig helped Rambo push a shutter button to capture images of visitors outside her tank at Kelly Tarlton's Sea Life Aquarium in New Zealand. Rambo's trainer, Mark Vette, says it took her just three attempts to understand the process, though at times she behaved like an eight-armed diva, smashing several cameras to bits during a two-month training process. (Elsewhere, this little dude mastered octo-selfies in no time!)
Sony's "Octographer" ad has gotten nearly 400,000 YouTube views in a week and lots of media play. Still, the brand message, while present in most coverage, has been somewhat overshadowed by the sheer novelty of a photo-taking octopus, especially in casual social mentions. For many, Rambo is the breakout star, while the camera is an afterthought. Props to the cephalopod for playing her mammalian, land-lubbing overlords for suckers.
FCB group account director Toby Sellers answered some of our questions about the stunt.
Why use an octopus?
We wanted to show the world that even an amateur photographer can take amazing underwater photos with Sony's TX30. That led us to the idea of using a photographer who actually lives underwater.
They are one of the most intelligent underwater creatures, so we felt they would be a really good fit with our amazing underwater camera. We enlisted the help of Mark Vette, the animal expert behind our hugely successful "Driving Dogs" campaign (for Mini and the SPCA). He was really excited about the chance.
Was the concept a tough sell?
FCB Auckland had a lot of success with the "Bottled Walkman" campaign, so Sony was keen to see what we could do with their TX30. Their first reaction to the idea was amazement that it could be pulled off. We talked them through the plan we had developed with Mark, and they got very excited.
Was it more difficult than you imagined?
This project was far harder than any of us imagined it would be. Rambo got her name because the first few times we put the rig in the water she wanted to fight it. You could say she drew first blood. Despite the reports that it only took three tries [to learn the process], Rambo and Mark worked their way through 10 rigs and nearly as many cameras.
What would you say to activists who disapprove of using animals in ads?
Mark Vette and Kelly Tarlton only agreed to be involved because the process was enriching for the octopus. These creatures thrive in an environment where they are being mentally stimulated. When you have nine brains, you need to keep yourself occupied. So the project was not only fun for the octopus involved, it was also a chance to show the public how amazing these creatures are. The money people paid to have their photos taken goes to Kelly Tarlton's Marine Life Trust.
Tell me about the April 10 photo event at the aquarium.
Rambo had a great time. She photographed over 100 visitors. Many were there because they had seen the story on TV, but a few foreign tourists just walked in and lined up. They were blown away to have their photos taken by the world's first Octographer, and we were happy to give them a unique memento of their visit.
Agency: FCB Auckland, New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Directors: Tony Clewett, Regan Grafton
Writer: Peter Vegas
Art Directors: Leisa Wall, Christiaan Van Noppen
Head of Content, Executive Producer: Pip Mayne
Head of Art: Nick Smith
Director, Director of Photography: Michael Braid
Group Account Director: Toby Sellers
Account Director: Hannah Downes
Account Executive: Laura Little
Lead Behaviourist, Animals on Q: Mark Vette
Assistant Handlers, Animals on Q: Jazmin Vette dal Bello, Rosie Miles
Curator, Kelly Tarlton's Sea Life Aquarium: Andrew Christie
Marketing Manager, Kelly Tarlton's Sea Life Aquarium: Claire Wheeler
Rig Developers, Harrison & Watkins Ltd.: Harry Harrison, Blair Muchamp
Director of Photography, Event Coverage, Traction Films: Nic Fay
Editor, 6Twenty: Simon Wade
Editor, FCB: Grant Nicholson
Media Director: Rachel Leyland
Media Planner, Buyer: Erin McCaughley
General Manager, Public Relations: Angela Spain
Senior Account Director, Public Relations: Kimberley Kastelan
Digital Director: Kate Grigg
Customer Experiences Director: Ele Quigan
Music Composer: Peter van der Fluit
Music Composition: Liquid Studios
Studio Producer: Sarah Yetton
Your inner barbarian tells you it's quite all right to use your mobile phone anytime, anywhere. Play that dice game at the urinal? Sure, even though it requires vigorous arm-shaking motions that make you look like a perv in such a setting. Schmuck don't care! Unlimited data, people!
Boost Mobile encourages all manner of loutish phone behavior with new digital ads from 180LA that use a suggestive tagline, "Come to data," along with a creepy, salacious "voice in your head" narration. Or maybe the brand is just acknowledging what's already happening when users can't tear themselves away from their devices even long enough to tinkle without distraction or listen to a confession. (Who has to do the penance in the latter case—the sinner or the priest?)
There are Vines and short videos in the campaign, which may serve as inspiration for the uncouth or cautionary tales for the mannerly, and could've been called, "Decorum is so overrated."
Client: Boost Mobile
Director, Sprint Prepaid Group: Peiti Feng
Manger of Brand Advertising and Creative, Wally Fox
Brand Manager, Social Media and Brand Integration, Jill Johnson
Advertising Manager, Mario Cardenas
Social Media and Brand Integration, Bre Cohen
Campaign: Come To Data
Managing Partner, CCO: William Gelner
Creative Directors: Mike Bokman and Jason Rappaport
Copywriter: Chris Elzinga / Daniel Chen
Art Director: Marcus Cross / Jenny Kang
Head of Account Management: Chad Bettor
Associate Account Director: Paul Kinsella
Social Media Account Manager: Olivia Watson
Head of Production: Natasha Wellesley
Senior Producer: Lindsey Wood
Associate Producer: Lauren Prushan
Business Affairs Manager: Ivy Chen
Production Co: Treefort
Producer: Mike Begovich
DP: Max Gutierrez
Editorial Company: Treefort (Web Films) / Melvin (Vines)
Editor: Josh Hegard (Web Films) / Dave Groseclose (Vines)
Color/ Online Finishing: Sam Maliszewski / Melvin
Sound Design / Mix: Eddie Kim / Therapy
If you thought Coke Zero's drinkable billboard was impressive, Carlsberg would like to serve you some outdoor advertising with a bit more kick.
The Danish brewer, with help from ad agency Fold7 and design company Mission Media, unveiled a beer-dispensing billboard at The Old Truman Brewery on Brick Lane in London. The billboard was emblazone with the headline, "Probably the best poster in the world." The brand was on hand to monitor the drinkers, making sure no one was under 18.
"We want to get the Carlsberg brand in front of as many beer drinkers as possible," says Dharmesh Rana, senior brand manager at Carlsberg U.K. "To do this, we have to think differently with our approach and can't just rely on great TV advertising."
Guitar Hero Live isn't a virtual reality experience, but in terms of immersion, it's the next best thing, according to the just-released game trailer from 72andSunny.
The game and the trailer were both created with live-action film. You perform in a real band, in front of real crowds who react in real time to your playing. (As lead guitarist, you play in a variety of venues, from the smallest clubs to the main stage of an outdoor festival.) And you'd better play well—or as you can see in the ad, you might catch some grief from bandmates and fans.
The trailer is amusingly Spinal Tap-y at the beginning, indulging in the clichés of the backstage rock 'n' roll experience. Soon, though, you're led to the stage, where you'll either triumph or fail in front of a giant crowd.
"The creative center of both Guitar Hero Live and the trailer for the game is about bringing to life the visceral thrill and terror of being up there in front of thousands of people," says Tim Ellis, chief marketing officer of Activision Publishing.
Indeed, the trailer was made from the same building blocks as the game. 72andSunny, along with director Giorgio Testi and co-director/game developer Jamie Jackson, shot additional footage from the live-action shoots for the game—and used them for the trailer.
In addition to GH Live, in front of crowds, the game also introduces GHTV, a mode that lets you play along to a continually updated collection of official music videos across various genres. In all, it's quite a leap forward for a console franchise that was the quickest in gaming history to reach $1 billion dollars in sales in North America and Europe, and was played by over 40 million people.
"Guitar Hero is a franchise that so many people love. Figuring out how to bring it back with true breakthrough innovation has been years in the making, and a labor of love," says Eric Hirshberg, CEO of Activision Publishing.
"Guitar Hero Live lets people rock real crowds with real reactions. Our goal was literally to give people stage fright. And with GHTV, we have created the world's first playable music video network. All of it is playable on consoles, or mobile devices. Guitar Hero is back and better than ever."
Client: Activision Publishing
Product: Guitar Hero Reveal Trailer
Title: It's About to Get Real
Chief Executive Officer Activision Publishing: Eric Hirshberg
Chief Marketing Officer Activision Publishing: Tim Ellis
VP of Global Brand Marketing, Head of Digital: Jonathan Anastas
Consumer Marketing Manager: Orlando Baeza
Consumer Marketing Manager: Karen Starr
Partner, Chief Creative Officer: Glenn Cole
Partner, Chief Strategy Officer: Matt Jarvis
Group Creative Director: Frank Hahn
Creative Director/Writer: Tim Wolfe
Creative Director/Designer: Peter Vattanatham,
Lead Designer: Garret Jones
Lead Writer: Evan Brown
Designer: Ryan Dols
Writer: Jack Lagomarsino
Director of Film Production: Sam Baerwald
Film Producer: Kara Fromhart
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Kelly Ventrelli
Junior Business Affairs Manager: Amy Shah
Group Brand Director: Mike Parseghian
Brand Director: Torie Gleicher
Brand Coordinator: Laura Black
Group Strategy Director: Bryan Smith
Group Strategy Director: John Graham
Production Company - Pulse Films UK
Director: Giorgio Testi
Co-Director: Jamie Jackson of Freestyle Games
Director of Production: Claire Wingate
Line Producers: John Bannister & Isabel Davis
Game Developer – Freestyle Games
Jamie Jackson – Co-Director (co-director under Production and Creative Director under FSG)
Jonathan Napier – Projects Director
Mike Rutter – Art Manager
Joel Davey – Producer
Gareth Morrison – Assistant Art Director
Andy Grier – Lead Audio Designer
Jon Newman – Senior Audio Designer
Mike McLafferty – Audio Designer / Licensed Equipment Liaisons
Neil Watts – Lead Animator
Jason Pickthall – Lead Concept Artist
Phil Bale – Lead Environment Artist
Pete Nicholson – Lead Character Artist
David Moulder – Lead Technical Artist
Neil Dodd – Lead UI Artist
Editorial - Spotwelders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Executive Producer: Carolina Sanborn
Producer: Lisa English
Game CG & VFX- Framestore UK
Pedro Sabrosa - VFX supervisor
Alan Woods - CG supervisor
Russell - Horth - Compositing supervisor
Kate Windibank - Compositing supervisor
Robin Reyer - Lead Technical Director
Liz Oliver - Senior Producer
Helen Kok - Line Producer
Color Grade - Framestore UK
Colorist: Edwin Metternich
VFX & Online Finishing - Framestore LA
Executive Producer: James Razzall
Senior Producer: James Alexander
Production Manager: Eric Kimelton
Flame Artist US: Bruno De la Calva
Sound Design - Human
Sound designer: Gareth Williams
Producer: Jonathan Sanford
Audio Mix - Lime Studios
Executive Producer: Susie Boyajan & Jessica Locke
Engineer: Zac Fisher
Assistant engineer: Kevin McAlpine
Logo Mnemonic Animation - Blind
Tobin Kirk - Executive Producer
Amy Knerl - Head of Production
Greg Gunn - Creative Director
Scott Rothstein - Producer
Daniel Zhang - Animator
Shawn Kim - Animator
Henry Pak - Animator
Ash Wagers - Compositor
Lawrence Wyatt - Designer
Ayla Kim - Designer
Logo Mnemonic Sound Design - Barking Owl
Sound Designer: Michael Anastasi
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett