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Breaking News in Advertising, Media and Technology

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    CANNES, France—CAA Marketing and Chipotle, which teamed up to win two Grand Prix in 2012, added a third here tonight, winning the top prize in the PR Lions contest for "The Scarecrow," its latest integrated attack on the evils of industrial food production.

    The work, done in collaboration with PR agency Edelman in New York, featured a gorgeous three-minute video from the Oscar-winning animators at Moonbot Studios—a cautionary tale set at Crow Foods, which is staffed by scarecrows who've lost their jobs at the farm and are forced into supporting the unsustainable processed-food system. It was set to a haunting, hypnotic Fiona Apple cover of the song "Pure Imagination" from 1971's Willy Wonka and the Chocolate Factory.

    But the campaign went well beyond the video. It also included a free, arcade-style adventure game for the iPhone and iPad. (If you got at least three stars out of five in each of the game's worlds, you got a coupon for free food at Chipotle.) And Apple's song was available on iTunes, with 60 cents per download benefiting the Chipotle Cultivate Foundation. (The campaign is surely a favorite in this year's Branded Content category, and Film as well.)

    "The Scarecrow" also won two golds along with its Grand Prix.



    U.S. agencies did well in the PR Lions contest, picking up four golds, six silvers and seven bronzes. The other golds went to Droga5 for Honey Maid and Grey for TNT.

    Here is the full list of U.S. winners:

    Creative Artists Agency Los Angeles - The Scarecrow - Chipotle Mexican Grill - PR Agency: Edelman New York - Grand Prix, 2 Gold Lions

    Droga5 New York - This Is Wholesome - Honey Maid - PR Agency: Weber Shandwick Chicago - Gold Lion
    Grey New York - Dallas Gas Station - TNT - Gold Lion, Silver Lion

    Deutsch Los Angeles - 2014 Taco Bell Breakfast Launch (Ronald McDonald Launch) - Taco Bell - 2 Silver Lions, Bronze Lion
    Droga5 New York - If We Made It - Heineken - PR Agency: Fast Horse Minneapolis - Silver Lion
    Grey New York - Football on Your Phone - DirecTV - Silver Lion
    Droga5 New York - Love - Honey Maid - PR Agency: Weber Shandwick Chicago - Silver Lion

    Ogilvy New York/Text 100 New York - Ungrounded: An Innovation Lab in the Sky - British Airways - Bronze Lion
    360i New York - #Mamming - Bronze Lion
    Ketchum Sports & Entertainment New York - Rumble On The Rails - Committee for the Preservation of Olympic Wrestling (CPOW); International Federation of Associated Wrestling Styles (FILA); USA Wrestling - PR Agency: Ketchum Sports & Entertainment New York - Bronze Lion
    Saatchi & Saatchi New York - Trust Your Power - Procter & Gamble - PR Agency: Citizen PR New York - Bronze Lion
    Pereira & O'Dell San Francisco - Solving #Sochiproblems - Airbnb - Bronze Lion
    Mattel Inc. El Segundo - #Unapologetic - PR Agency: Ketchum Los Angeles, Hl Group New York - Bronze Lion


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    CANNES, France—McCann Melbourne, which won a record five Grand Prix last year for "Dumb Ways to Die," won the 2014 Creative Effectiveness Grand Prix here on Monday for a different train campaign: its "Guilt Trips" effort to get young people in Australian cities to visit their parents in the country.

    The client, V/Line, had a tough challenge: to draw young people away from their routines, away from their digital devices and on to trains to see relatives hundreds of miles away. "We recognized there is no force more powerful than a mother's guilt," says the agency.

    The case study below shows the various tactics used by the campaign, which boosted ticket sale by 15 percent with no discounts at all.



    "If we were teaching at Harvard or the London School of Economics, this would be a case that you could teach to a class and show them how to take an insight, drive it to an idea, bring it to execution, use all the media at your disposal and actually creative a business case that drives business and creates profit for a company," said David Sable, global CEO of Y&R and president of the Creative Effectiveness jury.

    The jury also awarded six Creative Effectiveness Lions, two of which went to Ogilvy & Mather offices. (Unlike most other categories at Cannes, this one does not award golds, silvers and bronzes.) The other Lion winners were:

    Wieden + Kennedy London - Lurpak "Weave Your Magic"
    Ogilvy & Mather Brazil - Dove "Real Beauty Sketches"
    Ogilvy & Mather London - Expedia "Travel Yourself Interesting"
    Publicis London - Depaul Box Company "Don't Raise Money, Make Money"
    Havas Worldwide Sydney and One Green Bean Sydney - Virgin Mobile Australia "How Brad Pitt's Bro' Helped Virgin Mobile Punch Above Its Weight"
    DDB Sydney - McDonald's "Australia Day"

    The Creative Effectiveness Lions recognize creative campaigns shortlisted or awarded in previous years that show a measurable and proven impact on a client's business. "Guilt Trips" won three Lions last year at Cannes.

    See more work from the "Guilt Trips" campaign below.


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    CANNES, France—It pays to be selfish.

    London agency adam&eveDDB was celebrating that grinch-like truism here tonight as it reeled in the Grand Prix in the Promo & Activation Lions contest for "Sorry, I Spent It on Myself," the amusing holiday campaign for retailer Harvey Nichols that advertised cheap gifts you could buy for friends and family so you could spend more on yourself.

    The campaign deftly melded advertising, social media and in-store promotions by offering nicely packaged but ultimately jokey gifts like paperclips, a water-resistant sink plug, genuine wooden toothpicks, plastic doorstops, a bag of gravel and Christmas lunch in a tin.

    "At this time of year it can be all too easy to get caught up in the spirit of giving," client marketing director Julia Bowe said when the campaign broke. "Our new 'Sorry, I Spent It On Myself' gift collection will provide our customers with low-cost gifting options for others that will allow them to spoil themselves that little bit more this Christmas."



    Among U.S. agencies, Leo Burnett in Chicago fared best with two Lions (a silver and a bronze) for Esurance's #EsuranceSave30 sweepstakes on Twitter.  For that campaign, the company bought the first ad slot after the Super Bowl, and gave away the difference in price—it went for $1.5 million less than an in-game spot—to one lucky viewer who tweeted the #EsuranceSave30. Among other crazy statistics, the brand got more than 200,000 entries within the first minute of the commercial airing.

    The full list of U.S. Promo winners is here:

    Leo Burnett, Chicago - Esurance #Esurancesave30 - Silver Lion and Bronze Lion
    BBDO, New York - Bud Light "Whatever Happens" stunt - Silver Lion
    SapientNitro, Miami - Fiat Italian Masterpiece - Silver  Lion
    VML, Kansas City, and Ketchum, Atlanta - Wendy's Pretzel Bacon Cheeseburger Love Songs - Silver  Lion
    Vitro, San Diego - Asics Ryan Hall Treadmill - Bronze Lion


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    CANNES, France—Ogilvy & Mather, which won four Grand Prix in 2013, is off to a good start at this year's festival, too, winning the Direct Lions Grand Prix here tonight for its delightful #lookup digital billboards that showed kids pointing to actual British Airways planes as they passed overhead.

    The work, entered into the festival by OgilvyOne, captured the public's imagination when it launched in November. The billboards showed real-time data about each individual plane, including the flight number and destination, and a weather feed even read the cloud height to ensure the plane was visible before showing the ad.



    "We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination," Abigail Comber, head of marketing at British Airways, said at the time. "The clever technology allows this advertisement to engage people there and then answer that question for them. We hope it will create a real 'wow' and people will be reminded how amazing flying is and how accessible the world can be."

    The U.S. won just a single Lion, a gold, and it went to Interlude in New York for creating an interactive music video for Bob Dylan's "Like a Rolling Stone," to coincide with the release of a career-spanning Dylan box set.


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    Don't fake it—on or off the football field—says Durex.

    The condom brand is hoping to capitalize on excitement around the World Cup—and particularly, the spectacular dives that players take while competing after barely getting touched—with a new #DontFakeIt campaign aimed at keeping consumers busy in the bedroom.

    The goofy ad below shows soccer players who look like they're from the local recreational league offering ridiculously melodramatic performances—trips, grimaces, flops. Naturally, it's all in slow motion, and there is opera music playing in the background. It's chuckle-worthy not only because it's absurd, but because it's not that far from the reality (though the stakes are considerably lower).

    Durex also conducted a survey that found 40 percent of 2,000 men asked would turn down their partners in favor of watching a game, with many offering hackneyed excuses about not feeling well. The campaign's tagline, though, obviously calls to mind a different kind of faking—one that Durex has opposed for some time. So, you know, wherever you are and whatever you're doing, don't fake it.

    It's all reminiscent of Puma's "Love or Football" work from a few years back, which offered a psychology study of hardcore Newcastle United fans to see whether they cared more about their wives and girlfriends, or their team. In that case, the women prevailed, slightly. That was club soccer, though.


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    Gas masks might imply that something stinks, but that's probably not the intended message of Mono's Grand Central Terminal takeover this week promoting Michael Bay's TNT series The Last Ship. (A stinker from Michael Bay? No chance in hell!)

    In the show, which debuts June 22, the crew of a U.S. Navy destroyer fights to save the planet after a pandemic has wiped out 80 percent of the population. The campaign in New York City's historic railroad terminal features posters, banners and other elements with stark gas-mask imagery and messages like "1 virus. 6 billion dead. Don't be next," as well as hand-sanitzer dispensers from marketing partner Purell. I mean, why take that urban grit home to Greenwich?

    Grand Central commuters have probably developed an immunity to wacky ad stunts, owing to outbreaks of "Hammer Pants Dancers" for a certain MC's reality series (which, I'm sure we agree, changed the world in ways we're just beginning to understand), and "technophile living mannequins" for Sony.

    And who can forget the time a Dutch company rolled "the world's largest wheel of cheese" onto the platform? Gas masks might have come in handy after that fearsome fromage spent a day aging beside the tracks.


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    For better or worse, Fiat's latest TV commercials might make your head spin.

    The brand recently commissioned some wacky GIFs from The Richards Group for the Fiat Tumblr page, but Chrysler CMO Olivier Francois liked them so much that he had them stitched into 15- and 30-second spots—now airing on TV under the tagline "Endless fun."

    Robots, cats, narwhals, people in horse masks, a guy in a rabbit suit twerking against a Fiat. The spots are frenetic, goofy, weird, loud and—at least according to Fiat—fun. They're getting a mixed reaction on YouTube, though.

    If you don't like them, maybe you can do better. Fiat will soon ask consumers for their own #MyFiatUSA GIFs and will post the best ones to its Tumblr page.


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    Mention a Long Island iced tea to most people, and they’ll probably remember falling off a bar stool (if they remember that much). But there’s another Long Island Iced Tea out there—a ready-to-drink, non-alcoholic brand that, fresh off a new redesign, is looking to grab a bigger share of a $4.8 billion segment.

    Of course, with tea titans like Arizona and Snapple, that task won’t be easy, as CEO Philip Thomas admits. “Yes, the iced-tea category is crowded—but I love a challenge,” he said. Besides, he added, the competition has a shared flaw: “They look and feel cheap.”

    That’s why Tigre Creative, the firm that executed the brand’s reimaging, took pains to elevate Long Island’s look by borrowing some of the region’s aesthetic trappings. “The brand story is about summer fun in the Hamptons,” said Tigre’s Tammy Vaserstein, whose treatment features “beachy” elements like a painted sign on a background of whitewashed planks and illustrated fruit so vivid it looks like it just tumbled off a farm stand.

    But isn’t it still confusing that this virgin brew shares a name with one of the world’s most potent libations? “It’s actually been a blessing because it informed the witticisms and taglines,” said project consultant Arthur Gallego. Examples include “No ID required” and “Buy your family a round.” And even if those puns don’t make shoppers smile, Long Island’s price (a bottle costs about a buck) surely will.


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    IDEA: It's so obvious, it's taken as fact: Experienced directors are better than inexperienced ones. But what if that's not always true?

    Take, for example, not just young directors but child directors. Children see the world differently. It stands to reason that with the freshest of eye and rawest of talent, they might make something unique, even if they lack technical chops.

    Ramaa Mosley believes this utterly, and opened a production company, Adolescent, in January to develop and represent directors 13 to 25 for ads and music videos. Among her early protégés is Lily Eliana Walsh, a 14-year-old who just shot a simple, sweet 60-second spot for SmartyPants Vitamins.

    Giving the keys to the car to teens isn't an easy sell, but SmartyPants vp of brand Clay Nichols got it right away. "I spent a number of years teaching film and video to teens, and even wrote a book about it, so I knew that kids have an eye-level access that adults just can't match," he said. "They can be incredibly expressive and honest and vulnerable. … We put our brand in the hands of a 14-year-old and could not be happier with the result."

    COPYWRITING: The creative brief was broad, mostly about the brand's values. "I used words like honesty, playfulness, simplicity, health, wit, premium quality, transparency, creativity," said Nichols. "We envisioned a series of vignettes possibly encompassing a variety of people and ages."

    Walsh wrote out ideas for scenes and worked with Nichols and his team on a script and shot list. The spot opens on a little girl holding her mother's hand and spinning in a kitchen. There is no dialogue. Scenes overlap and echo—boys climbing trees, girls playing dress-up, kids at home, at the beach, playing sports.

    At the end, the girl from the beginning reaches out and takes a gummy vitamin from her mom. "Health. Simplified," says the on-screen tagline, followed by the brand name and owl logo. "SmartyPants all-in-one gummy vitamins. For kids and adults," says a girl's voice.

    FILMING/ART DIRECTION: This is Walsh's first spot. She started out taking photos, getting involved with Instagram at 11 and discovering video at 12.

    "I felt she had an innate ability to tell stories and capture moments that reflected what it was to be a young person," Mosley said.

    Walsh and a crew of 15 shot for two days at several homes in Los Angeles (including Mosley's) and at Santa Monica Beach and Temescal Canyon. An adult cinematographer, Will Dearborn, helped her with visuals, equipment and technical points.

    "I thought a lot about what angles, composition and action I wanted," said Walsh. "The first day of shooting was very busy. We had so much to do and it was a little overwhelming. … The second day I was more relaxed and had a moment where I looked around the set and thought, 'I'm supposed to do this.'"

    TALENT/SOUND: Maryclaire Sweeters in Los Angeles handled casting, choosing 32 actors over three casting sessions. The soundtrack is quiet piano; the sound design is subtle and realistic. On set, Walsh played music from her iPhone to create a rhythm and pace for the talent to respond to.

    "I loved working with the younger kids, even though they didn't always do what I asked," she said. "Working with people my age, I felt I could give them a couple little bits of action or inspiration and they would jump right in."

    MEDIA: The spot is running only online, but has "a degree of artistry and professional polish I could not possibly have anticipated," said Nichols. "This could clearly run on TV."



    CREDITS
    Client: SmartyPants Vitamins
    Production Company: Adolescent
    Creative Director: Ramaa Mosley
    Director: Lily Walsh
    DP: Will Dearborn
    Editing: Homestead Editorial
    Editor: Kevin Palmer


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    CANNES, France—This gorgeous beach town was the perfect setting for the Grand Prix award in the Mobile Lions contest here tonight, as FCB São Paolo took the prize for its ingenious Nivea bracelet that combined print and mobile to track your child on the beach.

    A Nivea magazine ad included a removable bracelet which you could pop out and wrap around your child's arm. You then download an app, sync the two and set a perimeter. If your child wanders outside the safe zone, an alarm sounds on your phone, so you know to chase after him or her. It's like a LoJack for your child.

    The ad ran in April in select copies of Veja Rio magazine sent to a group of subscribers.

    In addition to the Grand Prix, the work also won a gold Lion and a bronze Lion. This is FCB's second Grand Prix in as many years, after picking up the top prize in last year's Cyber Lions for Oreo's "Daily Twist."

    U.S. agencies won two gold Lions, two silver Lions and six bronze Lions. The golds went to R/GA in New York for QoL's Alvio respiratory app, which helps people with respiratory challenges improve their condition through mobile games controlled by breathing; and Google Creative Lab in New York for the Google Racer mobile Chrome experiment.



    Here is the full list of U.S. winners:

    • R/GA New York - QoL's Alvio respiratory app - Gold Lion and Bronze Lion
    • Google Creative Lab New York - Google's Racer Mobile Chrome Experiment - Gold Lion and Bronze Lion

    • 360i New York - Oscar Mayer's Wake Up & Smell The Bacon - Silver  Lion
    • AKQA New York - AKQA's Written in the Stars - Silver  Lion

    • Glasses.Com Draper - Glasses.com for iPad - Bronze Lion
    • R/GA New York - The Nike SB App - Nike - Apparel - Bronze Lion
    • Mullen Boston - National Geographic Channel's Killing Kennedy - Bronze Lion
    • Firstborn New York - The Rolex Daytona Experience - Bronze Lion


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    CANNES, France—Coca-Cola added to its impressive legacy of hauling in Cannes Lions by snagging the Media Grand Prix here tonight for a Peruvian campaign from McCann Lima centered on getting people to smile in their ID cards.

    Research showed Peru was one of the unhappiest nations in the region, so Coke flew in to change all that. Peruvians must send in their own photos for ID cards, so Coke set up free photo booths around the country that would only take your picture if you smiled. It also partnered with photography stores to give out free Cokes for every smiley photo taken. Happy IDs even served as reward cards and got your discounts.



    An integrated campaign including billboards, TV spots and online ads supported the idea by encouraging people to show their happiness. Havas Lima was McCann's media-agency partner on the campaign.

    This is McCann's second Grand Prix of the 2014 festival. The agency's Melbourne office won the Grand Prix for Creative Effectiveness on Monday for V/Line's "Guilt Trips" campaign. (McCann Melbourne famously won five Grand Prix last year for "Dumb Ways to Die."

    Among U.S. entrants, Cramer-Krasselt led the way by picking up a gold Lion and a silver Lion for its "Luna Corona" campaign. That work consisted of a fun billboard in New York City which—on certain nights of the month, from a certain angle—makes the waxing crescent moon look like a slice of lime resting in a Corona bottle.



    Meanwhile, Samsung's famous Oscars selfie stunt with Ellen DeGeneres earned a silver Lion for 72andSunny.

    Here is the full list of U.S. winners.

    Cramer-Krasselt Chicago - Corona Extra's Luna Corona - Media Agency Partner: Delta Media Miami -Gold Lion and Silver Lion

    72andSunny Los Angeles - Samsung's Oscars Selfie - Media Agency Partner: Starcom Mediavest Group New York - Silver Lion
    Starcom Mediavest Group New York/Droga5 New York - Newcastle Brown Ale's If We Made It - Silver Lion and Bronze Lion
    Fallon Minneapolis/IFC New York - IFC Presents The Spoils of Babylon - Silver Lion

    Starcom Mediavest Group Chicago/Leo Burnett Chicago - #Esurancesave30 - Bronze Lion
    Leo Burnett Chicago - McDonald's Literacy Store - Bronze Lion
    BBDO New York - Bud Light's Whatever Happens - Media Agency Partner: Starcom New York - Bronze Lion
    Starcom Mediavest Group Chicago/Hill Holliday Boston - Bank of America's The First Aids-Free Generation - Bronze Lion


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    CANNES, France—A colorful gay pride campaign from Australia that turned ATMs into GAYTMs earned Whybin\TBWA the Grand Prix in the Outdoor Lions contest here tonight.

    The campaign, done for ANZ Bank's sponsorship of this year's Sydney Gay and Lesbian Mardi Gras, involved bejeweling each unique GAYTM by hand in rhinestones, sequins, studs, leather, denim and fur, "turning the day-to-day activity of withdrawing money into a fabulous experience," the agency said in its release at the time.

    "From unicorns and drag queens to rainbows and tattoos, each GAYTM is a riot of color and textures to celebrate the festival and show ANZ's support for diversity," the agency added.



    The GAYTM screens were also given a makeover to show messages and well-wishes such as "Hello gorgeous" and "Cash out and proud." They also dispensed rainbow colored receipts. ANZ also donated the ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organization Twenty10 for the duration of the campaign.

    OgilvyOne's #LookUp billboards for British Airways, which won the Grand Prix in Direct on Monday and was considered a favorite in Outdoor too, won a gold Lion.

    U.S. agencies were led by New York's DDB and Grey, each of whom won gold. DDB won for WaterIsLife's Drinkable Book, which we wrote about here. Grey won for turning a Manhattan gas station into a Ewing Energies station for the TNT reboot of Dallas.

    The TBWA network—which won a Grand Prix in Press last year for TBWA\Media Arts Lab's Apple print ads—added another Lion in the Outdoor category this year: a bronze for TBWA\Chiat\Day's delivery of a Nissan vehicle in a giant Amazon.com box.



    U.S shops won a total of two gold, one silver and three bronze Lions. Here are all the U.S. winners:

    DDB New York - Drinkable Book - WaterIsLife - WaterIsLife - Gold Lion
    Grey New York - Dallas Gas Station - TNT - Dallas - Gold Lion

    The Richards Group Dallas - Fiat Watercraft Stunt - Silver Lion
    FCB Chicago - Valspar Paint - Bronze Lion Campaign
    Arnold Worldwide Boston - Truth - Bronze Lion Campaign
    TBWA\Chiat\Day Los Angeles - What's in the Box? - Nissan - Bronze Lion

    — — — — — — — — —

    GAYTM CREDITS
    Client: ANZ

    Creative Agency: Whybin\TBWA Group Melbourne


    Creative:

    Executive Creative Director: Paul Reardon

    Digital Creative Director: Damian Royce
    Creatives: Tara Ford, Daniel Pizzato, Andy Lish
    Digital Designer: Frieda Handoko

    Production:

    Executive Producer: Margot Ger

    Production Assistant: Lauren Pell
    Digital Producer: Mish Fabok

    Production Company - Will O'Rourke
    Project & Artistic Director: The Glue Society (James Dive & Pete Baker)

    Executive Producer: Michael Ritchie
    Head of Projects: Josh Mullens
    Project Manager: Mel Reardon


    Account Service & Planning:

    Regional Group Head: Mim Haysom
    Group Account Director: Claire Tenzer

    Account Manager: Alice McCormack
    
Head of Digital: Kimberlee Wells

    Digital Planner: Scott Woodhouse


    PR:

    PR Agency: Eleven PR

    PR Director: Rob Lowe
    
Account Director: Fiona Milliken
    Senior Account Executive: Claire Verlander


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    Old Spice scores another goal with Terry Crews, this time for the World Cup.

    The brand would like you to know it's now available in Brazil, and it's a good time to tell you that because there's a rather large sporting event taking place there right now. Wieden + Kennedy in Portland, Ore., cranked up its crazy machine and decided to have Crews power drill through the Earth to Brazil, where he meets his Brazilian double and congratulates him on being awesome, spontaneously creating a pineapple in the act.

    Someday, they'll just have Crews scream the whole thing; this time they settle for screaming half. Luckily, Crews's elongated vowels work great for celebrating a sporting event where people yell "Goooooooaaaaaaal" all the time.


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    Here's a very special delivery from French agency BETC. It's called "Birth," and it's a minute-long promotional film touting the annual Young Director Award that will be presented Thursday at the Cannes Lions festival.

    Norman Bates (great name!) directed the impressively offbeat outing that presents—in a single, flowing shot—the "debut effort" of a young filmmaker. And I mean, a very young filmmaker. So young, in fact, that she's still inside the womb. But not for long.

    This marks the second notable "in utero" spot in recent weeks, following Grey London's British Heart Foundation PSA that used CGI to create some amazingly realistic womb footage. (Someone else held the camera for that kid, I guess. Lazy unborn slacker.)

    BETC's commercial is more lighthearted, offering a memorable riff on "giving birth" as a metaphor for creativity, with dashes of cheeky humor punctuating its labor of love.


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    College students know that chewing gum is for making out. But Immuno Gum, a new product, also claims to include immune-system-boosting ingredients like zinc, vitamin C and echinacea. To promote the brand, business incubator Chicklabs and students from Chapman University's film school created this video of a pair of college students—the "hottest" at the school, according to the ad's makers—handing out free samples, and then free kisses, to dozens of their peers on campus.

    It's an awkward and slightly gross premise that will make germaphobes squirm. The result, though, is ultimately pretty innocent, consisting mainly of gawky pecks, and blushing, and laughter, and cheering, and the general lack of comfort that's bound to accompany spit-swapping for the sake of business.

    The product's tagline, "Gum with benefits," ends up fitting pretty well, as a pun for vitamins and casual hookups, though it seems a bit specious to suggest kissing a lot of random people is going to be good for you. In other words, it manages to be funny, at moments, but still pretty weird.

    The public setting and pass-around vibe makes it feel more transactional and less charmingly intimate than this spring's wildly popular strangers-kissing ad for L.A. fashion label Wren. But it's pretty much hoping to leverage the same kind of rubbernecking dynamic—it's just the undergrad version. At least the product actually has something to do with mouths, though.


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    Hello Flo, a tampon subscription service, had a major advertising hit last summer with "Camp Gyno," a hilarious long-form spot about a pre-teen girl who becomes a product- and advice-dispensing despot at summer camp after becoming the first girl to get her period.

    Now, company founder and CEO Naama Bloom has teamed up with that spot's writers/directors, Jamie T. McCelland and Pete Marquis, for a sequel that's just as comically frank and stars another amusingly precocious girl.

    The time, though, the girl has the opposite problem. All her friends are getting their periods, and she's not. So, she decides to fake it—with quite disastrous results, as her mother, who knows she's lying, decides to throw her a "first moon party."

    Like the first video, this one—which sells Hello Flo's Period Starter Kit (aka, "The gift before the gift")—isn't for anyone squeamish about the word vagina, in particular. For everyone else, it's another pretty hilarious take on the subject, making it increasingly less taboo and hopefully selling some product in the process.

    Credits below.



    CREDITS
    Client: Hello Flo
    CEO, Founder: Naama Bloom
    Written and Directed by Jamie McCelland and Pete Marquis
    Production Company: Hayden 5
    Producer: Todd Wiseman Jr.
    Executive Producers: Milos S. Silber
    Director of Photography: Josh Fisher
    Production Designer: Ally Nesmith
    UMP: Dale Arroyo
    Editing Company: Beast Editorial
    Editor: Karen Kourtessis
    Post Producer: Valerie Iorio
    Executive Producer: Helena Lee


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    As a woman who has been called out for apologizing too much, watching Pantene's "Not Sorry" video made me cringe. It hit too close to home, and that's the beauty of it.

    From Grey in New York, the spot poses the question, "Why are women always apologizing?" Vignettes of women who say "sorry" before making their points follow it.

    By framing the ad this way, you're in a critical mind-set when the first woman cuts her own argument down, saying, "Sorry, can I ask a stupid question?" It's hard to watch the subsequent women do the same thing. I wanted to shout, STOP IT.

    The ad then doubles back, showing the same women, but now they have the conviction and confidence to say what they mean without apologizing beforehand and their point is taken more seriously.

    The hair care brand is holding up a mirror to women with the Shine Strong campaign and showing how being authoritative isn't a bad thing. It's a powerful message and makes sense as a follow-up to last year's "Labels Against Women." That spot, from the Philippines, showed how identical behavior by men and women earns them different labels in the workplace. It has been watched more than 46 million times on YouTube.

    "We've struck a chord in terms of changing gender norms for women," Kevin Crociata, marketing director of Procter & Gamble's North American hair care business, said of the "Not Sorry" spot. "We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas. This problem of saying sorry, it wasn't just something women in the U.S. were facing but globally. After the success of the first campaign, 'Shine Strong' is something we're committed to as a brand." 

    As you'll see in the spot below, though, the message undercuts itself a bit with some of the women saying, "Sorry not sorry." That's a hashtag and a song by Glee's Naya Rivera. It doesn't really work for the context of the ad; one of the women saying she's not sorry is hogging the covers. I'm not sorry to say that she should be sorry!

    Pantene is putting its money where its mouth is: The brand is also launching the Shine Strong Fund, which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women. The fund is collaborating with the American Association of University Women, underwriting monetary grants and helping college women have access to influential leaders.



    CREDITS
    Client: Pantene, Procter & Gamble

    Agency: Grey, New York
    Chief Creative Officer: Tor Myren
    Global Group Creative Director: Joanna Carver
    Creative Director: Tanner Shea
    Director, Broadcast Production: Bennett McCarroll
    Executive Producer: Judi Nierman
    Producer: Jimmy Wade
    Music Producer: Ben Dorenfeld
    Account Team: Yashaswini Samat, Danielle Avedon, Angelica Mata

    Production Company: Community Films
    Director: Pam Thomas
    Executive Producers: Carl Swan, Lizzie Schwartz
    Line Producer: Elena Halvorson
    Director of Photography: Jim Frohna

    Editing Company: Consulate
    Editor: Holle Singer
    Assistant Editor: Stephanie West
    Post Executive Producer: Alan Lopez

    Music: Q Department

    Mix Company: Audio Engine
    Mixer: Eric Hoffman


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    CANNES, France—A Google app that translates sign language into text was among the forward-thinking student ideas honored at the Future Lions competition here today, sponsored by AKQA.

    Now in its ninth year, the Future Lions challenges students to come up with ideas that weren't possible five years ago, for a brand of their choosing. This year's theme, "Rise," encouraged students to ascend to greatness and create the future.

    Check out the five winners below.

    We also have an interview with Rei Inamoto, AKQA's chief creative officer, about the Future Lions contest.

     
    • Google Gesture for Google

    By David Svedenstroem and Ludwig Hallstensson
    Berghs School of Communication in Stockholm, Sweden

     
    • Donate By Update for Apple + Product (RED)

    By Tim Blaney Davidson and Batisan Lievers
    Willem de Kooning Academy Rotterdam in Rotterdam, Netherlands

     
    • Do Zero For Climate Change for Ben & Jerry's

    By Fabian Lakander, Pia Hansson Näslund, Afshin Piran, Sebastian Sandberg and Linda Kraft
    Berghs School of Communication in Stockholm, Sweden

     
    • HEARt Me for the Children's Heart Foundation

    By Anne Walde and Nicole Schurz
    Miami Ad School of Europe

     
    • Passion is Power for IBM

    By Adam Radi and Mathias Trads
    School of Communication Art 2.0 in London

     
    "This year's Future Lions competition had the most forward-thinking and daring ideas to date," said Rei Inamoto, AKQA's chief creative officer. "We were blown away by the caliber of submissions and the winning teams rose to the challenge by providing concepts that not only inspire marketers, but help brands connect with their consumers in a way that has never been seen before."

    Entries were judged by AKQA's Future Lions Council: Inamoto, Stephen Clements, Brendan DiBona, Duan Evans, James Hilton, Ben Jones, Peter Lund, Rob McIntosh, Nick Turner, Johan Vakidis. Guest judges from sponsor Google also took part.


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    To help promote the DVD and Blu-ray release of Wes Anderson's delightful film The Grand Budapest Hotel, distributor 20th Century Fox Home Entertainment commissioned Lego sculptors (yes, this is a thing) to build a huge replica of the title dwelling. The result is accurate down to the last detail, as befitting of Anderson's maniacally detailed mind.

    The company put out a time-lapse video of the model being built by Ryan Ziegelbauer and his team of Lego craftspeople, complete with the actor Tony Revolori (who made his debut in the film) adding the finishing touches to the massive creation in front of a painting that looks a lot like the ones used in the movie. 

    The hotel will be a part of A+D Architecture and Design Museum's size and scale exhibit called "Come In! S, M, L, XLa", running from June 19 to Aug. 31 in Los Angeles.


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    CANNES, France—The Cyber Lions jurors here had trouble narrowing things down to a single big winner. So, instead, they awarded three Grand Prix in the category.

    CAA Marketing and Chipotle picked up their second of the festival for "The Scarecrow." Forsman & Bodenfors won its first for the Volvo Trucks "Live Test Series" campaign. And Paris agency Iconoclast won a Grand Prix as well, for its "24 Hours of Happy" music video for Pharrell Williams.

    You can read about "The Scarecrow," which included a mobile game in addition to the famous video, in our story about the campaign's PR Grand Prix victory on Monday. In addition to the Grand Prix, CAA also won two golds a bronze in Cyber for the work. (Also, Piro in New York won two silver Lions for another Chipotle project—the Farmed and Dangerous scripted web series.)

    F&B was a pre-festival favorite for the Volvo Trucks work; here the online films were recognized. We spoke to F&B earlier this week about the campaign.

    Iconoclast's Pharrell video was an incredible piece of work—a piece that was 24 hours long, interactive and featured cameos by Magic Johnson, Steve Carrell, Jamie Foxx, Kelly Osbourne, Jimmy Kimmel and more. It was also the second project involving Williams to win a Grand Prix here tonight—as the singer's RAW for the Oceans line of denim won the inaugural Product Design Grand Prix.



    Among U.S. agencies, Droga5, BBH and GSD&M also won gold Lions. American shop also won a slew of silvers and bronzes. Here's the full list of U.S. winners:

    Creative Artists Agency Los Angeles - The Scarecrow - Chipotle Mexican Grill - Grand Prix, 2 Gold Lions,

    Droga5 New York / Caviar Digital Los Angeles - If We Made It - Heineken - Gold Lion
    BBH New York - The Launch Of Greatness Awaits - Sony - Gold Lion
    GSD&M Austin - The Collaboratory - United States Air Force - Gold Lion

    Pereira & O'Dell San Francisco - Family Portraits Campaigns - Skype - 4 Silver Lions, 2 Bronze Lions
    Mullen Boston - Killing Kennedy - National Geographic Channel - 4 Silver Lions
    72andSunny Los Angeles / 72andSunny Amsterdam / Google Creative Lab London - Google Night Walk - Google - Silver Lion, Bronze Lion
    Droga5 New York / Caviar Digital Los Angeles - IfWeMadeIt.com - Newcastle Brown Ale - 3 Silver Lions, Bronze Lions
    Goodby Silverstein & Partners San Francisco - The New Creatives - Adobe - Silver Lion
    Barton F. Graf 9000 New York/Furlined Los Angeles - Climate Name Change - 350 Action - 2 Silver Lions, Bronze Lion
    Wieden + Kennedy Portland - Be Moved Hub - Sony - Silver Lion
    Piro New York - Farmed and Dangerous - Chipotle Mexican Grill - 2 Silver Lions
    BBH New York - Bid For Greatness - Sony - 2 Silver Lions
    GSD&M Austin - The Collaboratory - United States Air Force - 2 Silver Lions
    Leo Burnett Chicago - Biggest Assembly Ever - Procter & Gamble - Silver Lion
    AKQA New York / AKQA San Francisco / Fake Love New York - Levi's Tools - Levi Strauss & Co. - Silver Lion, Bronze Lions

    Pereira & O'Dell San Francisco - The Power Inside: Episode 5 - Intel + Toshiba - 6 Bronze Lions
    SS+K New York - HBO Go - Bronze Lions
    Tool Los Angeles / Clemenger BBDO Melbourne - Remote Control Tourist - Tourism Victoria - Bronze Lion
    Google Creative Lab, Data Arts Team San Francisco / Aatoaa Montreal, QC - Just A Reflektor - Arcade Fire, Google Chrome - 2 Bronze Lions
    Google Creative Lab New York - Coder - Google - Bronze Lion
    BBH New York - GT6: First Love - Sony - Bronze Lion
    Droga5 New York - BYC Tools Page - Prudential - Bronze Lion
    Venables Bell & Partners San Francisco - Look Inside: Mick Ebeling - Intel - Bronze Lion
    Interlude New York - Bob Dylan Like A Rolling Stone - Sony Music - Bronze Lion
    GSD&M Austin - Goodbye 80S - Radioshack - Bronze Lion
    Deutsch New York - Mob City Twitter Script - TNT - Bronze Lion
    Pereira & O'Dell San Francisco - Airbnb #SochiProblems - Airbnb - Bronze Lion
    Google Creative Lab, Data Arts Team San Francisco - Unnumbered Sparks - Google - Bronze Lion
    R/GA New York - The Nike Sb App - Trick Tree - Nike - Bronze Lion


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