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HēLō Creates a Family Experience for Microsoft and Nokia

If you’re new to the ad world and still looking to define what an “experiential” campaign is, today’s best example comes from Nokia’s Lumia 930, Microsoft and HēLō, the L.A./New York/London agency whose name you have to cut and paste.

The shop may be best known for helping to create the Bud Light/BBDO “Epic Night” Super Bowl spot, but in this case agency and client traveled to the UK’s Cornbury family music festival to catch kids and parents alike in the midst of an interactive experience.

Here’s the clip, released today:

There’s a little “how we did it” from Nokia as well; in short, the company invited families to a “treehouse” location complete with green screen to try on costumes and take pictures in front of different virtual backgrounds.

Using the new Nokia Lumia 930 smartphone and Microsoft’s OneDrive storage unit, the team turned these bonding moments into part of the show by broadcasting clips of the kids and their parents to thousands of attendees before the festival’s final act. In that way, the campaign reached nearly all the event’s attendees.

For everyone’s sake, we’re just glad these kids are still young enough to go out in public with mum and dad.

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Monday Odds and Ends

-San Francisco-based copywriters Josephine Wai Lin and Dalal Khajah are set to launch a new service called “ManServants” this fall (video above). link

-Production and post-production studio Nice Shoes has announced the addition of Executive Producer Ed Koenig and Senior Colorist Sal Malfitano. link

-San Francisco Museum of Modern Art (SFMOMA) has officially named integrated brand experience agency Cibo as the museum’s experience design partner. link

-RSA Films announced today the addition of Andreas Roth to their directorial roster.

-Integrated creative company Brand New School has announced the addition of Nellie Chung as vice president of strategy and business development. link

-Brand marketing agency Gabriel deGrood Bendt has announced the hiring of Lori Shepard in the role of director of digital experience.

-Bicoastal production company Tool has added Mike Lobikis as head of sales. link

-BRW Filmland Los Angeles has added Michael Fitzmaurice to its directorial roster for U.S. commercial representation. link

Oishii Creative Gets Gross for E!’s Botched

Creative agency Oishii Creative has a new spot for the debut of disturbing new E! series Botched, which “follows two plastic surgeons who attempt to fix cosmetic surgery disasters and counsel people who’ve become obsessed with having plastic surgeries.”

The 13-second promo combines imagery from the show with typography and a thematically linked soundtrack to examine how media (such as, uh, E!) bombards viewers with an idealized image of beauty that is unattainable. Presumably the show will explore the same themes, although we’re guessing not everyone who watches will tune in for the show’s message. While a bit on the cheesy side (the typography and music can be a bit much), the promo does fit with E!’s style, which is more than a little over the top. Be warned: even for 13 seconds, this stuff is not easy to stomach. Stay tuned for credits after the jump. Read more

Ogilvy, Organic, Everyone Else Drop Their Pants for Depend


How far would you go to sell a pitch? For the creative team behind the new advertising campaign from Depend, the answer is “down to the ankles.”

At least that’s what Ogilvy team members Calle Sjoeneel (CCO), Victoria Azarian (GCD), and Danielle Vieth did when they went to pitch the “Underwareness” campaign to Kimberly-Clark, the makers of Depend adult diapers incontinence products: after the opening notes of “Get Ready for This” by 2 Unlimited started playing, all dropped to their skivvies to reveal they were wearing Depend undergarments.

“It’s time to bring it out in the open — it’s time to drop your pants for Underwareness. A cause to support the over 65 million people who may need Depend underwear. Show them they’re not alone, and show off a pair of Depend, because wearing a different kind of underwear is no big deal.”

“It was a pretty amazing moment,” Ms. Azarian said. Read more

Anomaly Amsterdam Aims to Capture Emotion of Live Soccer for Fox Sports

Anomaly Amsterdam has a new campaign for Fox Sports which aims to capture the excitement of watching live soccer.

The 60-second spot doesn’t include a second of actual in-game footage, choosing instead to focus on the reactions of fans — from anguished to exultant — watching the game. Their facial expressions and body language give the viewer an idea of the on-field drama as an opera plays in the background. The approach leaves an impression of just how impassioned fans young and old get about the game, and it’s a welcome departure from the myriad ads that simply assemble in-game footage of popular stars.

“Anomaly did an outstanding job at capturing the tension, excitement, joy and pain that fans experience while watching a live soccer match,” said Fox Sports Marketing Director Jan Bonjer. “Their world class brand and soccer experience has helped us create an authentic and insightful campaign made by fans, for fans.”

The campaign also includes 30-second versions of the spot, as well as print, digital and radio executions. Stick around for credits after the jump. Read more

Kraft No Longer with Anomaly Toronto

kraft_mac_cheeseKraft Canada wants to make more folks north of the border eat Mac n’ Cheese. In order to achieve this goal, the company took its business from TAXI Canada to Anomaly Toronto a few months ago.

The key word in that partnership was “fun“, which served as the basis of a new, “wacky” campaign designed to “rekindle memories of a happy childhood.”

Now the brand has had a change of heart.

Read more

ECD Toombs Out at Anomaly

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Is there a creative shakeup going on at Anomaly NY?

Today we can confirm that ECD Ian Toombs, a longtime staffer who played a lead role on accounts like Converse (relevant spots here), is no longer with the agency.

Toombs worked at the MDC-owned shop (which boasts clients like Budweiser, American Express, Converse, Dick’s Sporting Goods and Google, among others) for several years, moving from art director to CD and then ECD; The New York Times reported on his promotion just over a year ago.

His departure follows the arrival of ECD Eric Segal, who Anomaly hired away from Grey in May; plans at the time held that Segal would partner with Toombs starting this month. Today, Toombs’ name no longer appears on the agency’s website, and his LinkedIn profile is a bit of a blank slate.

No official word on where he’s headed or whether Anomaly’s New York office has plans to replace him.

Updates as we receive them.

Saatchi & Saatchi Creates Dual Spots Featuring NFL Rivals for Duracell

Saatchi & Saatchi created a pair of spots for Duracell featuring NFL rivals the Seattle Seahawks and San Francisco 49ers.

Both spots carry the same message: “When the game’s on the line, the NFL trusts Duracell Quantum to power their gameday communications.” The difference is that one spot presents this from the Seahawks’ perspective (on offense), while the other examines things from the 49ers’ point of view (on defense), leaving the ultimate outcome of a game defining play up in the air. After the viral success of  Saatchi & Saatchi New York’s “Power Your Game” spot back in January, these efforts feel a bit lightweight by comparison. Still, the different views of the same play approach is at least somewhat interesting and the continued NFL partnership should appeal to football fans.

Stick around for the 49ers version after the jump. Read more

White Castle Serves Up an Agency Review for the First Time Since 2009

white-castle-304Speaking of meats…for the past five years, Ft. Lauderdale’s  Zimmerman has been creative AOR for the iconic White Castle brand. Before 2009, JWT lead all White Castle creative for 15 years.

Now AdAge tells us that White Castle is shopping again.

Incumbent Zimmerman is still in the running, and the report gives us little in the way of details regarding other candidates. Here’s this word from the home of the Slider:

“We always look at all of our partners on a regular basis, every five to seven years,” said Kim Bartley, White Castle VP-marketing and menu development. The marketer issued a request for proposals to agencies in June and has seven shops in the running, she said. It plans to make a decision by October.

The review comes five months after Grey won the Papa John’s account.

CP+B Channels Rushmore in Best Buy Back-to-School Ad

The inspiration for CP+B’s new back-to-school ad is pretty clear: the 1998 film Rushmore by Wes Anderson (who is no stranger to advertising), which happens to be my personal favorite from the director.

Like Jason Schwartzman‘s Max Fischer character in that film, the protagonist of the 30-second “Part Time Everythingers” tackles just about every extracurricular activity imaginable, from a school play to fencing (both clear nods to Rushmore). The comparison is made even more obvious by the use of The Creation’s classic 1967 song “Making Time,” also used in the opening credits of the film (as well as its trailer).

When asked by AdFreak if the spot was a literal homage to Rushmore, a BestBuy rep seemingly side-stepped the question, saying, “Any time you’re compared to an Academy Award-nominated director, that’s a good thing. And to be honest, better to channel Wes Anderson than Wes Craven.”

While it may lack originality, the choice of homage makes perfect sense in context and, more importantly, makes for a very watchable spot. Stick around for a more complete look at Max Fischer’s extracurricular activities (set, of course, to “Making Time”) after the jump. Read more

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