The competition invited students (in any field) over the age of eighteen to submit campaigns that “advertise a product from a global brand in a way that couldn’t have been one five years ago, to an audience of your choosing.” When we think “global brand,” we tend to think big fish like Nike and and McDonald’s. After all, coming up with unprecedented ways to sell expensive sneakers or artery-clogging burgers is exceedingly difficult. What’s most inspiring about the Future Lions competition, is how the top contestants gravitate towards campaigns that aren’t just innovative for their use of the chosen brand, but also have a social conscience and the capacity to actually…er…well, for lack of a better term, change the world.
Over Memorial Day Weekend, I was on a beach, in Cape Cod, blasting Heart on my waterproof boombox and enjoying a couple cooler-fresh brews with my college roommate (I know, I hate me too).
A middle-aged woman, in head-to-toe Lily Pulitzer, walked by, a beach chair on either shoulder, a giant umbrella in one hand, and an oversized bag of toys in the other. Her two sticky-fingered children in tow complained loudly about about the temperature of the sand under their feet. The woman saw us out of the corner of her eye. She told her wards to stay put and walked back a few feet to where we were sitting.
“Blue Moon?” she asked.
I smiled. “Yes, it is”
“What you’re doing right now,” she said, “How I spent my entire twenties. Enjoy it.” And she soldiered on.
“That,” I said to my roommate, “would make a great beer commercial.”
But, if there’s anybody who knows a thing or two about great beer commercials, it’s perhaps the folks over at The One Club. In honor of Summer, the un-official Season of the Beer, the organization has compiled the top One Show beer commercials of the past 15 years, and they’re offering us the privilege of voting for our favorites. From Heineken to Red Stripe, the gang’s all here. The winners will be announced July 26th at a hop-pin’ happy hour event, location TBD.
In addition to the beer ad toast, One Club, along with D&AD, has unveiled its 2011 Pencil Rankings. If you remember, the Ranking system launched this past winter and serves as a barometer for creative performance from both the One Show and D&ADs. Take a guess as to the who topped the rankings this year.
IPG-owned agency Initiative is making some notable changes, merging its Digital, Innovations and Amphibian units into one entity and promoting Dave Rosner to head of the integrated group.
Rosner, whose official title is now EVP and director of Digital & Innovations, has served as head of Initiative’s Innovations unit since 2009. Despite the bump-up, he will maintain his old post while also spearheading the East Coast Digital team as well as Amphibian, which will focus on digital video content extending into TV.
Just like Captain Planet brought together the powers of Earth, Fire, Wind, Water, and Heart, Rosner (whose superhero-worthy jawline can be peeped above) is tasked with bringing together the Innovations, Digital, and Amphibian teams to create one cohesive communications force. Ok, maybe, it’s not that dramatic.
Anyhow, Rosner and his team are self-identified “pop-culture addicts” (join the club) who are passionate about what they do, so let’s see what kind of adventures they’ll embark on in the coming months.
There are industry secrets us laymen will always have questions about. For filmmakers, how do you make it look like one actor is playing twins? For McDonald’s employees, what exactly is in your special sauce? And for laundresses, where the heck are all my socks?
I have to admit, how Toyota thermal tests their cars during development isn’t high on my list of curiosities. Though I suppose it’s always good to know. Aussie agency Publicis Mojo’s latest spot for Toyota shows a procession of cars on a track, in a giant warehouse, being alternately frozen and heat-blasted by machines resembling an X-treme carwash set-up.
“During development, we’ll thermal test a car to see how every part of it reacts when pushed to its limits,” says the Aussie voiceover. ”It may seem excessive, but that’s how we test for quality. That’s what makes it a Toyota.”
I often think of the Prius as the emblem of my generation: my parents were the first to baby-proof their houses, and my friends and I are the first to buy hybrid cars. But, I wonder if the company is still fighting to recover from last year’s bad press amidst rumors of slipping standards and poor quality production. I get it, when we think Toyota, they want us to think quality, hence the technician in the Eskimo suit and vehicle-rotisserie. But, do they also want us to to think heavy metal because they are playing Nazareth in the background? Toyotas are sensible. They’re just not that rock and roll. Credits after the jump.