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Michael Musco

72andSunny Launches In-House School

72andSunny is dipping into the realm of education with the opening of 72U, a 10-month course in which the agency claims to be an “intensive, one-of-a-kind learning experience designed to open people up to new ways of thinking, collaborating and tackling modern communication problems.”

The school will be co-directed by Geoff McGann, whose arsenal includes over 20 years in the field and some ass-whooping prowess as a seven-time international Jiu-Jitsu champion. McGann’s resume includes instructing at schools including Art Center College of Design. Alongside him is Kelly Schoeffel, strategy director at 72andSunny. Though she has no martial arts training on record, Kelly boasts a PhD in social psychology from Harvard and a background in guerrilla street theater.

Who do they want to sign? Everyone from top agency talent to C-level executives of 72andSunny clients and members of the creative industry outside of traditional advertising. Clarify this for us please, Mr. McGann: “We’re looking for creative thinkers of all kinds – writers, designers, strategists, technologists, entrepreneurs, publicists, you name it.”  Schoeffel adds, “Our goal is to assemble a group of smart, enthusiastic people who want to grow laterally as creative problem solvers, and are stoked to create an unforgettable first year with us.”

Ogilvy Takes Us on a Century’s Journey Through IBM

With IBM turning 100 this year, the brand with help of its agency Ogilvy has decided to put together a series of small documentaries that chronicle the ways in which the company has changed the world through scientific/technological achievements. The testimonials are provided by the people (former IBMers) who were there to actually see and experience it with their own eyes.

Commercial director Joe Pytka does what we feel is an outstanding job on the first piece dubbed “100 x 100,” featuring one hundred people who describe an IBM achievement that took place the year they were born which goes all the way back to 1911.

IBM’s VP, brand expression and global advertising, Ann Rubin says in a statement, “We are a company with a rich heritage of creative and forward thinkers who have made a profound impact on the world. While each centennial film has a specific purpose, each one represents a way for us to celebrate the people who have made IBM great, and speaks to IBM’s legacy of innovation.”

It’s shown very briefly but let’s not forget Mr. Paul Rand, who revamped the logo in ’56, which was then revamped again in ’72 to the striped logo we all know today.

Proximity ACD Plays Tough, Yet Inventive Interactive Judge

Applied Arts (guess you could compare it to Archive in the states) bills itself as Canada’s most prestigious visual communications awards annual, so as a result, everyone up north is apparently clamoring to get in the book.

Well, Ari Elkouby, an ACD at Proximity Canada who just so happened to be on the 2010 Applied Arts Interactive jury, wanted to show people how hard it is to get into the annual by turning a normally dull, conventional awards show tradition into a full-on interactive experience. Elkouby’s idea? Nix the normal judge’s headshot and instead use image recognition technology to direct readers of Applied Arts to an AR experience dubbed “Many were called. Few were chosen.”

Readers of AA‘s March/April issue are directed to a website where they then can turn to page 70, hold it up to their webcam and follow the directions to see Elkouby’s vision, which was helped brought to fruition by his Proximity team, 3D artist Andrei Serghiuta and the team at Commix.

Serenading Unicorn Goes on Uplifting, Solo Tear

As EVB promised, there is indeed “more to come” in terms of the SF digital shop’s 2011 Juicy Fruit campaign. Now that you’ve already witnessed the first of three music videos from this year’s incarnation (the other two will roll out within the next few weeks), the Serenading Unicorn, sans Keenan Cahill, is helping you brighten up someone’s day with a Wallpost Serenade covering everything from birthdays to bad haircuts to Hump Day (above).  We’re not sure if this campaign’s jumped the shark quite yet, but guess it couldn’t hurt sending someone an affirmation of sorts while we decide.

Y&R Resurrects NHL History in Time for Stanley Cup Playoffs

With the NHL playoffs looming, Y&R has launched the 2011 version of its History Will Be Made campaign, which like last year’s installment, will likely tug at hockey fans’ heartstrings. The 2010 effort, featuring legendary playoff moments from some NHL greats like Bobby Orr, was dubbed one of the most successful campaigns in the sport’s history, driving more than 302 million TV viewers to the 2010 Stanley Cup Playoffs, in turn making it the most watched in 36 years according to the NHL PR machine.

The first pair of spots will debut on March 13 during the broadcast of the Chicago Blackhawks vs Washington Capitals game and 20 additional spots will appear April 13, the first day of the playoffs, through the conclusion of the Stanley Cup Final with a new spot each day, highlighting a key moment from the previous night’s games.

Check out credits and the two other ads from the 2011 “History” launch  after the jump.
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Armani, R/GA Bring Digital Drops to TAP

R/GA’s teamed up with Armani’s Acqua for Life initiative to benefit UNICEF’s Tap Project, which as you know was conceived in 2007 by Droga5, to generate their own awareness and action. With the $1 donation idea for TAP in mind,  R/GA was tasked with coming up with integrated digital campaign and the end result is “Drops for Life,” in which users can join the cause and contribute via a Facebook “like” function.

Once a user chooses to do so, they are able to witness their donation become realized in the form of a water droplet falling from the top of the screen. The site’s interface mimics a pool of water and rises with each like, illustrating that each drop does indeed make a difference. Users are also able to see their names appear as their drops hit the water (you can see mine above). For every single drop, Armani will donate $1 to the project, which is enough to provide a child with 40 days of safe, clean water.

An app has also been created for this cause called “Carry a Drop,” which is set up like a challenge you might see on Minute To Win It that allows users to take as many steps as possible while balancing a single drop of water on the screen. Once again, every time a person plays a game and “likes” the app, Acqua for Life will donate another dollar towards TAP, which kicks off during World Water Week, March 20-26.

Starbucks Celebrates 40th with Free Treat Offering

Starbucks is turning 40 this year as you know, and now that it’s changed up its logo, the mega-chain with the help of BBDO would like to acknowledge all the individual moments of connection with its valued customers, store partners and the neighborhoods in which they do business.

Yeah yeah thank you, whatever. Let’s get down to brass tacks. Along with the new brand expression, the coffee king will be introducing a new premium beverage, Cocoa Cappuccino, a new coffee, Starbucks Tribute Blend and a new line of small-size treats dubbed Starbucks Petites.

To promote the last item to its devotees, on March 10, 11 and 12 from 2-5pm in participating stores in the U.S. and Canada, Starbucks will be serving up complimentary Petites to customers with the purchase of their favorite beverage. Isn’t that so nice of them? Meanwhile, Gawker is playing Debbie Downer a bit and has listed the ten worst Starbucks legacies. Can’t say we really disagree.

Check out a print ad after the jump.

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The Isaiah Mustafa Blitz Continues

We’re sure there’s many of you who think the Isaiah Mustafa-led Old Spice campaign has lost its luster, and perhaps some of the more recent spots have sullied the once-novel concept. But that hasn’t stopped Wieden+Kennedy from continuing to use its buff pitchman, who returns to dazzle the ladies and continue his role as  in this latest installment entitled “Fiji.” Does the fresh scent of Fiji make your man smell like a never-ending tropical sunset, personalized love song melody and a romantic puppy surprise? Mustafa says, “yes.”

Credits and an example of the print component after the jump.

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Canned CW Creates Dancing Pandas Viral Vid

A San Fran copywriter, who recently laid off, is said to be the creative force behind this clip, which is essentially a music video featuring pandas dancing to the song “Teach me how to Dougie.” Entitled “Teach Me How To Panda,” the vid has reached 110,000 YouTube views in four days, so we suppose we can officially slap the viral tag on it. Who knew dancing pandas would be so appealing? Apparently, this person did. Guess that’s what happens when you suddenly have plenty of free time on your hands.

Update: As we figured, it is the work of one Gino Click, whose portfolio can be viewed here.

Japanese ‘Flash Mob’ Does the Robot in Smartphone Spot

Ogilvy PR Worldwide Japan introduces the Dell Streak hybrid smartphone/tablet via this flash mob-esque TV spot. Though it has all the makings of a real flash mob skit (middle of a shopping mall, onlookers: cue scene) and would have been pretty awesome if it was indeed authentic, it appears to be just a skit, but a pretty sweet one at that.

The Jabbawockeez-inspired actors put on a pretty good show which makes it memorable, generally a good thing in adverts plus, it’s Friday, you all could use a little eye candy. Hey, if the Philippine prisoner Thriller video can get over 45 million hits, it’s worth a good shot.

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