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john st. Reimagines Back-To-School for Future Shop

john st. takes a different approach to back-to-school for Future Shop, reminding students, “You’re not shopping for back-to-school, you’re shopping for your future.”

The broadcast and online pre-roll campaign features students depicted in their future careers as an astronaut, marine biologist and robotics engineer, decked out in the latest tech from Future Shop. john st.’s campaign also includes “out-of-home transit shelters, digital interactive video, rich online display and Future Shop in-store signage.” The agency also tapped professional futurist Trevor Haldenby, “to help provide a glimpse for students into the potential future and careers they will eventually step into.”

“We like how simply this idea re-frames the ‘Back-to-School’ time in a way that is really relevant and ownable to Future Shop,” explains john st. Executive Creative Director Angus Tucker. “The truth is that a lot of the tech they sell can have a dramatic impact on a  kid’s education and future, and ‘Future Shopping’ is a fun way to bring that out.” Stick around for credits after the jump. Read more

W+K NY Gets in on the Shark Action for Southern Comfort

The latest in W+K New York’s “Whatever’s Comfortable” campaign for Southern Comfort is a strange one.

Timed to coincide with Shark Week, the new spot, which is called “Shark,” opens on a woman sitting alone at a club tapping out the beat on her glass with her overly-long fingernails. As the camera zooms in it becomes clear that her nails are painted to resemble shark jaws. She then slowly stirs the drink with her fingernails before plunging down and stabbing the maraschino cherry, which lets out a red, blood-like ooze. Strange stuff, for sure, but also one of the more compelling spots in the campaign and a well-timed release. Stick around for credits after the jump. Read more

The Martin Agency Brings Fenway Home for Benjamin Moore

Even if you hate the Red Sox (as an Orioles fan,I naturally fall into this category), you have to admit that Boston has one hell of a ballpark. Perhaps the most iconic aspect of Fenway is the huge wall in left field known as the Green Monster, which Benjamin Moore imbues with its distinct hue. The Martin Agency is letting fans know that Benjamin Moore is now letting fans take the color home, as part of “The Fenway Collection” in a new campaign.

In a 30-second spot, The Martin Agency shows fans turn a living room wall, fire hydrant, satellite dish, garage door and a playground into their own version of the baseball landmark. Set to the tune of “Dirty Water” by The Standells, the spot lets the color speak for itself, eschewing any dialogue to show the paint used in a variety of inventive ways. As part of the campaign, Benjamin Moore will also be using the paint collection to renovate youth baseball fields. The Martin Agency helped document this in “Bring the Green Monster to Local Fields,” which we’ve included, along with credits, after the jump. Read more

Argonaut Celebrates Jamaica for Appleton

Argonaut created a new campaign for Appleton Rum, entitled “From Jamaica With Love,” launched to coincide with Jamaican Independence Day on August 6th.

The spots celebrate Jamaican culture, as well as Appleton’s Estate Aged Rum, branded as “100 percent Jamaican.” Argonaut’s campaign marks the first by the agency since becoming the brand’s agency of record. In order to capture the authenticity of the brand, the San Francisco-based agency sent a team to Appleton’s distillery in Jamaica’s Nassau Valley to witness the production process first-hand.

“In order to be successful with this campaign, we made it a priority to send a team to Jamaica to experience first-hand the splendor of Appleton Estate and the Nassau Valley to capture the authenticity of Appleton Estate Jamaica Rum,” explains Jordan Warren, president, Argonaut. “As a result, the ‘From Jamaica With Love’ campaign gives a glimpse into the people, the beautiful Estate and the unique methods that create the only premium rum from Jamaica.”

The “From Jamaica With Love” video (featured above), in addition to the two-minute “From Cane to Cup” are part of a digital initiative created in partnership with Sharethrough. The campaign also features print and out-of-home initiatives targeting markets such as Austin, Texas; Atlanta, Miami; Portland, Oregon and Columbus, Ohio. Stick around for “From Cane to Cup” following the break. Read more

M:United Takes on Apple for Surface Pro 3

M:United has a new campaign for Microsoft’s Surface Pro 3 which takes square aim at Apple’s MacBook Air.

Each of the three spots in the campaign focuses on comparing the Surface Pro 3 with its Apple-made competitor, in an attempt to prove the tablet/laptop’s superiority and sway potential customers to go with Microsoft. In “Crowded” (featured above) for example, an Apple fan is forced to carry around a laptop, tablet, pen and notepad, in order to compete with his boastful Surface Pro pal. “Head to Head” is a simple comparison of features and capabilities, highlighting the MacBook Air’s shortcomings (of course); while “Power” sees a smug Apple user changing his tune.

It’s a simple approach, as each add focuses on computer screens, with their users mostly out of sight. But the spots do offer some pretty persuasive arguments for the Surface Pro 3′s capabilities, probably enough to sway undecided consumers but not to change the allegiance of Apple loyalists. Stick around for credits and two more spots after the jump. Read more

Lowe Roche Goes Fearless for Canadian Cancer Society

Lowe Roche has launched a new interactive campaign for the Canadian Cancer Society called “The Fearless Challenge,” which attempts to raise money online by asking people (such as the actors involved with the campaign) to face their worst fears for a certain price to be donated to the Canadian Cancer Society. If the goal is met, individuals honor their pledge by facing their fear head-on.

“The Canadian Cancer Society is committed to creating a world where no Canadian fears cancer, but we are not there yet,” explains Mike Kirkpatrick, director, marketing for the Cancer Society in Ontario. “We know that more work needs to be done because a cancer diagnosis is still one of the scariest things a person can face.”

The campaign attempts to help raise funds to help those with cancer, based on the insight that a cancer diagnosis, despite progress with managing the disease, is still a very fearful proposition. So in addition to helping to raise funds, the campaign also attempts to help tackle that fear in cancer patients by showing people conquering their own greatest fears. Celebrity endorsers and participants in the campaign include actor Jason Priestley, sports commentator Jesse Palmer, Shannon and  Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac. But the campaign isn’t just relying on celebrity endorsements, it invites viewers to participate by filming their own video and making a pledge at FearlessChallenge.com. Stick around for credits and actor Jonathan Keltz‘s pledge after the jump. Read more

W+K NY Finds ‘Different Ways In’ for ESPN

W+K New York has a new campaign for ESPN, promoting the network’s coverage of college football and stoking fans’ excitement for the first year of the college football playoffs.

The campaign, entitled “Who’s In?” will run from the start of the season until a National Champion is crowned in January. “Different Ways In” (featured above), the campaign’s debut spot, launches today across ESPN’s networks and digital properties. Narrated by Burt Reynolds, the 60-second spot manages to cram in references to 20 different schools, as well as cameos from Jerry Jones, Jimmy Kimmel, Urban Meyer, Les Miles, Sam Bradford and JJ Watt. That’s not a bad way to stoke excitement from fans of different schools for the FBS College Football Season on ESPN, which begins Wednesday, August 27. Stick around for credits after the jump. Read more

MDC Partner Network Names Lori Senecal President, CEO

055dfaeMDC Partner Network has named Lori Senecal as president and chief executive officer, Adweek reports. Senecal arrives at MDC from Kirshenbaum Bond Senecal + Partners (kbs+), where Ed Brojerdi will inherit her role as chief executive officer. Senecal will begin the position in September, working closely with MDC Partner Network CFO/COO Andre Costereporting and reporting directly to MDC CEO Miles Nadal.

In the position, a new role for the division, launched last year to house MDC agency operations and corporate strategic resources, Senecal will “provide strategic counsel to agencies, identifying resources to fuel growth and deepening the MDC agency model.” Senecal will also join the board of directors for the holding company.

Before joining kbs+ back in 2009, Senecal served as president of McCann Erickson New York, while working on global accounts such as Coca-Cola and Nestlé. Before that she served as global chief innovation officer at McCann Worldgroup and co-founded TAG Ideation at McCann Erickson.

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Leo Burnett Gets Imaginative for Rice Krispies

Leo Burnett London launched a new animated campaign for Rice Krispies inspired by children’s imaginations entitled “Imagine That.”

The campaign’s first spot, narrated by a boy named Toby Jones, imagines Rice Krispies co-existing with dinosaurs. Because the Rice Krispies are constantly trampled by the prehistoric beasts, they enlist a tyranosaurus rex to give them its scream. Armed with the warning yell, the Rice Krispies are now safe from being trampled. Now, since the dinosaurs have long since perished, they just snap, crackle and pop. It’s a cute approach, tapping into the distinct charm of children’s anything-goes sense of imagination and pairing it with some fun animation. The 30-second spot premieres on television today, and will make its cinema debut on Friday. Stick around for credits after the jump. Read more

GreenLight Taps Cam Newton for Under Armour

At the end of last month, we brought you news of Droga5′s campaign for Under Armour highlighting American Ballet Theatre soloist Misty Copeland. The latest from the brand, created by GreenLight Media and Marketing, tells the kind of story more expected from the brand, turning to Carolina Panthers quarterback Cam Newton for a new series entitled “Huddle Up.”

The first episode in the series begins with the Panthers’ disappointing end to the 2013 season. While the season is over, Newton has his work cut out for him in a busy offseason that sees him working towards a college degree, recovering from surgery, and helping the kids at his program. Over the course of around six minutes, viewers are given a well-rounded view of Newton’s life off the field as he prepares for training camp.

Under Armour vice president of creative Brian Boring told Fast Company that the goal of the series is to “create stories that inspire athletes,” adding, “The content series format gives us an opportunity to tell a deeper story through the voice of an athlete, specifically in this case, football players.” Read more

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