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Brands

Team One Launches Digital Souvenir App for JW Marriott

Team One has launched a new digital scrapbooking app for JW Marriott called CUR8.

CUR8 is described as “an experience-oriented app that allows guests to share their favorite travel moments through digital videos on their social media networks.” Simply download the app at the Apple store, upload photos and videos, choose a few of JW Marriott’s property images and the app will automatically create a sharable digital video of your vacation. Users of the app also have the option of customizing their videos with music and added text and can then share the video on social media networks using the hashtag #CUR8byJWM. CUR8 is currently available free of charge at 65 locations. Check out the video above to learn more and stick around for credits after the jump. Read more

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Y&R New York Get Patriotic for Ball Park

Where’s the ball park? That’s one question that comes to mind after viewing Y&R New York’s patriotic spot for Ball Park’s new premium hot dog, Park’s Finest, the latest iteration of the “So American You Can Taste It” campaign. The other being: “Hey guys, are you sure you want to celebrate the invention of the cotton gin? It did kind of lead to the expansion of slavery in the Antebellum South.”

The goofy, 30-second spot, called “Greatest Invention Ever,” sees a man holding an eagle positing that Ball Park’s Park’s Finest are America’s greatest invention, much to the chagrin of Eli Whitney and Benjamin Franklin. Its ridiculous brand of humor seems somewhat studied, and mostly fails to hit the mark. The spot ends with a group of guys grilling up the new premium dogs, and, in a nice touch, the smoke forms a map of the United States. That there isn’t a ball park at any point in the spot feels like a miss though, as it’s a clear association with the brand. (And, hey, ties right in with the whole “greatest American invention” thing.)

The new Park’s Finest ads will air across broadcast and cable networks, as well as on Pandora radio, beginning this week. The larger “So American You Can Taste It” campaign also includes digital, social, shopper marketing and PR elements. Stick around for credits after the jump. Read more

W+K, Maxwell House Shoot for Good, Not Great

In a world with Starbucks at every corner and small, fancy artisinal coffee shops sprouting up everywhere, it would be counterproductive for an instant coffee brand to try to compete. So W+K starts a different conversation for Maxwell House, asking, “Whatever happened to good?”

The new “Say Good Morning to a Good Day” campaign features a series of broadcast and web spots centering around an affable, middle-aged everyman (everydad?) who laments that with all the attention on phrases like “Awesome,” “Amazing,” and “That’s epic, bro!” people have forgotten about “good.” In the 30-second spot, he goes on to explain that good is “Swinging to get on base” or “choosing not to overshoot the moon, but instead to land right on it.” This all makes “good” seem pretty appealing, with the spot ending with the resurrected “Good to the Last Drop” tagline.

While some may question the choice of admitting your product isn’t “amazing,” the strategy makes sense for Maxwell House, whose coffee is, at best, “good enough,” and whose best bet is to convince the older generation that all the fuss over fancy coffee just isn’t worth it. W+K pull off the execution really well, making the “good” approach about as persuasive as it can be. Credits after the jump. Read more

Amsterdam Worldwide Launches New Global Brand Platform for Warsteiner

Last year, Amsterdam Worldwide was tapped to lead the Warsteiner Beer business, and their work with the brand can now be seen in their recent global brand platform, intended to “refresh the brand in its existing markets, and firmly establish it in emerging markets.”

The campaign, which kicked off in Germany on the 10th and will roll out gradually in over 60 markets worldwide, features television, print, and “high levels of digital media activity across the board.” Amsterdam Worldwide clearly wants to target the young and the young at heart (such as the 45 year-old skateboarder in the “Do It Right” television spot featured above), as evidenced by the online documentaries meant to supplement the television campaign which include profiles of a skydiver and a graffiti artist.

“Traditional beer advertising is cluttered with a lot of clichés and not particularly inspiring insights – we had a chance with Warsteiner to break away from that mould and celebrate a brand culture that lives and breathes an intense commitment to creating a truly premium beer,” explains Amsterdam Worldwide’ s Strategic Director, Uli Kurtenbach. “It was a natural step to inspire Warsteiner’s consumers to take on their own lives with the same enthusiasm.”

Stick around for credits and a profile of “Freefly Rob” after the jump. Read more

Here’s a Quick Horror Primer from the Folks at FEARnet

Having watched a couple of horror films on the cable channel FEARnet (currently on FiOS at least) over the weekend, figured why the hell not ride the blood-soaked waves and mention this little promo from the network, which to be honest offers a great slate of old-school, cult and slasher films mixed with a total bevy of garbage. Still, us horror fans can’t play choosers in this and so we support whatever medium the genre gets exposed. Above is a brief promo as part of a new TV image campaign for FEARnet from L.A.-based Stun Creative’s graphics/animation division, Buster, which tries to offer a quick manual on the do’s and dont’s of horror films. Think Jamie Kennedy‘s character Randy in the first couple of Scream films and there you have it. Don’t worry, as long as idiots still won’t listen, the genre will be very much alive and kicking. Credits after the jump.

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Digital Kitchen Satirizes Gamer Marketing, Gets Gross for Cards Against Humanity

Digital Kitchen worked with Cards Against Humanity, “the party game for horrible people,” to satirize gamer marketing at the Pax East conference in Boston. The resulting 30 second video is absolutely disgusting.

Digital Kitchen and Cards Against Humanity launched a fake, caffeinated oatmeal called “PWNmeal,”which they dubbed, “The official porridge of e-sports.” The project was meant to satirize the onslaught of marketing targeting gamers are targeted with at conventions, from caffeinated gum to beef jerky (which don’t combine so well). In addition to the above video created by Digital Kitchen, Cards Against Humanity also put together an @pwnmeal Twitter account and pwnmeal.com to make the product seem legit. Gross enough just as an idea, the 30 second video takes things to the next, breakfast evacuating level. Proceed with caution.

W+K Amsterdam Debuts ‘There’s Power in Every Game’ for Powerade

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. Read more

Kid Takes Netflix to Junior Prom

Back in January, high school student Muthana Sweis tweeted to Netflix, “Hey @netflix, if this gets 1,000 retweets will you go to my junior prom with me?” One day later, he already had 1,000 retweets and Netflix said yes.

This of course begs the quetion, “How does Netflix take someone to prom?” The agency involved isn’t allowed to claim credit for the stunt, but they came up with a pretty clever answer. Netflix gave Sweis a series of three choices to make: suit, ride and driver — all, of course, coming from movie and TV references. Sweis went with James Bond’s suit from Skyfall (good choice), the 55 Buick from Grease (dude, you could have had the Breaking Bad Winnebago, what were you thinking!?), and Danny from Grease for the driver (apparently the guy really likes Grease). To see how it panned out on prom night, check out the video above. It seems like Sweis had a very memorable prom experience.

ESPN Stoke World Cup Excitement, National Pride with ‘I Believe’

ESPN has  just unveiled their latest FIFA World Cup 2014 spot, raising excitement for the event with just about 2 months left until it kicks off in Brazil on June 12th.

Entitled “I Believe,” the 60-second spot attempts to pump up Americans for the event, which has gained popularity nationally in recent years. Shots of Team USA in action and crowd footage are accompanied by a chant of “I believe that we can win.” Given the odds against the American squad, “I believe that we can make it past group stage” seems a bit more realistic.

Update: We’re told that, despite their normal involvement with ESPN, W+K did not have anything to do with the above spot.

Roy Choi, Michael Voltaggio, Nguyen Tran Hack Oreos for 360i

360i tapped L.A. celebrity chefs Roy Choi, Michael Voltaggio and Nguyen Tran (of Starry Kitchen) for a new campaign for Oreos.

Created in collaboration with production company Decon and directed by Claire Cottrell, the series features “Oreo hacks,” with the chefs repurposing the sandwich cookies in inventive, delicious ways. Choi, who you may remember was recently featured in a Google Glass spot, crumbles Oreos into a chicken tender crust that seems like a delicious late night snack. Voltaggio, meanwhile, transforms the cookies into dessert tortillas, accompanied by a shandy created with Lemon Oreo creme. Chan comes up with an “impulse hack” based on other items found in a convenience store, combining Oreos with pound cake, cherry soda and salted peanuts to make a kind of bread pudding. Before introducing their recipes, each chef waxes nostalgic on eating Oreos growing up and shares their different methods of consumption (Voltaggio is an Oreo puller, while Choi is more of a traditionalist). It’s a fun campaign, and should help shed a different light on the brand — especially since the videos point viewers to Oreo’s Tumblr, where they can get the recipes for the Oreo hacks. Stick around for Voltaggio and Tran’s Oreo hacks and full credits after the jump. Read more

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