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J. Walter Thompson

JWT Brazil Tries to Make Decaf Happen for Pilão

JWT Brazil has a new campaign attempting to make decaf seem like an enticing option for Pilão Decaf.

Now decaf coffee is a pretty hard sell, other than with those can’t have caffeine for health reasons, but JWT Brazil came up with an interesting angle. The campaign sets out to prove that decaf coffee, like regular coffee, can be a great working companion — even without the stimulative benefits of caffeine. So they show that great things can be achieved after some sleep by highlighting great breathroughs made after a good night’s sleep, inspired by dreams. In the animated spot above, for example, JWT Brazil tells the story of Dmitri Mendeleev, who got the idea for the period table of the elements in a dream. Unfortunately, the narrative being set to a lullaby only detracts from its impact. The print campaign is more effective, utilizing surreal, dream-like imagery in telling the story of other important ideas inspired by dreams. Stick around after the jump for an example of the print campaign, along with credits. Read more

JWT Brazil Creates ‘The Bible of Barbecue’ for Tramontina

JWT Brazil created an interactive cookbook entitled The Bible of Barbecue for leading Brazilian cookware line Tramontina.

Pages of the book can actually be utilized to create authentic Brazilian barbecue. One page, for example, breaks apart into charcoal to start the fire, while another can be used to sharpen your knife. There’s also a cutting board, salt to season the meat, an apron, tin foil, and even a serving dish. It’s a fun idea, which JWT describes as “a sensory fusion of tactile experience, visual design, and most importantly a tribute to the brilliant flavors that result from expert cooking.”

The Bible of Barbecue has been shared with master barbecue chefs in Brazil, and a version will soon be available in select bookstores. Check out the case study video above to learn more, and stick around for credits after the jump. Read more

JWT Atlanta Unveils Natural Gas Motor Oil for Pennzoil

Today, JWT Atlanta is launching a new campaign for Pennzoil, introducing the brand’s “first-of-its-kind motor oil made from natural gas, Pennzoil Platinum with PurePlus Technology – the first true innovation in the category in over 35 years.”

JWT Atlanta wanted to parallel the innovation of Pennzoil’s new product, so they created a “first-of-its-kind TV commercial shot on gaseous vapor clouds.” Due to the technical difficulty of pulling off such a stunt, the project took almost a year to complete. Entitled, “Complete Protection,” the 30-second spot features a Maserati driving through “a series of 3D animations projected onto moving gaseous vapor clouds,” which produces an other-worldly effect. To accomplish this, JWT teamed up with MPC NY, Skunk LA and director Raf Wathion. Among the technical challenges associated with the creation of “Complete Protection” were “synchronizing naturally forming elements and choreographing a live performance of a moving automobile, an uncontrollable vapor cloud and projected animation, all in-camera, all in a certain window of time, in a pitch black environment,” with the projections the only light source for the shoot. The spot is part of a larger, integrated campaign which roll out over the course of the year with the tagline “Motor Oil Reimagined.” Stay tuned for a behind-the-scenes video and credits after the jump. Read more

Ann Mack Leaves JWT for ‘Facebook’ Startup (Memo Included)

ann mackToday we received confirmation that Ann Mack–a former Adweek reporter who worked with JWT for the past ten years, most recently as Director of Trendspotting–will leave the agency for a position on the Facebook team.

Here’s the memo from chairman/CEO Bob Jeffrey on her West Coast relocation:

I have some bittersweet news to share.

After a very successful 10-year run at JWT, Ann Mack will be leaving us at the end of April. She is going west to Silicon Valley and joining Facebook to help build their market insights practice.

Read more

J. Walter Thompson Company Is Your New JWT

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The week’s biggest spoiler to date has nothing to do with “Game of Thrones” or “Mad Men.”

Martin Sorrell of WPP dropped an extremely premature bomb during an “executive breakfast” hosted by the Wall Street Journal: JWT will once again become the J. Walter Thompson Company as part of its 150th anniversary “rebranding.”

Read more

JWT Italia Crafts ‘Hexagon Huracan’ for Lamborghini

JWT Italia worked with director Antony Hoffman and BRW FILMLAND Milano to create “Hexagon Huracan,” designed to unveil the new Lamborghini Huracan at the Geneva Auto Show in Switzerland.

The cinematic 3:55 video follows a James Bond-like spy as he is awakened by a bolt of thunder and receives a transmission “tasking him to reach a target amidst a hurricane that rages in Hollywood blockbuster fashion.” The agent braves the storm in a new, bright orange Lamborghini Huracan. From here out, the video is, understandably, heavy on the auto-porn, showing the new Huracan pulling off all kinds of impressive maneuvers. When the agent finally reaches his mark he says, “It’s good, I made it.  Just next time, wake me up a little earlier,” followed by the “Instinctive Technology” tagline and Lamborghini logo.

“Hexagon Huracan” has impressively slick production, with Hollywood-style action — although there’s unsurprisingly not much to the story. The Huracan, of course, looks great performing all the stunts necessary for the video, which should certainly turn a few heads among the car nerd crowd. Stick around for credits after the jump. Read more

JWT Toronto Plugs Canadian Film Festival in Zombie-Themed Spot

JWT Toronto worked with director Jonathan Bensimon to create the above zombie-themed spot promoting the Canadian Film Festival, which runs from March 20-22.

The 2:49 effort follows the story of Antoine Zombé, a zombie actor who is an actual zombie and also happens to be Canadian (so he’s a polite zombie). “Canadian Zombie” traces Antoine’s career arc from his early days struggling with auditions — “More zombie, less polite Canadian,” one director tells him — to his success as a movie star (complete with zombie takes on popular hits, like “Raging Zombie,” “Eating Private Bryan,” and “I, Zombie.” It’s a fun, tongue-in-cheek approach to promoting the Canadian Film Festival, where “The films are great” and, like Antoine, “they just happen to be Canadian.” Stick around for credits after the jump. Read more

JWT Atlanta Makes Some Cuts

jwtlogoNo exact numbers have been divulged but sources familiar with the matter confirm that JWT’s Atlanta office has had to part ways with “a handful” of employees this week. From what we’ve been told by sources, the key reason for the cuts is sequestration, specifically the fact that most government accounts faced a reduction in allocated funding in 2014 due to the automatic slashing of budgets. JWT ATL has handled a couple of government accounts (U.S. Marine Corps, for one) and has felt the impact of the sequestration. If we find out more, we’ll keep you posted.

Razorfish Alum Bonn Joins JWT NY to Head Up Digital Creative

bonnjwtJWT New York has added another executive creative director to its flagship office following the hiring of Andy Carrigan and Jon Zast in December. Frederic Bonn, ECD at Razorfish NY, has joined in the same role at JWT NY and will oversee digital creative across the office, which has won new biz from Puma and Google as of late. Bonn spent well over four years in all at Razorfish, working on efforts for Mercedes-Benz, Uniqlo  and Citibank among other accounts. During his career, served as a creative director of the London and New York offices of what Euro RSCG 4D as well as Ogilvy Interactive, Paris.

His new boss, JWT North America CCO Jeff Benjamin says in a statement, ““Here we are in 2014 and it seems almost backwards to be hiring an ECD for digital. The reality is that digital simply moves too fast to expect everyone to have the expertise brands demand. It is hard to imagine, but the next 10 years will dwarf the innovation we’ve seen from the last. In this evolving world of real-time marketing, platforms, newsrooms, apps, social, invention and whatever happened today — you need digital leaders who can help brands and agencies stay ahead of the pace and places digital is pushing. Frederic brings a selfless talent and wisdom that is too rare in this industry, but necessary to succeed,”

 

JWT, MassMarket Make Using Tissues Seem Fashionable

MassMarket and JWT New York have partnered up with noted fashion designer Isaac Mizrahi to make blowing mucus into a tissue fashionable for Kleenex in the new spot “Do My Thing.”

The 30-second spot, directed by Grady Hall, highlights different women (there are only women in this ad, because men don’t use tissues — they just blow snot rockets) expressing their personal style with their Kleenex selection. The new designs follow the ladies, enveloping their surroundings in their patterns and colors. To achieve the effect, MassMarket “brought together an interesting mix of artists and techniques to smoothly unite the multiple shots for this project,” explains VFX supervisor Diego Vazquez. This included implementing “traditional 2D, stylistic motion graphics and dynamic 3D.” The team’s distinctive visual design really shines in the spot, succeeding at making Kleenex’s new styles seem appealing and inviting. Credits after the jump. Read more

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