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Marriott Partners with Braden Summers for ‘#LoveTravels’


Today, Marriott International announced “#LoveTravels,” a collaboration between Marriott Creative Agency and photographer Braden Summers featuring LGBT celebrities like Brooklyn Nets center Jason Collins and fashion model Geena Rocero.

“#LoveTravels” is part of Marriott’s new LGBT social media and marketing campaign and seeks to “share exclusive and powerful images celebrating inclusion.” The images featured in the campaign will be displayed as building wraps at five hotels in Washington, D.C., a series of print ads in LGBT media, an online portrait gallery and display ads in cities throughout the U.S., and a social initiative encourages guests to share their own experiences using the hashtag #LoveTravels. Campaign content will be hosted at marriottlovetravels.com.

“Braden’s work so beautifully illustrates the inclusiveness and equality that we embrace,” said Kristine Friend, senior director, segment marketing. “We are committed to ensuring that all of our guests feel comfortable at all of our hotels and are proud to stay with Marriott.  #LoveTravels is a universal theme we believe is shared by all cultures and communities and truly represents our company’s philosophy and values. We also want to encourage our guests and travelers around the world to share their own journey and story through #LoveTravels @MarriottIntl.”

You can check out behind-the-scenes footage from the campaign’s photo shoots above.

Ogilvy Japan Turns Sleeping Drunks into Billboards

In Japan, hard work and a low alcohol tolerance mean that at the end of the week countless people literally drink until they drop and fall asleep on the street. In Tokyo, for instance, the sight of drunks sleeping in the street on a Friday night is considered normal. To help curb this phenomenon, bar chain Yaocho got together with Ogilvy Japan to turn sleeping drunks into human billboards.

In an effort to shame people into more responsible drinking habits, Ogilvy Japan found sleeping drunks and outlined their bodies in white tape, with the message, “#Nomisugi,” which translates roughly to “Too drunk.” Passers-by around Japan have been sharing the impromptu outdoor ads on Instagram and Twitter. Whether or not the stunt was staged, it certainly has made its presence known, and most likely influenced a few bar-goers into taking it a little easy. Stick around for credits after the jump. Read more

M&C Saatchi LA Taps ‘Tiger Power’ for San Diego Zoo Safari Park


Yesterday M&C Saatchi LA launched a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit, opening to the public on May 24, 2014. The multimedia campaign consists of TV, print, digital, outdoor and transit, targeting the Southern California region.

All three of the TV spots in the campaign feature kids visiting the new Tiger Trail at the San Diego Zoo Safari Park and meeting a real Sumatran Tiger face to face, allowing them to tap into their own “tiger power,” which they put to unexpected use. In “Guitar Star” featured above, for example, a tween boy (with a somewhat disturbing mustache) continues rocking out at full volume even after his father pulls the plug on his amp.

“Tigers have an almost mythological connotation for their power and mystique. We wanted to show kids tapping into that to develop their confidence, their own tiger power, explained James Bray, creative director at M&C Saatchi LA.

“With the debut of this new exhibit, our guests will have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers, and at the same time learn of the threats to this critically endangered species,” said Ted Molter, Chief Marketing Officer for San Diego Zoo Global.  “This campaign playfully asks our guests to identify with the confidence and power of tigers in the hopes that it will build greater appreciation for one of nature’s top predators.”

Stick around for “Monster Truck” and “Fireman,” along with credits, after the jump. Read more

McCann Creates ‘Fair Play Machines’ for Coca-Cola, Milan Rivals

McCann Worldgroup Milan created “Fair Play Machines” for Coca-Cola, bringing together rival fans at the San Siro Stadium in Milan.

Internazionale di Milano and A.C. Milan have a fierce rivalry dating back decades, which often leaves neighbors, friends, and even family enemies when the two teams meet. So, as part of Coca-Cola’s ongoing “#ShareTheGood” campaign, in the moments leading up to kickoff at an important Internazionale di Milano versus A.C. Milan match at a very divided San Siro Stadium in Milan, McCann Worldgroup installed two vending machines in the stadium, one on each side of arena. The catch: fans couldn’t get a Coke for themselves, only for fans of the rival team. Pressing a button on one of the machines, connected to the other via video and audio, sent a Coke down a chute and delivered it to a rival fan. In under an hour, both machines were emptied, bringing rival fans closer together and supporting fair play.

“Coca-Cola reminds us that even in the face of seeming differences, happiness can be found through simple moments of human connection,” explains Claudia Navarro, director, integrated marketing communications, central & southern Europe. Check out the video above to see the campaign in action, and stick around for credits after the jump. Read more

W+K NY Sparks World Cup Convo for ESPN

Wieden + Kennedy New York’s latest World Cup spot is a welcome departure from their previous World Cup work, foregoing focusing directly on the on-field action in lieu of the conversations and connections among fans sparked by the World Cup, leading into the “Every Four Years” tagline.

The new 30-second spot, called “Global Issues,” follows a linear conversation between soccer fans from diverse backgrounds. “Global Issues” stars real soccer enthusiasts — including a German butcher, an Italian barber, and a cab driver from the Ivory Coast, who support a vast array of teams, but all reside in the U.S. It’s a clever direction, executed well thanks largely to the precision editing, from editorial company Final Cut, necessary to pull off such an approach, and illustrates the excitement leading up to the World Cup well.

Wieden + Kennedy New York also debuted eight of its 32 original World Cup posters for ESPN, designed by Brazilian artist and graphic designer Cristiano Siqueira. Each features a likeness of key players and stories from the featured country competing in the 2014 FIFA World Cup. Stick around after the jump for a look at several of these posters, as well as campaign credits. Read more

FCB Mayo, UTEC Create Air-Purifying Billboard

Last year FCB Mayo (then Mayo Draftcb Peru) teamed up with The University of Engineering and Technology (UTEC) in Lima, Peru, to create the world’s first water-generating billboard in the desert city. The innovative campaign generated a lot of buzz, and a lot of attention for UTEC. This year, FCB Mayo teamed up with UTEC again to create an air-purifying billboard, an answer to the construction boom in Peru.

The billboard, located at a construction site in Barranco, Peru, contains an air-purifying system, developed with Peruvian technology, capable of cleaning large volumes of air by removing dust, metal and stone particles that inevitably escape into the air during construction. The billboard cleans air to a level that is “apt for human respiration, according to international and national air quality standards,” with the cleaner air impacting within a file mile radius of the site, benefiting residents of the area as well as construction workers. Operating “by means of thermodynamic processes that occur in nature, such as pressure, vaccuum and decreasing temperature,” the machine is highly efficient, with energy consumption of 2.5Kw per hour.

“This billboard seeks to spark young people’s interest in engineering, said Jessica Rúas, director of promotion at UTEC. “It is closely aligned with the university’s mission of educating creative engineers who are sensitive to social needs and have extensive scientific knowledge that enables them to become researchers and find solutions to society’s problems.”

“Putting our own ingenuity into action gives us great satisfaction, because in addition to the creative challenge it presents, it enables us to raise awareness, inspire and innovate in our work as advertising professionals,” added Juan Donalisio, creative director at FCB Mayo. “UTEC is a client that constantly challenges us, because its approach is not traditional. The university represents change. Therefore, its advertising does as well, and that makes us think about what is nearly impossible to do, in order to do it.”

See the case study video above to learn more about the campaign, and stick around for credits after the jump. Read more

Doner Takes on Youth Homelessness for Bellefaire JCB

Today Doner launched an integrated campaign on behalf of Bellefaire JCB, “an innovative organization that provides exceptional care, education, and advocacy to enhance the emotional, physical and intellectual well-being of children, young adults and families” to raise youth homelessness awareness.

The centerpiece of that campaign is “Take A Closer Look,” a series of faceless figures set up across Greater Cleveland, each wearing a sweatshirt describing the reason for their homelessness as a way to communicate the message that homelessness is not a choice, and that young people are driven to homelessness by forces beyond their control. For example, one of the shirts reads “My dad kicked me out of the house because I’m gay,” while another says “My mother’s boyfriend hurts me.” A sticker on the floor in front of each figure further describes the situation and offers ways to help. The campaign also includes TV and radio PSAs, social media and print components. Stick around for credits after the jump. Read more

Lowe Roche Creates Installation for The Missing Children’s Network

At an event hosted at The Beverley Hotel in downtown Toronto earlier this month, Lowe Roche created an installation piece honoring lost children using more than 1,000 Missing Kids Stamps. The installation featured stamps of Mélina Martin (missing, 2005), Maisy Odjick (missing, 2008), Tommy Clement-Pepin (missing, 2006), and Karar Al-Meiky (missing, 2006). As participants and passers-by took these stamps, the installation revealed a large portrait of Cédrika Provencher — “a solemn tribute, as well as a reminder of the greater impact that a single stamp will have.” Lowe Roche also designed the accompanying website and activation pieces for The Missing Children’s Network.

“Hope With Every Letter” was launched last year as a grassroots movement to put the faces of missing children on postage stamps, in an attempt to “drive action on behalf of the children who go missing in Canada each year.” At the Missing Kids Stamps website, “stamp personalization technology is seamlessly integrated to let Canadians create individual postage stamps featuring missing children” in the hopes that they will find their way into the hands of someone who recognizes a missing child. The project has been gaining attention, as it was recently nominated as a “People’s Voice” finalist in the 2014 Webby Awards. More importantly, the initiative has met with some success, with two children reunited with their families thanks in part to their efforts. The Missing Children’s Network used the installation as a way to launch year two of their “Hope With Every Letter” initiative, and were quite pleased with Lowe Roche’s work.

“The concept really is ingenious, and inline with our mission. We’ve made a commitment to the families that we work with to use every channel available to us to help them find their loved ones,” said Pina Arcamone, director general of The Missing Children’s Network. “The postage stamp is so universal, and passes through so many hands each day – it offers a way of paying homage to these children so they will never be forgotten. We were surprised no one had thought to use them in this way before, but more than happy to be the first to innovate in this way.”

You can learn more about the initiative in the video above, or by heading to the Missing Kids Stamps website. Stick around for credits after the jump. Read more

RPA Shows off Mandalay Bay with ‘Resortist’ Extension

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RPA has a new print and outdoor campaign for Mandalay Bay, extending their “Resortist” campaign.

The campaign strategy “is to further differentiate the resort by injecting the advertising executions with new electricity in a welcoming way befitting of a 120-acre resort.”

Read more

Victors & Spoils Goes Traditional with New Work for Bank Midwest

Victors & Spoils eschews crowdsourcing or digital aspects for their new campaign for Bank Midwest.

Centered around a few television spots,  the campaign emphasizes the human side of Bank Midwest.  The above spot “Listening” focuses on a bank worker on the phone with a client, saying things like “okay” and “uh-huh” before the word “Listening” comes on the screen, accompanied by triumphant music. It’s meant to show that in today’s environment, an actual human listening to you at a bank seems revolutionary. Clearly, this campaign is targeted at an older audience than Victors & Spoils typical work, which explains the more traditional approach. The spots “Knowing Your Name” and “Answering The Phone” follow a similar approach. The campaign, which started running in Colorado and Kansas this week, also includes billboards with simple messages, such as “Listening!” and “Mortgage Experts Who Listen.”

“In a time when so many businesses have stopped focusing on consumers, it’s really exciting that we get to help celebrate the fact that our client, NBH Bank, N.A., still treats people like people. This makes for some pretty revolutionary work,” explained Victor & Spoils Creative Director Chris Cima.

For a campaign described as “revolutionary,” though, the strategy sure calls to mind Tierney’s work for TD Bank in their “Human Truths” and “Bank Human” campaigns. Stick around for “Knowing Your Name” and “Answering The Phone” after the jump. Read more

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