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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

M&C Saatchi Stockholm Launch ‘Stockholm Is Your Canvas’ for Stockholm Art Week

Stockholm Is Your CanvasM&C Saatchi Stockholm has launched “Stockholm Is Your Canvas,” an initiative for Stockholm Art Week allowing visitors to canvas.stockholmartweek.com to submit their art and have it displayed on a digital billboard in Stureplan, Stockholm (if they’re a Swedish resident).

Visitors to the site simply upload their picture or video, select a 30 second time slot during the festival — which began April 1st and runs until April 6th — and their art will be displayed on the impressive digital billboard passed by over 450,000 people a day. My first impression was that this was open to any online visitors, but it is in fact limited to those with Swedish cell numbers. If you’re interested (and have a Swedish cell number) all you need to do is visit the site, provide your name, title of your art, city and said Swedish cell number, pick a desired time and submit your work in a 16:9 aspect ratio, with a maximum file size of 50 MB. This is a pretty cool way to get people involved with Stockholm Art Week, even if it’s kind of a shame that visitors to the country (or those who would get a thrill from their art being displayed on the billboard even if they can’t see it) can’t submit.

Update: We received the following note from M&C Saatchi: “The campaign is really for all people on the planet. Not only good looking Swedes. :) We have removed the confusion with phone number now.”

DDB New Zealand to Bring Down King Joffrey for SKY TV

Bring Down The KingTo stoke viewers’ (already feverish) anticipation for season 4 of international hit Game of Thrones, DDB New Zealand has crafted a unique social media/experiential event for SKY Television’s premium entertainment channel SoHo, entitled “Bring Down The King.”

With help from production company Finch, DDB has erected a seven meter statue of the show’s much hated King Joffrey in Aotea Square, one of the largest public squares in Auckland. A rope is positioned around the statue’s neck, attached to a winch, and fans are challenged to topple the statue using the hashtag #bringdowntheking on Twitter. For every tweet using the hashtag, the statue will be one step closer to toppling, but it will take one million such tweets to bring down Joffrey.

Game of Thrones is a worldwide phenomenon and King Joffrey is quite possibly the most hated fictional television character of all time,” explained SKY’s director of programming, Travis Dunbar. “It’s exciting to give fans an opportunity they are dying for; to assist in the demise of the King of the Iron Throne.”

DDB executive creative director Shane Bradnick was equally enthused, saying, “It’s great to be working with clients that want to create ideas that bring the fictional, digital and real worlds together. Let’s bring the bastard down!”

You can keep up with the campaign at bringdowntheking.com. Stick around for credits after the jump. Read more

Kim Dempster, Ntropic Document Staged Human Auctions for Freedom For All

Around two weeks ago, we covered Freedom For All‘s “Stop the Nightmare” campaign featuring a series of surreal videos directed by Blank Productions’ Kim Dempster in collaboration with creative colleagues and without the aid of an agency. Now Freedom For All has extended their campaign to raise awareness of human trafficking with video footage from a staging of three human auctions held on Wall Street, Times Square and Washington Square Park on March 5th.

The auctions were written and directed by Kim Dempster, who considers the campaign “the most important project [she's] ever worked on,” with editing by Ntropic, led by creative director Steve Zourntos. Dempster’s 3:15 video of the auctions provides a powerful look into the PSA stunt, including the outrage and disbelief it engendered in onlookers. The nature of the staged auctions was not revealed until the auction was completed, and clearly many in the audience believed it to be real. Freedom For All succeeded then at shocking people into the realization of a problem many don’t realize exists.

“I was excited to be part of this powerful project,” said Zourntos. “I found myself in this surreal and disturbing world that is a terrifying reality for over 27 million people. It was a project that put us through an emotional roller coaster of disbelief, shock, sorrow and outrage. We were honored just to be part of it.”

Stick around for credits after the jump. Read more

Neighbor Agency Showcases New CD with ‘Slow and Steady Wins the Taste’


Full-service integrated marketing agency Neighbor Agency recently launched a campaign for Tillamook’s new line of Greek yogurt, Farmstyle Greek, which was led by the agency’s new creative director, Jodi Pierce, who began work with Neighbor Agency late last year.

The campaign, entitled “Slow and Steady Wins the Taste,” is “a digital-centric campaign that also includes out-of-home billboards, radio and experiential engagement through a sampling tour.” But Neighbor’s involvement began long before that, with the agency collaborating on “product development, ingredients, flavor profiles all the way to creative conception and execution of the campaign.”

Video vignettes introduce viewers to Tillamook’s Farmstyle Greek yogurt by showing simple recipes, rooted in the brand’s “slow and steady” philosophy, that complement the yogurt, like homemade granola and blueberry jam. It’s an interesting approach, one that emphasizes Tillamook as a lifestyle brand while providing viewers with information to better enjoy the product.

“We’re proud to debut the work that our creative team, and new Creative Director developed for Tillamook’s Farmstyle Greek Yogurt,” said Chad Seymour, CEO of Neighbor Agency. “The hire of Jodi is one that we took very seriously, and didn’t fill the position until we found the perfect fit for our agency, and our clients.”

For more information on the campaign, head to the brand’s Farmstyle Greek website.

Mr. President Brings Bacardi Bat to Life with ‘Bat Beats’

In case you missed it, newly formed creative agency Mr. President treated SXSW attendees to the creation of a live music track using the movements of 100,000 bats at Austin’s “Bat Mecca,” Congress Bridge, a means of bringing the brand’s iconic bat logo to life.

The track was created by “using a bespoke software app, which allows the user to interact with a series of composed sounds triggered by the bats movements. Capture of the bats movement was then “streamed into a digital grid, with each square triggering and affecting specific sounds, beats, pitches and tempos.” The software was designed by Immsersive represented by Partizan, one of the companies responsible for the opening and closing ceremonies at the 2014 Sochi Winter Olympics (the Paralympics closing ceremony was arguably the real grand finale). Music producer Craig Richards will release a remix of the track some time next month.

“Defying convention and expectation is part of the Bacardi rum DNA and continues to be today. The Bat Beats music experience is just that – a demonstration of the brand values that still alive and strong today,” says Kofi Amoo-Gottfried, Bacardi rum global communications director.

Stick around after the jump to hear the Bacardi “Bat Beats” track, along with credits. Read more

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