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Outdoor

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

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

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