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Time Becomes the Latest to Move into Native Advertising with New 8-Person Team

2014 TIME 100 GalaNative advertising is a new toy/necessary tool print publications are using to supplement their revenue due, in large part, to the popularity of the Internet thing you’re using right now.

While publishers are monetizing their content with form and function, advertisers are looking to place their brands in areas that seem more natural … and profitable.

A few stalwarts of the publishing arena have been holding out, but we can now add another to the surrender list in the form of Time magazine.

Reports say Time Inc. CEO Joe Ripp will create a new eight-person team to specialize in developing those native ads. Although the mag announced its descision to tinker with the cover months ago, this new team is the kicker.

Ready to call your clients?

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Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now! 

Ogilvy & Mather NY Introduces PlantBottle for Coca-Cola

Plants Make Us Happy

Ogilvy & Mather New York have a new print campaign for Coca-Cola, emphasizing the global brand’s PlantBottle, “a fully recyclable PET plastic beverage bottle made partially from plants.”

Ogilvy & Mather’s campaign uses Coca-Cola’s iconic red and white color scheme and optical illusions to create intriguing images for the new bottle. The print ads all emphasize a way that plants make us happy, followed by the message that Coca-Cola’s PlantBottle is “Up to 30% made from plants” and “100% recyclable.” The designs are all sleek and minimalist, with similarly brief text. Check out an example of the print campaign above, and stick around for credits after the jump. Read more

MUH·TAY·ZIK | HOF·FER Shares ‘Design Necessities’ for YDesign Group

-46MUH·TAY·ZIK | HOF·FER brings function back to form in a new print campaign for YDesign Group’s consumer brands, YLighting and YLiving. Entitled “Design Necessities,” the campaign aims to take the often-intimidating world of modern design off its pedestal by emphasizing the basic, practical roles it serves in our lives.

The ads manage to be matter-of-fact and humorous in tone by pointing out the obvious. “People sit,” reads the ad for YLiving featuring a chair (above), with other ads in the campaign following the same tone. It’s a no-nonsense approach that attempts to reach consumers bogged down with attempts at schtick and trendiness. The visual design of the ads is similarly simple and to the point, in a way that works to underscore the campaign’s message.

“As soon I saw the creative team’s ad ideas, they just felt right,” said John Matejczyk, co-founder and executive creative director at MUH·TAY·ZIK | HOF·FER. “Of course, we then had to go through the creative process of figuring out just why they felt so right. What it came down to is they capture the very essence of modern design, which is not about creating rarified, unreachable, untouchable heirlooms, but fully satisfying actual everyday needs. That’s why we called it ‘Design Necessities.’ We worked closely with YDesign Group to develop the ideas and keep them clean and simple, just like modern design should be.”

Stick around for a another image from the campaign, along with credits, after the jump. Read more

Grey SF, Norton ‘Boldly Go’ Over the Top

Grey San Francisco has created a new rebranding campaign for Norton that demonstrates a certain flair for the dramatic.

The anthem ad at the center of the campaign features lines like “The boldest gift has yet to be given,” “The boldest file has yet to be downloaded, without a second thought” and “The boldest life is out there.” At its conclusion, the spot advises, “Go boldly and you will find bliss.”

To us, this message translates as: “Go ahead and download that torrent; your antivirus software can handle it.”

Our protagonist–presumably so excited by Norton’s software that he can’t contain himself–proceeds to triumphantly rip off his own shirt. Maybe it was the confidence that came from knowing that his photo folders are safe…even if they’re not on the cloud.

Digital ads will appear on CBS News, CNN, Forbes and YouTube, with print ads planned for The Wall Street Journal and Forbes.

We’ve got credits after the jump. Read more

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

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

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

RPA, Brooke Shields Launch Urban Attitudes for La-Z-Boy

RPA is launching La-Z-Boy’s new Urban Attitudes collection, which is “geared toward a more urban demographic made to fit in those smaller, city apartments, without compromising style or breaking your wallet” with an integrated campaign starring spokeswoman Brooke Shields.

Part of the larger “Live Life Comfortably” brand campaign, the Urban Attitudes launch is centered around two broadcast spots: “Photo Shoot” and “Movie Set.” The prior rolled out on Monday, featuring Shields in a fancy dress lounging on the new Urban Attitudes couch as over-the-top glamorous elements are gradually stripped away from the set. Obviously, (perhaps too obviously) this demonstrates the new collection’s attainability and reasonable price while implying that it is still sophisticated. The two 30-second broadcast spots will run on network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT, while the campaign also includes print ads running in Martha Stewart Living, Real Simple, Traditional Home and other publications.

“Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand. RPA’s campaign showcases the collection’s eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable,” said Doug Collier, chief marketing officer at La-Z-Boy.

“We created a twist on the overall ‘Live Life Comfortably’ campaign by reinforcing the message that modern sophistication and style doesn’t have to mean pricey, unlike other high-end, designer furniture,” said RPA chief creative officer and EVP Joe Baratelli. “Brooke continues to deliver that down-to-earth, relatable persona while amplifying her role as a star to convey the elegance of the new collection.” 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

RPA Shows off Mandalay Bay with ‘Resortist’ Extension

Mandalay1

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.”

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