In December, Saatchi & Saatchi Belgrade launched a provocative campaign called “Chronicles of Threats” for Serbian Commission for the Investigation of Murders of Journalists and Office of the OSCE’s Representative on Freedom of the Media.
The campaign featured a threatening letter in one of the country’s most widely circulated newspapers, with an accompanying video on the news outlet’s website, intended to shake public indifference to violence against journalists and rally “media outlets and journalists to document real and threatened acts of violence towards editorial staff, writers and photographers.”
“Chronicles of Threats” succeeded in getting the public’s attention. Thousands called the police in response to the threat, and soon it was featured on the news. When the stunt was revealed, it sparked debate about the kind of threats journalists receive daily. But the campaign also led to the reopening of three cases of murdered journalists, and in one case — Slavko Curuvija, “the most influential independent journalist reporting during the Milosevic regime,” who was murdered 15 years ago — to the arrest of the perpetrators of the crime.
Saatchi & Saatchi Belgrade’s executive creative director Veljko Golubovic commented: “I think the “Chronicles of Threats” campaign is a great example of true power of modern communications. Even one simple idea can move mountains and push the whole society forward. What was impossible yesterday is today’s reality. Our idea was initiation of the chain reaction that led to solving a murder case. And more than that it changed the way people feel and think about journalists.” Stick around for credits after the jump. Read more
Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.
Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.
At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section. Read more
If you own a car and live in Manhattan, you’ll have reason to celebrate this Monday, especially if you’re a fan of TNT’s Dallas reboot.
To celebrate the season 3 launch of Dallas, Grey New York is organizing a gas station takeover for TNT, with the mystery location being transformed to a Ewing Energies station with prices that will drastically undercut the competition (although 1978 prices may be a bit too much to hope for). The show’s star, Josh Henderson, will be on hand to cut the ribbon and announce the price.
Grey has launched the campaign with a video message from Henderson on the Dallas Facebook page. A multimedia campaign will lead up to the event on Monday, including “radio promotions, billboards, wrapped oil tankers,” more video messages from Henderson, and “a New York Times ad announcing the price cut.” The actual location of the Ewing Energies gas station will be kept secret until Monday, so a keep eye on this campaign, especially if you’re keen on getting some cheap gas after the weekend. This should be a fun way to launch the new season, and we’re guessing the slashed cost of gas at the station will draw quite the crowd and garner a lot of attention for the show.
“Producing a campaign for TNT that effectively showcases how the world’s most powerful fictional family, the Ewings, can blur the lines and wield enough power to change something in the real world is the type of work that Grey lives and breathes for,” says agency executive creative director, Lisa Topol. “Fans will just have to wait and see how generous the Ewings will be with the final price of gas.”
One thing is for sure, though, this guy is excited:
According to a new creative print campaign from ACW Grey Israel, the difference between a nerd and a hipster is quite small. In fact, add a Vespa and any nerd is instantly transformed into a hipster (even without relocating to Williamsburg).
The simple print ad campaign features two images, a nerd on the left (suspenders, glasses and rolled up pants for the guy; glasses and conservative dress for the girl), and the same photo with a Vespa superimposed in front of the given nerd on the right. Both images are clearly labeled, with the left image reading “Nerd” and the right reading “Hipster.” The campaign acknowledges the blurry boundaries between the two terms, but also assumes that nerds aspire to be hipsters, which I’m not convinced is the case, and that they will believe that the Vespa will make that metamorphosis a possibility, serving as some sort of Hipster Badge of Honor or something. At any rate, it’s a clear indication that Vespa is aware of their popularity with the hipster crowd and now attempting to capitalize on it. Of course, an ad campaign obviously directed toward hipsters is probably the quickest way to curb your appeal with the hipster crowd, so it’s kind of hard to tell who this campaign is going to impact. Young, aspiring hipsters? Aging nerds desperate to appear hip? Again, hard to tell. Stay tuned for credits and the second print ad after the jump. Read more
As far as titles go, Good [for goodness sake] Part II #evengooder is up there, and by up there, I’m not sure if I mean awesome or terrible. It’s definitely up there, though. All of this philanthropic goodness comes from The Glenn Group, specifically Diego Sabogal, a graphic designer and artist, who is creating original holiday cards that anyone can bid on, starting at $50, during a December 9 auction. All of the proceeds will be donated to feed hungry people in Nevada.
The Part II #evengooder campaign owes last year’s original Good [for goodness sake] some credit. The 2013 auction raised $1,000 in one day. This year, bidders will be able to target their sights on custom sets of holiday cards and prints, including Santa and Rudolph dressed in yellow Breaking Bad jumpsuits while cooking meth in the desert. For goodness sake, that’s good. You can do some early bidding on items here. Screengrab below:
Back in January, we shared Gideon Amichay‘s TEDx talk entitled “No, No, No, No, No, Yes” (see it again if you wish after the jump). Now, Adichay has an upcoming book based on the talk, with same title in tow.
Amichay’s book begins by talking about the new pair of Adidas sneakers his father refused him as a child, buying instead a cheaper, no-name brand. He identifies this moment as the beginning of his “endless will to move up and work hard.” He goes on to document the many rejection letters he received from the The New Yorker as a young aspiring cartoonist. For a period, Amichay would submit to The New Yorker every Wednesday, and receive a rejection letter every Friday. Gradually, the notes on the rejection letter became more positive, urging him to “Keep trying.” Eventually the cartoon editor kept one of Amichay’s sketches. Although it was later returned, the editor later held two sketches. One day, The New Yorker finally decided to buy one of Amichay’s sketches.
Amichay’s book is really about the importance of hearing “no,” something often forgotten in the era of instant gratification. “No” doesn’t have to be spirit-breaking, “No usually comes with a comma,” Amichay says. He makes a point of distinguishing between the automatic “no” that comes from fear of the unknown, the skeptics, those who would like to play it safe, and the constructive “no” that makes you reconsider an idea or take a new direction. He urges his readers to develop their personal relationship with the word. Amichay explores all the times you’ll hear “no” in advertising: from creative collaborators, from bosses, from clients. Behind the “no” schtick is a great look at Amichay’s career in advertising and some of the interesting campaigns he’s been involved with, from the beginning of his career at Grey Tel Aviv up until his 2010 resignation after spending nearly two decades as CCO/joint managing partner of Shalmor Avnon Amichay Y&R.
Not surprisingly, the conversational writing is accompanied by some of Amichay’s drawings. These drawings are perhaps the highlight of the book, as while Amichay’s easygoing, conversational writing style is commendable, sketching is his true talent. The book is a pleasant, easy read, and you could do a lot worse if looking for an inspirational text, especially one dealing with advertising. No, No, No, No, No, Yes will be released on Jan. 15, 2014 in hardcover format.
PJ Pereira, co-founder of agency Pereira & O’Dell, — whose work includes some recent, solid work for Skype, the purported “first social media film” and this classic stop motion Lego ad — has published the first book, The Book of Silence, in a trilogy entitled Gods of Both Worlds.
The Book of Silence will be available in stores November 25th, and Pereira & O’Dell teamed up with Laundry! Design & Animation to create a book trailer. (In case you weren’t aware, book trailers are now practically mandatory.) The trailer features an original track by Brazilian singer Otto, with percussionist Pupillo, and guitarist Andreas Kisser (of Sepultra); as well as narration by the legendary Gilberto Gil. The Book of Silence centers around the prophet Orunmila, who finds his divination tools have suddenly gone silent, and a young journalist in Sao Paulo. In the book “mythical kings, queens and warriors like Ogum, Shango, Oshosi and Iansan work alongside modern day mortals to rescue the 16 princes of fate in a surprising and original narrative of West African gods and goddesses worshiped in some regions of Brazil today.”
If you watched the trailer for The Book of Silence and thought, “Wow that looks like it could be a movie,” you’re not alone. A movie deal has already been negotiated “with The Alchemists’s Mauricio Motta, who bought the rights and the franchise in Brazil and the U.S.” It will be produced by Disruption Entertainment, the company behind Pacific Rim and The Bourne Trilogy.
Pereira will embark on a Brazilian book tour starting in Sao Paolo on November 25th, with dates in Brasilia and Rio on the 27th and 28th. Credits after the jump. Read more
From Arnold Worldwide comes “Runnovation Anthem,” a spot for New Balance that depicts people running in different environments interspersed with cuts of what appear to be acts of science. There’s also a very loud musical number, which one would suppose is the titular anthem, despite not being very anthemic. The song is so utterly terrifying, in fact, that it’s easy to imagine all of these people running away from a masked pursuer who chases them while playing this song full-blast on a JVC Kaboom Box held above his or her head.
With an introduction to the idea of “Runnovation” (running + innovation for those playing at home) out of the way, the campaign will unfold into three different storylines across media platforms, with the first focusing on a grassroots fitness group called “November Project.” If you’re interested in watching some suburban white dudes run around outside and yell “fuck yeah” for a while, watch this video:
Did you enjoy watching those people vomit? Yeah, you probably did, you sicko. Credits after the jump.