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Critical Mass Questions LEAF Owners for Nissan

Critical Mass has launched a new digital campaign for Nissan, called “Real Owners. Real Questions.” which celebrates the milestone of 100,000 LEAF electric vehicle sales, making it the best-selling electric vehicle ever.

For the campaign, Critical Mass calls on the LEAF community to share their experiences and stories with “custom and crowd-sourced videos, images and text responses” to answer common questions about Nissan’s electric vehicle. Critical Mass’ newly launched website for the brand displays questions like “Why did you choose to drive an electric car?” and “How far can you go on a single charge?” with a variety of answers from actual Nissan LEAF owners available at the click of a mouse (up to 31 answers per question at the moment). If visitors don’t find the question they’re looking for, they can ask Nissan in a livechat or a LEAF owner on Facebook. The revamped website features over 500 quotes, 200 images and video footage. In addition to crowdsourcing video footage, the site also showcases stories of LEAF drivers, like “Neal Wagner, who is shown using a journey to catch a sunrise on Maui’s Haleakala Volcano to charge his LEAF.” The site should clear up a lot of questions that might make people reluctant to make the leap to electric, all while celebrating the LEAF’s 100,000 owner milestone. Critical Mass, Nissan’s digital AOR, has handled digital work for LEAF starting with their award-winning campaign launching the brand back in 2010.

Leo Burnett Creates Talking Bench for NCAA

Leo Burnett collaborated with production company Prettybird/director Billy Rainey on the NCAA’s new campaign promoting the importance of education to young athletes, called “2.3 or Take a Knee.”

The campaign introduces the new, stricter NCAA GPA requirements student athletes must meet in order to qualify for Division-I sports, “ensuring their brains are getting the workout they need” (or just driving up the cost of a term paper). To spread the word, and teach high school athletes about the importance of education, LB and Prettybird created a talking bench. 75 high school athletes were caught on eight hidden cameras receiving some tough love lectures from the talking bench, and some of their reactions are pretty funny. That their coaches don’t seem to have been in on the gag only adds to the humor. Whether the prank will translate to the teens taking away a lesson on the importance of academics, however, remains to be seen. See the talking bench in action for yourself in the 2:28 video above, and check out @talkingbench for the Twitter campaign.

 

 

Dollar Shave Club CEO Live-Streams Colonoscopy

Dollar Shave Club CEO Michael Dubin has a family history of colon cancer. So when his doctor recommended a colonoscopy, he decided he wanted to live-stream the procedure to help raise awareness about the importance of early screening.

It’s, well, not exactly riveting viewing, but that’s not the point. Mike has partnered with Colon Cancer Alliance, who have doctors standing by to answer any questions you might have about the procedure. You can tweet your questions with the hashtag #DSColon, and follow along for informative posts on colon cancer and the procedure. The stunt, by the way, is timed to coincide with Colon Cancer Awareness Month. Colon cancer is the second leading cause of cancer-related death, so this is really an important cause. Hopefully Mike can raise awareness and get some guys to schedule an early screening. If you’d like to learn more about colon cancer and how getting a colonoscopy can help lead to an early diagnosis, head on over to the Colon Cancer Alliance website.

Wunderman Brazil Raises White Flag for São Paulo Soccer Federation

Wunderman Brazil has a new campaign for the São Paulo Soccer Federation, entitled, “Linesman for Peace,” which calls for peace amongst fans during the São Paulo State Championship.

The Campeonato Paulista, or Paulistão, is one of Brazil’s largest soccer tournaments, with fierce rivals like Corinthians, Palmeiras, Santos and São Paulo vying for the championship. This can cause soccer loving Brazilians fans’ extreme passion for the sport to escalate into violence in the stands (as it does in many soccer-loving countries around the world). So Wunderman Brazil had the São Paulo Soccer Federation (FPF) linesman’s yellow and red flags replaced with white flags to deliver a very simple but important message: “There is no offside for peace,” or “Please don’t try to kill each other.”

“Whenever the linesmen get involved in the game, either because someone is offside, a throw in, or a corner kick, etc., in any of the 158 games of the championship, the fans will remember that for peace there is no offside,” says Marco Polo Del Nero, FPF president.

Wunderman Brazil created a website complete with web film (featured above), as well as handling social media for FPF “to stimulate the fans’ engagement in the cause by posting messages on the signs and banners at the games.”

“There is no greater universal peace symbol than a white flag. And it will draw the fans’ attention because it’s the first time  that linesmen have given up their customary yellow and red flags,” adds Paulo Sanna, creative VP at Wunderman.

Wunderman Brazil has found a clever way to reach fans who otherwise may be too riled up to listen to reason, and a novel way to deliver a very important message. It may be kind of sad that it needs to be said in the first place, but hopefully it will reach the right people and keep things peaceful during Campeonato Paulista. Stick around for credits after the jump. Read more

HUSH Designs Web Experience for Aerin Fragrances

Brooklyn-based design agency HUSH, who recently created the ambitious “Beauty of Night” for Estée Lauder, crafted an interactive web experience for lifestyle brand Aerin’s expansion into fragrances.

The website invites users to explore videos of the fragrances and the way each of the fragrances was sparked from Aerin Lauder‘s memories and experiences. The longest of these, at 1:30, is the above introduction to the fragrance line, explaining the importance of fragrances in Aerin’s life and exploring the evocative nature of scent and its ability to transport people in time and space. It’s a well-produced vignette that introduces both the line’s philosophy and the individual fragrances, even if it’s pretty much what you’d expect for a fragrance line. Other videos on the site briefly examine the individual fragrances and their ingredients.

More out of the ordinary is that site users can create their own packaging or monograms, using images of berries, flowers, and other fragrance ingredients, and share them on social media for a chance to win $3,500 worth of Aerin products.

“We took a simple and elegant approach to exploring the world of fragrance. It can be a science-heavy subject, but driven by artistry and craft – in the same way that wine and food are both art and science,” explains HUSH creative partner David Schwarz. “We were interested in the artistic, emotional story behind these creations and gave consumers the opportunity to engage on multiple levels.” Stay tuned for credits after the jump.

Credits:

AERIN Fragrance Video
Director: Charlie Wan
Director of Photography: Luca Fantini
Director of Engagement: Dan Rodriguez
Hair & Make Up: Mari Shten
Director of Production: Gabe Banner
Line/Post Producer: Mateo Suarez
Producer: Sue McNamara
Editor: Duc Nguyen

AERIN Fragrance Site
Design Director: Keetra Dixon, Sarah Ancalmo
Producers: Mei-Ling Wong, Leonard Shek
Director of Engagement: Dan Rodriguez
Director of Production: Gabe Banner
Designers: Andrew Teoh, Erik Yang, Yvonne Romano, Christina Hogan, Pedro Sanches
Development: Matt Knight, Jonathan Keller
Copywriter: Jaclyn Marinese

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Chris Webber Dons B-Ball Uni Once Again for BK March Madness Campaign

Culver City, CA-based Pitch has just launched an NCAA March Madness campaign for tournament sponsor Burger King, the agency’s first since taking over for Mother NY on BK general market duties in January (Pitch has been in charge of youth/family ad duties since 2010).

For the campaign, entitled “Watch Like A King,” Burger King and Pitch have teamed up with iconic Fab Five member, former NBA star and current NBA TV/TNT analyst Chris Webber, who stars in the Final Four 2 for $5 “Watch Like A King” spot. The 30 second spot sees a fan tell the guy in front of him in a Chris Webber jersey, “Seriously dude, we’re trying to watch the…” at which point Webber turns around and the man lets out a comical scream. Webber then asks him about his two sandwiches for five bucks from Burger King, and they work out a mutually beneficial agreement. The new spot, which unfortunately does not involve Webber attempting to call a timeout, will debut on March 16th. Webber will also be in attendance at the NCAA Men’s Final Four in Dallas cheering on participants of the Burger King-sponsored Kings of the Court 3-on-3 Tournament.

Meanwhile, from today through April 7th, fans can follow @BurgerKing on Twitter and tweet why they deserve to “Watch Like A King” and/or post a NCAA-themed photo with the hashtag #WatchLikeAKing for a chance to win a prize, including “$100 Burger King Crown Cards, mobile phone projectors, flat screen TVs, tickets to the NCAA Final Four and much more.”

“We know March Madness is about the fans, games and of course the student-athletes, so we’re celebrating by partnering with the NCAA to provide the fan base with a viewing experience fit for a king,” says Eric Hirschhorn, chief marketing officer, North America, Burger King Worldwide.

In addition to television and social media, Pitch’s “Watch Like  A King” campaign will also feature experiential elements, details of which have yet to be released (but according to the credits you can expect “Throne Installation” and “Crown Headbands,” so that should give you some idea). Stick around for those credits after the jump. Read more

Saatchi & Saatchi Italy Launches CoorDown Campaign for World Down Syndrome Day

For the third consecutive year, Saatchi & Saatchi is launching a campaign for CoorDown in celebration of World Down Syndrome Day, which will occur on March 21st. The theme for this year’s World Down Syndrome Day is “the right to happiness and well-being of people with Down syndrome,” with the goal being to “promote a culture of diversity and true integration into society, especially in the worlds of school and work.”

Saatchi & Saatchi’s campaign was inspired by an email that an pregnant mother, expecting a child with Down’s syndrome, sent to CoorDown. “What kind of life will my child have?” the mother asks.

To respond to the expectant mother, and others like her, Saatchi & Saatchi filmed responses from 15 individuals with Down syndrome from across Europe, in their native languages. Through the CoorDown YouTube channel this group replies to the mother’s question, answering that her son can expect a happy life, just like theirs. “He’ll be able to hug you,” says one man; “He’ll be able to talk and tell you he loves you,” promises another girl. They explain that the woman can expect her son to go to school, and later get a job and be able to take her out to dinner on his salary. “Sometimes it will be difficult. Very difficult. Almost impossible.” the group admits, “But isn’t it like that for all mothers?” It’s a really touching video, and a perfect encapsulation of this year’s World Down Syndrome Day theme.

This year, CoorDown Onlus — Coordinator of the National Association of people with Down syndrome — will lead “an international project which includes ten associations from nine different countries: Italy, France, Spain, Croatia, Germany, England, Russia, United States and New Zealand.” The “Dear Future Mom” also has a social component, built around the official hashtag #DearFutureMom.

As mentioned, the campaign marks the third consecutive year Saatchi & Saatchi has teamed up with CoorDown. Their previous two campaigns met with tremendous success, including 11 Lions at the last two Cannes International Festivals of Creativity and a Grand Prix at ADCE. Stick around for credits after the jump. Read more

Riney Creative Duo Spreads Luck of the Irish Across San Francisco

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To get their hometown of San Francisco in the St. Patrick’s Day spirit, Riney ACDs EJ Slody and Alex Palomo are now sending out a drone carrying a bag of real four-leaf clovers “flying over key locations” in the city.

goodluckdronenew

Dubbed the Good Luck Drone, the UAV will fulfill its mission of spreading just that over the city by flying to any destination given to it through Instagram. Visitors to http://instagram.com/goodluckdrone# can simply type a location on its flight map pic and the drone will fly to the destination and send you a pic or video to let you know that luck was spread to the desired location. The project has just started, so if you live in San Francisco, why not head on over to Instagram and give it a shot? It could give your St. Patrick’s Day an extra touch of drone-spread good fortune.

Want to See a Random Selfie?

Show Me A SelfieDaniel Blaser, friend of JD Beebe, and collaborator on projects like “Instead of Awesome” and the Hipstertest, is behind the new site showmeaselfie.com.

Blaser, in his own words, “realized how a simple selfie, decontextualized, actually has the power to spark a lot of questions and thoughts about the subject of the photo; why this pose? Where are they? Who did they expect to see this? Potential as a thought catalyst aside, there’s just something fun about seeing a randomly selfie one at a time.”

The site currently randomly generates a selfie from a database of 98 Instagram photos, but Blaser plans to update with new photo sets from time to time. It’s good for a quick chuckle, and saves you the trouble of sifting through Instagram for funny self-portraits. Check out the site for yourself, and let us know what you think of this continuation of the selfie trend in the comments section, if you’re so inclined.

 

Op-Ed: Filling in the $7.5 Billion Gap – What Marketers Want to See in a Twitter Redesign

Twitter-Logo-300x293We’re jumping back into the op-ed game with a debut entry from Jack Holt, a former strategic planner at the likes of Akamai and Broadwing who currently serves as co-founder/CEO of of Austin/SF-based brand research firm, Mattr. Below, the Austin-based Holt talks, you guessed it, Twitter redesign. Take it away, sir and if you care to follow Holt on Twitter, you can find him here.

As a social media platform, could anything be better than $665 million in revenue? Surprisingly, yes. You could have Facebook’s $8 billion.

But instead of taking Facebook’s approach to cashing in, Twitter has fallen behind, leaving marketers everywhere rushing to understand the value of a follower, a retweet, and a hashtag — and finding nothing.

Have you heard the expression “better abused than ignored”? Well, marketers have one big, fat, totally rational fear of the latter — or, more specifically, silence. After all, only 29 percent of tweets get a reaction of any kind.

If you’re struggling to find an effective Twitter advertising strategy, you’re in good company. Brands big and small are fretting over what to tweet or post, and Twitter’s losing cash as a result. So how can Twitter kick-start 2014 to make up the difference? By catering its application updates to what marketers want to see.

#WSTD: What Should Twitter Do?

The most recent update to Twitter was disappointingly aesthetic. From a usability standpoint, Twitter has significantly reduced the size of and moved the tweet text box, lowering that activity’s weight on the page. And, by adding an icon action to enter a tweet on the top right corner, they’ve increased the call to action a bit, but it’s still not nearly as visually heavy as it was before.

twitterholt
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