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Archives: May 2013

Tourisme Montreal Involves Audience with #MTLMoments Campaign

A city’s own tourist site is rarely the most relevant resource for newcomers and tourists. More often, individual bloggers and independent publications have the up-to-date, insider information, presented in a format that doesn’t appear as if it were constructed in 1998. But, with the help of agencies Sid Lee and Touché PHD, the city of Montreal is working to be their own best digital brand-builder, hopefully setting the tone for a string of cities.

Tourisme Montreal’s campaign asks visitors and residents to be “destination ambassadors” by using the hashtag #MTLMOMENTS when they Instagram their time in the city. Montreal moments will then be showcased on Tourisme Montreal’s bilingual blog, Vivez MTL/MTL Buzz. It’s also mobile and tablet compatible. All in all, the blog is a stylish relief from Tourisme Montreal’s previous staid, basic slideshow site. Hopefully they eventually convert altogether, because more than any tourist board’s recommendations, it’s the people that define a place.

Norton Leaving BBDO Atlanta

We’ve received confirmation from the BBDO camp that Cabot Norton, who’s spent the last three years at said agency’s Atlanta office and most recently served as its SVP/executive creative director, is leaving as of tomorrow. No other word on what’s next for Norton or BBDO ATL, but sources are telling us that the creative exec wants to return to New York.  After all, Norton spent well over a decade at BBDO’s Big Apple hub, working his way up from copywriter to creative director on accounts ranging from FedEx to AT&T.

If you recall, Norton was part of a trio of creative leaders at BBDO Atlanta–the other two being Heather Gorman and Jeff Spillanewho succeeded outgoing CCO Bobby Pearce a year ago. BBDO and Spillane/Gorman parted ways late last year and the pair is now based in NYC.  We’ll fill in the blanks when we hear more.

The Wrath of Cannes Returns, Now with Kickstarter-Aided Beer Battle

After taking a year off to just party down and not award its time-honored head-up-ass trophy to anyone, New York-based agency Woods Witt Dealy & Sons has resurrected its annual Cannes-tidote dubbed The Wrath of Cannes. Judging returns on the 2013 go-around, which will take place on June 20 in the Big Apple (location TBD) while the majority of the industry indulges in French Riviera revelry. Meanwhile, this year’s Wrath is all about one thing: beer. WWD&S has concocted its own brew brand called Wrath of Cannes Bitter Ale, and while they have a recipe, a label design (see below) and a brewer in tow, the agency needs some monetary flow to actually realize its booze-soaked dreams.

 

And so, channeling the spirits of Zach Braff, Kristen Bell and many others before them, WWD&S wants to go the crowdfunding route via Kickstarter, and to do so, they’re giving potential Wrath entrants a simple brief. To break it down, you can download this brief (.pdf), show up to the party early and get free beer, have your ideas judged, perhaps get friends to donate….and drink more beer. The rest of the info is here. Stay thirsty, my friends.

Perfect Fools Encourages You to Get Into Staring Contest with Samsung G4

When the word “free” is involved, people will do anything. They’ll even stare at a new phone with eye-tracking software for an hour to win that phone for free. We can file this under the Must Be a European Thing Club, not because people will complete strange tasks to win free products, but because they did so as crowds of people cheered on the contestants. And it’s not as if they were just staring at a phone, they were staring at a phone secure in a tall box as chefs pretended to be on fire and motorcyclists drove by for distraction. If a contestant stayed focused on the phone for more than one minute, he/she received a 100 SFr (Swiss Franc) discount. If he/she looked away for a millisecond, their turn ended. One dude, looking very European in his sleek jacket with infinite pockets, won the grand prize, a Samsung S4, in the above video (go here for more). People cheered. He now has to pay for a monthly plan.

The campaign comes from Switzerland, where creative studio Perfect Fools and Swisscom agency Heimat incorporated the smartphone’s new eye-tracking abilities to generate some buzz. The original video was filmed in Zurich, and crews will also travel to Lucerne, Bern, and Lausanne for similar showcases. If you are a guy who owns a jacket with too many pockets, you may also be able to have an opportunity to stare at a smartphone for an hour. On your mark, get set, F-R-E-E.

Thursday Morning Stir

-Following a national search and “competitive review,” organic foods brand Earthbound Farm has tapped Minneapolis-based agency Haberman to serve as its PR/digital/social AOR.

-It looks like Charlie Anderson’s role at Project: Worldwide  has expanded as the former Saatchi & Saatchi X CEO has launched a shopper marketing unit within the Project fold dubbed Shoptology.

-Israel-based BBR Saatchi & Saatchi has released a case study to show how it searched for a “goddamned good programmer” via the game, Diablo 3 (above).

-Dentsu-owned digital agency 360i opened up its second international office in Toronto (the first’s in London). link

-According to a Social Media Examiner report, only 37 percent of marketers think their Facebook advertising is effective. link

-L.A.-based prodco Pulse Films has signed director Eidur Snorri, founding member of directing group The Snorri Brothers, to its roster.

Martin|Williams Picks Up P.F. Chang’s/Pei Wei

We’ve been hearing about this since late March, actually. But yes, though it took a while to clarify/confirm as we’ve been told that the ink took longer than usual to dry, Omnicom-owned, Minneapolis-based agency Martin|Williams has finally, officially been named agency of record for Scottsdale, AZ-based P.F. Chang’s China Bistro and its spinoff Pei Wei Asian Diner chain.

Regarding her company’s decision, P.F. Chang’s chief brand officer, Julie Elkinton, says,  “We interviewed a range of agencies across the United States and found that the team at Martin|Williams was the perfect combination of strategic thought and creative that we needed to capitalize on exciting opportunities for our two culinary brands. Their passion for our uniquely positioned restaurants was evident through the work they presented and we cannot wait to see it come to life over the next few months.”

We’re checking to see who else participated in the pitch, but in the meantime, we’ll tell you that Martin|Williams succeeds fellow Twin Cities operation, Olson, on the P.F./Pei Wei biz. Olson previously handled both advertising and PR for both brands, but as a result of the client’s decision, the duties have been split, with M|W taking on advertising and Karwoski & Courage taking over PR duties.

Update: Sources tell us that M|W beat out three other agencies in the P.F./Pei Wei pitch including Acquity Group and TM Advertising. The third agency has yet to be determined.

Wednesday Odds and Ends

-New York-based creative editorial boutique Red Car added Nick Lofting to its roster. Lofting most recently served as an editor within CP+B LA’s in-house facility, Plus Productions

-Regardless of its newfound notoriety, JCPenney’s peculiarly designed tea kettle has already sold out online. link

-Global crowdsourcing hub DesignCrowd wants to help redesign Rupert Murdoch & Co.’s recently unveiled 21st Century Fox logo. link

-Today’s the last day, folks on the West Coast, to indulge in a staring contest with the donkey in the clip above and nab some free Del Taco as part of a May campaign from SF-based shop, Camp + King. C+K picked up the biz for Del Taco last summer.

-Campbell’s Soup welcomes in GSD&M and Taxi to its agency roster. link

-Who’s not clamoring for some Soda Shaq? link

ADC Encourages 50/50 Gender Split in Creative Industry, Hosting Event to Emphasize

And rightfully so, we believe–well, at least as an outsider looking in. The headline basically sums it up, but let the Art Directors Club’s executive director, Ignacio Oreamuno, drop some science above about the need for gender equality in the ad industry, not just from an agency infrastructure standpoint, mind you, but award show juries, etc..  And yes, the ADC Gallery in NYC (see here for handy Yelp review/coordinates) is hosting an all-girl photo shoot at the event, which takes place at 12:30PM EST tomorrow and will include the likes of industry notables such as Cindy Gallop, Ale Lariu and more.

Dick’s Sporting Goods, Anomaly Appeal to Our Softer Side with ‘Run For’ Series

If you know a runner or are one yourself, you know that plodding on a path day after day requires a reason. Some take the pain to lose weight, while others are addicted to the runner’s high. Running can be the foundation of a community or the motivation for recovery. In Dick’s Sporting Goods’ latest campaign created by Greenpoint Pictures and Anomaly NY, 13 runners share their personal stories. Starting on March 7th, one video has been released every week. Beneath each story, viewers can click to buy gear or share their own story via the #RunFor Facebook campaign.

For an organization that seems like your bludgeoning American sports store next door, Dick’s appeals to a wider audience with this series of sensitive portraits. We’re all athletes to some degree, and running is an activity we have in common, whether we hobbled along in middle school gym or undertook a couple marathons. In Week 12’s video, cancer survivor Meggan Janota says what should be the sub-tagline of this campaign: “You run by yourself, but you’re not alone.” By capturing this community, Dick’s Sporting Goods inspires and drives.

Credits after the jump

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KK Los Angeles Gets Animated with ‘Mythical Creatures’

The Los Angeles outpost of agency/content studio KesselsKramer, which opened up shop in Chinatown last year, is part of the creative team behind “Mythical Creatures,” a new documentary about artist Gary Baseman uncovering the story of how his parents survived the Holocaust in Ukraine. The film’s mixture of art and history also benefits from a score by South African duo, Die Antwoord.

The press release characterizes the project as “a whimsical story of survival and hope.” Using whimsical to describe a Holocaust story can be cringe-inducing, but after watching Baseman discuss his familial roots in his art studio, the description seems to make sense. Baseman’s artistic style has been described as “adorably perverse” by the Los Angeles Times, and that sort of imaginative approach to a story about Holocaust survivors could help the movie stand out creatively.

David Charles, ECD/partner at KK Los Angeles who wrote and directed the film tells us that his shop hopes to release the film in October, and to secure more funding. And not to worry, KK LA plan to start a second wave of Kickstarter donations later in a couple of days (we’ll update with link).

Credits after the jump.

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