No word yet on what his exact title is (we’re hearing communications planner), but sources in the know confirm that Matthew Baker, who has spent nearly the lat 18 months at Arnold Worldwide’s New York branch as VP/group planning director/digital director, has split for a new gig at Anomaly. From what we’ve been told by sources on the Spy line, Baker was “the digital brain” of ArnoldNYC and according to one source, “Matt is a gentleman and a talented Planner, so it’s a huge loss for us.” No word yet on if there are plans to replace but we’ll keep you posted.
Creative agency Don’t Panic realized the hardest part of getting people to care about a crisis going on in another part of the world is to remove its remoteness and make it feel relevant and immediate, closer to home. So, to promote Save the Children UK’s initiative supporting child refugees in Syria, Don’t Panic created the above 90 second video imagining how a similar conflict in the UK could sink a London child’s life into despair over the course of a year.
The video shows one second a day (okay, so some days are skipped since the 90 seconds wouldn’t add up to a year, but that’s not important right now) of the child’s life as she goes from a comfortable middle class existence to a homeless and fatherless refugee haunted by the horrors of war. It is brilliantly shot, and the second a day format delivers the message with maximum impact, showing how quickly war devastates children’s lives. It opens with the child happily celebrating a birthday, and closes on her despondent stare the following year as she is presented with a rather sad looking birthday cake in a refugee tent. The harrowing footage is followed by the message, “Just because it isn’t happening here doesn’t mean it isn’t happening” — a perfect call to action that shakes the complacency all too easy to feel about a far away problem.
“It’s easy to forget that Syria was a middle income country, where children enjoyed the benefits of education, healthcare and the other basic rights our children take for granted—not to mention Facebook accounts, video games and youth culture,” Jack Lundie, director of brand and communications at Save the Children told Adweek. “We hope the video will resonate with the public, particularly those who don’t know much about the situation in Syria, and offer a new perspective on the devastating impact this conflict is having on innocent Syrian children.”
The PSA is timed to coincide with “with the buildup to the third anniversary of the Syrian crisis, which has left 100,000 people dead and 2 million more as refugees.” You can learn more about the Syrian child refugee crisis on Save The Children’s page here.
Amsterdam creative agency Fitzroy changes its interior every year. This accomplishes two goals. First, it reinforces their philosophy that “It is not the strongest brand that survives nor the most intelligent. It is the one that is the most adaptable to change.” Secondly, it provides an excuse to throw a party.
Until recently the walls at Fitzroy were still covered with RGB wallpaper courtesy of Italian artist duo Carnovsky. To change things up for the new year, Fitzroy left their interior in the hands of Some Quality Meat: “a directory for high quality tattoo inspiration.” According to Fitzroy, “SQM got into our ship with captain Kim Papanatos Rense because of his astonishing style of tattooing: Etching & Pointtillism.” So, Fitzroy asked Kim to create re-designs of six traditional nautical icons and combine them with graphic geometric shapes. The graphic art not only adorned the walls, but also was used for a set of tableware now on sale at Fitzroy.
To celebrate the redesign, Fitzroy invited over 600 friends, customers and partners to their offices for what seems like a pretty sweet party where the agency served Bacardi, Heineken, Ben & Jerry’s and Doritos (all of which are clients of the agency). For more on the redesign and subsequent party, check out the video above.
Greenpeace released what they’re calling a “parody video of Procter & Gamble’s ‘Thank You Mom’ advertisement showing how P&G’s supply chain is contributing to the orphaning of orangutans.” The video (which I really don’t think qualifies as a “parody”) uses that commercial to point out the hypocrisy in P&G’s maintenance of a wholesome image while the company continues a dubious environmental record. Greenpeace’s video ends with the message: “Destroying forests for palm oil plantations means some of us no longer have a mom. Thank you, P&G.” (before directing viewers to their campaign site).
Specifically, Greenpeace is maintaining that Procter & Gamble — like Unilever, whom the organization targeted back in 2007 and who just happened to team up with P&G in a European washing powder price-fixing scheme in 2011 — is obtaining its palm oil from sources contributing to vast deforestation in Indonesia. The company’s palm oil sourcing practices, Greenpeace says they found in a yearlong report, are not only orphaning orangutans but also contributing to the extinction of the Sumatran tiger.
Greenpeace also organized a protest at Procter & Gamble’s downtown Cincinnati headquarters yesterday, where nine activists somehow got into the building, “rappelled down the 17-story twin towers of the…headquarters…and unfurled two enormous banners to protest deforestation linked to palm oil,” reports the Cincinnati Business Courier. The banners — which read (each accompanied by a Head and Shoulders logo) “Stop Putting Tiger Survival on the Line” and “Wipes Out Dandruff and Rainforests” — were “strung on wires between the two towers by the climbers, one of whom was wearing a tiger costume.” (You can view images from the protest here.)
Greenpeace is hoping the protest, along with the video and campaign site, will cause Procter & Gamble to reevaluate their palm oil sourcing methods. “While Procter & Gamble were advertising about motherhood, companies that produce palm oil for P&G have been making orphans out of orangutans. Together, we can get P&G to commit to only using forest-friendly palm oil,” said Greenpeace’s Areeba Hamid.
“We have already begun a full investigation of all claims made in the report,” P&G spokeswoman Lisa Popyk said, adding, “…we have committed to 100 percent sustainable sourcing of palm oil by 2015. We are working with our suppliers to ensure we deliver this commitment.”
-IPG-owned agency GolinHarris has welcomed Edelman alum Caroline Dettman chief creative/community officer.
-MDC has appointed Carat USA alum Martin Cass as CEO, Steve Farella as chairman, and Michael Nicholas as entrepreneur-in-residence/chief experience officer of its new “scaled” U.S. media agency, Assembly.
-NYC-based branding/marketing comms agency The Halo Group has been selected by the Advertising and Marketing International Network (AMIN), a global alliance of more than 50 independently-owned integrated agencies, as its New York partner.
-With Fat Tuesday said and done, let us not forget this week’s official launch of food/beverage-focused agency quench, which already counts clients including Yuengling, Turkey Hill, ORTEGA, StarKist, Jarlsberg cheese, Dr. McGillicuddy’s, Firefly Moonshine and Firefly Vodka.
-Following the usual “competitive pitch,” organic baby and children’s food brand, Ella’s Kitchen, has appointed Havas Worldwide London to handle its European advertising account.
Phoenix-based agency Riester teamed up with Backyard Productions to create “Farm,” a new spot for Voskos Greek Yogurt.
In addition to having the word “farm” in the title, Riester’s 30 second spot also has a similar (perhaps Chipotle-inspired) approach to Chobani’s “Farmland” spot. Like that ad, “Farm” emphasizes the natural ingredients they put in their Greek yogurt (in this case Voskos), while employing pastoral shots of cows and fresh fruit. Unlike the Chobani spot, “Farm” doesn’t spend time taking down the competition, instead launching into the brand’s virtues, via the cheery voiceover and footage of a girl picking fruit with her family and enjoying a cup of Voskos while sitting on a fence. It’s a slightly simpler tactic than Chobani’s, foregoing the takedown of competitors for more of an emphasis on wholesomeness. The brand’s “Happiness in Every Spoonful” tagline exemplifies the slight difference in approach — whereas Chobani takes a stab at competitors (while opening themselves up to scrutiny), Voskos just wants to let you know that their yogurt tastes good and will make you happy. Credits after the jump. Read more
-Optimus has hired editorial vet, Mike Hackett, who has signed on for exclusive nationwide representation.
-Here are some of the changes for the Cannes Lions Palme d’Or prize:
• Production companies no longer have to have at least 10 entries in the qualifying categories - Film, Film Craft and Branded Content & Entertainment – to be eligible for the Palme d’Or.
• The Palme d’Or will now consider all shortlisted and winning entries from a Production Company. In previous years, only the best 10 entries from each production company were considered.
• Shortlisted points will now be capped at 10 points, which is in line with the existing Agency of the Year rules.
-AwesomenessTV, a multi-platform media company serving the global tween/teen audience, today announced that former SVP/digital marketing, T.J. Marchetti at Walt Disney Studios has joined the company as as its new CMO.
-Do you have the flu? Maybe SoftSoap can help via its new “Flu Tracker.” We wanted to help,” says Lisa de Caires, marketing manager at Colgate-Palmolive. “And when we found out 95 percent of people don’t wash their hands properly, we thought Softsoap was a perfect fit. Clean hands means less chance of getting flu.”
-So, Mondelez has been keeping busy recently. link
Chobani debuted the new spot “Farmland” (presumably from Droga5) during the Oscars Sunday night.
The new, 60-second spot takes on competitors who use artificial ingredients in their 100 calorie yogurts. “Farmland” opens on men in white coats plucking brightly colored test tubes from a tree and dumping a bucket of something (probably artificial sweeteners) into an artificial cow. “Most 100 calorie yogurts are made with artificial ingredients and sweeteners,” intones the voiceover. The camera then follows the flight of a butterfly to show how things are done differently over at Chobani. “You know a cup of yogurt won’t change the world, but how we make it might,” says a Chobani farmer, followed by the product introduction for Chobani Simply 100 and the “How Matters” tagline.
Chobani, already the nation’s largest seller of Greek yogurt, could attract even more attention from increasingly health-conscious shoppers with their new product, so pushing the “healthier alternative” angle makes a lot of sense for the company. The “How Matters” tagline seems a great encapsulation of the strategy, so long as audiences don’t consider all its implications. However, calling attention to the yogurt making process could bring increased scrutiny to Chobani for their sourcing of GMO cattle feed, something that could lead to more savvy customers picking up smaler, non-GMO brands. But that’s apparently a gamble Chobani is willing to make, and one that’s still likely to pay off with all but the most informed consumers.
Here’s how it begins with Arnold: “Every time you go pee there something interesting playing and you feel strange Shazaming it.” From what we’ve been told by sources, “it is nice to have music in the bathrooms now. Yes folks, “Urinary Tracks” is a thing. From what we’ve been told,it’s a web app that encourages people to tweet and post what they are listening to as they do their business and here is your link, @urinarytracks.
Iris has launched a new campaign for Adidas called “Fast or Fail,” to promote Lionel Messi‘s new adiZero f50 Messi boot.
The campaign is centered around “an innovative real-time reactive game experience requiring players to beat opponents down an endless pitch and reach Rio de Janeiro in the fastest time possible.” Players will be given the opportunity to win tickets to the 2014 FIFA World Cup to see Lionel Messi play. In an interesting twist, the game is driven by social media — with “more mentions of Messi, the faster you go in the game.”
Iris also created a “Fast or Fail” video to promote the game and the new Messi boot. To create the video, they shot Messi on a green screen backdrop, and then worked with “Media Monks to create the CGI-built polygonised world you see in the game and film.” You can check out the 1:35 video above, and head here to try your hand at the #fastorfail game.