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Posts Tagged ‘Kevin Brady’

Droga5 Celebrates ‘Not Broken’ Families for Honey Maid

Earlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome” that quickly went viral.

Now, the agency continues its celebration of diversity with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” that refers to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that so few of them have appeared in major ad campaigns.

“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive.

“At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.

So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.
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Mediabistro Course

Public Relations

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Fake Love, Droga5 Send Out #MorningWin Trophies for belVita

Droga5 and experiential agency Fake Love collaborated on a recent campaign for belVita, mailing out trophies to the people behind their favorite #MorningWin tweets.

For the campaign, they selected their favorite #MorningWin tweets, then created trophies documenting the individuals performing the tasks they described with a 3D printer and mailed them out to the winners, a pretty cool way to make the leap from digital to real world engagement. When they “ran out of fake gold” they selected other contestants to receive digital trophies. Droga 5 and Fake Love also selected a group of celebrities to promote the campaign, who tweeted out their own “morning wins” and posted pics when they received their trophies. These celebrities include Mario Lopez, Timbaland, Diana Nyad, Tamera Mowry, Sean Lowe, Peter Facinelli, Sean White, Wayne Brady and Mike Epps. Check out the video above for a more thorough documentation of the campaign, and stick around for credits after the jump. Read more

Newcastle Celebrates ‘Independence Eve’

Normally, a made-up holiday like Independence Eve would be some sort of patriotic money grab, but for Newcastle Brown Ale and Droga5, it’s actually a tongue-in-cheek U.K. money grab. Independence Eve – the latest part of the No Bollocks campaign – celebrates the last day of British rule, one day before John Hancocks were signed and European monarchies renounced.

Across the States, Americans (and immigrants, legal and illegal) can buy a Revolutionary Koozie, which features both the British and American flags on the bottle. I’m not sure how many Americans would willingly drink a British beer the day before July 4th, but I think we’ve buried the hatchet 237 years later. You see, revolutions can be humorous once enough time has passed. So in the next decade, everybody get ready to chug some Edelweiss and giggle over the French Revolution. Credits after the jump.

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Friday Morning Stir

-Darling Agency, New York promoted Kelly Zuk to president.

-M&C Saatchi experienced some revenue growth. link

-Rachael Ray, magazine cover disaster of the day, week, year. link

-Kevin Brady rejoined Droga5 as group creative director. link

-Did you know Microsoft had an Advertising Bowl Off? link

Y&R Fights Arizona Racial Profiling with Some of Their Own

In April, Arizona Governor Jan Brewer signed SB1070 into law, making “looking like an illegal immigrant” a searchable offense in her state. Despite drawing nationwide criticism for approving the controversial, racist law and for reallocating $10 million of federal money from education to border control, Brewer was reelected on Nov. 3. After a summer of protest and anger, Arizona is still using its law enforcement to racially profile Latinos in their state. Considering that Arizona used to be part of Mexico, this accounts for an awful lot of people being racially-profiled for as long as at least another one of Brewer’s terms in office.

In order to continue protesting the law, the Border Action Network teamed up with Y&R NY to help turn the racial-profiling back onto Governor Brewer. The Profile the Governor website adopts the governor’s methods of reasoning, concluding that if every Latino-looking person could be an illegal immigrant, then everyone blond, Caucasian woman could be the governor of Arizona. This includes random people on the street, Reese Witherspoon in Legally Blonde, and even Lindsay Lohan during her prison mugshot.

So, find a photo where you’re at your whitest and most blonde, upload it to the website and find yourself at the head of Arizona’s state government. Really, who can tell the difference?

Credits after the jump.
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