McCann New York has a new campaign for Jose Cuervo that takes viewers on a journey through the brand’s history via handcrafted dioramas housed inside, you guessed it, Cuervo bottles. The results are pretty intriguing, and make the dioramas of your grade school past look pretty crappy by comparison. Called “History in a Bottle,” the campaign also includes an augmented reality app, which can be downloaded at CuervoHistoryApp.com. The app allows users to “hover over a bottle of Tradicional (Silver or Reposado) and bring the campaign to life.” It’s no surprise that the dioramas look so good. McCann commissioned LAIKA/house, the animation studio behind the stellar films Coraline and ParaNorman to handcraft each of the five distinctive dioramas, as well as the other imagery of the campaign. Stick around for credits after the jump. Read more
Posts Tagged ‘Nathy Aviram’
-The Onion and 7-Eleven have teamed up on a cross-branding effort to promote the former’s “War for the White House” coverage. Check out the video vignette above. link
-NYC/Philly entertainment marketing agency Bigsmack welcomed Matt Hall as a creative director.
-Amazon is enabling consumers to block ads on the new Kindle Fire tablets by paying a one-time, $15 fee. link
-Microsoft has renamed its adCenter platform Bing Ads. link
BBH New York has tapped Lora Schulson as its new head of integrated production. Schulson has spent the last four years at Y&R NY, during which time she served as co-executive director of content production (alongside Nathy Aviram), worked on spots for the NHL and Vh1 among others and even had a minute to sing the praises of E*Trade’s 2010 Super Bowl ad for us.
Prior to Y&R, Schulson spent a decade as a senior producer at both TBWA\Chiat\Day’s LA and NY offices. BBH NY’s latest hire will officially assume her post on Jan. 23.
With the NHL playoffs looming, Y&R has launched the 2011 version of its History Will Be Made campaign, which like last year’s installment, will likely tug at hockey fans’ heartstrings. The 2010 effort, featuring legendary playoff moments from some NHL greats like Bobby Orr, was dubbed one of the most successful campaigns in the sport’s history, driving more than 302 million TV viewers to the 2010 Stanley Cup Playoffs, in turn making it the most watched in 36 years according to the NHL PR machine.
The first pair of spots will debut on March 13 during the broadcast of the Chicago Blackhawks vs Washington Capitals game and 20 additional spots will appear April 13, the first day of the playoffs, through the conclusion of the Stanley Cup Final with a new spot each day, highlighting a key moment from the previous night’s games.
Check out credits and the two other ads from the 2011 “History” launch after the jump.
Taking a cue from Jaws, Y&R New York sets the scene in this spot for the LG Kompressor Elite vacuum cleaner. Everything is all fine and dandy, as all the toys are enjoying a day at the carpet until a couple gets separated from the group. They start, well, having fun until (cue the score) things go to hell real quick when some uninvited guests show up for dinner.
The team at Psyop (with the help of Smuggler) built a set on a stage, keeping the CG to a minimum and shot all the plastic toy soldiers, Barbie look-a-likes, designer toys, stuffed animals, etc on that set and implemented CG to give the dolls different facial expressions. The sharks and other subtleties were obviously generated as well.
Psyop CEO and CD Marco Spier says in a statement, “We of course got personally connected with the toys, their characters and the story. Carefully placing them personally on set to get the best performance out of them, kind of like actors. We also liked the idea of having unusual combinations of different characters because that’s how kids play – free form, mixing and matching, and grouping things together based on what they have no hand, or what their siblings or friends have.”
We think it’s safe to say this turned out to be a nice spot with some good imagination – much better than an infomercial of a vacuum sucking up coins and marbles. Credits after the jump.