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Posts Tagged ‘Rajeev Basu’

Best Buy, CP+B Launch Final Back-to-School ‘Techfitter’ Spot

Continuing their back-to-school Techfitter campaign, Best Buy and CP+B are providing Tim Kong, an aspiring games designer, with the tech he needs to design and code his next action-packed adventures. Previously, Best Buy “techfitted” a marine biology major and an aerospace engineer with a set of Windows 8 gadgets.

This new spot is comparatively less exciting, maybe because stars and oceans are grander than grungy cars and code. Consequently, I wish we had more of a storyline. Is Tim Kong really just going to make a new Grand Theft Auto, or do his interests lie somewhere specific? And in that case, can we hear what he has to say? At this point, he’s a Stock Student who knows how to make a good surprised/awesome face.

But maybe it’s better that he’s a basic video games enthusiast. Many current college kids must relate, and it’s a good thing Best Buy has a spot specifically geared towards forward-thinking, technology-centered students, hence the girl scientist, a guy scientist, and a gamer. If only the campaign lasted longer and their next subject is a fashion girl, conveniently coinciding with Fashion Week. Ah, what could’ve been.

Credits after the jump

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CP+B, Best Buy ‘Tech-Fit’ Students with Windows 8 Gadgetry

And now, for something, er, lighter. These back-to-school posts almost make me wistful for the days when a new pencil case was the joy of my September. But as I have grown, so has the sophistication of academic shopping. To keep with the times, Best Buy is branding themselves America’s go-to “Techfitter” of the season.

To show that they’ll equip students with not only the best technology, but the right technology for their pursuits, CP+B and Best Buy found real students and surprised them with personalized Best Buys, “tech-fitted” to their academic interests in a pair of new Paul Hunter-directed spots. Greg, Aerospace Engineering Major, gets a semi truck parked in front of his house. It opens, and he’s presented with the planetary system, plus a launchable rocket (sadly not available at a Best Buy near you). Lidia, a Marine Biology major, gets an underwater tech experience complete with dolphins and jellyfish. Both personalized surprise scenarios are scattered with Windows 8 laptops and tablets.

Additional spots will air later this month, and my guess is the lucky students will not include an English or PoliSci major, because those experiences would involve sheafs of paper and alcohol. Let’s expect an aspiring architect and an ambitious pre-med; they provide ideal landscapes for Best Buy’s eager urban tech-fitter to make a difference. Credits after the jump.

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Crispin Creative Sounds the Alarm(s) with Side Project

Since we seem to have some sort of affinity for the off-the-clock endeavors of agency creatives, let’s keep the ball rolling and turn our attention to one Rajeev Basu, a bloke from across the pond who’s spent the last eight months in Boulder working at CP+B on Kraft (Jell-O) and BK before that account set sail.

Basu recently spoke with the folks behind the Creators Project–the collaboration between Intel and Vice that celebrates all things creativity, culture and technology–about his concept album, EEP EEP EEP EP, which brings together various sound designers who concocted a 12-minute opus based entirely on alarm sounds. For his part, Basu contributed individual artwork (based solely on clip-art) for each of the four tracks and now, he’s launched a remix contest that invites others to contribute their alarm interpretations.

Creators Project says EEP is comparable to Matthew Herbert, but we’re thinking it’s more akin to Pierre Henry, Pole, Scanner and the like. Read the full Q+A here.  As for his previous agency credentials, Basu toiled at Fallon London and RKCR/Y&R before heading to CP+B.