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Posts Tagged ‘Tania Staykova’

Wednesday Odds and Ends

-Starcom MediaVest Group restructured the leadership of its digital content creation unit, LiquidThread. link

-Global indie holding company Project: Worldwide welcomed Jeff Rutchik, Sharon Napier and Mike Rossi as part of its Strategic Leadership Team.

-YouTube delves into analytics. link

-Who’s ready for a $2 six-inch Subway sub? link

-AKQA and non-profit org Pencils of Promise have teamed up to promote global literacy and education. link

-Martin Agency/Team Detroit alum Tania Staykova joined prodco Stardust’s New York office as executive producer.

-Burger King’s fries are still horrible and this McGarryBowen spot doesn’t really sway our opinion. link

-1stAveMachine signed director Nico Casavecchia to its roster.

-Redbook wants to end “mom guilt.” link

-WDCW partner Court Crandall says that out of the 3,000 commercials he’s been involved with, this may be the one that means the most. link

-Here’s one for the Chevy-loving dad (above). link

 

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Martin Puts Dragee in Harm’s Way Again in New Mentos Short

That dirty hippie known as Dragee returns in Martin Agency’s latest digital short for Mentos, which follows up the blood-spattered effort from February. This time, the character, who’s living in perpetual zen mode even though he’s always a glutton for punishment, attempts to cross a busy street in Cape Town, South Africa after swallowing some of those minty pills. With positivity in mind and straight man Rick once again by his side, Dragee barely makes it a few steps before fate and a host of vehicles intervene, turning our protagonist into a jaywalking rag doll.

In Dragee’s mind,  it seems nothing is impossible, though unlike Boston Celtics star Kevin Garnett, the former’s never made it to the promised land in this social media-driven campaign, which once again leads to the Mentos Facebook page. Credits after the jump.

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Can Mentos Empower One to Dodge a Sword Blindfolded? Not A Chance

After being named U.S. social media AOR for Mentos in January, The Martin Agency has debuted a new social/digital campaign for the freshmaker.

Named after the word for a single Mentos candy or gum, Dragee (drä zhēˈ), the star in this spot (fueled with the spirit of optimism), maintains a fresh take on life even after a sword courses through his body, spewing blood everywhere while attempting to avoid a swordsman’s blade blindfolded. Though unsuccessful, he remains ever positive, ever committed to his charge, especially in front of his protege, Rick.

Keith Cartwright, SVP/group creative director at The Martin Agency says in a statement, “When Mentos approached us, we jumped at the opportunity to create a comprehensive social/digital U.S.-based campaign for a global brand. The chance to build this campaign solely on Facebook offered creative challenges and opportunities. In the end, we’re incredibly proud of the work and what we were able to accomplish in this space.”

Should the brand have just stuck to relying on its “fresh maker” tag instead? You can be the judge of that. Credits after the jump…

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