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Posts Tagged ‘Droga5’

Spin the Agencies of Record

“The shelf life of the average trade book is somewhere between milk and yogurt.”—Calvin Trillin

Following a summer-long search, Chobani has named two new agency partners: Droga5, which will lead advertising and marketing efforts, and Weber Shandwick, which will guide public relations and social engagement strategy. (Chobani, as we reported last week, recently tackled some PR challenges with a successful follow-up campaign.)

Throughout the process, both agencies demonstrated deep strategic thinking and creativity along with a profound understanding of our brand, values and vision.

Peter McGuinness, Chief Marketing and Brand Officer at Chobani, says: “…from Weber Shandwick, we excitedly anticipate a deeply integrated communications approach that will activate across PR, social, internal communications and more. Throughout this search, Droga5 and Weber Shandwick have come to the table with a clear vision for the brand and breakthrough communications that will be instrumental in helping us go to the next level. We cannot wait to get to work.”

“Age is something that doesn’t matter, unless you are a cheese.”—Luis Bunuel

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Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

‘Recalling 1993′ Campaign Turns Pay Phones Into Time Machines

Time to end the week with a really cool promo campaign, right? New York’s New Museum is currently hosting an exhibit called “NYC 1993: Experimental Jet Set, Trash and No Star.” Curators collected art created during that calendar year in order to give visitors a sense of what the city (and the world at large) were like 20 years ago. It’s a time capsule.

The Droga5 agency played on that theme for its extremely creative promo campaign. Its team built an audio database consisting of 150 snippets of New Yorkers’ recollections of the city during that fateful year. The way they set it up was even more interesting: they created a number that connects users to the database from any pay phone in Manhattan. Interested parties can call (855) FOR-1993 and the database will, through geolocation, play an audio sample related to the very neighborhood where the booth in question is located. Here’s the summary clip:

Wow, 1993: Your editor was in the 7th grade, Bill Clinton was president, Seinfeld was in its prime, Brad hadn’t met Jen or Angelina, Biggie and Tupac were still with us…it was a magical time. And this is a cool campaign.

But now we feel old.

UNICEF’s Facebook App Turns Social Network into Water Network

Move over, Farmville. Virtual farming is out, and virtual plumbing (for a good cause) is on its way in.

As part of its annual Tap Project, UNICEF has partnered with Droga5 to create an app that turns your Facebook page into a virtual water tap. The project’s goal is to help raise awareness of the staggering number of people around the world who lack access to safe drinking water (roughly 800 million), while simultaneously raising money to help get clean water to those people.

According to UNICEF, just $5 dollars can give one child safe drinking water for 200 days. By donating those $5 dollars to the cause via PayPal or text message, Facebook users can now turn their pages into virtual taps carrying water to those in need (money-raising) and then choose two friends to whom they can link “pipes”, urging them create taps of their own (spreading awareness). Through this dual-action campaign, UNICEF hopes to “turn the world’s largest social network into the world’s largest water network.”

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Study: Men Love Their Ladies ‘Marginally More’ Than Their Sports Teams

To anyone who has dated (or married) a sports fan whose obsession with their favorite team borders on the maniacal, we ask: Do you hear the Sports Center music in your nightmares? Have you caught yourself griping, “I swear, you love that team more than you love me!” And is that accusation — often shouted when asked to move a little to the left of the TV — really true?

Puma and Droga5 recently designed a UK-based study to determine whether men really love their teams more than their lovely ladies (yes, we realize many rabid sports fans are women, but this study focused only on the stereotypical male fan and his less-than-enthused female counterpart).

This past year, David Droga of Droga5 came up with the idea to measure how much a group of guys love their favorite soccer club (specifically the Puma-sponsored Newcastle United), and then determine how that love measures up to the other great loves of their lives — their wives and girlfriends.

Psychologists from the University of Bristol conducted the research, using 17 men who had been in steady relationships (and also held season tickets) for at least five years. Aside from being asked to answer a number of questions, each man was given photographs of both his team and his significant other, and was then asked to cut those pictures in half (yikes!), while electrodes monitored emotion in the form of electrodermal activity.

The end result? These lovestruck gentlemen may be macho, die-hard soccer fans on the outside, but they are true romantics at heart. Read more

Beyoncé Brings the World to Attention for Humanitarian Day

How do you get 1.13 billion people to “do something good, somewhere, for someone else”? Why, you show them a Beyoncé video, of course! Throw in some impressive CGI and inspiring imagery from around the globe and you’re golden, baby!

For this year’s World Humanitarian Day, which took place on August 19, the United Nations partnered with digital ad agency Droga5 to reach hundreds of millions of people with that very simple, universal message. The campaign, titled “I Was Here” (Twitter hashtags #WHD2012 and #IWASHERE), drew its inspiration from a Beyoncé song of the same name, so of course she was a natural choice to take part in a campaign that will also help burnish her humanitarian cred (the video already has well  over 4 million views):

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