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Campaigns

Martin Williams Launches Kill Kancer for Mary Beth Mueller

Minneapolis-based agency Martin Williams, fresh off rebranding Mall of America, has teamed up with Mary Beth Mueller (widow of Soul Asylum bassist Karl Mueller) in a campaign launching Kill Kancer, “a nonprofit aimed to raise awareness for preventable types of cancer.”

Following her husband’s death approximately nine years ago, Mueller started The Karl Fund at the University of Minnesota “to support breakthrough cancer research.” Kill Kancer is an extension of The Karl Fund, “a nonprofit positioned to inform the younger generation to take proactive measures on preventing cancer.”

“Cancer is the leading cause of death in Minnesota and since I have been personally affected by the terrible disease, I’ve made it my life’s mission to support the fight. After much research, I found there is a lot information on diagnosing cancer but limited information about prevention,” explained Mueller. “Through Kill Kancer, I hope to give our younger generation information that is useful to them concerning prevention as well as an outlet to have open dialogue about the illness.”

The backbone of Martin Williams’ campaign is the Kill Kancer website the team designed providing cancer prevention information and a community portal where visitors can post content. At the center of the site (and the campaign) is the above video, directed by Dan Huiting. The video features appearances from Minneapolis-based artists such as Slug from Atmosphere, Ashley Dubose from NBC’s “The Voice,” street artist HOTTEA, and rapper/community activist and teacher Toki Wright. Martin Williams will also be hosting a benefit concert for Kill Kancer today at The Cedar Cultural Center, including performances by by Dave Pirner of Soul Asylum, Silverback Colony, Communist Daughter, Willie Murphy & Special Guests, and Taj Raj. Irksome intentional misspelling of “Kancer” aside, this is an important campaign that differs from countless other cancer awareness campaigns by providing important information about preventative measures people can take to reduce the risk of certain cancers. Since most people don’t even realize there are cancer prevention methods, this is an invaluable cause that could do a lot of good.

“Pro Bono work is extremely important to us,” said Tom Moudry, CEO and chief creative officer, Martin Williams. “Working on Kill Kancer from the ground up has been an unforgettable experience, especially for someone who gave the Minneapolis music scene so much and was such a lovely guy.”

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BooneOakley Pits Master Vs. Master for Bojangles

Charlotte full-service independent agency BooneOakley created a new campaign for Bojangles’ Restaurants, the first spot of which stars recent Master’s champion Bubba Watson.

The spot, created to promote Bojangles’ breakfast offerings, is meant to give a “a public face to Bojangles’ internal biscuit-quality efforts.” Apparently, every Bojangles location has an official “Biscuit Maker,” who has undergone at least 40 hours of training for the position, on staff. (For some reason, they don’t mention this in the ad.) The 30-second broadcast spot pits one of these biscuit makers against Bubba Watson in a celebrity competition parody (wakka wakka). Watson kneads his dough with his driver before launching the biscuits toward the oven. At the end of the ad, Watson tees off on a completed biscuit, causing it to explode  — according to BooneOakley’s PR team, this was done at Watson’s insistence.

The second spot in the campaign will run in late spring/early summer and feature sportsfisherman Guy Eaker of the Bass Master series (you can’t wait, right?), with future celebrity spots in the campaign undetermined. Brief credits after the jump. Read more

UPDATE: Bud Light Has Your ‘World’s Toughest Job’ Spoof Right Here

Well, that was quick: here’s the first of what will almost certainly be a series playing off this week’s viral Mullen “world’s toughest job” spot.

The ad loosely ties itself to the ongoing “Up for Whatever” campaign via hashtag.

Its underlying gender joke and brand association aren’t quite clear until the final shot, though the text makes sure to poke fun at the Mullen original by both linking to the clip and noting that the fake job listing behind it never actually existed.

UPDATE: The responsible agency is Boston-based Relevant 24, which has done work for Priceline, Arby’s, FOX Sports, Doritos and more (homepage here).

Sid Lee Stokes Northern Pride for Raptors

Just in time for the playoffs, Sid Lee has launched a new spot for the Toronto Raptors which the Starks could totally get behind (there’s even a wolf). The new spot stokes fans’ anticipation of the upcoming games and northern pride with the tagline, “#WeTheNorth.”

The 60-second, Stark-approved spot starts with the line “We the north: In many ways we’re in a league of our own; one step removed; just beyond the boundaries…” and uses the Raptors’ distance from other NBA teams as a point of pride, a rallying call. “If that makes us outsiders, we’re in,” concludes the voiceover before a “Let’s go Raptors” chant emerges from the background. “#WeTheNorth,” which just launched yesterday, is part of a larger rebranding effort for the Raptors. If fans weren’t already excited for the Raptors’ bid in the NBA playoffs (starting tomorrow, against the Nets), the well-produced spot, which mixes game footage with stylized shots of a snowy Canada, should do its part to psyche them up. Credits after the jump.  Read more

RPA Shows off Mandalay Bay with ‘Resortist’ Extension

Mandalay1

RPA has a new print and outdoor campaign for Mandalay Bay, extending their “Resortist” campaign.

The campaign strategy “is to further differentiate the resort by injecting the advertising executions with new electricity in a welcoming way befitting of a 120-acre resort.”

Read more

Victors & Spoils Goes Traditional with New Work for Bank Midwest

Victors & Spoils eschews crowdsourcing or digital aspects for their new campaign for Bank Midwest.

Centered around a few television spots,  the campaign emphasizes the human side of Bank Midwest.  The above spot “Listening” focuses on a bank worker on the phone with a client, saying things like “okay” and “uh-huh” before the word “Listening” comes on the screen, accompanied by triumphant music. It’s meant to show that in today’s environment, an actual human listening to you at a bank seems revolutionary. Clearly, this campaign is targeted at an older audience than Victors & Spoils typical work, which explains the more traditional approach. The spots “Knowing Your Name” and “Answering The Phone” follow a similar approach. The campaign, which started running in Colorado and Kansas this week, also includes billboards with simple messages, such as “Listening!” and “Mortgage Experts Who Listen.”

“In a time when so many businesses have stopped focusing on consumers, it’s really exciting that we get to help celebrate the fact that our client, NBH Bank, N.A., still treats people like people. This makes for some pretty revolutionary work,” explained Victor & Spoils Creative Director Chris Cima.

For a campaign described as “revolutionary,” though, the strategy sure calls to mind Tierney’s work for TD Bank in their “Human Truths” and “Bank Human” campaigns. Stick around for “Knowing Your Name” and “Answering The Phone” after the jump. Read more

Arnold Worldwide Introduces Brushing Chews for Milk-Bone

Arnold Worldwide has a new campaign launching the new Brushing Chews for Milk-Bone, which feature “a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council’s (VOHC) seal of approval.”

To introduce the new product, Arnold keeps it simple, telling the story of a man and his dog (Ted and Rudy), and explaining how their new Milk-Bone Brushing Biscuit is designed to work as well as a toothbrush to keep dogs’ teeth clean. Because no one wants to brush their dog’s teeth, this is a pretty effective selling point. Ted and Rudy’s story extends beyond the broadcast spot above to a series of online videos, all set against the red backdrop matching Milk-Bone’s packaging, and following roughly the same formula. The campaign strategy is based on the insight that “The more you care for your dog, the happier and healthier he’ll be.” Ted and Rudy’s relationship is intended to to be “funny and adorable” but arrives at something closer to “hokey, but kind of cute.”

“They’re very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian,” explains Arnold creative director Tristan Kincaid. “We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories.”

The campaign also includes social elements, with each of the six online videos (which act as pre-roll video assets on sites including Hulu, AOL, Discovery, TubeMogul and Yahoo) featuring an end card driving traffic to Milk-Bone’s Facebook page. Future social posts will also include Instagram and Twitter. Stick around for credits and a pair of online spots after the jump. Read more

‘Wallace and Gromit’ Creators Go Stop Motion for Book Trailer

We still can’t quite wrap our heads around the simple concept of book trailers.

That said, this short from Aardman Animations–the studio behind “Wallace and Gromit”–reminds us why stop motion animation will never get old:

We can’t promise that we’ll actually buy and/or read the book in question, though the fact that this city mouse-to-country mouse memoir involves “Abbie’s Liverpudlian grandparents — dedicated followers of Liberace, sleek in scented mohair and patent leather” certainly makes it more intriguing.

Read more

Team One Launches Digital Souvenir App for JW Marriott

Team One has launched a new digital scrapbooking app for JW Marriott called CUR8.

CUR8 is described as “an experience-oriented app that allows guests to share their favorite travel moments through digital videos on their social media networks.” Simply download the app at the Apple store, upload photos and videos, choose a few of JW Marriott’s property images and the app will automatically create a sharable digital video of your vacation. Users of the app also have the option of customizing their videos with music and added text and can then share the video on social media networks using the hashtag #CUR8byJWM. CUR8 is currently available free of charge at 65 locations. Check out the video above to learn more and stick around for credits after the jump. Read more

Y&R New York Get Patriotic for Ball Park

Where’s the ball park? That’s one question that comes to mind after viewing Y&R New York’s patriotic spot for Ball Park’s new premium hot dog, Park’s Finest, the latest iteration of the “So American You Can Taste It” campaign. The other being: “Hey guys, are you sure you want to celebrate the invention of the cotton gin? It did kind of lead to the expansion of slavery in the Antebellum South.”

The goofy, 30-second spot, called “Greatest Invention Ever,” sees a man holding an eagle positing that Ball Park’s Park’s Finest are America’s greatest invention, much to the chagrin of Eli Whitney and Benjamin Franklin. Its ridiculous brand of humor seems somewhat studied, and mostly fails to hit the mark. The spot ends with a group of guys grilling up the new premium dogs, and, in a nice touch, the smoke forms a map of the United States. That there isn’t a ball park at any point in the spot feels like a miss though, as it’s a clear association with the brand. (And, hey, ties right in with the whole “greatest American invention” thing.)

The new Park’s Finest ads will air across broadcast and cable networks, as well as on Pandora radio, beginning this week. The larger “So American You Can Taste It” campaign also includes digital, social, shopper marketing and PR elements. Stick around for credits after the jump. Read more

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