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Posts Tagged ‘Billy McDermott’

W+K Portland Unveils ‘Join Together’ Follow-Up Called, Yes, ‘Separate Together’

Last month, W+K Portland launched the “Be Moved” brand campaign for Sony with the broadcast spot “Join Together.” Yesterday, W+K revealed the follow-up, the four minute (and change) documentary, “Separate Together.”

“Separate Together” brings together Bruce Zaccagnino, the creator of Northlandz, the world’s largest model railroad located in Flemington, New Jersey, and Matt Albanese, a photographer who specializes in miniatures. The documentary takes place within Northlandz’s “52,000 square foot exhibit space featuring dozens of tiny towns, three-story papier-mâché mountains and hundreds of toy trains snaking through a warren of tunnels, past tiny windmills and over bridges made from thousands of toothpicks.” Albanese captures Northlandz in a unique way, utilizing the Sony QX100′s ability to fit into tight spaces to capture unique shots that wouldn’t have been possible with other cameras. It’s a great way to show off the QX100′s unique capabilities in fun, charming way.

The documentary is accompanied by an experience site which lets you explore Northlands from the unique vantage points available with the QX100, letting viewers zoom in on different areas and take their own shots, which they can then share on social media. It’s a great extension, and a fun way to explore the charm of Norhtlandz without having to make the schlep to Jersey. Stick around for credits and “Join Together” after the jump. Read more

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

W+K, Oreo Relationship Concludes with ‘Super Important Test’

In case you were wondering, the domain name www.superimportanttest.com is no longer available, thanks to W+K and Oreo, who bring us, yes, a “Super Important Test,” which as we imagine was the intention is hardly a test. You have two options (cookie or cream) and you’re correct either way. Get it?

Super Important Test” marks not only the conclusion of W+K’s Oreo’s “Cookie vs. Creme” campaign that began with the buzzed-about “Whisper Fight” spot from the Super Bowl and the subsequent “Separator Machine” clips, but the relationship between W+K and the Mondelez brand itself. As you may know, Draftfcb and now the Martin Agency work primarily on the Oreo account.

Anyhow, W+K curated quite a bit of content for the website–more than 30 different videos may play after you click cookie or creme–but this type of limited platform really begs the question: What’s the point? How does this sort of advertising advance the OREO brand in any meaningful way? I’m asking a serious question, not just trying to be glib, so if there is an answer, please post a comment.

Virality for the sake of virality is turning into a common approach for most creatives, and a website full of 30 unrelated internet videos that may or may not be funny seems like a great way to waste an advertising budget. Oreo was never going to choose cookie over cream or vice versa, but it didn’t have to choose. This is a case of a clever idea that simply ran out of ingredients.

Stills and credits after the jump.

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Terry Crews Plays Music with His Muscles, Encourages Viewers to Do the Same for Old Spice

Yes, one of the stars of The Expendables 2 (now playing in theaters everywhere) is back, flexing his impressively musical muscles for Old Spice and W+K.

In what we’re being told is what’s a “first-of-its-kind embeddable interactive experience,” Muscle Music allows viewers to record their very own percussion-laden jam session after they stream and impressive demo performed by Mr. Terry Crews. But, for those of us who learn better from following directions than button-mashing, Old Spice has provided us with this handy keyboard map:

Sure, it’s just sort of silly and gets a little boring after about a minute of messing around, but realize that this is as much of an ad for W+K, prodco MJZ, VFX company The Mill and Vimeo itself as much as it is for Old Spice. From a purely technological standpoint, this could be a big step forward in integrating audience interaction into streaming video. Your move, YouTube.

Credits after the jump.

Update: By the way, the Terry Crews has been answering questions following his new Old Spice ad launch on Reddit. Go here for the Q+A.

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