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Posts Tagged ‘Carlos Moreno’

Washington Olivetto to Be Honored with Clio Lifetime Achievement Award

Washington OlivettoThe Clio Awards announced today that WMcCann Brazil Chairman & McCann Worldgroup, Latin America & Caribbean CCO Washington Olivetto will receive the 2014 Clio Lifetime Achievement Award at the 55th annual awards show on October 1 at Cipriani in New York.

Olivetto is known around the world as an influential figure in the advertising industry, and in Brazil as an important cultural figure. His best known work includes iconic campaigns for Salvation Army, Nestle and Brazilian household staple BomBril, “which boasts the longest-running campaign with the same lead character,” with poster boy Carlos Moreno serving continuously from 1978 to 2004. Olivetto’s W/Brasil merged with McCann Erickson Worldwide’s Brazilian operations to form WMcCann in 2010, with operations based in São Paulo and Rio de Janeiro. WMcCann currently owns the two most popular campaigns airing in Brazil, for Bradesco, the biggest bank in Brazil, and Brazilian food company Seara. In 20o1, Olivetto won the Clio Awards’ Grand-Prix film award with a TV spot for Época Magazine. In addition to advertising, Olivetto is known in Brazil as a soccer mega-fan and expert, the creator of an ideological movement in the history of Brazilian soccer called “Democracia Corintiana.”

“Washington Olivetto is a name synonymous with innovation in the advertising industry,” explained Nicole Purcell, executive vice president, Clio Awards. “For decades, Washington’s work has been bringing Brazilian creative to the world and the most sophisticated thinking in global advertising to the Brazilian market. Defying contradiction, he’s at once a classic adman and a radical pioneer.”

“I’m exceptionally honored to receive the Clio Lifetime Achievement Award, in no small part on account of distinguished names of those who received the award before me,” said Olivetto. “I hope this award shines a light on the exemplary work being done around Latin America, and particularly in Brazil, which has been a source of inspiration and the greatest, most rewarding challenge I could have asked for.”

 

 

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BBDO Toronto Shows ‘What’s There’ for Paralympics


BBDO Toronto has crafted a new spot for the Canadian Paralympic Committee in anticipation of the upcoming Sochi Paralympic Games, with the uplifting message/tagline “It’s not what’s missing, it’s what’s there.” The line describes the need to look past physical differences to the incredible talent of these athletes and all the hard work they put in to train for the games.

“When we look at Paralympic athletes, we can make the mistake of focusing on their disabilities, instead of their extraordinary abilities,” said Simon Craig and JP Gravina, Associate Creative Directors, BBDO Toronto. “This campaign forces the viewer to see all the amazing things that make these Paralympic athletes great. To catch them in the midst of competition is an awe-inspiring experience by any definition.”

To accomplish this, the 60 second spot employs a letterbox effect to focus in on a select portion of each athlete, only revealing their identities toward the end of each scene, and thereby highlighting their athletic prowess and impactful performances rather than their disabilities. It’s an interesting fusion of form and function that really underscores the message behind the campaign, even if it risks alienating some viewers who complain about such a small portion of the screen being used at the start of the spot.

The athletes featured  here are snowboarder Michelle Salt, sledge hockey players Tyler McGregor and Dominic Larocque, and cross country skier/biathlete Mark Arendz. Arendz called the campaign “an awesome opportunity to increase awareness and demonstrate what we as Paralympic athletes are capable of.”

Nomination for the Canadian Paralympic Team is still going, with the full team set to be officially announced at the end of the month. The 2014 Sochi Paralympic Winter Games will be held from March 7-16. Canada will send approximately 50 athletes to the games, competing in all six sports, with the goal of placing in the top three nations in the gold medal count. Credits after the jump. Read more

Skittles ‘Gif Raps’ the Holidays

Remove the “t” from “gift” and the “w” from “wrap” and you end up with “Gif Rap,” Skittles’ digital holiday card from BBDO Toronto.

Animated gifs have had quite a resurgence of popularity in 2011. Is it that hipsters enjoy gifs’ “vintage Internet” aesthetic? Is it that mobile apps like “Gif Shop” have made animated gifs easier to make than ever? Is it because quickmeme made adding personalized Impact text over images too easy? Whatever the case, we’ve already seen them used in two separate agency holiday cards so far.

Gif Rap the Rainbow” is exactly what it sounds like, allowing users to select between four Santa-themed animated gifs and four hip-hop beats to combine for a personalized holiday greeting. If you’re wondering what the above image looks like when animated, click here. Credits after the jump.

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