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Posts Tagged ‘Richard Gorodecky’

Amsterdam Worldwide Launches New Global Brand Platform for Warsteiner

Last year, Amsterdam Worldwide was tapped to lead the Warsteiner Beer business, and their work with the brand can now be seen in their recent global brand platform, intended to “refresh the brand in its existing markets, and firmly establish it in emerging markets.”

The campaign, which kicked off in Germany on the 10th and will roll out gradually in over 60 markets worldwide, features television, print, and “high levels of digital media activity across the board.” Amsterdam Worldwide clearly wants to target the young and the young at heart (such as the 45 year-old skateboarder in the “Do It Right” television spot featured above), as evidenced by the online documentaries meant to supplement the television campaign which include profiles of a skydiver and a graffiti artist.

“Traditional beer advertising is cluttered with a lot of clichés and not particularly inspiring insights – we had a chance with Warsteiner to break away from that mould and celebrate a brand culture that lives and breathes an intense commitment to creating a truly premium beer,” explains Amsterdam Worldwide’ s Strategic Director, Uli Kurtenbach. “It was a natural step to inspire Warsteiner’s consumers to take on their own lives with the same enthusiasm.”

Stick around for credits and a profile of “Freefly Rob” after the jump. Read more

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Amsterdam Worldwide Shows Both Sides of Sony VAIO 2-in-1 PC

Amsterdam Worldwide has a new campaign promoting Sony VAIO, l Flip PC, VAIO Tap 11, and VAIO Duo emphasizing the laptop/tablets appeal to both people’s playful and serious sides.

The new campaign, entitled “Both of You,” features four 2-in-1 characters, with the two sides of each personality battling each other, emphasizing that “sometimes we need to work, and sometimes we need to play.” In each of the four spots, neither side of the character wins a definitive victory in their battle of wits, another illustration of how the versatility of a laptop/tablet in one lets both sides of your personality get their way. “Our tech devices have become very personal extensions of ourselves – the question is ‘which self?’ We all have more than one. Now there is truly one device that can handle both of you, so we created a story to bring that to life,” explains Amsterdam Worldwide executive creative director Richard Gorodecky.

“Both of You” has already proven itself a big success. The four online spots debuted in December and combined have already received over 1.5 million views, and that’s without any media spend. The online campaign rolls out in earnest on January 27th, on platforms such as YouTube, Hulu, and AOL (for some reason). “Both of You” will also launch in international markets, including Japan, Asia, Europe, and Latin America. Stay tuned for “Both of You (Marla)” and credits after the jump. Read more

Amsterdam Worldwide Takes Over on Warsteiner Biz

What better way to kick off the day than some news involving beer. Amsterdam Worldwide, the agency that spun off broke away from StrawberryFrog in 2008 and works with clients including Asics, has been tapped to lead the Warsteiner account and create a global campaign for the 260-year-old German brewer. We’ve been told that AW beat out up to eight other agencies in the pitch and won out as AOR because of its “noted international experience” as the Warsteiner folks look to grow the brand outside of Europe.

In a statement regarding the decision, Jordi Queralt, marketing director at Warsteiner,  says, “The team at Amsterdam Worldwide has demonstrated its world class strategic and creative capabilities and knowledge of this industry. The agency showed great insight during the brief, and we look forward to building a success story for Warsteiner together.”

You’ll have to wait a while, though, to see what Amsterdam Worldwide–led by ECD Richard Gorodecky and strategy director Uli Kurtenbach–comes up with as the first campaign won’t break in the U.S. until the first half of 2014. The agency succeeds Kolle Rebbe on the Warsteiner account. Budget is undisclosed.

Intel Explores Indonesian Hip-Hop

Last month, Intel and agency Amsterdam Worldwide released a short film that focused on Indonesian garment making practices. Part of Intel’s “Visibly Smart” campaign, the film followed a fashion designer who demonstrated how she uses ancient batik-dying techniques and computer-generated patterns to put a new twist on traditional clothing.

Remaining in Indonesia, a new spot switches the focus from fashion to the country’s emerging young music scene. For some historical context, media and the arts in Indonesia was strictly monitored until about a decade ago when President Suharto’s authoritarian military-centric government crumbled amidst widespread rioting and civil unrest. As Western culture permeates throughout the Far East, countries like Indonesia find ways to infuse it with their own culture, which results in something like Jogja Hip-Hop Foundation, the stars of this short film.

Finding inspiration from Indonesia’s rich tradition of shadow-puppetry and “gamelan” musical ensembles, the members of Jogja Hip-Hop Foundation find an outlet for speaking about their lives and the dramatic changes going on in their country. And, of course, they put hip-hop beats over gamelan music using personal computers with Intel processors. Again, stellar direction from Amsterdam Worldwide and prodco Radical Media make for a compelling look at a country in transition. It’s as educational as it is entertaining, and it really makes the viewer consider how something as bland as a computer chip can be responsible for changing lives. Credits after the jump.

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Intel’s Latest ‘Visibly Smart’ Film Explores Indonesia

For thousands of years, a type of fabric known as batik has been prevalent in garments throughout the eastern hemisphere, from parts of Africa all the way to China. So, what could a type of fabric that uses wax-resistant hand-dyeing technique possibly have to do with Intel’s line of high-speed computer processors? Well, as this third film in Intel’s and agency Amsterdam Worldwide’s “Visibly Smart” series (view another one here) demonstrates, batik and Intel go hand in hand.

Not wanting her home country of Indonesia to lose its traditions or forget its heritage, batik designer Nancy Margried is using fractal formulas to create computer-generated fabric patterns, which has streamlined the process while holding true to its hand-dyeing techniques. As Margried says of batik, “With our work, we hope to inspire future generations to strive and work to promote this tradition of Indonesian culture with the use of technology.”

It’s amazing that a tech company like Intel is somehow able to successfully emphasize a “human” element in its marketing, from the “Museum of Me” Facebook app (done with agency Projector Inc.) to the “social thriller” film Inside (done with agency Periera & O’Dell) to these “Visibly Smart” films. Considering that Intel holds four spots on a recent list calculating the most “engaging” Facebook status updates ever, there’s a lot that can be learned from the company’s brand and marketing managers. Sometimes, it’s all about picking the right agency for whatever job you need done, and trusting in that agency to deliver creative work like the film above. Credits after the jump.

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Intel Tech Makes Wedding Photography More Interesting Than You’d Think

Just months after Amsterdam Worldwide brought us the adventures of “The Sartorialist,” a seven-minute film that helped inaugurate the “Visual Life” blogger profile series for Intel, the agency returns with the next installment, “Kitty and Lala.” This latest short film follows the aforementioned pair, who are Chinese wedding photographers and as you’ll see, aren’t your standard hired guns trying to capture moments of wedded bliss.

Aided by a bouncy, playful electro-IDM tune and vivid imagery of Beijing landscapes and street scenes, the film manages to depict two entrepreneurial artists at work without overdoing it with the Intel branding/Core Processor promotion. Though the technology did seem to work wonders for Kitty and Lala. We’ve been told several new Visual Life films are in development. Credits after the jump.

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