Gerald Mark Soto is the illustrator behind the GAP Fall Denim campaign "Jeans Take Shape". On his website the artists shares several aspects of the campaign, developed by Laird+Partners. The TV spot is (of course) available on YouTube also...
Heineken is currently investing about $50m in the launch of its new Premium Light beer. Part of the budget will be dedicated to online marketing and advertising. Online ads are already running on sites which reach 25 to 29 years old men, driving traffic to a flashy and stylish site (by Berlin Cameron United) where the new beer is unveiled. A (not so) viral video is also part of the effort, with "master mystifier Criss Angel attempting a jaw-dropping escape in the hear of NYC"...
Print and TV ads are also part of the most expensive product launch Heineken has ever done.
AOL has launched a campaign to promote its Instant Messanger system to college students. According to Mediapost (reg. req.) online ads will also be supported by outdoor ads at 40 college campuses.
This is basically a branding campaign to depict AIM as a multiple-media communications platform, encompassing VoIP, e-mail, and SMS in addition to instant messaging.
In the US Virgin Mobile is running an advertising campaign (tv, radio and Internet) targeting the Hispanic market. The campaign's theme is "No Soy Normal" ("I'm Not Normal") and it encourages people not to suffer the consequences of the typical wireless contracts like everyone else does. A website invites users through an interactive story where they have to decide whether they are "normal" or not. If you can speak Spanish, it's quite funny.
In the UK BT Broadband will invest £6m pounds to promote its agreement with Apple iTunes music store. Agency.com will create an online campaign, while Ogilvy will work on direct marketing and Abbot Mead Vickers will take care of the TV spot.. Netimperative reports new customers who sign up for BT Broadband will get 40 songs for free and a £15 discount when buying an iPod.
In the meantime, Steve Jobs announced that the iTunes music store, launched last week in Japan, sold one million songs in just four days.
Bausch & Lomb starts today in the US a multi-channel advertising campaign to promote its soft contact lenses Pure Vision. A TV spot will run on US network and cable stations and will also be available online. Along with the TV campaign, Bausch & Lomb is hosting an online sweepstakes where participants can vote for "America's Greatest Sight" and register for a chance to win a grand prize trip to the winning location, either New York City, Washington, D.C., San Francisco or Las Vegas. Visitors to the www.purevision.com web site can also print a certificate that they can take to their eye care professional and exchange for a free pair trial of PureVision contact lenses.
Coca-Cola, despite the fact it has been named once again brand of the year by BusinessWeek/Interbrand, feels it is loosing touch with the UK market. This assumption derives from an article published today on Bran Republic announcing the "World of refreshment" campaign.
The multimillion-pound campaign includes outdoor advertising and a web site (www.refreshinglife.co.uk, with the aim of promoting the full range of soft drinks produced by the Coca-Cola company. Vallance Carruthers Coleman Priest created the ads that target in particular health-conscious drinkers who might be afraid of having soft drinks.
Infopresse reports Canadian beer Labatt Bleue has launched an advertising campaign (print & tv) to promote its brand and "la fiertè quèbècoise". A website is also part of the effort. Online, Canadians are invited to share their photographs with a beer taken from around the world. BBDO Montré took care of the creativity.
General Mills has announced today the launch of a new television "nonbranded" campaign targeting children.
The initiative is called "Choose Breakfast" and has the goal to promote healthy breakfast with cereals. The campaign was created by Saatchi & Saatchi New York, and will run for a full year reaching more than 80 percent of children nationwide. A dedicated website www.choosebreakfast.com is also part of the effort, featuring content designed to engage kids on the benefits of eating breakfast.
E3 is going to create an online campaign to promote Peugeot new diesel engines. Netimperative reports the effort will debut in July, with a micro-site to support the offline marketing activities. As Matt Ramsay, director at E3 explained, Peugeot's idea is to engage potential customers from an emotional perspective, not limiting the engine choice to a rational decision.
E3 has been recently appointed by Peugeot and will take a share of the company's £1.5 million digital marketing account.
Philips is again online (and offline) with a corporate campaign to promote its approach towards technology characterized by "Sense and Simplicity". Daily Media (in Italian) explains the pan-European campaign targets affluent adults over 30 years old. DDB London did the creativity, while Carat managed the planning. In Italy, ads will appear on portals like Virgilio and Libero and on news sites such as Repubblica and Il Sole 24 Ore.
Over 7 million pounds have been invested by Microsoft to promote the new Office version. New Media Age explains the campaign has a "viral nature" and includes streaming video clips, banners as well as print and outdoor ads. The creativity is by McCann WorldGroup (McCann-Erickson for advertising and MRM Partners for direct marketing) which decided to use the image of dinosaurs to encourage users to "evolve" and upgrade.
Ogilvy & Mather has created a multi-channel campaign to promote the "other side" of IBM and enhance the company's image which is currently very much focused on technology. IBM is opening to consulting and therefore is seriously working on branding with print, Tv and online ads. The call to action is to visit ibm.com/innovation where users can learn more about IBM's expertise and new way of thinking.
Read more about the campaign on ClickZ.
Coca-Cola, despite the fact it has been named once again brand of the year by 
