Evian is a brand that I love. They’ve consistently given us great advertising that’s worth sharing. Here’s the latest ad “Baby & me” (from BETC ) which tells a story about connecting with our inner child.
I love the simplicity of this idea from New Zealand that uses a billboard to promote a real-time weather reports. The photo says it all.
Audi set out to demonstrate the legendary road hugging capabilities of the A4 through an interactive & socially enabled installation. Passers-by could race one of 3 miniature Audis – controlling the car via iPad. The craft skills are incredible and the idea is really nice. However, I was disappointed when I saw some of the real race videos that were published. It seems that the cars regularly wipe out on the corners which is a shame given the purpose of the installation. Read more…
Apart from being an interesting story I think this is a great way to promote a small independent bookshop in north east England by claiming the analogue ownership for one of the most popular memes we’ve seen.
Oreo is one of the best examples of ‘social content’ I’ve seen recently. It heralds a new approach to content creation that’s real time and reactive… but instead of a oneshot approach it’s in a programme format.
We’ve already written brands & open conversations here. What’s interesting is that Oreo has developed a content programme over 100 days designed to tap into any memes or cultural trends that present themselves. I love the great craft skills – it’s nice to see great art direction and copy. Take a look at the case study below for more.
Hermès spring/summer range comes to life in 4 stop motion videos celebrating “sport” in a way that only Hermès could do. The four films were directed by Simon Cahn who formerly worked with Spike Jones on a stop motion film. I really like the Hermés brand because it’s one of the few brands to show such a natural confidence and eccentricity. In addition to croquet & pétanque which might be expected, Hermès also features ping pong and leapfrog.
Brands creating photo filters is not news – but Ray Ban has created the first realworld retro filter. A mobile app literally lets people see the world through a pair of Ambermatic sunglasses.
Today (February 7th) is National Sweater Day in Canada and WWF & John St have brought back the Granny Call Centre. We wrote about last year’s edition. What I like about this campaign is the use of digital & social media to drive engagement through a very low tech technology… a phone call with a Granny.
This video starts just like any of the previous end of year greeting videos from Publicis Groupe CEO Maurice Lévy (he’s done one each year since 2010) . But there is one big difference, when you skip forward (which of course everyone does) there’s a surprise. He stops his speech and starts shuffling through his notes to find the part of the speech that you want to skip to. It’s just one of the many very human interpretations of the standard YouTube player functionality built into the 2013 greetings.
You can try out the video for yourself below :
My two favourite features are volume and quality. Changing the volume gives you 4 different options for the speech (shouting, normal, whisper or even Bob Dylan style on mute). Changing the quality of the video results in 6 or 7 hands coming onto camera to change the quality of the décor of Maurice Lévy’s office whilst he continues his speech.
If you pause the video, he keeps himself busy with a range of activities from dusting Cannes Lions, playing Pacman, watching the laughing baby video on YouTube to even recording a new message for Publicis Groupe.
This concept is dependant on people interacting and playing with the video. Without giving the game away, Maurice Lévy gives us a wink in the the very official corporate email to hint that it might not be as boring as it looks.
Kudos to the creative team that had the guts to pitch this idea to the boss of their boss of their boss with the insight that his videos were too long — and hats off to Maurice Lévy for taking on the challenge and not taking himself too seriously.
Agency : Digitas France
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