Author Archives: Laurent

Chlorophyllo, mes que un heroe

Tribal DDB has recently launched a crazy advergame for Airwaves in France. In an interactive video, you play Chlorophyllo, a Mexican wrestler who gets his strength from the main ingredient you can get in Chloromenthol Airwaves gum. You need to fight the evil Dr Mano Negra, who wants to get the secret of your power, rule the world etc…

The art direction is nice, the script and the gameplay are very simple (too simple?), the prize (a trip to Cancun) is attractive : that sounds like a good recipe for a catchy campaign.

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Killzone 2: World Wide War

Sony Computer Entertainment recently released Killzone 2 on Playstation 3, and has been using quite an original way to promote this First Person Shooter videogame. Considering that Killzone scenario are more or less about repelling total invasion by enemies (Helghast forces), Sony brought this scheme online, with a dedicated webgame.

You can register on the killzonewebgame page, install a Killzone toolbar on your browser and be ready to fight ! While you are browsing the internet, you may get under attack at any time, if you decide to engage the fight, Helghast forces appear in your window. Basically, you then need to get rid of them.

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Amazing tricks by French Nike athletes

(As a forewarning I have to make it clear this is a campaign I’ve been working on with my agency Mindshare Paris) Nike is currently running a campaign for Nike Sportswear called V is for Victory, to promote their Track Jacket. Nike France produced two nice viral videos, which, as you will see, are typically French ! Here is the very last one released today, where you can see Hatem Ben Arfa, top class football player at Olympique de Marseille, playing petanque (I told you it was very French !) his own way as he scores an amazing point :

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Fanta plays with great mobile applications

Fanta (Coca-Cola Company) is about to launch a very innovative campaign on mobile across Europe at the end of January. Alongside the classic goodies (wallpapers, ringtones …), and a game, the wap site will offer original applications too.

The most amazing one must be its virtual tennis. It is the world’s first 3D augmented reality tennis game, in which two phones connect via bluetooth before playing a game of tennis, using a “court” printed from http://www.fanta.eu/. Players can then use their mobile devices as tennis racquets to hit a virtual ball whose movement is determined by the angle and position of the phone.

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Red Bull settles in the Playstation Home

The Energy Drink brand is famous for its original way to communicate, delivering a lot of content around massive original events (Air Race, Flugtag, etc…). I am not gonna enumerate all the advergames developped by the Austrian company, that would be too long, but you can find some on their site. Red bull also proves to be innovative by always being among the first to test new media plateforms, like Joost at the time. This time, Red Bull is the first advertiser in the Playstation Home, the Sony metaverse on PS3, which has just been launched yesterday. They built their own tropical island, which features an aeroplane racing game, which is based on their real world Red Bull Air Race series.

Note that Diesel, with a campaign developed by my agency (Mindshare), Ligne Roset, and Paramount Pictures are also among the first brands to advertise in Home.

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Goldenhook : choose your grandma

There ‘s a French common proverb (arrogant of course…) saying “In France we don’t have oil, but we have ideas”. And this new website is a cool idea. Nice and simple.

It offers you to buy a special hat (bonnet). First you can customize it (shape/colours/material) and then choose the granny who is going to knit it. At the end, the site is nice but incomplete, but who cares, let’s say it is part of the home-made concept! It plays on contemporary trends like customization, and humanization of the trade. My Xmas list just got extended ! Merci Flo

Buzz of the Week : French Mario Kart

It has been days I’ve been hesitating to post on this …

It might be seen as pointless, and could have remained a funny local video. Except it has reached 1,200,000 views in one week on Dailymotion, and 900,000 on Youtube, making it one of the top 5 videos of last week worldwide. Figures that lots of agencies and brands would kill for. And yet, it is not marketed and no brand is behind it. By no brand I mean Nintendo. But still … even it is far from the family/social image the Japanese company is communicating on (I mean, who is this French punk showing bad example on road safety …), I let you imagine the huge and free exposure it means for them.

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Victoria’s Secret widget

To promote its website on its last and highly longed-for fashion show, Victoria’s Secret put a massive and rich widget forward. Loyal to the site it represents (fully developped in flash, with tons of materials), it offers a lot of content with videos, pictures and news feed.

I am convinced widgets could be a very good opportunity for brands, but they are too often used as shallow gadgets, with no marketing purpose, or just as an excuse to show your brand is up-to-date … Even if this one from Victoria’s Secret offers nothing innovative, it is well designed, and it can rely on the aspirational strength of the brand.

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Fiat 500 by Diesel

Christmas is coming, and you might want to offer something special to your relatives or friends, but of course going shopping in the crowded shops is a chore. Why not getting the limited edition of the Fiat 500 by Diesel ? Only 10,000 units of this car designed by Fiat and the fashion label Diesel, are being made available worldwide. You can configure and order it exclusively on the English website here.

This cool e-marketing association would have certainly deserved more content and online materials. Nevertheless, I suggest we launch a subscription to offer one to Martina !

Rexona Toys

A very nice TV spot for Rexona.

Advertiser: Unilever Brand: Rexona Advertising Agency: VegaOlmosPonce, Buenos Aries Director: Nico & Martin Production Company: Primo, Buenos Aires Post Production: Bitt Animation / Che Revolution Post DoP: Cristian Cottet Editor: Patricio Pena I didn’t find any Rexona website on this soap campaign. Tell us if you find any. By looking for it, I came on the Argentine Rexona website for deodorant, and it proves to be very creative as well. Via