Category Archives: Offline advertising

The Cartier Odyssey

To celebrate its 165th anniversary the legendary French jewelry house Cartier is releasing an epic mini-film today. Read more…

Heineken launches ‘Legendary Football’ UEFA Champions League blitz

Heineken has launched its new campaign for the forthcoming 2011/12 UEFA Champions League season, titled ‘Legendary Football’. The campaign, created by Wieden + Kennedy Amsterdam aims to showcase how the UEFA Champions League, the world’s most prestigious and high-profile club competition, and Heineken, the world’s leading premium beer brand, combine to create spectacular artistry that fans around the world can enjoy.

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Heineken activation in Italy

I loved this when i saw it this morning. The faces of the people when they found out what is happening are simply beautiful, really engaging. (thx Carlos!)

When online is so important even if it’s not that important

These days i’m judging LIA Awards and it’s interesting that more and more often you can find a lot of digital entries submitted not as separate elements of the campaign (microsite, banners or whatever) but what is submitted is the whole campaign itself, even when in “banners” category, for instance, so very often you don’t know what to judge exactly. What makes me think about another thing, that is that many entries are not really powerful by themselves, but in the context of the campaign where they live that pieces become substantially relevant. Does it make any sense judging them as in a “digital” category then? The first example of this happened when i had to judge the banners of this campaign for Dodge in Belgium, made by Proximity BBDO. The tagline is quite simple, being Dodge a “macho” car, and trying to engage people for their new release, a familiar one, the test drive consists on going to the car dealer and have sex in the back seat of the test car. Then, if you got pregnant and have a baby within the next 9 months you get the car for free You can check the video case clicking here.

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An ad or a video clip? Whatever it is it’s cool

A video clip that’s an ad… Sydney agency colman rasic carrasco has just launched a music video for top UK band Radiohead. The single ‘All I need’, from Radiohead’s critically acclaimed latest album ‘In Rainbows’, became a perfect fit for the idea behind the human trafficking message. The video clip was created to raise awareness of exploitation and human trafficking in developing countries.

Christmas Ads Have Started

John Lewis is a UK online and offline retailer. I’ve just been in the UK and saw this spot and thought is was really clever and unexpected – in fact the first time I saw it I actually didn’t even know what was going on until the very end. Anyway I thought it was a nice idea which was executed very well. The second spot I found on youtube is a behind the scenes ‘making of’. I believe Lowe London were the agency responsible.

Haagen-Dazs branded stamps

From Austria, a series of stamps sponsored by Haagen-Dazs. The icecream brand partnered with the Austrian Postal Service to produc a limited edition series of postal stamps featuring the images of their latest campaign. The idea is of TBWA Germany. via TBWA blog.

Should chief execs feature in their own ads?

The Sunday Herald asks the question, providing the answer in two articles supporting the opposite answers YES/NO. Tina Korup (managing director of edoMidas Leadership Development) supports the NO party, saying CEO should not link their personality to a product. First of all, says Korup, CEO come and go, furthermore a CEO in ad could impact staff morale (“No CEO should be bigger than the company. As soon as a CEO puts themself in a television advertisement, they’re taking the credit and the glory for the achievements of the business’s hardworking employees. That’s very demotivating for the staff.”). On the other side, Campbell Laird (founder of brand consultancy Three Brand Design) says CEO in advertising can prove very effective for building the brand of a business since today’s chief executives have the skills and personality to carry off starring in the company advertising.

Thanks for your feedback

This Air Sickness Bag has been created by Scholz & Friends Berlin to promote low cost flight operator Hapag-Lloyd Express. It is part of an award winning campaign (Effie Award 2005) that run last year in Italy and Germany. With a minimum budget compared to its competitors HLX had to achieve maximum effectiveness by implementing a cross-media campaign using attention-grabbing ideas.

Making banks look human

In the UK Barclays is about to launch a campaign to position itself as a customer-friendly bank (via Brandrepublic). It is going to be the biggest advertising campaign in four years and it will basically focus on making the bank look “human”. The ads, created by Bartle Bogle Hegarty will portrait Barclays’ staff as inventive and friendly. Recently in Italy San Paolo Group did the same thing. It launched a campaign with a touch of irony starring its employees describing in an interview their role in the bank. The pay-off they used is “San Paolo, less bank more Mario” (or whatever was the employee name). I think it is interesting to note the similar approach. Is it because their image has deteriorated or because the new consumer requires a brand to talk his same language?