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16 posts from June 2012

27 June 2012

Ex-lover blocker

This new app may seem a bit trivial to some, but to those who have just been dumped it’s a vital tool...it’s also a great example of a brand creating content cleverly targeted at their audience.

The app, created by DDB Brazil for soft drink brand Guaraná Antarctica, aims to prevent the heartbroken from calling the one that broke their heart, the ex. The user begins by blocking the ex’s number in their phone, and selecting close friends to keep an eye out. If the user tries to call the ‘ex’, the app alerts the selected friends instead contact details instead. If the user declines the support and continues onto calling the ex, a message is posted on the offenders Facebook wall highlighting the moment of weakness.

Check out the video below

 

26 June 2012

The anti-social network?

The latest report from Conquest into teens and social media reveals that Facebook is making young people feel down about life

Financial and mobile issues might prove the least of Mark Zuckerberg’s problems claims a report out this week from independent market research agency Conquest into the social media habits of 14-24 year olds. It reveals that Facebook’s core audience of teenagers are starting to fall out of love with the website and that activity may have peaked amid a mounting ground swell of dissatisfaction and concerns over privacy and bullying.  
 
While Facebook’s pre-eminence is assured in the short term, “Fuicide” (the attempted or successful deletion of the account) is on the rise as are complaints about the damaging impact of regular and prolonged Facebook use. Grievances triggered by Facebook’s culture include obsession with appearance and acceptance of sexually provocative behaviour; increased negative self esteem, vulnerability to bullying, depression caused by jealousy and comparing one’s life to peers and inability to project one’s true self. Conquest used its avatar driven methodology Metaphorix to capture respondent’s authentic feelings about social media.
 
The Evidence:

  • Over 30% of the group have had sufficiently bad experience online to recently attempt or succeed in deleting their accounts, with 13% of regular users planning to lower their presence over the coming 12 months.  

  • Concerns about privacy, bullying and Facebook ‘making me feel down about life’ are the most cited reasons:-

  • Specifically:-vulnerability to bullying was stated by 44% as reason for feeling unhappy about using the site, as well as increased negative self esteem (28%); depression sparked by unfavourable comparisons with other people’s lives (25%);  and plain jealousy of others (24%).

  • Nearly half of all young women (45%) felt that Facebook intensifies an obsession with appearance.  Moreover, 33% of males concurred, with over a quarter stating that it boosts the acceptance of sexually provocative presentation.

  • A growing frustration was articulated with the Facebook culture’s inability to enable authentic expression of character. This is offset by young men’s relish at the opportunity afforded to exaggerate the facts about themselves, with 44% admitting to this.

Generally speaking it is unsurprisingly young women who suffer more from the adverse effects of Facebook than their male counterparts with more female deleters and complainants of harmful consequences.
 
New and different sites (like Pinterest and fashism ) have experienced phenomenal growth in 2012 while Myspace has remained a stalwart for those musically minded, challenging Facebook’s monolithic status. David Penn, MD of Conquest and inventor of the Metaphorix methodology, comments: “Could the future of social media be more niche networks catering for particular interests- those which users select in order to feel more comfortable, more inspired and ultimately more themselves?”
 
Conquest canvassed 300 regular Facebook users aged between 14 and 24 years old, equally balanced by gender and nationally representative on region.

22 June 2012

The Braves 2012

THE BRAVES SHORTLIST IS ANNOUNCED

Congratulations to everyone who has made it on the list.

The BRAVES Awards (Brand Video Awards) have had a great response to its launch year, with some inspiring entries in the mix. After much deliberation from the judging panel, the BRAVES have announced their very first shortlist. 

Check out the shortlisted entries here >>

Book your tickets for the first ever BRAVES Awards, where the winners will be announced on 11 July during a premier-style evening at the Vue Cinema in Leicester Square, London.

21 June 2012

Can social media save the high street?

By Pete Doyle

Images
All the indications are that, without urgent action, the UK High Street could turn into a boarded-up ghost-town.

Continue reading "Can social media save the high street?" »

20 June 2012

Take a Plane Down Your Street

By Mike Woods, Framestore 

This week I’m sharing a web app we created at Framestore Digital for BBH & British Airways. It makes dynamic calls to the Google StreetView API and pulls in images of your own street into the latest TV spot. Sorry Americans – it only works with UK addresses!

Click here to check out the app: http://taxi.ba.com/

Screen Shot 2012-06-20 at 1.22.31 PM 1

 

Cannes Lions 2012

Cannes 2012

The winners are being announced in the Cannes Lions Awards 2012. Below is a round-up of the Grand Prix winners as they are released, some links are included so you can view the award winning work.

Cannes Lions Awards - Grand Prix Winners 

23 June 2012

Branded Content & Entertainment, Film Craft, Film and Titanium and Integrated Lions Awards

Branded Content & Entertainment Lions

Chipotle – Fast Food

Creative Artists Agency

Chipotle aimed to show its sustainability credentials through a short animated film.

http://www.creamglobal.com/17798/29903/cultivate-campaign

Film Craft Lions

Bear – Canal +

BETC Paris

A bearskin explains what it takes to become a great Hollywood director.

Bear explains

Film Lions

Back To The Start - Chipotle

Creative Artists Agency

The animated film, Back To The Start, from the Chipotle campaign which also won Grand Prix for Branded Content & Entertainment. The film depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack is Coldplay's 'The Scientist' as performed by country music singer Willie Nelson. Both the film and the soundtrack were commissioned by Chipotle to emphasise the importance of developing a sustainable food system.

http://www.creamglobal.com/17798/29903/cultivate-campaign

Titanium Grand Prix

Nike+ Fuelband - Nike+

R/GA New York

Two years ago, Nike had an idea for a device that tracks your daily activity and has a common, universal metric called Fuel for every active body out there. They asked R/GA to design the entire user experience. The agency ensured ease of use - set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. The agency also created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel aimed to level the playing field, and fit into your life.

20 June 2012

Cyber, Design, Radio and Press Lions Awards

Cyber Lions

Nike+ Fuelband - Nike+

R/GA New York

Two years ago, Nike had an idea for a device that tracks your daily activity and has a common, universal metric called Fuel for every active body out there. They asked R/GA to design the entire user experience. The agency ensured ease of use - set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. The agency also created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel aimed to level the playing field, and fit into your life.

Curators of Sweden - Swedish Institute/ Visit Sweden

Volontaire Stockholm

Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens.

http://www.creamglobal.com/17798/29874/curators-of-sweden

Design Lions

The Solar Annual Report 2011 - Austria Solar

Serviceplan Munich

Austria Solar created a report using special ink that could only be viewed under sunlight.

http://www.creamglobal.com/case-studies/17798/29878/the-solar-annual-report-2011

Press Lions

UNHATE (Palestine and Israel)  

UNHATE (USA and Venezuela)

UNHATE (Germany and France)

Fabrica Treviso Italy/ 72ANDSUNNY NL Amsterdam

This ad campaign from United Colors of Benetton shows world leaders kissing, linked to the UNHATE campaign promoting tolerance. The digitally manipulated images show U.S. President Barack Obama and China's President Hu Jintao kissing, for example, and are part of a series of ads by Benetton Group, known for their controversial ads.The UNHATE Foundation seeks to promote a culture of tolerance and combat hatred around the world.

Unhate

Radio Lions

Repellent Radio - Go Outside Magazine

Talent São Paulo

On behalf of Go Outside magazine, the agency turned an ordinary FM radio broadcast into mosquito repellent. It worked from 6 pm to 8 pm every night for three weeks, the agency had a local radio station add a 15 kHz frequency sound to its normal music programming. This tone was inaudible to humans, but to mosquito’s it sounded like a dragonfly, one of its natural enemies. The mosquito’s stayed away from the radios, allowing Go Outside's readers to go outside.

19 June 2012

Creative Effectiveness, Media, Mobile and Outdoor Lions Awards

Creative Effectiveness Lions

Axe ‘Excite  - Axe

BBH London

Male deodorant brand, Axe (Lynx) wanted to remain fresh, interesting and relevant to a new generation of guys and launched Axe angels – with the tagline ‘even angels will fall’. The angels descended on 100 markets worldwide with creative showing them falling from the sky having given in to the Axe effect.

Media Lions

Google voice search – Google

OMD

Google bought its voice search technology benefit to life using phonetic adverts.

http://www.creamglobal.com/case-studies/17798/29856/google-voice-search

Mobile Lions

Hilltop re-imagined for Coca-Cola - Google

Grow Interactive

Coca-Cola's classic 'Hilltop' commercial is re-imagined for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient, making the world feel just a little bit smaller.

http://www.creamglobal.com/17798/29969/hilltop-re-imagined-for-coca-cola

Outdoor Lions

#Cokehands  - The Coca-Cola Company
Ogilvy Shanghai

The Coca-Cola Company and Ogilvy & Mather Advertising Shanghai teamed up to create a new outdoor execution to celebrate the spirit and happiness that comes with sharing a bottle of Coke. Coca Cola launched the ads in bus shelters in April 2012 and promoted the campaign with the Twitter hashtag #Cokehands.

The invisible drive - Mercedes Benz
Jung von Matt

This campaign enabled people to experience the Mercedes Benz B-Class F-Cell the same way the environment does – like it's not even existent. The B-Class F-Cell was disguised with mats out of LEDs on the one side and fixed a camera on the other side of the car. The camera filmed everything that happened behind the vehicle and transferred every action directly to the LED mats. The effect: The B-Class fused completely with its surrounding and became invisible for the passersby in the immediate vicinity.

18 June 2012

Promo & Activation, PR and Direct Lions Awards

PR Lions

The most popular song - Banco popular de Puerto Rico

JWT

Banco Puerto Rico sparked debate about the problems that hindered the island’s economic progress through a popular song.

http://www.creamglobal.com/case-studies/17798/29857/the-most-popular-song

Promo & Activation Lions

Small business gets an official day - American Express

Crispin Porter + Bogusky Boulder

American Express created Small Business Saturday in 2010, a new shopping day right after Black Friday, and wanted to make it an official shopping day in the US in 2011.  

http://www.creamglobal.com/17798/29855/small-business-gets-an-official-day

Direct Lions

Small business gets an official day  - American Express

Crispin Porter + Bogusky Boulder

American Express created Small Business Saturday in 2010, a new shopping day right after Black Friday, and wanted to make it an official shopping day in the US in 2011.  

http://www.creamglobal.com/17798/29855/small-business-gets-an-official-day

19 June 2012

Getting social

The Cream team is busy being social at the moment, we have a new social media report on its way, and we are also tweeting all of our latest case studies. To keep up to date on all things Cream follow @CreamHQ, and visit https://twitter.com/CreamHQ  to see our page.

 

14 June 2012

Video of the Week: Symmetry

By Mike Woods, Framestore 

This week’s video is from the 2012 Vimeo Awards last week. This film, “Symmetry,” was the deserved winner of the Grand Prize. 

Symmetry from Everynone on Vimeo.

 

 

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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