For the first time in the Italian clothing brand's history, United Colors of Benetton has this week unveiled a global campaign that will run across TV (Italy and India), cinema (Italy and Mexico) and digital media in Italy, India, Spain, France, Germany, Portugal, Greece and Mexico.
The 'Clothes for Humans' philosophy focuses on understanding moments and emotions in peoples' lives and creating clothes that empower them to make the most of those moments. "Clothing plays an important role in shaping our emotions. Every morning when we choose what to wear, we are deciding on our personality for the rest of the day and how we will emotionally respond to the situations we face," read a statement from Benetton.
Continue reading "Innovative Ad of the Week: Benetton 'Clothes for Humans' (Global)" »
This week saw the roll-out of Unilever's latest film in its wider 'Bright Future' sustainability campaign, which highlights the 'social good' that its brands – including Dove, Persil and Domestos - are doing to help build a better future.
The TV, online and in-store campaign, by Ogilvy, is running in the UK, Brazil, South Africa and Indonesia, putting the spotlight on sustainability initiatives carried out by its individual brands, rather than just the corporate entity.
Continue reading "Ad of the Week: Unilever 'Bright Future' (Global)" »
To celebrate the 70th anniversary of McCann Montevideo, the agency has launched a limited-edition perfume called ‘I CANN Eau de Créativité’ that symbolises its commitment to creativity.
With the purpose of making it a medium to boost creativity, the idea was developed based on the idea that McCann’s role is to encourage creativity among clients and in their brand development, therefore it wanted to create a product that would boost creativity among its own people.
The thinking behind the name ‘I CANN’ emphasises that everybody can develop and express the power of their own creativity, and a campaign to promote it has been starred by agency staff.
Continue reading "Ad of the Week: McCann Montevideo ‘I CANN Eau de Créativité’ (Uruguay)" »
This week brings to an end a pretty spooky burst of outdoor activity for London commuters, who were surprised and delighted by a giant sculpture of the iconic Stay Puft Marshmallow Man at Waterloo, as part of a complete train station takeover by Sony Pictures to promote the new ‘Ghostbusters’ movie.
The ‘super-sized’ out-of-home campaign, a collaboration between Sony Pictures, JCDecaux (campaign concept), Feref (creative), MGOMD and Talon (media), played up the idea of ‘something strange in your neighbourhood’ by transforming London’s Waterloo Station into a film-themed showcase for the past two weeks.
Continue reading "Innovative Ad of the Week: Sony Pictures ‘Ghostbusters Waterloo’ (UK)" »
To promote the upcoming movie remake of Roald Dahl's 'The BFG', Entertainment One has launched a experiential campaign which uses Google's Nearby Notifications beacon technology to bring six-foot "dream jars" to life.
A total of 50 "dream jars" have been dotted around London in an initiative which plays on the concept that the BFG bottles dreams and blows them into childrens' bedrooms. The six-foot jars contain the childhood dreams of a range of celebrities including film director Steven Spielberg and actor Mark Rylance.
Adding a new layer to the campaign through the help of Zenith by using Google's beacon tech, which launched last month, Android users (with Bluetooth switched on) that pass by one of the activations are notified that they are in close proximity (within 15 metres) to one of the real-life jars. If a user clicks through, they are given more information about the jars, the installation and the film. IPhone users can access the same content through Google Maps or Google Now.
Continue reading "Innovative Ad of the Week: Entertainment One 'The BFG Dream Jar Trail' (UK)" »
For its US launch, Tiger Beer went back to its Asian roots by repurposing a New York discount store into a pop-up showroom displaying more than 700 products showcasing the finest art, fashion, technology and design from artists in the region.
The idea aimed to celebrate the true craft and creativity of the brand's origins, in contrast to the cheaply made Asian cliches and counterfeit goods that would usually populate New York's Canal Street stores.
Members of the public could gain entry to the store simply by presenting a Tiger Beer coaster from one of several nearby bars.
Continue reading "Ad of the Week: Tiger Beer 'Made in Asia' (USA)" »
BBDO Düsseldorf has put the spotlight on Bombay Sapphire with the world’s first holographic message in a bottle – a new innovation that lets the Spirit speak for itself.
With more and more gin brands entering the market, it’s getting harder for brands to stay visible and stay on top of barkeepers’ minds, said the agency. As such, it has cast the spotlight on the Bombay Sapphire to engage the gatekeepers to its consumers – the barkeepers – with a limited edition pack that carries a holographic message in a bottle.
Continue reading "Innovative Ad of the Week: Bombay Sapphire ‘Free the Spirit’ (Germany)" »