Right Brain, Left Brain Blog

145 posts categorized "News"

02 December 2016

Christmas Countdown – Ad of the Week: M&S ‘Christmas with Love’

Mands

Continuing our Christmas countdown… Girl power is the theme for the M&S Christmas ad offering this year as Mrs Claus becomes the heroine and saves Christmas in none other than a helicopter!

‘Christmas with Love’ is the heart-warming tale of Mrs Claus who makes Christmas complete for 7 year old Jake by stepping into her husband’s shoes to fulfill a last minute request.

After sending Santa Claus off for his busiest night of the year – armed with a flask of tea, and some cheese and pickle sandwiches, it’s time for Mrs Claus gets to work. And so she sets about fulfilling a last minute request from the young boy for a pair of red trainers for his sister - travelling from Lapland to London.

Continue reading "Christmas Countdown – Ad of the Week: M&S ‘Christmas with Love’" »

07 November 2016

Why John Lewis Christmas advertising works: 10 key ingredients

John lewis

If ever we needed definitive proof that John Lewis has Christmas advertising all wrapped up, it may not come as a surprise to many but John Lewis' blueprint for how to create Britain's most watched, loved and profitable Christmas advertising campaigns was recently awarded the IPA Effectiveness Awards Grand Prix 2016.  

The prestigious prize was awarded to John Lewis’s agencies adam&eveDDB and Manning Gottlieb OMD for proving how their heart-warming Christmas campaigns between 2012-2015* increased sales during the festive season by 16% on average, and produced over £8 of profit for every £1 spent. As a result, John Lewis’s annual market share has increased to 29.6%, its highest level ever. 

The award-winning submission – entitled 'adam&eveDDB, Manning Gottlieb OMD, IPA Awards 2016 – The gift that keeps on giving: John Lewis Christmas advertising 2012-2015' - highlights the importance of the Christmas season to John Lewis’s business: it accounts for around 20% of John Lewis annual sales and 40% of profits, from which staff bonuses are generated. 

To drive this growth, adam&eveDDB and Manning Gottlieb OMD executed a number of Christmas campaigns that created emotional rather than retail messages; ones that provided engaging stories about thoughtful giving set to carefully selected music, rather than overt selling messages and excessive references to the store or its products. 

So what's the secret to its success? The paper revealed 10 key ingredients that make for the perfect recipe of Christmas advertising success. Check them out below:

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28 October 2016

14 new categories added to Festival of Media Global Awards 2017 line-up

The Festival of Media Global Awards 2017 has officially opened for entries but with an exciting twist that sees 14 new or updated categories added to the line-up for the event in Rome next year.

Fomg

The introduction of the new or updated categories come as a result of the fast-moving world of media, to reflect growing trends in data, digital, insight and content marketing.

“We’ve already seen some great cases in our regional Festival of Media events where new techniques have been used to connect brands to the consumer,” said Festival of Media chief awards and marketing officer Danielle Redwood.

“The addition of our new categories to the Festival of Media Global Awards event will give a chance for increasingly innovative work in media from anywhere in the world to shine.

“Consultation with the industry, including the lead marketers of global brands, helped us refine the criteria for 2017 that will truly celebrate the high standards now being reached”.

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29 April 2016

Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)

Braile bricks

A new experimental project in Brazil is bringing 'Braille Bricks' to the classroom as a learning toy for literacy and inclusion of blind children. 

The project, created by Lew'Lara\TBWA for the Dorina Nowill Foundation for the Blind in Brazil, centres around classic toy building bricks adapted to the braille alphabet.  

The initiative is being supported by a social campaign using the hashtag #BrailleBricksForAll in an effort to convince toy manufacturers around the world to start producing this new toy for children.  

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15 February 2016

Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner

All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.

The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.

While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.

Continue reading "Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner" »

08 January 2016

Online Ad of the Week: Booking.com ‘Best 2016 ever’ (US & UK)

Booking

Booking.com has launched a new campaign, entitled ‘Best 2016 Ever’, that aims to remove the doom and gloom of New Year’s resolutions and encourage people to turn their New Year’s resolutions into reservations.

The idea is that everyone should make reservations not resolutions, in order to actually live their dreams. At the heart of the new campaign is a tool that does just this; the Resolution Translator is a mobile-first interactive service that translates tedious resolutions into affirming travel-based goals. For example, why would you want to just lose weight, when you can lose weight and then commit to showing off your hot new bod in Costa Rica?

Created by Wieden+Kennedy Amsterdam, the campaign also includes a 30-second movie-style trailer TVC that depicts the epic travel possibilities 2016 holds, along with online and social executions. All of which drives to www.best2016ever.com and encourages people to take action with the Resolution Translator.

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17 November 2015

Top Christmas ads 2015… so far

Christmas ads have become a bit of an event in themselves. No longer do consumers wait for the Coca Cola Christmas truck to grace their screens to mark the official start of Christmas, but a host of other brands have earnt themselves a bit of a name in bringing in the festive season. And this year has served up quite a few Christmas crackers.

Check out our pick of the top 7 festive ad offerings of 2015 so far…

‘Man on the Moon’

Brand: John Lewis
Agency: Adam&Eve/DDB
No of video views: 13,391,765*

One of the most eagerly anticipated Christmas ads of the year, British retailer John Lewis tells the story of a young girl determined to bring Christmas to a lonely old man living on the moon.

Continue reading "Top Christmas ads 2015… so far" »

06 November 2015

Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)

Jl 1

With Halloween now behind us, British retailer John Lewis sure knows how to get us in the Christmas spirit and what better way to mark the start of the festive season than unveiling its 2015 Christmas ad this morning (November 6).

In fact, it has become quite the tradition now as consumers around the world eagerly await this day every year (in fact, I even heard one say that they get more excited about the John Lewis Christmas ad than Christmas itself!)

And this year’s offering certainly doesn’t disappoint. Taking the key elements that have proven so successful in its past campaigns – tapping into customer emotions, centring on the connection between two characters and linking perfectly with the message to ‘Show someone they’re loved this Christmas’. 

Continue reading "Christmas Ad of the Week: John Lewis ‘Man on the Moon’ (2015)" »

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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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