Right Brain, Left Brain Blog

914 posts categorized "Right Brain: creativity, innovation, ideas"

14 October 2016

Could Yahoo’s new “smart” billboard transform OOH advertising?

Yahoo pic

Yahoo has filed a patent for a new type of “smart” digital billboard that could potentially transform the OOH industry by taking data collection via the medium to a whole new level.  

Remember that scene in Minority Report where Tom Cruise walks through the shopping centre and gets bombarded with advertising? It’s sort of like that, but maybe not quite to the same level…

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07 October 2016

Innovative Ad of the Week: Addict Aide 'Like My Addiction' (France)

Addict aide

Have you heard of Louise Delage? She's the unsuspecting 25-year old Parisian Instagram user who was recently revealed as the star of Addict Aide's new campaign.    

Louise Delage joined Instagram on August 1, 2016 and quickly accumulated nearly 65,000 followers in just over a month. Posting a range of photos of herself spending time with friends, eating out at restaurants and undertaking a range of social activities, but there was a twist... 

Of the some 150 posts that Delage shared via her Instagram account during this time, there was one thing that they all had in common: in every single photo, she was seen holding an alcoholic drink of some sort. 

The big reveal was made on September 22, when Delage made her last post to Instagram: a video clip revealing her to be the star of Addict Aide's 'Like My Addiction' campaign, by ad agency BETC, which aims to raise awareness of alcoholism among young people.  

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23 August 2016

3 different things brands can learn from Pokemon Go

Pokemon go

When Satochi Tajiri first created the Pokemon concept in 1995, and released the first two Gameboy video games (red and green) a year later, he would never have envisioned middle-aged bureaucrats running round London (and every other city in the world) trying to catch them all just 20 years later.

Pokemon Go is rapidly becoming the most successful mobile app of all time. It took just 13 hours to hit the top of the US sales charts, and after a global frenzy of anticipation cut that to just 3 hours for the German charts. It’s lucrative too, topping $2 million of revenue per day in the US market, according to Yahoo.

There are lots brands can learn from Pokemon Go, but here are some you may not have considered…

Lesson 1: Reality trumps quality every time

Remember when reality TV came on the scene? “Proper” TV people bashed it, claiming a lack of production values, wit, etc. But people lapped it up anyway.

Why? Because it broke free of the studio and embraced the rough and ready unpredictability of the real world. It was closer to us and, therefore, more relevant. Pokemon Go has done the same.

In spite of its success, it’s considered a poor game by any objective measure. A Guardian review summarised it as “not a good game, but a great experience”.

The fact that it exists in the world around us, not just on our screens, means, like reality TV, that quality doesn’t matter. Take your campaigns out of their media spaces and into the world around them, and the same will apply for you.

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05 August 2016

Ad of the Week: McCann Montevideo ‘I CANN Eau de Créativité’ (Uruguay)

Icann 1

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.

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01 August 2016

Top charity campaigns + 6 steps to digital brand success [VIDEO]

A recent event hosted by Collective, experts in digital brand solutions, brought together charity branding experts from MacMillan Cancer Support, WWF and MediaCom to explore how to balance brand building and fundraising for charities. The event culminated in a panel debate exploring some of the key digital marketing challenges that charities face, from shock tactics and measurement to the tension between brand building and fundraising.  

The short series of videos below focuses on the key outcomes of the event, including a sneak peek at some of the charity brand experts' favourite charity campaigns, plus Collective's creative director Alex Burn reveals the six key factors charities need to bear in mind when marketing themselves digitally. Check it out below...

The best charity campaigns [from the experts]:

6 rules for successful charity marketing in digital [Alex Burn, Creative Director, Collective]:

We've got a bunch of great charity campaign case studies right here on Cream. Need more inspiration? Check this out >>>> 

22 July 2016

Innovative Ad of the Week: Sony Pictures ‘Ghostbusters Waterloo’ (UK)

Ghosbusters main

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.

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15 July 2016

Innovative Ad of the Week: Entertainment One 'The BFG Dream Jar Trail' (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. 

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08 July 2016

Ad of the Week: Tiger Beer 'Made in Asia' (USA)

Tiger beer

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.  

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About this blog

  • 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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