Right Brain, Left Brain Blog

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

13 February 2015

O2 gears up for Six Nations clash with holographic body mapping projection

In local news, here’s a pretty cool campaign from UK telecoms brand O2 as it builds up to tomorrow’s Six Nations clash between England and Italy (February 14). The naughty scamps have been touring the UK this week and projecting England Rugby shirts onto famous statues. But the really cool part – each has been bodymapped using cutting-edge holographic technology. Now, that’s what we like to see here at Cream!

O2 1

As an England Rugby sponsor, the activation is part of O2’s #WearTheRose Six Nations campaign. This particular activation has been led by brand experience and innovation agency CURB Media (the same guys behind Paddy Power’s Sky Tweets campaign – it figures, right?).

In the late hours of Wednesday evening, statues in nine cities around the UK ‘wore’ the England Rugby shirt, which were projected thanks to bodymapping holographic technology.

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29 January 2015

Print Ad of the Week: Responsible Young Drivers Campaign (Belgium)

Let’s face it, we’re always glued to our smartphones and social media has a major role to play in that. Everyone does it, there’s nothing wrong with it. But there’s one place where it isn’t alright and that’s on the road, when driving.

Responsible Young Drivers, a road safety volunteer organisation for and by young drivers in Belgium, are honing in on that message and ad agency ESA Saint Luc Tournai has created an impressive series of print ads to illustrate the point, all captioned with: “[Facebook/Twitter/Snapchat] have no place on the road. Using the phone while driving is responsible for 1 accident in every 10.”

Check them out below:

Drive fb

 

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13 January 2015

Four ways retailers manipulate your senses [infographic]

If you notice that display racks this holiday season are nicely scented, it’s not just shops are tidier at year’s end. Scents like citrus and floral can make you linger and stay alert in the shop to buy more. Marketers believe scents do sell, with an increasing number of scientific studies backing such claims, that the whole act spawned a new marketing sub-industry: scent marketing. It reminds us of germ warfare, an unseen weaponry that has your wallet in the crosshairs.

Real estate agents are already deploying this trick to unsuspecting buyers; the smell of freshly baked goods is said to encourage prospects to buy property during ocular visits. Similarly, talcum powder makes you feel nostalgic and, perhaps, want to buy that cushioned reading chair you don’t need.

The use of scent is just one of four sensory marketing tricks being used on us by shops eager for more sales. Collated in the new infographic below you can find a number of scientific studies that indicate what we see, hear or touch affect our buying decisions. You’ll be surprised at some of the seemingly unrelated factors that have a profound effect on your shopping. In one experiment published in the Harvard Business Review, participants were found to be a harder bargainer when sitting on a hard chair.

Likewise, you may already know that colors have meanings. For instance, sale signs are in red (urgency) and many insurance logos are in blue (trust). You’ll also get an idea how a number of your favorite shops, such as Bloomingdale’s, Apple Store, and Nike Town, lure you by playing tricks on your senses. Do you know why Apple Store leaves its notebook display half-open, or why you suddenly crave for a tropical vacation while inside Bloomingdale’s?

Check out the infographic and see what tricks retailers play on you:

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02 December 2014

Brands aren’t entertainers – they’re better than that

Advertising has always tried to copy entertainment. It appears in the same places, plays by the same general rules, and since we’re living in a golden age for the arts, the creative premium for advertising has never been higher. The subtlety of the best now often escapes easy description, playing with tone, feel, pacing and irony in ways out of reach for the majority of work. Ideas that sounded great on paper, when filtered through the inevitable compromise and committee, can easily be rendered gauche and bland.

It wasn’t always this way. Back in the day when the bulk of our entertainment came from four grainy channels and dog-eared Dick Francis novels, we were pretty easy to impress. This made marketing quite a bit easier, since we were all capable of producing something that could command forgiving attention spans. 

But now we’re spoiled. Our exposure to intricate and plentiful expanses of content has chiselled our palates to a level of discernment that feels distaste at even the tiniest misstep or incongruence. 

Applying this discernment to advertising (and why wouldn’t we, it invites the comparison), has produced the highest absolute quality of work we’ve ever seen, but simultaneously the lowest ever relative quality in comparison to the public’s standards and tastes.

How can brands survive this situation?

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07 November 2014

A young boy, some snow and a penguin… It must be the new John Lewis Christmas ad!

There’s a chill in the air, the days are getting shorter and John Lewis has just released its 2014 Christmas campaign, which can only mean one thing: Christmas is well and truly coming…

That’s right, the eagerly-awaited John Lewis ad hit the internet yesterday and while it had a lot to live up to following last year’s Bear & Hare animated campaign, I think we can safely say it didn’t fail to deliver. Hats off to Adam&Eve/DDB, once again.

John lewis

The heart-warming tale follows the story of a young boy and his penguin friend Monty. Set to the track ‘Real Love’ performed by Tom Odell, it shows the friends playing happily throughout the year until Monty becomes sad and realises he wants a companion. So, on Christmas Day, Sam gives his friend a female penguin called Mabel and the ad concludes with the strapline ‘Give someone the Christmas they’ve been dreaming of’.

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29 October 2014

Has Air NZ created ‘The Most Epic Safety Video Ever Made’?

Continuing its long tradition of creating memorable and entertaining in-flight safety videos, Dwarves, Orcs and Elves are set to take flight once again as Air New Zealand unveils The Most Epic Safety Video Ever Made ahead of the December release of the final film in The Hobbit Trilogy.

The safety video features members of the cast from all three films in the Trilogy including Elijah Wood (Frodo Baggins), Dean O’Gorman (Fili the Dwarf) and Sylvester McCoy (Radagast) – as well as a special cameo from the director, Sir Peter Jackson, and some other familiar faces.

The new video follows the airline’s first Hobbit-inspired safety video – An Unexpected Briefing (2012) – which attracted more than 12 million global online video views, generating huge social media coverage. The Most Epic Safety Video Ever Made wraps up a successful three-year association between the airline and The Hobbit films.

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12 September 2014

Check out Nissan’s super-quick reaction to Royal Baby news

Let’s be honest, we all got a little bit excited when the Duke and Duchess of Cambridge (more affectionately known as Wills and Kate) announced the arrival of Royal Baby number one [including all these guys]. So when it was announced earlier this week that baby two was on the way, we couldn’t help but smile with glee. And it seems we weren’t the only ones…

Nissan responded like lightning fire to the news, creating an ad just seven minutes after the announcement was made – pretty impressive, eh?

Nissan

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11 July 2014

If content is king, who is the heir?

Five questions to keep in mind for your next content marketing initiative.

Say venn

“Content is where I expect much of the real money will be made on the Internet.” - Bill Gates, 1996

It’s hard to believe Bill Gates coined the phrase “Content is king” only 18 years ago in a 1996 essay about the Internet - at a time when most people weren’t even online yet. The phrase is such a familiar saw now that marketers are starting to argue for other heirs to the throne including “context” and “distribution.” While it’s unlikely anything will unseat content, it’s an interesting discussion to have. At a recent Cynopsis Digital Monetization Summit, Steve Bradbury, COO of Zazoom conducted a panel discussion that included audience members in an exercise to fill in the blank, “Content and _________ are King.” If we concede that content is king, then what is the next most important element that helps content rule the marketing kingdom?

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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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