Right Brain, Left Brain Blog

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

31 July 2015

Video Ad of the Week: Lexus ‘Heartbeat Car’ (Australia)

Lexus

Lexus and M&C Saatchi have developed a new conceptual project to show off how thrilling it is to drive a Lexus RC F by building a very special car that is covered in biometric paint to visualise drivers’ heartbeats.

Three professional drivers were connected to the car through unique biometric paintwork that displayed their heartbeat – transmitted from a heart rate monitor to a bespoke electrical system within the RC F. The data is then captured and processed before sending an electric charge through the car’s body panels.

A test track, inspired by the heart of Japanese Motorsport, was created and then the drivers raced, at night, in an event dubbed ‘Heart Racing’.

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17 June 2015

Top 5 Contactless Campaigns using RFID & NFC

Top 5 Contactless Campaigns Using RFID

You may not know what they stand for, but chances are you’ve experienced RFID (Radio Frequency Identification) or NFC (Near Field Communication), especially if you’ve used an Oyster Card or the banks’ latest contactless payment apps. The concept is simple, when a tag comes into contact with a reader, an action is performed.

Coca Cola and Renault used RFID wristbands and cards that linked to people’s Facebook accounts, allowing them to physically check in and ‘like’ their products. It was even used in the 2010 New York Marathon so that a tag on runners’ shoes triggered a message from their loved ones as they passed certain points on the route.

Here are some of our favourite campaigns that have used the technology more recently;

Harrods & Ralph Lauren

In 2014, to celebrate the expansion of the Polo range at Harrods, 15 window displays at their store in London were brought to life with NFC-enabled touch points. Passers-by could tap their phones to the windows and access exclusive content, download a map of Harrods, and even order and buy online if the store was closed.

Harrods_NFC_RalphLauren 

Image Source; Proxama.com

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12 June 2015

OOH Ad of the Week: NHS Blood and Transplant ‘#MissingType’ (UK)

Nhs main

What the bloody L is going on ‘ere? Letters seem to be disappearing from signs and shop fronts across the UK this week but before we start dialling the “sign police”, it turns out it’s just the workings of a new campaign from NHS Blood and Transplant desperately urging people to donate blood.

Iconic locations, brands and shops – including the Prime Minister’s residence on D_wning Street, round the corner from that book store W_terst_nes where we like to go and sit and eat a bar of Green & _l_cks chocolate – are removing the letters ‘A’, ‘O’ and ‘B’ in support of National Blood Week.

People are also been urged to join in on the blood donation effort by removing any of those letters from their names and posts on social media – all driven by the hashtag #missingtype. Additional PR activity is taking place across TV, radio, print and digital media. The campaign was created in collaboration with Engine and Twenty Six Digital.

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02 June 2015

There isn’t too much advertising – there’s too little

If adverts were in more relevant places, they’d be more effective, says Alex Smith of Sense

We’re all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt-in. “What,” we cry, “doesn’t have a brand tastelessly plastered over it these days?”

Well, actually, pretty much everything.

I’m sitting in a coffee shop as I write and looking around I see tables, chairs, plants, lights, crockery, windows, floorboards, toilets, people, clothes, tills, mirrors, and so on – none of which perform any kind of advertising purpose. They just basically are what they are.

The same thing is happening out on the street. Cars, doorways, rubbish bins, lampposts, trees, bike racks, street sweepers, benches – these are not advertising, they’re just things, doing their job. Useful things. 

It seems that nothing that’s actually useful does an advertising job, only useless things like poster sites, flyers, guys wearing sandwich boards. Isn’t that a bit weird?

Now of course, people can try sticking ads onto stuff – any flat surface is fair game apparently – but that’s just creating a parasite, not actually converting that thing into advertising. What we should be looking at is the communication potential of the actual objects, and of the jobs that they’re fulfilling.

Success by association

Say that Kit-Kat was able to take responsibility for public seating across a city. More comfortable designs, consideration of locations with good views, convenience, sun aspect, better maintenance, etc – basically becoming the public bench lobby. This would chime quite nicely with its ‘take a break’ proposition, and hey presto a bunch of Kit-Kat ads cease to be, replaced by multi-tasking everyday objects, doing their functional job with a bit of subtle communication on top.

Continue reading "There isn’t too much advertising – there’s too little" »

29 May 2015

OOH Ad of the Week: Diageo ‘Pimms Thermal Activation’ (UK)

Diageo is gearing up for summer, digital-style, with an exclusive out-of-home campaign for its Pimms brand which is only activated once the weather reaches 21 degrees.

The digital screens use scheduling and formatting data generated by LivePoster and the creative is activated based on the climate. The ad stars a Pimm’s bottle and a jug of the iconic summer cocktail alongside the strapline ‘Best served with sunglasses’ as well as the local temperature within the vicinity of each outdoor site.

Pimms

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26 May 2015

Top 5 Drone-Driven Campaigns

EVE_4 Blog Image Drone

When you hear the term ‘drones’, you’ll probably either think of the small quadcopters Amazon want to use to deliver packages, or the large unmanned aircraft flying over warzones.

The smaller commercial versions of them are being used in a variety of different ways, from delivering food and taking selfies, to being used as an ambulance drone, widening the availability of Wi-Fi in remote places and even planting trees in rainforests. Furthermore, we're seeing increasing use of them for - the rather awkwardly termed - ‘Drone-vertising’.

Here are 5 ways that brands have used drones to get their campaigns ‘off the ground’.

Coca Cola

In an effort to bring a little happiness to the lives of its migrant workers, the Singapore Kindness Movement joined forces with Coke to deliver photos of locals thanking them for their hard work and some ice-cold cans of coke. Since their construction sites were on the top of half-built skyscrapers, drones were used to get the care packages to more than 2,500 workers.

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24 April 2015

OOH Ad of the Week: The Trumpets ‘Bus shelter jukebox’ (Romania)

There’s nothing worse than leaving home in a rush to get to work, getting to the bus stop and realising you’ve forgotten your headphones!

Well for commuters in Iasi, Romania – that’s not a problem at all. And it’s all thanks to a new installation at two bus stop locations in the city which have been transformed into a giant jukebox.

Bus shelter jukebox

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10 April 2015

OOH Ad of the Week: Carlsberg ‘Probably the best poster in the world’ (UK)

Imagine a world where billboards start distributing free stuff?

Well thanks to Carlsberg, we need not imagine anymore. The drinks giant erected a giant poster in London, UK this week - one which dispensed free ice cold beers to passers-by to enjoy in the sunshine.

The installation was created by Fold7, in collaboration with Mission Media. Apparently this is just the first stunt in a new campaign drive – we can’t wait to see what’s next!

Carlsberg

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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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