Right Brain, Left Brain Blog

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

26 September 2015

Festival of Media LatAm Awards 2015: And the winners are…

Congrats to OMD for scooping the coveted ‘Agency Network of the Year’ title at the Festival of Media LatAm Awards 2015. But it didn’t stop there for the Omnicom-owned agency, as the OMD Guatemala office also picked up the ‘Agency of the Year’ gong following its success with three different campaigns, including Magic Lens for Santa Lucia Lottery, March of Toys for Kasperle and Shiny Lessons for Zapaterías Coban.


‘Campaign of the Year’ was awarded to SAB Miller and Arena Media / Havas Sports & Entertainment for ‘Entre Panas’ (pictured above) – a humorous web series from Poker Beer highlighting the variety of friendship scenarios in Colombia. The campaign proved popular with the judges, having been shortlisted in four different categories and going on to pick up the Gold Award for ‘Best Entertainment Platform’ and Silver in the ‘Best Content Creation Award’ category.

‘Media Owner of the Year’ was presented to Discovery Communications because of what the judges called “brilliant work” in two campaigns for Carolina Herrera and Kellogg’s. Clear Channel was highly commended in this category for its live, smart billboard activation for Samsung Gear S.

The spread of wins gives many agencies reason to celebrate, with MediaCom and Mindshare walking away with five and four trophy wins, respectively. This year’s ceremony also saw five first time winners take to the stage to collect trophies. Big shout out to Cadreon (ft. Audio Ad), Teads, The Blue Hive, Wieden+Kennedy and Makken.

On the brand front, SAB Miller took the lead with four wins, including ‘Campaign of the Year, followed closely by Nestle and Unilever with three wins each.

By region, Mexico led the charge with 10 winning campaigns, followed by Colombia with six wins, Guatemala and US with five each and Brazil with four.

Now enough of the preamble and onto the winners. Check out the full list of Gold, Silver and Bronze Award winners below:

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14 September 2015

Every brand’s new secret weapon

Make no mistake, your brand’s value now relies or will soon rely on two-way participation experiences with your customer. And it’s not just Generation X or Generation Y. The rise of digital media, followed by increasing smartphone and tablet ownership has resulted in a highly fragmented communications landscape, making it more and more difficult to engage with all generations through traditional marketing techniques.

What’s more, people have become increasingly marketing savvy and with the help of digital filters are adept at filtering out messages that don’t interest them. In some countries nearly one quarter has adblocking software installed, 1 in 5 in the UK. Bombarded by thousands of marketing messages by businesses and brands offering similar products and services, it’s not only tough to reach your target audience, but also to make an impact when you do.

Consequently, marketers are always looking for a platform that allows them to communicate their brand benefits to an engaged audience willing to listen. They want more personal conversations with hot leads and more participation from customers to help develop products and services that people actually want.

It’s no surprise then that brands are turning to experiential marketing to satisfy this need. Once seen as the poor relation in the marketing mix, it is increasingly becoming a key part of marketing campaigns and marketers’ new secret weapon by not only immersing people in a brand through interaction and participation, but also being highly shareable across digital media.

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11 September 2015

OOH Ad of the Week: Nakd ‘#FindYourFave Edible Billboard’ (UK)


We’ve seen some great innovations in outdoor advertising in our time but this one takes the biscuit – almost, literally! This week Nakd’s latest sampling drive saw a billboard erected in an area of London – but there was a twist… It was edible!

The billboard’s message to ‘Find Your Fave’ was created and built from a range of fruit and nut bars, from which consumers could stop and pick their favourite, all part of an effort to get people to try the brand’s range of goodies.

It’s all part of an integrated marketing campaign spanning press, experiential, digital display, outdoor, PR and social media. The campaign was created by independent shop Total Media, and included elements by YOLK Creative London, psLIVE and MEC.

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01 September 2015

Less argument, more service

Constantly thinking up smart ways to try to convince people your product is great is exhausting for brands, agencies… and consumers. But there is another way, says Alex Smith, Planning Director at real world marketing agency Sense.

Hard to believe sometimes, but advertising is actually a service.

That sounds hopelessly quaint doesn’t it? In between agencies’ fantasies of working in the entertainment industry, and brands’ desire for ever higher profits, we sometimes forget the silent partner at the table – the humble consumer. 

For them, advertising is not where they turn for whimsy and ‘engagement’ (believe it or not, there’s actually a whole media industry out there devoted to just that, and which doesn’t have to flog products while they do so), and they also couldn’t give a hoot how healthy ‘x’ company’s bank balance is. Their needs are more simple: “Inform me of the things out there that will enrich my life.” 

Creating ‘service’ ads the achieve this – ads that people find useful – is quite tricky to deliver, however, for the simple reason that by definition they require a product that people actually need or want.

Take for example a concert or festival poster:

  Blog1 Blog2

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25 August 2015

Top 5 totally unreal virtual reality campaigns

Virtual Reality Featured Image %28Cream Global%29

We’ve already looked at the cutting edge of augmented reality, projection mapping, dronevertising, and contactless technology, but there’s one current marketing tool that seems to be even more on the fringes of science fiction than all of these; virtual reality (VR).

Morpheus in the first of the Matrix movies said, “What is real? How do you define real? If you're talking about what you can hear, what you can smell, taste and feel, then real is simply electrical signals interpreted by your brain.” We’re already in an age when brands are able to fool our senses using the latest VR devices.

From 2016 onwards, virtual reality is going to become widely available to consumers with the commercial launches of Facebook’s Oculus Rift, HTC’s Vive and, the fittingly named, Project Morpheus from Sony.

In the meantime, brands are already starting to use VR in campaigns and here are our five favourite examples;

Hyundai – 4D World rally Championships

Hyundai gave visitors to the World Rally Championship in June 2015 a sensational 4D multi-sensory driving experience. Wearing Oculus Rift glasses, people could see just what it was like to be a co-driver on the track during a race. A motion platform simulated centrifugal forces of up to 0.5g, while specially developed software merged motion and audio data from the 360° race footage.

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31 July 2015

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


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.


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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  • 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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