The Rugby World Cup and O2 have chosen a softer, more positive, more inclusive and more youthful image for the advertising campaign to accompany its sponsorship of the English Rugby team. In prior years, the image was tough and gritty and targeted to the core "laddish" culture of rugby. The new advert is aiming to make the Rugby World Cup and the advert attractive to all young people including women and children.
The advert was the product of Blinkink, a company who also did the very successful Bear and the Hare advert for John Lewis in 2013.
Continue reading "Animated cartoon ads: what's all the fuss about?" »
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!
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.
Continue reading "O2 gears up for Six Nations clash with holographic body mapping projection" »
It occurred to me when I was in Brazil for the World Cup that when the 2010 tournament kicked off in South Africa, the iPad was just a couple of months old. Apple have shifted more than 200 million tablets since then and the second-screen experience is now the norm. By the time Mario Goetze fired Germany to World Cup glory over Argentina in Rio de Janeiro Twitter use has increased by a staggering 13,500 per cent in just four years.
Not so long ago mankind was of the opinion that watching television was an activity that required total concentration. Of course several people could benefit from a single screen, but it was a silent, solitary activity, with interaction only enjoyed in reflection. Screen time was precious and, in a three-channel world, the “television event” could bring a nation to a standstill. Royal weddings had that power, so did the Olympic and Paralympic Games and, of course, football.
Continue reading "Second becomes first at the FIFA World Cup" »
As World Cup fever sweeps the globe - and various hints suggest that this will be the most social sporting event ever - check out this new infographic from Offerpop which analyses social media around the World Cup 2014 in Brazil. On social media, brands, sponsors, athletes and countries are all vying for gold in social buzz, but who will take home the prize?
Continue reading "Infographic: Brace yourself for World Cup Fever" »
Football fever is sweeping the globe and Powerade’s 2014 FIFA World Cup campaign, ‘There’s Power in Every Game’, is the latest effort to catch our eye.
Fronted by Spanish professional footballer Andrés Iniesta (who you may remember scored Spain’s winning goal in the 2010 FIFA World Cup), the campaign focuses on stories of five amateur athletes from around the world on their journeys to overcome adversity and power through.
Continue reading "Powerade taps Andrés Iniesta for 2014 FIFA World Cup campaign" »
As VW pointed out in its teaser ad, there seems to be a tried and tested formula for Super Bowl spots, which usually includes celebrities and/or animals, slapstick humour and very high production values.
For the 48th edition of ‘the biggest show on Earth’ a lot of advertisers stuck to some variation of this creatively, which is understandable since a 30” spot on Fox can cost up to $4m. However, this year many more brands were thinking beyond airtime to tap into the cultural phenomenon that is the Super Bowl.
Continue reading "The most innovative ad from the Super Bowl… and it wasn’t on TV" »
“If winning isn't everything, why do they keep score?” - Vince Lombardi
Are you ready for some (social) football? As we gear up for the height of holiday sports season and head in to Super Bowl XLVII, the mobile/social fan is charged up and raring to go. From streaming live video directly, to checking player statistics, to posting comments on Facebook and following player hashtags, the rise of the SmartFan is upon us. Because when it comes to sporting events, fan experience is everything. The better the experience, the more likely fans will come back over and over again. These days, fans are streaming into stadiums armed with smart phones and tablets and an avalanche of downloaded apps. They want full immersion in the game, the players, the league … and they want to share it all with their friends in real-time.
Continue reading "Social sports and the rise of the #smartfan" »