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THE 2012 VOLKSWAGEN BEETLE OFFERS THE SAME SMILE WITH SHARPER TEETH

The Volkswagen Beetle has been many things over the years. But whether playing the role of the friendly, utilitarian car of the people, or a smile-on-wheels with a flower vase by the steering wheel, it’s also always been a single-minded exercise in progressive, iconic design. The latest incarnation of the Beetle is no exception. Although lurking beneath a shell that harkens back to the original is a machine that’s dedicated to performance and driving enjoyment.

While a focus on performance is definitely a new direction for the Beetle, innovation has always been a hallmark of the car’s personality, so Volkswagen Canada and Toronto advertising agency, Red Urban, agreed that innovation must also inform the marketing effort to launch the Beetle in Canada. To this end, much of the Beetle out of home advertising in Toronto and Vancouver offers an enhanced experience, using augmented reality (AR), a technology that allows people to use mobile devices like iPhones and iPads to see animations on the advertising that are triggered by markers embedded in the ads themselves.

The AR animations can be seen on gigantic billboards in Toronto’s Dundas Square, as well as on transit shelters throughout Vancouver and Toronto. The animations themselves show the Beetle launching itself through billboards, jumping off of a massive ramp that appears to emerge from the side of a building, and smashing through transit shelters after racing through a long tunnel that appears to be built behind the shelter itself. All the animations serve to demonstrate that this is a much more aggressive, performance-oriented Beetle than any of its predecessors.

“Previous Beetles have been kind of cute and friendly, but this one has a lot more attitude, so we thought the advertising better live up to that,” notes Bruce Rosen, Director, Marketing and Communications of Volkswagen Canada. Steve Carli, President of Red Urban adds, “The car is a nod to the past and the future at the same time, so using the AR overlay on a very traditional out-of-home media buy really seemed like a solid conceptual fit.”

The out-of-home campaign runs from September 26 to October 30 in Vancouver, Toronto and Montreal. In addition, an online digital campaign will run from October 26-November 26. The free app can be downloaded at vwjuicedup.ca, and people can experience the AR at home through the “Volkswagen Beetle. Juiced Up.” video on the Volkswagen Canada YouTube channel.

Credits:
Agency: Red Urban Canada
Creative Director: Christina Yu
Writers: Matt Syberg-Olsen, Jon Taylor
Art Directors: Damian Simev, Liam Johnstone
Producers: Andrea Hull, Sam Benson
Account Director: Nicole Milette
Tech Consultant: Joe Dee
Production: Pixel Pusher
Animation/Design: Bully! Entertainment
Video Director/Editor: Tyler Williams
Billboards (Atrium at Bay and 10 Dundas St. West, Toronto): Clear Channel

Toronto-based creative shop Open has launched their first campaign for Bier Markt, Toronto’s premier European-inspired bier and food experience, with the tagline Bier is Beautiful.

The campaign is for the Bier Markt’s Abbey Bier Fest, on from January 30th and running until March 17th, and features out of home, billboards, transit ads and in-restaurant communications. All the campaign elements promote the perfect beers for winter months that are being featured during the festival.

“Targeting the avid bar and restaurant goer, this campaign is really a celebration of beer and about elevating the experience surrounding it”, said Christian Mathieu, Partner, Open. “Bier and food pairing is finding its place next to wine. People want their beer to do more than just quench their thirst”.

Open Partner Martin Beauvais adds, “We've been fortunate to have worked in beer accounts for most of our career. We like beer and we couldn't be more pleased that we got to this tagline, ‘Bier is Beautiful’. It's refreshing that we can claim such a grand thing — and Bier is a beautiful experience at Bier Markt, from the way they serve it to the way they pair it with food."

Open was awarded the Bier Markt account in October 2012 after in a RFP process with several advertising agencies.

“We are excited about this campaign and the new positioning,” said Grant Cobb, Senior Vice President, Brand Management Prime Restaurants. “ ‘Bier is Beautiful’ is a great platform for everything we do and will be used for all future promotions, including one planned for the spring and Oktoberfest.”

Credits:
Client: Bier Markt
Creative Agency: Open Creative Co., Toronto
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriter: Layton Wu
Art Director: Tyler McKissick
Project Lead: Anne Ngo
Photography: Vince Noguchi & Rob Fiocca
Retoucher: Dwain Jones
via: Glossy

Serve Marketing has once again partnered with the Coalition for Children, Youth and Families to bring attention to the need of foster care families in Wisconsin. They worked with foster parents, foster children, college students and the surrounding communities to create the "Shelter From the Storm" campaign. A follow-up to last year's Silver Anvil nominated "Turn A Life Around" handstand campaign, umbrella flashmobs across the state will occur throughout the month of May (Foster Care Awareness month). These bright yellow umbrellas symbolize the safe haven that a foster family can provide to a child in need.

Billboards and a televised PSA direct viewers to FosterParentsRock.org, where information about becoming a foster parent is available. Through traditional and social media outreach, Serve was able to garner the attention of communities to join the events and support the cause. At these events, potential foster care parents were able to interact with other foster families to learn more about this unique parenting challenge and erase the negative stigmas that surround foster care.

"These kids’ lives are like being caught in a virtual storm every day," explains the campaign’s creator, Gary Mueller. "That’s why we chose to use iconic yellow umbrellas as the metaphor for foster parenting and what it means to these children. That when you become a foster parent, you’re literally giving kids shelter from the storm."

"Our end goal in this campaign is to change the stigma about what it means to be a foster parent," Colleen Ellingson, CEO of the Coalition for Children, Youth and Families, says. "By getting out there, being visible in the community and giving passerby the opportunity to talk to real foster families, we hope to inspire people to make a difference in a child’s life and be their support system."

Credits:
Created by Serve Marketing — an all-volunteer, nonprofit advertising agency.
Print Credits
Art Director: Scott Krahn
Creative Director: Gary Mueller
Copywriter: Gary Mueller
Photographer: Nick Collura
Photo Retoucher: Anthony Giacomino
Producer: Terri Burmester

PSA Credits
Director: Rob Fischer
Exec Producer: Sue Karpfinger
Editor: Dave Kuhnen
Audio: Peter Batchhelder, Independent Studios

The challenge, how to launch the new Mini 2-Seater Roadster and tell middle aged men that their best adventures are in the future not the past. How? You create a Psychic Mini of course. The campaign sent them signs by way of billboards, and reached out to all the online skeptics, then contextually in the physical world. When people went online to search for answers a Psychic revealed all and then finally giving the user a personalized Psychic reading all thanks to the MINI...nice.

Credits:
Advertising Agency: Profero, USA
Advertising Brand Manager: Anna Kilmurray
Acc Director: Jay Kossifos
Account Executive: Bridie Scriven
Executive Creative Director: Elspeth Lynn
Creative Directors: Dave Newbold, Jim Eyre
Copywriter: Dave Newbold, Spencer Jones
Art Director: Jim Eyre
Music & Sound: Pitch n Sync
Designers: Lionel Agbadou, Luke Till / LEAD
UX / Information Architect: Simon Pan, Dave Regan
Copywriter: Dave Newbold, Spencer Jones
Agency Producer: Jonathan Acton, Silvia Figueirido
Microsite build: LIDA
Production Company: The Mill / Smoke & Mirrors

Built — Reinvented 2012 Camry — Release date Oct. 16, 2011

Pit Stop — Reinvented 2012 Toyota Camry — Release date Oct. 24, 2011

Press and Credits:
Saatchi & Saatchi LA Creates Campaign for the Reinvented 2012 Toyota Camry

“It’s Ready. Are You?” Touts Vehicle Innovation and Performance

Saatchi & Saatchi LA today announced the launch of the reinvented 2012 Camry campaign, one of the largest integrated marketing campaigns the agency has developed for Toyota Motor Sales, U.S.A., Inc. “It‟s Ready. Are You?” demonstrates how the seventh-generation model addresses changes in consumers‟ vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior vehicle styling.

The campaign centers around six TV spots, beginning with the 30-second “Built,” which will make its national debut on October 16 during NBC's Sunday Night Football. The spot uses stunning animation and visual effects to highlight the Camry‟s new features and visually demonstrate the reinvention of Toyota‟s signature model. As the 2012 model builds around its driver, the spot touches on several of the key aspects midsize car buyers expect to get with their next car purchase.

“For nearly 30 years, Camry has been an icon of durability, quality and reliability. But with the new model, Toyota has made a serious upgrade in technology, safety, elegance, performance and flat out beauty,” said Chris Adams, executive creative director at Saatchi & Saatchi LA. “With the „Built‟ commercial, we had a lot of fun literally showing this reinvention in progress. It truly is a car built around the needs of today's drivers.”

Another 30-second TV spot, “Pit Stop,” pays homage to the Camry‟s racing heritage with Toyota NASCAR driver Kyle Busch. The ad shows how Toyota‟s excellence carries from the racetrack to the roadway by transforming the car in the speed of a pit stop to highlight the Camry's performance capabilities and intuitive mobile technology. “Pit Stop” will make its television debut on October 24.

Two additional TV commercials will roll out later this year. Further, broadcast momentum continues into next year with two spots in the Super Bowl and the Toyota Halftime Report.

The campaign also includes print ads, digital media, out-of-home boards and social media elements. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in New York‟s Times Square to spark the public‟s interest and build intrigue for the 2012 model.

Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012. The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle first hand.

To set the stage for the 2012 model launch, Toyota and Saatchi & Saatchi LA launched the Camry Effect website, which is designed to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experiencehttp://www.toyota.com/camryeffect.
The Camry Effect provides past and present Camry owners a platform to share stories, moments, memories and milestones of first dates, road trips, soccer games, interviews and college days while witnessing the collective “effect”

We all know where our favorite bottle of the bubbly comes from right? Champagne, France of course, and for those of you who didn't know that, the Champagne Bureau in the USA hopes to reclaim it's name and remind consumers of it's true and only origins with a new ad campaign. The first print ad “Maine lobster from Kansas” is a gentle reminder and to the point, created by ad agency Creature.

Full press release below, visit www.champagne.us for more.

Champagne Only Comes From Champagne, Reaffirms New Ad Campaign

Campaign Highlights Importance of Knowing Products’ True Geographic Origins
WASHINGTON – The Champagne Bureau, USA, representing the growers and houses of Champagne, today launched a new national advertising campaign as part of a large-scale effort to reclaim its name in the U.S. marketplace. Champagne, the sparkling wine of legends, can only come from the unique region of Champagne, France, where centuries of experience with specific soils and climate have enabled the people to develop a tradition and expertise that makes all the difference. The ad campaign is designed to remind consumers of the unique role location plays in creating their wines and to tap into growing American consumer interest in geographic origin. Posing questions like “Maine Lobster from Kansas?” the ad reminds consumers of the importance of authenticity and of knowing products’ true origins.

The ad, which will appear in print, outdoor and digital formats and can be seen at www.champagne.us,
highlights the gap between American consumers’ growing desire to know the true origins of their purchases
and persistent legal loopholes that create confusion about where certain products actually originate. The
campaign reminds consumers that Champagne only comes from Champagne, France, just as Napa Valley wines come from Napa Valley and Maine Lobster from Maine.

“More than ever before, U.S. consumers are seeking information about how and where their wine and other
goods are produced,” said Sam Heitner, director of the Champagne Bureau, USA. “This campaign uses humor and well understood U.S. location based products to encourage consumers to take a moment and consider the authenticity of what they are buying. U.S. consumers are savvy and this reminds them to say ’of course not‘ when faced with products that lack authenticity and to seek out products that come from unique places like Champagne from Champagne, France, Maine lobsters from Maine and Napa Valley wines from Napa Valley, California.”

The ad highlights a legal loophole in federal law that allows a few U.S. sparkling wine producers to mislead
consumers by labeling their products “Champagne” even though they do not originate from Champagne,
France. In December 2006, Congress passed legislation banning the future misuse of 16 wine place names, including Champagne. While that seemed a step in the right direction, the legislation did not address the
grandfathering of labels currently misusing Champagne’s name and those of 15 other wine regions.

Unfortunately, almost half of the bottles in stores and restaurants still misuse the Champagne name, which
makes the grandfathering particularly problematic for consumers who want authentic Champagne.
The United States is one of the last industrialized countries in the world to fail to adequately protect the
Champagne name. In fact, the majority of the world’s countries, including the European Union, China, and a
growing number of other wine-producing countries from Australia to Chile reserve the Champagne name for
sparkling wines from Champagne, France. A bottle with the term “California Champagne” or “American
Champagne” cannot be sold in Mexico and, come Jan 1, 2014, will not be able to be sold in Canada. In this
area, the United States is out of step with the majority of truth-in-labeling laws.

The campaign uses light-hearted examples such as “Maine lobster from Kansas,” but the practice of
misappropriating the names of other places is a trend that faces many regions, and it has the potential of
misleading the consumer. “Truth-in-labeling is a very important issue for U.S. consumers and for the Maine Lobster community,” said Marianne LaCroix, acting executive director at the Maine Lobster Council. “We continue to see restaurants and retailers advertising Maine lobster, yet serving lobsters that are from other places. We are proud to stand with Champagne to remind U.S. consumers to know where their products come from and not stand for those who mislead.”

“Napa Valley wines come from Napa Valley and Champagne comes from Champagne, France. These are
important facts that consumers need to be able to believe in when they see these names on wine labels,” said
Linda Reiff, executive director of the Napa Valley Vintners. “Unfortunately we all have to fight to protect our
names as some seek to profit off them by deceiving consumers. We are honored to be a part of Champagne's advertising campaign and hope it encourages consumers to demand more truthful and accurate wine labeling.”

The ads will appear in a wide range of print and digital formats including placements in The New Yorker, Food & Wine, and Travel + Leisure as well as on billboards in New York, San Francisco, Los Angeles and Washington, DC and online on a wide variety of sites including New York Times.com, Vanity Fair, GQ and the Wall Street Journal.

Fashion brand Bebe’s “The Best Part of the Day is the Night” ads rolling out now nationwide in print and online, add to a high-energy, multiple touchpoint marketing campaign introducing consumers to a new Bebe.

Created by New York City – based advertising agency JWalk (www.jwalkny.com), this newest national creative campaign will be seen in fashion books including Glamour, Elle and Cosmopolitan; online, with high-impact digital homepage roadblocks on sites including Instyle.com. Other components include mobile ads, video ads in taxis – even branded t-shirts, printed with campaign slogans (“good girls go to heaven, bad girls go everywhere”).

The branded rollout follows a month-long, unbranded mystery hash tag teaser campaign, #be9to5, that introduced girls to the idea of the real 9 to 5 – 9 p.m. to 5 a.m. – and got people talking about who or what was behind it. Unbranded ads on billboards, bus stops and beer coasters with provocative lines like, “he was a good idea at the time” generated excitement; copy directed viewers to an unbranded microsite, http://www.be9to5.com/. As buzz built around the hashtag, among fashion bloggers and followers, and speculation grew about who or what was behind it, Bebe earned some much needed 9 million impressions, 120 percent above projections, a renewed cultural cachet and a ton of social engagement.

Early stages of the branded phase are showing similar momentum. The campaign has generated over 6 million impressions on Twitter and Instagram. Moreover social engagement is translating into sales increases. One example: over 1,000 t-shirts, carrying the messages "Good Girls Go to Heaven" in white and "The Best Part of the Day Is the Night" in black, sold out in one week — a 250% increase over typical t-shirt sales of 200 in a week.

Billboards featuring Oscar Pistorius start coming down in South Africa.

Nike's "I am the bullet in the chamber" featuring the blade runner, first ran in 2011.

Another Oscar Pistorius Nike spot, the ad aired first during the 2008 Olympics in Beijing.

Behind the scenes look at a Heat Magazine photo shoot featuring the Paralympic champion Pistorius.

Some A Men Cologne spot...

...and this is Reeva Steenkamp on the cover of FMH magazine, below is a spot for Cell C.

adidas NEO Label signs Selena Gomez as their new style icon, Pulse Films director D.A.R.Y.L. delivers a dynamic new ad, which debuted last Friday, for Adidas NEO, the brand's youth orientated label starring their new global style ambassador Selena Gomez.
In the dead of night a group of teens embark onto the back streets of Los Angeles to paint the city NEO... Leaving their green trail over walls, billboards and street signs. Selena and her allies gather on top of a building to tag a water tower with their distinctive calling card, before the sun rises to reveal a unique impression of Adidas Neo on the familiar skyline of Downtown LA.Credits:
Pulse Films and directed by D.A.R.Y.L.

Below, adidas NEO takes window shopping to a new level with an interactive digital window concept that connects to your smartphone, making it possible to shop at their store after hours without an app or scanning a QR code.

By typing in the special URL you can connect your smartphone to the window and take control of a virtual shopping bag. Any product dropped into the window's shopping bag instantly appears on your mobile ready to save, purchase or share with friends.

This window was installed in September 2012 at the adidas NEO Nürnberg store for a six-week pilot test.

The New Jersey American Atheists proudly boasted about the launch of their controversial Winter Billboard Campaign in recently erected in New York's Times Square.

Atheists Share the True Meaning of the Holidays with Times Square Billboard

Cranford, NJ—American Atheists’ latest billboard, located in the heart of New York City, is set to launch on December 11, 2012. Strategically positioned in Times Square (across from the M&M store), the billboard will display images of Santa and Jesus with the message, “Keep the merry! Dump the myth!”

David Silverman, President of American Atheists stated, “We know that a large population of ‘Christians’ are actually atheists who feel trapped in their family's religion. If you know god is a myth, you do not have to lie and call yourself 'Christian' in order to have a festive holiday season. You can be merry without the myth, and indeed, you should.”

Mr. Silverman continued, “We encourage people to be honest with themselves and their families this year. If you don't believe in god, tell your family—honesty is the greatest gift, and they deserve it.”

Teresa MacBain, Communications Director and a former pastor stated, “The true beauty of the season—family, friends, and love—have nothing to do with the gods of yesteryear. Indeed, the season is far more enjoyable without the religious baggage of guilt and judgmentalism. Dump the myth and have a happy holiday season.”

The billboard will remain in Times Square from December 11 through January 10, 2013.

The ad is the latest in holiday-themed billboards put up by the group every year. In 2011, American Atheists posted a variety of ads as part of a “Myth” campaign in three states with images of Santa, Jesus, Greek god Poseidon, and the Devil with the phrase, “37 million Americans know MYTHS when they see one.”

The Catholic League has battled it out with Silverman's group in the past, even posting opposing signs on each end of the Lincoln Tunnel in 2010. But Catholic League spokesman Bill Donohue said Silverman went too far this year.

"This year it's different," he said. "This is vile. When you depict Jesus on the cross with a crown of thorns, this is exploitative. We as Christians never harass, intimidate or insult atheists. But they can't seem to say, 'We simply disagree with you.' They have to insult us."

via: Fox News

It didn't take long for Usain Bolt to start appearing in new commercials, here is the Gatorade "What's Inside" ad where the Gold Medal Olympian, world's fastest human being Usian Boly walks the streets on London, making his way to Olympic Stadium.

The voice over rambles on about not being at the Olympics..."We weren't there on stadium billboards. We weren't there on double decker buses. We weren't on buttons, souvenirs or commemorative snowglobes. We weren't there officially sponsoring anything. We were there for real. Inside the bodies of some of the greatest athletes on earth."

Gatorade fuels some of the world's best athletes, from preparation to performance to recovery. You Win From Within.

Credits:
Advertising Agency: TBWA\Chiat\Day, USA
Executive Creative Director: Patrick O'Neill Global
Group Creative Director: Brent Anderson
Global Group Creative Director: Steve Howard
Creative Director: Jayanta Jenkins
Creative Director / Copywriter: Linda Knight
Executive Producer: Sarah Patterson
Producers: Molly Tait, Michael Gross, Matthew Magsaysay
Executive Business Affairs Manager: Lisa Lipman
Group Planning Director: Scott MacMaster
Sr. Planner: Marisa Robertson
Planner: Rebecca Harris
Worldwide Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Management Supervisor: Magdalena Huber
Account Supervisor: Brad Nolde
Sports Marketing Account Executive: Lexi Vonderlieth
Music Supervisor: Michael Gross

Usain Bolt | What's Inside | Gatorade

Glacéau vitaminwater to help young creatives #shinebright in brand’s latest campaign, by recruiting six mentors including Susie Bubble and Mikey Trapstar to help cutting edge creative talent

Glacéau vitaminwater, the original, enhanced drink, is launching a new campaign for the summer, which will offer emerging talent unrivalled opportunities to work with some of the biggest names in the entertainment and creative industries, as part of a long-term, global commitment to help young talent.

The #shinebright campaign will be kick-started this summer, throughout Europe, by six leading cultural entrepreneurs from the worlds of fashion, music, design and media. These cultural entrepreneurs will mentor and support aspiring creatives in a series of exciting projects, all geared towards giving them a step up the creative industry ladder.

World-renowned fashion blogger, Susie Lau (of Style Bubble fame) and Mikey Trapstar (founder of legendary urban streetwear label Trapstar) will be among the first wave of cultural entrepreneurs mentoring aspiring creatives. Susie will be offering one-to-one mentoring and the chance to work with her at London Fashion Week. Mikey is offering young designers the chance to showcase their designs in a London pop-up store, offering them the inside track on launching their own fashion brand. Other opportunities include the chance to work alongside musician /architect /designer Jenny Grettve at a studio in Sweden and a photography session capturing the streets of Paris during a one-to-one photography workshop with Theo Gosselin.

The content-rich and social campaign showcases the importance of nurturing creativity and talent through an integrated approach including PR, media partnerships, sampling, social media, social advertising and OOH.

Glacéau vitaminwater is urging consumers to get involved by heading to a dedicated campaign hub, www.vitaminwatershinebright.com to find out more about the creative challenges set by each of the six mentors. The six #shinebright opportunities are open until Friday 16th August. Follow @vitaminwater_uk to find out more about the collaborations, stay up to date and get involved.

The campaign was created by luxury and lifestyle agency, atelier and social agency, holler. Both are part of the Leo Burnett Group in the UK.

Glaceau vitaminwater’s 2013 Shinebright campaign is part of a long term, global commitment to help young creative talent to be at their best. The six mentors were chosen to represent the campaign as they have a unique style and personality that reflects six of the different vitamin and mineral combinations available.

The mentors star in a photoshoot by Matt Irwin, styled by Anna Trevelyan, which is being featured on billboards in cutting edge urban spots across the UK, France, Denmark and Sweden, to catch the eyes of a discerning crowd.