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Today sees the launch of a new ad campaign for garden wood care brand Cuprinol. The repositioning kicks off with a charming and surreal campaign by 18 Feet & Rising, which champions their Garden Shades range, urging people to cheer up their gardens.

The first push is 'Whimpering Garden', a 30” TV ad in which an unloved garden shed is cheered up with a lick of Cuprinol.

In the ad, a couple is woken up by what sounds like a crying baby, but actually turns out to be their distraught shed. After the husband tries, and fails, to pacify the weeping shed with a giant bottle of milk, the wife produces a tin of Cuprinol which works a treat. The spot’s strapline is: “For protecting and brightening your garden. Cuprinol. Cheer it up.”

The ad, directed by Thai star Suthon Petchsuwan, highlights the emotional pull of the AkzoNobel-owned brand, which boasts a 94-strong colour range, as well as a rich heritage in practical wood protection. The spot will be on air in the lead up to the Easter and May bank holiday weekends, and will be available online.

18 Feet & Rising developed the idea behind the 'Cheer It Up' positioning, as well as the TVC and its digital amplification.

The brand re-launch also includes a new logo and new packaging across all its products, designed by Brand design consultancy Springetts, and the launch of a new website on 27 March developed by AnalogFolk.

Along with its new brand identity, Cuprinol is launching new products this year, including ‘Less Mess Fence Care’ and next generation garden shades, with four-year weather protection. In addition to the 34 existing shades, the brand is also launching 60 new colours for the Garden Shades range.

Kathryn Ledson, Senior Marketing Manager AkzoNobel, said: “Cuprinol has always been passionate about protecting garden wood and enhancing outdoor spaces. We want our new campaign to show people how simple it can be to add personality and colour to outside spaces and inspire people to ‘Cheer It Up’! With the new range of Garden Shades, it’s the perfect time to brighten up Britain’s gardens!”

Rob Ward, Head of Strategy at 18 Feet & Rising, said: “Cheer it up' repositions the category from a boring, brown chore to a colourful, emotional reward that encourages the nation to bring out the best in their gardens.”

Credits:
Client: Kathryn Ledson, Senior Marketing Manager
Creative Director: Anna Carpen
Creatives: Anna Carpen, Stephen de Wolf & Behrad Taherparvar
Account Director: Adrienne Little
Strategy: Rob Ward
Agency Producers: Emily Hodgson & Julia Methol
Director: Suthon Petchsuwan
Producer: Hugh Bacher
Post Production: Mum Films
Media Planning/Buying: Mediacom
Production: TWC Films

Consumers are urged to cheer up tired old outdoor furniture in a new ad created by 18 Feet & Rising for AkzoNobel brand Cuprinol. The ad shows a wooden garden chair that has seen better days on its back in the garden having a tantrum, unlike their earlier advert where the Garden Shed spit up milk the chair is a little more in control.
When its owner gives it a new coat of paint from the Cuprinol Shades range, the chair is instantly cheered up and behaves itself.
It is the latest in Cuprinol’s ‘Cheer it up’ campaign, reminding people that tired old wood can be given a new lease of life with Cuprinol Shades. The new spot ends with a call to action – a special offer on testers of 3 for £1.

Cuprinol’s Shades range has 92 different colours, larger than any competitor colour range in a market that is likely to grow significantly over 2013. This range is the focus of the brand’s marketing communications for the year.
Kathryn Ledson, Marketing Manager Specialist Brands at Akzonobel, said: "Cuprinol has always been passionate about protecting garden wood and enhancing outdoor spaces. We want our new campaign to show people how simple it can be to add personality and colour to outside spaces and inspire people to ‘Cheer It Up!' With the new range of Garden Shades, it’s the perfect time to brighten up Britain’s gardens."
Credits:
Ad Agency: 18 Feet and Rising
Creatives: Anna Carpen/ Stephen de Wolf/ Behrad Taherparvar
Account Director: Adrienne Little
Agency Producer: Emily Hodgson & Julia Methold
Director/Production Company: Suthon Petchsuwan
Producer: Hugh Bacher
Post Production: Mum films
Media agency: Mediacom

IKEA's latest advert features Gnomes who sabotage a couple who are trying to improve their garden. The commercial that is a music video features music by The Palace Of Budapest Philharmonic Orchestra and The Heritage Singers doing a cover song of the Mötley Crüe song Time for Change.

The adverts, which launch on Saturday 13 April, look at a family trying to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull. Every improvement the family makes, hanging colorful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

The campaign, which features a 60 second TV ad and a 2 minute music video, uses the insight that although the UK are a house-proud nation who love their gardens, we simply aren’t making the most of them, whether big or small or come rain or shine. The campaign is intended to inspire people to give as much thought to how they furnish their outdoor space as they would any room inside of their house, showing off some of the most inspiring IKEA solutions along the way, whatever the weather.

Credits:
Client: Ikea
Creative Agency: Mother, London
Director: Mike Maguire
Production Co.: Biscuit Filmworks
Managing Director: Shawn Lacy
Executive Producer: Orlando Wood/ Colleen O’Donnell
Head of Production: Rachel Glaub
Producer: Gustav Geldenhuys
Production Designer: Alexis Ross
Editor: Ed C @ Final Cut
Post Production: The Mill
Audio post-production: 750mph
DoP: Ulla Pontikos

UPDATE: April 26, The Gnomes speak:

This has gone on long enough, IKEAS attempt to throw us out and replace us with affordable flat packed garden furniture is simply ridiculous. The time has come to fight back!

We, the garden gnomes of the United Kingdom are uniting as we fight to bring back our rightful place in the luscious green gardens up and down this beautiful country.

We have Billy, admit that we belong in gardens and he shall not be harmed. Your choice....

Geo: South Africa;
Category: House, Garden & Pets;
Brand: Mortein;
Advertising Agency: 4D Euro RSCG, South Africa;
Creative Directors: Jonathan Deeb, Laura May Vale;
Art Director: Laura May Vale;
Copywriter: Lisa Bayliss;
Illustrator: Carmen Zieruogel.

A new commercial for AllState Insurance, "Mayhem." The forbidden fruit, Apple tempts Adam and Eve in the Garden of Eden and we follow his journey throughout history to present day. Mayhem has been and always will be everywhere, luckily we are in good hands with Allstate.

Credits:
Advertising 
Agency: Leo Burnett
, Chicago, USA
Chief Creative Officer: Susan Credle
Executive Creative Director: Charley Wickman
Creative Directors: Britt Nolan, Mikal Pittman
Art Director: Christopher Walker

Copywriters: Alan Shen, Brandan Jenkins
Executive Producer: Tom Keramidas

Producer: Bryan Litman
Account: Katie Newman, Jason Georgen, Corbett Drummey
Production Company: Epoch

Director: Phil Morrison

Editorial House: White House
Editor: Matthew Wood
Assistant Editor: Dan Zabinski

Producer: Laurie Adrianopoli
Director Of Photography: Darek Wolski
Vfx: Mpc

One of the sites chosen as part of the green cultural routes program organized by the Culture Ministry’s Directorate of Museums, Exhibitions and Educational Programs Department was Aristotle’s Lyceum. The tour, which introduced attendees to new and exciting information about life in ancient Greece, was led by the head of the Third Ephorate of Classical Antiquities, Eleni Banou.

The Lyceum, located between the Officers Club, the Athens Conservatory and the Byzantine Museum, is poised for its grand opening. The display areas are ready, the information signs are up and the site is officially waiting for visitors. Those passing the well-tended 11,000-square meter grounds on the Culture Ministry’s tour asked Banou when the ancient philosophy school would be ready. Some of them managed to sneak in through the door on the Vassilissis Sofias side of the site to take in the ancient lyceum from up close.

The Lyceum (first brought to light by archaeologist Effi Lygouri in 1996), was an overgrown suburb of ancient Athens named after a nearby temple dedicated to Apollo Lyceus. The archaeologists of the Third Ephorate of Classical Antiquities, which is responsible for the site, want it to become a part of Athenians’ everyday life, a place where visitors can take a walk, rest or read.

However, a date for its formal inauguration has not been set yet, though it is slated to take place within the next couple of months, before the end of summer.

Author: Iota Sykka | Source: ekathimerini [June 03, 2014]

The Onde Nostre Crew opens the new year with two episodes dedicated to women!
Luca Merli, Gio Barberis and Matteo Ferrari film an on the road documentary in the female universe, together with Amanda Chinchelli, Betta Dal Bello and Natalia Resmini — Three friends with creative careers and a passion for surfing.

The episodes tell the story of a fashion designer, a stylist, and an illustrator, each bound by the surfing sisterhood and a deep friendship. They show us the many faceted ways that women confront the sea, and the energy with which they live.If there's anyone out there who still thinks surfing is just for guys, here's proof that will make you think twice! Onde Nostre's girls shine under an Italian September sun: Three different styles, perfectly blended, traveling between waves with thoughts on friendship, freedom, and future.
RITRATTI DI SURF is a series of short videos about surfers, shapers, artists and other characters somehow connected to Onde Nostre and the italian surf culture.
Credits:
Directed by Luca Merli
Edited by Giovanni "Sbrokked" Barberis and Luca Merli
Photography by Luca Merli, Giovanni "Sbrokked" Barberis, Matteo Ferrari.
Lettering by Luca Barcellona
Music Consultant & Marketing: Gabriele "Gabro" Minelli

Music (In order of appearaces):
Le Man Avec Les Lunettes '4 Notes'
Guts 'Mi Isla Tropical'
Karibean 'Rainbow Girl '
Garden of Alibi 'Herman'
Karibean 'God Bless The Summer'

Toronto's Red Lion creative ad agency creates the perfect family dishwasher in their latest ad for Maytag entitled "Dishwasher".
Sorry kids put down the hose you won't be hosing dad down with the garden house anymore thanks to this dishwashers pre-rinse.

Credits:
Maytag — "Dishwasher"
Agency — Red Lion, Toronto Canada
Creative Director — Brett Channer
Copywriter — Dave Pigeon
Art Director — Anand Iyer
Director — Tim Hamilton
Director of Photography — Roberto Schaefer
Editor — Andy Ames
Sound Design — Silent Joe
Production House — Sons & Daughters
Executive Producer — Joan Bell
Account Director — Christine McArthur
Agency Producer — Carlo D'erole

The new John Lewis 2012 Christmas ad entitled "The Journey" is simply a joy to watch. The commercial opens in a family's snow-covered garden, with children making a snowman and snowwoman, the snowman has mysteriously disappears the next morning. We are then transported to a magical world, following the determined snowman on an epic journey across river, mountain, road and city. The motive for the snowman's journey isn't revealed until the last scene, when we see him return on Christmas morning.

The ad is set to a cover song by Gabrielle Aplin of Frankie Goes to Hollywood's original music "The Power of Love." This young lady has an absolutly beautiful voice, Gabrielle is just 20 years old, she is signed to Parlophone Records and has released three EPs through her own record label, with over 12 million YouTube views, her debut album scheduled for release in 2013.

Credits:
Agency: Adam & Eve
Client: John Lewis
Director: Dougal Wilson
Production Company: Blink

More John Lewis Christmas Adverts
2011 "For Gifts You Can't Wait To Give" see it HERE.
2010 "John Lewis Holiday with Ellie Goulding Your Song" see it HERE.