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

Amanda Lepore loves Bluetooth

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Press:
IKEA, the leading home furnishing company, today announces the launch of a new cross-platform advertising campaign titled ‘Bright, shiny colours’, which aims to inspire the nation to bring life into their homes with inspiring new home furnishing solutions available in-store this autumn season.
The campaign coincides with the launch of the new 2013 IKEA Catalogue and launches with a TV advert in the UK and Ireland on September 8, during the ‘X-Factor’ on ITV1. Three versions of the advert have been produced and include 60” and 30” adverts that run until October 7, as well as a full length two-minute ‘music video’ running exclusively online at http://www.youtube.com/ikeauk.
The ‘Bright Shiny Colours’ advert, created by the agency Mother, tells the story of a woman who goes on a magical journey through the new IKEA Catalogue. The woman’s home starts out in beige and white before we see her step ‘through the catalogue’ and into a Technicolor IKEA showcase full of inspiring designs. When she emerges from the other side she has bags of inspiration to transform her home.

The advert is shot like a music video and pays homage to great dance sequences from the films Flashdance and Singin’ in the Rain, as well as the legendary Top of the Pops dance troupe Pan’s People. The music, ‘Bright Shiny Colours’ was originally a Shirelles track, but was given a modern re-working by quirky band 99 Trees.
The campaign will be supported by other activities in owned media platforms including the IKEA FAMILY loyalty programme, the IKEA Website and in-store communication, as well as through earned media with PR activities.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the new season approaching we adapt our homes to make them cosier as more time is spent out of the cold. But that doesn’t mean our homes have to look and feel the same all year around. We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new Catalogue and our 19 stores, which will ultimately give them a reason to reconnect with IKEA.”
The campaign was developed with the new functionality of the 2013 IKEA Catalogue in mind, which now includes a range of extra interactive content. Readers can use their smart-phone to get even more inspiration when holding it over the page, for example looking behind closed doors, changing curtains or even viewing demo films, pictures and 3D content, all accessible by using the IKEA ‘app’ for Iphone and Android.
Freddy Mandy, a creative at Mother, said: “We got excited by the bright, colourful new range of IKEA products and wanted to make a film that showcased them in an exciting way. Working with David Wilson and 99 Trees allowed us to make something that feels fun and energetic. It brings to life what we think it would be like to take a trip through the new IKEA Catalogue.”
IKEA also recently updated its website, www.IKEA.com, with a mobile version as a result of increased mobile traffic to the site. Customers can browse products, create shopping lists, find the latest offers and locate their nearest store with the updated user-friendly mobile site.
Credits:
Creative Agency: Mother
Art Director: Mother
Copywriter: Mother
Planner: Mother
Agency Producer: Mother
Director: David Wilson
Production Co.: Blink Ink
Producer: Patrick Craig
Editor: James Rose
Editing House: Cut & Run
Post Production: MPC
Animators & Illustrator: Jonathan Harris, Michael Zauner and Nick Edwards
Audio post-production: Sam Ashwell @ 750mph
Sound Design: Sam Ashwell @ 750mph
DoP: Marc Gomez Del Moral

Dad,

Technology has made us feel closer and closer.
Communicating is easier and faster everyday.
But still, there are and there will always be moments when men and women will have to meet face to face.

Wind has chosen a story, a short film by Giuseppe Capotondi, that with grace and poetry reminds us how important it is to feel close to someone, bypassing a technology that is becoming more and more pervasive in our lives and in our affections.

If you are thinking about truly getting in touch with someone really important, watch this short piece of cinema.

Last year Google started a program to partner with advertisers and agencies to re-imagine how brands tell stories in a connected world. Project Re: Brief set out to recreate some of the advertising industry’s most iconic, classic campaigns using the latest technology tools. This year Google is expanding that program to work with some of today’s most iconic brands and innovative marketers, in it's newest project: Art, Copy & Code.

Art, Copy & Code is a series of projects and experiments to show how creativity and technology can work hand in hand. Some of these will include familiar brands like Volkswagen, Burberry and adidas—projects developed in partnership with their creative teams and agencies. Others will be creative experiments with innovative filmmakers, creative directors and technologists to explore how brands can connect with consumers through a whole range of digital tools—including ads, mobile apps and social experiences. Google's first partner project is a new social driving experience, The Volkswagen Smileage.

Building off VW's 2012 campaign, "It’s not the miles, it’s how you live them," (video clip below if you have yet to see it) Volkswagen Smileage is a mobile app and web service that aims to add a little bit of fun to every drive, from your daily commutes to holiday road trips. The app measures the fun factor of each trip using a metric called “smileage,” based on signals like weather, traffic, location, time and social interactions (e.g., a long drive on a sunny Saturday afternoon might accumulate more smileage than a morning commute in the snow). You can use it with any car, not just Volkswagens.

Powered by the new Google+ sign-in, you can choose to share Smileage experience with friends and family. For example, during a road trip, photos and videos taken by you and your co-passengers can be automatically added to a live interactive map. The inspiration for the service came from a recent study showing that every day, 144 million Americans on average spend 52 minutes in a car—76 percent of them alone; making that time a more shareable experience. Volkswagen Smileage will be available soon in beta.

"It's not the miles, it's how you live them."

via: Aman Govil, Art, Copy & Code Project Lead

YouTube Blog: Ads that entertain: YouTube’s top spots of 2011
We always knew people liked to watch the ads. At least some ads, like the great ones people talk about after the Super Bowl. Then YouTube came along in 2005 and brought with it the notion that ads can be great content that earn their way onto screens of all types, spread by consumers who vote, share, like, comment, blog, plus-one, or even create response videos or spoofs.

YouTube is the ultimate meritocracy for video, and advertisers are adapting to this world by creating content that people want to share. It’s no surprise, for example, that among the top-10 most-watched ads on YouTube in 2011 are two Super Bowl ads.

Most watched video ads of the year (eliminating music videos and trailers):
1. VW — The Force

2. T-Mobile — Royal Wedding

3. Chrysler — Imported From Detroit

4. DC Shoes — Ken Block's Gymkhana Four: The Hollywood Megamercial

5. smartwater — Jennifer Aniston goes viral

6. Team Hot Wheels — The Yellow Driver's World Record Jump

7. Old Spice — Scent Vacation

8. Apple — Introducing Siri on iPhone 4S

9. Samsung — Unleash Your Fingers

10. adidas — D Rose: adiZero Rose 2 The Bull

What is surprising is that the majority of YouTube’s top “ads” of 2011 (seems strange to call them that) never appeared on traditional TV at all.

Videos like T-Mobile’s Royal Wedding, itself a spoof of the JK Wedding Dance, were made for the web and made to amuse, entertain, and to be passed around, as are mini-movies like DC Shoe’s Gymkhana Four, stunts like Hot Wheel’s record jump, and Old Spice’s “Scent Vacation.”

Even the two Super Bowl ads making the list, Chrysler and Volkswagen, were part of elaborate campaigns made to live significant lives on the web. In the past, advertisers treated their Super Bowl spots like state secrets, but Volkswagen posted “The Force” on YouTube two weeks before the Super Bowl last year, and had 10 million views before the game began. Chrysler took the opposite approach, but created a video four times the length of a typical TV ad, perfect for extended watching on the web after the game.

For brands, creating great content—advertainment, if you will—isn’t just for big TV events like the Super Bowl anymore. Increasingly, advertisers and their agencies are focusing on the content and the strategy, and letting that content distribute itself. That doesn’t mean they aren’t doing traditional advertising. Indeed all of these campaigns were backed up by significant spending to seed and promote these videos on YouTube and elsewhere. But paid media only gets you so far. In the end, it doesn’t matter if they paid $3 million for 30-seconds in the Super Bowl or much less to get the conversation started. In the end, it’s the content that counts.

How do you make healthy eating and active living fun for kids? By challenging them to try exciting activities such as turning their urine into bug repellent, holding an armpit smelling contest and inviting them to eat as many carrots as they can in hopes of achieving laser vision.
The Government of Alberta’s province-wide program, titled the Healthy U 5&1 Experiment , helps families adopt wholesome habits by adding at least five servings of fruit and vegetables, and an hour of activity into each day. In an age where children are familiar with apps, gaming and earning badges, the Healthy U program makes use of this concept to present healthy eating and active living in a fun and engaging way that kids and their whole family can enjoy.
“The creative plot boils down to getting kids to take part in 42 off-the-wall, wacky and weird scientific experiments that can make even the pickiest child eat broccoli,” says Eva Polis, creative director, DDB Canada’s Edmonton office. “It is much easier to convince kids to do something when you create an environment where they come to that conclusion on their own.”
Developed by DDB Canada’s Edmonton office, the Healthy U 5&1 Experiment presents a 21-day challenge that invites kids and their parents to complete 42 novel experiments. Hosted on www.healthyalberta.com and free mobile app (for Apple and Android users), the provincial program features two daily experiments, one focusing on trying nutritious foods and the other encouraging physical activity. Children can earn awards and track their progress, furthering the incentive to turn these daily experiments into a lifestyle-changing habit. The program’s content targets children between the ages of six and 12, but kids are encouraged to sign up with their parents so they can begin this new healthy lifestyle as a family.
The initiative kicked off earlier in May with a week-long tour of schools in Alberta that saw Healthy U host school rallies for more than 2,000 students. Associate Minister of Wellness Dave Rodney and popular YTV personality Andy Chapman co-hosted the rallies, together with the Healthy U Crew, an energetic street team. Continuing this grassroots engagement, the Healthy U Crew will extend this campaign by travelling across Alberta in a can’t-be-missed van, visiting 27 more schools in May and June, connecting with an estimated 7,500 students. The crew will also visit 40 communities in Alberta this summer, attending events including the Calgary Stampede, Edmonton’s K-Days, the St. Albert International Children’s Festival, and the Medicine Hat Spectrum Festival, inviting kids to ‘experiment’ with healthy living in all sorts of crazy fun ways. The crew will also hand out sample kits featuring 10 experiments to try.
Online, radio and transit advertising as well as in-store point of purchase at Sobeys round out this integrated campaign by driving families to the Healthy U website. The sponsorship secured with Sobeys creates an added motivation to this program as families who have signed up are given grocery coupons to reduce the costs associated with their weekly experiments. Furthermore, a partnership with YTV supports this initiative via a web series featuring two of the station’s animated superstars – Dr. Frantic and Kerblooey.
About DDB Canada Named Strategy’s 2012 Agency of the Year and Digital Agency of the Year , DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a “total communications company” whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal Canada (digital & social), Karacters Design Group, RAPP Canada (direct), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).

Toronto advertising agency Cossette uses Instagram to simulate a classic film effect in innovative Silent Film Festival promotion. There are three trailers on Toronto Silent Film Festival’s Instagram accounts — @tsff_1, @tsff_2, and @tsff_3. You can get an idea of the experience in the case study video above, but you should really check them out on Instagram.

Developed by Cossette in Toronto, the Instagram account uses the slideshow view mode within the popular mobile app to simulate a classic film effect, giving filmgoers a handheld example of a classic silent film. In fact, the logic of the slideshow is the same basic premise that was used in the discovery of the film medium in its infancy.

"Everyone knows that showing clips of a film can drum up interest." says Cossette Co-Chief Creative Officer Matt Litzinger. "We wanted to create a sort of “trailer” of our own, and thought this new and unique use of Instagram could bring the films to life and draw attention to the festival. It feels appropriate to be using a technology like Instagram to promote the silent film technique, which in its day was every bit as ground-breaking and innovative as digital platforms are today." The Toronto Silent Film Festival runs from April 4th to 9th.

Credits:
Project: Instagram Trailers
Client: Toronto Silent Film Festival
Advertising Agency: Cossette
Co-Chief Creative Officers: Matthew Litzinger, David Daga
Creative Director: Matthew Litzinger, David Daga
Copywriter: Sebastian Lyman
Art Director: Pepe Bratanov
Account Team: Jason Melhuish
via: Glossy

Art + Games App gets a complete redesign and goes retro with an ode to the popular 80's Peanut Butter Cup commercial.
dabball, the first-ever art gallery + games app for the iPhone and iPad, relaunched this week with a completely new redesign, repricing structure, and retro-inspired web commercial.

In addition to discovering more than 400 original artworks by 43 international artists, art and game enthusiasts can now play all 400+ dexterity games, download featured art as digital wallpapers, as well as take 20% off their favorite museum-quality prints ordered directly from their mobile device.

To celebrate this momentous occasion, ecopop teamed up with We Are Helsinki to create a commercial that pays homage to a popular peanut butter cup advertising campaign you might remember from the 80’s. Peanut butter cups? Yep. Using the same simple analogy to communicate dabball's unique combination of art and games seemed just too delicious to pass up.

Film Credits:
Agency: ecopop
CW/CD: Chad Rea
Production Co: We Are Helsinki
Director: Steve Porcaro
Editor: Steve Porcaro
Music: Marcus S. Johnson

National Geographic Channels International has partnered with The Corner to create a global TV and print campaign for the launch of its two new series The ’80s. The Decade That Made Us and ’80s Greatest. The two series are an epic roller-coaster ride that offers an inside look at the political, technological, cultural and social revolution that created our modern world.

Using one of the most iconic puzzles of the 1980s, the Rubik’s Cube, as a storytelling device, the TV trailer highlights different images of world-changing innovations in the 80s, such as the internet, hip hop and mobile phones through the cube. In the spot, the cube is being masterfully played by UK Rubik’s Cube ‘3x3x3 One Handed’ champion Simon Crawford.

A Rubik’s Cube is also the centerpiece of a print campaign which juxtaposes 21st century and 80s images to show the evolution of the iPod and Spotify, and the fall of the Berlin Wall.

The 60-second TV ad launches this month all over the world together with an extensive multimedia campaign.

Emanuele Madeddu, Vice President of Creative and Consumer Marketing for NGCI, said: “In reacquainting viewers with the riveting moments of the 1980s, National Geographic Channel’s new series illustrate how the 80s truly shaped the way we live today – minus the shoulder pads. To capture this contemporary take on a decade that holds a unique wonder for viewers around the globe, The Corner and our in-house team developed a clean, strong concept with a clever and thoroughly modern execution.”

Tom Ewart, Founding Partner at The Corner, commented: “Sometimes the simple ideas are the best. Taking the ultimate 80s icon, the Rubik’s Cube, and using it to tell the story of ten dramatic years that changed our world, has created something wholly relevant and compelling.”

‘The ’80s. The Decade That Made Us’ airs in the UK on Sunday May 12th at 8pm on National Geographic Channel.

Credits:
Client: Emanual, Madeddu, marketing director, National Geographic Channel
Creative Advertising Agency: The Corner
Creative Director: Tom Ewart
Creative team: Tom Prendergast and Joe Stamp
Designer Rob Russell
Business Director: Oliver Morgan
Directors: Hoku & Adam Sound design
Production Company: Partizan

Gumtree launches its new television and radio ads this week, celebrating the thousands of success stories shared every day by its 8.6 million buyers and sellers. Featuring comedian Sanderson Jones, the executions focus on three of the site’s top categories: Motors, Jobs and Goods.

Conceived by Fold7, the campaign launches on TV on 25 March, alongside radio in London, YouTube advertising, online display and mobile ads.

The campaign, titled ‘Success!’ aims to demonstrate the joy of doing a deal on Gumtree, with the strapline, ‘Millions of sellers, millions of buyers. Gumtree. Success!’ Jones plays a brand advocate who delights in seeing others get the car, job or item they want on the UK’s number one classifieds website.

The first advert will champion Gumtree’s Motors category, where Gumtree has the highest number of privately listed cars in the UK, and will air in 30” and 10” versions. The ads for Jobs and Goods will also run in 10” versions. All the ads from the campaign can be seen on Gumtree's YouTube channel.

Hamish Stone, Head of Marketing at Gumtree.com, said: “We wanted to create a campaign that celebrates the wonderful success stories experienced by our 8.6m users on a daily basis. The site is going from strength-to-strength and with our Motors category growing quickly, it’s the perfect time to launch our latest ads. We’re hoping they’ll be just as successful!”

Ryan Newey, Creative Director at Fold7, added, “This is our first work for the brand since we were appointed in January. The campaign focuses on the key take out that we want people to remember about Gumtree; whatever you’re looking to buy or sell, Gumtree = Success!”
Press via: 3Monkeys

Following the success of the “It’s not quite Carling” campaign, the first advert for Carling British Cider will be making its debut on TV tomorrow. The ‘refreshingly perfect’ ad, which is the third in the series of the wider Carling campaign, shows one of the new Carling heroes perform their most outlandish feat yet in a bid to get a taste of the award-winning cider.
The ad created by Creature features one half of the new Carling duo, Dylan, attempting an astonishing stunt combining a bungee jump with apple bobbing. With his friend Jon and a crowd of onlookers watching, will Dylan succeed in his feat or fall just short and earn the verdict: ‘It’s good...but it’s not quite Carling’?

Carling British Cider launched exclusively in the off-trade in March and won a gold medal at the International Brewing Awards 2013, reinforcing the results of consumer tests, which proved that the modern, premium cider was preferred to the market-leading brands on taste, refreshment, and likelihood to buy. The new ad, celebrating the ‘refreshingly perfect’ taste of Carling British Cider, hits TV screens tomorrow and the campaign also includes outdoor, mobile and digital advertising throughout 2013.

The Saks Fifth Avenue Snowflake & the Bubble projection show is bigger and even more spectacular for 2011. The 3D Projection mapping show runs every night for 5 hours, from Nov 21st till Jan 6th. Making it the longest outdoor Video mapping experience in the world.

This year, the activity was quite unique in that shoppers could scan QR codes on the windows of Saks which saw them redirected to a mobile site where they could watch the projection and find out about Saks. Our team worked very closely with the visual display team at Saks who worked on the windows to incorporate characters/elements of the windows into the projection, such as the yetti on the top of the building and the pipes that come out of the windows. The giant clock is a permanent feature – unusual for a video-mapping projection – counting down the time until the next projection. The projection runs from November 21st until January 6th, 5pm to 10pm.
Credits:
Advertising Agency: Iris, USA

Meet the Superhumans, the stars of the London Paralympic Games, exclusively on Channel 4 from 29 August to 9. Welcome to a world with no barriers, a world where possibilities are endless and potential is limitless.

Channel 4 is broadcasting an unprecedented 150 hours of live coverage on multiple television channels as well as online, along with dedicated mobile and tablet apps.

Credits:
Advertising Agency: 4creative, London, United Kingdom
Creative Director / Art Director: Tom Tagholm
Agency Producers / Producers: Gwilym Gwillim, Rory Fry
Director: Tom Tagholm
Editor: Tim Hardy / Stitch
Sound Studio: Envy
Sound Design/Arrangement: Rich Martin / Envy
Post Production: Moving Picture Company
Cameraman: Luke Scott
Music: Public Enemy – Harder Than You Think
Account Manager: Olivia Browne
Production Designer: Will Htay
VFX producer: Tim Phillips
VFX Supervisor: Michael Gregory
Cinematographer / Director Of Photography: Luke Scott
Editing Company: Stitch
Production Manager: Simon Maniora
Exec Producer: Shananne Lane
VFX Producer: Tim Phillips

Here is a sneak peek into The Perrier Secret Place campaign that brilliantly combines modern day marketing strategies. We received our preview invite kit today which included the stamp to get in, and we were also given a special invite code to share with our visitors here at Great-Ads, find it and the link after the campaign Q&A's and credits below.

Perrier Secret Place Premise: If you were at a Secret and Exclusive party and you wanted to party as long as possible, you’d make sure you were as refreshed as possible. And no one can throw a party and ensure you are refreshed to party as long as you can like Perrier.

Q. Tell us about this latest digital initiative for Perrier?
Perrier Secret Place puts you in the shoes of a guest who goes to a very very special evening party. A hidden place in an alley in Paris, behind a laundry mat. An evening where all guests will have the opportunity to live their craziest fantasies. And you'll have the best seat in the house to enjoy since all the characters that you see on the screen are clickable. With one click you find yourself in their skin. Living their fantasy.

Q. How did you come up with this idea?
We started from the following insight: drinking Perrier during the evening party is the best way to take full advantage of all the opportunities available to you… and until the end of the night. In Secret Place, not only are you at the Ultimate Party living out the experience of the Ultimate Party Guest from the beginning, but you also live out the ultimate evening of 60 other guests who are in the apartment.

Q. And there is something to win, right?
Yes. At the ultimate party, we’ve hidden a very special bottle of Perrier. 5 clues are hidden in the rooms of the apartment. They will lead you to the bottle where you are entered into a drawing to win an exclusive invitation to the wildest night of the world party in St Tropez, New Year in Sydney, Miami Art Basel, Carnival in Rio and the closing of the season Ibiza. Only the most experienced gamers will succeed, believe me... Among thousands of different scenarios during the evening, only one leads to the bottle.

Q. So, it’s a game or an interactive film?
Both! This project mixes Brand Entertainment and Gaming. We produced 1 hour and 20 minutes of content that allows all users to experience a unique evening scenario. We also used digital interactivity to inject this dimension of Gaming. This involves the quest of finding the bottle and the opportunity to live the lives of all guests by clicking on them.

Q. Why Secret Place?
This was inspired by the emerging phenomenon of speak easy. A party venue at the rear façade that has absolutely nothing to do with the place. This is quite in line with Perrier. Completely unexpected.

Q. How are you using social networks to amplify this experience?
In partnership with the agency Buzzman, we worked on a social strategy:
Become a fan on Perrier Facebook and regularly you will get tips to find clues that will lead you to the secret Perrier bottle. We'll give you a little tip. Slip into the skin of the young man who looks through the keyhole and live out his fantasy. Or play a game of "Pillow Fight" (Sounds weird, but it is Perrier!)

Q. How will the experience function on the mobile?
We have specifically developed an application that runs on iPhone / Android / iPad. This is not a replication of the desktop experience but a concept designed for specifically for the mobile device. By downloading the application you enter the rooms of the Perrier apartment and you can navigate through each room. The challenge: find the Secret hidden bottle of Perrier in the apartment.

Q. What was the biggest challenge to pull off this experience?
This is the most ambitious project to carry. We spent 18 months writing lots and lots of different scenarios. Produced a film in which we choreographed each scene so that it is connecting with one another when the user clicks on the characters. Sound design work has also been a real challenge. Imagine having to reproduce the sound of a bottle on a bar as many times as there are people in the room who can hear it.

Q. Where will Secret Place be launched?
The experience will be available worldwide but open to 20 countries to play in the major markets for Perrier France, United States and Canada. This is the first time that Perrier launches a project of this magnitude in the United States. The challenge is enormous. Positioning is also a little different there. Much more premium. We really hope that the French touch--its audacious content-- is embraced well there.

Q. What results do you expect?
There is a counter on the site that counts the number of lives that all users worldwide will live on the site. 1 life = 1 click on a character. I want to hear from Perrier that this idea made 10 million lives by the end of week five of the experience’ launch.

Q. How is this truly innovative?
We believe Secret Place is truly a digital first. Not because it’s the first time you can click on something and enter into his point of view. But, the ambition was really to say: Imagine you enter in any movie theater, have the quality screenwriting and the direction of cinema but also to have permanent control over the course of the story.

Q. What kind of partner did you work with to make this type of project?
Fighting Fish is our production partner based in Paris. This is the first time that we’ve made a digital experience for Perrier conducted by the French. This is an opportunity to remind the world that France is in a good position on Digital Excellence.

Beyond the fact that Fighting Fish is based in Paris, it was able to fulfill the requirements demanded by this project. The team assembled to deliver this feature was made up of an interactive-hybrid. On the team was Lawrence King, the director of the experience and who is currently working on his own film. Arnaud XXX is the production designer and there were the script writers. Franck Marchal oversaw the sound design – having conducted several reputable orchestras before working with us. Fighting Fish puts digital at the heart of its "production thinking" and Ogilvy Paris thinks the same way. This allows a real synergy between the film's producers and those who are thinking through its interactivity.

Q. Why is Secret Place the right creative approach for Perrier now?
Digital and social are playing an increasing role in Perrier's Communications strategy. They have an important, specific role: communicating the edgier, younger, hottest facet of the brand. Reaffirming that Perrier is a must have brand and product when it comes to partying and socialising. And proving, again and again, that the brand loooooves creativity, surprise and inventiveness. This is what Secret Place brilliantly does in my mind. – Benoit de Fleurian, Managing Director | Ogilvy&Mather Advertising.
The digital space has opened up a new opportunity for brands. It's solved a contradiction that exists in the real world. Physically, you can't make an exclusive experience accessible to everybody. But with Secret Place, that's exactly what we've achieved. We give people the opportunity to live an experience they wouldn't normally live, but have always dreamed about. Like those exclusive parties you've always longed to be invited to. And thanks to Perrier, you can live it not once, but multiple times, through the eyes of multiple characters. This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking. — Chris Garbutt, Chief Creative Officer | Ogilvy&Mather Paris, Group

Q. The Director is who? And why did you choose this director?
Laurent King. We chose him because of his ability to manage this kind of project: half movie, half digital and interactive experience. It's really important to have this kind of new director that knows how to direct with all the constraints that a digital experience impose.

Q. Where did you shoot and tell me one challenge with organizing the shoot or a challenge that arrived at the shoot? How did you overcome the challenge?
We filmed in an amazing appartement in Paris that was almost a piece of art by itself. We loved the parisian kind of architecture of it, with lovely rooms, very different to each other. It's very rare to find a place with different moods and atmosphere in it. Moreover, we were looking for a place where you can imagine secret parties happening in it. The biggest challenge was to choreograph all the action of the 60 guests. It was a real challenge because every character had a link to each other in terms of scenario.

Q. Is there a music track?
The track of the experience is played live by the group called "TOYZ".

Q. Would love to hear from one of the party-go’ers at this Ultimate Party...
The Host: All Secret Places have their secrets. You understand why I'll keep this one...

Credits:
Secret Place, a campaign imagined by Ogilvy, produced by Fighting fish while Buzzman was in charge of the Social Media and PR strategy.
Format: Digital/Brand Entertainement
Chief Creative Officer: Chris Garbutt
Creative Director: Frederic Levron, Thierry Chiumino
Copywriter: Baptiste Clinet, Nicolas Lautier, Florian Bodet
Art Director: Baptiste Clinet, Nicolas Lautier, Florian Bodet, Chris Rowson,
Global Business Leader: Constance Capy Baudeau
Account Supervisor: Stanislas Vert
Film Producer: Diane de Bretteville
Digital producer: Hugo Diaz, Cyril Duval, Sandra Petrus
Production company: Fighting Fish, Olivier Dormerc, Cyril Couve de Murvil, Adrien Moisson, Benjamin Przelspolewski
Sound Design: Le COMPTOIR DU SON / Franck MARCHAL & Alexandre POIRIER
Film Director: Laurent King
Story development: Olivier Domerc
Story editor: Benjamin Bloch
Production manager: Caroline Petruccelli
Production designer: Arnaud Roth
Director of Photography: Frédéric Martial Wetter
Line Producer: Vincent RIVIER
Location manager: Timothée TALANDIER
Main title music: Toys
Client: NWFB head of marketing and category, Muriel Koch. Sparkling Brand Director, Fabienne Bravard. Perrier International Brand Manager Armelle Roulland
Social Media & ePR Strategy Buzzman:
Georges Mohammed-Chérif (CEO & DC)
Hubert Munyazikwiye (Head of Social Media & PR)
Nicolas David (Social Media Manager)

Visit www.perriersecretplace.com and use the invite code "PE757 " enjoy the party.

There’s no place like home and there is certainly no road like the road home. BMW recently unveiled a special tribute to “The Road Home” gifted from their advertising agency, Kirshenbaum Bond Senecal + Partners (kbs+).
Filmed around Thanksgiving, kbs+ employees captured their personal experiences traveling home on mobile phones and video cameras. The result mixes over 50+ videos set to an original score through the eyes of a holiday traveler.
Recognizing immediately the universal message and human connection of the piece, BMW quickly got behind the idea of releasing the film. Just launched online this week, BMW will also air a 60-second TV version of the spot nationally in the coming weeks.

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.

Tiësto, the Dutch DJ is the latest famous face to appear in the advertising campaign for Acer, encouraging people to explore beyond their limits.

The musician, voted #1 DJ by Rolling Stone Magazine appears in a new online film for the brand which breaks globally on 3 May.

In the spot, created by Mother, we are introduced to Tiësto’s assistant Vernon who shares his boss’s love of music and uses his Acer Aspire P3 both for work and exploring life beyond his day job.

Vernon organises Tiësto’s schedule on his Ultrabook™, but in his free time he uses it for DJing, to the annoyance of everyone but his boss.

Vernon’s DJ skills come in handy when Tiësto gets trapped inside a zorb during a live gig and he is called in to take over the decks. Not only does he save the day with his Acer Aspire P3, but he also gets the girl, in this case the model, Poppy Delevigne.

All media across Europe was planned and purchased by DWA, the Acer agency of record for EMEA media buying. The mix includes a heavy investment across online media with a significant focus on delivering rich ad interaction, video plays, social sharing and mobile distribution. Chris Bagnall, DWA’s Managing Director Acer Client Services said “this campaign evolves the explore beyond limits Acer brand promise and takes it to a new level for 2013. We are making full use of an online environment to engage people through a variety of different platforms, formats and targeting techniques”.

Credits
Creative Agency: Mother
Art Director: Mother
Copywriter: Mother
Planner: Mother
Agency Producer: Mother
Director: Traktor
Production Company: Traktor
Producer: Rani Melendez
Editor: Rich Orrick
Post-Production: MPC
VFX: MPC
VFX Producer: Julie Evans
VFX Supervisor: Kamen Markov
Grade: George K
Audio Post-Production: 750MPH
DoP: Ben Seresin
Media Agency: DWA

AIB Bank (Allied Irish banks) turned to Dublin based agency Rothco to create it's latest commercial, the team at Rothco picked up their iPhone 5 and went to work. The result is the AIB "Bridge sunrise" TV advert using nothing but the iPhone...not bad.

This 30 second TV advert for AIB features Mobile Banking at it's core, and shows how quickly customers are adopting this new technology to bank on the move. This ad was shot using a smartphone on location in Dublin City by Rothco.
The ad features the track 'Petardu' from Dublin based band Delorentos most recent album 'Little Sparks'. They were this years Meteor Choice music award winners.

Damian Hanley, creative director at Rothco told Mashable "It was a big decision to shoot the ads on the iPhone. But once we did some preliminary tests, we knew that they were able to deliver high quality footage".

Credits:
Creative Advertising Agency: Rothco, Ireland.