Born in 1983, G-SHOCK has spent the last 30 years pursuing innovative and enduring watchmaking. To celebrate its 30th anniversary, a special G-SHOCK by Maison Martin Margiela model has been created. Only 3,000 exclusive models will be available from a limited 300 points of sale worldwide, each tagged with an exclusive serial number. A fashion leader since its founding in 1988, through deconstruction, reinterpretation and transformation, Maison Martin Margiela has engineered a unique identity and is recognised in the fashion industry as iconoclastic and avant-garde, redefining fashion standards along the way.

On this occasion, Maison Martin Margiela turned to WANDA DIGITAL and its directors Camille Hirigoyen and Julien Choquart (J.A.C.K) to create a visual universe around the watch: Photos, video and interactive experience.

The interactive video allows the user to take control of the film with extreme precision by simply clicking & dragging. The experience enables Maison Martin Margiela and Casio fans to play with textures & speed and reveal the logos, on a personal and randomly built platform.

This marks WANDA DIGITAL’s first high end Fashion project and is directed by the duo J.A.C.K well-known for their sharp art direction (Nike, Vogue...). In sticking with the Maison Martin Margiela spirit, they were willing to deviate from the classical notions of fashion and transform the experience into a true visual experiment. The interactive experience is set to be online Thursday 29th March on Maison Martin Margiela’s
Facebook and Tumblr pages.

Credits:
Client: Maison Martin Margiela
Directors: J.A.C.K
Production: Wanda Digital
Digital creation: Jean-Frédéric Passot
Development: Yoann Guény
Producer: Helene Segol
Producer: Romain Altain Aldea

END7 asked celebrities including Emily Blunt, Eddie Redmayne and Priyanka Chopra to watch a powerful new video. See how they reacted to people suffering from neglected tropical diseases. The Public Awareness (PSA) ad campaign, called "How to Shock a Celebrity" begins by showing us the reactions of famous actors and musicians watching video of tropical-disease sufferers, the clip then turns us viewers to watch.

Most people have never heard of these seven diseases, but as you'll see on the video, NTDs can be horrific and are a major reason why poor communities stay trapped in poverty. It costs just 50 pence to treat and protect one person for an entire year. Visit http://www.end7.org/ to take action today. We would love for you to join us on the journey to 2020 — together we can see the end!

END7 aims to raise the public awareness and funding required to cover the cost of distributing medicine and setting up treatment programs for NTDs. A big problem is that NTDs affect neglected communities — the world's poorest people. So END7 is about providing them with a voice to help address a big problem. Emily Blunt ("Salmon Fishing in the Yemen," "Devil Wears Prada"); Eddie Redmayne ("Les Miserables," "My Week with Marilyn"); Tom Felton ("Harry Potter" series); Yvonne Chaka Chaka (South African pop star); Tom Hollander ("Pirates of the Caribbean," "Pride and Prejudice"); and Priyanka Chopra (leading Bollywood actress and international recording artist) are featured in the video and are END7 supporters. Visit http://www.end7.org/ to join the fight.

Kevin Spacey is brilliant in the new ad campaign for American Airlines created by the ad agency McCann, London, enjoy a sneak peek of the spot set to air in a couple of days.

Official Press Release:
Kevin Spacey, the Academy Award-winning actor, takes on three new roles as part of a campaign to promote American Airline’s unique brand philosophy of understanding the individual flyer.

The 60-second ad ‘The Individual’ breaks on UK television on 12th November.
Kevin Spacey appears as a slick designer type, a creative screen writer and a Malibu family guy and finally as himself in the series of ads.
Director Chris Palmer of Gorgeous who’s previous work included the Skoda ‘Baking Of....’ and the Budweiser ‘Lyrics’ ad, worked closely with Kevin Spacey in developing and bringing to life the three characters who reflect the broad American Airlines premium flyer demographic.
American Airlines is tapping into the rich values associated with ‘Modern America’; egalitarianism, primacy of the individual and the impeccable but informal approach to customer service.
All the characters are united at the end of the film in their appreciation of American Airlines understanding ‘what makes me, me, whoever I happen to be.
Two additional 20 second ads bring the proposition to life. ‘Multiple Meals’ shows the three characters having distinctive dining habits, all of which are accommodated by American Airline’s ‘Dine Upon Request’ service. In ‘Multiple Boarding’, the characters are shown checking in their various ways, from a traditional boarding pass to a smartphone option.
The campaign is backed by out-of-home advertising and digital activity which has also been created by McCann, and ties in with American Airline’s evolved ‘discerning flyers’ strategy, developed to widen American’s appeal, to be more inclusive of a wider audience for First and Business.
The first screening of the Advertisement on TV will break on UK television on 12th November at 6.05 pm on ITV1 during the International Football match between England and Spain.

Maria Sebastian, Vice President, Sales and Marketing EMEA at American Airlines comments:
We believe that this new campaign is an exciting development for American Airlines as we have Kevin Spacey creating a number of unique characters purely for our campaign. It’s interesting and engaging – but crucially, it also conveys our service ethos, treating discerning customers as individuals.”

Geoff Smith and Simon Butler, Co-Creative Directors at McCann London, said of working with Spacey: “The casting of Kevin Spacey for the trio of roles was crucial to the emotional appeal of this ad, and his performance really lifts it to a higher level. He manages to combine an everyman quality with an indefinable touch of class, which sits seamlessly with the ‘discerning flyers’ message that the ad conveys.”

Chris Palmer says: “Kevin Spacey really nailed the characters, as you'd expect. I can't imagine any other living actor who could have transformed into such diverse and believable characters. It was weird shooting with him as a totally different character each day. The crew didn't recognise him when he came on set, even on the third day. You completely forgot it was Kevin Spacey in there. In fact, it was a bit of shock to see him as himself on day four.”

Credits:
Project: The Individual
Client: Stephen Davis Head of Marketing EMEA American Airlines
Agency: McCann London
Brief: American Airlines is the airline that treats you like an individual
Copywriter: Geoff Smith
Art Director: Simon Butler
Creative Directors: Geoff Smith & Simon Butler
Worldwide Chief Creative Officer/TM: Bill Oakley
Director: Chris Palmer
Production Company: Gorgeous
Producer: Michaela Johnson
Agency Producer: Paula Mackersey

The Toyota Tacoma has earned quite a reputation among pickup trucks, which is quite a feat in a market that has been traditionally dominated by American brands like Ford, GMC, Dodge, and Chevrolet. And because competition is stiff in the segment, manufacturers often craft ads trying to convince consumers that their truck as the strongest and most durable currently available. While they all use words like “tough” and “rugged” to describe their vehicles, Toyota goes that extra mile in their most recent Tacoma commercial to bring those words to life. The ad provides a humorous twist to the theme of durability in what is sure to be one of the most memorable automobile commercials of the year.
Set on a beach below a steep and rocky cliff, the commercial’s opening shot is of four young adults taking a joyride through the sand. Made to appear as if viewers are witnessing a home video, the truck’s passengers hoot and holler while their Tacoma kicks sand high into the air. The scene abrubtly ends as if someone began taping over the home video and cuts to a young woman, presumably the truck owner’s girlfriend, who begins to air her frustrations about “Mike” and his “precious four-by-four, hang-out-all-day with your stupid friends truck.”

She continues her rant making fun of Mike for describing the truck as “totally sick,” and her extreme jealousy is more than apparent to viewers. It immediately becomes clear she is going to teach Mike a lesson by showing him what she really thinks of his Tacoma. At this point, viewers are sympathizing with the young woman and probably thinking of their own significant others’ prized possessions. This sympathy turns to shock, however, when at the end of the girlfriend’s rant, she turns away from the camera towards the top of the cliff and yells “push it!”
The 2012 Tacoma bounces and flips over boulders and outcroppings, at one point somersaulting repeatedly down the hill, and the whole time the girlfriend is wildly screaming her approval. A few seconds later, when the truck makes it to the bottom of the hill, it miraculously lands right side up and seems undamaged by its rocky decent. The girlfriend screams “Noooo!” and the commercial ends with these words on the screen, “Tacoma Double Cab: Toyota Get the Feeling.”
Obviously the commercial is a hyperbole, no pickup truck would survive such a fall unscathed. However, with it’s comedic exaggeration, Toyota has created a vivid image in the mind of the consumer. The message that the Tacoma is the toughest, most durable truck available comes across loud and clear.
This guest post was provided by Brittany Larson of Toyota of Turnersville.

Credits:
Ad Agency: Saatchi & Saatchi, Los Angeles

A father today explained the shock tactics behind an advertising campaign he has launched to help find a cure for his six-year-old son’s muscle-wasting condition.

Harrison Smith was born with duchenne muscular dystrophy, which leads to loss of movement and, eventually, paralysis. Sufferers have a life-expectancy of around 25.

There is no treatment and no cure, but his father Alex has given up his job to dedicate himself to finding one. He hopes to achieve this by funding research through his charity Harrison’s Fund.

A campaign for the charity, launching today, features a picture of Mr Smith and Harrison and carries the slogan: “I wish my son had cancer”.

Explaining the advert, which appears on page 20 of the Standard, Mr Smith said: “For many people the notion of even wishing your child had cancer would be tough to understand, how could I wish a terrible disease on my own child? But the brutal truth is that there is a treatment in most cases. With duchenne there is no treatment, no cure, it’s 100 per cent fatal and at the moment one day he will be dead.” via: London Evening Standard.

Alex explains the disease and the ad in the video below. More at http://www.harrisonsfund.com/

Do you remember the pictures of black lungs we were shown at school? Tobacco Body is exactly the same thing done for the iPad age. It is a tool for teachers to show how tobacco changes our bodies. 358 Helsinki has been working with Cancer Society of Finland since the inception of their agency cracking the same problem: How do they get teenagers to think critically about smoking?

This time they thought about the school world and soon realized that those pictures in the books are still the same. Isn't it time for an update? Can't technology make the shock effect more shocking?

Client: Cancer society of Finland;
Agency: 358 Helsinki;
Production: !noob;
Country: Finland;
Creative Director: Erkki Izarra;
Art Director: Maria Fridman;
Art Director: Ville Kovanen;
Copywriter: Jonathan Mander;
Copywriter: Valtteri Väkevä;
Copywriter: Anna Lundqvist;
Account Director: Sonja Eiramo;
Agency Producer: PEGGY PETRELL;
Agency Producer: KRISTA DURCHMAN;
Client: Virve Laivisto.

Following on from the success of the campaign’s earlier films, the latest work introduces the many features of the Samsonite range by subjecting each product to rigorous, real-life testing. Five new products are put through their paces in a series of unexpected endurance trials in the Samsonite Quality Lab.

Creative Director of Saatchi & Saatchi Brussels, Alexander Cha’ban said
“The brief for this project was a great challenge; tell the world that Samsonite products are built to last and endure. Well we decided to go one better and actually show the world by inviting them into the heart of the Samsonite Quality Lab. Then we set about holding Samsonite to their word by letting loose the greatest forces of nature against each innovative feature of their range. The result is a series of quirky and funny videos that really reinforce the strength, resilience and durability that have kept Samsonite at the forefront of the luggage industry for years”.

Samsonite VERSUS Small Spaces
The new Pop-FreshTM case is the ideal size for on-board luggage, and the ultimate cabin companion, easily gliding through a high-rise obstacle course of tight spaces.

Samsonite VERSUS Everything Twice.
At the centre of the ultimate tug-of-war between tractors, horses and weight-lifters, the new Lite-LockedTMcase remains intact thanks to the innovative Curv® technology and 3-point-lock system, a winning combination of strength and security.

Samsonite VERSUS International Weather Forecast.
Whether it’s raining cats and dogs in the UK, buckets in Belgium or nails in Canada, disastrous weather is no match for the Samsonite RainsportTM Umbrella. Constructed of storm-proofed material and innovative ‘floating ribs technology’, the ultra-flexible umbrella keeps the carrier dry in even the most extreme conditions.

Samsonite VERSUS Boarding Time.
In a race against time with a remote-controlled car, the new Samsonite X-Pression +TMcase emerges triumphant. The winning feature is the 360° spinning wheels that offer extreme maneuverability to help speed through airport checkpoints with the greatest of ease and agility.

Samsonite VERSUS Risky Business.
Even when under attack from flying tennis balls, the new TriForceTM laptop case offers the ultimate protection for your business essentials. With 360° shock absorbing casing and extra corner cushioning for a laptop, the TriForce case will protect against any unexpected falls or bumps.

  Creative Credits:  
Creative Director: Alexander Cha’ban
AD: Arnold Hovaert
Copy: Damien Veys
Production company: Denzzo
Production Director :Lars Damoiseaux
Producers: Jeroen Berx, Bea Catteeuw
Account Director: Jonathan Moerkens