Over the past decade, display advertising has evolved from being static display ads to engaging formats across multiple platforms with numerous features from dynamic messaging to interactive video. Take a look back at how the industry has evolved and what digital advertising means today. Via: pointroll.
Ubisoft and digital agency Modus Operandi have joined forces to create a multi-pronged engagement for the launch of Ubisofts revolutionary title Assassins Creed® III. The campaign aims to excite the titles massive fan base and expand the propertys reach to new audiences, especially those captivated by the games setting: the American Revolution.
Central to this rollout is a new series, Inside Assassins Creed III, a branded documentary that simultaneously explores both the games development (over three years in the making), and its historic and thematic foundations in the birth of a country. Unveiled in four parts, it was released episodically between August 22nd and September 19th.
The promotional series weaves striking game footage with interviews with the developers, producers, designers and other creative contributors who pushed the upcoming title to new heights.
Modus Operandi also included interviews with outside historians, Revolutionary War experts and combat veterans for their perspective on the games authenticity, as well as how the experience of history through this unique lens affords new and dramatic perspectives on the period.
With such a high-profile game and its compelling aspects the power of gameplay experience, historic content and context the series had to match that epic tone, said Modus Operandi Chief Operations Officer Miles Dinsmoor. We are incredibly proud of the work and our deep collaboration with Ubisoft.
Modus Operandi is a multi-platform content developer and creator of immersive experiences and brand-based engagements. ModOp produces campaigns that are creatively robust, technologically innovative, strategic, and flawlessly executed across a wide array of platforms and applications. www.modop.net.
Modus Operandi Credit List:
CCO: Aaron Sternlicht
COO/ECD: Miles Dinsmoor
Director: Dave McVeigh
DP: Broatch Berry
Executive Producer: Rhys Demery
Producer: Brendan Cravitz
Line/Story Producer: Pat McGee
Lead Editor: Joe Botana
Editors: Karl Slater, Jay Rogers & Kris Villarino
Assistant Editor: Taichi Erskine
Senior Designer/Animator: Kevin Vaisman
Coordinator: Julian Bishop
Audio Mix: Levels Audio
Color: Chainsaw Edit
Daniel Craig stars alongside SKYFALL Bond actress Berenice Marlohe in an innovative new campaign.
Heineken, the world’s leading premium beer brand, today announced a thrilling new TV and digital campaign, in anticipation of the release of the 23rd James Bond adventure, SKYFALL, which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken ad for the very first time. Challenging consumers to defy his enemies and ‘Crack the Case’, viewers will be taken on an epic train journey alongside stunning Bond newcomer Berenice Marlohe.
Rolling out worldwide, the ‘Crack the Case’ campaign will launch on multiple platforms on 20th September, through a combination of a new 60-second film (TVC & online) with a personalized interactive experience. This powerful combination of ATL, digital, PR and experiential will ensure that Heineken and Bond are able to reach out to more consumers than ever before and propel the campaign to new heights.
It's always dangerous to make a comparison ad when your product is too close to the competition as it may promote the competition as much as your own. This is certainly the case with this Samsung ad that is suggesting that S3 has more features. On the other hand the dark screened iPhone looks elegant, mysterious and inviting next to he Galaxy which feels dated.
American flag crosswalks were be spotted in three locations in the city on September 11, 2012. The crosswalks have red and white stripes, and white stars on blue. They bear the line “Live For Today 9/11,” and symbolize unity and remembrance on September 11th. They can be seen in Soho, the financial district, and Williamsburg, Brooklyn.
Samsung prepares another straw man argument against Apple in their new commercial building a deliberately poorly executed mock-up Apple Store as shown in the images.
In my opinion Samsung's advertising strategy should be focused on pointing out what's great about their products and not on making fun of their main competitor. Putting others down doesn't lift you up, just makes a sad statement about you playing catch up instead of being a trend-setter.
I understand that on one hand they think they must feed the furious mob of Apple haters with new material to keep them loyal. But I think the approach would only be excusable from a marketing perspective if the campaign besides providing a schadenfreude sensation it also had an original strategic approach. Unfortunately Samsung with its campaign copies (no surprise) the old Get a Mac campaign where Apple ridiculed PC (Windows) in a series of face-off spots.
The problem is judging by the first spot however Samsung misses the razor sharp focus on important features, which was something the Apple campaign was really good at. Samsung's ad focuses on criticizing Apple for a superficial and let's be honest unrealistic problem, the need to stand in line for the iPhone instead of talking about real and tangible consumer benefits like being able to swap the battery out. They do talk about the screen size and the 4G speeds, but more like an afterthought rather than as the main message.
I will of course reserve my final judgement for the upcoming ad until I see it, but I'm afraid if Samsung keeps showing a lack of class in their marketing communication they are not going to win over too many iPhone users. They will only keep preaching to the choir.
Having said that Apple's latest marketing strategy lacks focus too with the three mac genius spots that Apple pulled after showing it just a few times.
Coors light in space to test the "Super Cold" label using a high altitude weather balloon! Visit www.sky-probe.com for more info and details on how to purchase your own Sky Probe. Utilized a GoPro Hero 2 for video, Yaesu VX-8GR with APRS for tracking along with a SPOT GPS, Data logging used an Arduino with custom shield, and a freezer thermometer to record temperatures in real time. Follow us on twitter for the latest updates @SkyProbeFlights
Here at Shell, we’re committed to online social media. After all, it’s the fuel that lubricates the engines of internet communication.
In June, thousands of you demonstrated this by explaining, online, how Arctic energy production will transform the world and possibly provide affordable fuel for several years.
Today, we want to take the Arctic Ready message offline, directly to the drivers who benefit from Shell’s performance fuels. That's why we're launching a new campaign (deadline this Thursday!), from which the best ads will be printed and posted in strategic locations worldwide. With your help, we at Shell can tell the world how pumped we are about Arctic energy, and take the Arctic Ready message to Arctic-enthused drivers everywhere.
So take a moment to add your own slogan to our beautiful new collection of images. The next place you see it might be your own rearview mirror.
Because tomorrow is yesterday, accelerated.
And here some of the entries:
It's not the first time controversial firms have been burnt with socially generated campaigns. It will be interesting to see how Shell manages this disaster.
(Ok, to be fair I gotta admit it's a campaign by Greenpeace.)
This June 17th, Campaign will be released on the App Store(R) for iOS. The first advertising agency game ever, Campaign is a creative simulator of the spontaneous life of an advertising agency. Have fun playing advertising creative genius and let your imagination free to invent the most creative advertising campaigns and bring the top brands in the world to your agency. Get creative and make advertising history by leading a dynamic and spontaneous ad agency from the 80s to the 00s, all the way to the top! Work with pop and advertising superstars, win festivals and throw parties on your way to success. All that while dealing with loveable and smart (yeah, right) clients that just want you for your numbers! Unite your left and right brain in a glorious explosion of screen touching magic, or in other words: get creative and win the game! In this humorous game you take control of the client's briefings, create campaigns, plan medias, improvise to the tune of agency surprises, deal with clients, work with superstars, attend festivals and parties to make your agency the best rated in the world and leave your name in the global Hall of Fame. For additional information on the news that is the subject of this release (or for screenshots), contact Thomas Egas. Thomas Egas is a creative producer from Sao Paulo, Insolita Studios is a game studio based in Sao Paulo. Campaign is the fruit of a creative partnership between them to create and develop an original title.
Here is what the creators of the Mitsubishi ad wrote:
The commercial GAS POWERED EVERYTHING for NISSAN LEAF, made by TBWA/CHIAT/DAY, looks very very similar to our spec, which we made as a film school project in 2010, and which we published several months before they published theirs (the first public screening of our spot was in January 2011, we won an award at the German "Spotlight" festival already in March 2011, and they only published theirs in late May 2011). The responsible people at Nissan and at TBWA/Chiat/Day don’t speak to us but hired an expensive law firm to tell us that they didn’t rip off our film, but came up with the concept totally independently. Doesn’t sound very likely, but who knows?
For four decades, Lee Clow has created and shepherded the kind of advertising ideas that moves businesses and moves us emotionally. Dallas-based copywriter Jason Fox, equally moved by Lee Clow’s work, decided to channel Lee’s wisdom into 140-character tweets under the Twitter handle @leeclowsbeard. Now, with over 26,000 followers, the hugely successful Twitter feed has been transformed into a book — also titled leeclowsbeard. Spearheaded by Rob Schwartz and Bill Hornstein, The book is a must-read, artfully designed compilation of brilliant and inspirational tweets from Lee’s iconic beard.
Fred is a creative at the ad agency Leo Burnett Madrid. Fred had been wanting a tattoo for a long time, but could never decide on one. Until one day he finally chose a QR code... and he programmed it to show all the different contents he wanted. Videos, photos, texts ... whatever. He talked to more than 20 tattoo artists until he found the one who was willing to accept the job. It was a difficult tattoo... in fact, it took him more than 4 hours to finish it. When the agency saw Fred’s new tattoo they saw a great opportunity as well: a new media space was born. It's a media space with many advantages: innovative, it has access to a wide variety of targets, with huge impact in all kinds of media... So now it’s time for any brand who dares to take a chance to go down in history and become the first company in the world to advertise on Fred’s arm. Are you interested? All you need is to bid on eBay. The highest bidder will win a month on Fred’s arm to advertise whatever he wants. The bid starts with €1 and you have until April 26th to participate. Surf www.leoburnett.es/fredsarm and get informed. It’s that simple!
Advertising for People Who Don’t Like Advertising ￼by KesselsKramer is a new book published by Laurence King. It is partly a creative handbook and partly a hunt to find new ways to think about communications. Together with creative people it admires, KesselsKramer goes in search of ideas that might help people like ads, instead of zapping them into oblivion. On the way, they consider a potted history of the business, ways of working that KesselsKramer aspires to embody, and the future of an ever-fragmenting industry.
The book is intended for anyone who’s ever questioned the business of communications. Its aim is to reach beyond the advertising and marketing sectors and engage with a non-specialist audience, and at students considering communications.
KesselsKramer hopes to create advertising that’s both truthful and ironic. Starting in 1996, the agency has busied itself with creative projects including fashion collections, music videos, films, exhibitions and book publishing.
The agency's thoughts on commercial creativity are the subject of this book and the accompanying blog dontlikeadvertising.com. As well as KesselsKramer’s observations, the book includes interviews with Alex Bogusky, Stefan Sagmeister, Erik Kessels, Steve Henry, Anthony Burrill, Hans Aarsman and Mark Fenske.
SoDA, along with Adobe and Children’s Miracle Network Hospitals®, have teamed up to launch an HTML5-Off that will benefit the more than 170 Children’s Miracle Network member hospitals seeking to raise funds and awareness for local community children in need.
The challenge focuses on creating an HTML5 solution for portions of two of the nonprofit organization’s primary digital properties – The Children’s Miracle Network Hospitals website and the Miss America for Kids website.
“The contest for the Children’s Miracle Network is a great example of how the agency world and students can contribute to great causes, using web standards to express their creativity. Adobe is a proud sponsor of SoDA and of this contest. We look forward to the great HTML-based animation and interactive content that will be created using Adobe Edge,” stated Arno Gourdol, Senior Director, Web Platform & Authoring for Adobe.
The HTML5-Off is broken down into two submission categories, Professionals and Students. Children’s Miracle Network Hospitals hopes to receive a creative solution from the Professionals group to redesign the homepage for Children’s Miracle Network Hospitals and the donation pages, using Adobe Edge. The objective for this project is to increase awareness for Children’s Miracle Network Hospitals and to increase the click-through rate on their donation pages, ultimately increasing overall donations through the website.
McCann NY has added Lynn Teo, formerly the Head of User Experience at digital shop AKQA, to its leadership team to serve in the new post of Chief Experience Officer (CXO).
Teo will build and lead the agency’s first Experience Design department, whose core focus is to shape products, services, systems, and communications that create positive, rewarding, and integrated customer experiences. She will oversee McCann’s client portfolio to ensure that an understanding of human needs and interactions sits at the core of all brand innovations. Her thought leadership and expertise in multi-platform interactive design will complement McCann’s leadership in integrated marketing communications and generate new perspectives in how brands engage with consumers.
Teo will be responsible for developing and communicating McCann’s point of view on the current and future state of experience design. She will report to Hank Summy, President of McCann Erickson North America.
“We’re thrilled to add Lynn to our leadership team,” said Summy. “Her job is one of the most important, dynamic, and fast-changing roles in our industry. Lynn will work across a wide array of disciplines and teams, providing hands-on digital insights and managing change across the highest levels of the organization. The consumer’s journey has become increasingly complex and multi-faceted. Lynn will ensure that each of our brands is meeting their customers’ expectations and needs, and delivering integrated value-add at all touch points.”
Teo brings a deep and diverse understanding of experience design to McCann NY. She has 15 years of product design and interactive agency experience, including multiple years leading cross-disciplinary global teams. In the past year, Teo advised startup companies in New York City on product development and digital marketing strategies. She was also an external graduate thesis advisor for an MFA design program in Detroit. Most recently, she became a founding member of the first US-incorporated chapter of the Service Design Network (SDN), based in NYC. Service Design is a rapidly growing sister discipline of Experience Design that represents the next frontier of brand innovation.
Previously, Teo served as Creative Director and Head of User Experience at AKQA, New York. She held dual roles at SapientNitro, directing teams in New York and London. Earlier in her career, she held user experience design posts on the client side and the consulting side, including five years as senior usability specialist and user interface designer at Bell Communications Research.
“I’m incredibly honored to be part of this exciting transformation at one of the world’s most celebrated advertising agencies,” Teo said. “McCann’s history, global reach, and impressive client roster are truly unparalleled. Experience design will bring a consumer-first perspective realized through ethnography and journey-based product/service innovations. My team will be tapped into the consumers’ motivations, context, influences, and emotions at all points of their brand interactions. Their insights will drive experience design on all platforms – in-store, retail, B2B, web, smartphone, tablet, touch, and voice- or motion-activated experiences. Human empathy, innovation, design, and a desire to bring lasting positive impact to consumers’ lives are the foundation of my passion for experience design. McCann is pushing on every front to redefine modern marketing.”
Leo Burnett New York recently created a unique piece of artwork using 6325 recycled computer keys from around the agency network. The classic Leo Burnett logo was constructed from keys and the pieces symbolize the agency’s focus on combining ideas and craft, with ever evolving technology.
At nine feet tall and almost three feet wide, the artwork greets visitors at Leo Burnett’s New York office. Inspiring messages are hidden within the keys and tell the story of the Leo Burnett brand.
Advertising Agency: Leo Burnett, New York, USA
Chief Creative Officer: Jay Benjamin
SVP, Creative Director: Kieran Antill
Creative Director: Michael Canning
Creative: Simen Braathen
Creative: Doffen Trellevik
Los Angeles-based Recommended Media director Vic Huber teams up with TeamOne to pay a full-throttle homage to the launch of the 2012 Sports Illustrated Swimsuit Edition in the new 3:40 web film “Lexus & Sports Illustrated Present the ‘Tori 500’”. The “making of” web film features a seductive swimwear shot of Paver augmented and placed onto a racetrack. The skills of professional racecar driver Scott Pruett and stunt driver Greg Tracy are put to the test as they compete to see if they can literally drive around the curves of this Sports Illustrated swimsuit model in the all-new 2013 Lexus GS. The co-branded campaign also includes a four-page centerfold in the Sports Illustrated Swimsuit Edition, on stands today, two new iPhone and iPad apps, available for download online, that allow users to super-impose themselv es into a photo with Paver.
With Jerry Seinfeld's Super Bowl spot burning up YouTube with 12m views, Acura had decided to release five extended cuts, three of which just went live today. I thought you might be interested in these clips for a quick and easy roundup post leading up to the big game.
A group of creatives unpleased with the policies and their "damaging" effects on the advertising industry of Cannes Lions International Festival of Creativity created a protest campaign: Fuck Cannes Lions. The campaign consists of a series of posters you can see below that drive the visitors to the site which explains what's wrong with Cannes Lions:
1- Let copycat shit win like it’s no problem!
2- Created a whole new space of advertisements which lack strategy and has nothing to do with people living on planet earth.
3- Their name, logo and communication SUCK! yet they want us to think they have the right to judge our creativity.
4- Are about money and won’t consider the creativity of real talents who can’t buy into their shit.
5- And yeah, let us not forget how they want us to believe that 30 year-old shitholes are and can be considered “young”.
In an unexpected turn of events I learned from the creators of the campaign, that they are planning to enter this poster campaign to Cannes and expect to win too.