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British Music Artists Gets Featured in Apple’s ‘Behind the Mac’ Ad Campaign




Apple's latest ad entitled, “Behind The Music. Behind The Mac,” is focused on those who use its technology for creating music.

Britain's music industry has produced some of the biggest and brightest names in music, from legends such as David Bowie and Sir Paul McCartney, to up-and-coming stars like CharliXCX and FKA Twigs. The history of the UK is deeply rooted in its musical talent who have influenced the creation of music around the world. In their latest campaign, Apple is celebrating the country’s vibrant music scene with a film that honors music legends and their creative process.

Over its 60 seconds, “Behind The Music. Behind The Mac” entices viewers with a series of images from behind the scenes of various stages of musical production featuring a plethora of music superstars like Sir Paul McCartney, David Bowie and the animated Gorillaz, and budding artists are seen hard at work, striving to bring their music to life behind their Mac.

Set to the powerful lyrics of What We Do by Swindle, Rider Shafique, D Double E, Daley and P Money, the film celebrates the process of creativity and how the Mac has backed artists throughout their career.

Song “What We Do” by Swindle feat. Rider Shafique, P Money, D Double E & Daley https://apple.co/30nWrIr

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Haul or Nothing: No Frills Gets Animated with Video Game Launch



No Frills has done it again with the release of Hauler: Aisles of Glory™, a retro 8-bit 2D animation video game. A web-based game played in-browser on mobile, tablet and desktop, Hauler: Aisles of Glory is a key part of the new No Frills marketing campaign that launched on May 6th. Available in Canada, No Frills wants Canadians to get their virtual shopping carts ready for the ultimate Hauler™ experience and the opportunity to earn PC Optimum points in real life.

“Every major sport has a video game franchise, so why should hauling be any different?” says Uwe Stueckmann, SVP Marketing, Loblaw Companies. “Much like the best athletes, the best haulers aren’t born - they’re made through mental and physical preparedness. We wanted to demonstrate to the world what goes into an epic haul. After all, No Frills is the best place to purchase fresh quality groceries at a low price, and saving money isn’t celebrated enough.”

Based off the in-store shopping experience, Haulers will train for their next shopping trip by running through an 8-bit animated No Frills, collecting points for hauling groceries and avoiding unnecessary frills and obstacles not commonly found at grocery stores like diamonds, limousines, and expensive speed boats. The Hauler will dash seamlessly between the different sections of the store through produce, packaged goods, bakery, meat and even outside through the parking lot.

After the virtual haul is complete and gameplay ends, players can enter their PC Optimum card number to claim their daily reward of 500 PC Optimum points. The game will reward players until they have awarded 50,000,000 PC Optimum points cumulatively to Canadians.

To play the game, please click here to haul like you never have before.

In addition to the video game, the new No Frills Hauler campaign includes a new commercial, community events at local stores as well as new items on haulershop.com, which is slated to rollout in June.

About Loblaw Companies Limited
Loblaw Companies Limited is the nation’s largest retailer, providing Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, financial services, and wireless mobile products and services. Loblaw’s purpose – Live Life Well® – promotes the needs and wellbeing of Canadians, who make one billion transactions annually in the company’s stores. With more than 2,400 corporate, franchised and associate-owned locations, Loblaw, its franchisees, and associate-owners employ almost 200,000 full- and part-time employees, making it one of Canada's largest private sector employers.


TV + Game Credits

CLIENT
SVP Marketing: Uwe Stueckmann
VP Marketing: Mary MacIsaac
Director, Brand Marketing: Ashley McGill
Senior Brand Manager: David Becker
Brand Manager: Naveet Nanwa
Brand Specialist: Teresa Tornatore

AGENCY
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Executive Director, Design: Mooren Bofill
Design Director: Jacqueline Lane
Designer: Ming Mikaeo
Head of Production: Aimee DeParolis
Executive Producer (TV): Brittani Wilcox
Executive Producer (Game): Matthew DeWaal
Producer (Game): Summer Mitterhuber
Director of Creative Technology: Joshua Richards
Account Service: Nick Pigott, Lindsay Day, Kelly Brennan
Strategy: Megan Towers, Mario Ramirez Reyes

PRODUCTION + POST (TV)
Director: Ian Schwartz
Production Company: Radke Films
Executive Producers: Scott Mackenzie, Tony DiMarco
Line Producer: Rob Jacklin
Director of Photography: Albert Salas
Casting: Powerhouse
Editorial (Editor, Company): Graham Chisholm, Married to Giants
Colour (Colourist, Company): Clinton Homuth, Artjail
VFX / Online (Lead VFX Artist, Company): Sean Cochrane, The Vanity
Audio (Creative Director, Company): Didier Tovel, SNDWRx

PRODUCTION (Game)
Game Creative + Development: Relish Interactive
Producer: Colin Marson
Associate Producer: Phil Leuenberger
Creative Director: Justin Sadler
Game Design: Aaron Worrall
Art Director: Alyssa Munaretto
Illustration & Animation: Jesse Millest
Game Developers: Rocco Briganti, Cody Chartrand
Web Developer: David Blonski
Dev Ops Lead: Rick Mason
Lead Tester: Damien Rochon

Arcade Unit Fabrication: wonderMakr
President & Chief Innovation Officer: Mark Stewart
Chief Creative Technologist: Garrett Reynolds
Manager, Creative Technology: Jonathan Warren
Jr. Creative Technologist: Alec Mulder
Director, Digital Development: Chris Fairhurst
Technical Producer: Al Macrae
Senior Producer: Rasheed Hussain

Game Music: SNDWRx Ltd
Music Creative Director: Didier Tovel
Executive Producer: Alison Lawee
Engineer: Stephen Cullen

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A1 Lappsus Launches Innovative Way to Help Teach Spelling in Latest Campaign



With A1 Lappsus you tap the correct spelling of the word to unlock your cell phone and for every good answer you win extra MBs in data usage

Cell phone users view their screens as many as 150 times a day on average. On the flip side, finding the best way to reduce grammar and spelling mistakes in everyday life is always challenging. 75% of High Schoolers have a problem with spelling.

That is why A1 Hrvatska, partnered with Bruketa&Zinic&Grey Agency, has launched a new mobile app A1 Lappsus to turn the habit of constant phone checking into a learning opportunity for correct spelling in the Croatian language. When users try to unlock their phones, the app flashes up a spelling question with two possible answers on their screens, prompting them to choose the correct answer and win extra data usage.

“A1, a telco and digital provider, promises to make life easier, more effective and more exciting by means of digital technology. This service therefore brings the brand promise to life and adds value to the phone unlocking function as a new digital tool used for brand communication,” says Marija Jakeljic, Brand and Marketing Communications Director at A1 Croatia.

The app database with grammar and spelling questions is constantly updated and refreshed, and though primarily designed for younger population, it can be useful for everyone. The app is available for all Android users who speak Croatian, and can be downloaded for free from the Google Play Store. It has become the most popular app in Croatia in the first three weeks of the launch.

“It’s a new way of learning and your kids will love it,” says Tome Anticic, Ph.D., State Secretary at the Croatian Ministry of Science and Education.

“Constant practice is the best way to learn grammar and spelling. The cell phone is with us at all times, we often use it, so why not turn it into a learning tool? The app is uploaded with the most common grammar and spelling mistakes prompting users to practice on a daily basis,” says Marko Aleric, Associate Professor from the Department of Croatian Language and Literature at the Faculty of Humanities and Social Sciences in Zagreb, who participated in the app design.

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