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Nike Stirs Up Controversy By Using Colin Kaepernick for 30th Anniversary ‘Just Do It’ Campaign


Former NFL quarterback, Colin Kaepernick, has a new advertising campaign with Nike, even without having played professional football since 2016.

Unbeknownst to most people, Kaepernick still has an existing sponsorship deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike's 30th anniversary "Just Do It" campaign, according to a person familiar with the contract. The person spoke to The Associated Press on condition of anonymity because Nike hasn't officially announced the contract.

Kaepernick's attorney, Mark Geragos, made the announcement on Twitter, calling the former San Francisco 49ers quarterback an "All American Icon" and crediting attorney Ben Meiselas for getting the deal done.

Kudos to @Nike who realized @Kaepernick7 is an All American icon Proud and humbled to have @meiselasb help to get this done https://t.co/fHKyRSNsU2

— Mark Geragos (@markgeragos) September 3, 2018


Kaepernick also posted a Nike ad featuring his face and wrote: "Believe in something, even if it means sacrificing everything.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018


The message is certainly fitting to Kaepernick's story. During a preseason game in 2016, he decided not to stand for the national anthem to protest racial injustice. Other athletes later joined in his protest, sparking a controversy that has been linked to declining television ratings for National Football League games.

"I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color," Kaepernick told NFL Media in an interview after the 2016 game when the protest began. "To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder."

According to ESPN, Nike has kept paying Kaepernick — who signed with the brand in 2011 — despite not using him in ads over the past two years. The company said it planned to bring him back at the right time.

"We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward," Nike V.P. of brand in North America Gino Fisanotti told ESPN.

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Penn State Makes Major Waves with New Advertising Campaign by Decoded Advertising



Penn State, a top-ranked school for academics and research, is breaking the mold of University advertising one step at a time. In a new spot that debuted last weekend during the football team’s season-opener, Penn State illustrates how the students, faculty, community, staff and alumni collaborate to think, dream and push ideas out into the world together.

The spot, created by Decoded Advertising, peels back the lens behind the process, following an idea as it progresses from its humble beginnings in a notebook to the community, the world and beyond. Where many universities highlight mascots and campus buildings, this anthem film defies stereotypes and tropes to create something real, elevating real students and faculty in their element. Rooted in this work is the shared belief in the importance of positive ideas, which helps re-instill a sense of pride in the University.

This campaign wll be running on national TV and digitally. Decoded has worked with Penn State since 2016, producing work that has been shortlisted at the One Show.

Credits:
Chief Executive Officer: Matt Rednor
Chief Creative Officer: David Weinstock
Executive Creative Director: Victor Sie
Executive Creative Director: Andy Currie
Junior Designer : Agnes Kan
Executive Producer: Shannon Barnes
Senior Producer: Jason Souter
Senior Producer: Sam Cosby
Group Brand Director: Katie Bartasevich
Group Brand Director: Lauren Sabedra
Brand Manager: Matt Greenberg

Production Company: HEY BABY FILMS
Director: Phillip Lopez
Executive Producer: Johnny Parker
Line Producer: Cara Scott
DP: Jeremy Snell
Editor: Adam Bazadona

Read More »

Penn State Makes Major Waves with New Advertising Campaign by Decoded Advertising



Penn State, a top-ranked school for academics and research, is breaking the mold of University advertising one step at a time. In a new spot that debuted last weekend during the football team’s season-opener, Penn State illustrates how the students, faculty, community, staff and alumni collaborate to think, dream and push ideas out into the world together.

The spot, created by Decoded Advertising, peels back the lens behind the process, following an idea as it progresses from its humble beginnings in a notebook to the community, the world and beyond. Where many universities highlight mascots and campus buildings, this anthem film defies stereotypes and tropes to create something real, elevating real students and faculty in their element. Rooted in this work is the shared belief in the importance of positive ideas, which helps re-instill a sense of pride in the University.

This campaign wll be running on national TV and digitally. Decoded has worked with Penn State since 2016, producing work that has been shortlisted at the One Show.

Credits:
Chief Executive Officer: Matt Rednor
Chief Creative Officer: David Weinstock
Executive Creative Director: Victor Sie
Executive Creative Director: Andy Currie
Junior Designer : Agnes Kan
Executive Producer: Shannon Barnes
Senior Producer: Jason Souter
Senior Producer: Sam Cosby
Group Brand Director: Katie Bartasevich
Group Brand Director: Lauren Sabedra
Brand Manager: Matt Greenberg

Production Company: HEY BABY FILMS
Director: Phillip Lopez
Executive Producer: Johnny Parker
Line Producer: Cara Scott
DP: Jeremy Snell
Editor: Adam Bazadona

Read More »

Serviceplan Feature in Top 5 Cannes Lions Innovation Agency of Year Ranking


As Cannes Lions release their 2018 Global Creativity Report, Serviceplan Group celebrates 2 placements in the top 5 Innovation Agency of Year ranking, and become first German agency to win 2 Innovation Lions.

The Global Creativity Report covers insights and trends from the Cannes Lions festival. Featuring Top Five performance rankings for 2018 and analysis of award-winning and shortlisted work form the Festival, it acts as a definitive resource for creative benchmarking. So it is a great achievement for Serviceplan Group to feature in the Top 5 Innovation Agency of the Year, as well as the Design Lions and Innovation Lions Top 5 rankings.

Serviceplan Germany has thenumber 4 position in the Innovation Agency of the Year ranking, closely followed by Serviceplan Korea at number 5. And in Design Lions Serviceplan Germany take 3rdplace.

Serviceplan Group are the first German agency to win 2 Innovation Lions (one in 2016 and one this year) and be ranked in Innovation Agency of the Year. Serviceplan Korea is the first South Korean Agency ever to make the Innovation Agency of the Year Top 5.

Serviceplan Group Chief Creative Officer Alexander Schillcommented: “It is a great achievement for Serviceplan Group to be the first German Agency to win 2 Innovation Lions and be ranked in Innovation Agency of the Year. Without the efforts of the teams in Germany and Korea who worked on the campaigns awarded Design and Innovation Lions for their outstanding work with BECK’s, Ehinger Kraftrad and Dot, this result would not have been possible.”

Serviceplan Korea CEO and Managing Partner Julie Kangcommented: “We are thrilled to be the only Korean agency ever ranked in Top 5 Innovation Agency of the Year, and to win an Innovation award at Cannes. I am really proud of my team willing to come out of the safe zone and be brave. Serviceplan Korea will continue to prove our innovation with our own way”

View the 2018 Cannes Lions Global Creativity Report here: http://creativity.ascential.com/GCR-SHORT.html

Read More »

Serviceplan Feature in Top 5 Cannes Lions Innovation Agency of Year Ranking


As Cannes Lions release their 2018 Global Creativity Report, Serviceplan Group celebrates 2 placements in the top 5 Innovation Agency of Year ranking, and become first German agency to win 2 Innovation Lions.

The Global Creativity Report covers insights and trends from the Cannes Lions festival. Featuring Top Five performance rankings for 2018 and analysis of award-winning and shortlisted work form the Festival, it acts as a definitive resource for creative benchmarking. So it is a great achievement for Serviceplan Group to feature in the Top 5 Innovation Agency of the Year, as well as the Design Lions and Innovation Lions Top 5 rankings.

Serviceplan Germany has thenumber 4 position in the Innovation Agency of the Year ranking, closely followed by Serviceplan Korea at number 5. And in Design Lions Serviceplan Germany take 3rdplace.

Serviceplan Group are the first German agency to win 2 Innovation Lions (one in 2016 and one this year) and be ranked in Innovation Agency of the Year. Serviceplan Korea is the first South Korean Agency ever to make the Innovation Agency of the Year Top 5.

Serviceplan Group Chief Creative Officer Alexander Schillcommented: “It is a great achievement for Serviceplan Group to be the first German Agency to win 2 Innovation Lions and be ranked in Innovation Agency of the Year. Without the efforts of the teams in Germany and Korea who worked on the campaigns awarded Design and Innovation Lions for their outstanding work with BECK’s, Ehinger Kraftrad and Dot, this result would not have been possible.”

Serviceplan Korea CEO and Managing Partner Julie Kangcommented: “We are thrilled to be the only Korean agency ever ranked in Top 5 Innovation Agency of the Year, and to win an Innovation award at Cannes. I am really proud of my team willing to come out of the safe zone and be brave. Serviceplan Korea will continue to prove our innovation with our own way”

View the 2018 Cannes Lions Global Creativity Report here: http://creativity.ascential.com/GCR-SHORT.html

Read More »

Serviceplan Feature in Top 5 Cannes Lions Innovation Agency of Year Ranking


As Cannes Lions release their 2018 Global Creativity Report, Serviceplan Group celebrates 2 placements in the top 5 Innovation Agency of Year ranking, and become first German agency to win 2 Innovation Lions.

The Global Creativity Report covers insights and trends from the Cannes Lions festival. Featuring Top Five performance rankings for 2018 and analysis of award-winning and shortlisted work form the Festival, it acts as a definitive resource for creative benchmarking. So it is a great achievement for Serviceplan Group to feature in the Top 5 Innovation Agency of the Year, as well as the Design Lions and Innovation Lions Top 5 rankings.

Serviceplan Germany has thenumber 4 position in the Innovation Agency of the Year ranking, closely followed by Serviceplan Korea at number 5. And in Design Lions Serviceplan Germany take 3rdplace.

Serviceplan Group are the first German agency to win 2 Innovation Lions (one in 2016 and one this year) and be ranked in Innovation Agency of the Year. Serviceplan Korea is the first South Korean Agency ever to make the Innovation Agency of the Year Top 5.

Serviceplan Group Chief Creative Officer Alexander Schillcommented: “It is a great achievement for Serviceplan Group to be the first German Agency to win 2 Innovation Lions and be ranked in Innovation Agency of the Year. Without the efforts of the teams in Germany and Korea who worked on the campaigns awarded Design and Innovation Lions for their outstanding work with BECK’s, Ehinger Kraftrad and Dot, this result would not have been possible.”

Serviceplan Korea CEO and Managing Partner Julie Kangcommented: “We are thrilled to be the only Korean agency ever ranked in Top 5 Innovation Agency of the Year, and to win an Innovation award at Cannes. I am really proud of my team willing to come out of the safe zone and be brave. Serviceplan Korea will continue to prove our innovation with our own way”

View the 2018 Cannes Lions Global Creativity Report here: http://creativity.ascential.com/GCR-SHORT.html

Read More »

Yves Saint Laurent Black Opium, A New Call




BETC LUXE AND GENERAL POP CONTINUE THEIR COLLABORATION WITH YVES SAINT LAURENT BEAUTY THROUGH A NEW GLOBAL COMMUNICATIONS CAMPAIGN FOR BLACK OPIUM



Launched in 2014, Black Opium is today ranked 8th in Top World Fragrances. Four years after its launch and to support this success, Yves Saint Laurent Beauty wanted to renew the brand’s communication.

To embody this new chapter, a new muse was chosen: Zoë Kravitz. The YSL Beauty Make up ambassadress and American actress was chosen for her charisma and her elegance. An obvious choice for the brand that deeper anchors Black Opium in its time.



To bring this new campaign to life, and in the continuity of the previous ones, BETC Luxe, General Pop and Yves Saint Laurent Beauty looked for young talents: Jonas Lindstroem - German director represented by Iconoclast – and Tyron Lebon who shot our muse and her iconic fragrance on city rooftops. Finally, the famous hit “The Hills” by The Weeknd was chosen to set music to those images.



“Renewing the campaign was a real creative challenge for us, while still trying to keep it within the DNA of the franchise we have been cultivating with the brand over the past few years. Modernizing the storyline with the addition of someone as powerful as Zoe definitely was a source of inspiration, but also looking to new talents like Jonas Lindstroem who really built a visual universe. Coming from a photographic background, he painted each shot as an intense portrait which gave this film even more of that YSL Beauty iconic edge.” explains Jasmine Loignon, Executive Creative Director - BETC Luxe

The global communications plan rolls out as of August 18th 2018 in TV, press, print, in store and on social media.

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Quiet Storm Conjures Up New ‘A Little Bottle Of Science (Not Magic)’ Campaign For Yakult



Following the commercial success of Yakult’s 2016 TTL campaign, ‘Science not Magic’, the Japanese fermented milk drink brand is back with the next epic instalment.

The 30” TVC opens on a mystical place of wonder located on a floating island paradise, as a circle of devoted followers are met by a red-dressed heroine holding an ancient, over-sized bottle of Yakult.

The numerous magical rituals that are purported to create Yakult are described by a first voiceover; from an ‘ancient shuffle’ to a ‘mystical hand swirl’, they supposedly all help to awaken the spirits of the beautiful gut.

The actions stir up a magical whirlwind which, before reaching full momentum, is frozen by a second straight-talking voiceover which imparts that Yakult isn’t the result of a magical ritual but is actually developed by Japanese scientists. The revelation pulls the rug on the mystical tale and the whirlwind disappears. A hand illustrated end frame animates on screen to show the iconic Yakult bottle and the super ‘A Little Bottle of Science (not Magic)’; the traditional painted style linking to the wider print, social and digital creative, also launching in September.

The 360° campaign, supported by TV, Print, Social, Outdoor and Radio, was created by Quiet Storm and continues to dispel myths surrounding Yakult’s creation, reinforcing in the narrative that Yakult is ‘A Little Bottle of Science (not magic)’.

As consumers are becoming increasingly educated about the products they are loyal to and include in their daily routines, the need to communicate Yakult’s unique live bacteria and the amazing amount of science behind the little bottle has been of central importance to inform purchase decisions.

The distinctive ‘epic’ feel of the creative has allowed for better cut through and enabled Yakult to extend their Japanese heritage and scientific credentials by making science relevant, engaging and fun. The new campaign will help further build upon Yakult’s science-based offering, boosting confidence in the minds of consumers
In a competitive category, Yakult enjoyed an overall sales increase in 2017; with the previous Science Not Magic campaign helping to grow brand awareness and reach, through a broader range of channels, which helped to drive new customers to the brand.

Reshma Patel, Marketing Manager at Yakult UK, said: “Our strategy is to raise awareness of Yakult’s science positioning, heritage and product qualities which are unique to the brand. We aim to encourage new consumers to join loyal Yakult drinkers and continue to grow the business by strengthening our distinctive brand personality within the category. The campaign created by Quiet Storm not only delivers on message, but does this in an engaging and entertaining way which will help encourage consumers to find out more about the product and reaffirm that Yakult is about science, not magic”.

Laurence Quinn, Creative Director at Quiet Storm, said: “In this latest campaign we have taken the ridiculous nature of the magical myths to a whole other level. We have Yakult being conjured in many different ways, from using ‘Mystical bubbles of glory’ to inside a ‘Floating island of wonder’. The campaign is a mix of mystical beauty from the Far East contrasted with no nonsense science. Hopefully people will be left with a smile and the reassurance that Yakult is an amazing little bottle packed with unique bacteria.”

The campaign will run across TV, online, print, digital and radio across the UK and Ireland from September 3rd.

PRODUCTION CREDITS

Creative Directors Matthew Mifsud, Laurence Quinn
Planner Jon Howard
Art Director Matthew Mifsud
Copywriter Laurence Quinn
Account Director Miles McWilliam
Agency Producer Elin Tiberg
Director/ Production Co Tim Brown
Producer Elin Tiberg
Editor David Owen
Post Production Coffee and TV
Sound Design Wave
DoP Mark Patten
Media planning/buying Hearts & Science



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About Yakult
Yakult was founded by the Japanese scientist Dr Shirota, who in the 1930s selected and cultivated Lactobacillus casei Shirota, a unique strain of bacteria that is scientifically proven to reach the gut alive. Every bottle of Yakult contains at least 6.5 billion Lactobacillus casei Shirota. Every day, more than 39 million Yakult products are consumed in 38 countries and regions around the world. There are two products available in the UK and Ireland, Yakult and Yakult Light - the reduced sugar and lower calorie option. Both products are gluten free, fat free and suitable for vegetarians.

For more information, follow Yakult on Facebook @yakultUKIE or visit www.yakult.co.uk.

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