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Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


Read More »

Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


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A Gaming Classic Is Reborn in Brave Spark’s Latest Campaign for Microsoft Intellimouse



Brave Spark, in partnership with Exposure, ambitiously produced a Rube Goldberg machine for Microsoft to promote their new Classic IntelliMouse aimed at PC gamers. Enlisting magic model maker Alex Berchert to build the machine, Roisin Moloney to direct & produce and Keidrych Wasley for lighting design - the shoot took place inside The Biscuit Factory in London only a short week ago.

Taking over a 5000 square foot warehouse floor to prepare the machine for a single Steadicam shot that would capture it all, relying on physics and a bit of luck, with a couple of false starts - the shot was pulled off on the 31st take.

The machine reminisced on the evolution of gaming, beginning in 2003 with the Microsoft IntelliMouse Explorer 3.0 and bringing the viewer on a journey with hidden gaming & pop culture ‘Easter Eggs’ along the way we finally reach present day entering a doorway lined with Microsoft Surface Book 2 showcasing the latest PC games – we enter darkness and then fade up to reveal the new Classic IntelliMouse in 2018 – a legend reborn.

Contraptions included everything from cascading disks, a Helter Skelter, Age of Empires Castle and a cannon that was set alight to initiate the finale featuring a bowling ball carefully tested to bounce across three trampolines finally landing on a target showing the Microsoft logo.

“The 2003 IntelliMouse Explorer 3.0 was a gaming icon,” said Creative Director Rob Drake. “So we wanted to create something that charted the 15 years since its release with all the innovation the mouse originally signified.”

“Building and filming a machine like this was an incredible challenge,” said Director/Producer Roisin Moloney. “We had dozens of chain reactions working in sequence, and they all had to work in perfect harmony for us to be able to get the entire way around. The easy way out is to include cut points, but I was determined to get it all in one shot…. And there was a huge cheer on set when we finally pulled it off!”

“The Classic IntelliMouse is an evolution rather than a revolution,” said Mark Rowland, Category Lead at Microsoft. “We are bringing back that classic form that people loved, along with improved technology, the exceptional precision, the weight and effective design. It was a pleasure working with BraveSpark & Exposure on this project, which was created for fans of the IntelliMouse and PC Gaming alike.”

Credits:

Director & Producer: Roisin Moloney
Junior Producer: Harry Smith
Creative Director: Robert Drake
Senior Art Director: Jorge Barata
Production Art Director: Rosy Thomas
Model Maker/Art Director: Alex Berchert
DOP / Lighting Design & Grade: Keidrych Wasley
On-set DOP: Liam Iandoli
Steadicam: Josh Brooks
SFX: The Machine Shop
Editor: Derran Hufford
VFX: Sam Mundon
Agency Executive Producer: Neil Denning
Agency Producer: Natasha Buddle
Content Agency: Brave Spark
Agency: Exposure


Read More »

A Gaming Classic Is Reborn in Brave Spark’s Latest Campaign for Microsoft Intellimouse



Brave Spark, in partnership with Exposure, ambitiously produced a Rube Goldberg machine for Microsoft to promote their new Classic IntelliMouse aimed at PC gamers. Enlisting magic model maker Alex Berchert to build the machine, Roisin Moloney to direct & produce and Keidrych Wasley for lighting design - the shoot took place inside The Biscuit Factory in London only a short week ago.

Taking over a 5000 square foot warehouse floor to prepare the machine for a single Steadicam shot that would capture it all, relying on physics and a bit of luck, with a couple of false starts - the shot was pulled off on the 31st take.

The machine reminisced on the evolution of gaming, beginning in 2003 with the Microsoft IntelliMouse Explorer 3.0 and bringing the viewer on a journey with hidden gaming & pop culture ‘Easter Eggs’ along the way we finally reach present day entering a doorway lined with Microsoft Surface Book 2 showcasing the latest PC games – we enter darkness and then fade up to reveal the new Classic IntelliMouse in 2018 – a legend reborn.

Contraptions included everything from cascading disks, a Helter Skelter, Age of Empires Castle and a cannon that was set alight to initiate the finale featuring a bowling ball carefully tested to bounce across three trampolines finally landing on a target showing the Microsoft logo.

“The 2003 IntelliMouse Explorer 3.0 was a gaming icon,” said Creative Director Rob Drake. “So we wanted to create something that charted the 15 years since its release with all the innovation the mouse originally signified.”

“Building and filming a machine like this was an incredible challenge,” said Director/Producer Roisin Moloney. “We had dozens of chain reactions working in sequence, and they all had to work in perfect harmony for us to be able to get the entire way around. The easy way out is to include cut points, but I was determined to get it all in one shot…. And there was a huge cheer on set when we finally pulled it off!”

“The Classic IntelliMouse is an evolution rather than a revolution,” said Mark Rowland, Category Lead at Microsoft. “We are bringing back that classic form that people loved, along with improved technology, the exceptional precision, the weight and effective design. It was a pleasure working with BraveSpark & Exposure on this project, which was created for fans of the IntelliMouse and PC Gaming alike.”

Credits:

Director & Producer: Roisin Moloney
Junior Producer: Harry Smith
Creative Director: Robert Drake
Senior Art Director: Jorge Barata
Production Art Director: Rosy Thomas
Model Maker/Art Director: Alex Berchert
DOP / Lighting Design & Grade: Keidrych Wasley
On-set DOP: Liam Iandoli
Steadicam: Josh Brooks
SFX: The Machine Shop
Editor: Derran Hufford
VFX: Sam Mundon
Agency Executive Producer: Neil Denning
Agency Producer: Natasha Buddle
Content Agency: Brave Spark
Agency: Exposure


Read More »

Calabash Helps Airstream Launch New Nest Trailer Through Clever Online Branding Campaign



Airstream has been making its instantly recognizable brand of travel trailers with their distinctive rounded shape and polished aluminum look since the 1930s. With their new fiberglass travel trailer, Nest, Airstream explored a new market while pushing the design envelope. The compact, easy-to-tow Nest is unlike anything else in the travel trailer world, necessitating a suitably creative marketing approach. Airstream and its creative agency Upward Brand Interactions, Dayton, OH, turned to Calabash to create a pair of animated hummingbird characters named Gigi and Dave that serve as tour guides in the new online campaign.

“The expectations for the launch of the Airstream Nest were very high and so we wanted to make sure that we had partners that could provide both creativity and technical expertise,” said Jean Silverstein, Sr. Client Strategist at Upward Brand Interactions, one of Airstream’s creative agencies. “Calabash was an ideal partner for this project because they were extremely flexible to work with and their animation did a great job bringing the creative direction to life through the Dave and Gigi characters. They were truly instrumental in the success of this launch.”

For Sean Henry, Calabash’s Executive Producer, the choice of hummingbird characters was a natural decision for the Airstream ‘Nest. “Hummingbirds are just fun – they are fast and graceful and embody the freedom of movement that is central to what Nest is.”

Calabash Creative Director Wayne Brejcha agrees, “We liked the client’s choice of hummingbirds, little precise jewels of Mother Nature. That fits with Nest nicely.”

Birds’ Eye View:
The first one-minute spot (several others will follow), entitled simply “Introducing Nest,” and running both on the company’s website, social media channels, on kiosks in Airstream showrooms and auto/RV trade shows, opens with our married hummingbird couple Gigi and Dave debating whether a particular tree will make a good nest location. Dave loves it because it’s so “branchy,” but Gigi calls it “pedestrian,” which leads them to look elsewhere and discover an Airstream Nest nearby.

As they fly in for a closer look, the witty dialogue continues with Dave loving it because it’s all “roundy.” From there, Gigi and Dave take a tour of the Nest both inside and out and are thoroughly impressed. One particularly amusing shot shows Dave testing out the Nest’s bed by falling gently onto the mattress and stretching out while gazing through the moon roof above.

Although the project was full of creative challenges, such as how to depict the speed with which hummingbirds’ wings flap (and yes they did study nature documentaries to accurately capture the specific figure-eight patterns hummingbird wings make in flight), as well as how big the notoriously tiny birds should appear when next to or inside the Nest. For Brejcha the key to the spot’s success centered on finding the balance between reality and a cartoon feel.

“Character animation has the flexibility to be both silly and sophisticated. With Airstream we were aiming for something towards sophisticated and realistic,” Brejcha says. “But we also needed the birds to break out of strict nature, to do playful or human things. Defining their unique mix of silly and photo-real was a fun challenge for us and the agency creatives.”

Henry adds, “The client appreciated the care our CG team put into making the spots look as great as possible. Our artists and animators gave Gigi and Dave realism as well as personality, and yet the animation draws attention to the cool features of the Nest without being distracting. It’s an excellent example of some of the broadcast-quality work we are creating that is solely for the web.”

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Office of Baby’s New Digital Campaign for siggi’s Humorously Proves How Sweetness Can Have Its Limits




When can being too sweet be a turnoff? Let New York-based creative agency Office of Baby showcase how, with its new campaign for siggi’s, the Icelandic lower-sugar yogurt and fastest-growing established dairy yogurt brand over the last three years.

Keeping with the clever, humorous and slightly provocative tone that resonates over much of its advertising efforts, Office of Baby has parlayed its love for the brand into charming, quirky comedy in a series of spots helmed by O Positive director Kenny Herzog, who helped cull a sense of delectable humor out of siggi’s’ modesty.

“Siggi’s is a humble, more quiet company focused on making yogurt with simple ingredients and not a lot of sugar, which is something to really love about them,” Office of Baby Co-Founder/Chief Creative Officer Paul Caiozzo explains. “While they’ve advertised in the past, we wanted to elevate the brand’s voice, figure out how to keep that spirit and soul intact while still creating something that would stand out on HULU and potentially on social channels.”



From a romantic date gone awry to bad tattoos and morning salutations signaling try-hard moments, the messaging in each spot, tied to the tagline of “not too sweet is sweet enough,” provides humorous analogies to accentuate siggi’s benefit of “not a lot of sugar.”. According to Caiozzo, a love of the brand, its founder and connection with consumers helped nurture a healthy working relationship. “The relationship with siggi’s was both highly collaborative and creatively free,” he adds. “When you see siggi’s on the shelf, it’s friendly, beautifully designed and inviting. But some don’t know that [Founder] Siggi [Hilmarsson] is a real person. He is a very tall, kind and smart man from Iceland who is hands on. That’s a real reflection of the team there. They are all open and wonderful people who were a pleasure to collaborate with.”

Office of Baby’s siggi’s effort arrives on the heels of its lauded broadcast work for zulily, out-of-home executions for StreetEasy as well as its campaign to herald the opening of bedding and bath brand Parachute’s flagship New York City operation.



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Ohio Lottery Campaign by Marcus Thomas Makes You “Feel Like a Million!”


Cleveland-based independent agency, Marcus Thomas and The Ohio Lottery launched a new campaign to challenge people’s conceptions on what it means to “win” by focusing on the emotional impact smaller monetary amounts of wins can lead to, broadening the audience and leading to more ticket sales. The campaign, titled “Feel Like a Million,” focuses on smaller, more realistic wins that have greater odds of happening. For instance, a few hundred or thousand dollars, as opposed to a million, can still feel amazing and life-changing, making you “feel like a million.”

The spots, which are the second iteration of the “Feel Like a Million” campaign, will run across broadcast, social and radio. It will target general Ohioans, from millennials to seniors who are already lottery players, but also those are who not, with a focus on showing them how smallers, better chance wins can positively affect them.

Honey Moon:


Memories:


Stereo:


New Diggs:


Credits:
Chief Idea Officer/Copywriter: Joanne Kim
Creative Director/Art Director: Eric Holman
Associate Creative Director/Copywriter: Kevin Delsanter
Director: Eric Anderson
Executive Producer: Jerrod McMillin
Agency Producer: Stephanie Reckentwald
Production Company: The PPS Group
Music: Damon T. Criswell, President Manager of Score Vault, LLC



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