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Avis’ Affair with Porsche Thrust Into the Spotlight

Avis Budget Group has revealed its latest campaign – Avis Prestige - Porsche: ‘The Affair’ – created by Collective London. The integrated campaign spanning OOH (out of home), Digital, Social and In-station communications across the German language countries, is the first campaign by Collective since the agency’s appointment as lead creative agency for the Avis and Budget brands internationally.

The campaign, which was produced in just three weeks following the appointment, has been created to promote Avis’ relationship with Porsche; Avis is the exclusive rental partner of Porsche in Germany, Switzerland and Austria. Featuring a playful tagline: “Your other car will forgive you”, the creative retains the sense of luxury associated with Porsche but reinforces its accessibility through Avis.

Abi Lavelle, Brand Marketing Manager at Avis Budget Group comments: “Driving a Porsche is a thrill that few would turn down but owning a Porsche isn’t a priority for everyone. Indeed most people want to have their reliable car for day-to-day travel and then be able to have special moments with a premium car like a Porsche.”

Lavelle adds: “Avis Prestige essentially offers customers the excitement of driving a Porsche but guilt-free and this is what we really wanted to show car lovers. The campaign by Collective captures this perfectly – a particularly impressive feat considering how quickly it was turned around. We love it, and hope car lovers will too!”

Carolyn Laing, MD at Collective London concludes: “To get the opportunity to work with such well-known brands across international territories is most agencies’ dream and we are truly privileged to have been appointed as creative agency following a competitive pitch. Working with them on this first campaign to highlight the prestige relationship Avis enjoy with Porsche in key European markets has been a great initial introduction to the brand and has given us a clear blueprint for how to successfully collaborate with both the international and local teams to rapidly launch campaigns that really set Avis apart. It was certainly an enviable first shoot opportunity for our Creative teams too! The experience from day one has reinforced how we are aligned in our approaches and we are excited for what’s next.”

Collective London was appointed lead creative agency for the Avis and Budget brands across EMEA and APAC following a four-way competitive pitch. The other agencies that pitched were incumbent VCCP, Founded and Will London.

Following the initial campaign Collective London will be working with the Avis Budget Group on a series of new campaigns to ensure the Avis and Budget Brands are clearly differentiated in an increasingly crowded international market.


· Title/Project: Avis Porsche Prestige - Germany/Austria/Switzerland

· Agency: Collective London

· Client: Avis Budget Group

· Copywriter: Adam Cleaver

· Art director: Stephen Barnes

· Planner/CSU Director: Chris Shadrick

· Media planner: German Media team

· Production company: KASH

· Director: Simon Alveranga

· Audio Post Production: KASH

· Post Production: KASH

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New Fiat Film from Krow Shows Style-Conscious ‘Thirtysomethings’ the Perks of Growing Older

A young woman finds solace for turning 30 in her new Fiat 500X in a new campaign for the Italian car brand created by krow communications.

The new Fiat 500X is targeted at style-conscious thirtysomethings who are coming to terms with their new life order. ‘Farewell Twenties’ is a two-minute film that celebrates the passing of well-known twenties behaviours and the dawn of a new ‘adult’ age – the thirties.

In the film, the heroine holds a funeral for her twenties as she enters her next decade. The service is conducted by an earnest vicar and attended by her family and friends who gathered around her for support.

The film ends on a high, however, as we see she her successfully pass into her thirties with the arrival of a new Fiat 500X – a car that can handle everything you need for your new life as a thirtysomething without having to compromise on style.

‘Farewell Twenties’ will run on social and digital from the first week of October.

Vicki Saunders, Managing Partner at krow communications, said: “Like most rewarding pieces of content, this film is the product of a true and relevant behavioural insight: there’s a lot you give up when you move into your thirties but driving in style shouldn’t have to be one of them.

“‘Farewell Twenties’ was written to raise a smile amongst everyone out there who has made the sometimes painful move from carefree singleton to responsible adult.”

Kate Barrett, Brand Communications Manager at Fiat, said: “The Fiat 500 brand has always been synonymous with stand-out style, but the new Fiat 500X also brings the space and technology young people are looking for when they move to the next stage of their adult lives.

“What krow has created in ‘Farewell Twenties’ is a piece of insight-led content which demonstrates that growing up doesn’t have to mean growing ‘old’.”

Creative Director - Nick Hastings & Darryl George
Executive Creative Director - Nick Hastings
Account Director - Rosie Morahan
Agency Producer - Kate Bailey/Sushi Tester
Director/ Production Co. - James Lord - Seldom Differ/Jungle Creations
Producer - Jeanette Sutton
Scriptwriters - Seldom Differ
Editor - Emma Baggott
Post Production - Emma Baggott
Sound Design - Emma Baggott
Typographer - Charlie Colwill
DoP - Garath Whyte

About krow:
krow is a creative communications agency, founded in 2005 by Barry Cook, John Quarrey, Malcolm White and Nick Hastings. Currently ranked No. 17 in the Campaign Top 100 Agencies list, with Nielsen billings of £122.m and a lovely team of people striving to make leaps to transform their clients' businesses. Clients include: DFS, Digital Realty, Ferrero UK, Fiat, Kinder, Nutella, The Labour Party, Team GB, RNLI, Sky Vegas & Tic Tac.
In April 2018 krow was acquired by themissiontm, the publicly listed marketing communications and advertising Group.

About themission:
themission is a technology-embraced marketing communications and advertising Group employing 1,100 people in the UK, Asia and US. The Group comprises two divisions: Integrated Agencies and Sector Specialist Agencies, which work together to provide Clients with the expertise and resource to make them more successful in today’s challenging environment.

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Brent Burns Hits the Right Note in CCM Hockey spot

To mark the launch of CCM Hockey’s new hockey stick, Cossette and Nova Film created video content featuring a musical performance by San Jose Sharks defenceman Brent Burns. With the help of a Super Tacks AS1 hockey stick, Burns interprets Johann Strauss’s Blue Danube, accompanied by the San Antonio Symphony.

NHL athletes are true artists when it comes to their sport. To demonstrate the shot power and accuracy that a high-level player like Brent Burns can achieve with a CCM Hockey stick, Cossette chose a setting and tone reminiscent of the classical arts scene.

Of note is that, due to Burns’s busy schedule, the spot was shot in less than 90 minutes—a tall order in terms of production that also demanded perfect precision from both agency and athlete.

As part of the brand’s integrated content strategy, the video has been appearing as pre-roll and on social media in Canada and the U.S. for a few weeks now. What’s more, it’s even been shared on the NHL’s Twitter feed. The video has also been airing on television networks throughout Québec since September 22nd.

Advertiser: CCM Hockey
Agency: Cossette
Creative: Jasmin Brochu, Sébastien Forget, Pascal Lefebvre, Cameron Hudson
Product: Marie-Michèle Coulombe, Joannie Roy
Production house: Nova Film
Director: David Poulin
Colourist: Éric Denis, Studio Élément
Sound: Jérôme Boiteau, Studio Expression

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

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Kia’s First Campaign Since UEFA Partnership Announcement Empowers Football Fans

Kia Motors has teamed up with agency Love + Money, production company Reelbase / Itchy & Scratch Pictures, and production service company Flatpack Films to launch an epic campaign to celebrate its new position as official partner of UEFA Europa League. The agreement will see the car brand sponsor UEFA for the next three years.

The high-octane campaign is a tribute to the legions of football fans across Europe. It shines a spotlight on their unwavering commitment, regardless of which team they support. The anticipation-filled opening captures their ritualistic preparations as fans, young and old, gear up for the big game by donning their team colours. The roar of the crowd is contrasted with the hushed silence on the pitch, and the pumping soundtrack escalates as we see city squares and streets packed to the brim with supporters. The film ends with Kia announcing its mission to empower the fans as the new official partner of UEFA.

The one-minute film was shot entirely in Budapest, featuring locations such as Liberty Square and Heroes’ Square, aside from additional pre-shot footage. It relied on the expertise of Budapest-based Flatpack Films for its specialised knowledge of the city. With this latest project, Flatpack Films reprises its partnership with production company Reelbase / Itchy & Scratch Pictures, with whom it has completed previous spots for Kia, as well as for Samsonite and Canon.

Zita Kisgergely, Owner and Executive Producer at Flatpack, comments: “We delivered on complex production demands to bring this ambitious project to life. Working in a full-service capacity, we utilising our insider understanding of the local area to scout locations, secure permits, and coordinate casting and equipment rental. Working closely with Director, HanGi, and DoP, HanVit, we secured streets, residential buildings, and large open squares that were not only aesthetically in line with the creative but also logistically viable. The last-minute addition of a football stadium to the brief required us to be reactive, but we rose to the challenge and were able to find a solution. As always, it was a pleasure working with Executive Producer, Kris, and his team at Reelbase / Itchy & Scratch Pictures. We’re proud to have been a part of this incredibly project.”

The 60-second film is now live on Kia’s social channels and is supported by 30-second cut downs.

Advertiser: Kia Motors
Agency: Love + Money
Production Company: Reel Base / Itchy & Scratch Pictures Australia
Executive Producer: Kris Kim
Director: HanGi Ko
DoP: HanVit Kang
Production Service Company: Flatpack Films
Executive Producer: Zita Kisgergely

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Award-Winning Director Shelley Lewis Brings Her Captivating Storytelling To Bullitt

Enveloping stories, exquisitely told. Director Shelley Lewis has joined filmmaking collective Bullitt for exclusive US representation. Known for her strong visual approach and unique sense of humor, Shelley Lewis marries bold, striking visuals with compelling storytelling in films, music videos and commercials. A lifelong athlete, her work includes stories of hard work and transformation, emotional and physical. This originality and interesting perspective has won her numerous awards, and earned her a coveted place in the Saatchi & Saatchi New Directors Showcase at Cannes.

“Shelley’s work is extraordinary - it’s authentically captivating and immediately made me want to know the person that brought these unique projects to life,” says Allison Amon, Bullitt EVP, Sales & Development. “As we’ve gotten to know her and her body of work, it’s clear why she stands out. We are excited and honored to represented her unique, creative voice and vision at Bullitt."

“At a time when advertising is dramatically evolving, I’m excited to be a part of a company that is so forward thinking. Having the filmmakers be true creative partners makes the possibilities feel limitless. It’s inspiring,” comments Lewis. “I already feel a part of the family, which is wonderful, and look forward to what we create together.”

Shelley Lewis has shot spots for Panasonic, Starbucks, Angie’s List and the Paralympic Games, a music video for Broken Social Scene’s Brendan Canning and a short film for the Vancouver International Film Festival. Most recently, Shelley was commissioned by the San Francisco Dance Film Festival to create the award-winning short, "Battle", now touring the international film festival circuit. She also once helped build a solar car to race across America.

In her previous life, Shelley was an art director in Toronto. As a junior, she and her partner had an idea for a TV spot involving a tampon and a bottle of red wine. Cannes and other honors followed, and she hasn’t looked back since.

Shelley is also a proud member of Free The Bid and Cinefemme.

About Bullitt: Bullitt is a filmmakers’ collective and creative studio founded in collaboration with The Russo Brothers and Justin Lin. Combining the power of both entertainment and advertising, Bullitt harnesses the talent of innovative directors and other creators to forge experiences that connect to any desired audience. Brand supported films, AR and VR, commercial campaigns, are just some of the projects to which Bullitt has developed, designed, and delivered, earning Cannes Lions and millions of eyeballs for its captivating and imaginative work.

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Two Mannequins Have the Night of Their Lives in TBWA/NEBOKO’s New Hudson’s Bay Commercial

Hudson’s Bay is the newest chain of department stores to hit the Netherlands, with 13 stores open now, and another two coming soon. To lead the retail giant’s marketing drive, Amsterdam’s TBWA\NEBOKO has created a campaign to visualise the brand line ‘Everything comes to life at Hudson’s Bay’.

The TV commercial follows the story of a male mannequin positioned in the front window of a shop across the road from Hudson’s Bay. One night, he comes to life and decides to break free to visit the place he’s been longingly staring at for so long – Amsterdam’s flagship Hudson’s Bay store.

Once inside the department store, he bumps into Chloé, another mannequin, who has also mysteriously come to life. Chloé instantly enchants him and together they spend the night dancing and discovering the new Hudson’s Bay store.

To bring the mannequins to life, convincingly, TBWA/NEBOKO worked closely with two leading dancers at the Dutch National Dance Theatre (Nederlands Dans Theatre), Marne van Opstal and Chloé Albaret who created the choreography. The eyes are an essential part of the storytelling- and the key feature that turns the dancers into mannequins. The unsettling effect was achieved with special lenses and eye make-up. All under the expert eyes of film director Tobias Pekelharing at Amsterdam production company Holy Fools. The song is an original composition called ‘Different World' which was created especially for this campaign.

Darre van Dijk, Chief creative officer of TBWA\NEBOKO notes, "If you have the chance to entertain people, you have to do it, and do it right. The Hudson’s Bay stores are beautifully art directed and a great scenery to make a visual and stunning storytelling video."


Client: Hudson’s Bay Company
Production Company: Holy Fools
Director: Tobias Pekelharing
Producer: Frank de Kok
DOP: Floris van der Lee
Special Make-Up Rob’s Props Shop
Editor: Mark Bechtold
Sound: Sauvage Sound
Composer: Darius Dante & Good Sounds
Music mix: Postoffice
VFX & color grading: Crabsalad

Dancers: Nederlands Dans Theater – Marne van Opstal
& Chloë Albaret

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Barbarian and Samsung Team Up for Creative Collaboration – Fine Art Everyday Collection

Here is an interesting story around the digitization of art or using branded content as a medium to make art more accessible.

If you’re not familiar, Samsung’s Frame TV is a TV that transforms into a work of art when it’s turned off (see here). To bring attention to Samsung’s Fine Art Everyday collection, which is a collection of artwork available to Frame TV users, Samsung tapped Barbarian for a digital campaign to showcase that art is accessible. Barbarian used branded content as the medium for this campaign, creating two 1-minute docu-style films that follow two artists — Jonas Bendiksen and David Alan Harvey — from world renowned photography company, Magnum Photos, whose work is featured within the collection. In the films, Barbarian created a compelling narrative around how the artists find beauty and inspiration in the world around them every day, proving that art is not intimidating or unattainable, but instead can be something people can easily enjoy via Samsung's technology.

The two films can be found below:

Samsung Art Store - Fine Art Everyday featuring Jonas Bendiksen

Samsung Art Store - Fine Art Everyday featuring David Alan Harvey

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4.20, Meet 10.17

While 4.20 is internationally recognized as “Weed Day,” Canadian cannabis brand Tokyo Smoke is celebrating the Oct. 17 legalization of recreational cannabis in Canada with the launch of the awareness campaign “Ten Seventeen.”

The centrepiece of the campaign is a 60-second video developed by Toronto-based Common Good with assistance from Tokyo Smoke’s in-house creative team. The vibrant, occasionally surreal video is comprised of more than 35 quick-cut vignettes depicting the various ways Canadians can celebrate the Oct. 17 legalization of recreational cannabis, giving them their own annual day and time of celebration, Oct. 17 or at 10:17 every day.

The video encourages Canadians to think about how they can make the most of 10.17, either by maximizing 10-mins and 17-seconds of their day doing something they enjoy, or spending $10.17 on something special. In doing so, the video cleverly bypasses strict government restrictions around cannabis marketing by expressing the date as a dollar amount ($10.17) and as time (10:17). It uses a similar approach in its visual representations – many of them literal – of common consumption terms including “blow trees,” “smoke a bowl,” “hotbox,” “spark one” and “roll one.”

View the spot:

Over a dozen prominent Canadian influencers are featured in the spot, including Tristan Banning and Hawley Dunbar, co-founders of the Toronto-based music/fashion/art/design/lifestyle blog Sidewalk Hustle; art installation expert Trevor Wheatley, and drag queen/fashion icon Tynomi Banks.

The stylized video contains several juxtapositions of low and high culture such as a model wearing a couture dress in a Canadian Legion basement, as well as specific colour palettes for each of the vignettes. There is also a reference to Harmony Korine’s 1997 indie movie Gummo (a shot with a model eating pasta in a bathtub) and other winking references to popular culture.

The associated website, SpendTenSeventeen.com, features content including trivia questions linked to 10:17, such as “How long does it take a 150lb person to burn 1017 calories?” and “Which Canadian team made history on October 17, 1992” as well as recipes and a meditation guide. The site also provides information on upcoming Tokyo Smoke events.

The influencers will share the campaign elements through their social channels, while also contributing content to the SpendTenSeventeen.com microsite. The 14 influencers will create content that is either linked to their specific area of expertise, or around what they will be doing on 10.17 – such as who will be their 10.17 “vibe guide,” the five essential songs on their 10.17 playlist, and their style inspiration for the day.

The website will eventually feature five playlists, five recipes that can be made in 10 minutes and 17 seconds (for when celebrants get the munchies) and an array of 10.17-related content, including recommendations for a 10.17 movie marathon, a 10 minute, 17 second stretch routine, and ways to burn 1017 calories.

The accompanying media plan is built around online video, digital media, partner events, social media amplification, PR and influencer. The intention says Josh Lyon, Partner & VP Marketing & Partnerships, Tokyo Smoke, is to insert Tokyo Smoke into the broader conversation around cannabis legalization.

About Tokyo Smoke
Tokyo Smoke is an award-winning, design focused brand that seamlessly blends the best of cannabis with preeminent retail. We are ushering in a new era with an elevated retail experience, our signature collection of accessories and our soon to launch recreational cannabis. Starting Oct 17th, Tokyo Smoke will be opening innovative & unmatched dispensary stores around Canada, setting the standard for cannabis retail. We believe in the power of informed cannabis usage to turn intention into action, and to help people live a better life. To learn more or shop online, visit www.tokyosmoke.com

Brand: Tokyo Smoke
Creative Directors: Berkeley Poole & Jamie Webster

Production: Common Good
Executive Producers: Stefani Kouverianos & Dwight Phipps
Director: Common Good
Producer: Julian Nieva
Production Manager: Mikhail Petgrave
DOP: Christophe Collette
Key Gaffer: Rohan Painter
Key Grip: Owen Smith
Wardrobe: Skye Kelton
Wardrobe Assistant: Basia Wyszynski
Hair: Steph George
Makeup: Mila Victoria

Editor: Red Barbaza
Editor Assistant: Mika Quinsac
Sound Design: Apollo Studios
Colourist: Tricia Hagoriles @ Alter Ego

Casting: Mann Casting
Real People Casting: Ground Glass Media
Photography: Luis Mora

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