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Animation Film ‘Gears’ Shows Emotional Life Moments Inside a Truck Engine



Created by GTB Brazil, the Ford Trucks animation highlights the relevance of the truck drivers in everyday life. Zombie Studio produced the animated film; A9 is the sound production company.

Following the communication concept, "Your World Can Not Stop," Ford Trucks presents the animation film Gears. The script created by GTB Brazil highlights the fundamental role that truck drivers have in everyday people’s lives. The film takes place inside a large gear and brings different situations. For each of them, the gear's parts interact with the characters, helping them.

The film comes out with relevant themes of daily life, such as love, progress, dreams, memories, and relationships. In all those times, the truck is a keystone.

Part of the gear delivers a wedding ring to a couple of grooms. A lamp is given to a little girl studying under candlelight. A boy who dreams of being a soccer player receives a football boot to fulfill his dream. A bored old couple gets a phonograph that motivates them to dance happily, reminding them of a great past. A grandfather missing his granddaughter receives a tablet from the gear to connect with her.

At the end of the film, the camera zooms out and reveals that everything has passed inside the engine gear of a Ford truck. The signature concludes: “Stories to be unboxed.”

"This film is a big thank you for all that truckers do for people. Often, they do not even realize it. The job is 100% focused on this audience but has the potential to thrill everyone through its history and aesthetics,” says Rodrigo Strozenberg, Creative Director at GTB Brazil.

"It's a new language for the truck segment that usually does more technical and unemotional content. By using the language of animation, we can approach truckers in a more playful, warm, and emotional way, and the characters can live in harmony with the mechanical world,” adds Vico Benevides, Executive Creative Director at GTB.

Zombie Studio produced the animated film. A9 signs the audio.

"It sure was one of the toughest technical and narrative challenges we've ever had. Harmonizing emotional stories, and turning the gears of a truck's engine into a world of imagination, was a task that required a lot of talent and affection from the entire team. It was four months of work with a team of 60 dedicated people, a lot of research, and a lot of desire to make this script a beautiful story worth seeing," says Paulo Garcia, co-founder and Chief Creative of Zombie Studio.

CREDITS:
Film title: Gears
Agency: GTB Brasil
Client: Ford Motor Company
Product: Ford Trucks
Executive Creative Director: Vico Benevides
Creative Directors: Rodrigo Strozenberg and Daniel Leitão
Copywriter: Thiago Lins
Art director: Fernando Lyra
Account Service: Fernanda Santos, Robson Miguel, Simone Bastos, Rodolfo Luz
CRM Account Service: Paula Peres, Michele Merlucci, Rafaela Corner
Planning: Juliana Barbosa, Fernando Takey, Dorian Dack
Media: Leandro Fonseca, Rafael Vizoná, Rafael Amorim
Projects: Patricia Silvestre, André Tanoue
Social Media Content: Eliza Bianchezi
Social Media Monitoring: Raphael Ramos, Raphaela Rebouças, Wellington Souza
Social CRM: Erika Morais, Juliana Xavier, Tiago Viera
Client Approval: Oswaldo Ramos, Guilherme Teles, Mayara Algaba, Simone Barbosa
RTVC: Bruna Amorim, Luana Aghata
Production house: Zombie Studio
Film Director: Paulo Garcia
Director of Photography: Regis Fernandez
Executive Producer: Natália Gouvêa
Account Services: Fabricio Takahashi
Sound Production house: A9 Audio
Sound Production: A9 team
Account Services: Guta Lima and Renata Schincariol

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All-New 2019 Corolla Hatchback Marketing Campaign Proves the Hatch is Back!


“Tablet down, let’s go” says dad as the family preps for the road trip.  They pile into their all-new 2019 Toyota Corolla Hatchback and take off on an adventure.  Before you know it, the tablet is forgotten, and life takes over. This family is living life “Greater Than” before, and the Corolla Hatchback helped them get there.

Toyota’s new 2019 Corolla Hatchback national marketing campaign, titled “Greater Than”, promises a vehicle that enables drivers to live in the moment and experience life to the fullest.  The fun-to-drive hatchback evokes style without compromise while boosting Toyota’s newest, most technologically-advanced features in a small car.  The campaign highlights the fact that Corolla drivers continually carve out opportunities to come together with friends and loved ones for unique adventures and great times together.  Because a life well lived is truly “Greater Than”.

“With this campaign, our goal was to authentically connect with our target audiences in unique ways”, said Lisa Materazzo, vice president vehicle marketing and communications, Toyota Motor North America. “We have created an assortment of intriguing executions that highlight the energy and excitement of creating new experiences and living life in the moment.”

“Greater Than” features six 30-second spots created for TV and digital placements, as well as a mix of 15-second and 6-second spots. The fully-integrated campaign targets a transcultural audience with assets developed by three of Toyota’s agencies of record, including Saatchi & Saatchi, Conill and Intertrend Communications.

Here’s a glimpse of the three 30-second spots by Saatchi & Saatchi and directed by Jones + Tino

“Roots” features a family experiencing the joy of a spontaneous, fun-filled day.

“Piñata,” where a group outing culminates with a birthday surprise

“Scratches,” is inspired by an unanticipated journey off the beaten path.
      The print campaign featuring the unexpected Dirty & Clean, Lost & Found and Detours & Plans, raise the unspoken sentiments of living in the moment, embracing a new experience, challenging traditional stereotypes and pursing passions.


      Media Placements
      The “Greater Than” TV spots will air in select targeted cable programming across NBCU, FOX Networks, Viacom, Turner, A+E, ESPN, Telemundo, Discovery en Espanol, Univision and more. Additional elements of the campaign include dynamic digital, audio, and print ads in high profile publications across Meredith, Hearst and Conde Nast. New integrated media partnerships include Oath, imgur, ESPN Nacion, Billboard, e-sports, the 2018 Latin American Music Awards, drifting platforms and more. Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.


      About the 2019 Toyota Corolla Hatchback
      The all-new Toyota Corolla Hatchback wows with a mix of style, dynamic performance and technology.  It also features some powerful perks:
      • First North American application of standard Toyota Safety Sense 2.0, with Lane Tracing Assist, Road Sign Assist, Lane Departure Alert with Steering Assist, Full-Speed Range Dynamic Radar Cruise Control (automatic), Dynamic Radar Cruise Control (manual) and Pre-Collision System with Pedestrian Detection
      • All-new high-function, dynamic design
      • All-new TNGA platform 2.0-liter four-cylinder engine with six-speed intelligent manual transmission or dynamic-shift CVT, offering more power, MPG and driving dynamics
      • Standard Entune 3.0 audio with 8-inch touchscreen, wi-fi connect, Amazon Alexa and Apple CarPlay Compatibility

      With two available grades, SE and XSE, the new Corolla Hatchback will accommodate a wide array of drivers ready to keep life interesting.

      The “Greater Than” spots are available for viewing here. View photos of the all-new Corolla Hatchback here.  The vehicle is on sale now in dealerships.

       About Toyota 
      Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 36 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 47,000 people (more than 37,000 in the U.S.).  Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold more than 2.7 million cars and trucks (2.4 million in the U.S.) in 2017 – and about 87 percent of all Toyota vehicles sold over the past 15 years are still on the road today.   

      Through the Start Your Impossible campaign, Toyota highlights the way it partners with community, civic, academic and governmental organizations to address our society’s most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.toyotanewsroom.com.

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      Jet.com Relaunch from Pereira O’Dell New York


      Creative agency Pereira O’Dell New York has launched its first campaign for Jet.com. The campaign, “Our Carts Are Different Here,” underscores Jet’s importance to the lives of city dwellers by highlighting their authentic human stories by way of TV, OOH, digital, and social.

      In the video spots, Jet celebrates heroes in uniquely city environments – watching passersby from a park bench, skating down a busy street as tourists observe from a bus, hosting a dinner party in a small city apartment, and walking home from a late-night out while others rise to start their days. The OOH and digital elements use striking visuals to tell a similar story with products. Each execution features seemingly disparate items paired together, the combination of which reveals the story of the person behind the cart and how city-dwellers shop to fulfill their varied needs. From a media perspective, this campaign will likely be the most prevalent OOH in New York during Q4.

      This campaign supports the re-launch of Jet after its initial launch in 2015 and subsequent acquisition by Walmart for $3.3B in 2016. The new experience provides a more intentional catalog that is personalized and relevant to city consumers’ shopping preferences across key categories of Grocery, Home, Fashion, Beauty and Electronics.

      Family - 15 seconds


      Passerby - 15 seconds


      Jet PR Credits
      Campaign: Our Carts are Different Here
      September 7, 2018
      CLIENT: JET
      AGENCY: PEREIRA O’DELL/NY
      Executive Creative Director: Dave Arnold
      Creative Director: Jake Dubs
      Creative Director: Suz Keen
      Senior Art Director: Perry Morton
      Senior Copywriter: David Mattera
      Head of Content Production: Tennille Teague
      Senior Art Producer: Raquel Duarte
      Senior Print Producer: Dana Canneto
      Managing Director: Cory Berger
      Director of Brand Management: Mona Gonzalez
      Brand Director: Erin Shanahan
      Brand Manager: Whitney Swain
      Director of Strategy: Tom Naughton
      Brand Strategy Director: Nina Hensarling
      Senior Communications Strategist: Charley Cobbin

      FILM:
      PRODUCTION COMPANY: ARTS & SCIENCES
      Director: Alex Prager
      Line Producer: Jim Czarnecki
      DP: Matthew Libatique
      EDITORIAL COMPANY: EXILE EDIT
      Editor: Nate Gross
      Assistant Editor: Stephania Dulowski
      Producer: Lauren Pullano
      TITLES: ART JAIL
      MUSIC: SQUEAK E CLEAN
      AUDIO: HEARD CITY
      Engineer: Phil Loeb
      COLOR: CO 3
      Artist: Jamie O’Bradovich

      OOH:
      PHOTOGRAPHY: CARTEL & CO
      Photographer: Scottie Cameron
      Exec Producer: Yoni Ben-Yosef
      Producer: Disco Meisch
      RETOUCHING: DECOY
      MECHANICALS: BARREL HOUSE EAST
      Senior Studio Artist: Evan Zelermyer


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      adam&eveDDB calls in Space Invaders for Highways England campaign



      adam&eveDDB has created a new car bumper sticker featuring Space Invaders as part of a public safety campaign for Highways England.

      The integrated campaign, which is the first by adam&eveDDB for Highways England, has been developed because of statistics showing one in eight of all casualties are caused by people driving too closely to the vehicle in front, with more than 100 people killed or seriously injured in a year.

      It uses the classic arcade game’s graphics, characters and sound effects, first released by TAITO, a Japanese game manufacturer, 40 years ago in 1978. It carries the tagline: ‘Don’t be a Space Invader. Stay safe, stay back’.

      The campaign, which also spans outdoor, radio and online film, highlights the dangers and impact of tailgating – driving too close to the car in front – with the aim of reducing accidents and making driving less stressful for motorists.

      The bumper sticker features Space Invaders’ iconic pixelated enemy alien character to symbolise a car that is tailgating. The bumper sticker acts as a warning to the car behind to stay back a safe distance.

      In the online film a driver is shown being tailgated by the Space Invaders enemy alien.

      The integrated campaign breaks on Monday September 17th and will run for 6 weeks.

      Alison Holliday, Head of Marketing & Events at Highways England, said: “We know that if we can get drivers to leave more space between them and the car in front we can significantly cut the number of serious and fatal injuries on the road. By bringing this safety issue to life in a memorable way, adam&eveDDB has created a campaign that will, we are optimistic, nudge behaviour in a positive direction.”

      Mike Stern, Managing Partner at adam&eveDDB, said: ‘Once we hit on the idea of using Space Invaders we knew it was the perfect fit. It not only works well in bringing the driving safety idea to life, but we know that millions and millions of people love the game and will enjoy being reminded of it when it wherever they see or hear it, instead of tuning out and missing this important message.”

      CREDITS

      HIGHWAYS ENGLAND – SPACE INVADERS

      Client: Alison Holiday, Head of Marketing & Events
      Annemarie Hennessy, Senior Marketing Manager
      Brand: Highways England
      Project name: Don’t be a Space Invader
      Chief Creative Officer: Richard Brim
      Creative Director: Simon Lloyd
      Creatives: Shay Reading, Frank Ginger, Paul Knowles
      Agency producer: Charles Woodall
      Agency producer: Jaki-Jo Hannan
      Planner: Milla McPhee
      Business Director: Mike Stern
      Account Director: Abi Robinson
      Account Manager: Tom Peters and Holly Fletcher
      Designer/Typographer: Paul Knowles and Scott Silvey, King Henry
      Media agency: Carat
      Media planner: Emma Kwarteng
      Production company: Smuggler
      Producer: Darren Tuohy
      Director: Stylewar
      D.O.P: Ben Magahy
      Editing Company: Stitch
      Editor: Tim Hardy
      Post Production: Swiss
      Colourist: Max Strömberg
      Supervisor: Pablo Fernandez
      VFX coordinator: Jonas From
      Post Producer: Emma Rosas Hott
      Music Supervisor: NA
      Audio Post Production: 750mph – Mark Hellaby
      Soundtrack name and composer: V15 – Mark Hellaby

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      NFL Premieres ‘Get Ready to Celebrate’ Campaign Starring Andy Garcia and J.B. Smoove


      The National Football League (NFL) premieres a new multi-platform ad campaign "Get Ready to Celebrate" to kick off the new season on Sunday Night Football's heated matchup between the New York Giants and the Dallas Cowboys on 9/16.

      The campaign, created by Grey New York, hones in on the popularity and creativity of the touchdown celebrations sweeping the league. With the pressure on to shine, players reach out to high-powered celebrity coaches from Hollywood and elsewhere to polish up their end zone prowess.

      In Sunday's debut spot, one unlikely coach, Andy Garcia, the Oscar-nominated actor from "The Godfather Part III," is enlisted by Toddy Gurley of the Los Angeles Rams. Garcia channels his inner tough guy, complete with mysterious burner phone, and provides unexpected musical advice for the running back's touchdown performance.

      NFL - Burner Phone


      In a second spot, J.B. Smoove, the comedian best known for HBO's "Curb Your Enthusiasm" and "SNL," teams up with Christian McCaffrey of the Carolina Panthers. In a fast-talking monologue he advises the running back to unleash his best Panther animal magnetism during the touchdown dance. (Catwalk :30) The commercial airs online and ingame later in the season.

      NFL - Catwalk



      Sam Howard, Director of NFL Advertising, said, "Celebrations have become something our fans look forward to, something new to savor after a score."

      New commercials will feature even more celebrity coaches helping players crack their celebrations as the season unfolds. The integrated campaign, part of a broader League and media effort focusing on the joy of touchdown celebrations, includes online video, social media, public relations and team activations as well as network television.
      A teaser ad, already airing, is a light-hearted tribute to players who use their precious free time to up their celebration game. The spot features Jay Ajayi (Philadelphia Eagles), Christian McCaffrey (Carolina Panthers), Todd Gurley (Los Angeles Rams) and DeAndre Hopkins (Houston Texans). Their competitive spirit makes up for what they lack in dance skills.

      Last season set the bar high for touchdown celebrations as immortalized by the NFL's "Dirty Dancing" parody starring Odell Beckham, Jr. and Eli Manning. The commercial, which aired on Super Bowl LII, became one of the big game's most famous commercials ever.

      CREDITS

      GREY
      John Patroulis – Worldwide Chief Creative Officer
      Jeff Stamp – Deputy Chief Creative Officer
      Mike Cicale – Creative Director
      Fanny Josefsson – Senior Copywriter
      Ilana Wolstein – Senior Art Director
      Raya Rios – Project Manager

      Brian Weston – EVP, Global Account Director
      Elizabeth Gilchrist – SVP, Account Director
      Claire de Lannoy – Account Supervisor
      Catherine Sullivan – Account Executive

      Tony Lederer – Executive Strategy Director, Content + Activation
      Bryce Mathias – Senior Content Architect
      Nicolas Pilaprat – Senior Planner


      TOWNHOUSE PRODUCTION
      James McPherson – Chief Production Officer, NA
      Tania Salter – Head of Integrated Production
      Alison Horn – VP, Executive Integrated Producer
      Elizabeth Auwaerter – Production Coordinator
      Diane Wolfe – VP, Executive Business Affairs Manager
      Leland Drake – Music Producer


      BISCUIT FILMWORKS – PRODUCTION COMPANY
      Aaron Stoller – Director
      Shawn Lacy – Partner/Managing Director
      Holly Vega – Executive Producer
      Mala Vasan – Producer
      Mercedes Allen-Sarria / Rachel Glaub – Head of Production
      Sebastian Pfaffenbichler – Director of Photography
      Shepherd Frankel – Production Designer (Getting Ready To Celebrate)
      Tim Moen – Production Designer (Burner Phone + Catwalk)


      ARCADE EDIT – EDITORIAL COMPANY
      Paul Martinez – Editor (Get Ready To Celebrate :60/:30)
      Dave Anderson – Editor (Burner Phone :30 + Catwalk :30)


      Read More »

      The One Club for Creativity and Diageo North America Announce Partnership to Recognize and Promote Diversity, Inclusion and Gender Equality Among Young Global Creatives


      The One Club for Creativity, a leading global non-profit organization celebrating creative excellence in advertising and design, and Diageo North America today announced a significant partnership to recognize and promote diversity, inclusion and gender equality among young creatives around the world.

      The partnership ties in with The One Club’s Young Guns program, which for more than 20 years has served as the industry’s only international, cross-disciplinary, portfolio-based awards competition that identifies today’s vanguard of globally and culturally diverse creative professionals 30 years of age and under.

      The first component of the partnership is the Diageo-Young Guns Diversity & Inclusion Award, kicking off this fall. Teams at Diageo North America and The One Club will review portfolios of all Young Guns 16 global finalists and select a winner of the new award.

      That winner, to be announced at the Young Guns 16 ceremony and party on November 15, 2018 at the Highline Ballroom in New York, will have the opportunity to collaborate on a creative project for Diageo on one of the company’s global brands, which include Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

      Sophie Kelly, senior vice president, North America Whiskeys Portfolio, Diageo, explained that the partnership with The One Club is a great fit because diversity, inclusion and creativity are all core value that are nurtured and celebrated at Diageo.

      “A wide range of viewpoints, experiences, skills and capabilities is critically important to any business today, and we depend on diverse talent to drive our business,” said Kelly. “We look forward to working with The One Club to identify and recognize the emerging talents of young creatives around the world, and help them to grow further as they realize their potential.”

      “One of the four pillars of our organization is a commitment to advancing diversity and inclusion in advertising and design, and we are thrilled to have Diageo play such a significant role in supporting our work in that area,” said Kevin Swanepoel, CEO, The One Club for Creativity. “This new partnership will raise awareness on the topic and help elevate those inspiring young creatives who are leading the way and making a difference.”

      Diageo is known for its strong track record in areas of diversity, inclusion and gender equality. The company achieved gender parity on its board with an intent to have its senior leadership team 35% female by 2020. Half of the members of the Diageo North America executive team are women, led by Deirdre Mahlan, president, Diageo North America. Industry recognition includes Diageo being listed on the Bloomberg Gender Equality Index, ranked fourth in the Thomson Reuters Global Diversity and Inclusion Index and a signatory of Free the Bid.

      About Diageo
      Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow us on Twitter for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.

      The One Club for Creativity, producer of the prestigious One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing focusing on creativity of idea and quality of execution. The ADC Annual Awards honors the best creative work in terms of craft, design and innovation across all disciplines. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.



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      Land Rover Revisits Canadians’ Epic Journey for 70th Anniversary Celebration


      Land Rover is celebrating its 70th anniversary by revisiting an epic around-the-world road trip taken by two Canadians, one of whom would become the country’s foremost nature painter, more than 60 years ago.

      The campaign’s centrepiece is a stirring three-minute video produced by Wonder Screen for Spark44. Directed and edited by Reilly Saso, the short film chronicles the epic 1957 journey taken by renowned Canadian artist and naturalist Robert Bateman and biologist/ecologist Bristol Foster in a custom-built Land Rover Series 1, nicknamed the “Grizzly Torque.”



      The video combines modern day footage of Bateman and Foster inside the restored Grizzly Torque – which was rescued from a scrap yard in the B.C. interior several years ago – with archival footage captured by Foster on their 60,000-kilometre journey through 19 countries on four continents, including Africa and Australia.

      “We wanted to share this remarkable adventure to inspire the next generation of Canadian explorers,” says John Bastawrous, social media strategist, Spark44. “Their entire journey, and the spirit they embodied throughout, truly epitomizes what Land Rover stands for.”

      “Bristol’s incredible archival footage really set the bar visually for this film,” says Saso. “The way he captured the people and places they encountered along the way was quite masterful. We wanted to capture our subjects with the same depth and respect, and lucky for us we had beautiful Salt Spring Island as our backdrop.”

      The video demonstrates Land Rover’s unmatched all-terrain capabilities, with clips showing it navigating everything from mud and desert to dirt roads. While Land Rover Canada has posted several videos featuring individuals who used the legendary off-road vehicle on expeditions, this is the first to feature Canadians. It is appearing on YouTube and other social media channels.

      “This story was eclipsed only by the storytellers themselves,” adds Saso, who spent three days with the Batemans while filming. “What a journey, and what an honour to have been able to relive it with them.”

      Bateman would later become famous as one of Canada’s pre-eminent naturalist painters, named an Officer of the Order of Canada in 1984, while Foster would go on to head the Royal B.C. Museum. He is also known for originating Foster’s Rule, or the Island Rule, which states that members of a species get smaller or bigger depending on available resources in their environment.



      About Spark44:
      Spark44 is a joint Global venture between JLR and agency management, dedicated to the Jaguar and Land Rover brand. We’re not an in-house agency but an independent creative agency with our own culture driving results. Together.

      About Wonder Screen:
      Wonder Screen is a true full-service production studio. That means we provide service with greater efficiency, accountability and affordability than traditional production shops. Our passion is creating compelling content that will help you connect with your audience. And like any good storyteller, we are committed to telling it well.


      Credits:
      Client: Jaguar Land Rover
      President: Wolfgang Hoffmann
      Director, Marketing and Product Planning: Jeff Peel
      Land Rover Marketing Communications Manager: Kitty Luu

      Agency: Spark44
      Business Director: Karen Hyman
      Art Director: Peter Buck
      Copywriter: Matt Page
      Account Supervisor: Laura Anderson
      Social Media Strategist: John Bastawrous
      Agency Producer: Idowu Aluko
      Matt Page - Copywriter
      Peter Buck - Art Director

      Production Company: Wonder Screen Inc.
      Director: Reilly Saso
      Executive Producer: Chelsea Hulme
      Line Producer: Scott Jewett, Anthill Films
      Director of Photography: Brandon Kelly, Anthill Films
      Editor: Reilly Saso
      Audio Engineer: Eric Hulme

      Post Production Facility: Redlab Digital
      Colourist: Jason Zukowski
      Producer: Pallavi Joshi-Firby

      Executive Producer: Laurie Kerr Jones

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      Andrea Bocelli confirmed as Keynote Speaker at 4thEdition of Best Brands Italia


      Best Brands, the global benchmark of Brands, enters its 4thyear in Italy. Keynote Speaker of exception at Best Brands in Milan on 14 November will be Andrea Bocelli, who will receive the ‘Innovation Award’.

      The 2018 Best Brands Italia rankings will be announced at a Ceremony on 14 November at the Rai Studios, during a traditional gala evening, which was attended by more than 400 Italian entrepreneurs last year. Each edition evolves annually, and in Italy alongside the 3 main categories of Best Corporate rand, Best Product Brand and Best Growth Brand, at the 2018 edition the favourite Brands of ‘Golden Agers’ will be revealed. This demographic is particularly relevant in Italy, where 28.3% of the Population is over 60 years old, and represent the highest income bracket.

      With 5 international editions of the Best Brands event, it has become an indicator of the global perception of brands. Thanks to the inaugural Best Brands Italia in 2015, we know which brands are most loved by Italians. The survey, promoted with a unique methodology by GfK and Serviceplan, now facilitates an evaluation of brand evolution in Italy. This research is now considered as an economic benchmark of primary importance, not only in Italy, but also in Germany where Best Brands began 15 years ago, and more recently in France, Belgium, China and Russia. This innovative classification of brands enables comparison between data collected in various international editions, which makes Best Brands a fundamental tool for measuring the power of Brands at a Global Level.

      Best Brands is unique in its use of an exclusive algorithm owned by GfK, which classifies brands through combining economic performance data with people’s personal perception of the brand (known as ‘share of soul’). In Italy 4,500 consumers were interviewed about their perception of brands in order to gather data.

      Best Brands Italia will be an unmissable and exciting opportunity for the Best Brands audience to listen to the testimony of the Maestro, who since the 90’s has been one of the leading protagonists linked to the world of philanthropy. The famous opera singer is undoubtedly one of the most loved Italian voices. In 2011 he decided to return the affection received in his career through the creation of the Andrea Bocelli Foundation having as its mission that of “empowering people and communities".

      The 2018 Best Brands Innovation Award will be bestowed to the Andrea Bocelli Foundation, for having demonstrated in an innovative way its ability to support for the weakest and most marginalized segments of the population within the BREAK THE BARRIERS intervention program. And for supporting people in difficulty due to of visual impairments, within the CHALLENGES intervention program, with research activities such as MIT FIFTH SENSE, the project developed at the MIT artificial intelligence laboratory in Boston for the realization of a device that allows blind people to move freely in space andreabocellifoundation.org

      The international recognition of Best Brands is also underlined by the significant patronage of UPA, and of prestigious partners supporting Serviceplan and GfK who created the first German edition in 2004. These partners include; Rai Pubblicità, Il Sole 24 Ore, IGP Decaux and ADC Group.

      Lorenzo Sassoli de Bianchi, President of UPA, highlights the point of view of big-spending Italian companies in the advertising field committed to defending their brands: "Best Brands and its method focus on the values of the brand and consumers, which is why UPA also confirms its patronage for the fourth edition, and this year's special categories will analyze the ‘Golden Agers’ in line with the latest trends. In the context of marketing and communication, we are dealing with an upside-down society in which younger targets are undersized compared to older ones, but the latter reveal behavioral profiles that are far from obvious and extremely interesting for positioning. Brands: advertising communication as a privileged way to build the brand and its growth dynamics has always been the focus of our members' attention and of the association's UPA action, so we will evaluate the results of the research with interest ".

      Giovanni Ghelardi, CEO of Serviceplan Group Italia, expands on this aspect: "The appreciation of the market and of the partners confirms that Best Brands has now become a reference point for brand communication in Italy and in the world, thanks to the capacity of understanding if the brand has managed to establish not only an economic, but also an emotional relationshop with the customer. We can not be less than profoundly satisfied ".

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