Şeful vrea să îşi trimită subalternul în delegaţie tocmai în Brazilia. Subalternul, supărat: – Brazilia?! Acolo nu găseşti decât fotbal şi femei uşoare! – Nevastă-mea e braziliancă, îi replică şeful vădit afectat. – Da?! Şi la ce echipă a jucat?Read More »
Dior's bonds with Japan began in 1959, when Empress Michiko commissioned Monsieur Dior himself to create 3 dresses for her civil wedding. The Dior-Japan relationship was further cemented when the other Creative Directors that followed, including John G...Read More »
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Kellogg’s is investing more than £6m in advertising for Crunchy Nut this year, 31 per cent of which will be spent digitally, as the brand reaches out to social influencers in its ‘Search for the Ultimate Crunchy Nutter’ competition.
The £6m campaign, consisting of a digital competition and two TV ads in 2017, represents a 183 per cent increase in the cereal company’s above-the-line investment in Crunchy Nut, compared to the previous year.
Today marks the launch of the digitally-led ‘Search for the Ultimate Crunchy Nutter’ competition, which challenges Crunchy Nut fans to eat a bowl of the cereal in a ‘troublesome place or at a troublesome time’, before sharing video evidence of the consequences with Kellogg’s though the hashtag #TastesTooGood.
The ‘Search’ will identify the biggest Crunchy Nut fan in the UK, with the aim of cementing Crunchy Nut’s position as the go-to cereal brand for taste. The initiative has been developed in partnership with global marketing and technology agency DigitasLBi and full service creative agency Leo Burnett.
The reach of the challenge will be heightened by a host of social influencers posting videos of their own entries – including comedians Cian Twomey (5.4m followers) and Dylan Evans (1.6m followers), football freestyler Jamie Knight and Radio 1 DJ Scott Mills – ultimately pushing the campaign to a combined following of 11m social engagers.
As part of the £6m spend, Crunchy Nut is on TV now, featuring a new end-frame highlighting Kellogg’s latest innovation – Crunchy Nut Peanut Butter Clusters – a cereal which generated Kellogg’s highest ever level of organic engagement on a social media post. The post was shot under the popular format of ‘unboxing’, to reveal the peanut-themed packaging.
Gareth Maguire, Cereal Marketing Director for Kellogg’s UK & Republic of Ireland, said: “We are excited about investing at this scale in Kellogg’s Crunchy Nut – it is no. 1 for taste in the UK market and, as consumers know, the food is irresistible.
“Powering up Crunchy Nut through TV and digital allows us to grab fans’ attention by dramatising this irresistible taste; engaging with consumers in a fresh way while utilising social media influencers and audience participation.
“Crunchy Nut is in more than 6.5 million households across the UK. That means there are plenty of Crunchy Nutters across the nation, and we are looking forward to seeing the breadth of troublesome situations in which #TastesTooGood comes to life.
Ian Hilton, Planning Director, Leo Burnett, added: “After years of broadcast storytelling about the trouble that the irresistible taste of Crunchy Nut can get you into, we’re delighted to be bringing consumer participation to the heart of the campaign by inviting our devoted Crunchy Nut fans to have a bit of fun with us by demonstrating the trouble they’re prepared to put themselves in to enjoy a bowl.”
Kellogg’s Search for the Ultimate Crunchy Nutter competition goes live on Facebook and Twitter from today, using a launch film directed by George Sawyer from Channel X.
Kellogg’s will develop reactive branded content based on the videos submitted by Crunchy Nut fans. The best entrants will then compete in a special game show, where one person is crowned the ‘Ultimate Crunchy Nutter’.
Chris Clarke, chief creative officer, International, DigitasLBi added: “To make the content we’re creating with Kellogg’s truly engaging, we’ve boosted our team with talent from the world of TV programme-making – most notably our Executive Creative Director, Peter Drake, who has great experience developing programming for the likes of Nickelodeon and Cartoon Network. The Search for the Ultimate Crunchy Nutter is a great example of the way in which we’re approaching content for Kellogg’s from an entertainment perspective.”
The Search for the Ultimate Crunchy Nutter
Creative agencies: DigitasLBi and Leo Burnett
Client name and job title: Nicolas Borri, European Marketing Manager - Crunchy Nut & Extra
Creative Director: Peter Drake
Art Director: Lewis Beaton
Copywriter: Alex Moore
Strategists: Ian Hilton, Bernard Valentine
Account Director: Jessica Lyons, Sarah Wales
Agency Producer: Lisa Nicholls
Photographer: Christopher Harris
Director/ Production Co: George Sawyer from Channel X
Producer: Jim Reid
Post Production: The Farm
Sound Design: The Farm
DoP: Peter Gregory
Media agency: CaratRead More »
Zoopla, the UK’s leading property website, has enlisted the help of a cast of hermit crabs as it unveils its biggest ever campaign. Devised by creative agency 101 in collaboration with Royle Productions, the Crabworld campaign initially launches with 60” and 30” TVCs on April 17th.
Directed by 101’s Augusto Sola through Riff Raff, the films feature several hermit crabs – the world’s most prolific movers – who move between custom-made shells, each adorned with a 3D printed property, to replicate the simplicity of moving homes through Zoopla.
Tasked with making the creative concept a reality, Royle Productions contacted several specialists, including wildlife documentary producers, to determine the likelihood of creating the campaign without VFX. With the specialists confirming that the hermit crabs would indeed move from shell to shell, the team set about sourcing a location which played host to hermit crabs, ultimately settling on Costa Rica.
Sarah Marcon, Head of Production at Royle Productions, explains: “The houses were 3D printed whilst the shells were more traditionally modelled, based on the shells that we’d source from Costa Rica, and were fused together by model makers.
“It was a pleasure to work with 101 again following on from the Costa campaign we collaborated on last year. Throughout the project, Gus (Sola) was immensely passionate about the idea.”
The fully integrated campaign, which will air across TV, cinema, online and VOD, launches on April 17th.
Client | Zoopla
Gareth Helm | Chief Marketing Officer
Sarah Lacy | Head of Marketing
Jenny Heeley | Senior Marketing Manager
Creative Agency | 101
Executive Creative Directors | Mark Elwood, Augusto Sola
Creatives: TV | Ryan Delehanty, Jack Willoughby, Serhan Asim, Greg Stekelman
Designer | Dave Allen
Business Lead | Ross Farquhar
Account Director | Alex Gillespie
Account Manager | John Stowell
Strategist | Sandie Dilger
Agency Producer | Sarah Marcon @ Royle Productions
Agency print producer | Luke Judlin
Production Company | Riff Raff
Director | Augusto Sola
Executive Producer | Matt Fone
Producer | Jane Tredget
DOP | Doug Allan
Model Making | Simon Tayler Artem Special Effects & Creative Solutions
Sound Design | Sam Ashwell, 750
Editor | Ed Cheeseman, Final Cut
Post Production | Bevis Jones, MPC
Producer | Louise Unwin, MPCRead More »
INNOCEAN's launching a new campaign for Hyundai to promote the brand's all-new IONIQ line of hybrid vehicles and strengthen Hyundai’s position as an environmentally friendly and innovative alternative fuel brand.
Hyundai and INNOCEAN recognized that America didn’t need another hybrid, it needed a better hybrid for the country’s million or so ‘fence-sitters’ – people who are ready to make the switch to alternative fuel vehicles, but need a nudge to make the leap with confidence.
Delivering on the brand’s promise, ‘Better Drives Us,’ the Ioniq is the most fuel-efficient car in America at 59 MPG, with a lower price point than its Prius competitor.
To demonstrate that Hyundai understands that people want to do the right thing and drive green but don’t want to compromise on style or performance to do so, Hyundai created a better hybrid; a hybrid that doesn’t look or drive like one.
To bring this emotional struggle to light and pose the Ioniq as the solution, Hyundai has created a pair of :30 TVCs: ‘Hybrid Blues’ sets up the problem, and ‘Ode to Ioniq’ provides the answer.
Featuring original songs written by INNOCEAN, the first spot shows people lamenting how they’d like to drive green, but aren’t willing to make sacrifices. The second spot features the same cast of characters celebrating the joys of driving the Ioniq, the answer to all of their problems.
The campaign includes national broadcast, digital (pre-roll), social and OOH elements, as well as in-cinema placements.
Agency: INNOCEAN Worldwide Americas
Executive Creative Director: Eric Springer
Group Creative Director: Barney Goldberg, Jeff Bossin
Associate Creative Director, Art: Kiran Koshy
Associate Creative Director, Copy: Will Gorman
VP, Group Account Director: Mike Braue
Account Director: Lester Perry
Account Executive: Alison O'Neill
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Senior VP, Planning and Research: Frank Striefler
Director, Integrated Planning: Tim Anderson
VP, Media Planning: Ben Gogley
Media Director: Sean Gilpen
VP, Director of Integrated Production: Victoria Guenier
EP/ Content Production: Brandon Boerner
Content Producer: Kira Linton
Business Affairs Director: Ann Davis
Business Affairs Manager: Krista Horn
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Content Manager: Rachel Werner
Project Manager: Suzanne Cheng
Production Company: Biscuit Filmworks
Color Correction Studio: Company 3
Mix Studio: Juice Studios
Music company: WalkerRead More »
Participa la concurs si castiga in fiecare luna unul din cele 4 premii puse in joc! In plus, ai sansa ca la finalul concursului sa fii castigatorul Marelui premiu – o supriza ce va fi dezvaluita pe parcurs! La fiecare etapa a concursului, cea mai buna fotografie va fi selectata …Read More »
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