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Proverb and Berkeley Investments Get Graphic

Proverb, a multidisciplinary branding agency in Boston, has completed branding and marketing assignments for The Graphic, a unique luxury living space located in Charlestown, Massachusetts and began leasing in May, according to Proverb’s Managing Director, Daren Bascome. Working with Berkeley Investment’s Development Project Manager, Paul Goodwin, Proverb was tasked with the branding and creative development for The Graphic including the brand strategy, name development, logo development, and marketing that included the property website, thegraphiclofts.com, signage and print collateral and the tagline for the property, “Be Bold. Be Graphic.”

Proverb’s Managing Partner, Director of Client Services Christine Needham commented, “Built on the site of a beloved graphic arts workshop in Charlestown, Massachusetts, The Graphic embraces a tradition of creative production, technical know-how and fearless tenacity in order to cultivate a connected, convenient, experience-based lifestyle in the heart of the Boston area. With two distinct buildings built behind a singular vision, The Graphic has something for everyone.”

The project, named The Graphic in honor of the site’s former use, sits directly across from the newly reconfigured Sullivan Square T station on the Orange Line and directly across from The Schrafft’s City Center and adjacent to Hood Park. The Graphic offers an abundance of outdoor space that is typically not seen or offered in urban projects including three courtyards and a common roof deck. The two buildings that form The Graphic successfully bridge history and contemporary design, while offering residents modern conveniences and the accessibility to make life all around easy.

With a modern design that celebrates Sullivan Square’s industrial heritage, Berkeley Investment's latest transit-oriented project, The Graphic, will bring to Charlestown a total of 171 apartments (spanning two buildings), approximately 5,000 square feet of retail/restaurant space. The redevelopment includes the adaptive reuse of the Graphic Arts Finishers Building featuring loft-style apartments, and will offer residents a lounge, club room, game room, and bike storage facilities, as well as onsite management offices.

Proverb is an agency focused on building powerful brands and creating a more thoughtful world around us. We partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Our work connects with smart, sophisticated audiences, stands out from competitors and creates lasting value for our clients. For more information go to: www.proverbagency.com

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Ed Sheeran’s Social Message to Heinz Results in ‘EdChup’ Ad Campaign

It’s no secret that British singer/songwriter, Ed Sheeran, is a big fan of Heinz Ketchup. He’s professed his love for it on social media, in interviews, puts on everything he eats and he even has the Heinz Ketchup logo tattooed on his arm.

It should come as no surprise that Heinz and Sheeran would eventually collaborate on an ad campaign together. The result is a fun ad campaign that's based on a real experience where the singer walks into a fancy restaurant in his trademark chequered shirt, orders a fancy meal with fancy vegetables, but no Heinz Ketchup on the table. Check out the video to find out what happens next.

This campaign reportedly came about after Sheeran directly contacted Heinz via social media. The company is apparently so flattered to be working with the talented singer that they decided to release limited edition 'Edchup' bottles, which is now available in most of the country's major supermarkets.

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AIB and ROTHCO Release Beautiful New Book Literally Grown from Grass Roots

Demonstrating the power of natural resources, ROTHCO and Allied Irish Bank announce the tour of an incredible new book, ‘10 | The Book That Grew’. In an initiative to support Irish agriculture and farming, the book has been grown entirely from grass.

In a world’s first, every page, every word, and every diagram in this book was formed by real grass roots as they grew.
In 2017, AIB partnered with Teagasc (Ireland’s Agriculture and Food Development Authority) to launch a multi-year campaign to increase grass utilisation on Irish livestock farms. AIB has a business relationship with almost 35% of farmers in Ireland and with the roots of the Irish economy in Agriculture, AIB is committed to backing farmers with the help they need to grow their business.

‘The Book That Grew’ is the latest instalment of AIB’s ongoing campaign. Working with creative agency, ROTHCO, AIB wanted to deliver the most up to date guide for efficiency and sustainability in farming by changing the way farmers see the country’s greatest resource - grass.

Creative Director Ray Swan notes, “The idea of growing a book from grass roots about grass management and sustainability was beautifully simple and powerful. We knew it would be difficult, maybe even impossible, because nobody has ever tried this before, but in AIB we had a client who was willing to go on this journey with us.”

The book was grown from the very grass that Irish farmers nurture and contains 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability. These 10 steps enable farmers to achieve a ‘perfect’ 10 rotations of grass grazing per year, and produce 10 tonnes of grass per hectare – a truly powerful number that will greatly improve the sustainability of even the most efficient farm. These lessons shaped into the pages of a book were created by bespoke plates that were used to manipulate the growth of the roots into legible shapes.

Each page was grown during February and March 2019 by German artist Diana Scherer. The pages were then harvested in Amsterdam and bound together in Dublin by Letterpress Printer and Bookbinder, Jamie Murphy of The Salvage Press. Everything in the book, including the ink and binding were made from the same grass, demonstrating that when managed correctly, it can work wonders.

‘10 | The Book That Grew’ will now begin a tour of the country at AIB-partnered agricultural events such as the National Ploughing Championships. The book contents will be made available on AIB’s website, while video and photography of how this incredible process took place will be distributed through AIB’s social channels.


Client: AIB

Agency: Rothco
Executive Producer: Al Byrnes
Executive Creative Director: Alan Kelly
Creative Team: Fabiano Dalmacio & Rob Maguire
Creative Directors: Ray Swan & Emma Sharkey
Account Director: Alan McQuaid
Project Director: Irene Sharkey
Business Director: Jimi McGrath
Design Director: Shane O’Riordan
Designer: Diogo Dias
Artist: Diana Scherer
Photographer: Diana Scherer
Letterpress Printer & Book Binder: Jamie Murphy @ The Salvage Press
Production Assistant: Siobhan Coakley
PR: Jill Byrne
Director: Jake Viramontez
Director of Photography: Jake Viramontez
Editor: Jake Viramontez
Sound: Will Farrell @ Screen Scene

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24 Young Creatives From Around the World Selected as 2019 One Club Portfolio Night All-Stars

The One Club for Creativity today announced the latest group of Portfolio Night All-Stars, the top young creative as selected by industry professionals from each of the cities around the world that participated in its recent global Portfolio Night 2019.  

Long recognized as the world’s largest advertising portfolio review program, Portfolio Night is a fast-paced evening of advice, networking and recruitment that takes place in numerous cities all across the globe on the same date to help the next generation of creative talent enter the industry.  

A highlight of this one-of-a-kind program is Portfolio Night All-Stars, where industry professionals from each host city select the single most outstanding young creative in their market with the best portfolio.  These Portfolio Night All-Stars are invited to be flown to New York in August, courtesy of The One Club, where they will spend a week working as a team on a creative brief for a major global brand.

Portfolio Night 2019 All-Stars, as selected by leading professional creatives from their city hosts, are:
  • Atlanta (hosted by Edelman) — Nita Thompson
  • Austin (hosted by McGarrah Jessee) — Adrianna San Roman
  • Beijing (hosted by Serviceplan) — Ziyi Tong
  • Beirut (hosted by BWR) — Carine Howayek
  • Boston (hosted by Arnold Worldwide) — Madison Umbrello
  • Buenos Aires (hosted by El Círculo de Creativos Argentinos) — Lucas Frigerio
  • Chicago (hosted by Edelman) — Astha Thakkar
  • Cleveland (hosted by Brokaw) — Corinne Baker
  • Detroit (hosted by GTB) — Andrew Montana Flaherty
  • Dubai (hosted by BWR) — Neel Layth Abdulrasool
  • Guangzhou (hosted by Insight) — Shigang Yan
  • Ho Chi Minh City (hosted by Happiness Saigon) — Anh Thu Dam
  • Lima (hosted by Lanfranco/Cordova) — Florencia Luna
  • Lisbon (hosted by Clube Criativos de Portugal) — Pedro Barroso
  • Lyon (hosted by TBWA\ Groupe — Corentin Magnetti
  • Melbourne (hosted by Melbourne Advertising & Design Club) — Cale Berry
  • Mumbai (hosted by Kyoorius) — Shreya Arora
  • New York (hosted by Edelman) — Diane Danneels
  • Paris (hosted by BETC) — Amélie Lazure-Ratte
  • San Francisco (hosted by Edelman) — Chiara Martini
  • São Paulo (hosted by AlmapBBDO) — Victor Piva
  • Shanghai (hosted by Proximity, PwC Shanghai, Experience Center) — Chenwei Xu
  • Singapore (hosted by Temasek Polytechnic, TGH Collective, Association of Accredited Advertising Agents Singapore) — Ken Vicera Kaneko
  • Zurich (hosted by Voy Talent) — Luigi Vitiello
“By all reports, the quality of portfolios and level of participant enthusiasm was truly impressive this year,” said Kevin Swanepoel, CEO, The One Club for Creativity.  “As a global nonprofit organization with a focus on professional development, it’s one of the highlights of our year to see the next generation of creatives show their stuff and provide advertising and design professionals with the opportunity to give back to the industry and their local creative community by mentoring this young talent.”

This unique global event serves as a high-visibility opportunity for agencies, schools and organizations to give back to the industry by guiding the earliest steps of future copywriters, art directors and technologists.  Host agencies also benefit as Portfolio Night is a crucial tool for them in recruiting top young talent, provides them with recognition from local industry peers and gives them a place on the global stage as the ad world tunes in to this one-of-a-kind annual event.

The One Club for Creativity, producer of The 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 ideas and quality of execution.  The global ADC Annual Awards honors creative excellence in 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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Blinkink’s Elliot Dear and McCann London Serves Up New Campaign for Wimbledon

Blinkink director Elliot Dear has teamed up with the All England Club (AELTC) and McCann London to serve up the new campaign for The Championships, Wimbledon 2019.

Under the umbrella of #JoinTheStory, the new campaign reflects that Wimbledon has shared the front pages with headline news events around the globe ever since its first staging in 1877, playing its part in the stories of our time for over 100 years.

Elliot captures the heritage, history and excitement of The Championships in this launch film, The Story Continues, which sees historical achievements unfolding in parallel with epic Wimbledon moments. The film was created through a highly innovative mixed-media process, seamlessly blending live action, stop-motion, CGI, and stock footage.

Since before Fred Perry graced the court in the 1930s, the Championship has shared the front pages with headline news events around the globe. In this sense Wimbledon has shared a stage with world events for over a hundred years.


Agency: McCann Craft
Creative Directors: Alexei Berwitz, Rob Webster
Executive Producer: Jonathan Davis
Creatives: Matt Searl, Olly Wood
Agency Producer: Anna Cartwright

Production Company: Blinkink
Director: Elliot Dear
Producer: Georgina Fillmore
Executive Producer: Bart Yates
Production Coordinator: Maryam Anibaba
DoP: Max Halstead
Art Director: Sean Hogan
Wardrobe: Zelda Sellars

Post Production
Comp lead: Sean Martin
Compositors: Emre Samioğlu, John Wilkinson, Dan Ruiz
3D Lead: Quentin Vien
3D team: Sandrine Gimenez, Lisa George-Gilroy, Sophie Blayrat, Klaas-Harm de Boer, Florent Rousseau, Mark Ardisson
Matte Painter: Metin Gungor
Editor: Christina Conradi
Titles and Motion Graphics: Roland Lukacsi

Stock source and image rights - The Directors Studio

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Daniela Braga Features in L*Space’s Summer 2019 Beachwear Campaign

Brazilian model Daniela Braga flies to Cape Town, South Africa to feature in L* Space's Summer 2019 Lookbook campaign. Executive Creative Producer, Neel Majumder, and fashion photographer, Cameron Hammond, highlights South American beauty in a series of sexy, artistic photos to show off L*Space's collection of stunning beachwear.

Model: Daniela Braga
Brand: L* Space
Photographer: Cameron Hammond
Executive Creative Producer: Neel Majumde

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Military Officers Association of America Launches Campaign from The Gate

The Military Officers Association of America (MOAA)
, the nation’s largest and most influential association of military officers headquartered in Alexandria, Va., partners with The Gate | New York, to help them with their mission of fighting for the benefits of military service members and their families.

The new campaign will launch nationally across multiple digital channels. The videos will live on a microsite, which functions as a video gallery and resources hub, also designed by The Gate. Shorter forms of each story will also drive visitors to the site. TV is also planned to air in the fall. In addition, The Gate is also responsible for media planning and buying.

The topics cover a military family where the husband and wife both serve in the National Guard, being a woman and leading in the military, and living as a surviving spouse.

Serving apart, raising a family together.

Arming women in the military with self-confidence.

After a loss, the real fight begins.

“The Gate is charged with building brand awareness ofAA’s mission, with the ultimate goal of increasing membership of military officers,” according to Beau Fraser, President and Chief Strategic Officer of The Gate.

Kathy Partain, MOAA’s Vice President of Membership and Marketing, commented: “We are excited about the potential of the new videos. We appreciate our partnership with The Gate to help us broaden our reach and get more officers involved in advocating on the behalf of our nation’s uniformed services.”

About MOAA
MOAA is the nation's largest and most influential association of military officers. With 350,000 members from every branch of service - including active-duty, National Guard, Reserve, retired, and former officers, and their families and surviving spouses, they are a powerful force speaking for a strong national defense and representing the interests of military officers and their families at every stage of their careers. For more information, go to moaa.org.

About The Gate Worldwide

The Gate | New York is part of The Gate Worldwide, an international advertising agency network that works with clients in tough, complicated industries to make their considered purchases products or services worth considering. The Gate manages over $250 million in client advertising and has a network of offices in New York, London, Edinburgh and Hong Kong. For more information, visit thegateworldwide.com/ny.


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adidas Outdoor Celebrates Danny MacAskill Partnership with Film by Cut Media

Danny MacAskill, the Scottish trials cyclist and star of multiple YouTube smash-hit viral films such as Red Bull’s Imaginate, shows off his amazing skills in a new brand film for adidas Outdoor, created by Cut Media.

It launches on Danny’s Youtube channel on Tuesday 4th June to celebrate his new brand partnership with adidas Outdoor.

At three and a half minutes, the film shows Danny performing a series of incredible tricks demonstrating both his imaginative approach to his riding and his unparalleled skills.

Appearing to be self-filmed, the spot opens with Danny setting up a shot with a beautiful Scottish harbour as a backdrop. The film takes us through a series of locations as the athlete uses local landmarks and the epic wilderness of the Highlands to do some amazing riding.

We also see some shots where Danny fails to land a line, giving the film humour and an authentic feel.

The style of the film is very straightforward. There are no gimmicks or dynamic camera shots, just clean, well-composed frames with beautiful backdrops. This filming technique was used to align with adidas’ ‘Here to Create’ campaign, and to highlight Danny’s position as a creative athlete, who demonstrates his skills through film instead of competing in events.

The film represents a continuation of Cut Media’s long-standing relationship with Danny, including Imaginate and Wee Day Out for Red Bull, and it is also the fourth campaign the creative agency has worked on with adidas. Cut Media previously collaborated with adidas on the Claim Freedom documentary, the Two BOA shoe launch and the Mountain Project.

It was filmed on location in the coastal village of Dunbar and Glencoe in the Highlands, to the soundtrack of ‘The Wind that Cried The World’ by the Phantom Band.

Danny MacAskill, Five Ten and adidas Ambassador, said: “We spent an amazing few days at home in Scotland filming the project. The film captures so much about what I love about riding, with the freedom to explore cool locations and push my riding level”

Stu Thomson, Founder and CEO of Cut Media, said: “We wanted to keep this film authentic, and connected to Danny’s roots. The playful nature and impressive skills of Danny’s riding along with the beautiful Scottish backdrop are definitely the star of the show.”

About Cut Media
Cut Media creates and produces inspiring content for global brands, with clients including Red Bull, Continental and adidas. The agency was founded in Glasgow in 2007 by former professional mountain biker Stu Thomson. It offers end-to-end video services, from concept development to filming, production, directing and post-production, employing a team of ten across the full spectrum of disciplines, with a network of associates all over the world.
Cut Media has made its name through collaborations with athletes and influencers, including Red Bull’s smash hit viral Imaginate, starring mountain biker Danny MacAskill. It works with clients across multiple sectors including travel, FMCG and banking, and was named Scottish SME Creative Agency of the year in 2019.


Creative agency: Cut Media
Produced by: Cut Media
Photography: Dave Mackison

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