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M&C Saatchi LA Shows You How to Make Streaming Simple in New VIZIO Campaign

The new "Stream + Control + Share" campaign is the latest offering from M&C Saatchi LA in a continued partnership with VIZIO, one which includes past campaigns such as the 2018 “Kyber Dust” commercial celebrating the Star Wars: The Last Jedi tie-in. The digital media campaign showcases VIZIO’s integration with Apple Airplay 2 and HomeKit and celebrates the simplicity and ease with which people enjoy unique entertainment experiences.

VIZIO is among the first companies to offer both Apple AirPlay 2 and HomeKit capabilities on its VIZIO SmartCast TVs. The integration enables VIZIO customers to stream, control, and share their favorite content directly from their iPhone, iPad, or Mac to their VIZIO SmartCast TV, while the HomeKit integration allows for seamless smart home control. This innovation makes it simple for customers to control their content, home and work environments, and entertainment experiences in a way that is intuitive and easy to use. It is this easy, intuitive control that provided the inspiration for the creative campaign, with each piece of content bringing to life the expanded VIZIO SmartCast TV experience.

“Everything we do at VIZIO is focused on providing an enhanced entertainment experience for VIZIO customers – including our integrations with Apple AirPlay 2 and HomeKit now available across our VIZIO SmartCast TV collection. We are excited to partner with M&C Saatchi LA to bring the “Stream + Control + Share” campaign to life and showcase VIZIO SmartCast technology in a natural and fun way,” said Robynne Curry, Senior Director of Product Marketing at VIZIO.

“VIZIO has always been an industry leader, and their integration with Apple AirPlay 2 and HomeKit is just the latest example of that,” says Maria Smith, Executive Creative Director at M&C Saatchi. “We were incredibly excited to help bring this innovation to life in a way that was fun and relatable.”

Creative Agency: M&C Saatchi LA
Managing Director: Rebecca McGough
Creative Director: Norman Brown
Senior Copywriter: Julie Winch
Art Director: Victor Bernedo
Account Director: Jessica Gorelick
Account Coordinator: Sabrina Ballard
Director of Content Production: Tara Poynter

Production Company: DPM Projects
EP: Kesshann Cortez
Director: Cali Bondad
Director of Photography: Justin Kane

Editorial: M&C Saatchi LA
EP: Tara Poynter
Senior Editor: Daniel Roman

VFX: Massive Assembly
Producer: Amber Ventris
Artist: Jason Yeh

Color: Apache
EP: LaRue Anderson
Producer: Stephanie Schaldenbrand
Colorist: Quinn Alvarez

Audio: Margarita Mix
EP: Whitney Morris
Engineer: Jeff Levy

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barrettSF Creates Back-To-School Brand Campaign for Course Hero

Full-service advertising agency, barrettSF, reveals the “Get Unstuck” back-to-school brand campaign for Course Hero, the online learning platform where students can access over 30 million course-specific resources to help them study.

The creative campaign includes two unique video concepts: “Coffee Shop” and "Dorm.” Each scenario presents a relatable and humorous exchange between an antagonistic computer cursor and a student who is finding it challenging to study—underscoring Course Hero’s ability to empathize with students, understand their struggles, and provide reliable support in their time of need.

The campaign launched in early September and continues to roll out across a variety of digital channels including radio, pre-roll, display and social.

“We are thrilled to partner with barrettSF on the launch of our back-to-school campaign,” said Andrew Grauer, CEO and cofounder of Course Hero. “Our goal is to help students get unstuck. Their work cleverly captures that familiar feeling of being stuck and struggling—and then guides students to Course Hero where they can learn deeply and tackle challenges throughout the school year.”

“Students everywhere can relate to feeling stuck at some point in their college careers—whether it’s because they’ve spent more time studying social media than social studies or because having a full-time job and being a full-time student is full-time hard.” said Meredith Karr, Associate Creative Director at barrettSF. “So our goal with this campaign was to capture that relatable feeling in an honest, yet entertaining, way.”

The campaign represents Course Hero's first step in establishing a consistent brand tone, with plans to iterate on the same theme in support of additional product launches. The second wave of the “Get Unstuck” campaign will roll out in January 2020.

Advertising Agency: barrettSF, San Francisco, CA (USA)
Founder, Executive Creative Director: Jamie Barrett
Founder, Managing Director: Patrick Kelly
Head of Production: Conor Duignan

Associate Creative Director: Brad Kayal
Associate Creative Director: Meredith Karr
Designer: Kate Gallihugh
Broadcast Producer: Davielle Boon
Account Director: William de Ryk
Account Supervisor: Anna Raynor
Director of Brand Strategy: Jillian Davis
Brand Strategist: Kevin Albrecht

Production & Editorial Company: Where the Buffalo Roam
Executive Producer: Tim Pries
Head of Production: Chris Whitney
Line Producer: Emma Jubinski
Producer: Phil Tang
Director: Jonny Zedd
Post Producer: Michael Schultz
Editor: Dashiell Reinhardt
Assistant Editor: Kyle Davidson
Animators: Jake Pryor, Chris Carmichael, Jessica Gibson
Sound Design/Mix: MSquared Recording
Sound Designer: Mark Pitchford
Producer: Sarah Benedict

Client: Course Hero
Chief Product Officer: Ankur Varma
VP, Marketing and Partnerships: Andrew Nesbit
Interim Head of Marketing: Sara Gaviser Leslie
VP, Design: Genevieve Conaty
Senior Design Manager: Natalie Nakai
Content Marketing Operations Manager: Yasaman Zaca
Digital Marketing Manager: Katie Schiff

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Orange & Publicis Conseil Launch ‘Being Human’ Public Service Campaign

Orange is the first operator to speak-out across 27 countries about the risks associated with digital uses. This new campaign sets-out the Group’s commitment to ensuring that digital services remain a genuine opportunity for everyone.

Digital services give people an unprecedented ability to communicate, learn, entertain, share and connect with each other. With appropriate use, it has the ability to empower all who have access to it. But digitalisation also comes with considerable risks, and this is increasingly becoming a source of concern both for society as a whole and for our customers.

Orange has always set out to be a responsible company. We seek to ensure that our customers have all the necessary information and have at their disposal concrete tools and services that enable them to make the most of the opportunities afforded by digital services.

An awareness campaign to project this commitment, directed by Katia Lewkowicz and produced by Publicis Conseil*

Today, Orange is launching a new awareness campaign designed to highlight the potential risks inherent in the use of digital services, but also the various tools available to tackle them.

The creative concept places audiences directly in the context of a parent’s internal reflections as he offers his first smartphone to his daughter. His conflicted thoughts around introducing his daughter to the digital world simultaneously lead him to observe his own digital habits as an adult.

The film deals with the sense of responsibility that parents feel towards their children regarding the way they interact with the digital world and the importance of using their screens safely and responsibly.

Béatrice Mandine, Executive Director in charge of Brand and Communications at Orange, commented: “We have always been convinced that technology only makes sense if it benefits people, society and the planet. And we are very conscious of our particular responsibility as a major player in the digital revolution. This is why we are making this commitment to accompany our customers in their daily lives in order to ensure that they all stand to benefit from the opportunities that digital services afford.”

Orange’s long-term strategy of placing people at the centre of technology is increasingly relevant in today’s highly connected word. To talk about digital responsibility in people’s lives, we sought out a creative concept based on emotions and human interactions. Katia Lewkowicz, with her gift for capturing those authentic moments of humanity, was therefore the perfect choice”, commented Marco Venturelli, President in charge of Creation, Publicis Conseil.

An exceptional, two-minute version of this film will air in France on TF1 shortly before 21h00 on Sunday, 15 September. The film will also be available in 30-, 45- and 60-second versions as part of a full 360-degree advertising campaign across TV, cinema, digital, print and outdoor media formats. The campaign will be rolled out across all of Orange’s 27 countries.

A commitment supported by a range of tools and information

In each country, Orange has already launched a range of concrete products and services to provide customers with information or tools designed to help them use technology safely and responsibly. These include:

§  Product innovation

§  Ma Livebox – the Orange Livebox in France has an application readily available to all broadband customers that provides control over the time that each device is able to connect to the home wifi network. The app also includes a “pause Internet” button that temporarily cuts the wifi connection, providing families with quality time ‘offline’.

§  Orange Telephone  – the Orange Telephone app includes a “do not disturb” feature that customers are advised to activate when driving. This was launched across Europe, Africa and Middle-East together with a Road Safety advertising campaign.

§  Bezpieczny Starter – a starter kit offered in Poland for children who are getting their first mobile, consisting of a customised offer and a parental-control app Chroń Dzieci w Sieci.

§  Tarifa kids  – offered by Orange Spain, this dedicated offer for the young includes a “kids ready” app that enables parents to supervise their children’s use of the smartphone.

§  Educational information and tools

§  Bienvivreledigital.orange.fr (Orange France) provides a large “espace des parents” section devoted to digital parenting. It also includes a section on data privacy.

§  usolovedelatecnologia.com (Orange Spain in partnership with ComunicA+) covers a large number of topics through awareness-raising videos and educational content. The website addresses issues such as cyber-bullying and screen usage.

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NBA 2K20 Launches New Campaign ft. Anthony Davis, Zion Williams, and More

Creative agency, BSSP, has recently launched “House of Next” as part of its Welcome to the Next campaign for NBA 2k20. This campaign aims to showcase that it is the platform where the next iterations of not only basketball, but basketball culture, are played, created, and discovered. The :60s hero spot features scenes reminiscent of locations within the game, and highlights a number of celebrity appearances and previews of what’s next.

Some key names + Easter eggs to look for:

  • For the first time, NBA 2K will include all 12 WNBA teams. To celebrate, the spot features WNBA stars Candace Parker of the Los Angeles Sparks and A’Ja Wilson of the Las Vegas Aces battling it out on the court. This also speaks to the trend of growing interest and need for equality between the sexes when it comes to professional sports.
  • Newly traded and possibly the next NBA champion, Anthony Davis, makes one of his first appearances in his Los Angeles Lakers uniform.
  • Zion Williamson, #1 draft pick for the New Orleans Pelicans and NBA2K brand ambassador, ends the spot with a monster dunk that puts the league on notice that he is indeed the next NBA phenom.
  • Dwyane Wade and his son, Zaire, also make an appearance. Zaire, representing the next class of potential NBA stars, following in his father’s legendary footsteps.

The spot’s soundtrack features original track, “We Got Next,” from up-and-coming hip hop artist, Tobe Nwigwe. One of the pioneers of the next wave in music.

Other high-profile appearances include Jayson Tatum of the Boston Celtics and gaming streamers and influencers, Cash Nasty, Kris London, Dan Rue and Shiggy. An action-packed spot that taps into gamers’ imaginations, the film shows that the round spot on your game console isn’t just a button, but an instant portal into what’s next. The ”House of Next” film will run through the week leading up to the official release of NBA 2K20 on September 6th. The campaign consists of video and digital, with OOH in NYC, Los Angeles, and San Francisco.

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Director Saman Kesh Starts the Fun on Mario Kart Tour Campaign

“Start Your Engines” is the first taste of the epic ride gamers will experience with Mario Kart Tour on Google Play.

Produced by multidisciplinary studio Golden LA in partnership with TBWA\Chiat\Day Los Angeles, the new film heightens anticipation and kicks off pre-registration for the official release of Mario Kart Tour on mobile this September.

For director Saman Kesh, whose storytelling DNA has been shaped by technology and video games, celebrating the great union of Google and Nintendo was a dream come true. There are few games that span generations and bring out the nostalgia within all of us, but the memories of Mario Kart, its iconic Rainbow Road raceway, and spirited characters does just that.

Kesh notes, “For this spot, I wanted to achieve maximum chaos with maximum fun. The goal was to unlock the childlike energy in everyone, not just the kids. Keeping things exciting with an action-packed ‘phone chase’ was the best way to conjure the good times of such a legacy franchise as Mario Kart. And now, people have a chance to put down their busy lives for a bit and go ‘bananas’ with Mario Kart on their phones.”

A fun and fast-paced romp that invites the world to relive the excitement of the race and Play On, “Start Your Engines” is a visual scavenger hunt filled with hints and clues from the iconic game franchise. Look closely and you may recognize a few familiar sights from banana peel spinouts to Peach Preparatory, only the true Mario Kart fans can spot all nine clues throughout.

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