Ad of the Day – November 11 (Milan)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: DLV BBDO
  • Location: Milan
  • Client: ActionAid
  • Name: Donate Your Profile
  • Category: Social media
  • Why I like it: A lovely initiative that feels like it could easily be rolled out on a global scale.  It’s a delicately balanced combination of the old (celebrities and companies using their captive audience to spread a positive message) with the new (leveraging social media for its ubiquity and viral potential.) Best of all is that there is a story at the core. It’s not explained too well in the video, but the output of it all is the sharing of stories that personalize the benefit of all this activism. Well done, and for a good cause!
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Ad of the Day – October 17 (Buenos Aires)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Woonky
  • Location: Buenos Aires
  • Client: Ballantines’s (whisky)
  • Name: Ballanvine’s
  • Category: Vines, web video
  • Why I like it: It’s the first time I see a brand use Vines effectively. We’re lucky to work in a time where the number of means to get the message out seems to increase every day. There’s always the “new thing”, and since Vines popped up months ago one felt it had potential, but it would be hard to pull off given the format. (Vines is an app that allows you to make 6 second looping videos that can easily be shared over social media.) Here it works because all the variables align perfectly: The idea (mixing great drinks with Ballantine’s is easy), the format (looping 6 seconds make for looping, quick instruction manuals that can be posted and shared) and the brand (a whisky targeting a younger crowd) all mix into a lovely little cocktail: tasty, balanced, and unpretentious.

Ad of the Day – May 6 (Shanghai)

Your daily dose of advertising awesomeness from around the world!

Click image to enlarge22.04 Cannes Crops

01Born Beautiful-Nose_NoTrans Born Beautiful-A-cup

Today’s pick:

  • Agency: Ogilvy
  • Location: Shanghai
  • Client: Dove
  • Name: “Born Beautiful”
  • Category: Print/Online
  • Translation (in order of appearance):

“I am a girl who is yet to join the world. If I grow up to weigh 70kg or more, will you still welcome me?”

“I am a girl who has not yet been born. If I grow up to have a flat nose, will you still embrace me?”

“I am a girl who is yet to breathe. If I grow up with A cup breasts, will you tease me?”

Why I like it: Wow. Many print campaigns stand out for their striking simplicity. Others stand out for their rich, textured visuals. A minority hooks us with a very original approach that we haven’t seen before. And fewer still manage to connect those visuals with a message that is emotional, relevant, and branded. So let’s enjoy this campaign by Ogilvy Shanghai, because it’s a rare, lofty accomplishment that combines all the elements of great print advertising. An original visual idea, featuring beautiful Chinese calligraphy artfully applied to an unconventional “canvas”. Supreme craft, (notice the lighting, the contrast, the texture of the paint against the skin, the grace with which the body is shot.) Add to it an inspiring and thought-provoking message, based on the insight that we are generous with praise for little babies and kids, but far too quick to criticize and judge women for their physical appearance as they grow older. And finally, the delicate balance of conveying a universal message yet delivering it a uniquely Chinese manner. These lovely print ads (and its accompanying online campaign) once again showcase China’s growing ability to produce world-class work for world-class brands. Congratulations to the super-talented team at Ogilvy Shanghai that fought hard to make this happen!

Ad of the Day – March 7 (Athens)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Athens
  • Client: Lacta chocolate
  • Name: “Love in the end”
  • Category: Film (and I mean film as in a REAL film)

Why I like it: What the case study doesn’t say is that the full movie opened last February 14, and it was the highest grossing opening in Greece in the last 5 years, with over 75% of tickets being purchased (ie. not given away for free). Folks, something like this should not be done, or even attempted. Ever. It’s too complicated. It’s too expensive. We won’t get approval from global. It can’t be LINK-tested. it doesn’t directly lead to sales. It takes too long to develop. The client won’t pay for it. We don’t have the expertise. We won’t get the reach. It’s not in the scope of work. It doesn’t fit with the promotional calendar. It doesn’t travel. We won’t meet our required frequency. Our producers are over-stretched. The quali was inconclusive. The factory can’t print the special packs in time. It won’t match the point-of-sale material. The marketing director is leaving. There’s not enough branding. It doesn’t directly address the business problem. It’s not the right season. It’s not in our KPI. It won’t increase eating occasions. The GM doesn’t like movies. The logo is too small. It has never been done before. We’re in a recession. Hell…it’s just too risky. better to just do a proper TVC ad and key visual and move on with our lives, ok?…[SIGH..!] Go ahead, [sigh]….yet again, and draw your own conclusions. Well played, Mondelez & Ogilvy Greece, well played!!

Ad of the Day – November 15 (London)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: DDB UK
  • Location: London, UK
  • Client: VW Golf GTI
  • Name: “Vanishing car”
  • Why I like it: A cool concept, well executed. The clip above is a viral video that started it all, you’re then invited to go check out the rest by going to the VW UK Facebook page, including adventures in the 70s and 80s where the valiant time travelling pilots interact with key moments in the history of this great car (go check these out, it’s the best part!) A cool viral video idea, well shot, that gives you a fun narrative through time while bringing you closer to the VW Golf brand. I’ve always wanted one of these cars, so I was a prime target and I admit I was hooked. Once you’ve gotten someone to interact for 10 minutes with your videos and your Facebook page, it leaves a mark! Classy, fun work from DDB in London. Good on them! By the way, frequent readers of the ad of the day will note that VW has been present quite a bit, with different work by different agencies all around the world. This tells me that VW is doing something seriously right at a global marketing level. Bet you we’ll see the difference in sales…