Free Ice Cream for Your Smile

And finally augmented reality is having a stronger place in our daily lives. The last project was by Unilever and SapientNitro. They’ve developed what they’re calling the world’s first smile-activated vending machine.

The machine uses augmented reality to draw passersby into a branded world — i.e. when one looks at the screen at the front of the machine, one’s face is outfitted with mustaches or so...
After it prompts you to smile, the dessert-vending device measures the wideness of your grin using facial recognition technology, snaps a pic, and, with your permission, uploads that snap to facebook. (Here's the facebook page; Cannes Sapient Nitro’s Facebook Page). Next, you choose the free treat of your choice via the touchscreen and collect your sweet reward. (Treats will only be free at Cannes.)
Simples :)

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Get Naked! Pepsi

We already know that everything's about the World Cup nowadays.
Maradona, the coach of Argentina, said he'll celebrate by running around naked in Buenos Aires if they will win the World Cup. So Pepsi made a good move by saying it will drop its label as well.
Pepsi announced that the company's soft drink bottles will be sold for a week in Argentina with no label if that country wins the World cup.

"If the coach goes naked, we will, too. Pepsi promises."
Agency: BBDO Argentina
And here's the press ad;

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It's All About World Cup

We have met with Vuvuzela's thanks to the World Cup in South Africa. If you still do not know what a Vuvuzela is, and think that there's a big hive next to cameras please click.
And there are more than Vuvuzelas about the World Cup;
1 - Pereira O'Dell's iPhone app: The Pocket Vuvuzela. It's free on iTunes. 

2 -Lego Foosball.

3 -New Record;
World Cup fever pushed the Internet to a new record on Friday with 12.1 million visitors per minute, according to measurements from Akamai. Read the whole story here.

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Small problems may turn into big

A very to the point campaign from Milc, Siena.
"We can help you.
Small problems may turn into big for senior citizens.
Fragile is Siena Municipality’s helpline which takes care of your needs."

Advertising Agency: Milc, Siena, Italy
Creative Director: Giampiero Cito
Art Director: Matteo Scheggi
Copywriters: Giampiero Cito, Matteo Spadoni
Illustrator: Benedetto Cristofani
Photographer: Bruno Bruchi
Strategic planner: Antonio Paolo
Published: May 2010

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Mind The Motorcyclists

I have seen another White Bicycle (called Ghost Bikes) just on my flat's corner in London yesterday. Therefore I'm publishing a new ad campaign from US; Motorcycle Safety Campaign due to similarity.
Advertising Agency: Richter7, Salt Lake City, USA (Published: May 2010)
Executive Creative Director: Dave Newbold
Creative Directors: Gary Sume, Ryan Anderson
Art Director: Ryan Anderson, Copywriter: Gary Sume

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Wow! Nike Write The Future

No words necessary, I think that's the best Nike ad ever!!!




Directed by Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel)
Agency: Wieden+Kennedy

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The Power Of Social Media: KitKat Case

Following Greenpeace's Kit Kat Killer campaign; a new press bulletin by Greenpeace just released now;
"Food and drinks giant Nestlé to stop using products from rainforest destruction
Nestlé, the world’s biggest food and drinks company, announced today that it will stop using products that come from rainforest destruction. The move follows a two month Greenpeace campaign that exposed Nestlé’s use of palm oil in products like KitKat..." Click to read all.
It is a clear conclusion demonstrating the power of social media and its players' that is you, me, or anybody who is a blogger, who has a facebook/twitter account(s)... Did we just do something really beneficial, environmental, something good just by tweeting, blogging and sharing!! Well-done everybody! :)

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Adobe Loves (?) Apple

Is it just me, or that battle between Apple and Adobe is becoming more and more interesting? If you are reading any newspapers or following any blogs, or simply living on earth, you should have heard about the responses and media bulletins between two giants. Click to read Steve Jobs' and Chuck Geschke, John Warnock's (Adobe's Cofounders) latest statements.
Here's the last Adobe newspaper Ad about the html5 vs flash battle against Apple.

Generally people find html5 easier to use, and think Apple will win, others think Adobe will be closer to Microsoft in the near future. And the battle will be bigger and bigger becoming a battle between Apple and Microsoft.
Anyway we'll wait and see. By that time html5 is a must to learn for some of us... Below are some books to start. Any other suggestions or comments?

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Use the poster to build yourself a chair; Kit Kat

Kit Kat had serious PR problems after the Greenpeace's anti campaign. But it seems the brand works hard to make the whole sad story disappear from our minds.
JWT New Zealand created this new way to "Have a Break." for Kit Kat. Posters hung to turn into a chair outside a concert venue. A good way to support brand's tagline "Have a break"
That'a great implementation which unifies the brand and make it more tangible in users' lives. Watch the video below;

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Plagiarism?

That term is on my vocabulary since I've started first my advertising career and also my MA degree. However this time John Lewis is dealing with it! The ad agency of the new John Lewis ad is Adam&Eve is accused of plagiarism for their last ad that made people cry;

That one is considered more than similar; an ad for Calzedonia, Italy made in 2007

What do you think?

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Let Darth Vader be Your TomTom Voice

What a brilliant idea! Now I wouldn't mind to stuck in the traffic, thanx to TomTom's fun and creative voices. I should admit Darth Vader is my fav!!!

Find Darth Vader's recording for TomTom GPS - behind the scenes below;


Ah and if you wish to buy it click here.

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Warburtons Ad Campaign

Is there a competition going on between bread brands to have the least meaningful ad? We have already had a detailed look to Kingsmill previously, about how having confessions about  bread was difficult to create a meaning in customers' minds and to react. Can read here in detail.
However Warburtons has raised the bar of meaninglessness in bread market with their new TV ad.
If you wonder what the music is; Parachutes / The Motorcade from Air Force One by Jerry Goldsmith.

Brand's website may look ok if we were in the early 2000s, no interactivity, but if you are keen to find out the product range it's easy to follow...
Any comments on that one?

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A fantastic case - the future of advertising

Please watch until the end, such a brilliant case study'ish ad from Swedish Dagens Industri, a financial newspaper.
Credits: Advertising Agency: Storåkers McCann, Stockholm, Sweden
Art Directors: Henric Almquist, Patrik Reuterskiöld, Max Hansson
Copywriter: Martin Johansen
Published: April 2010

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Your Nike, Your Music Instrument

How cool would it be if you could make music with your Nike shoes? Not all Nike's unfortunately but the ones that have been played by HIFANA for Nike Japan Free Run+ can. The project is a collaboration by W+K Tokyo, GROUNDRIDDIM and Rhizomatiks (Sound programming), digital creative house. Just watch the genius project below;

And below is how it was done:

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The Sunday Times: Rich List

Here are the print ads for The Sunday Times' Rich List and the agency credits.
Advertising Agency: CHI and Partners, London, UKExecutive Creative Director: Ewan Paterson
Creative Director: Mickey Tudor
Creative team: Matt Collier, Wayne Robinson
Retoucher: Smoke and Mirrors
Typographer: Dan Beckett
Account Manager: Ben Etheridge

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Catch The Goodies, McDonald's

A good interactive execution from DDB Stockholm for McDonald's: Catch the Goodies. Get the Goodies. A simple one an absolute call to action with a good fun factor in it. Catch the image on the billboard with your mobile and get that product for free at McDonald's just by showing the picture. Watch the video below.
Agency: DDB, Stockholm
Client: McDonald's
Executive Creative Director: Andreas Dahlqvist
Copywriter: Magnus Jakobsson
Art Director: Fredrik Simonsson
Production: Johanna Karsten
Production Manager: Lina Tuikka

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A Great Print Ad with Superheroes

This one comes from Russia. Smart, clear, has the fun factor and right to the point.

Brand: Stroy Master
Message: Soundproof windows
Agency: BBDO, Moscow, Russia
Superman:

 Spiderman:

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A free Trip to International Advertising Festival in Cannes?

If you are an ad creative, artist, designer or student under 30, then it's your chance to win a free trip to Cannes for the International Advertising Festival. If you have ever been there you would now that it's an event not to be missed and if it is for free, no need to add any words to that!
How? Just design a cover for Ad Age's Global Issue. Deadline: 7 May 2010
All other details can be found here.

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Thinking Out Of The Box: Puma Little Clever Bag

We will have new bags from now on, if we purchase any Puma shoes. Puma's new little clever bag saves a million tons of water, millions of mega joules of electricity, and reduces Puma's CO2 value by 10 tons. So yeah it's a sustainable step. The agency; Fuseproject. You may like to check their website if you're into design. And if so you must have heard of Yves Behar.
And it looks nice as well... This should be literally thinking outside the box! Watch it below;

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Millions of ways to tell a story; Philips

Brand new campaign from Philips; Parallel Lines. The tag is "There are millions of ways to tell a story. There's only one way to watch one." You can find other 4 films at Philips' website.

Btw; this one is a follow up of the Carousel. If you do not remember the great clowns crime watch below;


Full Credits (Parallel Lines):
Agency: DDB, UK
Client: Philips Parallel Lines
Director: Carl Erik Rinsch
Creative Director: Neil Dawson
Copywriter: Sam Oliver
Art Director: Shishir Patel
Agency Producer: Lucinder Kerr
Agency Producer: Natalie Powell
Business Director: Neill Rob
Digital Agency: Tribal DDB Amsterdam
Production Company: RSA
Media Agency: Carat Worldwide
Media Planner: Paul Owen-Richardson

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New Ways To Make Money on Facebook

Do you have a facebook account or a blog? Do your friends eat pizza? Then you can generate some income via your friends' domino's pizza orders!
It is so passé if you still believe the only way to have some additional income is via banners or Google Ads. The new widget by BLM Quantum lets facebook users or bloggers to add the widget on their own pages and 0.5% of the amount ordered shall go directly to the owners' account. That easy. We have to wait unfortunately a little more since the widget is still on test process...

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Waiting for iPad

Still waiting for iPad to arrive in UK (Some of the rare moments that I wish I lived in States). Even though iPad is thought to have sold around 700,000 in one day, I still hear people saying that they cannot understand the big deal of it. So please let me give some facts about it;

• iPad's announcement generated 177,000 tweets in the 1st hour alone according to data from Trendrr.com
• MTV Networks is developing a "co-browsing app meant to be used while watching live TV" which means good news for multitasking TV watchers (via AdAge)
• Some people were paid $18 per hour to wait on the iPad queue for some "I'm too cool/busy to wait on a queue" people in US. (via Sunday Times)
• If you were a student in Seton Hill University in Greensburg, Pennsylvania, you will receive a free iPad. So you do not need any paper or pen to take notes, and the textbooks are ready to download with your lovely gadget! A brand new facility for education!
• We will have interactive books, and I think it is good news for writers. A brand new area to discover, no need to print anymore. Instead find a designer and here you go! In my opinion the publishing sector will change from scratch.(Think about the first mp3s, napster and the music industry now)
• Many magazines, newspapers already have their iPad edition (Time, New York Times, GQ, Wired, Men's Health...) Imagine you are not ought to go to the newsagent in a rainy Sunday morning! (Unless you do not have an iPad for every household ;) Also no need to wait for your favorite magazine every month! And the interactivity factor is quite important as well, isn't it :)

It is of course literally big for your pocket but isn't it a problem to read or play scrabble on your little iPhone screen? It doesnt have a USB, or a camera or does not support flash? iPad is not a replacement, I will not say goodbye to my MacBook after hopefully having my iPad. iPad will be my book, my translator, my music store and player, my game console, my notebook, not my camera obviously...
Let's wait and see the change in every sector iPad touches.

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The Banner That Sucks

Sick of bad cookies? Here's your solution; :)

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Some More Augmented Reality

Augmented Reality is one of a number of new technologies that are going directly into our daily lives in 2010.

A Happy Passover Video from Saatchi&Saatchi Israel; Augmented reality on a Matza.

A great implementation from AID-DCC & Katamari was to celebrate the new year (2009)

I still have people asking me about what real life implications of Augmented Reality can be. Here's an example from Sweden;

To read previous AR posts on Fitloose please click.

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How Do You Show Support For Someone Who Can't See?

What a beautiful project from Australia;
Clemenger BBDO, Melbourne created a unique fragrance, Support Scent, which, when worn by a person would make those with impaired vision aware of the support they are receiving, via sense of smell.

The agency teamed with Australian cosmetics brand KIT cosmetics to develop the scent, with all proceeds benefiting Guide Dogs Australia. Check the spot below;




Full Credits:
Agency: Clemenger BBDO, Melbourne
Client: Guide Dogs Australia
Excecutive Creative Director: Ant Keogh
Interactive Creative Director: Damian Royce
Creative: Tom Martin
Creative: Julian Schreiber
Agency Producer: Sevda Cemo
Agency Project Manager: Sevda Cemo
Interactive Producer: Sam Hodgson
Date: Mar 17, 2010

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Scream As Loud As You Can!

Sometimes all you need is some inspiration. I'm quite sure that "Big Screams" that was created by Elie Zananiri, will be your remedy! The idea is simple scream until you push everyone else off :) Nice project.

Control a character on screen using your phone!
Scream as loud as you can to push everyone else off and be the last one standing
Big Screams was presented in the Big Screens show at the IAC Building on December4 2009. Watch the video for the rest.

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How To Destroy Ur Brand With your Own Fingers; Nestle

Nestle is the new anti-hero of online social media nowadays. It all started with the Greenpeace's anti Nestle (KitKat) video this week (embedded below), that is to target the company for poor environmental practices relating to the use of Palm oil and deforestation issues. The subject became the storm of user comments and attacks via Twitter and Facebook in a very short period of time. And as a result, people started to change their profile pictures to Killer Nestle logos. As a result of this big social revolt, the brand panicked and they started to act with a hostile approach to deal with the situation; they started to delete people's comments and posts with Nestle Killer logo on their facebook fan page.
Here's their public announcement; "...please don't post using an altered version of any of our logos as your profile pic - they will be deleted."

And after observing people's reactions, the brand changed its opinion again and had a step backwards.

It is such an interesting case to follow from now on. The brand still has more than 92 thousand facebook fans, I wouldn't be surprised if tomorrow the brand has only their employees as fans which shall not be more than a thousand.
And of course we should give Greenpeace the credit for that successful campaign as well... They also added a page on their web sites, where you can write to the CEO of Nestle.


Have a break? from Greenpeace UK on Vimeo.

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Kingsmill Confessions, hmm??

How to react if your campaign is not going well? To close your eyes, ears and continue like nothing happened and everything is perfect, or to reconsider it?
Kingsmill is the perfect case to follow from now on; they launched the £11m ad campaign "Confessions" in September 2009 in UK. After the launch, Kingsmill Marketing Controller Michael Harris stated that; "The new creatives, not only represent one of Kingsmill's largest ever investments, they also reflect our understanding of the modern day family. We’re confident that these new creatives, showcasing cheeky family fun, will reflect the Kingsmill brand personality, and achieve strong cut-through and differentiation within the market. The campaign will extend well beyond TV advertising into other media. For example, online at www.kingsmillconfessions.com, where consumers will be invited to share their own confessions and listen to other peoples."
Ok it looks like a regular speech from the marketing team of a brand in case of a launch/relaunch. First watch the creative below if you haven't seen the ads yet;

But it seems that the audience didn't agree and not responded to the campaign, or if responded not in a good way. Kingsmill brand personality seems to be out of fashion or boring according to online comments of "the modern day family" or its members. The last but not the least launching a web site that does support your TV campaign does not mean you are going online. Going online means much more than having a specific web site about your product/campaign... Just to state some realistic numbers;

• The campaign still goes on and the confession videos uploaded to Youtube is less than 20.(It's been 6 months now)
• The alexa ranking of the campaign web site is really really low.
• 3 anti groups against Kingsmill's new campaign with a total of more than 200 fans on facebook.
• No pro groups about it.
• Not much tweets about it.
• The blog coverage about the campaign is generally not positive.

And the campaign still continues which obviously have a negative effect on brand's reputation or no effect at all which, may be considered worst...
I will be following this campaign and its results, follow fitloose...
Drop me a line if you have any comments below.

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Kogi BBQ; A Success Story

You must have noticed that I participated to Socialmedia world forum europe this week. One of the speakers mentioned about american Kogi as a successful social media user brand. And of course that caught my attention immediately. A little bit late but better than never.

Kogi's founders are named as social-network entrepreneurs.
How it happened? They bought a taco truck, created a perfect menu by combining Mexican and Korean cuisines, and used twitter to reach their audience and to create a huge amount of loyal followers (Now: 58,320). It sounded unbelievable? So see with your eyes below; (Click to follow Kogi on Twitter)

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#smwf Live; Alex Miller, Head of jam

Social Media is out of control!

So many facebook apps but;

Kingsmill Confession campaign just didn't work. (Thanks someone said it out loud:))
And how their experience with next ended up to be a success by asking the right questions, building better relationships with customers, listening to feedback, measuring effectiveness... Below is the brief slide;

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#smwf Live; Trevor Johnson, Head of Strategy & Planning, EMEA, facebook

The World's gone social.
Farmville; you have got real farmers who are playing virtual farming game (Farmville) on Facebook.
Starbucks is the biggest brand with 6.1million of fans on Facebook.

Facebook is a platform.

Burglars on facebook.
Social changes everything.
The first banner from 90s. 

Facebook pages are about publishing. So brands have to change their point of view to facebook.

80million active users of Farmville.

The virtual economy will worth 160bn

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