Monday, September 19, 2011

Dodge Journey

Dodge has created what they call 'the first search engine for the real world,' the new Dodge Journey crossover. In order to get people off the web and into the real world, they've hidden three of the new Journeys somewhere in America (one each in somewhere on the West Coast, Midwest, & East Coast.  The premise is simple...if you can find it, you can keep it.

The campaign was created by Wieden+Kennedy and kicked off with this commercial, as well as additional commercials for each region where a Journey was hidden.

Clues are given to participants via videos on their Youtube channel and the region specific TV spots for each hidden Journey.  The channel also includes a nice social stream integration, allowing participants to share clues and see official/messages from Dodge.  Each video clue also highlight specific features of the journey and includes other product messaging.  While the idea of a scavenger hunt is nothing new, I can't recall seeing a similar online/offline blend in a campaign prior to this.  Really nicely done.

The first two have been found, with the next set of clues to be revealed for the Dodge Journey hidden somewhere on the East Coast on September 24th.  Check out the Youtube channel here.

Supporting Articles: AdWeek | Creativity | AgencySpy

T-Mobile - The Parking Ticket

T-mobile is back with another great spot, the latest in a long string of hits created by Saatchi & Saatchi.  The Parking Ticket was developed to support of the launch of T-Mobile’s new plan 'You Fix', which T-Mobile says is ideal for customers who want to control their mobile phone expenditure.  The two-minute spot debuted this past Friday on Channel5 and is now live on Youtube with an updated channel to promote the new plans.  The tagline around the campaign is 'Nobody Likes Nasty Surprises.'  What better way to illustrate that idea than enlisting fake traffic wardens to unreasonably give out tickets to unsuspecting drivers, all the while documenting every interaction by hidden camera (not unlike the NAB Honesty Experiments).  Drivers then discovered that the authentic looking yellow parking tickets actually contain a £5, £10 £20 or £50 note and a good day message from T-mobile.

Check out the spot and the updated Youtube channel here (as well as a nice use of external annotations at the end of the video driving interested users to either Facebook, the You Fix page, or Twitter).

Supporting Articles: The Drum | Campaign | Daily Mirror

ByTuren - Is It Time To Get Home?

Rough night out drinking?  Ever wonder what really happened on an ugly night out?  Maybe it's time to get home.  That's the hilarious message in this campaign by Bocca for Danish night bus company, Movia.   The interactive video, multi-layered video (sort of like the campaign a year ago from Nokia France) aims to show the difference between the perception and reality of a night out.  Move your mouse over the movie to see what the characters think they look like vs. the reality of being a drunken idiot.  Hilarious stuff, though it makes me terrified of what happens when life-logging devices inevitably make their way to market in a few years.  Too bad this was done on a campaign site rather than a Youtube channel, but that could be because Denmark has not yet launched for advertisers.

Check out the campaign site here.

Supporting Articles: It's Nice That | Creativity | Adverblog

The Museum Of Obsolete Objects

Sadly, as our daily lives become more and more digital some things fall by the way side as they are replaced by newer, «better» devices.  Let us not forget those fallen appliances, tools and gadgets and relive those bygone times by taking a visit to The Museum of Obsolete Objects. Step inside to step back in time!

That's the message presented by creative agency, Jung Von Matt, in the intro to the Museum Of Obsolete Objects.  The Youtube channel is both a shrine to gadgets of yesteryear and an impressive showcase of the agency's considerable talents.  So have a play around, slide the timeline and click on an object to see a video history/explanation, or suggest an object of your own to be added into the museum.

Check out the Museum Of Obsolete Objects Youtube channel here.

Supporting Articles: The Atlantic | TNW

Heineken Legendary Football

Wieden+Kennedy has launched the Heineken Legendary Football campaign to promote Heineken's association with the upcoming UEFA champions league season.

The films aim to showcase how the UEFA Champions League, the world's most prestigious and high-profile club competition, and Heineken, the world's leading premium beer brand, combine to create spectacular artistry that fans around the world can enjoy.

The campaign is centered around two films featuring Champions League legends Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud van Nistelrooy, who have chalked up 350 combined UEFA champions league matches.

The most high-profile edits of the films are two 30’ television advertisements, supported by a series of break ‘bumpers’ that will be broadcast in over 180 countries worldwide. The ‘Opera’, the first of the two endorsements, revolves around a compelling moment as Seedorf lines up to take a shot at Buffon, filmed in the stunning setting of a beautiful European opera house. The second video, ‘Pantheon’, takes place in the more historical, spectacular setting of an ancient Roman gladiatorial ring, where Vieira and Van Nistelrooy compete to win a header at Adler’s goal.

In a nice touch, the Youtube video features annotations interspersed throughout, creating an interactive, rather than linear, way for fans to experience and explore the the spots, bumpers and additional content.

Of course, the real digital activation is around the Cannes Lion winning Heineken Star Player mobile/Facebook app that will be available for all UEFA Champions League matches this season.

Supporting Articles: PopSopBrand ChannelAdverblog

Monday, September 5, 2011

Chipotle - Back To The Start

Chipotle is a Mexican food chain that believes in food with integrity and focuses much of their messaging on their commitment to sustainable agriculture and quality sourcing of ingredients.  But how do you get the public interested the evils of industrial agriculture and the benefits of organic farming?  In this case, they've teamed up with country legend Willie Nelson and Irish animator Johnny Kelly to produce a beautiful animated video that showcases Nelson covering Coldplay's 'The Scientist.'

The video, called 'Back to the Start,' tells the story of a family farmer who decides to change his farm to an industrial animal factory.  After disastrous results he has a change of heart and goes back to being an organic farmer, freeing his herds of animals and recreating his farm.

It's a match made in heaven as Nelson is the president of Farm Aid and has long supported farmers and sustainable agriculture.  'We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it,' said Steve Ells, Chipotle’s founder.  Chipotle has aso established the Chipotle Cultivate Foundation to commit itself to creating a more sustainable and healthier food supply, raising awareness about food issues.  Nelson's cover of Coldplay's song is also be available on iTunes, with $.60 of each purchase going towards the Foundation.

Additionally the video is being shown in 5,700 movie theaters starting in September, to promote the ideals of the Chipotle Cultivate Foundation.

UPDATE: Chipotle has published a really nice behind-the-scenes video on the making of 'Back To The Start' here.

Supporting Articles: Creativity | Brand Channel | Globe & Mail

IKEA - Happy To Bed

I love this new gadget developed by Cake for IKEA UK.  It begins with mimicry asking users what they'd do if they could wipe the slate clean in their bedroom, what would it take for you to go 'Happy To Bed'?  After the mimicry, users are invited to create a bespoke experience by connecting with Facebook & then create a circle that shows who's in your bedroom (are you a couple? a family? single?).  The gadget then renders a  personalised 3d model of what your bedroom could look like, ie. 'Everything You Need To Go Happy To Bed'.  The rendering takes place using your Facebook status and wall activity, a clever little way to keep you engaged while the gadget builds your ideal bedroom.  The bedroom pulls in photos from Facebook and puts them in frames on the wall, further personalising the experience and the virtual tour showcases various products, allowing you to change colors as it takes on a walk through of your new bedroom.  Once the experience is complete, you can create a shopping list of items or click directly on hotspots (using external annotations) throughout the virtual bedroom to purchase directly on IKEA's site.  Just a really nice execution that shows off the creative potential of the Youtube platform.  Have a play with the gadget yourself!

Supporting Articles: Inspiration Room | Coloribus | Digital Buzz Blog

The Rap Beatbox Choir

Throughout the summer Channel4 has been running Street Summer, a series of programs that explore the influences shaping urban culture.  While maybe not the best timing in terms of the riots, the series aims to provide a showcase for UK talent in different areas from dance to urban sport to graffiti to music, etc.

One part of this is the Rap Beatbox Choir developed by Fresh One and Numiko.  The YouTube gadget encourages members of the public to audition for a spot in the world’s biggest virtual Rap Beatbox Choir, with the final edited video being shown on Channel 4 in October:

The Rap Beatbox Choir needs rappers, beatboxers and singers to come together to perform ‘We are the People’, an original track made completely by the human voice. No instruments. 100% acapella.

Users select a piece of music, select a part of the track to perform, then upload a video that's in tune and tempo.  There's also a solo spot on the track up for grabs for the more ambitious/talented folks out there.

Check out the Street Summer Youtube channel to see it in action.

Supporting Articles: TheFWA | SBTV | The Drum

Levis Roadwear

Travel through the latest denim collection with Mermonkey, the fictional band that takes center stage in this campaign from Levi's.  The campaign site demonstrates a really innovative use of the Google Maps API, turning the denim collection into the continents/terrain of the story and allowing users to navigate through the narrative as though it were turn by turn directions.  Contagious can explain it better than I:

Levi's has created an interactive site for users to explore its latest collection, utilising the functionality of Google maps to take users on a cross-country road-trip. The journey follows three band members across the country, tracking their momentous occasions through video, images and short blog-style posts. The twist is that the locations on the map aren't real and the continents are actually giant denim jeans... it sounds strange, but it somehow works.

Douglas Hamilton, copywriter from BBH Asia Pacific, who created the campaign said; 'By navigating the rips and stains on the denim, you could unlock the stories that lie behind each and every mark. Traverse each of the 'continents' and you'll piece together the story of an aspiring band and their ups and downs on the road to fame and fortune'.

Supporting Articles: Contagious | The FWA | Adverblog

Cadbury's Augmented Reality App

Media first!  Media first!  Cadbury's, in conjunction with Blippar, have launched a new augmented reality app that's activated via the chocolate bar packaging.  Users download the Blippar app (the company bills itself as 'the first image-recognition mobile platform aimed specifically at brand-consumer engagement'), and simply point their device at a Cadbury product.  An intro screen launches explaining the Qwack Smack game which users then play for a chance to win various prizes, etc.  The game itself lasts only 30 seconds, but it is fun. You basically tap as many quacking cartoon ducks as you can, as they emerge from the chocolate bar on an augmented-overlay on the screen.  Unlike some of the other augmented reality apps we've seen, this one feels a little bit more of a natural fit.  I can definitely see potential in using consumer packaging as the vehicle for AR experiences, at least more so than print ads, particularly if there's a strong incentive model built in (ie. win free stuff for the daily high score, etc.)

Sonia Carter, head of digital of Kraft Foods, said: "We loved blippar from the moment we saw it in action. We were blown away by the technology and we're certain consumers will be. With one in three UK adults owning a smart phone the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses."

She continued: "It doesn't seem all that long ago we were all marveling at what QR codes could do but blippar's ‘markerless image recognition' technology takes the experience to a whole new level."

The partnership between blippar and Cadbury has allowed the augmented reality app company to launch its platform by placing engaging demonstrations of their technology on every street corner in Britain - wherever confectionary is sold.

blippar CEO and co-founder, Ambarish Mitra, commented: "We are thrilled to work with Cadbury as launch partner to demonstrate a gaming experience using its product packaging. The implications are enormous and we look forward to being at the forefront of delivering compelling AR experiences for users with other exciting brands."

He continued: "Image-recognition enabled augmented reality is far from a ‘gimmick' and will fundamentally change how consumers interact with their favourite real-world brands. blippar has been built to bridge the gap from physical to digital and enable real-time interaction in mobile situations."

The blippar platform will also offer ‘blipps' on everyday objects - from your oyster card through to your newspaper - and is set to grow to 1000s of listings via multiple brand partnerships in the pipeline.

Supporting Articles: The Next Web | Popsop

Easton - Ultimate Batting Practice

OK, ok...the whole real or fake viral is getting a bit tired, but I'm a sucker for these and since I love baseball I couldn't help but include this video from Easton (a baseball bat manufacturer in the US).  Apparently the public isn't sick of these either as it managed to stimulate a fair amount of 'is it real or is it fake?' debate.  It just shows there's still some life in this genre provided it's done right (not too much product placement, not overly polished/produced, etc.)  After racking up a couple million views for the Ultimate Batting Practice video, they've now released a second video as well called Skeet Ball:

Granted I'm not debating whether it's real or fake, but they are both nice pieces of branded content and something that myself and other baseball fans are willing to share around.

Supporting Articles: AdWeek | Trendhunter

BONUS: Texas Armoring Product Demo

We always hear talk about standing behind your product but t his video from Texas Armoring Company takes dogfooding to a whole new level.