// An amazing curation of the top ads of the 21st century via AdAge led to viewing an enjoyable UGC spot via photographer Josh Maready using a GoPro camera. His video tested the limits of the GoPro product in a creative way. To get the deal on the claim “The world’s best selling wearable HD cameras for sports,” Maready strapped the camera to the bottom of his skateboard deck and hit the streets of NYC. He used the product as the foundation for social channels using consumers’ photos + videos (taken on GoPros) to publish across Instagram, YouTube + Facebook that showcased the product using infotainment / UGC. I was able experiment with a similar concept for a client last year by placing a camera on top of a remote control car to shoot Canadian Auto Show footage from a different POV. Works well.
// The “dîner en blanc” concept was born in Paris 25 years ago. On Sept.17 Toronto + team will host their version of the now international event (40 cities globally). A small number of tickets for DEB Toronto will be released today @ 4 p.m. If you received a phase 1,2 or 3 invite you’ll have a chance to register for select spots. At the very last minute, the dinner location is sent to members who waited for the reveal of DEB’s secret venue. Usually hundreds to thousands, dressed all in white, will meet for a mass picnic in a public space. It’s an impromptu communal dinner (think elegant pop-up picnic). Expect eclectic people, interesting live entertainment, food + culture. Everyone brings their own table and chairs, carrying them through the streets, subway or private shuttle to get to the destination. All alcohol has to be purchased through the DEB online store. Register here. Oh, you can get the doc called “Diner en Blanc: The World’s Largest Dinner Party” on iTunes here.
The DEB doc reveals the true story of how a flash-mob picnic started 25 years ago by 10 friends seeking to have dinner in a forbidden spot in Paris turned into a global event.
// Uber connects riders to drivers through a mobile app (instant luxury taxi service). They recently played with foodie outings by teaming up with the Chefs Feed food app, offering up dining recos directly from top U.S / Canadian chefs. The #UberOmakase campaign contest promises an outstanding night out with coveted chefs like Jason Stratton, owner of Spinasse, Artusi, & Aragona or chef @Robb_Gentile of Buca. One person + one guest join pro chefs in an Uber ride to bring a Chefs Feed experience into a reality. Best part? Very quick & easy. Get the promo by downloading the Uber app in the iTunes Store, Google Play, or m.uber.com, to enter a promo code (like SEACHEF or ChefsFeedNYC) and you’re registered.
// ‘Dropped’ Apr/1: An original partnership between a Seattle-based ad agency and the scientific community inspired scent-based marketing. Brand Drops was announced as the world’s first branded aromatic rain. A biotech marketing sensory tool that can inject custom scents into rain droplets to promote new brand experiences. They even claim to be attending the ScentWorld2014 conference alongside brands like NBC/Universal & Hilton Worldwide. Most creative AF stunt seen in a while. :0)
// Clever & creative partnership from the Beats by Dr Dre brand with UK drum ‘n’ bass band Rudimental recently. The artists produced an interactive experience through collaborative song (“Powerless” feat. Becky Hill) enabling YouTubers to control the video, similar to being at an audio mixing console. The experience, created by Europe’s Droga5, Wilderness & Pulse Films, created six original films built in time with the song using a customized YouTube player. Nice.
// 2013 was so riveting and tumultuous, it deserved a blank for most of it. Neglect aside, creative ideation and campaigns keep flowing.
Love the nearly 3:00 minutes of “Kendrick/Dre, Beats by Dre – Director’s Cut” naturally showcasing branded content for beats by dr.dre, specifically the Beats Pill & Beats Pill XL are on display. The spot features Dre and Kendrick Lamar working through a new track in the studio. The director’s cut of the same commercial gives an extended tease to a new Dre and Kendrick collaboration. I wish more brands released the director’s cut. More interesting and op for exclusive mass digital coverage that threads in enticing PR.
Director: Paul Hunter | Prettybird Co-Founder & Editor: Paul Martinez | Arcade Edit
// Corona Canada hosted one of the largest paint parties in Canada on May/31. Over 1,000 people made a colourful mosiac in an assigned paint zone at Yonge / Dunas Sq to celebrate. Everyone wore white to use their body as a paintbrush and ultimately, create an original work of art. For the less adventurous, you could add to a chalk-drawing mural or even get a Live Mas Fina (Spanish for the finest) tattoo from one of the airbrush artists. The Corona Paint Party was the brand’s first experiential activation of the “Live Mas Fina” positioning it debuted in Feb.
// Baileys Irish Cream partnered with a particular Canadian designer who I recall had an interesting Fall / Winter collection at the 2009 WMCFW, formerly known as LG Fashion Week.
Lucian Matis has come a long way, revealing the liqueur brand’s slick new image in a dress made of broken glass. But, a very elaborate one at that. The dress took 125 hrs and 3 people to put together. It was made of old Baileys bottles and flattened beads and glass. Wow.
The dress is going to be worn on the runway during Toronto Fashion Week. The designs are positioned as “a symbolic nod to the brand’s new bottle style.” The new look embodies a taller & thinner bottle shape than the typical round-bottomed version. Reminds me of the Stella esthetic changes in a few respects.
Juliane Trenholme, MD for Baileys Canada said, “We’ve tried to really echo virtues like being strong, being spirited, being elegant.”
// Voted one of the best commercial spots and well-told stories of 2012. This summer’s London Olympics spot for P&G, a ‘proud sponsor of moms’ found a director that was able to create an authentic way to pay homage to mothers around the world who nurtured high-performance athletes. W + K worked with Babel director Alejandro González Iñárritu to produce the story.
// Last night’s Dîner en Blanc was hosted in Toronto. DEB hosts global inaugural impromptu dinner parties in outdoor venues around the globe. The rain didn’t get down well over 500 guests on the grounds of historic Fort York for a picnic (white attire a must). If anything, it added a more ceremonious atmosphere. You can find out more on Facebook or Twitter.