// I have to say, maybe pure and illicit stress is the result of increased sales of the ready-to-drink beverage, Emergen-C , lately. Product sampling and a low cost helped Emergen-C’s marketing strategy to better connect with consumers during recession. A success sin a rocky economy because of a recession-friendly price point of as low as 49 cents a packet or $10.99 for a box of 30. The brand is still working with lead creative agency of 3 years, Karlen Williams Graybill Advertising, New York.
Interesting fact: Emergen-C’s latest flavor, Acai, is one flavor in the shipment of 700,000 packets that will reach the US Armed Forces.
// Amnesty International Switzerland created multi-award-winning poster campaigns for human rights abuse. They are in your face and may cause wincing. The campaign was created by Zürich based advertising agency Walker (the world’s smallest ad agency), put out 200 posters that show scenes of human rights abuse from around the world. Pius Walker, the Swiss who took on the campaign’s art direction, copywriting and overall creative direction, says ‘Advertising for touchy subjects doesn’t profit from exaggeration, what was needed here was the simplest truth being told in the simplest way. Something no one can argue with is harder to ignore.’ The ads were created using images taken by reporters who had actually witnessed the scenes & could record the abuse as it happened. The images were then juxtaposed with local background images.
// I admit I probably spent the least time attending Pride events this year than the previous four…life happens. The video above showcases a slice of history. Pride 2009″ in celebration of GLBTQ pride and the 40th anniversary of the Stonewall Rebellion, the birth of gay pride. This weekend will be an exciting and promising party in Toronto (no doubt Michael Jackson will also be celerated as an inspirational artist). Good to hear that TD Canada Trust has renewed their commitment for all the events (one week total). TD signed on as the festival’s Premier Sponsor for a three-year term, beginning in 2009.
// Saatchi & Saatchi took a new low key turn in its introduction to the 19th Annual New Directors Showcase at Cannes (recession?) by bringing up and coming director Marc Price on stage to recount his experiences as a newbie who pulled off a near miracle. Price was the talent behind Colin, the zombie movie that gained tons of buzz earlier this year on the same Croisette backdrop at the Cannes International Film Festival. Apprently the budget was 70 bucks, Price said it was actually $70 more than the real amount he had to make the full-length feature…look for more on the lineup here.
// I came across the winner of the Cannes 2009 Cyber Grand Prix for the viral category. Pretty impressive, 42 Entertainment started the viral marketing campaign using the film’s “Why So Serious?” tagline. It became a true multimedia experiment with over 10 million particpants in over 75 countres that played across hundreds of web pages, interactive games, mobile phones, print, email, real worl events, video and unique collectibles. Play the video & see for yourself.
// Have a break, have an edible postcard? Interesting, Nestle’s Kit Kat & JWT Japan, wins the Media Grand Prix at the 56th Cannes Lions International Advertising Festival. AdAge reports: “JWT was struck by the Japanese translation of Kit Kat -Kitto Katso means “surely win” – and the tradition of sending students good luck wishes before they take tough higher-education entrance exams. So Nestle partnered with Japan’s postal service to create “Kit Kat Mail,” a postcard-like product sold only at the post office that could be mailed to students as an edible good-luck charm.”
// The M&M Awards started in 1990 and are now under the ownership of C Squared. The awards will continue to spotlight the roles to ensure brilliant communication of advertising messages through international media. Here is a slice from M&M’s site:Where consumers, brands and businesses are increasingly interconnected, regardless of National borders. The M&M Awards recognizes the International coordination behind planning and execution of these International messages and reward the agencies, media owners and clients involved in creating truly exceptional, effective and innovative media communication. Interested? Enterhere
// Taxi opened Taxi Europe in Amsterdam last month. AdAge reported that Toronto-based Taxi began its search into Europe long ago, considering four cities: London, Barcelona, Paris and Amsterdam. The agency’s visit to Amsterdam spoke to Taxi because it is a “charmingly bohemian, English-speaking city, a diverse population of 750,000 representing some 200 nationalities, top-notch creative talent, a premium on work-life balance and of no small matter in these economic times, relative affordability and attractive tax breaks”. Phew…only a few factors but I think culture would be the most important consideration from a talent perspective (my partner is half-dutch too…).
// Rethink managed to put together an interesting evening to raise awareness and dollars for breast cancer this year. Prohibition – Glamour Goes Underground was proudly pronounced as the statement at the front entrance. I especially enjoyed the roaring 20′s themed “stations” where ticket holders could try everything from a 20′s hair and makeup overhaul to fit the theme to a skincare bar. My favorite part was taking shots of all in costume at the Gibson photo booth (photographer was impressionable in top hat and suspenders) where guests could wear feather boas and beadsand a phrase book with saucy sayings from the era. A very creative experience overall. Great work.
// I found this piece of noteworthy info today in my inbox. CMDglobal is preparing for acomplete transformation. The company spent 4 yrs building a slew of great creative brand related case studies. Here is more on the changes, CMDglobal has invested heavily in a next-generation online service, Cream, which will replace CMD at the end of this month. Building on the repository of case studies we have from CMDglobal.com, the new site will also feature daily news and analysis, ‘How to…’ guides, expert opinion, reports and industry research. Cream will enhanced search function, more video and community tools for ease of sharing marketing insight. There will also be a number of new tools including the Creativity Index, which benchmarks agencies according to their creative output and a Competitor Tracker, which allows users to gauge the quality of media innovation and engagement within rival brands.
