German football league Bundesliga puts fans' loyalty to the test

Bundesliga in its latest film organised a ‘loyalty test’ for the fans of various teams in the German football league.
The online film, created by the Belgian advertising agency Duval Guillaume, showcases two fake football agents separately inviting three die-hard fans of FC Bayern Munich, Borussia Dortmund and Borussia Mönchengladbach. They asked them to change their favourite teams and lured them with money and cars.
However, all the three fans denied on the ground that football is about character and passion and not money. Also, changing their loyalty would mean changing their identity. As the fans walked out, they were greeted and cheered by other fans of their clubs thus asserting that true fans are not for sale.
A spokesperson from Duval Guillaume said: “It’s winter break in the Bundesliga which means the transfer window is open. The winter mercato used to be just there, today it has become a hot topic. Where will players go? And for how much money? Think about the Neymar transfer this season. Everyone talks about star players that change colors for money but what would a star fan do? This film puts every fan on a pedestal and really proves that fans have no price.”
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Via: The Drum create experiment to show that money can't buy experiences

Can you put a price on your experiences? Travel website decided to remind us by offering people a (fictional) choice: your memories or a whole lot of money.
In a stunt by the brand, volunteers were asked to take part in a “scientific experiment” and hooked up to brain activity measurement equipment. They were asked to recall a treasured memory about a trip they’d taken. Then, they were asked if they would allow the coordinator to delete that memory, in return for a hefty cash fee. The answer is a unanimous “no.” “What are we without our memories?” asks one guy quite reasonably after recalling an amazing trip to Macchu Pichu.
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Via: AdAge

Pizza Express launches pizza making party to reunite long lost friends

Would you recognise a friend you’d not seen in 50 years? At a surprise-filled pizza making party, Pizza Express reunited some long lost friends and their reactions were heart-warming.
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New Zealanders can help the beach sand shortage…by drinking beer

DB Breweries and Colenso BBDO New Zealand previously empowered beer drinkers to help save the planet with “Brewtroleum,” the 2015 Cannes Grand Prix-winning idea that turned brewing yeast into biofuel. Now, they’ve come up with another eco-friendly idea that transforms beer bottles into a substance that’s in treacherously short supply: sand.
The world, it turns out, the world is suffering from a shortage of sand — the kind that can safely be used for the construction of buildings — so much so that there’s even a black market for it. So in their latest earth-nurturing idea, the marketer and agency have devised a viable substitute for the disappearing resource, DB Export Beer Bottle Sand.
Together, they’ve built several machines that will turn empty DB bottles into sand substitute. Once they’ve finished their brew, drinkers deposit their bottles into the machine, which will employ miniature steel hammers to reduce each vessel into 200 grams of the sand in just five seconds. A vacuum system removes the extraneous plastic labels and silica dust from the usable material.
That, it turns out, was one of the biggest challenges. “Separating plastic labels from the bottles in the crushing process was a real head-scratch moment,” Colenso Senior Art Director Andre Sallowicz told Creativity. “Ensuring the machine wasn’t a trinket but an industrial quality piece of kit was always the aim and we’re proud we achieved that.”
The idea is meant to help reduce New Zealand’s dependence on beach-derived sand for construction projects. DB Breweries is currently in the midst of securinig a two-year deal to supply its sand to DryMix, New Zealand’s biggest bagged concrete producer. The brewery will also be supplying the sand to national roading, commercial and residential construction projects.
“We can’t solve the problem alone but we knew we could do more to help,” said DB Breweries Marketing Director Sean O’Donnell in a statement. “Our ambition is to help drive more recycling whilst looking out for the beaches which are an integral part of our Kiwi DNA. We’re proud to launch an initiative that can help us do our bit to protect our beaches for future generations.”
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Via: Best Ads on TV

Chapman is calling…

Orange is the New Black is a Netflix sensation! The show revolves around Piper Chapman, a girl from “a good family” who ends up at the Litchfield prison for carrying a suitcase full of drug money. Accompanied with a group of inmates, each more magnetic than the next, Piper tries to find her way in this new environment.
For the launch of the third season of her adventures, Netflix wanted to create a disruptive campaign that swells the ranks of the series.
In this campaign, created by brand experience agency Biborg, Paris, they asked the main character to share her daily life at the Litchfield prison.
Through an interactive activation setting up at Les 4temps mall – Paris, France – they connected a phone booth equipped with a camera to a huge and epic 360° screen of 250 sqm named the Digital Dream.
Never used for this purpose up until now, the Digital Dream gave the opportunity for participants to be in contact with the heroine of Orange is the New Black but also reflects users’ reaction while immersing them into the universe of the show.
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Source: Biborg

Penguins of Madagascar Outdoor Campaign sees Penguins Zip Wire across London’s Edgware Road

Film studio 20th Century Fox have launched a bespoke new outdoor campaign for their upcoming animated family movie Penguins of Madagascar. Running from 18th November until 7th December, outdoor activity for the film, which is a spinoff of the wildly successful Madagascar series, includes a major installation at Edgware Road in London featuring characters from the film zip wiring between two Clear Channel billboards.
The installation joins a range of standout outdoor activity being planned and deployed across the country by Posterscope and Vizeum, based on creative adapted by Hoo Ha LTD. The campaign includes static ads across buses and 96 sheet billboards, and digital activity across Waterloo Motion, JCDecaux’s network of digital screens, Transvision and digital escalator panels. Interactive Clear Channel Adshel Live digital posters will also be deployed across the country, which will enable fans to take their photos with characters from the film and share them online via social media.
One of the standout features of the campaign was a very unusual stunt organised by psLIVE, which took place on-board HMS Belfast in late November. This saw some all action Penguins being zipwired from the Fore Mast, across to the Aft Mast, some 200 feet above deck. The Penguins then embarked on a bus tour of London to generate photo bombing opportunities for social media.
Penguins of Madagascar is directed by Simon J. Smith, director of Bee Movie, and Eric Darnell, director of the Madagascar films. Benedict Cumberbatch, John Malkovich and Ken Jeong are among the voices featured in the film. The three films in the Madagascar series have grossed more than $1.8 billion globally, with Madagascar 3: Europe’s Most Wanted, taking in $747 million worldwide when it was released in 2012.
Leia Reuter, Business Director at Posterscope, said: “Penguins of Madagascar is the latest in the family of the brilliantly entertaining Madagascar films, and is set to be a smash hit with both kids and parents this Christmas. We needed to create a campaign that captured both the fun and cheeky spirit of the film’s characters, in a way that would help get the whole family involved. The special build across Edgware Road provides a completely unique experience that families can’t get anywhere else, while the interactive posters help the whole household to share their fun times.”
“The campaign reflects a growing interest from brands in commissioning special builds and building experiential elements as part of their outdoor campaigns. Brands are coming around to the fact that outdoor media is about creating a lasting impression, and that by providing people with a unique shareable experience, you ensure that’s exactly what you give them.”

What’s Next for Out of Home?

Roman Greze, MD of Limited Space, discusses what he thinks is next for the Out-of-Home industry.
Out of home (OOH) advertising has made unparalleled leaps in capability and greater creative thinking, it has the power to captivate target consumers to a higher degree. Innovation and technology have raised the stakes in how advertisers deploy OOH to accelerate and amplify online, social and mobile advertising campaigns by allowing consumers to interact and transact with brands.
The potential of OOH lies in its ubiquity to reach consumers where other media don’t go. When layered on top with screen technology like interactive touch screens, near field communications (NFC), and a host of other advanced technologies like geo-targeting and augmented reality, advertisers can interact, to create genuine, two-way brand relationships.
Outdoor drives a better online search uplift than TV in some sectors, showing a 5.5 per cent increase in travel search terms versus 3.5 per cent for TV and a 3 per cent uplift for insurance keywords compared with TV’s 0.6 per cent, claims The Outdoor Media Centre.
Digital and NFC-enabled sites, or those offering free wifi, have made OOH much more responsive and in real-time. The use of interactive displays has allowed OOH campaigns to tie into digital and online campaigns well. Compared to traditional OOH campaigns, using interactive displays on LED screens and other formats allow companies to increase their chance of conversions by promoting more instant interactions with the customer. LED technology is also expected to play a big part in this shift, as it’s great for viewing from long distances; it also allows for interactive capability and will be implemented across different locations from shopping malls to highway billboards.
Twitter is an obvious choice for putting social engagement at the centre of interactivity. During the curling final at the Sochi Winter Olympics, Cadbury Curly Wurly ran a tactical digital campaign with the catchline: “The difference between a curling stone and a Curly Wurly: you don’t let go of a Curly Wurly.” This was broadcast in real time so that drivers could see the image change while listening to the curling final on their car radios.
Weather is a popular theme that carries through some of the most successful campaigns. Land Rover recently launched their #hibernot campaign using digital posters to engage consumers by encouraging people to get out and enjoy all the elements of a British winter. The brand used the OOH element to provide a ‘reward’ for those engaging with the campaign by using their images on the digital outdoor posters. Ford recently ran a ‘thermal geo-targeting’ campaign where the image that appears on screens changes with the temperature and with rain, sleet or snow.
So what’s next for OOH? Apart from interaction and digital displays there are many strategies being applied online that will soon be helping OOH advertising innovate once again. For example, social media platforms such as Foursquare have already begun letting customers check into displays and receive corresponding benefits. This allows for different deals to be given out at different locations, which relates back to targeting. The use of interactive screens will also allow OOH campaigns to seed further into digital and online campaigns as well. Imagine social media contests and check-ins, being combined with displays in places like shopping centres where brands can directly boost spend. This cross-platform marketing would allow for companies to experience a level of interaction with customers and deliver potential for conversion that’s been previously unattainable for a long time.
The quality of technology has helped boost the capability of brands to target consumers through engaging their senses. Digital screen sites, for instance, deliver cinema-quality digital content, a static full screen surround artwork wrap and full zonal sound audio to fully engage with shoppers through multiple stimuli. Ensuring that the location is on the shoppers’ journey is important here too because they’ll already be in the right frame of mind and be more receptive to entertainment. When a watch brand wants to target shoppers, what better place to elicit engagement than with screens in a shopping mall minutes away from an H.M.Samuel or Goldsmiths?
There is a magical gap between what people expect from OOH and what they experience. Consumers now expect a dynamic experience from their smart phones and televisions but when they see an OOH board they expect the same fixed reality. This is where the OOH market is beginning to change. The landscape is the perfect delivery medium for more bespoke and creative experiences and can fully embrace these new technologies in an age where the value of targeting consumers when their senses are open to movements in ads cannot be underestimated.
Via: The Wall Blog

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