Volkswagen // making the most of Facebook photos.

A simple yet clever idea from Volkswagen and intuitive response to how users interact with the Facebook platform. Introducing the Volkswagen Ticari Araç Facebook Flipbook.

  

By uploading 201 consecutive photos into a Facebook photo album on the Volkswagen Ticari Araç page, you need to simply hold down the right 'next' button in the viewer to watch the Ticari Araç as it drives through the desert terrain, over a jump, across a bridge and through a town in a continuous loop.

  

  

Such a simple idea that really takes me back to my childhood, proving that often simplicity is best. With 237 Facebook shares it appears the message has gotten fairly well around as well.

HTC 'Freefall' // an extreme execution.

First of all, it's a bit mainstream for me. The build-up towards the 'lights, camera, action' moment and slow pace of the frames as they fall. Not to mention the voice-over narration that comes in to explain the difficulty of the feat they are trying to achieve. Yes, yes, okay we get it.

I am used to being shown things that appear 'impossible', is that not part of the magic and purpose of the mediums of TV and film? What cannot be ignored, however, is the absolute perfection and extremity captured in this impressive execution. What we see is a big idea, one that takes us all the way into the sky and the extreme activity of skydiving. One that certainly would have involved significant investment too. The message itself is pretty impressive as well, that is if I can manage to put aside my general predisposition that TV adverts are constructed. If I can truly believe what I am being shown it would be quite amazing to think that a phone could capture such high quality.
 

 
Or can it? I haven't actually seen the results, just a quick frame in the well-designed clip. What would be interesting is if this campaign was carried through into social media and given a transparency that helped me overcome this barrier and believe that it truly is real.
  
I can't quite make up my mind about this one, a wonderful piece of work with great potential. I'm just not sure it fully reached it.

Coca-Cola // getting personal a great success.

I've spoken about this Australian campaign in a previous post and it's nice to see it getting some media coverage in its post-analysis evaluation too. The success of the campaign is impressive, effectively gaining attention and initiating trial of Coke through the personalisation of the Coke packaging. The intrigue of finding your own name or that of your friend's on a Coke bottle or can also carried well into social media. The idea behind the Coke campaign, the personalised bottles and interactive online app, were shared throughout social media as people were caught up in the buzz and excitement. Very well executed and it all started with a bright spark of an idea. A great example.

This is a campaign I really did enjoy and it's great to see the results. I re-trialled Coke for the first time in years, and it appears I wasn't the only one.



You can see all the results in this great case study.

IKEA // innovation in the kitchen.

It must be said that IKEA have truly led the furniture advertising world both in the simplicity and effectiveness of their traditional advertising and in their use of new media initiatives. IKEA are known for their quality affordable furniture and expansive range, but what is most impressive is their ability to understand and to relate to their consumer, to make the online and mobile experience with the brand both interactive and fun.

Recently, IKEA created a very clever and interactive idea using the most of technologies to create an engaging video game space for users. The video app is embedded with a narrative that can be experienced through a number of different characters' viewpoints (including the fish and dog) and putting the audience in charge of their own exploration. IKEA were able to highlight their IKEA solutions in an interactive way, allowing users to pull up information on pieces of furniture by clicking on them.

I also enjoyed this 2010 augmented reality campaign from IKEA that allowed users to visualise how new furniture may have fit into their home through the use of an app and their phone camera. The challenge was to overcome people's barrier of not being able to visualise how new furniture may fit into their home. The solution, visualise to your heart's content with the IKEA portable interior planner app.

Simple yet clever, brilliant.

 

  

'Museum of Me' // Intel finds a social connection.

A very clever idea from Intel to display their digital expertise through a social media and interactive video campaign.

The app takes all your Facebook data (name, friends, pictures and words on your wall) to create a personalised 'Museum of Me' designed to show "a journey of visualisation that explores who I am." A personalised visualisation of everything that makes up your online social identity on your Facebook profile. Intelligent, creative and engaging; even with minimal branding this app enabled the Intel name to be carried extensively virally in what has been recognised as an innovative and successful campaign.

 An example of a 'Museum of Me' - Steven Crader

WKD vodka // the truth behind looking good!

This ad is creating some serious chuckles!

Is this the real truth behind men looking good; is it just all show? Have to love the dynamics of the gym and ulterior motives of its members, which is brought out in this funny TV advert. The hilarious nature of this ad I'm sure lies in its truth. Keep trying boys! We know your secrets (we just act oblivious because we find it entertaining that you try so hard). Great ad, share it!

Some classics // Toyota Australia.

Now to share with you a glance back in time and into some wonderful Australian advertising. When this "bugger" Toyota advert was released in 2006 it was considered both controversial and a humorous representation of 'country' Australian culture. As Australians we consider ourselves to be down-to-Earth and hard-working, coming from a vast land with a farming heritage. Not much more needs to be said, if you want to understand typical Australian culture just watch this ad.

At the end of last year Toyota produced another welcomed surprise in the form of the Toyota Hilux TVC below. The notion of a man's relationship with his ute is taken to an exaggerated level when the ute devastatingly falls of a cliff. We identify with the emotions of connection and loss, while being entertained by the humour of the story and human qualities of this emotional connection. Perfectly told through the visuals and pace of the story as the man recalls their special times together. There's even room for a happy resolution to finish it off, who doesn't love that?

Breakfast fuel you'll need // a Weet(a)bix comparison.

The similar product to Weetabix in Australia (called Weet-Bix) is a common breakfast cereal and typically its advertising has targeted active kids, offering them the required fuel for daily achievement. The Weetabix product found here in the U.K. also offers early-morning fuel and links this as key to getting through the rest of your day. Essentially the same product, similar messages, but the target audience and creative execution varies. So which is more effective?

vs. 

Weet-Bix (Australia) took an aspirational approach to last year's campaign, utilising iconic members of Australian sports as the brand's spokespeople. The TVC featured below opens with one of our most recognisable cricketers, Brett Lee. The emphasis here in the first frame is on his career achievement of 190 One Day Internationals (just in case you didn't know the exact figure). A cricket commentary track sets the scene in a numbers-style creative which highlights Brett's main career stats. The important number to remember here though is seven, that's the number of Weet-Bix he's eating in the final frame. And yes, that does seem like a lot. The final spoken line "How many do you do?", while the ad closes out with the last few tones of the 'Weet-Bix kids' jingle. This ad is linked to Weet-Bix's long advertising history in Australia (tracing this jingle back to the '80s) and reminding us to reminisce that "Aussie kids are Weet-Bix kids."

Weetabix advertising here in the U.K. has in previous campaigns targeted the nuclear family, rather than zoning in on active children. Last Summer's campaign, 'Fuel For Big Days' put members of a family up against each other in the debate over who has the most stressful day. Predictable but wonderfully and simply captured all the same, baby wins in that argument. Humorous, charming and quirky; a fun and entertaining execution that is very human and relatable to its audience.

KIA // making the most of minimalism.

A clever and simple creative idea that speaks to a brand insight; this print ad is a stand-out that effectively highlights a key attribute of the product. What this ad does so well is to demonstrate the principle of having a single-minded message. The biggest challenge we often face as advertisers is at the first stage of distilling a client brief that is full of layered messaging.

In an advertisement we cannot say everything, in fact, just one clear message is always the most effective. Receiving a clear and succinct client brief can make achieving this so much easier and paves the way to great creative such as this one.

Entertainment the key to viral momentum // Global Ad Charts.

Unruly, a global platform for social video advertising, has plucked out the top video ads in their Global Ad Charts - based on the number of shares online. Video and social viral campaigns have been recognised as a cost-effective and powerful way to get your brand in front of a large audience, encouraging word-of-mouth through sharing. Depending on your content and campaign objectives, this can be a very strong and effective marketing strategy.

The ad below came in sixth on the Chart and is an amusing and humorous play by Guinness. It is fairly long and steady in pace, however, quite a clever execution and one that animal and beer lovers I'm sure would enjoy. The message of the ad; 'Round up your mates for a Guinness'. The execution provides a fresh take on the sheepdog trials in the lead up to St Patrick's Day and is weird and amusing enough to share.

Unruly Global Ad Charts  

1. Studi43:  Two-year old dancing the jive - 1.11 million

2. Obama: The Road Traveled - 271,131

3. Mercedes: Invisible Mercedes - 226,756

4. Cartier: L'Odyssee de Cartier - 169,333


5. DollarShaveClub: Our Blades Are F*ing Great - 151,215


6. Guinness: Round Up Your Mates - 145,323


7. Vytautas: Mineral Water! - 113,877


8. Converse: DoYaThing - 101,549


9. Rovio: Angry Bird Space NASA Announcement - 66,304


10. Marshall: Introducing The Marshall Fridge - 53,782


Australia Post // symbolism at its best.

These print adverts are certainly not new (they were live in 2007), however, show a charming and clever use of symbolism to create an emotional resonation with their audience. The headline for these ads, "If you really want to touch someone, send them a letter."

     

The challenge of promoting written letters in the current media landscape we would anticipate to be even greater. It would be generation-dependent and yet the principles of emotive messaging would be the same. There remains no written communication more personal than a hand-written letter. Although I'm sure Skype would have a few things to say about being close and personal with the ones you love.

The ambient ad below is a nice example of Australia Post's attempt to modernise into the contemporary advertising environment, while the message of personalisation remains at the core.

Chocolate bunnies // Easter tastes good at Aldi.

To celebrate the Easter spirit I'd like to share with you these great Easter adverts that have come out of the McCann Manchester office. A cute and simple approach, they fit nicely with Aldi's recent advertising campaign, while celebrating the sweetness and joyful spirit of Easter.

This little girl is too cute, the doggie talent by her side just as cute and the enjoyment of chocolate, inescapable. A wonderfully charming celebration, well done McCann Manchester.

The beauty of animation // Carlos Lascano.

Imaginatively capturing work I'd love to share with you.

I recently came across the work of Carlos Lascano, an Argentine writer and director, best-known for his work in animation and illustration. His work is beautiful and covers some advertising projects, but also most-impressive are his short story animations.

The clip below was created to advertise Coca-Cola's sponsorship of the Euro Cup 2012. A breakdown of the illustration and animation process is also included on Carlos' website and provides a great insight into the precision and creativity required for this work.

There are also a number of elegant and inspiring short stories Carlos has created, which can be viewed on his website here. My favourite teaser clip 'A Shadow of Blue' is featured below. The full clip is currently taking part in various Festivals and will likely win Carlos more storytelling, creative and animation excellence Awards.

It is also worthwhile to read the full inspiring story behind this short clip, which can be found here.

Just gorgeous, I love it.

'Feed a Friend' // Pizza Hut a brand that shares.

This one's not a new campaign, but a great social media idea that was launched out of the M&C Saatchi Sydney office last year.

This Pizza Hut campaign successfully linked the online world into the offline; capturing the spirit of sharing through a viral campaign centred on Facebook as the main media platform.

Great to see a campaign that understands so well its consumer insights and responds to broader social and media trends with a finger on the pulse of the online community. A great strategy and a brilliant result, well done.

Pizza Hut - Feed a Friend from Mark. on Vimeo.