Thursday, 21 May 2015

KFC: #LittleMoneyBigFun vs #RichKidsOfInstragram

Great Spoof of the #RichKidsOfInstragram from KFC Romania. Rich kids use this # το upload photos ranging from private jets and Ferrari's to diamonds and high-end designer clothings.

MRM//McCann Romania introduced the #distractiepebaniputini (#LittleMoneyBigFun in English) and asked Romanians to choose a photo from a rich kid and upload their own side-by-side version.


Young Romanians loved the idea and the parody began. You can see the images in the tumblr page.

The results are impressive: 21% increase in sales

Advertising Agency: MRM//McCann Romania
Chief Creative Officer: Nir Refuah
Copywriter: Sandra Bold
Art Director" Nadia Ghilca

Fundacion Argentina de Trasplante Hepatico: The Man & The Dog

"The man and the dog" is a heartbreaking PSA by DDB Argentina for the Fundacion Argentina de Trasplante Hepatico, a non-governmental non-profit organization for organ donations.

Fundacion Argentina de Trasplante Hepatico: The Man & The Dog

We follow a dog and his elderly owner, we see how close they are and the commitment dogs have to their owners. The days go by as usual but one day the the man goes to the hospital and the dog stays outside for days, waiting and waiting until he reunites with his owner in a way that shows that our lives can continue through someone else.

Client: Fundacion Argentina de Trasplante Hepatico
Agency: DDB Argentina
Director: Rodrigo Garcia Saiz
Executive Creative Director: Beto Cocito
Creative Chairman: Hernan Jauregui
Executive Producer: Andrew Sommerville (The Mill)
Agency Executive Producer: Diane Jackson
Editor: Matthew Wood
Music: Michael Giacchino

Tuesday, 12 May 2015

The Generational Content Gap infographic

Depending on which generation you belong, you consume content differently. So, when you make content it's very important to know who your target is.

This infographic, based on a survey of BuzzStream and Fractl is clearly showing the diversity among age groups.

The data are from 1200 people from three generations - Millennials (people who born in between 1981-1997), Generation X (born 1965-1980), and Baby Boomers (born 1946–1964).

Key takeaways:

Quantity: Baby Boomers consume 15-20 hours per week. Gen X and Millennials consume 5-10 hours.
Time: Late Evening, (08 PM to 11:59 PM) for all generations, so posting at that time is a good idea.
Device: Laptops are the first choice. Then PCs. Over 25% of Millennials use mobile as their primary device. Make sure that your site is responsive Don't forget to optimize for mobile. More than a quarter of Millennials use mobile as their primary device for viewing content.
Length: 300 words are the desired length for all generations.
Platform: Facebook is the king.
Visual: Images are the most shared visual content.
Genres: Each generation has their own unique preferences. Baby Boomers consume world news and politics. Millennials are first in technology. Gen Xers are first in healthy living and personal finance.








Monday, 11 May 2015

JCDecaux gets too personal with Marketing Directors

Closing business presentations with leading marketing directors is always a struggle. They are always very busy. JCDecaux found the perfect way to tackle that.

Instead of just mailing an invitation for their presentation about ‘The effectiveness of outdoor’, JCDecaux and BBDO Belgium came up with “Personal Billboards” to prove the effectiveness of the medium.

For every director they wanted to contact, they made a billboard with his a photo without asking for permission. Each billboard only had their name and a contact address of JCDecaux.


Then they waited for a reaction, so the marketing directors could tell for themselves how effective outdoor still is. They reacted exactly how JCDecaux wanted: confused, shocked and a little annoyed that people kept contacting them to know what the purpose was.

JCDecaux responded with an e-mail apologizing for any inconvenience: “We just wanted you to experience the effectiveness of outdoor advertising, As you said it yourself, you got so many reactions from only one single billboard. Just imagine what our entire network could do for your brand.”

After, they could to sign up for the presentation… And why wouldn’t they free up some of their time now? After all, it’s hard to disagree with yourself, right?

So every single one of them booked a presentation, and JCDecaux reached a response of 100%. Talk about effectiveness.

Creative Director: Arnaud Pitz & Sebastien De Valck
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
Advertiser Supervisor: Veerle Colin (JCDecaux)

Tuesday, 5 May 2015

Re-born to be alive launches first radio campaign‏

Organ donation is a serious decision that people should strongly consider. Duval Guillaume and Ray Gun made the "heartbeats" radio campaign for Re-born to be alive, a nonprofit organization that stands for the promotion of organ donation and transplantation.

With this campaign Duval Guillaume wants to raise awareness about organ donation, the possibilities people have, to spark discussions about the topic and make people understand that life can be passed over to someone else, making a person's death the continuity of another's life.

The campaign will be aired on FM Brussels.


From Duval Guillaume
Veronique Sels/Koenraad Lefever/Dries De Wilde: Executive Creative Director
Ad Van Ongeval: Art Director
Jeremie Goldwasser: Copywriter
Elke Janssens: Account Director
Jef Leysen: Account Manager
Tine Van Hasselt: Account Executive

From Raygun
Toon Jansegers: Radio Producer
Menno Van Riet/Mathieu Grillo: Sound Engineer
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