Mercedes Vitos are built for hard working men – yes, we’re sorry, you never see women drive a Mercedes Vito. According to Mercedes, especially the hardest working men deserve a discount. Hence this activation – “Heavy Labour Discount” – that determines your discount after having scanned your hand through your webcam. The more calluses, grooves, etc., the more discount – up to €9,000. Must be an ingenious piece of software that can measure those subtle things through a webcam. If your webcam works, of course – the app couldn’t find ours. Fortunately, we have manicured hands; we wouldn’t have gotten a discount anyway. Created by N=5 and built by MediaMonks.
Just like beards, nazi hair cuts, and tight jeans, knitted sweaters are back. This Big Mac sweater, created by Pera & Pasha, fits the trend. Last week the sweater was awarded to the person that could best describe why he or she deserved it. The winner said McDonald(‘s) is an anagram of Damn Cold. We preferred; “I am going to China and don’t know how to order a Big Mac.” The activation supported the ‘Warm Sweater Day,’ an initiative by Klimaatverbond Nederland and Greenchoice. Not your typical McDonald’s advertising. Maybe that’s why we kinda like it. Created by DDB & Tribal.
In 1888 George Safford Parker literally wrote history with an innovation which was deemed impossible at the time: a pen which did not leak ink. To celebrate 125 years of Parker pens Artbox, commissioned by Saatchi & Saatchi Geneva, created a key visual which summarizes the history and craftsmanship of the company in one single image. The pen itself (click image for larger version) illustrates a timeline: on the left, around 1890, the pen is still in its framework. It also serves as workplace for different figures: engineers, office workers and in the end (present time) also scientists. Along with the pen also the staff becomes more modern (in appearance and methods of working) – in the meantime Mr. Parker himself can be seen looking into the future with a telescope. The small people were created by photographing real people, dressed in historical work clothing, and the images were manipulated afterwards. Then all the different elements – pack-shot, 3D construction, figures – were digitally merged into one. A nice piece of craftsmanship, just like the famous pen.
Quite a teaser this commercial made for the Ministry of Social Affairs that advertises a platform that tries to stimulate people to make more out of their working lives. The platform and its experiments have been developed together with the University of Amsterdam, which is actually why it might be a little too highbrow for the lethargic target it tries to motivate. But all in all it’s beautifully executed and a typical THEY concept; educational and well designed. The film was directed by Jeroen Annokkée (CZAR) and the site developed by MediaMonks.
As you probably know by now Kokoro is the winner of Amsterdam’s New Kids on the Block Award 2013, organized by Conclusion and Fonk. The agency won 300 (!) outdoor spots to advertise their brand. It has therefore asked designers, illustrators, artists and writers to design something that uses the shape of Kokoro’s heart as a core element – Kokoro means heart in Japanese – and that asks people to follow their heart. Merlijn van Vliet: “People have dreams and wishes they postpone for whatever reasons. And that is a real pity! Just like Steve Jobs once said: There is no reason not to follow your heart. That is the briefing; create an ad that urges people to follow their heart.” The winners will be displayed around town in bus and tram shelters and will also be featured in an online exposition. If you want to be a part of ‘Heartvertising,’ you can get in touch with Kokoro here.
Crafty stuff, this website (in Dutch) – dubbed “The Big Interview” – for one of the biggest law firms in the Netherlands; Houthoff Buruma. It’s a virtual (static) world where you can prepare for a job interview at the “Big 7.” Each firm has its own building and by zooming in, you can discover how you compile a CV, dress smartly, act in an interview, etc. One thing we don’t really get is why Houthoff is doing this. First of all, if you educate students too much about interviews they might fake it into your firm. Secondly, these guys are helping their competitors as well – so the effect evens out. We know, it’s also about making the Houthoff brand more attractive. Then again, the only brand that really adds something to this site is Talent First, the recruiter that explains in a bunch of YouTube films how to prepare. So, strategically maybe a bit wobbly, but as a concept quite impressive. It comes from a collaboration between Ruby’s Glue, Taco Zuidema (art), Huib Maaskant (copy), and Maarten Versteege (artwork). The site was built “tablet-first” in HTML5 by Thispagecannotbefound.
Marktplaats, the Dutch Ebay, also ‘does’ cars. Since there are many other online second hand car services, the brand positions itself as the quickest route to getting rid of your car. This inspired Brandbase to park 100,000 miniature cars on Binnenrotte in Rotterdam. Only one of them – marked on the bottom – could be exchanged for a real car. Within 23 minutes the cars were gone. Willy Wonka meets gratis. A little easy if you ask us. The footage however is attractive enough to share.
If you want to tell the consumer your Sony Xperia is waterproof, you should present it in the water. And if you want to activate that same consumer, you simply make him dive for a free phone – especially in the Netherlands that should do the job. Of course you throw a few dummies in the container, cause eventually the consumer should buy one. Nothing digital about it, but it probably still works. Created by Brandbase.
This film, turning a smile on our face, quite literally combines Android Kit Kat with having a break. For those of you who don’t know yet, Android has the playful tradition of linking each OS update to a sweet treat, such as Gingerbread, Eclair, and Cupcake. The newest 4.4 version is the first linked to an actual brand, and this activation shows what great joint promotions can come from it. The living outdoor ads were placed at various locations in Amsterdam and Utrecht, between September 11th and September 14th. Those who claimed their break early enough won a Nexus 7 tablet. Simple and sweet – indeed. Created by JWT Amsterdam.
You are what you ‘Like’. So, connecting people through the ‘Pages’ they like on Facebook makes an interesting app. Ad agency Energize has dubbed it ‘Like Companions.’ Apart from knowing who in your circle of ‘Friends’ likes the same pages, you can also make new friends. It wouldn’t make us buy a Samsung Galaxy S4 – after all, the concept of Liking is pretty device agnostic – but in all fairness, it makes Samsung as a brand yet a little smarter. There’s also a video explaining the concept – with a visual style that doesn’t really match with the smooth website. The site is built by MediaMonks and the instruction film illustrations drawn by LouLou & Tummie (Shop Around).