“I just wanted to surf longer” are Jack O’Neill’s famous words to explain why he invented the wetsuit. According to Amsterdam based agency The Oddshop the 2014 global O’Neill campaign builds on genuine and special stories about people who live with this same attitude of inventiveness. The Jack O’Neills of our time have a mentality that pushes boundaries and makes every day a perfect day, despite of rough conditions and obstacles on the way. That’s also where the pay off comes from; “Today is perfect.” The first story is about big wave surfer Mark Mathews. The second story, featured here, is about Sihle Mbutho, who grew up as a street kid, but was able to change his life through surfing – and thanks to O’Neill, of course. The Oddshop recorded a total of three stories in two weeks, using an around the world ticket that stopped over in every spot revealing a story. Directed by Arthur Neumeier and produced by Eyeforce.
Ad of the month
Drawing a comparison between World War II and a current event is something to be done with prudence, is the general opinion here in the Netherlands. But this film wields the comparison so aptly and strikingly to the point, that you can instantly imagine in what way our ugly history repeats itself over and over again. Especially thanks to the fantastic lip-sync job, of course. Created by Doom & Dickson for War Child.
Would you blindly trade your car for the newest model Porsche? A no-brainer, right? Well, apparently not, cause together with Achtung! Porsche turned it into a digital activation. Through a dedicated page you can submit your car to be traded in for the newest Porsche, without actually having seen it. That is, at first you don’t see it at all, and then slowly but surely all the details are revealed. Those of you who doubt the design skills of Porsche and still aren’t sure about the fairness of the trade, the auto manufacturer has built in a catch; the longer you wait, the less chance of winning. So, don’t wait too long. Oh, and yes, not unimportantly, the value of your trade-in and your motivation also count. Site built by Random and 3D by Renascent.
“…Break glass plastic” Simple but sweet, this Valentine’s guerrilla campaign by Kingsday for the Flower Council of Holland. That’s how we like advertising. We first wondered why they would want to use an English URL (funnyhowflowersdothat.co.uk) in France, but the 1500 emergency roses spread through Paris actually carried the URL Lajoiedesfleurs.fr – and the text “En cas de coup de foudre. Brisez la glace,” sounding instantly more romantic when you don’t speak French.
Nowadays the ‘making of’ is most of the time more enticing than the commercial itself. The reason is that craftsmanship is the new mass production, and to see a craftsman at work is more interesting than seeing a brand at work. The Circle of Cheese is in itself a pretty good commercial, but when we listen to the innocent rhymy child’s voice, we quickly wonder whether it’s true that proteins, minerals, and even vitamins are so important in cheese, helping “to assist your resistance to function properly.” Now that is the brand at work. When you see the craftsmen at work, you appreciate all the effort The Dutch Pay Off and NotJustAnotherTeam (concept), Cas Prins (direction), PlusOne and Shoq Studio (production), and Audentity (sound) put into this. That’s when you think; they could have done this entirely in animation, but they actually got their hands greasy!
A few weeks ago we wrote about the animated film for Nike that was created by Glassworks; ‘breathable warmth.’ Apparently Glassworks has made a series of three, and here is the second one. Again, a beautiful animation with a sharp eye for detail. This time it advertises the new home kit for France – the team is getting ready for the World Championship football next year in Brazil. The shirts of ‘Les Bleus’ are equipped with “cooling technology,” metaphorically translated into wind turbines. The hypnotic sound was created by MassiveMusic and Kaiser Sounds Studios.
Insurer Delta Lloyd’s briefing: how do you get people to think about their pension, when “as soon as the word pension is mentioned people stop listening.” (indeed, we were quite happy to have finally learned to live in the now!) Since hoaxes are the new ‘truth ’ TBWA created a nightmare scenario (case film); an entrepreneur transforms an old jail into a fully automated budget retirement home “where the elderly are kept alive as efficiently as possible” – with small basic rooms, computerized care etc. You can easily imagine how journalists jumped on this. And then the hoax was revealed live in a talk show. This is how Delta Lloyd ‘earned’ €2.1 million in PR. Simple as that.
It’s a plane… it’s a train… no it’s KLM! We’re impressed – up to a goosebump-level. This once more shows that if there are two companies that understand marketing and advertising, it’s KLM and Tribal DDB. What a fantastic concept; showing Disney’s Planes in a real KLM aircraft, and turning it into a three-dimensional experience. Actually, four-dimensional; these kids are fans for life.
A typical Achtung! concept, integrating on and offline in a playful way – and digital concept of the year, if you ask us. With this “Bannerbahn” the agency brings digital to the streets, or the streets to digital – depending on how you look at it. To introduce the new Volkswagen GTI Achtung! painted the websites of Nu, Telegraaf, Autoweek, and GeenStijl on tarmac and subsequently brought in a Stig-like character to frantically race a GTI through the banner spaces, while being filmed from the top with drones. With the exact right measurements these ‘banners’ will be uploaded on the respective websites at noon and 4pm on Friday the 13th. The readers can click the car – as quickly as possible – and the fastest clicker gets the car. It is not the first time that Achtung! creates an on/offline race; in 2011 it organised a race between Jens Button, on tarmac, and a digital opponent, in a simulator, for Vodafone. This Bannerbahn however transports the race to a digital environment, and allows everyone to participate. It goes without saying that the execution must have been quite a hassle – here is a making of (in Dutch) that shows more or less how it was done. To realise this creative feat Achtung! teamed up with Kwasten met de gasten (paint job), Thispagecannotbefound and Adrime (digital), director Lee Ford (known for directing TopGear), Deane Thrussel (D.O.P.), Munky London and Storm Amsterdam (3D and Post), and Stable TV for the teaser – featuring copywriter Joep Drummen, for that matter.
The Dutch public advertising organisation, STER, doesn’t allow commercial channels to advertise in its commercial breaks – a request of the public channels. So, for BNR (Business News Radio), it would have never been possible to advertise in one of the breaks of its direct competitor, Radio 1 (the public news channel). Until BNR asked The Oddshop to do something about this. The agency came up with the idea to create an ad for the fictional airline Bay & Air, a name that is pronounced almost identically. The Bay & Air website forwarded the curious consumer – drawn in by phrases like “The wings of entrepreneurial Holland,” “BNR connects you to all the important cities in the world,” and “Always business class, from now on” – to the BNR website. A smart and valuable stunt, since it heavily circulated on the (commercial) news channels and social media.