Painful, if you recognize yourself in this film as the expert who tells Michael Mikrivaz (anagram for Kazimir Melevich) that Malevich’ work is not good enough to enter the art academy. It reminded us of Banksy selling his work incognito for $60 apiece and hardly selling any. Rumor has it that Achtung! made this. The agency recently created the Explicit Tours for the Stedelijk Museum, and apparently they wanted to give the Malevich exhibition a bit of a boost. You can thus see it as after sales services – and a bit of fun for the agency, of course.
Tag Archive: Achtung!
Especially for the Museum Night, this Saturday, Achtung! developed an app with which you can look at the Malevich exhibition in the Stedelijk with some layman commentary of Dutch celebs. They say things like: “He must have been on mushrooms when painting this” and “You can get all philosophical about this, but it’s not much more than a black square.” We’d be more interested in the expert’s point of view, but we also never visit a museum at night. And since the Museum Night aims to draw a younger (read: less experienced) audience into the Amsterdam museums, this concept might just work. The app is developed by Antenna and can be downloaded here (Apple) and here (Android)
“Digital Creative Director” Gaston Serpenti has left Anomaly Amsterdam – after 1.5 years – to launch his own venture Serpenti & Company, a collaborative company that supports advertising agencies with digital brand advice and that will develop self-owned ‘microbrands.’ Before Anomaly, Serpenti was founder, partner, and CD at Boondoggle for 5 years. The reason for leaving Anomaly is that he was missing the entrepreneurship. The proposition of Sepenti & Company is derived from a need in the market for digital brand thinkers and a reality of lean start-ups merging with the traditional advertising business. Achtung!, known as a digital and collaborative agency, is Serpenti’s first client – or ‘partner’ is probably the best way to put it. Sounds promising.
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.
How to become the mobile roaming provider of the Netherlands, is what the briefing for this concept might have been asking THEY and Achtung! Instead of simply telling Vodafone where you want to go to, you tell them on this dedicated website (built by Random) which travel hashtag appeal to you – and when you’re lucky you’ll win a free holiday. Are you into #foodporn, #lovebirds, #partyhard or #yolo (‘you only live once’)? Vodafone matches these hashtags with the places where they are most common. But be aware, if you choose #yolo, for example, you’ll end up in Dublin – not in Botswana, Irian Jaya or Antartica. And #partyhard will get you to Madrid – not Ibiza. Anyway, a nice little activational piece of ad.
Yet another Grand Prix for an Amsterdam agency! Ogilvy last night won the ‘grandest’ awards of all in ‘Best use of Integrated Media’ for funeral insurer Dala. For the same campaign it also won Silver in Corporate. The third one in total now – the day before yesterday it already won Silver in Promo & Activation. According to the Jury the case brought consumer generated content to the next level. Dela spread posters through newspapers that the consumer could use to thank their loved ones (the pay-off: “Why wait with saying something beautiful”). This case shows that even for the dullest product on earth, you can make award-winning work. FHV BBDO won two Bronze in Integrated Media and Outdoor for The Economist; a case in which typical The Economist news was specially written for its umfeld. In Mobile Amsterdam won two Lions; XS2 won Silver for Channel 5 and Achtung! Bronze for Skoda. XS2 created an app that allowed the viewer of the popular TV program ‘The Gadget Show’ to get a 360 degrees view in the studio – thus a virtual look ‘behind the scenes.’ Achtung! created a real-time social second screen game around the Tour de France, to engage the viewer in the tour – three weeks on end. So, all in all, 6 more Lions to add to the list of Amsterdam wins.
How do you get people to do a test drive in your Porsche Cayenne, when they are too lazy to get out of their own car? Well, first you hire Achtung! (and Apollo Media), of course. They’ll come up with a ‘radio-driven’ test drive. At a few places in the Netherlands you can testdrive the sound of a Cayenne for one kilometer through the special radio channel Cayenne FM. At the end of your kilometer a voice will direct you to the nearest Porsche dealer. Simple and smart. The only problem still in place is the price of the Cayenne. If they can do something about that, we might drop by without the test drive.
It seems that this campaign, created by Achtung! for Stop Aids Now!, is primarily targeted at men. Through the dedicated ‘Staring is caring’ website, you can check out three sexy women – from the back. You start at their feet and can slowly scroll up – instead of down. The models are Olcay Gulsen (“sexiest woman in Holland” – FHM), Tess Milne, and Anna Nooshin. When you’re halfway you need to share the campaign on Facebook to be able to go further. Usually we don’t like Facebook bribing, but for a charity we’ll set aside our principles. Too bad, by the way, that all three women are wearing a skirt. Then again, the skirt is made by SuperTrash and can be bought for €30 to support Stop Aids Now! Hopefully the women that should buy it are staring too at this sexy ad. The director and photographer is Bill Tanaka and the site was developed by Superhero Cheesecake.
Christian Borstlap proudly presents 5 (out of 7) bulbs to the press – photo by Matthijs Immink.
Unfortunately it took us half a week to recover from the ADCN (Art Director Club Netherlands) awards (read: the party afterwards). Which is why only now we’re able to do a write up. Anyway, unlike last year the venue (Gashouder, instead of Concertgebouw) and James Bond-inspired opening show were quite impressive; sexy girls, wearing tight latex suits (apparently a special desire of Etcetera’s Peter van Leeuwen), entered a box-ring stage accompanied by pumping music and a light show. It even made us feel a little proud about our industry: “Yeah, we work in advertising, baby!” The English-speaking presenter, Juan Señor, who also does the awards in Cannes, made the chitchat-interviews on stage with the different Jury presidents – just like last year – feel somewhat bipolar. Though we very well understand that the ADCN wants to include the international agencies, most Dutchies were either hard to follow, because of their not so fluent English, or simply doing their speeches in Dutch. But enough about form, let’s talk about the awards. Then again, form won Big last Wednesday. More…
Last Thursday the SpinAwards were awarded to the most digital clients, agencies, and ideas. Achtung! was the big winner with one Gold (Das Interland for Volkswagen) and three Silver (‘Tour dus Sofa’ for Skoda – an interactive game around the Tour de France). On top of that Achtung! became agency of the year – for the third time. KLM also won one Gold (Meet & Seat by Tribal DDB) and three Silver (Meet & Seat and Must see map by Code d’Azur), and became client of the year. Apart from these winners, our favourite cases were: Tweetphony (create your own 140-character symphony) by Havas – two Silvers – and the Twitter-directed film Under Control by Woedend!, winning Gold and Silver. Both ideas are simple, but at the same time quite innovative, using Twitter in a smart and unorthodox way. Finally, we were charmed by FHV BBDO’s Holland’s Next Octopus Paul, winning Silver. You can find the complete list here.