Chris Alders has joined DigitasLBi Dubai as Head of Strategy Middle East and North Africa. Before making this move Alders was a strategy director at Fitzroy and BSUR. At Fitzroy he worked on Knab, Hero and Bacardi, among other brands. Alders: “Fitzroy, a very unorthodox agency, has been a blast. Repositioning Hero and introducing a new product line together with packaging agency Proud and the innovators from Flare is every planner’s dream.” Chris will assist DigitasLBi’s global brands to grow their foothold in the Middle East and North Africa.
Tag Archive: Fitzroy
Fitzroy has founded a Branded Video unit, led by Vincent Hagen. It responds to the need of many marketeers “to connect video content to their brand’s DNA in a lean & mean way.” Hagen: ”More and more parties are looking for qualitative video content. Of course we can all create video, but we can’t all catch a brand with video. And production companies are often beyond budget. With this new unit we can serve our clients, such as Doritos, Ben & Jerry’s and Bacardi more adequately. Another trend that this unit will be able to service, is the trend of making collages of 15-second videos that are all connected. A good example are the videos for our latest Doritos Streetrace campaign, watched more than 3.5 million times.” Hagen will work with a director, D.O.P, motion graphicer and producer.
Bacardi changed its logo. And since vintage is the new contemporary, the logo has moved back in time, by adding much more detail to the bat. To celebrate this, Fitzroy and Friedrich van Schoor created a spectacular in Rotterdam on May 20th, which is Cuban Independence Day, we just learned. With a CGI projection on the inside of the World Trade Center the passers-by were stopped in their tracks. Here you can find the making of the projection (and the audience).
Dutch magazine Marketing Tribune asked Fitzroy to create a cover for the issue centered around Healthcare Marketing. The agency came up with an x-rayed see-through cover – we are guessing to make healthcare ‘transparant.’ It was printed with ink containing metal particles. You can watch the making of here.
In September we wrote about Doritos’ stunt drive school – and we noticed that is was clearly aimed at “male teenagers.” Today ad agency Fitzroy adds another chapter to Doritos’ jacked attitude. Since 45 km/hour, the maximum speed for most of Doritos’ target group, is nothing, Fitzroy figured it should embrace the limit in style; the Doritos Jacked Street Race. Inspired by The Fast and the Furious the agency turned 3 ‘Cantas’ into true race cars. Three rappers: Mr. Polska, Jebroer en raggamuffin Skinto will race each other, and the Doritos consumer is to guess who will be first and then potentially win one of the ‘waggies’ – slang for small cars. To create more buzz around the event the team also created a music video: Hoesten als bejaarden (‘caughing like the elderly’). And the Doritos website is counting down for the official race. We hate to use the word, but ‘integrated’ was the first word that came to mind. Oh, and ‘jacked,’ of course.
According to Lenovo – perhaps the most unsexy computer brand in the world – Sewa Kroetkov, a former accountant turning his life upside down by quitting his job to become a professional skateboarder, is the ultimate example of someone who “made his DO come true.” Through this film Lenovo encourages young people to share their passion on a dedicated site: www.likeordo.nl. And if you’re just as cool as Kroetkov you can win a “DO Package;” a complete new outfit, a new yoga PC and €5,000 to fund your first steps in realising your dream. We’re not too fond of corporate brands that try to act cool. Then again, speaking of changing your life; Lenovo might just have taken its first step. Created by Fitzroy and directed by Patrick Louwerse (Caviar).
Beacons of colored light streamed out of a row of windows along the Piet Heinkade last Thursday night. A clear indicator, together with a sea of bicycles and the thumping of a determined DJ, of Fitzroy‘s annual New Year’s bash. Who needs Google Maps when the music is so loud? A poster by the door, informing guests of the strict ‘no list, no entrance’-policy, was a bitter-sweet reminder of last year’s success. One that had raised expectations this time around. Would Fitzroy manage to live up to its reputation? Inside, miniature tubs of Ben & Jerry’s, together with Bacardi cocktails and Heinekens, were clear displays of Fitzroy’s top fast-mover clientele. One could enjoy a cocktail and a game of foosball in one room or conduct the necessary networking under the enjoyment of a glass of prosecco in the other. The latter area featured tattoo artist Papanatos, the talent behind the agency’s new wall decorations. He was working his magic by tattooing the iconic Fitzroy lighthouse drawing on, well, pigs legs. More…
Or ‘awesome,’ in advertising copy. Great little idea that follows up the Jacked driving school, which is a driving school where you can learn to stunt drive – thus making Doritos look ‘state of the youth.’ The only thing that disappoints us a little is that the whole thing is ‘staged reality.’ It’s not about the moving billboard itself, but about the film made of the moving billboard. But you may call us old fashioned. Created by Fitzroy.
Fitzroy likes to give brands an edge. Which is probably why Doritos asked the agency to advertise their new potato chips ‘Jacked’ – bigger and thicker than ever. Fitzroy came up with a driving school just as phat as their chips. You can subscribe for a stunt lesson with Gino Pietermaai – a Dutch rapper that seems a better actor than singer – in a custom made car on four, or even two wheels. The video (in Dutch) promoting the activation, dubbed ‘Drive with Gino,’ clearly shows Doritos aims itself at male teenagers; chicks, tits, and fast cars should get their attention.
Last week the UN announced that more than 100.000 people have died so far in Syria. On top of that, more than 1.6 million people having fled their homes. Fitzroy developed a visual petition, to raise awareness for this war – and, let’s be honest, for their own agency. On a special website you can upload a photo of yourself, making the peace sign, create your own Syria-logo, and share it on Facebook. It reminded us of an activation initiated by the Dutch Red Cross of a few months ago for Syria as well; people were asked to make a heart with their hands and share it. This is one looks much sexier. The question remains though whether it will “make President Bashar Hafez al-Assad understand that this war has to end.” Or whether it will trouble the UN at all.