May 2013 is shaping up to become the coldest May since 1901. A bummer when you’ve conceived an activation for Bavaria centred around the popularity of music festivals, enjoying the sun, and drinking beer with your mates – all at the same time. Through a special page and Facebook app consumers can create a festival poster for their own social get together, invite friends, and create a Spotify playlist for the special occasion. And when you buy a six-pack of Bavaria, you get a mini-speaker to make the party complete. A sympathetic idea. Pity the weather is not cooperating. Created by Selmore.
Tag Archive: Selmore
With the phrase “Beer, even on the go,” Bavaria is the first beer brand in 15 years to sell beer at gas stations along the highway. Of course not their regular label, but their 0.0%. To celebrate this milestone, they’ve partly turned a gas station into a bar and dubbed it “Café A4 West.” Not the most attractive place to hang out with your mates, but a piece of ambient advertising with stopping power most definitely. Created by Selmore.
‘Zo’ (translated ‘Right’) – in the past always followed by “…time for a Bavaria” – is the famous pay-off for beer brand Bavaria, used whenever someone has accomplished something. This tactical ad (click image for full poster) was made by Selmore to celebrate that King Pils (‘beer’) is replacing Queen Beatrix, and in the sliptstream her comfortable royal seat. If he’s doing his New Year’s speech from a bar stool in the future, we hope he’ll keep it shorter and snappier than his mom.
How to make the super sales – the ‘Three Crazy Days’ or Drie Dwaze Dagen – at luxury department store de Bijenkorf look chique. A difficult task. In the past advertising agency Selmore used, among other things, wildlife predators and a special police force to metaphorically show how the crowd goes wild when hunting for cheap branded stuff. But especially now, with de Bijenkorf having more and more luxury brands on board, the ad should communicate sales, without losing aspiration. And it seems as if Selmore has cracked it. What a beautiful film. Selmore approached Nanine Linning, one of the best Dutch dance choreographers, to create this piece, called ‘Crazy Dance,’ especially for de Bijenkorf. Linning worked in close collaboration with Clara van Gool, an award winning director of dance films. The music was done by Sizzer. For print Selmore worked with dance photographer Kalle Kuikkaniemi. This shows how the world of advertising can reach greater heights when working with specialists from outside the realm of advertising.
Photo: Maurice Mikkers
The biggest winner last night at the ADCN (Dutch Art Director’s Club) awards was Lemz. All the ‘bulbs’ – of which one was a Grand Prix (the very best integrated work) – went to their Fireworks campaign. Our very favourite campaign of the year Domino’s Pizza Pepperoni by Indie won one Golden and two Silver bulbs (TV, internet and activation) – in our opinion it was at least as good as Lemz’ work. Wieden also won one Gold and two Silver for Heineken’s ‘The making of The Date’ (internet, TV, and activation). Selmore won Gold for Bavaria and Hugh Heffner – so we can be sure that Charlie Sheen will also win Gold next year. We were a bit surprised that N=5 won Gold for Telfort – not really our taste. Y&R won one Gold and two Silver for LG’s ‘smart thief‘ (internet, TV, and viral). A bit strange that alle these films are winning different prizes for the different channels through which they are broadcasted – does the channel matter? Another one of our favourites was Hema’s with a push-up bra in print, promoted by a male model, going viral big time – by Doom & Dickson. It won Gold and Silver. Note: Hema is one of the most down to earth department stores in the Netherlands. TBWA won Gold with its print campaign for DIY chain Gamma; free Lego – “Just like dad.” In Interactive Tribal DDB won Gold and Silver for ‘Obsessed with Sound’ for Philips. One of the most impactful commercials of the year by Publicis for ALS won Silver – “I have died by now.” Special bulbs went to Mischa Rozema (for directing OFFF), Christian Borstlap (art direction and illustration, for LV and Mr Porter), and Simon Warner (photgraphy, for Octopus).
Wow, that’s impressive; getting Charlie Sheen to act sober in a commercial. And how relevant for Bavaria 0% – if Sheen can stay sober on this, it must be a hell of beer. Bavaria has a tradition of using celebs in its advertising. But not just any celeb, always a celeb with an edge. Even Hugh Hefner drank Bavaria in his mansion as if it were his favourite drink. And to promote Bavaria’s 0% beer, the brand has already used known alcoholics. A very long time ago Don Johnson. And more recently Mickey Rourke. So today Charlie Sheen is added to the list. Well timed. Just when he’s getting back on track. Created by Selmore and directed by Jonathan Herman (Bonkers).
We’re slightly late with this commercial, cause the Mad Marathon sales at department store de Bijenkorf are already over, but it’s a pretty thing – just like in 2010 and 2011 art directed with a fresh, distinctive style. And it doesn’t need much explanation. Created by Selmore, directed by Bram van Alphen (Caviar), and sound by Audentity.
After having introduced our new columnists last week, this week we’re introducing a new item called ‘Inspiration’; Amsterdam creatives sharing their inspiration on a weekly basis. In order of future appearance we found the following posse willing to show us what they like, what fascinates them, or what they admire on a regular basis: Jennette Snape, art director at Dolly Rogers; Jarr Geerligs, art director at Selmore; Joep Beving, creative at MassiveMusic; Rick de Zwart, designer at Meneer de Zwart (and responsible for AAB’s visual identity); David Snellenberg, copywriter at Dawn; Johan Kramer, director at 328 Stories; Martin Pyper, designer at MeStudio; Reuben Alexander, creative at Buutvrij for Life; and Christian Borstlap, art director at Part of a Bigger Plan. Of course these people do more than just what their often somewhat rigitd title suggests (in art, music, photography, etc.) but you can read about that on their profile page, once they’ve posted their first contribution. Today Jennette Snape kicks off with an art piece she created herself. The title is “Inspiration lies in the eye of the beholder”; a nice kick off for this new genre, since it philosophies on what inspiration really is.
There’s a somewhat strange trend going on in the Netherlands. Ambulance personnel is being harrased quite regularly whilst trying to do their job. You wonder how ambulance personnel could possibly evoke any aggression. And when you see this SIRE commercial, with the pay-off “If we respect our medical care providers in wartime, why not in peacetime”, it becomes even weirder to think about it. You can sign the petition ‘Hands Off’ here. Strong one, by Selmore and director Rogier Hesp (Caviar).
To be honest, we find this concept for the KNGF (royal Dutch guide dog federation), KNGF Maps a little thin. The reason why we’re featuring it anyway is that we like the insight supporting it; a guide dog for the blind sheds light in the darkness. You fill out your directions in Google Maps and a layer on top of it ‘illuminates’ your route. We can imagine that the KNGF’s ad budget didn’t allow for a more elaborate concept. Created by Selmore.