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About
- Paul Martin
...an Advertising and Marketing Communications graduate from Bournemouth University with an aim to become an Account Planner in the Advertising Industry.
I'll try not to bore you so here's a few things about me and what I've done so far:
• 1st Prize Winner Edcom Ad Venture Competition 2012 - (Info)
• APG Gold Award Winner 2011 - (Info)
• D&AD Representative 2010 - 2012
• Industry Columnist for New Media Age 2010 - 2012 - (Info)
• Civic Award Winner 2009 - Outstanding Achievement - (Info)
• Student President at Woking College 2008
I'm also a fully-qualified swimming teacher, part-time photographer, a guitarist of over 8 years as well as a movie lover and gym enthusiast.
In mid-2012, I was lucky enough to visit Buenos Aires, Argentina for a month to help build connections between Bournemouth University and the UCA (Universidad Católica Argentina), work with local advertising students and visit agencies around Argentina.
I've completed 2 internships at:
M.i. Media (a small media planning and buying company owned by Havas)
...and...
STEEL (an established digital agency in London)
I'm extremely passionate about what I do and, if you'd like to talk further, I'd love to hear from you: paulmmartinmail@gmail.com
Paul
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Info
- Junior Strategist at London Strategy UnitMarketing and Advertising | Guildford, United Kingdom, GBSummary
Won Gold at the APG Creative Strategy Awards 2011 after creating a brand aimed at 16 - 25 year olds.
Won the EdCom and IAB 'AdVenture' advertising competition, a pan-European contest, earning a place at Cannes Festival of Creativity 2012.
Recently graduated from Bournemouth University with a 2:1 BA (Hons) degree in Advertising with Marketing Communications.
Fully-qualified swimming teacher, photographer, a guitarist of over 8 years, a former member of the D&AD Baby Pencils and Student Blogger for New Media Age, a massive movie fan, magician and gym lover.
Experience- Oct 2012 - PresentJunior Strategist / London Strategy Unit
Doing research, strategy, event planning, presenting, filming and editing, presentation building, website design, interviewing, designing, copywriting and thinking for global clients.
- Sept 2012 - Oct 2012Intern / LIZH (Liz Harold + Grime Ltd)
Researching work, agencies and people from around the world.
- Oct 2011 - Sept 2012Associate Member / Creative Enterprise Bureau
The Creative Enterprise Bureau is a collaboration between students and academics at Bournemouth University offering a range of advertising, marketing and PR services.
- Mar 2011 - Aug 2012Industry Columnist / New Media Age
As a lover of all things digital, I post articles on my advertising course, work experience and job search as well as trends in digital advertising that I admire.
- May 2011 - Jul 2011Intern / STEEL
STEEL are an established digital agency in London with over 16 years experience. I worked across multiple accounts including Debenhams, Greggs, Mark Warner, Dertour and TalkTalk.
- Jul 2010 - Sept 2010Intern / Mi Media
M.i. Media is a media planning and buying consultancy specialised in providing superior client service from conception through to delivery & measurement of ROI. I worked on diverse accounts including GSK, The Folio Society, Breakthrough Breast Cancer and Sky Bet.
- Sept 2006 - Jul 2009Swimming Teacher / Ollie Otters Ltd
Fully ASA-qualified instructor working with a range of ages, predominately very young children. I was also hired to teach intense crash courses and assist former employees during their own private lessons.
Education-
2009 - 2012Bournemouth UniversityBA (Hons) in Advertising with Marketing Communications
Activities: PAL Leader, Article contributor for Uni magazine - Nerve, Student Representative, Volunteer worker, D&AD Baby Pencils Year Representative, Argentina Educational Exchange 2012, Deputy Editor of The Corporate Marketing Communications Blog, Associate Member of the Creative Enterprise Bureau -
2007 - 2009Woking CollegeA Level in English Language (A), Media Studies (A), Photography (A) and Psychology (C)
Activities: Student President 2008-2009, Student Governor 2008-2009, 'Zine' Magazine Team, College photographer -
2002 - 2007The Winston Churchill School
Additional Information-
Websites:
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Honors:+ edcom AdVenture Winner 2012 + Bournemouth University Account Winner 2012 + Agency of the Year 2012 + APG Gold Award 2011 + Best Account Planning Team of the Year 2011 + Bournemouth University Academic Scholarship 2010 + Young People’s Civic Award Scheme 2009 – Award for Outstanding Achievement + Student President at Woking College 2008 – 2009 + Special Service to the School Award – 2008 + School Service Medal 2007 + Deputy Head Boy at The Winston Churchill School 2006 - 2007 + ASA Qualified Level One Swimming Teacher 2007 + The Duke of Edinburgh Award – Bronze
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Interests:Advertising, Social Media, Digital Advertising, Brand CSR, Photography, Film & Cinema, Swimming, Guitar, Film & Cinema, Gym, Volunteering,
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Posts
- Oct 07, 12
This advert is so wonderfully charming I thought it deserved an airing on here to brighten the place up. Take a look at the spot below for Widerøe, an award-winning regional airline in Norway who are promoting the frequency of their flights all over the country.
From their website, Widerøe state:
“We fly to over 40 destinations in Norway, from Kristiansand in the south to Kirkenes in the north, with 400 daily departures. Good to know next time you are traveling – whether it’s with work or you’re visiting someone.”
Obviously the above has been translated to English so looses a certain degree of its natural, human beauty but you get the idea. Instead of (explicitly) detailing how the company is still environmentally conscious, despite the frequent number of flights they run, the film captures the magic of flying we all felt on our first trip and packages it in a loveable guessing-game between a the grandfather, his grandson and us – the audience. Lovely!
Credits
Agency: McCann, Oslo
Client: Widerøe Airlines
Copywriter: Stein Simonsen
Art director: Torstein Greni
Agency producer: Beril Holte Rasmussen
Account director: Janne Espevalen
Project manager: Camilla von Borcke
Planner: Svein Sælid
Production Company: 4 ½
Director: Marius Holst
Director of Photography: John Andreas Andersen
Producer: Magnus Castracane
Editing and Post Production Company: Storyline
Soundtrack: “Youth” by Daughter
Filed under: Advertising, Film Tagged: 2011, 2012, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, aeroplane, agency, airline, airlines, all the time, art, art direction, awards, awesome, Beril Holte Rasmussen, best, blog, book, brand, Brands, Britain, business, Camilla von Borcke, Campaign, charming, child, classic, Company: 4 ½, cool, Creative, creativity, cute, daughter, director, flights, frequent flights, Funny, GB, granddad, grandpa, guess, Janne Espevalen, job, jobs, John Andreas Andersen, London, magic trick, Magnus Castracane, marius holst, marketing, McCann, media, music, new, Norway, Norwegian, old, one more time, oslo, plan, plane, planning, print, proposition, radio, regional, song, soundtrack, spot, Stein Simonsen, Storyline, strategy, Svein Sælid, Torstein Greni, TV, UK, viral, website, who sings, Widerøe, Widerøe airlines, youth, youth by daughter - Oct 06, 12
This brand-spanking, lip-smacking new ad for Baileys from BBH London is all kinds of glorious and will be airing tonight during the first episode of the new season of ‘Homeland’ on Channel 4. The TV work will be supported by cinema (appropriately), outdoor and digital. Seeing this film on the big screen would be a delight and viewing the 90-second spot in its entirety is not to be missed so, if you’re not tuning into the return of ‘Homeland’ tonight, check out the advert below.
Campaign states that the work, which will be used globally, is “inspired by the 30s films of the Hollywood director Busby Berkeley, renowned for his ability to turn dancers into human kaleidoscopes”. Berkeley’s most famous works are arguably “Varsity Show” and “Gold Diggers of 1935” for which he was the lead choreographer. The choreographer for this spot was Michael Rooney, son of the US actor Mickey Rooney with the soundtrack ‘Rapture’ by Blondie giving the advert a cool chic that tops it off nicely.
Whilst the TV ad is beautiful and also wonderfully thoughtful, I can’t say I’m as taken with the print advertisements from the same campaign (below). It would have been cleaner to carry across the same powerful aesthetic and artistry of the TV spot into the print and digital campaign instead of purely draining off of the same campaign line and using a different visual motif.
Further, the copy doesn’t sit right. Baileys has always been a woman’s drink and marketed as such but the proposition ‘Cream With Spirit’ is so wonderful that it’s a shame to see it squandered so needlessly with the print aspect of the campaign. BBH could have easily used the print ads to reinforce the artistry of the TV spot and position the brand as a beacon of celebration for modern womanhood.
Branding Magazine editor, Katrina Radic, has a similarly interesting (but better articulated) point of view regarding the aforementioned print ads. Here she states that the ads make a bigger point of…
“…degrading woman instead of celebrating them. If woman in today’s (still mainly men’s) world actually are witty, beautiful and strong, Baileys telling them to be the same is pointlessly contradictory. In other words, the campaign tells us very clearly that woman are everything but what Bailey’s celebrates them for, by telling them what they supposedly should be. For example, in the second photo from above, the ad basically says that women don’t have a mind.
Therefore, this is not a celebration of women, is it? It’s more of a retrospect of what societies ‘perfect woman’ should be, and – here comes the interesting part – what a woman might become when drinking the product itself.”
One of my favourite Bailey’s ads from back in February 2001 comes from the agency DDFH+B under the campaign title ‘Let Your Senses Guide You’ entitled ‘Charades’. I’ve posted the credits beneath those from the ‘Cream With Spirit’ ad below.
Credits ‘Cream With Spirit’
Global brand director for Baileys: Garbhan O’Bric
BBH creative team (film): Kat Bojcuk and Steve Sorec
BBH creative director: Rosie Arnold
BBH producer: Victoria Baldacchino
BBH commercial strategy director: Heather Alderson
BBH strategic business lead: Richard Lawson
BBH team director: Rachel Parry
BBH team manager: Lucy Nebel
Film
Production company: Riff Raff Films
Director: Megaforce
Executive producer: Matthew Fone
Producer: Michaela Johnson
DoP: Dan Landin
Editor/editing house: The Quarry, Paul Watts and Scott Kato
Sound: Soundtree/Wave
Post production: The Mill
Lead flame: Ben Turner and Gary Driver
Flame assists: Grant Connor, Hugo Saunders and Bevis Jones
VFX shoot supervisors: Ben Turner and Francois Roisin
Telecine artist: Mick Vincent
CGI lead Francois: Roisin
VFX production: Chris Baten
CGI team: Dan Moore, Emily Medger, David Knight, Chris McDonald, Stuart Turnbull and Jake Flint
Concept art: Jimmy Kiddell
Matte painting: Antoine Birot, Callum Strachan and German Casado
Print
Photographer: Norman Jean Roy /CLM
BBH art director: Charlene Chandrasekaran
BBH creative director: Rosie Arnold
BBH print producer: Rachel Wickham
BBH designers: Dominic Grant and Rich Kennedy
Packshot photographer: Laurence Haskell
Exposure: TV, Cinema, Press, Out of Home and Online advertising
Global campaign: UK, Italy, Germany, Sweden, Denmark, Finland, Hungary, Estonia, Czech Republic, Bulgaria, China, US, Canada, Costa Rica, Mexico, Puerto Rico, Colombia, Dominican Republic and Nigeria.Credits ‘Charades’
Advertising Agency:DDFH&B
Creative Director: Gordon Torr
Copywriter: Gavin O’Sullivan
Art Director: Roland Mahon
Agency Producer: Serena Schellenberg
Account Supervisor: Shane McGonigle
Advertiser’s Supervisor: Nina Davidson
Production Company: 2AM Films Ireland
Director: Paul Goldman
Producer: Amanda Martin
Lighting/Cameraman: Christos Voudouris
Filed under: Advertising, Branded Content, Branding, Digital, Film, Print Tagged: 1080, 2011, 2012, 720, 90 second, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, alcohol, alcoholic, art, art direction, awards, awesome, Baileys, Bartle, BBH, best, best of blondie, blog, blondie, Bogle, brand, branding, branding magazine, Brands, Britain, British, Bulgaria, busby berkeley, business, Campaign, Canada, celebrities, Channel 4, Charlene Chandrasekaran, china, choreographer, choreography, classic, Colombia, cool, Costa Rica, cream, cream with spirit, Creative, creativity, Czech Republic, dancers, Denmark, Digital, director, DJ Yoda, Dominican Republic, download, drink, drunk, entertainment, Estonia, Finland, full, Funny, GB, Germany, global, gold diggers of 1935, HD, Hegarty, hollywood director, homeland, Hungary, Italy, job, jobs, Kat Bojcuk, katrina radic, London, marketing, media, Mexico, michael rooney, mickey rooney, music, new, Nigeria, old, online, Oscars, outdoor, plan, planning, print, proposition, Puerto Rico, radio, rapture, Rapture by blondie, rosie arnold, sexist, Sir John Hegarty, soundtrack, spirit, spot, Steve Sorec, strategy, Sweden, the mill, travel, TV, TV Spot, UK, US, varsity show, viral, visual motif, website, what song, who sings, woman, women - Sep 25, 12
Weapon7, London have designed this lovely 90-second film for the Smart Fortwo to emphasise the fun that a small, city car provides. The advert celebrates a limiting feature of the car by emphasising that it only has two seats. Extending this notion creatively, Weapon7 used a skateboard as a visual metaphor for the small, nimble and fun car and had two professional skateboarders perform wonderfully-shot tricks on the board simultaneously. The metaphor plays well and the art direction coupled with the brilliant choice of music (“You Rascal You” by Hanni El Khatib) also add a cool-finesse to the piece which gives it a stand-out quality. Take a look at the spot below:
The ad is being supported by a variety of media and, today in particular, the campaign has received a huge media boost by way of a YouTube takeover as well as a newspaper wrap of the London Evening Standard which has a simple call to action: “Search on Youtube: skate fortwo”. Lovely. No QR code stamped messily anywhere (they don’t work on the underground when commuters are on their way home anyway), no horrible Blippar/Aurasma next-gen un-necessity. Just a small piece of copy telling people to type something into a website the vast majority are proven to use on a daily basis.
And, if you were in any doubt as to whether people did it…
Credits
Account director: David Kennedy-Cosgrove
Marketing director passenger cars at Mercedes-Benz Copywriter/creative director: Jason Cascarina
Art director/ creative director: Ant McGinty
Executive creative director: Jeremy Garner
Planner: Dan Bowers
Designer: Ian Patrick
Media agency: Maxus
Media planner: Maxus
Production company: Pulse Films
Director: Ben Newman – Pulse Films
Exposure: Online, cinema
Filed under: Advertising, Branded Content, Branding, Digital, Film, Marketing & Sponsorship, Print, Publishing Tagged: 1080p, 2, 2011, 2012, 7, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, alfredo urbon, Ant McGinty, art, art direction, awards, awesome, benz, best, blog, brand, Brands, Britain, business, buying, camera, Campaign, car, cars, Cinema, classic, cool, Creative, creativity, Dan Bowers, David Kennedy-Cosgrove, director, evening standard, Film, fun, fun for two, fun for2, fun fortwo, Funny, GB, handstand, Hanni el Khatib, HD, Ian Patrick, Jason Cascarina, Jeremy Garner, job, jobs, joy, kilian martin, leaderboard, London, london evening standard, lyrics, marketing, Maxus, media, media buyer, media planning, merc, mercedes, mercedes-Benz, metro, music, new, old, online, open your mind, open your world, plan, planning, print, proposition, pulse film, pulse films, radio, search on youtube, seven, singer, skate, skate fortwo, skateboard, skateboarding, skaters, Smart, smart car, soundtrack, spot, strategy, takeover, transportation, tricks, TV, UK, viral, weapon, weapon seven, weapon7, website, world class, You Rascal You, YouTube - Sep 25, 12
Earlier today, Myspace teased their new site and positioning with a sleek and stylish video displaying the new user interface and what will be possible on the new platform.
It looks interesting. Very interesting.
In many ways, the new site looks like an amalgamation of Twitter, Spotify, Instagram and aspects of Facebook embroiled into a hipster-chic that will be as off-putting to some as it will be alluring to others.
The new launch has been trending on Twitter since the teaser video broke 18 hours ago and the response has been mixed. However, I’m looking forward to seeing what becomes of MySpace and will definitely be giving it a try.
Here’s a little bit about the reinvention:
“We’re hard at work building the new Myspace, entirely from scratch. But we’re staying true to our roots in one important way—empowering people to express themselves however they want. So whether you’re a musician, photographer, filmmaker, designer or just a dedicated fan, we’d love for you to be a part of our brand new community.”
Take a look at the video below and then visit to sign up and receive the latest updates. If you want, of course.
Filed under: Branded Content, Branding, Digital, General Media Tagged: 2011, 2012, 2013, ad, advert, Advertising, art, brand, building, chic, code, community, design, designer, Facebook, fan, filmmaker, flash, fresh, friends, gaming, hipster, how, HTML5, instagram, justin, justin timberlake, music, musician, my, my space, Myspace, new, new myspace, news, photographer, re-building, reinvention, sign up, site, song, space, spotify, style, stylish, technology, timberlake, Twitter, website - Sep 24, 12
Peace One Day is a wonderful not-for-profit organisation that aims to raise awareness of the International Day of Peace which occurs annually on 21st September.
For the 2012 campaign, Leo Burnett worked on the account with the focus being to make Peace One Day unmissable and unforgettable. Sadly, however, the campaign was neither of those things and slipped silently under the radar of most of the country.
This year saw Leo Burnett develop the campaign ‘Obliterate Hate’ – take a look at two of the print ads below (placed pro-bono by Rocket in the London Metro):
Leo Burnett wanted thousands of people to tweet to @MissleForPeace using the hashtag #ObliterateHate naming violent or aggressive acts they wanted to obliterate. If you check the hashtag on Twitter, few did and even fewer did it properly. The physical missile itself and the act of exploding it containing a hard-drive full of tweets is a nice form of creative contention creating something of an ironic sentiment which could have worked even better if developed properly.
As of today, @MissleForPeace has 136 followers (most are employees from Leo Burnett). I realise there is something to be had in actually producing work for the cause but when it has little to no impact one must wonder whether the expense and effort was worth it. One simply remedy to ensure even just a few more people became involved would be to buy the main Promoted Tweet for the day to direct UK users to the Missile For Peace account and/or microsite (a screen-grab of which can be found below):
Creatively, the campaign is bit of a muddle. A mixture of lines including ‘Obliterate Hate’, ‘Missile for Peace’ and (most importantly) ‘Peace One Day’ all share the page instead of choosing just one and making the Peace One Day logo bigger, brighter and more noticeable – the whole point of the campaign was originally to raise awareness of the cause and the International Day of Peace it is promoting. The creative gets carried away with itself and forms a confusing and indistinguishable haze that doesn’t really do what it sets out to.
Last year, Innocent (one of my favourite brands) made a limited edition smoothie available during September for Peace One Day which also had a branded badge attached. It was a match made in heaven and was hugely successful in raising awareness of the cause. I tweeted Innocent recently asking whether it was occurring again this year although, sadly, it wasn’t to be. A partner of theirs, This Water, ran a competition for Peace One Day which wasn’t as popular. It’s all looking quite drab really, isn’t it?
Have No Fear – The Students Are Here
Last Tuesday (18th September) was the 50th Anniversary Awards ceremony for D&AD awards were dished out to students who entered the D&AD open brief from Peace One Day and Interbrand. Of the pencil winners this year were Olly Wood and Martin Headon who developed a wonderfully inspired idea: on September 21st, players of EA’s first-person shooter Battlefield 3 would receive a new map they could move their in-game characters on to – a football pitch utilising another of the company’s biggest brands: Fifa. The characters would lay down their weapons and play a game of football in the style of the Christmas Day 1914 truce during the First World War. Headon, in an interview with Digital Arts, states:
“The worst thing we could do was just expect ordinary people to care about wars and conflict in distant countries – this approach would surely only attract the usual suspects; the habitually charitable. Instead, we needed find a place where the concepts of peace and conflict already existed in people’s minds and in people’s lives – and target them there.”
Ogilvy & Mather opted for a very similar idea in their own campaign although I don’t think it’s as refined as the one above. Also, from the same D&AD awards as Olly and Martin comes this beautiful idea (from students David Woodbury and Nikolaus Drellow) which casts a huge shadow over Leo Burnett’s work.
Take a look at the other student work for the D&AD Peace One Day 2012 Open Brief here and sneak a peak at one of my other favourites by Leanne Bentley and Paul Chanthapanya (Kingston University) here.
The ad agencies of this world better watch out. We’re coming for you.
Credits for ‘Obliterate Hate’
Creative Agency: Leo Burnett
Executive Creative Director: Justin Tindall
Creative: Steve Robertson
Creative: Laurie Smith
Creative: Jackie Lynch
Agency Producers: Emma Bewley, Hannah Boase
Project Team: Alice Hooper, Kit Patrick, Ben Lunt, Zoe Attenborough, Richard Henderson, Hannah Graff
Micro-site: Ravi Chandwani, Ryan Dilley, Nikolas Dowlet at Airlock
Social Media: Ben Moore at Holler
Events: Emma Flynn & Isobel Hooper at Arc
‘Missile Launch’ Film
Director: Sam Strickland
Editor: Paul Trewartha
‘Making of the Missile’ film and ‘Missile Parade’ assets
Director: Ian Robinson
Editor: Geoff Webb
Photography: Rob Cooling, Stephen Attree
Print and Digital Advertising
Designer: Andy Allen
Retouching: Darren Grieves at Mundocom UK
Media
Media Planning: JCDecaux & Rocket
Media Spend: Pro-bonoCredits for ‘pEAce day’
Students: Martin Headon and Olly Wood
Tutors: Blair Jarvis, Chris Hill and Marc Lewis
College: School of Communication Arts 2.0Credits for ‘Receipt Flag’
Students: David Woodbury and Nikolaus Drellow
Tutors: Dan Balser and Norm Grey
College: The Creative Circus
Filed under: Advertising, Branded Content, Branding, Digital, Film, General Media, Marketing & Sponsorship, Print Tagged: 2011, 2012, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, art, art direction, awards, awesome, best, blog, brand, Brands, Britain, business, Campaign, classic, cool, Creative, creativity, D&AD, day, director, Funny, GB, hate, international day of peace, job, jobs, Leo Burnett, London, london metro, marketing, martin headon, media, metro, new, old, olly wood, one, peace, Peace one day, plan, planning, pod, print, proposition, radio, spot, strategy, TV, UK, viral, war, website, world peace - Sep 24, 12
It’s incredibly brave of a company like K-Swiss to take a leap of faith with their ad agency, 72andSunny, to create something that’s so distinctive in an overcrowded and indistinguishable marketplace. The entire Kenny Powers campaign is bold, brilliant and bowl-burstingly hilarious. Take a look at them below.
These two promotional videos took home a multitude of awards earlier this year including 3 Cannes Lions resulting from Gold in Branded Content, Silver in Cyber and a Silver in Film Craft.
The content was seeded on websites with similar content such as Funny Or Die, Vice as well as the brands own Facebook channel.
Credits
Agency: 72andSunny
Chief Creative Officer: Glenn Cole
Client: K-Swiss
Creative Director: Barton Corley and Matt Murphy
Designer: Jay Kamath
Junior Designer: Ben Dean
Writer: Matt Heath (Take a look at Matt’s website here – it’s full of amazing things)
Junior Writer: Teddy Miller
Director of Film Production: Sam Baerwald
Film Producer: Danielle Tarris
Director of Interactive Production: Rebekah Jefferis
Interactive Producer: Shoni Gustafson
Interactive Developer: Julian Paez, Joshua Stearns and Doug Hovekamp
Art Producer: Natalie Flemming
Business Affairs: Jessica Reznick and Emma Bojov
Production Company: Caviar
Director: Jody Hill
DP/Cameraman: Jimmy Lindsey
Line Producer: BP Cooper
Executive Producer: Michael Sagol
Still Photographer: Mike Piscitelli
Editorial: Final Cut
Editor: Graham Turner and Matt Murphy
Senior Assitant Editor: Ben McCambridge
Editorial Producer: Jennifer Miller
Executive Producer: Saima Awan
VFX & Telecine: Animal
Flame Artist: Alex Frisch
Producer: Cindy Chapman
Executive Producer: Leslie Sorrentino
Colourist: Allan Stallard
Colourist: Matt Lear
Audio Post: Play Sound
Mixer: John Bolen
Sound Effects: Machine Head
Sound Designer: Stephen Dewey
Filed under: Advertising, Branded Content, Branding, Digital, Film, Humour, Marketing & Sponsorship, Viral Marketing Tagged: 2011, 2012, 72andsunny, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, art, art direction, awards, awesome, Barton Corley, best, blog, Bones, Bound, brand, branded, branded content, Brands, Britain, business, California, Campaign, Cannes, cannes lions, celebrities, CEO, classic, clio, content, cool, Creative, creativity, cyber, Danny, Danny McBride, director, Down, east, Eastbound and Down, entertainment, Film, fuck, Funny, funny or die, GB, haha, hilarious, Jillian Michaels, job, jobs, Jody Hill, Jon Bones Jones, Jon Jones, K-Swiss, Kenny, Kenny Power, KP, KS, lmao, lmfao, lol, London, marketing, Matt Cassel, matt castle, Matt Heath, Matt Murphy, McBride, media, MFCEO, Michael Bay, MMA Champion, Mother fucking, mother fucking ceo, new, NSFW, old, plan, planning, Powers, print, proposition, radio, rude, Series, short, short film, spot, strategy, swearing, Swiss, trailers, TV, UK, vice, viral, website, win, winner - Sep 18, 12
This was one of my favourite pieces of work I saw at Cannes earlier this year and deservingly took home the Grand Prix Grand Prix for Good as well as two Golds in Direct and Promo for Public Health & Safety/Public Awareness Messages.
I’m slowly going through my notes, photos, folders and bookmarks to collate them on here. This issue is something I’m particularly fond of and the insight leading to the creative solution is so mind-bogglingly, eye-wideningly, stupefyingly simple that it shows our creativity in communication can do so much good in the world. Take a look at the case-study video below and, below that, the details from Droga5.
The Brief
More than 650,000 people around the world are diagnosed with leukaemia and lymphoma every year. And for many them, a marrow transplant is their only hope. About half find a match. There aren’t nearly enough people on the Marrow Donor Registry. And to make matters worse, it’s so complicated to sign up that it’s a wonder anyone’s registered at all. So we set out to make it easy. Thoughtless even. To change registering as a marrow donor from something complex to simple and everyday. And, above all, to save a bunch of lives.
Creative Execution
Most marrow donor programmes rely on the family and friends of patients, or an occasional event, to recruit new donors. But this requires a huge number of man-hours and usually only yields a few dozen registrations. But by making marrow registration a part of an everyday act, and a part of a mass-produced consumer product, we’re reaching a huge, new audience and reinventing the way marrow registration is done.
Results
Since its launch Help I want to save a life has been seen by over 50m people. From the most innovative minds in the world at this year’s TED conference, to mainstream news outlets, business publications, medical journals, tech media and the design community. Help’s bandage sales have increased by 1,900%. And new orders have been placed by some of the nation’s largest retailers – including Target, Walgreens and Duane Reade – forging new relationships for Help Remedies. But, most importantly, since the day we launched the number of marrow donor registrations has tripled.
Droga5’s ECD, Ted Royer, gave a talk at Cannes in the Young Lions Zone entitled “Everything You Wanted To Know About Advertising But Were Too Afraid To Ask” (see photo below). Royer, along with the agency themselves, have a very positive ethos and produce great work for great clients. Droga5 have always been an interesting agency (taking after Droga himself!) but it’ll be fascinating to watch their progress over the next few years.
Credits
Brand: Help Remedies
Agency: Droga5, New York City, NY, United States
Producers: Kim Koby & Dan Sormani
Director: Jason Jones
Director of Photography: Adam Lukens
Editing: Dan Maloney
Music: Joseph Fraioli
Sound Designers: Joseph Fraioli & Michael Marinelli
Creatives: Graham Douglas, Alberto Portas Martagon & Alfredo Adan Roses
Creative Film Production: Graham Douglas & Paul Caiozzo
First AD: TJ Ryan
Colourist: Stuart Wheeler
Filed under: Advertising, Branded Content, Branding, General Media, Marketing & Sponsorship Tagged: 2011, 2012, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, art, art direction, award, awards, awesome, bandages, best, blog, blood, bone, bone marrow, brand, Brands, Britain, business, Campaign, Cannes, cause, cause related marketing, classic, cool, Creative, creativity, cut, Direct, direct advertising, direct marketing, director, DM, donor, Droga, Droga5, ECD, everyday act, For good, Funny, gaming, GB, give, gold, good, good cause, grand prix, grand prix for good, help, help remedies, I want to save a life, job, jobs, leukaemia, life, LinkedIn, London, lymphoma, marketing, marrow, marrow donor, marrow donor registry, media, new, New York, non-profit, not for profit, old, plan, planning, print, pro bono, promo, proposition, public health, public safety, radio, Royer, safety, save, save a life, spot, strategy, swab, Ted Royer, thank you, TV, UK, viral, website, Young Lions - Sep 17, 12
There is an ongoing debate when it comes to adverts utilising shock tactics to illicit a response from the audience. Over the years and having researched and studied hundreds, I must admit to becoming somewhat desensitised to a lot of common tactics. However, having stumbled upon this TV spot from June last year, I had to share it on here.
It is brutal. I’ve coaxed myself into re-watching it a few times now and each of those occasions leaves me feeling quite sick as my stomach flips end over end.
The spot was developed by Ogilvy, Dublin for The ISPCC (Irish Society for the Prevention of Cruelty to Children) and produced by Blinder who took home a Bronze in Film Craft at the Cannes Lions Festival earlier this year for their work on this. This should be seen and felt – please watch below:
The film features the young actor (who is hauntingly brilliant) recite words from the ISPCC’s Children Manifesto – a policy it devised to ensure children are given the very basic of human rights. The faceless perpetrator, frequent low angle shots (to give the victims POV) coupled with the cherub-like innocence of the child himself is overbearingly simple in its creative outlay but creates a bold, brutal, brave and brilliant PSA that should be seen to be felt.
Credits:
Agency: Ogilvy, Dublin
Client: ISPCC
Creative Director: Colin Nimick
Copywriter: Des Kavanagh
Art Director: Laurence O’Byrne
Production Company: Blinder
Director: Richie Smyth
Executive Producer: Michael Duffy
Agency Producer: Derek Doyle
Filed under: Advertising, Film, TV Tagged: 2011, 2012, about, actor, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, art, art direction, ASA, award, awards, awesome, banned, banned ads, banned adverts, best, Blinder, blog, brand, Brands, Britain, bronze, brutal, business, Campaign, Cannes, cannes lions, child, childcare, childline, children, classic, Colin Nimick, Company: Blinder, cool, Creative, creativity, cruel, cruelty, cruelty to children, Derek Doyle, Des Kavanagh, director, drama, dublin, editing, Film craft, Funny, GB, grow up, grown up, help, horrible, hurt, I can’t wait, I grow up, innocence, Ireland, irish society, irish society for the prevention of cruelty to children, ISPCC, job, jobs, Laurence O’Byrne, Lion, lions, London, Manifesto, marketing, media, Michael Duffy, new, NSPCC, Ofcom, ogilvy, old, painful, plan, planning, Portland, print, Production, proposition, radio, restricted, Richie Smyth, scary, shock, shock tactics, shocking, spot, strategy, TV, UK, violent, viral, website - Sep 17, 12
BBH London have taken a hard-hitting approach with their latest brief for St. John Ambulance – a two-minute film that highlights the importance of first aid.
The story follows the journey of a man diagnosed with cancer who, after undergoing treatment, survives only to die needlessly as a result of choking because no one he is with knows first aid.
Using hard facts dug out from research, it was found that up to 140,000 people die needlessly each year in situations where first aid could have helped save their lives. Comparably, this is as many that die from cancer.
This film is central to the ‘Helpless’ campaign being run by St. John Ambulance together with BBH which aired last night (Sunday 16th September 2012) on ITV1’s Downton Abbey which earned an impressive 9.6m viewers.
The call to action at the end of the ad prompts viewers to text the word “HELP” to 84025 to receive a free first aid guide. I texted in earlier today and, after then sending my name and postcode, have been told I’ll receive the guide in the post. There is also an iPhone app available for information on the go. Hopefully, as more people spread the film online, viewers can give themselves a little basic training in first aid which could save someone life.
The film itself is beautifully shot and striking in its message although I do feel that the campaign title and hashtag should be changed from ‘Helpless’ to ‘Needless’. I understand that if one does not know first aid but is in a position to help someone it renders them helpless as well as the victim. However, to better accentuate the foregoing copy reading “First aid could help prevent up to 140,000 deaths every year. The same number of people that die from cancer.” using the word “Needless” seems more appropriate as it better highlights the dismal irony of the man dying from something so easily preventable at the end. Nonetheless, the overall effect of the advert is a extremely suitable with the call to action and tagline, ‘Be The Difference’, brilliantly toping off another brilliant BBH-special.
Credits
Director of marketing, communications and fundraising: Scott Jacobson
BBH creative team: Dan Morris Charlene Chandrasekaran
BBH creative directors: Matt Doman and Ian Heartfield
BBH producer: Matthew Towell
BBH team manager: Katie Beevers
BBH team director: Emma Brooker
BBH strategist: Carl Mueller
BBH strategic business lead: Ann-Marie Costelloe
Production company: Blink
Director: Benito Montorio
Executive producer: James Studholme and James Bland
Producer: Josh Barwick
Director of Photography: Federico Alfonzo
Post production: MPC – Jean Clemont
Editor: Andy McGraw
Sound: Will Cohen, Factory Studios
Exposure (where is this work running, country and media type): UK, TV & online
Filed under: Advertising, Apple iPhone, Film, TV Tagged: 2011, 2012, 84025, about, ad, ad agency, ads, advert, advertisement, Advertising, advertising agency, Adverts, agency, aid, ambulance, Andy McGraw, Ann-Marie Costelloe, art, art direction, audio, awards, awesome, Bartle, BBH, Benito Montorio, best, Blink, blog, Bogle, brand, Brands, Britain, business, call to action, Campaign, cancer, cancer survivor, Carl Mueller, Charlene Chandrasekaran, chemotherapy, choke, chokes, Cinematography, classic, cool, Creative, creativity, Dan Morris, death, depressing, director, Downton Abbey, emergency, Emma Brooker, Factory Studios, Federico Alfonzo, Film, first, first aid, Funny, GB, grim, Hegarty, help, helpless, Ian Heartfield, I’m in here, integrated, James Bland, James Studholme, Jean Clemont, job, jobs, john, johns, Josh Barwick, Katie Beevers, London, marketing, Matt Doman, Matthew Towell, media, medical, MPC, music, new, old, online, photography, Piano, plan, planning, Portland, print, proposition, radio, sad, science, Scott Jacobson, short film, Sia, song, soundtrack, spot, st. John ambulance, strategy, survivor, text, TV, UK, viewers, viral, vocal, website, what song, who sings, Will Cohen, YouTube - Sep 14, 12
Building on it’s proposition of being ‘Never Knowingly Undersold’, John Lewis – and incumbent ad agency Adam&Eve/DDB – remind audiences of the brands heritage in their latest 90 second spot.
The advert uses the tagline “What’s important doesn’t change” referring to quality, price and service – pillars of the brand itself and the overarching campaign proposition. Reference is made to John Lewis making the campaign promise in 1925 and repeats the same message as it has done over the past few years that the brand has always been offering the very best to their customers then and now. Creatively, it’s a lovely execution that implements a wonderful planning design that very literally explains how what is important never really changes. Take a look at the spot which will air tomorrow night during ‘The X Factor’ on ITV1 at 8:10pm.
Adam&Eve have been handling the John Lewis account from 2009 but, since the agency’s merger with DDB earlier this year, they operate under Adam&Eve/DDB; if this particular spot is anything to go by, it would seem the brands unique vision and it’s wonderful campaigns will continue to flourish under the revitalised leadership.The ad was created by Aidan McClure, Laurent Simon, Shay Reading and Frank Ginger with direction from Ringan Ledwidge from Rattling Stick. The music is an exclusive cover of INXS’s ‘Never Tear Us Apart’ re-recorded by Paloma Faith.
Filed under: Advertising Tagged: 1925, 2011, 2012, about, actor, actress, ad, ad agency, adam, Adam and eve, adam&eve, Adam&Eve/DDB, ads, advert, advertisement, Advertising, Adverts, agency, Aidan McClure, and, art, art direction, autumn, awards, awesome, best, blog, brand, Brands, Britain, business, buy, Campaign, campaign promise, Christmas, Christmas 2012, classic, clothes, cool, Creative, creativity, cry, cute, DDB, department store, director, download, eve, faith, fall, Funny, gadgets, GB, girl, guy, happy, INXS, ITV, itv1, john, John Lewis, john lewis advert, john lewis advert 2011, john lewis advert 2012, john lewis advert 2013, john lewis advert christmas song, john lewis advert music, john lewis advert never tear us apart, john lewis advert song, john lewis christmas advert, john lewis music, knowingly, Laurent Simon, lewis, London, Love, lovely, lyrics, man, marketing, music, never, never knowingly undersold, Never Tear Us Apart, new, old, online, other half, paloma, Paloma Faith, planning, Portland, price, products, proposition, quality, quality price, Rattling Stick, Ringan Ledwidge, sad, screen, service, Shay Reading and Frank Ginger, shoes, shop, singer, sings, song, sound, soundtrack, split, split screen, spot, strategy, style, technology, The X Factor, TV, tv advert, UK, undersold, unique vision, viral, waitrose, watch, website, who is the, who sings, woman, X factor, YouTube
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