October 27, 2014

TVCs get social

Was interested to read in Adweek how HP has turned a series of 6-second Vines into a 30 second TVC. This is taking integration somewhere new and in many ways in reverse from the way many agencies work. Luckily it wasn’t created with user-generated Vine videos or the results could have been much worse. For this campaign, HP hired about a dozen artists and commissioned around 30 clips.

Many brands are looking how to crossover between different screens. Often it is done in a very simplistic way with the TVC being used on social channels, sometimes with extended or interactive versions. Almost every TVC now uses hashtags to lead people into social engagement. But how can integration be more surprising or innovative? With people often on their phones or tablets while watching TV could we see some interesting social platform + TVC synchronized experiences? There was the Honda Jazz app from a few years ago where people could catch characters on a TVC. Or Shazam integrations which was popular for a while. I’m sure we’ll be seeing some interesting developments in the coming years bringing all our screens together for more seamless brand experiences.

October 8, 2014

GO CLIO!

No, this isn’t about the popular French compact car that was available as a crazy V6 version. It’s the CLIO awards that were recently announced along with a special speech from Jerry Seineld who basically said that what we do is meaningless. Yes Jerry, we already knew that.

Rather than focus on the big winners we’ve already seen soaking up the glory at Cannes and elsewhere, I want to look at some of the lesser known projects.

Red Urban in Toronto won bronze for this inspiring website that tells the story of a VW Beetle that went around the world several times. Everyone talks about storytelling these days. But if you find a compelling story and tell it beautifully it can be really touching.

OK, this next one won gold but not enough noise has been made about this. The Beats Music app from R/GA shows how human technology can be. With curated suggestions and questions to gauge your mood they are able to give you playlists that match who you are. Let’s see what Apple will do with this now they’ve made Dre the richest gangsta on earth.

Having a terrible president (again) and being the sick man of Europe seems to be sparking a lot of creativity in France. We’ve seen a lot of award winning work this year from les Francais. Here is a lesser known project for SNCF from TBWA that picked up a bronze CLIO. To recruit new engineers they challenged potential candidates with an impossible game. OK, so they only ended up hiring 10 people. But they were geniuses!!

Here is one last one from the Innovative Media category. While adamandeveDDB earned lots of buzz for their Harvey Nichols work this year they’ve done some other great projects too. This one for Google brought passionate soccer fans from around the world to a live football match thanks to the power of Google +

So don’t just check out the grand prix and gold winners. There are some interesting nuggets to be found in the lesser metals and shortlists.

Check out all the 2014 CLIO winners here