Babbel | ‘Understanding changes everything.’

The campaign focuses on the transformational effects that come with knowing another language. Highlighting the claim Understanding Changes Everything, two new TV Spots show how small interactions in other languages can have profound effects on a personal and professional level. 

This adds to one of Babbel’s core brand messages: to inspire conversations that transform your world. The campaign has been developed based on research and market tests done via the research institute IPSOS.



It’s the first cooperation between Babbel and the award-winning Amsterdam-based production company Media Monks together with creative director Charlotte Moore.

While much of the language learning space is about promoting language skills as a bullet point for your résumé or a tool for your next holiday, Babbel wanted to dive deeper. “It’s true that learning a new language can change your cognitive skills, your career options or your personal life”, says Charlotte Moore, Creative Director for the campaign. “But deeper than that, beyond that, it enhances what you understand about yourself and the world around you. When you put people together who share that experience, the possibilities of change for the better increase dramatically. Understanding is a power for good, and Babbel takes the responsibility of spreading it through language-learning very seriously.”




The message: Learning a language isn’t just a transactional skill, but a life-changing activity that changes how you see other people and therefore the world. Babbel’s courses, developed by language learning experts give users the necessary confidence to engage in a conversation with others. The efficacy of the courses has been demonstrated in several studies in collaboration with, for example, Yale University.

To test how this messaging would resonate in the markets before launch, Babbel enlisted the help of the market research institute IPSOS. "After talking to consumers globally, we understood that they wanted to be inspired to learn a language, but also wanted to know more about the benefits of Babbel,” says Ana Cavalcanti, Head of Creative Operations at Babbel.

“This is why our creative strategy addresses both, with a brand spot that delivers a fresh perspective of Babbel that inspires people to start their language learning journey, and a product spot that reminds learners that Babbel's expert-crafted learning experiences will motivate them and help them achieve the gratification of speaking a foreign language."

The international campaign kicks off with the two TV spots in 30-, 20- and 10-second formats in the United Kingdom, Germany, Switzerland, Austria, Canada, Brazil, France, Italy and Spain. Besides TV the multi-channel campaign will be rolled out across social media, display, YouTube, PR channels and SEM.

Babbel is the new way to learn a foreign language. The comprehensive learning system combines effective education methods with state-of-the-art technology. Interactive online courses will improve your grammar, vocabulary and pronunciation skills in no time. You'll make fast progress and have fun doing it.

History Blocks| Africa

Agency: Africa

Client: Unesco

Country: Brazil

One of UNESCO’s tasks is to protect the cultural heritage of all people around the world. Sadly, that is not always possible. Because of wars and armed conflicts, hundreds of monuments are being destroyed. Whether as collateral damage or as direct targets of cultural cleansing, they are being reduced to rubble – and so is our heritage. 

These historic places are now in danger of being left out of history. Some might never be reconstructed, and we may never be able to set foot in them again. With this in mind, we set out to keep the legacies of these endangered and destroyed heritage sites alive by rebuilding them in Minecraft.

Penny the Pirate| OPSM

The first children’s story that’s also an eye test

Another powerful campaign consistently noted for its originality, Penny the Pirate has won 35 major international and national awards and was named the world’s best marketing campaign of 2016 in the annual Warc rankings.

Based on the discovery that “one in six kids have a vision problem and for many it’s undetected”, research uncovered by Saatchi & Saatchi revealed the reasons behind this statistic amounted to children’s’ fear of optometrists or the fact that many live in remote areas, far from reach.

To tackle this issue, the idea for Penny the Pirate was born, leading to the world’s first medical tool that tests children’s eye health as you read to them. Made available for free as a book and interactive app, this innovative campaign not only helped to address the growing issue at its core, but successfully positioned OPSM as a global brand committed to eye health.

On track to providing 300,000 children with an eye test, Penny has reportedly led to a huge increase in children’s’ eyewear sales.

Melinda Spencer, VP of Marketing for OPSM says: “We passionately wanted to create a useful tool that helps time poor parents to screen their children’s vision from the comfort of their own home, either through the book or through the app in a fun way and are overjoyed that it has been recognised internationally.”

Saatchi &Saatchi commented:

One in six kids have a vision problem and for many it’s undetected. This is because children don’t like coming into scary optometrists, or they live in remote areas, far from reach. As a brand that’s committed to eye health across Australia and New Zealand, eyecare provider OPSM needed to address this growing issue.

We took the eye test to children by creating Penny the Pirate, available for free as a book and interactive app, it’s the first medical tool to test children’s eye health as you a read a story to them. There wasn’t a standard eye screening tool for children, so we had to start from scratch.

We collaborated with illustrator/author Kevin Waldron, and the Department of Vision Sciences at Melbourne University, to identify three critical tests that would detect the most common vision problems for children, and then integrated them into a story. This resulted in a Therapeutic Goods Administration approved screening tool in the form of an interactive storybook. When books were finished with, parents could share their copy via a “Pass It On” program.

OneSight, a not-for-profit organization, is also using Penny to reach children across remote regions of Australia, helping them test more eyes than ever, because it’s more efficient, accurate and engaging than previous methods.

Penny is on track to give 300,000 children an eye test, which has already seen a huge increase in kids eyewear sales since launch. The app has also reached number one Health & Fitness App in the App Store

Heineken |This Is the Game

Heineken is celebrating its sponsorship of the Rugby World Cup, being held in New Zealand, September 9 to October 23, 2011, with “This is the Game”, a television commercial focusing on the code handed down from warriors of old. “Yes we wear dresses and yes we dance but this will never be drama class. We will respect a man’s anthem even he murders it. Never question the bounce. Who knows where this odd ball will go. Listen to the whistle man no matter how much he blows. Sleep when we are dead…” The 60 second “This is the Game” ad is supported by 10 second commercials ideal for play during the games, and an iPhone app “Kick Live Goals”.

Credits

This is the Game was developed at Wieden+Kennedy Amsterdam by executive creative directors Eric Quennoy and Mark Bernath, copywriter David Smith, art director Craig WIlliams, and agency producer Cat Reynolds.
Filming was shot by director Steve Rogers via Revolver, Sydney, and Cherokee Films, Auckland, with director of photography Geoffrey Simpson, producers Katie Smith and Ian Iveson, executive producer Michael Ritchie.
Post production was done at Glassworks, Amsterdam. Editor was Bernard Garry at The Editors.
Music is “A Soldier’s Chorus”, from Gounod’s Faust, produced at Extreme Music, Berlin.

Zonacitas.com|♥ getting laid made easy

“Love is out there. If we get organized, there’s plenty for all”, Ogilvy Interactive developed “Singles Finder”, a brand new application created for its client Zonacitas.com, the major argentine portal to find the perfect date.
Buenos Aires is one of the cities with the best nightlife of the world, with thousands of bars, discos and pubs. ?Yet sometimes, having so many options is a problem to find and meet single men and women.
Today is available in Buenos Aires “Singles Finder”, a free Smartphone App accessible in iTunes Store that gives you the exact amount of single prospects in each location. Because if you want to meet single people, first you have to know where they are. And the best part is to know it, before buying your ticket.

Credits:
Client: Dridco
Brand: Zonacitas.com
General Creative Director: Gaston Bigio
Ogilvy Interactive Director: Ramiro Dirube
General Creative Directors Interactive: Gastón Schaefer, Martín Garrocho
Digital Projects Director: Pablo Endler
Copywriter: Ignacio Jardon
Art Director: Diego Bertagni
Illustration: Diego Grandi
Developer: The App Master
Responsible for the client: Sebastián Gorín, Laura Rosenbaum