Nickelodeon / Safe Kids USA: Chicken

Tool Director Harry Cocciolo and Nickelodeon Creative Advertising collaborate to deliver an urban twist on the age-old joke "Why did the chicken cross the road?" for Nickelodeon. This time around it's a joke with a sobering punch-line. As cell phones, mp3 players and text messaging become greater distractions to pedestrians and drivers alike, Nickelodeon has teamed up with Safe Kids USA to launch a new campaign aimed at making kids aware of the dangers of technological distractions. Chicken opens with a cool hen strutting down a city street as it pumps the latest jam in its headphones. When the bird fails to notice the "Don't Walk" sign flashing at the intersection, it continues to cross into oncoming traffic and meets a "fowl" demise. The message is clear and humorously executed by Cocciolo. It doesn't matter why the chicken crosses the road, what truly matters is that its paying attention. So when walking in the city, take off your headphones, stop texting while walking and get off your phone. Paying attention saves lives.

Via: http://adsoftheworld.com
Advertising Agency: Nickelodeon Creative Advertising, USA
VP/Creative Director: Pete Johnson
Design Director: Juan Carlos Gutierrez
Head Writer: Jared Elliotta
Project Manager: Mike Zermenoi
Producer: David DeLuca
Prod Company: Tool of North America
Director: Harry Cocciolo
DP: Mark Plummer
EP(s): Brian Latt, Jennifer Siegel
Line Producer: Lauren Bayer
Production Designer: Joaquin Grey
Editorial: Final Cut
Editor: Akiko Iwakawa
Producer: Brian Semple
Telecine: Technicolor/Complete Post
Aired: August 2009

TRANSFORMERS: LIVE.

Nickelodeon wipes away the slime as the popular kids’ network celebrates its 30th anniversary.

Nickelodeon cleans up

The MTV-owned cable channel has announced a new identity which will debut this fall. Representing its biggest change in 25 years, the new logo marks a departure from the familiar ‘splat’ in favor of a more standardized look. While the new logo has not officially aired, it can already be seen on material for the upcoming Nickelodeon Animation Festival and new merchandise like DVD box sets.

Set in rounded lowercase type, the focal point of the new logo is a stylized dot on the lowercase ‘i’—somewhat resembling the outline of a child (or perhaps one last little splat for old time’s sake). I can't help but feel nostalgic for the much-loved ‘splat’, designed in 1984 by Scott Nash and Tom Corey for Fred/Alan (the company behind the famous MTV logo). The ‘splat’ was notable as one of the first to break away from traditional logo restrictions, morphing into hundreds of variations (as seen in this branding guide). The designers behind the new logo have yet to be identified.

The network, which originally debuted in 1977 under the name Pinwheel, primarily felt the need to develop the new identity in order to unify itself with its four sister channels: Nick at Nite, Nicktoons,Noggin, and The N. Along with the new logo, The N will be rebranded as TeenNick and Noggin as Nick Jr., bringing the word “Nick” into all of its channels for the first time. “The decision to streamline the network identities came after they started putting all of the channels' logos on the same business card—and decided that it looked like a mess,” reports Variety.

The network's soon-to-be-rebranded sister identities:

We wanted to clean it up and allow Nick to be the stamp on all of these channels… In asking ourselves if everything could live under the splat, we decided that the splat was dated. It just couldn't be done in a streamlined way.

-Cyma Zarghami, president

A glimpse of the new TeenNick logo has been spotted in stills from an upcoming ident produced byLifelong Friendship Society, giving an idea of how these sister networks will be streamlined into the new brand:

FOX TV::: THE OBSERVER

To promote its new show Fringe, Fox Television is playing an interesting game with its viewers, likened to Where’s Waldo. A mysterious character from Fringe called The Observer is now appearing in a variety of live events on the channel and is meant to get people watching more of Fox’s programming – trying to spot him creeping around. At the live events, he’s on-camera but goes completely unmentioned by hosts and commentators. Pretty interesting idea

Newspaper vs Mailbox

Australian research into the relevance and effectiveness of newspaper inserts when compared to mailbox drops.

Key findings:

• Advertising inserts are the most likely media to influence a consumer’s buying decision
• They are the most popular form of media that shoppers turn to when looking to help with their purchase decisions
• Almost 10 million, or 56% of Australians, agree that they read the ads in newspapers
  and magazines.
• The consumer relationship with newspaper inserts is more emotive:
  - An extension of my newspaper
  - Keeping me in touch with quality brands, not just bargains
  - More lifestyle oriented than ‘shopper’ oriented
  
  

Virgin Media | Backlot

Client: Virgin Media
Title: Backlot
Agency: RKCR/Y&R, London
Prodco: Rattling Stick, London
Post House: The Mill
Editor: Rich Orrick @ Work

Melody:::Aflam 3araby. Om El Agnaby.

Agency: Leo Burnett, Cairo

Country: Egypt

Client: Melody

Melody Aflam ''Aflam 3araby Om El Agnaby - Titanic"

Melody Aflam "Alfam 3araby Om El Agnaby - Rocky

Traffic Light Dance Off.

Streets attacked by Red, Green, Yellow dancers to promote a dance festival.

The festival is Woking Contemporary Dance Festival and the dance is called Traffic Light Dance Off.

Client:http://www.wokingdancefestival.co.uk

Agency:Lethal Design + Branding

MasterChef - Digital Campaign

Network 10 reality TV cooking show MasterChef

Finding the show - Google (1/5)

So you have just watched the show you go online type in 'MasterChef' or 'MasterChef Australia', searching for the site MasterChef Official site is no where to be found. There should of been an SEO/PPC campaign implemented. Using Google Insights you can see the rise in interest in the show. All these searches are now being missed by the main site.



Edit: I think they have been getting into my heads because they now have a Google Advertising/PPC in place for the keywords.

Mainsite (4/5)
The site is actual quite good when you get to it, simple layout, alot of rich content, including behind the scenes footage, catch up television and they have a forum which is humming along with a good numbers of guests. Everything you would expect from a reality show site.


Youtube (1/5)

I would think that Network Ten would have at least sunk $15,000 into this Youtube Advertising deal. You think the least they could of done was named the channel something else instead of 'TenMarketing'?!?!?!

Masterchef fan 'Wingscancer' has been uploading all the episodes onto his Youtube account, this probably could of been done by Masterchef official page.

Facebook Page (3/5)

It looks like they have a fan page, they have actually been quite smart to link up the conversation going between the forum with status updates to the Facebook page. This keeps the conversation going and is also a good way to update people of upcoming episodes.

Bloggers (4/5)

There was a number of cooking bloggers talking about the show (Foodchaser) and theauditions (Grab Your Fork). Host, Sarah Wilson also did an interview with fashion bloggerGirl With A Satchel. MasterChef has also been getting a fair bit of coverage in the Number 1 Australian Television blog TV Tonight with over 10 posts on the show and also Reality Ravings

Bonus - Twitter:

It would be great if they had a twitter stream going onto the main site. As there is a great back channel going on behind this show. Or even just the insights to one of the contestants, they already have Brent Parker Jones and Linda Kowalski who are in the final 20 and is on twitter. They also have an unofficial Twitter channel MasterChefAus, you would hope that they are relaying important information to them. Is this a missed opportunity?


There are some limitations with this analysis, without knowing everything they are doing and what they're goals are? What do you think of this as a concept for blog posts? What information do you think I should include/I have missed in looking at Digital Campaigns?

AdmCom:::YOC

YOC – the Official Year of Creativity – is an initiative launched by AdmCom to dedicate 2008 to the exploration of the infinite potential of creative energy.

“Be the change you want to see in the world”, this is the idea behind YOC_BOX, the first in a series of initiatives launched by AdmCom.

An unusual self promotion tool, YOC_BOX is a box containing 366 ironic, surreal and provocative business cards. Each of the cards, which are personalized with the name of the person they are sent to, carries, in highly original graphics, an impossible profession or an imaginary role that we have all dreamed of, or perhaps, would simply enjoy doing for a day. This everyday object has therefore been destructured and reinvented in order to revolutionize the labels and habits that others see when they look at us or that we ourselves see when we look in the mirror.

The concept behind YOC_BOX is also at the heart of YOC_CLICK, the site at www.yearofcreativity.com where you can view the 366 business cards. All the cards, which can be personalized with your own name and downloaded completely free of charge, are ready for printing. Alternatively you can send them to a friend who can personalize them online.

Soon all visitors to the site will be able to interact by sending their proposals for new, imaginary (but not therefore impossible) jobs, reflections and ideas to YOC_CLICK.

Advertising Agency: Admcom, Bologna, Italy

Released: January 2008

Zee Aflam:::360 plan to launche in Middle East

Zee Telefilms had established itself as a provider of top quality entertainment with its Hindi language channel for Asians, but it wanted to reach out to the potentially huge audience of Arabs in the Middle east area.

Research showed that Bollywood movies were popular amongst Arabs in the region and that a new Bollywood channel would go down well with locals in Saudi. The main target for Zee Telecoms was Arab females with males, and the rest of the family, secondary.

Using a teaser campaign across newspapers, TV and radio Zee Telecoms ran the slogan – ‘Bollywood in your blood’. A reveal phase then introduced the actual channel – Zee Aflam – to the Saudi public with the strapline ‘Bollywood in Arabic’.

Malls and female salons in particular were the focus of the out-of-home campaign. In malls, promos of Zee Aflam played on a TV whilst a painter created florid murals on a wall behind. Banners were used in female salons to reach the channel’s target demographic.

One month after its launch, Zee Aflam sat 6^th on a chart of the most watched movie channels in the Middle East. Three months after its launch the channel was No. 1 in the chart. After 5 months it was 3^rd, but Zee Aflam had still managed to usurp well-established channels such as Fox Movies in a short space of time.

BRAND:Zee Aflam

BRAND OWNER:Zee Telefimls

CATEGORY:Entertainment

REGION:Middle East

DATE:Jun 2008 - Dec 2007

AGENCY:Universal McCann

MEDIA CHANNEL

Reversevertising::: HBO gets its fangs out for True Blood

Advertising can be a bloody nightmare, especially if HBO has anything to do with it. The broadcaster is behind a selection of faux adverts aimed at generating publicity for the second season of vampire series True Blood about to be screened on HBO.

It convinced household brands such as Mini, Gillette and Harley Davidson to roll out adverts with a gothic twist. All brands targeted were big, iconic advertisers that were felt to be a good fit with the True Blood series.

Mini showed a Count Dracula clone leaning out of the car window; Harley Davidson encouraged vampires to “outrun the sun” and Gillette went with the strapline ‘Dead Sexy’. Perhaps the most innovative was job site Monster’s: ‘If you sleep in a coffin, it’s easy to think outside the box’.

HBO says the campaign works because the adverts are not what you would expect from these brands – it catches people by surprise. Each advert gave a unique URL that directed traffic straight onto the True Blood website.

HBO also bought up Bloodcopy.com, a website loaded with all things gothic, from Campfire last year. Fans of the True Blood will be able to interact and watch specially created videos promoting the series on the site.

BRAND:HBO

BRAND OWNER:Time Warner

CATEGORY:Entertainment

REGION:USA

DATE:Apr 2009 - Jun 2009

MEDIA AGENCY:PHD

MEDIA CHANNEL

Sci Fi Channel:::Eureka moment on Twitter

Technology saving the day is nothing new in sci-fi… on-screen, that is. Off-screen it’s a different matter. But when Sci Fi channel execs saw viewing figures for Eureka plateau they decided to use Twitter to regenerate a buzz around the programme.

Having exhausted a range of scientific anomalies throughout three series, execs realised it was the idiosyncratic residents of genius-town Eureka that kept viewers coming back for more. Twitter proved an ideal opportunity to let fans converse with the show’s characters.

It was decided the most likely ‘twitterer’ would be the show’s talking house, SARAH. SARAH observed all the characters but couldn’t participate directly, which made her the perfect candidate to talk to people about the secrets of the show.

Any Twitter users that had mentioned Eureka in their posts were targeted in order to build up a loyal online group quickly. SARAH interacted with them in character, under the Twitter username _S_A_R_A_H_ . Some of her tweets even served as teasers for upcoming episodes.

The campaign served its purpose. Eureka traded in its plateau for another rating peak, reaching 2.1 in viewing figures – nearly 20% higher than the target increase. SARAH conversed with over 4,100 Twitter users.

BRAND:Sci Fi Channel

BRAND OWNER:NBC Universal

CATEGORY:Entertainment

REGION:USA

DATE:Jul 2008 - Feb 2008

OTHER AGENCIES:Fallon

MEDIA CHANNEL: