Wrangler RED| We're animals

Wrangler has revealed its new image for this 2010 Spring/Summer season, which goes by the name of Red. A powerful, visceral campaign centred on the human being's most primary instincts. Men and women have been photographed in red waters or amidst the fury of twirling red dust. A new approach to the concept We Are Animals by a fit, strengthened Wrangler. 

The campaign We Are Animals comes packed with emotions. Each image is a high dose of adrenalin, tension and passion, with red as the basic colour. Each character becomes the personification of the inner strength of an unleashed man, a sweeping animal alter ego. 

The new campaign features two distinct phases, the first one to be shown at Berlin's Bread&Butter, with an important presence in the city and in the specialized press on the occasion of the fair. In March, there comes the second assault, aimed at the public through several channels –graphic, street ads, digital, and stores.

Advertising Agency: Fred & Farid, Paris, France
Executive Creative Director: Fred & Farid
Photographer: Jeff Burton
Photographer Assistant: Rob Hamada
Film editor Yannis Rachid
Agency Supervisor: Fred & Farid, Daniel Dormeyer, Dushan Karageorgevitch, Paola Bersi
Advertiser Supervisors: Giorgio Presca, Dieter Jacobfeuerborn, Alessandro Vigano, Stephano Aimone, Adam Kakembo, Yasemin Akkaya,
Art Buyer: Marie Moulin

Levi's | Pop-up Closet

Advertising Agency: Mortierbrigade, Belgium
Producer: Veerle de Vos
Creative Direction: Jens Mortier, Joost Berends, Philippe Deceuster
Creatives: Tim Arts & Stefan van den Boogaard
Designer: Daan de Haan
Illustrator: Marianne Lock

Opticana - the 500$ Campaign By Mccann Erickson israel

McCann made good use of a massive $500 spend! They bought 10 domain names with a slight misspelling of some of the most popular websites in Israel and setup advertising on those pages to promote an “eye test” to help with the mistype!
Brand: Opticana 

Agency:McCann Erickson Israel 

Gap | Shopping Turned On Its Head

website: http://www.mysprize.com/public/index.jsp

Daffy's Dancers JUMP out of MOVIE SCREEN

The discount retail chain Daffy's staged such live performances over the weekend at the Ziegfeld Theater in Midtown Manhattan before screenings of the new film Amelia. In a campaign by Johannes Leonardo in New York, part of WPP, dancers acted out how shoppers try on clothes in what was called Fitting Dance."

Asstounding "butt-centric" Reebok ad

The spot called "Wandering Eye," stars a shapely spokeswoman who can't get the camera operator from coming in for close-ups of her backyard, although she seems quite flattered by it. The inspired tagline: "Better legs and a better butt with every step." Reebok is running the spots on broadcast and cable TV over the next four weeks, marking the brand's first major TV effort in two years, according to M&C Saatchi.

Sexiness for everyone!

The Berlin Agency GLOW has created a TV-Spot ware you see an oriental beauty putting on her tights, then her bra and finally her panties. She views herself in the mirror and shows some naked skin. In the end she puts on a black dress, that turns out to be a  burqa. The claim says: “Sexiness for everyone. Everywhere!” The client is www.liaison-dangereuse.com, an exclusive German Online-Shop for Luxurios Dessous.

Title: Sexiness for everyone! I Agency: Glow, Berlin, www.glow-berlin.deI Client: Liaison Dangereuse, Hamburg www.liaison-dangereuse.com I Country: Germany

Volkswagen’s Viral Video Serie: The Fun Theory

In September, Volkswagen launched www.rolighetsteorin.se, an creative initiative to test if fun could change the behavior of people. The campaign has become a huge success in the last couple of days with a tremendous amount of views for the videos that Volkswagen subtly seed with this campaign.

Read on for the full statistics on the campaign and my personal view on this already strong marketing case in social media.

Last Friday, Niels wrote the following summary, here on ViralBlog:

With this new campaign, developed by DDB Stockholm, Volkswagen turned a subway staircase in Stockholm, Sweden into a giant piano as part of their ‘Theory of Fun’ campaign. The effort is just one stunt that appears on the carmaker’s Rolighetsteorin.se website, which showcases efforts to get people to change by simply making things more fun. The Giant Piano clip got over 500,000 views on YouTube in just over two weeks.

The videos are aiming to change peoples lazy behavior by showing them the fun side of acting environmental responsible. As for the carmaker’s own contribution, “Volkswagen’s answer to the theory will be presented at a later stage on a separate website amongst other media,” says DDB Stockholm creative director Andreas Dahlqvist. “The site will display their whole range of environment technologies and cars—many, many fun ways to do something for the environment.”

Let’s take a look at the already launched videos:

Piano Staircase

The video received 1.200.000+ views in 4 days. Plus various copies with over 500.000 views. Minor detail: The original Swedish version - Pianotrappan - rolighetsteorin.se - “only” got 680.000+ views in 20 days.

The World’s Deepest Bin

This video received a bit less views, 88.000 views in 4 days. Minor detail: The original Swedish version - Världens djupaste soptunna - rolighetsteorin.se - “only” got 129.000+ views in 20 days.

Bottle Bank Arcade

About the platform

The platform bundles the videos and encourages people to submit their own ideas. The winner will be granted with a cash prize of 2500 euros. I sure do hope that Volkswagen promotes these actions and let people vote, share and encourage others with micro interactions. This way, the behavior change also comes from the people within.

Statistics on the videos

Lets take a look at the conversation market. What did the campaign do to the conversations? To check this out, we’ll have a look at Twitter.

Trendistic statistics on the word “piano”

It’s incredible, when you look at the statistics, you can see a minor trend on the word piano, just shortly after the launch of the videos. This means that people started to talk more about pianos then before the campaign. Next to all the regular conversations about pianos, a lot of the ones including a link direct to the advertisement page. Source: Twitter Search.

Trendistic statistics on the word “fun”
Another nice detail is that Volkswagen is being associated with fun a lot on Twitter. Looking at these results, you can see that Volkswagen is being mentioned several times per hour with the word fun and a link to the campaign.

YouTube statistics on Piano Staircase

Unfortunately, the extended statistics have been disabled for both the Swedish YouTube videos, so we couldn’t find out whether these videos spread globally as well as the English ones. However, the English versions did show the extended statistics. Let’s check out the ones from the piano stairs video to see the popularity in a global perspective.

YouTube statistics on the video: viral growth

Even though the image above is from such a short period, its still incredible to see the large growth in such a short time. Also the amount of ratings, comments and favorites show people like the video.

YouTube statistics on the video: global reach

When you look at the global reach, you can see the video has worldwide popularity, which is an interesting fact. Humor and interests aren’t human aspects that have the same values on every person on this planet. It’s good to see the video has been liked in America, Australia and Russia.

Comparisation with Ray Ban

Earlier this year in April, I wrote about Ray-Bans success with their Never Hide campaign. The strong viral videos, starting with the videos of “Guy Catches Glasses With Face” from NeverHideFilms had a few strong elements that made it a viral success.

Looking at the aspects of the Volkswagen videos, it leaves no doubt that the Never Hide films gave some good inspiration to DDB Stockholm, the agency behind the films. The films are also not based on the core message of the brand, they could be a start of consistent line of communication, are highly entertaining, aren’t just about the product and could have been done by average Joe.

Could it be that Volkswagen is following Ray-Ban’s successful footsteps by creating successful, fun and creative videos to feed the entertainment market? I certainly love this campaign of Volkswagen and hope they’ll receive the viral success they deserve!

Make sure to also check out the article on Creativity-online.com, which includes an interview with the creative director from DDB Stockholm and take a look at the fun behind the scene photos on Flickr.

Sources: ViralBlog.com, Creativity-online.com.

Target:::Bag a billboard

Fashion is a personal thing. Ask two women arriving at a party dressed in the same outfit and you’ll really see the ‘handbags’ come out. Knowing this, fashion retailer Target has come up with an environmentally friendly way of making sure the handbags, at least, will always be unique – by making bags out of billboards.

In the past, Target has shown a preference for commissioning high profile artists to create designs for its fashion ranges. The artists it has commissioned to design its billboards this time round are equally high calibre: Michael Anderson, Laurie Rosenwald, Charles Wilkin and Josh Goldstein have all signed up to the project. Their billboard designs will be erected in NY Times Square on Labor Day and remain up until the end of October.

Once they have been taken down, the vinyl designs will be turned into 1,600 limited edition bespoke bags using an Anna Sui tote bag model. Every bag will be unique and made from 90% recycled material. So, consumers passing through Times Square are advised to keep an eye out for their favourite parts of the billboard designs as they could soon be wearing it on their arm.

The bags will be available to order on Target’s website from September 4^th, ready to be shipped from January 2010. A clever, cost-saving campaign that gets consumers talking about the brand and thinking about the environment.

BRAND: Target

BRAND OWNER: Target Corporation

CATEGORY: Accessories/ Clothing/ Footwear

REGION:USA

DATE: Sep 2009 - Jan 2010

AGENCY: Mother

MEDIA CHANNEL

New Balance:::The 574 Clips Campaign

New Balance, based in Boston, MA, continues its tradition of premium footwear. Designed for both men and women, New Balance footwear features the finest construction and quality. Ranging from all-time classic favorites to reinvented modern silhouettes, each Lifestyle shoe features innovative materials and technologies that keep the New Balance brand as relevant and sought after today as it was 100 years ago. Celebrating heritage, craftsmanship, innovation and imagination, New Balance Lifestyle fuses classic designs from the past with bold ideas from the future.

The New Balance 574 Clips offers up a rather unique buying experience which has each shoe in the 480 pair run correspond with a series of videos on www.574clips.com where buyers of the 574 can find their specific video and will then have your name at the end of the clip when claimed. The “Clips” name also comes from the shoe’s usage of salvaged materials from the company’s Lawrence, Massachusetts factory

480 Shoes, 480 Experiences

BOSTON (September 15, 2009) -- From the heritage of the 574, New Balance introduces the 574 Clips Collection. This staple New Balance silhouette is crafted into a new innovative style, which continues to inspire the blend of design with function. While the 574 silhouette's heritage will remain, New Balance will debut an innovative campaign to support the launch of the 574 Clips Collection which will mark the first campaign from New Balance Lifestyle's agency of record, Mother New York.

The 574 Clips Collection

574 Clips is a collection constructed from leftover materials salvaged from New Balance's Lawrence, MA factory. Made in the US, the upper of each shoe is first constructed and then assembled in Massachusetts. To show pride in New Balance's continued dedication to domestic manufacturing, "USA"will be stitched on the heel and tongue of every shoe within this collection.

574 Clips stays true to the 574's premium design and comfort technologies, but acquires its name from being constructed of leftover clips of materials from other New Balance "Made in the USA"silhouettes, specifically the 993 and 996. Typically constructed of cow suede, the evolved 574 will feature supple grey pig suede, which comes from the leftover materials of the 993 stitched together with one of four different colored surplus meshes from the construction of the 996.

"Of all the shoes produced by New Balance, we're especially proud of the 574. It's a perfect demonstration of our core values of heritage, craftsmanship, innovation and imagination, as well as our deeply held belief that ‘grey is beautiful,'"says product manager Luis Navarro. This collection will follow the standards that all past 574 collections have embodied: the synergy of beautiful design and function. All content created for the 574 Clips campaign will also be inspired by heritage, craftsmanship, innovation and imagination, New Balance Lifestyle's core values.

The 574 Clips Campaign
The collection name, "574 Clips"has a dual meaning: The first stems from the leftover material clippings used to construct each shoe; the second from the video clips used in the marketing campaign supporting this collection's launch, designed by New Balance Lifestyle's agency of record, Mother New York.

The 574 Clips marketing campaign will target sneaker connoisseurs - one of a growing number of enthusiasts who collect, critique, discuss, analyze, obsess about, display, sell, and sometimes even wear the sneakers they buy. New Balance will be able to provide these tastemakers with a shoe that no one else has with a unique experiential story specific to that shoe.

The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos, www.574Clips.com. 480 video clips were recorded of each of the shoes' unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.

To compliment the 480 short films, a Polaroid photo has been taken of the shoe's experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe's limited edition number (example: 017/480), size and color. A find tab will list the ten retail locations where the collection can be purchased.

Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their "clip”, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to "claim"their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner's name will be shown at the end of the short. Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574's unique experience with friends, they are presented with several social media options including: Facebook, MySpace,

Delicious and Tumblr.

"We took the iconic 574 and evolved the world around it,"said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. "We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480's entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480's laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back."

The 574 Clips Collection shares various technologies with the 2010 re-engineered 574, such as removal of unnecessary foams in the tongue and collar to reduce heat and bulk and added rubber durometers to yield shoe flexibility and a softer feel. It also features a PU insert for ultimate, plush comfort and a microdenier lining taken from the 993 to create a luxurious feel.

The 574 Clips Collection will be available in September 2009, in four rich colorways: grey/blue, grey/green, grey/orange and grey/burgundy. There will be 120 pair per color available, limiting the total production to 480 pairs. 574 Clips will retail at $75.00 at ten top U.S. retailers including Reed Space in NYC, Undefeated in LA, Bodega in Boston and Goods in Seattle, among others.

The 574 Clips Campaign was designed to highlight the individualistic nature of each shoe. The campaign will be centered around a website that will feature 480 short videos. 480 video clips were recorded of each of the shoes’ unique experience before reaching the consumer. These videos were shot at locations throughout the US including Los Angeles, New York City and Lawrence, Massachusetts, where the shoes are manufactured.To compliment the 480 short films, a Polaroid photo has been taken of the shoe’s experience and placed in the corresponding shoe box, conveying a trading card collector feel. The back of each Polaroid will indicate the shoe’s limited edition number (example: 017/480), size, and color.

Consumers can then visit the 574 Clips website and search for the exclusive video created specifically for their shoe. Once the consumer has found their “clip”, they can watch the short video featuring their pair. After the video is finished playing, the Polaroid will flip over and the owner has the option to “claim” their shoe by entering a unique 5 digit code and their name. Once clips are claimed, they can still be viewed, but the owner’s name will be shown at the end of the short.

Enthusiasm of purchasing and finding each shoe on the website will translate into a desire for the owner to share with their friends. If a user elects to share their new pair of 574’s unique experience with friends, they are presented with several social media options including: Facebook, MySpace, Delicious and Tumblr.“We took the iconic 574 and evolved the world around it,” said Paul Malmstrom and Linus Karlsson, Creative Directors and Partners at Mother New York. “We wanted to find a way to make each shoe extra special. We did this by creating 480 stories for 480 shoes, shooting people and places across the country. We were there for 443/480’s entrance into the world. We screamed with 298/480 throughout its first roller coaster. We held 016/480’s laces as it raced in an ambulance. We even had to chase a zebra to get 002/480 back.”

Campaign credits;

Creative Director(s): Linus Karlsson & Paul Malmstrom
Art Director (s): Jed Grossman & Mark Aver
Copywriter (s): Ben Hughes & Jon Lancaric
Creative Technologist: Rey Peralta
Designer: Derrick Lee
Producer (creative): Imogen Bailey
Assistant Producer: Bryan Reisberg
Art Producer: Amita Sehgal
Production Company: Greencard Pictures
Executive Producer (s): Nick Kadner & Emily Wiedemann
Producer: Max Knies
Post Supervisor: Mike Sobo
Interactive Agency: Almighty
Studio Director: Paul Larrow
Senior Flash Developer: Marc Leuchner
Technology Manager: Jeff Wilder
Account Director (interactive): Emily Daniel

Halal cosmetics for Muslim women

It's estimated that 70% of Muslims worldwide live by the code of halal. That's a big market for producers of halal food, but one that has largely been ignored by the casually carnivorous cosmetics industry. Recognising this gap, Canadian Layla Mandi—a former make-up artist who converted to Islam—has launched a range of certified halal cosmetics. OnePure skin care products contain no pork extracts and no alcohol, both common in standard make-up but haram (forbidden) according to the Koran. The range is certified by a Malaysian Islamic authority, which has verified that everything down to the fluids used to clean the production equipment is halal.

Dubai-based OnePure is initially offering a USD 125 travel pack (cleanser, toner, moisturiser and eye cream) targeted at Muslim women in the Middle East, for whom OnePure say the products are specifically formulated. The packs are currently being sold on board Saudi Airlines, in Dubai's Souk al Bahar shopping mall and through the company's website, but the company says it is in talks with leading hotel brands about making OnePure products available to guests. OnePure also plans to launch a body and hair range, as well as products for men.

Whether standard cosmetics are really haram is perhaps debatable. But our bet is there are plenty of Muslim women who would rather be safe than sorry. The guarantee provided by OnePure's halal certification is the real selling point, hence their slogan: "Be sure. 100%." One to bring to Muslims in your area?

Website: www.onepureonline.com

GAP:::in exchange

To celebrate its 40^th anniversary, clothing brand GAP wanted a way to mark the occasion with an event that would make a big impact and get people talking about the brand. It decided to team up with the New York Stock Exchange, getting all traders to wear jeans for the day.

GAP became renowned for its jeans-wear back in the sixties when icons such as James Dean made the clothing fashionable. Always associated with blue-collar professions because of their hard-wearing nature, the GAP event was the first time jeans have been allowed onto the trading floor of the New York Stock Exchange.

On 21^st August, GAP outfitted 1200 traders in its new 1969 Premium Jeans collection – named after the year the company was founded. Media organisations

were invited onto the floor to photograph the traders at work and to mark the close of play at 4pm, GAP North American president, Mark Hansen, and founding family members, John and Bill Fisher, rang the Closing Bell remotely from GAP’s San Fransisco HQ.

The stunt gained major press coverage across the states and reinforced GAP’s credentials as a stalwart of the fashion industry, at the heart of American culture.

BRAND:GAP

BRAND OWNER:GAP

CATEGORY:Accessories/ Clothing/ Footwear

REGION:USA

DATE:Aug 2009

AMEDIA CHANNEL

NIKE | Make The Difference

The site

Facebook fan page

The ads

Gap | Born To Fit

The Facebook hub for Gap's "Born to Fit" 1969 premium jeans launch campaign.

The site delves into Gap's 1969 denim collection with a virtual runway and fit spotlight that show 360-degree views of the various jean styles and outfit suggestions, accompanied by commentary from designer Patrick Robinson.

Also featured are videos from Gap models and actors appearing in Gap ads. Users are also invited to upload their photos into a gallery with their own "born to" looks and share their own styles through Polyvore, an online image-mixing app.

See more of the 1969 campaign here.

Full Credits

Agency:

AKQA, San Francisco

Client:

Gap

Agency:

Laird + Partners

Category

Web Film, Website