Hipster Essentials

Hipster: \hip-stur\n. One who possesses tastes, social attitudes, and opinions deemed cool by the cool. (Note: it is no longer recommended that one use the term “cool”; a Hipster would instead say “deck.”) The Hipster walks among the masses in daily life but is not a part of them and shuns or reduces to kitsch anything held dear by the mainstream. A Hipster ideally possesses no more than 2% body fat.
 

Fake Swimming Pool

This is the swimming pool art installation in 21st Century Museum of Art, at Kanazawa Japan by artist Leandro Erlich.The top surface is filled with 4 to 5 inches of water that looks like a realistic pool. The people underneath the swimming pool can actually look above with realistic water effect on top of it.
A layer of water only some 10 centimeters deep is suspended over transparent glass. Below the glass is an empty space with aquamarine walls that viewers can enter.

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The Swimming Pool has the size of 280x402x697cm (HxWxD), and the separating layers were made using two clear acrylic glasses about a foot apart and the space in between are filled with water.

Ikea site from 1998

The World’s Biggest Hug

Conselho Nacional Do Sesi, the national council of social services in Brazil, ran the world’s biggest hug over two days in October 2010 using the Christ the Redeemer statue in Rio de Janeiro. Over two nights the statue’s spotlights were turned off, allowing projections of cityscapes and 3D imagery to create the illusion that Christ was closing his arms around the city. The symbolic 3D hugs were linked to the number of visitors to the Carinho de Verdade (True Affection) campaign site, raising public awareness of the impact of sexual abuse on children and teenagers, and encouraging the development of healthy relationships of trust.

Credits

The True Affection campaign was launched on October 19, in Rio de Janeiro, by National Council of SESI in partnership with Globo TV, the Human Rights Secretariat of the Presidency, the Committee National Combat Sexual Violence against Children and Adolescents, Childhood Brazil, the SESC / SENAC, Petrobras, and Firjan
various organizations that make up the networks to deal with violent sex in Brazil.
The Carinho de Verdade campaign was developed at Agnelo Pacheco by creative directors Gui Pacheco and Paulo Bertoni, copywriter Tatá Marx, art director Juan Sales, agency producers Ozana Andrade and Suellen Rocha, graphic producers Ozana Andrade and Márcio Monteiro, account team Sabrina Ravagnani and Felipe Dória working with SESI marketing director Cleude Gomes.
The World’s Biggest Hug event was developed at Monumenta (previously known as Casanova Comunicação), Brasília, by creative director Carlos Grillo, art directors Cloves Menezes and Glauber Dorotheu, copywriter Paula Cunha, planner Fernando Torres, account manager Martha Leticia Ferreira, account supervisor Livia De França, producers Rosely Youssef and Daniela Hemesath.
Digital work was produced by Digital Group. Filming was produced at Cinevídeo.
3D content production by VisualFarm, included architectural mapping of the statue, and involved eight 15,000 ansilumens projectors. Content was directed by Fernando Salis.

The campaign won two Bronze Lions at Cannes 2011, two silver at the 2011 NY Advertising Festivals, and a silver at the CLIO Awards 2011.

Al Noor See Potential Not Disability

The Al Noor Training Centre in Dubai is using the globally recognised disability sign in a creative outdoor advertising campaign raising awareness of the potential of children with special needs. Vinyl stickers turn the disability logo (person in a wheelchair) into magicians, basketball players, singers or chefs, on hundreds of “mini-billboards” across the city.

www.youtube.com/watch?v=3JwiLq1mxhk

Credits

The Al Noor campaign was developed at Y&R Dubai by chief creative officer/creative director Shahir Zag, creative director/copywriter Wilbur D’costa, creative director/art director and illustrator Husen Baba, planner Nadine Ghossoub, agency producer Amin Soltani, account supervisor Uday Desai, account manager George Ninan, working with Al Noor school director Isphana Al-Khatib.

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Casa Do Zezinho Half For Happiness

Casa do Zezinho, an NGO with a focus on low-income areas, raised financial support in Brazil through “Half for Happiness”, a campaign run in partnership with two supermarket chains. Customers in the supermarket were given the opportunity to buy half-size fresh food products at full price, with 50% going to Casa do Zezinho. The supermarkets collaborated on timing, provided food, took care of quality standards, transportation and storage throughout the process. Foods were cut in half, processed and packaged with the help of children. Products on supermarket shelves were displayed without any other communication reinforcement. At the end of each cycle of the campaign, the donations were recorded and handed by the supermarket chain to the Casa do Zezinho.

The response was pleasing. Consumers were impressed with the unusual approach, remarking on what they’d learned about how little things can go a long way. A third supermarket chain joined the campaign. Donations to Casa do Zezinho went up 28% compared to the previous year. The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity 2011.

www.youtube.com/watch?v=x75AXGzVzZo

Credits

The Half for Happiness campaign was developed at AlmapBBDO, Sao Paulo, by chief creative officer Marcello Serpa, creative director Luiz Sanches, copywriter Fabio Ozorio, art directors Renato Fernandez, Daniel Manzi and Vinicius Sousa, account team Marina Fernandes and Cristina Chacon, working with Zezinho staff Dagmar Garroux and Célia Fernandes. Media was planned by Paulo Camossa Jr. and Laerte Brandão.
Filming was shot by director Fábio Benvenuti via Ragna Produções, photographer Richard Stefano, producers Vera Jacinto, Gabriel Dagostini, Thiago Bueno. Sound and music were produced at RAW Produtora de Áudio. Narrator was Gabriel Fayad. Editor was Maria Fernanda.

TVC Indomie Ramadhan 1432 H

What would Don Draper do?

McDonalds"“A to Z”

McDonalds in the UK is running “A to Z”, an integrated advertising campaign deisgned to reassure parents about the high quality of McDonalds food, commitment to corporate social responsibility, staff training opportunities, environmental initiatives and its commitment to their local communities. “Everything from our ingredients to our people. Discover what makes McDonald’s.” A 60 second television commercial has kids, parents and farmers interacting with each letter of the alphabet to bring to life behind-the-scenes stories. The campaign is carried over online at a-z.mcdonalds.co.uk, instore (trayliners), in print ads and on the side of McDonald’s trucks. Intricate illustrations build on the handmade feel of the TV, each depicting an individual letter and the story it represents or collecting the entire 26 stories together.

Credits

The A to Z campaign was developed at Leo Burnett, London, by copywriter Graham Lakeland, art director Richard Robinson, planner Jessica Summerfield, working with McDonalds marketing manager Jo Webster.
Media was managed at OMD UK, London, by planner Andrew Lloyd.
Filming was shot by director Sara Dunlop via Rattling Stick, London, with producer Stuart Bentham and director of photography Nanu Segal.
Editor was Bill Smedley at Work Post. Post production was done at The Moving Picture Company (MPC), London, by VFX producer / supervisor Anandi Peiris. Audio post production was done at Wave Studios, London. Voiceover is Mark Wooten.
Print work was by illustrator Kate Forrester.

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