Best practice of site takeovers

Check these out first 

• http://www.youtube.com/experiencewii
• http://vimeo.com/4281939

Cadbury Rollpack
After the success of the Gorilla of Zingolo, and kids eyebrow dance ,they have now, with help of Saatchi Australia, managed to customize a youtube page.

Click on the image to visit the dedicated page. You will find also a parrot who plays basketball, and a man in a dog that is shit in a giant wheel.

YouTube Falling Apart

Ads are destroying YouTube, or so it seems with this current ad from Acciona. A Spanish sustainable energy advertisement makes YouTube break into pieces.

Once you go to the YouTube channel the page starts falling apart. 
http://www.youtube.com/experiencere
Agency : McCann Erickson
Brand: http://www.re.acciona.es/

24-hour Human Clock-Sprint, mobile phone operator

As part of its 'Now Network' campaign, Sprint has staged a homepage takeover on YouTube using user-generated videos to create a unique human clock


Designed to highlight the relevance of Sprint's network to people's lives the campaign is part of an integrated effory to build buzz around the launch of its new Palm Pre smartphone. Selected participants used their web cam to capture a 3 second clip of themselves displaying their assigned number. The videos were then edited together throughout the day into a digital clock that showed the exact time (for example 12:37), and changed with each passing second.

The ideal fit for YouTube, the ad doesn't just demonstrate the central idea of 'now', but does so in a way that chimes perfectly with the platform's look-at-me community of contributors. Better still, the groundbreaking format is the first time user-generated content has been incorporated into masthead advertising on the site. It's just part of the wider picture, however; tailored homepage takeover ads are also set to appear on Yahoo, AOL,ESPN.com, WSJ.com, People.com and CNET in what is billed as Sprint’s most extensive web campaign to date.

More than 11 million unique users visit YouTube’s US homepage in one day, and the new masthead ad formats are encouraging experimentation and seeing good returns - 14%interaction rates, according to YouTube, compared to the industry average of just under 5% for similar-sized units.

The ad lives on after Takeover day too; it's now available as a widget at sprint.com/nownetwork, along with a host of other content intended to reflect the idea of 'now'. Goodby Silverstein & Partners are responsible for the creative.

now.sprint.com/nownetwork/
Via MediaPost

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 Wario Land: Shake It!

Nintendo and YouTube collaborated to promote Nintendo’s latest Wii release Wario Land: Shake It!. The very unique site got about 1.3 million visits in one week time and blogs likeWired, Kotaku, Joystiq, GameSetMatch and over 800 others wrote about the ad. The idea of trashing a site is not new though, check Hema, Club Internet: Le Duel & Le Défi,Nationale Vacaturebank, The Good Fight, Jumper, Carhartt and Netdisaster

Honda Let it shine on Vimeo

BRAND OWNER:Honda
CATEGORY:Automotive
REGION:EMEA
DATE:Apr 2009 - Dec 2008AGENCY:Wieden & Kennedy
MEDIA CHANNEL

With the launch of Honda’s Insight hybrid car, the automotive brand wanted to make a big impact without a huge environmental impact.
It created Let It Shine – a 60 second TV spot which at first looks like a huge LED screen, but you soon realise the animation is being created by hundreds of car headlights. A matrix of hundreds of car headlights was created and animated with each set of headlights acting as a pixel. The ad was a huge viral hit and Honda wanted to leverage this in an online environment. It teamed up with high definition video hosting site Vimeo to create an experience which went beyond the borders of the usual flash player box, taking the traditional page takeover to a new level.People who went to Vimeo to view the Honda ad can press play to see the video and the whole page around the video also transforms.Just as the ad shows action taking place over a whole night until sunrise, so the background of the page goes completely black, blocking out all of the usual page inventory and comments.The animations created in the desert with the cars leak out into this expanded space. As dawn breaks in the ad, the background of the page also goes through the sunrise colours. Visithttp://vimeo.com/4281939 to see the experience.
The work echoes that of Nintendo’s Wario YouTube ad, where the violence of the game knocks all of the comments and buttons off the web page.


PSA ad on cyber-bullying by National Crime Prevention Council.

http://www.youtube.com/oceanking97


EA Sports Push with Joy

E




















A Sports Push with Joy

Samsung 3D takes over YouTube with game

Samsung is taking over You Tube with a game. The game-take-over starts with a film of the 3D projection on the Beurs van Berlage. Then it slowly takes over YouTube. The game is nothing special (click on as many butterflies as possible  and win a 3D LED TV), but the take-over makes quite good eye candy.

http://www.youtube.com/Samsung3devent




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Shahrukh Khan gets candid while discussing Ra.One! Watch him share the behind-scenes experience live, at:
http://www.youtube.com/raonemovie




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[CLIENT]

Virgin Radio

[AGENCY]

Buzzman

[PRODUCTION]

Film : Iconoclast Web : Lumini

[CREATIVE DIRECTOR]

Georges Mohammed-Chérif

[ART DIRECTOR]

We Are From L.A.

[PLANNER]

-

[PRODUCER]

Laurent Marcus, Julie Bourges

The Holmes Report |The 100 most important in-house communicators in the world

The Holmes Report has researched an interesting list of the 100 Most Important In-house Communicators in the World. It is a fascinating compilation of 100 of the most senior corporate communications professionals in some of the world’s largest companies who are responsible for the reputation management of some enviable and challenging brands.

It’s also released the now seemingly mandatory infographic summarising the list (see the end of this post). Some of the key facts on the infographic include:

• Edelman is the most respected public relations agency, followed by Burson-Marsteller, Waggener Edstrom and Weber Shandwick.
• In 60% of the organisations responding to the survey, public relations has primary responsibility for social media, while in 20% responsibility is shared between several departments, including PR. Just 8% have social media led by marketing, with customer service and IT having the lead in 4% each, and the remaining 4% being elsewhere (can’t think where – legal or HR perhaps?)
• Everyone on the list has responsibility for hiring and firing PR agencies, but most are also primary decision makers on digital and social media agencies (79%), event management companies (50%) and sponsorship (46%). Just 25% have a primary role over advertising agencies.

About half of the list are based in the US, but many countries are represented including the UK. I’ve pulled out some of the UK-related names that I found interesting:

Lord Stephen Carter, Chief Marketing, Strategy & Comms Officer at Alcatel-Luncent in France and previously head of strategy for Prime Minister Gordon Brown after being CEO at Alan Parker’s Brunswick.

Sue Clark, Corporate Affairs Director at SAB Miller in London having previously been at Railtrack and Scottish Power.

Thomas Delabriere, Marketing Director at Innocent Drinks is interesting because he’s from one of the smallest companies on the list, but was brought in to bring a “dose of corporate heft” as he’d previously been at PepsiCo, Unilever and Danone.

Dominic Fry, Director of Comms & Investor Relations at Marks & Spencer having previously had similar roles at the Channel Tunnel, J Sainsbury and Scottish Power as well as various heavyweight corporate PR firms.

Pierre Goad, Co-head of Group Comms at HSBC in London.

Peter Henshaw, Group Head of Comms at BP has the enormous challenge of “rehabilitating BP’s battered reputation”. Intriguingly, he’s a lawyer by background and has previously held a variety of both legal and communications roles.

Gaye Hudson, VP, EMEA Corporate Comms for Oracle is unusual because she’s only responsible for EMEA whereas most people on the list have a global remit.

Howell James, Corporate Affairs Director at Barclays is another graduate of Downing Street having worked for two prime ministers – Margaret Thatcher and John Major.

Lucy Neville-Rolfe, Company Secretary and Group Corporate & Legal Affairs Director for Tesco is another who spent significant time working for UK government before joining the corporate sector.

Lucas van Praag, Head of Corporate Comms at Goldman Sachs in London has the unenviable task of working on repairing the reputation of one of the world’s most pilloried investment banks.

Michael Prescott, Group Director of Comms at BT Group in London is the former political editor at the Sunday Times who moved into PR via a stint at Weber Shandwick.

Ben Stewart, Head of Media at Greenpeace in London is one of the NGO’s leadership team that is well placed to teach the corporate sector a thing or two about how to run effective communications and lobbying campaigns.

Michael Stewart, Partner, Global Director of Comms at McKinsey & Company in London has an enviable track record in CSR-related institutions such as the Prince of Wales International Business Leaders Forum, the UN Global Compact and the Centre for Our Common Future.

Phil Thompson, SVP Global Comms at GlaxoSmithKline in London is a 15-year veteran of GSK having worked his way through a variety of marketing and public relations roles.

Keith Weed, Chief Marketing & Comms Officer at Unilever is a marketing professional who has sought to unify marketing, corporate communications and sustainability under his leadership. An interesting approach that appears to be at odds with what many other large corporations are doing.

Sky TV Match Fit for Rugby World Cup

Sky Television in New Zealand knows that the Rugby World Cup 2011 is imminent. Will the mighty All Blacksbe match fit? More importantly, will Sky TV’s camera and sound crew be match fit? Gunnery Sergeant Cleaver takes the team through its paces, getting ready to show 48 games. The campaign is online atFacebook and Twitter (@sergeantcleaver). 

Credits

The Match Fit ad was developed at DDB New Zealand by executive creative director Toby Talbot, creative director Regan Grafton, copywriter Gavin Siakimotu, art director Natalie Knight, agency producer Judy Thompson, account director Danielle Richards, account manager Brad Armstrong, and managing partner Scott Wallace.
Filming was shot by director Tim Bullock via Prodigy Films with director of photography Geoffrey Hall, producers Jonathan Samway and Mark Matthews. Editor was Adam Wills. Post production was done atPerceptual Engineering.
Sound was produced at Liquid Studios.

Zaha Hadid architects gets a brand identity

Zaha Hadid

Zaha Hadid, CBE (Arabic: زها حديد‎ Zahā Ḥadīd; born 31 October 1950) is an Iraqi-British architect.

Life and career

Hadid was born in 1950 in Baghdad, Iraq. She received a degree in mathematics from the American University of Beirut before moving to study at the Architectural Association School of Architecture in London.

After graduating she worked with her former teachers, Rem Koolhaas and Elia Zenghelis at the Office for Metropolitan Architecture, becoming a partner in 1977. It was with Koolhaas that she met the engineer Peter Rice who gave her support and encouragement early on, at a time when her work seemed difficult to build. In 1980 she established her own London-based practice. During the 1980s she also taught at the Architectural Association. She has also taught at prestigious institutions around the world; she held the Kenzo Tange Chair at the Graduate School of Design, Harvard University, the Sullivan Chair at the University of Illinois at Chicago School of Architecture, guest professorships at the Hochschule für Bildende Künste in Hamburg, the Knowlton School of Architecture, at The Ohio State University, the Masters Studio at Columbia University, New York and the Eero Saarinen Visiting Professor of Architectural Design at the Yale School of Architecture in New Haven, Connecticut. In addition, she was made Honorary Member of the American Academy of Arts and Letters and an Honorary Fellow of the American Institute of Architects.^[1] She has been on the Board of Trustees of The Architecture Foundation. She is currently Professor at the University of Applied Arts Vienna in Austria.

A winner of many international competitions, theoretically influential and groundbreaking, a number of Hadid's winning designs were initially never built: notably, The Peak Club in Hong Kong(1983) and the Cardiff Bay Opera House in Wales (1994). In 2002 Hadid won the international design competition to design Singapore's one-north masterplan. In 2005, her design won the competition for the new city casino of Basel, Switzerland. In 2004 Hadid became the first female recipient of the Pritzker Architecture Prize, architecture's equivalent of the Nobel Prize. Previously, she had been awarded a CBE for services to architecture. She is a member of the editorial board of the Encyclopædia Britannica. In 2006, Hadid was honored with a retrospective spanning her entire work at the Guggenheim Museum in New York. In that year she also received an Honorary Degree from the American University of Beirut.

Zaha Hadid's architectural design firm - Zaha Hadid Architects - is over 350 people strong, headquartered in a Victorian former school building in Clerkenwell, London.

In 2008, she ranked 69th on the Forbes list of "The World's 100 Most Powerful Women".^[2] On 2 January 2009, she was the guest editor of the BBC's flagship morning radio news programme,Today.^[3]

In 2010 she was named by Time magazine as influential thinker in the 2010 TIME 100 issue.^[4] In September 2010, The British magazine New Statesman listed Zaha Hadid at number 42 in their annual survey of "The World's 50 Most Influential Figures 2010".^[5]

Non-architectural work

She has also undertaken some high-profile interior work, including the Mind Zone and Feet zone at the Millennium Dome in London and the Z.CAR hydrogen-powered, three-wheeled automobile. In 2009, she worked with the clothing brand Lacoste, to create a new, high fashion, and advanced boot.^[6] In the same year, she also collaborated with the brassware manufacturer Triflow Concepts ^[7] to produce two new designs in her signature parametric architectural style. Her unique contributions to brassware design and other fields continue to push the boundaries of innovation.

In 2007, Zaha Hadid designed the Moon System Sofa for leading Italian furniture manufacturer B&B Italia.^[8

She won the 2010 Stirling Prize for one of her most celebrated work, the Maxxi in Rome.

Hadid is the designer of the Dongdaemun Design Plaza & Park in Seoul, South Korea, which is expected to be the centerpiece of the festivities for the city's designation as World Design Capital2010. The complex is scheduled to be completed in 2011.

design and brand strategy specialists greenspace have developed a new identity, bespoke typeface
and website for zaha hadid architects.



DB: how long did greenspace work on the project for?
LD: the original brief was sent to us in july 2009.
we pitched against a number of high-profile agencies and our response focused
in particular on process, collaboration and the potential of the brand – rather than
any creative solutions. we then went through the interview process before starting
the project proper in july 2010 – through to launch in july 2011.

based on the interviews with the zaha hadid studio,
what became clear as the most important thing to communicate with the new identity?
with such a large and complex studio there was clearly a diverse and contrasting
range of opinions.

what was clear to us through both the interviews and the original brief was the need to;
(a) highlight the vast number of projects that have been created and realised
(b) highlight all the talented designers and architects within the practice
(c) communicate ZHA as a company that is world-class, highly-professional
and yet avant-garde in its approach.

clearly all that can’t be achieved through an identity alone and that’s why the
website became our primary focus initially and the main vehicle for the ZHA story.

that said, creating a unique typeface that could be used by everyone on a
day-to-day basis also felt like a nice inclusive way to bring the brand to life.

which aspect of the project proved most challenging?
as a creative process it was truly collaborative and very positive.

the real challenge is hoping you create a piece of work that reflects the client’s
own reputation and high standards.

regarding the branding, it can be hard sometimes when dealing with a client that has
such a strong visual style to find your own path and reasons for doing so.
we hope and believe we did that by creating a look that’s not a pastiche of
the architecture and in fact allows it to be elevated and viewed without distraction.

finally, regarding the website, we set out to create something that has a unique user
experience and sets itself apart from all sites – not just architectural ones.
the level of content, movement, functionality and search capabilities are clearly
complex and when combined with a beautiful bespoke CMS it obviously took a
great deal of thought and an incredible development team to deliver.

we really hope people explore the archive both now and in the future as more
and more content becomes available.



selection of the characters from the typeface designed by miles newlyn with greenspace




----
following text from the official press release:

collaborating closely with zaha’s senior partner, patrik schumacher, greenspace and designer
miles newlyn have developed a brand identity that has a minimal feel. it is inspired by
the contemporary material and construction choices employed by ZHA, visualised through
the use of varying paper stocks, simple highlight colours and carefully chosen print techniques.


'we deliberately didn’t want to create a brand identity that would be a pastiche of any of
the ZHA created works. we wanted the work to speak for itself, not be over-powered by its brand'
adrian caddy of greenspace

dynamic patterns
ZHA use a wide range of computer program scripts combined with parametric theory
when creating buildings and designs. greenspace took inspiration from these to create
a set of patterns that can be used graphically across communication collateral and
to which future patterns can be added as new structures, shapes and forms are developed.
bespoke and unique typeface
as part of the brand revamp, greenspace and ZHA’s patrik schumacher worked closely
to develop a bespoke typeface, called zaha hadid sans.

'the typeface uses two unique features: there is the folded detail, in which joins that are
usually truncated are divided by a slim gap to give the appearance of layering.
the other feature is a carefully stressed curve that flows from vertical to near horizontal
and back again.' - miles newlyn














identity guidelines / overview


















website
the website acts as the ‘ultimate archive’ of everything ZHA has done - both built
and conceptual - with a CSM system that allows the archive to grow indefinitely.
greenspace has designed it to be a purely visual, never the same twice, mesmeric
encounter with the ZHA world.
containing vast amounts of data, the site is an ‘inclusive’, user-friendly experience
that pushes the boundaries of other more traditional architectural sites. it enables the
user to modify, personalise and dictate relevant content. built in HTML 5, avoiding the
constraints of flash for ease of loading to ipad for example, it captures and exposes
everything that is current and ZHA related, worldwide. and it’s been designed to
be practical, so both students and press can download images, information and
biographies about the work and people that make up the ZHA brand.







credits
greenspace design team:
paul blackburn
lee deverill
james taylor
stephanie wilkinson
adrian caddy
miles newlyn (typeface)

zha project team:
patrik schumacher
lars teichmann
bidisha sinha

photographic portraits:
alex telfer

website production:
scott david