Pass love from one generation to the other

“Filial Piety”, a television commercial commissioned by Ministry of Community Development, Youth and Sports (MCYS) and National Family Council, was recognised as the most popular local TV ad in Mediacorp’sViewers Choice survey in Singapore. The ad follows the journey of a young boy, as he sees first hand the importance of respecting, honouring, and loving his parents, through the best and the worst of times. “How one generation loves, the next generation learns.” The commercial is part of a campaign online at Facebook.

Click on the image below to play the video in YouTube (HD)

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www.youtube.com/watch?v=ybxNkpS5q-g

The concept of filial piety (Chinese: 孝; pinyin: xiào) is one of the virtues honoured in Confucian writing to be held above all else: a respect for the parents and ancestors. The campaign was developed in response to obvservations that more and more Singaporeans had been starting to interact less with their parents. The number of elderly being sent to old folks homes was on the rise.
Leo Burnett creative director Chris Chiu talks about the thinking behind the commercial. “We played with a couple of insights. Firstly, every parent loves their child unconditionally; whether or not the child is an angel or a brat. Just the way it is. But how do you make the younger generation reciprocate the love? Especially so when the parent isn’t the nicest of people? Primarily, filial piety is the interaction between 2 generations, so I thought it would be interesting to tell this story from a 3rd generation looking in (i.e. the grandson)”.
Filial Piety was shot straight after filming ‘Funeral‘ with Yasmin Ahmad in April 2009. Director David Tsui filmed over four days using multiple locations including the old Tan Tock Seng Hospital, using actors recruited off the street. “The father is actually a cab driver (the scene in which he drops his recently-widowed mum off is actually his cab) and the grandson is a student from SOTA (Singapore School of the Arts). The flashback mother and son are a real mother and son.”

Credits

Filial Piety was developed at Leo Burnett Singapore by creative director/art director/copywriter Chris Chiu, planner Saurabh Varma, account management team Kurt Viertel, Claire Chan, Lee Min Qi, Tay Yi Ling, Stella Pok, Brenda Koh, agency producer Anthony Lee
Filming was shot by director David Tsui via Moviola, Singapore. Post production was done at Touches, Hong Kong, and VHQ, Singapore. Sound was produced by Ricky Ho at Yellow Box, Singapore.

Porsche |Engineered for Magic Everyday

Porsche USA is challenging many Americans’ perceptions of Porsche sports cars—and in particular the 911—in “Engineered for Magic. Everyday”, an integrated advertising including TV, print, online, mobile, direct mail and a cinema promotion. The campaign seeks to show the many dimensions of the iconic Porsche 911 and the brand’s other storied sports cars through the lens of daily driving.

“The magic of Porsche is how thoroughly the cars transform your everyday, routine driving,” said David Pryor, vice president of marketing, Porsche Cars North America. “It’s not only about the weekend joyride. It’s the only car in the world that combines true sports car exhilaration and the drivability for daily use. This campaign brings this fact to life, painting a bigger picture of the real Porsche value proposition, in some cases through the words and images of owners themselves.

The TV spot, launched during the NCAA March Madness tournament, features vignettes of Porsche sports car owners in a number of seemingly everyday scenes: a parent picking up kids at school, a man running a home-improvement-store errand and a mom clearing away snow from the windshield each with titles re-characterizing the car as “school bus,” “pickup truck” and “snowmobile.” In another vignette, as a man fires up the engine after a long day at the office, we see how the car’s incredible, mood-shifting virtues—as his “getaway car”—complement the everyday ones. The closing voiceover says: “Engineered for Magic. Everyday.” Click on the image below to play the video in YouTube (HD)

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www.youtube.com/watch?v=O-Lq3mHgNOI


At the hub of the integrated campaign is a consumer-generated website— PorscheEveryday.com —where owners can share their own everyday stories. With a combination of professionally produced videos and images along with owner-submitted content, the site builds a mosaic showcasing the many ways a Porsche is engineered for everyday magic. For this effort, Porsche has once again reached out to its passionate and active loyalists and enthusiasts to participate and contribute to the story. Last month, to start things off, Porsche sent 200 Flip video cameras to select owners asking them to contribute videos. The brand has also invited input from all its owners, the Porsche Club of America, dealers and their customers, and the million-plus Facebook fans for everyday stories, photos and videos.

In partnership with the Reelz channel, Porsche will also invite amateur film-makers to submit films that demonstrate “daily magic.” Ten filmmakers will be selected to experience daily magic in a Porsche and then make a film about the experience. The winning submission will be shown in cinemas across the country—a first for Porsche—and on the Reelz channel.

Porsche will distribute direct mail pieces to consumers outside the company’s customer base “to make sure that we can demonstrate this ‘everyday magic’ notion to some people who have not driven a Porsche in a very long time or have Porsche in their consideration set but haven’t pulled the trigger,” said Josh Cherfoli, online and relationship marketing manager at Porsche Cars North America.

Credits

The Everyday campaign was developed at Cramer-Krasselt, Chicago.
“When most people think of Porsche, they think ‘magic’—and the cars certainly are,” said Marshall Ross, chief creative officer, Cramer-Krasselt. ”What is markedly different about this campaign is we’re not selling the dream-car mystique of Porsche — that’s already a given. The creative cha

La Senza|The Cup Size Choir

La Senza presents The Cup Size Choir. Seven girls with bra sizes A to G make up the musical notes of the Cup Size Choir. Have a look, have a play at http://www.cupsizechoir.com

Ikea latest repulsive “Gay” ad.

Ikea latest repulsive “Gay” ad says it all about this brand .. An Ikea ad with two men holding hands next to the headline "We are open to all families" …an ad makes me want to vomit 

True colors: Colors by gender [infographic]

True colors: Colors by gender [infographic]

Finally, The True Value Of A Facebook Fan

In days of yore, people were consumed by questions about the existence of God, or the nature of the universe, or the fate of mankind. Today, however, we face a problem that is apparently even more vexing: What the heck is the value of a Facebook fan?

Based on the alarming amount of literature on the topic, this seems to be very nettlesome to today's highly sensitive marketing professionals.

I've been studying the methods of our industry's new oracles -- the data analysts -- and trying to apply their methods and their logic to the problem.

And, good news. I think I've got the answer!

Here's what I've done. I've used real-world numbers, based on a real-world case history and come up with what I believe is an unassailable value for a Facebook fan.

I have tried to keep this mainstream by using one of the most famous brands in the world, and a very famous Facebook initiative to derive my value.

The formula I've used is a simple one highly favored by our data wizards. I've taken the total change in dollar sales since the Facebook program in question began, and I've divided it by the total number of Facebook fans that were acquired. That should give us a dollar value for each Facebook fan.

The case history I'm going to use is the Pepsi Refresh Project. According to Pepsi's marketing director  "the success has been overwhelming" so no one can accuse me of skewing the data.

The Pepsi Facebook page has acquired about 3.5 million fans as a result of the Refresh project. In the most recent year, during which the Refresh Project was ongoing, Pepsi sales dropped by about 350 million dollars.

Doing the math, we find that each Pepsi Facebook fan was worth about 100 dollars.
Via 

Street Art

We are Apple (Leading the Way.)

Low Fat copycat

THE ORIGINAL? 
Fibra Life Low Fat Thin Shake – 2005
Headline : Slim Faster
Agency : AG407 (Brazil)

LESS ORIGINAL
Trim Low Fat Milk – 2008
Tagline : Fat-Breaker
Agency : Leo Burnett Jeddah (Saudi Arabia

Making Mona Lisa copycat-sad

The copycat(er)
Big Mac - Mona Lisa - McDonald's Belgique









The 2nd copycat(er)
Neviot - Mona Lisa

The Original

Brunch Mona Lisa

music-master.com campaign

This week, music download website www.music-master.com. unveils the launch for new website


The campaign idea I am my music. I am music masterencourages consumers to explore their individual musical tastes. The focus of the campaign is on a series of ambient portraits of real people made up from QR codes. Within each of these portraits, live codes link to free downloads of the subject’s top twenty tracks. The user is encouraged to snap the codes with his smartphone and download the free tracks to his computer. The three executions appear in malls around the UAE.


The campaign is also supported in press, on radio and online.

“The idea behind this campaign is beautifully simple. People are defined by the music they listen to. We all have our own unique soundtracks to our histories, and in the case of the ambient posters, consumers are able to explore and download other people’s personal soundtracks for free. What appears to be purely functional technology comes to life to tell a story.

 A fresh and intelligent approach for this campaign is produced. It’s something that 16-27 year-olds can really get involved with. Given that the technological know-how and ability to understand this visual language is unique to this target, it has something of the feel of an exclusive club. Beyond the ambient and print, the online banners and radio bring the Music Master message to life in a direct way and tell an engaging story.




CAMPAIGN CREDITS:Project: Reveal phase announcing launch of www.music-master.com
Client: Music Master
Brief: To drive traffic to www.music-master.com and create buzz and talkability around the site.
Creative Agency: DDB Dubai
Senior Art Director: Diya Ajit
Senior Copywriter: Camilla McLean
Group Account Director: Edward Harris
Digital support: Navin Ashokan, Najeeb Puthuveettil, Naeem Hussain
Retouchers (Ambient/Press): Firstbase London
Photography (Ambient/Press): Paul Emous
Photography (Online): Natasha Carella
Sound Design (Radio): Reiner Erlings, Gayathri Krishnan