Sephora Sensorium – Lucid Dreams from the Sensory World

Beauty retailer Sephora and fragrance manufacturer Firmenich have commissioned The Sensorium: Lucid Dreams from the Sensory World, an interactive, multimedia experience set in a pop-up museum, designed to explore the emotions and instincts behind scent. The Sensorium features interactive and immersive installations First Scent and Lucid Dreams, developed and produced by experience design and production company The Department of the 4th Dimension (The D4D) to transport visitors into the realm of the perfumer’s imagination. The Sensorium, located in a 3,700 warehouse in New York’s Meatpacking District, launched to the public on October 15 and runs through to November 27th, 2011. Tickets are available through the Sephora website.

Upon entering First Scent, visitors are surrounded by motion picture media inspired by custom fragrances emitted throughout the room that trigger collective emotion and connections. Dreamlike films of cutting grass, a morning breakfast and a visit to the beach correspond to fragrances Weekend Splendor, 6:01 am and Summer Vacation designed by such superstar perfume creators as Harry Fremont and Honorine Blanc. Here, elemental and unforgettable moments are manifested in an evocative cocktail of sight, smell and sound.

Next, in the museum’s marquee event Lucid Dreams, visitors can affect beautiful suspended images inspired by Firmenich’s master perfumers. Using a high tech flower sculpture, the images transform based on the power of the individual’s sniff – triggered by the unique sound transmitted by the physical act of smelling. The D4D created each room’s architecture, including the short films, beautiful floor-to-ceiling images, glowing sniff-registering flowers and the software that drove the entire soul-stirring experience.

Credits

The Sensorium project was developed at The D4D (The Department of the 4th Dimension) led by creative director Matt Checkowski and executive producer Ron Cicero, along with a team of architects, designers, technologists and writers.

During the production and design of First Scent and Lucid Dreams, The D4D team worked on the visual experience with the custom designed perfumes on hand, to ensure the visual and auditory elements were a perfect fit for each scent and would combine in a journey of heightened perception. The perfumers and The D4D creative team collaborated throughout, with imagery and scent choices and changes influenced by the other during the process. The technical production of the interactive elements involved significant research and development including an examination of wind velocity and other triggers before landing on the auditory solution.

Absolut Vodka: Absolut Vodka

“If you saw your life flash before your eyes, would you change the way you live it? Absolut Vodka thinks so, and to ensure people don’t get behind the wheel drunk, they introduce Absolut Life: a platform that allows people to watch a video of their Facebook lives flash before their eyes.”

Advertising School: Miami Ad School, New York, USA
Creative Director: Tara Lawall
Art Director: Lisa Zeitlhuber
Copywriter: Nick Partyka

France 24 Birds

French international news channel France 24 highlighted the power of internet freedom in “Birds”, an advertising campaign inspired by Alfred Hitchcock’s 1963 film The Birds. A commercial and print/outdoor advertising campaign featured a Gaddafi-like dictator and other powerful figures threatened by the Twitter-like birds of revolution. Three posters, emulating the style of the original 1963 Birds movie posters, feature Gaddafi, Mubarak and Ben Ali.

Online social networks played a significant role in spreading revolutions in Tunisia, Egypt and Libya earlier in 2011. France 24′s Arabic language version broke all audience records during this period. But the channel as a whole has benefited from an increase in audience. In March 2011 france24.com experienced a peak in traffic with nearly 14 million visits and about 59 million page views. The channel’s Twitter following grew quickly due to a large amount of tweets dedicated to the Arab Spring topic.

Credits

The Birds ad was developed at Marcel Worldwide, Paris, by executive creative directors Anne De Maupeou, Veronique Sels and Sebastien Vacherot, art director Souen Le Van, copywriter Martin Rocaboy, agency producers Cleo Ferenczi and Fleur Laruent-Bruzy, art buyers Jean-Luc Chirio and Aurélie Lubot, account manager Cécile Henderycks, account manager Michel Kowalski, working with France 24 communications director Nathalie Lenfant.
Filming was shot by director Philippe Grammaticopoulos via Mister Hyde, Paris, with producer Hervé Lopez.
Music is by Christophe Julien.
Illustrators were Marie Morency (Gaddafi), Souen Le Van (Mubarak), and K.I.M. Florence Lucas (Ben Ali).

Take This Lollipop

For several days, circulating on the net " Take This Lollipop , "an interactive film seems very disturbing that warn about possible dangers arising from our unbridled desire to share.

What hides behind this exciting teaser campaign?

The thesis is that more can be supported in promoting a horror film. In my opinion, may lie instead with a social initiative.

Jason Zada has released a haunting live-action interactive site, takethislollipop.com, a chilling warning to people who upload personal information to their Facebook profiles. With permission from a Facebook user, Take This Lollipop trolls through their photos, friend lists, news feeds and other personal information. The site then plugs the data into a web video starring a sweaty, disheveled degenerate, (played by Bill Oberst Jr.) who sits in a shade-darkened room staring at a computer screen. To a swirl of haunting sounds and suspenseful music, he logs in to Facebook under the user’s name to troll through reams of their information, including, at the end of the video, their location. With an ominous gleam in his eye, the cyber-stalker takes to his car, exiting at an indistinct location that could very well be almost any place, even right around the corner from where you are now… The action then fades to a countdown clock and the name of one of the user’s Facebook friends, stating that they’re next.

The site has attracted over 5 million unique hits and more than 600,000 ‘likes’ from around the world.
“I’m a huge fan of horror and of Halloween, and I really felt like this was a great opportunity to focus on Halloween and mix it with the underlying fear of privacy that we have nowadays with Facebook and other social networking sites,” stated Zada.

Credits

The Take This Lollipop project was developed by director Jason Zada at Tool of North America with executive producers Brian Latt, Oliver Fuselier, executive producer digital Dustin Callif and developer Jason Nickel.

Philips Wake-up Light| 'Make me a morning person'

Marketers like dealing with universal human truths. You can normally rely on the insight section of a case study to feature phrases such like “people like to upload and share content”, “visitors want to engage with their favourite brands” and the awards-season favourite: “Young people love music”.

Another universal truth, and one that has been recognised by Philips, is that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

Philips recognised that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

The light was tested last year in the Norwegian town of Longyearbyen, where there is no sunshine for three months of the year, and its effect on the community was recorded in an excellent short film by Doug Pray. But while the lamp had demonstrated its effectiveness in the Arctic, a more relevant angle was required for the European consumer.

The 'make me a morning person' campaign kicks off late-September with a recruitment drive to search for the world's worst grumps, snoozers and zombies. Consumers can nominate themselves, their friends and family, or even a colleague, on Facebook to take part in the challenge. They can also take a quiz on Facebook to find out which of the seven morning types they are - The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants will then be selected to receive a Philips Wake-up Light and take part in the 21 day challenge.

The social experiment

From mid-October 2011, participants of the challenge will chart their progress via the dedicated iPhone 'Wake-app' that has mini-games to test them on alertness, mood and ease of getting out of bed, and will determine whether a 'non morning person' has truly become a 'morning person' by waking up naturally with the Philips Wake-up Light. The mini-games were designed with the help of Philips light therapy experts and the Wake-app is the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies. Non-participants can also download the free iPhone app and take the challenge themselves.

The Longyearbyen experiment

Results

Full results to follow. Campaign launches across October 2011.

External links:

Facebook Wake-up Light app: http://apps.facebook.com/wakeupchallenge(6/10/11: not live yet)

BRAND: Philips

BRAND OWNER: Philips

CATEGORY: Electronic Goods

REGION: The Netherlands

DATE: September - October 2011

AGENCY: Tribal DDB

MEDIA CHANNEL: Experiential,Online,PR

Dove | Uncontrolled women

BRAND: Dove

BRAND OWNER: Unilever

CATEGORIES:FMCG, Toiletries/Cosmetics

REGION: Argentina

DATE: May - May 2011

AGENCY: Initiative

MEDIA CHANNEL: Branded Content, Digital,Online, PR

Dove wanted to re-launch its hair care range in Argentina and earn credentials amongst consumers as an expert hair care brand that women would trust. Dove wanted to refresh the promise that women who chose the Dove Damage Therapy range could reclaim control of their hair.

This re-launch featured new product formulas, new packaging, a new brand positioning and a fresh new tone in Dove marketing messages. But to achieve a successful re-launch, Dove needed to develop and distribute content to help generate awareness of the new 'control or uncontrolled messaging.

A series of videos were created that explored the idea of 'control and uncontrolled'. Well known female comedians discussed the things in their lives that bring chaos and stress, in a series of comedy monologues that tackled issues of control for women at work, at home and in their relationships.

Dove wanted to get involved in the online conversations of its consumers by providing them with some entertaining content they would feel compelled to share. Viewers are more likely to share content that engages them, which meant that Dove had to take advantage of the earned media potential of relevant, shareable content by ensuring that it was distributed effectively.

The resulting video series 'Stand Up Descontroladas' was seeded across multiple online platforms. Dove enlisted the support of key opinion formers in the blog space and launched a robust PR campaign on Facebook, Twitter and fashion aspiration sites. The key opinion formers spread the videos by posting entries on their blogs and Twitter feeds that discussed the difference between '#stable women' and '#uncontrolled women'. By the end of the first day, '#uncontrolled' was a trending topic in Argentina. Most of the tweets were linked to one of the Dove branded videos. Videos were hosted on a branded YouTube channel.

Descontroladas - Maria Freytes from CSquared on Vimeo.

Results

'Stand Up Descontroladas' achieved more than 500,000 views during the nine week campaign. 30% of visitors came from Twitter, Facebook, Dove.com.ar and paid media initiatives. 70% of views were counted in Youtube, coming from YouTube search or related video suggestions.

The mix of earned and paid media investment was split 10 % earned + 90 % paid.

The campaign contributed to a 10% increase in Dove's market share. (Source: CCR)

This campaign was shortlisted at the 2011 Festival of Media Latam Awards in the 'Best Use of Digital Landscape' category.

External links

Dove Argentina Twitter

Dove Facebook

40 CREATIVE FACEBOOK TIMELINE DESIGNS

Recently at the F8 conference, Facebook CEO Mark Zuckerberg introduced a massive redesign to our favorite* social media website. Honestly The new updates are understandable and from their point of view provide a better experience for the end user. From personal point of view, each time they implement a change I get more confused while being forced to learn the new layout. When will they leave it alone? I have no idea. Twitter had a major redesign a couple of months ago, and that was easy to learn. Enough ranting, let’s talk about the new Timeline feature.

Wanna Create your own?

With the new update we think it give us, the users, a great opportunity to be creative! If you are indeed one of the few who have access to this beta feature, we have listed some useful dimensions. Now you can create your very own awesome Timeline design, and get a head start on your friends!

• Cover Photo – 850px* x 315px
• Profile Photo – Scaled 125px x 125px (180px x 180px is the minimum image upload size.
• Profile Photo Offsets – left 22px*, top 92px

To get your creativity juices flowing we have collected some great examples of Facebook Timeline designs. Please note that to respect the users privacy, we will not be linking to their Facebook Profiles.

1. Ekkapong Techawongthaworn

2. Mathew Barker

3. Maggie Lin

4. Andrew Grojean

5. Lawson Hembree V

6. Mohammad L. Azzam

7. Rodney Hess

8. Vinh Nguyen

9. Victor Zapanta

10. Ekkapong Techawongthaworn

11. Brian Sanders

12. Manuel Campos

13. Sven De Bruyne

14. Delphin Hauchard

15. Manoj Varghese Mathew

16. Eyal Shahar

17. Lauren Myers

18. Jennifer Taylor

19. Tom Lambie

20. Jeremy Bronson

21. Umair Latif

22. Travis Keith

23. Andy Hirsch

24. Mark Spangler

25. Herb Cloutier

26. Jasmine Star

27. Sune Adler Miltersen

28. Sune Adler Miltersen

29. Amy Mae Elliott

30. Tanner Ringerud

31. Arch John Philip Uy

32. Jeffrey Diana

33. Rob Harris

34. Yale Zhao

35. Paul Lau

Prototype Timeline Facebook Fan Page Designs

The following designs are from a New York agency called Skinny. They have created some gorgeous examples of what the newly revamped Facebook Fan Page designs might look like if having the Timeline feature enabled. From the looks of it I think the implementation will allow companies to express their own creativity. Also for small businesses, Facebook could serve as a dedicated online location for their operations.

Setting up a website might be overseen, and companies might focus their efforts on Facebook only. This statement is solely based on my opinion, and makes complete sense if you think about it. Currently on a fan-page you can view images/videos, purchase items, read the latest happenings on their wall, contact them, and much more. If you are a small local business, there is no need for a website. Monetizing Facebook fully, can save you time and help you reach your local fanbase.

36. Coca Cola

37. Burberry

38. Mercedes-Benz

39. Target

40. Redbull

Surprise Bonus

Wanna create your very own Facebook Timeline based website? If your answer was yes, then here is the WordPress theme that will help you achieve your goal. Timeline was designer by JuliusDesign and inspired by Timeline Facebook based on Twenty Eleven 1.2 proudly powered by WordPress. This theme is 100% free and available for download (link listed below).

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