The magazine brand has taken their More than a Centerfold campaign a step further in reaffirming its cultural impact - this time through the styling of men's hair in recent decades. Or much rather how females furnished the downstairs from full carpets, to stylish rugs and finally to bare wax.
So, which decade are you from? ;)
Company: Playboy, SA
Credits: Y&R, SA
Country: South Africa
Date: July 2012
Category: Commercial, Magazine & Publications
Sitting at the back of the roomy family car as kids, dad behind the wheel, reminds us of those happy weekend excursions or trips to the mall our parents took us on.
Toyota Motor Corporation has decided to enhance the family bonding experience by handing kids the driving keys to the new mini car, Camatte, earlier this June at the International Tokyo Toy Show 2012. They hope to get young children excited about owning a car in the future.
Named as the Camette, the three-seater mini concept car signifies "caring for others" and "caring for cars" in Japanese. Its simple body structure has been designed to encourage the sharing of car enthusiasm between parents and their children. It can only be driven at non-public areas, such as go-kart tracks.
A brief overview of the major features of the Camette:
1) Customization: Toy-like ease and range
The preeminently customizable body features toy-like simplicity with easily removable and installable body panels and enables the adoption of a wide range of color and design combinations.
A simple body structure has been adopted to spur interest in cars within families by providing an opportunity for parents and children to directly handle vehicle components while developing an understanding of the structure and workings of motor vehicles.
2) Compact and intimate interior
The interior features triangular seating arrangement with reduced distance between the single, center-positioned driver's seat and the two rear seats to emphasize family intimacy and facilitate parent-child communication, thus creating a fun space to enjoy driving.
3) Even children can drive
The pedals and seats can be positioned and adjusted to enable operation by a child while an adult, seated in the rear-right seat, assists steering and braking and helps the child develop driving skills.
The most interesting aspect would not necessarily be how well this new product per se sells now, but rather the brand associations the children drivers develop through the experience. It would actually be more interesting to see their car-purchasing behaviors when they reach adulthood. TMC marketed its new concept vehicle to children aiming to expose them to their brand at such an early age. It is likely that the kids will link Toyota with loving family-orientated memories and be subconsciously choose it again in the future as sanctuary of comfort and familiarity.
I believe I was wheeling myself down into the basement with a old school Kingfisher baby walker back in the day...
Company: Toyota Motor Coporation
Country: Japan
Date: June 2012
Category: Automotive
Your train leaves in 2 Big Macs time, that's what making sense to commuters at Warsaw Central Station. McDonald's and agency DDB have launched a smart campaign integrating its menu into one of the train timetables. It shows waiting time in hamburgers, cokes and fries you will manage to eat before your train leaves.
Train got delayed? No problem, you're just in perfect timing to enjoy a cheeseburger and some fries!
McDonald's creative stunt not only received acclaim at Cannes, but also attracted a boom of 4500 new customers at their Central Station restaurant. By integrating into people's daily routine so seamlessly, the McDonald's campaign doesn't register as an advertisement, but rather appears more as a solution to fill idle time.
Essentially the only question that goes through viewers mind is straight-forward: "am I hungry?" And all humans need to eat and subconsciously seek to do so. The fact that the food choice, specific to their restaurant, has already been decided upon for them reduces viewers opportunity to think about other options. If its short wait, they are prescribed a coffee. A bit longer delay, they get a bigger meal set and perhaps a sundae. In other words, McDonald's is only competing against "not eating", rather than with many other food restaurants.
The flow-diagram logic results in people comfortably going in the pointed direction and head to the McDonald's 50m away. Therefore, McDonald's Train Timetable only needs to focus on reminding commuters that they need to eat. They do this by showing them images of fast food to trigger their appetite. Once successful, they monopolize.
This is a great campaign and probably saves big bucks from advertising in the media.
Company: McDonald's
Credits: DDB
Country: Warsaw, Poland
Date: March 2012
Category: Digital Marketing Idea
WITHDRAWN: Jail House Chic
Adidas has decided to shackle up its latest pair of trainers designed by Jeremy Scott. These orange cuffed hi-tops have been accused of offensively "promoting slavery". An overreaction? Or just takes the right person to work this outrageous fashion...
Company: Adidas
Credits: Jeremy Scott
Date: 2012
Category: Fashion, Footwear, Sport
This cool and positive short stop motion film really is the chicken soup for after a long day of work. 15 images per second, just fast enough to transform a series of images into a video that, without any text, tells a beautiful visual life tale.
Company: Getty Images
Credits: AlmapBBDO
Country: Brazil
Date: May 2012
Category: TV
In conjunction with the premiere for Star Wars Episode 1 in 3D, a huge street organ entirely made out of 20,000 LEGO Star Wars pieces has been launched. It has captured the hearts of many fans as they turn its barrel and chime along with the exciting main theme tune.
The LEGO bricks were specially arranged so that it would hit the spokes at the correct area when the barrel was turned. In addition, they also laid out neatly the concept of four different Star Wars worlds. Fans were able to order these special LEGO sets via QR Code and Microsite.
A bit on how the team created such an large organ:
“We took the iconic Star Wars Main Theme, rearranged it and translated it into a matrix – the constrution blueprint for the organ. Then, we took the four most famous Star Wars worlds – Hoth, Tatooine, Endor and the Death Star – and built them on to the barrel, accordingly to the musical composition. When the organ is turned, the bricks touch mechanical sensors – these strike the keys of a built-in keyboard and play the Star Wars Main Theme.”
Even those who are not hardcore Star Wars or LEGO fans will still truly be wowed by the detail and creativity in building this large-scale model. We are all fascinated at how the alignment of the bricks generate not only visual display, but also musical entertainment.
Now I need to dig out my old LEGO sets and build more timeless treasures.
Playboy, South Africa rolls out with a new saucy print campaign aimed to pluck out general misconceptions that its magazine brand exists only to expose naked women to its readers.
With the strategically placed taglines "deforestation", "silicon valley" and "crack addict", we are sure male-readers are interested in exactly just that .... and that. Welcome to the "happy man space".
Graham Lang, Y&R SA's Chief Creative Officer explains his direction of the campaign:
In each scenario, the magazine content manages to steal the focus away from the girls, and keeps the men engrossed in the reading material, underpinning the key message – that PLAYBOY is about more than just centrefolds.
Photographer Jesse-Leigh Elford, brings a cinematic feel to the shoot making the prints beautiful and timeless. Even the most pro-feminists among us may chuckle with Playboy's cheeky campaign. Interestingly, there is this vibe that the bunnys in "silicon valley" and "crack addiction" are expensive escorts, but with "deforestation" all we see is a very attractive couple sunbathing nude on the rooftop. It is probably because in the former the males are fully clothed, whilst the latter depicts quite a publically acceptable scenario.
Although, Playboy has proven to provide great journalism, it is really fooling no one to say readers subscribe to it mainly for its editorial content rather than its graphical images. At the end of the day, despite the company's efforts to advertise the periodical for its intellectual substance, it is still a men's magazine after all. We just wouldn't see readers casually reading it at the airport or subway.
Playboy, SA
Company: Playboy, South Africa
Credits: Y&R, South Africa
Country: South Africa
Date: March 2012
Category: Print Campaign
Whoever said auditing and taxation were exclusive have clearly not met the Bureau of Fun! Trident Gum's latest interactive digital campaign connects Facebook to analyse how much fun we're having using their Fun Audit tool. It is personal, creative and hilariously flavorful!
Emphasis on the Trident Gum product is quite subtle. The guy just swiftly takes out his pack at the beginning of the Bureau tour. He bites into a telephone call to show his "serious" dedication to fun business and then slaps on another piece of gum before swivelling down into the auditing vault. Throughout the video, you notice all kinds of crazy spontaneity bursting under office lighting. Anyone amused by the lady going out for tacos with a rocket belt?
The "auditing" really only happens when viewers access it through their website. And this is truly the highlight of the campaign. After granting access to our Facebook accounts, the Bureau gives us a private consultation on fun statistics. Be impressed at how they can even distinguish and make special reference to prom photos! In addition, the "Auditor" starts having Facebook chat with one of your friends and insists you to attend one of your pending events. How social!
And of course, Trident brings out the Gum as the equation of fun. Or more fun. They focus of selling us the attractive idea and feeling of the product, as opposed to the product itself. In this case, the concept of fun is positively applicable to everyone. The element of Facebook makes the campaign increasingly up-to-date with modern trends, but also a smart way to take advantage of social media platforms to help spread fun factor.
I like to believe that I'm having more than 68% of fun!!
Fun Audit
Company: Trident Gum
Credits: Saatchi & Saatchi, New York
Country: USA
Date: April 2012
Category: Digital Campaign
Ultimat Vodka: the Social Life Audit
Compare Trident's Facebook App with Polish vodka brand's Ultimat made last year:
On the face of it, Ultimat's The Social Life Audit app seems to be more detailed in being able to identify the "duckface". However, as in line with their alcoholic product, the app is only accessible to Facebook accounts of users within legal drinking age. Although both digital ads are selling the point of "fun", their target audiences are evidently quite different. Hence their examples of what constitutes as fun differ too.
Although insightful the "results" of Ultimat's social app may be, they may not necessarily be something you would want to share with your friends. It does not have a feel good vibe to it. Ultimat's is more sophisticated and goes with the cool ambience of drinking, making it more difficult to laugh off whatever audit it comes out with. However with Trident's Fun Audit, everyone of all ages can participate in its humor.
The Social Life Audit
Company: Ultimat Vodka
Credits: Stink Digital
Date: 2011
Category: Digital Campaign
Ray-Ban travels through 75 years with "Legends" Campaign
Year 2012 marks the 75th Anniversary of Ray-Ban Eyewear Company and what is more fitting than an ad campaign which showcases each and every of their iconic models through time. From Aviators to John Lennons, Ray-Ban has definitely proved its trend-setting rebellious influence on popular culture.
1930s: "Aviators" RB3025
Originally made for the American military in 1929-30, the aviator was made stylish by Commander Douglas MacArthur. Ray-Ban started designing them for the US fighter pilots in 1937. The focal point is of the center guy confidently walking forward with his arm raised, whilst sporting an empowering pair of aviators.
1950s: "Clubmasters" RB5154
These browlines or "Clubmasters", as dubbed by Ray-Ban, were the eyewear for civil rights leaders and intellectuals. This shot was inspired by the story of Taylor Mead, a gay avant-garde writer/actor. It is surprising that Ray-Ban didn't choose to feature these frames in the context of the 1950s black civil rights movements, considering that it was Malcolm X who made these fashionable. Perhaps, it is because the company only started reinvigorating them in the 1980s when LGBT political happenings were at height.
Between these two frames, one thing they have in common is their sexy trend-setting appeal. The shot perfectly pictures three adventurous young women crashing a high-society party with daring etiquette. Their short retro-chic dresses, glammed-up beehive dos and attitude of youthful cool, scream their presence in a room of conservative oldies.
1960-70s: "John Lennons" RB3447
This is a personal favorite and the most distinctive out of the whole Legends campaign. Without even needing to identify the circular framed eye wear, the image of hippie-haired protesters met with the resistance of helmeted police link us immediately to the violent anti-war movement significant in America during the late 60s.
What really makes this print ad so powerful is the burning passion, counter-reacting to the May Day riot. The deeply kissing couple really embodies this hopeful sense of peace and pure love that would only prevail in young-adult minds - a perfect singalong to "nothing is gonna change my world" ... from the Beatles' Across the Universe (1970).
1980s? "Cats 1000" RB4126
Cats 1000 seem like somewhat modified version of the original wayfarers, which would place this model into the 1980s, when there was a 1950s revival trend going on. During the 80s, Ray-Ban tried hard to get the wayfarer hot again by signing a huge deal with a product placement company to have these frames feature on television shows and films.
This print ad makes a too bold and literal a take on "Never Hide". Ray-Ban's philosophy is to encourage people to act upon their admirable aspirations. Expressing individuality does not translate to parading in your underwear in the rain because it is good fun. Perhaps, she was on a dare with her friends, or she lost her clothes in doing some living...
1990-2000s: "Geek" RB5228
Here we have a skinny white rapper trying to break into the black culture hip-hop scene. It is an interesting choice, as it portrays African-Americans as having the upper-hand, which historically speaking does not happen too often in the USA.
It is interesting how Ray-Ban chooses not to feature the significance of African-Americans, even when it would have been the obvious depiction for the "Clubmasters" as mentioned ealier. Presumbably, this is because it would recognize the issue of racial segregation as part of American history, which Ray-Ban most likely does not deem to be a "Legendary" highlight.
Company: Ray-Ban
Credits: Marcel Worldwide, Paris
Date: 2012
Category: Print Ad
Heineken proved earlier this year with their Open Your World marketing campaign that their personalised U-Codes make as cool ice-breakers for the festive scene. Party go-ers can include fun and unique messages on their special QR code stickers and be prepared to be scanned... by potential new friends.
Striking up a conversation with a new person couldn't be any easier!
In January, Heineken introduced this idea of using QR Codes as part of the digital campaign for their Open'er Music Festival in Poland. And it was a success, with over 5000 stickers printed throughout the 4 days of the festival. The objective of the U-Codes were to help spark conversations amongst the attendees to increase the event dynamic. Although perhaps, the data scanned might not be given much follow up, the idea is everything.
This is definitely a new and fun experience which would get everyone interested in, without them thinking they were essentially walking billboards for Heineken. The thought of being "scanned" by a complete stranger may seem intrusive, but in the context of a lively social occasion, meeting new people is the essence. Don't we just love bridging the gap between the online and offline.
The incorporation of QR codes have risen in the past recent years and at this rate, it might just encourage me to upgrade to a better smartphone!
Company: Heineken
Credits: Leo Burnett, Warsaw
Country: Poland
Date: January 2012
Category: Digital Campaign
Digital Chaotics "Mad Scientist" Music Visualization
Digital Chaotics Harmony™ music animation software program extends the listening experience to visual. It is really "music for the eyes".
Making sound wave visualizations is nothing new, most of us would be familiar with those by Windows Media Player. However Harmony™ provides as the ideal grow spot for its users to create color-filtered 2d images and 3d primitives to motion in sync with their chosen music. Users can venture the outside within the inside.
The results of this geometrical psychedelic mess can be very deep and powerful. But if the pulsations of growing hoops and prisms are too fascinating for you, there are always other alternatives, namely the flat sound bars on your iTunes player.
Watch Mir in full-screen with headphones plugged in, and be wrapped into the tunnel of spiralling tentacles.
Digital Chaotics
Music: Astrix
Credits: VJ Chaotic & Harmony™, Digital Chaotics
Category: Music Animation Software
We were all confused with Die Antwoord's Yo-Landi and needed to figure her out, badly.
Her ugly blunt hairline framed with her "innocent" unconventional pale face, her hardcore raw expression moved with her "child-sized" tight bleached body... Yolandi was born to be a sexually-disturbing sexpot.
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