in creativity I trust

This is an experiment: I'll try to share every day at least one post. Brains' gym.

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The best of Cannes Lions 2016 - THANK YOU CREATIVITY

French supermarket chain Intermarche is doing its part to help reduce France's sugar intake with an innovative packaging design. A six-pack of chocolate desserts branded "Sugar Detox" contains the same recipe with decreasing amounts of sugar; by the time you reach number six, it contains 50% less sugar. According to Intermarche, the need for such a product is an urgent one: French citizens consume an average of 70 grams of sugar per day, which is the equivalent of 14 coffee spoons. Sugar Detox was developed by Marcel, the agency that won multiple awards for Intermarche last year for its 2014 Inglorious Fruits and Vegetables campaign, including the top prize at the Andys. Marcel worked directly with Intermarche's dairy products Research and Development division to develop the brand.

Credits: MARCEL, Paris, France Agency

Anne de Maupeou Creative Chairman

Dimitri Guerassimov Chief Creative Officers

Fabien Teichner Chief Creative Officers

Souen Le Van Copywriters

Antonin Jacquot Copywriters

Louis Haffreingue Art Directors

Marie-Océane Scerri Art Directors

Awards: Gold: Direct - Launch / Re-launch

Silver: Direct - Use of Ambient Media: Small Scale

Silver: Promo And Activation - Use of Customer in-Store Experience

Silver: Health And Wellness - Other Products

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The best of Cannes Lions 2016 - THANK YOU CREATIVITY

MACMA, (an Argentinian Breast Cancer charity), and creative agency DAVID have come together to produce a new video in which an overweight man with enough breast tissue to perform the regular checks women should be doing, is used. Time and time again social media sites remove photos and videos of women trying to raise awareness of breast cancer. Help spread the the campaign’s message by using the hashtag #ManBoobs4Boobs.

Credits: Agency: David Buenos Aires

Client: MACMA

Executive Creative Director: Joaquin Cubria

Executive Creative Director: Ignacio Ferioli

Copywriter: Juan Pena

Art Director: Ricardo Casal

Awards: Gold: Promo And Activation - Public Health & Safety

Gold: Promo And Activation - Use of Social Platforms

Silver: Direct - Use of Social Platforms

Gold: Health And Wellness - Education & Awareness

Gold: Health And Wellness - Education & Awareness

Grand Prix: Grand Prix For Good

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The best of Cannes Lions 2016 - THANK YOU CREATIVITY

The Art Institute of Chicago, together with Leo Burnett, created a livable, 3D replica of his “Bedroom in Arles” painting and posted it on Airbnb for $10 a night, promoting its “Van Gogh’s Bedrooms” show, which opens Sunday. The Institute is showing the artist’s three paintings of his bedroom in Southern France together for the first time in North America.

https://www.airbnb.it/rooms/10981658

Credits: Leo Burnett Chicago 

Mark Tutssel - Chief Creative Officer

Britt Nolan and Mikal Pittman - Creative Director

Mike Costello and Pete Lefebvre - Associate Creative Director

John Regan - Art Director

Tor Lemhag - Writer

Ariel Tishgart - Strategist

Awards: Gold: Promo And Activation - Travel, Transport & Leisure

Gold: Promo And Activation - Use of Exhibitions / Installations

Silver: Direct - Travel, Transport & Leisure

Silver: Direct - Use of Ambient Media: Large Scale

Silver: Promo And Activation - Use of Social Platforms

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The best of Cannes Lions 2016 - THANK YOU CREATIVITY

San Francisco-based independent agency Venables Bell & Partners led creative on #OptOutside, which centered on the outdoor retailer and consumer cooperative's decision to close all 143 locations on Black Friday in 2015 and pay its 12,000 employees "so they can do what they love most—be outside." Mediavest/Spark, Tool of North America, North Kingdom and Edelman also worked on the campaign. The hashtag #OptOutside and its attendant "meme generator," which encouraged fans to share their outdoor experiences on social media, led to exponentially greater engagement and earned media attention as most major outlets and morning shows covered the campaign.

http://optoutside.rei.com/

CREDITS: Venables Bell & Partners 

Will McGinness - Executive Creative Director 

Lee Einhorn - Creative Director 

Avery Oldfield - Art Director 

Adam Wolinsky - Copywriter 

Mike Riley - Senior Strategist

AWARDS: Grand Prix: Promo And Activation - Retail, e-Commerce, Restaurants & Fast Food Chains

Gold: Direct - Integrated Campaign led by Direct

Gold: Direct - Retail, e-Commerce, Restaurants & Fast Food Chains

Gold: Promo And Activation - Integrated Campaign led by Promo & Activation

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Win yourself a Grand Prix

AMAZING!

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http://www.handyawards.org/ 

Advertising awards have reached peak honesty with the Handys, a new (fake) show that isn't a show at all—it's an app where you get a prize just for shaking your phone up and down like a real wanker. 

The Handy Awards site explains further: "The Handys are the world's first advertising award show where you can give yourself an award in the comfort of your studio apartment or at your desk within your agency's open office. All without entering any work or sitting through someone else's boring case study video."

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"Sister," though, is lower-key and closer to home. Made by Leo Burnett to promote the low-light capabilities of its Galaxy S7 and S7 Edge mobile handsets, the ad opens on a familiar (and for us, still quite palpable) scenario: One little girl who can't get to sleep, because she's terrified of the dark. What we like about this simple piece is that the solution is probable, and no time is wasted cutting to the chase. The storytelling happens in the action and music, which makes it easy to understand and provides universal scope. And what better way to get comfortable with the dark than proof that the sinister is just the playfully banal, under cover of shadow? Plus, admit it! That closing line—"The smartphone camera that's not afraid of the dark"—is cute.

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Imagine a plush rooster with a frog's foot where its comb should be. Such a creature now exists, thanks to a new campaign in Japan. To raise awareness of a shortage of child organ donors, Dentsu employee Akira Suzuki and a colleague created "Second Life Toys" which hopes to resurrect worn-out stuffed animals by combining them with parts from other fuzzy beasts. Future participants can either donate toys or ask for parts to restore their own bedtime friends. The campaign then asks anyone who gets a plush transplant to write a thank-you letter to the donor—completing the reciprocal circle and helping to illustrate the potential benefits of a more significant medical gift. 

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Two years later, the sequel to the global viral hit shows life can still get worse for child victims of violent conflict. 

Save the Children UK once again puts the devastating effect the refugee crisis is having on children into stark perspective with a sequel to its award-winning 2014 PSA "Most Shocking Second a Day." "The new film continues where part on left off, featuring a civil war and a societal collapse in the UK," says Joe Wade, managing director of agency Don’t Panic London which made both films for Save the Children. "Now the girl in the story is a refugee fleeing from Britain. Our aim is to help people to empathize with refugees by creating a ‘what if?’ role reversal." Both films were inspired by stories of child refugees being helped by Save the Children and are intended to stop audiences dismissing the refugee crisis as a distant problem affecting other people on the other side of the world.

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Samsung is back to pull at your heartstrings again, this time with a campaign about premature babies. Infants born too early face a greater risk of language and attention disorders later in life. The campaign, titled "Voices of Life" and created by Leo Burnett Chicago, features an app that lets a mom record her heartbeat and other soothing sounds. A special speaker in her baby's hospital incubator plays back the audio, which Samsung's technology has muffled to better emulate the in-utero environment. 

Credits: Client: Samsung Agency: Leo Burnett Chicago Campaign: Voices of Life Chief Creative Officer: Mark Tutssel Executive Creative Director: Dan Chodrow CD/AD: Brandon Cox CD/CW: Debbie Mudd ACD/AD: Mikey Hester Graphic Design: Rob Schellenberg, Frances Macleod Executive Producer: Matt Blitz

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Slattery delivers his lines near the end of the two-minute-plus commercial, created by Anomaly to tout Duracell's hearing-aid batteries. In the ad, we meet a middle-aged guy named Jim whose world has become … muffled. While far from deaf, he has difficulty hearing what people say to him in everyday situations. For example, in one scene, while babysitting for the family, he fails to hear crying down the hall. That feeling of emotional distance, of a connection failure that transcends hearing loss, is expertly conveyed in moody opening sequences. 

Credits: Client: Duracell
 Title: "Stay Connected" Agency: Anomaly Chief Creative Officer: Mike Byrne Group Creative Director: Seth Jacobs Copywriter: Cooper Smith Art Director: Liz Delp Head of Production: Andrew Loevenguth Strategy: Gareth Goodall Director: Vincent Haycock Director of Photography: Robert Elswit

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Forever faster

J. Walter Thompson worked with Puma on the "BeatBot," which is explained in the video below, featuring a cameo by Usain Bolt. The programmable, self-driving, line-following robot was developed with help from a group of MIT engineering graduates.

Credits: Client: Puma Agency: J. Walter Thompson Executive Creative Director: Florent Imbert, Emmanuel Lalleve Creative Director: Karl Ackermann Senior Art Director: Ben Morejon Senior Copywriter: Andrew Curtis Chief Creative Officers, New York: Brent Choi, Adam Kerj Planning Director: Rik Mistry

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Adidas' Reebok division expands its "Be More Human" platform today with a minute-long film called "25,915 Days." That title refers to the average number of days in a human life, and the spot, by Venables Bell & Partners, follows one woman's progress in reverse—from her participation in the Reebok-sponsored Spartan Race as a plucky senior to, well, the day she was born. 

Website: http://fitness.reebok.it/be-more-human/#/page/25915-days

Credits: Client: Reebok Agency:  Venables Bell & Partners Executive Creative Director: Will McGinness Creative Director: Tom Scharpf Associate Creative Director: Crockett Jeffers Art Director: Aisha Hakim Copywriter: Jimmy Burton Head of Strategy: Michael Davidson Senior Brand Strategist: Jake Bayham Director of Integrated Production: Craig Allen Executive Producer: Joyce Chen Assistant Producer: Julia Oetker-Kast Production Company: Epoch Films Director: Michael Lawrence Director of Photography: Mathieu Plainfosse

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Thank You, Mom!

Behind every Olympic athlete is the loving support of a dedicated parent. It was "inspired by the simple human truth that the daily courage a mom shows echoes at critical moments throughout her child's life," a P&G spokeswoman said.

Credits: Wieden & Kennedy Portland

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MullenLowe London created the personalized books, which are blank on the inside, for luminaries like TBWA's Lee Clow, Goodby Silverstein's Jeff Goodby, Grey's Vicki Maguire, McCann's John Mescall and DDB's Richard Russell—to drum up entries for the Winston Fletcher Fiction Prize, an annual literary competition for authors working in the advertising industry. 

All of the books feature a cheeky placeholder name: Title Goes Here. The pages have no text, with the exception of a single teaser line that appears once: "What's your next chapter?"

Credits: Client: Winston Fletcher Fiction Prize Campaign Title: "Winston Fletcher Fiction Prize 2016" Agency: MullenLowe London Chief Creative Officer: Dave Henderson Executive Creative Director: Richard Denney Account Team: Izzy Falcon, Jess Bird Agency Producer: Gary Wallis Photography: MAKE_ Retoucher: Pete Steadman Designers: Augusta Lindquist, Ryan Self, Rob Hare, Elisabeth Bolzon, Javier Leal-Olivas

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Honda is running a series of short videos called #PhoneDownEyesUp that urge us to respect our own limits when it comes to multi-tasking. It's a fair point, only minimally undercut by the fact that these videos were made to be easily shared on mobile-friendly social media. 

Credits: Agency: RPA Executive Vice President, Chief Creative Officer: Joe Baratelli Senior Vice President, Executive Creative Director: Jason Sperling Vice President, Creative Director, Social Media: J. Barbush Associate Creative Director: Stephen Hernandez Senior Art Director: Amy Servidea Senior Copywriter: Chris Bradford

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Sao Paulo has a government program that locates and identifies missing people. The agency VML interviewed the mothers of missing children—and then put those recordings over footage of one of the girls being removed from Auguste Renoir's Pink and Blue (1881), one of the world's great paintings. "The Incomplete Masterpiece," refers heartbreakingly to the family unit—so taken for granted until suddenly it collapsed.

Credits: Client: Public Ministry of the State of São Paulo Title: "The Incomplete Masterpiece" Agency: VML Executive Creative Direction: Jairo Anderson and Silmo Bonomi Creative Direction: Jairo Anderson Copywriting: Enzo Sunahara and Mauro Mandil Art Direction: Yumi Shimada and Gleison Stievano Client Services: Carlos Alves and Fabio Imparato Project Management: Joana Carmo Executive Producer: Rodrigo Vinhaes Video Producer: Spanda Direction: a_dupla (Guga Ferri and Danilo Mantovani)