Showcasing interesting campaigns and technology from around the world

Students riff on Apple’s “Shot on iPhone” campaign to highlight issue of gun violence

Starting on the 24th March, the day of March of Our Lives, a series of posters were plastered across Manhattan to call attention to gun violence.

The guerrilla ads were created by two 26-year old School of Visual Arts students, Ji Kim and Andy Koo. They took inspiration from the Apple “Shot on iPhone” campaign, which showcased the quality of the iPhone camera and personal photography. They have kept the campaign dimensions and fonts very similar but swapped the tag line to “Shot with AR-15”, replaced the Apple icon with the National Rifle Association’s logo and the images focus on devastating scenes of gun violence tragedies.

Kim states “We thought about what would be the most powerful way to raise awareness about this issue, and Apple’s iconic ‘Shot on iPhone’ came up in my head, because the word ‘shot’ has two different meanings…We thought it was ridiculous that AR-15 was used in most of the recent mass shootings in the United States. And AR-15 was initially developed as a weapon of war, not for home or personal protection.”

Kim and Koo created 12 different designs, which they printed over 80 times. The images focus on people mourning victims of recent AR-15 rifle massacres at Sandy Hook Elementary, Marjorie Stoneman Douglas High School in Parkland, Las Vegas and Pulse Nightclub in Orlando. They now intend to expand the campaign beyond New York to other cities in the United States.

São Paulo uses street artists to communicate important initiative to help the homeless

São Paulo has a significant number of homeless people on the streets. Despite numerous public shelters, many have empty beds every night. One of the reasons: the homeless do not want to abandon their dogs, which are not usually accepted in shelters. Now, the new units accept and guarantee space for the pets, but unable to communicate this to people who did not own phones, TVs or were not active on social media, the beds remained empty, while hundreds of people continue to sleep on the sidewalks.
To communicate this change to the homeless, São Paulo City Hall decided to create a new communication channel, with a direct impact. 5 different street artists, transformed the roof of viaducts, and underpasses, where the homeless people are usually found – especially at night before going to sleep –, in a direct and effective media, with the main goal getting those in vulnerable situations to have the opportunity to sleep with comfort, safety and dignity, without compromising their pets.
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Via: Ads of the World

These concrete dog statues drew attention to a tragic pattern many were overlooking

When you see a dog tied to a lamppost, park bench or bicycle rack, you expect its owner to return soon and take the animal home.
It wouldn’t occur to most of us that such dogs might, in fact, simply have been abandoned.
But it happens all too often. For example, some 1,400 pets , including 760 dogs, were discarded on the streets of Barcelona last year. That’s a 13 percent increase from 2016.
To raise awareness of the issue and fetch new owners for some of the 200 critters awaiting adoption in city shelters, Ogilvy Barcelona placed 20 life-sized concrete dog statues around town on behalf of the City Council.
Tethered to posts, polls and other urban structures, the figures were cast from 3-D printed molds by Ingi Guðjónsson, product designer at Fab Lab Barcelona and the Institute of Advanced Architecture Catalonia. Each statue includes an ID tag with a code that links to the City Council’s animal welfare site, where viewers can get information about real furry friends in desperate need of loving homes.
Two shelter dogs—4-year-old mixed-breed Neula and 5-year-old American Staffordshire Samsó—served as models for the statues.
“Neula and Samsó represent all the dogs that have been waiting a second chance,” says Jofre Banquells, creative director of Ogilvy Barcelona. “They both waited for at least a year at Barcelona’s animal shelter. Fortunately, Neula has been quickly adopted as soon as the campaign has been launched (on April 9).”
Of course, the pet adoption issue has generated plenty of notable work in recent years. Such efforts include Pedigree’s lauded films from 2015 about ex-cons whose lives changed for the better after they began caring for dogs, and the brand’s flip-the-script take from last year that showed humans longing to escape cramped shelter cages. In January, two different appeals used music playlists as a focal point, one from Spotify, and another from Dallas Pets Alive.

“Installing the dogs attached to lampposts, as if they were really abandoned, helps people visualize the situation. People don’t only see a dog, they see the problem.”
Jofre Banquells, creative director, Ogilvy Barcelona

Dubbed “Dogs S.O.S.,” the Barcelona City Council effort cuts especially close to the bone by confronting people where the problem occurs and challenging them to become part of the solution.
“Installing the dogs attached to lampposts, as if they were really abandoned, helps people visualize the situation,” Banquells says. “People don’t only see a dog, they see the problem. In addition, it gained media attention with no investment at all.”
The sculptures will sit and stay on the streets another week, then move to other public spaces, such as libraries.
Via: AdWeek

The National Gallery of Prague is using VR to introduce the blind to iconic sculptures

“No touching!”
The phrase is the bane of many children who find themselves in museums meant to teach them how to appreciate art … but instead teach them they’re bulls in china shops.
This must be all the more frustrating for the blind, who mostly can’t conceive of the art at all if they can’t use their other senses. With this in mind, the National Gallery of Prague launched “Touching Masterpieces,” a campaign that lets them touch iconic sculptures in virtual space.
Created with help from Geometry Prague and NeuroDigital, in collaboration with the Leontinka Foundation for the blind and visually impaired, the virtual reality experience features haptic Avatar VR gloves, specially adapted for this campaign, that let the blind “touch” work like Michelangelo’s David, Venus de Milo and the bust of Nefertiti.
Think of it as the anatomy lesson you never had.
“Blind children are usually taught in school with relief aids and tactile pictures that far from accurately reflect reality,” explains Barbara Hucková, executive director of the Leontinka Foundation. “This new technology is an incredible breakthrough allowing pupils to touch what was absolutely unattainable before.”
Like the world imagined in Ready Player One, haptic gloves enable you to touch 3-D objects in virtual space. When you reach out to touch something, your sense of depth and texture passes through the unit as vibrating feedback. Multi-frequency technology can stimulate different types of skin cells’ tactile responses, giving the blind a detailed “sense” of the object they’re touching.
“Through curiosity, pursuit of innovation and a passion for creativity, we realized that specially-adapted haptic technology could open doors to a unique art experience for the blind,” says Geometry Prague creative director Julia Dovlatova. “Our collaboration with NeuroDigital helped us fine tune haptic gloves to ‘see’ art through virtual reality touch.”
“Touching Masterpieces” went live at the National Gallery of Prague between March 23-24.
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Via: AdWeek

Kit Kat takes a break from electricity during Earth Hour

JWT London created a billboard for KitKat that switched itself off in a bid to persuade people to “have a break” (get it?) from electricity.

On 24 March at 8.30pm, million of people worldwide switched off their electricity for during Earth Hour in support of efforts to tackle climate change. To drive awareness of the “Switch off” campaign, the choclolate brand’s billboard, shaped life a KitKat finger, ‘snapped’ to break a circuit to turn off its power.
The stunt was timed in concert with the lights switch-off on Tower Bridge, giving the illusion that it switched off the bridge’s power in order to reinforce the significance of the message.
Via: Campaign Live
 

Knowledge ages quickly, as shown by this billboard that grew mold on a classic marketing book

There’s still much to be learned from books written by the great minds of advertising’s golden age, but it’s hard to deny that almost any advice printed to the page quickly becomes dated in today’s digitally driven world.
To illustrate that point, and boost turnout at an upcoming IdeasFirst Ukrainian Marketing Forum, BBDO Ukraine created an out-of-home ad that featured a large edition of Kotler on Marketing by U.S. advertising Professor Philip Kotler. The book was slathered with millions of mold spores before being encased in an ad display at an office and commercial location.
After a few days in a “standby mode” inside the display, the mold grew rapidly and covered the book in a distorting layer of fuzz and discoloration. The result was oddly and disturbingly beautiful in its own way, and as you can see from the case study below, it certainly drew plenty of attention.

Creating a way to grow mold rapidly in a public display proved to be quite a challenge, the agency says. Here’s a summary of the process, provided by BBDO Ukraine:

“In order to get the project to work, we prepared a special layout for the book with perforations for moisture. We experimented to find a material that would allow the mold to spread. We created an environment that was conducive to growing the desired mold while preventing harmful bacteria from disrupting the mold growth. After several unsuccessful attempts, we had to completely abandon the use of toxic materials. We dried out a couple of mold populations and were forced to redesign the citylight panel’s wall construction. This helped create the ideal microclimate, from the illumination to the humidity to the temperature. In short, it was much more difficult than just leaving out a loaf of bread for a week and getting results.”
It’s worth noting this is one of the few ad campaigns you’ll see where the credits include a microbiologist.
The project’s self-destructive nature has sparked a few criticisms, according to the creatives who worked on it.
“We are faced with a wave of haters, adherents of classical marketing and fans of Kotler who think that we scoff at something holy,” BBDO Ukraine creative director Den Keleberdenko tells Adweek. “At the same time, we stirred up new generation of marketers who are open to the world and innovation in marketing.”
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Via: AdWeek

Calm installs 84 male suicide sculptures on ITV Tower to raise awareness

Calm, the charity that works to prevent male suicide, has installed 84 sculptures of men with a hood pulled over their faces on top of the ITV Tower to raise awareness of the number of men who take their lives every week.

The sculptures have been created by Mark Jenkins, with support from bereaved friends and families who have lost a loved one to suicide. Each family was guided in using Jenkins’ signature tape casting technique to produce a sculpture for the installation.

The activation runs for a week from today (Monday 26 March). The campaign, which has been created by Adam & Eve/DDB, will be supported by ITV show This Morning with three days of programming dedicated to male suicide.
The charity’s chief executive Simon Gunning said: “Achieving our goal of male suicide prevention requires everybody to take a stand. As a society we have to face this awful issue, discuss it and actively work to stop it, which is why we’re particularly invested in making this campaign a success.
“Project 84 is all about making the scale of the situation very clear and we hope it will drive change and encourage everyone, government included, to come together to take suicide seriously.”
Via: Campaign Live

Burger King offer free Whoppers to good samaritans

In celebration of Good Samaritan Day (March 13th),  Burger King placed a smoking, flaming car on the side of a road, as a crew member stood flagging down passersbys for help. Those who stopped to lend a hand were greeted with a fun surprise – The King was flame-grilling Whopper sandwiches under the hood of his custom ride. Good samaritans who accepted the invite to stick around and enjoy a flame-grilled Whopper sandwich were reminded of what’s true for all of us: good things come to those who do good.
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Via: Best Ads on TV

Street sign hack encourages the people of L.A to #LookAgain

The signs of Human Trafficking are all around us, even on the streets we travel every day. To highlight this, the Los Angeles Commission for the Status of Women created a sign with a difference, asking the people of Los Angeles to look again and report Human Trafficking.
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Via: Best Ads on TV

Deliveroo creates edible billboard out of burgers

The activation launched for one day only outside The Old Truman Brewery in Shoreditch, London, yesterday.
The burgers were handed out for free as part of the brand’s “Eat more amazing” campaign.
Emily Kraftman, Deliveroo’s head of marketing, said: “As well as the big mass media we’re having with TV and out-of-home, actually physically bringing that to life and having a chance to interact with people and giving them great food feels like a really important part of that strategy.”
She added: “We’re looking at across the UK at how we can bring the campaign to life and interact with more consumers.”
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Via: Campaign Live