Showcasing interesting campaigns and technology from around the world

Metro Germany celebrates International Women’s Day by giving newborn girls an entrepreneurial boost

Nearly half of women want to start a company. Just 12 percent think they ever will. The biggest thing stopping them? Lack of financial support.
These findings come from Dusseldorf, Germany-based Metro’s International Own Business Study, which surveyed 10,000 people in 10 countries.
To beat the odds, the publication partnered with Serviceplan Campaign Hamburg to launch “Own Business Girl” just in time for International Women’s Day.

The campaign is issuing every girl born in Dusseldorf today her own business card along with a fixed-term deposit worth 2,000 euros, or nearly $2,500.

With help from comms agency achtung!, “Own Business Girl” will appear in the press, on the radio, out of home and on social. Dusseldorf hospitals and the Union of Midwives are also helping recruit newborn female business owners. But if your baby slips through the cracks, you can email Metro at obg@metro.de. (Be sure to include the first name, last name, phone number, email address and relation to the child.)

The cards are being produced by Letterjazz in Essen and will be given to the parents during an event in Dusseldorf.
Eligible bairns must be born between midnight and 11 p.m. on March 8 within Dusseldorf’s city limits, and registrations will be accepted through the 31st of the month.
As a bonus, HypoVereinsbank will open the accounts with a guaranteed interest rate of 2 percent per annum—which is more than our banks are giving us now, so get on that! Assuming that the base amount can’t or won’t be added to, but accounting for compounding interest, the final payout at age 18 would amount to $3,522.06—which is about what my partner and I put together when we started our own business.
While that’s hardly a silver spoon, we’d definitely call it a golden ticket.
Via: AdWeek

Simple sweet experiment demonstrates the gender pay gap to children

The pay gap between women and men, especially in high-profile industries like finance, continues to be a lightning rod in the debate around workplace inequality.
Critics dismiss the pay gap as a myth that doesn’t factor in enough social variables, but comprehensive data from groups like the World Economic Forum has proven that the global income disparity between men and women is real and likely widening.
It’s a topic that was front and center on last year’s International Women’s Day, when agency McCann and client State Street Global Advisors unveiled Fearless Girl, a statue that celebrated the financial benefits of creating executive opportunities for women. But the much-awarded work also sparked allegations of hypocrisy when the client’s parent company was later fined $5 million for underpaying women and minorities.
For this year’s International Women’s Day, a financial trade union called Finansforbundet has launched a video illustrating how children react when introduced to the concept of a gender gap. Created by agency Morgernstern and production house Willynikkers, the video features unscripted responses to a simple example of different pay for the same work.
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Our job is to look after employees’ rights; therefore it is for us to deal with obvious differences in salary in our industry,” Finansforbundet communications manager Anne Greva tells Norwegian marketing magazine Kampanje. “We can’t have these inequalities, so we want to take a clear stand.”
The film quickly developed a large audience online, with over 600,000 views on Facebook for the original and 170,000 views of the English-subtitled version.
While there’s obviously a larger social message to the video, Greva says the specific goal for Finansforbundet, as a trade union, is to show financial workers that the issue is a priority and that “young people on their way into the industry understand that someone is standing up for them.”
Via: AdWeek

McDonald’s crops the golden arches to direct you to the closest restaurant

McDonald’s branding is so iconic that it communicates just as well in very minimalist form, as the company’s extremely stripped-down advertising in France has long proven. Now, in Canada, the fast-food chain is applying the same approach to out-of-home ads—with surprisingly useful results.
A new campaign from Cossette crops the iconically curvy Golden Arches to direct people to the nearest McDonald’s restaurants. The “Follow the Arches” campaign turns bits of the giant yellow M into directional billboards, giving drivers easy-to-follow signs to get their McD’s fix.
“To create a new way-finding system, we noticed that the directions were right there in the logo,” the brand says. “By cropping the Golden Arches into a directional path, and reducing the visuals to only what’s essential, we transformed an underutilized media space into a simple unified design system adaptable to any market around the world.”

So far, the campaign includes just four billboards (three static and one digital) in high-traffic areas across downtown Toronto and the greater Toronto area. But Peter Ignazi, chief creative officer at Cossette, said the concept could eventually solve the problem of hundreds of differently designed directional posters in Canada—and indeed, around the world.
Via: AdWeek

Louvre Abu Dhabi uses billboards and radio to give highway gallery tours

On Nov. 11, the Louvre Abu Dhabi opened its doors. It calls itself the first “universal museum in the Arab world,” exhibiting art from a globalized perspective.
But the United Arab Emirates doesn’t really have a strong museum-going culture. Thus was conceived this insight: If traffic won’t come to the art, why not bring art to the traffic?
For U.A.E. Innovation month, the museum launched the “Highway Gallery.” Created by TBWA\RAAD (in partnership with the Abu Dhabi Media Company, Radio 1 FM, Classic FM and Emarat FM), the idea is simple: Use billboards to showcase 10 major works alongside the EE/11 Sheikh Zayed highway, which goes from Dubai to Abu Dhabi and supports over 12,000 commuters daily.
Through March 14, the “world’s first and only radio-guided highway gallery” stretches across about 62 miles of road. Upon approaching the billboards, drivers tuned to 100.5 FM, 91.6 FM or 95.8 FM will find their music interrupted by a museum audio guide—whose crystal-clear sound is reinforced by an FM jammer powered by solar panels.
Each story lasts about 30 seconds. (Insert speed-demon joke here.)

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“This exhibition puts Abu Dhabi on the map of global innovations that underpin its axes of art, culture and information, in alignment with the national strategy that aims to position the U.A.E. among the most innovative countries in the world over the next seven years,” says Her Excellency Noura Al Kaabi, who is also Minister of Culture and Knowledge Development and the chair of Abu Dhabi Media.
“We built an advanced platform that provides the public with a variety of categories and interests, by providing them with rich and diverse content that contributes to our mission in transferring culture and knowledge, allowing the community to benefit from the technological development integrated in the U.A.E.’s media and cultural sectors.”
Renaissance paintings include Edouard Manet’s The Fife Player and Van Gogh’s 1887 Self Portrait, both on loan from the Musée d’Orsay, as well as Leonardo da Vinci’s La Belle Ferronière from the Musée du Louvre (see the image at the top of this story).
Ancient masterpieces include the Mari-Cha lion, an Islamic work from the Mediterranean; a coin inspired by Alexander the Great and found in the country, loaned to the Louvre Abu Dhabi by the Al Ain Museum; an 8,000-year-old two-headed statue, among the oldest monumental statues in human history, on loan from Jordan’s Department of Antiquities; and an Egyptian sarcophagus of Princess Henuttawy, shown below.

But there are also a number of modernist works on show at the Louvre Abu Dhabi. On the Highway Gallery you’ll find Gilbert Stuart’s portrait of George Washington, not to mention Osman Hamdi Bey’s Young Emir Studying and Piet Mondrian’s Composition with Blue, Red, Yellow and Black.
Below is Bey’s work, and Mondrian’s a few paragraphs down.

“Highlighting some of the museum’s iconic masterpieces through a unique audio-visual experience, Louvre Abu Dhabi’s Highway Gallery makes art and culture accessible to people, beyond the museum’s walls,” says His Excellency Mohamed Khalifa Al Mubarak, chairman of the Department of Culture and Tourism for Abu Dhabi. “Bringing to life these few but captivating stories from the museum, we hope the Gallery stimulates imaginations and offers new ways to enjoy art.”

Alongside the Highway Gallery, the Louvre Abu Dhabi is launching a public program that enables residents and visitors to access art through various cultural experiences. Events in March and April include a Korean puppet show for children, a Bach solo interpreted by cellist Sonia Wider-Atherton with dancer Shantala Shivalingapp, and a recital of Swayambhu and South African dances by Via Sophiatown.
The museum is also planning to present four special exhibits per year in partnership with Agence France-Muséums and other French museum partners, part of a 15-year intergovernmental agreement between the Government of Abu Dhabi and France.
Via: Ad Week

Tennent’s Lager serves up a brrr-illiant billboard during the snow

With the Beast from the East blanketing most of Scotland in thick snow, Tennent’s Lager has served up a brrr-illiant bit of fun to those enjoying a day off.
The brand has transformed a 34-metre billboard into the UK’s biggest snowball target, located next to Glasgow’s River Clyde and appearing next to the city’s Squinty Bridge.
Via: The Drum

New Westpac Rescue 'Rash Vest' offers CPR instructions to save drowning children

In Australia, drowning is the leading cause of accidental death for children. CPR can save a child’s life but CPR instructions are often out of sight, out of date and out of reach.
Rescue Rashie turns children’s rash vests into CPR signs. To ensure it’s fashionable and wearable for kids, a one-of-a kind-design conceals the instructions, then reveals them in an emergency via a quick-release zip.
Rash vests are essential in Australia. Parents put their kids in them to protect them from the sun. Now Rescue Rashie can help protect them from drowning too.
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Via: Best ads on TV

Hapa Sushi uses real Trump tweets so we 'eat well before it all ends'

Doomsday is coming at you hard and fast in Hapa Sushi’s new campaign reminding us to “eat well before it all ends.” The Colorado-based restaurant chain teamed up with TDA_Boulder to fuse Donald Trump with raw fish (a winning combination, apparently). Uncensored and unedited tweets from the president are appearing in outdoor placements, on social media and in a number of print publications next to a snappy tagline reminding us to dine like kings because the end is nigh. It follows Hapa’s other real-world campaign in which it used the legalization of marijuana in Colorado to create a pairing menu with weed and sushi.
Via: Campaign 

Audi and BMW engage in a billboard war

BMW started a war with Audi by mounting an outdoor banner right in front of Audi’s showroom. The banner read, “It’s never too late to change your mind.”
So Audi, responded with another banner right behind BMW’s one saying: “LOOOOL, you don’t change from a winning brand.”
The “LOOOOL” showed in Audi’s banner was created using its rings in the logo.
Via: Ads of the World

Anya Hindmarch covers London with giant red balloons

Chubby Hearts over London is a public design project conceived by the fashion designer Anya Hindmarch as a love letter to the city.

Starting on Valentine’s Day and continuing as a celebration of London Fashion Week, giant ChubbyHeart balloons will be suspended over (or sometimes squashed within) 29 famous London landmarks and prominent locations across the Capital.
The balloons will float from dawn until dusk each day, reappearing above different locations the next day over the coming six days.
The Mayor of London, the British Fashion Council, the City of Westminster, councils, landowners, businesses, districts and the Civil Aviation Authority have joined together to create this project which will feature over Trafalgar Square, Battersea Power Station and Westminster Cathedral to name a few.
Ocean Outdoor is supporting the campaign across four of its full motion London screens including Leicester Square and both Westfield shopping centres. And the Chubby Hearts took over Landsec’s Piccadilly Lights for a 40 second slot during the early evening on Valentine’s Day.
Anya Hindmarch said: “The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors.  Tying giant helium filled Chubby Hearts on to buildings all over the city is simply a ‘surprise love letter to London’ as a tribute to its strength and to celebrate our amazing creative city.”
The Mayor of London Sadiq Khan said: “As London Fashion Week showcases the capital to the world, these huge heart balloons animating our great spaces and architecture will show once again that London is open to talent and creativity and gives it a warm welcome.”
Councillor Robert Davis MBE DL, Deputy Leader and Cabinet Member for Business, Culture and Heritage at Westminster City Council said: “The City of Westminster is already the beating heart of our great capital and the home of London Fashion Week, so it is entirely apt we are celebrating this with a striking display from one of London’s most foremost designers.
“Love is traditionally in the air on Valentine’s Day, and will be quite literally over our many famous landmarks as the inflatable chubby hearts rise into the air for the day. What better way for Londoners and our many visitors to celebrate our love for the capital and the West End.”
To follow the project live, visit www.chubbyhearts.com
Via: OutSmart

Surprising pop-up store challenges Valentine's Day conventions

Talking teddy bears. Boxes of candy. Jewelry. Greeting cards covered with hearts. These may sound like typical Valentine’s Day gifts for your sweetie-pie.
But at the One Love Foundations’s #LoveBetter pop-up shop in New York City, such items aren’t exactly tokens of affection. They’re not even for sale. Rather, the products are designed to start meaningful conversations about healthy and unhealthy relationships by shining a spotlight on toxic behaviors.
The bear, for example, suffers from mood swings. Press his tummy, and he says stuff like “You’re pathetic!” quickly followed by, “I’m so sorry. I didn’t mean that.” As for the candy, well, those are Fat-Shaming Chocolates, with a single, lonely piece inside, along with a not-so-loving reminder to “watch you weight.”
Also on the shelves: a Follow-Your-Heart Pendant, complete with a GPS tracker so you can obsessively/compulsively keep tabs on someone special, and colorful cards with messages like, “I miss when you were hotter” and “You’re mine, so do what I say.”
“We saw Valentine’s Day as an important opportunity to raise awareness because it is a time when young couples cover up potentially unhealthy relationship behaviors with gifts,” Anastasia Garcia, content director at TBWA\Chiat\Day New York, which developed the initiative, tells AdFreak. “We chose to create a disguised Valentine’s Day gift store to challenge young couples to think twice about the unhealthy behaviors we normalize all year long.”
She adds, “We intended to create a fully immersive experience for young couples to explore these items at their own pace. We designed the store to be welcoming, educational and safe. The experience was facilitated by One Love ambassadors to encourage questions and discussion, and provide local resources for those affected, if needed.”
As for the unhealthy messaging plastered on every item, “we borrowed the harmful language directly from stories of members of the One Love community so that it felt authentic and relatable,” says TBWA senior copywriter Ricardo Franco.
Other stuff on display includes bottles of vino (a poor way to get him/her “in the mood”), Be-Little Candy Hearts (“Loser!” “Idiot!” “You’re So Stupid!”) and Black-Hearted Helium Balloons (“Let me check your texts,” one demands).
“They key takeaway message is that love is a skill that we can all work on,” says One Love CEO Katie Hood. “By educating the next generation about how to build healthy relationships—something current generations have never experienced in a scaled way—we can change the statistics around abuse of every kind.”
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Via: AdWeek