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Toys'R'Us Pops Up with a giant Etch-a-Sketch

Toys”R”Us has placed a larger-than-life Etch A Sketch in the most unlikely of places: right above the busy Fulton Street subway station in New York City.
The retailer unveiled the massive Etch A Sketch in lower Manhattan over the weekend, where it remained until Thursday, October 12th.
 

Via: Brand Channel

Children sculpted in sugar in Times Square to highlight unhealthy eating habits

Anybody who passed through Times Square this morning likely noticed a giant mound of sugar and an array of children sculpted of the sweetener. Kind, the company that makes the all-natural fruit and nut bar, is behind the stunt. To make a statement about the amount of sugar children consume, Kind put 45,485 pounds of it—a 20-foot tall, 30-foot wide pile to be exact—smack dab in the middle of Times Square. 
The move isn’t altruistic: Kind is touting its new fruit snacks, Kind Fruit Bites, which contain just fruit and no added sugar, according to the brand. An in-house creative team came up with the idea for the 45,485 pound mound of sugar to represent how much sugar kids in the U.S. eat every five minutes. 
“Since day one, Kind has been committed to balancing health and taste,” said Daniel Lubetzky, founder and CEO of Kind, in a statement, adding that, Kind “craft[s] snacks with a nutritionally-dense first ingredient.”

According to data from market research company IRI, children in the U.S. consume 80 grams (19 teaspoons) of added sugar per day. The American Heart Association recommends limiting sugar to 25 grams per day. Based on that data, Kind found that “in one year the average 9-year-old is eating his or her body weight in added sugar.” The company, along with Magnetic Collaborative, constructed the sugar children to show what it looks like when children consume their body weight in sugar.
Kind isn’t against sugar,” said Drew Nannis, head of integrated communications for Kind, when asked about the sugar content of Kind’s products. “We believe indulgences are great and should be enjoyed. What we don’t advocate for, are snacks being perceived as healthy, but in fact, are primarily from sugar.”
Nassis added: “Our best-selling snack line, Nuts and Spices, has 4-5 grams of total sugar per bar, which is 50 percent less total sugar per bar compared to the average nutrition bar. We make snacks that are wholesome and delicious, and we’ve maintained a longstanding commitment to using as little sugar as possible without compromising taste. …  We also want to make it easier for parents to make more informed choices which is why we released the added sugar content across our portfolio last year.” 
Via: AdWeek
 

Netflix takes over Times Square with 'thrillboard' to promote the new season of Santa Clarita Diet

To promote the launch of its new zombie-comedy starring Drew Barrymore, Netflix has used a number of multiscreen billboard ads that see Barrymore ‘climb’ in to adjacent ads to literally ‘kill’ the competition.
The Netflix show features a dark plotline with a playful twist on the decaying zombie genre. It follows Sheila (Barrymore), and her husband Joel (Timothy Olyphant), as they work on adapting to life in Santa Clarita after Shelia becomes undead and starts craving human flesh.
The ‘Thrillboards’, created by Doner LA, show Barrymore climb out of her own ad into other nearby ads when her hunger for human flesh strikes. She then happily returns to her screen with a limb of an unfortunate victim.
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Via: The Drum
 

50 years later, Heinz approves Mad Men's ‘Pass the Heinz’ ads and is actually running them

It was a compelling idea, even if the client wasn’t convinced at the time.
Fifty years ago, in the fictional world of Mad Men, Don Draper pitched a daring ad campaign to Heinz execs, for the brand’s ketchup, that proposed not showing the product at all. Instead, the ads would show close-ups of foods that go great with ketchup—french fries, a cheeseburger, a slice of steak—but without any ketchup in sight.

The campaign’s “Got Milk?”-like strategy of creating a craving for a product through its absence was apparently too far ahead of its time. Don didn’t get the account, but now, in 2017, the time for “Pass the Heinz” has come.
In a meta union of advertising’s real and fictional worlds, Heinz just greenlighted the ads—and will run them almost exactly as Draper intended, beginning today, in print and out-of-home executions in New York City.
Partly a PR stunt, partly just solid on-brand communications, the campaign is sure to delight fans of the AMC show, which in July will celebrate the 10th anniversary of its premiere. And in a nice touch, the ads are officially being credited to Heinz’s current agency, David Miami, and to Don’s fictional 1960s firm, Sterling Cooper Draper Pryce. (Draper and Mad Men creator Matthew Weiner, who approved the idea, are both listed in the credits.)
Below are the three ads that are running and each one will get its own billboard in NYC.

Nicole Kulwicki, head of the Heinz brand, said, “Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world. Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz. What we loved about the campaign is that it doesn’t require paragraphs of copy to explain it. It features mouthwatering food images, and all that’s missing is the Heinz.”
In the Mad Men episode, “To Have and to Hold” (from season 6, which aired in 2013), the Heinz clients balk, clearly uncomfortable with Don’s unconventional idea, with one of them calling it “half an ad.” “They even said, ‘I want to see the bottle. I want to see the product,’” Ramos said. “And Don says, well, you don’t need to show the product, because the consumer will complete the thought. The product will be in their imagination, which is even more powerful.”
And while the media buy is limited, Kulwicki said this isn’t just a gag for Mad Men fans.
“You can be walking by the billboard and it’s still very powerful, even if you don’t understand the Mad Men connection,” she says. “Of course, we would love Mad Men fans to pick up on it, but we feel it works very well on its own, too.”
Despite not signing off on it ’50 years ago’, Heinz has put it into play, even giving Draper, fictional ad agency Sterling Cooper Draper-Pryce and show creator Matthew Weiner campaign credits (below)
Better late than never for that client approval.

Via: Ad Week
 

'Fearless Girl' statue appears in Wall Street on International Women's Day

On Wednesday 15th March, a little girl appeared in front of Wall Street’s “Charging Bull.” Standing defiantly, with her hands on her hips, the girl stares down the bull in front of her, a symbol of power on International Women’s Day.
Dubbed “Fearless Girl,” the statue, conceived by McCann New York for State Street Global Advisors, garnered admiration with crowds of people showing up to take photos next to the girl.
The statue, created by artist Kristen Visbal, is part of the SSGA’s campaign to increase the number of women on clients’ company boards.
Nira Desai, who is campaigning to make the statue a permanent fixture said, “Wall Street has always stereotypically represented a heavily male-dominated environment, and the charging bull reinforces that.” She continued, “To counter it with a defiant young woman, taking a stand, is a provocative and compelling way to get people to reconsider women’s leadership in corporations and on boards. It also allows passerbys to reflect on the need to act, to not accept the status quo and to stand up for what they believe in.”
The statue was to be displayed for only a week, according to SSGA. Then because of public outcry, it received an extension; de Blasio tweeted Wednesday that the statue will remain until April 2. “Our future rests in the hands of fearless girls,” he wrote.
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Via: PR Week and Guerilla Blog
 

How Tropicana brought sunshine to Times Square in the middle of winter

The juice brand celebrated the beginning of its 70th year with a four-day interactive consumer pop-up focused on positivity.

Tropicana  recently brought a bit of sunshine to New York, encouraging people to bring out their best selves. The juice brand hosted its #YourBestYou activation in Times Square from January 14 to 17, bringing to life the brand’s new platform—which is focused on positivity and optimism—as part of its relaunch for its 70th year. The activation offered consumers a variety of interactive experiences inspired by the brand relaunch.
The pop-up event, which was produced by MKTG, invited passersby to go inside of a domed tent that resembled an orange. Inside the tent, interactive experiences included video stations that allowed guests to create custom messages, picking out inspiring messages from an orange tree replica, and a green screen photo station that projected images with animated backgrounds on a Times Square billboard.
You can see imagery from the campaign here.
Via: BizBash

Tribeca Film Festival Challenges You With a Karaoke Machine for Acting

Do you enjoy faking orgasms in public places, or telling friends you see dead people? If so, New York City’s Tribeca Film Festival has the ad campaign for you!

Created by J. Walter Thompson, the push celebrates the event’s 15th anniversary with a mix of experiential, digital and traditional components.

The feature presentation is a machine called the ReActor. Combining voice and facial recognition technology with motion sensors, the unit records people acting out scenes from famous movies, and sends participants YouTube links of their best performances to share with friends.

The machine is also a critic, awarding high-scoring amateur thespians tickets to the festival, which runs from April 13-24.

“Aside from being good, plain fun, the ReActor is a living representation of the kinds of things you will see at the festival,” Bari Komitee, Tribeca’s vice president of marketing, tells AdFreak. “Tribeca has been at the forefront of interactive storytelling—from immersive experiences to virtual reality—for a number of years. We wanted to get the community excited about what they can be a part of during the festival, and the ReActor sets the stage for that.”

Starting next week, the ReActor will travel around New York City, visiting various festival theaters and local attractions. Mostly, however, it will pass judgement on folks’ acting chops at the Tribeca Film Festival hub, located in Spring Studios at 50 Varick St. in Manhattan.

Video below:

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Via: Ad Week

People Climb Saatchi and Toyota's Insane Rock Wall in Times Square

We’re three months into 2016, and it might be the year advertisers redefined the billboard.

We’ve already seen obnoxious, stupid yet fun billboards that play with the form in delightful ways. And last week, Toyota joined the list of major brands shaking up out-of-home with a scalable rock wall it erected right in the middle of Times Square.

The execution—a climbing wall on a billboard—created by Saatchi & Saatchi in Los Angeles, is not only the first of its kind in Times Square but also the tallest outdoor climbing wall ever built in New York City.

Last Wednesday, the automaker tapped novice climber Christina Fate, who serves as a rally car navigator for Team Toyota, to make the 120-foot vertical climb. The 6,000-pound wall took pro-climbers 10-15 minutes to vanquish; Fate did it in roughly 25 minutes.

Check out the video above, in which Adweek caught up with Fate, as well as Saatchi’s Erich Funke and Toyota’s Jack Hollis, to see what rock climbing has to do with Toyota, and why the brand would want to put on an activation of this scale.

To watch the video click here

Oreo Wonder Vault Delighting Passersby in New York City

If you’re in New York City today, and anywhere near 18th Street between 7th and 8th Avenues, head over there before 6:30 p.m. and check out this Oreo mysterious door.Actually, it’s more like a portal.
The Mondelez cookie brand is calling it the “Oreo Wonder Vault.” And we’re told it’s where new Oreo flavors magically appear, as if out of thin air. And indeed, that’s apparently what’s happening today, when passersby can approach the door and receive brand-new Filled Cupcake Oreos a full six days before they hit store shelves.
The brand explains the sorcery this way: “Media and fans that stop by today will get the chance to personally open an Oreo shaped door and watch their box of Filled Cupcake Flavored Oreo Cookies ‘travel’ directly to their hands, traversing through a magical world of Oreo flavor.”

Oreo gave us more factoids about the Wonder Vault:

• As many as 50 prototype flavors and more than 100 additional ideas can be in the Wonder Vault at any time.
• Usually 12-18 months of creation, including monthly tastings, get us to the perfect, delicious flavor but some flavors spend years in the Vault before they are ready for release.
• We make our initial prototypes by hand. Once we feel confident in the flavor, we create a batch in our bakery and the process goes from there with taste tests along the way.
• We try every flavor of crème coming out of the vault on both chocolate and golden cookies to get to the just-right combination, and we are always experimenting with new ideas to make sure we deliver the most delicious treat possible.
• The limited edition process never stops; we have lots of flavor ideas just waiting to make their way to the world.

We’re pretty sure not all of this actually happens in a Wonka-like hole in the wall on West 18th Street. But it makes for a fun little outdoor installation. More pics below.

Weber Shandwick was the lead activation agency on this, in collaboration with Iontank, 360i, The Martin Agency and Carat.

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Via: Add week

Greater Palm Springs – Ice Block Challenge

To help promote JetBlue’s new non-stop service from NYC to Palm Springs. Ignited USA set up two giant ice clocks and invited NYC locals to break out of the chill and win various prizes.

Video Below

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Via: Best Ads on TV