German supermarket removes all foreign products from shelves to show daily life without diversity

What does a grocery store look like without Greek olives, Spanish tomatoes and frozen goods from who-knows-where?
You’re about to find out.
To emphasize the importance of global diversity in a context everyone can understand, German supermarket Edeka made a surprising decision: It emptied its Hamburg location of all foreign-made products.
For shoppers wandering around confused, signs featured messages like, “So empty is a shelf without foreigners,” “This shelf is quite boring without variety,” “Our range now knows borders,” and, “We will be poorer without diversity.”

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People mostly believe what their range of experience permits. Protectionist policy thrives on such blind spots: It’s easy to be racist when the groups you’re demonizing are abstractions.
That’s what gives this work its oomph—nothing is more personal than access to and preferences for food, which guarantee a visceral emotional reaction.
Hamburg is the second most populous city in Germany, behind Berlin, with resident aliens composing nearly 15 percent of the population. But German opinion’s become pretty tense since Chancellor Angela Merkel announced an open-door immigration policy for refugees two years ago.
The decision led to the arrival of 890,000 asylum seekers in 2015 alone … and early this year, Germany announced plans to roll the policy back. (The stance did, however, boost Germany’s prominence on the global stage.)
Online, vice chair of the Christian Democratic Union Party Julia Klöckner praised the campaign, calling it “a wise action” that would give people pause. The comment generated a bevy of replies, including one from Marcus Pretzell (no longer visible), representing an immigrant-hostile party, Alternative for Germany: “Why exactly should it be wise? Is it not rather completely mad?” he was quoted as saying, per The Independent.
Edeka’s got a reputation for producing the kind of quirky, unhinged advertising creatives look forward to. (2014’s much-lauded “Supergeil” comes to mind.) If you’re wondering why it would suddenly break tone to make a political stance this dramatic, consider that its work often has a moral bent.
In a 2015 Christmas ad, an old patriarch fakes his own death to compel his family to gather for the season. 2016’s holiday ad used an anti-consumerist message to remind people that being together is more important than gifts. And the controversial “Eatkarus” ad of 2017 is, at its heart, a story about embracing a path that alienates you from others—especially when you’re doing it for your own health and happiness.
“Edeka stands for variety and diversity,” an Edeka spokesperson said of the Hamburg activation. “In our stores we sell numerous foods which are produced in the various regions of Germany. … But only together, with products from other countries, it is possible to create the unique variety that our consumers value. We are pleased that our campaign caused so many positive reactions.”
Via: AdWeek

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

Tequila fountains pop up in L.A to celebrate National Tequila Day

To mark National Tequila Day, Jose Cuervo replaced water in drinking fountains around Los Angeles with chilled tequila to help (of age) passersby cure their Monday blues.

Tequila brand Jose Cuervo encourages all to fight the bland, live lively and embrace the now because tomorrow is overrated. In line with this thinking, the brand provided shots of its Cuervo Silver product from a H2Cuervo water fountain located at the Hollywood and Highland Centre from 12pm until 6pm on the 24th of July.
A European-style garden fountain was also installed on the outdoor terrace of iconic hangout The Abbey in the city.
The fountain was open to anyone with ID who could prove they were aged 21 or over.
Via: Event Magazine 

‘Lost Cobra’ billboards scare up foot traffic to San Francisco retail store

A San Francisco clothing store is drumming up foot traffic with an unusual approach—nine ominous billboards about a lost cobra.
“Our beloved Mr. Chips has gone missing,” reads the copy, next to a giant black and white picture of a snake. “Please help this sweet boy get back to the Betabrand store before before the mongooses find him.”
An online crowd-funding brand that focuses on clothing, Betabrand has a brick-and-mortar location on 780 Valencia Street. Sadly, Mr. Chips is not real. Happily, the company has not let an actual cobra loose on the city. But the billboards, scattered around the tech-saturated area, are producing predictably amused (and anxious) reactions on Twitter.
It’s a clever little stunt, playing on classic DIY posts about generally less reptilian pets. Plus, the campaign is clearly delivering results. In what is sure to be the best ROI metric of the year, SFGate cites a Betabrand spokesperson saying the billboard is driving “plenty” of people into the retail location, “including one individual purporting to be [Mr. Chips’] biological father.”

It’s not clear, though, whether the store’s new visitors ran in screaming at the top of their lungs, as if fleeing a venomous serpent.
Via: Ad Week

'Human Billboard' tattooed with insults highlights pre-election racism in France

French anti-racism organisation Le Conseil Representatif des Associations Noires (Le CRAN) highlighted the country’s ongoing racism problems ahead of the country’s Election last month, by sending a man through the streets of Paris tattooed in racist insults.
Agency Leo Burnett Paris collated the racist insults and names included in the tattoos via social media, interviews with celebrities and audio testimonials. On April 24, Le CRAN sent the man out into crowded areas of the city to hand out leaflets, and encouraged people to tweet about it with the hashtag #jeffaceleracisme. With National Front leader Marine Le Pen running for President at the time, it was a timely stunt.
“We want to alert the French to racist insults, the impact of which is often underestimated,” explained Louis Georges Tin, president of Le CRAN, in a statement.
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Via: Creativity Online

EasyJet plays on spontaneity with “Take off immediately” stunt

The idea behind Easyjet’s concept was really to play on spontaneity. With a teasing campaign on Facebook and an ePanel installed at the Geneva and Basel train station, EasyJet invited fans and travel enthusiasts to join a live contest that would take place between 4pm and 5pm at the train station.
Participants had to come with a friend, their luggage, their passport and the EasyJet App on their smartphone ready to take off to a surprise destination in Europe.

About 300 people joined each of the 4 events hoping to win one of the 5 free weekends, including a flight and hotel, offered by EasyJet. Participants could register directly on the ePanel to participate in the prize draw. Every 10 minutes, the winners, the destination and the departure time were displayed on the screen after a countdown full of suspense and enthusiasm. The winners were immediately invited to check-in for their flight before heading to the airport. 

Via: Best Ads on TV

Rexona scare shoppers in their ‘Believe In The Invisible’ stunt

A walkway that ‘falls’ underneath customers at Macquarie Shopping Centre in Sydney is at the centre of a new campaign for Rexona’s Invisible Dry range.

The campaign was launched over the weekend with a stunt by digital content agency Mindconsole.

The activation used a 4K Oled screen, sound effects and motion sensors to make it appear as if the ground was collapsing – startling the public as they walked over it. The stunt was filmed on 10 cameras and will be used as digital video content.

“Everyone responds differently to external stimuli so we needed to ensure multiple senses – sight, sound and motion – were considered,” said Ratcliff, managing partner of Mindconsole.

According to John McKeon, marketing manager for Rexona, the latest stunt is the first part of the ‘Invisible’ campaign, which will continue to show how the product protects consumers from marks, stains and sweat.

As part of the campaign Rexona has also released two 15-second global TV spots which see a man and a woman going about everyday life by travelling or walking on invisible objects.

The new work also introduces Rexona Men Invisible Dry Fresh to the Australian market following its success in the UK.

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Via: Best Ads on TV 

New ‘Rings’ horror movie PR stunt scares unsuspecting shoppers

If any of you have seen the original ‘The Ring’ movie, there’ll have been that one scene that stuck with you.
To promote horror sequel ‘Rings’, the team behind this memorable ‘Carrie’ stunt in 2013 have gone back to their prank-y ways, using that scene as the basis for this new stunt.
The set-up is simple. After being given a bit of sales patter, potential customers  in a New York City electronics shop were left alone by an assistant. There’s also a ‘win a free TV, today only!’ sign on the wall that looks like it might have been used to entice people in.
The same actress who played the terrifying little girl then came crawling out of a hidden compartment behind a TV’s screen, scaring unsuspecting shoppers.
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Via: PR Examples

E.ON Italy ‘freezes’ historic building in Milan to highlight energy waste

M&C Saatchi Milan has created an innovative campaign for E.ON Italy, aiming to increase the energy company’s presence in the country. The integrated campaign, entitled ‘We Hate Waste’, saw a historic building in the prestigious Brera district of Milan appear completely frozen due to an air conditioner being left on for months.
On the first day of the week-long stunt no branding was used, leaving the country speculating what had happened. On the second day, E.ON’s branding was revealed at an event at the historic building to discuss energy waste issues
With the stunt taking place above the world-famous Radetzky bar, people were invited to try a limited edition Radetzky-on-the-Rocks drink, which was custom-made for E.ON.
After just a few hours of the stunt running, #palazzoghiacciato (frozen palace) was the top trending topic in Italy. The next day after the reveal, E.ON Italy was all over the news again,generating over ten million social media impressions and close to a hundred press articles and posts.
During the stunt, hundreds of passers-by stopped in the middle of the street to observe the spectacle and try to find out what was going on. To add to the drama, two fire trucks were parked on a sidewalk, with an entire brigade reacting to what seemed like an emergency, which included rescuing people from the windows in a crane. Irritated neighbours out in the cold reacted with protests and placards, reading: ‘Stop Waste’ and ‘Not in our area’.
Peter Ilyes, CEO of E.ON Italy, said: “We believe that a better tomorrow is created not by consuming more for less, but by identifying and promoting more efficient energy solutions and behaviours. We feel this strongly as a company, and we wanted to make sure this value comes through clearly in our communication, too. This is what is behind “We Hate Waste” positioning.”
Carlo Noseda, Managing Partner at M&C Saatchi Milan, added: “We all waste energy. And while it seems small on a daily basis, it accumulates to huge amounts  annually. As E.ON Italy helped us realise, true saving on energy bills comes not from hunting offers, but by behavioural and attitudinal changes.”
Vincenzo Gasbarro, Creative Partner at M&C Saatchi Milan, concluded: “Our exaggerated stunt of reckless residential waste has worked – for two days in a row E.ON Italy was the social talk of Italy. Here’s to a brave client on a long-term mission.”
The integrated campaign by E.ON Italy began in November 2016, running run across TV, print, outdoor, digital and social, including an energy check-up tool, also designed by the agency.
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Via: Marketing Communications News

Rock Hotel Leaves Smashed TV’s Outside Competitors to Show they are a Cool Alternative

Everyone is competing for corporate functions these days, including large hotel chains such as the Radison, Hilton, Marriot. When you’re a legendary live rock venue, how do you promote your business functions offering? By acting like a rock star. Strategically leaving smashed TVs outside of hotels which included messages directing people to the Triffid.
Video below:
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Via: Best ads on TV