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a month
of ideas#July 2015
#BRANDUNIONPARIS
Imagination
Find Friend
Blodd
Massage
Cry
Pitch
Cold
Ice Cream
Car
Flip Flops
Music
Baskt
Space
Film
Airline
Banana
Poo
….
2
CAUGHT IN THE ACT
For years, Harvey Nichols has chosen surprising and
offbeat communication strategies to capture the
attention of consumers. .
In this new campaign, Harvey Nichols shows a series
of thieves decorated with cartoon heads in full
action in their stores coming from the video
surveillance system. Rather than stealing, Harvey
Nichols invites consumers to download the
application “The Reward App” to take legally
advantage of many gifts.
https://www.youtube.com/watch?v=LfdiClhlLZk
Harvey Nichols – «  Love Freebies? Get them legally »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
3
WHERE'S WALLY
In large gatherings (events, concerts or festivals), it
is easy to lose friends and family and even more
complicated to find each other.
The solution here was either to never lose each other
in the first place or to set a meeting point if you lose
your friends. A French startup has developed Triber,
a smartphone application specially designed to help
you get back into the crowd. You just have to install
the application on your phone and ask your friends
to do the same. If you find yourself alone in the
middle of the crowd in search of your loved ones,
you simply launch the application and use
geotagging to find them in moments.
Triber
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
4
WHEN I GROW UP …
According to some researchers specialized in the
study of the brain, purchases acts are controlled by
the part of the brain that controls emotions and
feelings.
That's why the biggest brands when they
communicate appeal to consumers emotions. Here,
HP to promote its sprout , an all-in-one computer with
a projector with 3D Intel® RealSense ™ camera that
allows to scan 2D or 3D objects in an instant,
emphasizes the child's imagination that adults can lose
when growing up and that can incidentally provide HP
solutions.
https://www.youtube.com/watch?t=55&v=1uUddkfxQFM
HP - « Sprout »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
5
GIVE IT UP
The Transylvania-based Untold Music Festival is a
music festival taking place in Transylvania, Dracula's
homeland. To communicate, the festival has decided
to use the imagination related to Dracula. They
launched a communication campaign which offered
festival-goers the opportunity to go into the festival
for free on the condition to donate blood.
Transylvania-based Untold Music Festival
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
6
HAVE A BREAK, HAVE A MASSAGE
"Have a break, have a Kit Kat". This Slogan made Kit
Kat famous, the confectionery brand has positioned
itself for years as a moment of pause in the day for
its consumers.
As part of the campaign "Take a break", the brand
has decided to materialize this positioning by
creating a billboard in Bogota that offers massages
to passersby thanks to the vibrations of the panel.
This billboard is unique chance of relaxation for
residents of a city that lives at 100 miles an hour.
https://www.youtube.com/watch?v=OF5iMWfCkG4
Kit Kat
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
7
WALK THE WALK
When an advertiser briefs an agency, the agency is
expected to become immersed with the brand, its
history, its products and demonstrate a total
commitement.
Something that the Milan-based agency The Balene
has understood. As part of a pitch for a sellor of
accessories of mobile phones, the CEO of the
agency, a DA and a copywriter have traveled 200km
on foot between Milan and Reggio Emilia, the
customer's headquarters. It allows them to
demonstrate their determination, to test in real
conditions the products of the brand and as a bonus
to talk about the agency through this amazing
adventure via social media.
https://www.youtube.com/watch?v=CtU7ip34vJc
The Balene
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
8
CRY BABY, CRY !
A powerful insight is the one that challenges a
prevailing thought to simply reverse it.
Through its new communication campaign, the
association « Médecins du Monde » found a new
way of communication that may collect a maximum
of adhesion. When most people consider that a
crying child is a child living a difficult and
unfortunate situation, the charity believes that
making a child cry can save his life since a child dies
every 7 seconds from lack of access to care.
Donaions were presented in an human form instead
of a classical economic form. The association invites
donors to save one, two, three or more children. The
system is completed by the hashtag
#MakeaChildCry.
https://www.youtube.com/watch?v=At3Pty6kyas
Médecins Du Monde - « #MakeAChildCry »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
9
I’M SO FRESH !
Heineken began production and distribution of a
new beer: Heineken Extracold. This bottle contains a
technological innovation (an ultra-resistant PET
material) which allows you for the first time to place
your beer bottle in the freezer without the risk that it
explodes due to the cold.
It reaches the ideal temperature for consumption
after 15 minutes for a bottle already almost fresh and
after 50 minutes for a bottle at room temperature.
Another feature, the packaging is completed by a
star that tells you when your beer is at the ideal
temperature. If the star is white, wait a bit. If it is red
your beer is ready for consumption.
Heineken - « Extracold »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
10
WHAT DREAMS ARE MADE OF
A successful brand experience is primarily a
contextualized experience. Mcdonald's has fully
understood this and has just launched a whole new
refreshing operation.
In July, in Amsterdam as in all of Europe,
temperatures were particularly high and easily
reaching 38.6 degrees Celsius. The restaurant brand
has designed a billboard whose opening was
dependent on the outside temperature. Thus, when
the temperature reached a scorching 38.7 ° C, the
billboard opened automatically giving free access to
McFlurry cups. People nearby could therefore go to
the nearest restaurant to get their « real McFlurry ».
https://www.youtube.com/watch?v=V05YtVVtbUg
Mcdonald’s – « Free McFlurry »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
11
A, E, X, V, P …
To demonstrate the benefits of a product, why not turn
it into a living experience.
Thus, in Israel, Super-Pharm pharmacy chain in the
country, which offers bifocals glasses that allow to
have an optimal view both near and far, has produced
posters that have the distinction of showing two
messages that change depending on the distance you
are from the billboard. If you are near the panel, you
can see the message ”Near” and if you are far enough
away, the most obvious message will be ”Far".
Super Pharm – « The Bifocal Optical Illusion »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
12
TOUGH GUY
As a child, a favorite game was to reproduce the
sounds of a car launched at full speed.
Volkswagen has decided to wake the child within. To
promote the Golf R, Volkswagen has introduced the
digital operation "Unleash Your Rrrr" which suggests
to imitate the engine noise and squealing tires of the
vehicle with your voice. The device therefore ask you
to view a video that highlights the famous Golf R
driven by a true professional. The goal is to
reproduce the sound track of the sequence using
only your voice.
https://www.youtube.com/watch?v=hQGGq-i4u2w
Volkswagen – « Unleash Your Rrrr »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
13
7 WEDDINGS AND A FLIPFLOP
Summer is the traditional period of weddings. For
the lucky ones, you will have the opportunity to
organize your wedding on the edge of the water.
In addition to traditional dresses and costumes, this
type of marriage requires having adequate shoes.
The Havaianas brand that manufactures rubber
thongs just launched « wedding » models for men
and women. Pristine white or pearl for women, they
can be customized with special pins. Brides and
grooms can order these flip flops on the brand site.
These flip flops are particularly interesting as they
represent a memory that can be reused by guests
during their next vacation.
http://www.havaianas-store.com/fr/wedding
Havaianas
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
14
LEFT, RIGHT AND LEFT AGAIN
The street is a world that can be dangerous or fatal. It
is estimated that thousands of people die each year
crossing roads because of the lack of attention caused
by listening to music with headphones.
Two American students of the School of Visual Arts
created the Safetify application based on the IBeacon
technology. The application is linked to Spotify and
will automatically lower the volume of your
headphones when you arrive at a dangerous
intersection. With a box placed at the intersections of
streets, the application allows to interact with
pedestrians smartphones listening Spotify. The
housing then sends a signal on the phone to turn
down the sound of the music application when a
pedestrain approach a dangerous crosswalk.
https://vimeo.com/125642706
Safetify
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
15
I GOT THE BLUES
Rooted in the consciousness of people, most notably
brands are defined by the colors they have since their
creation. But, Imagine if McDonald's decided to give
up red and yellow, what would be the consequences in
terms of design and communication issues ?
 
The designer Yael Weisera responded to this question
by imagining a new visual identity for McDonald's
Amsterdam suggesting replacing the usual colors of
fast food by an harmonious mixture of white and blue
for the packaging of burgers, fries, sauces or
beverages.
Yael Weisera
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
16
GET SOME BALLS
In 2009, the basketball court, located Duperré street
in Paris, closed due to noise, up to standard and lack
of staff to ensure opening and closing of the ground.
That's why Stéphane Ashpool, creator of a clothing
brand, and several others, have decided to renovate
the space with the financial support of Nike. The real
challenge was to create a functional work of art
following the rules inherent in basketball. Inspired by
the work of Russian artist Malevich, the group
handed over the site to standards and ensures the
openings and closing of the ground itself.
Basket-ball Ground , Rue Duperré, Paris
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
17
FLIP THE BIRD!
Children are very often a reflection of the education
they receive. That is why when a child misbehaves in
class, parents are summoned by the teacher to learn
a little more about his environment.
Starting from this insight, the car manufacturer
Smart has created a campaign that features a series
of children uttering bad words. The question then
arises, where did they learn these insults? From their
parents who tend to be rude when they have
difficulties to find a place to park where a smart
forfour could go easily.
https://www.youtube.com/watch?v=RsUKDu7iJGY
Smart – « Swearing Kids »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
18
READY FOR TAKE OFF
The world of whiskey may seem to some coded and
very little creative.
The Japanese manufacturer Suntory has decided to
send some samples of its Hibiki whiskey directly to the
International Space Station. This will store the last few
reserves for at least a year to enable researchers to see
the evolution of flavors. This is to hope that the small
changes in temperature and small movements of the
liquid in the space could develop a more mellow flavor.
Hibiki – « Hibiki to the ISS »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
19
QUIET ON SET !
Adventure is the leitmotiv of brand cars Land Rover.
Therefore, the brand puts a point to develop
technologies oriented on adventure. Land Rover now
installs on its new cars onboard cameras filming at
360 ° allowing immortalize rides of drivers.
To promote this system, the British car brand,
partner of the Salt Lake Film Festival, has set up a
competition for short films. The only constraint was
the creative use of Discovery 4 × 4’ s 5 cameras. The
5 chosen projects were presented at the festival.
https://www.youtube.com/watch?v=Cexs8UTyCh4
Land Rover - « 5x5 Film Project »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
20
PROCRASTINATION
If a brand wants to be credible in the eyes of
consumers, it must first apply it to his own case the
values it advocates.
Pulco has positioned itself as the drink for relaxation
during the summer. It is therefore natural that when
Pulco communicate on Facebook the brand does it
very slowly because of the laziness of its nature. By
using the « change history » tool on Facebook, Pulco
took seven days to make a post of one line. Every
day, the brand added one or two words to write "it's
too hot to work ».
Pulco - « The Longest Post of the World »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
21
BACK TO THE FUTURE
And if dreams became reality? And if only 20 years
after the first "Back to the Future", people could now
move thanks to a hoverboard.
The carmaker Lexus has designed a functional
overboard that can move defying gravity. The object
that floats with magnets cooled with liquid nitrogen
with a range of ten minutes only works on a metal
surface. The manufacturer has built a specially
constructed hoverpark in Barcelona that allowed to
shoot a video presentation with the rider Ross
McGouran.
https://www.youtube.com/watch?v=ZwSwZ2Y0Ops
Lexus
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
22
STRIPTEASE
The Eastern world is composed of diverse populations.
Unfortunately, this difference creates prejudice and every
nation has a label stuck.
At the same time, the giant Coca-Cola intends to spread
happiness and friendship worldwide. The brand has used
the month of Ramadan, holy month in the Islamic religion
to launch its operation "No Labels Cans". Knowing that
Ramadan is the occasion for Muslims practitioners to
strengthen feelings of friendship and sharing within and
outside of their community, the brand commercialized
limited edition cans that do not contain the logo of the
brand, to emphasize the importance of not sticking labels
on people. Coca-Cola illustrated the slogan of its
campaign: "Labels are for cans, not humans,”. The brand
has also tried an experiment by making 6 people from all
over the world have dinner together in the dark to break
down prejudices.
https://www.youtube.com/watch?v=84OT0NLlqfM
Coca-Cola – « No Labels Cans »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
23
LET IT GO
Parents know this. When the baby is about to poop,
their face radically changes. This face is synonymous
with panic for parents and forced cleaning.
As part of the promotion of new Wipes, Pampers
shows empathy toward parents by highlighting the
time of taking conscience that occurs when the child
is about to poop. Named #PooFaces, the campaign
reveals through a slow-motion video of one minute
facies toddlers making faces from concentration to the
release.
https://vimeo.com/131077537
Pampers - « PooFaces »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
24
COME ON OVER
Brands have learned from their past mistakes. Many
of them, which had been slow to initially considerer
social media as a efficient communication tool and
then secondly to understand how to use this new
mode of communication, are now on the lookout for
all new social medias.
The latest, Periscope, which allows to shoot and
share video content in real time with followers, was
therefore logically invested by brands. Turkish
Airlines has launched a campaign inviting its Twitter
followers to follow the crew's adventures via
Periscope. The staff Turkish Airlines has used the
application to make travellers discover behind the
scenes: Istanbul airport, then boarding and the flight
with a visit to the pilot cabin. The campaign has
generated more than 5,000 new followers on Twitter
and 300,000 likes on Periscope.
https://www.youtube.com/watch?v=0imf3zUHlD8
Turkish Airlines - « World's First Periscope Flight »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
25
FACE OF THE BRAND
Forever 21, American clothing brand, is a very active
brand on Instagram. Since social networks are
essentially an exchange between the brand and its
consumers where users also provide them
information, Forever 21 has decided to pay tribute to
its followers.
The brand has developed a billboard reproducing
Instagram photos of its fans with the hashtag
#F21ThreadScreen. Only particularity of this panel, it
consists entirely of son coils. No less than 6400 tissue
son coils up this unprecedented display panel, each
with a possibility of 36 colors.
https://www.youtube.com/watch?v=dvDHNDkO-Qo
Forever 21 - « Thread Screens »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
26
NOBODY SEES ME
The return to authenticity and natural is a societal
trend in Western societies, and it does not escape the
world of packaging.
Unifrutti which imports Shiawase, high quality banana
grown on the island of Mindanao in the Philippines,
decided to steer clear of boxes or packing material,
and apply stickers on the area of the banana peel. The
sticker is double-layered, with the first layer faithfully
reproducing the colors and textural feel of the banana
peel, even down to the lifelike bruises and
discolouration. A segment of the sticker is peeled
partially. When this is peeled off as you would do with
the skin of a banana, the second sticker shows an
image of the flesh of the banana as the background for
the nutrional information.
Unifrutti - Shiawase Banana
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
27
SURPRISE, SURPRISE !
In a world where nothing is free, offering free
products for a brand is still synonymous with
success. Passersby always take products distributed
for free and especially if these products have utility.
On this basis, the manufacturer Citroën had a
surprising idea to promote its C4 Cactus during
sunny summer days. The brand went to meet them
by offering visors to protect their vehicles from the
heat. They obviously put their visor in the
windscreen of their vehicle. In fact, it began reacting
to heat and sunlight, and began to show after a
certain time the message "My next car is a Citroën
C4 Cactus?". A nice way to trap the passers by using
their car as a promotional tool.
https://vimeo.com/131231860
Citroën - « Hello Sunshine »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
28
EENY MEENY MINY MOE
New generations are now multitasking. At the same
time as they are watching television, they are on
social media via their smartphone. Communication
campaigns need therefore to be now multiple
interconnected channels.
The new Channel 4 campaign is a perfect illustration
of this phenomenon. For the release of the album
Years & Years, a group of British pop, viewers had the
opportunity to choose one of three exclusive
versions of the clip of the single Shine. Fans fought a
battle on Twitter to change the version of the video
every 30 seconds without interrupting the music.
The three clips had been recorded before the first
broadcast
https://www.youtube.com/watch?v=CjJaBXqIopM
Channel 4- « #ShineTakeControl »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
29
LIFT SOME WEIGHTS
As they are numerous and often not very creative,
flyers left on the windshields of cars have very little
efficiency in terms of impact.
A gym located in Israel then had the idea to make
surprising flyers that are sure to attract the attention
of potential athletes. These flyers were shaped as
bodybuilder and placed between the bonnet and the
windscreen wiper so that the « flyer-bodybuilder »
raised the windshield wiper. The result: all Free
workouts sessions have been booked.
https://www.youtube.com/watch?v=4IGc7qo4l7A
VIM - « The Power Flyer »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
30
GEORGE OF THE JUNGLE
Multiple positive meetings with consumers allows
Ikea to establish itself as a must for the home.
However, Ikea does not intend to impose itself by
forcing people. On the contrary, it seeks to provide a
fun experience where people are rediscovering the
pleasures of home, including cooking at home
(when consumers are obviously equipped).
Ikea has launched a new video for the campaign The
Wonderful Everyday. To prove the fun of the Ikea
experience the brand has installed a kitchen in a
rainforest. Far from frightening animals, we discover
monkeys and elephants playing with Ikea furniture.
If animals can have fun with unecessary furniture far
away from their natural habitat, imagine you ...
https://www.youtube.com/watch?v=cDsbbyFilZY
Ikea - « Rediscover The Joy Of Kitchen »
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
31
MESSY BEATS
Sony put the power of its MHC-V7D to the test via
the mind-blowing visual science of Cymatics.
Working with the hit song by Kiesza - Hideaway,
Cymatics brings the MHC-V7D to life, creating
visuals from the sound pressure allowing you to feel
its sound waves and see its incredible base and
lighting in action through a series of visuals created
by director Cole Paviour and innovation architect
Yifei Chai.
Using resonating sand, dancing paint, sonic water
sculptures and ferrofluid the various visual
experiments are designed to coordinate with the
instruments, sound spikes and vocals of Hideaway,
mimicking the song’s journey from its dark and quiet
beginning in the woofer, towards a final visual
crescendo which sparks to life the science of sound..
https://www.youtube.com/watch?v=3JJjT7rOFnM
Sony
BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS

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BU Paris - A MONTH OF IDEAS - Juillet 2015

  • 1. a month of ideas#July 2015 #BRANDUNIONPARIS Imagination Find Friend Blodd Massage Cry Pitch Cold Ice Cream Car Flip Flops Music Baskt Space Film Airline Banana Poo ….
  • 2. 2 CAUGHT IN THE ACT For years, Harvey Nichols has chosen surprising and offbeat communication strategies to capture the attention of consumers. . In this new campaign, Harvey Nichols shows a series of thieves decorated with cartoon heads in full action in their stores coming from the video surveillance system. Rather than stealing, Harvey Nichols invites consumers to download the application “The Reward App” to take legally advantage of many gifts. https://www.youtube.com/watch?v=LfdiClhlLZk Harvey Nichols – «  Love Freebies? Get them legally » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 3. 3 WHERE'S WALLY In large gatherings (events, concerts or festivals), it is easy to lose friends and family and even more complicated to find each other. The solution here was either to never lose each other in the first place or to set a meeting point if you lose your friends. A French startup has developed Triber, a smartphone application specially designed to help you get back into the crowd. You just have to install the application on your phone and ask your friends to do the same. If you find yourself alone in the middle of the crowd in search of your loved ones, you simply launch the application and use geotagging to find them in moments. Triber BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 4. 4 WHEN I GROW UP … According to some researchers specialized in the study of the brain, purchases acts are controlled by the part of the brain that controls emotions and feelings. That's why the biggest brands when they communicate appeal to consumers emotions. Here, HP to promote its sprout , an all-in-one computer with a projector with 3D Intel® RealSense ™ camera that allows to scan 2D or 3D objects in an instant, emphasizes the child's imagination that adults can lose when growing up and that can incidentally provide HP solutions. https://www.youtube.com/watch?t=55&v=1uUddkfxQFM HP - « Sprout » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 5. 5 GIVE IT UP The Transylvania-based Untold Music Festival is a music festival taking place in Transylvania, Dracula's homeland. To communicate, the festival has decided to use the imagination related to Dracula. They launched a communication campaign which offered festival-goers the opportunity to go into the festival for free on the condition to donate blood. Transylvania-based Untold Music Festival BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 6. 6 HAVE A BREAK, HAVE A MASSAGE "Have a break, have a Kit Kat". This Slogan made Kit Kat famous, the confectionery brand has positioned itself for years as a moment of pause in the day for its consumers. As part of the campaign "Take a break", the brand has decided to materialize this positioning by creating a billboard in Bogota that offers massages to passersby thanks to the vibrations of the panel. This billboard is unique chance of relaxation for residents of a city that lives at 100 miles an hour. https://www.youtube.com/watch?v=OF5iMWfCkG4 Kit Kat BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 7. 7 WALK THE WALK When an advertiser briefs an agency, the agency is expected to become immersed with the brand, its history, its products and demonstrate a total commitement. Something that the Milan-based agency The Balene has understood. As part of a pitch for a sellor of accessories of mobile phones, the CEO of the agency, a DA and a copywriter have traveled 200km on foot between Milan and Reggio Emilia, the customer's headquarters. It allows them to demonstrate their determination, to test in real conditions the products of the brand and as a bonus to talk about the agency through this amazing adventure via social media. https://www.youtube.com/watch?v=CtU7ip34vJc The Balene BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 8. 8 CRY BABY, CRY ! A powerful insight is the one that challenges a prevailing thought to simply reverse it. Through its new communication campaign, the association « Médecins du Monde » found a new way of communication that may collect a maximum of adhesion. When most people consider that a crying child is a child living a difficult and unfortunate situation, the charity believes that making a child cry can save his life since a child dies every 7 seconds from lack of access to care. Donaions were presented in an human form instead of a classical economic form. The association invites donors to save one, two, three or more children. The system is completed by the hashtag #MakeaChildCry. https://www.youtube.com/watch?v=At3Pty6kyas Médecins Du Monde - « #MakeAChildCry » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 9. 9 I’M SO FRESH ! Heineken began production and distribution of a new beer: Heineken Extracold. This bottle contains a technological innovation (an ultra-resistant PET material) which allows you for the first time to place your beer bottle in the freezer without the risk that it explodes due to the cold. It reaches the ideal temperature for consumption after 15 minutes for a bottle already almost fresh and after 50 minutes for a bottle at room temperature. Another feature, the packaging is completed by a star that tells you when your beer is at the ideal temperature. If the star is white, wait a bit. If it is red your beer is ready for consumption. Heineken - « Extracold » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 10. 10 WHAT DREAMS ARE MADE OF A successful brand experience is primarily a contextualized experience. Mcdonald's has fully understood this and has just launched a whole new refreshing operation. In July, in Amsterdam as in all of Europe, temperatures were particularly high and easily reaching 38.6 degrees Celsius. The restaurant brand has designed a billboard whose opening was dependent on the outside temperature. Thus, when the temperature reached a scorching 38.7 ° C, the billboard opened automatically giving free access to McFlurry cups. People nearby could therefore go to the nearest restaurant to get their « real McFlurry ». https://www.youtube.com/watch?v=V05YtVVtbUg Mcdonald’s – « Free McFlurry » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 11. 11 A, E, X, V, P … To demonstrate the benefits of a product, why not turn it into a living experience. Thus, in Israel, Super-Pharm pharmacy chain in the country, which offers bifocals glasses that allow to have an optimal view both near and far, has produced posters that have the distinction of showing two messages that change depending on the distance you are from the billboard. If you are near the panel, you can see the message ”Near” and if you are far enough away, the most obvious message will be ”Far". Super Pharm – « The Bifocal Optical Illusion » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 12. 12 TOUGH GUY As a child, a favorite game was to reproduce the sounds of a car launched at full speed. Volkswagen has decided to wake the child within. To promote the Golf R, Volkswagen has introduced the digital operation "Unleash Your Rrrr" which suggests to imitate the engine noise and squealing tires of the vehicle with your voice. The device therefore ask you to view a video that highlights the famous Golf R driven by a true professional. The goal is to reproduce the sound track of the sequence using only your voice. https://www.youtube.com/watch?v=hQGGq-i4u2w Volkswagen – « Unleash Your Rrrr » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 13. 13 7 WEDDINGS AND A FLIPFLOP Summer is the traditional period of weddings. For the lucky ones, you will have the opportunity to organize your wedding on the edge of the water. In addition to traditional dresses and costumes, this type of marriage requires having adequate shoes. The Havaianas brand that manufactures rubber thongs just launched « wedding » models for men and women. Pristine white or pearl for women, they can be customized with special pins. Brides and grooms can order these flip flops on the brand site. These flip flops are particularly interesting as they represent a memory that can be reused by guests during their next vacation. http://www.havaianas-store.com/fr/wedding Havaianas BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 14. 14 LEFT, RIGHT AND LEFT AGAIN The street is a world that can be dangerous or fatal. It is estimated that thousands of people die each year crossing roads because of the lack of attention caused by listening to music with headphones. Two American students of the School of Visual Arts created the Safetify application based on the IBeacon technology. The application is linked to Spotify and will automatically lower the volume of your headphones when you arrive at a dangerous intersection. With a box placed at the intersections of streets, the application allows to interact with pedestrians smartphones listening Spotify. The housing then sends a signal on the phone to turn down the sound of the music application when a pedestrain approach a dangerous crosswalk. https://vimeo.com/125642706 Safetify BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 15. 15 I GOT THE BLUES Rooted in the consciousness of people, most notably brands are defined by the colors they have since their creation. But, Imagine if McDonald's decided to give up red and yellow, what would be the consequences in terms of design and communication issues ?   The designer Yael Weisera responded to this question by imagining a new visual identity for McDonald's Amsterdam suggesting replacing the usual colors of fast food by an harmonious mixture of white and blue for the packaging of burgers, fries, sauces or beverages. Yael Weisera BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 16. 16 GET SOME BALLS In 2009, the basketball court, located Duperré street in Paris, closed due to noise, up to standard and lack of staff to ensure opening and closing of the ground. That's why Stéphane Ashpool, creator of a clothing brand, and several others, have decided to renovate the space with the financial support of Nike. The real challenge was to create a functional work of art following the rules inherent in basketball. Inspired by the work of Russian artist Malevich, the group handed over the site to standards and ensures the openings and closing of the ground itself. Basket-ball Ground , Rue Duperré, Paris BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 17. 17 FLIP THE BIRD! Children are very often a reflection of the education they receive. That is why when a child misbehaves in class, parents are summoned by the teacher to learn a little more about his environment. Starting from this insight, the car manufacturer Smart has created a campaign that features a series of children uttering bad words. The question then arises, where did they learn these insults? From their parents who tend to be rude when they have difficulties to find a place to park where a smart forfour could go easily. https://www.youtube.com/watch?v=RsUKDu7iJGY Smart – « Swearing Kids » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 18. 18 READY FOR TAKE OFF The world of whiskey may seem to some coded and very little creative. The Japanese manufacturer Suntory has decided to send some samples of its Hibiki whiskey directly to the International Space Station. This will store the last few reserves for at least a year to enable researchers to see the evolution of flavors. This is to hope that the small changes in temperature and small movements of the liquid in the space could develop a more mellow flavor. Hibiki – « Hibiki to the ISS » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 19. 19 QUIET ON SET ! Adventure is the leitmotiv of brand cars Land Rover. Therefore, the brand puts a point to develop technologies oriented on adventure. Land Rover now installs on its new cars onboard cameras filming at 360 ° allowing immortalize rides of drivers. To promote this system, the British car brand, partner of the Salt Lake Film Festival, has set up a competition for short films. The only constraint was the creative use of Discovery 4 × 4’ s 5 cameras. The 5 chosen projects were presented at the festival. https://www.youtube.com/watch?v=Cexs8UTyCh4 Land Rover - « 5x5 Film Project » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 20. 20 PROCRASTINATION If a brand wants to be credible in the eyes of consumers, it must first apply it to his own case the values it advocates. Pulco has positioned itself as the drink for relaxation during the summer. It is therefore natural that when Pulco communicate on Facebook the brand does it very slowly because of the laziness of its nature. By using the « change history » tool on Facebook, Pulco took seven days to make a post of one line. Every day, the brand added one or two words to write "it's too hot to work ». Pulco - « The Longest Post of the World » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 21. 21 BACK TO THE FUTURE And if dreams became reality? And if only 20 years after the first "Back to the Future", people could now move thanks to a hoverboard. The carmaker Lexus has designed a functional overboard that can move defying gravity. The object that floats with magnets cooled with liquid nitrogen with a range of ten minutes only works on a metal surface. The manufacturer has built a specially constructed hoverpark in Barcelona that allowed to shoot a video presentation with the rider Ross McGouran. https://www.youtube.com/watch?v=ZwSwZ2Y0Ops Lexus BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 22. 22 STRIPTEASE The Eastern world is composed of diverse populations. Unfortunately, this difference creates prejudice and every nation has a label stuck. At the same time, the giant Coca-Cola intends to spread happiness and friendship worldwide. The brand has used the month of Ramadan, holy month in the Islamic religion to launch its operation "No Labels Cans". Knowing that Ramadan is the occasion for Muslims practitioners to strengthen feelings of friendship and sharing within and outside of their community, the brand commercialized limited edition cans that do not contain the logo of the brand, to emphasize the importance of not sticking labels on people. Coca-Cola illustrated the slogan of its campaign: "Labels are for cans, not humans,”. The brand has also tried an experiment by making 6 people from all over the world have dinner together in the dark to break down prejudices. https://www.youtube.com/watch?v=84OT0NLlqfM Coca-Cola – « No Labels Cans » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 23. 23 LET IT GO Parents know this. When the baby is about to poop, their face radically changes. This face is synonymous with panic for parents and forced cleaning. As part of the promotion of new Wipes, Pampers shows empathy toward parents by highlighting the time of taking conscience that occurs when the child is about to poop. Named #PooFaces, the campaign reveals through a slow-motion video of one minute facies toddlers making faces from concentration to the release. https://vimeo.com/131077537 Pampers - « PooFaces » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 24. 24 COME ON OVER Brands have learned from their past mistakes. Many of them, which had been slow to initially considerer social media as a efficient communication tool and then secondly to understand how to use this new mode of communication, are now on the lookout for all new social medias. The latest, Periscope, which allows to shoot and share video content in real time with followers, was therefore logically invested by brands. Turkish Airlines has launched a campaign inviting its Twitter followers to follow the crew's adventures via Periscope. The staff Turkish Airlines has used the application to make travellers discover behind the scenes: Istanbul airport, then boarding and the flight with a visit to the pilot cabin. The campaign has generated more than 5,000 new followers on Twitter and 300,000 likes on Periscope. https://www.youtube.com/watch?v=0imf3zUHlD8 Turkish Airlines - « World's First Periscope Flight » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 25. 25 FACE OF THE BRAND Forever 21, American clothing brand, is a very active brand on Instagram. Since social networks are essentially an exchange between the brand and its consumers where users also provide them information, Forever 21 has decided to pay tribute to its followers. The brand has developed a billboard reproducing Instagram photos of its fans with the hashtag #F21ThreadScreen. Only particularity of this panel, it consists entirely of son coils. No less than 6400 tissue son coils up this unprecedented display panel, each with a possibility of 36 colors. https://www.youtube.com/watch?v=dvDHNDkO-Qo Forever 21 - « Thread Screens » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 26. 26 NOBODY SEES ME The return to authenticity and natural is a societal trend in Western societies, and it does not escape the world of packaging. Unifrutti which imports Shiawase, high quality banana grown on the island of Mindanao in the Philippines, decided to steer clear of boxes or packing material, and apply stickers on the area of the banana peel. The sticker is double-layered, with the first layer faithfully reproducing the colors and textural feel of the banana peel, even down to the lifelike bruises and discolouration. A segment of the sticker is peeled partially. When this is peeled off as you would do with the skin of a banana, the second sticker shows an image of the flesh of the banana as the background for the nutrional information. Unifrutti - Shiawase Banana BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 27. 27 SURPRISE, SURPRISE ! In a world where nothing is free, offering free products for a brand is still synonymous with success. Passersby always take products distributed for free and especially if these products have utility. On this basis, the manufacturer Citroën had a surprising idea to promote its C4 Cactus during sunny summer days. The brand went to meet them by offering visors to protect their vehicles from the heat. They obviously put their visor in the windscreen of their vehicle. In fact, it began reacting to heat and sunlight, and began to show after a certain time the message "My next car is a Citroën C4 Cactus?". A nice way to trap the passers by using their car as a promotional tool. https://vimeo.com/131231860 Citroën - « Hello Sunshine » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 28. 28 EENY MEENY MINY MOE New generations are now multitasking. At the same time as they are watching television, they are on social media via their smartphone. Communication campaigns need therefore to be now multiple interconnected channels. The new Channel 4 campaign is a perfect illustration of this phenomenon. For the release of the album Years & Years, a group of British pop, viewers had the opportunity to choose one of three exclusive versions of the clip of the single Shine. Fans fought a battle on Twitter to change the version of the video every 30 seconds without interrupting the music. The three clips had been recorded before the first broadcast https://www.youtube.com/watch?v=CjJaBXqIopM Channel 4- « #ShineTakeControl » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 29. 29 LIFT SOME WEIGHTS As they are numerous and often not very creative, flyers left on the windshields of cars have very little efficiency in terms of impact. A gym located in Israel then had the idea to make surprising flyers that are sure to attract the attention of potential athletes. These flyers were shaped as bodybuilder and placed between the bonnet and the windscreen wiper so that the « flyer-bodybuilder » raised the windshield wiper. The result: all Free workouts sessions have been booked. https://www.youtube.com/watch?v=4IGc7qo4l7A VIM - « The Power Flyer » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 30. 30 GEORGE OF THE JUNGLE Multiple positive meetings with consumers allows Ikea to establish itself as a must for the home. However, Ikea does not intend to impose itself by forcing people. On the contrary, it seeks to provide a fun experience where people are rediscovering the pleasures of home, including cooking at home (when consumers are obviously equipped). Ikea has launched a new video for the campaign The Wonderful Everyday. To prove the fun of the Ikea experience the brand has installed a kitchen in a rainforest. Far from frightening animals, we discover monkeys and elephants playing with Ikea furniture. If animals can have fun with unecessary furniture far away from their natural habitat, imagine you ... https://www.youtube.com/watch?v=cDsbbyFilZY Ikea - « Rediscover The Joy Of Kitchen » BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015
  • 31. 31 MESSY BEATS Sony put the power of its MHC-V7D to the test via the mind-blowing visual science of Cymatics. Working with the hit song by Kiesza - Hideaway, Cymatics brings the MHC-V7D to life, creating visuals from the sound pressure allowing you to feel its sound waves and see its incredible base and lighting in action through a series of visuals created by director Cole Paviour and innovation architect Yifei Chai. Using resonating sand, dancing paint, sonic water sculptures and ferrofluid the various visual experiments are designed to coordinate with the instruments, sound spikes and vocals of Hideaway, mimicking the song’s journey from its dark and quiet beginning in the woofer, towards a final visual crescendo which sparks to life the science of sound.. https://www.youtube.com/watch?v=3JJjT7rOFnM Sony BRAND UNION PARIS – A MONTH OF IDEAS – JULY 2015