BU Paris - A MONTH OF IDEAS - May/June 2016

a month
of ideas#May June 2016
#BRANDUNIONPARIS
Sport
Free
Waste
Robot
Coﬀee
Humour
Victory
Equality
Technology
Food
Performance
Emoji
Smartphone
Travel
Beauty
Kitchen
Packaging
Virtual Reality

2
SUPPORT HEETCH !
The trial of Heetch begin June 22, 2016. Until next month,
the platform for young clubbers launched its first campaign
#TouchePasAMonHeetch! Heetch is night transport solution
dedicated to young, people between 20h and 6am. This is a
car sharing service, very economical. In this short film, you
will see many political figures in their debut as François
Hollande, Nicolas Sarkozy or Ségolène Royal in a mounting
"cut" of political discourse archives.
Engaged with tone of voice a little bit provocative, Buzzman
agency has decided to react and defend Heetch with a
touch of humor. A very eﬀective idea!
HEETCH – #TouchePasAMonHeetch
http://bit.ly/1TRBc6a
BRAND UNION PARIS – A MONTH OF IDEAS – MAY JUNE 2016

3
MEET AMOR AND AMOR
AmorAmor, the iconic and romantic fragrance by
Cacharel was challenged to talk about love and romance
in a short and humorous program. Co-created with
youtubeurs Amaury and Quentin, Cacharel innovates by
mixing codes perfume and those of Youtube. In this spot,
the two actors go with Charlotte in her date.
Cacharel innovates once again by using a funny tone of
these two characters, what is rarely seen for a brand of
perfume. The goal is to keep close to AmorAmor with its
community, Cacharel constantly looking for new
experiences by developing link with a great strategy in a
platform such as YouTube.
CACHAREL – Amaury et Quentin
http://bit.ly/1T17iA0

4
DUCK FACE, IT’S OVER !
You already know the "Duck Face", this very special face
that has been widely used on selfies for many years.
Forget the Duck Face now because it is completely
outdated! The new trend is the "Fish Gape. The brand
Yves Rocher cosmetics worked with Duval Guillaume
agency to p
resent the successor to the "Duck Face".
With a video with a lot of derision, Yves Rocher features a
model that teaches you to run the Fish Gape. The brand
has also established a website that guides you step by
step in the realization of this face. A fun idea, which
allows Yves Rocher to play on a real social phenomenon.
A relevant way for the brand to promote its diﬀerent
lipsticks.
YVES ROCHER – The lips gape
http://bit.ly/1OgMr6l

5
EMOJIS ARE EVERYWHERE
The emoji are more than ever in our daily practices. In
Germany, the Cologne Zoo had the idea of making his
emblem for its new print campaign. In collaboration with
an agency, the zoo had the idea to highlight the
importance of going to zoos in real life ... and not on the
web!
So the diﬀerent visual highlight some animals in emoji
but in real environments. A simple idea, but catchy and
visually attractive.
ZOO – Emojis
http://bit.ly/200CDDB

6
WE’LL BECOME EMOJI
The social network suggests that it might turn you into an
emoji. 😱 . Since emoji appear to have been unanimously
adopted by the community to convey emotions,
Facebook seizes an ultra personalized way. Rather than
letting users use generic smileys, Facebook could oﬀer a
feature to shape your effigy.
Indeed they though a process that would allow users to
have a picture of themselves as an emoticons. So when
the user employs the usual shortcuts J; L they will be
replaced by pictures of them.
Moreover, when users type some keyboard shortcut,
Facebook could automatically suggests a picture of them
with their emotion. Quite a challenge in terms of machine
learning, but since nothing seems to resist Facebook
what could be the next step ?
FACEBOOK – Emojis
http://bit.ly/1OzEWN3

7
TALK WITH YOUR EMOJI
By displaying 600 diﬀerent emoji on its bottles and cans
of soda brand wants to allow consumers to more
exchange more easily and share the desired message
without saying a word. To support this new look, Pepsi
made a series of a hundred spots in 5 seconds … But also
two longer videos in which the protagonists have their
exchanges facilitated by emoji present on their Pepsi.
In addition, the brand called the fashion designer Jeremy
Scott to launch a collection of 6 pairs of glasses inspired
by emoji style.

PEPSI – Emojis
http://bit.ly/21SMIUw
§  video

8
TEXT AND DRIVE
Last month, we told you about a prevention campaign
"Do not Text and Drive" to encourage drivers not to use
their cell phone while driving. In Canada, the company
Watham Funeral Home has seen a good opportunity to
display on a billboard message "Text and Drive"!
Do not panic, this actually undertaker does not exist.
From the imagination of the agency John St. in Montreal,
the campaign calls instead to think diﬀerently, the goal
being to make them think about the real consequences
that entails.
A message against slightly morbid but challenging way to
encourage Canadians not to send text while driving.
WATHAM FUNERAL HOME – Text and drive
http://bit.ly/1V7dRlZ

9
A BAG YOU’VE NEVER SEEN
In Thailand, PETA has worked with Ogilvy & Mather Hong
Kong agency to set up a very disturbing awareness. A
pop-up store was installed with fake fashion items to
customers who hide many surprises ...
When you open the bags or coats, you’ll fall on animal
entrails. Inevitably, the shock is present, although these
are only fakes organs and blood. Excellent awareness
campaign, although a bit creepy, to open the eyes of the
general public on the animal cause.
PETA – The animals cause
http://bit.ly/21ZHvuq

10
TINDER AND MIAMI AD SCHOOL
Every day in India, more than 2,000 female fetuses are
aborted. This policy aims to promote the birth of boys has
a disastrous impact on the demography of the country. To
raise awareness of the dangers of selective abortion, the
Miami Ad School has designed a campaign for Amnesty
International account. The idea: to use Tinder to build
awareness around of the consequences of selective
abortion.
On Tinder, the Indian people face male profiles. They are
hoping to discover a woman profile, but they fall into an
account that educates, rightly, on the consequences of
selective abortion. A simple but relevant initiative, which
uses a popular social network to open our eyes to an
important cause.
TINDER – Abortion
http://bit.ly/1sO359i

11
EVERY DROP COUNT
Colgate brand continues its commitment in the fight
against waste of water and unveils a new partnership with
the Marriott hotel chain in Brazil. Colgate has invested
sinks rooms and public spaces in and Sao Paulo with
stickers bearing a strong message "The water you lose is
the water they need." The obvious purpose is to
encourage guests to turn oﬀ the tap when brushing their
teeth which would save tons of liters of water.
COLGATE – Every drop count
http://bit.ly/1rVP5tm

12
SECOND LIFE TOY
Organ donation can save lives, yet it still remains a taboo
subject in many countries. The agency Dentsu wants to
raise awareness to this cause. While 8 on 10 French are
supportive to organ donation in some other countries,
the population is very retissant.
To educate Japanese youth to this cause, the advertising
agency Dentsu had the idea to start the project "Second
Life Toys", which has a policy of giving new life to
damaged toy. The ear of a teddy bear can then retrieve
replaced by that of a cat, like a real transplant.
DENTSU – Second life toy
http://bit.ly/1VTiDnZ

13
CARE FROM THE AIR
To promote its sunscreens on the beaches, Nivea is
launching the campaign "Care from the air." The brand
judge that the children are not armed enough to the
dangers of the sun and thus launches a rather special
drone. The device consists of a remote seagull able to
launch solar cream from the air. With a UV camera, the
bird identifies children who are not yet protected to give
the product.
Nivea innovates before the arrival of sunny days by
oﬀering an original and fun process!
NIVEA – Connected Seagull
http://bit.ly/1YBc6fG

14
A PUMA ROBOT
Nowadays, technology has been able to prove how it
could be useful to help and develop the sport. If
connected objects could help you improve your
performance? In the US, Puma has collaborated with JWT
agency to develop the "BeatBot", a robot designed to
improve your running performance.
The "BeatBot" comes in the form of a real sports support,
which will allow you to exceed your limits, and especially
your goals. Simply determine via the dedicated
application distance. Then you will have to run as fast as
him or even beat its performance. A very good idea,
showing that the brand wants to position itself like an
innovative one.
PUMA – Technology in sport
http://bit.ly/1QRX1QW

15
TECHNOLOGY HAS NO LIMIT…
The connected jacket is coming ! The jacket connected to
Google and Levis is not available for the moment. And its
price is not yet known. However, at the annual
conference I / O, Google and Levis have announced they
intend to market it in 2017. Furthermore, it should be
noted that if applications like Spotify, Strava and Google
Maps are already compatible with the new connected
object, the Mountain View company intends to release a
API for other applications and services to interact with
this product.
Note also that according Levis, the touch fabric was
designed to be rugged enough to the washing machine.
Only the electronic part that loads into a USB port, must
be removed before washing.
GOOGLE/LEVIS – Conneted jacket
http://bit.ly/1sMJhTV

16
ARA, WHAT’S NEXT ?
Dreaming of a smartphone that is not uniform but rather
that suits your practices? Well, it is that Google seems to
have found the answer to your problem! After long years
of waiting and rebounding, Google has finally announced
that "Project Ara" was ready! Well, almost ... It was only in
2017 that the modular smartphone will be marketed to
the general public. To help you wait, Google unveiled a
video teaser!
This mysterious smartphone gives you the opportunity to
host six diﬀerent modules, some of which can be
removed hot (unlike the screen, the battery and the
processor are fixed). Google find the new competitor of
the Iphone ? We’ll see in 2017 !
GOOGLE – Aria smartphone
http://bit.ly/27QLg9q

17
NO DRIVER IN STEEL CITY
Uber announced the launch of its autonomous car in
Pittsburgh. The world leader in VTC demand services
wants to test his car without driver in real traffic
conditions before possibly expanding the system.
The car, a Ford Fusion Hybrid, will not take passengers for
the moment but will collect environmental data to
facilitate the following tests.
As for the Google Car, the Uber car will be equipped for
the time controls for the driver to master the reactions if
it detects an abnormal or dangerous behavior.
Officially, this research is of course intended to save lives
by reducing the number of road accidents by Uber, 1.3
million people die in road accidents every year.
UBER – Pittsburgh without driver
http://bit.ly/1WSU4IG

18
HE IS ALIVE !
"If it is frozen, is not fresh.” the Young & Rubicam Poland
agency breaks this prejudice and you prove otherwise
with "The Fish Live Pack"!
Mila supermarkets want to convince consumers to their
fresh products from the sea. the supermarket had the
idea of a joke to its customers.
The boxes believed to contain the frozen fish start to
move when passersby approach. Do not worry, it's just a
system connected by WiFi to a proximity sensor that
activates a buzzer giving the illusion that the fish begins
to wriggle in his box.
An interesting and original way to promote fresh produce
while breaking preconceived ideas!
MILA – The fish live pack
http://bit.ly/1NLUdud

19
UNDERWATER
In the United States, around 30 billion liters of beer are
consumed each year, and 50% in cans. Inevitably,
pollution from cans is huge, especially when consumers
throw them into the seas and oceans, endangering
marine animals. The SaltWater Brewery beer brand
collaborated with Webelievers agency to develop a
packaging 100% biodegradable beer.
Instead of being made of plastic or metal, these cans are
actually created from barley and wheat. Not only, they do
not pollute the seas, but they also contribute to feeding
the marine animals. A great idea in favor of ecology!
SALTWATER – Ecological Packaging
http://bit.ly/1WEV4zx

20
NOT JUST A BIEER
Some people have the annoying habit of filming
vertically, which has the effect of greatly limiting the
angle of the shot. In Germany, Beck's beer brand
highlights the values of sharing and friendship. In
collaboration with BBDO, the brand has had the idea to
create a limited edition for its beer bottles that hides in
the stopper a lens to take pictures at 360 degrees.
Internet users are able to participate in a game to win the
famous bottle. The lens cap comes off and sticks directly
to your smartphone, the location of your camera. It allows
to extend the angle 360 °, even when holding the camera
vertically, so you can share special moments with friends
panorama version.
BECK’S BIEER – 360°
http://bit.ly/1Off0qb

21
A GOOD MEAL TO FORGET YOUR DAY
Findus facelift with its first brand campaign signed by the
agency Altmann + Pacreau. What revive the brand that
has abandoned its historic slogan "Fortunately there
Findus" in favor of "Naturally there Findus" auspicious
after the terrible food crisis that has hit the mark in 2013.
The campaign is based on a a simple insight: when times
are tough, the French found happiness around a "good
food" with family or friends.
With this new brand platform, Findus dare to approach
his audience.
FINDUS – New brand identity
http://bit.ly/1R8yR4P

22
FAST FOOD AID
We are in Tokyo's Harajuku district, a strange ephemeral
store opened for a period of six days under the name
"Fast Food Aid". Everything looks like a classic pharmacy
(orange cross, full showcase of drugs), but it’s a
promotional campaign! The principle? Give free food
supplement to all consumers of junk food like burgers,
pizzas, hot dogs. The meal are analysed and they find
outthe vitamins and nutrients that you’ll need. At first you
can think that’s a campaign for a health agency.
It’s fast food chain named Dontonburi who imagined it.
But this fast-food is considered healthy enough. It is for
this reason that the only empty box of supplements was
that for consumers of the brand products. An innovative
campaign that we did not expect from a fast food!
DONTONBURI – Fast food aid
http://bit.ly/1qtGf4N

23
IKEA LAUCNH KROGEN
When you go to Ikea, usually is not for lunch. We try all
the beds, we buy candles (lots of candles). But the giant
Swedish interior design knows how to innovate and after
groceries, Ikea oﬀers its first temporary restaurant in
Paris!
It will be from 7 to 23 June in the 2nd arrondissement
with a new amateur chef cook every day for 30 people in
the bistro called Krogen. In the end, there will only be 15
lucky ones who will be part of the adventure. The menu
will cost you 10 euros and all the money will be donated
to Secours Populaire.
IKEA – Ephemeral restaurant
http://bit.ly/1rEwcLw

24
NEW KIND OF ART
Culture is boring? No ! This institution is constantly
reinventing itself and try to communicate with a young
audience. Museums of Paris are investing in Instagram to
show the potential and the richness of their collections.
With the agency Kindai, Paris Museums chose 10
instagrammeurs to reinvent some art pieces. Fashion,
humor, drawing, photography: they want to honor some
artists. With the hashtag #parallelesParisMusees and the
Instagram account parismusees, all the new art pieces
are exposed at Saint-Lazare station from May 11 to July 31,
2016.
This approach is part of the launch site
parismuseescollections.paris.fr
PARIS MUSEUM – New kind of art
http://bit.ly/1TgMgzi

25
GIFs IS EVERYWHERE
They are everywhere. They invade our social networks
and we are all fans. These are the GIFs, and to our delight
an exhibition is devoted entirely to them in the streets of
Paris!
With PhenixDigital, Balibart the gallery has created an
exhibition for the least original. It will oﬀer you a few days
the first exhibition of animated GIFs in the heart of the
capital. To do so, the online art gallery will use a network
of outdoor digital screens, and it will be nearly 100
screens will be installed to broadcast a selection of
animated GIFs in the streets of Paris. You can admire the
work of many artists such as Antonio Munoz, Cento
Lodigiani, Christina Lu or Matthew Bourel.
BALIBART – Gifs in Paris
http://bit.ly/22eOK1I
§  video

26
EAT YOUR RUN
When you get a good meal in a delicious restaurant, you
can feel guilty afterwards. KALENJI then oﬀers to run first
and then make you happy. If running was all about fun? In
partnership with Rosapark, brand shoes KALENJI
organized the #EatYourRun event.
It is well known: after the eﬀort, the comfort. In May 24,
the event brought together runners in a restaurant. The
goal ? The more you run, the more you can eat.
The all event is about itsnew shoes. The dishes are paid
simply by kilometers. An original and friendly concept
that links two universal passions that we love to oppose.
KALENJI – #EatYourRun
http://bit.ly/1Xwv2gW

27
GOAL DELIVERY
With the Football European championship, the famous
delivery service ALLO RESTO set up a social and fun
operation. In collaboration with La Chose agency, ALLO
RESTO launch a special service called "Goal Delivery".
It is pretty simple, if a team scores a goal during your
delivery meal, you have to tweet with the hashtag
#GoalDelivery within 3 minutes. ALLO RESTO refund your
meal. Finally, it is good to miss a goal, right?
ALLO RESTO – #Goaldelivery
http://bit.ly/1UphIpQ

28
JE NE SUPPORTE PAS LES BLEUS
During EURO 2016, 10 women will die in France because
of their partner. In collaboration with the Buzzman
agency, the foundation Elle’s reveals a surprising
campaign with the perfect timing with the EURO, called
»je ne supporte pas les bleus »
Inevitably, with this name, we imagine at first that the
campaign wants to disengage the France supporters for
the French national football team. Many celebrities was
happy to oﬀer their image to this operation, such as
Raymond Domenech, Oxmo Puccino, Frank Leboeuf or
Laurence Ferrari. We realize that « les bleus » have
nothing to do with football, but with domestic violence.
A subtle initiative, which proves once again the genius of
Buzzman agency
BUZZMAN – #JeNeSupportePasLesBleus
http://bit.ly/22xbQke

29
ARE YOU READY ?
Ready ? National Partner of Euro 2016, Crédit Agricole
launched on May 22 a new campaign that brings together
fans ... Women, men, young, old, a dog and players of the
France football team. Developed by BETC, the film
directed by Kim Geldenhuys immerses us in the
preparation of the event, between serious and
excitement, smiles and zen corner. The spot is available in
several films of 15 seconds. A Credit Agricole, which
takes the opportunity, not to score a goal, but to
collaborate with the French brand Le Slip Français. They
created a slip in the colors of France in a limited edition.
CREDIT AGRICOLE – Are you ready ?
http://bit.ly/1TYxHLb

30
HOLIDAYS WITHOUT DEVICES
Many studies have shown that smartphones, tablets and
connected objects could be harmful to the stability of a
relationship. Especially because they give access to social
networks, which, in a way, destroy the social dynamics laws,
but also because they divert attention from the beloved.
Based on this finding, Durex, launched the video
#DoNotDisturb which features several couples on a summer
vacation. Half of them experiences a "digital detox" forced
ti erase all of their devices. The other can keep their
devices. Not surprisingly, those who play the most are
those who have been removed from their smartphone.
This is not the first time that Durex invites couples to aﬀord
a withdrawal of the small screen they reconnect under the
duvet. The #CONNECT operation, launched last year, had
trapped many couples interested in a - false - application
would lead them to orgasm.
DUREX – Holidays without devices
https://www.youtube.com/watch?v=5b4fN-Q7MDs

THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS

BU Paris - A MONTH OF IDEAS - May/June 2016

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BU Paris - A MONTH OF IDEAS - May/June 2016