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a month
of ideas#September 2015
#BRANDUNIONPARIS
Sports
Beer
Design
Tweets
Branding
Portraits
Cars
Chocolate
Models
Karaoke
Make-Up
Architecture
Real Estate
Latte Art
Flowers
Wine
Pop-up
…
2
FIND THE DANISH
In its latest campaign, Carlsberg, the beer brand
from Denmark stresses its origins through a modern
and stylish poster campaign.
Using a flat design style, the brand revisits its poster
work tradition in a modern and colorful way. Every
detail of the poster is a nod to Denmark and the
history of the brand: the typical coloured houses, the
boat called Jacobsen,… A campaign that reaffirms
the values of Denmark, northern cool, taking time,
happiness, art and design at the core of the
Carlsberg brand.
Carlsberg – « Trouver la danoise »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
3
FROM PAPER TO PILLOW
IKEA started from a strong consumer insight that
everyone has old IKEA catalogues at home and never
use them again because they continually updated.
From this insight and with an environmental objective,
in Belgium the brand offers its consumers the
opportunity to change their old source of inspiration
into a comfy pillow thanks to a paper shredder. The
pillow called KÜSS is a Charles Kaisin's creation, a
designer renowned for his ability to make recycling
attractive
This brilliant idea combines design, environment,
personalization and consumer experience.
https://www.youtube.com/watch?v=51f_ItghnKw
IKEA - KÜSS
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
4
LOVE IS HAPPINESS
Social media platforms are a dedicated to place to
interact with brands. And, for some consumers of
specific brands, these are places to declare their
love for that brand.
Diet Coke has decided to answer them in the boldest
way. Through its "Retweets of love" campaign, the
love tweets of fans are retweeted in a typographical
and illustrative way and broadcasted on giant
screens and magazine pages. Each retweet is
personalized and directly addressed to the fan.
The brand surprises its consumers and gives their
love back in a beautiful way. Another proof of its
"love brand" status.
Diet Coke – Retweets of love
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
5
GOOGLE IS THE NEW GOOGLE
For about 16 years, Google made slight changes to
its logo but always kept the serifs in its typography.
Forget that. The new Google logo left the serifs for a
curvy and generous typeface. Liked by some, hated
by others, the real change is not about the typeface
but the fact that this logo is now animated,
depending on its use. For example, when using the
"Siri-like" tool, when the app is recording your voice,
the Google logo become coloured dots that move
up and down.
That's one small step for us, one small step for
Google.
http://bit.ly/1iRhHzf
Google – New Logo
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
6
UPCYCLING PORTRAITS
http://www.fubiz.net/2015/09/30/portraits-created-with-music-instruments-and-objects/
Iconic portraits by Christian Pierini Macêna
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
7
UPCYCLING PORTRAITS
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
8
BACK TO THE FUTURE
To celebrate the 25th anniversary of one of the most
famous Vogue magazine covers of 1990s; Peter
Lindbergh brings together 6 of the most iconic 90's
supermodels in a new fashion short film.
Karen Alexander, Nadja Auermann, Helena
Christensen, Cindy Crawford, Eva Herzigova and
Tatjana Patitz strike the pose for a stylish and elegant
fashion film.
https://www.youtube.com/watch?v=_VBaopjKfZw
Peter Lindbergh – The Reunion
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
9
POST-APOCALYPTIC RIDE
This summer, a reboot of Mad Max was released in
cinemas across the world. Thanks to an impressive
international campaign, the event couldn't be
missed worldwide.
From AMOI to AMOI, we now know that Uber is an
old hand at using topicality to promote its services.
In Seattle, from 28th to 31st of August, Uber offers its
consumers the opportunity to have a post-
apocalyptic ride in one of the crazy cars available
and accompanied with a Mad-Max-like driver.
A creative idea that offers to consumer a singular
experience of the brand, and promoting Uber as well
as the movie.
http://www.ufunk.net/insolite/uber-mad-max/
Uber – Mad Max
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
10
POST-APOCALYPTIC RIDE
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
11
EXTRA-ORDINARY BEAUTY
The very dream of every fashion model is to have
something really special that makes her/him truly
unique. The eyebrows of Cara Delevingne, the skin
discolouration of Winnie Harlow…
The american model Rebekah Marine struggled for a
long time to be recognized as a real model. The
problem? She is born without the right forearm. But
she was proved to be right to keep on fighting to
make her dreams come true as she will be the first
disable model to walk the catwalk of the New York
Fashion week with a prosthetic limb.
https://instagram.com/rebekahmarine/
Rebekah Marine – The Bionic Model
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
12
BRAINLESS HANDSOME MAN
The idea that brands and ads only use and target
handsome people is changing. Normalcy is becoming
the new chic.
The beer brand Andes, in its latest campaign, tries to
use handsome men but only in order to help the
others, not so handsome, men. The brand set a fake
casting for its new commercial during a night in
Mendoza. 370 handsome men of the city attended this
casting, giving the opportunity to other men to seduce
women in nightclubs a little more easily. Handsome
men only get the point when they finish reading the
script.
By helping the major part of its consumers, the brand
offers proof of its dedication as well as a true life
experience.
https://www.youtube.com/watch?v=yQNDhSGfpAE
Andes Beer – « The Fairest Night »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
13
ANIMAL HEADACHE
Inspired by puzzles, the artist Tomasz Ciurka created
geometrical puzzles of animal heads. It is simple,
beautiful and inspiring.
https://www.youtube.com/watch?v=hQGGq-i4u2w
Volkswagen – « Unleash Your Rrrr »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
14
LESS IS MORE, MORE OR LESS
It is a real trend on internet: videos that highlight the
evolution of something through time. A fashion –
only shop truly understands it and uses it for its
online awareness.
The campaign "100 years of beauty in 1 minute" is a
series of videos that show the evolution of beauty,
fashion and femininity through time. The latest video
from Mode.com, called "100 years of lingerie in 3
minutes" highlights the evolution of women's
underwear through time.
At the end, the model reveals other types of models:
a woman with disability, a transgender woman and a
normal beauty woman. A brand that really plays with
social codes.
https://www.youtube.com/watch?v=28ZY-8l6CZg
Mode.com – 100 years of Lingerie in 3min
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
15
MAGAZINE TO CLEANSE
In Brazil, if 93% of women use make up, there is only
5% that use a specific product to cleanse their skin.
To help Brazilian women understand the benefit of
cleaning their skin, Neutrogena created the first
magazine cover where the readers can remove the
cover girl's make up . 25 000 readers of Caras
magazine received a special edition paired with a pack
of Neutrogena Deep Clean wipes. Readers can cleanse
the skin face of Giovanna Ewbank, a famous actress on
the cover.
A genious campaign which allows to test the product,
evaluate its texture and check the results, just as they
would with an in-store experience but at home.
http://bit.ly/1FoXB4s
Neutrogena – Deep Clean
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
16
A BEER AFTER AN ACCIDENT
Drinking and driving is always a bad mix. But
heightening awareness amongst people on this
subject is always difficult.
A beer brand from Brazil, Itaipava, partnered with a bar
for an original awareness campaign. The brand
replaces all the bottle openers with pieces of cars
involved in an accident. The bar's clients were
surprised and a conversation started between the
bartender and his clients about drinking and driving.
Sometimes it is not about delivering the message
straightaway but giving the opportunity to start a
conversation through an unexpected experience.
https://vimeo.com/131421364
Itaipava – Don't open a bottle and drive
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
17
1+1=3
Teasers were an important lever for TV advertising.
But now print advertising is using this lever to
develop the interest of target audiences.
To promote its new range of product, Milka uses
teasing lever on metro print advertising. First, non-
branded prints appear in the Parisian subway
showing that two different things mixed together
can create something better. Then, Milka unveiled
the same creative system but applied to its new
products which are the encounter between Milka's
chocolate and caramel, Oreo or even biscuits.
Teasing without showing the brand help develop the
interest of consumer target and its engagement
regarding the campaign first and then the brand.
Milka – "#MeilleurMix"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
18
1+1=3
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
19
PUSH THE BUTTON, PUSH, PUSH !
The internet of objects is making its way. Numerous
brands have developed connected buttons that
provide specific services to consumers: Evian, Darty,
…
What makes "The Switch" by Netflix unique is that
consumers can decide what happens when the
button is pushed. From a sushi delivery, to turning
down the light, from starting a TV show to turning off
the phone… The only limit of this button is the
imagination of the one who is using it.
Netflix hasn't planned to launch it but the brand
offers a DIY guide for consumers to build their own.
https://www.youtube.com/watch?v=TTlIGdlbTy4
Netflix – « The Switch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
20
FORGET ABOUT SWAG, THINK ZAP!
To promote its 4 sports channels in Africa, Canal+,
the French private TV broadcaster, uses a typical
African trend: La Sapologie (the science of dressing).
In order to own it and link it to the purpose of its
commercial, Canal+ change "Sapologie" into
"Zapologie" (the science of changing channel). Every
stereotype of Sapologie appears in the video but in a
"Zap" way and the overall feeling is close to the DNA
of Canal+: creative ideas, funny and beautifully
conceived.
The best way to make trends yours is to slightly
change them.
https://www.youtube.com/watch?v=QKMeu-hCy2w
Canal+ – « Zapologie »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
21
YOU JUST HAD TO ASK
The rise of social media opens new way of consumer
experience and consumer services. Closer, faster,
more personalised…
ORPI, a French real estate company, uses social
media to create the future of real estate agencies.
On twitter, users can make a request of what they
are searching for with #TrouveMonAppart and
@ORPI-dit. An artificial intelligence system analyses
the tweet and answers it with a list of matching
announcements. It is free and fast.
Answering through the media that the target
audience already uses is creating a new kind of
brand experience.
ORPI – "#TrouveMonAppart"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
22
A TABLE WITH VIEW PLEASE !
Golsftromen agency and ARCAM architecture institute
partner to create a pop-up restaurant with beach view on
unused space of IJburg island, near Amsterdam.
What makes this pop-restaurant innovative is that it
draws on the capacity of the sharing economy by having
locals cook for patrons. Locals from the Island prepared
the food in their own homes and then the food is
delivered to the pop-up restaurant through cyclists.
IJburg Seveert is an experimentation about how to deliver
relatively sustainable, waste-free dining, while putting
community and the sharing economy at the centre.
http://ijburgserveert.nl/
IJburg Serveert
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
23
NO LYRICS NEEDED
It has now been a couple of years that Sosh, French
telephone operator with no long term contracts, is
playing with its name in its commercials. It started
with an unpronounceable sentence: "Je suis passé
chez Sosh" revealing the self-depreciating sense of
humour of the brand.
Sosh is back with a new creative idea: placing the
hard-to-pronounce syllable of Sosh in mainstream
hits of French music. The brand keeps its values of
light tone, sense of humour and self-mocking and
facilitates the spreading of its name.
https://www.youtube.com/watch?v=AwMzyxWIleE
Sosh – « #KaraokeSosh »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
24
SNAP TO WEAR
New technologies and social media help brands
delivering qualified content to consumers in ways that
suits them.
After their arrival on Apple Music, Burberry follow their
technological embrace by an interesting use of
Snapchat. The brand uses this platform to showcase
its spring/summer 2016 collection. Over the collection,
Snapchat users had the opportunity to take a look
inside the make-up choices for the London Fashion
Week show, a whole day before it hit the catwalk.
http://on.mash.to/1O7yL1i
Burberry – S/S 2016 Collection on Snapchat
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
25
INTERGALACTIC FOOD PORN
In the first opus, GastronoGeek offers readers
cooking recipe inspired from the imaginary culture
and geek culture.
In September, Thibaud Villanova, founder of
GastronoGeek, release the sequal of GastronoGeek
dedicated to potions, cocktails, soups, smoothies
and other milk-shakes receipts to prepare at home.
More than a recipe book, GastronoGeek offers chef
tips, dictionary, accessories,...
Dive into the geek culture through the door of
cooking and re-discover Dragon Ball, Ghostbusters,
Star Wars, Guardians of Galaxy, Batman,…
http://amzn.to/1RfN1Ud
GastronoGeek #2 – « Le livre des potions »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
26
INTERGALACTIC FOOD PORN
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
27
BUTTERFLY EFFECT
Since 2012, Adobe runs a platform offering online
marketing solutions such as Adobe Analytics (to
analyse consumer growth) or Adobe Social (to
manage social marketing).
In order to promote this platform, Adobe launched a
Youtube channel with a series of humoristic videos.
The latest from September 2015, compares the
launch of a space rocket to last minute changes
ordered by clients. A video that will be easily
relatable in agencies.
Using hyperboles and humour is a good way to help
clarifying the message and make people well
understand the benefit of the solution or product.
https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s
Adobe – « The Launch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
28
BEAUTY OF THE MONTH
Archstudio just completed a tea house and café set
within the city's historic hutong district of Beijing. A
global concept that plays with tradition and
modernity for a truly Chinese style result.
http://bit.ly/1QVP93p
Archstudio – Tea house in Beijing
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
29
BEAUTY OF THE MONTH
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
30
FLOWER FLAT DESIGN
Bloom&Wild, a flower specialist, create a new
experience of sending flowers. No need of a carrier
anymore, flower are packed in small cardboard box
that fits in a letterbox.
"How it works
1.  Order flowers in under a minute
2.  Don't worry about the recipient being home
3.  Flowers that wow"
https://www.bloomandwild.com/
Bloom&Wild – "Letterbox flowers"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
31
FLOWER FLAT DESIGN
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
32
THE FAIL OF THE MONTH: CALL OF DUTY
To promote the latest release of Call Of Duty in
Singapore, the digital agency in charge of the client
thought that faking a terrorist attack would be a
good creative idea…
The official Twitter account of Call Of Duty launch a
live tweet session about an "unconfirmed explosion
on the North bank of Singapore Marina"... Even if
some fans found this as a good way to announce the
future scenario of the game, most of the Twitter
followers were shocked at the method.
"Irresponsible", "doubtful", "disgusting"...
@CallofDuty
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
33
STRANGE CURIOSITY
As a child, you must have dreamed about being an
astronaut and visiting moon or even Mars.
Thanks to NASA, now you can virtually visit Mars by
controlling curiosity. A crater of Mars has been
virtually recreated and you make Curiosty hanging
around and select your preferred view over 7
different angle. NASA also provides real pictures of
Mars and information about the mission of Curiosity.
http://eyes.nasa.gov/curiosity/
NASA – « Experience Curiosity »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
34
1 MENU WITH FRIES AND CÔTE DE NUITS
To celebrates its 40th anniversary in Spain and
France, Burger King launches a win to pair with its
Whopper burger.
Made of a Spanish grape variety, Tempranillo, the
Whopper Wine is aged in grilled wood barrels to
create a parallel with the grilled steak of the burger.
Only 40 bottles were created and offer through a
Facebook game in which fans where ask to share
their best moment lived in a Burger King restaurant.
It could sound like an opportunistic idea but the
wine is linked to the story of Burger King in Spain as
in 1975 the restaurant chain offer red wine in its
menu to appeal to the Spanish market.
https://www.youtube.com/watch?v=ZQGt-OR5wtY
Burger King – « Whopper Wine »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
35
LAST BUT NOT LEAST
We are used to seeing in Nike the performance and
thinking that the brand only cares about the best
athletes in every disciplines.
But, in its latest TV ad, Nike wants to show to the
world that what really matter in sports is not having
first place, it is the journey. This video uses the
common Nike codes: a voice over, a motivational
tone and a perfect movie direction. The lesson?
What really matter is not about being the first to
finish, it is about finishing, no matter when.
https://www.youtube.com/watch?t=4&v=OxunzQQNgQM
Nike – « Last »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
36
I CAN FEAR YOU
One of the hardest feelings to quantify is probably
fear. It sounds like that PlayStation find a way to do
it.
In Spain, to promote its new horror game Until
Dawn, the video game brand developed "The Until
Dawn Index", the first fear quantifier machine. This
machine records heart rhythm, temperature, blood
pressure, eye movements and pupillary dilation to
give a fear score.
PlayStation gives proof of the fear level of its new
game as well as providing an immersive brand
experience.
https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s
Adobe – « The Launch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
37
TUTORIAL OF THE MONTH: LATTE ART
(Joke)
https://www.youtube.com/watch?v=a1FNSgqdhNk
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS

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BU Paris - A MONTH OF IDEAS - Septembre 2015

  • 1. a month of ideas#September 2015 #BRANDUNIONPARIS Sports Beer Design Tweets Branding Portraits Cars Chocolate Models Karaoke Make-Up Architecture Real Estate Latte Art Flowers Wine Pop-up …
  • 2. 2 FIND THE DANISH In its latest campaign, Carlsberg, the beer brand from Denmark stresses its origins through a modern and stylish poster campaign. Using a flat design style, the brand revisits its poster work tradition in a modern and colorful way. Every detail of the poster is a nod to Denmark and the history of the brand: the typical coloured houses, the boat called Jacobsen,… A campaign that reaffirms the values of Denmark, northern cool, taking time, happiness, art and design at the core of the Carlsberg brand. Carlsberg – « Trouver la danoise » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 3. 3 FROM PAPER TO PILLOW IKEA started from a strong consumer insight that everyone has old IKEA catalogues at home and never use them again because they continually updated. From this insight and with an environmental objective, in Belgium the brand offers its consumers the opportunity to change their old source of inspiration into a comfy pillow thanks to a paper shredder. The pillow called KÜSS is a Charles Kaisin's creation, a designer renowned for his ability to make recycling attractive This brilliant idea combines design, environment, personalization and consumer experience. https://www.youtube.com/watch?v=51f_ItghnKw IKEA - KÜSS BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 4. 4 LOVE IS HAPPINESS Social media platforms are a dedicated to place to interact with brands. And, for some consumers of specific brands, these are places to declare their love for that brand. Diet Coke has decided to answer them in the boldest way. Through its "Retweets of love" campaign, the love tweets of fans are retweeted in a typographical and illustrative way and broadcasted on giant screens and magazine pages. Each retweet is personalized and directly addressed to the fan. The brand surprises its consumers and gives their love back in a beautiful way. Another proof of its "love brand" status. Diet Coke – Retweets of love BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 5. 5 GOOGLE IS THE NEW GOOGLE For about 16 years, Google made slight changes to its logo but always kept the serifs in its typography. Forget that. The new Google logo left the serifs for a curvy and generous typeface. Liked by some, hated by others, the real change is not about the typeface but the fact that this logo is now animated, depending on its use. For example, when using the "Siri-like" tool, when the app is recording your voice, the Google logo become coloured dots that move up and down. That's one small step for us, one small step for Google. http://bit.ly/1iRhHzf Google – New Logo BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 6. 6 UPCYCLING PORTRAITS http://www.fubiz.net/2015/09/30/portraits-created-with-music-instruments-and-objects/ Iconic portraits by Christian Pierini Macêna BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 7. 7 UPCYCLING PORTRAITS BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 8. 8 BACK TO THE FUTURE To celebrate the 25th anniversary of one of the most famous Vogue magazine covers of 1990s; Peter Lindbergh brings together 6 of the most iconic 90's supermodels in a new fashion short film. Karen Alexander, Nadja Auermann, Helena Christensen, Cindy Crawford, Eva Herzigova and Tatjana Patitz strike the pose for a stylish and elegant fashion film. https://www.youtube.com/watch?v=_VBaopjKfZw Peter Lindbergh – The Reunion BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 9. 9 POST-APOCALYPTIC RIDE This summer, a reboot of Mad Max was released in cinemas across the world. Thanks to an impressive international campaign, the event couldn't be missed worldwide. From AMOI to AMOI, we now know that Uber is an old hand at using topicality to promote its services. In Seattle, from 28th to 31st of August, Uber offers its consumers the opportunity to have a post- apocalyptic ride in one of the crazy cars available and accompanied with a Mad-Max-like driver. A creative idea that offers to consumer a singular experience of the brand, and promoting Uber as well as the movie. http://www.ufunk.net/insolite/uber-mad-max/ Uber – Mad Max BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 10. 10 POST-APOCALYPTIC RIDE BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 11. 11 EXTRA-ORDINARY BEAUTY The very dream of every fashion model is to have something really special that makes her/him truly unique. The eyebrows of Cara Delevingne, the skin discolouration of Winnie Harlow… The american model Rebekah Marine struggled for a long time to be recognized as a real model. The problem? She is born without the right forearm. But she was proved to be right to keep on fighting to make her dreams come true as she will be the first disable model to walk the catwalk of the New York Fashion week with a prosthetic limb. https://instagram.com/rebekahmarine/ Rebekah Marine – The Bionic Model BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 12. 12 BRAINLESS HANDSOME MAN The idea that brands and ads only use and target handsome people is changing. Normalcy is becoming the new chic. The beer brand Andes, in its latest campaign, tries to use handsome men but only in order to help the others, not so handsome, men. The brand set a fake casting for its new commercial during a night in Mendoza. 370 handsome men of the city attended this casting, giving the opportunity to other men to seduce women in nightclubs a little more easily. Handsome men only get the point when they finish reading the script. By helping the major part of its consumers, the brand offers proof of its dedication as well as a true life experience. https://www.youtube.com/watch?v=yQNDhSGfpAE Andes Beer – « The Fairest Night » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 13. 13 ANIMAL HEADACHE Inspired by puzzles, the artist Tomasz Ciurka created geometrical puzzles of animal heads. It is simple, beautiful and inspiring. https://www.youtube.com/watch?v=hQGGq-i4u2w Volkswagen – « Unleash Your Rrrr » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 14. 14 LESS IS MORE, MORE OR LESS It is a real trend on internet: videos that highlight the evolution of something through time. A fashion – only shop truly understands it and uses it for its online awareness. The campaign "100 years of beauty in 1 minute" is a series of videos that show the evolution of beauty, fashion and femininity through time. The latest video from Mode.com, called "100 years of lingerie in 3 minutes" highlights the evolution of women's underwear through time. At the end, the model reveals other types of models: a woman with disability, a transgender woman and a normal beauty woman. A brand that really plays with social codes. https://www.youtube.com/watch?v=28ZY-8l6CZg Mode.com – 100 years of Lingerie in 3min BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 15. 15 MAGAZINE TO CLEANSE In Brazil, if 93% of women use make up, there is only 5% that use a specific product to cleanse their skin. To help Brazilian women understand the benefit of cleaning their skin, Neutrogena created the first magazine cover where the readers can remove the cover girl's make up . 25 000 readers of Caras magazine received a special edition paired with a pack of Neutrogena Deep Clean wipes. Readers can cleanse the skin face of Giovanna Ewbank, a famous actress on the cover. A genious campaign which allows to test the product, evaluate its texture and check the results, just as they would with an in-store experience but at home. http://bit.ly/1FoXB4s Neutrogena – Deep Clean BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 16. 16 A BEER AFTER AN ACCIDENT Drinking and driving is always a bad mix. But heightening awareness amongst people on this subject is always difficult. A beer brand from Brazil, Itaipava, partnered with a bar for an original awareness campaign. The brand replaces all the bottle openers with pieces of cars involved in an accident. The bar's clients were surprised and a conversation started between the bartender and his clients about drinking and driving. Sometimes it is not about delivering the message straightaway but giving the opportunity to start a conversation through an unexpected experience. https://vimeo.com/131421364 Itaipava – Don't open a bottle and drive BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 17. 17 1+1=3 Teasers were an important lever for TV advertising. But now print advertising is using this lever to develop the interest of target audiences. To promote its new range of product, Milka uses teasing lever on metro print advertising. First, non- branded prints appear in the Parisian subway showing that two different things mixed together can create something better. Then, Milka unveiled the same creative system but applied to its new products which are the encounter between Milka's chocolate and caramel, Oreo or even biscuits. Teasing without showing the brand help develop the interest of consumer target and its engagement regarding the campaign first and then the brand. Milka – "#MeilleurMix" BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 18. 18 1+1=3 BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 19. 19 PUSH THE BUTTON, PUSH, PUSH ! The internet of objects is making its way. Numerous brands have developed connected buttons that provide specific services to consumers: Evian, Darty, … What makes "The Switch" by Netflix unique is that consumers can decide what happens when the button is pushed. From a sushi delivery, to turning down the light, from starting a TV show to turning off the phone… The only limit of this button is the imagination of the one who is using it. Netflix hasn't planned to launch it but the brand offers a DIY guide for consumers to build their own. https://www.youtube.com/watch?v=TTlIGdlbTy4 Netflix – « The Switch » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 20. 20 FORGET ABOUT SWAG, THINK ZAP! To promote its 4 sports channels in Africa, Canal+, the French private TV broadcaster, uses a typical African trend: La Sapologie (the science of dressing). In order to own it and link it to the purpose of its commercial, Canal+ change "Sapologie" into "Zapologie" (the science of changing channel). Every stereotype of Sapologie appears in the video but in a "Zap" way and the overall feeling is close to the DNA of Canal+: creative ideas, funny and beautifully conceived. The best way to make trends yours is to slightly change them. https://www.youtube.com/watch?v=QKMeu-hCy2w Canal+ – « Zapologie » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 21. 21 YOU JUST HAD TO ASK The rise of social media opens new way of consumer experience and consumer services. Closer, faster, more personalised… ORPI, a French real estate company, uses social media to create the future of real estate agencies. On twitter, users can make a request of what they are searching for with #TrouveMonAppart and @ORPI-dit. An artificial intelligence system analyses the tweet and answers it with a list of matching announcements. It is free and fast. Answering through the media that the target audience already uses is creating a new kind of brand experience. ORPI – "#TrouveMonAppart" BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 22. 22 A TABLE WITH VIEW PLEASE ! Golsftromen agency and ARCAM architecture institute partner to create a pop-up restaurant with beach view on unused space of IJburg island, near Amsterdam. What makes this pop-restaurant innovative is that it draws on the capacity of the sharing economy by having locals cook for patrons. Locals from the Island prepared the food in their own homes and then the food is delivered to the pop-up restaurant through cyclists. IJburg Seveert is an experimentation about how to deliver relatively sustainable, waste-free dining, while putting community and the sharing economy at the centre. http://ijburgserveert.nl/ IJburg Serveert BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 23. 23 NO LYRICS NEEDED It has now been a couple of years that Sosh, French telephone operator with no long term contracts, is playing with its name in its commercials. It started with an unpronounceable sentence: "Je suis passé chez Sosh" revealing the self-depreciating sense of humour of the brand. Sosh is back with a new creative idea: placing the hard-to-pronounce syllable of Sosh in mainstream hits of French music. The brand keeps its values of light tone, sense of humour and self-mocking and facilitates the spreading of its name. https://www.youtube.com/watch?v=AwMzyxWIleE Sosh – « #KaraokeSosh » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 24. 24 SNAP TO WEAR New technologies and social media help brands delivering qualified content to consumers in ways that suits them. After their arrival on Apple Music, Burberry follow their technological embrace by an interesting use of Snapchat. The brand uses this platform to showcase its spring/summer 2016 collection. Over the collection, Snapchat users had the opportunity to take a look inside the make-up choices for the London Fashion Week show, a whole day before it hit the catwalk. http://on.mash.to/1O7yL1i Burberry – S/S 2016 Collection on Snapchat BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 25. 25 INTERGALACTIC FOOD PORN In the first opus, GastronoGeek offers readers cooking recipe inspired from the imaginary culture and geek culture. In September, Thibaud Villanova, founder of GastronoGeek, release the sequal of GastronoGeek dedicated to potions, cocktails, soups, smoothies and other milk-shakes receipts to prepare at home. More than a recipe book, GastronoGeek offers chef tips, dictionary, accessories,... Dive into the geek culture through the door of cooking and re-discover Dragon Ball, Ghostbusters, Star Wars, Guardians of Galaxy, Batman,… http://amzn.to/1RfN1Ud GastronoGeek #2 – « Le livre des potions » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 26. 26 INTERGALACTIC FOOD PORN BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 27. 27 BUTTERFLY EFFECT Since 2012, Adobe runs a platform offering online marketing solutions such as Adobe Analytics (to analyse consumer growth) or Adobe Social (to manage social marketing). In order to promote this platform, Adobe launched a Youtube channel with a series of humoristic videos. The latest from September 2015, compares the launch of a space rocket to last minute changes ordered by clients. A video that will be easily relatable in agencies. Using hyperboles and humour is a good way to help clarifying the message and make people well understand the benefit of the solution or product. https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s Adobe – « The Launch » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 28. 28 BEAUTY OF THE MONTH Archstudio just completed a tea house and café set within the city's historic hutong district of Beijing. A global concept that plays with tradition and modernity for a truly Chinese style result. http://bit.ly/1QVP93p Archstudio – Tea house in Beijing BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 29. 29 BEAUTY OF THE MONTH BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 30. 30 FLOWER FLAT DESIGN Bloom&Wild, a flower specialist, create a new experience of sending flowers. No need of a carrier anymore, flower are packed in small cardboard box that fits in a letterbox. "How it works 1.  Order flowers in under a minute 2.  Don't worry about the recipient being home 3.  Flowers that wow" https://www.bloomandwild.com/ Bloom&Wild – "Letterbox flowers" BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 31. 31 FLOWER FLAT DESIGN BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 32. 32 THE FAIL OF THE MONTH: CALL OF DUTY To promote the latest release of Call Of Duty in Singapore, the digital agency in charge of the client thought that faking a terrorist attack would be a good creative idea… The official Twitter account of Call Of Duty launch a live tweet session about an "unconfirmed explosion on the North bank of Singapore Marina"... Even if some fans found this as a good way to announce the future scenario of the game, most of the Twitter followers were shocked at the method. "Irresponsible", "doubtful", "disgusting"... @CallofDuty BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 33. 33 STRANGE CURIOSITY As a child, you must have dreamed about being an astronaut and visiting moon or even Mars. Thanks to NASA, now you can virtually visit Mars by controlling curiosity. A crater of Mars has been virtually recreated and you make Curiosty hanging around and select your preferred view over 7 different angle. NASA also provides real pictures of Mars and information about the mission of Curiosity. http://eyes.nasa.gov/curiosity/ NASA – « Experience Curiosity » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 34. 34 1 MENU WITH FRIES AND CÔTE DE NUITS To celebrates its 40th anniversary in Spain and France, Burger King launches a win to pair with its Whopper burger. Made of a Spanish grape variety, Tempranillo, the Whopper Wine is aged in grilled wood barrels to create a parallel with the grilled steak of the burger. Only 40 bottles were created and offer through a Facebook game in which fans where ask to share their best moment lived in a Burger King restaurant. It could sound like an opportunistic idea but the wine is linked to the story of Burger King in Spain as in 1975 the restaurant chain offer red wine in its menu to appeal to the Spanish market. https://www.youtube.com/watch?v=ZQGt-OR5wtY Burger King – « Whopper Wine » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 35. 35 LAST BUT NOT LEAST We are used to seeing in Nike the performance and thinking that the brand only cares about the best athletes in every disciplines. But, in its latest TV ad, Nike wants to show to the world that what really matter in sports is not having first place, it is the journey. This video uses the common Nike codes: a voice over, a motivational tone and a perfect movie direction. The lesson? What really matter is not about being the first to finish, it is about finishing, no matter when. https://www.youtube.com/watch?t=4&v=OxunzQQNgQM Nike – « Last » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 36. 36 I CAN FEAR YOU One of the hardest feelings to quantify is probably fear. It sounds like that PlayStation find a way to do it. In Spain, to promote its new horror game Until Dawn, the video game brand developed "The Until Dawn Index", the first fear quantifier machine. This machine records heart rhythm, temperature, blood pressure, eye movements and pupillary dilation to give a fear score. PlayStation gives proof of the fear level of its new game as well as providing an immersive brand experience. https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s Adobe – « The Launch » BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
  • 37. 37 TUTORIAL OF THE MONTH: LATTE ART (Joke) https://www.youtube.com/watch?v=a1FNSgqdhNk BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015