June 2012 Cultural Fuel Trend Report


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Cultural Fuel describes the background and pulse of local and global trends and insights that influence people. In this blog, we post work, cases and insights that we believe are a testament to Cultural Fuel that can inspire Act Creation. The Cultural Fuel Trend Report is a monthly summary of the things we find.


Published in: Business, Technology

June 2012 Cultural Fuel Trend Report


  2. NEWSLETTER CONTENT"Inspiration"Some creative ideas to inspire you !Trends"Hot trends and interesting marketing strategies!Insights & Opinions"Research news about target groups and marketinsights!
  3. Inspiration"
  4. ONE COPY SONG / PASS IT ON"Your spot in line! To be able to listen to the new song of Adam Tensta you need to line up and wait for your turn to hark.The one copy song release was organised so that only one person could listen to it at a time. The idea originated byTensta remembering back in the days when he had to wait for a single to release and had to wait in line to get the newsingle hot off the press. You can take the chance to skip the queue by telling people on facebook about this or tweetingabout it to spread the song further.!Source: http://adland.tv/commercials/adam-tensta-one-copy-song-pass-it-2012
Watch it on: http://cargocollective.com/rasill/Adam-Tensta-One-Copy-Song!
  5. EXPERIENCE THE INCREDIBLE SHARPNESS"WMF kitchen knife wanted to get in touch with the new generation of chefs. Namely those who generate their newestrecipes and information online. WMF started an online campaign based on an insight which claims that customers aremore likely to buy a knife when they have tried it once. Therefore, to demonstrate how sharp their knifes are, they startedto enable users to use it online by cutting the banner and the web browser into pieces. !Source: http://www.welovead.com/en/works/details/de5DklpA!Watch it on: http://www.welovead.com/en/works/details/de5DklpA!
  6. VINNIE´S HANDS-ONLY CPR"The British Heart Foundation is urging people to concentrate on chest compressions when performing CPR. Thereforethey promoted a new campaign supported by the footballer-turned-actor Vinnie Jones. The spot focuses on educatingpeople how to apply CPR if they are not specifically trained. For this they implied the famous Bee Gees song ʻStayingaliveʼ to get the tempo of chest compression right. !Source: http://www.welovead.com/en/works/details/981Dkntv!Watch it on: http://www.canneslions.com/work/2012/promo/entry.cfm?award=4&entryid=33078!
  7. HUMANIZED ATM"BBVA Foundation and creative agency Volver d6 from Peru have launched this web video presenting „The Little GuyInside the ATM“. Many kids in Peru are not able to read, so they started this campaign to spread awareness of theilliteracy rate. The charismatic guy placed in an ATM machine asked people to make a donation to support the readingprogram for children. Every time people use their card, they need to watch the video which is really hard to ignore in thiscase.!Source: http://adsoftheworld.com/media/ambient/bbva_foundation_the_little_guy_inside_the_atm!Watch it on: http://www.youtube.com/watch?v=UPxdIwuPTfc!
  8. EVERY 18 SECONDS SOMEBODY DIES OF AIDS."About 1.751 million people die of AIDS every year worldwide, that means every 18 seconds somebody dies of AIDS.Making this high death rate tangible, Kempertrautmann Hamburg designed interactive billboards that produced foam andnourished it with helium. A cross shaped stencil came out every 18 seconds to represent AIDS victims.!Source: http://www.welovead.com/en/works/details/01eDknrB!Watch it on: http://www.youtube.com/watch?v=tqmplpzNEDU!
  9. BMW M5 – BULLET PROOFED"BMW Canada published a viral video to demonstrate the speed and strength of the BMW M5 by likening it to a bullet.This video fits into the category ʻhigh performance artʼ, where Beethoven harmonizes with BMWʼs engine sound and theDirector of photography is highly recommendable. Enjoy!!Via: http://creativity-online.com/work/bmw-bullet/28224!Watch it on Youtube: http://www.youtube.com/watch?v=ZDuxWGHA-Z4!
  10. KEY-FREE TECHNOLOGY BY FORD"No key, no stress, more time. Ford turns a car feature into everyday service. The technology is inspired by Fords key-free system, whereby certain models automatically unlock when an owner comes close to his/her car. The key-freetechnology connects mobile and computer, if you come close to your computer, it will automatically log you into yoursocial network or email accounts. The launch of the key-free-log-in app is part of Fordʼs strategy in Europe to market itsvarious technological developments in a non traditional way. !http://creativity-online.com/news/ford-keyfree-technology-can-unlock-your-car-and-sign-you-into-facebook/235346!Watch it on Youtube: http://www.youtube.com/watch?v=1nVaA7duKNI!
  11. CAPE TOWN STATION ACTIVATION"South Africa has a high criminal rate. Every year in South Africa thousands of criminals escape conviction due to peopledisturbing crime scene evidence. The DNA Project set out to educate the public never to interfere with a crime scene.FoxP2 Cape Town created a 6x8m canvas out of small white stones. Onto this they spray painted the giant mugshot of acriminal. As people walked over the installation the criminalʼs identity became more and more unrecognisable.!Source: http://adsoftheworld.com/media/ambient/dna_project_cape_town_station_activation!Watch it on: http://www.youtube.com/watch?v=8jM08SYzvjo!
  12. MOBILE CONSUMER EXPERIENCE BY MINI"Mini recently announced the opening of 10 new stores in France to increase test drives. It would however not be Mini, ifthey opened traditional showrooms. Instead of building old fashion show rooms, Mini launched 10 actual vehicles on theroads of Paris. Potential customer are able to enjoy immediate test drives. !Via: http://www.digitalbuzzblog.com/the-mini-store/!Watch it on YouTube: http://www.youtube.com/watch?v=eERpml3DpMs&feature=player_embedded!
  13. EX LOVER PREVENTER"Apps to block certain contents are growing in popularity such as football scores (Heineken) or ads promotingunachievable beauty (Dove). Now, DDB Brazil created an app to help friends who recently were dumped by their loversand can not restrain calling them to extend the humiliation. Due to this problem Guaraná Antarctica has launched a funnyEx-Lover Blocker App which should prevent friends from calling their Ex. If they ignore the block and still call their Ex-lover it will be published on a social media.!Source: http://www.digitalbuzzblog.com/guarana-antarctica-ex-lover-blocker-app/!Watch it on: http://vimeo.com/43467971!
  14. NIKE: NEW CLUBS SPONSORSHIP"To present the new Santos uniform, Nike revitalised the clubʼs vocation to produce great players in its youth division, likePelé, Robinho and Neymar, creating the concept Ace Player Factory. The kit featured a life-size mould of the face ofNeymar, the greatest idol of Santos and Brazilian football nowadays. The size of the kit, as well as its unusualness,made it widely known and was associated with the uniqueness of the Nike brand.!Source: http://adsoftheworld.com/media/dm/nike_new_clubs_sponsorship_santos !
  15. TWITTER-POWERED VENDING MACHINE"Would you stop and tweet for a tea? Another great vending machine installation from South African brand BOS Ice Tea.They launched a Twitter powered vending machine in Cape Town where users have to send a tweet to the BOS accountand the vending machine then dispenses a free sample of BOS Ice Tea. It combines an online platform like Twitter with areal life installation. !Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/twitter-powered-vending-machine-by-bos-ice-tea/!Watch it on: http://www.youtube.com/watch?v=mzUXa6JThVQ!
  16. 100 BEAUTIFUL SLIDES FROM CANNES LIONS"Cannes Lions Creative Festival 2012 offered a vast array of astonishing content. To get an idea about differentpresentations Jesse Desjardins has curated the 100+ best Slides from the entire Festival. !Via: http://www.digitalbuzzblog.com/the-100-best-slides-from-cannes-lions-2012/!Watch it on Slideshare: http://www.slideshare.net/jessedee/100-beautiful-slides-from-the-cannes-lions-festival-of-creativity-2012?ref=http://www.digitalbuzzblog.com/the-100-best-slides-from-cannes-lions-2012/!
  17. KARAOKE S.O.S."What kind of people are usually bold enough to embarrass themselves by singing karaoke? That is the insight !Saatchi & Saatchi Frankfurt used for their “call a taxi” campaign. While the people were singing in a karaoke bar on St.Patrick´s Day they changed the lyrics to incorporate an S.O.S. message. The bottom line: If you are drunk enough tosing you are probably too drunk to drive. !Source: http://scaryideas.com/content/29420/!Watch it on: http://www.youtube.com/watch?v=nJ6G3vjUuTA!
  18. MCDONALDS: THE TRAIN TIMETABLE"DDB Warsaw launched an interactive McDonalds campaign at the Central Station of Warsaw. McDonalds integrated amenu into the train timetable. The menu is connected to the scheduled train time as well as the expected delay. Aftercalculating how long it takes to the next train, Mc Donalds adapts menu items to time and offers the right menu for theright time. !Soucre: http://www.digitalbuzzblog.com/mcdonalds-the-train-timetable/!Watch it on: http://www.youtube.com/watch?v=E142QuEQirw!
  19. LEGO BRAINBRICKS: GAME YOUR LEGO"BrainBricks is a concept product for LEGO that merges physical and digital play. It enables you to bring your actualLEGO creations to life within a digital gaming experience. This includes tiny sensors, which enable the bricks to sensetheir configuration with another and communicates it wirelessly to any mobile device. !Source: http://www.digitalbuzzblog.com/lego-brainbricks-game-your-lego/!Watch it on: http://vimeo.com/38493546#!
  20. STONES TELLING STORIES"One important out of several facts was decisive for the campaign of Jung von Matt Hamburg: 50% of all young Germansunder 25 do not know what “Holocaust” means. On this account they implemented the Stumbling Stones, one of themost touching Holocaust memorials, in the digital world. The artist Gunter Deming started to place a memorial stone forevery victim of the fascist Nazi regime in 1997. To make young people also stumble upon these stones Jung von Mattplaced them where kids spend most of their time: online. !Source: http://www.welovead.com/en/works/details/b1bDkntE!Watch it on: http://www.youtube.com/watch?v=l0Z_cgS9mIc!
  21. CANNES FUTURE LIONS: WANNING CASE STUDIES"Youngsters in advertisements are continuously utilising the opportunity to showcase their work. Getting an impressionabout the future advertiser from the winner of the Future Lions 2012. Highly recommendable is the ʻBLACKOUTRECORDERʼ as well as ʻSearch is Automaticʼ. !Via: http://www.digitalbuzzblog.com/cannes-future-lions-winning-case-studies-videos-2012/!
  22. THE HINGLISH PROJECT"The Hinglish project is a combination of typography and tourism. The project intended to make India more accessibledue to the individual letters and its script. Therefore they created a font that pictures a Hybrid of Hindi´s Devanagariscript combined with the English Roman script. The used basis of the completely diverse scripts are the phonetic soundsthey share. !Source: http://www.welovead.com/en/works/details/13aDkpqy!Watch it on: http://www.youtube.com/watch?v=pX76E8qRct4!
  23. UNIQLO PINTEREST CAMPAIGN ""Pinterest has seen a significant growth rate this year and is now the third most popular social network. Brands start touse Pinterest actively for promotion. These include Uniqlo, which rolled out a visual campaign to pin Pinterest usersattention. In cooperation with Firstborn, they created six pinned rows of long graphics in five categories. By scrolling thepage down, users can view the graphics styled as an old film strip. !Via: http://popsop.com/56565/!Watch it on YouTube: http://www.youtube.com/watch?v=e5FM-VcE7UA&feature=player_embedded!
  24. VIRTUAL SHOE FITTING"The shoe store Goertz installed a virtual show fitting at high traffic train stations. People could try on different shoes andsizes and then feature a picture on facebook. It was referred to as ʻThe day when an outdoor media turns into a virtualshoe shop.ʼ !Via: http://www.oneadstand.com/goertz-casefilm-virtual-shoe-fitting//!Watch it on YouTube: http://www.youtube.com/watch?v=e5FM-VcE7UA&feature=player_embedded!
  25. RADIO GHOSTS"1 out of 11 deaths caused by car accident had to do with driving after drinking. To raise awareness, Serviceplan Munichcreated radio spots describing the accident by the deceased victim itself. They installed wooden death crosses with theability to stream the spot to radios along a certain radius. !Via: http://www.welovead.com/en/works/details/d28Dkruv!
  26. I HAVE ALREADY DIED"ʻI have already diedʼ is a campaign powered by Publicis Amsterdam to promote the incurable disease “ALS”.Testimonials are nine Dutch patients suffering from ALS disease, they made campaign statements for the ALSfoundation, for advertising campaigns to be aired after they died.!Via: http://www.welovead.com/en/works/details/abeDkrtB!Watch it on Youtube: http://www.youtube.com/watch?v=LlDUWG-3zfU!
  27. TRENDS"
  28. WHY DOES FOOD LOOK SO MUCH BETTER IN ADS?"McDonalds Canada replied to an inquiry on social media with a new strategy. ʻWhy does food look so different inadvertisement?ʼ Being more transparent than ever, the Director of Marketing takes viewers through the whole process. Itstarts from purchasing a Quarter Pounder at Mc Donalds and goes on to a comparison with the Burger made in thephoto studio. Well done Mc Donaldʼs. !Via: http://www.adrants.com/2012/06/mcdonalds-explains-why-food-looks-so.php!Watch it on Yotube: http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded#!!
  29. THE FUTURE OF TACTILE NAVIGATION I"Progressing technology make us face new opportunities to engage with digital devices and explore how real interactionscan trigger digital experiences. Digital Labs Paris wanted to control an online car configurator through a ʻphysicalinterfaceʼ built with everyday objects. A camera with 3D sensor detects object and gestures and transforms thesephysical movements into digital events. !Source: http://www.adverblog.com/2012/06/05/the-future-of-tactile-navigation/!Watch it on Vimeo: http://vimeo.com/43108191!
  30. THE FUTURE OF TACTILE NAVIGATION II"Two students at the Massachusetts Institute of Technology (MIT) have managed to develop an invention which turnseveryday objects into touchpads and combines them with the internet. Itʼs a simple invention Kit for beginners andexperts doing art, engineering and everything in-between. Turning bananas into piano keys, so to speak.!Source: http://www.bbc.com/news/technology-18303012!Watch it on Youtube: http://www.youtube.com/watch?v=rfQqh7iCcOU!
  31. VIMEO AWARD WINNING FILMS 2012"Vimeo held their second-ever Award Show in New York. Winners in 15 categories were announced. Independent film-makers exhibit a fantastic mix of the newest technologies, greatest musical performances, breath taking visuals as wellas emotive storytelling. Itʼs great to see how internet based platforms engage with their users and turn services into realexperiences. !http://www.digitalbuzzblog.com/vimeo-award-winners-films-2012/!Watch it on Vimeo: http://vimeo.com/43708825#!
  32. THE CO-CREATED FUTURE OF MUSICALSTORYTELLING"As social media increases over the past years, we have reached a point where an artistʼs interpretation of a songdelivers value to music experience. The co-creation and evolution of diverse titles is on the rise. Perhaps no songillustrates this more powerfully then the interpretation of Gotyeʼs “Somebody That I Used To Know”. !Via: http://www.rohitbhargava.com/2012/06/somebody-i-used-to-know-the-co-created-future-of-musical-storytelling-.html!
  33. REINVENTING TEA "Starbucks is continuously reinventing their business model. After the acquisition of ʻLa Boulange Bakeryʼ, the introductionof energy drinks ʻdoubleshotʼ as well as the opening of its first juice bar ʻEvolution Freshʼ.!Using the past as inspiration to innovate for the future, Starbucks introduced the new concept tea store called Tazo, astore that offers 80 varieties of loose leaf tea as well as everything for tea drinking. !Source: http://popsop.com/56457/!Check it out: www.starbucks.com/retail/tazo.asp!
  34. RESPONSIBILITY MEETS CORPORATE / TECHNOLOGY "In a rapidly changing world, access to clean drinking water is still an issue. Therefore Unilever, Population ServiceInternational (NGO) and Facebook teamed up to introduce ʻWaterworksʼ. A Project that is aimed to help communities inneed of fresh drinking water. The idea is based on a Facebook Timeline app, which connects Facebook user directly withso called ʻWaterwokerʼ. The app is designed to do daily donations, which can start from 0,10€. !Via: http://popsop.com/56473/!Watch it on YouTube: http://www.youtube.com/watch?v=cA5ifsMo194&feature=relmfu!
  36. AD NETWORKS VS. DIGITAL GIANTS"This is an eye opening blog article with two infographics. Firstly, the author compares performance indicators ofadvertisement networks with Facebook, youʼll gain some surprising insights. Secondly, he gives an interestingassessment of what happened after the IPO and what could happen with Facebook in the future. Thirdly, he takes an in-depth look into the advertisement possibilities offered by Google and Facebook. !Via: http://popsop.com/56034/!
  37. THE 2012 CANNES LIONS DAILY INFOGRAPHICS PROJECT"Cannes Lions Festival of Creativity taps into the infographic trend and uses this technique as a form of showcasinggathered information during the festival. Lots of details and facts can be gained from the charts. All over Cannes ispublishing 5 categories: Atmosphere, Global, Winners, Social, Recap!Check it out: http://www.canneslions.com/inspiration/feature.cfm?article_id=18!
  38. SOCIAL MEDIA CURRENCY ""It was just a matter of time that the first social media ranking for individuals is available. Klout is a company that assignsa numerical value to how influential you are online. Critical voices have been raised saying they use a shakymethodology and The New Yorker called its social ranking premise downright evil. !Source: http://www.getthefive.com/articles/the-idealist/infographic-scoring-klout-the-inside-scoop-on-the/!Find further information on the info graph: http://imageserver.quinstreet.com/content/one/7675/scoring-klout.jpg!
  39. Released by Planning Department Frankfurt
July 2012
For submission of interesting news, inspiration and comments pleasesubmit to planning@leoburnett.de