The document provides a summary of trends in culture and marketing from August 2012. Key trends discussed include: 1) A scientific accomplishment by Harvard researchers who successfully encoded a 53,426-word book into DNA, potentially leading to DNA being used for long-term data storage. 2) A kinetic sidewalk installed in London for the Olympics that generates electricity from foot traffic. 3) The crowdfunding site Smallknot helps local businesses connect with supporters to gain funding for projects in exchange for rewards/products.

1. THE !
HUMANKIND!
AGENCY!
CULTURAL FUEL TREND REPORT – August 2012 / ISSUE XIV

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 market
insights!

3. Inspiration"

4. INSIDE USAIN BOLT"
“We werenʼt there on stadium billboards. We werenʼt there on double-decker buses. We werenʼt on buttons, souvenirs or
commemorative snow globes. We werenʼt there officially sponsoring anything. We were there for real—inside the bodies
of some of the greatest athletes on earth.” – Using a hooded Usain Bolt Gatorade makes a bold claim that it is truly
inside of top athletesʼ bodies. Gatorade fuels some of the world's best athletes, from preparation to performance to
recovery. You Win From Within.!
Via: http://popsop.com/57755!
Watch it on YouTube: http://www.youtube.com/watch?v=DAzbSR0nP3g&feature=player_embedded!

5. WHOʻS YOUR SUSAN GLENN"
AXE gives guys the courage to reach out their own ‚Susan Glennʻ. ʻSusan Glennʼ is a metaphor for a special girl in a
guyʼs life he was not brave enough to approach at school. Accomplishing this target, AXE produced a six-episodes web
series which formed the basis of the campaign. This was followed by a nationwide road trip, a Facebook appearance as
well as www.FearNoSusanGlenn.com. !
Via: http://popsop.com/57748!
Watch on YouTube: http://www.youtube.com/watch?v=YRB0i9-AUQs&feature=player_embedded!

6. WHATEVERʻS COMFORTABLE"
Maybe you think itʼs boring, some will say they think itʼs difficult to understand and others will tell you that this one of the
most exciting story of our times. Creating an outstanding ad doesn't mean to have a great storyline, sometimes you need
to focus and concentrate your attention on simply the details. Enjoy the lifestyle of SOUTHERN COMFORT.!
Via: http://www.adverblog.com/2012/08/02/southern-comfort-beach/!
Watch it on Youtube: http://www.youtube.com/verify_age?next_url=/watch%3Ffeature%3Dplayer_embedded%26v
%3DygeWsoYYMuQ!

7. THE NYC ZOMBIE EXPERIMENT"
How to revive a deposed broadcast? Connect the story with real life. Dish Network dropped AMC and as a
consequencen one of the most popular TV shows „The Walking Dead“ is not available anymore. On this account, insead
of being confined to a tv box, the zombies are free to wander in the streets of New York.!
Via: http://www.adverblog.com/2012/08/03/the-zombie-experiment-in-nyc/ !
Watch it on YouTube: http://www.youtube.com/watch?v=RHPMocTmC08&feature=player_embedded!

8. HALO & THE RED CROSS BLOOD TRADE "
This inspirational idea shows how to reach a young audience. Three students from the ESPM School Sao Paulo (Brazil)
encouraged the Red Cross to cooperate with the biggest war/battle videogames titles to place contextual messages
every time a player is “killed” in the game and who would then need some extra blood to get back playing. !
Via: http://www.adverblog.com/2012/08/04/students-corner-red-cross-blood-trade/!
Watch it on vimeo: http://vimeo.com/16385355#!

9. THIS IS WHERE IT STARTS"
Jordan tells a story of two young athletes determined to rise above the competition. The spot shows the evolution in
sport and brings the story of a Chinese and an American boy on screen. This is a really nice cinematic execution. !
Watch it on YouTube: http://www.youtube.com/watch?v=VJ9fi3UkNbg&feature=player_embedded!

10. EXPEDIAʻS TAG ME IF YOU CAN"
Look familiar? Been here before? Your passion for travel could win you a share of $150,000! Expedia takes geo-tagging
to a new level. In Australia and New Zealand they have launched a Youtube-based contest where people have to find
the host of „Tag Me If You Can„ who travels around the world to several secret destinations. Participants get a hint where
he could be everyday and need to tag his location within 10 meters. You are immediately informed whether youʼre red
hot, hot, warm or cold to indicate weather your are close or not to the searched destination. Tagging the right spot can
get you a cash prize.!
Via: http://www.adverblog.com/2012/08/07/expedia-tag-me-if-you-can/!
Watch it on: http://www.youtube.com/watch?v=IXZv3tZnuE0&feature=player_embedded!

11. PIN IT TO WIN IT ""
Have a look at the latest Volkswagen ʻStreet Questʼ advergame. Itʼs a Facebook challenge where the aim is to find and
ʻPinʼ as many Volkswagens on South African roads as possible, using a gamified, custom version of Google Street View.
The campaign will run over a 4 week period, where those individuals that can pin the most Volkswagen will gain a seat at
the grand final, which will be a real-life version of the Street Quest. !
Via: http://www.digitalbuzzblog.com/volkswagen-street-quest-pin-it-to-win-it/!
Watch it on Youtube: http://www.youtube.com/watch?v=AiL_Mw0H-7w&feature=player_embedded!

12. BE CAREFUL WHAT YOU CUT"
What happens if you cut programs that benefit children in their first years of life? The Children´s Defense Fund depicts
these consequences with the new campaign „Be Careful What You Cut“. The three advertisements highlight the harm of
cutting down early education, health and food benefits and tax credits. Furthermore the campaign includes infographics
intended for social media sharing, for example facebook´s “cover photo” feature. !
Via: http://theinspirationroom.com/daily/2012/be-careful-what-you-cut/!
Find out more here: http://www.childrensdefense.org/be-careful-what-you-cut/!

13. COOPERS LIFE AFTER DARK"
Promoting their handcrafted Dark Ale, Coopers launched handcrafted billboards using luminous UV paint to create a
collection of images by a world-renowned American street artist, Pose. Based on hot spot of Melbourne city, what is a
blank canvas through the day turns into an eclectic mix of nightlife inspired imagery at night. With this paintings Coopers
wants to celebrate the creative types that come together when the sun has gone down. !
Via: http://theinspirationroom.com/daily/2012/coopers-life-after-dark/!
Watch it on: http://www.LifeAfterDark.com.au/!

14. CADBURY ENJOY THE OLYMPIC MOMENT"
As part of the 'Enjoy the Moment' campaign, Cadbury Ireland, sponsor of Olympia, created a series of famous Olympic
moments from the past. The Cadbury colours and icons are incorporated into kinetic sculptures representing the
movements of athletes in a Cadbury visual treat. !
Via: http://theinspirationroom.com/daily/2012/cadbury-enjoy-the-olympic-moment/!
Watch it on: http://www.youtube.com/watch?v=3gTppnK2zYg!

15. GOLD MEDAL MOVIES"
Advertisers squeeze the topic of the London's Olympics to itʻs highest degree and just canʼt let it be. This approach from
JWT Cape Town for ‚Gold Medal Moviesʻ turns Hollywood stars into athletics. Youʼll find Tom Cruise, Heath Ledger and
other Stars fighting for Gold. !
Via: http://www.ibelieveinadv.com/2012/08/kalahari-com-mission-impossible-twilight-broke-back-dirty-dancing/!
Watch it on: http://www.ibelieveinadv.com/2012/08/kalahari-com-mission-impossible-twilight-broke-back-dirty-dancing/!

16. CRUMBS ARE NOT ENOUGH"
Saatchi & Saatchi Poland faced the issue of every fourth kid in Poland being malnourished. Therefore, they started a
sensational direct marketing campaign on napkins. When people were in restaurants waiting for a meal and greedy for
food that coincided with the moment of the strongest feeling of hunger and thus the spot where Saatchi & Saatchi placed
the message! Brilliant insight!!
Via: http://adsoftheworld.com/media/dm/red_cross_crumbs?size=_original!
View it on: http://www.ibelieveinadv.com/2012/08/red-cross-crumbs/!

17. VITAMINWATERS"
While doing your exercise, have you ever thought about having your personal commentator like professional athletes
do? Different to a lot of current advertising related to the Olympic games, Vitaminwater France has decided to do
something different by presenting amateur athletes. Vitaminwater went out to public training spots meeting occasional
athletes and brought with it a true sports commentator who relay the more or less impressive techniques. !
Via: http://adsoftheworld.com/media/tv/vitaminwater_olympic_games!
Watch it on: http://vimeo.com/47267331!

18. MOMA UNADULTERATED"
Kids sometimes say the complete and utter unconditional truth. The MoMA underadult Audio Tour Hack is an unofficial
tour for the Museum of Modern Art´s permanent collection created by Kids. Each piece of art is analyzed by kids
between the age of 3-10 years. Have a look at the unique, unfiltered and amusing perspective on art. !
Via: http://creativity-online.com/news/audio-tour-hack-moma-unadulterated/236612!
Watch it on: http://www.youtube.com/watch?v=5Q-KcDqgJM4!

19. PUT YOUR SHIRT AND JOIN OUR TEAM"
One of the best and most effective ways of showing your affiliation to a team is that you all dress the same, often in the
form of a jersey shirt. WWF encourages you to ‚Put your shirt and join our teamʻ.!
Via: http://adsoftheworld.com/media/print/wwf_arara!
View it on: http://www.ibelieveinadv.com/2012/08/wwf-penguin-arara/!

20. REINVENT THE DRAUGHT BEER EXPERIENCE"
Heineken have asked people from countries all around the world to come up with new ideas tied to the draught beer
experience. On a designated website, the Heineken Ideas Brewery site, creative minds are able to share a new vision of
this age-old experience to the drinks company. Once ideas have been submitted, individuals can ask their friends on
social networks to vote for them. 6 ideas will be chosen and the finalists will be given an exclusive opportunity to
participate in an idea-enhancing workshop in Amsterdam in November.
Via: http://www.psfk.com/2012/08/heineken-ideas-brewery-new-draught-experience.html#ixzz25Pdf8g8G
Watch it on youtube: http://www.youtube.com/watch?v=lFaO7LDqSmk!

21. NEVER STOP WONDERING"
To encourage our appetite for science, the Arizona Science center has put together some thought provoking questions
that remind us to ‚Never stop wonderingʻ .!
Via: http://adsoftheworld.com/media/outdoor/arizona_science_center_never_stop_wondering_light_rail!

22. WATER LIGHT GRAFFITI"
This installation by Antonin Fourneau lets you use water and light as your painting medium. The "Water Light Graffiti" is a
surface composed of thousands of LED that are illuminated by the contact of water. You can use a paintbrush, a water
atomizer, your fingers or anything damp to sketch a brightness message or just to draw. Water Light Graffiti has been
described as ‚awall for ephemeral messages in the urban space without deterioration. A wall to communicate and share
magically in the cityʻ.!
Via: http://flowingdata.com/2012/08/22/water-light-graffiti/!
View it here: http://vimeo.com/47095462!

23. THE GUS EFFECT"
Fox Sports proves the only way to watch college football this season is to tune into the exciting play-by-play commentary
of iconic Gus Johnson. The Gus Effect simply makes everything more awesome including dancing birds (pun!), one
awesome dog or even a unicorn.!
Via: http://adland.tv/commercials/fox-sports-gus-effect-2012-30-usa!

24. THE MAN EATER""
For over four years uni student Daniel Disselkoen always took the same tram to his classes. It came to his mind how one
could make the often mundane trips with public transport much more entertaining and fun. He had a truly original idea:
He attached a funny comic-fish figure onto the windows of the trams. With its open mouth it allows passengers to join in
on a game of ‚pedestrian-huntʻ. On the back of the seats in front of passengers there were games manuals attached for
the passengers. !
Via: http://www.wuv.de/kampagnen/kreation_des_tages/the_man_eater_mit_der_strassenbahn_passanten_fressen!
Watch it on: http://vimeo.com/44866791!

25. YOU INSIDE VOLVO"
A new Facebook campaign from Volvo encourages drivers to reveal what personal items they carry in their automobiles,
in order to simultaneously learn more about themselves whilst also helping Volvo to build more sohpisticated and more
people-friendly vehicles. "You Inside" encourages users to upload pictures of what's inside their Volvos any information
about their personal and unique driving habits. That data gets transformed into a personal profile which highlights what
the participantʻs car says about them and their lifestyle. !
Via: http://creativity-online.com/work/volvo-you-inside/28857!
Watch it here: http://www.youtube.com/watch?v=wMhcqL7kBIs!

26. THE SETUP"
What do people use to get stuff done? ‚Uses Thisʻ is a collection of geeky interviews that listen to people from all corners
of the globe answering the question of what they use to get the job done. The interviews are conveniently organized into
categories so you can quickly find exactly what youʻre looking for. !
Via: http://www.swiss-miss.com/2012/08/use-this.html!
Check it out on: http://usesthis.com/ !

27. TRENDS"

28. WORLDʻS DNA BOOK"
In a groundbreaking scientific accomplishment, Harvard University researchers successfully transformed a 53,426-word
book into DNA, the same substance that provides the genetic template for all living things. Projecting into the future, this
accomplishment could potentially lead to the exciting opportunity of the mass adoption of DNA as a long-term storage
medium.!
Via: http://mashable.com/2012/08/16/dna-book/ !!

29. STEP BY STEP"
London as a city where most of the people get around by public transport or foot, this concept to generate energy is
pretty clever. Within the period of the Olympic games they installed a kinetic sidewalk going in at West Ham station that
is forecasted to generate around 21 kilowatt-hours of electricity. Have a look how it works and what it looks like when you
can produce energy just with the right step. !
Via: http://www.treehugger.com/clean-technology/kinetic-sidewalk-enlightening-feat-olympics.html!
Watch the video behind the technology: http://vimeo.com/43534301#at=0!

30. BUSINESS BACK IN TOWN"
There are now numerous crowdfunding platforms helping new and small businesses to find the necessary capital.
Following a similar goal, Smallknot assists neighborhood enterprises to establish their own funding projects, with reward
packages for pledgers. Businesses can upload details about a project they are looking to undertake, as well as set the
funding goal and time limit for backers to place a donation. Smallknot is looking to encourage and support local
businesses connect with fans and gain new business through products or services in exchange for financial support.!
Via: http://www.springwise.com/financial_services/crowdfunding-site-helps-donors-businesses-neighborhood/!

31. INSTAGRAM 3.0 "
The latest version of the free photo-sharing app is now live. Faster and more streamlined than itʻs precessors, the app
now includes infinite scrolling, longer caption edits and, most notably, new Photo Maps. Quite a handy feature, Photo
Maps now allows users to see geotagged photos over an underlaying map – creating a more obvious look at the location
of the imagery in oneʼs feed. Instagram 3.0 is now available for both iPhone, iPad and Android smartphones. !
Via: http://hypebeast.com/2012/08/instagram-3-0-photo-maps-walkthrough-video/!
Watch on: http://vimeo.com/47138800!

32. DIGITAL T-SHIRT "
Meet the worldʼs first programmable LED T-Shirt, to be precise, itʼs a live, real-time connected object powered by your
iPhone and a computer chip built into the T-Shirt to process almost anything you want visualise via the in-built LEDʼs.
This could be Tweets, Photos, Animation, Text which you will be able to sync live and have it processed and displayed in
real-time onto your new T-Shirt. Howʻs that for personalized attire?!
Via: http://www.digitalbuzzblog.com/t-shirt-os-the-worlds-first-programmable-led-t-shirt/!

33. INSIGHTS &
OPINIONS"

34. LOVE = FOOTBALL"
Puma and agency Droga5 have decided to investigate the phenomenon of the often intense ‚Love of the Beautiful
Gameʻ. In this Love or Football film, Puma, in partnership with Bristol University researchers, is trying to find out whether
Newcastle United fans, for all their aggressiveness, love their soccer team more than they love their wives and
girlfriends. This was conducted as part of its Love=Football campaign (which is a bit of a giveaway). Want to know who
won? Check out the film. And you can also take part in the survey online on a dedicated website, http://
www.loveorfootball.com/.!
Via: http://www.moreaboutadvertising.com/2012/08/puma-and-droga5-claim-love-equals-football/ !

35. WHY DO NEWSPAPER ADS NOT WORK?"
Canadaʼs Globe and Mail newspaper ran a print ad for Googleʼs (directly competitive) search advertising business. It
certainly is somewhat of an ironic statement, which was picked up by quite poignantly by media reporter Steve
Ladurantayeʻs tweet with the caption, “An ad for Google ads in todayʼs Globe demonstrates the value of print ads, yes?”!
Via: http://mashable.com/2012/08/14/google-print-ad-shows-why-newspaper-ads-dont-work/!

36. SOCIALYMPICS"
Since the last Olympics the number of global internet users has increased from 1.5 billion to 2.3 billion. For the games in
London SEO.com has created an infographic exploring the impact of social media on public engagement with the
Olympic Games.!
Via: http://theinspirationroom.com/daily/2012/london-2012-socialympics/#more-80107!
View it here: http://theinspirationroom.com/daily/print/2012/8/london_2012_socialympics_infographic.jpg!

37. BRAND AND CELEBRITIES "
ʻWhat is the advantage of celebrity endorsement?ʼ Anna Rudenko has asked herself this question in a critical article. In
her discussion, the marketing communication expert from BQB examines celebrities in various ad categories and tries to
predict the future of celebrity endorsement. Worth a read!!
Via: http://popsop.com/57111!

38. Released by Planning Department Frankfurt
August 2012
For submission of interesting news, inspiration and comments please
submit to planning@leoburnett.de