1. THE !
HUMANKIND!
AGENCY!
CULTURAL FUEL TREND REPORT – July 2012 / ISSUE XIII

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. OLD SPICE – IʻLL LIVE FOREVER"
P&G has released a new humorous TV ad for their special promoted shampoo “Old Spice”. This ad applies to the deeply
emotional Olympic Campaign “Thank you mom” and somehow makes fun of it. The “I will live forever” ad is created by
Wieden+Kennedy and is part of the ʻBelieve in your Smellʼ campaign, launched in Spring 2012. !
Via: http://popsop.com/57141!
Watch it on YouTube: http://www.youtube.com/watch?v=mSsn6I1BMYg&feature=player_embedded#!!

5. VOICE ACTIVATED INTERACTIVE BANNER"
Particularly for young drivers, itʻs more and more important to connect car innovations with consumer technology
innovations. This application from VW is an exciting way to promote their voice control function within their new ʻTouch
Phone Kitʼ. Itʼs an interactive banner campaign, wherethe banner enables user to call their facebook friends, all from
within the banner. !
Via: http://www.digitalbuzzblog.com/volkswagen-voice-activated-interactive-banner/!
Watch it on YouTube: http://www.youtube.com/watch?v=0hVDwmsnRNo&feature=player_embedded!

6. HUMAN SPEAKER"
How far can we go to live a product? ʻPauseʼ is a home entertainment store in Stockholm, specialized in custom
installations. Presenting the main benefit of the company, one of the CEOʼS swallowed a speaker capsule and turned
into a human speaker. And all this to prove that Pause is the best for customized sound systems. Creative and brave!!
Watch it on YouTube: http://www.youtube.com/watch?v=O32wMVk-j9M!

7. IKEA: NEW KIND OF CATALOGUE"
For the 2013 catalogue, Ikea grabs into the technology box. Adding Augmented Reality and interactivity to their normal
catalogue transformed it into an interactive shopping experience. The viewer gets inspirational videos, designer stories
as well as a “x-ray” vision into furniture. !
Via: http://creativity-online.com/work/ikea-a-new-kind-of-catalogue/28501!
Watch it on: http://vimeo.com/46289580!

8. SURPRISE SURPRISE"
Imagine: You want to buy a sports shirt from your favourite soccer team. You go into the official fan shop. You pick the shirt
and go to the changing room. 10 seconds later you are on a private party with some players of your favourite team. The
dream came true for Ajax fans.!
Via: http://adsoftheworld.com/media/ambient/adidas_benelux_ajax_players_gave_their_fans_a_surprise_they_wont_forget!
Watch it on YouTube: http://www.youtube.com/watch?v=g3x-h4Gp4eE&feature=player_embedded!

9. HACKERS CHEER UP"
Make the best out of bad situations. This if what students of „HaBetzefer“ school of Advertising and Arts did by recreating
a hacked website with a cheerful design. The students ask the hacker to use their cheerful design and thus make the first
step towards an end of cyber wars between Israel and Arab nations. !
Via: http://adsoftheworld.com/media/online/habezefer_school_of_advertising_and_art_better_looking_hatred?
size=_original!
View it on:
http://www.theblaze.com/stories/see-the-clever-way-some-israelis-are-taking-hacks-from-arab-nations-and-mocking-them/!

10. MUHAMMAD ALIS POETRY SLAM"
For the partnership with Muhammad Ali, Louis Vuitton is rolling out an advertisement featuring Ali with his grandson
Curtis Conway. The installment should not feature Ali, nevertheless it creates a homage to his legendary quotes as
Yasiin Bey performs them into poetry. !
Via: http://creativity-online.com/!
Watch it on: http://vimeo.com/46432990!
http://vimeo.com/46429477!

11. OLYMPIC RINGS INFOGRAPHY"
Designer Gustavo Sousa had a simply brilliant idea and uses the Olympic rings to build an infographic. !
He utilises five colourful rings, representing each of the five continents taking part in the games, to depict different global
issues. !
Via: http://greatideas.collected.info/!
View it on: http://www.fubiz.net/2012/07/31/olympic-rings-infography/!

12. WEVTHER"
Who does not know the problem, getting up in the morning, looking out of the window not knowing what to wear for this
weather. From now on it should be quite easy! Go on wevther.com, type in your postal code and it is going to tell you
what would be the appropriate clothing to wear for the day. Additionally, if you do not own any of the recommended items
you can click on the item and get redirected to the webpage where you can purchase it.!
Via: http://www.swiss-miss.com/2012/07/wevther.html!
View it on: http://wevther.com/!

13. IMAGINE A WORLD WITHOUT TEXTILES"
How often, and what kind of textiles do we use everyday? !
This becomes quite clear if you watch the web movie of Ikea where rugs are made of sand, sofas are made of cacti and
pillows are replaced with tree stumps. Celebrating the year of softness, Ikea wants to show how hard life is without
textiles and that a „little bit of softness can chance your world“.!
Via: http://adland.tv/commercials/ikea-world-without-textiles-2012-200-usa!
Watch it on: http://www.youtube.com/watch?v=_GHAIJncYYI!

14. MEN STEP UP FOR GOLD"
Gillette is celebrating the Olympic Games by placing purchaser of the new ProGlide Golden Edition razor on the winners
podium. They took over a store in Germany and placed the new razor just above the podium at arm´s reach.!
Check out the the video when unsuspecting customers mount the podium and go for ProGlide Gold.!
Via: http://greatideas.collected.info/!
Watch it on: http://www.youtube.com/watch?v=2zsUFMsll_U&feature=player_embedded!

15. UNICEF CHILD ABUSE PREVENTION"
Ogilvy Chile takes the joys that children experience when they are making their own costume and playing childhood
games, in a frightening new direction. This campaign shows in which way costumes can be a powerful child abuse
prevention. !
Via: http://adsoftheworld.com/media/tv/unicef_child_abuse_prevention_costume!
Watch it on YouTube: http://www.youtube.com/watch?v=yDSMlXlIJSk&feature=player_embedded!

16. OPEN SOURCE STAGE"
How can a beer sponsor connect with the audience of a huge festival?!
Heineken enables the audience to design their individual programme at the Festival´s Open Source Stage!!
People can make suggestions for the programme on Facebook. Within two weeks over 2,300 various programme
numbers have been submitted by the festival audience.!
Via: http://adsoftheworld.com/media/ambient/heineken_open_source_stage!
Watch it on YouTube: http://www.youtube.com/watch?v=cZoFWO35e3s&feature=player_embedded#!!

17. THE SAFEST 3 NUMBERS LOCK"
It is quite difficult to demonstrate people the security of 3 numbers. Due to this fact Ogilvy Chile started to communicate
this in a graphical and tangible manner. Therefore, they installed 3 giant intertwined numbers with an enclosed suitcase. !
While the passers-by try to get it out of the numbers, they are provided with the experience of how secure three numbers
can be for the locks on a suitcase. !
Via: http://www.brainstorm9.com.br/30800/advertising/cadeado-de-tres-numeros/!
Watch it on YouTube: http://www.youtube.com/watch?v=Rvn6oIVFUx4&feature=player_embedded!

18. THE WILD PURITY BUTTON"
The mineral water, Levissima wants to share the purity of its origin with its consumers. They want the user to experience
the main quality of the product and therefore they invented the The Wild Purity Button. This button should bring the
power of wild nature into customersʼ everyday life, such as sitting in front of your computer. With this button you can
change the background image of the website you are on with images of the wild nature. !
Via: http://adsoftheworld.com/media/online/levissima_water_the_wild_purity_button!
Try it on: http://www.levissima.it/thewildpuritybutton/eng!

19. HOW TO CHANGE CARS FOREVER?"
Tweak. Tweak. Tweak. "
Wieden & Kennedy use a powerful, anarchist and post-apocalyptic song to illustrate the design and engineer process of
the new 2013 Dodge Dart. By using a lot of periods to make the point, they do not only communicate the pressure
furthermore, they echoe the agencyʼs “Fail Harder” ethos throughout."
Via: http://www.adpulp.com/how-to-change-cars-forever-tweak-tweak-tweak/!
Watch it on YouTube: http://www.youtube.com/watch?v=lOclC9bbeQU&feature=player_embedded!

20. WE ALL MAKE THE GAMES"
From “The Clapper” to “The Flapper”, from “The Nervy Peeker” to “The Flag-waving piggy backer”, fans across the world,
if at work, at home, in the stadium or even on the streets contribute to the atmosphere and involvement of the Olympic
Games. Whereas various types of support are illustrated in the spot, it is entertaining to analyse your own manner.!
To reveal this support, Mc Donald's started a campaign celebrating the fans, volunteers performing behind the scenes. !
Via: http://theinspirationroom.com/daily/2012/mcdonalds-we-all-make-the-games/!
Watch it on YouTube: http://www.youtube.com/watch?v=n23XAXi9a2g&feature=relmfu!
http://www.youtube.com/watch?v=onvhgO8ZcQ4&feature=player_embedded!

21. DIGITAL GRAVEYARD"
Social Media for the dead. What happens to a personʼs digital footprint when they die? There are tons of applications on
the web to keep the dead alive. But now there is a whole community to create virtual memorial pages.
Via: http://creativity-online.com/work/evertalk-the-digital-afterlife-app/28419!
View it on: http://www.facebook.com/Evertalk!

22. SMILING QUEEN GUARD"
In honour of the Queenʼs birthday Virgin Airlines indulged one of the old English pursuits. Passers-by at New York Times
square were challenged to make a Union Jack guard laugh. If they got on with the challenge, they got a free flight to
London.
Via: http://creativity-online.com/work/virgin-atlantic-union-jack-square/28424!
Watch it on: http://www.youtube.com/watch?v=BPUohSLfSI8!

23. VIVA LA REVOLUTION"
Nice way to visualize a child as leader. Simple and creative. This print ad was published in Sao Paulo and won Bronze at
Cannes Lions in Outdoor category.
Via: http://www.welovead.com/en/works/details/289Dluvw!
View it on:
http://www.canneslions.com/work/2012/outdoor/entry.cfm?
entryid=18327&award=101&order=0&direction=1&keywords=Talent!

24. CARABINEROS DE CHILE"
Powerful execution for a critical topic. This commercial shows a child which is a victim of a prank call. For Europeans it
might seems strange, but this is a serious issue in Chile.
Via: http://adsoftheworld.com/media/tv/carabineros_de_chile_chilean_police_police_call_center_marcos!
Watch it on YouTube: http://www.youtube.com/watch?v=AFE0vu5J9g4&feature=player_embedded!

25. WITH A LITTLE HELD FROM MY FRIEND"
Active Against Child Labour wanted to create buzz for child labour problems all over the world. Instead of investing in a
conventional campaign, the NGO decided to invent a browser plug-in which hides questionable products in online stores.!
Via: http://adsoftheworld.com/media/online/the_foundation_aktiv_gegen_kinderarbeit_avoid_plugin?size=_original!
View it on: http://Avoidplugin.com/!

26. SCHOOL OF ROCK"
WOO-HOO, HEY HO, NANANANA HEY JU....!
These words are usually not the main part of English rock lyrics, but everything you would be able to sing if you don't
speak English. YEAH! Agency created a charming print and radio campaign for an English teaching language school
illustrating singing skills of non-English speaking people. !
Via: http://adsoftheworld.com/media/print/wise_up_english_school_lyrics_woohoo !
View it on: http://adsoftheworld.com/media/print/wise_up_english_school_lyrics_woohoo !
Listen to it on: http://adsoftheworld.com/media/radio/wise_up_english_school_international_day_of_rock!

27. EVERYONE HAS SOMETHING GOOD"
This work is from Felipe Franco, he is an independent artist from a blog about non profit design (www.designbote.com).
He published this print without any connection to a particular NGO or client. He believes "the message is more important
than who's sending it". After 72 hours online, prints reached over 650.000 views.!
Via: http://www.ibelieveinadv.com/2012/07/organ-donation-bush-bieber-hitler/!
View it on: http://designbote.com/12575/everyone-has-something-good-be-a-donor#.UCDnNu01Hnw!

28. COCA-COLA BAG // RE-INVENTING THE PAST"
Forget plastic bottles, Coca-Cola now comes in a bag. Certainly this idea is nothing for every country, especially not for
the home country of coke: The US. But in some countries there was a tradition, instead of drinking Coca-Cola out of a
bottle, they used bags. Coke stepped into the past and brings the bag back to vendors. !
Via: http://www.videobash.com/video_show/the-coca-cola-bag-291809!
Watch it on YouTube: http://www.youtube.com/watch?v=wu7kBdECu84!

29. LOOK TWICE - GREEN JACKET MAN"
To promote Mercedes Benzʼs new Blind Spot Assist, agency Jung von Matt chooses an artistic approach. The optic
illusion from Jesus Rodriguez shows a synergy of portrait and profile photography which leads to a shift of perception.
Well done. !
Via: http://www.welovead.com/en/works/details/dd6Dluuw!
View it on: http://www.klonblog.com/2012/06/18/print-mercedes-look-twice/!

30. WHO CARES? "
The Swedish Armed Forces are looking to recruit the young. On this account they made an OOH installation. The overall
idea was that people give up your own safety in order to help others. Therefore they placed a box with an enclosed room
in Stockholm's centre. A person willingly agreed to sit there until someone else took his place. Every hour a door would
open, and if someone was there to take the place, he could leave. !
Via: http://www.welovead.com/en/works/details/e41Dktpy!
Watch it on YouTube: http://www.youtube.com/watch?v=ax9kCCwTLGo!

31. OPERATION SMILE – THE ART OF DISTRACTION"
What do you spot first when you look at the picture of the little girl? Saatchi & Saatchi Cape Town uses „The Art of
Distraction“ with illustrations of three cleft-lipped children in there new print and radio campaign for Operation Smile
South Africa, a non-profit organisation that provides free reconstructive surgery for those with cleft lips and palates.!
Via: http://theinspirationroom.com/daily/2012/operation-smile-the-art-of-distraction/!
Listen to it on: http://www.saatchi.co.za/work/operation_smile/!

32. TRENDS"

33. SMARTPHONE MAKING YOU ANTISOCIAL? CONSIDER REHAB"
How many hours could you spend without your phone? !
When you see a person standing alone they mostly interact with their phone. The request: Start connecting with the life
outside of your phone! Due to this a social rehab was invented by the BHH Singapore. They note that social media
addiction makes it easier to connect with the mass but way harder to talk to one person.!
Via: http://www.adweek.com/adfreak/smartphone-making-you-antisocial-consider-rehab-142325!
View on: http://socialrehab.sg/!

34. GOOGLE FIBER: THE NEXT CHAPTER OF THE INTERNET"
Google launches its own Fibre network in Kansas City. The typical Google style introduction video is of course a real,
handcrafted installation. If youʼre in Kansas City you can check this out in person at the Fibre Space building. Google
expands their business strategy in new directions and this is the first introductory information. It makes its point.!
Via: http://www.digitalbuzzblog.com/google-fiber-the-next-chapter-of-the-internet/!
Watch it on YouTube: http://www.youtube.com/watch?v=ffHLIZh0PHg&feature=player_embedded!

35. WISE-PETS – HEADLINE"
Could a Smartphone be a cuddly toy to love and hold? Wise-Pets trying to transform Smartphones and Tablets into
cuddle toys. The devices are able to speak with the voice of the child's parents and itʼs supposed to be a protection for
the electronic device. The question is, is this something that is really necessary? !
Via: http://www.golem.de/news/wise-pets-tablets-und-smartphones-als-interaktive-kuscheltiere-1207-93510.html!
Watch it on Vimeo: http://vimeo.com/46393665!

36. A CROWD FUNDING PLATFORM FOR AWARD "
What is the problem with advertisement awards? True, the costs to submit your genius idea. ʻAward Funderʼ will remedy
this. This digital platform is a crowd funding platform for ad rewards entries. Everyone who funds a case study will get on
the records as an Executive Producer.!
Via: http://www.adverblog.com/2012/07/24/a-crowd-funding-platform-for-award-entries/!
Visit: http://www.awardfunder.com/!

37. WORLDS THINNEST DISPLAY"
Lighter. Faster. Better. Scientist invented a display that uses “ultrasonic sound waves to alter filmʼs properties and create
either a flat or 3D image”. In own words, the thinnest transparent display ever seen. The question is, what for? The
scientist from the University of Tokyo have the answer: “It could be useful for artists to provide a realistic feel to their
works, for museums - for instance, to display floating planets, and for magicians as well.“
Be your own advisor: http://www.youtube.com/watch?v=grJ17gvY4xUB!
View it on: http://www.bbc.com/news/technology-18671061!

38. CONNECT CONSUMER WITH MOBILE DEVELOPER"
Itʻs simple and genius. The idea is mainly about connecting developers of mobile applications to consumers to create
collaborative mobile applications. Itʼs based on crowd funding and executed practical and interactive. The user has the
chance to connect with developer in several stages of development. Even before the app is created, whilst itʼs being
developed (e.g. testing beta version) as well as doing a first test run on the final version. !
Via: http://mashable.com/2012/07/17/appstori-connects-developers-and-consumers/!
View it on: http://appstori.com/!

39. TOUCHSCREEN IGNORES UNINTENTIONAL TAPS"
To accidentally tap or swipe buttons on a Smartphone is a common problem. Software engineers from Nokia developed
a software, based on a research study about Smartphone usage, which is able to differ unintended touches from
intended touches. Itʼs merely a matter of time when this code will reach market maturity. !
Via: http://www.newscientist.com/blogs/onepercent/2012/07/unintentional-touchscreen.html!
View it on: http://www.newscientist.com/blogs/onepercent/2012/07/unintentional-touchscreen.html!

40. INSIGHTS &
OPINIONS"

41. NIKEʻS AMBUSH OLYMPIA ATTACK"
Yes, they did it again. Almost at every huge sport event, Nike plays the ʻAmbush Cardʼ. Despite advertising regulations
for non sponsors being particularly tough at London's Olympics, they found a way around it. Nikes “Find your Greatness”
campaign created by Wieden&Kennedy is a masterpiece to promote something, without mentioning it at all. Nice run!!
Via: http://www.horizont.net/aktuell/marketing/pages/protected/showNewsletter.php?
id=109033&utm_source=Newsletter&utm_medium=Newsletter!
Watch it on YouTube: http://www.youtube.com/watch?v=gHFhGDWP9Fs&feature=player_embedded#!!

42. FORTUNE 100 SOCIAL MEDIA STATS 2012"
Burson-Marsteller published their new ‚Fortune 100 Social Statistics Report for 2012ʻ. So if you ever wonder what
Fortune 100 do on social media, this is your report. Youʻll gain insights about media usage, topics of interest or network
based conversation rates. !
Via: http://www.digitalbuzzblog.com/slideshare-fortune-100-social-media-statistics-2012/!
View it on: http://www.slideshare.net/BMGlobalNews/b-m-global-social-media-checkup-2012-deck-13341217!

43. AGING IS COOL"
That humanity in western countries is aging day by day is nothing new. The reflection within advertisement is amazing,
where youʼll find older people more often in lots of categories. This article gives you an overview of the impact of elderly
in cosmetic, FMCG or technology communications. !
Via: http://popsop.com/56934!
Read it on: http://popsop.com/56934!

44. ADVERTISING TIMELINE"
Did you ever think about how this incredibly complex agency network has been created and how we ended up in just a
couple of holdings? This agency bloodline infographic lights you up. Additionally youʼll gain information about global
employments as well as revenues. !
Via: http://digitalbuzz.s3.amazonaws.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg!
View it on: http://vitamintalent.com/vitabites/the-ad-agency-bloodline!

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