Les 10 spots préférés du superbowl 2014 de l'agence Leo Burnett France, analysés à la sauce HumanKind - la philosophie Leo Burnett.
Les marques qui ont une raison d'être capables d'inspirer des actes qui changent le comportement des gens sont des marques Humankind
Les liens des vidéos par ordre d'apparition:
- Budweiser: http://www.youtube.com/watch?v=uQB7QRyF4p4
- SodaStream: http://www.youtube.com/watch?v=nORgzCgQgDk
- H&M: http://www.youtube.com/watch?v=1yI5GVCqO7Y
- Volkswagen: http://www.youtube.com/watch?v=8iryH-Nemv0 (teaser) - http://www.youtube.com/watch?v=ns-p0BdUB5o
- Microsoft: http://www.youtube.com/watch?v=qaOvHKG0Tio
- Cheerios: http://www.youtube.com/watch?v=LKuQrKeGe6g
- Pepsi #1 : http://www.youtube.com/watch?v=meQKpdVgEjo
- Pepsi #2 : http://www.youtube.com/watch?v=oM4xO5azcvE
- Pepsi Halftime Show : http://www.youtube.com/watch?v=U-ci9a7wIJo
- Axe: http://www.youtube.com/watch?v=63b4O_2HCYM
- Jeep: http://www.youtube.com/watch?v=mHg9XSyd8Fo
- Doritos #1 : http://www.youtube.com/watch?v=FHY5pwgCY3w
- Doritos #2 : http://www.youtube.com/watch?v=Y-P0Hs0ADJY
- Doritos #3 : http://www.youtube.com/watch?v=oMdwJ7fyp00
- Doritos #4 : http://www.youtube.com/watch?v=MoANeCLWOjI
- Doritos #5 : http://www.youtube.com/watch?v=ugo7Y2lRsxc
- Chrysler: http://www.youtube.com/watch?v=KlSn8Isv-3M
- Newcastle #1: http://www.youtube.com/watch?v=9g9wXBkdWEg
- Newcastle #2 : http://www.youtube.com/watch?v=8ARF4VmUa1s
20 Interesting Things: Crowdsourcing June 2010David Stutts
This is part of our 20 Interesting Things series that will look at interesting and innovative happenings in the digital and social worlds. Look for our other presentations that Foursquare, augmented reality, QR codes and goodness.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Brand Leadership - 5 Global Cases from the best brands By Dan Pankrazguest7e5b6a
5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered
20 Interesting Things: Crowdsourcing June 2010David Stutts
This is part of our 20 Interesting Things series that will look at interesting and innovative happenings in the digital and social worlds. Look for our other presentations that Foursquare, augmented reality, QR codes and goodness.
Coke's 'fans first' approach in social communitiesiStrategy
A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
Brand Leadership - 5 Global Cases from the best brands By Dan Pankrazguest7e5b6a
5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
The latest social update from iris NYC - how beverage brands are reaching Millennials Males by betting big on exclusive branded entertainment, plus the latest changes from Facebook, LinkedIn, Pinterest and more.
Stop by for some super awesome deals on jewelry, supplies, flower and vegetable seeds, and much, much more!
Starts at 10am CST on Sunday, February 16th!
https://www.anymeeting.com/929-804-679 - Click on the link about 5 minutes before auction start to join.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
The latest social update from iris NYC - how beverage brands are reaching Millennials Males by betting big on exclusive branded entertainment, plus the latest changes from Facebook, LinkedIn, Pinterest and more.
Stop by for some super awesome deals on jewelry, supplies, flower and vegetable seeds, and much, much more!
Starts at 10am CST on Sunday, February 16th!
https://www.anymeeting.com/929-804-679 - Click on the link about 5 minutes before auction start to join.
This was a group presentation to discuss the contextual inquiry work we did for our client the Jackson District LIbrary, and how that work informed our information flow as a diversity multi-disciplinary group.
Ecompass Nutrients is the healthcare supplementation resource but the very main thing which differentiates the company from others is the cause on which the Ecompass Nutrients has been working. This cause is related to the healthcare of the people especially those who are needy. Moerover, this company donates its 80% of the profit for the charity.
[Norwegian] Presentasjon holdt på BartJS Meetup i Trondheim. Hør den i podcasten BartJS Podcast: https://soundcloud.com/bartjs/episode-0-a-podcast-awakens
Over the last decade Rica Belna has been working in Europe, Asia, US. Clients include offices, hotels, restaurants, retail, wellness, healthcare, institutions, and 600+ residential projects. We are showing some of the art & interior installations. Rica offers her portfolio-based art, provides digital files of the designs. These art-pieces then get printed (maybe locally by your firm's preferred print-vendor or art-consulting firm), can be paper, canvas or other textiles, wall-paper, paper affixed onto boards/wood, film on glass, metal, etc.
Introducing, SYNEDREX, the world's first 4 step metabolic accelerator. SYNEDREX works by addressing the 4 problem areas which can slow your metabolic rate. This revolutionary discovery gives you a 4 step solution...to change your slow barely functioning metabolism -> into a calorie burning furnace! Allowing you to regain your healthy fast metabolism of years past!
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
What's behind the success of some of the greatest campaigns?
1. Chipotle https://www.youtube.com/watch?v=aMfSGt6rHos
2. Dove https://www.youtube.com/watch?v=qxWqQ_1n_N4
3. P&G https://www.youtube.com/watch?v=2V-20Qe4M8Y
4. Nando's SA https://www.youtube.com/watch?v=dIl5p6gPWjg
5. Dos Equis https://www.youtube.com/watch?v=IxgiTeXKOOc
6. VW SA https://www.youtube.com/watch?v=mQQDwxmnwvA
7. Red Bull's Stratos https://www.youtube.com/watch?v=raiFrxbHxV0
8. Old Spice https://www.youtube.com/watch?v=owGykVbfgUE
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Germany. Many of these were created by our sister agencies across Europe and the rest of the world (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Alban Dechelotte (our Creative Director for Germany) and Jez Jowett, our global head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Alban Dechelotte - Creative & Managing Director
Direct Tel: (+49) 69 60 32 92 382 - alban.dechelotte@havas-se.com
HEDDERICHSTR. 49 - Office Tel: (+49) 69 60 32 92 0 - www.havas-se.com
http://www.havas-se.de
http://www.facebook.com/havasse.de
http://www.twitter.com/havas_se_de
We wish you all a happy Xmas and a wonderful 2012, and look forward to featuring your campaigns next year.
The days of 'launch and leave' are coming to an end. Now advertising must be thought of as improvisation; campaigns are evolving creatures which must be monitored and tailored as they unfold, otherwise they cease to be relevant.
Real time reaction is now essential – reacting and evolving in response to consumer feedback means campaigns can maximise opportunities to engage with consumers and allow them to become a real part of campaigns. Historically advertising agencies have been built to deliver at the 'Speed of Production'. Leo Rayman explains why this needs to change so that they operate at the 'Speed of Culture'. This implies big changes to the culture, skillsets, processes and structures of agencies.
The Sincerely Different campaign is a multi-channel campaign for Daisy Cottage Cheese targeting the unique lifestyle of millennials.
Barkley Summer Intern Project 2014
Similar to Superbowl Ad review vu par Leo Burnett France (20)
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. The Superbowl
Sunday, february 2nd, 2014 - Denver Broncos Vs Seattle Seahawks
$4 Million: the price for a 30s spot
$133,333: the price for each second
111 Million: the number of viewers
47.7 Million: the number people active on social media
25 Million: the number of tweets posted during the actual game
99.3%: the percentage of americans that will stay in front of their TV during the commercials
42.2%: the percentage of people that will be connected with a secondary screen (tablet, smartphone)
3. Budweiser - King of Beers
The brand:
One of the most sold beer in the world
With a very strong history, the brand has positioned itself
as a premium beer in the US Market
The brand is a historical Superbowl advertiser - Its
Clydesdales even became an icon in the US
5. What the planning thinks
What we liked:
- Cuteness and Warmth
- Designed to appeal the typical Superbowl fan
- Very strong connection between the brand and Clydesdales
What we did not like:
- Feeling of déja-vu - unoriginal (Clydesdales, same tone and
message as last year’s commercial) though it is a sequel
- Does not really tell much about the beer itself
6. About the HumanKind spirit
People: Every single American is proud of their country’s values. The film
reflects the reality of citizens from a country that suffered but that tends to
regain its pride of yore
Purpose: Claims the authenticity of the americana spirit, and helps enduring
American values
Participation: more than 150,000 social media actions before the big game,
rated #1 on the USAtoday.com Admeter. People who feel connected to
Budweiser’s point of view will tend to share the film that is nourished by the
emotional route
Populism: Populism is at the core of the film. They don’t have to have any
endorser or tirelessly talk about the product. People know Clydesdales are
Budweiser, and feel close to the brand that embodies their way of living: old
values though more up to date than ever
7. Sodastream, a smarter way to enjoy Soda
The brand: sells a machine that enables you
to make your own carbonated drink
(sparkling water or soda).
Positions itself as a healthy and eco-friendly
alternative to soda brands
8. Sorry Coke and Pepsi
http://www.youtube.com/watch?v=nORgzCgQgDk
10. What the planning thinks
What we liked:
- Fun & sexy
- Outspoken advocate (direct tackle to Coke
and Pepsi)
- Clear product benefit, with demonstration
What we did not like:
- Very bad publicity around Scarlett Johansson
(Oxfam resiliation)
- Not very fair to purposely make the same
mistake as last year (audacious, though)
- Too close to “Jen Aniston and Smartwater
“ (breaking the advertising codes)
11. About the HumanKind spirit
People: People are now ready to take a pledge to change things.
They are aware of leaders’ supremacy and feel they can change it
Purpose: The health topic can be sexy. The brand is here to
reconcile pleasure with health and ethics, which leaders do not do
Participation: The brand relied on the buzz implied by the
censorship, which definitely worked. As they say: bad publicity is
publicity. Also the do it yourself aspect of the product itself implies
participation
Populism: 7 Million views 3 days before the big Game? Quite self
explicit. People are aware that bigger brands are making fool of
them and recognize Sodastream as an alternative. Scarlett was a
good call to attract men and help counter the Coke and Pepsi’s
supremacy in terms of interest through their iconic positioning
12. H&M - The Stockholm based clothing brand
The brand: Sells affordable quality clothes based
on diversity in style and material to appeal as
much people as possible.
Positions itself as an affordable exclusive designed
clothing company
14. A week before
the Superbowl,
people were
invited to vote
for the ending
with the
Hashtags
#Covered and
#Uncovered,
through H&M’s
website
15. First commercial
ever to
introduce TCommerce.
People with a
samsung
connected TV
were able to
purchase the
new Beckham
line directly on
their TV
16. What the planning thinks
What we liked:
- Fun
- Sexy
- Engaging
What we did not like:
- Film was just another extended version of the teaser
- More expectation on the naked aspect after such a teasing
17. About the HumanKind spirit
People: People want to look good but not to the detriment of
performance (quality)
Purpose: Make fashion reachable for everyone
Participation: By implementing an online voting system urging
people to vote for their favorite ending, the brand clearly deserves
a high participation rate. Also it is the first T-commerce ad ever,
which clearly states how H&M aims at engaging people, live
Populism: David Beckham for sure was a good call. Through its
positioning, H&M became the one brand you think of when it
comes to clothing
18. Volkswagen - Das Auto
The Brand
VW is the second biggest car seller in the world.
The brand has a very particular history, and has always been a
very important Superbowl advertiser, and more recently, has
been a true genius with its teasing strategy
21. What the planning thinks
What we liked:
- Creative and funny
- Conveys a real benefit for various generations: German Quality
and reliability
What we did not like:
- Maybe a bit sexist ?
- Teaser reminds of SmartWater
22. About the HumanKind spirit
People: German cars are seen as boring and not fun, though
people recognize their performances
Purpose: Volkswagen matches and nourishes the reputation that
German cars are the best. It reaches excellence through humor
Participation: The teaser was very engaging, as it “scientifically”
proven, with all the miracle ingredients to make it go viral
Populism: Volkswagen has always created very fun and engaging
commercials, that became part of the brands positioning
23. The brand:
Microsoft is among the leading IT firms in the world
It has always been competing with other leading IT firms such as
Apple and IBM
25. What the planning thinks
What we liked:
- True celebration of the power of technology
- American style emotion and inspiration
- Clearly differentiated Microsoft from Apple (suggests that
Microsoft does things than matters while apple is all about music
and design)
- Raises awareness for ALS
What we did not like:
- Alignment with marketing strategy is weak (though it might be
useful)
- Could fit any leader IT brand, as is they needed to feel less guilty
26. About the HumanKind spirit
People: People reckon technology brings lots of good things,
though lots of controversies. They are aware that NITCs empower
them
Purpose: Microsoft’s mission is to empower everyone, as in not
only people who can afford a $1,000 laptop. They want to make
technology accessible
Participation: Not very act inspiring
Populism: Along with its product strategy, Microsoft demonstrates
trough this commercial the impact and meaning it can have on
people’s lives
27. The brand:
Cheerios is a General Mills breakfast cereal brand.
The brand has some health attributes, and is supposed to help
reduce heart disease chances
What is interesting is they got lots of racial backlashes when they
first introduced the family in a commercial a few months ago
29. What the planning thinks
What we liked:
- Charming and cute
- Simple and yet succeeding in conveying the message that
Cheerios brings happiness for breakfast
- Risking controversy
- Great targeting: moms,kids and middle class families
- Brilliant move by Cheerios to use their product as props for family
members
What we did not like:
- Product benefit is not clear, though it is voluntary
- A bit conventional, not Superbowl adequate
30. About the HumanKind spirit
People: Cheerios goes over the conventional and archetypical
vision of the family in an evolving America
Purpose: Cheerios brings love into the family
Participation: The film was clearly not engaging
Populism: Cheerios is a top of mind brands when it comes to
breakfast cereals
35. The brand:
Axe is a body spray and shower lotion by Unilever
The brand has a strong history of eccentricity and
fun in every commercial they produced
Huge campaign on masculinism, helps you “pick
up chicks”
36. Make Love not war #KissForPeace
http://www.youtube.com/watch?v=63b4O_2HCYM
37. What the planning thinks
What we liked:
- Emotional
- Well directed
What we did not like:
- A little overdramatic
- Weak link between creative route and the product
38. About the HumanKind spirit
People: People are tired of deodorant promising beauty while the
real benefice is about anti-sweat. Beauty is not the most important
thing
Purpose: Axe helps you be attractive rather than beautiful
Participation: The campaign is clearly engaging - does it actually
work for the target audience though ?
Populism: Axe is a brand that has always been able to entertain its
fans and maintain good relationships with them
39. The brand:
Jeep is an american car manufacturer, that
mainly produces SUVs and off-road vehicles
It is the symbol of Europe’s freedom, back in
the WWII
41. What the planning thinks
What we liked:
- Very inspiring through great storytelling
- Product highlight is great
- Universal values: liberty and restlessness
What we did not like:
- Lack of action
42. About the HumanKind spirit
People: SUVs have a clear purpose. People are offered such a huge
range of cars the the real benefit of having an SUV has been lost:
one doesn’t know why Jeep is better
Purpose: Facilitates your thirst for limitless experiences in a
limitless world - helps you leave your beaten paths
Participation: /
Populism: Jeep embodies the success for Europe’s freedom. In
that sense Jeep is part of conversations
43. Doritos
The brand:
Flavored tortilla chips.
Positions itself as a cool, fun, and
bonding snacking brand. Has a strong
history of hilarious commercials
44. Crash the Superbowl:
For the past eight years, Doritos has been running its Crash the superbowl contest. People are asked to submit
fun commercials promoting the brand:
• From 20 semi finalists announced, 15 will receive a $1,000 USD
• From the 5 finalists announced, 3 will receive a $25,000 USD as well as an invitation to attend the big game
• The second Grand prize winner (selected by Doritos) will receive a $50,000 USD as well as an invitation to
attend the big game and a seat as an assistant director for the next Avengers film
• The first Grand prize winner (the most voted video) will receive a
$1,000,000 USD as well as an invitation to attend the big game and a
seat as an assistant director for the next Avengers film
46. What the planning thinks
What we liked:
- Hilarious
- Engaging
- Very strong branding and positioning
What we did not like:
- No purpose
47. About the HumanKind spirit
People:
Purpose:
Participation: The idea of a contest is truly brilliant. People feel
committed to the brand. In that particular case, the brand is very
participative
Populism:
48. The Brand:
Chrysler is a Detroit-based car manufacturer
among the big-three american automobile
constructor
It had a strong impact on helping the city of
Detroit, and America, recover from the
economic crisis
50. What the planning thinks
What we liked:
- Americana
- Values transmitted: american pride, originality, american soul and
fineness
What we did not like:
- ”Let Asia Assemble your Phone” ?
- Imported from Detroit campaign starting to be a little old, and
starts sounding a bit déja-vu
51. About the HumanKind spirit
People: There is some kind of nostalgia is a lost America and
people believe it still exists. They want to know why they should
buy american when the world is ultra globalized
Purpose: Restore the american pride for americans
Participation:
Populism: Refers the heartstrings of Americans: their patriotism,
and has the ability to be part of conversations
52. The Brand:
Newcastle brown ale is a Scottish produced
beer
Though it is considered as a worker ale in the
UK, exports market tend to see it as trendy
and premium
56. What the planning thinks
What we liked:
- Realistic
- Fun
- Very well digitally integrated
57. About the HumanKind spirit
People: Helps people understand that you don’t
have to advertise on Superbowl to exist - Puts
Superbowl into its context
Purpose: No bollocks
Participation: Virality and fun are key to the film
Populism: Got to benefit from the Superbowl media
leverage without actually being part of it - and
actually claims it