Touching 'Justino' Wins Cyber Grand Prix (Video)

 

It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.

While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.

While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.

According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.

It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.

Kudos to Leo Burnett Madrid and all involved for a job well done.

 

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Surprising Entry in 'New Directors" Showcase': An AI-Directed Film (Video)

 

"Is filmmaking a uniquely human skill? Can a film made by a machine move you?"

That's the question posed by the team behind Saatchi & Saatchi's "New Directors' Showcase" at Cannes.

The result: "Eclipse," which was conceived, directed and edited by Hollywood's future android overlords. To be clear: There's a lot of human talent at work here. And the video is a music video—which by the very nature of music carries emotive power.

But make no mistake: Tomorrow's blockbusters will no doubt depend on this kind of AI—for better or worse. Still, if this is any indication, there's hope it's more of the former. Or maybe it just signals better computer-human collaboration. If the AI will put up with us. See the YouTube video above, read more here, and don't miss this year's human-created "Showcase" entrants, here.

 

 

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From Wearables to Sniffables: This NIVEA App Detects Body Odor (Video)

 

Call it The Internet of Stinks: The new NIVEA NOSE app will tell you what those around you may desperately want to, but won't.

Just put your phone in the NIVEA NOSE protective case, stick your mobile phone in your armpit, and the app uses an algorithm to determine if your fresh—or fetid.

How? According to Creativity, it first benchmarks your normal smell, and then watches for deviations from that level.

Personally, I'm thinking a.) what if your "normal" smell is ferociously bad; b.) if you have to ask, the answer's probably yes, you stink, and c.) if you've got time to rub your phone in your pits, why not just rub on some NIVEA deodorant, instead?

Then again, maybe that's the point.

A nice branded effort either way.

Learn more here.

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Excedrin Uses VR to Show What a Migraine Feels Like (Video)

 

Yup, sounds about right. The idea here is to help those who don't get migraines to understand what those of us who do experience (minus the actual pain part).

Call it VRetched. Or maybe just Virtual Hell. By whatever name, it's an interesting way for the pain relief brand to use virtual reality to drive home the problem it aims to solve.

Now show me how fast Excedrin can make it all go away, and then you'll really have something.

Read more here.

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Domino's 'Zero Click' Ordering App (Video)

 

Domino's does it again—this time with an app that lets you order pizza without really having to do much of anything.

Just open the new "Zero Click" mobile app, and a 10-second countdown begins. Let it run out, and your pre-saved order is automatically on its way.

In my book THE ON-DEMAND BRAND, I look at how Domino's has put some serious dough behind being the default pizza choice for the digital generation.

Indeed, the Zero Click app is  just the latest from Domino's Anyware initiative, which uses its Easy Order platform to make it a breeze to order your favorite pie via Emoji on Twitter, text messaging, smart watchFord Sync in-car, and more

(Full disclosure: Then-Domino's CMO Russell Weiner wrote a glowing review of THE ON-DEMAND BRAND, featured in a cover blurb.)

Still, Zero breaks into some uncharted territory, at least for me. Now the hassle of ordering has reached a dangerously low threshold.

As the App Store page for the app puts it: "It's easy. Maybe too easy. You've been warned."

How is your brand using digital innovation to set itself apart?

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The Rise of Feature-Length VR/AR Movies: Q&A with Omelet's Steven Amato

Steven Amato Headshot Ready for full-length augmented reality and virtual reality movies?

In recent weeks I've been thinking a lot about what we are currently calling VR—namely branded entertainment intitiatives such MINI USA's ambitious cinematic shorts "Backwater" and "Real Memories," AT&T's "It Can Wait" and Target's "How on Hallow Hill."

As I point out in a recent conversation with Charlie Kraus of Limelight networks, there's just one problem: None of these are actually VR. They're 360-degree videos.

True VR is (or will be) far immersive because these videos, while incredibly cool, are missing one key element: interactivity.

I'm not talking visual navigation. I'm talking about the ability to pick up an object. Crouch low or jump high. The ability to move in relation to the virtual environment.

True VR is more like a first-person video game, whether the environment is photo/video-realistic or clearly fantastical, as with video games.

While this current wave of "VR" is an important step in that direction, it's critical that we don't lose sight of the "Holodeck"-like vision on which VR is based.

The evolution of VR will bring us 360-movies and eventually, truly interactive VR—or even better, AR or "mixed reality," that brings fictitious dramas to life within real world environments—for the ultimate movie-going experience.

Dawn of Awesomeness

As blockbuster movie fans (myself included) gear up for this week's 3D IMAX release of "Batman vs. Superman: Dawn of Justice," I found myself thinking about a conversation I had a while back with Steven Amato, co-founder of Omelet LA.

In this short clip (from a source interview for my book,  THE ON-DEMAND BRAND), I ask Amato about the future of feature-length mixed reality experiences, and what it could also mean for brands using VR/AR to develop branded content in a world where you might not just sit inside that MINI in "Backwater"—but actually drive it. And where you don't just watch Batman & Superman clash with each other and their villains—you join them.

CLICK HERE TO LISTEN: OMELET'S STEVEN AMATO ON THE FUTURE OF FEATURE-LENGTHY 'MIXED REALITY' MOVIES

(Approx: 1:50 sec)

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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

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Honey Beer Builds Buzz with Bee Drones—That Bring Booze to You (Video)

While the Amazon brain trust puzzles over how to deliver boxes of books via drone, this Taiwanese beer brand is already headed your way—with beer.  

In this marketing stunt promoting Honey Beer (yes, beer brewed with honey), Bee drones were dispatched to bring sample six-packs to office workers. Advertising enticed 15,000 people to register online for delivery in its first 10 days.

Meanwhile, sales were up 400% relative to other fruit-infused beers the brand had recently launched.

Now that's a special delivery.

Drink in the details, here.

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Virtual Reality Check: Q&A With Limelight Networks' Charlie Kraus (Conclusion)

Charlie Kraus 10-2-15IIf Augmented Reality holds so much more promise than Virtual Reality, are investments in developing VR-specific devices like Oculus Rift just a waste of time and money—especially when mobile phones can be used for both AR and VR?

In the conclusion of my recent conversation with content delivery network (CDN) provider Limelight Networks' Charlie Kraus, we'll get answers to that question—and learn why when it comes to both AR and VR, it's voice that's the killer app.

CLICK HERE TO LISTEN TO: VIRTUAL REALITY CHECK: Q&A WITH CHARLIE KRAUS (CONCLUSION) (approx. 6 min, 9 sec)

PLUS:

Listen to Part One Here.

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World's First Patent-Pending Brand Logo—A Behind-the-Scenes Video

Bts_titleIt’s a logo like none other.

Which is why there’s no way I could resist asking Rich Silverstein and other people central to its creation to appear on-camera to share insights on "The Seagate Living Logo"—the world’s first patent-pending corporate brand identity.

(See video at bottom)

NEVER THE SAME LOGO TWICE

Ll_story_still_rich_Yes, it’s true that brand identities rendered in real time through data visualization have been around for a while now.

But the Seagate Living Logo—launched at CES last January—is the first to have a patent in play for literally taking its shape using live data feeds flowing from public data sources such as Twitter, Facebook, Instagram, LastFM, Amazon, Getty Images and more.

The idea? To represent the integral role Seagate storage solutions play in storing 40% of the world’s data, and in enabling the data-centric business models of today’s most innovative companies.

INNOVATION IN MOTION

Bts_interactive_llThroughout the last 12 months, new variants have included interactive Living Logos that respond to physical movements through Microsoft Kinect-based technology—allowing you to essentially swim amid social media posts and images.

A standalone Facebook version lets you personalize the experience using your own online images.

And another can be customized in real time using Twitter and Instagram keywords and handles, as well as your own uploaded images, for live business meetings and events.

THE START OF SOMETHING BIG (DATA)

As is typical in social media these days, reaction to the Living Logo there and elsewhere has ranged from the snarky to the sublime.

Yet regardless of where you fall on that score, the Living Logo represents a notable new entry into the annals of corporate branding.

And it seems to have sparked a trend.

Last July, Brazilian telco FS Company launched a dynamic logo that uses code and generative design to reflect the real-time activity on the company’s servers.

Just within the last few months, HavasOrtega developed a data-enabled “living logo” for a CEO summit in the Philippines.

And a UK-based design firm called Amaze is now tracking employees’ physical movements and digital activities to drive a “human-powered” living logo using a framework that sounds a lot like Seagate’s.

Which makes sense. Given the fact that Gartner reports nearly 75% of companies plan to invest in big data solutions in the next two years, the Seagate Living Logo surely stands on the cutting edge of what is likely to become a crowded field in the years ahead.

This short video, edited by Seagate’s George Shubin, will give you the inside scoop on the Seagate Living Logo and how it came to be.

(Full disclosure: I've had creative input on the development of the Living Logo, and have worked closely with these and other people working on the project at Seagate, Goodby, Silverstein & Partners, Pet Gorilla and elsewhere.)

DATA IS BEAUTIFUL: THE STORY BEHIND THE SEAGATE LIVING LOGO

 

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10 Digital Age Coke Taglines—From The Distant Past

 

So much for "Happiness."

As the marketing world obsesses over Coca-Cola's decision to trade out its hugely popular "Open Happiness" tagline to "Taste the Feeling"(see one of 25 new spots, above), it's been fun revisiting the commotion created over some of its previous slogan changes.

Check out reaction (including my own) to "The Coke Side of Life" in Ad Age a decade ago.

Indeed, whenever Coca-Cola makes marketing changes of this magnitude, it can be a hoot to take stock of its taglines from times past. You usually find some surprises along the way.

A SIP DOWN MEMORY LANE

Despite being one of the world's most successful brands, there have certainly been some oddballs in Coca-Cola's advertising oeuvre—who can resist "Enjoy a Glass of Liquid Laughter" (1911), or "Proves a Big Help to Tired Housewives" (1909)?

And then there's that golden oldie: "Coca-Cola: The Great National Temperance Beverage" (1907)—which, we're told, "has none of the ill effects or 'let down' qualities of alcoholic stimulants." Yum.

Some old taglines are just inscrutable—"Same to You" (1940) sounds as if the feeling you're tasting is indignation.

And present-day regulators might have a field day with any tagline that proclaims Coke is "Pure and Healthful" (1904), and "Adds a Refreshing Relish to Every Form of Exercise" (1906), with "The Perfect Blend of Pure Products from Nature" (1923).

To modern audiences, other tags charitably might seem like aspirational positioning in the extreme—such as, "The Ideal Beverage for Discriminating People" (1906), "The Sign of Good Taste" (1957), and "The Best Drink Anyone Can Buy" (1913).

After all, everyone knows the best drink you can buy isn't Coca-Cola. It's Coke Zero.

PAST AS PROLOGUE?

Despite so many antiquated curios from campaigns past, many Coke taglines of yesteryear would be completely at home in the digital age.

Think about it:

  • In an era of virtual reality, 3D printing and social media poseurs, Coke promises to bring you "The Real Thing" (1948)
  • Ad skipping technology? "Relax with the Pause that Refreshes" (1947)
  • The age of Uber and Airbnb? "Share a Coke" (2011)
  • Group texting, geo-fencing and flash mobs? "Meet Me at the Soda Fountain" (1930)
  • Personal aerial drones? "Look Up, America!" (1975)

Even online activism and crowd funding fit that all-time favorite, "I'd Like to Buy the World a Coke" (1971).

Yet perhaps it's that texting-and-flash-mob example that hits home most. As it happens, Coke classics seem especially well suited for the mobile revolution—including (among a surprising number of others):

  • "Anytime, Everywhere—The Favorite Beverage" (1918)
  • "Along the Highway to Anywhere" (1949)
  • "Call for Coke" (1953)
  • "People on the Go—Go for Coke" (1954)

Whether this is all a sign of soda-pop prescience, promotional predestination or pure chance, Coca-Cola remains a venerable brand whose slogans will provide plenty for (pop-) cultural anthropologists to ponder in decades to come.

Will future advertising aficionados still find it as amusing as we do?

As Coca-Cola itself once put it: "Always."

 

(Check out these and other taglines here, here and here)

 

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