AXE | Hair Action

 AXE on Youtube.

CopyCat | An idea not so shiny| JWT (Morocco)

VIA
THE ORIGINAL? Evonik Chemicals – 05/2008 Claim : “who helps your teeth shine so white?” Source : Adsoftheworld Agency : KNSK Hamburg (Germany)	LESS ORIGINAL : Trident “long lasting whiteness” – 04/2009 Source : Cannes Archive Online Agency : JWT (Morocco

Sony| Company ethos | Make.Believe

Director Noam Murro throws everything into this epic 90-second cinema spot that takes us through the four worlds of Sony: electronics, music, film and games.

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The initiative includes a 90 second heavy FX film running in cinemas nation-wide in the USA. The epic-style, humanistic film shows a boy taking a journey through four Sony worlds (electronics, music, film and games) by pushing buttons. The boy falls into a Sony electronics lab, lands in the movie 2012, must dodge racing cars in Sony Playstation’s MotorStorm Pacific Rift game, then ends up on stage with Sony’s new up-and-coming band Hey Monday. The boy represents childlike wonder and the belief in yourself that you can make imagination real. The film was directed by award-winning Director Noam Murro, whose body of work represents the epic nature that was achieved in the film. Animal Logic handled visual effects creation.

Advertising Agency: 180LA, USA
Executive Creative Director: William Gelner
Creative directors: Gavin Milner, Grant Holland
Executive Producer/Managing Partner: Peter Cline
Senior Producer: Tony Stearns
Account Director: Katrin Tenhaaf
Account Executive: Jacob Gentry
Copywriter for brand line “make.believe”: Lee Hemstock, Dario Nucci

Burger King|Have it your way

VIA

Personally i loved the hilarious playing on a typical stereotype and how to mess with “ Americans blonds” who would believe anything told...American gullibility.

Advertising Agency: Tonic Communications, Dubai

Creative Directors: Vincent Raffray, Khaled Gadallah
Post: Chimney Pot, Dubai
Production House: Zoe, Beruit
Director: Chadi Younes

آن الأوان |It is time for the early detection

Same cause different approach between Jordan (shy and conservative)  and Lebanon ( bold and effective)




The Lebanese execution

Jordan creative approach.

Cadbury’s Australia| It’s no Picnic | Consumer generated advertising[ engagement]

Cadbury’s Australia launched a campaign recently for it’s Picnic Bar.  Picnic chocolate bar is made of nuts, wafer, chocolate, rice crisps and caramel – quite a mouthful.  George Patterson Y&R, challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using the website, It’s no Picnic.

The number of responses is usually linked to ease of participation, the equity of the brand and the fun aspect of the ‘act’ involved. This contest was made fun and easy by letting contestants choose one of 50 pre-recorded voice overs. Personalization was made possible by inserting your own name (they had a database of 1400 – in India one would have to a tad more than that!). Hence, the final product looks like a finished, professional TV commercial rather than an amateur home video. And importantly, the approved commercials were dispatched as and when they were created, with every ad airing once – creating a campaign of hundreds of individual spots.

Consumer creation of ads is not new. Doritos, Tide 2 Go and several others (Indica Xeta in India) have all done it. But the ease of creating and airing this campaign makes it appealing. Not to mention the excitement of consumers seeing themselves on national TV. A straight jacketed :30 spot will soon go out of fashion.

YouTube|creative with online videos

ThruYOU: An online video music project launched in 2009 by Israeli, Ophir Kutiel. He takes random YouTube videos, edits and combines them to create original songs.His first creation, “Mother of All Funk Chords” has attracted nearly 1 million views to date
The Subs’ Videocast: Belgian band, The Subs, have taken a novel approach to using annotations in their videos. Viewers are encourage to check out other YouTube videos throughout their videocast - if you don’t fancy clicking, just keep watching.
In Bb 2.0: A collaborative music and spoken word project conceived by Darren Solomon from Science for Girls. Users can play select videos and adjust the volume to create original tracks.
BooneOakley.com: Well known but still worth a mention. The advertising agency turned the concept of having a website on its head and decided their home should be a YouTube video.
YouTube Street Fighter: Perhaps not the greatest game you’ll ever play but the novel approach to a fighting game has attracted nearly 7 million viewers / players.
The Mixable Dancer: Again using annotations, Henrik Leichsenring lets viewers mix beats and make a rabbit (?) throw some shapes on the dancefloor