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Impossible to cross next to the movie of the campaign Dior Addict in less of course to have already consumed it.

The House presents its juice in a beautiful hysteric energy, and it did not skimp on doses. In the music, Die Antwoord, group of rap South African trash, and in the realization very delirious and debated American film-maker Harmony Korine.

The fusion gives an explosive cocktail terribly gliding that we savor finally after three weeks of teasing. Besides being hallucinogenic the effect is innovative. Because in this universe which pushes the limits of the reality, to begin with certain advertising codes of the perfume, the dream seems possible. And it is all the magic of this transgressive spot, (in spite of some long slow motions and the dose of superficial there, without which Dior would not be!). A beautiful positive, impertinent and lively charge, exactly as we wanted it.

This waking dream is so described by the director in an interview published in M the Magazine:" It is about the course of a young woman in another dimension(size), through images and colors. A very referenced parallel world. Every segment of the movie changes radically decoration with colors moving on a jerky rhythm. As a result, every image has a very strong energy load. I wanted that we smell textures, that we are plunged into a waking dream, into an internal world of this singular young woman. And then there is a music of my South African friends Die Antwoord, which adds a hypnotic and very sharp touch. "

CONCEPT

A total dumping in the universe of the fragrance by proposing an experience multi device. A little website proposes us of connected our mobile phone thanks to a code available on a mobile site. The made connection, here we are immersed as "Alice in Wonderland" in Dior Addict's world.
Our telephone is transformed joystick and allows us to navigate through the site. Every page reveals secrets of shooting, the story of the fragrance, the possibility of buying the product and a registration form to harvest addresses of option.

KENZO : NO FISH NO NOTHING !

KENZO, the super creative fashion brand led by Carol Lim and Humberto Leon, recently made a partnership with the Blue Marine Foundation !

Indeed, with its super collection in fond of nature and palm tree, what is more natural than leading a partnership with a foundation in order to protect nature ?

KENZO created a digital experience with a pop-up store in order to let people know they are fighting against the overfishing. In October, KENZO presented a collection entirely inspired by marine the aquatic universe. Over the podium, models were doing the show with Tee-Shirt saying "NOFISHNONOTHING". KENZO opened a digital pop-up store from the 21 to the 27 of March and allow the clients to order thanks to the e-shop via a giant digital aquarium : every product selected by clients in their basket a new fish would add to the aquarium before disappearing, just as the real life and the numerous of marine species disappearing from the ocean.

This brand and this sentence "NOFISHNONOTHING" is very well explained on the website which is interactive and well designed.

You can judge by yourself this great digital experience by going on the page made specially for that commitment : https://www.kenzo.com/nofishnonothing/

KENZO is not the only brand which committed for a great cause : Pharell Williams did it with it's "RAW for the Oceans".

Nowadays, digital serves a lot every cause. You can love fashion and made a gesture for the environment. So, you too, go and commit yourself for a great cause !

When Animation Film meet Advertising

"The Last Game", the Animation Film produced by Nike for the world cup 2014. 

The strength of the Internet: The creation of new formats

The great advantage of the internet is that it has allowed advertisers to find new ways to communicate. Today we will discuss about the famous brand, Nike, who launch a movie of 5 minutes at 72 hours of the beginning of the world cup! 


to see the video : 

Concept: 

This movie, highlights the greatest footballers in the world whose mission is to save the football of the nasty "Scientist".

After analyzing the risks taken by Cristiano, Zlatan, Neymar and others, the "Scientist" has created an army of clones, programmed to eliminate all risks of the game, to focus exclusively on results. But it was not without acrimony and willingness to Ronaldo, the Brazilian legend, who decided to come back with the "Originals" team: Cristiano Ronaldo, Neymar, Zlatan Ibrahimovic, Franck Ribery, Andres Iniesta, Tim Howard, Wayne Rooney and David Luiz and play for one last game, the Last game, Clones.

the brand message: 

Nike give his point of view about the actual football and especially about the qualities needed to become a great player!  Risk taking, able to influence a match and potentially the course of history. "The idea of​​" The Last Game "is to show that football should be bold and daring"

Created by the agency Wieden + Kennedy Portland and Passion Pictures, this animated film is  a risk in terms of advertising and communication for the brand that uses animation to communicate about the greatest World Cup since the arrival of Nike in football in 1978. A World Cup that remind him, is sponsored by adidas! 

Credit: 

Agency: Wieden+Kennedy Portland et Passion Pictures

Brand: Nike 

Period: lauch the june,10th 

themes: Brand Content and sports values 

Starhub Mobile: App for the Visually Impaired

DIGITAL UTILITY

Some thinks brand should be useful. Do you?

Indeed, lots of brands offer little services to illustrate their promises to encourage buying their product. The most famous example is Michelin; which created a book to encourage people to travel and their use their tire at the same time!

What’s new ?

A Facebook service, a phone app, a connected object … all services created thanks to digital have the same goals that the one created before the Internet. But the low cost of some of theses services enable brands to develop more and more service, for smaller targets.

THIRD EYES, AN INITIATIVE TO CROWDSOURCE VISION AND CARE FOR THE VISUALLY IMPAIRED

Starhub Mobile noticed that more than 7 million Singaporeans have a mobile, which means that if only one in a hundred spent at least 10 seconds to help others, there would be 200 hours of voluntary work each day.

This Singapore telecommunications specialist offers an application to crowdsource vision and care for them. Using a smartphone a visually impaired person can easily take a picture of anything. The image is then shared with micro-volunteers in real-time as a query. The volunteers can describe the image to the visually impaired, from wherever they are, making volunteering effortless, easy and instant. The replies are then converted from text to speech for the visually impaired. With this app, anyone, anywhere, can connect to a visually impaired person.

What is crowdsourcing ?

According to Jeff Howe and Mark Robinson, editors at Wired Magazine, “crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the large network of potential laborers."

This application uses crowdsourcing intelligently, as participation only takes a few seconds but is of great assistance to blind users. "With MySmartEye, anyone can help the visually impaired in mere seconds anytime, anywhere. Imagine all the time spent waiting in queue at the bank, for lunch, for the bus or train--this is time that could be spent bringing happiness to others," said Chan Kin Hung, head of personal solutions at StarHub.

That’s a nice way to connect people to each other through their smartphone.

Results

- replies within the first 20 seconds is 3.7

- incorrect responses is less than 0.004%.

- “Project Third Eye demonstrates that together we can change lives. I believe it’ll open more than just eyes, it’ll open hearts.” Michael Tan, Executive Director, Society of the Visually Handicapped.

Samsung created a mobile application based on the true story of twins borned separately

The concept: Dual-screen

To launch its Gear fit and Gear 2, Samsung created a dual screen campaign to demonstrate how its device can help people stay connected anywhere at any time.

Thanks to the application called an “another me”, users can visual 2 teasers on different phone. One telling the the story of Anais Bordier, the other the one of Samantha Futerman, twins who were separated at birth. They met at the age of 25 thanks to Facebook.

To fully live the experience, it is necessary to connect two mobile of the company and append them. That's when everything takes shape: the two videos interact, soundtracks complement, and a visual game between the two screens is created. The application also offers the possibility to conduct its own story on dual screen using photos and videos of each terminal.

The originality of the campaign: A mix of sentiment and technology

I would like to attract your attention on the use of sentiment in advertising.  Advertising agencies know how to play with consumers’ feeling to send a particular message to the potential consumers who will memorize it easier that way. There are various advertisements that rely on feelings whatsoever joy, happiness or fear.

Samsung created a very sensitive campaign showing the links created by its phones. But why did they not imagine an interaction with social network?  Notice that without them this amazing story wouldn’t have existed.

Results: sentiment still work on people

1, 5 million views within 10 days

96% approval rating on YouTube

Awareness and preferences reached nearly 50%

The success story of the soft drink brand Oasis

At the beginning of the advertisement era, the advertisers used functional arguments to sell products. In the food sector for example, the advertisers communicated on original flavors or used attractive food photographs to create the desire among the customers. However, as the competition became more and more fierce, the functional arguments were not enough to make customers prefer its brand rather than another one.

A success story

Oasis, a French soft drink brand, found the perfect communication strategy to arouse interest among customers and increase its customers’ loyalty. Indeed, the brand’s advertisement agency Marcel had the brilliant idea to create funny and endearing fruit characters. Based on Oasis drinks flavors, the agency had created from scratch fruit characters which have each one its own personality. Based on puns, the fruit characters had been designed according society stereotypes.

For example, Ramon Tafraise is the typical womanizer, who can be very arrogant sometimes. His character refers to the French expression “Ramener sa fraise” (to be arrogant).

Mangue De Bol is a clumsy mango that do a lot of silly things. His name and character refer to the French expression “Manquer de bol”(to have a lack of luck).

Frambourgeoise is a typical bourgeois women. She is mannered and she has her own ideas and opinions.

 

By introducing this funny and interesting fruit team through stories and imageries, the brand offers numerous and diversified “fruit” content to French people. In fact, Oasis use brand content strategy to communicate on its brand.

Multi-channel strategy

The strength of Oasis communication is also that the brand uses the current events to create stories starring the fruit team. By using a funny and off-beat tone, the brand has always content to show to its fans.

This is an example of a Facebook post regarding the current Cannes festival. We can see the main characters of a new web serie called “L’effet Papayon” walking down the red carpet as real stars.

 To arouse interest and maintain brand awareness, the brand creates year-round numerous and diversified content on multiple channels: On TV, radio and outdoor display, Oasis creates commercial ads. The brand is also very active on the web thanks to a complete digital ecosystem; they are present in all the social media that are popular in France (Facebook, Twitter, Instagram) and on each social media, they have a specific communication strategy.

Thanks to a strong editorial line and a multi-channel strategy, Oasis has become a very popular brand in only few years. This brand is also a reference in advertisement world.

Some figures about Oasis

Facebook: 3,3 billion fans
Twitter:  5 735 tweets, 1 056 posted photographs and videos, 137 000 followers
Youtube : 8 created playlists, 77 860 followers

“L’effet Papayon”, a new web serie

To go further in the brand content, the brand decided this year to create a web serie for the fruit team stories. Indeed, as commercial ads and communication imageries only deliver short messages, the brand decided to create a web serie because the format is longer. The objective is to increase the fans engagement.

What is « Digital detox »?

The digital is: New methods of works, new ways of organizing your life, sharing information… We now can consider digital as a culture rather than a technic

The digital is primarily a shared culture, memes, a way of seeing the world, to think yesterday (the Minitel generation, Bi- bop), the today (social networks ) and tomorrow ( a future where everything has to be invented ) .

This led brand to call our digital nostalgia. We had to disconnect to share more in real life.

When the use of digital pushes to disconnect and return in the “real wold”, it replaces the product in the center of  attention.  Calling to disconnect will generate connected echoes. To illustrate this notion we are going to talk the initiative of a Brazilian restaurant

 A Brazilian restaurant invites its consumers to disconnect

The concept

Venga a Brazilian restaurant, that advocates a return to the fundamentals of communication in face to face, had the idea to offer a Wi-Fi network that would encourage "human connection. "When the user tries to connect to Wi-Fi network, a message appears advising him to socialize in real life with his partner rather than being connected in the virtual life. This system has reduced the number of shares on social networks and improves human relations in moments of conviviality.

Originality  

The originality of the concept is based on the fact that the restaurant gives a time of relaxation and conviviality. It does not invite to share on social networks, but invites to the revival of human socialization. He does not neglect the networks provided but instead it places usability and human interaction above.

Moreover, even if the campaign is not based on digital, it uses this culture to make some noise around the restaurant.

Digital Detox: Ready to unplug?

To understand better what is digital detox, here is a definition coming from the oxford dictionary: "A period of time during which a person refrains from using electronic devices such as Smartphones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world”

The total break is a reaction, at least, proportional to the extent of digitization we experienced in recent years. Not be too extreme it can be consider as a transition to a more rational and measured use of technology.

The results: Digital echoes 

- 347 check in

- 1540 likes

- 17 posts

- 752 tweets

    Key points to remember

- Brands take over digital culture 

- The notion of digital detox

references : 

http://leblog.wcie.fr/2013/05/17/un-restaurant-bresilien-invite-ses-consommateurs-a-se-deconnecter-dinternet/

http://www.oxforddictionaries.com/definition/english/digital-detox