Our phones are smart, so why shouldn’t our billboards? British Airways have taken outdoor advertising to a whole new level by recently installing two technologically advanced billboards in London that really make the viewer say WOW!
The billboards use custom built surveillance technology that track the aircraft as it passes over the site, showing on the digital display the video of a child pointing at the aircraft overhead accompanied by its flight number and destination it’s arriving from.
Abigail Comber, British Airways’ head of marketing, said: “This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them. We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be.”
This digital billboard is an exceptional example of agencies harnessing technology in innovative ways. Gone are the days, we’re the audience are going to look at ad in a newspaper or billboard just because it is big, what we need to do it connect. The agency behind the Look Up billboards – Ogilvy London, have created a beautifully simplistic campaign that no doubt has incredibly complicated technology in the background, I look forward to one day seeing a behind the scenes of the process.
What I really love about this ad is how it brings a sense of the childlike wonder back to flying, in todays world we can fly to another or city or country for just a day, British Airways has no doubt successfully brought some magic back to the airline with this piece of advertising.
Intel released a vivid dynamic peace of advertisement to the world of social media, on the 25th of September they released a you-tube clip, about a robot named Felix. The clip showed off the power and potential intel tablets possess, by creating music with the devices. In doing so, they collaborated with the artist Flume, who gave the advertisement a very special element.
Apparently when Flume was the one who showed the creative and production teams, how to create different sounds with the use of unusual objects, such as; a lighter and a pin hitting a can. The creativity of Flume, really helped build the clip and in doing so he created a song just especially for Intel.
In speaking with the agency “finch” who were the production company for the advertisement, and the ones who created the translusive environment shown in the clip. Finch also had a big role with creating all the robots that where used to create each element of sound in the ad.
The creative concept goes to the “Monkey’s” and how they really found a great area for Intel to expand there digital footprint as a brand. In doing so, Intel has been positioned as an innovative cultural fit in technology, rather than their old positioning which was more clinical and plain.
I must say that having the collaboration of a highly regarded artist like Flume, and the production company “Finch” who built all robots in house, was a great way to go for Intel, and I hope to see more innovative cultural pieces that shows the creative power of there technology.
Ironlak has once again teamed up with street artist Sofles in what seems to be a sequel to the Ironlak ‘Infinite’ video. People wondered how they could possibly better the ‘Infinite’ video however with the help of Sofles friends Fintan Magee, Treas and Quench ‘Limitless’ easily surpasses it. The 5 minute time-lapse video takes place in a soon to be demolished warehouse in Brisbane and follows the four artists as they painstakingly transform the warehouse into their canvas.
The idea behind this video is probably the strongest thing about Limitless. Whilst time-lapse videos have been done before the sheer size of this video and the amount of time and effort compressing itself into a 5 min video is extraordinary. This is what will send the views through the roof as when people can appreciate
The music is another strong point of the video it is extremely current and defiantly appeals to Ironlaks target market. The choice of electronic music is an extremely good one as its popularity is quickly rising among today’s youth. The intense music is a great link between the fast pace of the visuals and also the intensity of the street art on display. The decision to Dj Butcher, a popular Australian artist, also gives this ad credibility in maintaining Ironlak as an Australian brand.
The only negative thing about this video was that it ended. I was fully encapsulated throughout the whole 5 minutes and whished it could have kept going. I am really hoping that they release some extra content such as a behind the scenes. I think that would be extremely interesting to see how much effort and hard work went into the making of the video.
The combination of the idea and execution made this online content extremely enjoyable to watch. Whilst it will appeal strongly to the target market it will still appeal to the general public due to the skill level shown throughout the whole video. This is shown in the amount of views it has received on YouTube, since its release on the 22nd of November it has received over 6 million views.
Pre-rolls; we have a love/hate relationship with them. We love them because they work and are great for effective targeting, but we hate them because we just want to watch Miley Cyrus’s new clip already. This was the basis for Burger King’s latest digital campaign; they’ve made 64 pre-roll placements making fun of the format, targeted them towards young males and placed each contextually to reflect what the guy was about to watch. Worth watching just to see how dismissive of their own great deals they are!
I am going to examine the TVC created by Nike Football; titled, “Dare to be Brasilian”. This 90 second TVC was created in conjunction with the FIFA World Cup being held in Brasil in 2014. It covers a range of eras of Brasilian football and does so through a number of ways; In this article I will pick it apart and show why I believe it deserves to be in the “HOT” category.
BASICS OF THE TVC
The TVC shows a variety of times throughout the Brasilian national teams history including the 1950s(?), the 1990s, 2000s, and the current squad.
Although this ad is based on the Brasilian national team is also features players from Argentina ( known to be one of the best football teams in the world) as well as people who seem to be from England ( also known to be a very strong football side).
During the TVC players flash back and forth from playing street football in what seems to be a poverty stricken area, to playing for the Brasilian national team in a packed out stadium.
WHAT THIS ALL MEANS:
The whole point of this TVC can be summed up quite well by the title “Dare to be brasilian”. It is common knowledge to those who play/watch football that Brasilian players have their own style of play, which involves flair, skill and speed. For years the brasilian national team has differentiated themselves from most opponents and dominated using this style. Their Style is also known as “Joga Bonito” which in portugese means to “play beautifully” which describes the way they play perfectly, beautifully. This style was created on the street, with the street being the starting point for a lot of professional brasilian players careers. This is shown throughout the TVC when the players are put back into their original environment, and then are shown performing the same trick in a stadium.
WHY THIS TVC IS HOT:
I think the whole reason this TVC deserves to make it into the HOT category is the fact that Nike Football have been able to capture and display the whole meaning of “playing like a brasilian” and shown it in 90 seconds. The visuals of the players using skills they learnt on the streets against big international teams make it easy to identify what they mean by “Dare to be Brasilian”.
It may be a cop out to like a beer ad. But I cant help myself. And I refuse to apologize. When beer ads are good they are very very good, but when they are bad, they are awful. Luckily this Carling Beer ad falls is in the ‘very very good’ category.
It starts off with a fantastical idea that voodoo is in fact real. The great thing is, we’re willing to accept it. Maybe it’s that there are so many Sci-Fi and fantasy films out nowadays, or maybe we all just want to escape the boring monotony of our ‘muggle’ lives (10 points to gryffindor for that excellent Harry Potter reference) Regardless of why, when the voodoo works, we believe that is the pretense of the ad. The voodoo is the humor. I’ve never use the word voodoo so much. Voodoo. Back on topic, the actual humor in this ad comes from realism. And I love that. It’s almost like the creatives say ‘gotcha’ at the end.
Now maybe it’s my love for this Ricky Gervais style humor or maybe it’s that yes, the boys and girls at Creature London ‘got me’, regardless, the moment they break the voodoo act I smile. Every time. And that’s a lot, this is one of those ads I just had to watch again.
While my favorite part is that ‘reveal’ I have to give credit to the set designers, stylists and the whole crew along the way. With great costumes and a set that reminds me of my house (just a whole lot better) around Halloween, the viewer doesn’t even bat an eye when the voodoo ‘works’. And i havent even mentioned the score yet, that’s a whole lot of genius in itself.
This ad totally brings out the giggly child side of me, the side of me that eats hot chips with my ice cream, watches comedy reruns till 3am and has me out buying sprinkles to make some good old fashioned fairy bread. Which has me questioning whether this ad effects the side of me that shows my ID and can figure out complex sums (ie. how many beers can I buy and still be able to afford to feed myself this week?)
Nowadays there are brilliant ads, but I do wonder sometimes on their effectiveness, for an ad selling alcohol just abiding by the rules while still getting your product name on screen is tough enough, so my thoughts, for this particular ad, is that the effectiveness comes with the brand recognition. They are using their two ‘brand ambassadors’, they boys who have appeared in previous Carling ads, so there is continuity, and the ‘feel’ of the ad is similar to past ones, plus the memorable ‘Its good, but its not quiet Carling’ tag, all ties in nicely. I’d like to think if I had the option for a Carling I’d give it a shot. Figuratively. I’m not in the habit of taking shots of beer.
However I won’t know for sometime as I have never seen a Carling beer in Australia, but I am one of those ‘I’ll have what s/he’s having’ when it comes to beer, so maybe its on tap every- where and I’m just oblivious. Do tell me if it is around, I enjoy being corrected on the internet. Either way, this ad deserves a slap on the back for its use of realism as the part of the ad that is ‘out of place’. Well done Carling. You got me.
And now for the credits; please hold your applause until the end.
Agency: Creature London
Creative directors: Ed Warren, Stu Outhwaite & Ben Middleton
Creatives: Lyd Raghavan & Steph Rohr.
Production company: Smuggler
Directors: The Sniper Twins
Audio post production: Factory
(Thanks australiancreative.com.au for collating this neat little breakdown of the worker bees, it would’ve taken me a whole 20 minutes to present it so nicely, and there are way to many cat videos I could be watching instead.)