Acho que a forma tranqüila, sincera e até poética que eles encontraram para falar do hidratante, eleva em muito o nome da marca, gosto quando se tenta criar um laço emocional com o cliente, ao invés de só tentar informar. E nesse caso, a Vaseline e a BBH fizeram isso muito bem.

Voici le site Bartle Bogle Hegarty un site qui retiendra toute votre attention de par son originalité et son design étonnant.

Laissez-vous aller au fil de ses créations et de ses clients qui vous emmèneront dans un univers à part!

Ils ont travaillés pour des marques comme Axe, Levi's, NYC & Company, Mentos, ...

Bon voyage! ;-)

The difficulties of working with all the different interns are over with and in the end they didn't matter. For the most part, everyone was happy with their work and proud that it was a job well done.

Two of the interns who were already graduated even got job offers. Who knows, maybe I will be a third one of these days.

Now I'm back in Oregon and it's a little bittersweet to be honest. I love Oregon for all the reasons that I hate NYC. But I love NYC for all the reasons that I hate Oregon.

The dry heat of an Oregon summer is great and seeing friends and family is awesome. But life certainly happens at a much slower pace here and I miss the limitless entertainment and fun that can be had in NYC.

I wonder when I'll be back in the Big Apple...

En esta ocasión la agencia que aprovechó el potencial publicitario de Chupa Chups es BBH Singapur, y contó con la asistencia en los efectos visuales de 567 Visual Effects, además de un personaje bien peculiar pero divertido:

La verdad me ataqué de risa al verlo por primera vez, pero también al verlo por segunda y por tercera y cada vez que le pongo play me ataco de risa. Es cierto que hemos visto muppets en gran variedad de comerciales para muchas categorías de productos, pero la personalidad que se le imprimió a este despreocupado muñecazo es notable, de verdad notable.

Un excelente comercial que, desde Asia, nos invita a vivir la vida un poco más relajada.

Para hacerle caso eh… ;)

This weeks favourite website....BBH! Don't mind that it takes a while to load, the resulting pleaure is worth the wait! Go in and explore, click on a region and enjoy the transition from the spectacular of the entrance page to the subtle beauty and quirky navigation of the regional sites!

Click on the image and take a tour of the site!

So as you can imagine, this week has been pretty busy. I've already worked 40 hours and its only Wednesday. But I didn't even work this weekend, like some people did, so I can't complain.

Presenting in front of the entire agency on the last day of your internship is obviously a pretty big deal. There are 10 different egos, and 10 different people all working and arguing to make the best product possible. Everyone wants to shine.

Its an incredible opportunity though. We are doing real work for a real client in a setting full of resources and expertise that may mean that we will all see a real campaign in a couple months. And since every discipline is represented, every process and step is taken - and what results is a real live campaign. Even though it may also come with real live drama and frustrations.

I'll let you know how it goes. I've learned a lot this week, and will share it all as soon as I get some sleep.

As a preview, I'll leave you with the best quote of the week (so far):

"Leave the creative to the creatives".

En primera instancia podría parecer creatividad para una marca de relojes, situación que sería emocionante porque sería completamente nuevo, sin embargo se trata sólo de una forma de aterrizar la campaña; recuerdo miles de campañas que utilizan relojes como recursos para vender su producto o servicio, y no logro recordar una que lo hiciera de una forma tan inteligente y cuidadosa.

En cualquiera de los casos, podemos amarrar perfectamente la promesa del servicio con el beneficio, y se ve simplemente genial:

Si la estética es lo más en esta campaña de impresionantes seis impresos, el copy no deja oportunidad para el error: una irresistible invitación para contratar de una buena vez Banesco Prime –producto para el que fue hecha la creatividad-, y dejar de perder el tiempo.

Secuestrado de: Advertolog

El concepto de estándar significa precisamente eso, un mismo modelo para todo el mundo igual. Básicamente ese es el éxito de Levi's, poder trasladar un gusto particular en jeans y venderlo por igual a los jóvenes chinos como a los yuppies de New York. Y su caballito de batalla, que la convirtió en la marca de jeans más conocida del mundo es el modelo 501.

Sin embargo, en los últimos años la industria del jean sufrió fuertes cambios. Pasó de ser un producto de vestir cotidiano para convertirse en un objeto de moda. Esto forzó a que la marca comenzara a adoptar modelos más elaborados y efímeros, dejando un poco de lado la fuerza de su concepto originario. Este proceso se identificó más fuertemente en los mercados fuera de EEUU, en especial en Europa, donde los modelos más modernos de la marca.

Ahora, Levi's busca volver a sus raíces y retomar la sólida imagen de su modelo 501. Según informa el WallStreetJournal, la marca anunció que unificará la creatividad de esa línea de jeans en todo el mundo. El concepto de la nueva estrategia hará hincapié en la estandarización del modelo (igual para todos en todo el mundo) y estará a cargo de Bartle Bogle Hegarty (BBH), agencia que hace varios años viene trabajando con la marca.

It is a huge improvement over the last version of the site, is way easier to navigate, and gives a much more accurate representation of the quality of work that comes out of BBH. Its remarkable to think how much a brand's image is dependent on their online presence - and how often it goes neglected.

I've realized lately (or too late?) that I haven't posted much about what I am actually doing at work. Sure, you've read all about the view I have, how late I stay, and how much fun I have - but I haven't shared much information about what I actually do at BBH, or even what I've learned. Of course, I can't share it all. I did sign a confidentiality agreement after all. But here's what I can say:

I'm one of 10 interns working at BBH for the summer. There are two interns working in Account Management, two are copywriters, one is an art director, one works in Engagement Planning, one works in Production, one is a designer, and there is myself: the New Business Intern.

In my role, I am the fourth and lowest rung on the Business Development ladder. Above me are a New Business Coordinator, New Business Account Director, and the Director of Business Development.

My days are typically spent doing intern-y things such as loads of research into competitors, industries, quotes, people, movies, culture, anything. I also get to conduct interviews with people, make war room's that inspire, and basically anything else that needs to get done. I also get to throw my own thoughts and ideas in whenever I want... or when appropriate. Oh, and all us interns are creating a campaign for one of BBH's clients that very well could be the campaign for this product if the higher minds of BBH deem it worthy.

Another, very exciting, part of my job is working on Zag. More to come on that later.

The reason I've been so busy lately is because the entire agency is in the middle of a pitch for a major piece of new business. It's an awesome opportunity to be a part of such a grueling process and be able to see it from start to finish. Someone much smarter than myself once remarked that new business pitches bring out the best in agencies. I'm told that things can get a bit silo-ed and fragmented during normal day-to-day campaign creation and maintenance. It is during pitch-time though that everyone in the entire agency rallies together behind a single cause. Suddenly, people from all disciplines are working together in the same room to solve a problem and win a new account. And they should. For it is these new pieces of business that validate the agency's work, culture, and people. It is what keeps them employed. For a bigger agency, its a sort of 'return to your roots' moment as everyone is forced to be strategic thinkers and be nimble with their work and ideas.

I always thought though that pitches were won based solely on a completely thought-out and mocked up campaign. Each agency pitches their campaign idea and the best one wins and that winning campaign is what makes it to the masses. However, I'm quickly learning that the pitch process is so much more than that. A client will pick an agency based on the 'big idea' certainly, but of almost equal weight are the culture and people behind that idea. And so pitches turn in to extravagant shows where each agency tries to 'wow' the client with the littlest of details that, in the end, will make the difference between winning and losing. The big idea is still the most important part, but how that idea is made and in what context it is created is the differentiation.

I've heard it before, but I'm living it now: the livelihood of all agencies depend on a group of very smart people who, day in and day out, are charged to 'think at the speed of new business'.

That's right, those are coins good for 1 free Chipotle burrito. Each.

Kevin Roddy, the Executive Creative Director at BBH NY (and an Oregon Alum) found out that I am obsessed with Chipotle. It turns out that he just so happens to be good friends with the Chipotle CMO.

The result: I get 10 free burritos!

I guess working late has earned me some good karma.

More serious updates to come... (I've been getting home at 10 or 11, give me a break).

Don't get me wrong, I'm not complaining. I'm fully aware of the nature of the industry and none of this comes as a surprise. Plus, I'm an intern, so a lot of my work consists of tasks and duties that more senior employees don't bother with. But that's OK with me. I get it - pay your dues, start at the bottom and work your way up, put in time now and reap the benefits later.

However, as I'm beginning to discover, working 12 hours per day is really no life to live. Sure you can do it when you're young, have few commitments, and live a mostly temporary life. But I can see now that such an existence cannot be sustainable. How can you possibly have a relationship? How can you have hobbies?

I always heard about the rigors of the Advertising industry, and I'm certainly not pretending to be experiencing even half of what may lay ahead. I'm lucky though because I'm doing something that I am very passionately interested in and engaged with. I can't help but think how miserable an existence it would be to work 40 hours per week, let alone 60, at a job that you care nothing about. Its encouraging also to be surrounded by others who share your passion. Advertising is certainly not a profession for those just seeking a job. No, for them I'm afraid it would be too much.

Perhaps that's why the industry is so young. But where do all the old advertisers go? I would hope they are all rich, retired, and doing nothing or everything - but exactly what they want to do. But true advertisers, the real successful ones, can't get enough of it I don't think. People who find success in this industry seem to be the over-achievers who never want to stop learning and can never seem to be home before dark.

Well, I never want to stop learning... and I love what I'm doing. So, I guess I'll be the one to tell you where all the old advertisers go - just give me another 25 years.

Until then, full speed ahead.

Es la clásica historia del tipo cartoon, en la que un tipo se despierta al más mismo intento del inspector gadget y, tecnificando la situación, resulta que hay una intensa maquinaria a la que sólo le basta con un ligero toque de botón para ponerse en marcha, y engranar una cadena a la hora del baño:

Claro, si tomamos en cuenta que cuando el tipo sale del baño nos revelan que todo era un espejismo creado por el maravilloso nuevo producto, la cosa todavía se cae más.

¿Será cosa de cliente? O simplemente mi gusto publicitario y consumista es un tanto más exigente que la pieza que arriba veo.

No, definitivamente no. Se trata de una cosa mucho más sencilla: Axe nos ha mal educado a publicidad perfecta, genial, inteligente y sinceramente, lo que BBH Nueva York está pautando actualmente no tiene el nivel acostumbrado. La buena publicidad exige mejor publicidad, y éso es algo que todos sabemos, aunque la mayoría lo maneja como se le da la gana.

J'en profite pour communiquer sur la manifestation 1600 Pandas à Paris, organisée par WWF France, qui se déroulera sur le parvis de l'Hôtel de Ville de Paris le lundi 7 juillet prochain et qui verra l'apparition de jardins éphémères et de 1600 pandas de papier mâché (soit le nombre exact recensé de pandas encore vivant dans le monde…). Concernés, venez nombreux. Affiche.

[MAJ 18/07/2008] Quelques photos de la manifestations parisienne.

Enlaces:

• Stop consuming your body
• Neogama/BBH
  

A Baileys investiu 1,5 milhões de euros num spot publicitário que pretende reforçar a associação da marca ao Verão, sugerindo o seu consumo com gelo granizado.

Com criatividade da agência BBH, o spot será veiculado durante o mês de Julho na TVI e nos canais de cabo AXN e FoxLife.

Além da campanha de televisão a marca vai também investir em planos de degustação em pontos de venda para dar a conhecer ao consumidor esta forma de consumir a bebida.

Fonte: Blue Bus

And when I get upstairs, this is what I get to see out of the window all day long:

When I leave work though, the last thing I want to do is go back down to that basement and head home to Brooklyn. Going to the basement means no fresh air. Going to the basement means no exploring NYC. Most importantly though, going to the basement means that I have to go all the way back to Brooklyn and 'cook' myself dinner. I'm a shitty cook and I have nothing to eat, so rather than save money and learn something valuable, I prefer to seek out a local Chipotle. I'm not completely worthless though: I've never been to the same Chipotle twice. I use the many locations as an excuse to go explore new parts of the city!

So that's what I've been doing all this week - wandering and discovering NYC.  Where I've wandered, what I've seen, who I've met, and the experiences I've had will have to wait for a future post.
NYC is incredible, and I love it here! So stay tuned...

But if you've got some time and want to understand what engagement planning is all about (or EP as we lovingly call it) you could do a lot worse than listen to Jason Gonsalves, Head of engagement planning at BBH London.

His presentation on the new communication landscape is fun and challenging and not full of the boring bits you might expect on the subject.

Jason is one of the smartest person I've had the chance to work with and probably one who really understands the new communication landscape. Yet we manage to disagree very frequently. But we love each other dearly. :-)

Anyway, here it is on Knitware.

"There is nobody I've met at BBH [London] that I think is particularly smart"

"I interviewed at Grey, but my first interview was mainly the HR lady talking about herself. It was weird."

"Why be a bitch? You work at Y&R. That's like the McDonald's of ad agencies: very large and very well-known but not exactly quality."

"Buchner [of Fallon] still hasn't gotten over not winning Microsoft. He was certain it was in the bag."

WHAT?
Levi’s 2007 Collection Launch Ad: Dangerous Liaisons

 ____________________

WHEN?
According to Digital Arts, this Dangerous Liaisons ad was launched somewhere in mid-Feb of 2007.

 _______________________

WHO?

Here’s the genius team behind it:

Agency: BBH, London
Creative Director: Caroline Pay
Agency Producer: Davud Karbassioun
Art Director: Steve Wakelam (art direction), Dean Wei (typography)

Production Company: Rattling Stick 
Director: Ringan Ledwidge
Producer: Sally Humphries
DP: Alwin Kuchler
Post Production: The Mill, London
Audio Post: Aaron Reynolds @ Wave Studios, London
Offline Editor: Richard Orrick @ Work Post Production, London

Music: "Strange Love" by Little Annie (see below)
Filming location: Prague

The cast:
Male character: Raphaël Personnaz
Female character: Léa Seydoux

  _______________________

WHY?

Levi’s Europe website  used to have the making of Dangerous Liaisons posted up, but unfortunately when I check today, they had already taken it down.

Pity, because it was enjoyable to hear what the people at bbh had to say. Luckily, I – the ever conscientious student (not) – had taken down some notes. Here’s what some of them had to say:

 Nigle Bogle (CEO of bbh):

"This campaign is about the new seasonal looks at .. . showcasing in a way that acknowledges it’s coming from the Original. This is what we are as Levi’s, we’re not trying to be anybody else…"

Caroline Pay (Creative Director):

"Receiving a brief for a campaign is always exciting. The times when you get a Levi’s brief, you times that by ten."

The brief given was described as “two-fold”: Making original people feel great in Levi’s and reinstate Levi’s as the original jeans. bbh aimed for the big thought that Levi’s could have that would run for the next 5 , 10 years.

They hit on the idea of a simple time travel story that would show the history of Levi’s, but still keeping it “sexy, playful, fun” – important aspects in the Levi’s brand.

 _______________________

MORE INFORMATION

Awards/Nominations:

• Cannes Lions - International Advertising Festival, 2007 (Gold Lion ) for Clothing, Footwear & Accessories
• Cannes Lions - International Advertising Festival, 2007 (Bronze Lion ) for Best Use of Music
• CLIO Awards, 2007 (Bronze) for Apparel/Fashion
• Nominee for UK Screen Association The Conch for 2007 commercial of the year

Soundtrack

STRANGE LOVE by Little Annie

The soundtrack for Levi’s Dangerous Liaisons is “Strange Love’ from Little Annie’s Durtro Jnana album ‘Songs from the Coal Mine Canary’ .

Little Annie Songs from the Coalmine Canary at Amazon.com

Strange Love

by Little Annie and Antony Hegarty

Once I had a strange love,
a mad sort of insane love,
a love so fast and fierce,
I thought that I would die.

Yes once I had a strange love,
a pure but very pain love,
a love that burned like fire through a field.

And once I had a strange love,
a publicly acclaimed love,
the kind of love as seen in magazines.

And once I had a strange love,
a beautiful and vain love,
a love I think that’s better left in dreams.

Strangers love,
Strangers love

And once I had a strange love,
A morally inflamed love,
We’d go on holy battles in the night.

And then there was that strange love,
that vulgar and profane love,
the kind of love that we don’t talk about.

Yes once I had a strange love,
a lying infidel love,
who wove in stories like Scheherazade.

And once I had a strange love,
a flaky white kiki love,
we ran so fast
we almost spilled our guts.

You see I’ve had some strange love,
some good, some bad, some plain love,
some so so love,
so what?
and c’est la vie

But just let me proclaim love
that out of all this strange love
You’re the strangest love I’ve ever known.

Presentation
The short 10 minute presentation I totally burnt midnight oil for!

 tvc-presentation-levis 

________________________

Credits
Song lyrics taken from Duncan McLeod’s TV Ad Land. Thanks Duncan!

ANY COMMENTS?

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The music’s strangely compelling, the characters are perfectly casted, and the transitions are believable and most of all, I love how the whole whirlwind of a journey through the Levi’s timeline.

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I did a short presentation on it last year for my advertising class, so if you’re curious about the team behind it or the song lyrics or the name of the talents/models…

(READ MORE HERE)