A brand asking you to disconnect... a little |Fiat 500

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MINI Brand Store

Via Mini

Renault Commercial Vehicles: Boxes

Amazing... few years back i was in discussion -DE-Brief- with  strategist Mahmoud Khattan on how to position "fit" Volvo in Saudi Arabia.
Capitalizing on five years protection and finance plan, we visually start seeing one monument of Saudi standing behind one of our S80 images.
The direction was not liked/ endorsed by CD Mazen Hassan at that time ... can't remember why!
I recall positioning was something like" five years and your Volvo remins same"


This ad by Neogama/BBH, São Paulo, Brazil relises the visionary approach we had on how to move Volvo metal in saudi overcrowded, price sensitive and reputation driven.


Great work that will sell for sure...

Renault commercial vehicles.
With you from the start.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Chief Creative Officer: Alexandre Gama
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas, Wilson Mateos
Copywriter: Márcio Juniot
Art Director: Pedro Utzeri
Advertiser's Supervisors: Cássio Pagliarini, Vanessa Castanho, Tenile Vicenzi
Planners: Eduaro Lorenzi, Luciano Di Eugêncio
Producers: Kiyoshi Takahashi, Daniel Terlizi
Art Buyers: Mariah Bayeux, Rubens Gomes
Photographer: Bruno Cals
Other Credits: Eduardo Oliveira, Alessandra Perez
Account Managers: Thaís Pedro, Michelle Zeguer, Guilherme Bernardes
Account Supervisor: Luis Tosi

Bringing a facelift to life| Isuzu D-Max| Saudi Arabia

Brief:

Isuzu truck D-Max will not introduce new exterior shape for 2011 as radical changes will touch the 2012 model.spec change (confidential)

However to sustain sales performance, meet users needs and maintain brand recognition and trust we are making surgical intervention.

Challenge

BAKHASHAB BROTHERS HOLDING CO.,LTD.[ dealer] wanted to connect with current users to share added robust sporty, luxurious experience figure change.

Objective

To develop brand engagement program to a brand user's love and trust.D max launch program 2010 revised by ayman (final) sheet2

Strategic solution

The idea was big, however the thinking was simple and straight forward.

We wanted to create a hype among current users , help the media to buzz out brand functional aspects and connect emotionally with target group.

We structured an operation theater with our favored producer and cast/ trained talents to perform live a facelift operation for the old model.

Role of Activity: to creatively engage with target group in a well planned and produced brand re-launch event that result in creating a hype and buzz for short and medium time range among future prospects.

Brand action brief

Target Market: as a consumer driven activity, I want to connect primarily with a prepared list of individuals, small and medium business owners , our current subdealers to introduce the enhanced DMAX pickup.

I will have pre-event press Q& A session to update media with the new front facelift as a secondary target group.

Offer: “Perfection continues”.  We build trucks for life that delivers on profitability use-ability and dependability.

Result

• Audiences were taken by surprise, as they never witnessed a live performance in an automotive brand event.
• Client appraises the organization, the idea and impact.
• Team was happy that slipup’s kept to minimum and enjoyed on quality, on time on brand engaging event.

Post event print ads

From event feed

From event feed

From event feed

From event feed

Gallery

Harley-Davidson |2010 de l'Euro Festival

Challenge / Promote Harley-Davidson Touring models to a pan-European audience



Emphasise features that enhance comfort and operability


Solution / Equip a Harley with a 360-degree video camera and film a trip through France and Italy



Show off the handling and precision aspects of the bike through an epic ride

Relay content to social networks via banners, Facebook and Twitter


Results / Connected to the niche European motorcycle community


www.harley-davidson.fr/touringtestride

Mercedes-Benz W212 - Sorry

 "Senses danger and increases braking power. BAS PLUS."

Agency: Jung von Matt/Neckar, Stuttgart, Germany
Executive Creative Director: Michael Ohanian
Copywriter: Robert Herter
Agency Producer: Vanessa Fischbeck
Producer: Bernd T. Hoefflin
Production Company: Element E
Director: Alex Feil
Director of Photography/Lighting/Camera: Marc Achenbach
Editor: Timo Fritsche
Editing Company:firsteight
Music: Maximilian Olowinsky, Felix Müller & Florian Lakenmacher - "Supreme Music" Sound Design/Arrangement: Ben Meinhof (A.R.T Studios)
Postproduction: firsteight & Acht Frankfurt

Chevrolet - Test Drive experience

McCann Bangkok created this billboard to obtain phone numbers from young drivers to enable them to market the latest Chevrolet.

Client: Chevrolet
Agency: McCann Worldgroup Bangkok
Creatives:
Saharath Sawadatikom (Executive Creative Director)
keatnapin sobhinnon (Senior Art Director)
Chotika Ophaswongse (Art Director)
prayer trairatvorakul (Copywriter)
Anuwat Nitipanont (Art Director)
sukontha jantawong (Producer)
kongsuk pongsuradate (Flash Designer)
thitirat tantirittisak (Senior Account Director)
parinya jankrajang (Account manager)
Country: Thailand
Other Credits: Technology Consultant: Wichian Yungmeesuk

Mini Cooper “The Car That Became a Hamburger”

In a partnership with Lanchonete da Cidade fast food chain, one of the trendiest in São Paulo, they developed the Cooper Burger, a sandwich inspired by the origin of the car, made with typically British ingredients. Besides the meal, upon the order, the customer received an exclusive place mat and a coupon for a test-drive and a 10% rebate on the acquisition of products from the MINI Lifestyle collection. Over 5 thousand sandwiches sold in just 2 months. Over a thousand test-drives performed, bringing forth twice the expected sales for Brazil. Highlight in targeted television programs, newspapers, magazines, blogs and websites. Today, the sandwich is part of the restaurant’s permanent menu.

Agency: Pepper São Paulo, Brazil.

Audi A1: The next big thing

"The next big thing" is a fast-paced action-thriller starring Justin Timberlake, Dania Ramirez ( Heroes, X-men ) and the much anticipated Audi A1. A story in 6 Epsiodes - every Tuesday from 04.05.2010. View the film atwww.audi.com/a1 for the full interactive movie experience.


Trailer: http://microsites.audi.com/a1onlinespecial/html/popup.html#/episode/


Advertising Agency: Heimat & Neue Digitale / Razorfish, Berlin, Germany
Executive Creative Directors: Guido Heffels, Jürgen Vossen, Sven Küster
Creative Director: Myles Lord, Fabian Roser
Art Directors: Stefan Schuster, Christian Mies, Kathrin Laser, Florian Uihlein,
Carsten Schubert, Michael Dunlap, Jue Alt, Bartek Elsner
Motion Design: Jörg Lemme, Florian Stumpe
Copywriters: Nikolai Diepenbrock, Stephen Quell, Carsten Fillinger, Daniel Klipfel, Mascha Andexer, Christoph Beringer,
Production Company: ACNE Film
Director: Henrik Sundgren
Additional credits: Benjamin Mohr, Eric Prautsch
Published:April 2010

Honda Impossible Dream Extended for 2010

Honda’s 2005 commercial, “Impossible Dream”, has been re-released in 2010 with an extra 30 seconds, replacing the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. The song, featuring actor Simon Day, singer Andy Williams and voiceover artist Garrison Keillor, will air across 28 markets across Europe and will include the Honda jet, the CR-Z Hybrid Coupe, the hydrogen-powered FCX Clarity, the Honda robot Asimo and Honda solar panels.

Credits

The Honda Impossible Dream concept was developed at Wieden + Kennedy London by creative directors and creatives Kim Papworth, Chris Groom, Tony Davidson, Sean Thompson, and agency producer Julia Methold.
Filming was shot in New Zealand by director Ivan Zacharias via Stink with producer Nick Landon and director of photography Jan Velicky.
Editor was Filip Malasek, from Czech film editing company Robota.
Post production was done at The Mill, London by producers Helen Hughes and Seamus O’Kane, Lead Flame Barnsley, Flame Adam Grint, Flame Assistants Neil Davies, Richard Betts, Support Gareth Brennan, Paul Wilmot, with CG by Chris Rabet, Eva Maria Kuehlmann, Rob Petrie, Sam Kim and Kay Pfingston.
Sound was mixed at Wave Recording Studios by sound director Johnnie Burn, sound engineer Jack Sedgwick, and bite engineer Ashley Smith.
Music was edited by Music Mill, Australia.


=========

Honda ‘Impossible Dream’ was launched on December 2, 2005, a panoramic 2 minute television commercial featuring British actor Simon Day riding and driving on the roads and waterways of New Zealand.

We start at the coast, with a gull on a fishing boat. A vintage record player starts playing a single, “The Power of Dreams”. A hand reaches out for a jacket and crash helmet. Gulls fly around the rocks as our rider comes out of his caravan. “To dream the impossible dream”, he sings. He starts up his monkey bike. “To fight the unbeatable foe.” As he comes around the corner Day is riding a Super Cub scooter, chased by sheep dogs. “To bear with unbearable sorrow”. He rides past sheep horses and windswept trees. “To run where the brave dare not go.” Now he’s riding a four-wheeler ATV (All Terrain Vehicle) along a beach. “To right the unrightable wrong”.

Simon’s now in a S500 red sports car driving up the coast road. “To love pure and chaste from afar”. He rides through a small village on a Goldwing superbike. “To try when your arms are too weary”. Now he’s heading into the mountains on his Fireblade racing bike. “To reach the unreachable star”. He tears up a gravel road in an S2000 car. F1 vintage car. “This is my quest”. “To follow that star, no matter how hopeless”. Now the white NSX sports car cruises along beside a river channel. “No matter how far.” He climbs the hill on his TT Bike. “To fight for the right.”

Now our driver’s changing from a sixties car to a 1980s Formula 1 racing car which morphs into a vintage version. “Without question or pause, to be willing to march into hell for a heavenly cause.” He zooms across a lake in a powerboat. “And I know if I’ll only be true to this glorious quest…” He glides over the edge of a massive waterfall. A pause in the music. (See next paragraph for the mising lyrics). A hot air balloon ascends out of the spume of the waterfall. “To reach the unreachable star.”

Garrison Keillor’s voice: “I couldn’t have put it better myself.” HONDA -- The Power of Dreams.thepowerofdreams.com

The web site features all the vehicles used in the 2 minute TV ad, providing swf video clips and background trivia. Viewers are invited to enter a competition for a ballooning holiday in New Zealand.

On the website we learn the significance of the flying wing on the Honda motorbike. Mr Soichiro Honda’s dream was to fly. He hoped one day to build a jet plane but died before seeing that dream come to fruition. The first Honda motorbike was nicknamed ‘The Dream’. In 2004 Honda announced its plans to produce a small jet. Click on the hot air balloon (on the Honda web site) for more information.

Credits

The brand campaign was developed by advertising agency Wieden + Kennedy London. The team included creative directors and creatives Kim Papworth, Chris Groom, Tony Davidson, Sean Thompson, and agency producer Julia Methold. W+K London host Impossible Dream as a5.59 mb flash video

Director Ivan Zacharias and producer Nick Landon were based in film production company Stinkwhere the ad is hosted in quicktime (11 mb). Director of photography was Jan Velicky.

Editor was Filip Malasek, from Czech film editing company Robota.

Post production was done at The Mill, London under the oversight of producer Helen Hughes and Seamus O’Kane. Other staff included Lead Flame Barnsley, Flame Adam Grint, Flame Assistants Neil Davies, Richard Betts, Support Gareth Brennan, Paul Wilmot, with CG by Chris Rabet, Eva Maria Kuehlmann, Rob Petrie, Sam Kim and Kay Pfingston. Take a look at the detail provided by the Mill team -- seagulls by the dozen, buntings on the road in the racing shots, and the transfer of Day’s singing face into the jet boat and racing cars.

The Wave Recording Studios team included sound director Johnnie Burn, sound engineer Jack Sedgwick, and bite engineer Ashley Smith. Music was edited by Music Mill, Australia.

Impossible Dream Music

The music for the TV ad is Andy Williams singing “Impossible Dream (The Quest)”, found in his album, “16 Most Requested Songs”. The song was written by Joe Darian for the Don Quixote musical, “Man of La Mancha”. Darion won the 1965/66 Tony award for best lyrics of the Broadway season.

Purchase the Andy Williams album at Amazon.co.uk or Amazon.com, or download the track at iTunes.

Impossible Dream star is Simon Day, British actor, singer and playwright. Not the Simon Day who stars in British comedy, Grass -- apologies for the mix up Simon and Simon. Simon Day wasn’t in the powerboat or Formula One cars. He was filmed lip syncing in a remote field in New Zealand and added later to those shots at The Mill.

See my June 21 2006 post on the English Patriotism version, developed at the Mill in time for the England/Sweden match in the FIFA World Cup.

Building a ZOO to sell 4WD car

Schwinn|Magical Bell

Schwinn, an American bicycle brand, is urging harried young Americans to step off the rat race for a few minutes and hop on their bikes. The integrated advertising campaign is centred on the brand’s iconic handle-bar mounted Schwinn bicycle bell, using it not only as a touchstone to trigger warm associations people have for their first Schwinn bike, but as a subtle ‘wake up’ call to drop that BlackBerry, put down that videogame, strap on your helmet and go for a ride. The campaign includes print and TV developed by Cossette, as well as banners, a web site (www.RideSchwinn.com), P.R. and an extensive dealer activation program.




Print work features a shot of a woman riding on the beach, her dog right behind her, with the headline, “The world needs a recess bell.” Another execution shows a father and daughter biking on a country lane by a glimmering lake with the headline, “Never stop and smell the cubicles.”




“Magical Bell”, the TV spot, shows a woman on her Schwinn bike, riding down a suburban street, passing a young boy sitting in his yard, thumbs busy with his videogame device. She rings her bike’s bell, and suddenly, as we hear the familiar “br’ring-ding,” the videogame is gone and he’s playing on a tire swing. Next we see her headed down a city street, passing a man who’s busy yelling into his cell phone. With another flick of her bell, his phone is gone, replaced by a cuddly puppy. In the final transformation, she passes a woman with her kids pushing a laden grocery cart toward a mini-van in the parking lot of a big box store. As the bell rings, the mini-van turns into an ice cream truck.
Click on the image below to play the video in YouTube (HD)

Popoutwww.youtube.com/watch?v=36_lyLmFRhQ

“The size and scope of this campaign demonstrates to both our consumers and our retail community how strong our commitment is to restoring the Schwinn brand’s traditional role in the leisure category,” says Andrew Coccari, Chief Marketing Officer for Dorel Recreational/Leisure. “Our core message is that life is hectic and stressful, and Schwinn products are designed to help you get back on a slower track, enjoying time with family and friends in a healthful and restorative activity.”
Dorel Industries’ Recreational/Leisure segment is backing up the efforts of local retailers with point of sale materials and local market support, along with subsidized co-op advertising. In addition, Dorel R/L has undertaken an extensive study of the shopping experience for bikes and bike products that promise to increase the efficiency of the company’s outreach to consumers in both retail and online environments.

Credits

The Magical Bell ad was developed at Cossette New York by executive creative director Bill Oberlander, senior art director Anthony Alvarez, senior copywriter Jason Ashlock.
Cossette Chief Creative Officer Bill Oberlander gives an overview of the campaign. “We’re out to restore people’s love affair with their Schwinn bikes. Our overall sentiment in this campaign is to gently remind them that life isn’t a race, it’s a ride. We want people to pedal slowly. The bell is a catalyst, something that takes us back to a time when we weren’t caught up with all the trappings of twenty-first century life. We felt it was a device that was ripe for the taking, and if anyone should own this, it should be Schwinn.”
Filming was shot by director Gaysorn Thavat via Grand Large, with director of photography Ginny Loane, producer Margaux Ravis, editor Vincent Velasquez, Flame artist Stefan Coory at Machina/Grand Large. Telecine was by Jamie Wilkinson at The Mill, New York. Sound was mixed by Keith Reynaud via Sound Lounge, New York.
Music is “Just a Dream” by AM60.