Genius Idea
from Eko Light
Main benefits:
Less pollution / fuel consumption
Less stress
Safer for drivers and pedestrians
The brief we’ve all dreamt of
Great client, great brief, great creative process for a great artist
Via W+K great blog welcome to optimism
Don’t be afraid of sharks
source: cargocollective.com
Versus
4 Fatal attacks last year in the World
source: ISAF (International Sharck Attack File)
football 1 – 2 strategies
Hi Folks
I had an interesting chat with my fellow Antoine on the last week world cup draw and how brands have communicated around this event.
Antoine is not really what we can call a football aficionados, but being a media planner he is an advertising passionate. One particular campaign attracted his attention on Metro the morning before the draw -
It was not a surprise for me that Antoine would appreciate this ad. He obviously appreciated the media planning and creative approach to amuse not just football fans but sport enthusiasts: It made sense for brand that consistently promoted fun and easy going attitude over the years.
But I didn’t find this ad relevant to me. It doesn’t correspond to what I feel and love about football. Recently, a professional golfer told me: “most people think you play golf to relax, it’s completely wrong. In fact, you need to be relaxed to play golf”.
To me, the same apply to football. Since I am a kid, I don’t go to le Velodrome to relax, in fact, I hardly ever relax when watching football. Nike showed via the following tactical banner they understood what a football fan would expect from such an event –
You can read: “Charlize (Charlize Theron, host of the draw), give us a reason to cry”
Here again the media planning and creative approach were spot on. The brand targeted football fans that bother watching the draw live on a sport sites. The ones that would ask for a tough draw just to get their excitement hit that football would procure them. It made sense for a brand that consistently spoke to the core football fans with their Make the difference campaign.
As a result both brands did a good job using World Cup draw for their campaigns: Carlsberg got sports enthusiasts amused when Nike reinforced their status of brand for fans.
Football 1 – 2 Strategies
