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Robin of Shoreditch

If you haven’t heard about Robin of Shoreditch – you definitely will in a couple of days time as something like this doesn’t happen every day.
I received an email from Little John at the weekend asking to feature this awesome project on my blog… I’m generally quite picky with what goes on here but how could I say no to this?!

Robin of Shoreditch is an anonymous group of creative outlaws looking to take from the rich and give to the poor; with the rich ones being the Top 100 Companies from the Brand Z Report and the poor ones being the people of Haiti who desperately need some serious help after the dramatic earthquake happened earlier this year.

The guys have come up with a fantastic marketing idea for each one of these brands and are slowly uploading these idea-showreels on Vimeo for the attention of each Brand Director. The hook? Each brand is free to take the idea on board and if happy to develop this further, all they need to do is pay Robin of Shoreditch 1/10.000.000 (that’s one/ten-millionth) of how much the brand is worth as a fee. For example, being Nike valued $11.9 million, the brand will only have to pay $1,199.90 for the idea.

The guys have set up a JustGiving page for the companies to send the money to.

100% of the paid fee goes straight to DEC for Haiti, the guys are not getting anything out of this, which I think is highly commendable ….Enough respect chaps!

There’s not much else to say other then this project is simply #AWESOME.
I will try my best to reach all the people I know within those companies to get the word out there. But if you are reading this, please share it with your friends, get the buzz rolling and make those brands aware of this fantastic project.

You can follow the guys on Twitter, you can befriend them on Facebook, check how they’re getting on with Daytum and follow their blog.

Make sure you check some of the idea-videos as they’re brilliant, and if I haven’t managed to explain the project in the right way, check the video below…

I wonder who’s gonna be the first brand to take advantage of this and pay up … Sweepstake anyone?

Enzo

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Brave Smart Campaigns …

Hey peeps

I hope you are all keeping well. I’m sorry if I haven’t managed to write some more stuff in the past few days but it’s been extremely hectic. I’ve seen some amazing creative and strategically well thought campaigns this month and below you can find some of the ones I personally consider the best.

The first one is the latest by Skype called the Phone Box Experiment. Once again, through an experiential approach to their marketing initiatives, they enable users to understand the real benefits of using Skype to make cheaper international calls. Check the video below to understand what I’m talking about….

I wonder how many people will actually get to call him as you need actual Skype credits to make the call…. which I don’t – I believe that’s also part of the strategy to get first timers to buy credits, no?  The campaign has been put together by The Viral Factory.

The second one I wanted to showcase was the $500 campaign by Opticana by McCann Erickson in Israel.

The campaign is another example of ‘brilliant creative thinking’ and definitely something that I’m sure every person in my industry has thought about at least once…(the meerkat being another genius example playing with keywords) Campaigns like this definitely make you wonder if you really need $150,000 to produce an high-impact national campaign eh?

Last but definitely not least, it’s the experiential AR/Social Game put together by the Canadian MacLaren McCann group for the launch of HALO 3 ODST. The guys developed a very ambitious offline/online experience mainly aimed at geeks and game-addicts. Watch the video below to understand the campaign and see the results.

Generally speaking, the end results are not that impressive at first. However if you start thinking that it was mainly targeting the gaming community of Toronto – I’d have to take my hat off… Thumbs up for taking such a brave step, the agency is definitely proving to be extremely efficient in putting something like this together, as it’s definitely not an easy thing to do (especially the bit where you need to sell it into the client I believe… ?) ;O)

Cheerio folks…

Enzo

 

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Burger King Studio

2008 has definitely been a very busy year for Burger King.

From the great PR stunt of a premium £85 burger and the controversial Whopper Virgins to the new BK Meat Fragrance launched last week, conversations around the brand have been hitting the roof.

Burger King Studio was launched in October this year but the buzz around this initiative didn’t cross the Atlantic until this week when many conversations were noticed within the European blogosphere

The idea is pretty interesting and it shows how much the brand is more and more willing to experiment new things. As we’ve seen with NikeID Italia, the Ford Fiesta campaign ‘This is Now’, and Profero’s WU Mobo Awards Contest, connecting to a young audience, new talents and the online community seems to be a big trend these days and for Burger King this appears to be only the beginning…

On the website you will notice there have been already three events in partnership with new creative talents and more are planned to be happening in the next few months at the now busy BK studio in Chicago.

The first event attracted 600 people, all rushing to get hold of the limited edition t-shirts from the artists involved in the project – all silk-screened at the venue on the night – pretty impressive!

The surprise is right here – A week after the event, the Studio launched an online platform where users could create their one-of-a-kind t-shirt using each single creative asset developed by the artists. You can start getting creative right here and receive your unique t-shirt for $28 without getting into any trouble with silk-screening it yourself (Unfortunately at the moment they only ship in the US)

Getting the online community involved trough customization is definitely a good step from Burger King and we are rather looking forward to see what’s next in their sleeves

 
 

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JC de Castelbajac – LEGO fashion Show

JC De Castelbajac has always been at the forefront of Innovation within the French Fashion Industry because of his crazy personality and adventurous creativity

His last venture… a fashion show done completely with LEGO

Enjoy the show!

 
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Posted by on November 17, 2008 in Personal

 

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Happy Halloween!!!

Hey Chaps

Just a quick post to wish everyone a Happy Halloween…

Don’t eat too much…mmm… Pumpkin ?!?!

I guess you can always opt for Mandarins ;O) – Check the picture below

Some artistic flare from our beautiful PMs here at Profero

Ciao

E

 
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Posted by on October 31, 2008 in Personal

 

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Ford Fiesta – This is now

I have been meaning to blog about this very good campaign since it’s been out and after we discussed about

it at Profero in one of our recent Sunny Side Up sessions

For the promotion of the new Fiesta, Ford launched this unique European collaborative art project, in which the public are invited to co-create an interesting collection of images that capture the essence of ‘now’. The project’s four stages are:

1. Noah Harris, acclaimed stop motion animation artist (and director of the Fiesta TV ad), has commissioned a series of pieces from some of Europe’s most promising young artists.

2. Art students across Europe were asked to submit works that depicted their own interpretation of ‘now’.

3. The public are now invited to submit their own interpretations of ‘now’ to the This is Now Flickr group.

4. Launched in October, the Fiesta content portal enable visitors to browse the project’s entire collection of images, create a unique mash up that defines ‘now’ for them and share it with the world.

Some of the best art is being used in the pan-European launch campaign for the Ford Fiesta, with images and films from the first stage being used in the TV ad – available below:

The press and outdoor advertising features work from stage two – here’s a couple of examples:

http://www.flickr.com/photos/thisisnow/2870247978/sizes/l/

http://www.flickr.com/photos/thisisnow/2869420933/sizes/l/

The whole project is tied together with a blog – http://www.thisisnow.eu/ – where They highlight contributions from the public and provide further context on the project as it evolves. There’s also a Facebook page for the project and a Twitter account here http://www.twitter.com/thisisnow

They are also reaching out to art, design, fashion and photography bloggers from around Europe, asking them to get involved and contribute images. They are offering them the chance to be guest-curator of the This is Now blog so they have a chance to share their own unique interpretation of now with a wider audience…. SCHWEEEEEEETT!

The agencies involved in the project are:

  1. Ogilvy: TV & Print work

  2. Wunderman: Digital & DM

  3. MindShare: Media planning & buying

  4. Burrows: Brochure & POS

  5. We Are Social: Social media strategy and execution, including the project blog

I cannot go without saying that the campaign is definitely creatively challenging and it’s got that ‘something’ charming about it – the execution is simply fantastic with the right amount of thinking behind it!

The fit with their target audience is just perfect – young, funky, arty, free spirited individuals who would simply enjoy driving a young car like Ford Fiesta

Overall they get big thumbs-up from me on such a beautifully produced campaign on every aspect. Special big compliments to the people at We Are Social for the great work produced behind the Social Media aspect of the campaign … very well produced indeed guys!

Will be in touch

Enzo :O)

 
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Posted by on October 30, 2008 in advertising, Social Media

 

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