How easy would it be to parallel park if you always had a friend to help you—even when you were driving alone?
A new Fiat billboard created by Leo Burnett Germany invites viewers to imagine just that. The agency hooked up a digital screen with special software and a sensors to measure how far a driver’s rear bumper was from the car behind it, and then projected synchronized images of human helpers guiding the driver’s parking job—just like a passenger might get out and do.
It’s a simple, clever concept, appropriate to promote Fiat’s Parking Assist technology, an alarm system that warns drivers in reverse of objects behind them. The billboard even offers a range of different playful avatars for the computerized assistant—a biker, a child, a wise old-man. And the brand’s marketing team couldn’t resist designing one of them—a woman in a skimpy bunny outfit—to appeal to the leering set.
Unfortunately, that seems like the kind of thing that might make some drivers more likely to hit the car behind them.
via This Clever Billboard From Fiat Actually Helps Drivers Parallel Park | Adweek.
If you want to see all the clever things your fingertip can do, check out this cool new interactive music video from Japanese pop star Namie Amuro.
The video offers a pop-art cornucopia of wit and silliness based on one simple instruction—you’re asked to put your finger on the screen and leave it there as the video plays. It’s an apt concept for the song, which is called “Golden Touch,” and it’s reminiscent of the classic Canadian campaign from Skittles that played around with the same idea.
Keep your finger at the center of the video, and let the camera do the heavy lifting—scratch a vinyl record, light up a chill dachshund’s touch-sensitive LED jacket, trap a monster under its manhole cover, and much more. The clip rewards you for sticking it out to the end, with a range of unexpected applications—some abstract, some literal, some cheeky.
But maybe the credit should go to Ze Frank for pioneering the gag, even if his take wasn’t as refined.
via Put Your Finger on the Screen, and This Music Video Becomes Delightfully Fun | Adweek.
This interactive outdoor campaign by Lew’Lara\TBWA is a real yawner—which is exactly what the Brazilian agency intended.
The shop set up a digital panel equipped with a motion sensor at São Paulo’s busy Fradique Coutinho subway station at morning rush hour. When commuters approached the sign, the face on the panel would yawn. Naturally, many of the commuters themselves also began yawning—yawning being notoriously contagious, after all—at which point the screen made a product pitch.
In case the sign wasn’t enough of a wake-up call, perky glamour gals arrive on the scene with some product samples. (Watch the clip to savor the big reveal.)
That last bit—the glamour gals—might strike some viewers as gratuitous, but otherwise this a prime example of what prankvertising has been morphing into over the past few years.
Shocking stunts have by and large been replaced by a fusion of technology and street theater as brands create positive real-world experiences designed for subsequent media consumption. Of late, they’ve run the gamut from fun to moving to doggone adorable.
As long as such campaigns remain clever and inclusive, it will be a long time before the public tires of this approach.
Via Ads of the World.
Client: Café Pelé
Agency: Lew’Lara\TBWA, Brazil
Chief Creative Officer: Manir Fadel
Executive Chief Creative: Felipe Luchi
Copywriter: Lucas Veloso
Art Directors: André Mezzomo, Digo Souto
via How This Interactive Subway Ad Got Everybody Yawning, and Wanting Coffee | Adweek.
This tells me that video’s are struggling, out-sourcing visuals from conceptual thinking are the way forward. Bring on the Creatives! Reports that the music video is dying a slow and painful death are frankly, way wide of the mark. The past 12 months have proved the format is as strong as ever, flourishing with innovative visuals from Billboard chart toppers down to bedroom producer masterminds. With that in mind, music journalist Errol Anderson picked out the best, most creative, weirdest and freakiest music videos from 2014. Hawk House – Chill Pill
The UK hip-hop flag hasn’t always flown at full mast in the last couple of years. A misfiring combination of failed crossover ability and lack of talent has seen to that. Hawk House are one of the few acts channeling purposeful lyrics and a good visual aesthetic into all their output. Directed by Thomas Rhazi — recently signed to Division in Paris — the monochromatic backdrop of “Chill Pill” showcased this perfectly. Conceptual, clean and satisfyingly soulful. FKA Twigs – Two Weeks
A few of FKA Twigs‘ videos could have made it on to this list, such is her stranglehold on imagery as an artist. “Video Girl” was arresting and #throughglass may have nicely merged Google Glass’ tech with lush self-choreography, yet “Two Weeks” was the winner this year. Engulfed in gold, it’s arguably just as good as MJ’s “Do You Remember The Time” in terms of ambition and extravagance. The slowly-revealing zoom is a work of art in itself. Jamie XX – Sleep Sound
“The relationship between silence and music is a big part of what I am trying to express with my work,” said poet and artist, Sofia Mattioli of her creative ethos. That mindset is well and truly manifested in her idea for Jamie XX‘s “Sleep Sound”. Mattioli enlisted 13 members of the Manchester Deaf Centre, who created movement inspired by the sound’s physical vibrations and in response to Sofia’s own moves. The result is seven minutes of bewitching human interaction backed by an ethereal dreamscape of sound. Clark – Superscope
Music video inspiration doesn’t usually come from the bottom of a skip. Yet Vincent Oliver – who specialises in live visuals, graphic design and motion design for Adoxo – found just that. His efforts for “Superscope” turned an abandoned oscilloscope into the heartbeat of a raging, techno number — proof that simple graphics can still prove compelling. Clark liked the idea so much that he decided to also use it as part of his Phosphor live show. Rome Fortune ft. OG Maco – Four Seasons
Directed by Goldrush — the duo behind Maco’s viral sensation “U Guessed It” and several other Rome videos — “Four Seasons” finds the pair of Atlanta natives in what we might as well presume to be a Four Seasons hotel, wreaking all sorts of havoc. The visuals are complete with hilarious animation and shots of Rome’s stunning cover art, all assisted by blunted, subtly melodic bars. Witness clips of Fortune as a CNN news anchor, Simpsons character and a WWE superstar within its three minute duration.