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Microsoft Outlook: Two To Nurture

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Online
Microsoft

Gender inequality begins at home. Fathers don’t get paternity leave like mothers do in the USA. Why is this unequal? So Outlook, the platform where all office employees coordinate holidays, creates a new feature that allows people within your office donate their unused paid leave to expecting fathers.

Advertising Agency:Miami Ad School, New York, USA
Creative Director:Alex Reinoso
Art Director:Bogdan Rackow
Copywriter:Tanvi Tandon

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Fondation Chirac: Starfakers

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Integrated
Fondation Chirac

Fondation Chirac, well known in Africa for its healthcare initiatives, briefed us with a single figure: 800,000 deaths a year occur due to fake medicine. 

The objective was to make as big of a splash as possible to raise awareness about this tragedy. The campaign used fake African music stars in a surprising approach to fighting fake drugs. The fame of the participating artists amplified the impact of the campaign in both conventional and social media. Just as fake drugs thrive on the popularity of their real counterparts, we used real celebrities’ fame to deliver our message to the widest possible audience with zero media investment. 

The idea: Use fake music stars to show just how disastrous fake medicine is. The brief was to cause a stir, so butchering real artists’ music with fake versions made sense for our campaign. We convinced Africa’s music stars to accept being faked, before unveiling the trick to deliver our message. 

Our initiative snowballed and 17 of Africa’s top music artists pranked their fans with fake interviews and songs. The problem of fake medicine is above all an issue of money, so the target we had to reach was Africa’s poorest and least informed populations. Our approach was to help these populations realize the harmful, disastrous effects of fake medicine easily and safely – and in a striking way – while avoiding placing the blame on them for buying counterfeit products. 

To achieve this goal, every artist accepted to share their pranks with their fans on social media, and continent-wide media networks also broadcast the pranks on TV and radio as partners. The fame of the artists we faked boosted the PR impact and widened our target range. We created a real environment for our fake stars: fake interviews, fake radio shows, etc. 

After this content was released and the public started to react, we held the press conference for the campaign launch. The videos of the pranks were provided to TV networks, which broadcast them for free, representing €200k in earned media. All the participating artists shared their pranks with their fans on social networks, reaching a total of 10.2 million people. The natural reach would have required a €150k investment.

Advertising Agency:Havas, Puteaux, France
Executive Creative Director:Christophe Coffre
Creative Directors:Alban Penicaut, Thomas Derouault
Copywriter:Constantin de La Borde
Art Director:Benoit Pinon
Production Company:Code Films
Sound Design Company:HRCLS

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Nissan: Parking is not an art

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Print
Nissan

The Around View Monitor is a parking technology to help keep the paint on your car and not on what’s around it.

Advertising Agency:TBWA\G1, Paris, France
European Executive Creative Director:Eric Pierre
Creative Director:Jocelyn Berthat
Art Director:Joy Robin
Copywriter:James Blose
Art Buyer:Marie Moulin
Photographer:Fabrice Bouquet
Retouching:Les Demons
Other:Ewan Veitch, Philip Nunn, Anne-Françoise de Taillandier, Buu Tran, Franck Nguyen, Aurélie Crespo, Margaux Wanin

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Be: Why Web Designers Need to Focus on Value for Money

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Post pobrano z: Be: Why Web Designers Need to Focus on Value for Money

At some point as a web design freelancer, you want to move to a higher level, take on more challenging assignments, and make more money. The problem is, you may not know how to proceed. The solution:  Make the transition from freelancer to entrepreneur. This requires taking on additional work and personal responsibilities; learning how […]

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