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When agencies and producers joined together to make a masterpiece series of rollers
One of the most exciting campaigns demonstrated two months of this year, the agency BBDO New York and online recruitment service Monster. For pictures of the four big-budget movies they invited four of the most notorious directors of advertising mira.Chem inspired us to this collection - advertising campaigns with lots of videos, shot the best directors.
In 2001, BMW and Fallon Agency created such a phenomenon as the online movie. Fallon suggested his client to create online movie theater. The project invited such famous directors as John Frankenheymera, Ang Lee, Wong Kar-Wai, Guy Ritchie, Alexandro Gonzalez Inarritu and Tony Scott. After the scripts have been distributed, BMW has set two conditions to directors: the first - a mini-movies should be filmed by Hollywood standards, and the second - they are in any case should not be similar to the ad.
In addition to well-known directors were invited on the role of not less than stellar actors - Madonna, Gary Oldman, Marilyn Manson, Clive Owen and many others.
The series was originally conceived as a "package" of five films in the first season, each shot kinmatografa recognized masters. For the second was shot - 3 short films.
All films are combined through-character who acts as a courier, delivering something or someone in cars BMW. It was pure entertainment, not advertising. Movies that sell cars. Even the prime minister of one of the episodes («The Follow» Wong Kar Wai) was held at the Cannes Film Festival.
A series of short films in the Hollywood style of explode the usual approaches to the promotion of expensive cars and showed how advertising can become "the other».
More than 100 million views, and a series of awards prove that the innovative concept for the time Fallon was, indeed, in cash.
In 2003, the complete collection of drives was presented at the Cannes Film Festival. And the whole series has become an exhibit Museum of Modern Art (MOMA). By the end of the second season of sales rose 74%. For comparison, the corresponding figures at Lexus were 42% and Mercedes - 35%. Films generated media noise at 26 million dollars. Shorts continue to download and upload until October 2005, BMW did not stop the campaign to close the site BMW Films.
All videos BMW Films
In March 2006, Adidas announced the reissue Adicolor, shoes that had to paint themselves. Then, in 1983, the project failed, but this time to promote approached quite differently.
Sports giant decided on a risky step to advertising such unusual sneaker is fully consistent with their ideology: the creation of new and unusual with a clean slate, and the only way that you want, having originally only basis.
Seven directors / prodakshenov known for its innovative, ground-breaking ideas and approaches to their implementation, have been invited to participate in the project. He was given carte blanche in the creation of short-films with a single condition - every film should be dedicated to one of the colors Adicolor. In short the brief contained a request to create viral videos, based on their personal emotional and creative perception of the "orders" of color.
Directorial duo Roman Coppola & Andy Bruntel, Neill Blomkamp from RSA, Productions PSYOP, TRONIC, directors Saiman Chow, Charlie White and Happy started to work on the rollers, which entered the history of advertising as one of the most bizarre, incomprehensible, aesthetically valuable projects. < br />
If you look at all the resulting video directly, see the fascinating, totally postmodern mix of genres, styles, techniques and perceptions.
The overall concept of the campaign developed New York's agency Idealogue, the music for almost all of the films (except for Pink and Black) wrote in Q Department.
Campaign «Your calling is calling» («Your calling is calling you") for the recruiting service Monster.com was launched in early January, just after the New Year holidays. Four video and related media - the first work BBDO New York for Monster, received an account of one of the largest online resource for finding and proposal of work in September last year.
The message that convey spots, can be formulated as "do at work all what you can do and enjoy it." They also convey the idea that the work - this is not just a means to make money and survive, this means meeting the needs of a much higher order - get satisfaction from their lives, achieving important goals.
For the filming of the epic four spots BBDO has invited some of the best directors of advertising. The first videos came from Frank Budge and Nicholas Fuls, continued a series of video "Legs" Rupert Sanders of MJZ, and "deification" was the spot, filmed most awarded director in the history of advertising - Daniel Kleynmanom.
In 1996, Diageo, owner of the brand Guinness, announces the pitch at the creative services. His wins wins agency Abbott Mead Vickers BBDO to the concept of «Good things come to those who wait». The proposed idea has become a cornerstone of communication with the audience, and is it already for 11 years.
In 1999, AMV BBDO and directed by Jonathan Glazer created a true work of advertising art - black and white spot where surfers struggling with the waves, are compared with the unrestrained, free horses. Guide Diageo and Guinness remembered that when they had the print with a surfer and want movie made based on this poster. Creators did not want to convert video in the "old-spaysovskie stamps", and director Jonathan Glazer suggested the idea, he had seen once in a painting by Walter Crane "Horses of Neptune».
The success of the movie "Surfer" has surpassed all expectations: sales jumped stout, and the spot by getting gold in Cannes and many other awards, has become one of the most awarded commercials in the history of advertising. Advertisers around the world, redefining it, quite literally, breathe through again.
Jonathan Glazer: «I do not think that Guinness wants to make another ad like this; they are still more interested in the economy. And I can not understand that their decision "Surfer". But if they do allow it allowed to do what I want, and I could thus increase sales of beer, then we all just had a great time. " Glazer was wrong - the art also attracts Guinness.
Then there were the «Bet On Black» («I put on the black"), filmed by Frank Badzhenom and «Dream Club» («Club of Dreams") Glaser. Both spot is very atmospheric, with specific colors and sensations.
Jonathan Glazer: «The idea was to make a dream sports Walt (Walter Campbell, AMV BBDO) and mine. The man falls asleep and dreams of his quest for the secret of life. Thousands of people are trying to look into the hole in the wall. They climb and fight. But this secret - this is the most ridiculous thing you can imagine, so they naturally fall into a hysteria ».
Once these commercials the campaign changed its direction: philosophy and art as such disappeared from it. As time has shown, none of this is not lost. A few years later, when Diageo decided to return to the campaign of waiting, we got «noitulovE».
Another beer brand with the equally famous single campaign, created by the efforts of different directors - Stella Artois. For a time, while Stella Artois continued this line, remove the clip for her actually considered final recognition of the director, playing leading roles in the industry.
Spot a difficult choice in favor of Belgian beer note, for example, Jonathan Glazer, Frank Budgen, Dante Ariola, Ivan Zacharias.
Speaking about global campaigns relating to the involvement of various big-name directors, it should be noted «Color. Like. No. Other »for Sony Bravia. This project involved Nikolai Fuls, Jonathan Glazer and Frank Baggio. Starting in 2005, roller «Balls», conquered not only the audience, but also of professionals, that is stopped on the «Play-Doh», which premiered in October last year.
All three spot differs, of course, as the brightness of the colors and creative solutions, as well as the scale and the highest level of complexity Productions and naturalness. It is known that in this campaign the agency Fallon did not wish to resort to computer graphics, and all effects are live. Millions of plastic balls in the streets of San Francisco, a ton of paint on the outskirts of Ireland, two hundred clay rabbits moushene stop in the center of New York.
Fredrik Bond, Nicolai Fuglsig, Dougal Wilson and Dante Ariola removed by the roller to light and very good campaign JC Penney «Today's The Day ...».
In 2006, the department store chain JC Penney said goodbye to DDB Chicago and announced its new marketing goal - to become for buyers more than just shops with clothes, be lovemark. The contract for the "emotional advertising" received Saatchi & Saatchi New York. And since March 2007, all communication with the audience aimed at achieving this goal. Advertising refers to people who have already taken place as an individual, stand firmly on his feet and emotionally developed. Therefore, the roller JC Penney nothing but clean and quiet positive.
Different directors with different approaches to work and different visions again, as we have already seen in other "long-running" campaigns of famous brands, create a single canvas, a picture of the brand and style of communication with the consumer.
via% 20 / creativity / 2007/09/25/20342 /
In 2001, BMW and Fallon Agency created such a phenomenon as the online movie. Fallon suggested his client to create online movie theater. The project invited such famous directors as John Frankenheymera, Ang Lee, Wong Kar-Wai, Guy Ritchie, Alexandro Gonzalez Inarritu and Tony Scott. After the scripts have been distributed, BMW has set two conditions to directors: the first - a mini-movies should be filmed by Hollywood standards, and the second - they are in any case should not be similar to the ad.
In addition to well-known directors were invited on the role of not less than stellar actors - Madonna, Gary Oldman, Marilyn Manson, Clive Owen and many others.
The series was originally conceived as a "package" of five films in the first season, each shot kinmatografa recognized masters. For the second was shot - 3 short films.
All films are combined through-character who acts as a courier, delivering something or someone in cars BMW. It was pure entertainment, not advertising. Movies that sell cars. Even the prime minister of one of the episodes («The Follow» Wong Kar Wai) was held at the Cannes Film Festival.
A series of short films in the Hollywood style of explode the usual approaches to the promotion of expensive cars and showed how advertising can become "the other».
More than 100 million views, and a series of awards prove that the innovative concept for the time Fallon was, indeed, in cash.
In 2003, the complete collection of drives was presented at the Cannes Film Festival. And the whole series has become an exhibit Museum of Modern Art (MOMA). By the end of the second season of sales rose 74%. For comparison, the corresponding figures at Lexus were 42% and Mercedes - 35%. Films generated media noise at 26 million dollars. Shorts continue to download and upload until October 2005, BMW did not stop the campaign to close the site BMW Films.
All videos BMW Films
In March 2006, Adidas announced the reissue Adicolor, shoes that had to paint themselves. Then, in 1983, the project failed, but this time to promote approached quite differently.
Sports giant decided on a risky step to advertising such unusual sneaker is fully consistent with their ideology: the creation of new and unusual with a clean slate, and the only way that you want, having originally only basis.
Seven directors / prodakshenov known for its innovative, ground-breaking ideas and approaches to their implementation, have been invited to participate in the project. He was given carte blanche in the creation of short-films with a single condition - every film should be dedicated to one of the colors Adicolor. In short the brief contained a request to create viral videos, based on their personal emotional and creative perception of the "orders" of color.
Directorial duo Roman Coppola & Andy Bruntel, Neill Blomkamp from RSA, Productions PSYOP, TRONIC, directors Saiman Chow, Charlie White and Happy started to work on the rollers, which entered the history of advertising as one of the most bizarre, incomprehensible, aesthetically valuable projects. < br />
If you look at all the resulting video directly, see the fascinating, totally postmodern mix of genres, styles, techniques and perceptions.
The overall concept of the campaign developed New York's agency Idealogue, the music for almost all of the films (except for Pink and Black) wrote in Q Department.
Campaign «Your calling is calling» («Your calling is calling you") for the recruiting service Monster.com was launched in early January, just after the New Year holidays. Four video and related media - the first work BBDO New York for Monster, received an account of one of the largest online resource for finding and proposal of work in September last year.
The message that convey spots, can be formulated as "do at work all what you can do and enjoy it." They also convey the idea that the work - this is not just a means to make money and survive, this means meeting the needs of a much higher order - get satisfaction from their lives, achieving important goals.
For the filming of the epic four spots BBDO has invited some of the best directors of advertising. The first videos came from Frank Budge and Nicholas Fuls, continued a series of video "Legs" Rupert Sanders of MJZ, and "deification" was the spot, filmed most awarded director in the history of advertising - Daniel Kleynmanom.
In 1996, Diageo, owner of the brand Guinness, announces the pitch at the creative services. His wins wins agency Abbott Mead Vickers BBDO to the concept of «Good things come to those who wait». The proposed idea has become a cornerstone of communication with the audience, and is it already for 11 years.
In 1999, AMV BBDO and directed by Jonathan Glazer created a true work of advertising art - black and white spot where surfers struggling with the waves, are compared with the unrestrained, free horses. Guide Diageo and Guinness remembered that when they had the print with a surfer and want movie made based on this poster. Creators did not want to convert video in the "old-spaysovskie stamps", and director Jonathan Glazer suggested the idea, he had seen once in a painting by Walter Crane "Horses of Neptune».
The success of the movie "Surfer" has surpassed all expectations: sales jumped stout, and the spot by getting gold in Cannes and many other awards, has become one of the most awarded commercials in the history of advertising. Advertisers around the world, redefining it, quite literally, breathe through again.
Jonathan Glazer: «I do not think that Guinness wants to make another ad like this; they are still more interested in the economy. And I can not understand that their decision "Surfer". But if they do allow it allowed to do what I want, and I could thus increase sales of beer, then we all just had a great time. " Glazer was wrong - the art also attracts Guinness.
Then there were the «Bet On Black» («I put on the black"), filmed by Frank Badzhenom and «Dream Club» («Club of Dreams") Glaser. Both spot is very atmospheric, with specific colors and sensations.
Jonathan Glazer: «The idea was to make a dream sports Walt (Walter Campbell, AMV BBDO) and mine. The man falls asleep and dreams of his quest for the secret of life. Thousands of people are trying to look into the hole in the wall. They climb and fight. But this secret - this is the most ridiculous thing you can imagine, so they naturally fall into a hysteria ».
Once these commercials the campaign changed its direction: philosophy and art as such disappeared from it. As time has shown, none of this is not lost. A few years later, when Diageo decided to return to the campaign of waiting, we got «noitulovE».
Another beer brand with the equally famous single campaign, created by the efforts of different directors - Stella Artois. For a time, while Stella Artois continued this line, remove the clip for her actually considered final recognition of the director, playing leading roles in the industry.
Spot a difficult choice in favor of Belgian beer note, for example, Jonathan Glazer, Frank Budgen, Dante Ariola, Ivan Zacharias.
Speaking about global campaigns relating to the involvement of various big-name directors, it should be noted «Color. Like. No. Other »for Sony Bravia. This project involved Nikolai Fuls, Jonathan Glazer and Frank Baggio. Starting in 2005, roller «Balls», conquered not only the audience, but also of professionals, that is stopped on the «Play-Doh», which premiered in October last year.
All three spot differs, of course, as the brightness of the colors and creative solutions, as well as the scale and the highest level of complexity Productions and naturalness. It is known that in this campaign the agency Fallon did not wish to resort to computer graphics, and all effects are live. Millions of plastic balls in the streets of San Francisco, a ton of paint on the outskirts of Ireland, two hundred clay rabbits moushene stop in the center of New York.
Fredrik Bond, Nicolai Fuglsig, Dougal Wilson and Dante Ariola removed by the roller to light and very good campaign JC Penney «Today's The Day ...».
In 2006, the department store chain JC Penney said goodbye to DDB Chicago and announced its new marketing goal - to become for buyers more than just shops with clothes, be lovemark. The contract for the "emotional advertising" received Saatchi & Saatchi New York. And since March 2007, all communication with the audience aimed at achieving this goal. Advertising refers to people who have already taken place as an individual, stand firmly on his feet and emotionally developed. Therefore, the roller JC Penney nothing but clean and quiet positive.
Different directors with different approaches to work and different visions again, as we have already seen in other "long-running" campaigns of famous brands, create a single canvas, a picture of the brand and style of communication with the consumer.
via% 20 / creativity / 2007/09/25/20342 /
