Archive for the ‘McCann’ tag
There are now even more "Dumb Ways to Die"—and smart ways to live—as McCann Australia has made a video game out of its beloved, superviral train-safety ad from last year. "Starring all the characters from the viral hit Dumb Ways to Die for Metro Trains Melbourne, the game allows players to flick piranhas away from a character's private parts and defend another from a snake attack among other ways to avoid being dumb," the agency says. "Players can also pledge to 'not do dumb stuff around trains' at the click of a button." The game, developed by McCann in collaboration with local developer Barrel Of Donkeys, has been the No. 1 free app in Australia for a week, and is charting in 79 other countries. John Mescall, executive creative director of McCann Australia, said: "With the main Dumb Ways to Die video now close to 46 million views, we wanted to give young people another platform on which to enjoy the characters and, more importantly, to continue to remind them that being dumb around trains can and should be avoided."
When Coca-Cola discovered that part of its classic logo looks like the Danish flag, the brand (or at least agency McCann Copenhagen) decided to make an interactive airport ad that dispenses flags. Why? Apparently it's a Danish tradition to greet arriving travelers by waving flags, and Coke wanted to help make a bigger show of the fact that passengers were arriving in Denmark, ranked as "the happiest country in the world." You can watch the results in the case study below. I personally doubt this hidden flag was a real "discovery" on Coke's part so much as a forced connection, but it's a nice gesture.
Last year, granola-bar brand Nature Valley and ad agency McCann New York unveiled one of the most ambitious digital campaigns of the year, Nature Valley Trail View, which created a first-of-its-kind interactive hiking experience thanks to teams who used Google Street View technology to map trails in three National Parks—the Grand Canyon, the Great Smoky Mountains and Yellowstone. The effort won two gold Lions at Cannes and legions of fans across the nation.
Today, agency and client unveiled the next evolution of the site, with three main improvements: more trail view footage (partly through the addition 50 miles of footage from a fourth park, Sequoia); a comprehensive hub for the brand's past, present and future preservation activity; and fully interactive social functionality.
As mentioned in the video below, the preservation message is key. That part of the site now includes an interactive map with expert conservation content. Now, as users discover the trails, they can also get a sense of the preservation needs in each area and how Nature Valley is working to help.
In the past three years, Nature Valley has donated more than $1.3 million to support America's national parks. The brand will give $500,000 more this year to the National Parks Conservation Association.
"Nature Valley is about inspiring consumers to get outside and enjoy what nature has to offer," says Maria Carolina Comings, associate marketing manager for Nature Valley. "Our national parks are America's treasures that must be preserved and protected, and we hope to help raise awareness of the parks through Nature Valley Trail View and our ongoing restoration efforts. Through technology, we can help make the parks accessible to all, and encourage outdoor exploration for years to come."
More photos and credits below.
Client: Nature Valley
Project: Nature Valley Trail View 2.0
Agency: McCann NY
Chairman: Linus Karlsson
CCO: Tom Murphy
CCO: Sean Bryan
Executive Creative Director: Leslie Sims
Group Creative Director: Mat Bisher
Creative Director: Jason Schmall
Copywriter: Sarah Lloyd
Chief Production Officer: Brian DiLorenzo
Exec Integrated Producer: Catherine Eve Patterson
Sr. Integrated Producer: Geoffrey Guinta
Editor: Nathan Thompson
Executive Music Producer: Peter Gannon
Creative Principle / Field Producer: Bryan Roberts
Producer: Adam Baskin
Digitech/Cameraman: James deMuth
Lead Cameraman: Brandon McClain
Preservation Lead/Writer: Greg Jackson
Design and Development: Your Majesty
Executive Creative Director and Photographer: Jens Karlsson
Design Director: Riley Milhem
Tech Lead: Micah Acinapura
Developer: Raed Atoui
Executive Producer: Heather Reddig
Van Dijk (45) maakt hiermee de overstap van de reclame naar media, hij was tot vorig jaar directeur van McCann in Nederland.
Michigan is a great state. One lots of people visit, and plan to visit, thanks to these frequent reminders from McCann/Detroit.
According to The Detroit News, the Pure Michigan campaign helped attract a record number of out-of-state visitors last year.
An estimated 2 million visitors generated by Pure Michigan last summer came from the Great Lakes region and 1.2 million were from elsewhere around the country. Furthermore, the state received $4.90 for each dollar spent on Pure Michigan advertising in 2011.
Na een bureauoriëntatie koos Praxis Doe-Het-Zelf Center voor Ideas For Brands | McCann.
Here's a nice example of form meets function—a one-second PSA about obsessive-compulsive disorder that you have to watch over and over again to get the message, much as OCD sufferers repeat their actions as part of their anxiety disorder. Nice work by McCann Digital Israel. Check out the case study below.
McCann Healthcare Worldwide in Nederland heeft zich per direct versterkt met Guido Hallie als director. Ook wordt hij lid MT van IFB|McCann.
Leaf Holland brengt zijn dropmerken Red Band en Venco onder bij Ideas for Brands/McCann.