Advertising – Marketing Communication News https://marcommnews.com Marketing. Communication. News. Thu, 27 Jul 2023 17:07:07 +0000 en-GB hourly 1 https://wordpress.org/?v=6.2.2 Channel 4.0 launches first branded series and first ecommerce campaign with e.l.f. https://marcommnews.com/channel-4-0-launches-first-branded-series-and-first-ecommerce-campaign-with-e-l-f/?utm_source=rss&utm_medium=rss&utm_campaign=channel-4-0-launches-first-branded-series-and-first-ecommerce-campaign-with-e-l-f Thu, 27 Jul 2023 17:07:03 +0000 https://marcommnews.com/?p=72919 Channel 4.0, Channel 4’s digital-first strand for YouTube, is launching its first ever social branded series ‘Ready or Not?!’ and first ever ecommerce campaign with e.l.f. Cosmetics.

‘Ready or Not?!’ sees content creator Adeola Patronne and special guests dive headfirst into unfamiliar worlds of work while expressing their true selves through style, makeup, and skincare. Episodes begin with Adeola and friends using e.l.f. products to prepare for mystery adrenaline-fueled activities, which include a win-or-lose football challenge as well as a day out at a vegan animal sanctuary shovelling muck and a high-octane session stunt training with a Hollywood pro. 

As part of the deal, e.l.f. will become the first brand to trial ecommerce across Channel 4 social branded content with the addition of shoppable links alongside each ‘Ready or Not?!’ episode – allowing Channel 4.0’s highly engaged young audiences to purchase products as they appear in the show. The campaign also includes additional bespoke content across Channel 4.0 newly launched Instagram and TikTok accounts.

Channel 4.0’s partnership with e.l.f. was brokered by Jodie Miles, Content Lead in Channel 4’s award-winning commercial arm 4Sales and e.l.f.’s media agency, Wavemaker. ‘Ready or Not?!’ marks the latest development in Channel 4.0’s first ever branded deal which saw e.l.f. become the platform’s ‘Official Beauty Partner’ earlier this year.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4 said: “Ready or Not?!’, like 4.0, reflects British youth culture today. It’s funny, boundary-pushing, and empowers viewers to stay true to themselves. We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future.”

Lauren Thornton, AVP, International Marketing at e.l.f. Beauty added: “We’re thrilled to be partnering with Channel 4.0 on their first ever social branded YouTube series ‘Ready or Not?!’ It’s what we call an EYES.LIPS.FIRST. This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out.”

Louise Temperley, General Manager at Wavemaker said: “As the official launch partner of 4.0, we’re thrilled to see e.l.f.’s first content collaboration with 4.0 talent go live, placing e.l.f. at the forefront of entertainment and connecting with Gen Zs”

Channel 4.0 recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards and has commissioned 29 series since its launch in October 2022. With an audience made up of 84% 13 to 24-year-olds, its shows feature a host of Gen Z talent including Chunkz, Nella Rose, Mist, Harry Pinero, Chloe Burrows, Dreya Mac, Spuddz and America Foster.

The launch of branded series and ecommerce on Channel 4.0 contribute to 4Sales’s long history of being a commercial innovation leader. This month, 4Sales released three new products off the back of its pioneering ad experiment, and recently led the way with dynamic ads and devised first party data matching, offering advertisers the ability to match their first party data with user data.   

Created and produced by Wall of Productions, episode one of ‘Ready or Not?!’ launches on 27th July on Channel 4.0, with a further two episodes being released fortnightly. Shorter edits will also run across Channel 4.0’s Instagram and TikTok platforms.

Source: Wavemaker UK

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Captain Morgan launches first ever pan-African campaign, ‘Spice On Africa’ as new pack design launches across the continent https://marcommnews.com/captain-morgan-launches-first-ever-pan-african-campaign-spice-on-africa-as-new-pack-design-launches-acrossthe-continent/?utm_source=rss&utm_medium=rss&utm_campaign=captain-morgan-launches-first-ever-pan-african-campaign-spice-on-africa-as-new-pack-design-launches-acrossthe-continent Tue, 25 Jul 2023 14:19:34 +0000 https://marcommnews.com/?p=72850
  • Global Afrobeats sensation Yemi Alade provides soundtrack for Captain Morgan’s first ever pan-African campaign ‘Spice on Africa’  
  • Captain Morgan rolls out vibrant and premium new pack design across Africa  
  • Captain Morgan is today launching its first ever pan-African campaign, ‘Spice On Africa’ and debuting a vibrant new pack design following the global launch of the Spice On campaign last year.

    The new high tempo TVC is set against Nigerian Afrobeats singer, songwriter Yemi Alade’s upbeat track ‘Baddie’ and is voiced by award-winning comedian Mpho Popps in South Africa and multi-talented music artist Barak Jacuzzi in Kenya. Yemi is a cultural force across Africa, and with back-to-back MTV Africa awards under her belt, is bringing the dynamism of African music to the global stage.

    Celebrating a group of friends that bring their individuality to the table, the TVC follows our protagonist as she moves through a series of vibrant settings on her way to a DJ set. The protagonist brings her own ‘spice’ to each scene with playful twists on how to enjoy Captain Morgan. From a watermelon punchbowl to a BBQ pineapple & lemonade, she inspires her crew to get creative, culminating in someone dunking a chicken wing into their Captain & Cola. 

    The creative sees Captain Morgan debut its vibrant new pack design in Africa, putting the quality, flavour and spice of the liquid at the forefront of the design. The new pack also includes a refreshed version of the brand’s famous Captain icon, maintaining recognizability while allowing the liquid to shine through as the hero. 

    Initially launching in Kenya and South Africa before being rolled out to Nigeria later this year and markets across Africa, the digital first campaign will run through the line with a 45 second TV commercial, social and digital edits as well as appearing in out of home and both on and off-trade retail channels. 

    Samori Gambrah, Global Brand Director, Captain Morgan said: 

    “The new ‘Spice On Africa’ campaign is the first pan-African campaign we’ve seen at Captain Morgan and highlights our commitment to growing the brand in the region. Spice is what makes Captain Morgan delicious, but it’s also an attitude – and this campaign is all about celebrating those who bring their unique ‘spice’ to the party. I’ve loved working with our Captain Morgan teams and creative talent across Africa on this campaign.’

    The TVC stars talent from Kenya, Nigeria and South Africa and was created by creative agency RPM which worked with acclaimed director Kyle Lewis and South African production company EGG films in Cape Town to bring the creative to life.  

    Lesibane Mohale, Senior Creative at RPM, commented: 

    “The vibe and energy on set was very special. With the cast coming from Nigeria, Kenya and South Africa, an amazing crew and our director, Kyle Lewis, this exciting production was a melting pot of diverse talent and unique cultures coming together. We wanted this campaign to connect with our audience by showcasing the warmth, vibrancy and spirit that can be found across this incredible continent, and it was a spirit that could be found on set.”

    Creative agency Bulletproof was appointed by Captain Morgan to design the new pack which is now rolling out across Africa.

    Source: Captain Morgan

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    Desperados Collaborates with 8 Emerging Artists on new Campaign Conceived by Serviceplan France https://marcommnews.com/desperados-collaborates-with-8-emerging-artists-on-new-campaign-conceived-by-serviceplan-france/?utm_source=rss&utm_medium=rss&utm_campaign=desperados-collaborates-with-8-emerging-artists-on-new-campaign-conceived-by-serviceplan-france Thu, 20 Jul 2023 14:38:52 +0000 https://marcommnews.com/?p=72775 The new Desperados campaign ‘Mix of Flavours’ confirms the brand’s commitment to art and street culture by putting a crew of 8 emerging artists in the spotlight. The artists were discovered following a shout out on the brand’s Instagram account about the project.

    Desperados (HEINEKEN group) aims to give new talents with varied backgrounds and experience the opportunity to create the visuals for the new advertising campaign. The campaign has been visible on billboards throughout France since 19th June. And the brand is going one step further by adapting its posters to the artists’ places of residence, so that their creations can be seen in their own towns and cities. A first!

    The brief: to highlight the richness of the Desperados range ; Desperados Original, Desperados Red, Desperados Virgin, Desperados Lime, Desperados Mojito, Desperados Florida, not forgetting the latest rum-flavoured variant, Desperados Tropical. This wide variety of tastes is now expressed through a new signature “MIX OF FLAVORS”.

    This approach is in line with the values of the Desperados brand, which has made mixing flavours and cultures a vertitable leitmotiv.

    The 8 artists selected – BadKid, BD.ART, Maxime Deria, Meaghan Matthews, Becky Soloclub, Tremos, Typru and Victodart – come from a wide variety of backgrounds (collage, painting, fresco, graphic design, etc.). Hailing from all over France – Annecy, Bordeaux, Marseille, Le Havre, Saint-Glen in Brittany, Paris – and even Madrid, they met during a week-long artistic residency in January at the Friche la Belle de Mai in Marseille. This was an opportunity for the artists to meet and create together.

    A partnership with Konbini enabled the work of each of these emerging artists to be showcased on social networks through portraits, interviews with Charlortte Abramov and reports on the residency.

    The brand has rolled out a 100% “MIX OF FLAVORS” campaign featuring; A national poster campaign strongly supporting the 3 main variants: ORIGINAL, RED, VIRGIN ; A scheme on the Paris Metro highlighting all the flavours in the range; and a local poster campaign enabling each artist to see their portrait displayed alongside their creation in their home town.

    DESPERADOS is once again taking us on a journey into its unique world, where art expresses itself in all its forms.

    Source: House of Communication France

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    Heathrow says start your holiday at the airport this summer  in playful retail campaign from St Luke’s https://marcommnews.com/heathrow-says-start-your-holiday-at-the-airport-this-summer-in-playful-retail-campaign-from-st-lukes/?utm_source=rss&utm_medium=rss&utm_campaign=heathrow-says-start-your-holiday-at-the-airport-this-summer-in-playful-retail-campaign-from-st-lukes Wed, 19 Jul 2023 10:09:40 +0000 https://marcommnews.com/?p=72705 Heathrow is encouraging travellers to begin their holiday at the airport before they even step on the plane, in its new summer retail campaign by St Luke’s

    Indoor large billboard mockup on concrete wall 3d rendering

    The creative launched this week is running until the end of August across London & South East England, it shows a coconut indulging in the many retail offers available at Heathrow, delivered with light-hearted humour against the backdrop of relaxing colours. From discounted beauty experiences to savings on meals for the family, it highlights the tempting offers and great savings available in Heathrow’s 250 shops, and restaurants, across its four terminals.

    This new campaign, by creative agency St Luke’s, evokes the holiday feeling, and the playful creative – running across digital out of home, social, digital display, taxi sides, and radio – aims to highlight that Heathrow can be a paradise for every kind of shopper, from foodies to fashionistas. With its range of shops and restaurants to rival the best shopping centres; its high-end boutiques and high street favourites, paradise begins at Heathrow, not at the final destination.

    Meenal Varsani, Head of Marketing & Customer Engagement at Heathrow, said: “The campaign is a light hearted way to deliver the message that Heathrow has something for everyone – from fashion to food, a treat for yourself or a gift for a loved one – even those last minute holiday essentials.”

    Richard Denney, Joint Chief Creative Officer at St Luke’s, added: “Summer is the most popular time to travel through Heathrow, so we couldn’t be more excited to launch this beautifully simple summer campaign, highlighting all the benefits Heathrow retail has to offer to all its passengers before they fly.”

    Source: St Luke’s

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    THE AA LAUNCHES “IT’S OK, I’M WITH THE AA” CAMPAIGN https://marcommnews.com/the-aa-launches-its-ok-im-with-the-aa-campaign/?utm_source=rss&utm_medium=rss&utm_campaign=the-aa-launches-its-ok-im-with-the-aa-campaign Mon, 17 Jul 2023 13:18:51 +0000 https://marcommnews.com/?p=72661 The AA, the UK’s leading driving services business, launches this week a new fully integrated marketing campaign, “It’s OK, I’m with the AA”. After being appointed as its lead creative agency in December 2022, The Gate alongside lead media agency Goodstuff, developed the campaign and evolved communications and media strategy.

    Since 1905, The AA has been committed to putting UK drivers first. A brand that has been a symbol and source of expertise and support for its members is now a pioneering, multi-service provider for the modern, ever-changing driving world. The AA ensures, reflected in a new brand line, that its members are ‘Always ahead’ whether that is through learning superior driving skills for life, buying and selling second-hand cars with confidence, bossing your car’s maintenance or owning the unknown with award-winning insurance and the country’s most awarded Roadside Assistance fleet. 

    The campaign “It’s OK, I’m with the AA” embodies the optimistic, unshakeable confidence UK drivers can have when they are with The AA, now and for the future. It celebrates feeling confident in the face of moments that would faze you if you were not an AA member.

    The campaign has one 60” and three 30” films.  The 60” hero film, using humour to create stand-out, features a cast of AA members experiencing moments where they are confident no matter what happens, whether that’s a dad putting the wrong fuel in his car as his excited family waits to go on holiday, a patient faced by an X-ray revealing an unusually misplaced key, a learner driver navigating a swirling vortex or a dad gifting a new car to his son which promptly gets hit by a meteorite.  These scenes are set to Chopin’s Waltz no 7. The films were directed by Si & Ad through Academy Films.

    The campaign marks a dramatic shift for the AA, moving towards a Masterbrand-led platform and breaks nationwide today on TV and cinema.  Radio, Print, OOH, Social and Digital channels will follow in a phased launch. The Gate, part of MSQ, developed the campaign which   incorporates a new visual brand identity developed by MSQ’s Elmwood, along with the AA’s new distinctive sound asset produced by Sixième Son.

    Lucas Peon, Chief Creative Officer of The Gate, said: “We wanted to bring to life the feeling of unshakeable confidence when you’ve got the AA on your side, no matter what happens, in a way that would be unmissable to drivers across the country.”

    Will Harrison, Group Brand Director at The AA, said: “ From pitch to campaign delivery, the team at The Gate have always been 100% aligned on our brand opportunity and ambitions. We’re all so excited to launch this new campaign as part of a larger ‘Always Ahead’ brand re-positioning to reflect the modern and relevant driving brand that we are, with a good dose of advertising swagger.”

    The Gate has won a number of new clients since the start of 2022 including SMARTY Mobile, Guide Dogs, The AA and, most recently, The Very Group. In the same time-frame it has also won a number of high profile industry awards at the EFFIE’s, APG and Marketing Society awards shows.

    Source: The Gate

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    “Trust Your Inner MINI-Logue”: Pereira O’Dell Reveal Annual Summer Campaign for 2023 MINI Electric https://marcommnews.com/trust-your-inner-mini-logue-pereira-odell-reveal-annual-summer-campaign-for-2023-mini-electric/?utm_source=rss&utm_medium=rss&utm_campaign=trust-your-inner-mini-logue-pereira-odell-reveal-annual-summer-campaign-for-2023-mini-electric Mon, 17 Jul 2023 12:02:39 +0000 https://marcommnews.com/?p=72652 On the tails of a successful awards season, MINI USA unveil the annual summer campaign for the 2023 MINI Electric, in partnership with creative AOR Pereira O’Dell, titled “Trust Your Inner MINI-Logue.”

    We’re typically told to buy electric vehicles (EV’s) for unselfish reasons – the environment, future generations, cost savings, etc. While other car companies lean into these reasons to buy EV’s, MINI knows that the real reason people buy a MINI Electric is to treat themselves.

    We all have the world’s best salesman inside our heads – and most people say you should ignore that voice – you should be practical, be real, be serious. But sometimes, that fun-loving, thrill-seeking, self-indulgent little voice actually knows exactly what’s best for you. To celebrate that inner voice, MINI USA is once again partnering with Pereira O’Dell — but this time on a more… unconventional campaign. 

    This summer, MINI USA is launching an interactive AI experience on MINIUSA.com, where users can record themselves asking, “Why should I get a MINI Electric?” and the AI creates a version of them that looks and sounds *almost* exactly like them — except for one very important detail — the voice you hear will be lower in frequency, so it sounds more like the voice you actually hear in your head. With the help of AI voice cloning and deep fake technology, you can actually have a conversation…with you. The AI version of you will give more reasons why you should get a MINI Electric, and then it creates a sharable video optimized for social platforms. TRY IT HERE!

    Pereira O’Dell’s social team is helping MINI USA leverage both lifestyle and tech influencers to ‘demo’ the AI experience ahead of launch and will use their reactions to amplify the page on social through paid media. In addition to the AI experience, a series of spots will run across digital and social. See the spots here.

    The spots feature Unreal Engine MetaHuman animations – floating, talking heads visualizing the internal dialogues of someone attempting to convince themself of the multitude of fun, wonderful, and sometimes peculiar reasons why owning a MINI Electric makes perfect sense.

    In terms of production, MINI USA also wanted to limit carbon footprints as part of the EV campaign. To reflect this, we eschewed traditional production methods. Instead, we embraced the Unreal Engine and a more unconventional approach. 

    Jordan Strode-Young, Creative Director, Pereira O’Dell explains:

    “Everyone’s first reaction to hearing their own voice is usually the same, ‘do I really sound like that?’”. “We want people to hear that inner voice they’re so familiar with. It’s been a fun challenge working with Current Studios to get that voice — your voice — just right.”

    Patrick McKenna, Department Head, Marketing, Product and Strategy, MINI USA explains:

    “MINI loves being on the cutting edge of technology yet staying playful to convince Americans to go Electric using the exciting frontier of AI,” “We’re giving individuals the chance to connect with their inner AI self and convince themselves of the value of a MINI electric vehicle in a fun and engaging way.”

    Source: Pereira O’Dell

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    THE GATE LAUNCHES FIRST CAMPAIGN FOR GIGACLEAR FOLLOWING PITCH WIN https://marcommnews.com/the-gate-launches-first-campaign-for-gigaclear-following-pitch-win/?utm_source=rss&utm_medium=rss&utm_campaign=the-gate-launches-first-campaign-for-gigaclear-following-pitch-win Mon, 17 Jul 2023 09:55:17 +0000 https://marcommnews.com/?p=72642 Gigaclear, the broadband provider specialising rolling out  full fibre to under-served rural communities has appointed The Gate as its strategic brand and creative partner. The collaboration follows The Gate’s successful win in a competitive pitch process held in March earlier this year. Next week marks the launch of “The Giganaut” the first fully-integrated marketing campaign developed by The Gate for Gigaclear.

    Launched in 2010, Gigaclear is on a mission to unlock the potential of poorly-served, rural communities by delivering fast and reliable broadband to people’s doorsteps. The Gate will help to elevate Gigaclear’s brand presence, supporting its commitment to providing high-speed, reliable broadband services to rural areas.

    The brand has rapidly scaled-up in the last few years, now serving over 80,000 rural homes with thousands joining every month. Andrew Brotherton, Head of marketing adds “As with any scale-up business it needs to mature and enhance it’s marketing capability as it grows and that is exactly what we have been doing. We have undertaken significant customer research to help fine tune our brand strategy and we have widened tactics to reach our target customers with both “long and short” media. In 2022 we ventured into AV and radio for the first time alongside a very strong DM and digital programme. The marketing evolution continues in 2023 as we take the quality of the creative execution to another level with the help of The Gate.”

    The new campaign heroes Gigaclear’s very own astronaut, The Giganaut, a visored hero – and distinctive fluent device – who is on a mission to champion Britain’s rural villages and towns, and connect them to ultrafast, full fibre broadband. 

    “The Giganaut” includes a redesign of Gigaclear’s visual identity and will launch on Monday across TV, Radio, Print, Social, Digital and Online. The film was directed by Jack Cole through Brave Spark Content Studios. The campaign was developed by a joined-up MSQ team blending The Gate’s creative and strategic leadership with Walk-In Media’s media planning and buying expertise and BraveSpark’s production capabilities.  

    Andrew Brotherton, Head of Marketing at Gigaclear, said“We have landed on a distinctive brand positioning that deserves a distinctive brand asset such as our Giganaut. We’re on a mission to bring faster full fibre broadband to under-served rural Britain. It’s a cluttered and nosiy market, but we are confident that this campaign will stand out to be remembered by rural communities as they choose their broadband provider. The Gate has truly understood our brand and the sense of mission we want to convey to our customers and have provided a refreshed visual identity that will work hard at driving both brand salience and immediate activation.”

    Charlotte Wolfenden, Managing Director at The Gate, said: We’re thrilled to announce our partnership with Gigaclear as their strategic brand and creative partner through the launch of this new integrated campaign and refreshed visual identity. Their challenger attitude is contagious and we’ve no doubt the campaign will bring Gigaclear’s out of this world services to the attention of rural Britain, in a playful and memorable way”

    The Gate has won a number of new clients since the start of 2022 including SMARTY Mobile, Guide Dogs, The AA and, most recently, The Very Group. In the same time-frame it has also won a number of high profile industry awards at the EFFIE’s, APG and Marketing Society awards shows.  

    Client: Andrew Brotherton

    Client: Jeri Dash 

    Advertising agency: The Gate

    Chief Creative Officer: Lucas Peon 

    Creative team: Ian Edwards & Giles Hepworth

    Managing Director: Charlotte Wolfenden

    Account director: Will Nevill

    Account executive: Maddie Tarrant

    Chief Strategy Officer: Kit Altin

    Senior planner: Bruno Carramaschi

    Agency Executive Producer: Sonny Botero

    Media buying agency: Walk-In Media 

    Production company: Brave Spark Creative Studios

    Director: Jack Cole

    Executive Producer: Harry Smith

    Producer: Faye Rizzo

    DOP: Alex Melman 

    Editor: Michael Hegarty

    Post-production company: Brave Spark Creative Studios

    Post producer: Harry Smith

    Production assistant: Adam Merridan

    3D artists: Sam Mundon & Sergiu Moscaliuc

    Flame: Sam Mundon & Sergiu Moscaliuc

    Colourist: Yoomin Lee @ Company 3

    Audio post-production company: Grand Central Recording Studios

    Engineer: Munzie Thind & Tom Keats

    Audio producer: Molly Butcher

    Photographer: Stuart Hall 

    Source: The Gate

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    ‘THE INFINITE SPRINT’: ON’S NEW CAMPAIGN SHOWS WHY WINNING ISN’T EVERYTHING https://marcommnews.com/the-infinite-sprint-ons-new-campaign-shows-why-winning-isnt-everything/?utm_source=rss&utm_medium=rss&utm_campaign=the-infinite-sprint-ons-new-campaign-shows-why-winning-isnt-everything Fri, 14 Jul 2023 19:57:45 +0000 https://marcommnews.com/?p=72594

    German sprinter and Olympic champion Alexandra Burghardt’s 22-year career journey is at the heart of film celebrating resilience as a key quality for athletes 

    “The distance between dream and reality is perseverance”

    Just how much endurance does a sprinter need? The answer is: a lot more than you think. A new campaign by Swiss sportswear company, On, aims to reframe sport’s single-minded focus on winning – by highlighting perseverance as an equally essential quality for athletes. The campaign is led by a 171 second film, The Infinite Sprint, which paints an intimate portrait of German sprinter Alexandra Burghardt (29) and her 22-year-long journey to becoming a national champion – and is released  just as the athlete celebrates another winning performance in the 200m race at the 2023 German Athletics Championships in Kassel.

    Centred on the surprising message (for a sports brand) that winning isn’t everything, the film is a powerful reminder that mental strength and a resilient attitude are just as important as crossing the finish line first – whether you’re a professional, aspiring runner or running as a hobby or way of keeping fit.

    Filmed in Burghardt’s hometown of Altötting, Germany, and featuring original archive moments from the very beginning of her career, the film portrays Burghardt’s journey with both a sense of childlike wonder and unwavering willpower. It juxtaposes vignettes of Burghardt’s gruelling training schedule with fictional scenes of a young girl of a similar age to Burghardt when she first set out to pursue her dream of becoming a professional sprinter and making it to the Olympics. The evocative visuals are overlaid by Burghardt narrating the challenges of her 22-year-long journey to become a champion – concluding with her powerful realisation that ‘The distance between dream and reality is perseverance – and with every day, this distance gets a little shorter, until the two meet.’

    Gessica Giulini, On Sports Marketing Lead and producer of the film, says: “This is not meant to be a documentary. We were aiming to create a content piece with a narrative arc and personal insight into athletic life beyond the common “zero to hero”-story. We want to inspire people from all walks of life to connect with Alexandra’s story, to take heart and realize that, even though it might take longer than you think if you persevere, you can reach your goals. The most important thing is not to give up but to Dream On.”

    Written by Los Angeles-based creative director Oliver DeVitre and shot by award-winning director and editor Mischa Meyer, The Infinite Sprint is a new style of content film, subverting the traditional sports documentary format with fictional elements in order to connect to a wider audience. The campaign was created by On in collaboration with Oliver de VeVitre’s transatlantic creative agency Gold for Cash Inc. and produced through Akkurat production company in Berlin.

    The Infinite Sprint represents a new twist on a traditional format – showcasing the human behind the athlete in an authentic and unfiltered manner, yet also using a script and direction that casts a spotlight on the mental strength needed to make the necessary sacrifices, to believe in oneself despite all setbacks, and, most of all, to never give up. Stylistically, the film is carefully crafted to convey both the intensity and grace of Alexandra’s sprinting prowess and to let original footage taken from Burghardt family’s VHS tape archive from her childhood. Playing with time in different ways was the guiding principle for the use of different cameras, speed and angles – a high-speed drone typically used for capturing motorsport action was needed to capture the shots of her sprinting because she was too fast for a standard drone to keep up with.

    Oliver DeVitre fka Frank, Creative Director, Gold For Cash Inc. comments: “This project was an amazing opportunity to team up with an athlete whose story has not been told yet and give it the emotional scale it deserved. I loved turning Alexandra’s decades-long, split-second battle into something that hits you right in the feels, no matter how invested you are in the world of track and field.”

    Director Mischa Meyer, Akkurat adds: “We all have childhood dreams. To realize them and to stay true to your dream throughout your life is one of the biggest personal challenges a person can face. Putting this personal journey of Alexandra into a film was what really excited me about this project. An athlete at their peak and showing how far they’ve come to get there. And it was an absolute pleasure to work with someone equally dedicated to their craft as myself.”

    DeVitre and Meyer have been collaborating with On since 2020. Currently based in LA, DeVitre is a creative director who has worked for some of the world’s top advertising agencies including Wieden + Kennedy Amsterdam and VCCP Berlin, where he created award-winning work for global brands including Nike, BMW Motorrad Global, Sky, Heineken and Converse.

    Also based in Los Angeles, Meyer is a commercial, music video, and film director and editor originally from Stuttgart, Germany. Following success in the commercials world, his first short film, ANT, was selected in over 30 international film festivals as well as winning a Young Directors Award at Cannes 2021, while his latest short film, In The Shadow of Palms, recently premiered at Tribeca.

    Source: On

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    E-Bike Brand Euphree Launches City Robin X+ Model with Fully Integrated Wiring, and Intuitive Torque Sensor Technology https://marcommnews.com/e-bike-brand-euphree-launches-city-robin-x-model-with-fully-integrated-wiring-and-intuitive-torque-sensor-technology/?utm_source=rss&utm_medium=rss&utm_campaign=e-bike-brand-euphree-launches-city-robin-x-model-with-fully-integrated-wiring-and-intuitive-torque-sensor-technology Fri, 14 Jul 2023 08:41:17 +0000 https://marcommnews.com/?p=72578 Modern Formula creates launch campaign

    Full-service media agency Modern Formula (MoFo) has designed a digital creative and paid social campaign for Instagram and Facebook to support the launch of e-bicycle company Euphree’s City Robin X+, an e-bike that is billed as “Better, stronger, and more comfortable.” 

    Euphree is a practical e-bike alternative for eco- and cost-conscious consumers who are tired of paying for insurance, oil changes, gas, Ubers, parking, and all other costs associated with owning a car.  The City Robin X+ may serve as a commuter alternative or a relaxing comfortable cruiser ebike to get out on greenways and bike paths.  

    The City Robin X+ comes equipped with a 48v, 500W Bafang hub motor, Tektro hydraulic disc brakes, Kenda 27.5 x 2.1 hybrid tread line, 7-speed drivetrain, aluminum alloy frame with an integrated battery, and intuitive torque sensor technology. The City Robin X+ retails for $2,099.

    The goal of the ad campaign is to create awareness for the upscale bike brand and model. It is marketed to people 40+ of any gender for light biking, local commuting, or even delivery thanks to generous baskets.

    “The City Robin X+ is in a class of its own at this price point,” said Euphree founder Daniel Basaldua. “We took countless customer feedback into consideration and refined this model to be significantly differentiated versus our competitors.  This is the most comfortable ebike you can ride.”

    Source: Modern Formula

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    The Photographic Odyssey of an OPPO Reno https://marcommnews.com/the-photographic-odyssey-of-an-oppo-reno/?utm_source=rss&utm_medium=rss&utm_campaign=the-photographic-odyssey-of-an-oppo-reno Fri, 14 Jul 2023 08:28:01 +0000 https://marcommnews.com/?p=72564 New campaign by HAMLET for Reno Monroe model highlights the WOW factor of its new pro-portrait lens

    Consumer electronics giant OPPO have launched the Monroe series of their Reno 10 model of mobile phone with a new global campaign created and produced by international production studio HAMLET.

    Directed by Tucker Bliss through HAMLET, ‘Can I have my phone back?’ is a feel good two minute TV spot highlighting the photographic capabilities of the new Reno Monroe model. 

    Recognising the significance of capturing meaningful moments and the art of taking a great photo for their tech-savvy consumers, OPPO developed the state-of-the-art pro-portrait lens for the Reno model.  The advanced lens adds a touch of the ‘WOW Factor’ to the photos and ensures an exceptional image quality that catches people’s attention, and as a result, everyone wants to be part of the shot.

    It has become customary to ask strangers to take a picture of us and our friends with our own phones. They tend to check they’ve managed to get a good snap before handing back the phone. However, in ‘Can I have my phone back?’, strangers love the quality of the OPPO Reno 10 so much, they want a picture of themselves too.  

    This leads to an unexpected outcome as the phone is passed from person to person and sent on a photographic odyssey, anxiously pursued by its owner, concerned she may not get her phone back. When she finally gets her phone back, her concern disappears, and she revels in the beautiful photos that capture its journey.

    Director, Tucker Bliss said: “We were given a detailed overview of the new phone and a brief to highlight the phones pro-portrait features. Other than that, we had a blank canvas, complete creative freedom. We had a selection of ideas after our creative process, but “Can I have my phone back” felt like the strongest idea and aligned with the brand.  It’s playful, cheeky, has a bit of a story, it’s natural, yet a bit fantastical.”

    In addition to TV, the campaign will also run online on social channels and PoS in India, South Asia, Asia Pacific, Middle East, Africa, Europe and Japan.

    Credits

    Client: OPPO 

    Product: Oppo Reno 10 – Monroe series 

    Title: Can I have my phone back?            

    Agency: Guangdong OPPO Mobile Telecommunications Corp. Ltd.  

    Executive Creative Director: Mats Hakansson

    Creative director: James Li

    SENIOR ART DIRECTOR: Gao Bo

    Design Lead: Yuyeon Cho-De Jong

    Senior Creative Project Manager: Pei Binzhi

    Senior Creative Project Manager: Yao Yawen

    Senior Marketing Planning Manager: Luo Siqi

    Senior Marketing Project Manager: Cai Xinyi

    Production Company: HAMLET

    Director: Tucker Bliss

    Executive Producers: Ruben Goots, Jason Felstead, Mathias Kerner

    Producer: Pim Verhaert

    Post-Producer: Dominique Ruys

    Director of Photography: David Foulkes (WPA)

    Art director: Silke De Rycke 

    Stylist: Lisa Lapauw

    Make-up artist: Mathilde Van Hoof

    Casting agency: Dominique Models 

    Editor: Dylan Edwards (Cabin Edit)

    Music: Sonhouse, Brussels            

    Sound Design: Sonhouse

    Sound Post-Production Cy: Sonhouse                             

    Color Grader: Marina Starke (MAP)

    VFX Company: Strobe

    VFX Supervisor: Franklin Toussaint

    Image Post-Production Cy: Moxy

    Source: HAMLET

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