United Colors Of Benetton’s New Global Campaign “Faces Of Color”

United Colors of Benetton has come up with its new integrated campaign called “Faces of Color”.

This campaign is focusing on its Spring Summer 2013 collection highlighting nine personalities and nine different shades.

The website and campaign states the following: 

We chose a team of world citizens to share the story of our passion, our thirst for innovation, and our desire to reach out to the world. Nine personalities, nine different shades, to paint our future.

Over three days of photo shoot at the Pin Up Studio in Paris, nine ambassadors for life and for style, distinguished by their multiculturalism, cosmopolitan spirit and social commitment,shared their interpretation of colour; a chromatic reflection of the talent and character which led them into the global limelight.

This is the new Spring Summer 2013 United Colors of Benetton campaign.

The images from the campaign will become a limited edition T-shirt that will be sold across the world, online at shop.benetton.com and in flagship United Colors of Benetton stores. All proceeds raised from the sale of the T-shirts will be donated in support of the activities of the UNHATE Foundation.

Faces of Color is showcasing the different ambassadors for life that have different personalities and are distinguished by their multiculturalism, cosmopolitan spirit and social commitment. The campaign is highlighting two major pillars of the brand’s philosophy: humanitarianism and color.

The new United Colors of Benetton campaign, created to celebrate and support the launch of the Spring/Summer 2013 collection, purposedly features the brand’s iconic knitwear. Melange tricot in a wide palette of colors symbolizes the new collection, in which simplicity reigns supreme: basic is Fashion.

A limited edition T-shirt with images from the campaign will be sold across the world, online at shop.benetton.com and in flagship United Colors of Benetton stores. All proceeds raised from the sale of the T-shirts will be donated in support of the activities of the UNHATE Foundation.
You can check out the Faces of Color campaign on the website.
 


Source: http://www.mediapoondi.com/2013/01/24/united-colors-of-benettons-new-global-campaign-faces-of-color/

Digitising Hoardings

Brand: Pinterest

Category: Social media
 
Idea: Take the old-fashioned scrap book online

Details: And you thought there would never be anything better than Facebook? Think again. With Pinterest you can share and store ideas, commentary, humour and pretty much everything in between. You can use it to express yourself, find inspiration, waste time… the works. Even sell. It’s direct, cuts through the clutter, easy to use (no fiddly privacy issues) and above all great fun. If you haven’t discovered Pinterest yet, please do so before everybody else does as well and it turns into another Facebook. In less than three years, it is worth nearly eight million, has four million unique visitors, with the bulk aged between 25 and 54. If you are targeting people in their 30s and 40s, this might be the place to do so.

Source: http://auroramag.wordpress.com/2013/01/23/digitising-hoardings/

Kit Kat’s ‘Free No Wi Fi Zones’ Encourage People To Take A Break

Kit Kat has introduced “Free No Wi Fi Zones” in an attempt to encourage people to ‘Have a Break, Have a Kit Kat’.
The concept is very smart and in line with the brand’s overall image that asks people to take a break from their every day hectic routines and enjoy a Kit Kat. The concept also focuses on encouraging people to interact with real people and disconnect from the digital world for a bit.
The No Wi Fi Zones block internet access within a 5 meter radius making sure that the user is not connected to the internet within this area.
This campaign has been executed in Amsterdam is being executed by JWT Amsterdam.
The ad reads:

“The world is becoming one big WiFi zone, it’s available in bars, restaurants, trains, airports, supermarkets. There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break.”
So we created a Free No-WiFi Zone. In a radius of 5 meters, we blocked all signals so people could escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course.

Source: http://www.mediapoondi.com/2013/01/24/kit-kats-free-no-wi-fi-zones-encourage-people-to-take-a-break-2/

What Shines On

Brand: Louis Vuitton (LV)

Category: Fashion

Idea: Life is a journey

Details: LV is an incredible brand. It is apparently the best loved luxury brand in the world. What makes it a great brand, apart from beautiful products is the communication and how well integrated it is between the digital and the real world. Their films chronicling the journeys of well known life travellers (posted on their website), their Facebook page (10 million fans), their display windows, their trunks for transporting yachting trophies and their sponsored vintage car races in Monaco… there is no dichotomy between retail and online – both translate beautifully and seamlessly into a stunning celebration of life’s journeys.


Source: http://auroramag.wordpress.com/2013/01/23/what-shines-online/

PAS Awards 2013 briefing

The Pakistan Advertisers Society (PAS) held a PAS Awards 2013 briefing yesterday. Agencies and clients were given a run down of the PAS Awards 2011 and 2012 and what given a sense of what to expect of the upcoming Awards. 

Qamar Abbas, Executive Director, PAS reiterated for new participants that unlike other advertising awards which are creative focused, the PAS Awards are effectiveness awards and therefore  every campaign is also scored on the basis of its results.
Uzma Nawaz, Project In-charge for the PAS Awards 2013 talked about the next edition of the Awards due in April, which will see the introduction of two new categories: ‘Best in Digital,’ “to encourage and award work done on the evolving digital front”; and ‘Passion for Pakistan,’ “for all and any campaigns that enhance the image of Pakistan.”

Another new Award for ‘Best Original Local Idea,’ has also been introduced which is aimed at addressing last year’s concern that ‘regional adaptations should not be included’ to “encourage work that had been purely conceptualised and executed in Pakistan.” However, agencies will not be able to enter work specifically for this Award. The winner will be chosen by the PAS Awards jury from all the locally conceptualised entries submitted across  categories.

Nawaz also took the participants through the submission process, highlighting that the forms could be downloaded from the PAS website and how they should be filled out. The PAS also offered to send participants a sample showreel and form to aid them in the submission process.


Source:  http://auroramag.wordpress.com/2013/01/22/pas-awards-2013-briefing/

Another Blast of Hot Air

That remarkable thinker Theodore Zeldin (1994) says an opportunity is wasted every time a meeting has taken place and nothing has happened. If so, most of us spend a depressingly high percentage of our lives on fruitless chatter. 

This is often no accident, since many meetings are not intended to achieve anything, having been proposed for sundry selfish reasons. A common one, which also begets much market research, is the desire of an individual or individuals to avoid being responsible for a decision. This is often wise, since whilst it is perfectly possible that someone may be fired for getting something wrong, few firms are so callous or determined as to get rid of a whole group because of something for which no one person can be blamed. 

Some meetings have objectives so ludicrous it is inconceivable that can be achieved. Thus, about four years ago a client assembled about 16 people from all over the world in London to discuss nothing less than the complete restructuring benefits and services his vast organization offered to its millions of customers. How he imagined the very basis of his firm's businesses could be transformed for the better by eight hours' jabbering around a conference table i did not understand. i spent most of the day trying to calculate the cost in air fares and fees of those present - who included, apart from the company's representatives and those of their agencies, some astoundingly expensive management consultants from the United States and Europe. 

 Many meetings revolve around presentations, but few receive the rapt attention they deserve. A few years ago a friend, Roger Millington, entered the wrong conference room at a big agency. He thought he was talking to an audience of people selling ladies' underwear, whereas they were from Goodyear Tyres. He swears he was a good 10 minutes into his spiel before anyone noticed everything he was saying was hilariously irrelevant. 

When I first became a creative director many years ago I soon learnt meetings were an even greater theft of time than procrastination and never attended unless forced to, merely sending in advance my written views on the subject in question, offering to turn up and discuss them if asked. I don't recall this ever happening, which probably says more than I would like about the poor quality of my thinking. In Up the Organization, Robert Townsend, who made Avis successful, suggests all meetings be held standing up so people will not dawdle. 

But Zeldin is right. The greatest curse of meetings is that most produce nothing. Either there is no conclusion save that another meeting should take place or, if it is decided what should be done, it is not made clear by whom; and even if that essential point is established, it is rarely made clear by when it must be done. 

If what I have written reflects your own experience, I am not at all surprised. But if your organization does not suffer from these vices, it either already is or soon will be amazingly successful. But dont get complacent. Given enough meetings, it won't stay that way long.




Source: Bird, D., (June 1996), MARKETING Insights & Outrages.  

Digital Trends for 2013

Together with Econ­sul­tancy, we sur­veyed more than 700 dig­i­tal pro­fes­sion­als in late 2012 to look at the chal­lenges and oppor­tun­ties that organ­i­sa­tions will be pay­ing close atten­tion to this year. Down­load the report.

Our find­ings have revealed that the sin­gle most sig­nif­i­cant trend is con­tent mar­ket­ing. 2013 is set to be the year of content!
Find out more in our info­graphic below, along with other key themes:

 






















































































































































































































 Source: http://blogs.adobe.com/digitalmarketing/digital-marketing/digital-trends-for-2013/