23 December 2009

North Kingdom Showreel 2009

North Kingdom Showreel 2009 from Designchapel on Vimeo.

Almost unbeatable. If not, unbeatable. Anyway, unseen, so far. North Kingdom.

via Fontanel

Expedition 147: Advertising 11000 meters below sea level.

Expedition 147: Alfa Romeo advertises on lowest point on earth.

Using the codename 'Expedition 147' - Alfa Romeo dives to the lowest point on earth - 11000 meters below sea level - to promote the lowest price ever to be advertised for an Alfa Romeo.

To amplify the campaign message, Alfa litteraly went deep, really deep. To the lowest point on earth. During an extraordinary expedition a team of expert divers and fishers loaded a 2m" billboard into the almost 11 kilometer deep Mariana Trench near the Island of Guam in the Pacific Ocean. A stunt that would really underline the lowest price at the lowest point on earth. The team made a documentary of their adventure. The film is posted on YouTube.

Low, lower, lowest.

Alfa Romeo Belgium explains how the expedition got through: "a while ago we decided to put up a campaign for the 147-model. We wanted to re-introduce the car at the annual carfair in Brussels. The car would be advertised at the lowest price possible. Duval Guillaume answered our brief with an extra-ordinary brand momentum idea."

Geoffrey Hantson : "Price-communication for a car-brand. Not really your most exciting creative brief. Not to mention the fact that consumers get slapped with price offers endlesly. We knew we had to break through the masses and juice the orange and use creative leverage to get the message across. So, we focussed on 'the lowest' and started thinking from that point. We partnered with mediacompany ClearChannel and figured it would be possible to lower a 2m" billboard to the bottom of the ocean. To the lowest point on earth. Almost 11 kilometers below sea level!" — it worked.

The result is a huge expedition recorded documentary style. A team of experts - including marine scientists, engineers, marketeers, directors and creatives - got on board of a fishing boat on to the spot where no bottom of oceans would reach that deep. The 11 kilometer deep Mariana Trench near the Island of Guam in the Pacific Ocean. Armed with lots of equipment - GPS, radar, computers and a heavy fishing crane used for sharkfishing - the team made the difficult drop...

Watch the complete expedition on www.expedition147.be.

15 December 2009

Digital campaign of the decade: Subservient chicken

Digital campaign of the decade: Subservient chicken by readers choice.

What do you think?

If there was a knock against Nike Plus from the ad world, it was what it wasn't: an ad. Which was, of course, the point. Created in 2006, it defined how a brand can build a self-sustaining platform by giving customers an easy tool—a chip in their shoe that connects to their iPod music player—to track and share their training progress. Nike Plus takes "Just do it" and actually helps runners get it done. Since its launch, Nike Plus runners have logged more than 100 million miles—enough for more than 400 roundtrips to the moon. It's little coincidence that Nike steadily increased its running shoe market share from 48 percent in 2006 to 61 percent in 2008. Along the way it created something for brands to aspire to: a product experience that reinforces the brand message. — Brian Morrissey

10 December 2009

AOL Relaunch by Universal Everything

A series of reveal films created for the relaunch of AOL for web video, mobile, and digital campaigns

Commissioned by Wolff Olins NYC
Creative Direction - Matt Pyke
Sound - Simon Pyke