Brand Union Paris - A Month Of Ideas - Summer 2017
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Tom Lowe's documentary "Awaken" explores the relationship between technology, wildlife and humanity over 5 years in 30 countries using cinematography techniques. Tinder reveals the most active beaches on its app are in Corsica and the South of France for meeting people over the summer. The adult site Pornhub launches an educational campaign called "Old School" featuring Nina Hartley to promote safe sex practices for seniors.
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Brand Union Paris - A Month Of Ideas - Summer 2017
- 1. A Month of Ideas#JULY & AUGUST 2017 #BRANDUNIONPARIS 2017 Nature Charities GoT Sport Fun Design Art Technology Food Art Equality Picture WTF Illustration Adventure Social Media Prevention
- 2. 2 HUMANITY & TECHNOLOGY Filmed over 5 years in about thirty countries, the new Tom Lowe’s documentary "Awaken" explores the correspondences between technologies, wild life and humanity. By means of illusions and fine cinematographic techniques such as time dilation, underwater and aerial photography and even the use of cardan (rotating supports allowing the camera to be rotated on a single axis), the film captures the vivacity of colours and movements and decorticates its environment in an extremely detailed manner. Tom Lowe, « Awaken » http://bit.ly/2v4log9 BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 3. 3 MATCH ON THE BEACH On July, Tinder unveils the list of the most "active" beaches on its platform. It is in Corsica, on the beach of Calvi, that all singles combined have the maximum chance of meeting, observes the application Tinder. The South and the Cote d'Azur are also preferred destinations to meet someone. This ranking delivered by Tinder is not disclosed to this period by chance. Indeed to seduce it is necessary to know to let go this is the game of the summer holidays: to get rid of all responsibilities. Now you have two options: change your destination or download the app if you are already in the right place. Tinder, « Les Plages Actives » http://bit.ly/2vjebEY BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 4. 4 OLD BUT NOT SAFE Papillomaviruses, syphilis or chlamydia are sexually transmitted diseases that have increased dramatically in the elderly in recent years. Based on this observation, the adult site Pornhub launches the prevention campaign "Old School". The concept ? Through a 15-minute video on the YouTube channel and on the campaign's webpage, Nina Hartley, a well-known American X-rated film actress, provides preventive counseling such as various illnesses and sexual positions. Less risky for seniors. For those who are not adept at new technologies, the pornographic site has created VHS tapes in which older people can find all the advice of Nina Hartley. PornHub, « Old School » http://bit.ly/2wdlZvU BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 5. 5 NEGATIVE DRAWING Based in the UK, Liam York is a young artist with a very particular style. This lover of drawing reproduces portraits of famous personalities and characters he draws in negative. Concretely, he reverses the colours and uses the negative palette to make these impressive portraits. Then, once the drawing is finished, he takes a picture with, and reverses the colours on digital. We can see the work of art of Liam which displays its original contrasts and colours. To achieve his goals, Liam draws from existing photographs with a palette of inverted colours. A work of titan that forces the respect, for a style of drawing very particular, even unique. Liam York, « Negative » http://rdbl.co/2veGG6u BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 6. 6 BRAND UNION PARIS – A MONTH OF IDEAS – JUNE2017
- 7. 7 SATIRICAL POINT OF VIEW The press design is a very delicate subject in the world of artists. Already, because he is very often engaged and then because it requires to have a beautiful culture that obliges to stay abreast of the latest news of the moment. Based in Canada, Sébastien Thibault is one of these designers. Very talented, he works for media such as The New York Times, The Guardian, The Washington Post, WIRED or even Le Nouvel Observateur. With his minimalist style, Sebastien illustrates in a creative and satirical way the great subjects of the moment: political, ecological, privacy, ... Besides the illustrations which are obviously very aesthetic, one appreciates the impertinence and the research work that hides behind each of these creations. Sébastien Thibault, « Satirical Cartoon » http://bit.ly/2wE9zwF BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 8. 8 BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 9. 9 ASTONISHING PORTRAITS Inspired by the work of the painter Arcimboldo, the Polish artist Anna Tokarska has developed a series of portraits with fruits and vegetables that she photographed. Each face, full face or profile, measures between 50 and 80 centimeters. It must be admitted that the result is all the more surprising since they are real foods that are used. A beautiful tribute to the work of Arcimboldo! Anna Tokarska, « Arcimboldania » http://bit.ly/2xvPLZA BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 10. 10 BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 11. 11 #BEAUTYSTA Since 2014, NellyRodi, under the direction of Nathalie Rozborski (Deputy Managing Director of the agency), has modeled and designed this new space Beauté du Printemps Haussmann which opened its doors this Monday morning. Behind this new interior architecture, we find the exceptional work of Antonio Citterio, who is already at the origin of the renovation of the exterior façade of the building in 2012. A renovation that continues to open in the light of day this building, Allowing guests to enjoy unparalleled views of Paris from its beauty area. Printemps x NellyRodi, « Nouveau Printemps de la Beauté » http://bit.ly/2vfQ0ac BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 12. 12 MOTORCYCLE INK TATTOO Accompanied by Los Angeles-based Team One, the first motorcycle company in the United States, Indian Motorcycle, unveils an unprecedented campaign. For this unprecedented operation, the brand collaborated with tattoo artist Franco Vescovi to create the first sterile tattoo ink from a burnout. Through this unique operation, the brand wanted to create a strong and emotional connection with the "bikers", whose tattoos have been part of the codes for decades. Indian Motorcycle x Team One, « Indian Motorcycle Ink » http://bit.ly/2uSJHta BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 13. 13 MY QUIET PLACE Do you have trouble concentrating when you work? The slightest noise destabilizes you and reduces your productivity? This "small" invention is made for you! In Ukraine, the Hochu-rayu design studio has developed "Helmfon", an impressively designed helmet that has been specially designed to completely isolate you from noise nuisance and thus improve your productivity. Certainly not very discreet, the helmet is 100% customizable. Hochu-Rayu Studio, « Helmfon » http://bit.ly/2tNMLbU BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 14. 14 AMAZON COUNTER On the 10th of July, Amazon e-commerce giant launched #PrimeDay, a worldwide day of "private sales" for members of the Amazon Prime program. To counter this, Monoprix and its agency Rosapark today launched the #DeprimeDay, a Twitter operation dedicated to all the depressed on Monday ... who want to heal! Thus, throughout the day, the brand proposes to you to deliver free any Monoprix product ordered on its site, according to your desire of the moment: rain boot, umbrella or sauerkraut. Only one slogan for the brand: do yourself a favor! Monoprix x Rosapark, « #DeprimeDay » http://bit.ly/2g5Q75r BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 15. 15 FROM ADBLOCK TO VINTAGE ADS One third of Facebook users between the ages of 25 and 35 are equipped with an AdBlocker. Signifying their lack of interest in online advertising, considered intrusive or embarrassing. To remedy this, the digital agency KINDAI launches Social Ads Vintage Edition. This is a Chrome extension that replaces all Facebook Ads by vintage ads for the Sony Walkman, Apple II, Pizza Hut x Ninja Turtles or the first Nike Air. Advertising with a delightfully retro look, more charming than a "dark post" for a social media marketing tool or a super-slim iPhone case. KINDAI, « Social Ads Vintage Edition» http://bit.ly/2tpsOK0 BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 16. 16 SNAP’CAFÉ What better than a small cafe to gather with friends and promote the meeting? For several years, it is in any case the bias of NESCAFÉ that focuses all its communications around this concept. Very active on social networks, the brand was one of the first in France to invest Snapchat and to orchestrate activations at 100%. This summer, NESCAFÉ, in collaboration with Buzzman agency, benefits from the new Snapchat functionality: "Snap Map" which allows you to geo-locate your friends, to set up a very special contest. NESCAFÉ challenges its subscribers to try to make the biggest possible meeting with their friends on the Snap Map. To do this, they just have to meet with friends owning Snapchat, take a screenshot of the card and share it on Snapchat, Twitter or Facebook with the hashtag #NESCAFÉMap. NESCAFÉ x Buzzman, « #NESCAFÉMap » http://bit.ly/2xcrQik BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 17. 17 FIRST PHOTO EXHIBITION SHOT BY A CAR Volvo Cars, the premium automaker, best known for its safety leadership, is proud to partner with photographer and artist Barbara Davidson. A unique collection of thirty photos taken with the security cameras of the new XC60. The collection reflects the life of the streets of Copenhagen, the Danish capital, from a totally new perspective. Davidson's photographs were first exhibited in the Canvas studios gallery in London's Shoreditch, and will then tour some major European cities during 2017. Volvo Cars x Forsman & Bodenfors, « Moments feat. Barbara Davidson » http://bit.ly/2uMwO7C BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 18. 18 UNDER THE SEA How to entertain the children on the Eurostar during the 20 minutes of crossing the Channel, when the landscape gives way to a clogged horizon? Eurostar has created an interactive experience to make this passage underground (and under the sea) a true adventure. This summer, Eurostar has distributed a few thousand virtual reality helmets to passengers to enable them to live an underwater odyssey worthy of Jules Verne. They were able to immerse themselves in this aquatic universe, populated by marine creatures and treasures, with the VR helmet, a smartphone or a tablet. Eurostar x Droga5, « Unlike Any » http://bit.ly/2waASzf BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 19. 19 ROCK MY WORLD Announced at the beginning of July in the manner of a production straight out of Holywood, Dominate the Day is finally not a feature but an advertisement in which Apple called on the actor Dwayne Johnson to promote his voice assistant Siri. The Pitch: What happens when a television presenter challenges “The Rock” to do even more than what her schedule already foresees? Answer: A "small", but not frankly light sketch, in which our hyperactive actor will try to do as many activities as possible while being helped by Siri. Apple x Dwayne Johnson, « Dominate the Day » http://apple.co/2wDLDcC BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 20. 20 THE EVIL BUTTON Who said that a hybrid engine was not badass? To highlight the power (not diabolical) of the new Golf GTE, Volkswagen is surfing on the theme of bad guys at the cinema. Directed by Gary Freedman on an original idea from the Adam & Eve DDB agency, the film focuses on a more responsible use of this famous "gimmick": by pressing the GTE button and combining the electric motor with the engine, the happy driver of the new Volkswagen Golf GTE uses the power of the vehicle for the good of mankind and can leave the city, serene and all smiles. Volkswagen x Adam & Eve DDB, « The Button » http://bit.ly/2xcyGVg BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 21. 21 COOK LIKE A MOVIE DIRECTOR If before recipes cooked on a piece of paper or circulated via word of mouth, the air of the social networks saw the development of a new fashion: the preparation of recipes through videos very didactic. A huge success that encourages their creators to make more and more qualitative and artistic videos by playing on editing, music or effects (stop motion, for example). A fashion that gave an idea to David Ma, director in the advertising world and food artist, who had the idea to mix his two passions. How? By imagining 4 recipes way big filmmakers using the codes of their most famous movie. Not only it was necessary to think about it, but it is also very well realized! Davi Ma, « #FOODFILMS » http://bit.ly/2iqr6mA BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 22. 22 JUST LIKE THAT For the first time, the UNILEVER Group spoke on its compressed deodorants: Rexona, Ax, Dove, Monsavon and Williams in a campaign. The object of this new advertising approach is therefore the compressed deodorant, hero innovation because it is more respectful of the planet and more respectful of the will be honored. Inspired by musicals, the film, shot in Havana, explains the compressed deodorant features, inviting the viewer to an initiatory journey Unique inside a palace where one discovers special guests. Indeed, concierges and Businessmen, cooks and tourists, swimmers and a penguin deliver an unprecedented version the famous "Vivaldi Spring". Unilever x Herezie Group, « C’est comme ça maintenant » http://bit.ly/2wHcX9R BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 23. 23 CREATE A BETTER TOMORROW, TONIGHT Absolut Vodka appointed BBH London as its lead global creative agency last October, following a review. Sid Lee had formerly handled the account for some four years. On July, BBH London launched a “Create a better tomorrow, tonight” global campaign for the brand with the spot “Equal Love.” Directed by Somesuch’s Aoife McArdle, “Equal Love” opens in a bar as a couple exchange a passionate kiss. An onlooker approaches from nearby and soon the kiss is passed on from one person to the next, spanning a diverse array of ages, races and genders, all set to The Crystals‘ 1962 hit, “There’s No Other (Like My Baby).” Absolut Vodka x BBH London, « Equal Love » http://bit.ly/2xsI4mP BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 24. 24 WHO’S TURN In mid July, the German car brand unveiled "Humans", a 45-second film focusing on brand innovations (electric vehicles, rechargeable hybrids), with a focus on the new e-Golf. The statement? Man has always adapted to his environment. All the more so today with the arrival of new technologies. When will the cars turn? A realisation accurately accomplished by the director Martin Kalina of the company Big Production who also made last May the films "Le concert" and "Soirée Foot" of the advertising saga Regards Croisés d'Orange. Volkswagen x DDB Paris, « Humains » http://bit.ly/2vG6h9c BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 25. 25 IT’S ALL ABOUT CHICKEN “The chicken, the whole chicken and nothing but the chicken!” In a bold statement about the provenance and quality of its chief ingredient, KFC uses humor and attitude to get the message across. However, a Twitter backlash has already started, with some viewers appalled by the very direct connection between a live, healthy chicken and a KFC meal. But, Mother was prepared for a strong reaction to the campaign. A spokesman said, "It's a clear message, using chickens like we're proud of them. We are all about chicken." KFC x Mother London, « The Whole Chicken » http://bit.ly/2wPNFnJ BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 26. 26 PLEASE, STOP COMPARING US Last August, during the Olympics in Rio, the Under Armour team notices something unsettling. “Every time a woman won, she got compared to men. We had to start thinking about how to change this conversation. Why is there always a framing that when a woman does well, she’s compared to the greatness of a man?” Adrienne Lofton For “Unlike Any,” created by Droga5, Under Armour selected five standout athletes (two of them new to the brand’s roster) who have all achieved great feats in their careers, but have also overcome massive hurdles to get to where they are today. Rather than having the athletes tell the stories themselves, the brand turned to poets (Aja Monet, Kojey Radical, Dominique Christina, Aristophanes and Saul Williams) to breathe new life into these stories. Under Armour x Droga5, « Unlike Any » http://undrarmr.co/2v1mh3O BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 27. 27 FOR AN UNDERSTANDING WORLD It is the first event for AJL, the association of LGBT journalists founded in 2013 and co-chaired by Lucas Armati and Alice Coffin. On Thursday, June 29, at the Maison des Métallos, in the 11th arrondissement of Paris, the "Out of Gold" ceremony was organized to enhance the media, personalities and initiatives that combat homophobia and positively increase the visibility of so- called LGBT people in public space. Inspired by foreign ceremonies (Glaad Awards in the US) and presented by journalist Marie Labory (Arte) and actress Shirley Souagnon (Jamel Comedy Club), the evening distinguished in nine awards the best treatments journalists (documentaries, reportages...), the most important cultural works and the strongest public commitments (in the political and economic world) of the year 2016/2017. She also revealed the name of the personality of the year, elected by Internet users during the month of June. Association des Journalistes LGBT, « Out d’Or » http://bit.ly/2vXSUDf BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 28. 28 SPIDER-SAM Carat and The Story Lab (Dentsu Aegis Network) linked Sam to the Spider-Man superhero in a Road Safety movie, aired on August 15 in more than 2,300 movie theatres and on the internet. The spot, developed with Marvel and Sony Pictures France, shows a group of young alcoholics leaving a nightclub without first designating its sober driver. Spider-Man, on the lookout, decides to intervene with his friend Sam. Both will use their super powers to convince young people to be safely accompanied and to recall the message "The one who drives is The one who does not drink ". DSCR x Carat et The Story Lab, « Spider-Sam» http://bit.ly/2sUfpYz BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 29. 29 ARTICLE 13 Each year 3000 migrants cross the Mediterranean and drown, this campaign shock reminds the French that at this time of the year this tragic fact is only getting worse - due to the best conditions at sea that incite them to leave. At the same time, the operation goes beyond a mere speech, about 50 comrades from the Emmaus community will cross the Strait of Gibraltar by swimming and kayaking. A militant crossing in homage to the thousands of deaths of migrants and in favor of Article 13 of the Universal Declaration of Human Rights dear to the movement. Emmaus is once again raising his bet to accompany the poor by multiplying various actions. Emmaüs x La Secte, « L’horreur ne prend jamais de vacances » http://bit.ly/1fGuMtG BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017
- 30. 30 SAY NO TO STEREOTYPE Generation Y, Digital Native, Millennials so many different names to designate the people born between 1980 and 2000. A generation often victim of the stereotypes emitted by the company "Generation very connected, accustomed to have everything in a click and lazy". In order to draw a more "realistic" picture of the Millennials, La Chose in partnership with BVA unveils a study of 2114 young people aged 13-30. What attachments do they have to digital and social media? What are their relationship to brands? What vision do they have of the future? La Chose, « Les Millennials » http://bit.ly/2vfeuQS BRAND UNION PARIS – A MONTH OF IDEAS – JULY&AUGUST2017 Et si nous mettions fin aux stéréotypes sur les Millennials ?