Reverted beauty.

Dove Canada has created a new piece for their real beauty campaign to follow their marvelous film from a few years ago. If anyone has missed it you can watch it below.

This time they created a fake Photoshop action, which restores an image back to its original state – removing all changes. The film explains it all.

I think it’s pretty clever. They’re targeting the ones with the power to change our perception of beauty. Sadly it feels a bit gimmicky. Will people keep downloading this when they realize it’s fake? Will the Photoshop forums and websites keep the link?

The thought it great, and it gets through the usual clutter these people hear, but will it change how they think? I hope so, but I’m not sure.

I like safe flights.

I never listen to the flight instructions anymore; but if I got these instructions – I’m sure I would.

No point in hiding it, I like stunts. But they all have one big problem; the bang/buck ratio is often pretty low. But this stunt isn’t too expensive. Condom companies give their product away for free at festivals anyway. So if you could pull this off I’m not sure it’d be too expensive. And you’ll get your message through, that’s for sure.

I’d place the condom part a bit earlier, or more interweaved, and create a win-win-win situation. More people will listen to the safety instructions (the real ones), everyone will get a free condom and durex will get exposure, win-win-win.

Silver + Partners, wow!

Your first love is always special. It’s likely that it won’t feel as good the second time, it’ll still be love but you’ve built up a tolerance of sort. Apparently that is not true for me when I fall for ad agencies. I haven’t felt like this in a year, when I found the works of Dare’s Vancouver office.
Now I have found something in the Big Apple. The agency isn’t big, but the ideas and concepts are.

Ben & Jerry’s
These campaigns have a hard focus on social media and small budgets. But the use of both Twitter and Facebook is phenomenal.

Fairtweets –Twitter

I think this is a very clever idea. I don’t usually like ideas that can work on a number of brands. But in this case I don’t see that problem. Instead I’m envious of the guys who came up with this idea. Being first at an idea that could’ve worked for a number of charitable organizations. I think that’s something impressive, especially when the idea is as good as this.

Wanna spoon? – Facebook

It’s a very clever insight about how Facebook campaigns should work. What I like so much about this campaign is that it’s actually social. It’s not just a clever viral ad and a “share on Facebook”-button attached. This is a campaign that helps you connect to lost friends. It’s not focused on mass sharing, but the one-on-one sharing, which of course eventually leads to mass sharing – but it’s not the focus. Ben & Jerry’s helps you start a dialogue with old friends. Branding themselves not so much as a cool brand, but a brand that’s involved in and care about their customers’ relationships.

CarMax – Super Bowl TV-spots

The top one is my favorite, easy choice. It’s visual, nicely edited and every time the camera cuts I chuckle a little. But the second ad is not as good. On the idea/concept level it was probably as good as the first. I think it’s clever, it gets the point across, but the actor is neither fun nor believable. All the ingredients are all there but something’s wrong with the recipe.

Ultimat Vodka
The guerilla ad for this brand got a huge media spread. But the same insight was also used for prints, outdoor and banners. It’s also cool to see how differently the tone of voice is compared to the CarMax ads. They’re both humorous and from the same agency but hits completely different target groups.

Window Cleaner – Guerilla/Event/Real Life Interaction

If your target group is rich people who work all the time, you know where to find them – at the top floors. So if they won’t come to you, why not go to them? Point out their lack of social life, and how little they see their family. Show your brand as a solution, the balancer of their life.

Get Offline – Banners

Banners are a hard medium to work in, the formats are weird if you’re used to print or TV and no one seem to notice them. So for a banner to be visible, there has to be an idea. Something that can catch us off guard, there is no other way past banner blindness. And I think the rich-media-use in this ad does just that. It’s the greatest display ad I’ve seen since I first saw Zappos streaker. But this ad have a harder task, it’s confined within that small box and can’t run all over the place. Big props on the media buy as well, bullseye on strategy.

The campaign also came with print ads, and tbh… these are kind of harsh, but I still like them. It hits you were it hurts, but also offers a solution (of sort) to your problem.

From what I can find at AdAge, the agency is 35 employees small. So thank all of you at Silver + Partners, you turned the start of my week into a weirdly emotional one. Filled with a mix of envy and adoration. This is the type of advertising I want and hope to do in my future career.

Brain Freeze time!

The people at Leo Burnett Melbourne have created some great advertising for 7-Eleven and their Slurpee over the last few years. Here come a few of them.

Bring Your Own Cup Day

I think that giving stuff away for free is the lamest marketing trick in the book. So if you want to do that, you have to make it special. Like they did here. For this campaign it was about creativity. And they didn’t give things away for free, just cheap (depending on the “cup” you brought). To me the creativity is the nicest touch to this campaign. Smart and funny people could actually pull off really fun things. It was the type of ideas that would normally start with: I wish I could/If only/Why can’t I… etc. For many, this was a dream scenario come true. It would’ve been for me as well, and I’m not even a Slurpee fan.

Official Sport of Slurping
So you’ve gone and made yourself a national holiday (of sorts) for your brand. What more can you do? You could get the devouring of your product classified as a sport. That’s what Leo Burnett and Slurpee had done before they created the BYOC-day.

Check out the case video at Leo Burnett’s website.
(Can’t find the video anywhere embedable)

You can check out the Facebook page for the campaign. Sadly the project seems to have been abandoned after succeeding to make it a sport. The website is down and the Facebook page is dead.

The Big Slurpee
Apparently Australians like to visit big things during their vacations. They’re some kind of national symbols, weird monuments of everything from ostriches to bananas. I don’t know how big of an impact they actually have on national culture. But who wouldn’t want to create one? And what company wouldn’t want a giant replica of their product? A replica that people could visit, a tourist attraction that they’d take pictures of and share with friends – for a long time in the future. I think that’s a great enough reason to create an 11 meter high Slurpee.

Now… how do I bring this to BYO cup day?

Check out the case study here.

Facebook likes might not say much. No one knows how much they’re worth, and I don’t think anyone ever will. Still it’s very impressive to rack up over 300’000 likes in a country with 21 million inhabitants, especially if you’re a brand within a brand (7-Eleven in this case). But with advertising like this no one is wondering how it happened.

Name on a bottle

To me one of the most interesting things about modern advertising is that companies don’t want to pay for media. They want Viral, something no one can guarantee. If they could they’d be billionaires by now. But there are some things you can do – like making it personal.

It’s a great campaign. A spot on take on today’s world. We want companies to talk to us, not as a group but individuals. It’s a campaign that wouldn’t have worked nearly as well just a few years ago. Social media and smartphones made this a success campaign.

It’s always cool to see new use of media. Usually it means buying ad space in the weirdest places, or changing your packaging a bit. But I don’t think anyone have done this. If they have I’d love to see it!

However the thing that’s hardest to take is: Coke let Ogilvy Sydney change their bottles. I would’ve loved to see that pitch.

Sweden’s Advertising Flagship

Forsman & Bodenfors have a very special place in my heart. Not only because of their great work, but because it was their advertising that made me choose this career path. There is one ad I remembered specifically, and it’s the one just below. I apologize in advance for all the Swedish ads, I’ll try to explain them as well as possible, but some of them won’t translate very well. Luckily the first one has headlines.

Familjen Dafgård Kama Sutra

It’s such a brilliant ad. It doesn’t speak much about the food, but it does tell the story of how easily you can get dinner ready when you absolutely have to. It’s easily one of my favorite ads of all time. The casting is perfect for the script. On one hand the idea is so funny and simple. On the other hand I can’t imagine the amount of time it’d take me to stumble upon an idea like this.

Västtrafik Tram Sightseeing
During the last few years public transport have often been promoted on it’s environmental benefits. But Forsman & Bodenfors took a completely different approach. They saw it as an opportunity for the cheapest guided tour possible.

I believe this is the cleverest use I’ve seen of mobile yet. Sure there are a lot of cool branded apps but few add something useful to my life. Sadly I haven’t tried it yet as I’m stuck in Karlskrona. But I will visit Gothenburg later this year and then I have to try it out. The only bad thing I can see with it is that a lot of tourists will get pretty high phone bills due to the data usage, but maybe you can prep it over WiFi. Which leads us to the next campaign.

Tele2 only free is cheaper
Everyone has been told of how they must protect their WiFi with passwords and encryption, but apparently some people missed the memos. Forsman & Bodenfors saw an opportunity. With an outdoor campaign telling people how they could use the Internet for free.

From left to right the ads read:
Here you can surf the web using the “pizzalover” network. But there’s a lot of people using it so sometimes it might be a bit slow.
There’s an open network here. Thank the Lidman family for that. Just enter: “FamiljenLidman”
Right here there aren’t many open networks. Try over at Nytorget instead.”

I think that this is just the start. We’re not far away from companies offering WiFi at bus stops to promote their service. However, here we have something completely different. Tele2 is offering other people’s access to anyone who wants. And tell them that if they want to keep browsing the Internet where there is no free access, the cheapest way is to use Tele2. What I like about this approach is that it’s so unexpected for a big telecom company to do something like this.

The cool part of this campaign is that all these networks could be accessed at the start of the campaign.

Apotekets Magtest
The ads for the Swedish pharmacy Apoteket were some of my absolute favorites last year. Instead of showing illustrated or animated shots of this and that part of your stomach, they dreamed up a metaphor where a stomach is the world’s most chaotic office.

Every character represent a different part of your digestive system the stomach and the small intestine as well as the large intestine. All the ads end with the question “What’s the working environment like inside your stomach? Take our stomach test.

The humor is great as well as the style, but I find that the absurdity in the ads is what makes them perfect. Compared to other ads talking about stomach problems it’s nothing short of amazing. It’s humorous without fart jokes and still makes you think and wonder. It’s a testament to the fact that you don’t need a convincing guy in a white coat in medical ads and you definitely don’t need cheap and boring animations.

Kalles i Tokyo
There have been many brands promoting how good they are by associating their product to national pride. Few ads have shown how people from other counties can’t stand the product. So with this approach Forsman & Bodenfors promoted a Swedish spread as the opposite of ‘Big in Japan’.

To explain this a bit Kalles Kaviar is a, comparably, cheap Caviar brand that is used every day on Swedish sandwiches, preferably in combination with a hard boiled egg.

I think this ad summarizes why I love Forsman & Bodenfors. Their ideas are so different but still sell the product perfectly. And while other agencies also do this, few can do it with the subtlety and elegance with which Forsman & Bodenfors does it.

The Headphone Truck

Here comes the third thing I saw live in Stockholm over the weekend, the headphone truck by Pause Ljud & Bild . It’s pretty much like an ice cream truck that drives around in Stockholm. But instead of selling ice cream, it sells headphones.

Brilliant concept for the summer, people are out in the parks and tourists are invading the city. And they all need replacements for their shitty Apple earphones.

It’s made by Åkestam Holst who also created this award-winning ad for Pause Ljud & Bild a few months back.

Ripped open.

I don’t know if this was ever actually done, or if it’s just a concept.

Either way it’s ridiculously good. We’ve all heard McLuhan’s famous quote “The medium is the message”. I don’t think it’s ever been done this literal. Breathtaking. Few ads are cooler to see than those that fully use the medium. This is another example.

It’s for a Swedish pension fund created by a group of students at Forsbergs.

In times of Football

This ad stunt was made in advance of the Euros. I really hope it worked.

Cup of mustasch.

My partner Amina and I recently created an augmented reality concept for Googles Project Glass. But it doesn’t have to be that technically advanced. Although this isn’t actually augmented reality, I guess it’s cooler to call it that.

It’s a pretty fun concept, and successful at that. I can’t really put my finger on it but it makes me jealous. I want to come up with ideas like this! Hopefully I’ll get a project some day that’ll give me an idea as cool as this.