Out to Launch
Wednesday, February 22, 2017
By Amy Corr, Wed, Feb 22, 2017
  • The Off The Street Club (OTSC) in Chicago provides safety and education to 3,000 children living in West Garfield Park, the neighborhood with the most violent crime in Chicago.

    OTSC remains optimistic, even when one of the club's bulletproof windows took a bullet. The window was removed and used as part of "Bullet Hole Transplant" and displayed outside Chicago's Tribune Tower for passersby to see. Part of the "Hope Is Tougher" platform, Energy BBDO wanted to turn a symbol of violence into one of hope.

    The video ends with teenagers who attend OTSC describing how it keeps them safe, off the streets and away from gangs and violence. "Don't give up on Chicago. Don't give up on the children. Don't give up on hope," closes the video.

  • Sanoma Media Finland, publisher of more than 50 of Europe's consumer media titles, launched "Game of Potatoes," a medieval tutorial on how to advertise in the present day.

    The 60-second ad, created by Hasan & Partners, opens with the words "Finland, 21st Century," as viewers watch villagers and traders haggle for deals at the town square.

    Three potato sellers who look alike are desperately attempting to sell their potatoes, which also look alike. No one has success and fights break out -- but stop when a Swedish potato seller enters the market. The guy rides in on a painted cart, surrounded by trumpet players and fire breathers.

    This seller has a carriage of "gold potatoes," which look exactly like the other sellers' potatoes, sans the pomp and circumstance. His secret weapon is selling the mashed potato, which sends everybody scrambling to buy the Swede's potatoes. The video ends with a valuable lesson: "Remember to advertise."

  • You say hummus, and I say hommus. Cedar's Mediterranean Foods is rebranding itself with the less familiar hommus as it seeks to gain more market share and awareness.

    Developed by GYK Antler, the relaunch includes a fully redesigned website, packaging, and social media channels. Creative introduces the new tagline "Know Better Hommus" designed to demonstrate the product's "honesty, authenticity, and family business roots" by using a unique spelling of the letter "o."

    This old-world traditional spelling is designed to differentiate the brand from those using hummus. The agency also helped to refresh and relaunch "The Chickpea Kitchen." This online cooking series will become the brand's overarching portal under which all recipes will be tagged.

  • Random iPhone App of the week:The Media Math App - Advertising Calculator is an iPhone app that calculates common media formulas like CPM, GRP, Ratings and CPE, so you don't have to.

    Developed by a former IPG media planner, the app was first released a year ago and calculated 11 different formulas. Users enter any two out of three values and it calculates the third. A recent update includes more formulas and a help button that explains the math behind each calculation. Download it here.

  • MailChimp has a great sense of humor. The brand ran a 2014 audio ad during the podcast series Serial, where people mispronounced MailChimp as "MailKimp." This served as inspiration for the brand's "Did you Mean MailChimp?" campaign, created by Droga5.

    For the past month, the brand launched new products, pop stars, hairstyles, instruments, and beauty competitions that have names similar, but not quite MailChimp.

    There was MaleCrimp, men with crimped hair; MailShrimp, singing shrimp; KaleLimp,a dog made of kale; FailChips, broken potato chips packaged and sold in stores; VeilHymn, an original song; SnailPrimp, the latest in face beauty; JailBlimp, a blimp full of prisoners; WhaleSynth, music comprised of whale noises, and NailChamp, an online competition of unique nail designs.

    Each piece of content led users to microsites that connected with other parts of the campaign and eventually led to the MailChimp site that explained the rabbit hole of quirky products.

    Check out this video on how it all came about.

  • Geico launched its third round of pre-roll videos that crushes its own ads for a viewer's entertainment and convenience.

    The company created five different pre-roll videos that were compressed; think of the scene in "Indiana Jones and the Temple of Doom," where the walls start to move and crush Harrison Ford.

    In Geico's version, there's freshly a stacked canned food display that goes south, a massage that's anything but relaxing, a condensed pottery class, a small venue for racquetball and a Scottish shop where the bagpipes need saving. The Martin Agency created the campaign.

  • TBWA\Neboko in The Netherlands used an actual symphony to promote McDonald's Maestro burger, made with two patties, bacon, aged cheddar cheese, red onions and sauce, on a seeded bistro roll.

    Under the new brand campaign "Always Open for Good Times," a 60-piece orchestra played at the exact moment a consumer bit into the Maestro burger. Two-way feeds from the restaurant to a makeshift nearby concert hall allowed the orchestra director, Guido Dieteren, to lead the orchestra in sync with the diners.

    It's amusing to see one of the talented opera singers actually refer to consumers based on hair color or accessories they were wearing. Consumers initially had no idea the feed was live, and when the opera singer asked for their names, no one answered until she mentioned something about the person.

    Afterward, diners went down the street and met the orchestra.

  • Nowadays, receiving a handwritten note is as extinct as dinosaurs. Most communications is done by email or text. An emotional film by Toronto-based stationary store, Take Note, reminds us that the pen is mightier than the sword.

    Four minutes long, "Notes" tells the story of a lifelong relationship between a husband wife via handwritten notes. Grab tissues now.

    The story begins with an adult sleepover, and Tina leaving a cute note for Rob before leaving in the morning. The romance blossoms, with Tina taking over one of Rob's drawers while Rob makes Tina her own key. They meet the parents, move in together, get married, have a kid. All is good, right?

    Things take a darker turn when the cutesy, romantic notes take on an angry tone, when "please empty dishwasher" is written and the pen thrown down. Bills are late, appointments are missed and one night Rob doesn't come home. Tina and her daughter move in with her parents. When they return, Rob makes more of an effort as a husband and father.

    Time passes. Their daughter has a baby and the pair travel to Europe. Then Tina gets sick. After she passes away, Rob write her one more note: "I love you my dear wife. I will miss you." "There's love in notes" closes the video, by BBDO Toronto.

  • Sberbank, the oldest and largest bank in Russia, launched "Surprise Keeper," a Google Chrome extension that lets users shop for their loved ones without spoiling the surprise.

    Imagine researching a beautiful piece of jewelry for your loved one online, only to have jewelry ads invade her net browsing, even after you deleted your search history. Surprise ruined, and a faux sense of shock will take its place.

    Surprise Keeper is a downloadable browser extension that allows users to change what ads are shown. Jewelry ads can be swapped out for something less sexy, like socks. I guess this rogue ad change has to take place immediately after researching the jewelry for this to work. Check out a how-to video here, created by Leo Burnett Moscow.