BITE VOL1

HUMANISING TECHNOLOGY

Issue 3 | August 2014

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Jude Law stars in Johnnie Walker spot about a gentleman’s wagerKenco takes ethical stance against gang culture in Honduras

5-7 Nissan web experiences deliver brand promise of Innovation that ExcitesTaylors embraces new digital techniques to create an online coffee cosmos

8-10 Hill+Knowlton’s social media simulation program helps prepare for disasterWhen crisis hits, alert key people in an instant with the help of Nexus

TO GET YOU THINKING

11 Sculptor David Rinman demonstrates his unique way of cutting vinyl

Alpaca Animations take inspiration from David Hockney and Tron

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Since the late 1990s our TV screens have been overtaken with the modern American male antihero. Think Tony Soprano, Breaking Bad’s Walter White, The Wire’s Stringer Bell and Mad Men’s Don Draper. These characters marked a change in the perception of what a hero could be. It was also the start of a new wave of exquisitely produced long-format dramas. A time when film actors, Hollywood directors, script-writers and cinematographers, who would never have worked in TV before, set out to change things. It is deemed by many to be the second Golden Age of TV.

In recent times, there has been a ripple effect on advertising in terms of production, visuals, complicated characters and in-depth storylines. Brands now strive to craft content more akin to mini feature films. Many have multiple episodes which can be viewed online months later and become the talking point on social media. It’s TV advertising with cult status.

Read on for examples…

THE GO

LDEN AGE O

F ADS

THE GOLDEN AGE OF ADSBy Nicky Herbert

20 million views in 3 weeks (Johnnie Walker)

50 millionviews on YouTube before airing on TV

(Budweiser)

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JOHNNIE WALKER’S 6 MINUTE SPOT STARRING JUDE LAW

Johnnie Walker released an extended length online-only piece of content – lasting six minutes – for the prestige Blue Label whisky. Starring Jude Law and Giancarlo Gianninia, under the direction of British director Jake Scott, the exquisitely shot ad tells the story of a Gentleman’s Wager over the ownership of a sail boat. An exclusive tie-up with premium online fashion retailer Mr Porter enabled viewers to ‘shop the look’ generating buzz on social media. Anomaly’s success with storytelling doesn’t stop there. At the Super Bowl earlier this year, the agency was behind the emotional Puppy Love commercial for Budweiser, which tells the captivating story of a puppy and Clydesdale horse as they fall in love. This Emmy Award nominated spot became the sixth most shared of all time. Proving the power of social, it reached 50 million views before it had even aired on TV.

Agency: Anomaly

THE GO

LDEN AGE O

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KENCO COFFEE VS GANGSKenco’s latest ad highlights the emotionally moving story of gang culture in

Honduras, one of the world’s largest coffee producing countries. A graphic illustration, which appears to be tattooed onto one young gang member’s

skin, unfolds like a storybook.Agency: JWT

RIDLEY SCOTT DIRECTS JAGUAR COMMERCIAL To launch the new F-TYPE, Jaguar enlisted actor Damien Lewis and

producer Ridley Scott Associates to star in a 12 minute action film. The aim, to target a younger cinema-loving audience. The film premiered

at the London Sundance Film Festival and helped to make the F-TYPE Jaguar’s most successful global launch in 20 years. Agency: The Brooklyn Brothers

SAMSUNG CELEBRATES THE ART OF SURFINGSamsung Mobile’s extended length TV spot celebrates just how exhilarating

and terrifying surfing can be. The haunting ad follows the adventures of amateur and pro surfers, including Kelly Slater, as they prove that no matter what your level ‘Every Day is Your First.’Agency: 72andSunny

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THE GO

LDEN AGE O

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THE W

EBSITE IS DEAD! LON

G LIVE THE W

EBSITE!

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Welcome to GeoCities, the original web hosting service and foundation of the internet of today. Originating in 1994, four years after the birth of the internet, digital pioneers began to organise information and ideas into online neighbourhoods with names like Madison Avenue for advertising and Area51 for conspiracy theories. In 1999 GeoCities was bought by Yahoo! In the ten years that followed ‘citizens’ left for the heightened social climes of Google and Facebook and the collaborative work of 35 million people was archived. GeoCities became the digital Pompeii.

As the internet has evolved we’ve seen brands use this space in ever advancing ways. Websites have progressed from brochure style static sites to those that host dynamic multimedia and interactive content, pulling in social media channels using curation tools like Mention.to, developed by the agency Big Group.

“Websites will continue to evolve with compelling interactive experiences being at the heart of what creates value for consumers and brands,” says Matt Law of Analog Folk. As advertising in social spaces becomes more crowded we see brands focused on luring customers back for some one-on-one entertainment in their own homepage.

Read on for examples…

THE WEBSITE IS DEAD! LONG LIVE THE WEBSITE!By Kara Melchers

20,000 online LEAF reservations

80,000+ Facebook and Twitter fans

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THE W

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EBSITE!

NISSAN CAPTURES THE THRILL OF SPEED ON THE WEB

To launch the LEAF, a 100% electric, zero-emissions car, Nissan needed a new way of speaking to potential drivers. One solution, an answer-ready website where brand fans can ask questions, explore the LEAF and submit orders for the new car. In the first two weeks, the site had over 300k visits with 15,000 questions submitted, For the Rouge, Nissan developed a personalised, interactive video experience using Google Maps. The website encourages the driver to explore new and unexpected routes in their own city. To support the launch of Gran Turismo 5, Nissan created a digital experience to capture the thrill of speed. Nissan GT Academy uses rich video assets shot at Silverstone race track and gyroscope technology to create a 360-degree digital experience. By adopting new technologies Nissan has reinforced its brand promise of Innovation That Excites. Agency: Critical Mass

TAYLORS ONLINE COFFEE COSMOSThe new web experience from Taylors coffee shows how a brand can

embrace new digital techniques alongside their core marketing messaging. It’s a social hub integrated with Facebook, Twitter, YouTube and Instagram,

as well as fixed ‘blog post’ style content. Agency: Engage Interactive

THE ULTIMATE F1 WEBSITE FOR WILLIAMSRufus Leonard consolidated 19 sites into a single publishing platform,

allowing employees to adapt and update content in real-time. It’s the ultimate F1 website catering for fans, partners and sponsors.Agency: Rufus Leonard

BA WELCOMES YOU TO THE CLUBThe Club from British Airways uses responsive design techniques to deliver

an experience optimised for mobile, tablet, laptop and desktop. The site uses HTML5 caching enabling users to save the magazine for reading

offline, perfect when there’s no Wi-Fi available. It delivers content in nine languages including those with non-Western character sets.Agency: Reactive

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CRISIS? WH

AT CRISIS?

The horsemeat scandal that spread across Europe; the shocking fate of two Malaysia Airlines flights; the Google algorithm that displayed a false tagline for Greggs the baker – “Providing s**t to scum for over 70 years” – it has been impossible to ignore the recent crises that brands and organisations have faced in recent times.

Increasingly in situations like these, all eyes are on social media. It has the power to spread messages like wildfire, with a simple comment swiftly becoming an international story within minutes – in the first two hours of the Malaysia Airlines disaster in Ukraine, there had been 425k tweets, which had escalated to 395m just three hours later.

Similarly, social media can be a valid tool for a company to defuse a crisis. The quick-fire tweets shared between Greggs and Google made light-hearted fun of the false tagline, as Google demanded free sausage rolls and donuts to fix the error.

Social media has the power to both amplify and also reduce the negative connotations for a brand in equal measures. In the following pages we highlight the latest tools available to brands…

Read on for examples…

CRISIS? WHAT CRISIS?

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By Nicky Herbert

CRISIS? WH

AT CRISIS?

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TEST YOUR RESPONSE WITH THIS SIMULATION PROGRAM

Flight School, from Hill+Knowlton London, is an online social media simulation program enabling brands to experience first-hand how they would react to a crisis. A bespoke system is crafted for each individual client to simulate the pressure of a real-life scenario as it would unfold on Facebook and Twitter, alongside other social channels. Clients can attend a training session prior to taking their ‘test flight’, whereby they observe and learn from real-life situations that brands have had to endure in the past. “Social media has transformed all areas of crisis management. Consumers can now easily club together to form an activist group at the flick of switch, or publically tweet an MP or celebrity. Conversations are now much more transparent,” says Giles Read, Director of Issues and Crises at Hill+Knowlton London.

Agency: Hill+Knowlton London

32 Flight Schools and counting

8 number of languages it

has been translated into

ALERT KEY PEOPLE AT THE CLICK OF A BUTTONWith the insight that the biggest problem in a crises is getting hold of

the right people quickly enough, Nexus created the Core Dashboard – an online crisis management system designed to alert key members

of staff immediately.Agency: Nexus

CAKE’S 24HR LISTENING LABCake’s Social Newsroom offers 24-hour monitoring of social media,

enabling brands to react in real-time to a trend, issue or story as it breaks. With constant monitoring brands can distinguish between when a “crisis’ really is a crisis,” says Ross McCormack, Data Analyst at CakeAgency: Cake

GET RID OF UNWANTED NEGATIVITYRather than running influencer programs DDA PR advises its clients to

run detractor programs, stamping out negativity. “In 2013, the number of questions asked publically on brand webpages increased by 85%,”

explains DDA PR. This “increasingly means brands are an easy target for negative comments.”Agency: DDA PR

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CRISIS? WH

AT CRISIS?

FUEL YOUR IMAGINATION: find inspiration beyond marketing

Alpaca Animations take inspiration from David Hockney and Tron in their music video for Kasper Bjørke.bit.ly/1piHCLD

Instagram has launched a new standalone app – Hyperlapse. It helps users capture high-quality time lapsed videos, previously impossible without a camera tripod. hyperlapse.instagram.com

Photographer Erik Wahlstrom uses food and everyday objects to interpret eight classic fragrances for Bon Magazine.bit.ly/W2Kkhl

An École Boulle graduate designs a chair to encourage physical activity. The user is forced to adjust their position to maintain

balance. benoitmalta.com

Extreme trampolinists Flippenout model designer clothing from 3.1 Phillip Lim, J.W. Anderson and Tim Coppens for the photographer Dominick Sheldon’s directorial debut, The Wall.dominicksheldon.com

Cutting Records is a sculpture by 23 year old graphic designer and musician David Rinman. A visual representation of the phrase ‘cutting vinyl’ and a celebration of his love for music and records.

bit.ly/1x1d0Iy

FASHION

ART

PHOTOGRAPHY

DESIGN

MUSIC

TECHNOLOGY

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