Highlight from Cannes
American Rom – Winner of Promo & Activation: Best New Product Launch/Re-Launch
http://www.canneslions.com/work/promo/entry.cfm?entryid=24330&award=2
What it is
Romania’s ROM chocolate bar wanted to gain attention from a younger audience. ROM challenged young Romanians’ national ego by triggering a public debate about national values by launching a limited edition of an ‘American’ ROM – same product, same price, but branded with the US flag. McCann Erickson put the product in stores, encouraged sampling, announced the change in media, and stirred the debates. After one week, the old ROM was back as Romanian as ever, while the American ROM became a collector’s item.
Why it matters
Agency used cultural insight to grasp attention and allowed Romanians to rally behind the candy bar associated with Romania’s nationalistic values. Changes in packaging can cause an public relations nightmare (Tropicana) but for ROM, the attention the change gained was leveraged to remind Romanians about the tradition of ROM.
Cool Companies
Talenthouse
http://www.talenthouse.com/creative
http://blog.talenthouse.com/about-us/?lang=en
What it is
Talenthouse embraces artists at every level of their career, as well as all supporters of the arts. Attracted by the potential for discovering, collaborating with and mentoring emerging talent, many global brands and acclaimed industry icons are involved with Talenthouse by hosting “Creative Invites.” Talenthouse has worked with Paul McCartney, Queen and Brett Ratner.
Why it matters
Brands choose Talenthouse to engage in a dialogue with their audience in a targeted, relevant and credible context. Talenthouse currently focuses on film, fashion, music, art / design, and photography. “Creative Invites” are a combination of crowdsourcing, celebrity management and contest.
Cool Campaigns
Genius Marketing: Artsy Animated GIFs Show Beer-Making Process
http://www.fastcodesign.com/1664413/genius-marketing-artsy-animated-gifs-show-beer-making-process?partner=co_newsletter
What it is
Dogfish Head teamed up with “cinemagraph”-makers Jamie Beck and Kevin Burg to document the process of creating their new gluten-free brew.
Why it matters
Captivating content captures the creative “process value” of Dogfish Head while maintaining authenticity.
Interesting Stuff from around the Web
Camper Weather Application Makes Weather Fun
http://www.camper.com/#/en/haveacamperday/
Branded utility at its best. Try it for yourself!
My Name Is Reb 