Talk about a touchy-feely campaign! To promote KitKat's launch in Colombia, J. Walter Thompson and Mindshare installed 20 billboards in the capital city of Bogota. That may sound like a typical move, but these were no ordinary out-of-home ads. According to JWT, tiny motors in the signs "activated a system that transferred pleasant vibrations to the lower and upper back of the user. All you had to do was lean against the billboard, and it would give you a quick and comforting massage."
A world without glass would be pretty soulless. That's the main takeaway from these new TV ads that Doremus and sister shop DDB produced for O-I, the world's largest manufacturer of glass packaging (mostly bottles, but other packaging too). They're part of O-I's ongoing "Glass Is Life" campaign, which began three years ago with a business-to-business focus but now targets consumers. Doremus, a b-to-b specialist, is something of a glassvertising expert, too—having made the awesomely peculiar "Brokeface" campaign for Corning's Gorilla Glass NBT. But the agency doesn't have a presence in Latin America, so it turned to Omnicom Group sibling DDB Colombia for help, and together they've created five fun, memorable ads. The basic premise is that plastic and aluminum are no substitute for glass, whether you're toasting at a bar, serving up water to a bikini-clad babe or desperately trying to push an SOS message out to sea. The ads first appeared online and will extend to TV this week in Colombia and Peru.
Behold Coca-Cola's newest happiness machine: the Bio Cooler, a soft-drink dispenser that doesn't need electricity or batteries to operate.
No one is better than Coca-Cola at having all of its communications, down to the very packaging, embody the brand promise of happiness and sharing.
Delis, grocery stores, liquor marts and bakeries in Bogota, Colombia—most which close at 8 p.m.—agreed to advertise for one of their competitors, Carulla, by turning their late-night security shutters into billboards for the 24-hour supermarket chain. The campaign from Ogilvy paid local merchants to post messages on their metal gates, including "The butcher is asleep. The one at Carulla on 85th is awake" and "In here we have everything but if you need it now, go to the Carulla on 63rd." It reminds me a bit of that DHL stunt (which DHL insisted it didn't approve or condone) that showed competitors of the delivery service carrying large packages touting DHL. Points to Carulla for devising a nonprank concept that delivered for all concerned, with participating stores providing a little extra convenience to customers. Credits below.
Innovative newspaper ads are a rare beast. We've seen a few fun ones lately—the Game of Thrones ad with the dragon shadow; the ad for the movie The Book Thief with two almost completely blank pages. Here's an interesting one from Colombia. It's an ad for kitchens hidden inside a fake classifieds page—thanks to a nifty 3-D effect applied to the text. "The kitchen you are imagining is in HiperCentro Corona," says the headline. You can argue about how effective it might be. Is it too subtle? But it's conceptually strong (it's a great way to illustrate something that could be on your mind while idly reading a newspaper) and executed well, too. Plus, here we are talking about a newspaper ad from Colombia. How often does that happen? Sancho BBDO copywriter Felipe Salazar posted the ad to his Behance page. Via Design Taxi.