Glenn Martens, Autumn/Winter 2012/13
Film by: Théo Gennitsakis / Pressure
Music by: Etabli
Model: Lydia H @ Oui Management

Having watched and loved classic British comedy from a young age, I would recommend Monty Python, Fawlty Towers, Ab Fab, (mummy needs some shampizz darling), Little Britain or The Office (never the US version, even though I am a big fan of Steve Carrell there is no-one quite like Ricky Gervais).

So chaps, today’s theme is ‘Sports’…with a twist of course.

Exhibit A – HOW CRICKET LOOKS TO MOST PEOPLE

Exhibit B – Monty Python FOOTBALL

I posted a piece a little while ago called Grow old, be bold baby about a project by Ari Seth Cohen entitled Advanced Styling (read the post here).

This is where I happened upon the Smithkin charm that comes in the delightful form of this little gem of a lady.

Ilona Smithkin has done everything in her 90 years, and yet she still experiences everything anew: with pure joy in every step and buckets of wisdom in her back pocket.

Born in Poland, raised in Berlin, Ilona came of age studying art in Belgium and then fled from the Nazis with her family in 1938.

When she arrived in New York City, she struggled but was finally discovered and rose to prominence, painting portraits of celebrities and artists like Tennessee Williams, Ethel Merman, Ayn Rand and Senator and Mrs. Edward Kennedy.

Today she travels throughout the southern U.S. teaching art, and teaching life.

We must have heard about 3D TV and watched 3D movies in recent years.

But, how about the 3D mobile banner ads with motion detection?

A responsive mobile banner interacting with audiences without a tap could be really engaging and fun! Samsung had a mobile banner equipped with 3D imaging and motion detection technology. When an audience waves its mobile phones, the image on the banner moves along with the motion. After tapping on it, audiences can even turn the image around to view the product in 3D.

It’s the most engaging mobile advertising format I’ve ever seen. I predict this ad format will soon be available in Hong Kong as the popular mobile advertising companies integrate their mobile ad platform with the motion sensor functions in all popular smart phone platforms like iOS and Android.

大家近年一定聽過3D電視及3D電影。

那麼，配備動作感應技術的3D流動橫額廣告又如何？

無須觸摸但又能與觀眾互動的流動橫額實在是很吸引及有趣。三星的流動橫額廣告配備3D影像及動作感應技術，觀眾揮動手機時，橫額上的影像便會隨動作而移動，讀者輕輕一一碰更能以3D全方位角度欣賞產品的影像。

這是我見過最有吸引力的流動廣告款式，知名的流動廣告公司未來會將自己的流動廣告平台與所有流行智能手機平台的動作感應功能結合，例如iOS及Android，因此我預計這種廣告模式很快便會傳入香港。

More than just a celebration of creativity in brand communication, it attracts the most creative minds from all disciplines to discuss industry (and social) issues.  Plus, it’s the one valid reason for wearing shorts to work.

If you’re in Cannes, head on down to Gray D’Albion Beach to see big kids playing in Google’s Creative Sandbox.  No need to bring a bucket and spade – just take your internet-enabled smartphone or tablet with you and you can play with display: get the highscore on our Digital Invaders game and you’ll win a Samsung SIII!  That’s what Met Brad from Campbell’s Soup did yesterday, proving his brand right – good things do come in Cannes (sorry).

If you’re stuck in the office, here’s hoping the weather is just as fine where you are. And if it’s not, you can always test your creativity against those pesky Digital Invaders yourself, here on the Rich Media Gallery (no prizes for 1st place on this one – you’re playing for pride).

Regular updates, photos and Hangouts are also coming in via the Creative Sandbox Google+ Page here - all the benefits of the beach without the sand in your pockets.

Wook and Nate will discuss the key technology issues around Mobile and strategies for creatives to drive success now.

Creatives worldwide can join Hangout on Air: youtube.com/creativesandbox

There’s a special opportunity for a maximum of 8 leading creative agencies who have done work in Mobile or are planning a special push in the arena, to reserve a spot on screen in the Hangout with Wook and Nate, available on a first come basis. Contact Jeff Sundheim to check availability.

I love the track they’ve used, the muted vintage filters and the movement and animated effect of the Viburnum snowball flowers.

It’s just a lovely piece of luxury brandvertising – moving in the same vein as Cartier’s Odyssey (Publicis and QUAD) & Wrangler Blue Bell interactive catalogue (Stink Digital) and into a space where user experience, interaction and cinematic advertising (especially for luxury brands) is fast becoming a credible trend.

Cartier – Odyssey film

Wrangler Blue Bell – Interactive Film Catalogue

Fearless ‘anti-fashion fashion’ reportage and style direction from New York’s chicest ladies in a film from Ari Seth Cohen.
Find more videos on his blog: Advanced Style.

Originally sourced from the interactive luxury lifestyle site, Nowness – a brand of LVMH (Moët Hennessy Louis Vuitton).

Every day, NOWNESS presents a single article about art, fashion, travel, culture, design, film, music, sport or gastronomy.

These include photography slideshows, films, audio clips, interactive projects and interviews and have featured artists such as Marina Abramovic, David Lynch, Pedro Almodovar, Mario Testino, Spike Jonze, among others.

As a recent grad (wohoo!) from Southern Illinois University, I have a marketing degree and can’t wait to put it to use. After being here for only two weeks, I have learned more applicable information, tools and skill sets than I did in 4 years of college.

School teaches you textbooks, and outdated information. We have spent two weeks in training sessions with our boss, Shawn Rorick, and we have had our minds just completely blown. All of the things that are up and coming most important and relevant to our careers go completely untouched in the college classroom. The future or marketing is here and changing by the month… and most students haven’t begun to tap into this arena of interactive marketing.

Saying all this, I am not bashing on SIU’s marketing program by any means. They do an extensive amount of research and have fantastic, intelligent and personal faculty that teach you the curriculum they have too. The fact of the matter is that there is no university, college, school, program etc.. that specializes in interactive marketing, digital media and such. $50,000 for school and we don’t even know the truth about the world we are about to start our careers in.

That said, I can’t wait to dive in next week and start applying all the information I have learned. Next week we begin our social media campaign for Shine Alternative Fitness which is really exciting. We have experience meetings where we are able to take classes and better understand their brand, mission and values. Their alternative fitness focuses on training methods and skill sets that performers of shows like Cirque de Solei (ariel arts, antigravity yoga, pole…)

We also have an experience meeting set up with Luxor. We will be working a marketing campaign with them as well. Can’t wait to fill you in about that.

The IAB has finally released new creative standards for the first time in a decade. The new rich media branding units (formerly called “rising stars”) are now officially the newest standards out there and should drive a new revolution in advertising online. Creative formats are the No. 1 reason that major brands have not adopted online advertising to the extent that spend matches hours spent. (There are several other major issues, but this one is the biggest.)

So where do these new rising stars fit in the overall continuum of online display advertising? And how fast can we expect them to be adopted? Let’s review.

There are two types of advertising experiences that are created on major publisher sites today.

One is an extremely brand-centric page-takeover type experience that is very custom and fundamentally overtakes the user experience on the homepage (or section front) of a major publisher to give a quality brand significant creative license. This is great for everyone, including the audience visiting the site. The experience is custom, crafted, and well considered. But this doesn’t scale as a business model, and many publishers don’t yield much profit from these implementations. They’re essentially loss leaders that bring in more spend on scalable inventory.

So what is “scalable inventory?” Well, judging from the 20 or so major publisher sites I just visited, it looks like that has consolidated around a combination of two standard IAB formats — the leaderboard (728×90) and the medium rectangle (300×250). There are, of course, a few other formats that are used at some degree of scale, particularly various formats of the skyscraper ads out there. But I’ve been seeing fewer of these on major publications, which seem to be consolidating on the 728×90 and 300×250 combination.

On one level, this makes me very happy — because I made very strong recommendations to adopt these two formats as the industry standard when they were released. In 2002. Yes, the UAP format standards were released to the industry way back in 2002. (Yes, that’s a decade ago.)

The problem with this lag is that while screen resolutions have radically increased in this timeframe, the formerly “large” 300×250 standard ad unit is now a postage-stamp sized unit.

The graphic above is one I created in 2009 to make the point that creative formats were too small. The problem has gotten worse with wide-screen monitors becoming the new standard.

Now that we have the first new formats available in a decade, it’s on the shoulders of media buyers and publishers to force this issue. First, media buyers must demand this inventory from publishers at scale. They should be pushing to get these units on every page of every publisher they buy from. These shouldn’t be a more-scaled version of the page takeover; they shouldn’t be special media buys that are a fixed percentage of a buy. They should be the bulk of every buy.

As for publishers, they need to enable (and quickly) every page on their sites to immediately adopt these units as their standard unit. The UAP is a decade old, far too small, and very prone to banner blindness by users. These new ad formats are well-thought-through and do a great job of catching user attention.

Publishers also need to make sure that these new units are not held aside as special options and used like rich media has been used for more than a decade now — as the way to preserve floor price. Yes, that’s a good thing for us to do; publishers should be preserving floor price wherever they can. But if we don’t aggressively move off of the long-in-the-tooth formats from 2002, we’re going to continue to see overall CPM erode.

Publishers must also make sure that these new units are made available for programmatic buying and selling. If we move to a world where hand-sold inventory is the rising star units, and all page views serviced by ad exchanges are UAP ads, publishers are going to cause a huge economic problem for themselves. I can imagine the argument being made that this helps with channel conflict resolution — but it won’t. It will create a new class of ridiculously cheap inventory that will further erode overall CPMs.

If media buyers demand that all their buys fit these new formats, and if publishers ensure that there is no friction in acquiring ads in these formats at scale, the whole industry will significantly benefit.

From the beginning of the film we are thrown back to vintage-style filmmaking as the credits are scrawled poetically across the screen in parallel runs of 2 or 3.
Already with the font we know that this film will be whimsical, romantic and a more than a tad quirky.
The music too is haunting and childish – but not in a way that is affected or immature – the perfect accompaniment to the visual as the choir-style strains seem to lift the visual into a realm of possibility and playfulness.

As soon as a young scout locks eyes on a young raven, they know that they just fell in love with each other. Both from troubled backgrounds these two are star-crossed lovers – whittled from the same grain. The film tells their story and shows that with a little conviction you can create your destiny – and enjoy breaking the rules along the way.

The opening choir piece (Cuckoo) is sung by the London Children’s choir – which is really a beautiful piece of music and originally from an old English poem for children:

Cuckoo, cuckoo, what do you do?
In April I open my bill;
In May I sing night and day;
In June I change my tune;
In July away I fly;
In August away I must

Here are some inspiring tracks from the film:
Le Temps De L’Amour – Francoise Hardy
A Postcard To Henry Purcell – Jean Yves Thibaudet
Variations and Fugue on a theme of Purcell – Benjamin Britten

Love the filters used throughout – a sunny 70s retro

The raven spots the cuckoo

Let’s meet in the meadow

Island of New Penzance. On patrol.

The newly weds on the run

Our quirky narrator – fashion inspiration? Jacques-Yves Cousteau.

Bill… working the laid-back plaid

]]> http://richmediagallery.wordpress.com/2012/05/18/media-bridging-from-desktop-to-mobile-and-back-again/ Fri, 18 May 2012 16:58:17 +0000 richmediagallery http://richmediagallery.wordpress.com/2012/05/18/media-bridging-from-desktop-to-mobile-and-back-again/ Got a smartphone?  Head on over to our new demo now, scan the QR Code (or drop the short URL into your mobile browser address bar) and experience the latest DoubleClick innovation at the intersection of science and creativity.

Dubbed ‘Channel Connect’, this new Rich Media feature enables you to create more ways for users to connect with your brand.

What is it?

Channel Connect is a new DoubleClick package of Flash components and JavaScript libraries used to establish a communication channel between a desktop advertisement and an HTML5 mobile site.  The opened channel can be used to send any kind of information in either direction between a user’s mobile device and their desktop.

How can I use it?

Channel Connect turns a smartphone or tablet into a new input device, allowing users to interact with brand content more tactilely than a simple mouse.  Any Rich Media ad can be enhanced by switching mouse-interactions to gestures: turn a user’s mobile into a game controller or graphics tablet for maximum active engagement.

Easy to Access

Channel Connect includes a QR code and short URL generator for easy user access.

Multiple Channels Supported

Channel Connect supports multiplayer, enabling competitive or collaborative engagement between users.

As ever, let us know your thoughts by commenting down below or get in touch at goo.gl/richmedia/contactus.

• Less than 10 hours – 12%

• 11-20 hours – 33%

• 21-30 hours – 23%

• 31-40 hours – 16%

• 40 hours + – 15%

What Does This Mean To You

The longer people stay online, the more chances they have to see your digital message.  But they will also see more digital messages in general.
To make sure your message gets the attention it disserves, there are several things you can do:

• Put your message where it is likely to be seen by your target audience – Targeting is one of the most effective and efficient ways to get the awareness you need among the audience you want

• Utilize site with engaging content – Consumers spend more time with great content, look for vehicles that provide the content readers want

• Make your message more engaging – Rich media and online video are great features that get readers attention.  These types of ad units also have much
better recall

• Look for premium positioning – Make your add stand out, premium positions will give you the awareness you want

Keeping your name top of mind with consumers is very important – remind them why your business is the best solution for their needs.  For more information on digitally turning consumers into customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: JZ Analytics; Broadcom; Emarketer

• Less than 10 hours – 12%

• 11-20 hours – 33%

• 21-30 hours – 23%

• 31-40 hours – 16%

• 40 hours + – 15%

What Does This Mean To You

The longer people stay online, the more chances they have to see your digital message.  But they will also see more digital messages in general.
To make sure your message gets the attention it disserves, there are several things you can do:

• Put your message where it is likely to be seen by your target audience – Targeting is one of the most effective and efficient ways to get the awareness you need among the audience you want

• Utilize site with engaging content – Consumers spend more time with great content, look for vehicles that provide the content readers want

• Make your message more engaging – Rich media and online video are great features that get readers attention.  These types of ad units also have much
better recall

• Look for premium positioning – Make your add stand out, premium positions will give you the awareness you want

Keeping your name top of mind with consumers is very important – remind them why your business is the best solution for their needs.  For more information on digitally turning consumers into customers, please contact:
Al Fiala
amfiala@gmail.com

Source: JZ Analytics; Broadcom; Emarketer