Kategoria: adweek.com

Schweppes is a beverage that is considered a mixer with a spirit. In this whimsical naval spot, it aims to encourage consumers to drink it straight with its new strategic brand platform “I like it like that.”

The beverage brand tasked TBWAParis with creating a campaign that would transform Schweppes into an “aperitif” consumed before dinner that people would look forward to daily and on the go.

The one-minute and four-second spot features a crew on a submarine emerging from the depths and setting up a bar on deck to enjoy a drink together and relax.

Directed by Fredrik Bond, the cinematic film is choreographed to emulate musicals from the 50s and 60s alongside the 1967 title track “I Like it Like That” by Pete Rodriguez.

“To emphasize and amplify the disconnection moment, we placed workers on a stressful job in an upbeat Westside Story setting to show that a Schweppes aperitif is not like any other, it’s uplifting and effervescent, it switches the mood,” explained Benjamin Marchal, executive creative director for TBWAParis.

The campaign will run across all European markets having initially aired in France and Belgium. Digital assets and an outdoor campaign will run in the coming weeks across Spain, France and Belgium to support.

CREDITS:

Client: Schweppes 
Agency: TBWAParis 
Advertising managers: Cesar Vargas, Elise Seibold, Julia Martinez Garcia Carpintero, Corina Iordarche 
Agency managers: Jonathan Serog, Julie Montagne, Amalia Mateos-Gella, Louis Mainbourg 
Executive creative directors: Benjamin Marchal and Faustin Claverie

TV campaign

Artistic director: Sébastien Guinet 
Copywriter: Josselin Pacreau 
Head of creative producers: Maxime Boiron 
Creative producer: Amer Zoghbi

Production:

Stink director: Fredrik Bond 
Producer: Helene Segol 

Post-production: 

Digital district post producer : Carlota Xavier
Editing: Patric Ryan
Grading: Didier LeFouest
Sound production: ELSE 
Head of music and sound: Olivier LeFebvre 
Sound producer: Ambroise Cabry 
Sound engineer: Benoit Mouet, Ma LaBarthe, Matthieu Seignex, Benjamin Falsimagne, Alexandre

Music production

Title: I like it 
Compositeurs: Tony Pabon, Manny Rodriguez 
Editor: EMI Longitude Music

Digital campaign

Creative director: Julien Gragnic 
Senior artistic director: Christophe Courty 
Artistic director: Félix Prunier 
Copywriter: Alessandro Cerutti 
Motion designers: Redwan Benammar, Jiaxin He
Integrated producer: Fanélie Rodoz
Director: Vincent Gapaillard 
Director of photography : Jean Poisson
Producer: Alexandra Chavane
Production: Stink 
Post-prod image: Else & Proximity 

Outdoor campaign

Senior artistic director: Sébastien Guinet 
Artistic directors: Audrey Lucey, Manon LeBreton
Copywriter: Josselin Pacreau
Art buyer: Elise Kubler
Photographer : Chloé Gassian
Agent: Zeynep represents 
Stylist: Alexandra Conti 
Food stylist: Victor Pillet
Production: Eyesee 
Retouches: Sparklink 

As industries and lawmakers grapple with the reality of climate change and the transitions that it requires, the environmental, social and governance (ESG) regulatory and reporting landscape is expanding into a complicated sprawl.

To help marketers navigate those complexities, the 4A’s today released a new white paper that outlines what agencies should know about ratings providers, reporting frameworks and reporting platforms.

Powered by climate tech investments, the space has grown into something of a Wild West, noted Alison Pepper, svp of government relations at the 4A’s and author of the white paper.

Coltrane Curtis tracks down talent who would be left largely unfazed if social media suddenly ceased to exist. 

The founder and managing partner started his influencer marketing career well before the term was widely recognized. Since launching the full-service creative agency Team Epiphany in 2005, Curtis hasn’t let the industry’s fixation on follower counts and content clicks derail him from its original mission: identify people who impact culture both on and offline.

Instead of limiting itself to a roster of clients, Team Epiphany befriends diverse creator communities and connects them with brands.

Audio company iHeartMedia debuted on Monday a new tool, developed in partnership with brand safety vendor Sounder, that scores the brand safety of every podcast in its catalog on an episodic level, according to chief data officer and president of revenue strategies Brian Kaminsky.

The unnamed tool uses machine-learning technology to assess the brand safety of individual podcast episodes by combing through their transcripts, then evaluating them against the Global Alliance for Responsible Media (GARM) standards and the list of sensitive topic categories created by the Interactive Advertising Bureau (IAB).

Fledge, part of Google’s Privacy Sandbox suite of solutions intended to replace third-party cookies, is moving from a theoretical ad-tech framework to reality, according to new findings from demand-side platform RTB House.

But encouraging all members of the media supply chain to test, especially in tough economic conditions, is limiting its adoption.

Fledge, or first locally executed decision over groups experiment, aims to deliver privacy-compliant, targeted ads via on-device auctions and is predicated on buyers, sellers and vendors adding users to interest groups based on browsing activity or behavior.

LinkedIn features a “Creator Mode” designed for professionals who want to grow a following by sharing content on the professional social network. When a user turns on “Creator Mode” on their LinkedIn profile, they’ll receive access to exclusive features, such as the ability to add hashtags below their headline that will tell other users more about them.

Our guide will show you how to turn on Creator Mode while using the LinkedIn mobile application.

Note: These screenshots were captured in the LinkedIn app on iOS.

Step 1: Tap your profile picture in the top-left corner of the screen.

Step 2: Tap your profile picture on LinkedIn’s side menu to go to your profile. Note: You can also tap “View profile” under your name on this menu to go to your profile.

Step 3: Scroll down to the “Resources” section and tap “Creator mode.”

Step 4: LinkedIn will give you information about Creator Mode. Tap “Continue” in the bottom-right corner of the screen to continue.

Step 5: Tap the “Add topics” button if you want to add hashtags to your profile related to the topics you focus on. You can also skip this step for now and add topics to your profile later, if you’d prefer.

Step 6: When you’re done selecting topics (or if you want to skip that step for now), tap the “Done” button in the bottom-right corner of the screen.

Step 7: Once you turn on Creator Mode, you’ll be encouraged to follow the “LinkedIn for Creators” page. Tap the “Learn more” button at the bottom of the screen if you’d like to instantly jump to this page, or tap “Go to my profile” to finish this process.

LinkedIn’s “Creator Mode” offers professionals an exclusive set of features that were designed for users who want to build a following on the social networking platform. Once someone turns on Creator Mode on their LinkedIn profile, they can later turn Creator Mode off if they’d rather revert to the traditional LinkedIn experience.

Our guide will show you how to turn off Creator Mode while using the LinkedIn mobile application.

Note: These screenshots were captured in the LinkedIn app on iOS.

Step 1: Tap your profile picture in the top-left corner of the screen.

Step 2: Tap your profile picture on LinkedIn’s side menu to go to your profile.

Ruffled by the industry’s lobbying efforts to weaken legislative privacy laws, D.C.-based nonprofit the Electronic Privacy Information Center (EPIC), is pushing for states to emulate a bipartisan federal privacy bill that was indefinitely stalled in Congress last year.

Lawmakers in Massachusetts, Illinois, Indiana and New York are modeling state privacy laws based on the American Data Privacy and Protection Act (ADPPA), according to Politico‘s report.

The hope is that a state version of the ADPPA creates an alternative to the industry’s push for weaker state privacy laws in California, Virginia, Utah, Colorado and Connecticut, according to Caitriona Fitzgerald, the deputy director at EPIC.

We’ve all seen those movie montages that show heartbroken characters as they mope around doing something aimlessly while a slow, sad song plays over just to reiterate that they aren’t happy after a fight with their one true love.

Well, in the month of February, international tech company Bolt has produced a campaign replicating exactly that vibe as it aims to recognize the long-term relationships that car owners have had with their vehicles until they “broke free” and turned to fossil-free transportation instead.

The company, which through its app offers rental of mopeds, scooters and e-bikes internationally with the aim to lower car use and carbon emissions, is promoting the message of living a happier, car-free existence by concentrating on several “real” stories told through a minutelong online film.

Bolt is the largest provider of micro-mobility in Europe with a fleet of around 10,000 electric scooters and bikes in Berlin alone. The company claims to have more than 100 million customers in more than 45 countries around the world.

“Break Up to Break Free” was created by the company’s in-house team by the mobility app, which allows people to rent scooters and e-bikes to offer a more sustainable mode of transport around towns.

Liisa Ennuste, the campaign’s lead creative strategist, highlighted the sentimental value placed by people on their cars, with around half of the owners giving it a gender and a third giving it a name.

“Unfortunately, our internally combusting partners can be expensive for us, as well as not being great for our cities—creating congestion, pollution and taking up around 50% of our city space that could be used for people or other, more sustainable modes of transport,” she continued.

“We know that for many people, the idea of getting rid of their car might feel unrealistic, which is exactly why we wanted to showcase the experiences of real people and their very real breakup stories. It turns out that life doesn’t only go on, but it gets better.”

The stories around each of the breakups have also been published on Bolt’s campaign website.

The campaign will run for around two months across social with some influencer content with the aim of reaching the U.K., Poland, Portugal, Romania, Sweden, the Czech Republic, Lithuania, Estonia, Latvia, Slovakia, Croatia, France and Malta.

According to a survey of scooter riders, released by Bolt in January that involved around 7,000 participants, Bolt scooters helped replace more than 20 million car kilometers (the distance driven by private cars as well as taxi/ride-hailing) in 17 countries last year.  It estimates that this equated to more than 2.4 million kg of CO2 emissions.

CREDITS:

Creative: Bolt
Photo: Alina Birjuk
Edit: Albert Banaszczak
Music: Anett

The TikTok mobile application allows users to share videos with other people outside of the TikTok app. For instance, users can send a TikTok video in a text message or email.

Our guide will show you how to share a TikTok video outside of the TikTok app on mobile devices.

Note: These screenshots were captured in the TikTok app on iOS.

Step 1: Tap the right-facing arrow icon near the bottom-right corner of the video you want to share.

Step 2: The first row of icons on the “Send to” window will allow you to send the video to another TikTok user within the TikTok mobile app.