CO: / ADVERTISING COLLECTIVE LAUNCHES

Ty Montague and Richard Schatzberger explain the importance of brand storytelling as they launch their innovative house of brand solutions

The doors of brand studio Co: are open for business. Co-founders Ty Montague, Richard Schatzberger, Rosemarie Ryan and Neil Parker boast diverse talents and expertise across advertising (Montague is former CCO and co-president of JWT, North America, where he worked with Ryan, also co-president) and strategy (Parker has served as an innovator at IBM’s corporate strategy group and global head of strategy at Wolff Olins while Schatzberger has worked in interaction design and product innovation at Mortorola and as director of creative technology at BBH.

Contagious caught up with Ty Montague and Richard Schatzberger to hear about their aims and plans.


//contagiousmagazine.com

co_01.jpg

Ty Montague and Richard Schatzberger explain the importance of brand storytelling as they launch their innovative house of brand solutions

The doors of brand studio Co: are open for business. Co-founders Ty Montague, Richard Schatzberger, Rosemarie Ryan and Neil Parker boast diverse talents and expertise across advertising (Montague is former CCO and co-president of JWT, North America, where he worked with Ryan, also co-president) and strategy (Parker has served as an innovator at IBM‘s corporate strategy group and global head of strategy at Wolff Olins while Schatzberger has worked in interaction design and product innovation at Mortorola and as director of creative technology at BBH.

Contagious caught up with Ty Montague and Richard Schatzberger to hear about their aims and plans. Leer más “CO: / ADVERTISING COLLECTIVE LAUNCHES”

NIKE / NIKE+ GPS

For those of you still unfamiliar with Nike’s slight awesome piece of digital running utility, here’s a quick recap…

In 2006 the brand partnered with Apple to launch the groundbreaking Nike+ service. This uses a small accelerometer placed in the user’s shoe, which communicates either with a special wristband, or directly with an iPod Nano, Touch or iPhone. Data around the distance and pace of each run can then be transferred and shared online with the rest of the Nike+ community.

The new app, however, makes use of the GPS capability on the more recent iPhones and iPod Touch. This means that not only can the user ditch the separate accelerometer, but in doing so, gain access to a whole new geo-specific dataset. Here’s how it works…


After downloading the £1.19 app and heading out for a run, the user can track (via Google Maps) the exact route they are taking – including a breakdown of pace and distance at different points in the workout. If there is no GPS signal available, or they are simply working the treadmill, the app will default to the original accelerometer measurement, still relaying data on time, distance, pace, calories burned etc.
Nike builds on the success of its groundbreaking Nike+ application with GPS functionality as well as a host of other goodies Leer más “NIKE / NIKE+ GPS”

VAIL RESORTS / EPIC MIX

One of America’s largest ski resort companies is hoping to make the sport even more social this season, with a location-based gaming app it’s calling Epic Mix.

Vail Resorts, owners of Vail, Beaver Creek, Breckenridge, Keystone and Heavenly resorts in Colorado and California debuted the mobile and web-based application today at a press event at the Ace Hotel in Manhattan.

When the mountains open in November, Epic Mix will allow visitors to the resorts to track the runs they completed, log their vertical feet as a score, unlock achievement ‘Pins’ and access several utilities, both in iPhone and Android apps and at epicmix.com.


Grab that ‘Pow Hound’ pin as you cruise Vail Resorts‘ slopes this ski season

One of America‘s largest ski resort companies is hoping to make the sport even more social this season, with a location-based gaming app it’s calling Epic Mix.

Vail Resorts, owners of Vail, Beaver Creek, Breckenridge, Keystone and Heavenly resorts in Colorado and California debuted the mobile and web-based application today at a press event at the Ace Hotel in Manhattan.

When the mountains open in November, Epic Mix will allow visitors to the resorts to track the runs they completed, log their vertical feet as a score, unlock achievement ‘Pins’ and access several utilities, both in iPhone and Android apps and at epicmix.com.
Leer más “VAIL RESORTS / EPIC MIX”

Coca-Cola brings Facebook to holidays

The real and virtual worlds have come one step closer, thanks to a campaign for Coca-Cola via Publicis E-dologic in Israel.

The brand has been connecting with teens at its Coca-Cola Village in Israel. Each of the visitors was provided with a bracelet containing an RFID tag, which, when touched to a sensor, linked back to its Facebook page, transferring the like from the physical world into the virtual.

The 650 visitors who were in the Village at any one time contributed to up to 35,000 pieces of content per group over their three day stay. Each visitor posted an average of 54 branded pieces of Coke merchandise to their facebook page.


English and Hebrew Coke labels in an Israeli s...
Image via Wikipedia

The real and virtual worlds have come one step closer, thanks to a campaign for Coca-Cola via Publicis E-dologic in Israel.

The brand has been connecting with teens at its Coca-Cola Village in Israel. Each of the visitors was provided with a bracelet containing an RFID tag, which, when touched to a sensor, linked back to its Facebook page, transferring the like from the physical world into the virtual.

The 650 visitors who were in the Village at any one time contributed to up to 35,000 pieces of content per group over their three day stay. Each visitor posted an average of 54 branded pieces of Coke merchandise to their facebook page. Leer más “Coca-Cola brings Facebook to holidays”

INTEL / SUPERSTARS

Intel’s latest campaign, ‘Superstars’ puts the focus on undiscovered musicians who need a helping hand to live the superstar lifestyle. The brand has created a Facebook based campaign where artists can upload their tracks and users can vote for their favourite. The winner in each category will receive USD$10,000 in cash to further their careers.
Intel partnered with Cakewalk, creators of simple solutions for music production and Ourstage.com, a new music discovery site. The competition is segmented into six genres Rock, Pop, Country, Singer-Songwriter, Urban, and Latin. The contest launched with the first three categories on July 1 and since then they have received over 2,000 entries. The winner for stage one will be announced at the end of August, with stage two of the competition launching in September.


intelss_02.jpg

Intel‘s latest campaign, ‘Superstars‘ puts the focus on undiscovered musicians who need a helping hand to live the superstar lifestyle. The brand has created a Facebook based campaign where artists can upload their tracks and users can vote for their favourite. The winner in each category will receive USD$10,000 in cash to further their careers.
Intel partnered with Cakewalk, creators of simple solutions for music production and Ourstage.com, a new music discovery site. The competition is segmented into six genres Rock, Pop, Country, Singer-Songwriter, Urban, and Latin. The contest launched with the first three categories on July 1 and since then they have received over 2,000 entries. The winner for stage one will be announced at the end of August, with stage two of the competition launching in September. Leer más “INTEL / SUPERSTARS”

LIVESTRONG / PRECIOUS

A ‘feeling’ cycle makes its way across the USA to raise money for the Livestrong Foundation

Has someone built a better Chalkbot?

See YouTube video

The cycling world is again the scene of an ‘internet of things’ project, with Precious, a sensor-laden, tweet-emitting bike heading across America to raise money for the Livestrong Foundation.

The Specialized machine is covered with sensors to record cadence, speed, temperature, direction and more, aggregated on the project’s homepage. Its rider, Janeen McCrae, who came up with the idea, is keeping her own record of the journey as well.

The two are set to spend the next three months together on the charity ride as part of Team Fatty, with the data collected interpreted by software and paired with appropriate responses from the bike.

As the company that built Precious, Breakfast, New York, writes on its blog:

‘To gather all of the data from the bike, we developed a device to capture temperature, humidity, grade, speed, cadence (pedal rotation), direction and GPS. The device takes several readings from each sensor, then sends the average values via text message using a cellular module. We utilized the Twitter API to receive and parse the text messages, which are then analyzed by our servers. In order to preserve battery life (we get 35+ hours on a single charge), the device wakes itself up every 5 minutes to check readings and submit data. The rider can also hit a button on the handlebars to trigger the device to report the data for that exact moment.

Once all the information reaches our servers, the “brain” really kicks in. Our servers analyze the data: how many messages have been sent so far today, the time of day, etc. This helps to ensure that every message is appropriate, both in context and timing. The servers look for patterns 24 hours a day, and if they find anything interesting, e.g. it’s been 80ºF with non-stop hills for two days, it will push a message expressing the bike’s feelings on the matter.’


A ‘feeling’ cycle makes its way across the USA to raise money for the Livestrong Foundation

Has someone built a better Chalkbot?

See YouTube video

The cycling world is again the scene of an ‘internet of things’ project, with Precious, a sensor-laden, tweet-emitting bike heading across America to raise money for the Livestrong Foundation.

The Specialized machine is covered with sensors to record cadence, speed, temperature, direction and more, aggregated on the project’s homepage. Its rider, Janeen McCrae, who came up with the idea, is keeping her own record of the journey as well.

The two are set to spend the next three months together on the charity ride as part of Team Fatty, with the data collected interpreted by software and paired with appropriate responses from the bike.

As the company that built Precious, Breakfast, New York, writes on its blog:

‘To gather all of the data from the bike, we developed a device to capture temperature, humidity, grade, speed, cadence (pedal rotation), direction and GPS. The device takes several readings from each sensor, then sends the average values via text message using a cellular module. We utilized the Twitter API to receive and parse the text messages, which are then analyzed by our servers. In order to preserve battery life (we get 35+ hours on a single charge), the device wakes itself up every 5 minutes to check readings and submit data. The rider can also hit a button on the handlebars to trigger the device to report the data for that exact moment.

Once all the information reaches our servers, the “brain” really kicks in. Our servers analyze the data: how many messages have been sent so far today, the time of day, etc. This helps to ensure that every message is appropriate, both in context and timing. The servers look for patterns 24 hours a day, and if they find anything interesting, e.g. it’s been 80ºF with non-stop hills for two days, it will push a message expressing the bike’s feelings on the matter.’ Leer más “LIVESTRONG / PRECIOUS”

NORTH FACE / TRAILHEAD IPHONE APP

Outdoor apparel brand North Face has teamed up with EveryTrail.com, a GPS travel community that lists over 300,000 trails, hike and bike routes by location around the world.

Factory Labs, Denver, used the EveryTrail database to build a free iPhone app on behalf of North Face.

The Trailhead app will track users’ route, distance, speed and elevation as they trek, allowing them to share and store trips, photos and tips for friends and fellow community members on social networks. The app also includes weather forecasts and recommends North Face gear based on how unkind the elements are set to be.


Outdoor brand brings EveryTrail‘s GPS-tagged routes to the iPhone

NorthFace.jpg
Outdoor apparel brand North Face has teamed up with EveryTrail.com, a GPS travel community that lists over 300,000 trails, hike and bike routes by location around the world.

Factory Labs, Denver, used the EveryTrail database to build a free iPhone app on behalf of North Face.

The Trailhead app will track users’ route, distance, speed and elevation as they trek, allowing them to share and store trips, photos and tips for friends and fellow community members on social networks. The app also includes weather forecasts and recommends North Face gear based on how unkind the elements are set to be. Leer más “NORTH FACE / TRAILHEAD IPHONE APP”

RENAULT MEGANE / THE MEGANE EXPERIMENT

Renault spreads a bit of French joy to the North of England

In a mission to bring joie de vivre to the town of Gisburn, Lancashire, in the North of England. Renault has teamed up with a French man called Claude, Publicis, Publicis Modem and Jam, London.

YouTube video!

According to the story Gisburn has no Méganes, and therefore not so much joie de vivre.Our French friend Claude wants to find out if a car can change a village, and makes the trip from his stylish hometown of Menton on the Côte d’Azur to explain to the Gisburn locals that towns with more Mégane’s have higher fertility rates, and more of this ‘joie de vivre’ stuff. After meeting and greeting the people of the village, disrupting cattle markets and pubs along the way, Claude hosts the Festival de Joie on local playing fields, which despite very English weather still attracted around 300 bemused faces.


Renault spreads a bit of French joy to the North of England

In a mission to bring joie de vivre to the town of Gisburn, Lancashire, in the North of England. Renault has teamed up with a French man called Claude, Publicis, Publicis Modem and Jam, London.

According to the story Gisburn has no Méganes, and therefore not so much joie de vivre.Our French friend Claude wants to find out if a car can change a village, and makes the trip from his stylish hometown of Menton on the Côte d’Azur to explain to the Gisburn locals that towns with more Mégane’s have higher fertility rates, and more of this ‘joie de vivre’ stuff. After meeting and greeting the people of the village, disrupting cattle markets and pubs along the way, Claude hosts the Festival de Joie on local playing fields, which despite very English weather still attracted around 300 bemused faces.

COCA-COLA / BURN

Creative freedom leads to an intriguing trio of films…
On behalf of its energy drink, Burn, Coca-Cola Europe has formed a creative collaboration between Publicis Mojo, Sydney, Rumpus Room, London and Exit Films, Melbourne to launch a series of films showcasing the impressive talents of snowboarders, skateboarders and rappers, which will form the centrepiece of an integrated campaign this summer.


Coca-Cola Logo.
Image via Wikipedia

Creative freedom leads to an intriguing trio of films…
On behalf of its energy drink, Burn, Coca-Cola Europe has formed a creative collaboration between Publicis Mojo, Sydney, Rumpus Room, London and Exit Films, Melbourne to launch a series of films showcasing the impressive talents of snowboarders, skateboarders and rappers, which will form the centrepiece of an integrated campaign this summer.

Video..

Launching online, three short filmsBurn, shown above, Peepshow and and Playground are being seeded online, starting in community channels, and released via www.mojothings.com to target European markets (according to The Inspiration Room). The respective directors – Garth Davis, Jonathan Hill and Glendyn Ivin – were given creative freedom to come up with the authentic and visually stunning series of films. Leer más “COCA-COLA / BURN”

TEDGLOBAL / WHERE IDEAS MEET & MATE

Fresh from Oxford, Contagious’ co-founder Paul Kemp-Robertson offers his perspective on the world’s most intense conference experience…

It’s not always easy being an Adland native in the crowd at a TED conference. If you haven’t saved the world or don’t own enough liquid capital to die trying, then the whoops that greeted this jibe from economist Tim Jackson can make you feel like a dumb jock who’s accidentally stumbled into the Chess Club Christmas party.

But maybe that’s just my insecurity and the nagging suspicion that my soul has been stress-fractured thanks to 20 years of commentating on the mechanics of mass consumption. When the biggest task you’ve recently completed is a speech on ‘advertising as a conversation’ and you’re suddenly surrounded by AIDS activists, women’s rights campaigners, MIT brainboxes and people who’ve spent their retirement fund building an eco-school in the middle of a jungle, it’s hard not to feel just a teeny bit marginalised and shallow. But then, I guess, such abrupt introspection is actually part of the value of TED. The compressed intellectual energy of the 18-minute speeches certainly dragged this editor out of his corporate cocoon and berated and beguiled him in equal measure.


‘We spend money we don’t have on things we don’t need to impress people we don’t care about.’

Fresh from Oxford, Contagious’ co-founder Paul Kemp-Robertson offers his perspective on the world’s most intense conference experience…

It’s not always easy being an Adland native in the crowd at a TED conference. If you haven’t saved the world or don’t own enough liquid capital to die trying, then the whoops that greeted this jibe from economist Tim Jackson can make you feel like a dumb jock who’s accidentally stumbled into the Chess Club Christmas party.

But maybe that’s just my insecurity and the nagging suspicion that my soul has been stress-fractured thanks to 20 years of commentating on the mechanics of mass consumption. When the biggest task you’ve recently completed is a speech on ‘advertising as a conversation’ and you’re suddenly surrounded by AIDS activists, women’s rights campaigners, MIT brainboxes and people who’ve spent their retirement fund building an eco-school in the middle of a jungle, it’s hard not to feel just a teeny bit marginalised and shallow. But then, I guess, such abrupt introspection is actually part of the value of TED. The compressed intellectual energy of the 18-minute speeches certainly dragged this editor out of his corporate cocoon and berated and beguiled him in equal measure. Leer más “TEDGLOBAL / WHERE IDEAS MEET & MATE”

JASON ELLIOT / THE NETWORK: VIRAL EMAIL PROMOTION

Now we are well aware that all of you lovely connected people will no doubt receive umpteen forwarded emails every day, bearing constantly amended titles such as: ‘You have to check this out’, or ‘So so funny – you have to read’ or the ever-intriguing ‘Awesome Friday fun LOL’.

Obviously, the clearly fake sarcastic email correspondance between a man and his uncooperative insurance company or pictures of cats on trampolines (can I haz bounce?) which follow, are almost always a dissapointment. Imagine our delight, therefore, when we were sent one that we actually enjoyed reading… [Más…]

It is perhaps no surprise that the copy was slick, sharp and engaging – it was keyed by a critically acclaimed writer, Jason Elliot. He is best known for his travel-based nonfiction, specifically, An Unexpected Light, Travels in Afghanistan and Mirrors of the Unseen, Journeys in Iran. His latest work, however, is something of a departure – a rip-roaring, Bourne-esque espionage thriller set just before the events of 9/11.

His email – sent presumably to most of the contacts in his address book – begins: ‘This message is to acquaint you with a new book released this week in the UK by Bloomsbury. It is not the kind of book I would normally read but, since I wrote it, I did have to study it quite closely.’

He follows by explaining, ‘Those of you who did not fully relish my last book about cryptic metaphysical symbolism in Persian geometric art will be relieved to know that The Network is a page-turning thriller. The terms ‘epistemological’ and ‘ontological’ do not appear. Instead, there are lots of details about guns, explosions, and descriptions of women from hot countries.’


JasonElliot_01.jpg

Now we are well aware that all of you lovely connected people will no doubt receive umpteen forwarded emails every day, bearing constantly amended titles such as: ‘You have to check this out’, or ‘So so funny – you have to read’ or the ever-intriguing ‘Awesome Friday fun LOL’.

Obviously, the clearly fake sarcastic email correspondance between a man and his uncooperative insurance company or pictures of cats on trampolines (can I haz bounce?) which follow, are almost always a dissapointment. Imagine our delight, therefore, when we were sent one that we actually enjoyed reading… Leer más “JASON ELLIOT / THE NETWORK: VIRAL EMAIL PROMOTION”

OLD SPICE / TALK TO OLD SPICE GUY

A marathon of personal addresses from Isaiah makes the web smell a little spicier

Fans of Old Spice’s Man Your Man Could Smell Like, aka actor Isaiah Mustafa, got a special treat yesterday as the man himself devoted a marathon number of rapid-fire video responses to admirers on Facebook, YouTube, Twitter and Reddit.

Offering advice, suggestions, support and even in one case a marriage proposal, Mustafa and a shock team of writers, uploaders and social network liaisons managed to dispatch a frighteningly large number of responses with very little delay, in one of the best examples of real-time, spontaneous marketing seen to date.

The effort kicked off with a widely-noticed get-well-soon message to Digg founder Kevin Rose and spread quickly, eventually reaching more Twitter bigs like Ashton Kutcher, Biz Stone of Twitter and Alyssa Milano. Celebrity and commoner alike graced with Mustafa’s pronouncements were compelled to share, extending the reach of the effort to networks of followers large and small. The team churned out some 117 videos in about twelve hours.


A marathon of personal addresses from Isaiah makes the web smell a little spicier

Fans of Old Spice‘s Man Your Man Could Smell Like, aka actor Isaiah Mustafa, got a special treat yesterday as the man himself devoted a marathon number of rapid-fire video responses to admirers on Facebook, YouTube, Twitter and Reddit.

Offering advice, suggestions, support and even in one case a marriage proposal, Mustafa and a shock team of writers, uploaders and social network liaisons managed to dispatch a frighteningly large number of responses with very little delay, in one of the best examples of real-time, spontaneous marketing seen to date.

The effort kicked off with a widely-noticed get-well-soon message to Digg founder Kevin Rose and spread quickly, eventually reaching more Twitter bigs like Ashton Kutcher, Biz Stone of Twitter and Alyssa Milano. Celebrity and commoner alike graced with Mustafa’s pronouncements were compelled to share, extending the reach of the effort to networks of followers large and small. The team churned out some 117 videos in about twelve hours. Leer más “OLD SPICE / TALK TO OLD SPICE GUY”

CONTAGIOUS / USA

Our New York team is growing. Noelle Weaver, Contagious’ new Business Development Director, North America, shares thoughts on her vision for Contagious and the US advertising industry.

Contagious is happy to welcome Noelle Weaver, the latest addition to our team in New York.

Noelle is fresh from a 15 year career in business development, helping agencies including JWT Chicago, Publicis in New York, Euro RSCG and SS+K brand, market, and strategically grow their business and corporate reputations. Most recently Noelle was director of sales and marketing at CAA’s youth research and trends analysis firm, The Intelligence Group.

What excites you about Contagious?

I grew up wanting to be a writer. In 1989 I opened up an issue of Cosmopolitan and inside was the first Nike women’s campaign that was done by Wieden+Kennedy’s Janet Champ and Charlotte Moore. In that instant I knew I wanted to work in advertising. I wanted to create the same type of images and messages that moved people and made them think about the world around them: how the world was changing, how the world should be changed, and most importantly, how all of it together was changing us as people.


Our New York team is growing. Noelle Weaver, Contagious’ new Business Development Director, North America, shares thoughts on her vision for Contagious and the US advertising industry.

Contagious is happy to welcome Noelle Weaver, the latest addition to our team in New York.

Noelle is fresh from a 15 year career in business development, helping agencies including JWT Chicago, Publicis in New York, Euro RSCG and SS+K brand, market, and strategically grow their business and corporate reputations. Most recently Noelle was director of sales and marketing at CAA’s youth research and trends analysis firm, The Intelligence Group.

What excites you about Contagious?

I grew up wanting to be a writer. In 1989 I opened up an issue of Cosmopolitan and inside was the first Nike women’s campaign that was done by Wieden+Kennedy’s Janet Champ and Charlotte Moore. In that instant I knew I wanted to work in advertising. I wanted to create the same type of images and messages that moved people and made them think about the world around them: how the world was changing, how the world should be changed, and most importantly, how all of it together was changing us as people. Leer más “CONTAGIOUS / USA”

YouTube invites contributions for an epic user-generated film

YouTube has launched one of its most ambitious collaborative projects to date – a global experiment to create the world’s largest user-generated film.

Life In A Day will challenge YouTube’s talented uploaders to capture a moment of their lives on film, shot on July 24th 2010 (aka 24/7). The most compelling, exciting, unusual and distinctive footage submitted will then be edited into a documentary, which is being directed by Kevin Macdonald (whose previous directorial credits include Touching the Void and The Last King of Scotland) and executive produced by Ridley Scott.

Macdonald explains that his aim is to make a film ‘that is a snapshot of life on earth during one 24 hour period…


YouTube has launched one of its most ambitious collaborative projects to date – a global experiment to create the world’s largest user-generated film.

Life In A Day will challenge YouTube’s talented uploaders to capture a moment of their lives on film, shot on July 24th 2010 (aka 24/7). The most compelling, exciting, unusual and distinctive footage submitted will then be edited into a documentary, which is being directed by Kevin Macdonald (whose previous directorial credits include Touching the Void and The Last King of Scotland) and executive produced by Ridley Scott.

Macdonald explains that his aim is to make a film ‘that is a snapshot of life on earth during one 24 hour period… Leer más “YouTube invites contributions for an epic user-generated film”

THE CONTAGIOUS CONVERSATION / CAPTURED IN AN IMAGE

The Contagious / Publicis Cannes seminar visualised

At our seminar, done in conjunction with Publicis at last week’s Cannes Lions festival, we experimented with live scribing – the art of capturing a conversation in real time, in a visual and dramatic style.

And without further ado, we present to you the results. The wonderful Dan from Scriberia has added to, amended and tidied up his representation of ‘The Contagious Conversation’ into a handy, one-size-fits-all image for your future reference. Doesn’t it look stunning!


The Contagious / Publicis Cannes seminar visualised

At our seminar, done in conjunction with Publicis at last week’s Cannes Lions festival, we experimented with live scribing – the art of capturing a conversation in real time, in a visual and dramatic style.

And without further ado, we present to you the results. The wonderful Dan from Scriberia has added to, amended and tidied up his representation of ‘The Contagious Conversation’ into a handy, one-size-fits-all image for your future reference. Doesn’t it look stunning! Leer más “THE CONTAGIOUS CONVERSATION / CAPTURED IN AN IMAGE”