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Primeira revista portuguesa com vídeo sai amanhã

A revista Sábado apresenta amanhã a primeira campanha publicitária em território nacional a tirar partido da tecnologia Video In Print (VIP), que traz anúncios de vídeo para edições impressas.

Ao que o TeK apurou, os vídeos de publicidade à Renault serão apresentados num ecrã LCD de 5 por 3,7 centímetros, que é integrado entre duas folhas de cartolina e será distribuído através de um encarte da revista, que vai acompanhar alguns dos exemplares do próximo número, distribuídos de forma aleatória - e, obviamente, sem acréscimo de preço para os leitores.

A estratégia escolhida deve-se ao elevado custo da tecnologia, o que torna inviável a sua integração em todos os exemplares da revista. A mesma razão ajuda a justificar que a campanha, a cargo Tempo OMD, tenha sido a única a recorrer a esta solução desde que esta ficou comercialmente disponível no país, em Setembro de 2009.

Embora não tenha avançado números com relação ao número de unidades distribuídas ou custos associados, a Wibii Marketing Tailors - empresa responsável pela introdução da tecnologia em Portugal e que até ao final de 2009 deteve a sua representação em território nacional - disse ao TeK que cada unidade teria um custo aproximado de 70 euros, mas que o valor que pode sofrer grandes variações e que quando se trata de uma produção de menos de 500 unidades "os preços disparam".

Os exemplares que amanhã chegam às bancas apresentam seis vídeos acompanhados de som, graças a uma coluna que acompanha o ecrã (mas não se encontra à vista), e ainda de botões com algumas funções básicas associadas à visualização.

Catálogo de Exposição de Joana Rêgo premiado internacionalmente

O Catálogo da exposição de Joana Rêgo, editado pela Câmara Municipal de Matosinhos, na sequência da mostra organizada por esta Autarquia, entre 18 de Setembro e 19 de Outubro de 2009, na Galeria Municipal, acaba de receber o prestigiado prémio internacional de design do New York Type Directors Club (TDC).

Da autoria de Andrew Howard (do Studio Andrew Howard, sedeado no Porto) este catálogo, intitulado tal como a exposição “A-Z entre Imagens e Palavras”, concorreu a este prémio juntamente com outros 1500 trabalhos oriundos de 32 países.

O trabalho será agora reproduzido na publicação de referência “TDC Annual” e fará parte igualmente de uma exposição internacional itinerante que percorrerá, entre outros, os Estados Unidos, Inglaterra, Japão, Alemanha, Espanha, Rússia, Irlanda e França.

Andrew Howard é um designer de origem inglesa há muito radicado em Portugal e professor da ESAD – Escola Superior de Arte e Design (Matosinhos) sendo colaborador regular de importantes instituições culturais da região (Centro Português de Fotografia, Museu do Carro Eléctrico, Silo-Espaço Cultural NorteShopping, Museu de Serralves, Museu dos Biscainhos…).

Este prémio vem, de algum modo, coroar não só a preocupação de qualidade que tem pautado a política de programação de exposições na Galeria Municipal, mas também o cuidado que tem sido posto na produção de catálogos qualificados que as acompanham, aos quais se têm associado o nome de outros prestigiados e premiados designers, como é o caso de Armando Alves, António Queirós, João Borges, Nuno Leal, entre outros.

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Big Babol: Stretched Gum

Advertising Agency: McCann Worldgroup, India
Regional Executive Creative Director: Prasoon Joshi
Executive Creative Director: Ryan Menezes
Art Director / Copywriter: Mayuresh Natalkar
Photographer: Studiorom
Account manager: Debarati Paul

Smart: Shoe Horn

In conjunction with the opening of the 2010 Canadian International Autoshow, smart Canada is educating urban dwellers regarding one of the many benefits of driving a smart fortwo. A head-turning marketing initiative in downtown Toronto has wedged a giant shoehorn behind a smart fortwo, visually illustrating that the less than 3 metre smart fortwo can park almost anywhere. The display, parked in various high traffic downtown locations, also imparts the message: “Fits into tight places”, and prompts onlookers to visit “thesmart.ca.” The idea aims to demonstrate that just like your favorite pair of shoes, the smart fortwo can comfortably fit into any lifestyle. The smart fortwo is the most fuel-efficient two-seater in Canada, and it boasts a spacious interior, a 5-star crash safety rating and great agility to dart through traffic while avoiding potholes and other urban hazards. This unique and larger-than-life display playfully conveys that the intelligently designed smart fortwo is the ultimate tool to conquer the city. The ambient initiative will continue throughout the duration of the 2010 Canadian International Autoshow.

Advertising Agency: BBDO, Toronto, Canada
Creative Director: Ian Mackellar
Art Director: Jaimes Zentil
Copywriter: Craig McIntosh
Photographer: Shang Hoon
Prop Builder: Haralds Gaikis –Uplis Ltd.
Published/Released: February 2010

WWF Vote Earth!: Ice Poster

In December 2009, world leaders meet in the Copenhagen Summit to discuss Climate Change. The WWF launched an initiative called Vote Earth!, an online ballot to put pressure on the world leaders and influence them into an agreement. Their objective was to mobilize people in Portugal for the vote. They created a poster entirely made out of ice that was placed in a central spot of Lisbon. The poster alerted to the consequences of the ice-cap melting, making people feel the urgency of putting an end to environmental disasters. After being put in place, the poster started melting, stressing the message: Vote before it melts. Out of 50 countries in Europe, Portugal ranked 8th in number of votes.

Advertising Agency: Ogilvy, Lisbon, Portugal
Creative Director: João Espírito Santo
Creative Supervisor: André Lacerda
Art Director: Hélder Ventura
Copywriter: João Guimarães
Published: December 2009

Keskin: Rims Guerrilla

Germans love their cars – even if they don’t treat them right. The global rim producer “Keskin Tuning” wants to represent his products in an impressive and realistic way to show what cars really want in a very humorous manner: stylish rims from Keskin. The paper rims where provided with discount coupons. Promotion’s kick-off was the grand opening of Loop5 shopping centre. As a Keskin store is right next to the shopping centre, customers could cash in the discount immediately. Furthermore the flyers are deployed at tuning fairs in 2010. During the campaign period Keskin stores in the promotion areas recognized a significant increase in new customers.

Advertising Agency: Saatchi&SaatchiX, Frankfurt, Germany
Creative Director: Mark Karatas
Art Directors: Rod Henriques, Elena Sautner, Manuela Schwarz
Photographers: Georg Dörr, Martin Joppich
Account: Marc Brücher
Published: October/November 2009

Carlsberg Sport: Bee Race

Rav-Bariach: Your door is your face

Israels leading door manufacturer Rav-Bariach came out with a campaign to launch their new line of designers doors. By identifying the front door of a house as the very face of the home, the aim was to create a status symbol out of the common front door. The medium selected for this campaign was the front door, the very place where the consumer comes into contact with the product on a daily basis. In the late hours of the night, tens of thousands of hangers were distributed and hung on the doors of households across Israel. Through the use of humour and a targeted touch point, they managed to reach their consumer at the very place where there message really hit home. The campaign transformed the new line of designer doors into an overnight success. Awareness and fondness of the product, as well as the number of calls and orders via the call centre, all rose significantly.

Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Israel
Chief creative officer: Yoram Levi
Creative Director: Tal Perelmuter
Art Director: Idan Gilboa, Uri Dagan
Copywriters: Yoad Mick
Studio: Limor Tzell
Account director: Idit Zuckerman
Account supervisor: Nir Federbush
Account executives: Shani Shaul, Yael Sulzbacher
Published: January 2010

Australian Red Cross: Torture Chairs, Child Soldiers, Landmines, Torture, Bang

As part of the Australian Red Cross’ mandate to promote and educate the Australian public about the laws of war, better known as International Humanitarian Law, an integrated campaign ‘Even Wars Have Laws’ from The Fuel Agency has been launched across Australia.Together with an online component (redcross.org.au/evenwarshavelaws) where Australians can have their say, cities around Australia have been adorned with an ‘in your face’ ambient campaign, bringing the reality of these laws closer to home by encouraging people to learn more about International Humanitarian Law.

Advertising Agency: The Fuel Agency, Australia
Executive Creative Director: Rod Clausen
Senior Copywriter: Simon Robins, Toby Blackler
Senior Art Director: Ed Bechervaise
Account manager: Mary Atley

Greenpeace: UFOs

Advertising Agency: The Name, Rome, Italy
Creative Director: Carlos Anuncibay
Art Director: Carmen Matarrese
Copywriter: Filippo Testa
Published: January 2010

Eclat du Cadre Framing Company: The frame guerilla

Advertising Agency: BDDP & Fils, Paris, France
Creative Director: Guillaume Chifflot
Art Director: David Derouet
Copywriter: Emmanuel de Dieuleveult
Photographer: Julien Attard, David Derouet
Released: December 2009