We get the point…
After the UnHate Campaign from Benetton, that I posted last week, I bring you a new one from a fundraising event, also created to shock!
As I told you before, Benetton did a pretty good job by using shocking photos that became viral. Every marketer knows that if a brand wants fast awareness, it needs some great idea that will call people’s attention instantly.
Following this suggestion, Rethink Breast Cancer, hoping to advertise their fundraising event – Boobyball (catchy name, by the way…), came up with this:
“Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.” CP+B, Toronto – ad agency
What do you think? Like or Dislike?
Lovely campaign. Literally!
“What does UNHATE mean? UN-hate. Stop hating, if you were hating. Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promotes a shift in the balance: don’t hate, Unhate”
Creation of a new culture of tolerance
Campaign Video -Overflow of emotions
*UPDATE* 17 November
From a Marketing point of view!
This campaign was released on Wednesday and it’s already the hot topic everywhere.
A lot of people think that Benetton was too risky by releasing this campaign, because it was already contested by the Vatican and the White House. Apparently they think that a cute photo with nice kisses offends “not only to the dignity of the pope, but also to the sensibilities of the faithful”. The White House claims that it has a “longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes”.
I know that you’re thinking that Benetton is in big trouble and it was not expecting all this complaints. WRONG!
Benetton was a master at the art of trolling. They did their campaign, put it on the Internet and it started spreading rapidly. Then, the Vatican was too upset, made Benetton remove the Pope’s French-kissing photo and… it started! The campaign was already all over the news, on every Facebook wall, Twitter, Tumblr… It had an enormous BOOM. Became hyper viral. Benetton was soooo expecting this, it had every thing figured out, it was part of the plan! Believe it or not.
Of course, Benetton-the-troll, answered properly to the Vatican – “sorry that the use of the image had so hurt the sensibilities of the faithful.” – almost saying “fuck the dignity of the pope” and kindly removed the photo from its website… The thing is… It’s still everywhere!!! Not even the pope can stop the Internet. Sorry, bro!
Benetton, I just have a few words for you:
- I give you 10 out of 10 in creativity and marketing skills (can you hire me?)
- 10 out of 10 in the art of trolling
- 20 out of 10 for annoying the pope
- 100 out of 10 to believe in the power of love, or as you say “”UNHATE” meant solely to battle the culture of hate in all its forms.”
- Don’t worry, one day they’ll get to the point :)
- PS. your clothes are too expensive lool
Get to know the UnHate Foundation here
Do you know the zombie guy? The one from Lady Gaga’s “Born this way” music video? The one, who won the Guinness for having tattooed all of his body as a zombie?
Can you imagine him without tattoos?
A cosmetic brand used the zombie guy – Rico Genest – on a commercial for its amazing concealer – Dermablend Professional. Basically, they covered all his tattoos with its products. It’s crazy how they did it!
His reaction : “I think I’m ready to get a job!”
I love the concept of Dermablend campaign “go behind the cover”, the video and, of course, I am amazed by the product coverage capacity. Definitely a Must See!
Behind the Scenes
Now, close your mouth and write us your opinion about this!Want to know more? Visit Dermablend website or the Campaign website
Lays (or Walters, I guess it’s the same brand) has a new vending machine that doesn’t accept money. It accepts potatoes! That’s right!
While in the machine, the potato passes a lot of phases (wash, peel, cut, fry, salt and packaged) then you receive your fresh package of potato chips.
See the video, it’s pretty cool!
PS. Despite looking real, the process that you see is a 60 seconds’ animation. You kinda receive the same greasy and manufactured “potatoes” that you always did from Lays.
It sucks, I know! This could be real. It would be pretty nice and healthier! And way more interactive!
My question is: Why the fuck do they want our potatoes? Trying to annihilate the competition?
Literally cheesy – As my grandmother would say “Gosh, these guys’ inventions these days…”
Have you ever seen Cheese Pencils? Guess not, huh?
As you know, now it takes a lot more than the average packaging and traditional marketing to sell a product. That’s why marketers and designers are trying hard to get their product to be noticed. This one will definitely call attention on the supermarket shelves. So, give this guys a break!
“The Deli Garage Parmesan Pencils are shaped like oversized pencils, where the leads contain three different flavors: truffles, pesto and chilli. With the built-in grating function you can sprinkle delicious, appetizing flakes of Parmesan cheese on your meal. A scale on the pencils and on the back of the packaging doesn’t just list how much of the Parmesan Pencil is needed for each dish, but it even how many calories the portion contains”
Sounds good and tasty to me, because I fucking adore cheese!
Sometimes it can be a big problem to buy online, because you’ll never know how the product will fit you.
To solve this problem, Converse developed a new app that allows you to “try” the shoes before you buy it. It’s easy, simple and cool.
See here how it works
Get the App here !
Woolmark has a new campaign going on that invites users to post their favorite wool looks into one of twelve “Feelings” categories – from “Happy” to “Dark” moods
Basically you just put on some fancy wool clothes, take a tumblr-high-fashion-style-photo and upload it to Woolmark website. Then the visitors gonna vote for the outfits they love and the most “loved” will get a AUD$ 12.000 (aprox 9.000€) holiday & wool experience. How cool and easy is that?
But this is not over yet, if you decide to vote for your favorite, you can win an “Emu Australia” wool prize pack worth AUD $400 (aprox 300€), because every week there’s a prize for voters.
By the way, I must say that love the fact that Woolmark (Merino) supports environment friendly fashion and go for responsible farming. Also the way “Fashion by feelings” campaign motivates people to show off their eco-outfits with proud, by creating an emotional bond between the fashionistas and product/brand.
Improv Everywhere calls itself a “Prank Collective”. What is that? I don’t know. Apparently a bunch of people created some kind of group that enjoys causing the “chaos and joy” around NYC. Please understand chaos as some kind of challenge of the social norms, or the so called “normal life”. It’s not like beating people or stealing.
Anyway, their last mission was to construct a wooden lectern with a megaphone holster and a sign where you could read “say something nice”. This was placed around New York and then left alone.
See people’s reactions and messages in the video, it’s pretty cool! Go check their website for more infos and more funny “missions”. These guys are damn cool!
BTW this project was produced as a part of the Guggenheim Museum exhibition stillspotting nyc.