Isobar re-connect families in Japan
Isobar have really hit for the heartstrings with their latest campaign for MetLife Insurance in Japan. Based on the idea that “Insurance deepens family bonds,” the “My Dearest Dad and Mom” campaign uses sickly-sweet story-telling to build awareness of the brand amongst young fathers with a collection of ‘candid’ family interviews, where the families in question are interviewed by their own children. They were then edited for a special viewing for their parents, with their emotional reactions captured for the final edit. It’s a clever idea captured with no small degree of empathy and sweetness, and as a result, the film manages to capture the essence of what family means through the child’s eyes in a manner that’s surprisingly low on schmaltz.
Isobar have really hit hard for the heartstrings with their latest campaign for MetLife Insurance in Japan
To create the films, Isobar Japan worked in collaboration with Dentsu. So far, all of the films have been viewed over 800,000 times on Youtube. Isobar Japan creative director, Hiroyuki Emoto said: "The theme of it, the universal concept of family speaks to everyone the same way around the world while simultaneously raising the question, what is the true essence of family? This emphasis builds depth and the emerging answer from viewers – I feel, is to strive for the fundamentals and pursue reality creatively. As real as it is, the existence of a number of challenges and risks involved in realizing this project required the team to synchronize their hearts and accomplish this emotionally-driven production within a single day. Viral material, as impermanent as it is, needs to be captivating, able to create an experience with core values and serve as a permanent brand asset. Isobar has taken on the creative challenge to live up to this belief.”
Toad brings refugees’ plight to life for War Child UK
War Child UK is running a new video game-style campaign from agency Toad, which dramatizes what it must feel like to find yourself in the shoes of child living through war. The “Duty of Care” video makes obvious allusions to the popular Call of Duty franchise, but instead of experiencing a war-torn country through the eyes of a high-powered marine, you’re experiencing it through the eyes of a scared and vulnerable child. It’s a subversive and frankly terrifying experience, made even more so by the revelation that the scenarios featured are all drawn from real-life testimonies. It’s all in aid of a petition calling on UK Secretary of State Justine Greening to “commit the U.K. government to prioritizing the protection of children” at the first World Humanitarian Summit set for early 2016 in Istanbul, Turkey. If the ad affects you as heavily as it affected me, you can find the link HERE.
War Child UK is running a new video game-style campaign from agency Toad, which dramatizes what it must feel like to find yourself in the shoes of child living through war
Rob Williams, CEO of War Child UK, said: “We know that child protection interventions in war save lives. In humanitarian emergencies, tangible forms of aid take precedence over protection and education which are chronically underfunded. The truth is, whilst food, water and shelter are daily necessities, they do not keep a child in war safe from harm. The HELP campaign aims to ensure that children are no longer by-passed by the humanitarian system but put at the centre of what humanitarianism is trying to achieve – saving lives and ensuring a peaceful return to dignity and self-reliance.”
Rizzle Kicks jazz up Jazzy Jeff for Very.co.uk
Online retailer Very.co.uk has teamed up with Havas SE Cake and cheeky hip-hop duo Rizzle Kicks to lend a fresh spin to the classic summer jam “Summertime,” originally made famous in the early nineties by Will ‘Fresh Prince’ Smith (yes THAT Will Smith) and DJ Jazzy Jeff. It’s a smart move that effectively kills two birds with one stone by appealing to people my own age through nostalgia, and to younger millennials through the use of a current pop act. The song itself isn’t too bad either, though I’ll happily be sticking with the original if I have the choice. The shoppable online music video stars Rizzle Kicks and DJ Jazzy Jeff himself, alongside a cameo from Very brand ambassador and ITV2 Xtra Factor presenter Rochelle Humes.
Very.co.uk has teamed up with cheeky hip-hop duo Rizzle Kicks to lend a fresh spin to the classic summer jam “Summertime”
Filmed on-location in London’s Greenwich Park, the music video sees “The Kicks” pay homage to the original by recreating the distinctive 90’s summer vibe, but with a distinctly British twist. By combining the original chorus and intro with fresh lyrics, the duo has updated the song to be reflective of their own favourite British summertime experiences and memories. So beaches and bikinis make way for 99 flakes and Camden market. Naturally. The video is entirely shoppable, with all items available to purchase direct from the video, from the 90’s fashion collection to the homeware and picnic goods. Available exclusively to download, the track to the video is available to the first 10,000 music fans who visit the Very site.
W+K New York and Jon Favreau bring back Space Jam
There were few films that summed up 90’s pop culture better than Space Jam. It had everything a child of the nineties could want: Michael Jordan, cartoons (REAL cartoons, not your namby pamby CGI) and a song so great I’m almost willing to forgive R Kelly his numerous transgressions since. This week, Wieden+Kennedy New York launched a new film for the Jordan Brand that brings the spirit of Space Jam into the 21st century with basketball star Blake Griffin joining Marvin The Martian on the court in “The Dunk To End All Dunks.”
Wieden+Kennedy New York has launched a new film for the Jordan Brand that brings the spirit of Space Jam into the 21st century
The long form video celebrates the launch of Griffin's newest shoe, the Super Fly 4’s. Watch as Blake and a few pals take on old Marvin with explosive results. Even if you don’t care one iota about basketball (and if you’re British, chances are that you don’t), it’s a real nostalgic trip and the animation is pure old-school Warner Bros. A real gem.
BBH London create more animal archetypes with Virgin Media
Being something of a sofa bear myself, I was quite taken with the last campaign by BBH London for Virgin Media, which cast comedian Nick Helm as a lovably lazy TV-addicted grizzly. So I was delighted that the agency decided to stick to their guns for this latest campaign, which once again uses a range of cuddly, animatronic beasties, this time to promote the TV provider’s position as the only provider showing all televised football matches on Sky Sports and BT Sport, including ALL the Barclays Premier League and UEFA Champions League games. The ad demonstrates that not all football fans watch the game in the same way. Some howl at the TV. Some gloat to their friends. Some watch it with rivals. And some can’t bear to watch it at all. The puns are bad, yes, but the ad isn’t (just watch it yourself if you don’t believe me).
BBH London use a range of cuddly, animatronic beasties to promote Virgin Media’s position as the only provider showing all televised football matches on Sky Sports and BT Sport
In addition to the 40 second TV ad, there is 20 second edit available for online VOD services such as YouTube and ESPN, and the campaign will also be featured across OOH, social media, print, online, radio and mobile platforms. Kerris Bright, Chief Marketing Officer at Virgin Media, said: “Football fans are passionate about watching their own teams, in their own way. With Virgin Media they can experience as much of the beautiful game as they like by enjoying every single televised game at home and on a range of connected devices. If the football is on, it’s on Virgin Media.” Both BT Sport and Sky Sports are available to Virgin Media customers through the Big Kahuna Sports bundle or through individual bolt-ons. Media planning for the spot was handled by Manning Gottlieb OMD.
Benjamin Hiorns is a freelance writer, struggling musician and unashamed sofa bear/navy seal from Kidderminster in the UK.
