Advertising

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Agency of the Week: JWT

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Turning YouTube's black bars into ad space for nonprofits

When videos recorded vertically are posted to YouTube, two black bars appear on each side, to frame the action. Knowing the relevance of this channel’s audience (with an average of four billion video views a day) and the need nonprofit organisations have for spaces to publicise their social actions, JWT Brazil's team created the “Doe as Barras” (Donate the Bars) project, which gives these institutions (that often have limited resources) a little bit more of autonomy and visibility in their communication. Anyone who wants to upload a YouTube video recorded vertically can do this through the website or through the site's mobile app and donate the black bars as media space for an NGO.

JWT Brazil has created the Donate the Bars project, which allows YouTube users to donate the vertical bars framing their vertical videos to charitable organisations

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For JWT Brazil CCO Ricardo John, the identification of a new communication space such as these bars, is part of the Agency's DNA, which is to be always in search of new formats and communication solutions. He said: “We hope to give these institutions, dedicated to important social causes, an opportunity to share their actions and messages with a broader audience and with no cost, transforming a useless space into a media outlet.” Some of the NGOs that have joined the project so far include Alcoólicos Anônimos, Ampara Animal, Afroreggae, Associação Brasil Parkinson, Gravidez Sem Álcool, and Instituto Ayrton Senna, but there is still plenty of room left for any other institutions wishing to participate.

Producing unique “How-To” video campaigns for Dubai Cares

In another example of JWT putting their talents and resources to use for charity, the agency has created an online video campaign for the educational charity “Dubai Cares,” encouraging people to make donations in exchange for charming YouTube video tutorials made by the children the charity aims to help lift out of poverty. The “We can teach each other” campaign shows different children from Tanzania and Sri Lanka demonstrating how to make items such as a boat from an old flip flop and a kite from an unused plastic bag. In return, viewers are asked to teach them how to read by donating to Dubai Cares via text in both the description and at the end of each video. So far six videos have been uploaded to the Dubai Cares YouTube channel.

An online video campaign for the educational charity “Dubai Cares” encourages people to make donations in exchange for YouTube video tutorials made by children

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Tariq Al Gurg, chief executive officer at Dubai Cares said: “We can teach each other is a campaign that promotes a powerful message: children have a natural inclination to learn and we have a responsibility to develop that. From the level of support we have received, the United Arab Emirates community is fully in tune with the message.” It's a wonderful way of humanising the children behind the charity, and reveals them as resourceful, clever and charming individuals who deserve a chance at a good life!

Challenging Vietnamese travellers to reach further in global campaign

Vietnam Airlines has launched “Reach Further,” a new global campaign created by JWT Vietnam that showcases the fast-growing carrier’s state-of-the-art fleet through a visually-rich story of a London-based entrepreneur’s long-haul journey to Vietnam to source high-quality coffee beans. JWT helped Vietnam Airlines reposition the brand two years ago with the first “Reach Further” campaign, which ran from 2013 to 2014 and focused on the network story of the carrier, highlighting its extensive connections from Western Europe and North Asia into the fast-emerging CLMV (Cambodia, Laos, Myanmar & Vietnam) sub-region of Southeast Asia. That campaign centred on an exotic pink Lotus, both the symbol of the carrier and of Vietnamese culture, floating over iconic global cities and magically transporting people to Vietnam as they reached out to touch the flower.

Vietnam Airlines has launched “Reach Further,” a global campaign created by JWT Vietnam

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This year’s global campaign takes the brand’s theme to the next level, showcasing the carrier’s state-of-the-art fleet, with a specific accent on long-haul Business Class, highlighting a host of best-in-class features that help to provide a superior flying experience. It tells this story through the perspective the owner of successful British coffee chain, travelling long-haul to Vietnam, the world’s second largest global exporter of coffee, to seal a sourcing deal in a picturesque, rural coffee plantation. The new TVC, which was shot on location in London and coffee plantations in Vietnam, was directed by Mark Toia, a celebrated director and cinematographer known for his exceptional photographic eye, and the name behind some of Tourism Australia’s most iconic ad campaigns. The print campaign showcases faces of Vietnam Airlines. Real employees with real names working in the airline, talking about how they are striving (individually and collectively) to deliver a better passenger experience. The campaign is currently airing in 10 countries worldwide on prominent global media channels such as Bloomberg TV, Star World, Forbes, BBC, The Economist. It also comprises digital and extensive OOH presence at Frankfurt airport, London Heathrow, Seoul Incheon, Sydney International, Tokyo Narita and CDG Paris etc.

Launching a glitzy music video for a premium tyre brand

Premium tyre brand Vredestein has launched a unique collaboration between Carmen Jorda, world-class racing driver and DJ Hardwell, one the world’s highest earning DJs. Together with JWT Amsterdam they created the ultimate driving track, from technical tyre information. With an accompanying music video, also released today. To support the launch of their new winter tyre, the Wintrac Xtreme S, Vredestein invited Carmen Jorda to the snowy mountains of Chile. In a fully prepped and rigged car she put the tyres to the test.

Premium tyre brand Vredestein has launched a unique collaboration between Carmen Jorda and DJ Hardwell

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Carmen Jorda (middle) and DJ Hardwell (right)

Meanwhile, a team of technologists measured the tyres’ speed, acceleration, braking, sliding, cornering and rotation. Software was used to format this data, and algorithms converted the data into MIDI files. Hardwell was then able to use these to create his next track: a special remix of the song “United We Are,” to be released on Spotify and iTunes. It’s the ultimate driving track. Made by literally turning the tyres into musical instruments.

Teaming up with Kantar Media to explore gender diversity

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We also reported earlier this week on a partnership between JWT London and Kantar Media, which saw the agencies collaborating to introduce new attitudinal measures on to the Kantar Media TGI consumer insight study in order to further understand clearly what society as a whole feels about the notion of gender diversity in the creative industries.

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