Group items tagged Digital Advertising - Brand Fatale

shared by Pedro Gonçalves on 08 Apr 13 - No Cached

I can't tell you how many people asked me in the last couple weeks about Japanese teenage girls renting their thighs as advertising space for everything from Green Day albums to local bookstores. Yes, there is a PR agency offering this service, and yes, some girls seem to have participated. But headlines like "Japanese Women Use Their Thighs as Advertising Space" create fake trend hype. "A Handful of Japanese Teenagers Got Paid to Wear Ads on Their Thighs" isn't so exciting, is it?
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While I am a fan of supple thighs, I've not seen this fascinating new advertising medium in use. My vision is perfect, but I would have difficulty making out the ads in the real world, no matter how hard I stare. Despite being technically analog, these ads are 100% digital! The whole point of them is to get media outlets desperate for clicks (I'm looking at you Daily Mail) to write about them. There's a word for this: Gimmick.
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The agency gets to promote itself (more than its clients), websites get clicks (to sell more ads), teenage girls get a few bucks to waste on panty-hats, and advertisers get exposure in the coverage of the ads themselves. That only works once!
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shared by Pedro Gonçalves on 26 Sep 12 - No Cached

shared by Pedro Gonçalves on 27 Jun 13 - No Cached

a 365 idea--one that can create 365 days of connection between a brand and people
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Creativity and innovation are about finding unexpected solutions to obvious problems or finding obvious solutions to unexpected problems
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We should use our creativity to provide better businesses and solutions rather than constantly trying to disrupt what people are doing.
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As we forge ahead into the post-digital, all-mobile era, 360 degrees of integrated campaigns to tell brand stories via media disruption may no longer be as effective--and quite frankly, as necessary--as we thought.
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Brands should aim to solve real problems by providing connected services over 365 days and by inventing new businesses that benefit people, not just the brand.
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