ZZ blog in English.

Never Hide!

It seems that Ray-Ban has decided to celebrate the coming summer with a series of great, short and sunny Internet films.

Tomatina

Watergun

Dinghy

Sneakers

Be a part of global digital jury

Few days ago the leading global digital festival Webby Awards opened it's shortlists for Peoples Vote - for next two weeks everybody has access to all the shortlisted work and opportunity to vote.   

• 68 Categories in Webpages;
• 26 Categories in Online Film;
• 20 Categories in Interactive Ads;
• 25 Categories in Mobile.

5 cases shortlisted in each category. The very best digital work all around the World form integrated campaigns to copy-writing or best editing of online video.

You can vote until April 28.

Only going through the work of a part of categories could take a lot of time, but it is worth of it before the decision of Jury and Peoples Vote results are announced. It is one of best opportunities:

• to step into the shoes of Jury and look on the cases in comparison and under the time pressure;
• to get and think through the latest trends;
• to look how the very best cases are prepared;
• to think through what makes the campaign and case Great (vs. just good of very good).

For last five years for me it is one of main "annual rituals" that allows to take a look back to previous year and to think through the best cases.

Although few nominated cases are already covered in this blog, several more - at my blog in Latvian, in the following weeks I will be trying to covers few greatest cases discoveries or share my decison few categories. Who knows, probably we can rise some discussion around it. 

So if you are interested - keep following the blog subscribing by e-mail, using RSS and/or following my twitter accounts.

Natural positive energy for a grey day (and dark night)

It's one of most postiive and most sunny campaings I have seen lately. And probably very effective one. Because yesterday after seeing ad and then finding out and wathching video I wanted orange juice. Tropicana. One with a lot of pulp that was natural energy during my studies in Boston.

If you look only on photography it looks like just another great, creative outdoor ad. But if you dig a bit beyond the surface (Google Search, one request) you could find video. And then there is even more of sun and more of energy. 

But after all this great combination of outdoor and video (and who knows, probably a bit broader campaing) is one more example on how important in the "packaging" of every case not only for submitting to festivals but also to build the story, to encourage the storytelling and to rise the viral potential of the campaign.

Outdoor can't tell whole story. But it can be part of broader storytelling system or in few cases  it can be the center of the story both driving the attention and reminding the whole story after customer discovers it. Like in three out of four Cannes Lion Grand Prix winners in last four years:

• Cannes Outdoor Lion winners HBO "Voyer" by BBDO NY in 2007, 

• AMF Pension campaign by Forsman & Bodenfors in 2008 (or in Russian via @adme_ru), that won Grand Prix in Media

• "You are made of music" by Almap BBDO with Grand Prix in 2010

 

Advertising Today (W+K)

Planning Director of W+K London in few minutes video interview summaries the main principles and building bloks behind great campaign nowaday.