JetBlue Vacations and Bermuda's tourism board joined forces with MullenLowe Mediahub, Pearl Media and Rapport Worldwide to tout Bermuda as a vacation destination to New Yorkers. The initiative featured a pop-up store in Times Square with phone boxes outside that, when answered, gave consumers the chance to win prizes such as flights and an all-expenses paid vacation to Bermuda.
Sid Lee's new campaign for North Face, "Walls Are Meant for Climbing," tells Americans that walls are just challenges meant to be conquered. The push includes social elements, live activations, a dedicated site and a full-page advertisement in The New York Times.
Yin Woon Rani, a marketing vice president for Campbell Soup, is working on the "Welcome to the Family" campaign for brand property Prego, which focuses on combining traditional pasta dinners with contemporary issues. Rani states of the strategy, "With the Prego campaign, we leveraged activation to support a group of students, and ultimately, those going through similar struggles around the nation, by bringing them together to tell their stories over a Prego meal."
BBDO San Francisco's new spot for HP Technology features a young woman using the brand's laptop to trace her grandmother's handwriting from a letter written before her death. She then incorporates her grandma's writing of the word "love" into a tattoo designed on her arm.
Spotify has chosen IPG's Universal McCann as its worldwide media agency, beating shops such as Publicis Groupe's Zenith Optimedia and Dentsu's Vizeum in the final round of a competitive review, sources say. Spotify invests between $40 million and $50 million in global measured media each year, and the streaming music service spent $16.6 million in the US in 2016, per Kantar Media.
A+E Networks, with Samsung, Sunshine and EKO Studio, has unveiled an interactive documentary that enables viewers to choose which stories of real people across the US they'd like to watch. A+E's campaign, "Brave Storytellers," also includes TV ads across rival networks, with spots airing during shows such as NBC's "This is Us," and CBS' "The Late Show With Stephen Colbert."
Investment in US advertising is on course to rise 4% to 5% this year, fueled by growth from digital companies, Pivotal Research Group's Brian Wieser reports. Ten of the big digital companies, including Amazon, Google and Expedia, boosted their marketing and sales spend by a median growth rate of 24% in the second quarter, Wieser noted.
Droga5 is inviting creative people from all walks of life to apply to attend a free 10-week crash course in advertising at the agency's offices. D5in10 Academy will be taught by volunteer employees, with Droga5 Executive Creative Director Kevin Brady saying the goal is to give individuals "a sample test of this world, and see if that's interesting to them."
Advertisers need to give ad blockers what they want -- noninterrprutive native and branded content that blends in and provides value, Jun Group's Adam Cohen-Aslatei writes. He explains that noninterruptive advertising delivers a more memorable service and "can foster deeper brand connections because the messaging happens on the consumer's terms."
Toyota, with Saatchi & Saatchi London, has created a mobile app that, among other things, plays the embarrassing music of teens' parents when teens drive too quickly or distractedly. The app flips the phone to "do not disturb" mode when it senses speeds of 9 mph or higher, and turns on parents' Spotify playlists if the teen tries to access the phone while moving.
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