Modernista Entrusts Identity to Able Hands of Internet

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For its latest site redesign, Modernista tossed caution to the winds. It did away with elaborate imagery, hype-laced content and the notion of using a website at all.

Now, users that run a search for Modernista -- and that click on the link to Modernista.com -- will be redirected to the search engine they used. In the upper left-hand corner they'll find a funky red nav bar. (Look past the bizarre 'net-speak and spelling; it is so Web 2.0.)

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by Angela Natividad    Mar-19-08    
Topic: Agencies, Best, Online



What Ho! Your Breath Smells Like Rhino Poo.

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This is only marginally disgusting. Also, it's a promotion for "Test Your Breath," a campaign for Scope by the charmers at Dentsu and Crush.

Test your toxicity -- er, breath -- at the website.

Here's our big question: why does the guy in the elevator know what rhino shit smells like? Even even if somebody's breath did smell like rhino shit, our heads wouldn't immediately go there because we lack the appropriate frame of reference.

We'd be like, "Ooh. Stale bacon mixed with carcass of month-old monkey fetus." Because you know, we deal with that stuff in everyday life.

by Angela Natividad    Mar-18-08    
Topic: Campaigns, Online, Strange, Video



Sometimes a Sponsorship is Just a Sponsorship.

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In this article, CNBC writer Darren Rovell uses convoluted logic to ask what consumers, in their childlike naivete, are supposed to extract from relationships between athletes and the brands that sponsor them. (And their trainers. And their trainers' websites.)

Here's the puzzle the column poses: say you're a kid, and you want to be the next LaDainian Tomlinson. Tomlinson is part of Nike's SPARQ training program. He also wears Nikes on the field. But Todd Durkin, Tomlinson's trainer, has a website sponsored by Under Armour.

Assuming you're wack enough to think this will fundamentally alter your destiny, what do you BUY? Nike trainers or Under Armour's? The author's so stuck on this that he's even taking a poll. (Who would you follow: athlete or trainer?)

We'd laugh this whole thing off, because it really is ridiculous, but then we got to thinking. Do sponsored associations between people and products really mean something?

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by Angela Natividad    Mar-18-08    
Topic: Celebrity, Online, Opinion, Sponsorship



McDonald's Happy Meals Go Digital!

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In conjunction with Fuel Industries, McDonald's Europe is launching digital "toys" for Happy Meals through April and May.

The "Fairies and Dragons" universe (for girls and boys, respectively) can be accessed via CD-ROMs inside old-school McD's Happy Meals. The campaign and associated characters are original creations by Fuel (for mommies who get moody about rampant product placement).

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by Angela Natividad    Mar-18-08    
Topic: Brands, Online, Promotions



24 Mini-Sodes Used to Hawk Manly Man Deodorant

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DegreeRookie.com's hosting a sweat-inducing six-part mini-series based on 24. It won't have any of your favourite characters, and indeed has nothing to do with the show's primary plotline, but we're sure nobody'll notice as long as 24 is visibly associated with whatever's streaming.

But that's not all Degree Rookie's serving up. Try balance. And freshness. It's Degree Absolute Protection.

Story Worldwide helped input GPS capabilities, imaging and nav in the site. The Unilever-sponsored series is part of a collabo between Fox and Brightline.

by Angela Natividad    Mar-18-08    
Topic: Campaigns, Online, Sponsorship, Video



JellyBeats: The Musical Meme that Should Really Be a Snack Food

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Check out the JellyBeats, which are like jellyfish you can alternately identify with and fantasize about eating. Each is themed with a genre of music (folk, easy listening, acid house -- wouldn't it be funny if that whistle was a pacifier?) and comes equipped with its own playlist.

The JellyBeats represent Aardman and Digital Outlook's attempts to cash in on the 14-18-year-old crowd. They launched on Bebo last week. Individual JellyBeats come with film shorts, downloads, special dances and lingo. And they're all embeddable on other social networks. ('Cause if you can't be everywhere at once, you FAIL.)

by Angela Natividad    Mar-17-08    
Topic: Online



Because Get-Togethers, Shindigs and Casual Encounters are SO craigslist.

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For interior design site mydeco, TAMBA put together a swanky Facebook app for all the users that are getting too old to cash in on their .edu cachet.

The My Dinner Party widget enables users to create a "dream dinner party" with famous and fictional characters, as well as actual friends. (Then again, everybody's equally actual and fictional when they can all appear on your Top 8. Which is also an app!)

And because no inet offering is worth anything unless it comes with opportunities for validation, friends can change seating arrangements, organize private fetes and rate the dinner parties they attended. How fancy. These days, any plebe can play blue-blood. Who'd've guessed that Wonderland would be so ... democratic?

by Angela Natividad    Mar-17-08    
Topic: Brands, Online



Warriors Unite Against Dance Factions. Blame MTV.

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Imagine The Warriors took place in present-day Manhattan. But replace the vicious gangs with refugees from Flashdance.

Before you virtually bitchslap us and go, "Why would we EVER do that?!", be forewarned: somebody already has.

Can -- you -- dig -- it?

The client: MTV.

by Angela Natividad    Mar-17-08    
Topic: Commercials, Online, Spoofs, Strange



Kenneth Cole's 'Awearness' Whores For Peace, Love and Understanding

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Rehab, the cats behind Gap's Sound of Color effort, just produced a series of videos for Kenneth Cole's most current campaign "We All Walk in Different Shoes," put together by Kenneth Cole's in-house creative crew.

As always with Kenneth Cole, the campaign exploits the language of fashion to raise awareness for popular social issues. (Or maybe it's the other way around.) At left is the creative for Regan Hofmann's HIV video. See other shorts -- including stories about a Sikh businessman and a duo of Israeli and Palestinian film directors -- at KennethCole.com/Thinkers.

And here's the campaign blog, Awearness, which generated winces all around with the all-caps tagline, "To be aware is more important than what you wear."

We dig Rehab's audio/visual spin on an old Kenneth Cole agenda. But we can't say we're crazy about using tacky puns like "Awearness" to generate trendy cause mojo.

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by Angela Natividad    Mar-17-08    
Topic: Bad, Brands, Campaigns, Online



Exeter Hospital Celebrates 'Art of Wellness' With Beds and Babies

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While we're not sure what making a bed has to do with a hospital's ability to successfully perform a hip replacement or being ranked tops among all hospital responding to a heart attack, we do like this new commercial from Boston-based Winsper for Exeter Hospital. Oh wait, we get it. Attention to detail. After all, a well made bed is certainly as important as performing open heart surgery.

OK. We jest. We get the analogy. Besides, the spot is just very soothing and who doesn't want to be soothed when faced with a nerve-racking hospital stay? Not us. We've been there.

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by Steve Hall    Mar-17-08    
Topic: Campaigns, Commercials, Good, Newspaper, Online, Outdoor










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