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



Paper Cranes Stimulate Savings while Saving the World

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To hock its wares, Virgin always aims for just left of left-field. Looking for a flight? Seek thee out the least enthusiastic of the bunch. Need a mortgage? Geriatric sex should get you off. Investment aid? A pyromaniac ballerina can help you with that.

Virgin Money's latest campaign is no exception. It takes a kooky idea and makes it totally logical in context.

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by Angela Natividad    Mar-17-08    
Topic: Brands, Campaigns, Commercials, Good



Penny Denialer Makes Solo Debut on Sweetspot and Elsewhere

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Penny Denialer, the well-preserved materfamilias of Mackenzie Investments' "Denialers" campaign, began appearing in rich media ads on popular Canadian websites last week.

See her on Sweetspot.ca (you'll have to scroll way down). When engaged she'll say something decidedly wise like, "Whoever said money can't buy happiness was obviously shopping at the wrong website. Look at that." Then she'll stare with vacant Valley awe at the content of the page.

The ad invites traffic to burnrate.ca, where they can meet the Denialers, watch money burst into flames, and find out how to keep theirs from going up in smoke.

Put together by Lowe Roche, Toronto.

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



Filth, Squalor and Vice Generate Pot Noodle Domino Effect

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Pot Noodle's latest spot (released just in time for St. Patrick's Day!) isn't super-appetizing, but it kept us watching. It's a spoof on Guinness' Tipping Point, where a domino effect travels from a luxe office to the seedy interior of a village overflowing with costumed extras from every movie set ever.

Alternatively, Pot Noodle's Tipping Pot starts out with farts, bars and cigarette cartons before traveling through somebody's working-class home and ending ... well, you can guess.

We're not eating that. But we did make a dry coughing sound that approached a laugh, so ... cheers. See AKQA's previous Pot Noodle viral effort.

by Angela Natividad    Mar-14-08    
Topic: Campaigns, Online, Strange, Video



Bad Breath Burns Skin off Skulls, Says Scope

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Test your breath on an innocent bystander, courtesy of Scope and the fine people at Dentsu and Crush (Toronto). What have you got to lose? It won't be the last thing that attacks your ego today.

by Angela Natividad    Mar-14-08    
Topic: Brands, Campaigns, Online



Loaded Pizza Pops Burst When Provoked

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To show consumers their wannabe Hot Pockets are loaded with pizza stuff, Pizza Pops enlisted Cossette, Toronto, which got some boys that remind us of Smosh to star in these spots, Woodchipper and Campers. In each, the boys get a Pizza Pop to explode -- with results that would make Wes Craven beam. (Guess this whole dumbing-down-for-YouTube thing isn't over yet.)

The spots drive traffic to www.PizzaPopsareLoaded.com, which was hijacked by Citizens Against Pizza Pops, which is actually located at www.PizzaPops.ca. It has testimonials from people with pizza guts on their faces.

And that's about it, really.

by Angela Natividad    Mar-14-08    
Topic: Campaigns, Online, Video



ING Invests Retirement Figures with Friendly Feel

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Here's a story about a nifty ING campaign promoting "your number," the dollar amount you want to save for retirement. In the associated spots, people walk, work or play while toting big orange numbers around. And they're playful. See how the older guy in the pic at left is checking out the younger guy's figure?

See "Nurture," which about how you work to take care of your number so it can take care of you. And this is "Intro," which explains what "your number" is about.

We're fans of ING, which tries making saving fun with feel-good promotions and bright colours. Also see Planet Orange, a financial learning center for kids, and check out ING's orange cafes.

by Angela Natividad    Mar-13-08    
Topic: Brands, Campaigns, Commercials, Good, Television



As Long As We Know It's for Packages, Not Eyeballs

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Wow. For its Wrap Rage Cure campaign, which prescribes the (frightening in context) Open It! tool for people who suffer from package-opening rage, the Zibra Company has been awarded a Gold Addy for Interactive Media.

The award was distributed by the Nashville Advertising Federation.

Zibra partnered with web design firm Cabedge for the Wrap Rage Cure campaign, which included mock case studies, radio and interactive spots. The campaign generated "dramatic increases" to the number of unique visitors to the microsite. We're just hoping Open It! was actually used for packages and not customer-on-customer organ tweezing.

Rageheads are notoriously myopic. Just sayin'.

by Angela Natividad    Mar-13-08    
Topic: Agencies, Campaigns, Events, Good



Yes, Yes, Yes, We Know Second Hand Smoke is Bad

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Apparently a lot of people die from second hand smoke in Louisiana. New work from New Orleans-based agency Trumpet for the Louisiana Campaign for Tobacco-Free Living is approaching the dangers of smoking by highlighting the dangers of second hand smoke.

In one commercial, shot using the much overused overlapping voice track technique, a collection of people point out the facts surrounding second hand smoke exposure and how many people in Louisiana have been affected. In a second spot, the story of one of the women featured in the first spot is highlighted. She tells the story of Louisiana, an environment in which, apparently, everyone smokes and how her mother and how she died because of living in that environment.

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by Steve Hall    Mar-13-08    
Topic: Campaigns, Cause










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