Acknowledging the well known fact most people would rather watch a fat guy dance, a baby laugh or a cat attack a balloon than consider the serious issues of the world, Ogilvy Cape Town hijacked classic YouTube videos. The agency, which was trying to call attention to the plight of rhinos, re-tooled over 60 popular YouTube videos and republished them using the same titles and tags as the originals but modified the content to include their save the rhino message.
The campaign which, predictably, angered a few, was successful garnering 11,000 Facebook likes, 300,000 views and a 400% increase in petition signatures. Check out the case study video below.
Actress Minka Kelly and fashion designer Diane von Furstenberg have teamed up with Diet Coke and the National Heart, Lung and Blood Institute for the organization's The Heart Truth campaign. The campaign aims to increase awareness of heart health education programs for women.
An event on February 8, the Red Dress Collection Fashion Show, will, along with Kelly in a Diane von Furstenberg dress, feature five Diet Coke fans who were selected from those posting pictures of themselves in red dresses on Twitter, Tumlr and Instagram using the hashtag #ShowYourHeart. One grand prize winner, chosen by Kelly, will get a shopping spree with a style expert.
Manikako, a non-profit Filipino organization that teaches children how to make their own dolls from old clothes and recycled materials, teamed with Energizer, Revolver, Post Manila and TBWA\SMP to create Gift of Life, a charming love story about a robot who meets and falls in love with a doll.
Give it a watch. You'll like it.
Here's a new approach to teen substance abuse: blame the parents. A new campaign from Energy BBDO for the Partnership at DrugFree.org called Emotional Drugs features two spots, Denial and Enabling, that center on the things parents don't (and, of course, should) do when their children are on - or at risk of using - drugs.
In Denial, a mother wonders why so many prescription pills are missing from her medicine bottle. Later, as she gets ready to leave the house, she opens her son's bedroom door to witness him and his friend acting suspiciously. Instead of connecting both activities, she denies that her son could possibly be responsible for her missing medicine. Enabling depicts a mother hosting an underage party at her home and later turning a blind eye to teens engaging in drug and alcohol use.
The message, of course, is that parents must be vigilant and take a determined and caring interest in their children's lives. They can start by reading more information about teenage addiction at ProjectKnow.com and other similar sites that deal with drug addiction issues.
In an effort to fight hunger this year, for every $1 given through the Gift for Opportunity fund before January 9, 2012, Bank of America is giving $2 to Feeding America. To promote the effort, Hill Holliday and Brand New School created a cinema spot that debuted in theaters across the country in November and continues to screen through December.
Check out the promo below.
So Christmas caroling for charity is a thing in the UK. Maybe it is here too. We just haven't noticed it so much. Carolers carry buckets around and hope those who listen will donate to a given cause. Well, capitalizing on the fact no one carries cash any longer or the use of it as an excuse not to donate to charity, Barclays and Barclaycard have come up with the cashless collection bucket, a credit card-enabled device to collect donations. Check it out in action in the video below.
December 10 is International Human Rights Day. Thousands of Amnesty International supporters in Canada and around the world are being asked to write letters to people held in captivity over their beliefs. This ad, created by Agency59, hopes to cal attention to the situation. Though we had to ask its meaning before we completely understood.
Some holiday cheer from Kansas City's VML. The agency put together a promotion called What's Worth Sharing that will donate $1 to Toys for Tots each time the promotional video is shared. Give it a watch. And get into the spirit of giving.
A recent rape prevention ad campaign from Pennsylvania's Liquor Control Board has been pulled because critics claim the ad puts the blame on the victim. The ad, which shows a woman's legs on a bathroom floor with her underwear around her angles, reads, "She Didn'y Want to Do It, But She Couldn't Say No."
The intended message, of course, is don't drink so much you can't make decisions for yourself. Nothing worn with that message, of course. One should never gets o drunk that one can't maintain control. But dovetail that messaging with rape and the scenario is a bit different.
It's easy to see why critics interpreted this ad as victim blaming. After all, the ad could be interpreted as saying she got drunk so she deserved it.
Cats. Cats are a guarantee. If you stick a cat anywhere online it's guaranteed to get seen millions of times. Or so that's the commonly held belief in social media land. Taking advantage of this notion, Big Fuel and The Humane Society of new York have partnered to create the 2011 Catvent Calendar, an advent calender featureing...you guessed it...cats. Check it out.