Canada

Looks Fast. Even in Park.

When I first saw this I thought it was some nice Photoshop work for a concept/proposal for Mercedes. After looking at the images I realized that BBDO, Toronto, actually built the props and created the blurred wall and sidewalk. That is pretty impressive. I’d like to see this in person to see if looks as good as it does in the photos.

According to the copy on the image, “To launch the Mercedes-Benz 2012 C-Class Coupe, one was parked in front of a motion blurred wall, sidewalk, and billboard that read: “Looks fast. Even in park. The 450hp 2012 C-Class Coupe.” To complete the motion-blur illusion, real 3D models of a motion blurred fire hydrant, parking sign, and mailbox were created to be part of the street scene.

Agency: BBDO, Toronto, Canada
SVP Executive Creative Directors: Peter Ignazi, Carlos Moreno
Art Director: Jonathan Guy
Copywriter: Frank Macera
Photography: Philip Rostron, Instil Productions Inc.

Better Get the Goat.

I have no idea how you would have pitched this idea to the Canadian government, but I bet it was fun when they did. I hope they brought an actual goat to the client pitch, that would have been Mad Men worthy. Now with that said, this PSA for Injury Free Nova Scotia is pretty fun when you think about it. Not only that, it has a certain amount of staying power, and is just bizarre enough that it will probably generate buzz with young adults.

Good Idea, Questionable Effectiness.

The idea behind this outdoor campaign for Notankers is pretty unique, but the effectiveness is kind of questionable.

The reason I say that is, the amount of time you have to grab someones attention as they walk by a poster or sign is about two seconds on average. Linger time isn’t much longer, so your message has to be conveyed quickly and concisely. The end message that is shown after the ink washes away does that, but the time it takes to reveal the message probably won’t get people to stop. Especially if they are walking in the rain.

I like the idea, thinking, and execution here, I’m just not sure about the overall effectiveness, even when the posters are assembled in a long bank like they show in the video. I’d like to see how much traffic to their website actually increased after this campaign was run. I wouldn’t be surprised if the traffic spike occurred a couple of days after the ink had washed off, and the actual editorial message had a chance to sink in with passersby that frequent the area.

The Charcoal House, by Atelier Rzlbd.

A little over a year ago, my wife and I moved into our new house which is by most standards, sized at a modest 1500 square feet of finished living space. I say that because the average home in America these days reigns in at about 3000 square feet. Part of our decision was based on the idea of reducing our footprint, and minimizing what we own. If you come to our house, like most people you are probably going to ask, “Where is all your stuff”. The other half of the decision was based on the desire to live in a modern architect designed house. After moving into Modular 4, I set up a series of web feeds around modern architecture in North America, and this morning when I was going through them on my iPad, I came across this remarkable structure located in Toronto Canada.

The Charcoal House by Atelier Rzlbd:

This modern single-family residence presents a very bold modern facade of manganese brick, carried right up to a parapet wall concealing the rooftop terrace. The windows pushed through the South face of the structure to allow for solar gain and help reduce heating costs in the cold Canadian winters. The windows play off the minimalist exterior structure of the home helping to break up the flat charcoal surface.

The interior is a play of open spaces and light that is cast from the volume of windows placed across the vertical faces of the structure. Multiple skylights and extensive use of double-height space creates a welcoming and visually stunning home.

At 2100 square feet the house is still moderate in size compared with most homes in North America, yet it feels large do to the open expanses of interior space and the amount of glazing used to open the house up to the outside world.

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The Charcoal House by Atelier Rzlbd:

“Charcoal House, situated in Pape and Danforth neighborhood in Toronto, Ontario, is deceivingly presenting a raucous box. The randomly patterned square windows on its façade and the hidden entrance door at the corner of the building are elements that not only make it difficult to associate the building with a single family house, but they also trick the eye to an extend where the scale of the house is distorted and one might not be able to guess the number of floors inside.

Although the monolithic facade, the black brick cladding, states an asperous architecture, the airy spaces within the black box reveals the true identity of its functional spaces. The house as the architect describes, resembles a “coconut” which is dark and hard on the outside, white and delicious on the inside.

While it’s successful attempts to minimize physical connection to the front street creates a bizarre solitude for the building-such as the front door, which is carefully hidden inside an exterior corridor and melts into the facade around the corner of the building- this wood-framed single-family house of about 2,100 square feet suddenly transforms into a dynamic living space with a careful attention to openings and natural lights in each room, and once again deceives one’s immediate impression of disengagement from the outside by creating unexpected and glorious openings to the outside.

The Charcoal House sits on a small lot with a narrow plan. It is not a spacious house to live in, but an avant-garde mind that seeks an alternative living space is perhaps looking for a change in effects. A modern house is about a modern living style, and the Charcoal House is an attempt to provide that chance for Torontonians.”

Coca-Cola Wants to Share.

As a company Coca-Cola has some questionable business practices, but I guess you don’t get as large as Coke has without having some questionable business practices . None the less, with Cokes enormous advertising budget, they get to advertise in new and clever ways. Sometimes it’s all big budget stuff like the animated shorts that they show before films to a captive audience, other times it’s more low-budget, outdoor advertising like what Toronto based advertising agency MacLaren McCann has done here. (just to clarify outdoor advertising isn’t cheap, it is considerably more affordable than a five-minute CGI short film though). “Refresh one the Coca-Cola side off life”, takes standard billboard advertising and ads a three-dimensional spin to it,  creating some eye-catching visuals with a simple play off of a straw in a bottle.

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Stuck on Quatro

If you know anything about Audi, you know they are known for Quatro. (Audi’s all wheel drive feature). To promote this during the Toronto International Film Festival Audi and Advertising Agency: Lowe Roche Advertising, Toronto, Canada took model versions of their cars and equipped them with rare earth magnets (the strongest in the world ) and then stuck them onto anything metal around the city.

The residents tried to steal them – only to be slowed down by the sticking power of the magnets. on the bottom of each car was a sticker that read, “Nothing Sticks Like Quatro”.

This is a great guerilla marketing campaign by Lowe Roche.

Nice Outdoor Advertising from MacLaren McCann for Alan Wake.

I’m not a huge gamer. I play light games on my iPhone and in the day I have been known to play some first person shooter stuff on my computer. I have no idea what the theme behind “Alan Wake” is for XBox 360, and that’s OK. These ads made me look, and that is what they are supposed to do right? Look, take notice, and retain information with an intent to recall and act on it later.

Toronto based McClaren McCann has created a really nice campaign here for Microsoft promoting the game through unique outdoor solutions as well as matching point of purchase posters. The imagery sells the point of the game without me knowing much about it. One quick look tells me that it’s gonna get intense and scary when the lights go out. My only complaint about the ads is a lack of call to action. There is no web URL on these. I know most gamers are smart enough to Google “Alan Wake”, but you would think McClaren McCann would have put a link to a micro site on these. I’m also curious if there is any hook to social media sites like Facebook and Twitter? It would have been a nice tie in to the rest of the stuff shown here.

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Director: Arron Isaac
Copywriter: Natalie Greenspan
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group