Integrated Advertising

That is Gonna Leave a Mark. Audi for the Spanish Derby,

On Saturday December 10th, the Spanish Derby will be played in Santiago Bernabéu Stadium, Barcelona. The match between Real Madrid CF and FC Barcelona is sponsored by Audi who wanted to promote the event with an integrated campaign connecting both online and offline touch points. The campaign was present in all the traditional spaces from print to broadcast, but this video makes it for me. This is the “How They Made It” video showing exactly how they created the illustration for the posters, and ads.

It’s pretty impressive.

Agency: DDB, Spain
Client: V.A.E.S.A – Audi Spain
Product: Sponsorship Real Madrid CF – FC Barcelona
Executive Creative Director: Fernando Barbella
Creative Directors: Jaume Badia, Alejandro Arriagada
Art Directors: Silvia Cutillas, Aldo Ferreto
Copywriter: Javier Nuñez
Production Company: Monkey
Director: Blai Graell

BMW Guggenhiem LAB: A Mobile Laboratory, A Reinvestment in Urban Planning.

BMW has recently launched a new integrated campaign designed to promote innovation in urban planning. The concept isn’t new, but it is timely and simple making it an effective vehicle to promote the BMW brand world wide. This collaborative project launched in New York last month and will be traveling to 9 major cities world wide over the next two years.

Working in conjunction with the Guggenhiem in New York, The BMW Guggenheim Lab is a mobile travelling idea lab that looks at the challenges of cities and urban planning with a multiple disciplinary backgrounds, and it invites residents to participate both online and in person.

BMW posted its half year earnings at a record high for 2011, and the company has actually had its year ever financially. By taking some of these record profits and redirecting them back into a worthy public facing cause, BMW helps to soften the public opinion of their  brand, and strengthen their commitment to the environment and our increasingly crowded planet.

“The BMW Guggenheim Lab is a mobile laboratory traveling to nine major cities worldwide over six years. Led by international, interdisciplinary teams of emerging talents in the areas of urbanism, architecture, art, design, science, technology, education, and sustainability, the Lab addresses issues of contemporary urban life through programs and public discourse. Its goal is the exploration of new ideas, experimentation, and ultimately the creation of forward-thinking solutions for city life.”

Print Meets Mobile.

Both of the videos shown below are nice examples of smartphone integration with print based advertising campaigns. The piece for “Reporters Without Borders” is a more elegant solution incorporating a QR code to activate the video, but both show a growing trend in merging traditional mediums with smartphone enabled technology.

Slippery when wet… in bed. From Sealy.

If you live in North American, and occasionally go to a Chinese restaurant you know all about fortune cookies. If you have ever had one, you surely know about the “In Bed” game that you play by placing that phrase at the end of your fortune.

Mattress manufacturer Sealy is capitalizing on that specific little game with a new iPhone application designed to support the companies new tag line, “Whatever you do in bed, Sealy supports it”.

Sealy is encouraging couples to appreciate the benefits of their new Sealy Posturepedic mattress in “After Glow”, a television commercial that aired in New York and Boston Sunday night during the Super Bowl. The ad was launched in conjunction with “In Bed”, a fun iPhone app. designed to complement the commercials. “After Glow”, the first of three Sealy commercials in the campaign, features couples relaxing together in bed, clearly having enjoyed as the theme song says, “Just a Little Lovin'”, and closes with the new tag, “Whatever you do in bed, Sealy supports it”.

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“Slippery when wet… in bed.” is the complimenting iPhone application. This app transforms everyday objects, moments and photos into the ultimate fortune cookie joke. It works by quickly snapping and  tagging images and passing them on to your friends and social universe. Is it a silly application? Yes. Is it life affirming, not really, but that isn’t the point. The point is to promote the brand in a fun and clever way that supports the new tag line. And frankly I challenge you to capture an image that doesn’t work, “in bed” and not have fun doing it. Remember, “Whatever you do in bed, Sealy supports it”. Download the In Bed app.