a month of ideas

#January 2016

#BRANDUNIONPARISTechnologyBeerDisconnectionBeerHolidaysArtPorno ChicSportMusicDanseVirtual realityStar WarsCarEmojisLuxeWake upSweets…

2

TO DRIP WITH KINDNESS

The brewery Ponysaurus Brewing Co. vowed to spread the spirit of Christmas in Durham, a city in North Carolina. With the help of Baldwin&, the brand created a machine that measures the spirit of Christmas. Thanks to key words the invention counts the number of nice and bad tweets in the city. When the limit is reached, the tap of the draft-beer system opens during 3 min allowing people to be served. After that, the tap closes until there is a new wave of kindness.

This original campaign creates a link between the off-line and the online trough Twitter. It is a smart way too for the brand to differentiate itself from its competitors in an humorous way.

Ponysaurus-Ponysaurus Holiday Spirit Measurer Thingyhttp://bit.ly/1UyFCUf

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

3

FOOD FOR CLOTHES

You love pizza? In US, Pizza Hut had the idea to create "Hut Swag", a whole range of clothes. There are t-shirts, sunglasses, scarfs and even socks. Everyone can find there what it likes. This original clothing line is commercialized in an online store.

This line was created in order to extend the brand's presence and to target young people. Macdo did the same a year ago, to associate clothes and food a future trend?

Pizza Hut– Hut swaghttp://bit.ly/1OGDcey

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

4

A RISKY FRIENDSHIP

Samsung, in order to make the promotion of its new Galaxy S6+, created a friendship test. This test was based on an experience of the professor Dunbar. He explained in the nineties that everybody has only 5 true friends. That is why, the brand organized 5 scripts, all with a bad ending. For each situation, Samsung asked you which person you would have called.

We all know that the friends we have on Facebook are not really our friends but we don't always know on which person we can rely on. Thanks to this experience, Samsung can reveal who are our true friends and illustrates too its new function: a smartphone with 5 contacts beforehand recorded.

Samsung– The Dunbar edge experimenthttp://bit.ly/1WIi6nU

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

5

NO MORE FLYING CARPET

Recently, in US, the start-up ARCA created ArcaBoard, a concept of hoverboard. This machine is able to levitate on any surface. Thanks to 36 ventilators, you can fly up to 30 meters above the ground, for a maximal speed of 20km/hour but only during approximately 6 min. In terms of design, the hoverboard looks like a large board.

The fans of Back to the future will be thrilled. In deed, this creative idea mix efficiency, technology and design.

Arca – Arcaboardhttp://bit.ly/22uItA5

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

6

PARTY WITH CAVIAR

For Christmas and even for the beginning of the year you can enjoy caviar. But not just any caviar…Astara. It is a French brand of premium sea food. Its products are available at "La Grande Epicerie de Paris" and the Water Bar of Colette.

This brand changed its visual identity. The new one is more unique and modern than the old one. To discover!

Astara-New visual identityhttp://bit.ly/1SMfMuL

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

BEFORE AFTER

7

NATURE, THE PARADISE FOR URBANS

In England, Center Parcs makes the promotion of its brand for, the first time, with animals. All the story is developed around a family of bears whose everyday life is very boring: subway-work-sleep. What brings back happiness to this family is nature. They simply enjoy to spend time together.

This campaign is very different from the other campaigns of the brand. This one is more poetic. We clearly see, that the brand wants to target urban families who need to disconnect from their routine. Disconnection is a trend that grows everyday….

Center Parcs UK – Bearshttp://bit.ly/1Oe4dH9

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

8

BOOK YOUR NEW LIFE

Booking.com decided to make something very unusual to begin 2016. Each year, we all have good resolutions as stop smoking, or loosing weight but most of us don't fulfill them. That is why this year, this brand helps us to keep our motivation. Thanks to the help of Wieden + Kennedy Amsterdam, Booking.com created a platform on which we can transform our motivations into destinations. This is a brilliant campaign that allows the brand to make a strong and amusing impression on people for this New Year.

Booking.com – Best 2016 Everhttp://bit.ly/1SMfYdu

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

9

SNAPART

The Billboard Creative is a non-profit organization. It takes billboards not used to display drawings, pictures or even paintings from unknown artists or more famous ones.

It is a very interesting action because its promotes art for all. For now, these "small exhibitions" exist only in L.A., in US.

The Billboard creativehttp://bit.ly/1SxzdqO

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

10

A BREAK-FAST!

In Brussels, Quaker, organized in a train station, a funny operation. With the help of the Happiness agency, a free vending machine was installed. It was managed by robots. The system was very simple: you pressed the button and two humans, dressed up in robots, prepared your breakfast.

This concept of "pop up restaurant" allows the brands to interact with consumers and to expand its notoriety.

Quaker-Breakfast Vending Machinehttp://bit.ly/1mXwFX6

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

11

A NON-NEGOTIABLE COMMITEMENT

January comes with good resolutions. Equinox, a premium fitness club, hired the famous photographer Steven Klein. His seven prints show several causes of societal commitment. During the next two months, true stories of commitment will be relayed on social networks with the hashtag #CommitToSomething.

The brand asserts the fact that commitment is necessary especially for Y and Z generations who lacks of it in every aspects: political, social and even in sports! The result is controversial but works perfectly to make its promotion.

Equinox – #Commit to somethinghttp://bit.ly/1QS4zD2

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

12

TO PLAY WITH TOURISM

Tourism campaigns are always the same. That is why, the Melbourne Tourist Office organized a funny game called "Play Melbourne". The system was very simple: a smartphone was placed in the center of a ball built for the occasion. The smartphone was connected to Periscope. The objective of the game was that all Melbournians pass the ball among themselves in order that cybernauts discover the beauty of the city.

This playful operation shows the benefit of Periscope and is also a smart way to tempt tourists to go to Melbourne. The cherry on the cake is the interactivity of this action.

Play Melbourne http://bit.ly/1OJJctj

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

13

YOUR HEART BEATS FOR WATER

In Brazil, with the help of students from Miami Ad School, the brand imagined a fountain of Powerade. This fountain only works when you have a high heartbeat that is to say when you make a big sporting effort. At Sao Paulo, several fountains were placed on spots where runners are regularly.

This is a clever operation because it strengthens the positioning of the brand around sport. It increases too the notoriety of the brand.

Powerade –Power Pulsehttp://bit.ly/1mL75UE

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

14

LESS IS MORE

Heineken, recently made a campaign where men who drink least are the heroes. Women here, are bored by men too drunk. That is why, the only man who goes out of the bar with a girl, is the one, who drank least during the evening.

This brand advocates a moderate consumption of alcohol because most of the 18-35 consume it more and more moderately. This campaign is smart too because its positioned Heineken as an elegant product and an asset to seduce women.

Heineken – The herohttp://bit.ly/1VJLX07

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

15

PLAY YOUR VICTORY!

The movie Creed, is now released for some time. In order to make the promotion of Creed, Warner Bros had a very special idea. On Chancery Lane, a subway station of London, people who took stairs instead of the escalator were rewarded by the famous music of Rocky.

This simple operation is very effective to showcase the movie. This is especially true because everybody knows and likes this famous song!

Creed- Rocky hits London undergroundhttp://bit.ly/1PXo7IZ

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

16

THE FORCE OF COFFEE

Here is a new range of coffee imagined by two US designers: Spencer Davis and Scott Schenone. They took the colours codes of the movie Star Wars and created cups, coffee's bags and even a coffee truck.

The fans of Star Wars will be happy. It is also another example of business built on the movie Star Wars as La Poste or Duracell did in France.

Spencer Davis and Scott Schenone –Dark Brewhttp://bit.ly/1RlUS4f

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

17

SIGHT: THE NEW MEASURE

Recently, Renault, made the promotion of its new "Mégane". To measure the popularity of the brand, the marketing guys did not counted the views on TV or on social networks but the real views on the street. Thanks to a special software, the team saw the tangible success of the brand.

This is a very relevant operation because it allows the brand to get attention around its brand very differently from its competitors.

Renault- Real viewshttp://bit.ly/1UO7Qav

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

18

RECOVER IDEAS IN A CUBE

In Kenya, Alzheimer's Association worked with the Right Here agency. They created a Rubik's cube. This cube was created to stimulate the memory of those who suffer from Alzheimer. Each cube was personalized with memories of patients. The objective was to make their memory work by playing with it.

It is a simple but very smart idea to help Alzheimer's patients. It is also effective to make the promotion of this association and to illustrate its actions.

Right Here – Unjumbling the mind http://bit.ly/1JXcH3m

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

19

DRIVE YOU MAD

In US, Snickers recently made a campaign based on hunger. With the help of BBDO, the brand created a special parking place. In deed, a new road marking was created. The idea was to illustrate the following insight: people are not themselves anymore when they are hungry so they take two places of parking instead of one.

It is very efficient because everybody has already experienced a situation like that. Moreover, this whole operation strengthens the brand positioning around fun and hunger.

Snickers-Parking while hungryhttp://bit.ly/1NSzizI

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

20

FACE THE TRUTH

Quantum Bakery, a start-up, created Figment VR, a hull smartphone. This hull can transform itself in an virtual reality helmet. This helmet can be unfold in a few seconds if needed. It will cost you 50 $ on Kickstarter.

This relevant invention is a further proof of the development of virtual reality in our everyday life.

Quantum Bakery–Figment VRhttp://bit.ly/1NkJfWy

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

21

SHAZAM A CAR

The Bank Record Bank just created "Get this car" an app for car lovers. This app is very useful because it has the same use as Shazam. You can scan a car commercial on TV, radio or a billboard then determine how much will cost the loan per month at Record Bank to buy this vehicle.

This very original invention is a way for the bank to assert its innovative image. It is finally a smart way too to prove to customers the utility of its services. Good case of brand utility!

Record Bank– Get this carhttp://bit.ly/1NjNHdU

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

22

OSLO, THE LITTLE NEW YORK

In Norway, in partnership with M&C Saatchi, the Norwegian Airlines, made a campaign never seen before. In Oslo, the airline company transformed a subway station into the city of New-York. Gospel's songs, the statue of liberty or American football players helped the inhabitants to get the impression of being in the Big Apple.

It is an extravagant way for the airline company to build its brand awareness but it is very effective in deed because all the transit users will remember it for a while.

Norwegian airlines- Next Stop New Yorkhttp://bit.ly/1rU9Y8I

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

23

BE(E) HONEST

Cheerios, a brand of cereals, is very popular in US. The main asset of Cheerios is that these cereals are made with true honey. Thanks to the help of Saatchi & Saatchi, the brand created a giant billboard that integrates a hive. A special edition, with this special honey, was even distributed to St Cloud inhabitants.

It a relevant way to illustrate the base line of Cheerios "Made With Real Honey". It also gives to the brand an authentic image, which is very important nowadays in brands' communication.

Cheerios – Made with real honey billboardhttp://bit.ly/1Oe4ZUG

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

24

FREEDOM MADE WITH EMOJIS

Accor Hotels had a very unusual idea: create a search engine on Twitter which works with emojis. It works very easily: the user has to send a tweet to @AccorHotels_Fr with the hashtag #EmojiSearch and all the emojis linked to its demand. Then, the hotel chain sends to the user several proposals of destinations.

The idea to link emojis, Twitter and tourism is very smart and amusing. That allows the brand to assert its position on social media but also to make the promotion of its destinations and services.

Accor Hotels– #EmojiSearchhttp://bit.ly/22VxfVx

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

25

GET UP ON THE GOOD FOOT

This invention is very useful for the people who have difficulties to wake up early. In deed, it is an alarm clock which takes the form of a carpet. The functioning is very easy: it stops when you have both feet on it during 3 seconds at least.

This funny alarm clock is called Ruggie and was conceived by Winson Tam and businessmen (Vancouver & Hong Kong).

Ruggie- The best alarm clock http://bit.ly/1RjGKKc

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

26

VIRTUAL BETTER THAN REALITY

Verizon recently made a campaign on Minecraft. The idea was to promote its effective and trustworthy 4G. For that, the famous American telephone operator, offers to gamers a virtual smartphone: gamers can use it in Minecraft in order to carry out actions into the real world. Users can order pizzas or even take selfies. The brand surfs on the multi-tasking trend to seduce young people.

This unusual campaign had two main objectives: first, to prove the reliability of Verizon's network, second, to create interaction and complicity with gamers. And its working!

Verizon- Better mattershttp://bit.ly/1TKEyuf

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

27

DON'T FORGET IT

This new invention will seduce women who are giddy. Thanks to Gallucha, a connected bag, to lose its wallet or its keys is now a distant memory! The bag works with Bluetooth. All elements in your bag (keys, make-up case….) are connected by Bluetooth and if something falls you will receive a notification on the app created for the occasion. The bag will be on sale at the beginning of spring for 75€.

The main idea of this invention is to simplify the everyday life of women. Connected objects are conceived to improve our life. But in reality, isn't it an excuse for brands to recover data and to advertise?

Gallucha-Connected baghttp://bit.ly/1SZ1MgO

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

28

PEACE & RESCUE

To celebrate 2016, Greenpeace joined forces with Médecins Sans Frontières, on the Island of Lesbos, in Greece. They fought for the cause of migrants. More than one hundred of volunteers replenished the famous symbol of peace with life jackets. These ones were taken on migrants who fled the war.

It is a very unusual and symbolic idea. This draws attention on a very serious cause: life of refugees. Maybe only that kind of chocking campaigns are effective to make people react all around the world?

Médecins Sans Frontières/ Greenpeace-#Safe Passagehttp://bit.ly/23oX9i5

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

29

CHO(O)SE TO WEAR IT !

Kevin Lyons, a famous designer, is strongly involved in the fight against tobacco. He made a fresco in North Carolina (US), because its smoking rate is very high especially among young people. This fresco with its funny little monsters is very characteristic of its style. This piece of art was used by Vans to create sneakers in limited edition. This action was organized in collaboration with Truth association.

Art, advertising, and social issues are mixing well here. It is a relevant action for making the promotion of both the Californian brand of sneakers, Vans, the artist Kevin Lyons and the Truth association.

Vans and Truth- What that generation I trust X vans by Kevin Lyons http://bit.ly/1TKEz12

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

30

SWIP YOUR JEANS

The Y and Z generations worship beauty and are obsessed with appearances. That is why Diesel uses digital codes like emojis, sextos and selfies in its new campaign. And to strengthen its young positioning, the brand will broadcast its ads on Pornhub and Grindr.

This provocative campaign is relevant from the business point of view because the brand makes the digital codes its own to convey its message. Thus, everybody will talk about it and will remember it. Smart!

Diesel- Always turned on stavhttp://bit.ly/1Y84hxN

BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

THANK YOU#SEEYOUNEXTMONTH

#BRANDUNIONPARIS