For Digital Day 2014, Marketing and the Canadian Marketing Association brought back one of last year’s most popular panels: three of the country’s leading digital creatives sharing the work they find most inspiring.
During Monday’s conference, BBDO’s Peter Ignazi, Dovish&Hawkish’s Virginia Magaletta and Rethink’s Dré Labre presented their selections. Here are three of the works they chose, and an explanation from each about why the creatives works.
“Sport for all. Even after you die “
Client: Sport Club do Recife and Transplant Center
Agency: Ogilvy Brazil
Chosen by: Peter Ignazi, senior vice-president, executive creative director, BBDO Toronto
Faced with an organ shortage, the State of Pernambuco Transplant Center in Brazil partnered with the Sport Club do Recife and Ogilvy Brazil to launch “Sport For All,” a fan-led movement to spur organ donation. In total, the digital campaign led to 51,000 fans signing up for Recife-branded Doador sport donor cards – more than the capacity of the team’s stadium.
Though social and digital tools helped the campaign gain momentum, Ignazi said he chose it because of its base insights: fandom and humanity. “This could have been done without the digital tools that we have in our arsenal, but it was made more fantastic and more meaningful because of them,” he said.
“Somebody”
Client: Miu Miu
Agency: Hi! Production / Stinkdigital
Chosen by: Dré Labre, partner and creative director, Rethink
Partnering with filmmaker and writer Miranda July, the high end fashion brand Miu Miu (the sister brand of Prada) created a short called “Somebody” that tells the story of an app. The resulting film, which premiered at the Venice Film Festival, is a touching and funny story about breakups and makeups told through surprising characters. Making the undertaking all the more impressive, the app is a fully functional product consumers can download for free.
“There’s something interesting about making an app and making it a character in a short film,” Lebra said, admitting, “Only later on did I understand it was associated with a brand, Miu Miu, which is the clothing you see in the film.”
“Cat’s Eye View”
Client: 9Lives
Agency: EVB
Chosen by: Virginia Magaletta, executive creative director, Dovish&Hawkish
An interactive experience, Cat’s Eye View shows a home from the perspective of a cat, if that cat was wearing a a pair of augmented reality specs. Though it comes from an “analog” brand, as Magaletta referred to 9Lives, the experience ties the current trend of wearable tech with something the internet can’t get enough of – cat videos – and insights from 9Lives customers.
“The idea of your cat ‘redecorating’ and destroying your entire home, that’s a really good insight,” Magaletta said. “You have to dig in and find what’s going to be relevant, otherwise you’re creative is going to be boring.”
