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Israeli Alzheimer Association Promotion Leaves Moviegoers Disoriented

February 26, 2012 by Leave a Comment

EMDA Israeli Alzheimer Association - Wrong MovieMoviegoers at Cinema City, Israel’s largest theatre complex were left scratching their heads in confusion as the lights went down and the movie started. To their surprise, what appeared on the screen was not the movie they were expecting. Soon, some moviegoers began looking at their tickets and a few even began to leave.

What the audience didn’t know was that the film had been switched on purpose and what they were experiencing was a demonstration of the feelings and confusion and disorientation that 100,000 Israeli Alzheimer’s patients experience every day. By the reactions shown in the video, the message was received loud and clear.

The campaign was created for the EMDA Israeli Alzheimer Association by ACW Grey, Tel Aviv.

For more information on Alzheimer’s
Canada: Alzhemier Society Canada
U.S.: Alzheimer’s Association

via Ads of the World

Filed Under: Experiential, Non Profit Tagged With: ,

WWF Promote National Sweater Day with the Granny Call Centre

February 2, 2012 by Leave a Comment

WWF National Sweater DayMark your calendars fellow Canadians; February 9th is National Sweater Day. The WWF (supported by Loblaw) wants you to lower your heat a few degrees to help take action against climate change and they’ve created the Granny Call Centre, complete with a full roster 20 Grannies, Nanas, Oma, Gammies and Bubbies who will personally call you on February 9. Just choose one of the lovely ladies and book a time on February 6, 7 or 8 for your Sweater Day reminder call.

I love the campaign creative. The Sweater Day website interface is adorable (and I don’t use that word often). The hand-sewn felt buttons, knitting yarn and lace doilies look awesome.

If you’d like to promote National Sweater Day at your office, school or college you can download one of the promotional kits featured on the site.

The National Sweater Day campaign was created by Toronto agency john st. Other recent work by the agency include the Catvertising video, Rethink Breast Cancer ‘Your Man Reminder’ mobile app and the Stanfield’s Guy in His Underwear campaign to raise money for Testicular Cancer research.

Filed Under: Advertising & Marketing, Non Profit Tagged With: , , , ,

365 Authors, 1 Artist: UK Twitter Project Raises Money for Teenage Cancer Trust

January 10, 2012 by Leave a Comment

3Hundredand65 ProjectArtist Dave Kirkwood has a long year ahead of him as he creates a drawing each day for the 3hundredand65 project (yes, I know 2012 is a leap year with 366 days). Each day a new author will add to the story with a single tweet, then Kirkwood will create an original illustration based on that tweet. At the end of the year the sketchbooks will be auctioned off, with the price starting at £120; the cost of the sketchbooks.

The project is in support of Teenage Cancer Trust, a UK charity devoted to improving the lives of teenagers and young adults undergoing treatment for various forms of cancer.

The website was designed by Manchester design agency Corporation Pop.

via The Drum

Filed Under: Art & Design, Non Profit Tagged With: , ,

Tough-Guy Vinnie Jones Teaches a CPR Lesson You’d Better Not Forget

January 5, 2012 by Leave a Comment

Vinnie Jones demonstrates Hands-Only CPR for the British Heart FoundationYou may remember Vinnie Jones best from his days as a ‘hard-man’ footballer or from his tough-guy roles in Guy Ritchie’s ‘Lock, Stock & Two Smoking Barrels‘ and ‘Snatch‘.

Recently Jones has taken on a new role to help the British Heart Foundation promote ‘Hands-only CPR’, and he’s using his typical tough-guy style in this demonstration video. Vinnie and his pals luckily had a special volunteer lying around for the demonstration.

The first important thing to do is call 999. Then check the person for responsiveness, and to see if they are breathing. Then lock your fingers together with knuckles facing out. Begin to press down on the patient’s chest approximately 5-6 cm (about 2 inches); push hard and fast, about two times a second. Vinnie and his ‘associates’ suggest you keep time to the beat of the BeeGees’ Stayin’ Alive.

According to the British Heart Foundation, less than 10 percent of the 30,000 people in the UK who suffer cardiac arrest survive long enough to leave hospital alive. By using a technique such as ‘Hands-only CPR’ it can double the a casualty’s chance of survival.

A shorter version of the video will be used on UK TV. Visit the BHF Hands Only CPR site for more information.

Filed Under: Advertising & Marketing, Non Profit Tagged With: , , ,

Swedish Health Board Unleashes ‘Sneeze Box’ to Promote Flu Vaccinnations

December 7, 2011 by Leave a Comment

Goteborg Sneeze BoxTo help spread the message (no pun intended) about the importance of flu vaccinations to the citizens of Göteborg; Primärvården, the West Sweden health board decided to sneeze on them. Thankfully not in person, but virtually.

The health board created a ‘sneeze booth’ and took in to major shopping malls where shoppers were invited behind the curtain to try their luck. Once behind the curtain people found themselves staring at a recording of a very ‘sick’ looking actor. The actor prompted the viewers to press the yellow button. Once the users pressed the button, an epic and very messy sneeze was unleashed onto the screen followed by the message, ‘Next Time it Could Be Real. Get Vaccinated for Influenza’. The reactions of visitors were captured on camera and could be uploaded to http://hurmarduidag.se.

Did it work? Traffic increased to the site by 2000% during the week that the Sneeze Box was in town. Over 2500 citizens vaccinated themselves, and over 600 people uploaded their “sneeze reaction” movies to the campaign site.

The campaign was created by Göteborg, Sweden agency SCP/Grey.

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Filed Under: Experiential, Non Profit Tagged With: , , , , , ,

Add your Zebrafish to the Hope Tank and Help the British Heart Foundation Mend Broken Hearts

November 9, 2011 by Leave a Comment

British Heart Foundation - The Hope TankScientists funded by the British Heart Foundation are conducting research into ways that they can literally help broken hearts mend themselves. Currently once a heart muscle is damaged from a heart attack, it can never fully recover to it’s former healthy self. Scientists are using Zebrafish, which can re-grow parts of their heart, with the goal of helping human hearts mend themselves in as little as 10 years time. What was once science fiction is becoming science fact.

To promote this groundbreaking research and the Mending Broken Hearts Appeal, the British Heart Foundation has created The Hope Tank, a virtual aquarium filled with zebrafish. Visitors can create their own zebrafish and leave a personal message of hope, joining nearly 3,000 other supporters.

The Hope Tank was created by London creative agency Glue Isobar.

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Randy MathesonI am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at Madtini.com for a cocktail.

Filed Under: Non Profit Tagged With: , , , ,

Rethink Cancer Launches ‘Your Man Reminder’ Mobile App

October 14, 2011 by Leave a Comment

Rethink Breast Cancer - Your Man Reminder AppOctober is breast cancer awareness month, and the folks at Rethink Breast Cancer have launched a new mobile app to help remind young women to be breast cancer aware. The app created by Toronto ad agency John St and developed by Endloop Studios offers women a choice of 6 hot guys who will pop-up regularly (you can set the time, day, etc.) with a reminder to give your breasts some TLC.

TLC?

  • TOUCH your breasts. Feel anything unusual?
  • LOOK for changes. Be aware of their shape or texture.
  • CHECK anything unusual with your doctor.

Oh, and make sure you watch the whole video above, you wouldn’t want to miss the guys getting down with some serious dance moves.

The ‘Your Man Reminder’ app can be downloaded for free now in the Apple App store. An Android version should be out later in October.

Filed Under: Advertising & Marketing, Mobile, Non Profit Tagged With: , ,

Karen O Covers ‘Mama’s Don’t Let Your Babies Grow Up to be Cowboys’ for Chipotle Campaign

October 14, 2011 by Leave a Comment

Chipotle and Karen O - AbandonedI love when great stuff seems to appear out of nowhere, such as last month’s video of Willie Nelson covering Coldplay’s ‘The Scientist’ for Chipotle’s Cultivate Foundation. The video also helped to raise awareness of industrial farming practices over traditional sustainable family farming practices.

Chipotle is back, this time teaming up with the Yeah Yeah Yeah’s Karen O for ‘Abandoned’, a short film and cover of the Willie Nelson, Waylon Jennings 1976 classic ‘Mama’s Don’t let Your Babies Grow Up to be Cowboys’. The video features a group of boys off for a night of exploring an abandoned farm house, stumbling upon the items left by the previous residents. The video ends with the poignant message that ‘Each week in America, 330 farmers leave their land’.

The David Altobelli directed short film conveys an obvious Halloween theme that relates to Chipotle’s Boorito campaign, where customers in costumes inspired by the family farm get $2 burritos on Halloween night. Proceeds from the sale of the burritos from 6pm to closing will be donated to the Cultivate Foundation and Farm Aid.

Customers can enter the Boorito costume contest by taking a picture of themselves in-costume in front of a Chipotle restaurant. The winner will receive a grand prize of $2500. My costume suggestion would be a scarecrows. Scarecrows scare me just about as much as clowns.

Filed Under: Advertising & Marketing, Digital Culture, Music, Non Profit Tagged With: , , , , , , ,

A Man, A Cause, A Finger… Branko is Here For Your Prostate Czech

October 10, 2011 by Leave a Comment

Banko the Prostate CzechProstate Cancer affects 1 in 7 American or Canadian Men, that it is the second most common form of cancer behind skin cancer, and can be one of the most treatable forms of cancer if detected early. Despite those facts, the very thought of a prostate exam is enough to make men start making excuses and run off in the opposite direction.

Enter Branko, a burly Czech who is willing to help out these procrastinators. With just a finger, a latex glove and a no-nonsense attitude Branko is willing to give men a Prostate Czech anytime, anywhere. Now if that’s not enough motivation to get your… ahem, ass into your doctor as soon as possible I don’t know what is.

The campaign was created by kirshenbaum Bond Senecal + Partners for the Prostate Cancer Foundation. Toronto viewers will recognize immediately that the videos were filmed here in the city.

The Prostate Czech website features prostate cancer facts, a bio of Branko, and a series of video showing how men on the street, at a hockey game and in a spa react to his quick and easy Prostate Czech offer. Visitors can send a ‘Prostate Poke’ from Branko to a Facebook friend with the message “This is Branko, the Prostate Czech. Your friend has sent me as first and last reminder to get your prostate checked. Now be man, and go—before Branko finds you.”

Filed Under: Non Profit Tagged With: , , ,

Nike Auctions Back to the Future Shoes to Benefit Michael J. Fox Foundation

September 14, 2011 by Leave a Comment

Back 4 The Future - Nike MAGThe shoes, they’re finally here… 3 years early! The 2015 self-lacing, illuminating Nike MAG shoes are here in 2011 for a limited time in a very limited number.

The Story of the Shoes
Way back when in a time called 1989, Tinker Hatfield, a designer at Nike was asked to create a unique futuristic looking shoe for Michael J. Fox’s character Marty McFly to wear in the second Back to the Future movie. Fast-forward to 2005 and sneaker fans started an online petition asking Nike to create an actual version of the prop shoe used in the movie.

The petition did catch the attention of Hatfield who partnered up with another Nike shoe designer, Tiffany Beers to work in relative secret for the past five years to produce a real version of the futuristic shoe. They took their project to Nike CEO, Mark Parker who greenlighted it for further development.

The project was eventually revealed to the Nike promotional department. Soon after Michael J. Fox was approached with the finished shoes and the news that the sales of the limited editions would go to benefit the Michael J. Fox Foundation and Parkinson’s Disease. Fox revealed the Nike MAGs on the David Letterman show on September 8.

The Back 4 the Future Campaign
The teaser video features comedian Bill Hader, Oklahoma Thunder superstar Kevin Durant, Christopher Lloyd as the time-challenged “Doc” Brown and a brief appearance by Goldie Wilson (actor Donald Fullilove) . Designer Tinker Hatfield is in there too explaining that unfortunately the shoes won’t have power laces until 2015. But when Doc finds out that it’s still only 2011 he’s off in the flux-capacitor powered Deloreon to right the space-continuum.

The Back4theFuture.com website is a full browser experience that shows a different background experience depending on the time of day you arrive. You may see ‘Doc’ Brown staring bug-eyed at the shoes if you drop by during the day or watch the cleaning staff at work at night. The site features

For 10 days starting September 9, 1500 pairs (150 each day) of the Nike MAGs are being auctioned off in a special Ebay auction. The first pair was snapped up by British rapper Tinie Tempah for $37,500 at a separate charity auction in LA. After only three days over 2 million dollars has been raised, and with Google’s Sergey Brin and his wife Anne Wojcicki promising to match all bids up to $50 million things look on track for the campaign to raise significant funds for the Michael J. Fox Foundation and Parkinson’s Disease.

If you can’t afford the shoes (and few of us can) you can still contribute to the cause at participating Nike stores by purchasing a ceramic replica or pin of the Nike MAGs.

See you in 2015, by then I’ll really need those self-tying laces.

UPDATE Sep 24, 2011: Total amount raised over the 10 days in eBay auction of 1500 shoes was $5,695,190.53. You can check out the rest of the stats over on the NiceKicks website.

Filed Under: Film, Non Profit, Sports Tagged With: , , , ,