a month of ideas

#Avril 2016

#BRANDUNIONPARISSport FreeWasteRobotCoffeeHumourVictoryEqualityTechnology FoodPerformanceSugarSmartphoneTravelBeautyKitchenPackagingVirtual Reality

2

MEET YOUR FOODY SOUL MATE

According to a study made by the famous newspaper the Guardian, more than 30% of the worldwide food production is wasted. In Sweden, Lantmännen, an agricultural cooperative, with the help of McCann, launched “Restdejting”, a no waste dating site. The offer is very simple: singles have difficulties to cook only for one person so that website allows people who have to much food on their fridge to share a meal someone else and more if they wish.

This initiative seems very relevant to raise awareness without making people feel guilty, all the more so the website is not exclusively open to singles.

Lantmännen – Restdejtinghttp://bit.ly/1SaYMK3

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

3

A PIECE OF EQUALITY?

In Romania, more than in other countries, inequalities between men and women are strong. Paul, in order to raise awareness, launched a series of cakes called « Bittersweet pies ». We can see, on them, statistics that highlights those inequalities. 5% of their revenues will be donated to Filia Foundation, which main goal is to reduce those inequalities by preparing women to modern professions.  This initiative from Paul is very surprising but shows really its role as a responsible and social brand. That echoes to another initiative from MTV which made a clock that rings when incomes inequalities between men and women are too strong. A further proof of the commitment of brands… 

Paul – Bittersweet pieshttp://bit.ly/1WHRZ0b

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

4

FOOD FOR THOUGH

Work or surf on Internet, life is all about choices…apparently lots of Romanians students have chosen the second option and have the lowest success rate at their final high school exam. KFC found an ingenious solution to help them. In deed the brand, offered free wifi only for students who have the good answers to questions related to their exams.  With this operation, KFC found a brilliant solution to incite students to stay more time into their restaurants and so at the end to consume more. The brand helps them in a very important of their lives and so reinforces its images of a young, accessible and friendly brand. Brand have they a future role to play in education?

KFC – KFC wifi test http://bit.ly/1T0UMCw

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

5

ZERO CLICK TO GET YOUR PIZZA

To simplify our way to order pizza, Domino’s created the application “Zero Click”. You just have to download it and create your account whithout forgetting to add your favorite pizza. Then, each time you open the app, it commands your favorite pizza and it will be delivered directly to you.

According to Adweek, over 50% of Domino’s sales in the US came from digital channels. A significant item that encourage Domino’s to innovate. After the order by emoji, the brand continues to surprize us in the customer service

Domino’s – Zero Clichttp://bit.ly/1VzqRjp

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

6

LESS SUGAR FOR FRENCH PEOPLE

French consume too much sugar (70g per day), Intermarché and Marcel agency decided to find a solution. So to help French people to consume less sugar, the brand imagined a “sugar detox”: a range of products in individual portion with a rate of declining sugar jar after jar. To launch this concept, the compagny choose an iconic product: a chocolate cream dessert. The goal is to eat the 6 desserts in 6 days respecting the order: first day you must eat -5%, then -10% etc.

Intermarché demonstrates that they are able to adapt theirselves to new challenges of society with innovative ideas.

Intermarché – Less sugarhttp://bit.ly/23hFv1p

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

7

MAGNUM CONCEPT STORE

In France, the brand challenges your temptation by installing a concept store in Paris in the heart of the Marais. After Amsterdam, Singapore, Florence, London or Sydney, it is now the turn of our beautiful capital to host this ephemeral store.

From April to September, visitors are invited to rediscover the different ice creams of Magnum brand but with a creative touch. You can create your own Magnum ice and of course share it on social networks with the hashtag #magnumparis

Magnum – Concept Store http://bit.ly/1TbcwHX

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

8

#NIGHTASSISTANCE

To respond to a problem that affects mainly 18-25 years, Granola and Marcel did a funny operation. As the title, the #NightAssistance goal is to deliver, between 22h and 04h and in 10 cities in France, the new chocolate bar of the brand.

Here Marcel create again a crazy campaign which is missing in the French market. It does not require the idea of the century and a budget of several million euros for a campaign that works. Just from a strong insight to the with activation Granola and Marcel suceed again.

Granola – #Nightassistancehttp://bit.ly/1Y7Ghei

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

§  Video

9

WE SAVE LIVES

In order to reach awareness around driving drunk, the charity We Saves Lives launches the “reflexion from inside”. This campaign in the United States is pretty surprizing. A video screen is hidden in a mirror in the bathroom of a bar. When a customer is in front of the mirror, the screen shows a live video connection with a prisoner. Kris Caudilla, sentenced to 15 years in prison because of a car accident under the influence of alcohol. He tried to convince them to not take theirs cars in order to avoid the same mistake.  Here is an original way to raise awareness to this cause. Doing it in bathroom, a time when we are particularly receptive and where we can see that we have drink maybe a little bit too much, is pretty smart and efficient.

We Save Lives – Reflections from inside http://bit.ly/1SNczaX

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

10

IT’S IMPOSSIBLE

The number of accidents related to the use of the smartphone while driving are increasingly frequent, many brands and organizations launch campaign "do not text and drive" to educate drivers. Are you really able to do things at once? According to a study, 98% of people are not multitasking and can not carry several actions simultaneously. On this idea, the automaker Honda has created a series of spots featuring different people trying somehow to cut hair, cook pancakes or do sport while sending texts on their phone ...

The result is clear, you can not write a message or watch Snapchat and stay focus on another action ... Now imagine the damage this could cause in a car…

Honda – Two things at the same timehttp://bit.ly/1WSGzqY

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

11

FROM RAGS TO RICHES

Sometimes, even a small act can changes everything and it has never been so true wit the project «Change Please» organized by FCB Inferno with the Big issue magazine. In deed, the project consisted in helping homeless in London in order that they become professional Baristas.

It was a great success, Change Please sold more than 78 000 coffees and hired 12 homeless. The agency is even in discussion with an English distributor to sold these coffees on shelf. This action is a concrete proof that poverty can be solved with very simple solutions and shows the expertise of the agency. A win-win action!

Change please & The big issue – A true story about change http://bit.ly/1SNcELA

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

12

A PLASTIC POOL

On April 22, we celebrated the Earth Day. The opportunity to raise awareness of environmental issues of our planet. Plastic pollution is one of the greatest issue of the world, which annually kills millions of marine animals. To open our eyes to this phenomenon, the Sea Shepherd association has collaborated with FRED & FARID agency to develop an original operation in Paris.

The idea: make a real pool dedicated to plastic pollution. A film was unveiled, featuring a fully pool polluted by plastic waste. The opportunity to realize the number of humans that inflicted on the nature.

Plastic pool – FRED&FARIDhttp://bit.ly/1W8v28e

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

13

THE BABY BAY

After swimming or skating, Evian is now surfing. In this new campaign signed BETC a surfer is looking for the best spot and found a beach a bit special , « the Baby Bay ». Sand, waves, and surfers who look casual, but extraordinarily young.

Maintaining the principle of the previous campaign " Baby and Me, it also comes with prints by connecting adults and their " mini- them." The it-girl Gigi Hadid is also in it and loose 19 years . The campaign is extends through a virtual reality application in partnership with Quiksilver and giving the illusion of riding a wave at 360 °.With this global campaign , Evian surprise us again, 18 years after the baby swimming .

The baby bay – Evianhttp://bit.ly/1QhcrOf

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

14

A TRIP YOU’VE NEVER SEEN

If you find that tourist commercials are boring or not original, wait to see this one. To attract foreign and prove that Quebec is a destination for adventure, LG2 produced an incredible video spot with an unusual project idea. Danny Kean, a blind American tourist was followed throughout his trip by a crew to capture his discoveries.

Emotion, compassion, smile, all ingredients well mixed which democratize and bring advertising to a higher level. The experience also extends over internet with a immersive web site to live this extraordinary journey.

Tourisme Québec – Un voyage jamais vuhttp://bit.ly/1QhcrOf

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

15

DON’T BE A TOURIST WITH AIRBNB

According to Airbnb study, 47% of travelers do not like being treated as tourists when they are visiting a city. And this is the main reason why they use Airbnb. They want to live like a local even if it’s for one night. That’s why Airbnb chose to focus its communication on this aspect of its service. And saying for the brand is not enough, travelers can now use a neighborhood guide. This campaign is available in digital, TV and press.

By choosing to highlight the human over the place, this brand understands that the social travel is not just a trend but a real expectation of the consumer. A different experience that can justify the prices.

Neighborhood guide – AirBnbhttp://bit.ly/1TluOn0

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

16

#photogRATPHhie

The communication of the RATP pretty attractive. After April 1, more than successful, the subway of Paris puts us at this time contribution. With the help of the agency Havas Paris, RATP organizes a contest of #photogRATPhie on Instagram, with a theme that fits perfectly with the image of Paris, « the moving city ». From April 13 to May 14 , users can try by posting a maximum of 3 shots on Instagram with the hashtag and @RATP mention. The lucky winners will have their photos in a large format on the subway.

With this brand strategy, the parisian transport compagny continues to grow its capacity for sympathy.

La ville qui bouge – RATPhttp://bit.ly/1rf39hq

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

17

GIF CAMPAIGN

GIFs have never been as popular since they are present in Messenger or on Twitter. With one click, everyone can find his GIF via the huge library site GIPHY.

iDTGV, a subsidiary company of SNCF has launch, its advertising campaign based on GIFs.These highlight some destinations served by TGV SNCF and French area:  »You miss the waves? Come to Biarritz "" You want to see life in pink? Come to Toulouse. "

Gifs campaign – iDTGVhttp://bit.ly/1WBYVfv

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

18

HOW MUCH TIME YOU HAVE LEFT ?

Did you know ? A human being lives 25,915 days. With its new campaign, titled 25,915 Days, Reebok encourages us to put our sport. In a Benjamin Button way, the spot presents Debbie Suzuki an athlete running around at different stages of her life. Indeed, at each step you are invited to see. The brand rather pushes us to build something on each day to honor our body. But ultimately, the result is a little awkward, you can calculate how much time you have left by visiting the dedicated website.

"We really liked the idea of ��telling the story through one person, one heroine, to demonstrate a human being is not a question of age, of time, or sporting event. It is a commitment to ourself  »

How much time – Reebokhttp://bit.ly/1MDgiKX

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

19

UNDERWATER WITH STYLE

Lacoste, Hermes Louboutin or Ralph lauren, all this brand are represented by Guillaume Néry, the quadruple world champion of apnea in France. The Champion joined fully dressed, Le Point in a diving pool in Paris.

As you can see, with a disconcerting facility we can see him walk on water or rather, underwater with beauty, grace and freedom

Le Point – Shooting underwaterhttp://bit.ly/1ZbGAoA

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

20

CHEAPER IS NOT ALWAYS BETTER…

There are not always good deals on Internet…that is the main message of Decathlon for its new social media campaign «Les petites annonces». This campaign highlights, with humour, the fact that to avoid scams, people have to be accompanied during their second-hand purchase..and that is exactly what offers the brand with its Trocathlon created in 1986 and developed today in an online version.

This original campaign flies in the face of Leboncoin, the main competitor of the Trocathlon, organized by the brand. It is also a smart reminder that second-hand sport is still and opportunity to do sport!

Trocathlon.fr – Le BMXhttp://bit.ly/25xUgzo

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

21

BRAINY AND SPORTY

To be an high performance athlete means a lot of sacrifices but sometimes the price to pay is terrible..Rugby players are well aware of that with all the shocks they take especially at the head. Samsung wanted to help those players by inventing the Braindband, a connected headband that analyses, in real time during the match, the impact of the shocks thanks to a dedicated app.

Samsung with this invention, proves its will to really help its customers and strengthens its positioning around sport and health. But some critics would say that that this new object is only a pretext, for the brand, to communicate…

Samsung – The brainBAND Project from Samsunghttp://bit.ly/1UsoaBm

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

22

AUDI TRIES SMART NAVIGATION

German automaker Audi is providing urban customers with a new way to get around town. At Auto China 2016 in Beijing, the brand unveiled its connected mobility concept, aimed to help navigate urban areas. The innovative and green way around town capitalizes on both consumer and industrial trends and will help the brand ensure a devout audience. The concept targets young drivers with mobility demands and a concern for the pollution of petrol burning cars.

Attached to the vehicle and integrated into the rear bumper is a longboard of about 3.5 feet, which charges when attached to the car. The automobile’s infotainment system will link to the driver’s smartphone calendar and then, based on real-time traffic information, calculate the proper mobility mix. It will instruct the user to drive for as long as it is faster, and then help find a parking spot where the user can switch to the electric longboard to save time and protect the environment.

Smart navigation – Audihttp://bit.ly/1SY8T8j

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

23

CREATION HAS NO LIMITS…

Since the first of April, the robot AI-CD β (Artificial Intelligence – Creative Director Beta) helps creative teams in McCann Japan. This whole project called «Creative Genome Project» was in reflection since September. The robot was trained thanks to the viewing of thousands of ads during a couple of weeks. This robot can express itself through a crayon with all the members of the agency. But what about cultural references, humour, can this robot acquire that?

This announcement is the proof that the advertising industry is evolving fast and gives room and space for new technologies especially artificial intelligence but it has its own limits…

New creative Director AI-CD β – McCann Japanhttp://bit.ly/22bZ3BU

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

24

CALL ME MARC

Following the success of its operation #Sanslesmains it seemed complicated to do better, Marcel again had an ingenious idea for Dorcel on the occasion of St. Mark.

April 25, Dorcel offers the possibility to access all content for 60 days if you match with a single condition : you must call you Marc on Facebook. If you real name is Marc you will have the acess. For the others, it’s your descicion and your challenge to change your name to gain access to the full contents of Marc Dorcel.

Your name is Mark – Dorcel http://bit.ly/1Y7H2DX

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

25

BEHIND THE SCENE

By surrounding the famous actor François Damiens, Rosapark did an ambitious choice but at least very successful.Through a series of 4 spots inspired by movie codes, the campaign takes us to the heart of the negotiations between the actor who plays his own role and his agent who negotiates with him a contract for an ad.Over the episodes, the actor who was very hesitant about accepting or not this role will probably loose it…

LeLynx plays the card of transparency and reveals to us the behind the scenes of advertising. The brand makes here a mockery of themselves with good taste and humor !

Behind the scenes – Le Lynxhttp://bit.ly/1rTL9tt

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

26

FACESWAP WITH YOUR HERO

Darewin initiates the first partnership in the world with Snapchat. Netflix is offering us a FaceSwap with our favorite serie heroes. The campaign is launched in Paris, Lyon, Marseille and Montpellier. The most iconic characters of the Netflix are just waiting for you.

This campaign combines print and social media already has a great success since on social networks without any official launch.

Face swap with your hero – Netflixhttp://bit.ly/1rtAvJm

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

27

THE BEAUTY TUBE BY L’ORÉAL

L'Oréal Paris is launching the BeautyTube , a Beauty Academy by L'Oréal Paris with YouTube. This is a talent incubator, a school designed to train youtubeurs beauty of tomorrow. 10 people will be recruited through their personalities and their beauty view point will be trained and accompanied by L'Oreal Paris and YouTube in video production, managing their channels and the development of their beauty expertise during a training of several months.

L'Oréal Paris on his side develop their beauty expertise with beauty module masterclasses led by its experts and coaching courses . All training will take place at YouTube, a space dedicated to designers in Paris .

BeautyTube – L’oréalhttp://bit.ly/1SH8kD2

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

§  Video

28

THE KITCHEN’S CHOICE

We don’t choose our family but we choose our kitchen. Ikea, leader on the furnishing market, hits hard with the launch of its kitchen app in virtual reality: Ikea VR Experience. This revolutionary app allow Ikea’s customers to create the the kitchen of their dreams: colour and size among 3 different styles of kitchens. According to Ikea “virtual reality helps customers to directly find the most suitable furnishing solutions and thus to reduce their impact on the environment”.  Ikea builds everyday an image of a modern and reactive brand that offers unique experience for their customers and customizable solutions of furnishing. That definitely allow Ikea to outdistance its competitors!

Ikea – Ikea VR experiencehttp://bit.ly/206xf2y

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

29

FREE BUT HEAVY…

We all know that saying «When its free means that you are the product ». Here is almost the same idea with this ephemeral shop, where all is free provided that you can carry alone all the stuff you take, not easy sometimes for a washer or a baby foot..

This whole operation is, in reality, a pretext to make the promotion of the start-up « les Tontons Livreurs » that offers to people that need to move their stuff, the services of a professional driver with its truck. Nothing is really free…but its proves well the utility of the services offered by the start-up.

The free shophttp://bit.ly/1pJXD5q

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

30

CAN I HAVE THE CHECK PLEASE ?

Mir is back in May! For a romantic candlelight dinner, a lunch with colleagues, a family brunch or a snack with friends, you'll be spoiled for choice with two intensive menu (starter - main course - dessert) prepared by a chief.

The best way to digest? Go to the center of the restaurant and activate the sink to clean the plate and some kitchen’s utensils, all with the new range of dishwashing liquid obviously Mir: Mir Cook Secrets. A good advertising for the brand!

Where is the check? – Mir http://bit.ly/1pNSnO6

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

31

ONE BRAND FOR COCA COLA

Coca -Cola announced in January its new market strategy « one brand » to create like the name suggests it only one brand .After initiating this transition through various advertising spots, the soda giant has announced the standardization of its packaging. Cans and bottles of Zero, Diet and Life are now adopting the famous Red Disc associated with the brand for almost 130 years.

On top of cans and bottles, Coca- Cola was careful to ad some information on the characteristics of the beverage: 0 sugar, no calories, diet or diet with stevia.

One brand – Coca Colahttp://bit.ly/1rTLhcG

BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

THANK YOU#SEEYOUNEXTMONTH

#BRANDUNIONPARIS