Camisa 10 took advantage of photographer Eric Pickersgill’s “Removed” essay to create for its client, the Delete Institute (formed by researchers from UFRJ, pioneers in the treatment of abuse and addiction to digital technologies), an awareness campaign on the growing digital addiction. in the world. The photos, which have become famous around the world, show people close to being unrelated to fiddling with their phones, with one difference that makes situations even more disturbing: no handsets. In addition to reinforcing this issue, the concept: “Digital addiction. Only you don’t see it, ”questions the common sense that we always think that others are addicted. And never ourselves. Something to watch out for. The pieces will be broadcast on digital media, in addition to the social networks of the Delete Institute itself.

About Project

“The joining of people to devices has been rapid and unalterable. The application of the personal device in daily life has made tasks take less time. Far away places and people feel closer than ever before. Despite the obvious benefits that these advances in technology have contributed to society, the social and physical implications are slowly revealing themselves. In similar ways that photography transformed the lived experience into the photographable, performable, and reproducible experience, personal devices are shifting behaviors while simultaneously blending into the landscape by taking form as being one with the body. This phantom limb is used as a way of signaling busyness and unapproachability to strangers while existing as an addictive force that promotes the splitting of attention between those who are physically with you and those who are not.

The work began as I sat in a café’ one morning. This is what I wrote about my observation:

Family sitting next to me at Illium café in Troy, NY is so disconnected from one another. Not much talking. Father and two daughters have their own phones out. Mom doesn’t have one or chooses to leave it put away. She stares out the window, sad and alone in the company of her closest family. Dad looks up every so often to announce some obscure piece of info he found online. Twice he goes on about a large fish that was caught. No one replies. I am saddened by the use of technology for interaction in exchange for not interacting. This has never happened before and I doubt we have scratched the surface of the social impact of this new experience. Mom has her phone out now.

The image of that family, the mother’s face, the teenage girls’ and their father’s posture and focus on the palm of their own hands has been burned in my mind. It was one of those moments where you see something so amazingly common that it startles you into consciousness of what’s actually happening and it is impossible to forget. I see this family at the grocery store, in classrooms, on the side of the highway and in my own bed as I fall asleep next to my wife. We rest back to back on our sides coddling our small, cold, illuminated devices every night.

The large format portraits are of individuals who appear to be holding personal devices although the devices have been physically removed from the sitter’s hand. They are asked to hold their stare and posture as I remove their device and then I make the exposure. The photographs represent reenactments of scenes that I experience daily. We have learned to read the expression of the body while someone is consuming a device and when those signifiers are activated it is as if the device can be seen taking physical form without the object being present.”

Eric Pickersgill: The Smartphone Effect

About Eric Pickersgill
Eric Pickersgill is a full time artist, husband, and father working in North Carolina. He received a Master of Fine Arts degree at The University of North Carolina at Chapel Hill in 2015. He was born in Homestead, Florida in 1986 and spent his teenage years in Charlotte, North Carolina. Eric received a Bachelor of Fine Arts degree with a concentration in Fine Art Photography from Columbia College Chicago in 2011. Between 2011 and 2013 Eric taught high school in Charlotte, NC via Teach for America.

His passion for teaching and image making allows him to see the connections that the two share. The work Eric makes is often about photography as he explores the psychological and social effects that cameras and their artifacts have on individuals and societies as a whole. Eric has exhibited and presented his work internationally at institutions, galleries, and art fairs such as The North Carolina Museum of Art, Pantheon-Sorbonne University, The Ackland Art Museum, Rick Wester Fine Art, Pulse Art Fair Miami, AIPAD, and many more.

Credits
Cliente: Instituto Delete
Diretor de Criação: Bruno Richter e Victor Vicente
Redator: Victor Vicente, Bruno Castor e Igor Pontes
Diretor de Arte: Arthur Villas Bôas e Bruno Richter
Atendimento: Bruno Richter
Fotos: Eric Pickersgill
Aprovação: Eduardo Guedes

Tags:
Print advertising, Creative Print Ads, Print campaign, Creative Advert, Print, Brazil, Public Interest, NGO, Delete Institute, Camisa 10, Digital Addiction, Delete Institute, Eric Pickersgill

This digital campaign aims to promote Ambuja Cement’s premium product ‘Ambuja Plus Roof Special’, which as the name suggests, is designed to add extra strength and longevity to a roof, one of the most vital parts of a house. The campaign highlights the importance of ‘roof’ or ‘chhat’ in Indian homes.

Instead of taking a run-of-the-mill approach to highlight the product, Ambuja Cement plays around nostalgia and stirs our fondest memories associated with the terrace in our homes. Yes, the same terrace which seems to have lost in the urban construction mayhem. When was the last time you went to the terrace in a high rise building in Mumbai, Delhi or any metro city, for that matter? Well, chances are slim given how rarely we do that! The campaign has been launched with a video in which the legendary Gulzaar Sahab narrates in his unique voice a sublime poetry written by him, which takes us through the heartwarming memories and the role a roof has in helping us create these memories. The video’s emotional appeal is heightened by the background score that will take over your mind and you won’t be able to stop humming it. In the video, we see children playing hide and seek, a couple flying kites, wedding function, a cricket match – almost everything you must have seen happening on terraces in Indian households. The film ends by inviting fans to share their special roof stories with Ambuja Cement and the best ones could become a part of their next campaign! How cool!

Our Take on this Campaign!

We believe Ambuja Cement and the agency Triton Communications have come together to deliver a brilliant campaign. Many things have fallen in their right place in this campaign. The brand gave a quintessential advertising product brief. The agency converted it into an extraordinary storytelling spectacle of 4 minutes, 20 seconds video. And it did not stop there. It went ahead and seamlessly blended the video to get ‘engagement’, the holy grail of marketing for brands these days.

Wow is the only word we can think of as we go back to watch the ad again.
We can’t say more. Go ahead, see it for yourself. Watch. Replay. Repeat. Yes, it’s that good.

Credits:
Brand: Ambuja Plus Roof Special
Campaign: Chhat Pe Milte hai
Script & narration: Gulzar
Creative Agency: Triton Communications & Digimo
Production House: Mojo Media LLP
Director & Editor Vipin Parasher
Music Composer:Arjunna Harjaie

This Ad is related to: #ChhatPeMilteHain, Digital film, marketing campaign, Ambuja cement, Ambuja cement Ads, Inspiration, Inspiring film, Gulzar, Memories, Childhood, Creative campaign, Advertising, TVC, Ambuja TVC, Ambuja Plus Roof Special, Marketing Strategy, digital media, Chhatein, Triton Communications, Mojo Media LLP, Script and Narration

Mumbai: Isobar, the digital agency from Dentsu Aegis Network, has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow.

Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across highly engaging platforms such as Facebook, YouTube and DBM Programmatic. The campaign has already engaged more than 49,446 people who exactly fit into the band’s requirements and have moved straight to the point-of-sales at a Click-through-rate as high as 3.1%. The video engaged at a view-through-rate (VTR) of 57.11%, indicating that more than half of all the targeted users watched the video until the very end.

The 50-day-campaign utilises Zapr’s database of over 40 million user profiles in India through fingerprinting technology to map out those who watch Duroflex and other similar brand commercials on TV. Users who fit brand target group are then identified on Facebook and Youtube, and video ad content is displayed on their home feeds. Target groups are also engaged across hundreds of publishers via DBM programmatic network.

Commenting on the campaign success, Suraj Nagappa, VP, Isobar India stated, “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex commented, “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”

About Isobar
Isobar is a global full service digital marketing agency, driven by the purpose to deliver borderless ideas enabled by technology, to transform businesses and brands. We have over 5,500 digital pioneers in over 85 locations, across more than 45 markets worldwide. Isobar has won over 250 awards in 2016, including 19 Agency of the Year titles and Asia-Pacific Digital Network of the Year for the fifth time in the past six years. Key clients include adidas, Coca-Cola, Enterprise, Google, GM, Huawei, Lego and P&G. Isobar is part of the Dentsu Aegis Network, a wholly owned subsidiary of Dentsu Inc. www.isobar.com Isobar India is a winner of Campaign Asia-Pacific’s 2015 Digital Agency of the Year for India and South Asia.

About Dentsu Aegis Network India
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle Sokrati.

About Duroflex
The late Mr. P. C. Mathew, founder of Duroflex first began manufacturing coir mattresses in 1963. At that time it was a real pioneering effort. In the 50 years that followed, a lot changed. People, policies, economies, markets, ergonomic theories, customer preferences and many new technologies. But the spirit of new ventures has endured. The pioneering effort 50 years ago has led to create India’s leading manufacturer of advanced sleep systems. Duroflex is now India’s largest exporter of sleep and comfort products. What began as a small manufacturing plant along the quiet canal at Alleppey, Kerala, is today a leading enterprise with the most modern manufacturing processes in Kerala, Tamil Nadu, Telangana State and Maharashtra. Duroflex expects more change in the years to come but will retain the endeavor that started it all – The spirit that will challenge and motivate the organization to innovate and continuously create better sleep and comfort products.

Isobar Team:
Client Servicing Group Head: Abhay Bhaskar Menon:
Associate Director Media: Baniaikynmaw Shanpru
Senior Director Media: Anish Daniel
Duroflex: Arha Padman, Senior Brand Manager

Credits:
Brand : Duroflex Mattresses
Product Group : Furnishings
Agency : Happy mcgarrybowen
Country of Agency : India
Client : Duroflex
Chief Executive Officer: Kartik Iyer
Chief Operating Officer: Samarjit Choudhry
Director, Strategic Planning: Aditya Kashyap
Planner: Nakul Bhat
Digital Strategist: Ashwin Dravid
Creative Team: Naren Kaushik (Senior Creative Director), Sandeep KS (Creative Director, Digital), Varun Khullar (Associate Creative Director), Ganesan V (Associate Creative Director, Art)
Client Services Director: Ameya Lokhande
Account Executive: Katherine Thomas
Production House: Nirvana Films
Director: Prashant Madan
Producer: Marjorie Rodrigues

This Article is related to:
Duroflex, Maharashtra, digital media, campaign, Isobar, digital agency, Dentsu Aegis Network, #ReadyForTomorrow, TV-to-Mobile, digital campaign, Zapr, Top Mattress Brands In India, DBM programmatic network, Energise Mattresses, Happy mcgarrybowen, Textiles & Clothing, Duroflex TVC, Duroflex Mattresses, 360-degree campaign

WATConsult, India’s leading and most awarded digital and social media agency, part of Dentsu Aegis Network, has launched a digital campaign titled #SuitUptoAllergy for Godrej.
The campaign launched this week across digital media platforms with a video that takes a fun, over the top approach to humour, by draping the lead character in a hazmat suit and following him through the day as he struggles with his daily tasks in this unusual attire.

#SuitUpToAllergy campaign conveys an underlying message that while despite our best measures we cannot protect our loved ones from allergens in our surroundings, we can wash away the invisible germs & bacteria on their clothes with the help of the Godrej Eon Front Load Washing Machine.

Speaking on the launch of the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “We have a long partnership with Godrej and I have enjoyed working on brilliant campaigns with them. For this campaign, we decided to opt for a humorous plot to simplify the message about kids’ health to moms. I believe that the campaign will resonate with the audience and bring great recognition to the brand”.

Speaking on the same, Swati Rathi, Marketing Director, Godrej Appliances, said, “At Godrej, it is our constant endeavour to offer products that are built on consumer insights and hence the Godrej Eon Front Loading Washing Machine with Allergy Protect mode keeping in mind the growing allergic disorders in India.”

“Instead of launching the machine in traditional media, we have chosen to launch it first on the digital medium, with a short but humorous video. It has been designed to engage and get attention particularly from parents, who are a key target audience for the product. We engaged with our longstanding partners WATConsult on this video and we are hopeful that it will resonate with the targeted audience.”

WATConsult, a decade old leading and most awarded digital and social media agency from India, founded by Rajiv Dingra in the year 2007. A part of Dentsu Aegis Network, it has received more than 100 awards and recognitions in the field of digital media marketing. It has won 7 Agency of the Year awards over last 4 years which include ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi, ‘Boutique Media Agency of the Year’ at Media Ace Awards, Mumbai, The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards, Digital Agency of the year at DOD awards 2016, the most recent Digital Agency of the Year at Delhi Ad club awards 2017 and Marketing Agency of the Year at MCube 2017.

About Dentsu Aegis Network India:
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio and SVG Media.

About Godrej Appliances:
Godrej Appliances is one of the largest players in the Home Appliances space in India and has always delighted the consumer with relevant technology across a wide range of products. In 1958, Godrej was the First Indian Company to manufacture Refrigerators and has now become synonymous with the category. The company is known for delighting the consumer with innovative, relevant and green technologies. Godrej has created many milestones in the Indian appliance space – be it in the environment/energy efficiency space, including the launch of the first green AC in the world (2012), launch of the first green refrigerator in India (2001), launch of the first 5 star range of refrigerators (2008), launch of the first inverter AC in India (2005), the first refrigerator with 6 Star Performance(2012) or a pure consumer delight space like the launch of the music refrigerator, DAC (Dynamic Aqua Power Control) Technology, Tilt drum and U-Sonic technology in washing machine or Steam Microwave Ovens and Pizza/Kebab makers in Microwave Ovens. In recognition for its efforts, the brand has been conferred with many prestigious awards and honors such as the Consumer Superbrand Award (2013-14, 2011-12,), ‘Voice of Consumer’ Award by Frost and Sullivan (2014, 2013), Reader’s Digest Trusted BrandGold (2015, 13, 12, 10, 09, 08, 07, 06), Business Superbrand (2011,10,08), ET Best Brands (2013-14), ET Promising Brand (2014-15); Consumer Superbrand (2009-10), ‘Most Innovative Company’ by Business Standard (2010), India Design Mark award for Green Balance ACs, Glitz Washing Machines and Edge Digi Refrigerator (2015,14,13), National Energy Conservation Award by Govt. of India, Ministry of Power, BEE (2015, 14, 09), Good Design Award by Japan Institute of Design Promotion for Edge Digi Refrigerator (2015) and many more. Both the manufacturing units of Godrej Appliances’ – in Shirwal and Mohali became the first and only manufacturing units in the country to be honored with the coveted Platinum Green Co certification for their efforts in green manufacturing. Godrej’s focus on balancing consumer needs with the environmental cause has enabled the organization to redefine the technology landscape in the appliances industry – to the delight of both the consumer and the environment

Website

THe Article related to:
WATConsult, humorous, video, Dentsu Aegis Network, Social Media Agency, Digital Agency, Boutique Media Agency, Campaign Asia Awards, Digital Agency of the year, Marketing Agency, Godrej, #SuitUpToAllergy, Digital Ad Campaign, Digital campaign, Creative campaign, Mother, digital media, Washing Machine, Godrej Appliances

#IHateUMomReturns #IHateBadSkin #Safi

Nilotpal Singh, Sr. Brand Manager, Hamdard Laboratories added, “New SAFI campaign tries to complete the story which was started last year with #IHATEUMOM campaign. Creative this time is about self-realization that “real beauty lies within which leads to the beautiful skin outside”. Going further brand will own a larger plot on larger philosophy of “Ragon mein khoobsurati”. We are also trying to uplift the brand imagery and I feel that our creative agency and production house has done remarkable work in this direction.”

Website: Hamdard

Pepperfry’s vision is to help 20 Million customers create beautiful homes by 2020. As the market leader Pepperfry has taken on the task of expanding the online Furniture category through this new 360° Marketing Campaign.

The campaign comprises 3 creative executions which will be aired on Television, across Digital Video Channels and in Multiplexes. This 360° Campaign will also include Outdoor, a bouquet of Digital Media including Search, Display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs.10 Crore.

Pepperfry staff (including the founders and CXO’s) regularly deliver Furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The Campaign Insight is also based on extensive qualitative and quantitative research including in-depth customer interviews.

The customer insight behind Pepperfry’s new 360° Marketing Campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.

Stop suffering and leave the hard work to us!

Don’t compromise, get the furniture you need on Pepperfry.com

Don’t Worry, Buy Happy with Pepperfry.com

Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past 5 years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh Furniture and Home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments. Pepperfry’s specialized large item delivery fleet of more than 400 vehicles operating from 16 hubs across India today serves customers in 500 cities. Pepperfry also provides assembly and installation support to customers through a team of more than 250 carpenters across major towns and cities. All this comes together to give customers a no stress, no surprises, on time ‘Happy Furniture to You’ Pepperfry Experience.

Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said

“Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi explained; “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

CREDITS
Client – Pepperfry.com
Agency – L&K SAATCHI & SAATCHI
Creative Team – Rahul Nangia, Ipsita Ghosh; Amol Dahanukar, Lalit Bharadva
Account Management – Debarjyo Nandi, Siddharth Matalia, Mansi Shah

Couple and Granddaughter Films
Production House – Elements Films
Director – Shakun Batra
Producers – Sandeep Patil. Ricky Singh Bedi
Associate Producer – Samson Vasave
DOP – Jay Hoza (Couple Film); Tanay (Granddaughter film)
Music Director – Sameeruddin

Only Sound Film
Production House – LightBox Films
Director – Rahul Nangia
Producers – Junaid Herekar and Imran Khan
DOP – Vasudeo Rane

That’s just what they did in London. Watch passers-by enjoy cold Carlsberg from #ProbablyTheBest poster in the world.

Carlsberg Best Poster in the World

Credits:
Campaign was developed at Fold7
Poster was designed at Mission Media
OMD UK handled digital media
Filming was produced at KnockKnock.

The secret is out, and the ones you expected never to be online, forget about shopping online are out there, ready to surprise you. That’s what #EveryoneOnFlipkart campaign, a series of video ads under the same theme aim to establish. One of the ads features Dolly Mausi, a Bengali lady who shares a laugh with her nieces as she solves the problem of choosing a perfect gift for her relatives using her favourite shopping app (flipkart). Another video showcases the everyday life a watchman and his trysts with online shopping! An interesting video in the series is based on a very real conversation amongst friends about online shopping and how it has impacted the neighbourhood retailers.

Like always, all the videos have taken a light-hearted tone to convey the brand message. The growing popularity of online shopping in emerging cities like Lucknow is the best example of how Flipkart is making inroads into India’s tier II and tier III cities. Watch these series of ads and enjoy.

Don’t forget to give us your take on these.

Rastogiji on Flipkart #EveryoneOnFlipkart

Mausiji on Flipkart #EveryoneOnFlipkart

Constable Sahib on Flipkart #EveryoneOnFlipkart

Watchman Anna on Flipkart #EveryoneOnFlipkart