1. THE !
HUMANKIND!
AGENCY!
CULTURAL FUEL TREND REPORT – April 2012 / ISSUE XV

2. NEWSLETTER CONTENT"
Inspiration"
Some creative ideas to inspire you !
Trends"
Hot trends and interesting marketing strategies!
Insights & Opinions"
Research news about target groups and market
insights!

3. INSPIRATION"

4. A DRAMATIC SURPRISE ON A QUIET SQUARE"
A new television channel called TNT launched in Belgium. To gain the audienceʼs attention, creatives placed a red
button on a square in a regular Belgian town. Marked with a sign ʻPush to add Dramaʼ, passers-by were invited to press
the button to see what happens and therefore experience real drama.
Source: http://www.netzpiloten.de/2012/04/12/videotipp-a-dramatic-surprise-on-a-quiet-square/!
Watch it on YouTube: http://www.youtube.com/watch?v=E2sR9SYHdqo!

5. THE PARISIAN PINBALL CHALLENGE "
To demonstrate the new Ford Active Park Assist, Ogilvy Paris used an interesting insight of Parisians. Free parking lots
are rare in the city of Paris, thus drivers squeeze into each space available and sometimes it gets a bit bumpy and
scratchy. Ford built a giant pinball machine to score the number of ʻstrikesʼ Parisians made while parking into a narrow
spot. !
Source: http://www.digitalbuzzblog.com/ford-paris-the-parisian-pinball-park-challenge/!
Watch it on YouTube: http://www.youtube.com/watch?v=DAM_HLj1QOo&feature=player_embedded!

6. VOCAL-CONTROLLED NAVIGATION"
ʻYour Music Schoolʼ is a Hamburg based vocal education school. They increased their online applicants for vocal
coaching courses with an interactive idea, which is directly connected to the business proposition. Users can control the
website with their voice instead of the mouse, by singing the appropriate note for the desired menu item.!
Source: http://www.trendhunter.com/trends/your-music-school!
Watch it on vimeo: http://vimeo.com/40451503!

7. TIPP-EXPERIENCE 2: BIRTHDAY PARTY 2012"
After the great success from ʻthe hunter vs. the bearʼ digital campaign, Tipp-Ex takes us to the next level by giving the
opportunity to rewrite history. The new YouTube experience offers 46 different scenes, including 8 with interactions. The
hunt for Easter eggs is on. !
Watch it on YouTube: http://www.youtube.com/watch?feature=player_embedded&v=eQtai7HMbuQ!

8. TIC TAC – WORST BREATH IN THE WORLD"
The Tic Tac Worst Breath in the World „La Pire Haleine du Monde“ campaign was developed at Ogilvy France, Paris. !
It shows a flash mob which is set in Rouen, France. The video starts with actors asking innocent pedestrians for
directions. When they begin explaining where to go everyone around them faints. !
Source: http://scaryideas.com/content/28534/Tic+Tac+Worst+Breath+in+the+World/!
Posted by Florian Geiger on http://culturalfuel.net/2012/04/16/tic-tac-france-worst-breath-in-the-world/!

9. #COISADABOA (GOODSTUFF) NIKE ADDICTION"
Sao Paulo, Brazil: Nikeʼs addiction campaign scored highly at the 2012 D&AD Awards in several categories. Through an
multi-level campaign development, Nike activated sport addicts and connected runners by offering free training sessions.
F/Nazca Saatchi & Saatchi used digital, television and cinema ads for a viral impact and a great audience engagement.!
Source: http://theinspirationroom.com/daily/2012/nike-addiction-goodstuff/!
Watch it on YouTube: http://www.youtube.com/watch?v=XPTpEkdceic&feature=player_embedded!

10. COCA-COLA / MUSICAL CAPS"
Look at how Coca-Cola enables you to create your own music with sound buds you get out of every glass bottle of !
Coca-Cola's full portfolio. Users can connect and exchange new sound buds, share their music with friends and
download the final product as a full track or ring tone.!
Source: http://www.bannerblog.com.au/2012/04/cocacola_musical_caps_in_brazil.php!
Watch it on: http://www.youtube.com/watch?v=BrsXHlxVF6E!

11. GÖTEBORGS TRYCKERIET LOST & FOUND"
This „Lost & Found“ sample book, designed by the Swedish print House „Göteborgs Tryckeriet, to promote their new
print press. This campaign targets art directors and graphic designers by promoting a collection of items that fit in your
pocket as well as being easy to slip out. The sample book won a couple of significant awards.!
Source: http://theinspirationroom.com/daily/2012/goteborgs-tryckeriet-lost-found/!

12. DOVEʼS FEEL GOOD MESSAGES " "
Dove Australia released a Facebook app that generates targeted advertising which would in effect replace ʻnegativeʼ
Facebook ads. Facebook ads that promote diets, bigger busts or cellulite creams. The app allows the user to select a
message and target a group of women to send the message to. This feature is part of the worldwide ʻReal Beautyʼ
campaign.!
Watch it on YouTube: http://www.youtube.com/watch?v=lg_jbSP-F2o&feature=player_embedded!

13. IRN BRU GETS YOU THROUGH"
Catch your parents in a kinky threesome, discover on a blind date that you are punching above your weight or find your
flat made over in pink by your girlfriend. The „Gets You Through“ campaign by IRN BRU features young men using the
drink to get them through demanding situations. !
Source: http://theinspirationroom.com/daily/2012/irn-bru-gets-you-through/!
Watch it on: http://www.youtube.com/watch?v=P_LVBcnDDQ4!

14. SMALLEST IKEA STORE IN THE WORLD ""
IKEA made the impossible possible. Through increasing population, living space in city areas decline. IKEA trusts that no
matter how tiny your space, thereʼs always a solution. To demonstrate their beliefs they fit an entire store into a 300 x
250 pixel web banner. IKEA targeted people seeking one/two bedroom apartments.!
Source: http://www.ibelieveinadv.com/2012/04/ikea-smallest-store-in-the-world/!
Discover the smallest store: http://www.smalleststoreintheworld.com/banner/en/index.html!

15. AD & ART"
This outstanding Karmany advertisement campaign illustrated by Twiga compares advertising campaigns with famous
pieces of art. !
Source: http://pichaus.com/print-karmany-pollock-ogilvy-@e0f2fe228a1b4902f5b0875543aded95/!

16. FUCK-IT LIST"
Daniel Bonder will turn 29 one week after the CANNES LION FESTIVAL! That means he will be too old to take part at
the prestigious Young Lions Academy. Due to that Daniel wants to celebrate his last week of youth and does what any
„young“ creative would do within his lifetime. This is shown in „The Fuck-It List“ which is also his exhibition for Academy
2012. !
Source: http://adland.tv/commercials/fuck-it-list!
Watch it on: http://adland.tv/commercials/fuck-it-list!

17. THE GENEROUS STORE"
The Danish chocolate company Anthony Berg believes that there is not enough generosity in people's lives. Therefore
they created a store where you couldnʼt buy the chocolate with money. Instead, the purchaser needs to promise different
deeds for each product such as bringing breakfast to bed for your loved one. The promise you made was sent via
Facebook to your chosen friend. Afterwards some people also posted a picture of their good deed.!
Source: http://www.odditycentral.com/pics/at-the-generous-store-chocolates-cost-good-deeds-instead-of-money.html!
Watch it on: http://www.youtube.com/watch?v=_cNfX3tJonw!

18. PUMA FASTEST PURCHASE"
Puma gives an example how to reach and animate shopper with a sporty spirit. “The faster you buy your Faas 500, less
you pay” – This in store activation by Puma Mexico rewards a fast purchase. It measures the time from entering the store
to purchasing the shoes. Shopper earn a higher discount in relation to lesser time taken to complete the purchase. !
Source: http://www.adverblog.com/2012/04/23/puma-fastest-purchase/!
Watch it on vimeo: http://vimeo.com/40883603!

19. P&G BEST JOB FOR OLYMPIC MUMS"
This integrated advertising campaign is the continuance of the „Proud Sponsors of Mums“ approach from the Vancouver
Olympics 2010 for the London Olympics 2012. The series of eight films tells the story about eight Olympic athletes and
their mums from the very first beginning as child athletes to being Olympians.!
Source: http://theinspirationroom.com/daily/2012/pg-best-job-for-olympic-mums/!
Watch it on: http://www.youtube.com/watch?v=NScs_qX2Okk!

20. SYDNEY TAP WATER CAMPAIGN"
The city of Sydney launched a campaign to help preserve the current trend of paying way too much for drinking money.
This isnʼt just a matter of own money, this issue refers to our environment as well. Sydney made an artificial product out
of tap water – tap™. Promoting the product in all channels (print, digital, pos without purchase). This campaign shows
the need to activate people to see benefits in sustainable behaviour.!
Source: http://www.ibelieveinadv.com/2012/04/sydney-water-tap/!

21. THE CHEERING TRUCK / COCA-COLA"
Sports has a way of bringing people together and cheering for the same team can form an enormous bond. Coca-Cola
thought that it would be unfair for the Argentina's World Cup national soccer team to only hear cheers from the number of
people who fit in the stadium. Accordingly the company, in cooperation with Del Campo Nazca Saatchi & Saatchi created
a Cheering Truck to enable the fans to cheer for their team without being physically present in the stadium. !
By game day, Coca-Cola had collected over one million voices cheering for their team!!
Source: http://scaryideas.com/content/28797!
Watch it on: http://www.youtube.com/watch?v=oQuJ7ZCMcHw!

22. IT DOESN'T HAVE TO END LIKE THIS"
These print advertisings have been created by BBDO Canada to raise the awareness for the Earth Day Canada's
Hometown Heroes program. The series of three beautiful ads should transmit the environmental consequences of
people's actions. "We wanted to creatively communicate how our actions will impact nature in the future, or rather how
our actions will lead to a tragic end." explains Loretta Lau, Art Director, and Jordana Rapuch.!
Source: http://scaryideas.com/content/28790/!

23. NIKE AUCTION: SWEAT YOUR OFFER"
Nike runs a new global campaign. One part of it is an auction page with exclusive Nike products in Mexico. You canʼt use
money as currency. Accumulating your kilometres by Nike+ account enables you to bid. The one who offers the most
kilometres wins the auction. !
Watch it on YouTube: http://www.youtube.com/watch?v=ROl6jGevB0I&feature=player_embedded!
Twitter: #makeitcount!

24. CLARO"
One letter is all it takes – this series of print ads by Ogilvy, Sao Paulo, Brazil wants to convey the importance of not
texting and driving.!
Source: http://scaryideas.com/content/28789/!

25. CARREFOURʼS BACK TO 1961"
In times of crisis, people yearn for the past. Re-Rooting into times without economic pressure and where unemployment
problems are not rising. To celebrate Carrefour Italyʼs 50th anniversary they brought back the 60`s. Carrefour changed
labels, prices and even the currency went back to Lira which symbolized times of economic growth.!
Watch it on YouTube: http://www.youtube.com/watch?v=5MxYaiijUbg&feature=player_embedded#!!

26. IKEA´S SNAP A NAPPER"
Ikea has demonstrated a lucky hand with viral phenomena in the past. This is their latest attempt in the UK: Snap photos
of napping people. Simple idea that has the potential to go viral and will definitely increase Facebook followership. Of
course, the rules say to snap someone, it needs to be someone you know. Thatʼs where the crux may lie in the end.!
Posted by Alexander Wipf on http://culturalfuel.net/2012/04/03/ikeas-snap-a-napper/!

27. TRENDS"

28. GOOGLEʼS FUTURE GLASSES "
In the past, people wore glasses to compensate their visual defects. Nowadays itʼs becoming a cool clothing accessory.
In the future it could be an indispensable, life improving technology gadget. Google published their new concept video
“Project Glass: One Day…” and displays opportunities connecting the real world with smart augmented reality. !
View it on YouTube: http://www.youtube.com/watch?v=9c6W4CCU9M4&feature=player_embedded

29. YOU LIKE IT – WE MAKE IT"
A Collaboration between Citroen and Facebook tries to integrate consumer in the product development process.
Through a Facebook APP public could design their own Citroen C1 Connexion. Itʼs being declared as UKʼs first ever
crowdsourced production vehicle. This is a step in the right direction where consumers meet product development.!
Source: http://www.adverblog.com/2012/04/05/citroen-crowdsource-the-uks-first-ever-car-in-partnership-with-facebook/!

30. THE REVERSE MOSS GRAFFITI"
Just as “moss graffiti” is beginning to hit the streets big-time, street artist Strook starts “the reverse moss graffiti. Strooks !
equipment is a high-pressure cleaner to spray away the moss and thus he creates imaginative images. For some people
this new trend street art has a great potential: “Question is, how long until an entire ad campaign is based on moss
graffiti, or the removing of moss? I give it five minutes.“!
Source: http://www.strook.eu/project/index.php?projectid=32!

31. GOOGLE MAPS 8-BIT FOR NINTENDO NES"
A fully functioning Google Maps implementation in Nintendo NES style? Yes. Nice stunt by Google released last week to
demonstrate how serious they are about cross platform implementation and still have a nice April Fools. Depicted here:
downtown Frankfurt.!
Posted by Alexander Wipf on http://culturalfuel.net/2012/04/03/google-maps-8-bit-for-nintendo-nes/!

32. COURSERA – CHANGING THE FACE OF EDUCATION
GLOBALLY"
Coursera is a new free online and interactive education system. Initiated by two professors from Stanford University they
set out a mission to give everyone access to the world of university education. !
Source: http://davidreport.com/201204/coursera-changing-face-education-globally/!
Check it out: https://www.coursera.org.!

33. INSIGHTS &
OPINIONS"

34. THE FUTURE OF MOBILE ""
Integration of technology in daily live is growing enormously. Particular the mobile business is one of the most innovative
markets. Based on insights from the GSMA Mobile World Congress JWTʼs latest report ʼ15 Ways Mobile will Change Our
Livesʼ gives an idea about the impact of mobile technology.!
Source: http://www.wpp.com/wpp/press/press/default.htm?guid={ce5697f3-e5c4-41d6-b49c-df04a171caa0}!

35. #INFOGRAPHIC – VISUALIZED SOCIAL NETWORKING"
Since social networking has appeared in our daily lives we have seen a distinctive rise in visual content. Facebook
established Timeline, the visual based community ʻPinterestʼ is one of the most successful StartUps and even Twitter
allows users to upload pictures. This infographic by John Lanigan analyzes how images become the centre of social life.!
Source: http://www.adverblog.com/2012/04/28/visual-social-network-infographic/!

36. KIDS DEBUNKING MARKETING"
We featured this on of our Mr_Burnett Tweets a while back, but this is too good to not share again.Obviously, todayʼs
kids are a lot more cued up on what goes around them, not just in terms of technology and media, but also in terms of
encrusted marketing tactics. I think this is just one example, but as kids get more and more share of voice through the
social web, marketers will need to find better answers for Riley and her friends.!
Posted by Alexander Wipf on http://culturalfuel.net/2012/04/03/kids-debunking-marketing/!

37. GOOGLE RE:BRIEF"
Especially the Re:Brief of Harvey Gabor is extremely inspiring. A campaign that involves and sells, without pushing it.
Even more for advertising professionals, who are extremely demanding and critical by nature. Watch the video and get
your personal inspiration…!
Posted by Sascha Klein on http://culturalfuel.net/2012/04/09/google-rebrief/!

38. SPRINKLR AS AN ALTERNATIVE TO RADIAN6?"
Venturebeat has an editorial on Sprinklr as up and coming social media analytics tool. Apparently, they have matured
quite a bit. The companyʼs statement that its smaller base of clients is intentional seems a bit like an attempt to make a
positioning out of a weakness as a market player, but you never know.!
Posted by Alexander Wipf on http://culturalfuel.net/2012/04/13/sprinklr-as-an-alternative-to-radian6/!

39. Released by Planning Department Frankfurt
April 2012
For submission of interesting news, inspiration and comments please
submit to planning@leoburnett.de