A MONTH OF IDEAS - JANUARY 2016 by the Strategic Planning of Brand Union Paris 1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you... See you next month.

1. a month
of ideas#January 2016
#BRANDUNIONPARIS
Technology
Beer
Disconnection
Beer
Holidays
Art
Porno Chic
Sport
Music
Danse
Virtual reality
Star Wars
Car
Emojis
Luxe
Wake up
Sweets
…

2. 2
TO DRIP WITH KINDNESS
The brewery Ponysaurus Brewing Co. vowed to spread
the spirit of Christmas in Durham, a city in North
Carolina. With the help of Baldwin&, the brand created
a machine that measures the spirit of Christmas.
Thanks to key words the invention counts the number
of nice and bad tweets in the city. When the limit is
reached, the tap of the draft-beer system opens
during 3 min allowing people to be served. After that,
the tap closes until there is a new wave of kindness.
This original campaign creates a link between the off-
line and the online trough Twitter. It is a smart way too
for the brand to differentiate itself from its competitors
in an humorous way.
Ponysaurus-Ponysaurus Holiday Spirit Measurer Thingy
http://bit.ly/1UyFCUf
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

3. 3
FOOD FOR CLOTHES
You love pizza? In US, Pizza Hut had the idea to
create "Hut Swag", a whole range of clothes. There
are t-shirts, sunglasses, scarfs and even socks.
Everyone can find there what it likes. This original
clothing line is commercialized in an online store.
This line was created in order to extend the brand's
presence and to target young people. Macdo did the
same a year ago, to associate clothes and food a
future trend?
Pizza Hut– Hut swag
http://bit.ly/1OGDcey
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

4. 4
A RISKY FRIENDSHIP
Samsung, in order to make the promotion of its new
Galaxy S6+, created a friendship test. This test was
based on an experience of the professor Dunbar. He
explained in the nineties that everybody has only 5
true friends. That is why, the brand organized 5
scripts, all with a bad ending. For each situation,
Samsung asked you which person you would have
called.
We all know that the friends we have on Facebook
are not really our friends but we don't always know
on which person we can rely on. Thanks to this
experience, Samsung can reveal who are our true
friends and illustrates too its new function: a
smartphone with 5 contacts beforehand recorded.
Samsung– The Dunbar edge experiment
http://bit.ly/1WIi6nU
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

5. 5
NO MORE FLYING CARPET
Recently, in US, the start-up ARCA created
ArcaBoard, a concept of hoverboard. This machine is
able to levitate on any surface. Thanks to 36
ventilators, you can fly up to 30 meters above the
ground, for a maximal speed of 20km/hour but only
during approximately 6 min. In terms of design, the
hoverboard looks like a large board.
The fans of Back to the future will be thrilled. In
deed, this creative idea mix efficiency, technology
and design.
Arca – Arcaboard
http://bit.ly/22uItA5
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

6. 6
PARTY WITH CAVIAR
For Christmas and even for the beginning of the year
you can enjoy caviar. But not just any caviar…Astara.
It is a French brand of premium sea food. Its
products are available at "La Grande Epicerie de
Paris" and the Water Bar of Colette.
This brand changed its visual identity. The new one
is more unique and modern than the old one. To
discover!
Astara-New visual identity
http://bit.ly/1SMfMuL
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016
BEFORE AFTER

7. 7
NATURE, THE PARADISE FOR URBANS
In England, Center Parcs makes the promotion of its
brand for, the first time, with animals. All the story is
developed around a family of bears whose everyday
life is very boring: subway-work-sleep. What brings
back happiness to this family is nature. They simply
enjoy to spend time together.
This campaign is very different from the other
campaigns of the brand. This one is more poetic. We
clearly see, that the brand wants to target urban
families who need to disconnect from their routine.
Disconnection is a trend that grows everyday….
Center Parcs UK – Bears
http://bit.ly/1Oe4dH9
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

8. 8
BOOK YOUR NEW LIFE
Booking.com decided to make something very
unusual to begin 2016. Each year, we all have good
resolutions as stop smoking, or loosing weight but
most of us don't fulfill them. That is why this year,
this brand helps us to keep our motivation. Thanks to
the help of Wieden + Kennedy Amsterdam,
Booking.com created a platform on which we can
transform our motivations into destinations.
This is a brilliant campaign that allows the brand to
make a strong and amusing impression on people
for this New Year.
Booking.com – Best 2016 Ever
http://bit.ly/1SMfYdu
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

9. 9
SNAPART
The Billboard Creative is a non-profit organization. It
takes billboards not used to display drawings,
pictures or even paintings from unknown artists or
more famous ones.
It is a very interesting action because its promotes
art for all. For now, these "small exhibitions" exist
only in L.A., in US.
The Billboard creative
http://bit.ly/1SxzdqO
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

10. 10
A BREAK-FAST!
In Brussels, Quaker, organized in a train station, a
funny operation. With the help of the Happiness
agency, a free vending machine was installed. It was
managed by robots. The system was very simple:
you pressed the button and two humans, dressed up
in robots, prepared your breakfast.
This concept of "pop up restaurant" allows the
brands to interact with consumers and to expand its
notoriety.
Quaker-Breakfast Vending Machine
http://bit.ly/1mXwFX6
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

11. 11
A NON-NEGOTIABLE COMMITEMENT
January comes with good resolutions. Equinox, a
premium fitness club, hired the famous
photographer Steven Klein. His seven prints show
several causes of societal commitment. During the
next two months, true stories of commitment will be
relayed on social networks with the hashtag
#CommitToSomething.
The brand asserts the fact that commitment is
necessary especially for Y and Z generations who
lacks of it in every aspects: political, social and even
in sports! The result is controversial but works
perfectly to make its promotion.
Equinox – #Commit to something
http://bit.ly/1QS4zD2
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

12. 12
TO PLAY WITH TOURISM
Tourism campaigns are always the same. That is why,
the Melbourne Tourist Office organized a funny
game called "Play Melbourne". The system was very
simple: a smartphone was placed in the center of a
ball built for the occasion. The smartphone was
connected to Periscope. The objective of the game
was that all Melbournians pass the ball among
themselves in order that cybernauts discover the
beauty of the city.
This playful operation shows the benefit of Periscope
and is also a smart way to tempt tourists to go to
Melbourne. The cherry on the cake is the
interactivity of this action.
Play Melbourne
http://bit.ly/1OJJctj
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

13. 13
YOUR HEART BEATS FOR WATER
In Brazil, with the help of students from Miami Ad
School, the brand imagined a fountain of Powerade.
This fountain only works when you have a high
heartbeat that is to say when you make a big
sporting effort. At Sao Paulo, several fountains were
placed on spots where runners are regularly.
This is a clever operation because it strengthens the
positioning of the brand around sport. It increases
too the notoriety of the brand.
Powerade –Power Pulse
http://bit.ly/1mL75UE
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

14. 14
LESS IS MORE
Heineken, recently made a campaign where men
who drink least are the heroes. Women here, are
bored by men too drunk. That is why, the only man
who goes out of the bar with a girl, is the one, who
drank least during the evening.
This brand advocates a moderate consumption of
alcohol because most of the 18-35 consume it more
and more moderately. This campaign is smart too
because its positioned Heineken as an elegant
product and an asset to seduce women.
Heineken – The hero
http://bit.ly/1VJLX07
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

15. 15
PLAY YOUR VICTORY!
The movie Creed, is now released for some time. In
order to make the promotion of Creed, Warner Bros
had a very special idea. On Chancery Lane, a subway
station of London, people who took stairs instead of
the escalator were rewarded by the famous music of
Rocky.
This simple operation is very effective to showcase
the movie. This is especially true because everybody
knows and likes this famous song!
Creed- Rocky hits London underground
http://bit.ly/1PXo7IZ
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

16. 16
THE FORCE OF COFFEE
Here is a new range of coffee imagined by two US
designers: Spencer Davis and Scott Schenone. They
took the colours codes of the movie Star Wars and
created cups, coffee's bags and even a coffee truck.
The fans of Star Wars will be happy. It is also another
example of business built on the movie Star Wars as
La Poste or Duracell did in France.
Spencer Davis and Scott Schenone –Dark Brew
http://bit.ly/1RlUS4f
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

17. 17
SIGHT: THE NEW MEASURE
Recently, Renault, made the promotion of its new
"Mégane". To measure the popularity of the brand,
the marketing guys did not counted the views on TV
or on social networks but the real views on the
street. Thanks to a special software, the team saw
the tangible success of the brand.
This is a very relevant operation because it allows
the brand to get attention around its brand very
differently from its competitors.
Renault- Real views
http://bit.ly/1UO7Qav
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

18. 18
RECOVER IDEAS IN A CUBE
In Kenya, Alzheimer's Association worked with the
Right Here agency. They created a Rubik's cube. This
cube was created to stimulate the memory of those
who suffer from Alzheimer. Each cube was
personalized with memories of patients. The
objective was to make their memory work by playing
with it.
It is a simple but very smart idea to help Alzheimer's
patients. It is also effective to make the promotion of
this association and to illustrate its actions.
Right Here – Unjumbling the mind
http://bit.ly/1JXcH3m
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

19. 19
DRIVE YOU MAD
In US, Snickers recently made a campaign based on
hunger. With the help of BBDO, the brand created a
special parking place. In deed, a new road marking
was created. The idea was to illustrate the following
insight: people are not themselves anymore when
they are hungry so they take two places of parking
instead of one.
It is very efficient because everybody has already
experienced a situation like that. Moreover, this
whole operation strengthens the brand positioning
around fun and hunger.
Snickers-Parking while hungry
http://bit.ly/1NSzizI
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

20. 20
FACE THE TRUTH
Quantum Bakery, a start-up, created Figment VR, a
hull smartphone. This hull can transform itself in an
virtual reality helmet. This helmet can be unfold in a
few seconds if needed. It will cost you 50 $ on
Kickstarter.
This relevant invention is a further proof of the
development of virtual reality in our everyday life.
Quantum Bakery–Figment VR
http://bit.ly/1NkJfWy
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

21. 21
SHAZAM A CAR
The Bank Record Bank just created "Get this car" an
app for car lovers. This app is very useful because it
has the same use as Shazam. You can scan a car
commercial on TV, radio or a billboard then
determine how much will cost the loan per month at
Record Bank to buy this vehicle.
This very original invention is a way for the bank to
assert its innovative image. It is finally a smart way
too to prove to customers the utility of its services.
Good case of brand utility!
Record Bank– Get this car
http://bit.ly/1NjNHdU
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

22. 22
OSLO, THE LITTLE NEW YORK
In Norway, in partnership with M&C Saatchi, the
Norwegian Airlines, made a campaign never seen
before. In Oslo, the airline company transformed a
subway station into the city of New-York. Gospel's
songs, the statue of liberty or American football
players helped the inhabitants to get the impression
of being in the Big Apple.
It is an extravagant way for the airline company to
build its brand awareness but it is very effective in
deed because all the transit users will remember it
for a while.
Norwegian airlines- Next Stop New York
http://bit.ly/1rU9Y8I
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

23. 23
BE(E) HONEST
Cheerios, a brand of cereals, is very popular in US.
The main asset of Cheerios is that these cereals are
made with true honey. Thanks to the help of Saatchi
& Saatchi, the brand created a giant billboard that
integrates a hive. A special edition, with this special
honey, was even distributed to St Cloud inhabitants.
It a relevant way to illustrate the base line of
Cheerios "Made With Real Honey". It also gives to the
brand an authentic image, which is very important
nowadays in brands' communication.
Cheerios – Made with real honey billboard
http://bit.ly/1Oe4ZUG
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

24. 24
FREEDOM MADE WITH EMOJIS
Accor Hotels had a very unusual idea: create a
search engine on Twitter which works with emojis. It
works very easily: the user has to send a tweet to
@AccorHotels_Fr with the hashtag #EmojiSearch and
all the emojis linked to its demand. Then, the hotel
chain sends to the user several proposals of
destinations.
The idea to link emojis, Twitter and tourism is very
smart and amusing. That allows the brand to assert
its position on social media but also to make the
promotion of its destinations and services.
Accor Hotels– #EmojiSearch
http://bit.ly/22VxfVx
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

25. 25
GET UP ON THE GOOD FOOT
This invention is very useful for the people who have
difficulties to wake up early. In deed, it is an alarm
clock which takes the form of a carpet. The
functioning is very easy: it stops when you have both
feet on it during 3 seconds at least.
This funny alarm clock is called Ruggie and was
conceived by Winson Tam and businessmen
(Vancouver & Hong Kong).
Ruggie- The best alarm clock
http://bit.ly/1RjGKKc
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

26. 26
VIRTUAL BETTER THAN REALITY
Verizon recently made a campaign on Minecraft. The
idea was to promote its effective and trustworthy 4G.
For that, the famous American telephone operator,
offers to gamers a virtual smartphone: gamers can
use it in Minecraft in order to carry out actions into
the real world. Users can order pizzas or even take
selfies. The brand surfs on the multi-tasking trend to
seduce young people.
This unusual campaign had two main objectives:
first, to prove the reliability of Verizon's network,
second, to create interaction and complicity with
gamers. And its working!
Verizon- Better matters
http://bit.ly/1TKEyuf
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

27. 27
DON'T FORGET IT
This new invention will seduce women who are
giddy. Thanks to Gallucha, a connected bag, to lose
its wallet or its keys is now a distant memory! The
bag works with Bluetooth. All elements in your bag
(keys, make-up case….) are connected by Bluetooth
and if something falls you will receive a notification
on the app created for the occasion. The bag will be
on sale at the beginning of spring for 75€.
The main idea of this invention is to simplify the
everyday life of women. Connected objects are
conceived to improve our life. But in reality, isn't it an
excuse for brands to recover data and to advertise?
Gallucha-Connected bag
http://bit.ly/1SZ1MgO
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

28. 28
PEACE & RESCUE
To celebrate 2016, Greenpeace joined forces with
Médecins Sans Frontières, on the Island of Lesbos, in
Greece. They fought for the cause of migrants. More
than one hundred of volunteers replenished the
famous symbol of peace with life jackets. These ones
were taken on migrants who fled the war.
It is a very unusual and symbolic idea. This draws
attention on a very serious cause: life of refugees.
Maybe only that kind of chocking campaigns are
effective to make people react all around the world?
Médecins Sans Frontières/ Greenpeace-#Safe
Passage
http://bit.ly/23oX9i5
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

29. 29
CHO(O)SE TO WEAR IT !
Kevin Lyons, a famous designer, is strongly involved
in the fight against tobacco. He made a fresco in
North Carolina (US), because its smoking rate is very
high especially among young people. This fresco
with its funny little monsters is very characteristic of
its style. This piece of art was used by Vans to create
sneakers in limited edition. This action was
organized in collaboration with Truth association.
Art, advertising, and social issues are mixing well
here. It is a relevant action for making the promotion
of both the Californian brand of sneakers, Vans, the
artist Kevin Lyons and the Truth association.
Vans and Truth- What that generation I trust X vans
by Kevin Lyons
http://bit.ly/1TKEz12
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

30. 30
SWIP YOUR JEANS
The Y and Z generations worship beauty and are
obsessed with appearances. That is why Diesel uses
digital codes like emojis, sextos and selfies in its new
campaign. And to strengthen its young positioning,
the brand will broadcast its ads on Pornhub and
Grindr.
This provocative campaign is relevant from the
business point of view because the brand makes the
digital codes its own to convey its message. Thus,
everybody will talk about it and will remember it.
Smart!
Diesel- Always turned on stav
http://bit.ly/1Y84hxN
BRAND UNION PARIS – A MONTH OF IDEAS – JANUARY 2016

31. THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS