1. THE !
HUMANKIND!
AGENCY!
CULTURAL FUEL TREND REPORT – FEBRUARY 2012 / ISSUE XIII

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. MERCEDES: KEY TO VIANO"
Mercedes in Berlin have delivered what is a truly ingenious interactive digital outdoor campaign. For their customer
Mercedes-Benz Vans, digital advertising displays in Berlin underground station Friedrichstrasse, combined classical
outdoor advertising and interactive entertainment. The slogan “Key to Viano”, offered passers-by the unique and exciting
chance to engage with the digital advertising boards using their own remote car keys.!
Via: http://adsoftheworld.com/media/outdoor/mercedes_key_to_viano!
Watch it on Youtube: http://www.youtube.com/watch?v=d9PIgi1CnK0!

5. CHUPA CHUPS VALENTINEʼS DAY SPECIAL"
In need of a cute little Valentineʼs Day gift? Forget the cliched chocolates, suck that special someone in with a “Double
Chup”: the Chupa Chups designed for two. As shown in the instructional video and poster, creating your own
personalized Double Chup is simple and is sure to make your Valentineʼs Day doubly, doubly special.!
Via: http://theinspirationroom.com/daily/2012/chupa-chups-valentines-day-special/!
Watch it on Youtube: http://www.youtube.com/watch?v=HKUbs0yQ2J0!

6. BEST OF THE SUPERBOWL ADS 2012"
As always, thereʼs two types of people, those that watch the Superbowl for the game and the others for the ads. To save
you having to watch all 60 of them through again, digitalbuzzblog has collated the highlights.!
Via: http://www.digitalbuzzblog.com/the-best-2012-super-bowl-ads-roundup/!

7. COCA-COLA: HAPPINESS FOR COUPLES"
For Valentineʼs day, Coca-Cola placed special vending machines inside some of the busiest shopping malls in Istanbul.
The machines were designed so that there was only one way to get a coke: people had to prove that they werein fact a
couple.!
Via: http://www.digitalbuzzblog.com/coca-cola-happiness-machine-for-couples/!
Watch it on: http://vimeo.com/37237017!

8. KLMʼS ʻMEET AND SEATʼ"
Want to find out who will be on your next KLM flight and who you could be sitting next to? KLM combines social media
with air travel where with their new program, Meet & Seat, you can view other passengersʼ Facebook or LinkedIn profile
details and see where theyʼll be sitting, way before take-off.!
Watch how it works on youtube: http://www.youtube.com/watch?v=eL2lWn7oup4!
Find out more: http://www.klm.com/travel/de_en/prepare_for_travel/on_board/Your_seat_on_board/meet_and_seat.htm!

9. WILKINSONʻS SMOOTH VALENTINEʼS DAY"
Wilkinson Sword is drawing attention to the Hydro 5 mens razor with a print advertising campaign featuring a red hairy
heart, just in time for Valentineʼs Day. “Love needs a bit of upkeep. Have a smooth Valentineʼs Day”.!
Via: http://theinspirationroom.com/daily/2012/wilkinson-hydro-smooth-valentines-day/!

10. HSBC SWIMMING POOL"
This eye-catching swimming pool in Mumbai, India, was created to raise awareness regarding the danger of sea level
rises following global warming and how it could destroy our world someday. It was constructed by attaching a giant aerial
photograph of the New York City skyline to the floor of the pool. This gives the shocking effect akin to a city submerged
in water. The pool is part of a £50 million project tackling climate change led by HSBC, the worldʼs first bank to turn
carbon neutral. !
Via: http://www.telegraph.co.uk/earth/earthnews/3522589/Swimmers-take-dip-in-global-warming-pool.html!

11. HEINEKEN SERENADE VALENTINES DAY"
Heineken has been encouraging romance for Valentineʼs Day 2012 with their new Facebook application ʻThe Serenadeʼ.
In line with Heinekenʻs second global film ʻThe Dateʼ, the new app allows consumers to send entertainging and funny
personalized songs to potential partners, asking them out on a date. Available in twenty languages, ʻThe Serenadeʼ is
designed to create a spark of romance and smiles on the faces of millions of consumers across the globe.!
Via: http://theinspirationroom.com/daily/2012/heineken-serenade-for-valentines-day/!
Check it out: https://apps.facebook.com/heinekenserenade/!

12. SWAROVSKI CUSTOMIZED CRYSTAL WALLS OF LIGHT"
Swarovski continue to lead the way in innovative crystal products with its latest architectural material — Honeycomb. The
“architectural element” is a combination of lightweight cell cores made of polycarbonate with crystals, LED, and fiber-
optic lights that creates a lattice light effect. When light hits the cut crystal, a full range of spectral colors can be viewed,
giving off a brilliant light show. The unique effect also gives architects and designers the opportunity to design
customized walls and ceilings.!
Via PSFK: http://www.psfk.com/2012/02/swarovski-light-wall.html#ixzz1nmE41aHu

13. RED HOT CHILI PEPPERS: INTERACTIVE MUSIC VIDEO "
The Red Hot Chili Peppers did something special with their latest music video ʻLook Aroundʻ, creating an interactive
experience. The video includes a click-and-drag feature that enables viewers to navigate different scenes in a panoramic
manner. Clicking the “Show Hints” option exposes even further interactive layers. The rise of smart TV suggests that
interactive video is in a position to really have an impact on how we consume content at home.!
Via: http://www.digitalbuzzblog.com/red-hot-chili-peppers-interactive-music-video/!

14. MERCEDES ACTRO TAXI"
The all new Actros by Mercedes-Benz was introduced by means of a one of a kind test drive. !
Via: http://www.ibelieveinadv.com/2012/02/mercedes-benz-actros-actros-taxi/!
Watch it on youtube: http://www.youtube.com/watch?v=bo9Ae-k9pCE!

15. FACIAL RECOGNITION ONLY LETS WOMEN SEE AD"
This interactive billboard utilizes a high-definition camera with built-in system that holds a 90 % accuracy rate in decoding
facial features to scan pedestrians for their gender prior to showing the ad. Female passersby can view the full 40-
second video of its ʻBecause Iʼm a Girlʼ campaign that promotes sponsoring a girl to receive proper education in a
developing country. Males wonʼt be able to see the full ad and will be directed to Plan UKʼs website instead, showing
men “a glimpse of what itʼs like to have basic choices taken away.”!
http://www.huffingtonpost.com/2012/02/26/billboard-with-face-recognition-technology-ad-women-not-
men_n_1302286.html!
Watch it on youtube: http://www.youtube.com/watch?v=BHnpSGdIGAI!

16. DORITOS CRASH THE SUPERBOWL"
"Crash the Super Bowl," Doritos' annual contest which pits consumer-created spots for the brand against each other for
the chance to have one air during the big game, was back this year. A $1 million cash prize is on the line if a consumer-
created video scores the number one spot on the USA Today Ad Meter.6,100 entries were submitted, and the five finalist
videos that will compete for consumer votes can be viewed following the link below. !
http://creativity-online.com/news/doritos-crash-the-super-bowl-the-five-finalists/231880!
Check it out on: http://www.crashthesuperbowl.com/!

17. MERCEDES BRINGS SIRI TO CARS"
Mercedes-Benz announced plans to incorporate Appleʼs Siri into its A-Class electronics system, enabling drivers to
access iPhone apps using voice commands. The Drive Kit Plus program will work alongside Mercedes-Benzʼ Digital
DriveStyle App to translate the iPhoneʼs screen onto the in-car system screen. Drivers can then listen to music, change
radio channels, update status on social networks, and send text messages. The Drive Kit Plus will come preinstalled with
popular apps such as Twitter, Facebook, and Aupeo Personal Radio. !
Via PSFK: http://www.psfk.com/2012/02/mercedes-benz-siri.html#ixzz1nmbXprvl

18. INNOCENTʼS LOVE LABELS"
Just in time for Valentineʻs day, Innocent Smoothies launched a special website, which allows consumers to create and
personalize their own little love labels to stick on their favourite smoothie bottle. They can add their own creative
messages and poems or even choose to call it a ʻLimited Loverʼs Editionʼ, which they can then give to someone special. !
Posted by Mareike Jaensch on http://culturalfuel.net/2012/02/10/innocent-smoothies%e2%80%99-love-labels/!
Check it out on: http://valentines.innocentdrinks.co.uk/label/!

19. VALENTINE'S DAY - GOOGLE DOODLE 2012 "
Valentineʼs day is logically a hot topic on a day like this, ranging from people going all the way with heart shaped
chocolate boxes, teddy bears and red roses to those believing this day is another clever way of pushing the sales.
Personally I belong to the latter opinion, trusting it to be other days and other ways to show ones appreciation to
someone special than through forced upon capitalistic romanticism. Thatʼs why I found the message of todayʼs Google
Doodle so sweet. And what I especially liked was the ending where Google supports the freedom to be with the one you
love, no matter the gender ♥ You can easily see it on google.com today or if youʼre reading this post tomorrow; check it
out on youtube below.
Posted by Ida Opstad on http://culturalfuel.net/2012/02/14/googles-valentines-day-doodle/!
Watch it on: http://www.youtube.com/watch?v=WTGUjRJiqik!

20. EVERYDAY CREATIVITY – FINDING BEATS IN THINGS"
Improvisation on a plate.!
Posted by Florian Geiger on http://culturalfuel.net/2012/02/02/everyday-creativity-finding-beats-in-things/!
Watch it on: http://vimeo.com/35846048!

21. AT TWITTER, THE FUTURE IS YOU!"
Filled with design and production fails (think Paint, WordArt and Windows Movie Maker), ʻcatchyʼ sales pitches and
impeccably ʻpoorʼ acting performances, the new recruitment video from Twitter does it in such a fine and humorous way
that it has to be one of the best worst recruitment videos ever made. Feel like sending in an application?!
Posted by Ida Opstad on http://culturalfuel.net/2012/02/06/twitter-recruitment-video/!
Watch it on: http://www.youtube.com/watch?v=vccZkELgEsU!

22. DIGITAL POP-UP BOOKS"
An interesting take on augmented reality, this is called ‚Between page and Screenʻ and is an interactive book of poems,
which works like a digital pop-up book. Readers activate this through a webcam, enabling them to hold the words right in
their hands, having their literary world unfolding itself right in front of them. !
Via: http://www.digitalbuzzblog.com/augmented-reality-pop-up-books/!
Watch it on youtube: http://www.youtube.com/watch?v=1s-JFxEmtpY!

23. ADBUSTING: EUROPEʼS SIBERIAN WINTER"
The freezing temperatures across Europe in the beginning of February were the inspiration for this adbusting stunt.
Via: http://urbanshit.de/?p=7806!
Watch it on: http://www.youtube.com/watch?v=My67XHvsjPY

24. MISEREOR PUTS 2€ INTO ACTION"
This is a really cool way of turning a charity donation into an experience for the spender. Insert 2€ into the machine and
follow its journey through all the things a small amount of money can do for someone in need. A photo will be taken of
the spender at the end of the 2€ coinʼs journey and uploaded onto Facebook. !
Via: http://www.adverblog.com/2012/02/14/2euros-in-motion/!
Watch on youtube: http://www.youtube.com/watch?v=P2xMYboiJ4A

25. FUTURE HIPSTERS"
Created for Social Media Week 2012, this video is showing how a group of elderly hipsters in 2062 is looking back on the
good old days of social media and digital culture.!
Watch it on youtube: http://www.youtube.com/watch?v=uGi_r9xlvqE

26. BRITISH AIRWAYS - THE RACE "
British Airways is sponsoring the forthcoming Olympic Games, which is also the inspiration for their new
spot called The Race. !
Via: http://creativereview.co.uk/cr-blog/2012/february/the-race-ad-for-ba!
Watch it on youtube: http://www.youtube.com/watch?v=1n-9-6ULjHY

27. HIV FOUNDATION/AIDS COUNCIL FINLAND: PLACES"
In order to reach out to the ʻcheck-inʼ generation the HIV Foundation/AIDS Council in Finland has made use of the
places-icon to raise awareness around the risk of infection by putting a number on how many ʻwere hereʼ before you. !
Via: http://creativity-online.com/work/hiv-foundationaids-council-finland-places-woman/26225

28. MAKEGO – PLAY IN A NEW WAY WITH YOUR IPHONE "
With this new app called Makego you can play with your iPhone in an ʻadvancedʼ way. Put some Lego-wheels on your
iPhone and turn it into a racing car or an ice cream van or if you put it in a pencil case make it into a boat. When that is
done you can start interacting with the driver/captain of the car/boat with cute animations and sound.
Via: http://creativereview.co.uk/cr-blog/2012/february/chris-oshea-makego-app!
Watch on vimeo:http://vimeo.com/36433497

29. THE FABERGÉ BIG EGG HUNT "
Fabergé invites people in London to join in on their Big Egg Hunt which is all about tracking down artist-designed eggs
hidden across the city. When an egg is located, the finder can send in a text message with the unique code found on the
egg and in this way they will be participating in a competition where the winner can win a special Fabergé Diamond
Jubilee Egg worth £100,000.
Via: http://www.thebigegghunt.co.uk/!

30. THE COMPOSITES"
Ever wondered how your favorite literary characters would look like if they were real? The artist Brian Joseph Davis is
one of us who does, so he decided to use a police sketch software to type in the characteristics of the characters based
on what was written, and in this way he ended up with some “scientifically approved” appearances of fictive people.
Below you can see what Daisy Buchanan from The Great Gatsby would look like.
Check out more of the characters here: http://thecomposites.tumblr.com/

31. AR: TRY ON BARBIEʼS CLOTHES"
Barbie installed an augmented reality closet where people could “try on” Barbieʼs clothes during the Mercedes Benz
Fashion Week in New York as a part of Barbieʼs 50-years celebration.!
Via: http://www.psfk.com/2012/02/barbies-dream-closet.html!
Check it out on youtube: http://www.youtube.com/watch?v=vDGrfhJH1P4

32. THE GUARDIAN: THREE LITTLE PIGS "
The Guardian is communicating how they are giving the reader ʻthe whole pictureʼ of a story in their new spot showing
how they would cover the story about the Three Little Pigs if this story were to happen today. !
Check it out on youtube: http://www.youtube.com/watch?v=vDGrfhJH1P4

33. TRENDS"

34. RAZORFISH CONNECTED RETAIL EXPERIENCE
PLATFORM"
Great demonstration of technological R&D in the retail environment, way before its time. I hope the smell of “weʼll
prototype it because we can” will dissipate quickly through some implementations very soon. I canʼt wait to experience
this for real. It would be a shame if it turns out to be just another one of those future technology scenarios that donʼt see
the light of day, or just sit in a few flagship stores because people donʼt necessarily see the the benefit in adopting this
type of shopping behavior. !
Posted by Alexander Wipf on http://culturalfuel.net/2012/02/23/razorfish-5d-platform/!
Watch it on: http://vimeo.com/35533524!

35. FACEBOOK 'LIKELY TO ROLL OUT MOBILE ADSʻ"
Facebook has discussed plans regarding the introduction of "featured stories" ads, based on the Sponsored Story
format, into users' timelines on mobile devices. As early as March, people using Facebook on their phones, could be
served adverts. Until now, Facebook has resisted the temptation to sell adverts on either its mobile site or app. !
Via: http://www.brandrepublic.com/news/article/1115593/facebook-likely-roll-mobile-ads-weeks/!

36. MTV SOCIAL TV"
MTV is launching an iPhone and Android app called ‚Under The Thumbʻ allowing people to view its shows while chatting
to friends, and also control playback on their TVs. The app will stream MTVʼs shows on-demand, with an in-app chat
feature for people to talk to friends about what theyʼre watching. The “polymorphic interface control”, is able to turn Under
The Thumb into a remote control app for a TV, providing viewers the ability to control the stream, pause play and go
forth, direct from your phone, where that device becomes the controller for a larger screen too. !
Via: http://www.psfk.com/2012/02/mtv-social-tv-app.html!
Find out more: http://www.mtvunderthethumb.com/!

37. INTERACTIVE BBC IPLAYER APP"
BBC Worldwide is running the “Touch the Stars” campaign to introduce the BBC iPlayer (Global), an interactive iPad app
allowing access to a wide ranging catalogue of BBC programming. The tactile viewing experience of the BBC iPlayer
(Global) is brought to the foreground with television and interactive ads and Poke Ricky, a Facebook app that urges
users to poke Ricky Gervais in the face.!
Via: http://theinspirationroom.com/daily/2012/bbc-worldwide-touching-the-stars/!
Check it out: http://www.bbcworldwide.com/ricky/!

38. INTRODUCING GOOGLE CHROME FOR ANDROID "
With the introduction of Chrome for Android, this means users can now experience all of the features such as synced
tabs, favourites and the like, across desktop, notebook, mobile and tablet devices, allowing access to their browsing
world from anywhere. !
Via: http://www.digitalbuzzblog.com/video-introducing-google-chrome-for-android/!
View it on youtube: http://www.youtube.com/watch?v=lVjw7n_U37A!

39. ASOS CLICK TO PURCHASE "
The fashion magazine ASOS leads the way with blippable 'click to purchase' content!!
https://www.facebook.com/photo.php?pid=1064972&l=412848cba9&id=165764753468747!

40. BAMBOO SMARTPHONE"
U.K. student Kieron-Scott Woodhouse engineered the worldʼs first smartphone carved from bamboo, running on
Googleʼs Android 4.0 operating system. The outer bamboo casing is environmentally sustainable, where this material is
rapidly gaining popularity as a material for designers to work with as itʼs flexible, durable, eco-friendly and has an organic
and stylish finishing. !
Via PSFK: http://www.psfk.com/2012/02/bamboo-android-smartphone.html#ixzz1lhi4UlfM
Watch more on: http://www.youtube.com/watch?v=B-wc0QGuMow!

41. MICROSOFTʻS ILLUMISHARE"
IllumiShare enables remote people to share any physical or digital object on any surface. It is a low-cost, peripheral
device that looks like a desk lamp, and just like a lamp lights up a surface at which it is pointed and turns it in to a shared
space.To do this, IllumiShare uses a camera-projector pair where the camera captures video of the local workspace and
sends it to the remote space and the projector projects video of the remote workspace onto the local space. With
IllumiShare people can sketch together using real ink and paper, remote meeting attendees can interact with conference
room whiteboards, and children can have remote play dates in which they interact with real toys.!
Via: http://blogs.technet.com/b/next/archive/2012/02/27/microsoft-research-shows-illumishare-and-blows-my-mind.aspx
Watch it on: http://www.youtube.com/watch?v=ewmw8fUTa0Y!

42. INSIGHTS &
OPINIONS"

43. USING BRAIN POWER TO CONTROL TECH"
The keyboard and TV remote control may be the ways we interact with our technology at present but this could change
quite considerably in the future. This report takes a look at how the future of brain control for devices could look like and
what can be achieved with the power of positive thinking. !
Via: http://news.bbc.co.uk/2/hi/programmes/click_online/9699536.stm!

44. THE FUTURE OF DIGITAL DISPLAYS"
Corning, the worlds leading high-tech glass manufacturer released “A Day Made Of Glass 2: Same Day” which takes a
futureistic look at glass technology and provides an insight into the future of digital displays.!
Via: http://www.digitalbuzzblog.com/video-the-future-of-digital-displays-part-2/!
Watch it on youtube: http://www.youtube.com/watch?v=jZkHpNnXLB0!

45. PINTEREST: THE ULTIMATE GUIDE"
Check out this nice little summary on the hottest start-up thatʼs on everyoneʼs radar at the moment – Pinterest.!
View it here: Via: http://www.slideshare.net/litmanlive/the-ultimate-guide-to-pinterest-11613788!

46. FACEBOOK TIMELINE ARRIVES FOR BUSINESS"
For anyone working in social media, itʼs necessary to know the ins and outs of the new facebook time. This article covers
the key features and preps you on how to get a company ready for the Facebook-wide rollout on March 30th. !
Via: http://www.pcworld.com/businesscenter/article/251005/
facebook_timeline_arrives_for_business_prepare_your_page.html!

47. THE HISTORY OF MARKETING"
This infographic shows an exhaustive timeline through the lens of marketing history. It takes a look at how technology
has changed the way marketers do their jobs, how consumers have responded (not always so favorably).!
Via: http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-
INFOGRAPHIC.aspx/?source=blogtwitter!
View the infographic here: http://blog.hubspot.com/Portals/249/images/the-history-of-marketing-HUBSPOT-
resized-600.jpg!

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