Cultural Fuel describes the background and pulse of local and global trends and insights that influence people. In this blog, we post work, cases and insights that we believe are a testament to Cultural Fuel that can inspire Act Creation. The Cultural Fuel Trend Report is a monthly summary of the things we find. http://culturalfuel.net/

1. THE !
HUMANKIND!
AGENCY!
CULTURAL FUEL TREND REPORT – June 2012 / ISSUE XII

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. ONE COPY SONG / PASS IT ON"
Your spot in line! To be able to listen to the new song of Adam Tensta you need to line up and wait for your turn to hark.
The one copy song release was organised so that only one person could listen to it at a time. The idea originated by
Tensta remembering back in the days when he had to wait for a single to release and had to wait in line to get the new
single hot off the press. You can take the chance to skip the queue by telling people on facebook about this or tweeting
about it to spread the song further.!
Source: http://adland.tv/commercials/adam-tensta-one-copy-song-pass-it-2012
Watch it on: http://cargocollective.com/rasill/Adam-Tensta-One-Copy-Song!

5. EXPERIENCE THE INCREDIBLE SHARPNESS"
WMF kitchen knife wanted to get in touch with the new generation of chefs. Namely those who generate their newest
recipes and information online. WMF started an online campaign based on an insight which claims that customers are
more likely to buy a knife when they have tried it once. Therefore, to demonstrate how sharp their knifes are, they started
to enable users to use it online by cutting the banner and the web browser into pieces. !
Source: http://www.welovead.com/en/works/details/de5DklpA!
Watch it on: http://www.welovead.com/en/works/details/de5DklpA!

6. VINNIE´S HANDS-ONLY CPR"
The British Heart Foundation is urging people to concentrate on chest compressions when performing CPR. Therefore
they promoted a new campaign supported by the footballer-turned-actor Vinnie Jones. The spot focuses on educating
people how to apply CPR if they are not specifically trained. For this they implied the famous Bee Gees song ʻStaying
aliveʼ to get the tempo of chest compression right. !
Source: http://www.welovead.com/en/works/details/981Dkntv!
Watch it on: http://www.canneslions.com/work/2012/promo/entry.cfm?award=4&entryid=33078!

7. HUMANIZED ATM"
BBVA Foundation and creative agency Volver d6 from Peru have launched this web video presenting „The Little Guy
Inside the ATM“. Many kids in Peru are not able to read, so they started this campaign to spread awareness of the
illiteracy rate. The charismatic guy placed in an ATM machine asked people to make a donation to support the reading
program for children. Every time people use their card, they need to watch the video which is really hard to ignore in this
case.!
Source: http://adsoftheworld.com/media/ambient/bbva_foundation_the_little_guy_inside_the_atm!
Watch it on: http://www.youtube.com/watch?v=UPxdIwuPTfc!

8. EVERY 18 SECONDS SOMEBODY DIES OF AIDS."
About 1.751 million people die of AIDS every year worldwide, that means every 18 seconds somebody dies of AIDS.
Making this high death rate tangible, Kempertrautmann Hamburg designed interactive billboards that produced foam and
nourished it with helium. A cross shaped stencil came out every 18 seconds to represent AIDS victims.!
Source: http://www.welovead.com/en/works/details/01eDknrB!
Watch it on: http://www.youtube.com/watch?v=tqmplpzNEDU!

9. BMW M5 – BULLET PROOFED"
BMW Canada published a viral video to demonstrate the speed and strength of the BMW M5 by likening it to a bullet.
This video fits into the category ʻhigh performance artʼ, where Beethoven harmonizes with BMWʼs engine sound and the
Director of photography is highly recommendable. Enjoy!!
Via: http://creativity-online.com/work/bmw-bullet/28224!
Watch it on Youtube: http://www.youtube.com/watch?v=ZDuxWGHA-Z4!

10. KEY-FREE TECHNOLOGY BY FORD"
No key, no stress, more time. Ford turns a car feature into everyday service. The technology is inspired by Fords key-
free system, whereby certain models automatically unlock when an owner comes close to his/her car. The key-free
technology connects mobile and computer, if you come close to your computer, it will automatically log you into your
social network or email accounts. The launch of the key-free-log-in app is part of Fordʼs strategy in Europe to market its
various technological developments in a non traditional way. !
http://creativity-online.com/news/ford-keyfree-technology-can-unlock-your-car-and-sign-you-into-facebook/235346!
Watch it on Youtube: http://www.youtube.com/watch?v=1nVaA7duKNI!

11. CAPE TOWN STATION ACTIVATION"
South Africa has a high criminal rate. Every year in South Africa thousands of criminals escape conviction due to people
disturbing crime scene evidence. The DNA Project set out to educate the public never to interfere with a crime scene.
FoxP2 Cape Town created a 6x8m canvas out of small white stones. Onto this they spray painted the giant mugshot of a
criminal. As people walked over the installation the criminalʼs identity became more and more unrecognisable.!
Source: http://adsoftheworld.com/media/ambient/dna_project_cape_town_station_activation!
Watch it on: http://www.youtube.com/watch?v=8jM08SYzvjo!

12. MOBILE CONSUMER EXPERIENCE BY MINI"
Mini recently announced the opening of 10 new stores in France to increase test drives. It would however not be Mini, if
they opened traditional showrooms. Instead of building old fashion show rooms, Mini launched 10 actual vehicles on the
roads of Paris. Potential customer are able to enjoy immediate test drives. !
Via: http://www.digitalbuzzblog.com/the-mini-store/!
Watch it on YouTube: http://www.youtube.com/watch?v=eERpml3DpMs&feature=player_embedded!

13. EX LOVER PREVENTER"
Apps to block certain contents are growing in popularity such as football scores (Heineken) or ads promoting
unachievable beauty (Dove). Now, DDB Brazil created an app to help friends who recently were dumped by their lovers
and can not restrain calling them to extend the humiliation. Due to this problem Guaraná Antarctica has launched a funny
Ex-Lover Blocker App which should prevent friends from calling their Ex. If they ignore the block and still call their Ex-
lover it will be published on a social media.!
Source: http://www.digitalbuzzblog.com/guarana-antarctica-ex-lover-blocker-app/!
Watch it on: http://vimeo.com/43467971!

14. NIKE: NEW CLUBS SPONSORSHIP"
To present the new Santos uniform, Nike revitalised the clubʼs vocation to produce great players in its youth division, like
Pelé, Robinho and Neymar, creating the concept 'Ace Player Factory'. The kit featured a life-size mould of the face of
Neymar, the greatest idol of Santos and Brazilian football nowadays. The size of the kit, as well as its unusualness,
made it widely known and was associated with the uniqueness of the Nike brand.!
Source: http://adsoftheworld.com/media/dm/nike_new_clubs_sponsorship_santos !

15. TWITTER-POWERED VENDING MACHINE"
Would you stop and tweet for a tea? Another great vending machine installation from South African brand BOS Ice Tea.
They launched a Twitter powered vending machine in Cape Town where users have to send a tweet to the BOS account
and the vending machine then dispenses a free sample of BOS Ice Tea. It combines an online platform like Twitter with a
real life installation. !
Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/twitter-powered-vending-machine-by-bos-ice-tea/!
Watch it on: http://www.youtube.com/watch?v=mzUXa6JThVQ!

16. 100 BEAUTIFUL SLIDES FROM CANNES LIONS"
Cannes Lions Creative Festival 2012 offered a vast array of astonishing content. To get an idea about different
presentations Jesse Desjardins has curated the 100+ best Slides from the entire Festival. !
Via: http://www.digitalbuzzblog.com/the-100-best-slides-from-cannes-lions-2012/!
Watch it on Slideshare: http://www.slideshare.net/jessedee/100-beautiful-slides-from-the-cannes-lions-festival-of-
creativity-2012?ref=http://www.digitalbuzzblog.com/the-100-best-slides-from-cannes-lions-2012/!

17. KARAOKE S.O.S."
What kind of people are usually bold enough to embarrass themselves by singing karaoke? That is the insight !
Saatchi & Saatchi Frankfurt used for their “call a taxi” campaign. While the people were singing in a karaoke bar on St.
Patrick´s Day they changed the lyrics to incorporate an S.O.S. message. The bottom line: If you are drunk enough to
sing you are probably too drunk to drive. !
Source: http://scaryideas.com/content/29420/!
Watch it on: http://www.youtube.com/watch?v=nJ6G3vjUuTA!

18. MCDONALDS: THE TRAIN TIMETABLE"
DDB Warsaw launched an interactive McDonalds campaign at the Central Station of Warsaw. McDonalds integrated a
menu into the train timetable. The menu is connected to the scheduled train time as well as the expected delay. After
calculating how long it takes to the next train, Mc Donald's adapts menu items to time and offers the right menu for the
right time. !
Soucre: http://www.digitalbuzzblog.com/mcdonalds-the-train-timetable/!
Watch it on: http://www.youtube.com/watch?v=E142QuEQirw!

19. LEGO BRAINBRICKS: GAME YOUR LEGO"
BrainBricks is a concept product for LEGO that merges physical and digital play. It enables you to bring your actual
LEGO creations to life within a digital gaming experience. This includes tiny sensors, which enable the bricks to sense
their configuration with another and communicates it wirelessly to any mobile device. !
Source: http://www.digitalbuzzblog.com/lego-brainbricks-game-your-lego/!
Watch it on: http://vimeo.com/38493546#!

20. STONES TELLING STORIES"
One important out of several facts was decisive for the campaign of Jung von Matt Hamburg: 50% of all young Germans
under 25 do not know what “Holocaust” means. On this account they implemented the Stumbling Stones, one of the
most touching Holocaust memorials, in the digital world. The artist Gunter Deming started to place a memorial stone for
every victim of the fascist Nazi regime in 1997. To make young people also stumble upon these stones Jung von Matt
placed them where kids spend most of their time: online. !
Source: http://www.welovead.com/en/works/details/b1bDkntE!
Watch it on: http://www.youtube.com/watch?v=l0Z_cgS9mIc!

21. CANNES FUTURE LIONS: WANNING CASE STUDIES"
Youngsters in advertisements are continuously utilising the opportunity to showcase their work. Getting an impression
about the future advertiser from the winner of the Future Lions 2012. Highly recommendable is the ʻBLACKOUT
RECORDERʼ as well as ʻSearch is Automaticʼ. !
Via: http://www.digitalbuzzblog.com/cannes-future-lions-winning-case-studies-videos-2012/!

22. THE HINGLISH PROJECT"
The Hinglish project is a combination of typography and tourism. The project intended to make India more accessible
due to the individual letters and its script. Therefore they created a font that pictures a Hybrid of Hindi´s Devanagari
script combined with the English Roman script. The used basis of the completely diverse scripts are the phonetic sounds
they share. !
Source: http://www.welovead.com/en/works/details/13aDkpqy!
Watch it on: http://www.youtube.com/watch?v=pX76E8qRct4!

23. UNIQLO PINTEREST CAMPAIGN ""
Pinterest has seen a significant growth rate this year and is now the third most popular social network. Brands start to
use Pinterest actively for promotion. These include Uniqlo, which rolled out a visual campaign to pin Pinterest users
attention. In cooperation with Firstborn, they created six pinned rows of long graphics in five categories. By scrolling the
page down, users can view the graphics styled as an old film strip. !
Via: http://popsop.com/56565/!
Watch it on YouTube: http://www.youtube.com/watch?v=e5FM-VcE7UA&feature=player_embedded!

24. VIRTUAL SHOE FITTING"
The shoe store Goertz installed a virtual show fitting at high traffic train stations. People could try on different shoes and
sizes and then feature a picture on facebook. It was referred to as ʻThe day when an outdoor media turns into a virtual
shoe shop.ʼ !
Via: http://www.oneadstand.com/goertz-casefilm-virtual-shoe-fitting//!
Watch it on YouTube: http://www.youtube.com/watch?v=e5FM-VcE7UA&feature=player_embedded!

25. RADIO GHOSTS"
1 out of 11 deaths caused by car accident had to do with driving after drinking. To raise awareness, Serviceplan Munich
created radio spots describing the accident by the deceased victim itself. They installed wooden death crosses with the
ability to stream the spot to radios along a certain radius. !
Via: http://www.welovead.com/en/works/details/d28Dkruv!

26. I HAVE ALREADY DIED"
ʻI have already diedʼ is a campaign powered by Publicis Amsterdam to promote the incurable disease “ALS”.
Testimonials are nine Dutch patients suffering from ALS disease, they made campaign statements for the ALS
foundation, for advertising campaigns to be aired after they died.!
Via: http://www.welovead.com/en/works/details/abeDkrtB!
Watch it on Youtube: http://www.youtube.com/watch?v=LlDUWG-3zfU!

27. TRENDS"

28. WHY DOES FOOD LOOK SO MUCH BETTER IN ADS?"
McDonalds Canada replied to an inquiry on social media with a new strategy. ʻWhy does food look so different in
advertisement?ʼ Being more transparent than ever, the Director of Marketing takes viewers through the whole process. It
starts from purchasing a Quarter Pounder at Mc Donalds and goes on to a comparison with the Burger made in the
photo studio. Well done Mc Donaldʼs. !
Via: http://www.adrants.com/2012/06/mcdonalds-explains-why-food-looks-so.php!
Watch it on Yotube: http://www.youtube.com/watch?v=oSd0keSj2W8&feature=player_embedded#!!

29. THE FUTURE OF TACTILE NAVIGATION I"
Progressing technology make us face new opportunities to engage with digital devices and explore how real interactions
can trigger digital experiences. Digital Labs Paris wanted to control an online car configurator through a ʻphysical
interfaceʼ built with everyday objects. A camera with 3D sensor detects object and gestures and transforms these
physical movements into digital events. !
Source: http://www.adverblog.com/2012/06/05/the-future-of-tactile-navigation/!
Watch it on Vimeo: http://vimeo.com/43108191!

30. THE FUTURE OF TACTILE NAVIGATION II"
Two students at the Massachusetts Institute of Technology (MIT) have managed to develop an invention which turns
everyday objects into touchpads and combines them with the internet. Itʼs a simple invention Kit for beginners and
experts doing art, engineering and everything in-between. Turning bananas into piano keys, so to speak.!
Source: http://www.bbc.com/news/technology-18303012!
Watch it on Youtube: http://www.youtube.com/watch?v=rfQqh7iCcOU!

31. VIMEO AWARD WINNING FILMS 2012"
Vimeo held their second-ever Award Show in New York. Winners in 15 categories were announced. Independent film-
makers exhibit a fantastic mix of the newest technologies, greatest musical performances, breath taking visuals as well
as emotive storytelling. Itʼs great to see how internet based platforms engage with their users and turn services into real
experiences. !
http://www.digitalbuzzblog.com/vimeo-award-winners-films-2012/!
Watch it on Vimeo: http://vimeo.com/43708825#!

32. THE CO-CREATED FUTURE OF MUSICAL
STORYTELLING"
As social media increases over the past years, we have reached a point where an artistʼs interpretation of a song
delivers value to music experience. The co-creation and evolution of diverse titles is on the rise. Perhaps no song
illustrates this more powerfully then the interpretation of Gotyeʼs “Somebody That I Used To Know”. !
Via: http://www.rohitbhargava.com/2012/06/somebody-i-used-to-know-the-co-created-future-of-musical-storytelling-.html!

33. REINVENTING TEA "
Starbucks is continuously reinventing their business model. After the acquisition of ʻLa Boulange Bakeryʼ, the introduction
of energy drinks ʻdoubleshotʼ as well as the opening of its first juice bar ʻEvolution Freshʼ.!
Using the past as inspiration to innovate for the future, Starbucks introduced the new concept tea store called Tazo, a
store that offers 80 varieties of loose leaf tea as well as everything for tea drinking. !
Source: http://popsop.com/56457/!
Check it out: www.starbucks.com/retail/tazo.asp!

34. RESPONSIBILITY MEETS CORPORATE / TECHNOLOGY "
In a rapidly changing world, access to clean drinking water is still an issue. Therefore Unilever, Population Service
International (NGO) and Facebook teamed up to introduce ʻWaterworksʼ. A Project that is aimed to help communities in
need of fresh drinking water. The idea is based on a Facebook Timeline app, which connects Facebook user directly with
so called ʻWaterwokerʼ. The app is designed to do daily donations, which can start from 0,10€. !
Via: http://popsop.com/56473/!
Watch it on YouTube: http://www.youtube.com/watch?v=cA5ifsMo194&feature=relmfu!

35. INSIGHTS &
OPINIONS"

36. AD NETWORKS VS. DIGITAL GIANTS"
This is an eye opening blog article with two infographics. Firstly, the author compares performance indicators of
advertisement networks with Facebook, youʼll gain some surprising insights. Secondly, he gives an interesting
assessment of what happened after the IPO and what could happen with Facebook in the future. Thirdly, he takes an in-
depth look into the advertisement possibilities offered by Google and Facebook. !
Via: http://popsop.com/56034/!

37. THE 2012 CANNES LIONS DAILY INFOGRAPHICS PROJECT"
Cannes Lions Festival of Creativity taps into the infographic trend and uses this technique as a form of showcasing
gathered information during the festival. Lots of details and facts can be gained from the charts. All over Cannes is
publishing 5 categories: Atmosphere, Global, Winners, Social, Recap!
Check it out: http://www.canneslions.com/inspiration/feature.cfm?article_id=18!

38. SOCIAL MEDIA CURRENCY ""
It was just a matter of time that the first social media ranking for individuals is available. Klout is a company that assigns
a numerical value to how influential you are online. Critical voices have been raised saying they use a shaky
methodology and The New Yorker called its social ranking premise downright evil. !
Source: http://www.getthefive.com/articles/the-idealist/infographic-scoring-klout-the-inside-scoop-on-the/!
Find further information on the info graph: http://imageserver.quinstreet.com/content/one/7675/scoring-klout.jpg!

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