Tile, the Bluetooth-enabled tracking system, is running “Lost Panda”, an integrated advertising campaign featuring Ernie, a soft toy separated from his owner, Lucy. The stuffed panda finds his way back home with the help and kindness of strangers, a reference to the network of Tile users and the tag line, “Together we find”. The story is inspired by an actual Tile customer, a young girl who lost her stuffed animal in a busy city, only to be reunited later with the help of the Tile community. The campaign includes 60 second, 30 second and 15 second formats on TV, and a full-length short film online. Lucy explains the way Tile works in an online video. The campaign was launched with social media featuring lost panda posters in San Francisco and New York: “Lost panda. Black and white. 15” tall. Wearing a sweater vest. His name is Ernie, but he doesn’t answer to it. Has a Tile in his pocket. Have you seen him?”. Tile will release a book featuring Ernie the lost panda, inspired by customers’ seek-and-find tales.
Choosing a CEO is serious stuff. It takes skill, responsibility and a lot of knowledge. The Diesel CEO’s chair is empty at the moment. Alessandro Bogliolo served as CEO for the Italian fashion brand from 2013 until July 2017 when he left to work with Tiffany. Until the official successor takes on the role, the company is searching for someone to temporarily occupy it: a Chair Executive Officer. With such a short amount of time available, there’s only one skill that anyone interested in the role must possess: to be ridiculously good at sitting in a chair. That’s why Renzo Rosso, Diesel’s founder, is asking people to showcase their best sitting technique on the brand’s Facebook page. Starting from 5th October, people will be able to showcase their sitting skills for 4 days by commenting with photos or videos on the post that launches the initiative. The new Chair Executive Officer will then fly to Italy, straight to Diesel headquarters, where he or she will become a brand ambassador, sitting on the brand’s most important chair for an entire week: the Diesel CEO Chair.
Gravity Cat, the commercial for Playstation 4 game Gravity Rush 2 (known in Japan as Gravity Daze 2), has won a Grand Prix award at Spikes Asia. The commercial, commissioned by Sony Interactive Entertainment, was designed as a cat video demonstrating new laws of gravity outdoing Newton’s law of gravity. Although the game is animated, the Gravity Cat commercial is made as live action film in which two sisters and their cat run freely across the walls and ceiling of their unit, before being released to free fly through the sky. The commercial begins with a university student struggling with her thesis on laws of gravity. At the end she’s released to live outside of the box. The cat appears in the video in recognition of the sidekick cat character in the Playstation game. And, of course, cat videos are eminently shareable.
IKEA’S Cook This Page, an in-store promotion in Canada, has won a Grand Prix award at the Clio Awards. The IKEA Cook This Page campaign involved a set of printed recipe sheets distributed to IKEA stores to encourage use of IKEA kitchenware and food products. “The Cook This Page Parchment Paper Recipe Series,” a collection of easy-to-make recipes printed on cookable parchment paper. With step-by-step instructions and a list of ingredients precisely illustrated on the parchment paper to match actual proportions, the only thing one had to do was add food, roll it all up and bake it. The sheets are printed with food-safe ink. With the fill-in-the-blank directions, you can place the salmon, meatballs, shrimps, fruit crumble and other ingredients inside the printed layouts. Finally, roll up the paper with all the ingredients and get ready to cook your meal.
Tourism Ireland has won the Grand Prix at the Kinsale Shark Awards for the second year in a row, following on from the Doors of Thrones campaign to the Game of Thrones Tapestry. After seven years of production, Game of Thrones® has truly become a part of Northern Ireland’s heritage and culture. In order to celebrate this, Tourism Ireland have created the Northern Ireland Game of Thrones® Tapestry – a giant, 77 metre long medieval wall-hanging that brings to life the events, locations and story of the most popular television series of all time. Harking back to Northern Ireland’s rich heritage of textile and linen manufacture, the Northern Ireland Game of Thrones® Tapestry was hand-woven and hand-embroidered using linen sourced from one of the last surviving linen mills in Northern Ireland. Traditional medieval tapestries of a similar size have taken upwards of 20 years to complete. 66 metres of this tapestry were created in under 3 months, to be followed by a new section every week, following the release of each new episode of Game of Thrones® season 7. The full Northern Ireland Game of Thrones® Tapestry is currently on display at the Ulster Museum in Belfast, as well as online at Ireland.com.