UNICEF and Qantas are running “5 Fund”, an Australian campaign designed to inspire a nation to turn something that they think is practically useless, the 5c piece, into the most powerful coin in the world. To the average Aussie a 5 cent piece is seen as almost useless. Every day it’s simply discarded and left behind. Some would even go as far as to say the 5c piece is becoming more of a hassle to carry around than to have as a valuable piece of currency. To a child in a far off land, that same 5 cent piece is immensely powerful, and has the ability to supply clean drinking water for two days. Launched in May on 5Fund.org.au, the campaign is running on board Qantas flights, through print and online. It also has touch points at all domestic terminals across Australia.
Paper Cuts is an interactive paper guillotine by artists Mandy Smith and Hal Kirkland. It invites people to experience the world’s most recognizable instrument of death, head first. However, unlike its deadly ancestor, this blade offers nothing more final than a paper cut. The Paper Cuts guillotine experience, hosted in Amsterdam and London, brings a new twist to this infamous apparatus by transforming a powerful symbol of death into a thing of beauty. Delicate, inviting and something people may even line up for. Voluntarily this time. Every time the paper blade falls a camera films the person’s final fate-filled expression, forever immortalizing it on PaperCuts-Exhibtion.com as a sharable Gif.
Rosetta Stone has just unveiled “Create a Smaller World”, a multi-platform advertising campaign encouraging millennials to learn a new language using online software. Every day, millions of people use a second language to make a happier, smarter, and more connected world. The multimedia campaign, online at rosettastone.com/smallerworld, includes TV, radio, print, digital marketing and social media. The :60 TV launch spot, directed by Young Replicant from Pulse Films, focuses on how learning a new language can help people form connections with others. The campaign will also be supported by a four-part web series developed in partnership with VICE, covering German, Spanish, English, French and English immersion experiences.
Nike’s Jordan Brand is honouring New York Yankees captain Derek Jeter with an advertising campaign using the “Re2pect” theme, a reference to his position as Number 2. A 90-second commercial features some of Jeter’s biggest fans and even his rivals tipping their caps to pay homage to Jeter. “No matter what hat you wear, tip it to The Captain.’ Jeter, who is serving his final season as baseball, was the first athlete after Michael Jordan to sign up with Brand Jordan. See Twitter responses to the #Re2Pect hashtag.