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Marketing Innovation: Under Armour


On July 17, top executives from the world’s major sports marketing companies gathered in New York City to honor the best in sports advertising, design and communications at the first-ever Clio Sports Awards. That night, Steve Battista proudly accepted the Brand Innovation Award on behalf of Under Armour, where he serves as senior VP brand creative. Behind the scenes, I know that many of the companies and talents I have had the privilege to work with are also celebrating this monumental win. For example, global creative agency ATTIK provided key support for Under Armour’s launch of Armour39 (wearable tech that helps you track your workout intensity), as did creative production company Shilo… which also produced many of the epic brand films (including the one above) that have made Under Armour’s YouTube Channel must-see TV for serious athletes.

A story by Austin Siegemund-Broka for The Hollywood Reporter chronicles the brand’s growing success, and offers this insight Read more

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Case study: Smart ways to communicate

To me, one of the best ways to understand how effective marketing works is to look at campaigns that have won the most or the biggest creative industry awards, and you won’t find a recent campaign that has been more successful at winning major awards than this one from McCann’s office in Melbourne, Australia. I discuss many awards submissions with my clients every year, and in my experience, oftentimes what makes a project award-worthy is the documentation you can provide – especially when you can clearly present valid results the work has helped deliver. This theory is backed-up by the documentation for Dumb Ways to Die from McCann Melbourne, which was named “Most Awarded Agency” by Advertising Age in 2013 thanks to this project earning numerous “best of show” honors from the major international programs, including a record five Cannes Lions Grand Prix (in the Film, Integrated, Direct, PR and Radio categories).

Here are some highlights of the verbiage the agency used for this project, which was produced for Melbourne Metro Trains. Read more

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Case Study: Shilo

Last updated on Apr. 15, 2014: Shilo’s Filmmakers Shine Ever Brighter as Partners for Brands and Agencies Seeking Provocative, Original Commercials and Films

“Inspired and United Client and Agency Contacts Keep Global Media, Professional and Industry Targets In Steady Contact with Shilo’s Projects, Vibe and Culture”
See also: SHILO MEDIA COVERAGE

Shilo is an Emmy Award-winning creative production company representing a group of filmmakers led by director Jose Gomez. Internationally known for creating provocative, design-infused original film and HD video content, Shilo’s artists in New York and La Jolla, California, produce spellbinding short films, music videos and commercials for leading advertising agencies and brands. Shilo also published its own book in 2007 (“We Make It Good”) and curates the popular website WeMakeItGood.com. Read more

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The first-ever CLIO Sports Awards

Introducing the inaugural CLIO Sports Awards, which will honor excellence in sports marketing and advertising at a special VIP event in NYC on 17 July. These awards will spotlight the top athletes, leagues and associations, media and news outlets, teams and brands behind the best works introduced to the public in 2013 or through this coming 31 May.

“CLIO Sports recognizes the enormously dynamic and still growing impact of sports on marketing and advertising,” said Nicole Purcell, executive director, CLIO Awards. Read more

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Steve James: Thanks for the documentaries

Once again this year, the pre-Sundance buzz is headline news worldwide, with The Daily Telegraph asking if, at age 30, the renowned festival still has its edge. There and in widespread coverage like Elizabeth Weitzman’s great New York Daily News article from this past Sunday, “Highly Anticipated Films At The 2014 Sundance Film Festival” from BuzzFeed and others, the latest news from filmmaker Steve James leads the way. Steve’s new Kartemquin Films feature documentary “Life Itself” executive produced by Martin Scorsese will have its world premiere at this year’s festival, and he will also be honored during a 20th anniversary Sundance screening set for “Hoop Dreams,” his very first film, which is also one of history’s highest-grossing and most-acclaimed documentaries. Steve continues breaking new ground as a director and I am definitely a huge fan. I also have much love, respect and admiration for Loretta “LJ” Jeneski of Nonfiction Unlimited, the NYC and LA-based commercial production company that has represented Steve and many of the planet’s best documentary filmmakers for commercial and creative assignments since 1995. Read more

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Sharing secrets: Movie trailers

Writers Jason Kehe and Katie M. Palmer recently traced the history of movie trailers for Wired Magazine, and the results are extremely fascinating, probably even for non-film-school graduates. You can read the full story here along with all of the amazing sidebar articles – The Art of the Trailer – and I’m also sharing an excerpt below. Wondering why I’m embedding the trailer for Martin Scorsese’s upcoming film “The Wolf of Wall Street” above? According to Adweek, this project just won the 2013 Grand Key Art Award from the Hollywood Reporter’s Key Art Awards. As confirmed by The Inspiration Room, the award-winning trailer was created by Industry Creative with Paramount Pictures chief marketing officer Josh Greenstein, Read more

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Coming soon: EventTech 2013

November 4-6, join the talents behind Event Marketer Magazine and the Event Marketing Summit for the third-annual EventTech, the world’s only conference and exposition focused on using social media and technology to optimize events and trade shows. Join hundreds of marketers from across the Fortune 1,000 and the best marketing agencies in Las Vegas for quick-dives into the latest technologies, the hottest trends and the most important digital+live best practices, including the following. Read more

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51st New York Film Festival

For over 50 years, the New York Film Festival has been the city’s premiere showcase for the best new cinema from around the world. All the excitement for the renowned event’s 51st edition kicked off at Lincoln Center on 27 Sept., and the festivities runs on through 13 October.

The Film Society of Lincoln Center was founded in 1969 to celebrate American and international cinema, to recognize and support new filmmakers, and to Read more

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Wander Follows the Frog to Global Success

Los Angeles-based Wander is a multi-dimensional creative shop that produces award-winning work in a variety of media, including TV commercials, short films, design and brand integrated content. In 2012, filmmaker Max Joseph and Wander’s founder and executive producer Aaron Weber joined forces to create an innovative short film – described by Joseph as “a runaway train of thought, this nervous extrapolation of things you shouldn’t do” – for The Rainforest Alliance. One million and three hundred thousand YouTube hits later, this project is a phenomenal success by all measures. For starters, out of 34,000 international entries into the prestigious Cannes Lions awards show and festival, the project written, directed, shot, edited and narrated by Joseph and produced by Weber was awarded this year’s Bronze Film Lion. It also leads the coverage in TED’s 2013 report on Top Ads Worth Spreading, earning this high praise:

The spot careens from one cultural trope to the next, like a fever dream of strange logic and loose causality. But it does all of this in service of rainforest advocacy. The simple message, which asks only that consumers buy coffee and other products branded with The Rainforest Alliance, is tailor-made for online advocacy. Read more

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Future forward with production studio Leviathan

As the principals of design-focused production studio Leviathan begin their fourth year in business together, their impacts are growing in virtually every dimension. While the montage featured here and at www.lvthn.com presents most of their latest large-scale visual experiences crossing all media, many new achievements are currently in the works as well.

At each new turn, projects like these for The North Face and Callaway via Factory Design Labs, for Kelley Blue Book via Doner, for Western Digital via R&R Partners, for Dodge via Union AdWorks, for HP via Designkitchen, and for musical artists Amon Tobin, Skrillex and others are leading in new directions. Read more

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