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The critics argue that advertising only shows us the pretty bodies and cute faces but whoever understands that working in this industry means giving up most of our spare time to a stressful lifestyle and tight deadlines will not mind us developing ideas that mix business with pleasure. A tremendous Thank You to clients like NIKE. 

My friend Romàn from Buenos Aires just told me about this fascinating multimedia campaign by agency MOTHER. It was created to push awareness for the appetizer drink FERNET 1882. Fernet 1882’s strategy is to appeal to young drinkers through humour and creativity. The marketing department has created art exhibitions to capture people’s attention, as well as a set of commercials involving pop animation, modern music and quirky offbeat humour.

http://www.youtube.com/watch?v=Q7ck_Lj-xF8

http://www.youtube.com/watch?v=77ye5j4tUjs

http://www.youtube.com/watch?v=7J79ZTyIdIs

http://www.youtube.com/watch?v=In3HZvAZr4s 

The ad campaigns aim to appeal to the absurdity of young Córdoba humor; the marketing team filled Córdoba’s main street La Cañada with 1,882 blue metallic dolphin balloons last year, which drew massive attention from the media, tourists and Córdoba inhabitants. 

See the video footage of the ambient media campaign installation and the reactions of the passer-bys here:

http://www.youtube.com/watch?v=aAdU2ppYSBI&eurl=&feature=player_embedded

Unlike their ancestors, modern drinkers mix fernet with coke (in Spanish ‘coca’). Fernet 1882 paid tribute to famous Argentine actress Isabel ‘Coca’ Sarli on her 74th birthday by creating a great art installation. The agency installed 1882 cut outs of “La Coca” in a park in central Buenos Aires. The slogan: “1882 Fernet with Coca… Sarli”.

Watch the set up here: http://www.youtube.com/watch?v=MG0Jzp3OrbM

Local observers of the campaign support this marketing strategy. “We Argentines are extremely emotional and passionate people. It has to do with our Italian heritage. So, emotions and humour are the goals of the advertisements. This creates fidelity to the brand.”

Swatch recently launched a further ‘artist’ watch collection in Venice, Italy. The press conference and soirée which took place in Teatro La Fenice turned into a live painting event. “Billy the artist” drew his street-art ornaments - a mix of Keith Haring and ethnographic patterns - all over Piazza San Marco. Further artists who were invited to design the new collection “CreArt by Swatch” were Ted Scapa, Matthew Langille and “Grems”.  For 25 years, Swatch has connected to the art world by cooperating with well-known painters, designers and fashion gurus, such as Keith Haring, Kiki Picasso, Akira Kurosawa oder Vivienne Westwood and has been an influencial player in moving fine arts and culture from niche to mass audiences. 

http://www.youtube.com/watch?v=g50xEie0DlE