• Fuck the Poor

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    Yeah, You Read That Right

    A new spot for London's Pilion Trust, created by Publicis, is actually a compelling social experiment that shows that people care about the poor. But maybe not in the best way.

    Via www.thelaegotist.com/

  • Former Saatchi/Asia ECD Joel Clements Lands at McGarrah Jessee

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    Former ECD Thailand and Asia Regional Creative Director Calls Austin Home Now

    Joel Clement, who has worked as both an art director and copywriter in a career that has spanned half the globe, is calling Austin and McGarrah Jessee his new home, where he will focus primarily on writing.

    Clement joins McGarrah Jessee after eight years with Saatchi & Saatchi in Bangkok, where he served as Executive Creative Director as well as Regional Creative Director for all of Saatchi & Saatchi Asia, which includes offices in Vietnam, the Philippines, Indonesia, Malaysia, India and Singapore. While at Saatchi Joel worked on brands such as Guinness, Electrolux and Procter & Gamble.

    Saatchi was not Clement's only stop in Asia. He also worked at TBWA/Thailand and in the Bangkok office of O&M, where in 2000 he won Asia's only Cannes Lion, one of eight he's helped land in his career. He also spent time at BBH in Singapore where he worked on Levis for the Japanese market.

    Other stops in Joel’s career include two stints with San Francisco’s Goodby Silverstein & Partners, from 1997–2000 and again from 2002–2003, working on Nike and HP, for whom he won the $100,000 Athena Award and Campaign of the Year from Creativity. At Goodby, Clement also won the prestigious Marget Larsen Award for art direction in his first year at the agency.

    Joel began his advertising career at DeVito/Verdi in New York after graduating from Keene State College in Massachusetts and the School of Visual Arts in New York. He also spent time in Minneapolis at both Carmichael Lynch and Fallon.

    Before returning to the U.S., Joel considered a number of options. “Repatriating to the U.S., I had a pretty specific ideal in mind,” he said. “I wanted to be part of an independent shop for the creative license it would afford, and I wanted to be part of an agency with a strong positive culture. I found it all at McGarrah Jessee.”

    Clement is no stranger to Austin. In 2010 he took time off from advertising to take an intensive course in architecture at the University of Texas. He then used what he’d learned as part of the team that oversaw the re-birth and design of the Saatchi & Saatchi office in Bangkok, creating a much talked-about and highly collaborative space. He’ll find that appreciation for architectural design welcome at McGarrah Jessee, which recently restored a 1950s bank building into their mid-century modern Austin headquarters.

    Clement will also find a large group kindred spirits who have left noted agencies to come to McGarrah Jessee. Among the 110-strong staff at McJ are other alumni of Goodby and BBH, plus agencies such as Crispin, BBDO, DDB, Leo Burnett, The Martin Agency, Anomaly, Strawberry Frog and Austin neighbor GSD&M.

    “We’re fortunate to find someone with the depth and breadth of experience and talent that Joel brings,” said agency co-founder Mark McGarrah. “We don’t care how far we have to go to find people like him.”

  • Snickers Takes "You're Not You" Campaign in Different Direction

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    Snickers has had a good run with it's "You're Not You When You're Hungry" campaign, especially with their clever use of celebrities, like Betty White and Richard Lewis. In Australia, at least, they're moving beyond celebrities, in this case construction workers (more accurately, actors pretending to be construction workers) and a stunt filmed live, not a traditional TV spot.

    From David Gianatasio at Adweek

    Australian construction workers simply aren't themselves in this amusing stunt from Clemenger BBDO in Melbourne. In fact, they're actors who shout empowering statements to women on the street in a real-world extension of Snickers' "You're not you when you're hungry" campaign.

    Instead of sexist catcalls, the hardhats yell, "I'd like to show you the respect you deserve!" and, "A woman's place is where she chooses!" Best of all: "You know what I'd like to see? A society in which the objectification of women makes way for gender-neutral interaction free from assumptions and expectations."

    According to Snickers exec Brad Cole, "There were a few nervous moments while we were filming the reactions, but the public took the experiment in the spirit in which it was intended—to charm and amuse them."

    There is, of course, a negative way to interpret this execution. By saying blue-collar guys "aren't themselves" when they're being polite, it pretty clearly implies they're otherwise a bunch of misogynistic boors. This seems to be more of an insult to guys than women, but it's still rubbing some the wrong way, like this YouTube commenter:
    "So wait, men are only respectful and decent human beings when they're 'not being themselves'? Men should eat a snickers to 'be themselves again' so that they can be sexist, ignorant douchebags that harass women? Great, Snickers. This kind of sexist perpetuation of masculinity is just what our world needs. "

    And see the original story here:
    http://www.adweek.com/adfreak/construction-workers-yell-messages-empower...

  • Now Hiring: UI/Visual Designer - Spiceworks

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    Spiceworks, Austin is hiring: UI/Visual Designer. Please Note: You must become a member to see jobs posted within the last three days.

  • Avoid Humans at SXSW? Good Luck, But You Have Help

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    GSD&M Develops App to Find Respite From the Masses

    Probably the biggest complaint about SXSW Interactive is that it’s just too crowded. A victim of its own success, perhaps. So many sessions have been so oversubscribed in recent years that the festival has instituted a sort of reserved seating system, which unfortunately looks like a slapdash solution to a real problem. And even if it works, you’re still looking at crowded restaurants, even-worse-than-normal traffic and good luck getting into most bars, much less getting close enough to order a drink.

    GSD&M, the local ad giant, has developed a way to let attendees get far from the madding – and most definitely maddening – crowds with an app called Avoid Humans (www.avoidhumans.com). Click the button and you get a list of (hopefully) quiet locales in four categories: nightlife, food, coffee and refuge.

    Listings are color coded:
    Green—comparable to the number of vegans at Franklin Barbecue.
    Yellow—like a 3:00 a.m. food truck burrito, proceed with caution.
    Red—more crowded than a UT football game when the UT football team was good. (Descriptions courtesy of GSD&M).

    The app benefits from a sleek design, clever copy and an easy-to-use interface. Credits for all of that are below. It uses Foursquare check-in data, so you’ve got to hope that people are still using Foursquare. But when you’re staring at an hour-long line for your morning coffee, you’ll be glad to have the assistance.

    Executive Creative Director: Jay Russell
    Group Creative Directors: Scott Brewer, Ryan Carroll
    Producers: Amy Torres, Spencer Gilliam
    Writer: Matt Garcia
    Art Director: Kevin Taylor
    Project Manager: Alicia Ross
    Experience & Insights: Elizabeth Thompson, Rye Clifton
    Information Architect: Soli Moshfeghian
    Developers: Rajkumar Kuppusamy, Kim Faulkner

  • 'Creatures of Adland' - what a strange and mysterious bunch we bastard-well are.

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    We've all seen them; huddled together for safety or intimidation. Great flocks of suits shoulder-surfing on a junior designer or a group of young creatives eating their microwaved lunchtime soup, plotting against, well, everyone.

    Creatures of Adland is the brainchild of London creative team, Adrian Flores and Jana Pejkovska with the aim of landing the perfect collective noun for every breed of adland animal.

    "As we sat watching a group of suits milling around outside a meeting room, we got to thinking about what the correct term was for a group of suits. Was there an interesting collective noun like animals have, a la ‘a murder of crows'?"

    "Well, enough is enough. Enter the Creatures of Adland (http://creaturesofadland.tumblr.com/).

    Never more shall we want for a catchy title when we spy groupings of Creative Directors, Account Managers or Planners."

  • Ad Industry Celebrates Itself at the Austin ADDY Awards

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    The advertising business in Austin has been on a roll lately, and the annual ADDY Awards reflected that. A larger-than-usual crowd gathered at the Moody Theater, the home of ACL Live to celebrate a year of strong and diverse creative work.

    While two agencies, McGarrah Jessee and GSD&M took home the lion's share of awards, the show represented an impressive breadth and depth of work from the growing Austin ad community.

    And in a switch from years past, the show was actually a show. The austin Advertising Federation, which hosts the competition, decided to raise the bar in terms of entertainment by bringing in Nick Offerman, star of NBC's "Parks & Recreation" to serve as emcee.

    Judging from the crowd reaction, it was an inspired choice. Offerman didn't pull any punches when it came to mocking the ad industry. That approach came as no surprise to the audience, given the night's theme "An Evening Spent Up Your Own Ass."

    Offerman might have been a little blue for some audience members, but they were in the minority. Ad people, after all, have never been uncomfortable making fun of themselves.

    And either Offerman knows a thing or two about advertising, or someone prepared him well because his jokes and comments might have been off-color, but they were typically right on target.

    Offerman's wife, Emmy-winning actress Megan Mullally was also on hand, performing with her band Nancy & Beth. They were fun to watch, but you couldn't help feeling like they were added on as a package deal.

    Giving Offerman and the band a run for their money in terms of entertainment was the work, which was on display in the Mezzanine before the show for the crowd to critique as they rubbed elbows and sipped $11 cocktails.

    The action then moved to the theater where Offerman presented the major awards and offered his own critiques, often displaying some decent insight on the craft and giving the occasional and surprising shout-out to some past local work, like his praise of Beef & Pie's 2003 documentary "Growin a Beard."

    But that was then; this is now. And now this year's awards:

    The coveted Best in Show was awarded to McGarrah Jessee for a video produced for the Spoetzl Brewery to launch the Shiner beer brand in the New York market. (See it below). That video also won for Best in Broadcast. McGarrah Jessee also brought home the Best Integrated Campaign award for their campaign to launch Shiner White Wing. The judges gave a special Judges Award to McJ for their overall design work on the Shiner brand, which recognized package and web design, print, outdoor, broadcast and interactive advertising and vehicle design.

    GSD&M, which had a strong showing as well, was awarded Best in Print for Barbasol Shave Cream's "Field Guide to Manhood," which would surely have pleased Offerman's "Parks and Recreation" character, Ron Swanson. They also won Best Microsite for the U.S. Air Force.

    Best of Digital went to Razorfish for #UseMeLeaveMe, a cleverly named and executed campaign for an innovative bike-share program (also created by Razorfish) created for SXSW.

    University of Texas Ad School student Annie Lin won the Best of Show, Student award for a campaign for Change.org.

    In addition to the honors listed above, McGarrah Jessee took an additional 10 Gold, 4 Silver and 1 Bronze ADDYs. GSD&M was close behind with 9 Gold, 4 Silver and 4 Bronze for clients including John Deere, Jarritos and Zales.

    Razorfish took 2 Gold and 2 Silver for #UseMeLeaveMe. SandersWingo won 2 Gold and 1 Silver for something called The Beard League. Proof brought home eight total awards, 1 Silver and 7 Bronze for a variety of clients including the San Antonio Convention and Visitors Bureau, the Moontower Comedy Festival and Schweigart Meats. Relative newcomer Helms Workshop was awarded 2 Gold and 1 Silver for Austin Beerworks and Modern Times.

    Rounding out the medals were T3 (1 Gold, 1 Bronze), LatinWorks (2 Silver, 1 Bronze), Sherry Matthews Advocacy Marketing (1 Silver, 1 Bronze), The Bakery (1 Silver) and Creative Suitcase (1 Silver). Winning Bronze medals were Backstage, The Butler Bros., HCB Health and Mutual Mobile.

    See the complete list of award winners here:
    http://www.aaf10.org/wp-content/uploads/2013/05/WinnersBook-2.pdf

    McGarrah Jessee's video which won Best in Broadcast and the big award, Best in Show:

  • It's Good to be a Quitter

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    Austin's Butler Bros. want to help you give up your smokes.

    The number of Americans who smoke has been steadily declining since 1965, when 56% of adults smoked, to around 18% today. That’s an impressive drop, but still not enough for Legacy, the Washington, DC-based non-profit responsible for a number of innovative public awareness and educational initiatives aimed at getting that number to 0%.

    In 2007, Legacy convinced Austin’s Butler Bros. to join their fight. The result has been a string of effective campaigns, the latest debuts this week and can be seen below, at www.legacyforhealth.org and on their YouTube channel.

    No actors or dialogue in the 1:30 video, just 11 smokers holding up handwritten signs indicating their motivation to quit smoking. Why 11? Because according to Legacy, that’s how many attempts it typically takes for the average smoker to kick the habit.

    Really? 11 times? For non-smokers, that seems excessive. Like maybe those smokers aren’t actually trying very hard. But ask anyone who has ever tried to quit smoking – and that includes almost 70% of the 42 million U.S. smokers – and they’ll tell you it’s every bit that difficult. How hard? Try as difficult as quitting heroin, according to the Addiction Research Center of the National Institute on Drug Abuse.

    An underlying theme of the campaign is the importance of support from the quitters friends and loved ones. A fitting message coming up on Valentine’s Day, hence the associated hashtag #LoveYourQuitter. “When smokers have support from their loved ones, they have a better chance of quitting,” said Adam Butler, who along with brother Marty formed the now ten-person strong Butler Bros. ten years ago.

    The supportive nature of the spot also helps with another issue that can dog smokers – the stigma. “Too often, we think of smokers as people who simply can't kick their nasty habit,” adds Marty. “That's dead wrong – smoking is an addiction that most smokers desperately want to overcome.”

    Unfortunately, only about 6% of smokers who try and quit are successful. Legacy and the Butler Bros. want to raise that number dramatically. They face an uphill battle. While organizations like Legacy work with limited budgets, the tobacco industry will spend nearly $10 billion this year on marketing and promotions.

    The stakes are high, for everyone involved. Despite the decline in tobacco use, 1200 people a day still die from tobacco-related illnesses. For non-smokers, not only are they losing loved ones, but they feel the effects of smoking’s economic impact. In the U.S. alone, more than $133 billion will be spent on medical care directly tied to smoking, and will lose more than $100 billion in productivity.

    However you measure it, the cost of failure is high.

    Creative Credits:
    CD: Adam Buter, Marty Butler
    Art Director: Marty Butler
    Writer: Ronny Northrop, Adam Butler, Meg Siegal
    Director: Tim Willison
    Production Company: The Butler Bros
    Editor: Tim Willison / Travis Wurges
    Music: Wiretree via Frog Music Licensing

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