Monthly Archives: August 2014

Saatchi & Saatchi #feelthereel event in Cannes

Unique data from New Directors’ Showcase
PRESS RELEASE. Check out this new YouTube film about the Saatchi & Saatchi New Directors’ Showcase:

The 2014 Saatchi & Saatchi New Directors’ Showcase #feelthereel premiered at Cannes Lions Festival of Creativity on 19th June, with a live event that introduced the Showreel of 19 films by 18 New Directors. Saatchi & Saatchi gave the audience a ‘world first’ experience: wristbands were handed out to all 2,300 audience members, and each individual wearer’s emotional response was monitored for the entire time the NDS reel was projected.
The data mined from the wristbands was then visualized and projected onto screens mounted either side of the main screen showing the reel. Whilst the audience watched the event their emotional reaction was being simultaneously collected and projected, and the theme of ‘Feel the Reel’ – conceived by Saatchi & Saatchi creatives Linda Weitgasser & Alex Sattlecker – came alive.
Courtesy, Saatchi & Saatchi Press Release.
The wristband, created by Studio XO for their new XOX Emotional Wearable Technology Platform, is a silicon band containing electronics that draw biometric data out of the body by listening to its ebb and flow. The wristbands measure levels of excitement in the host and an LED light embedded in the wristband moves through a spectrum of colours, blue, green, orange, red & magenta (magenta being the highest state of arousal). The change in colour indicates that the wearer is having an ‘episode’ and a change of emotions. Information from the individual wristbands was broadcast wirelessly to a central unit that harnessed all the data received.
Studio XO mined all the data collected from the individual wristbands in Cannes, and in their London studio created individual graphs to show how the audience responded. The graphs give interesting details and facts on the audience’s behaviour patterns and emotional reaction to the Showreel, which is illustrated in the selected graph on our Facebook page here [LINK].
And an average of all audience members’ emotional reactions:
– 98% of Users were stimulated by the work they saw on the NDS reel.
– 83% of Users experienced relatively high levels of arousal.
– 65% of Users that turned highly aroused at some point.
Wristband colour ratio:
– Percentage of time in Green 21.62
– Percentage in Orange 5.439
– Percentage in Red 2.219
– Percentage in Magenta 0.947
Regarding general behaviour, there is a strong correlation of audience arousal, which seems to happen consistently at the same time in around a 85% of the audience. Some videos show a more differentiated effect among reactions, such as Emile Sornin’s funny ‘Grab Her’ music video for Disclosure, where part of the audience were getting very agitated and others seemed completely unaffected. Tatia Pilieva’s erotic short ‘First Kiss’ consistently maintained a medium to high arousal level, which was shared by most of the audience. Josh Cole’s promo for Rudimental ‘Not Giving In’ caused an excitement peak about halfway through the film. Vania Heymann’s humourous ‘Walking Contest’ came during the down slope in excitement of the previous video, but nevertheless maintained a strong reaction, although differentiated between the individuals. Ed Morris’s hard-hitting anti-bullying ad Cybersmile #dontretaliate provoked a strong reaction throughout the audience. Tariq Abel-Gawad’s visually stimulating ‘Box’ also got a strong initial reaction, which dipped then peaked again at the end of the video.
Films featuring sexual references and humour provoked the highest levels of arousal in the audience; for example Kyra & Constantin’s ‘Rollin’ Wild’ featuring spherical animals had a good initial reaction, with the leopard and cheetah characters causing highest level of arousal, although people experienced different levels of arousals to different animals; Alberto Belli’s titillating ‘It’s Not Porn’ sketch caused high levels of arousal that lowered throughout the film; Alvise Avati’s witty ‘Beans’ film had a strong effect on the audience, with most of the wristbands registering a increment in arousal. Donato Sansone’s risqué ‘GrotesquePhotobooth’ provoked one of the most noticeable variations in people, with around 20% of the audience getting very aroused, and others remaining calm. But not all of the films that caused high levels of reaction in the audience’s wristbands were funny or sexy; some were just classy and well crafted, such as ‘Icons’ for The Sunday Times shot by Us.
The data collected shows that the idea, the concept and the technology were proven, and it is possible to capture a human reaction to a film and store it as data.
Lee Sharrock
Director of Global Creative PR
Saatchi & Saatchi Worldwide
80 Charlotte Street, London W1A 1AQ
+ 44 (0) 20 7462 7218
+ 44 (0) 7580 938 674

Dentsu Earnings Report

Dentsu Inc. (Tokyo: 4324; ISIN: JP3551520004; President & CEO: Tadashi Ishii; Head Office: Tokyo; Capital: 74,609.81 million yen) today convened a meeting of its Board of Directors at its Head Office in Tokyo at which it finalized its consolidated and non-consolidated financial results for the three months ended June 30, 2014 (April 1–June 30, 2014).
Summary of Financial Results
Although there was a backlash against the consumption tax hike during the first quarter of the fiscal year ending March 31, 2015, the Japanese economy maintained its gradual recovery thanks to factors such as an increase in capital investment against a background of improved corporate earnings as well as higher wages and better employment opportunities. Meanwhile, although the U.S. economy is making steady progress, the global economy remained uncertain due to concerns about the economic slowdown in emerging economies and continuing political unrest.
Dentsu Headquarters, courtesy of Dentsu (click for link)

Under Armour Ad Campaign

Few words needed in latest campaign…
Featuring ballet star Misty Copeland, Under Armour resonates with determination and grit….”Misty Copeland’s destiny was not to be a ballerina. But will trumps fate.
Follow the Under Armour I WILL WHAT I WANT movement at”

From Under Armour’s YouTube posting…

Saatchi New Director Showcase to be Screened in Moscow

Legendary Event at Strelka Institute
PRESS RELEASE | On 21st August Saatchi & Saatchi Russia will host a screening of the New Directors’ Showcase (NDS), which is one of the most popular events at Cannes Lions International Festival of Creativity, and is now in its 24th year. The venue of the Moscow event is the Strelka Institute for Media, Architecture and Design, where guests will have the chance to see the 2014 NDS Showreel for the first time in Russia. The 2014 NDS Showreel premiered in Cannes on 19th June and was followed by screenings in London, Milan, New York and Los Angeles. Screenings are also planned in Shanghai and Geneva this year.
The Moscow event will be presented by Saatchi & Saatchi’s CEO in Russia Alex Shifrin, and will include a short film of the NDS #feelthreel event in Cannes, and a live panel discussion involving leading Russian film and advertising directors.
Alex Shifrin commented: “We are so glad to have a chance to screen such an amazing show on a big screen in Moscow. There is plenty of humour and visual magic mixed with provocative and even shocking content in the Showreel of 2014. It is definitely worth seeing.”

Every year the Saatchi & Saatchi Worldwide Creative Board selects the most exciting new global directorial talent, and the NDS has established a reputation for showcasing such iconic directors as Spike Jonze, Tarsem, Michel Gondry and Jonathan Glazer at the start of their careers.
This year the Saatchi & Saatchi Worldwide Creative Board, with creative direction from recently appointed Worldwide Creative Director Pablo Del Campo, made a final selection of 19 films by 18 directors. The class of 2014 hail form Denmark, France, Germany, Israel, Italy, Switzerland, UK and the USA. Andy Gulliman – Saatchi & Saatchi Worldwide Film and Content Director, and curator of the NDS Showreel – commented on the selection process: “We want to be introduced to a new generation with a fresh approach and attitude. We want to find young talent that can manage a traditional format and stand out from the crowd. We want to give great work great exposure.”
The NDS 2014 has a typically eclectic mix of music videos, animated shorts, humour, erotica, surrealism and the grotesque. There are some viral hits on the reel, including Tatia Pilieva’s erotic ‘First Kiss’, and Alberto Belli’s spoof HBO trailer ‘It’s Not Porn’.
The Moscow screening is organized in partnership with the Strelka Institute for Media, Architecture and Design. The 18 directors selected for the New Directors’ Showcase reel 2014 and their films are listed below:
Tarik Abdel-Gawad Box
Alvise Avati Beans
Alberto Belli It’s Not Porn
Simon Bonde & Peder Ghost of a Smile
Ian & Cooper Joel Compass ‘Back To Me’
Josh Cole Rudimental ‘Not Giving In’
Tripp Crosby Conference Call in Real Life
Ainslie Henderson Moving On
Vania Heymann Walking Contest & Bob Dylan ‘Like A Rolling Stone’
Kyra & Constantin Rollin’ Wild
Ed Morris Cybersmile #dontretaliate
Tatia Pilieva First Kiss
Donato Sansone GrotesquePhotobooth
Emile Sornin Disclosure ‘Grab Her’
Kibwe Tavares Jonah
The Sacred Egg Breach ‘Jack’
Truman & Cooper Kid Wise ‘Hope’
Us The Sunday Times ‘Icons’
Venue address:
Date and Time: 21th of August, 20:00
Follow on #NDS2014Moscow
Lee Sharrock
Director of Global Creative PR
Saatchi & Saatchi Worldwide
80 Charlotte Street, London W1A 1AQ
+ 44 (0) 20 7462 7218
+ 44 (0) 7580 938 674

Bluemarlin International Growth

Bluemarlin Singapore expands with new leadership
International branding and design agency bluemarlin has announced the appointment of Nadia Romanis as General Manager of its Singapore studio. Romanis will be responsible for overseeing the growth and development of the agency’s endeavours in the Asia Pacific region.
An industry veteran with 15 years experience in brand consultancy and packaging design, Romanis has worked with some of the world’s most prominent retail and FMCG brands including Walmart, Procter & Gamble, Nestlé and Mondelez. Prior to joining bluemarlin, she held roles at both Elmwood and JKR.
Romanis’ appointment comes during a period of expansion for bluemarlin Singapore that also includes the arrival of ex-Interbrand Design Director Cathie Cocqueel and Senior Account Manager Koh Bee Chin.
Nadia Romanis of Bluemarlin Singapore
“We’re thrilled to welcome three new industry talents to our team,” commented Tim Arrowsmith, Director of bluemarlin Singapore. “In an increasingly dynamic market and with a huge number of opportunities across the region, Nadia, Cathie and BC will help bluemarlin continue to deliver what we’re famous for – strategically powerful, world class creative solutions.”
Bluemarlin’s has been based in Asia for over a decade. The agency’s first studio on the continent was established in Vietnam to help existing clients expand into the Asia. The agency then spent six years in Bangkok before journeying south to Singapore where it continues to thrive today.
For further information please contact:
Bluemarlin Group Communications Manager Aimee Rivers |

General Motors Retail Sales up 4 percent in July

GM’s Truck and Crossover Sales Surge Past 1 million Units in 2014
“GM total vehicle sales up 9 percent in July – Best July since 2007 Crossovers up 26 percent, SUVs up 32 percent, vans up 65 percentCommercial sales grow for ninth consecutive month”
DETROIT – General Motors Co. NYSE: GM dealers delivered 256,160 vehicles in the United States in July, for the company’s highest July sales since 2007. Total sales were up 9 percent compared with a year ago. Retail sales – those to individual customers – were up 4 percent. Commercial deliveries were up 69 percent and all other fleet deliveries were up 21 percent.
via GM’s Truck and Crossover Sales Surge Past 1 million Units in 2014.
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