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Pour Me a Gallon of Authenticity

An excerpt from the PayDay newsletter, brought to you by the Chicago Strategy Team.

Bill Nye: This is an Actual Crisis

Bill Nye: This is an Actual Crisis (Last Week Tonight with John Oliver)

 

WHAT HAPPENED

When Pantone announced that “Living Coral” was the 2019 Color of the Year, many were quick to point out the irony considering that over 50% of the world’s coral reefs have been lost in the past 30 years.

In response, Pantone, Adobe Stock, and non-profit The Ocean Agency, came together to draw attention to this plight with “Glowing Glowing Gone — a set of 3 colors matching the fluorescent tones coral give off just prior to death.

WHY IT’S NOTEWORTHY

Pantone joins the ranks of many well-intentioned brands who have been met with scrutiny (or worse) when they mix social or environmental statements with brand marketing. If a brand’s message feels inauthentic or tone deaf to a consumer, they are quick to call the brand on it.

Rather than issue an apology, Pantone doubled down on their original intent — leveraging creativity and the beauty of their greatest influence (color) to evoke emotion and create awareness for a cause the brand is committed to both actively and authentically.

OUR POV

Y Pulse notes that brands who express their “personality, relevance, influence, and momentum” are most attractive to Millenials and Gen Zs. MKTG CHI clients Nike and American Eagle are leaders in this pack.

As key co-creators with brands that stand for something,” it’s important to remember just how much the experiences we create shape brand perception. How a brand comes to life IRL is often the consumers tangible proof that a double down statement is actually authentic.

 

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Written by The Wolf
The Wolf

July 9th, 2019 at 3:13 pm

San Francisco Volunteer Day

 

SF Team at SF Marin Food Bank

 

Despite RFPs and client deadlines, the San Francisco office carved out a couple of hours one day in June to give back to the community by sorting donated food at the San Francisco Marin Food Bank. 

This organization has been in operation for over 30 years serving our immediate San Francisco and Marin communities with a mission to end hunger and support the health and well-being of families. 

 

Food Bank Walk Through

 

Here is what we learned throughout the day: 

⭐️ 48 million pounds of food are distributed each year from this one center

⭐️ About two decades ago, they started “Farm to Family” by partnering with farmers in the Central Valley of California to include farm-fresh produce in their inventory

⭐️ The SF Marin Food Bank relies heavily on volunteers like us (among 40,000 annually) to help sort, pack, and distribute food every day

⭐️ All of the produce is turned over to the community within 72 hours from donation, which means that volunteers are saving a lot of foods from going to waste

⭐️ In the warehouse last week (looked a lot like Costco!), there were 2 million pounds of food waiting to be distributed

⭐️ In the couple of hours we worked, we were able to sort through 15,660 pounds of food

 

Lastly, it was a shock to find out that only 15% of the foods are going to the homeless; the majority are going to everyday people. 1 in 4 residents in San Francisco and Marin Counties are at risk of hunger. 144,000 people receive food each week, and we are still at a shortage. For those who did not have RFPs or client deadlines, we then went to a favorite local patio bar to reflect on the experience and also celebrate June birthdays and kick off Pride weekend!

 

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Written by The Wolf
The Wolf

July 9th, 2019 at 2:15 pm

DAZN Canelo vs Jacobs Activation

 

DAZN tasked MKTG to make a splash in Las Vegas with the goal of creating awareness and driving subscriptions leading up to the big fight in May.

MKTG approached the biggest fight of 2019 as an opportunity to take over and “blitz” Las Vegas. With a jam-packed schedule, we were able to activate six total events, five of which took place in the 48 hours leading up to the main event.

MKTG’s Content Studio also created a 2-minute video that was used in the DAZN Cube where participants were able to destroy cable boxes. The animation needed to feel like it was literally “blowing up” the fight game, which we were successfully able to capture using AfterEffects and Cinema 4D. In addition, we created assets used inside the arena where fans could take pictures in front of animations promoting the merchandise.

 

⭐️🥊⭐️ EVENTS ⭐️🥊⭐️

 

 

 

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Written by The Wolf
The Wolf

June 5th, 2019 at 4:56 pm

Bulgari B.zero1 20th Anniversary Labyrinth

 

Creating experiences is at the heart of everything we do.

Every client activation is personal to us and we push the limits on what’s possible.

 

The experience for Bvlgari was no different. Our incredible teams at MKTG and dentsu X came together to create an immersive experience in celebration of Bvlgari’s B.zero1 20th anniversary.

Concepted, designed and produced by MKTG (in partnership with Dentsu X), Bvlgari’s B.zero1 Labyrinth installation was on display and open to the public from May 2 through May 8th on the main level of the Oculus at the World Trade Center.

 

Our crew created 15- and 30-second spots and a full recap piece delivered for the Bvlgari team a week following the launch event.
Click the image above to view the recap and here for the spot!

More details about the experience can be found on the Bvlgari site and additional coverage is below!

 


⚡️ ADDITIONAL COVERAGE ⚡️

WWD 

MediaPost 

Event Marketer

Little Black Book

V Magazine 

Flaunt Magazine 

 

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Written by The Wolf
The Wolf

June 5th, 2019 at 11:23 am

Old Spice Experience at Super Bowl LIII

 

A collaboration between MKTG Cincinnati and MKTG Atlanta at Super Bowl LIII, translated into a unique and truly “Old Spice” experience for all media members and fans visiting the Super Bowl Media Center.

MKTG designed and constructed a two-level structure featuring a lounge area, green room, and viewing platform overlooking the hustle and bustle of live media broadcasts, NFL personalities, and entertainment icons.  Within the space, MKTG created a social media content capture experience complete with a paddle board, sky blue water, and everything else you would expect to see in a tropical environment.  This experience was designed to showcase and celebrate Old Spice’s new Redwood Collection of deodorants and body washes featuring natural ingredients.  NFL Players including Deshaun Watson, Saquon Barkley, Christian McCaffrey, Von Miller, and Patrick Mahomes conducted on-site media interviews and engaged energized fans throughout the week.

 

 

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Written by The Wolf
The Wolf

February 5th, 2019 at 4:56 pm

MKTG Hosts Fairfield University Student Job Shadow Program

 

 

On December 20th, MKTGers & Fairfield University Alumni Gavin Blawie and Anne Guglielmoni, teamed up to welcome five current seniors to the MKTG office in Westport.  Located down the road from the University’s Campus, it was a perfect collaboration to provide students a full course meal of our agency’s offerings.

Throughout the day, the students were given the opportunity to learn about MKTG’s capabilities and explore the various departments including Digital, Live, Creative, and SRI.

One of the main goals of MKTG’s participation in the job shadow program was to educate the students on MKTG’s offerings, but also inform them of the successful trainee program and encourage them to consider applying for the summer of 2019.  As the students begin their job search upon graduation in May, MKTG will be at the top of their mind and support our company’s recruitment of top talent.

 

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Written by The Wolf
The Wolf

January 11th, 2019 at 9:31 am

MKTG Atlanta Brings Holiday Joy

 

 

Our Atlanta team channeled the spirit of the holidays this year by volunteering for great local causes – details below!

 

Salvation Army Angel Tree Program
Our office building collects donations for children through the Salvation Army Angel Tree Program. This year our ATL office “adopted” a 6-year-old girl named, Bryanna. Hopefully we made her Christmas great by giving her a bunch of new clothes, shoes, a Barbie doll and car, some books and extra toys.

 

Salvation Army
This is the ATL office’s 9th year volunteering at the Salvation Army in Marietta, GA. We “go shopping” through donations to help stuff Angel Tree bags for families and package them all up when they are complete, for the families to pick up.

Great little news video link of what we volunteer to be a part of: https://youtu.be/xjqHmuL-ZKs

 

7 Bridges
This is the 4th year that we have helped support a local women’s shelter, 7 Bridges. We created holiday goodie bags for over 60 women and 40 children consisting of everyday items like toothbrushes, razors and soap, to games for the kids like puzzles, crayons for coloring and cards.

 

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Written by The Wolf
The Wolf

January 11th, 2019 at 9:28 am

IBM Social Influencer Fantasy Football League

 

 

IBM Watson Fantasy Football League

 

As part of diversifying their sponsorship portfolio, IBM incorporated the use of their AI (IBM Watson) into the ESPN Fantasy Football platform during the last 7 weeks of the 2017 NFL season (available on desktop only). In 2018, the millions of fantasy players on ESPN platforms now have the ability to make smarter decisions when setting their lineups with Watson (now in the ESPN Fantasy app). From providing player boom or bust potentials to scouring millions of fantasy football articles every week to better inform fantasy players, Watson is making it easier than ever to make informed decisions, all in one place. You can find more information when clicking on a player and reviewing their “IBM Insights.”

To bring IBM’s AI solutions to life, they developed a social influencer Fantasy Football league. The league is comprised of former NFL players, Fantasy sports enthusiasts, and renowned ESPN talent to ensure we reach a broad, yet targeted, audience on social. Over the course of the four-month season, the influencers have engaged with each other in competition, the IBM Watson tool integrated within the ESPN platforms, and their audiences in order to educate their social communities on IBM’s AI solution capabilities. By seasons end, the influencers will have shared over 250 social media posts, with multiple appearances, production shoots and several PR initiatives. Below is a list of other notable information and links.

 

Notable Social Posts:

  1. League Launch Post from IBM Sports
  2. Charles Woodson Post
  3. Jerry Ferrara Post
  4. Field Yates and Daniel Dopp (ESPN)
  5. Bonnie Bernstein and John Urschel
  6. Field Yates and IBM Watson Tool
  7. Stephania Bell
  8. Matt Ryan (not part of league, but has additional social posts stemming from deal at Masters, that MKTG led)

 

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Written by The Wolf
The Wolf

December 4th, 2018 at 12:04 pm

Levi’s Santa Monica Store Re-Opening with Snoop Dogg

 

To celebrate the newly remodeled Levi’s Santa Monica store, Levi’s asked MKTG to produce a grand reopening party.

Press and influencers were invited to enjoy an open bar, DJ set by Snoop Dogg, and photo booth. Guests were then able to test out the newly added Tailor Shop by customizing a t-shirt featuring designs highlighting Snoop’s 25th anniversary of Doggy Style.

Levi’s also partnered with Rock the Vote and Head Count to encourage one final voting push before Election Day.

 

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Written by The Wolf
The Wolf

December 3rd, 2018 at 4:30 pm

Nissan Heisman House Tour Rolls on for 12th Season

 

 

For the 12th straight season, Nissan is partnering with ESPN to bring the Heisman House tour to life, much to the delight of college football fans. Perhaps you’ve seen the ESPN commercials, featuring former Heisman greats such as Charles Woodson or Herschel Walker living it up in a fictional fraternity-esque “Heisman House”. This year, the tour continues on covering 10 different schools during the fall, including the likes of Notre Dame, LSU, Ohio State and more.

At each tour stop, Nissan and ESPN invite fans to “Get to know the Heisman Trophy Winners” during a pre-game experience that celebrates college football’s most outstanding players. Fans can take a 360-degree, on-the-field picture with the Heisman Trophy, “Catch a Virtual Ride with the Heisman Winners” in the all-new Nissan Rouge SL, and vote for the winner of the 2018 Heisman Memorial Trophy. All fans participating in these activities are able to walk away with Heisman-branded shirts and posters in their school’s colors.

On top of all this, the Tour draws a huge crowd with its talent stage, which features former Heisman winners and legends from each school. Each tour stop features an ESPN host who conducts a chalk talk with the legends before an autograph signing session. This year, ESPN’s Ryen Russillo and Neil Everett have hosted the likes of Barry Sanders, Ricky Williams, and George Rogers, much to the delight of the local crowd.

Nissan continues to make headway in the college football space with its powerful combination of experiential marketing backing up a traditional advertising concept. Drawing up to 1,800 visitors per stop, the tour allows consumers to learn about the latest Nissan vehicles and features, while enjoying exclusive opportunities to meet their football heroes.

For more details and full tour schedule, be sure to check out the Heisman House site!

 

 

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Written by The Wolf
The Wolf

November 1st, 2018 at 10:40 am