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Read moreForging a new path for NFTs, social agency helps a digital collectible of the legendary comic sell out in 20 minutes, becoming one of the hottest digital comics on the market Originally released in 1939, DC’s ‘Superman #1’ remains a landmark comic book title featuring one of the world’s most enduring fictional characters. Worth anywhere between $200,000 to $350,000 in physical print, the issue was ideally suited to become the cornerstone of the new DC Collectible Comics platform, a collectors’ marketplace for DC’s various digital keepsakes. Looking to build a new online community around their beloved comics library, DC partnered with social media agency Movement Strategy to lead marketing for the launch of its platform and, in the process, helped turn a digital collectible of ‘Superman #1’ into the hottest digital comic on the market in an astonishing 20 minutes. “For the first time, fans could not only read digital versions of their favorite stories but, through the power of Web3 technology, they could truly own that digital copy,” explains Movement Strategy CEO Jason Mitchell. “With its weekly drops of key appearances and major stories from across 80 years of DC comic book lore, as well as tiers of rarity within each product drop, it could really mark the beginning of a new era in collecting.” However, finding success meant building a bridge between the enthusiastic fan base around digital collectibles and the more traditional comic collector with a focus on printed material. DC found its answer in kicking off the digital collectibles series with the launch of one of the most sought-after comics of all time: ‘Superman #1’, the premier issue of the original DC Super Hero. Leveraging interest in the title, Movement worked to educate traditional comic fans about the new technology and the digital marketplace itself. Key to this was establishing audience behavior by building communities, answering questions and utilizing repeat content to create patterns. Movement ran accounts on Discord and Twitter, managing those communities as well as creating content that teased the digital comic release and detailed exactly how a purchase could be made. Across Discord and traditional social channels, followers quickly swelled to the tens of thousands in anticipation of the drop. “We’re not just social media experts but huge comics fans as well so we were able to leverage that knowledge and understanding to identify the best ways to authentically tap into the fanbases DC hoped to engage,” says Matt Little, Creative Director at Movement Strategy. “By highlighting audiences’ love of collecting, fanning the flames of ownership, and avoiding typical NFT tropes that many had soured on – including the acronym ‘NFT’ – we were able to build enthusiasm in a time when digital collectibles were heavily scrutinized, proving their value.” The impact of their effort was immediately apparent. The entire 3000 product run of ‘Superman #1’ sold out in 20 minutes, becoming one of the hottest comics on the market. Tellingly, an overwhelming majority of purchases were net new to the DC digital collectibles ecosystem, showcasing the power of Movement’s promotional efforts. “This was just the right match of our personal passions and years of experience in tapping in social media communities,” adds Mitchell. “We’re obviously thrilled with the results, but this is only the beginning of what’s possible with Web3. We’re excited to keep pushing the boundaries with DC, serving dedicated fans and discovering new ways of bringing value to this limitless new medium.” About Movement Strategy Movement Strategy is the social media agency behind the best brand social channels. Based in New York, Los Angeles and Denver, but with teams of social media experts and content creators situated across the globe, our employees create award winning work that spans from large brand campaigns to daily community engagement for clients including Netflix, Amazon, WarnerMedia, Intuit, and more. To learn more, visit movementstrategy.com. About DC DC, part of Warner Bros. Discovery, creates iconic characters and enduring stories and is one of the world’s largest publishers of comics and graphic novels. DC’s creative work entertains audiences of every generation around the world with DC’s stories and characters integrated across Warner Bros. Discovery’s film, television, animation, consumer products, home entertainment, games, and themed experiences divisions, and on the DC Universe Infinite digital comic subscription service. Learn more at DC.com.
Read moreDistracting devices are put aside with the help of a motion-sensor based challenge Kuala Lumpur, 13 April 2023 – As many gear up for the upcoming Hari Raya/Eid Al-Fitr celebrations, Pepsi has teamed up with FCB SHOUT to encourage Malaysians to reconnect with their loved ones without getting distracted by their gadgets simply by gamifying the action of putting their phones aside. “If there’s one thing we’re absolutely certain of, it's that everyone is extrinsically motivated. With this in mind, there’s no better way to urge Malaysians to disconnect from their devices than using technology to tackle the use of technology, and rewarding their efforts to enrich real and meaningful connections during the festivities,” said Jonathan Chan, Associate Creative Director of FCB SHOUT. The ‘Build Real Connections with Pepsi’ campaign was launched by Pepsi & FCB SHOUT, motivating Malaysians to go offline and focus on in-person moments together during the festive celebrations. The challenge runs through a website that incorporates the motion-sensing technology in built with every smartphone, revealing a timer that tracks the offline hours as users begin their challenge. Whenever users move their phones, the timer stops when motion is detected and they’ll be prompted to go offline again, as users accrue their offline hours to rank up for a chance to win an all expenses paid trip for 2 to Japan and other prizes, with a total worth of up to RM100,000*. On top of that, as users go offline to build real and meaningful connections with their loved ones, they also contribute to a good cause. For every hour offline, Pepsi, together with participating NGO partners, namel Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack* to the underserved communities. Each meal care pack can provide nourishing sustenance to those in need for at least one or up to six weeks. “As the festive season of Raya approaches, we know that it's a cherished time for families to bond, celebrate, and show compassion to those in need. At Pepsi, we're proud to combine these heartfelt traditions through our ‘Build Real Connections with Pepsi’ campaign. We invite you to pledge your commitment to rekindle the warmth of family gatherings while extending a helping hand to our communities. When you disconnect from digital distractions, we will donate meal care packs, and you will also stand a chance to win fantastic prizes! Let's embrace the spirit of Raya together,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee. The ‘Build Real Connections with Pepsi’ campaign runs from now till 7 May 2023. Visit https://bit.ly/pepsioffline to challenge yourself to go offline and build meaningful connections this Raya. Also, watch https://youtu.be/k5e6pv2RveM Pepsi's Raya film, which emphasises the importance of prioritising real-life connections over virtual ones. *Up to 2,270 meal care packs will be provided that can sustain meals for at least one or up to six weeks.
Read moreNEW YORK, April 12, 2023: Effie Worldwide, the marketing industry’s pre-eminent effectiveness organization and organizer of the Effie Awards, is...
Read more‘Live Colourful’ is the new brand platform grown out of the long relationship between Brave and Naked Smoothies. Reimagining the role the brand can play in consumers’ lives, Naked’s latest campaign ‘Live Colourful’ is all about breaking free from the grey, monotony of the daily grind, and putting the spark back in the day. To bring ‘Live Colourful’ to life, Brave worked with Not Just Any and director, Ayla Spaans, and created a truly original vibrant fruity world using AI and Unreal Engine. These tools meant they could fully immerse themselves in creating something so juicy, colourful and fresh, and show the audience the most important qualities they’re looking for in a super smoothie, in a way that felt not only distinctive, but also delicious and desirable. The film, set to Mtume’s hit, ‘Juicy Fruit’, sees the ad’s hero fly through the fruit world, before being snapped back to reality by the ringing of her phone. Instead of answering with her usual greeting, she does something a little more ‘colourful’. Paul Pearson, Creative Director at Brave, commented: “There’s a lot of scary things being said about AI at the moment, but if brands such as Naked can use it as a base to create original worlds that we can build on with the help of imaginative minds - such as Ayla’s - and incredible gaming engines - such as Unreal - then I’m all for it”. Aidan Gibbons, Executive Creative Director at Not Just Any continued “This project was quite challenging, not only because of the timeframe but also the creative concept - nobody on our team could even find a single reference for what 'fruity world in the sky' might look like (have a go yourself!) So, we used Midjourney and fed it image prompts (of rainbows etc) and then a ot of photoshop/collages to transform the script was suddenly something everyone could 'see' as a real thing. We then also used Unreal Engine 5 to rapidly test and prototype what each shot background would look like. The results were so good that we used UE5 to render each shot, and then used 'traditional' compositing and keying blue screen to put the protagonist into each scene. All of those processes, combined with Ayla's amazing casting, art direction and vision really brought the whole commercial together in time on and on budget” Ayla Spaans, Director, commented: “It was an amazing experience to think about creating a world from scratch. I wanted to create a dreamy world with an endless sunset that invites you to fly through it. The soft colours of the sunset were important for the whimsical world and to let the fruit stand out. That we could use the samples from the iconic song “juicy” from Mtume felt like a big win too!” Charlotte Ashburner, Tropicana Brands Group, commented: “Naked smoothies are a burst of colour and energy for your mind and body, taking you away (if only for a moment) from the grey, monotony of the daily grind; putting that spark back into your day. Brave’s concept for our latest campaign ‘Live Colourful’, working with AI and Unreal Engine, truly brought Brave’s and Ayla’s vision for Naked’s fruity and colourful world beautifully to life.”
Read moreFirst ever art collective by shelter dogs for shelter dogs using dog pee. Japan (6th April, 2023) — In 2020, approx. 30,000 dogs were taken over by public health centres in Japan – 4,059 of these dogs were killed*. Although the number of dogs killed is decreasing each year, approx. 11 dogs still die at the hands of humans every day. Furthermore, the pandemic has contributed largely to a pet boom, there are growing concerns that the number of abandoned pets will increase due to economic difficulties and the resumption of socioeconomic activities. Barksy, the Dog MasterPees Collection, is a Wunderman Thompson Tokyo and Peace Wanko Japan collaboration, helping dogs to save themselves through art. Barksy hosts unique stencil artwork created by the one thing every dog uses to express themselves… pee. It’s said that dogs obtain information such as sex, age, and body size by sniffing each other's pee - expressing themselves by marking places such as the ground, power poles, and fences. Natural-born Street Artists if you ask us. Wondering if it would be possible to use dog pee to create artwork expressing the uniqueness of each dog in the shelter, Barksy was formed. The one-of-a-kind "Dog MasterPees Collection", created in collaboration with stencil artist Kansuke Akaike, differs from dog-to-dog in shape, colour, and even composition. The most recent editions are created by the reaction of dog pee on Litmus paper a commonly used paper for science classes and chemistry experiments, known for its colour changing chemical reactions. On top of this, Kansuke Akaike stencils a portrait of the dog who helped created the one-of-a-kind artwork. The project initially launched in November 2022 with a coppercoated paper edition. Combined, these campaigns have generated over USD 1 million in ad value and 33 artworks have been sold. The project has extended the sale of its artwork to NFTs (or should we say NFPees) to encourage as many people as possible to donate. The second drop of artwork went on sale from 10 March (Friday) on Adam byGMO, the NFT marketplace of the GMO Internet Group Inc. To celebrate the launch of the second edition, an art exhibition "We are Barksy" was also held on 19 March, which featured art by shelter dogs for shelter dogs. In addition to exhibiting the second artwork, the exhibition also included an event for the transfer of “Artist” shelter dogs. All profits from the sales will be returned to the activities of Peace Wanko to help a better future for Shelter Dogs. Each artwork price is set in reference to the cost of feeding and medical coverage for one shelter dog at Peace Wanko – making it easy to understand how the purchase of the artwork will contribute to dog protection activities. Takayuki Niizawa, Chief Creative Officer at Wunderman Thompson Tokyo commented: ‘We hope that people will love Barksy for its simplicity and for the unique way we’ve drawn attention to this special cause. We hope by showcasing art that celebrates the uniqueness and special quality of each shelter dog, we can effectively raise awareness for the good work Peace Wanko Japan is doing. https://vimeo.com/815193668/4d18fe1917
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