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Innocean Berlin has launched a new campaign to promote the world’s first permanent exhibition of photography by the legendary Robert Capa.
The campaign, created for the Robert Capa Contemporary Photography Center in Budapest, takes a fresh perspective on the conversation gripping the creative world right now: AI generated images.
Innocean has produced a series of images contrasting the powerful photographs taken by Capa with versions produced by an AI image generator which is fed a description of the original photo.
Capa’s celebrated photo of a shaved woman being followed by a police officer and a huge crowd during WW2 is placed alongside a poorly executed version generated using AI. Other famous Capa shots are also placed next to clumsy AI-generated versions. Each image ends with the line: “Machines don’t see the world as humans do.”
Hungarian-American war photographer and photojournalist Robert Capa is considered one of the greatest photojournalists of all time. He once said: “If your pictures aren’t good enough, you aren’t close enough”. Capa believed that the photographer’s mission was to be right next to the action, witnessing life.
The campaign leans into this belief, highlighting the importance of the human eye and the photographer’s interaction with real-life situations – something AI can never replicate. While some see AI as the future of image generation, the campaign aims to demonstrate that the value of human photography outweighs the benefits offered by this technology.
Capa was the only photographers landing with the first wave of troops on Omaha Beach to document D-Day and throughout his career he captured extraordinary images of combat, producing images of the Spanish Civil War, Chinese resistance to Japan and World War II as well as events including the founding of Israel in 1948, the first Indochina war and documenting film productions.
The ad campaign launches on May 22nd in Europe, predominantly in Hungary, and the exhibition launches on June 6th at the Robert Capa Contemporary Photography Center in Budapest.
The independent creative agency collaborated with Blizzard Entertainment to give players a taste of evil.
To launch the eagerly awaited fourth installment in Blizzard Entertainment’s Diablo® series, B-Reel revealed its new campaign daring gamers to taste something no one on earth has ever tried before: a Demon Meat Shake.
After the open Beta of Diablo IV, piles of demons were left lying around the game world, slayed by the hands of thousands of loyal and bloodthirsty players. The makers of Diablo didn’t want to let all of the demon meat go to waste, so they chopped, drained, blended, and turned them into the Demon Meat Shake. As an especially devilish twist, the Demon Meat Shake turns out to be 100% Vegan according to human standards. The drink is inspired by the iconic Diablo character, the Butcher, who returns to the latest game.
On May 19, eligible Diablo fans across the US had the opportunity to get their hands on the Butcher’s Special, delivered straight to their home. The Demon Meat Shake could be ordered by tweeting @Diablo together with the #DemonMeatShake and #DiabloPromo hashtags on Twitter. Around 1,000 Shakes were delivered to gamers in New York City, Los Angeles, and Chicago.
Leading up to the delivery date, the devilish shakes teased to create buzz across digital, social and PR with a “you have to try this” brand moment, getting new gamers curious to dive into the world of Diablo IV. However, on May 17, an exclusive invitation-only dinner took place in NYC, bringing together a group of Diablo-loving VIPs to experience a IV-course dinner straight from the depths of the game, with the Demon Meat Shake being the final surprise course of the night.
Knowing that gamers love to snack and sip during gaming, the Demon Meat Shake was created to spark curiosity for the launch of Diablo IV—the ultimate action RPG experience that’s filled with hordes of Hellish monsters to slaughter, countless abilities to master, nightmarish dungeons, and legendary loot.
Funeral brand Poppy’s launches new ad campaign by craig+bridget to get the funeral sector out of the Victorian era.
In its first ad campaign,London-based funeral company, Poppy’s, asks why we’re still stuck in the Victorian era when it comes to funerals.
Poppy’s offers a fresh approach to funerals. Instead of following outdated practices Poppy’s tunes into individual client needs, offering choice and injecting meaning. This sets it apart in a sector that is still rooted in austere Victorian traditions.
The punchy, thought-provoking campaign, created by craig+bridget, highlights that the normal approach to funerals is anything but normal in today’s world. It features billboard posters stating, “It’s time to bury Victorian funerals” and “1861 called. They want their funeral traditions back.”
The outdoor campaign will run across sites in SW London close to Poppy’s HQ in Tooting from 22 May until January 2024.
Poppy’s was founded by Poppy Mardall, who is a vocal advocate for improving the funeral sector and evolving the way we deal with death as a society.
Poppy Mardall said: “We are really excited to launch this new campaign which sums up everything Poppy’s stands for – funerals need to move with the times, with much better care and support for the living and the dead.”
craig+bridget, said: “Working with clients like Poppy’s is one of the reasons we started craig+bridget. They have a vision to change their sector by doing things better. It was a privilege to spend time with them and create this thought-provoking work.”
craig+bridget is a creative strategy consultancy which was launched in 2021 by ad industry veterans Craig Mawdsley and Bridget Angear, who were previously Joint Chief Strategy Officers at Abbott Mead Vickers BBDO.
Specialising in brand strategy and solving strategic problems for brands, craig+bridget has worked with a range of clients including Nando’s, Guinness, Doritos, Lay’s, and the BBC
Ocado, the world’s largest dedicated online grocery retailer, is launching a new nationwide advertising campaign promoting its Ocado Price Promise value proposition, for the summer.
Created by independent creative agency St Luke’s, the multi-media campaign leads with a TV spot in which, to illustrate just how extensive this is, St Luke’s subverts the superimposed “value” icons that typically ping onto screens out of nowhere in supermarket TV ads, by turning them into physical roundels. All the Ocado Price Promise assets used in the advert including the design of the roundel, and website, were designed by Ocado’s creative team.
The campaign breaks on 22 May and runs on TV, video-on-demand services, YouTube, social media and digital until July. Media planning and buying for the campaign is through Hearts & Science and Threepipe.
In the 30-second film “10,000 Price Promises”, our protagonist is first alerted to a strange presence in her kitchen when her dog looks quizzically at her bread bin. It begins moving of its own accord, eventually pinging open to reveal a value roundel bobbing away next to her crumpets and mixed seed deli rolls.
The pinging sweeps across the kitchen, with a pull-out shelf pushing itself out to show cans, jars and packages and numerous value roundels, only for the fridge and freezer to get in on the act too.
The protagonist’s attention then turns to a wall cabinet as it flings open, with thousands more value roundels toppling out and filling her kitchen – a physical representation of just how extensive the Ocado Price Promise is.
As the woman and her dog emerge from the avalanche, the voiceover reminds viewers that if their like-for-like shop on Ocado isn’t already cheaper than Tesco.com, customers are given a voucher for the difference.
Morrisons is bringing back “More Reasons To Shop At Morrisons” including a rework of the iconic jingle. Created with Leo Burnett, the major new advertising and brand campaign debuts tonight on Coronation Street. It will celebrate the real and motivating reasons why customers choose Morrisons, in a funny and relatable way.
Following research* into Morrisons distinctive brand assets, the campaign will see the return of the “More Reasons To Shop At Morrisons” strapline, which was introduced in Sir Ken Morrison’s time and still resonates strongly with consumers despite last being used in 2006.
The “More Reasons To Shop At Morrisons” jingle also showed a very high level of brand recall and salience in the research and so it has been refreshed with a modern twist, while retaining all the familiarity and nostalgia of the much-loved original. Morrisons bold new brand world and visual identity builds on the original branding. Specifically, the green and yellow colour duo and tree logo has been modernised and remains central to the new campaign after performing strongly in the research.
At the heart of the campaign, a series of seven 20” adverts focus on a different ‘reason’ to shop at Morrisons in a vox-pop and humorous style, direct to camera. The down to earth and unmistakably British films all end with the catchy new jingle and highlight Morrisons Market Street counters such as the freshly-baked doughnuts, the 100% British meat sold on Morrisons butcher counters, the fresh produce, the ‘iconic’ salad bar and the popular café.
A further ‘reason’ is the new More Card loyalty programme which can be used as a physical card or app and has been trialled in a number of stores over the last few weeks. Customers will now be able to earn points on selected products and counters in store and online as well as earning five points for every litre of fuel purchased in a Morrisons petrol filling station**. Once a customer has saved 5,000 points, they will receive a Morrisons Fiver which can be redeemed on a future shop, in store or online. Morrisons programme of market leading exclusive offers which launched last October for loyalty card members remains a key feature of the new scheme.
Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, said: “Alongside the launch of the new loyalty programme, we are also excited to announce our new brand campaign, “More Reasons To Shop at Morrisons”. Customers tell us there are so many distinctive and motivating reasons to choose Morrisons, such as helpful tips from our expert butchers and fishmongers, our commitment to British meat and produce or fan-favourite freshly baked doughnuts, and so despite not being used for a long time, “More Reasons” still really resonates.
