By Tim Mohin, Director of Corporate Responsibility, Advanced Micro Devices We would all like to think that companies collaborate on social responsibility—after all, combining the resources of corporations can increase the impact they can have on social issues. And for the most part, they do. But, let’s not sugarcoat this, companies use their corporate social […]

The Ontario Ministry of Environment and Climate Change and GREY Canada have partnered to launch an eye-opening, thought-provoking new campaign in which real Ontario children were tasked with solving the issues of climate change on their own. The campaign, “Let’s not leave it for our kids to figure out”, aims to open parents eyes to the harsh fact that inaction on climate change today in effect simply hands the problem down to their children to solve tomorrow.

All of the campaign components – including film for cinema & TV, out of home, social content and child-created user-generated content – was captured and created during a one-day event and workshop at the Ontario Science Centre, in which hundreds of real Ontario students between the ages of 6 and 11 met with leading Environmentalist David Suzuki. Once there, they were literally tasked with solving climate change on their own, then asked to present these climate change solutions in the form of drawings and written statements—all in an effort to motivate adults and parents to do more, and to inspire them to get involved with the Ontario Government’s 5-Year Climate Change Action Plan.

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“Putting the solution and storytelling in the hands of the children was an exciting challenge,” said Patrick Scissons, Chief Creative Officer at GREY Canada. “Creating such a diverse amount of campaign content in less than 8 hours was a total team effort across the board.”

The campaign includes one 60-second and 30-second film, in which David Suzuki speaks to 200+ children about the realities of climate change, before tasking them with solving it on their own. As well as another 30-second film and an assortment of short but impactful online videos in which the children then present their actual climate change solutions directly to camera.

The robust, multi-platform campaign will run on television, in cinemas, in out of home, and will have a significant online presence. All media planning and placement was handled by PhD Canada.

Creative Credits:
Ad Agency: GREY Canada
Chief Creative Officer: Patrick Scissons
Creative Director: Joel Arbez
Art Director: Oliver Brooks
Writer: Mike Richardson
Account Service: Paul Curtin, Kelly Ko, Lindsay Proudfoot
Producers: Sam Benson, Dena Thompson
Print Producer: Elizabeth Macaulay
Digital Producer: Jaan Yew Woon

Production Company: Spy Films
Director: Tamir Moscovici

Editorial: Saints Editorial
Editor – Let Them Figure it Out – Danica Pardo
Editor – Kids Talk Climate Change – Melanie Hider
Post Production: Alter Ego
Audio: Grayson Matthews
via: Shannon @

Brands Must Reflect Customer Beliefs

Every brand needs to make a practice of reflecting beliefs. That’s because everything consumers see in the world gets ‘bent’ through the prism of the values they espouse.

With a beliefs strategy consumers no longer think about which brand to buy.

Customers are the ‘who’ of brand strategy. A solid, self-sustaining strategy mirrors customers’ preferences. Having such a strategy entails speaking to them on their level: who they are and associate with, what they do and value. An adept ‘mirror’ brand drives an emotional connection so deep that consumers no longer think about what to buy.

Unfortunately, all too often, companies choose the what (their products, services, etcetera) over the who (their customers). Too often the goal of getting ahead of rivals ends up having only a tangential relationship with getting closer to customers. The solution is to remember that customers buy the brand that makes them feel comfortable, happy, proud and successful. Competitive differentiation means nothing to consumers unless it’s focused on what’s in it for them.

Done correctly, branding becomes internalized and accepted as an extension of the beliefs and values of its loyal, hard-won constituency. Trust and faith add intensity to the quality of branded offers, making them less subject to erosion. Consumers buy brands that provide emotional reinforcement, notably pride, in who they are and the decisions they make.

Thus consumer beliefs and brand equity go hand-in-hand because both are concerned with the long haul. They are about staying power. Core beliefs are built on core emotions, the templates that drive business outcomes. Forget about changing beliefs. A brand makes headway to the extent that it ties into beliefs and avoids what isn’t credible or relevant. How can a company know that its approach is on track? By gauging consumers’ core emotional responses.

Beliefs, Religious And Secular

A good way to start determining any target market’s beliefs is to examine how different societies shape people’s worldview. Companies engaged in global marketing, take note: in The Clash of Civilizations and the Remaking of the World Order (1997), Harvard University professor Samuel Huntington argues that since the fall of the Berlin Wall, the world has divided itself into eight different power blocks. They’re organized around language and religious value systems, requiring companies looking to achieve optimal emotional buy-in to customize their approach.

Just how prominent is religion in defining these power blocks? It’s extremely pervasive. Even in the west, where religion is less prominent, 85 percent of Americans believe God exists. Moreover, the percentage of ‘born-again’ Christians in the United States has risen 12 percent in the past two decades to 45 percent.

Therefore, brand directors and advertising agencies should be deeply attuned to religion’s influence and its role in consumers’ value systems. Otherwise, they risk giving offense. Pride isn’t a trivial emotion. As a mixture of happiness and anger, pride has an edge to it. It contains an element of defiance, a don’t-tread-on-me spirit. Given the emotion’s quality of certainty and triumph, a brand wants to be a facilitator of this emotion rather than an obstacle. No company wants to be seen as an enemy of its target market’s belief system.

In short, reflecting beliefs needs to be a front-and-center strategy. That’s true because beliefs result from a lifetime of learning. They constitute the essence of selfhood, which a person will adamantly defend, sometimes even to the death.

CRM Alone Is Not The Answer

Customer Relationship Management (CRM) is a half-hearted approach to knowing consumers. CRM provides data without any intuitive feeling as to what it all conveys

Because customer relationship management (CRM) emphasizes what over who, it’s too bad that the most common approach to the brand/customer relationship nowadays relies on various CRM software packages. That’s a good first step toward customers. But the current CRM toolkit never makes the whole journey. It starts by recording and organizing individual transactions. Then it determines how much the customers spend, how often they buy, and where and how they make purchases.

Customers, however, have much bigger stories to tell. Executives who understand that an emotional connection is central to the creation of a viable relationship will want to get a bigger perspective. Without a way to get a feel for what the data really means, isn’t CRM software merely a glass half full? The missing void could be filled with vital emotional insight. That step would inform management, designers, marketing staff, salespeople and others at a more comprehensive and pertinent level. Such insight in tandem with transactional history would provide the knowledge required to build a more powerful connection between a company’s brand and its customers. The starting point is figuring out what values emotionally matter most to target customers and delivering on them.

Contributed to Branding Strategy Insider by: Dan Hill, excerpted from his book, Emotionomics, with permission from Kogan Page publishing.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

#EmojiSentiment is an app that fine-tunes how well we understand the sentiment surrounding a topic.

The app determines which emoji are used most in conjunction with that topic and by tapping into sentiment data reveals whether conversations are positive, negative, or somewhere in between. See it in action here.

Advert title: #EmojiSentiment
Advertising Agency: Miami Ad School, Miami, USA / Wyncode Academy, Miami, USA
Agency website: /
Art Director: Frank Hammar, Waner Almeida
Art Director | UX/UI: Daniel Jaramillo
Copywriter: Humberto Belli
Web Developer: Cameron Eckelberry, Alex Vera

Muhammad Ali, who repeatedly called himself “The Greatest”, was quoted as saying: “I figured that if I said it enough, I would convince the world that I really was the greatest.”

Ali, who died June 3rd, also acknowledged in a best selling biography by Thomas Hauser, his gratitude for all he had been given: “God has been good to me. I’m thankful I have a good life and nine healthy children. I’m thankful I was three-time heavyweight champion of the world. I’m thankful that I live in a country like America. I’m thankful I’ve been able to travel and meet people all over the world. I’m thankful people still remember me.”

In addition to remembering and celebrating his remarkable life and career, Ali’s unforgettable treasure trove of quotes will remain with us as well including:

“Service to others is the rent you pay for your room here on earth.”

“Hating people because of their color is just wrong. And it doesn’t matter which color does the hating. It’s just plain wrong.”

“I wish people would love everybody else the way they love me. It would be a better world.”

“Friendship…is not something you learn in school. But if you haven’t learned the meaning of friendship, you really haven’t learned anything.”

“Don’t count the days. Make the days count.”

“People don’t realize what they had till it’s gone. Like President Kennedy… nobody like him. Like the Beatles, there will never be anything like them. Like my man, Elvis Presley. I was the Elvis of boxing.”

And it goes without saying, there will never again be anyone quite like Muhammad Ali.

The post The Unforgettable Muhammad Ali appeared first on The Good For You Network.

Sierra Blair-Coyle is called an “athlete-model”, famous for its plastic, the US is mostly young professional climbing. Two-time champion of the US escalation and member of the national team, she does not hesitate to face challenges for the least surprising. Only helped by two vacuum cleaners strapped to her back, she managed to climb the side of a skyscraper of 140 meters in Songo, a town 65 kilometers west of Seoul.

A performance in collaboration with LG who took the opportunity to praise the merits of its new Smart Inverter Motor and the life of its batteries. Indeed, the South Korean brand and developed a unique climber climbing device using suction pads and long battery life.

Result, the two canisters LG CordZero could create enough suction to hold the weight of Sierra Blair-Coyle who was able to make his ascent in less than 30 minutes. The manufacturer states that the athlete has stopped once to take a new pair of vacuum cleaners to meet the first challenge of its kind.

Very active on social networks, it has more than 300,000 fans on its Facebook page , the US 22-year made ​​news again with this original LG challenge and hope this kind of performance will “attract the attention on innovative technologies that drive these devices too often trivialized “.
via: Thomas Estimbre @

Central Films award-winning director Rodrigo Garcia Saiz bestows godlike powers on legendary footballer Diego Maradona to inspire the creation of an ark-like football stadium in the monumental new spot “Noah” for Tecate, out of Nomades. In the epic 2:00 spot, Maradona approaches a bohemian architect, urging him to build a football field to revive a love of the sport. He gets to work on the immense task, bringing on the aide of friends—who happen to be players of Real Madrid and Juventus—he completes the structure, leading couples of players, referees, radio announcers and fans to enter the stadium.

As the crowd and players anxiously await gameplay, Noah steps in as referee and a single drop of rain falls from the sky, sparking the game launch and exploding the arena with energy and passion. Madrona and Noah both join in on the action, culminating with an awe-inducing hands-free move by Madrona for the win, leaving the crowd with a renewed love for the game.

Creative Credits:
Client: Heineken Mexico
Titles: “Noah”
Agency: Nomades
Creative Directors: Pablo Batlle, Rual Rivera, Guillermo Bernal
Copywriter: Felipe Alarcon Aranguiz
Art Director: Rafael Quijano
Head of Production: Ericka Tolosa
Agency Producer: Ericka Tolosa
Production Company: Central Films
Director: Rodrigo Garcia Saiz
DP: Mateo Londono
Executive Producer: Mauricio Francini
Editorial Company: Central Films
Editor: Leonel Perez
Post Production: MPC Mexico
Colorist: Ricky Gaussis
Post Producers: Patricia Guerra, Leonel Perez
VFX: MPC Mexico
VFX Talent: Eric Schaechter
VFX Producer: Paulina Salazar
Music: Alejandro Pelayo
Audio Post: Bravo Audio
Mixer: Bernardo Bravo

Samsung- Design Your Time

Day for day people take countless looks at their watches. Besides the time displayed, nothing really changes. Just imagine a watch that could change the look of its dial every minute! How cool would that be?

In December 2015 Leo Burnett started the „Samsung – Design Your Time“ campaign. We asked our FB community to send in pictures with their personal time of day. The result was stunning. People sent in thousands of pictures so that we could develop a beautiful watch face for Samsung Smartwatch users.

Creative Credits:
Advertised brand: Samsung
Advert title(s): Design Your Time
Samsung – Design Your Time
Advertising Agency: Leo Burnett Frankfurt, Germany
Agency website:
Chief Creative Officer: Andreas Pauli
Executive Creative Director: Christoph Riebling
Creative Director: Benjamin Merkel
Creative Director: Helge Kniess
Client Service Director: Martin Krauter
Group Account Director: Pia Schütz
Social Media Consultant: Felix Schrader