If you’ve ever participated in a marathon, you’ll know that at every marathon event they use the chest chip and stepping pad combo as a system for measuring a runner’s results. So this year, to capitalize on the massive participation in the Samsung Marathon – Israel’s largest running event – we decided to HACK THE RUN FOR GOOD by turning the marathon course into a gaming track and the runners into players.
How? By adding more stepping pads along the running course and turning them into game coin collection points.
Every time a runner steps on one of the pads, he collects a coin which is registered in real time via his chest number chip, added to our database and turned into real money. At the end of the marathon, the sum accumulated is then donated on behalf of the runner to the charity of his choice.
From our preliminary data, participation numbers are set to hit a new record high with 40,000 runners attending from all over the world (from over 40 different countries) so we’re talking about lots of money that will be making a difference for many people. Now that’s worth running for!
Samsung Gaming Marathon
. Run. Play. Donate.
Advertising Agency: Leo Burnett Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriter: Oren Ben Naim
Copywriter: Oded Zur
Art Director: Meital Miller
Art Director: Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account manager: Tseela Freund
Account Executive: Inna Tubin
Insiya Pithawala is a spatial experience designer based in Mumbai. She got her Design degree in the field of Retail and Exhibition Design from MIT institute of Design, an esteemed Institution in Pune, India. She is a retail design specialist and have worked for one of India’s leading design firms, Restore Design, Bangalore. She has designed stores for brands like Zivame, Barbeque Nation, Imagica, Van Heusen, etc. She is currently working as a freelance professional in the file of spatial and experience design.
Seniority is India’s first destination created especially for all senior citizens, designed by the talented Insiya Pithawala. They carry a vast and specially curated product portfolio that provides comfort and convenience for all seniors and their caregivers. The store is made in an existing bungalow in a quaint area in the city of Pune, India instead of opting for a standard retail format on a high street. The aim was to seamlessly blend the retail aspects into a home environment to create a comfortable and positive space that the seniors feel comfortable walking into. The look and feel of the space is kept simple using white as a base, highlighted with a fresh green to brighten up the space and the wooden elements used to add warmth.
The floor plan is modified to make it more open and greenery is added in little pockets to bring the feeling of the outdoors, indoors. The central skylight is used as a focal point as it emancipates light throughout the entire room and adorns a colorful origami installation to add some spunk in the space. The product placement and fixtures are planned in a way that highlight the positive products and showcase the negative products in a positive light. The fixtures are modular so as to accommodate all the different types and sizes of products.
The store serves an experience center for the customers to try the products before purchasing. The store also serves as a space where the seniors can drop in and spend some time with like-minded individuals, be part of a community and maybe watch a movie or take part in a weekly workshop. They have several breakout spaces that serve as activity areas. All the furniture is movable and the space can be transformed to host the respective event.
The interiors are designed keeping in mind the various guidelines for creating a senior friendly physical environment. The entire store is designed to be wheelchair accessible along with seating areas at regular intervals and at the point of sale for seniors that have difficulty in standing/walking for a long period of time. Anti-glare & anti-slip finishes are used to reduce strain. Visible contrasts and color blocking are used to define the different functional areas in the store.
The 8th of March, International Women’s Day, is an occasion to mark the importance of women across the world. It also is the advertiser’s opportunity to create, engage and be of relevance to women. Hosts of brands ranging from women’s apparel, FMCG to generic use make their voices heard.
Ola Cabs, India’s largest transport aggregator, isn’t one to be left behind. Always ones to have a unique and relatable point of view on subjects, the brand features a present-day take on Women’s Day. With a video featuring stand-up comic and actor Sumukhi Suresh, Ola urges women to watch out for all the expected tropes the media will be full of.
The video is a heartfelt ode to all things one can expect on the occasion of International Women’s Day. Right from patronising text messages and the customary bouquet from HR, to hashtags of all sorts, Sumukhi delivers a passionate monologue, concluding it with the message ‘Respect every day’.
Conceived and produced in partnership with creative agency Happy mcgarrybowen, now a Dentsu Aegis Network agency, the video has clocked in over 600,000 views on the brand’s Facebook page, gathering strong social media sentiment in its favour.
The video can be viewed on the link below:
About Happy mcgarrybowen:
Happy mcgarrybowen is a Bengaluru-based marketing communication outfit and part of the Dentsu-Aegis Network. Their core suite of services include Integrated Communication, Design and Digital. They have been around for around 9 years & manage the communication mandate brands such as Ola, Myntra, Jabong, Lee, People, Chai Point, Preethi Kitchen Appliances, Pearsons – just to name a few. Happy has won multiple awards for both creative excellence and marketing effectiveness. For more information, visit www.happymgb.com
About Dentsu Aegis Network India
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen and Fractal Design Studio.
About Ola:
Founded in Jan 2011 by IIT Bombay alumni Bhavish Aggarwal and Ankit Bhati, Ola (formerly Olacabs), is India’s most popular mobile app for personal transportation. Ola integrates city transportation for customers and driver partners onto a mobile technology platform ensuring convenient, transparent and quick service fulfilment. Ola is committed to its mission of building mobility for a billion people. Using the Ola mobile app, users across 102 cities can book from over 500,000 vehicles across cabs, auto-rickshaws and taxis. Ola has also introduced a range of shared mobility services on its platform like Ola Shuttle and Ola Share for commute and ride-sharing respectively. The app is available on Windows, Android and iOS platforms. Please visit www.olacabs.com and www.olacabs.com/media for more information.
In order to help people reduce their sugar intake, we created “Sonic Sweetener”.
Based on the research by Dr. Charles Spence at University of Oxford, (and their support)
We created the sound track help focus your attention to sweet taste in food / drink, it makes you taste sweeter as a result.
Background:
Over consumption of sugar causes many health risks,
And it is becoming global issue. In recent years, many media such as New York Times, Wall Street Journal, BBC, Time magazine etc,,, are
Talking about this problem frequently. New facts has been revealed. US, UK and other countries started Sugar Tax (Soda tax).
In China, obesity is social problem. Over consumption of sugar is one of the reasons. Lack of awareness on this problem is contributing factor.
So, we wanted to propose unique, innovative idea to reduce consumption of sugar and enhance awareness.
Solution:
Based on research by Dr. Charles Spence at University of Oxford, and their support, we created original sound track, “Sonic Sweetener.”
Because we naturally associate a specific soundtrack with sweetness, listening to the soundtrack helps focus our attention on the sweeteness in the food / drink, and that is why it feels sweeter as a result. Thus, it could help people reduce their sugar intake.
*XINCAFE is café / creator’s space in Shanghai. They have always paid attention to the diet habit of younger generations in China, and also supports innovative technologies.
The DesiCreative | Kotak Mahindra Design A LobbyScape Contest
You have always looked at a space and wondered how it could have been better designed or utilised. Lobby spaces are not only a welcome area for guests to walk in to, but are also important communincation spaces which must immediately inform the guest of what we stand for and at the same time make them feel wanted and comfortable. Now, Kotak Mahindra Bank, along with DesiCreative, is giving you a super cool space to design a Lobby Scape. Go wild, but be functional. Who knows, your design may end up in a real life environment in the heart of Mumbai city.
While you mst go completely wild in your imagination, each entry must still be a functional space. The winning design will be selected based on the smooth integration of usability with striking imagination, creating a Lobby Scape that is iconic and memorable.
To be considered, the space must designed for accommodating an uber cool branch, a coffee lounge, meeting areas and ofcourse greeting lobby.
Kotak Mahindra offers a cash prize of Rs 100,000/- for one winning entry. 5 other excellent entries will win book vouchers worth Rs 10,000/- each.
Reshmi Shekhar is an architect and illustrator based out of Bangalore. She runs design store & studio Curiosity Kills The Cat (www.cktcstore.com) and is always up for a chat if you offer coffee.
Why are you an Illustrator?
I’m actually an architect (by profession). I’m an illustrator because I’m a distracted architect that’s always doodling.
Did you attend school for fine art or design?
Yes I did; I studied architecture for 5 years in RV School of Architcture. (Bangalore). I owe all my design sensibilities and interest in the field to my peers and profs at college. Architecture is an extremely demanding course, and looking back at the methodology of our projects and coursework, I realise that it was a very wholesome art oriented- problem solving approach that translates to all fields of design. (more…)
“How to use social media to achieve business objectives?” is still once of the biggest questions marketers and digital marketers have to deal with on a daily basis. A 2015 EY Study showed that not being able to measure social media success and sustain engagement rate are biggest challenges for Indian brands.
XOR Labs decided to make sense and quantify the social media efforts in India by tracking social media profiles of 100 Indian startups for a period of 3 months—from July 1 to September 30.
Although many large businesses have adapted social media, Indian startups are the pioneers in deploying social media strategy. So instead of selecting old players, they chose Indian startups to be the subject of the study.
Although fundamentals are the same, how social media is managed for an ecommerce has to be different from sexual wellness space. So to make the report more meaningful, they categorized 100 startups into 13 segments—from horizontal ecommerce and food delivery to fashion and fintech.
Here are some insights from the report. Download the full report and more information from the Xor Labs website here.
The best discoveries are happy accidents. When Benjamin Hayward, the great-grandson of Sir Anthony Hayward, after whom the brand is named, wrote to SABMiller India requesting an internship, little did he know what he would uncover.
SABMiller India announced the release of a five-part documentary series that traces the history and legacy of the Haywards brand. The video series titled ‘Two Men and a Beer’ follows Ben across India, tracing the origins and heritage of the brand founded by his grandfather. Ben, a resident of Birmingham in England, chanced upon a BBC report on Haywards 5000. After a little enquiry, he began his internship which took him across the country to retrace the brand’s steps and uncover some of its past. (more…)
In a country where skin cancer incidence is among the highest in the world and UV radiation one of the strongest, Super-Pharm as Israel’s largest pharmacy retailer and a major player in sun awareness education wanted to encourage people to go to the beach during ‘Sun Safe Hours’
The problem is that to get the best spot on the beach you’ve got to get there early,
when the sun is most dangerous. So how do you help people protect themselves
and still get the perfect spot?
Well we decided to create and broadcast the 1st ever Live Drone Beach Report.
A real-time aerial view of Israel’s busiest beaches aired 30 minutes before ‘Sun Safe Hours’.
This meant beach goers could scan the beaches and find the one that still had the perfect spot!
A win win situation for all involved J
Credits
Agency: BBR Saatchi & Saatchi
CE.O: Yossi Lubaton
Chief Creative Officer: Jonathan Lang
Executive Creative Director: Idan levy
Copywriter: Ronni Azulay
Art Director: Yuval Zuckerman
VP Group Account Head: Ben Muskal
Account Supervisor: Noa Sharf
Account Executive: Ronny Chaikin
Chief Strategy Officer: Shai Nissenboim
Strategic Planning Supervisor: Roni Arisson
Creative Coordinator: Eva Hasson
Head Of Production & Content: Dorit Gvili
Producer: Maya Palmon, Eran Harel
Social & Digital Director: Idan Kligerman
Digital Copy: Liron Cohen
Traffic Director: Ronit Doanis
Traffic: Avia Ben Ishay
Photography and Editing: Dan Deutsch
Drone Activation: Roei Galitz, Guy Mador
Live Video Production: Go Live
Live Broadcast Narrator: Ben Ben-Baruch
INDIAN CAB BRAND, OLA, DEPLOYS BOATS IN WATER-LOGGED CHENNAI FOR FERRYING CITIZENS TO SAFER AREAS
Also to distribute food and drinking water in areas short of supplies.
[vimeo clip_id=”146089997″ height=”400″ width=””]
Tamil Nadu, the southern state of India, is severely affected by heavy rains and cyclone for the past few days. The situation got worse with the state capital, Chennai, facing its worst calamity till date. The entire city was flooded and thousands of citizens were left stranded for hours and the entire public transport system in the city was disrupted.
Living up to the promise of being a ‘complete transportation provider’, India’s larger cab operator Ola immediately sprung in to action. What is interesting, however, is that this action came as an immediate response to a meme posted on Twitter by a customer. Keeping the ‘typical Chennai humour’ alive, one consumer tweeted about how Ola should have boats to save the people who are affected. The brand, and its Bangalore based agency Happy Creative Services, immediately worked out a plan to implement this suggestion. Within 24 hours, multiple fishermen and their boats were in action and the rescue operation continues even now.
In a bid to help transport citizens stranded due to water logging in the city of Chennai, Ola, India’s most popular mobile app for personal transportation, today deployed boats in water logged and partially submerged areas, basis information provided by the Fire and Rescue Department of Tamil Nadu. The boats manned by professional rowers and fishermen, will also be used to provide food and drinking water in specific areas which are reportedly short of basic supplies. Both ferrying services and supplies will be offered free of cost to citizens.
Each boat will be manned by two rowers and can ferry anywhere between five to nine people in a single attempt. Ola is also providing rain gear to all rowers, which will help them ferry people without any hassles. In order to guard customers from rain, Ola has also stocked umbrellas in every boat. Details of the rowers and fishermen were provided to Ola by local firemen and the Chennai Sport Fishing Company. These services are expected to be available over the next three days and might get extended if water-logging continues in the city. Many employees and drivers of Ola are also coordinating with the fishermen on ground to enable smooth operations.
Ravi Teja, Business Head of Tamil Nadu at Ola said, “Thousands of citizens have been stranded and are suffering due to heavy rains and water logging in Chennai. While we are addressing the increased demand for transportation in the city through the Ola app, we are working closely with local stakeholders to help ferry those stranded in water logged areas. Boats deployed by Ola will help ferry people to safer areas and in distribution of essential supplies like food and drinking water in affected areas.”
About Ola: Founded in Jan 2011 by IIT Bombay alumni Bhavish Aggarwal and Ankit Bhati, Ola (formerly Olacabs), is India’s most popular mobile app for personal transportation. Ola integrates city transportation for customers and driver partners onto a mobile technology platform ensuring convenient, transparent and quick service fulfilment. Ola is committed to its mission of building mobility for a billion people. Using the Ola mobile app, users across 102 cities can book from over 250,000 cabs, 75,000 auto rickshaws, Kaali Peeli taxis and yellow taxis on its platform. The app is available on Windows, Android and iOS platforms. Ola recently acquired TaxiForSure, India’s second largest cab aggregator, which continues to operate as an independent brand. Please visit www.olacabs.com for more information.
