Posts Tagged Social

Publicis Kaplan Thaler Wins 2 National Silver ADDYs

NEW YORK CITY, NY (June 8, 2013) – Publicis Kaplan Thaler received two Silver National ADDYs at the 2013 American Advertising Federation National ADDY Awards — For Street Soccer USA in the Public Service – Integrated Campaign category and for Bounty in the Television – Regional/National – Single Spot category. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world.

Street Soccer USA — I PLAY FOR Patches

SoccerAddyHow do you help get homeless people off the streets? Turns out one way is to put them on a soccer pitch. Street Soccer USA organizes homeless people into soccer teams that compete in rec leagues around the country, as well as the Homeless World Cup. Playing provides structure, support and a chance to be a part of something positive, which is why 75% of participants are off the streets within a year.

IPlayForPublicis Kaplan Thaler was tasked with creating a single patch Street Soccer could sell as a fundraiser. In order to create an emotional connection, they realized they needed to go deeper and wider than just one patch. They ended up designing an entire league identity from scratch — from naming the teams to designing team crests and kits. The crests themselves were based on classic soccer iconography, creative a sense of pride in the teams sporting them. The I PLAY FOR brand, created by Publicis Kaplan Thaler, draws attention to the emotional reasons for playing. It was featured on the NBC Nightly News and seen by thousands of spectators at the events. IPLAYFOR.org became a hub for players and fans everywhere. Players could connect with other homeless athletes across the nation, and communities could show their support for the teams. Within a week, IPLAYFOR.org reached 68,000 people across seven countries.

IPlayFor2For Street Soccer’s biggest event to date, the Street Soccer National Cup in New York City, IPLAYFOR hit the streets. We flooded the city with wild postings, interactive chalk art, benches, and even a Times Square billboard. As a result, over 72,000 people stopped by to show their support. IPLAYFOR made headlines around the world. And, when word of the campaign spread, Kappa donated team jerseys and Slate gave us a free homepage takeover.

The entire run of jerseys featuring the team patches sold out, creative a healthy revenue stream for the cash-strapped charity. But, most importantly, IPLAYFOR helped Street Soccer get 75% of its players off the street this year.

Credits:
Publicis Kaplan Thaler
Chief Creative OfficerRob Feakins
Executive Creative Officer – Tom Drymalski
Executive Creative Officer – Perry Essig
Executive Creative Officer – Jim Kotulka
Copywriter – Jennifer Stopka
Copywriter – Alexis Garber
Copywriter – Brad Mislow
Copywriter – Brian Bellanca
Art Director – Christopher C. Smith
Art Director – Julie Eyerman-Allard
Art Director – Kay Saoyen
Project Manager – Sharon Malcolm
Photographer – Ian Young

P&G — Bounty

BountyAddyKids who love sports rarely check their enthusiasm at the front door. Especially when excited by events such as the Olympics, inspired kids end up transforming their homes into athletic training grounds. They sprint, leap, dive or throw — on sofas, down hallways, in kitchens and all around the house. It takes brave parents to allow that behavior (given all the messes that could result) — and Bounty paper towels wanted to acknowledge those parents that don’t let the fear of a little mess stand in the way of their children’s big dreams. After all, that’s Bounty’s role in life: To help people live uninhibited by fear of messes.

The story of the Bounty Olympics “Anthem” is one of perseverance by every member of the team. Every P&G brand is afforded the opportunity to submit work to be produced for the Olympics. While the Bounty clients loved the idea for a spot pitched by Publicis Kaplan Thaler’s Bertrand Garbassi and Kat Keeley, it was not within their budget. So, while on a shoot for another initiative, the team captured extra footage of the kids performing “stunts.” They cut the footage together and shared it with the Bounty team, who loved both the spot and their initiative. The President of Family Care cited this as another example of how the agency “brings us what we need, not what we ask for.”

It was then shown to CMO of P&G, Marc Pritchard, and he loved it so much he reallocated one of the two TV slots for the opening ceremonies to Bounty (a slot that would have been reserved for the P&G Mom’s campaign). It’s an amazing tale of the courage, stamina and passion on the part of both the agency and the client family care team.

Credits:
P&G — BOUNTY
Publicis Kaplan Thaler
Chief Creative Officer
– Rob Feakins
Executive Creative Officer – David Corr
Creative Director – Bertrand Garbassi
Creative Director – Kat Keeley
Agency Producer – Alisa Cohen
Production Company – 2Films
Director – Bram Van Riet
Producer – Marc Stemmer
Editing House – Cosmo Street
Editor – Steve Bell

A list of all AAF 2013 ADDY Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Street Soccer USA
Street Soccer USA logoStreet Soccer USA (SSUSA) (www.streetsoccerusa.org) is sport for development program of HELP USA, which believes ending homelessness is a team sport. Through a systematic approach, SSUSA Builds community and trust through sport with participants and volunteers, transforming the context within which they live from one of isolation, abuse, and marginalization, to one of community, purpose, and achievement, requires participants to set 3, 6, and 12-month life goals, and empowers participants by providing access to services and educational/employment opportunities through our Jobs Academy. The Lady Salamander women’s initiative has formed women’s only teams at shelters across the U.S. as well.  The program in San Francisco is operated in partnership with the St. Vincent de Paul MSC shelter and the SF Conservation Corps.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Publicis Kaplan Thaler & Charmin’s Long-Time Relationship Honored

NEW YORK CITY, NY (April 29, 2013) – Publicis Kaplan Thaler and Procter & Gamble’s Charmin brand garner second place in Ad Age’s Best Agency-Client Marriage Contest, surpassed only by BBDO and Hormel’s relationship.

CharminPublicisThere is a lot to be said for an agency-client relationship that lasts much longer than 50% of the marriages in this country. In a tumultuous time when many agencies are dropped by companies in less than five years, this is quite an honor and achievement; especially in the ultra-competitive market of home goods.

Since 1957, when Procter and Gamble purchased the rights to Charmin, the brand has been inseparable from the predecessor agencies which have now become Publicis Kaplan Thaler. The agency has successfully brought a host of new Charmin products to market; including Charmin Plus, Kids Fresh flushable wipes and Charmin Strong toilet tissue. Similarly, the trusting relationship between Charmin and PKT has led to some of the most innovative and financially successful campaigns in the category’s history.  Charmin’s Pottypalooza Tour, which offered public restrooms for patrons in big cities from New York to San Diego, raised sales almost 15% alone.  When asked about the quality of their relationship with Publicis Kaplan Thaler, Charmin stated, “This longstanding partnership centered around a dedication to creating a more enjoyable ‘go’ has enabled us to build a brand that has sold more toilet paper than anyone else, has weathered economic ups and downs, entry and exits of competitors, and welcomed new team members all while having a great time together.” With a market share of nearly 40%, it’s no surprise they are so thrilled with the work of PKT.

CharminPublicis2There seems to be no end in sight for the successful partnership between Publicis Kaplan Thaler and Charmin.  This sort of closeness and openness can only be achieved by having a good sense of humor about your work. And that comes easily when work is talking about stuff that grosses most people out. Work on Charmin continues at PKT’s New York City offices, and at this rate who knows how many more awards are to come.

For the full Ad Age article, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Scope Bacon Fools America — Captures Attention of One Show

Bacon Flavored Mouthwash A Delicious & Highly Successful Hoax

NEW YORK CITY, NY (April 2, 2013) – Publicis Kaplan Thaler and Scope mouthwash teamed up to pull off the best April’s fools prank in recent memory. The hoax was so successful, it landed on The One Club’s Newsfeeder.com, a website that showcases the most creative Facebook page posts made by brands. Newsfeeder enables creatives to search through a repository of curated Facebook page posts by a number of categories, including agency, brand, most recent, most comments, most likes and most shares.

One Show NewsfeederCreated by The One Club, with strategic partnership and technical assistance from Facebook Studio, Newsfeeder’s goal is to highlight the best work of those influencing this relatively new, but impactful medium. Newsfeeder is also a forum for creative professionals to view and comment on the best work being shared across social media’s biggest stage. Newsfeeder leverages the growing influence Facebook page posts have on brands and, consequently, the creative community.

Scope Bacon’s story began on March 29th of this year with one, simple Facebook post. It was a picture of a red, bacon flavored Scope bottle and the headline read “Indulge your meat tooth.” It also included the Twitter hashtag #scopebacon. That one post garnered over 30,000 likes and over 11,000 comments; an astronomical amount for a mouthwash brand. America was interested.

The first Facebook post was immediately followed by a heavy dose of this television commercial produced by Publicis Kaplan Thaler:

Several more Facebook posts leading up to April 1st. Media outlets from across the country began debating whether this product was real or fake. The earned publicity was widespread and people were doing exactly what Scope wanted; they were talking about the brand.

scope-bacon1-193x300When April 1st rolled around Scope revealed via Facebook that the bacon flavored product was indeed a hoax and that much of America had been duped. Reactions ranged from sheer delight to crushed disappointment from some of Scope’s customers who are bacon enthusiasts. Regardless, Scope was in the headlines of major news outlets and the social media sphere was ablaze with responses. The prank was even covered by NBC’s Nightly News.

By pranking their very own customers, Scope has epitomized their new mantra “Courage Encouraged” and successfully moved their brand one step closer to becoming the industry leader.

To read the Huffington Post’s coverage of the story, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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SXSW — A Look Back

Screen-Shot-2013-03-10-at-2.37.31-PMPublicis Kaplan Thaler attended SXSW Interactive for 5 days of immersion into the latest thinking and technology across the digital and interactive space, with impressive keynote speakers such as Nate Silver, Rachel Maddow, Al Gore and Elon Musk. The conference left us inspired – although the work we’re doing today is smart and innovative, the landscape is changing rapidly and it’s an exciting challenge to stay ahead of the curve. Although we could talk ad nauseam about the thought-provoking sessions, at the end of the day, we came home with 6 noteworthy themes.

Hardware as King: At a conference long-held up as a software and service launching ground, hardware innovations took more center stage. Instead of Google Glasses, 3D printing and motion-controlled technology from LEAP Motion took center stage, indicating that the future of technology application is all about how it comes to life in more tangible ways.

PKT_SXSW__March 2013_reduced sizeThe Arrival of CPGs: Big traditional brands such as Oreo, Doritos and GLAD didn’t just attend, they used the event as an opportunity to demonstrate innovation, create buzz, and launch new products. Their presence shows that every company is a digital company, and that brands can be leaders in this space.

The Collaborative Economy – aka the Sharing Economy. Crowd-sourcing and new ways of sharing are changing the way we discover and consume goods, disrupting industries, helping innovators spread their ideas, and creating value. Companies such as Airbnb, Uber, Etsy, and SideCar are revolutionizing their industries and are putting the power back in the hands of the consumer.

The Changing Pendulum of Social: People are becoming over-saturated by social platforms and apps. Moving forward, clear value exchanges will be the determining factor for adoption, use and engagement. And as for brands, change comes in the form of senior leadership. With some brands putting the power of community management in the hands of senior leadership, it flips the perception of social media on its head – in a good way.

1181367Location: From Social to Utility: The “small human actions” that fueled Google’s growth was the clicking of links, and Facebook was “likes.” Now, platforms like FourSquare are mining the aggregate value of small human actions to draw insights about the community, location, consumerism and sophisticated recommendations.

Search: From Links to Answers: Statistics + algorithms + natural language = finding the signals in the noise.  The next wave of search is here, moving from giving us content that we can pull answers from, to actually giving us smart answers.

 

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