http://www.paragtembulkar.com paragtembulkar.com Wed, 15 Jun 2011 15:49:59 +0000 http://www.paragtembulkar.com en http://www.paragtembulkar.com/selects http://www.paragtembulkar.com/following/paragtembulkar.com/selects Wed, 15 Jun 2011 15:49:59 +0000 paragtembulkar.com 1354693 This section is an answer to "people don't have time to look at all your shit!". It’s a selection of work that my peers, colleagues, friends, mother, wife, kids, brothers, cousins, uncles and aunts seem to like…work that I've created or helped create across countries, markets and agencies. Most of the pieces are part of bigger, multi media campaigns displayed in the rest of the site. _______________________________________________________________________________ “Baah, screw ads! Who does them these days anyway?” So here we go; a music video to introduce FIAT 500 in the USA… featuring enthusiasts getting ready to greet the car as it gets ready to meet them. Released as a special online premiere for the first 500 Prima Edizione owners (who were eagerly awaiting delivery of their car) and then in a slew of mediums: Movie theatres, wall projections during art/music/fashion shows, top urban clubs, live performances by Glitch Mob (who we got to remix Vivaldi’s Concerto in D Major, Rv 228: Allegro) at music festivals, iTunes music release and an entry on the Billboard charts. By far the most challenging project of my entire career — literally involving blood, sweat and tears…and then some more. Here's the complete step-by-step case study: From the first bookings on social media. To personal email updates from the Head of FIAT USA showing pictures of individual cars at every stage of assembly line production. To films featuring the customers themselves during the waiting period. And the music video that led them to the final delivery status. A difficult brief from NISSAN EUROPE to begin with: One commercial for two differently priced vehicles. It led to a smart solution of re-creating a “West Side Story” but with opposing gangs of urban cars. The ‘easy’ part ended there. Shot in Berlin and post produced in Paris, it’s probably my toughest till date. Probably worth it; so I’d like to think. A whimsical WASHINGTON’S LOTTERY spot to launch a new brand campaign for a government agency that stuck its neck out. Yet again. A remarkable push towards the final script but "not the best of production"; I kept saying till it annoyed. Though on hindsight, that’s what made the spot? If you do something that seeks to break category rules, you better have a really strong reason. We did (erm, on hindsight:). The word 'losers' is anathema in any lottery communication. We made a campaign out of 'losers'. Why? Because with the best odds ever compared to any other WASHINGTON’S LOTTERY product, even losers had a great chance to win. The client was kinda convinced. The results rewarded the leap of faith. “Servers are boring.” “Let’s not do boring.”...“Server advertising doesn’t need TV.” “Let’s do TV.” Well, not an easy sell at HEWLETT PACKARD. But as always, it takes one brave client who wants to do more than the usual. A spot directed by an Indie music video director (who had done music videos for Modest Mouse and The Tragically Hip) that finally aired globally on specific C-level targeted television and digital channels. Servers can be cool. When AXE came to Asia, everyone said…“Well, it’s Axe, that should be easy.” But nothing was far from the truth. The bar was already set very high by our better off English cousins at the London office. An insane amount of ideas later, we did manage to make our mark. Good fun. In fact, not too often does one get to work on a brand that demands you have loads of fun… ...again and again... <img src="http://payload.cargocollective.com/1/2/82295/1354693/axe dangler-640x510.png" width="640" height="510" width_o="640" height_o="510" src_o="http://payload.cargocollective.com/1/2/82295/1354693/axe dangler-640x510_o.png" data-mid="6586989" border="0" align="left"/> Proof that advertising needn’t always be based on insights: Especially when working on fashion brands like LEVI'S in Asia that target the youth. Tell me something…as a young person, did you want to follow trends or set them? <img src="http://payload.cargocollective.com/1/2/82295/1354693/levi-s tree 2.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1354693/levi-s tree 2_o.jpg" data-mid="7862864" border="0" align="left"/> Extravagantly bold LEVI'S jeans for bold people; not for your ordinary fella…We wrote a simple script for a big Japanese spot and roped in a rising Gong Fu star who was trying to make it big in the wild west à la Bruce Lee. Don’t know if he finally made it. (Probably not that much as I haven’t seen any Latter Day Green Hornets yet.) Quite easily the most fun, food and friends I’ve had on a shoot…think game braai, boerewors and biltong in the Karoo desert. And a bit of (wink) post prod down time (wink) in and around the Cape of Good Hope. It’s easy to make a big noise with tons of dollars. How do you do that with almost nothing? FHM, a naughty mag for the more sexually conscious blokes, wanted to make its annual noise. Who are the “100 Sexiest Women of the Year”? We asked Kumar, South East Asia’s famous drag queen-cum-comedian, who stood at Speaker’s Corner demanding he/she should be in the reckoning: A stunt that was reported in all the national newspapers and on primetime news channels. Then, we got people to take pictures — that reminded them of "naughty chick things" — and load them on the FHM website as contributions for the contest promotion campaign. (Erm, the term UGC wasn’t yet coined in 2001 Asia.) All this, with a princely sum of SD$500. When you are poor you try harder, smarter. Or at least, have a laugh::)) <img src="http://payload.cargocollective.com/1/2/82295/1354693/fhm 640 x.png" width="640" height="620" width_o="640" height_o="620" src_o="http://payload.cargocollective.com/1/2/82295/1354693/fhm 640 x_o.png" data-mid="6655240" border="0" align="left"/> VOLVO in Singapore was still on the safety messaging. But hey, safety doesn’t have to be serious. Nor does obvious have to be boring. Here’s one from a series of simple installations that brought in a lot of chuckles for the Swedish brand. <img src="http://payload.cargocollective.com/1/2/82295/1354693/volvo banana-640x510.jpg" width="640" height="510" width_o="640" height_o="510" src_o="http://payload.cargocollective.com/1/2/82295/1354693/volvo banana-640x510_o.jpg" data-mid="6587005" border="0" align="left"/> “Are you guys on crack?” they asked. This section is an answer to "people don't have time to look at all your shit!". It’s a selection of work that my peers, colleagues, friends, mother, wife, kids,... http://www.paragtembulkar.com/fiat-usa http://www.paragtembulkar.com/following/paragtembulkar.com/fiat-usa Wed, 15 Jun 2011 15:49:58 +0000 paragtembulkar.com 1397085 What began as a 15-day gig to “help out on strategy and give creative platform options” turned out to be an 9-month-long period of insanity. A totally different experience, great opportunity, passionate/crazy people, no rules, do-it-yourself, lots of air travel, late nights, frustrations, flood of emotions and in the end, I think, a pretty interesting body of work. Or, at the very least, a great life experience. Anyway, FIAT…we positioned the FIAT 500 as a “car for the creative class” and gave the FIAT brand, which was returning to the USA after 25 years, a platform that came from its own Italian DNA. Passionate self expression. And so began a campaign with too many executions to keep count of. The idea was to populate and encourage social conversation through different channels rather than make a few big statements. _______________________________________________________________________________ FIAT USA brand manifesto. <img src="http://payload.cargocollective.com/1/2/82295/1397085/6.png" width="640" height="414" width_o="640" height_o="414" src_o="http://payload.cargocollective.com/1/2/82295/1397085/6_o.png" data-mid="7119374" border="0" align="left"/> FIAT USA brand manifesto video. The FIAT 500 is an iconic car and we treated it like one. We thought of it as a blank canvas, a medium, through which passionate people express themselves. The car reflects the emotion that drives such people — whom we referred to as "expressionists". Below is the 'start' of the campaign…a limited run of PRINT, POSTERS and BILLBOARDS during two back-to-back events. The LA Auto Show and Art Basel Miami. We roped in some very cool artists and illustrators around the world and asked them the question "What are you driven by?" Each picked a key emotion and expressed it in their own style. What we ended up with is a series of iconic executions for an iconic car. <img src="http://payload.cargocollective.com/1/2/82295/1397085/1Passion_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/1Passion_o.jpg" data-mid="7171830" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/2Intensity-K-S-Final_min_640.jpg" width="640" height="827" width_o="1333" height_o="1723" src_o="http://payload.cargocollective.com/1/2/82295/1397085/2Intensity-K-S-Final_min_o.jpg" data-mid="7171831" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/3impulse_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/3impulse_o.jpg" data-mid="7171837" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/4curiosity_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/4curiosity_o.jpg" data-mid="7171839" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/5wonder ti_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/5wonder ti_o.jpg" data-mid="7171849" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/6fantasy_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/6fantasy_o.jpg" data-mid="7171855" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/7surprise_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/7surprise_o.jpg" data-mid="7171859" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/8enthusiasm_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/8enthusiasm_o.jpg" data-mid="7171863" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/9vision_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/9vision_o.jpg" data-mid="7171866" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/10wonder whale_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/10wonder whale_o.jpg" data-mid="7171870" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/11intensity-benncker_640.jpg" width="640" height="827" width_o="2048" height_o="2648" src_o="http://payload.cargocollective.com/1/2/82295/1397085/11intensity-benncker_o.jpg" data-mid="7171872" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/Impulse_9191.jpg" width="640" height="462" width_o="640" height_o="462" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Impulse_9191_o.jpg" data-mid="7119875" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/Style_9347 (1).jpg" width="640" height="367" width_o="640" height_o="367" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Style_9347 (1)_o.jpg" data-mid="7119876" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/Vision_9291.jpg" width="640" height="308" width_o="640" height_o="308" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Vision_9291_o.jpg" data-mid="7119880" border="0" align="left"/> Now, one of the first things to do with a new campaign is make it INTERNAL. Right? Test it on employees. It’s not a golden rule as much as it is a reality check. If you are able to present your campaign philosophy to your people like a rallying cry that excites, chances are you have something good going. Our campaign not only excited but generated almost 100% employee participation. Canvases with the iconic line drawn car were provided to the 80-odd Chrysler NA departments along with coloring material, instructions and a video clip in a personal email from the Head of FIAT USA explaining the philosophy. The exercise was to get employees to express their passion for the brand on the canvas titled “by celebration”, as it was cause for one. Almost all departments participated. Entries (which also included employee generated “making of” videos) were displayed in the hallways of the Chrysler HQ in Detroit. It indeed looked like a much-needed celebration that lifted spirits at the automotive giant. Here are some of the more interesting entries. Including one with spectacular video displays and a music track scored by an employee's 10-year-old. <img src="http://payload.cargocollective.com/1/2/82295/1397085/Picture 5.png" width="640" height="359" width_o="640" height_o="359" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Picture 5_o.png" data-mid="8204862" border="0" align="left"/> Fans voted the 5 FINALISTS on FIAT's Facebook page. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal finalists fb_4.png" width="640" height="635" width_o="640" height_o="635" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal finalists fb_4_o.png" data-mid="6917119" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal runner up.png" width="640" height="503" width_o="640" height_o="503" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal runner up_o.png" data-mid="6889067" border="0" align="left"/> The WINNER was chosen by a panel of guest judges. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner fb.png" width="640" height="607" width_o="640" height_o="607" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner fb_o.png" data-mid="6917095" border="0" align="left"/> The WINNING CANVAS was a collage of 500 people (employees, their family members and friends) expressing their passion for FIAT through their own creations…all of them could be viewed via a QR code embedded on the canvas. So, that’s 500 canvases within one single canvas. <img src="http://payload.cargocollective.com/1/2/82295/1397085/internal 5.jpg" width="640" height="465" width_o="640" height_o="465" src_o="http://payload.cargocollective.com/1/2/82295/1397085/internal 5_o.jpg" data-mid="6918822" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/internal winner 1.jpg" width="640" height="465" width_o="640" height_o="465" src_o="http://payload.cargocollective.com/1/2/82295/1397085/internal winner 1_o.jpg" data-mid="6918818" border="0" align="left"/> The winning department's MAKING OF video. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner final film.png" width="640" height="468" width_o="640" height_o="468" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner final film_o.png" data-mid="16869319" border="0" align="left"/> How do we get the creative class to see, touch and feel the FIAT 500? At a series of top art, music and auto EVENTS, the car was featured as a TRAVELING CANVAS for some top international artists to paint on…one section of the car at a time. Here’s Tim Biskup at the FIAT Studio during the LA Auto Show'10 kicking off the "LIVE ART TOUR" by expressing his emotion for the car on its bonnet. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 2.jpg" width="640" height="460" width_o="640" height_o="460" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 2_o.jpg" data-mid="6967492" border="0" align="left"/> Christian Balzano, all the way from Italy, at Art Basel Miami'10...taking his, erm, turn. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 4.jpg" width="640" height="424" width_o="640" height_o="424" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 4_o.jpg" data-mid="6967498" border="0" align="left"/> At Art Basel it wasn't just restricted to artists painting the car. There were "music expressionists" DJ's Airtime and Nick Catchdubs spinning FIAT EMOTION INSPIRED TUNES as live art was being created...Both by an international artist painting a section of the car. As well as local artists (like Jessy Nite and Gustavo Oviedo in Miami) who painted their emotion on framed car doors and bonnets. All this became part of a traveling show, installations at the Chrysler HQ and FIAT galleries while some were auctioned for charity. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 5.png" width="640" height="386" width_o="640" height_o="386" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 5_o.png" data-mid="6967513" border="0" align="left"/> Local boy Shades' expression on the car at the Detroit Auto Show'11. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 7.jpg" width="640" height="477" width_o="640" height_o="477" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 7_o.jpg" data-mid="6967531" border="0" align="left"/> And a new 'canvas' at the Fader Fort by FIAT, South x South West'11. Kicked off by Will Bryant... <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 14b.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 14b_o.jpg" data-mid="6967545" border="0" align="left"/> ... and supported by his stellar team of artists. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18a.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18a_o.jpg" data-mid="6967556" border="0" align="left"/> Again, all this became part of a traveling show, installations at the Chrysler HQ, and FIAT galleries and events...while some were auctioned for charity. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 19.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 19_o.jpg" data-mid="6967561" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 15a.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 15a_o.jpg" data-mid="6967546" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 16.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 16_o.jpg" data-mid="6967547" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 17.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 17_o.jpg" data-mid="6967549" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18_o.jpg" data-mid="6967554" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18b.jpg" width="640" height="427" width_o="640" height_o="427" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 18b_o.jpg" data-mid="6967558" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/188870_208925392451590_112623495415114_840975_3580413_n.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/188870_208925392451590_112623495415114_840975_3580413_n_o.jpg" data-mid="6969940" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/217361_219545108056285_112623495415114_916922_3054196_n.jpg" width="640" height="426" width_o="640" height_o="426" src_o="http://payload.cargocollective.com/1/2/82295/1397085/217361_219545108056285_112623495415114_916922_3054196_n_o.jpg" data-mid="6969944" border="0" align="left"/> Artist painting the "by impulse" execution LIVE ON A MURAL SITE in Miami during Art Basel. <img src="http://payload.cargocollective.com/1/2/82295/1397085/art basel mural final.png" width="640" height="333" width_o="640" height_o="333" src_o="http://payload.cargocollective.com/1/2/82295/1397085/art basel mural final_o.png" data-mid="6966085" border="0" align="left"/> An installation at Fader Fort by FIAT SXSW'11. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 14.png" width="640" height="486" width_o="640" height_o="486" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat art 14_o.png" data-mid="6970025" border="0" align="left"/> A live performance with FIAT parts at the Fader Fort, SXSW'11. New Yorker magazine's cartoon specially created and displayed at the FIAT NYC Gallery. It kicked off a Caption This Contest on the FIAT Facebook page. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat new yorker 1.png" width="640" height="492" width_o="640" height_o="492" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat new yorker 1_o.png" data-mid="6970016" border="0" align="left"/> Famous Italian artist Maurizio Galimberti's massive potrait made from a collection of the polaroids he took of the car around NYC...displayed at the FIAT STUDIO NYC. <img src="http://payload.cargocollective.com/1/2/82295/1397085/Picture 7.png" width="640" height="175" width_o="640" height_o="175" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Picture 7_o.png" data-mid="8204913" border="0" align="left"/> Motion-sensing screen installed at the Detroit Auto Show'11 gave attendees 'control' of the car...simply by moving their hands as if they were holding an imaginary steering wheel. <img src="http://payload.cargocollective.com/1/2/82295/1397085/Picture 2.png" width="640" height="174" width_o="640" height_o="174" src_o="http://payload.cargocollective.com/1/2/82295/1397085/Picture 2_o.png" data-mid="8204903" border="0" align="left"/> And finally a TEST DRIVE idea. <img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat twist drive 1.png" width="640" height="366" width_o="640" height_o="366" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat twist drive 1_o.png" data-mid="7119490" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat twist drive 2.png" width="640" height="320" width_o="640" height_o="320" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat twist drive 2_o.png" data-mid="7119493" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner final film.png" width="640" height="468" width_o="640" height_o="468" src_o="http://payload.cargocollective.com/1/2/82295/1397085/fiat internal winner final film_o.png" data-mid="16869319" border="0" align="left"/> What began as a 15-day gig to “help out on strategy and give creative platform options” turned out to be an 9-month-long period of insanity. A totally different... http://www.paragtembulkar.com/fiat-500-prima-edizione http://www.paragtembulkar.com/following/paragtembulkar.com/fiat-500-prima-edizione Wed, 15 Jun 2011 15:49:57 +0000 paragtembulkar.com 1411182 This is a special campaign for special people: The first few folks to own a FIAT in the United States after a gap of 25 years. We did not see them as customers. We saw them as the faithful. _______________________________________________________________________________ The brand’s return was marked by a small offer on Facebook. The FIRST 500 PRIMA EDIZIONE FIAT 500’s WERE OFFERED FOR A DOWN PAYMENT OF $500. That too, WITHOUT REVEALING THE FINAL PRICE. It generated so much excitement that just in a matter of hours, the cars were booked. More importantly, the brand got 500 of the most passionate (and expressive) people who were not only knowledgeable about FIAT, but were also its natural evangelists. They were (and still are) our word-of-mouth heroes. The more we celebrated, showcased and connected with them, the more they spoke about the brand to more people. <img src="http://payload.cargocollective.com/1/2/82295/1411182/Picture 1_7.png" width="640" height="322" width_o="640" height_o="322" src_o="http://payload.cargocollective.com/1/2/82295/1411182/Picture 1_7_o.png" data-mid="8205556" border="0" align="left"/> As the Prima Edizione owners were waiting eagerly for the delivery of their vehicle, surely there was something to be done. Something to tap their excitement and anticipation. Something real that could be generated and displayed. So we created a SERIES OF VIDEOS featuring these FIAT faithful. And released them on FIAT's youtube and Facebook pages. This particular film shows some of them trying to pronounce CINQUECENTO, the original name of the FIAT 500. Waiting for something you really love can be painful. So we created a basic but very effective CRM campaign to update PE owners on the status of their vehicle. Personal emails from the Head of FIAT USA along with WIP pictures that were also posted on FIAT's Facebook page in near real time. <img src="http://payload.cargocollective.com/1/2/82295/1411182/pe email -1.png" width="640" height="491" width_o="640" height_o="491" src_o="http://payload.cargocollective.com/1/2/82295/1411182/pe email -1_o.png" data-mid="6867459" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411182/pe email -2.png" width="640" height="487" width_o="640" height_o="487" src_o="http://payload.cargocollective.com/1/2/82295/1411182/pe email -2_o.png" data-mid="6867460" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411182/pe email -3.png" width="640" height="487" width_o="640" height_o="487" src_o="http://payload.cargocollective.com/1/2/82295/1411182/pe email -3_o.png" data-mid="6867462" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411182/pe email -4.png" width="640" height="488" width_o="640" height_o="488" src_o="http://payload.cargocollective.com/1/2/82295/1411182/pe email -4_o.png" data-mid="6867466" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411182/pe email -5.png" width="640" height="489" width_o="640" height_o="489" src_o="http://payload.cargocollective.com/1/2/82295/1411182/pe email -5_o.png" data-mid="6867468" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411182/fiat factory fb.png" width="640" height="418" width_o="640" height_o="418" src_o="http://payload.cargocollective.com/1/2/82295/1411182/fiat factory fb_o.png" data-mid="6867481" border="0" align="left"/> And finally, a MUSIC VIDEO featuring enthusiasts getting ready to greet the car as it gets ready to meet them. Released as a special online premiere for the first 500 Prima Edizione owners and then in a slew of mediums: Movie theatres, wall projections during art/music/fashion shows, top urban clubs, live performances by Glitch Mob (who we got to remix Vivaldi’s Concerto in D Major, Rv 228: Allegro) at music festivals, iTunes music release and an entry on the Billboard charts. This is a special campaign for special people: The first few folks to own a FIAT in the United States after a gap of 25 years. We did not see them as customers. We... http://www.paragtembulkar.com/fiat-content http://www.paragtembulkar.com/following/paragtembulkar.com/fiat-content Wed, 15 Jun 2011 15:49:56 +0000 paragtembulkar.com 1411248 In an effort to not do advertising, we started talking to a few interesting digital media and entertainment partners. "Expressionists" in their own right. Here are a few of them we have been working with. More are coming. _______________________________________________________________________________ PANDORA creates "customized music" playlists. With over half a million variations, the FIAT 500 creates a "customized car" to suit individual fancies. So there was a strong commonality between the two. Plus both (music and car) are forms of expression. Working with Pandora, we created customized playlists depending on the FIAT 500 you configurate. (Or the emotion you choose.) Each configuration suggests and plays the genre of music you may like and vice versa. That playlist is posted on your Facebook wall...while the configurated car takes you to fiatusa.com for ‘next steps’. <img src="http://payload.cargocollective.com/1/2/82295/1411248/fiat pandora fb 2.png" width="640" height="315" width_o="640" height_o="315" src_o="http://payload.cargocollective.com/1/2/82295/1411248/fiat pandora fb 2_o.png" data-mid="7116115" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/fiat pandora on fb.png" width="640" height="492" width_o="640" height_o="492" src_o="http://payload.cargocollective.com/1/2/82295/1411248/fiat pandora on fb_o.png" data-mid="7731442" border="0" align="left"/> THE ONION'S A.V. CLUB has an online series called POP PILGRIMS. It features visits to pop culture landmarks. A perfect fit for the iconic FIAT 500 in terms of “one classic driving you to another”. Working with the channel crew, we had a FIAT 500 drive around such places in key markets like LA, SF, Seattle, Chicago, NYC, etc. Not only that but each drive relived a classic driving scene. Just like the original protagonist in respective episodes, we had the series host (and the occasional local expert) drive to the featured landmark. For example, Bruce Willis’ drive to the Nakatomi Plaza in ‘Die Hard’. Or Jimmy Stewart’s drive to his apartment in ‘Vertigo’. And so on. <img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims fox 1.png" width="640" height="422" width_o="640" height_o="422" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims fox 1_o.png" data-mid="7087894" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims fox 2.png" width="640" height="481" width_o="640" height_o="481" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims fox 2_o.png" data-mid="7089070" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims sf 1.png" width="640" height="467" width_o="640" height_o="467" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims sf 1_o.png" data-mid="7251069" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims sf 2.png" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims sf 2_o.png" data-mid="7251071" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims dogs 1.png" width="640" height="465" width_o="640" height_o="465" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims dogs 1_o.png" data-mid="7251360" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims dogs 2.png" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims dogs 2_o.png" data-mid="7252025" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims graduate 1.png" width="640" height="464" width_o="640" height_o="464" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims graduate 1_o.png" data-mid="7252173" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims graduate 2.png" width="640" height="478" width_o="640" height_o="478" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims graduate 2_o.png" data-mid="7252702" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/easy rider final.png" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1411248/easy rider final_o.png" data-mid="7636116" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/new orleans.png" width="640" height="479" width_o="640" height_o="479" src_o="http://payload.cargocollective.com/1/2/82295/1411248/new orleans_o.png" data-mid="7636024" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims etc 1_2.png" width="640" height="466" width_o="640" height_o="466" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims etc 1_2_o.png" data-mid="12829348" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims etc 2_2.png" width="640" height="451" width_o="640" height_o="451" src_o="http://payload.cargocollective.com/1/2/82295/1411248/pop pilgrims etc 2_2_o.png" data-mid="12829349" border="0" align="left"/> BRAVO TV’s WORK OF ART is a reality talent show searching for the next best artist. In its second season, contestants are being given original FIAT 500 parts and asked to create something cool from them. It’s their expression, their emotion, that will be judged by a panel of art luminaries and critics. <img src="http://payload.cargocollective.com/1/2/82295/1411248/bravo_workofart.png" width="640" height="449" width_o="640" height_o="449" src_o="http://payload.cargocollective.com/1/2/82295/1411248/bravo_workofart_o.png" data-mid="7118351" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1411248/bravo film_winners2.png" width="640" height="296" width_o="640" height_o="296" src_o="http://payload.cargocollective.com/1/2/82295/1411248/bravo film_winners2_o.png" data-mid="12829333" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1411248/bravo film_winners.png" width="640" height="543" width_o="640" height_o="543" src_o="http://payload.cargocollective.com/1/2/82295/1411248/bravo film_winners_o.png" data-mid="12829116" border="0" align="left"/> In an effort to not do advertising, we started talking to a few interesting digital media and entertainment partners. "Expressionists" in their own right. Here are... http://www.paragtembulkar.com/hewlett-packard http://www.paragtembulkar.com/following/paragtembulkar.com/hewlett-packard Wed, 15 Jun 2011 15:49:56 +0000 paragtembulkar.com 1432329 HP came to us by default. It was income. It was also an opportunity no one really wanted to acknowledge. Because servers = boring. Well, not really. No harm trying. If we fail, no one would blame us. If we did some cool stuff, it would be a nice surprise. As it happens so often, the clients who we least expect to buy good stuff are the ones who actually do. _______________________________________________________________________________ A simple communication requirement for the HP BladeSystem C-class finally ended as a C-level targeted global TV spot…directed by an indie director who had done music videos for Modest Mouse and The Tragically Hip. Servers can be cool. A series of interactive and digital banners for HP BladeSystem C-class server. <img src="http://payload.cargocollective.com/1/2/82295/1432329/hp fly banner.png" width="640" height="339" width_o="640" height_o="339" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp fly banner_o.png" data-mid="7168991" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1432329/hp volcano banner.png" width="640" height="257" width_o="640" height_o="257" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp volcano banner_o.png" data-mid="7168995" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1432329/hp flood banner.png" width="640" height="80" width_o="640" height_o="80" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp flood banner_o.png" data-mid="7168998" border="0" align="left"/> A mandatory ‘single page ad’ for Proliant servers was turned into a carefully crafted print campaign. (Campaign payoff: Optimism has its limits. Protect your business with an HP Proliant Server.) <img src="http://payload.cargocollective.com/1/2/82295/1432329/hp blackout.jpg" width="640" height="420" width_o="640" height_o="420" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp blackout_o.jpg" data-mid="6976077" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1432329/hp hacker.jpg" width="640" height="419" width_o="640" height_o="419" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp hacker_o.jpg" data-mid="6976080" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1432329/hp virus.jpg" width="640" height="419" width_o="640" height_o="419" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp virus_o.jpg" data-mid="6976082" border="0" align="left"/> And then we tried to push our luck by doing more than servers. HP Laptops. One that was fingerprint secure (copy: Only one fingerprint can open it. Yours.) The other, specially case-hardened (copy: The perfect notebook for even the clumsiest business professional.) <img src="http://payload.cargocollective.com/1/2/82295/1432329/hp severed fingers.jpg" width="640" height="479" width_o="640" height_o="479" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp severed fingers_o.jpg" data-mid="6976089" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1432329/hp butter fingers.jpg" width="640" height="479" width_o="640" height_o="479" src_o="http://payload.cargocollective.com/1/2/82295/1432329/hp butter fingers_o.jpg" data-mid="6976094" border="0" align="left"/> HP came to us by default. It was income. It was also an opportunity no one really wanted to acknowledge. Because servers = boring. Well, not really. No harm trying.... http://www.paragtembulkar.com/levi-s http://www.paragtembulkar.com/following/paragtembulkar.com/levi-s Wed, 15 Jun 2011 15:49:55 +0000 paragtembulkar.com 1364682 Levi’s in Asia is not what Levi’s is in other markets. It is a fashion brand, a youth brand. Maybe stuff like that needn’t be based on insight or precedent…but rather, with an intention of setting trends. Kids dig that, don’t they? _______________________________________________________________________________ Campaign for Levi's belts. English translation of the Japanese line is Levi's also makes belts. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belts 1.png" width="640" height="450" width_o="640" height_o="450" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belts 1_o.png" data-mid="7121407" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belts 2.png" width="640" height="451" width_o="640" height_o="451" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belts 2_o.png" data-mid="7121409" border="0" align="left"/> Print, poster and OOH. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s tree 2.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s tree 2_o.jpg" data-mid="6637037" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s traffic 2.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s traffic 2_o.jpg" data-mid="6637051" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s phone.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s phone_o.jpg" data-mid="6637097" border="0" align="left"/> Levi's low rise jeans. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s pussy 2.png" width="640" height="481" width_o="640" height_o="481" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s pussy 2_o.png" data-mid="6637282" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belly button 2.png" width="640" height="479" width_o="640" height_o="479" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s belly button 2_o.png" data-mid="6637255" border="0" align="left"/> A Japenese spot for Levi’s Type 1 jeans that featured bold stitching. It featured a rising Japanese Gong Fu star out to make it big in the west. Print and store window installations. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s embrace 2.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s embrace 2_o.jpg" data-mid="6637258" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s run 2.jpg" width="640" height="453" width_o="640" height_o="453" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s run 2_o.jpg" data-mid="6637262" border="0" align="left"/> Store window display for extremely superpressed jeans. Shame, couldn't pull it off with live talent;) <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-s superpressed 2.jpg" width="640" height="504" width_o="640" height_o="504" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-s superpressed 2_o.jpg" data-mid="6637646" border="0" align="left"/> Print and OOH for Singapore's first Levi's Girl's store. And an in-store sticker on the dressing room mirror. Line says: The most beautiful of them all. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-sPicture 2.png" width="640" height="448" width_o="640" height_o="448" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-sPicture 2_o.png" data-mid="7876955" border="0" align="left"/> Print and OOH for Levi's Workwear featuring several rather useful pockets. <img src="http://payload.cargocollective.com/1/2/82295/1364682/levi-sPicture 1.png" width="640" height="442" width_o="640" height_o="442" src_o="http://payload.cargocollective.com/1/2/82295/1364682/levi-sPicture 1_o.png" data-mid="7876953" border="0" align="left"/> Levi’s in Asia is not what Levi’s is in other markets. It is a fashion brand, a youth brand. Maybe stuff like that needn’t be based on insight or... http://www.paragtembulkar.com/unilever-axe http://www.paragtembulkar.com/following/paragtembulkar.com/unilever-axe Wed, 15 Jun 2011 15:49:53 +0000 paragtembulkar.com 1432106 What an assignment! To launch the complete range of Axe male grooming products in South East Asia. There was so much good work done in Europe on the brand that it was never going to be easy. The bar was high. But then, not too often do you get to work on a brand that requires you to have fun. And a bit of mischief. _______________________________________________________________________________ A few spots from a series of idents and virals. Print and posters. <img src="http://payload.cargocollective.com/1/2/82295/1432106/Picture 1.png" width="640" height="450" width_o="640" height_o="450" src_o="http://payload.cargocollective.com/1/2/82295/1432106/Picture 1_o.png" data-mid="7136174" border="0" align="left"/> Giveaway car dangler. <img src="http://payload.cargocollective.com/1/2/82295/1432106/axe dangler.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1432106/axe dangler_o.jpg" data-mid="6975112" border="0" align="left"/> Point of purchase. <img src="http://payload.cargocollective.com/1/2/82295/1432106/axe wobbler.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1432106/axe wobbler_o.jpg" data-mid="6975119" border="0" align="left"/> Giveaway t-shirts for Axe bodywash. <img src="http://payload.cargocollective.com/1/2/82295/1432106/axe t-shirt final.png" width="640" height="412" width_o="640" height_o="412" src_o="http://payload.cargocollective.com/1/2/82295/1432106/axe t-shirt final_o.png" data-mid="6975576" border="0" align="left"/> In-train poster for Axe handwash. <img src="http://payload.cargocollective.com/1/2/82295/1432106/axe train poster final.png" width="640" height="273" width_o="640" height_o="273" src_o="http://payload.cargocollective.com/1/2/82295/1432106/axe train poster final_o.png" data-mid="6975579" border="0" align="left"/> Magazine ad for Axe facewash. <img src="http://payload.cargocollective.com/1/2/82295/1432106/axe magazine final.png" width="640" height="277" width_o="640" height_o="277" src_o="http://payload.cargocollective.com/1/2/82295/1432106/axe magazine final_o.png" data-mid="6975580" border="0" align="left"/> What an assignment! To launch the complete range of Axe male grooming products in South East Asia. There was so much good work done in Europe on the brand that it... http://www.paragtembulkar.com/washington-s-lottery-hit-5 http://www.paragtembulkar.com/following/paragtembulkar.com/washington-s-lottery-hit-5 Wed, 15 Jun 2011 15:49:52 +0000 paragtembulkar.com 1436528 "Losers in Lottery communication? Are you guys kidding? No? Okay. Er, um, let's go for it then. What do you guys think?" That's pretty much how it went. The logic was "with the best odds, even losers can win". A beautiful presentation. A great production. Lots of self doubt. But in the end, great results for the Lottery. _______________________________________________________________________________ TV spots. Microsite. <img src="http://payload.cargocollective.com/1/2/82295/1436528/Picture 4.png" width="640" height="412" width_o="640" height_o="412" src_o="http://payload.cargocollective.com/1/2/82295/1436528/Picture 4_o.png" data-mid="6996260" border="0" align="left"/> Billboards. <img src="http://payload.cargocollective.com/1/2/82295/1436528/Picture 1.png" width="640" height="423" width_o="640" height_o="423" src_o="http://payload.cargocollective.com/1/2/82295/1436528/Picture 1_o.png" data-mid="6996840" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436528/Picture 2.png" width="640" height="423" width_o="640" height_o="423" src_o="http://payload.cargocollective.com/1/2/82295/1436528/Picture 2_o.png" data-mid="6996845" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436528/Picture 3.png" width="640" height="423" width_o="640" height_o="423" src_o="http://payload.cargocollective.com/1/2/82295/1436528/Picture 3_o.png" data-mid="6996847" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436528/Picture 4_1.png" width="640" height="425" width_o="640" height_o="425" src_o="http://payload.cargocollective.com/1/2/82295/1436528/Picture 4_1_o.png" data-mid="6996853" border="0" align="left"/> Point-of-purchase. <img src="http://payload.cargocollective.com/1/2/82295/1436528/hit 5 posters.png" width="640" height="485" width_o="640" height_o="485" src_o="http://payload.cargocollective.com/1/2/82295/1436528/hit 5 posters_o.png" data-mid="7852866" border="0" align="left"/> Sticker on the floor below the in-store Lottery scanner. <img src="http://payload.cargocollective.com/1/2/82295/1436528/lottery hit 5 pop 3.png" width="640" height="630" width_o="640" height_o="630" src_o="http://payload.cargocollective.com/1/2/82295/1436528/lottery hit 5 pop 3_o.png" data-mid="6996910" border="0" align="left"/> Gift envelopes. The copy on them is: "Dear ______, You are the biggest loser I know. Here's the best chance you'll ever get to be a winner for once in your sorry life." "Dear ______, I'm dumping you. So here's something to help you feel less like a loser." <img src="http://payload.cargocollective.com/1/2/82295/1436528/lottery-hit5-envelopes.jpg" width="640" height="320" width_o="640" height_o="320" src_o="http://payload.cargocollective.com/1/2/82295/1436528/lottery-hit5-envelopes_o.jpg" data-mid="6996912" border="0" align="left"/> Giveaway t-shirts. Lines are: "Recovering loser". "Ex-loser". "Stop being a loser now. Ask me how." <img src="http://payload.cargocollective.com/1/2/82295/1436528/lottery-hit5-tshirts.jpg" width="640" height="414" width_o="640" height_o="414" src_o="http://payload.cargocollective.com/1/2/82295/1436528/lottery-hit5-tshirts_o.jpg" data-mid="6996911" border="0" align="left"/> "Losers in Lottery communication? Are you guys kidding? No? Okay. Er, um, let's go for it then. What do you guys think?" That's pretty much how it went. The logic... http://www.paragtembulkar.com/mr-winbig http://www.paragtembulkar.com/following/paragtembulkar.com/mr-winbig Wed, 15 Jun 2011 15:49:50 +0000 paragtembulkar.com 1436188 What started as print ads quickly turned into a bigger nuisance::)) Mr Winbig. Purveyor of Useless Holiday Tips (and the only good one that mattered. I.e. give the gift of Scratch). Not a campaign that made everyone laugh. Some wanted it banned. Others said Mr Winbig is a creation of some demented, doped out mind. Complaints were lodged at the Governer's office and discussed at the State session. Did I mention, it got the lottery record sales? _______________________________________________________________________________ TV spots. Radio spots. Microsite. <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 5.png" width="640" height="498" width_o="640" height_o="498" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 5_o.png" data-mid="6996283" border="0" align="left"/> Valentine's Day microsite. <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 6.png" width="640" height="498" width_o="640" height_o="498" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 6_o.png" data-mid="6996285" border="0" align="left"/> Print ads (finally!) and posters. <img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos1.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos1_o.jpg" data-mid="6994756" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos3.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos3_o.jpg" data-mid="6994804" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos2_4.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-pos2_4_o.jpg" data-mid="6994808" border="0" align="left"/> Billboard. <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 1_11.png" width="640" height="413" width_o="640" height_o="413" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 1_11_o.png" data-mid="7864944" border="0" align="left"/> OOH. The lines on them are: "This holiday, don't sit around watching movies in your underwear. The flight attendants get really mad." "Ask before you sit down. Not every bearded man in red is actually Santa Claus." "Caroling is only appropriate in the winter. Singing on someone's doorstep in July is awkward." <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 2_12.png" width="640" height="333" width_o="640" height_o="333" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 2_12_o.png" data-mid="7864946" border="0" align="left"/> A life size, motion activated cutout was placed strategically at various locations throughout the state. Shoppers were encouraged to scan their gifts to find out if they had picked something good for their loved ones. A randomly chosen audio response from a bank of prerecorded Mr Winbig comments would then play and effectively rip apart their shopper's choice. Examples: "That's a nice gift. Have you considered shopping when you're sober?" "That's a nice gift. It reminds me of the one my dog Winkles left me on the kitchen floor." <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 1.png" width="640" height="397" width_o="640" height_o="397" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 1_o.png" data-mid="7864792" border="0" align="left"/> Lots of downloadable etc. This one, from a series of hot cup insulators, gives tip #16...which is "Don't ask short people dressed in green where the workshop is. They get really mad." <img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-cupinsulator2.jpg" width="640" height="494" width_o="640" height_o="494" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-cupinsulator2_o.jpg" data-mid="6994868" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-garland2.jpg" width="640" height="494" width_o="640" height_o="494" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-garland2_o.jpg" data-mid="6994880" border="0" align="left"/> Giveaway envelopes for gifting Scratch tickets. One of the lines on them is: "Holiday time means family time...Here, this will numb the pain." <img src="http://payload.cargocollective.com/1/2/82295/1436188/winbig-cards.jpg" width="640" height="512" width_o="640" height_o="512" src_o="http://payload.cargocollective.com/1/2/82295/1436188/winbig-cards_o.jpg" data-mid="6994862" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 2.png" width="640" height="409" width_o="640" height_o="409" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 2_o.png" data-mid="7864905" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 3.png" width="640" height="411" width_o="640" height_o="411" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 3_o.png" data-mid="7864906" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436188/Picture 4.png" width="640" height="409" width_o="640" height_o="409" src_o="http://payload.cargocollective.com/1/2/82295/1436188/Picture 4_o.png" data-mid="7864907" border="0" align="left"/> What started as print ads quickly turned into a bigger nuisance::)) Mr Winbig. Purveyor of Useless Holiday Tips (and the only good one that mattered. I.e. give the... http://www.paragtembulkar.com/washington-s-lottery-scratch http://www.paragtembulkar.com/following/paragtembulkar.com/washington-s-lottery-scratch Wed, 15 Jun 2011 15:49:49 +0000 paragtembulkar.com 1436716 My introduction to the Lottery was swift. The spots below went into production within months of me landing in the USA. Not easy, coming from a 'visual culture'. As time went by, and I guess subconsciously, I found myself nudging things towards the visual again;) _______________________________________________________________________________ TV spots. Print, posters, billboards. <img src="http://payload.cargocollective.com/1/2/82295/1436716/lottery pool.jpg" width="640" height="392" width_o="640" height_o="392" src_o="http://payload.cargocollective.com/1/2/82295/1436716/lottery pool_o.jpg" data-mid="6996997" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436716/lottery cabin.jpg" width="640" height="392" width_o="640" height_o="392" src_o="http://payload.cargocollective.com/1/2/82295/1436716/lottery cabin_o.jpg" data-mid="6996999" border="0" align="left"/><img src="http://payload.cargocollective.com/1/2/82295/1436716/lottery drums.jpg" width="640" height="392" width_o="640" height_o="392" src_o="http://payload.cargocollective.com/1/2/82295/1436716/lottery drums_o.jpg" data-mid="6997002" border="0" align="left"/> My introduction to the Lottery was swift. The spots below went into production within months of me landing in the USA. Not easy, coming from a 'visual culture'. As...