#J.WalterThompson

[campaignsoftheworld]

Saudi Telecom Company - What Are We Allowing?

In recent years, a phenomenon called viral challenges took social media by storm. Highly dangerous challenges, such as MoMo and Blue Whale, encourage youngsters to imitate them, exposing them to health risks and dangers that parents are still mostly unaware of. To launch Tuby, an app that protects children from inappropriate online content by only featuring child-friendly videos, Saudi Telecom Company created, What Are We Allowing? a film that hits the problem at its heart to raise parents’ awareness. It’s an eye opener that lets parents live through the horrifying experience of watching kids carry out a few of the most popular and most dangerous viral challenges. It then ends with an alarming message that makes parents take a long, hard look in the mirror. Credits Agency: J.Walter Thompson Campaign: What Are We Allowing? Client: Saudi Telecom Company Tags: Dubai Lynx 2019, Grand Prix, J.Walter Thompson, Awareness Campaign Read the full article

[campaignsoftheworld]

Tramontina - Flavor of Songs, the first synesthetic algorithm - to turn music into flavor

Tramontina presents The Flavor of Songs: Spotify and JWT Brazil create the first synesthetic algorithm that transforms music into flavor What does music taste like? J. Walter Thompson Brazil and Spotify are exploring this question by launching a new campaign called the Flavor of Songs for Brazilian cookware brand Tramontina. The project is driven by an algorithm that can turn any song from the Spotify platform into a different recipe – and which is capable of generating 44 million possible gastronomic combinations. The concept is based on synesthesia, the phenomenon where the stimulation of one sensory or cognitive pathway leads to a similar experience in a second sensory or cognitive pathway. One sense involuntarily influences the other. In this case, sound informs taste. The Flavor of Songs is the culmination of a six-month-long study, where Tramontina – one of Brazil’s leading brands of cooking utensils—Spotify and J. Walter Thompson Brazil brought together neuroscientist Dr. Marcelo Costa, Head of the Neuroscience Department at the University of São Paulo, conductor João Rocha from the University of Kentucky, and Renato Carioni, chef and coach of team Brazil in the Bocuse d'Or, to give flavor to songs and create a dish for each of them. With the aim of using innovation and pop culture to inspire people to cook more – showing that stainless steel is much more than just pots and pans. How does it work? The six-month process started with neuroscientist Dr. Marcelo Costa and conductor João Rocha. They used the principle of synesthesia to classify the millions of songs available in Spotify’s database. "If you consider a samba school with its various instruments, that really dense part in terms of sound, you can relate that to dense food," explains Rocha. Thus, Spotify’s parameters became ingredients; dance music was associated with temperature; energy as density/texture; positivity became bitterness/acidity, and musical notes became harmonization. Based on these parameters, Chef Renato Carioni classified all the main culinary ingredients by assigning notes to each one of them. "If a song is not at all positive, its taste is bitter," says Carioni. This entire database was put together and originated an artificial intelligence that has the same technology used in financial systems, to "match" Spotify's classification parameters and the different combinations of ingredients cataloged by Carioni. Thus, it was possible to come up with different dishes. Beethoven's Symphony No. 5 in C Minor, for example, became a Foie Gras Terrine with Salmon caviar and Cold Barley. "Our brief was from Tramontina was to appeal to a younger and more techy audience and get them excited by its stainless-steel line of products. We didn’t shy away from a technologically complex route, which has resulted in a project that appeals to all senses.” says Rodrigo Da Matta, ECD at J. Walter Thompson Brazil. The campaign is featured on Spotify, via display banners and audio spots, always with a simple message: if this song had a flavor, what would be? And via a website which gives not only the gastronomic match for each song but also the ingredients, the cookware and the entire recipe, divided into simple and clear steps, so that the user can cook it at home. All that users have to do is log in with their Spotify account, type the name of the song or artist they want to discover the flavor, choose the track and see the result. Credits Creative Agency: J. Walter Thompson, Brasil Client: Tramontina Title: Flavor of Songs CEO/CCO: Ricardo John ECD: Cassio Moron e Rodrigo Da Matta Copywriters: Rodrigo Da Matta, Kiko Borger, Heinz Boesing Art Directors: Gustavo Rates, João Mendes, Marcus Prado, Cristiano Schein Designers: Gustavo Rates, João Mendes, Marcus Prado Creative Technologist e Creative Data: Sergio Costa e Tom Corral Editing: Marcus Prado Motion: Marcus Prado Head of Production: Maisa Delgado RTV: Carolina Pivato Digital Producer: Sergio Costa e Tom Corral Photographer: Régis Fernandez Head of Client Services: Felipe Giacon Operations Director: Thiago Segundo Executive Director: Renata Dall Onder Account Management: Fabricio Soares, Ricardo Montezuma, Rochele Pahs Media: Giovana Venturelli, Maria Fernanda Galetti, Carolina Lopes, Ana Paula Rotta, Nathalia Silva, Luisa Maia Planning: Stella Pirani, Marcus Pesavento Client Approval: Darci Friebel, Rosane Fantinelli, Joice Patzlaff e Josiane Lamera Toazzi Technology Producer: Casion PR: Andrea Assef, Vivian Zeni, Livia Martins, Jessica Hartley Extra Credits: Chef Renato Carioni, Maestro João Carlos Rocha, Doutor Marcelo Fernandes da Costa TEASER Production: Landia Director: Aline Lata Executive Production: Carol Dantas, Sebastian Hall Assist Executive Production: Larissa Delfini Head of Production: Camilla Bastos Photography direction: Erico Toscano Production: Natalia Petrechen Editor: Wellington Post-production coordinators: Elton Bronzeli, Rafael Malavazzi Post-production/Finishing: Landia, M&A Color Grading: Marla Colour Grading AUDIO Production: A9 Audio Soundtrack: Apollo 9 e equipe A9 Account Management: Renata Schincariol e Guta Lima Tags: Latest Tech News, Best Innovative Campaigns, Innovative Technology ideas, Best Technology Campaigns Read the full article

[campaignsoftheworld]

ElaN Languages: The Unbias Button - Rallying cry to the world to end gender-bias

ElaN languages The Unbias Button campaign urges all to end the use of words that promote gender-bias. ElaN translation offers an online translation tool that tracks and translates gender-biased words like an actor, actress, policeman, fireman, seaman, and cameraman to gender-balanced words like an artist, police officer, fire officer, sea officer, and camera person. The problem is this. Unfortunately, most languages are infused with words that create a sense of inequality. In other languages too like French, certain words as nouns only have a male connotation. This looks small but affects the way we picturize big time. Like what comes to our mind when we read policeman, a man of course. ElaN languages also challenge and encourages Google to Translate and iTranslate to follow suit.

It seems that ElaN languages want to turn this gender-biased world into a gender-neutral world by ending the unconscious and subconscious influence of such biased words on a person’s mindset, attitude, and behaviour. We feel that this is very factual because words do influence us and if there’s a technology that helps us to choose words that direct our intellect and our emotional state in the right direction then it will bring a positive and much-needed change the world needs. Equality will prevail Breaking Gender Biased Language - The Unbias Button | #BalanceforBetter Credits: Campaign: The Unbias Button Client: ElaN Languages CEO: Robrecht Belien Business Development Director: Communications Officer: Stijn Phlix Agency: J. Walter Thompson Amsterdam Creative Partner: Bas Korsten Creative Director: Friso Ludenhoff Creative Director: Maarten Vrouwes Director / Sr. Art Director: Tunchan Kalkan Creatives: Marius Gottlieb, Jasper Korpershoek Director / DOP: Robert Harrison Digital Strategy Director: Wybe Sallows Concept producer: Charlotte Lilly PR Director: Jessica Hartley Production: Editing, Motion Graphics & Sound Design: Tim Arnold Voice-over: Hannah Whitely Tags: Public interest, JWT, Amsterdam, ElaN Languages, ElaN languages The Unbias Button, J. Walter Thompson, Translation organisation in Belgium, unbiased translations, gender-neutral, International Women’s Day 2019, Happy Women's Day, Women's Day Ads, Women's Day campaigns, International Women's Day campaign, Motion Graphics, best online translation tools, Digital Marketing Campaign, google translate, iTranslate, Technology Read the full article

[campaignsoftheworld]

ING Bank: Learn how to paint from the Master himself in The Rembrandt Tutorials

J. Walter Thompson Amsterdam, an international team of experts and ING bank have worked together to recreate Rembrandt’s voice. Allowing him to teach again - for the first time in 350 years - in his own voice. The Rembrandt Tutorials Reverse voice technology Over the past six months, ING together with advertising agency J. Walter Thompson Amsterdam and a team of experts has worked on recreating Rembrandt’s voice and producing The Rembrandt Tutorials. Rembrandt’s painting technique and personality were first analysed by experts of the Rijksmuseum. Next, the Dutch Language Institute translated the tutorials into Nieuwnederlands, a version of Dutch spoken in Rembrandt’s time. Because the written and spoken word are quite different from one another, the University of Leiden helped reproduce the original 17th century pronunciation. And by combining all the data, Rembrandt’s voice was finally recreated with the help of Carnegie Mellon University in Pittsburgh, USA. Painting lessons by Rembrandt With The Rembrandt Tutorials, anyone can learn to paint like Rembrandt. The series, consisting of six different tutorials, highlights various topics, including sketching and portrait painting, painting techniques and materials, use of light and underpainting, and colour composition. Credits: Brand: ING Bank Campaign: The Rembrandt Tutorials Advertising Agency: JWT Amsterdam, Netherlands Creative Partner: Bas Korsten Founding Partner: Ralph Wisbrun Creative Directors: Maarten Vrouwes, Friso Ludenhoff Senior Art Director: Tunchan Kalkan Copywriter: Nils van der Assen Creatives: Marius Gottlieb, Jasper Korpershoek Senior Creatives: Saskia Meijer, Rene Verhagen Technology Producer: Michiel van der Schalk TV Producer: Michiel van der Schalk Digital Producer: Reinier Slothouber Senior Producer: Eline Paardekooper Producer: Julie van Lanschot Digital Strategy Director: Wybe Sallows Designer: Ronald Mica PR Director: Jessica Hartley Production Company: DPPLR Director: Maarten Groen Executive Producer: Aemilia van Lent Producer: Jolien Snyers DOP: Gabor Deak Sound: Richard Wilder Sound (US): Chris Bell Editors: Laura Brouwer, Johannes de Jong Tags: Rembrandt Harmenszoon van Rijn, Technology, J. Walter Thompson, JWT, Amsterdam, ING bank, Visual artist, Painter, Reverse voice technology, Carnegie Mellon University, Pittsburgh, USA, Innovation, Latest Tech News, Future Technology, Voice Technology Read the full article

[campaignsoftheworld]

Turtle Fashion’s Made in Prison is a campaign tailor-made to rehabilitate the inmates

You might be able to get your hands on a set of handwoven shirts stitched by the prisoners of the Presidency Correctional Home in Kolkata. Yes, you heard it right. Turtle Fashion, a Kolkata-based menswear apparel firm has tied up with the government of West Bengal to train around 50 inmates of the Presidency Correctional Home to stitch and design finished apparel from cotton fiber. Clearly, it’s a stitch in time saves nine solutions for prisoners to help them rehabilitate and find a purpose amidst the monotonous prison life. Prisoners will be trained to sew, embroider, and create handwoven shirts as finished apparel to be put up on display at Turtle’s stores as an exclusive range. These animated spots titled Made in Prison, aim to encourage prisoners to learn the sought-after skill of stitching, thus helping them escape the darkness and look at the bright side of life. Turtle plans to set up 5 handloom machines, 2 ginning and 12 stitching machines inside the Presidency Correctional Home of Kolkata, which would round up to an estimated investment worth 8 lakh. As per a preliminary assessment report, they’re planning to design up to 120 shirt pieces in a day which will be put up for sale across Turtle’s flagship outlets. Credits Advertiser: Turtle Fashion Advertising Agency: JWT, Kolkata, India Chief Creative Director: Senthil Kumar Executive Creative Director / Director: Arjun Mukherjee Art Director: Diptanshu Roy Animator: Saptarshi Dey Copywriters: Arjun Mukherjee, Anurag Acharya Music: Prabuddha Banerjee Account Management: Ayan Chakraborty, Soumya Chowdhury, Urmi Roy Tags: Turtle Fashion, J Walter Thompson, Made in Prison, Government of West Bengal, JWT, Kolkata, India, Fashion, Digital Campaign, Presidency Correctional Home, Department of Correctional Administration Read the full article

[campaignsoftheworld]

#DoItTogether Campaign to invite families to give a hand with the housework https://goo.gl/SYnb0U #Campaign, #DoItTogether, #Indesit, #Italy, #J.WalterThompson, #Milan

[campaignsoftheworld]

The School for Justice. Where victims of child prostitution are taught law https://goo.gl/HL4AkI #EducationalInstitution, #FreeAGirlMovement, #J.WalterThompson, #SchoolForJustice