‘More than just a piece of asphalt over the water’ – new work for Øresund Bridge
Our new work for Øresundsbron went live this week, representing a pretty radical repositioning for the bridge and moving it into digital channels. The thinking behind everything has been to create a role for the bridge that goes beyond that of a piece of concrete connecting Denmark and Sweden.
So as well as TV commercials highlighting the benefits of a Bridge Pass, we’ve launched an app and an online club for the bridge’s customers detailing special offers and suggesting fun experiences on both sides of the water.
Here’s one of the commercials:
More details in Markedsføring and BureauBiz.
WheelMate – empowering a community
Every now and then, a project comes along that provides both client and agency with a chance to work together to make a meaningful difference. At Advance, the most recent of these opportunities has reached fruition in the form of WheelMate – a digital platform commissioned by our client Coloplast to help wheelchair users find accessible toilets and parking spaces.
New work for HK
Here are a couple of fun stop-motion films we made recently for HK. Top is A-Kasse Vs B-Kasse, a short film highlighting the world of difference in unemployment insurance from HK and the offerings from various discount unions. More info here.
The second film, for HK Handel, is aimed at students who work part-time and encourages them to know their rights in the workplace. More details here.
Darth Vader lands at Toys ‘R’ Us
We’re launching some new work for Toys ‘R’ Us today to tease a big upcoming Star Wars event in their Nordic stores. AD Tim has the full story:
The brief from the client was to put a splash on the front of their catalogue to tell people that Darth Vader was coming and that you could meet him at Toys ‘R’ Us. After considering it for a while we returned with a completely different recommendation.
I was surfing YouTube for Star Wars inspiration when I came across a video with more than 2,000,000 views. The film shows the Galactic Empire from Star Wars ‘invading’ San Francisco and I thought something similar would be a funny way to advertise Darth Vader’s arrival at Toys ‘R’ Us. We wrote Mike Horn, the creator of the film, and asked him if he would be interested in coming to Copenhagen to make a similar film for one of our clients. Thankfully he thought it was a great idea!
A year in the life of Advance
Here’s CEO Jens Krog with a quick review of the year just gone.
2011 was a tough year for the economy and a tougher one for the industry but I’m proud to say that we’ve come out the other side a wiser and even a bigger agency. As I write, most forecasts indicate another challenging year ahead and we’re focused on making sure we continue to evolve our offering.
Clients need agency partners to work faster, smarter and cheaper. These pressures are not new but have been accelerating in recent years to the point that the industry is barely recognisable from just ten years ago.
The digital transformation is the most obvious change but while we’re retooling to ensure we up our online skills, we’re just as interested in the way the contract between advertisers and consumers is being transformed. We’ve always said the best communication is a great product or service and this simple saying is truer today than it’s ever been.
We’re intrigued to see how the relationship between brands and people continues to evolve in the months and years ahead. We hope and believe the transparency of the Internet will continue to push companies towards more responsible practices and we think more of our time will be spent helping clients stay on top of societal changes, as well as those affecting the way brands communicate.
Anyway, here’s a quick look back at some of our 2011 highlights as an agency, and here’s to a great 2012.