Deutsche Telekom 'The Lenz App' (Integrated)

Launching today, the iconic Deutsche Telekom colour magenta has been harnessed to create a new medium for entertainment. Created by Saatchi & Saatchi London and Deutsche Telekom, The Lenz App changes the way content can be viewed, bringing about a new way to consume entertainment and enabling anything magenta to become a viewable screen. The mobile app has been created especially for Telekom Electronic Beats, Deutsche Telekom‘s music and lifestyle program, and will launch with British virtual band Gorillaz. 

Across Europe magenta takeovers appeared overnight launching the innovative AR application, The Lenz App. An abandoned building, Potter’s Field Park, an underground pass and even some London taxis have all been christened in a purple and pink hue. In addition, special magenta objects and areas branded with the Magenta Electronic Beats logo, dotted around Europe will trigger even more exciting footage, clips and performances.

Showcasing exclusive Gorillaz content, artwork, videos and new music, the App acts as a portal to a new dimension in music and entertainment. Using Chroma Keying technology, it works by identifying colours in the real world that are similar or match magenta to activate the app and content for the viewer. Whatever the magenta surface – a computer screen, framed image or door - by placing a phone in front of it, it will reveal the exclusive Gorillaz content.

The campaign concept was created using insight garnered by Saatchi & Saatchi London that brand colours have historically been used as the main distinguisher between competitor network providers. Increasingly these colours have become wallpaper and have declined in relevance. The solution was The Lenz App - to create a stronger customer connection with magenta – the colour of Deutsche Telekom – and to make people look at the colour in a whole new way.

To launch the service and target Deutsche Telekom’s least engaged customer group, Millennials, a partnership was formed with Gorillaz - a band who continue to resonate most with 18-34 year olds. Through the App, the world’s biggest virtual band has become accessible in the real world.

The partnership will see the first ever-live interview with the band using motion capture and composition technology, and exclusive clips from the first ever-live performance of the brand’s new studio album Humanz. This summer Telekom Electronic Beats and Gorillaz will also be holding exclusive gigs across Poland, Hungary and Germany with content from selected shows being streamed live via the App.

Jan Teulingkx, Regional Executive Creative Director at Saatchi & Saatchi said, “A virtual brand can literally pop up anywhere. And we took this very literally…anything magenta is a portal for Gorillaz to come to our world. A post-it note, a magenta t-shirt, an out-of-date strawberry yoghurt… with The Lenz App they are turned into screens for Electronic Beats content. Soon, you’ll be able to see your first live concert on a magazine ad, or discover a new release somewhere on a wall in Warsaw… Anything is possible on magenta from now on.”

“The Lenz App is a great example of how the power of connected mobile technology can be used to unlock a whole new dimension of music,” said Wolfgang Kampbartold, Vice President of International Marketing Communications at Deutsche Telekom. “Innovative new AR applications such as the App allow us to blend one dimension with another to create something entirely new and never seen before, allowing fans to experience a level of depth and discovery previously unimaginable.”

Launching across Europe, The Lenz App is available for free to download from the App store and Google Play. Exclusive Gorillaz content will continue to be released in the lead up to their latest album launch on April 28th with more planned throughout the year.

The digitally-weighted campaign will include a 90” film which will introduce The Lenz App and exclusively feature the first track from the Gorillaz new album, Charger, until the official album launch on April 28th. 20” and three 10” cut downs will also appear on both TV and online.

Fans will also get to experience an innovative online advertising format on their mobile device which will appear as if Murdoch is calling them. If answered, Murdoch will reveal a short message for them to listen to. Other campaign elements will include print, social, OOH, DOOH, PR and an influencer outreach program happening at launch.

The Lenz App is available globally for iOS and Android devices and can be downloaded now for free from the App store and Google Play.  

For more information, visit www.electronicbeats.net/gorillaz/.

Richmond ‘Sausages & Chip’ (Integrated)

Helping to fuel family bonds, Richmond’s new ‘Sausages & Chip’ campaign taps into the insight that a child’s favourite toy is a vital part of family life. 

With the caption ‘Keep the whole family together with Richmond and a toy tracking chip,’ Saatchi & Saatchi London and Richmond have developed an innovative toy-tracking microchip that can be attached to toys. If the toy gets lost, it can be tracked down using an app that can be downloaded to a parent’s phone. 

As well as the chip (which can be won on-pack) and app, the campaign encompasses a 60” film, a 30” cut down, and a series of online content films and will be screened across live TV, cinema, broadcaster VOD. Video content from the campaign will be further shared across Twitter, Pinterest and Facebook as part of a multi-layered social campaign retargeting consumers.

HomeAway 'It’s Your Vacation, Why Share It?' (Integrated)

HomeAway’s new campaign ‘It’s Your Vacation, Why Share It?’ challenges travellers to book a whole house where families and friends have space and privacy to enjoy their whole holiday. The campaign highlights the plight of over-sharing, with the most egregious offense being shared holidays with strangers – from toenail clippings and dirty bars of soap to overrun pools and overcrowded buffets, the ads explore the reality of staying at a hotel or sharing a home with a stranger.

Running in the UK, US, France and Germany, the integrated marketing campaign builds upon HomeAway’s platform of ‘The whole house. The whole family. A whole holiday’ and is intended to show the many reasons why upgrading to a holiday rental far outweighs staying in a hotel or paying to sleep under the same roof as a complete stranger. Nick Offerman, actor and comedian, has voiced the advert giving it a humorous tone.

The 30 second and 10 second spots will be shown on ITV, Channel 4, Channel 5 and Sky and the global integrated marketing campaign will reach consumers using a spectrum of media, including digital, social, including YouTube, and TV.

The creative will also be shown at the UEFA EURO 2016™ as HomeAway is a national sponsor and the official fans accommodation service for the football championship taking place in ten cities across France from June 10 - July 10 2016. 

Rekorderlig 'Silver Skaters' (Online content/cinema)

Directed by Andreas Nilsson, the Swedish artist and award-winning director, ‘Silver Skaters’ features a pair of unconventional but spectacularly talented ice skaters and their evangelical coach, as they create an ethereal routine that looks – and sounds - unlike any other.

Embodying all that is 'Beautifully Swedish', the ad aims to drive awareness for Rekorderlig globally, connecting the audience with the skater’s story.

Pampers 'Pooface' (Online content/cinema)

'Pooface' is the first film created for Pampers Wipes new “Don’t Fear The Mess!” campaign. Set to the classic score Thus Spoke Zarathustra by Strauss, the film charts in high definition and in super slow motion (400fps), a big moment in ten young babies lives: doing a poo.

From the initial build up, to the moment itself, right to those moments of ecstatic relief that follow, the film encapsulates all the weird, wonderful, adorable and funny poofaces babies pull when they're doing their business.