Peugeot brings back the GTi spirit on its 208. Special effects included.

Since we love to bring more knowledge to our readers, we’ll start by telling you that Peugeot is based in Sochaux, almost 5 hours east of Paris which is a part of the PSA group with the other French based car manufacturer Citroën. Neither of them are widely known in North America except for some of you who have been in France or have been following the World Rally Championship (WRC) or the 24 hours of Le Mans.

One of its biggest success was the hot hatchback 205 that was launched in 1983 while Peugeot was in bad financial shape. During its 15 years of production, 5.3 million cars have been sold within Europe. It has been the second biggest commercial success of Peugeot, and came at the best time to help them live another day.

A year later, they released the GTi version. This hot and racy version has been a fantastic car that allowed Peugeot to win a WRC that same year. It’s quite a success story for the Lion brand which has led to an epic commercial in 1987. Gérard Pires was the director of the ad named “The Bomber”. It features a James Bond look-alike who’s telling us that he kept its latest weapon: the 205 GTi which he used to race against a… bomber! Yes, you read it correctly, and it happened without any special effects. If you watch it carefully, you’ll even see that the bomber “hit” the car’s roof at 0:28 and manage to break the antenna.

The car was a hit, and the ad is still a classic in Europe. So when Peugeot announced a 30th Anniversary car to celebrate the 205 GTi, there were great expectations surrounding the car and the commercial.

As we are not Top Gear, we won’t review the 208 GTi 30th Anniversary, but we will have a look at its commercial named “The Legend Returns”. Released a couple weeks ago by the Paris based BETC Agency, they decided to pay a tribute to its legacy by starting out with the original footage. When you see the bomber getting closer to the 205, a more powerful and modern 208 drifts onto the ice. But wait. Is it me, or are the special effects not so great?

You don’t need more than 15 seconds to figure that it is quite bad. Remember, in the 1987, they didn’t use FX, but in this one, they used enough for a year. After the ice gets smashed by missiles, the car manages to escape the bomber, and fake-slides in the snow. Why didn’t they even use a real car and a real driver? But, the silliness reaches a new level when the 208 is being chased by a Eurocopter Tiger… Whoa. To defeat it, the talentless actor had to loop over it so the Tiger pilot gets stuck in the lift cables. The ad ends like its older brother with a woman styled like the original actress tells the actor “You made me wait” to her man.

It is with regret that I saw the 1987 ad being remastered for the worst. Too much poor special effects, craziness, and silliness. I would expect something better than that to celebrate a car industry icon. If you want to do something as bold, crazy and epic as the old one but with today’s technology, at least make it looks good. If they wanted to have a bomber, a chopper and billions of explosions, maybe they should have asked Michael Bay to direct it!

We can just hope for Peugeot that the 208 GTi isn’t as cheap and synthetic as this ad…

Personalized Treatment Options With Dr. Nikolis

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My philosophy revolves around providing my patients with the best possible result.  – Dr. Andreas Nikolis

facilities-bgA few months ago, Jeff Hart partner at Victoria Park, reached out to us to help him build an online brand for renowned plastic surgeon Dr. Andreas Nikolis who has a treatment center at Victoria Park.

With this project we had the opportunity to build the good doctor’s brand from the ground up: identity, story, design, photography, etc., and put some of our new team member’s skills to the test. One of the best parts of this project for us was having almost total creative control over the design of the website that included an on-site shoot to creative direct the photography for the site – and the results speak for themselves! If you subscribe to our newsletter you’ll be familiar with this month’s issue where we discussed the importance of good photography. Images that are custom-tailored to a web experience will be worth a thousand more words than stock.

When we collaborate with our clients to produce custom stock for web, print, or any experience, the story is far more beautiful and intriguing. With Dr. Nikolis we were lucky to have this opportunity.

Objective:

Working in collaboration with Jeff Hart, Leisha MacDonald (marketing director at Victoria Park) and Dr. Andreas Nikolis, we were tasked with building Dr. Nikolis a brand identity, producing his brand narrative, and finally designing and developing his website. In the words of Dr. Nikolis “Make it modern and sexy. Not like every other treatment center website”.

Challenge:

The challenge for our creative team was to create a visual story from the ground up that was different from every other treatment center or medispa. We needed to ensure that it was clear that they deliver highly personalized treatments. We also had to ensure there was a level education on the topic(s) to build trust with potential clients. We knew we wanted to incorporate big, bold imagery, custom photography, and modern typography to help tell this story.

Technology:

Screen Shot 2014-10-16 at 12.11.13 PMWe developed the site using ThemeFortress’s WordPress Reverie theme built on ZURB’s lightweight Foundation framework. Thinking mobile first, we ensured that the site is fully responsive for the ultimate experience on any device or screen. Taking Reverie to the next level we integrated a ton of custom features for end-user management.

Check it out and tell us what you think.

Fun Friday Post – Advertising Fails

This Fun Friday post brings you a good laugh from advertising gone wrong.

We have seen a lot of campaigns that are misinterpreted when it is advertised internationally. Companies that are well known, such as Pepsi, KFC, Coca-Cola, etc. have made the mistake of mistranslated slogans. We posted, a while ago, about how Pepsi came up with a new slogan and when translated into Mandarin, it transformed into “bring your ancestors back from the dead” – yes, so hilarious!

And now, we’re providing you with more humor and examples of mistranslated slogans from other companies.

  • Nokia’s new smartphone – Lumia – translates to Spanish as the slang word for prostitute.
  • When American Airlines wanted to advertise its new leather first class seats in the Mexican market, its “Fly In Leather” campaign was translated to “Fly Naked” in Spanish.ip.bitcointalk
  • Coca-Cola phonetically translated the brand name in Chinese- “Ke-Kou-Ke-La,” which means “Bite the Wax Tadpole.”
  • Parker Pen, a ballpoint pen maker, translated their slogan to Spanish to enter the Mexican market. Their slogan is “It won’t leak in your pocket and embarrass you,” and mistranslated into “It won’t leak in your pocket and make you pregnant.”
  • Electrolux, a Swedish vacuum cleaner slogan in the U.S. translates to “Nothing sucks like an Electrolux.” Yeah, they are going to get a lot of sales…
  • images-4When Vicks started providing their products in the German market, they realized later on that the German pronunciation is “Ficks” which translates into “sexual penetration.”
  • General Motors introduced their “Chevy Nova” in South America, and they did not realize that ‘No va’ translates to “It won’t go.”

In conclusion, marketers need to be aware when advertising globally, because a slogan can literally be lost in translation, resulting in a misunderstood campaign. Although they are entertaining, this reflects poorly on the marketers who didn’t take the time to make sure the was represented appropriately in other languages, cultures, etc. If your brand is putting thousands if not millions of dollars into a campaign, the least you can do is check for accuracy!

Sources:

Real Business.” 10 Translated Slogans Gone Wrong- Web. 17 Oct. 2014

13 Funniest Mistranslated Slogans Ever” | DailyCognition.” 13 Funniest Mistranslated Slogans Ever | DailyCognition. N.p., n.d. Web. 17 Oct. 2014.

The Human Brain is Irrational. How Behavioural Economics Explains Our Irrational Behaviour

Imagine right now you are craving chocolate and these are the offers available;

Lindt

A Lindt truffle for 15¢ or a Hershey’s Kiss 1¢. Which would you choose? My guess is you would pick the 15¢ Lindt; it’s a good deal. You probably realize a 14¢ difference in price is a lot better deal than a supermarket would offer. In your mind it’s worth an extra 14¢ for the better chocolate. Now imagine the price is reduced by 1 cent. There is still a 14¢ difference between the chocolates but now the Lindt is 14¢ and the Hersey Kiss is free. Which would you choose now? Duh, the free one! A study at MIT conducted just this experiment and found that people overwhelmingly chose the Lindt in the first example and the free Hershey’s Kiss in the second example. This directly contradicts what economics teaches us. There is no change in the relative cost of two examples, the difference is 14¢ in both examples and therefore people’s preference should not change. But it did. This study was conducted as part of a larger experiment on human decision-making. For years traditional economics has been the dominant theory regarding financially decision making, informing us that humans always make logical, self-serving, and rational decisions based on carefully reviewing the cost and benefits of each option presented. As advertisers we all intuitively know that this is not true. We all know that “buy one, get one free” works a lot better than “50% off if you buy two”. Like advertisers, the human brain doesn’t concern itself with the laws of traditional economics. In reality the human brain is irrational. So irrational that at first it is hard to understand and predict. So, as advertisers, what tools exist to help us predict actual human behaviour? Enter Behavioural Economics. It’s a relatively new field of combining Psychology and Economics to better understand how humans actually make decisions. Part science and part art, Rory Sutherland of Ogilvy Change calls it, “…closer to weather prediction than conventional science”. Behavioral economics is not about what people want to do, or what they tell others they will do. It is about what people actually do when faced with a decision in real life. Behavioural Economics takes into account things that effect behaviour such as mood, surroundings, peer groups, and even level of arousal. Looking at the human brain from this seat one begins to understand why free is infinitely better than 1 cent. It is no surprise that this deep understanding of human behaviour is starting to make its way into the boardrooms of some of the largest advertising agencies worldwide such as Draft FCB and Ogilvy. I believe Behavioural Economics has a lot to offer advertising, as it is a great way to inject pure strategy into a naturally creative industry. Follow my discussion of Behavioural Economics, my unorthodox experiments and my curiosity about the human mind in this weekly blog series. We’ll delve into the world of advertising strategy with a specific interest in how it can successfully be informed by Behavioural Economics. This is the first article of a weekly series.


Sources: Shampan’er, K. & Ariely, D. Zero as a special Price, MIT. http://web.mit.edu/ariely/www/MIT/Papers/zero.pdf Halonen, E. In The Wild: Rory Sutherland, 2013. Indesion. http://indecisionblog.com/2013/03/18/in-the-wild-rory-sutherland/


Canada pretending to be Australia just for a couple days. And Vice Versa.

Today, the temperature has been 24°C which makes this October 14th the hottest in Montreal since 1970. In the meantime, our Aussie friends have a massive storm in New South Wales which has brought 20 cm of snow to the Blue Mountains (about 2 hours east of Sydney).

Is the Earth acting normally? We’re not sure. Yes there is cycles, and yes, there will always be some days like these. But since we live on Earth, we are responsible towards it, don’t you think?

You’ve heard about Carbon Dioxide (CO2), or methane (MH4). But did you know CO2 has increased by 30% since mid-1700s while MH4 increased by a whopping 150%! 60% of the methane on Earth isn’t coming from natural sources. It means that we are producing it somehow: landfills, coal mines and “enteric fermentation” from the livestock. Even the methane coming out of the Canadian and Russian permafrost is our fault.

For your information, methane is 20 times more effective at preventing infrared radiation from escaping the planet than CO2. With that in mind, you shouldn’t be surprised that NASA confirmed last Thursday (October 9th) the presence of a methane cloud above New Mexico’s San Juan basin almost the size of the GTA (Greater Toronto Area).

People are still looking at their wallets before making eco-friendly choices. We need to have an incentive to change, beyond leaving our children with an unrepairable planet. They need to save money as IBM has illustrated in this ad:

But should we believe in ecology only when it helps us saving money? Shouldn’t we think about it on a everyday basis, like respect?

Video of the Week – Dove: Legacy

Where is the tissue box? Oh Dove, you’ve done it again. Another beauty campaign that is educational, emotional, and powerful.

This short film is self-explanatory. For the past few campaigns, Dove has been sending messages about beauty, self-esteem, self-confidence, etc. This time, the campaign demonstrates how mothers have a big impact on their daughters when talking about their bodies.

Dove continues on their campaign to make sure that we all know that beauty comes within, and our role models have a great influence over how we feel about our own bodies. A daughter sees the real beauty about her mother, and will always think her mother is beautiful. However, self-esteem is passed down from mother to daughter and as one mother says, “Self worth and beauty is an echo. It can echo from me to them, and from them to others.” A mother should be a role model for her kids. She should show braveness, confidence and love, this way her kids can think that anyone can be beautiful; not only what they see in the media. But Dove also shows that her legacy can also be negative – she has the power to influence her children’s perception of themselves.

Additionally, confidence means loving who and what you are. Your skin, height, or weight doesn’t define your self worth in any way. For example, if you have a mole, it makes you more unique. I mean, why would you want to look like everyone else?

Beauty has different connotations and meanings. You don’t need to be tall, skinny, blonde, blue eyes to be beautiful – yea what a typical thing to say, huh?

I remember when I was small; I wanted to be a model. Always kept my weight under control, sucked in my tummy, and always imitated the models on television. I didn’t have confidence in myself; I didn’t think I was pretty because I was continuously reminded that you needed to look “perfect.” And til this day, I don’t know the definition of perfect, since I believe everyone can create their own definition for ‘perfection’. For this reason, it is important to be attentive of this issue, and create awareness that perfection is not beauty.

Fun Friday Post – This is Lunacy!

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“Theres a bad moon on the rise” – John Fogerty, CCR

End of the world theories, doomsday sayers, false prophets, and apocolyptica are nothing new. Every so many years, a few crazies will crawl out of the wood work and claim they had a premonition or discovered some hidden secret buried in ancient text that prophesies the end of the human race and/or world.

We thought – since this week marked the second of 4 blood moons in a tetrad – that we would roundup some of our favourite apocalypse prophecies  online, not to be confused with last week’s post “Our Favourite End of the World Movies:)

Solar Storms

Solar Storms

Leila is partial to a prophecy that may not be so farfetched. Many doomsday sayers cry about the end of the world every time the Sun becomes active and starts spitting out solar flares. The theory is backed by science, that a solar storm big enough would cause massive devastation on Earth by taking down our power grid, melting our ozone, messing with plant life, and potentially triggering volcanic eruptions and tectonic plate shifts. Sounds like fun! For more information check out the Mother Nature Network post on “11 ways the world (as we know it) could end“.

Genetically Engineered Beatles

Genetically Engineered Beetles

The stuff that movies are made of! Rick Tobin, the latest YouTube self-proclaimed prophet, has an outlandish theory that genetically engineered beetles will be our downfall. Oh, and he goes on to talk about government conspiracies and even old school Nazi experiments. For more on Rick Tobin and his monster beetles check out this post on webwire “New Frightening YouTube Prophesy:Beetle Apocalypse After 4 Blood Moons“. Great find Drew!

Viking Apocalypse

Ragnarok – Viking Apocalypse Myth

Moniba dug up this great piece of viking lore that tells the story of Ragnarok, the last battle between Viking gods. According the prophecy the last Viking gods will battle and in doing so will split the Earth in half ending mankind. Then, by some magical Viking power the Earth will be re-born and the new Viking gods will inhabit it.

Like so many other prophecies before it’s time, this prediction failed nearly a year ago. But, perhaps a motion picture is on it’s way? For more information on this “Hollywood-esque” prophecy check out The Daily Mail’s post “Are you ready for the Viking Apocalypse? Norse myth predicts world will end this Saturday“.

Blood Moon Prophecies

Lunar eclipse myths from around the world

Maxime brings us “Marauding demons, murderous pets, and ravenous jaguars” to name a a few believed myths surrounding a lunar eclipse.

For more information check out the National Geographic post “Lunar eclipse myths from around the world“. personally I’m partial to howling at the moon, but then again I always fancied myself a Werewolf – muah ha ha ha…

The best for last? Perhaps. I bring you the “Warning Signs: IT HAS BEGUN IN AMERICA! (OCTOBER 2014)“. According to Jason A,  a YouTuber who compiles footage into “End of World” prophecies, attempts to connect politics, economy, crime, poverty, civil unrest, Isis, Ebola, D68, Jewish Holidays, and more to the Lunar Eclipse tetrad by piecing together video footage, interviews, and other web sourced imagery. Better to watch the video.

Do you believe?