Welcome to Nucleo number 12, focusing on our core competency of unlocking the potential of zeitgeist communication and the four pillars that make us different. We really hope you find value in this content we selected for you!
☵ Strategy and Creative Mix
Anheuser-Busch InBev brewer encourages responsible drinking by altering its distinctive assets. AmBev, the Latin American arm of Anheuser-Busch InBev, raised awareness about responsible drinking by misspelling the logos of its most popular brands. The Brazilian brewery shuffled the order of the letters on eight of its most well-known beer labels: Stella Artois, Budweiser, Corona, Brahma, Skol, Colorado, Original and Antarctica. ☛ Read more
Adidas ambassador Danny MacAskill showcases his daring biking skills. To celebrate his new partnership with Adidas Outdoor, Scotland’s fearless cyclist Danny MacAskill has shot a film that showcases the talent that helped him become a smash hit on YouTube. MacAskill works professionally as a street trials rider — which means he uses features found in natural or urban environments as an obstacle course to perform tricks on. ☛ Read more
☵ Product is Communication too
Audi, Renault and Honda partner with Alibaba on AI and voice technology. Audi, Renault and Honda have announced a partnership with Alibaba A.I. Labs, an AI research division of Alibaba Group, around driving automation and smart mobility in its cars. The agreement, announced at CES in Shanghai this week, will see the car brands adding Tmall Genie Auto technology into its cars, so that people can use voice technology to complete tasks while driving. ☛ Read more
Microsoft announced Minecraft Earth, a mobile AR version of the popular game. With a closed beta planned for Q3 2019, Minecraft Earth brings a Pokémon Go-style AR experience to Minecraft, and allows players to build and place their creations in the physical environment around them via augmented reality. The game will allow players to collaborate with one another on shared builds, and leverages Microsoft’s HoloLens and Azure Spatial Anchors technology. ☛ Read more
☵ Digital Marketing as Sales
Digital game sales in Europe see huge spike in 2019. Digital sales are on the verge of outright overtaking physical sales entirely. That’s already happened in the Nordics, where 66% of sales for video games titles are now digital. Digital has risen pretty quickly over the last few years in all forms of entertainment. While physical will doubtfully vanish anytime soon, it’s not hard to see a future where digital is the more preferred method for most casual consumers. ☛ Read more
“Digital-first” marketing helped companies outperform peers by >40% in 2018 business goals. For their 9th annual Digital Trends Report, Adobe surveyed nearly 13,000 marketers, creatives, and IT professionals about their marketing priorities in 2019. The report reveals that the top marketers invest heavily in personalised customer experience (CX) through marketing integration and CX technology, but most companies lag behind in both. For those companies leading the push to integrate these technologies, the benefit is unmistakable. The companies who identify as having a very advanced CX strategy were nearly 3x as likely to have exceeded their top 2018 business goal. ☛ Read more
☵ Merging Editorial + Campaign Content
The new “I Dare You” video from indie band XX starring Miller Bobby Brown, Ashton Sanders and Paris Jackson is also a Calvin Klein ad. The new “I Dare You” music video for indie darlings The XX, starring Millie Bobby Brown of “Stranger Things”, Ashton Sanders of “Moonlight,” Paris Jackson and models Lulu and Ernesto Cervantes. This is the latest project from Calvin Klein’s Raf Simons, who has brought a fresh take to the fashion brand since signing on as its chief creative officer last year. ☛ Read more
