Latest news with #MullenLowe
Time of India
4 days ago
- General
- Time of India
Finger on the pulp - Print and publishing picks of Cannes Lions : BE Extraordinary
This section showcases masterclasses in impactful communication. Dove, a champion of real beauty, innovatively celebrated the everyday ritual of "getting unready." Their print ads subtly depicted post-celebration moments, from St. Patrick's Day makeup to Holi colors, with a simple call to action, reinforcing Dove's authentic role in daily life. Meanwhile, The Times of India tackled low voter turnout in India with a powerful civic message. They printed newspapers using unused electoral ink, transforming a symbol of missed participation into a tangible reminder. This bold move urged citizens to vote, demonstrating how a traditional medium can deliver a profoundly relevant and actionable message. OMO/Persil, It's part of the Game, Mullen Lowe UK The household cleaning brand, OMO (known as Persil in some markets), has long championed the mantra "Dirt Is Good." This philosophy was initially portrayed quite literally, with memorable ads showing children joyfully playing in mud puddles. However, the brand has now boldly expanded this message to encompass all forms of "dirt," even challenging societal taboos around menstrual blood. Their recent campaign specifically tackles the contradiction where blood on a shirt from a minor injury is seen as "brave," but blood from a uterus is often met with shame. The campaign features images with the outline of women's underwear, where inside the outline, the word "shame" is subtly placed, while outside, "bravery" is highlighted. This powerful visual representation aims to erase societal stigma, declaring that "every stain should be part of the game." Beyond its powerful social commentary, the campaign also implicitly showcases the product's efficacy, demonstrating its ability to remove even challenging stains like period blood, thereby challenging and changing perceptions. Dove: Get Unready, Ogilvy Dove has consistently championed real beauty, challenging conventional ideals and promoting self-acceptance. Their latest campaign embraces a simple yet powerful message: Dove is there not just to help you get ready, but also to help you get unready. This idea is particularly evident in their visual print ads, which highlight the aftermath of vibrant celebrations. Imagine a close-up shot of a face after St. Patrick's Day, green and yellow remnants of festivities still clinging to the skin, with a timestamp like "St. Patrick's Day, 11:32 p.m." The accompanying text simply reads: "Get unready." Another striking example features a face dusted with colorful powder, clearly from the Indian festival of Holi, with the caption: "Holi, 4:03 p.m. Get unready." These ads powerfully convey that after the party, after the makeup and the fun, Dove is there to cleanse and restore, embracing the human reality of daily rituals. The simplicity of the visuals, coupled with the relatable scenarios, creates a deeply human connection, reinforcing the brand's enduring commitment to authentic beauty. The Times of India: Ink of Democracy, Havas, Mumbai In India, where the physical newspaper still holds significant influence, especially for a national publication like The Times of India, a compelling campaign was launched to address low voter turnout during general elections. With 33% of eligible voters often not participating, despite elections occurring every five years, the challenge was to galvanize civic engagement. The campaign leveraged a uniquely Indian symbol of democracy: the electoral ink applied to a voter's finger after casting their ballot. This indelible purple mark is a widely recognized sign of participation, often proudly displayed on social media. The Times of India drew attention to the thousands of liters of this special ink that go unused due to non-voters. Their powerful statement was to print the newspaper using this very unused electoral ink. This bold act served as a poignant visual reminder to readers that the ink should have been on their fingers, marking their vote, rather than on the newspaper pages. By literally transforming wasted potential into a tangible message, The Times of India underscored its commitment to informing the public and fostering democratic participation, effectively challenging the public to turn out and make their mark. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Boston Globe
10-05-2025
- Business
- Boston Globe
As Eliot Tatelman exits, Jordan's Furniture taps MullenLowe as its ad agency
Advertisement Tatelman was not only the star of the ads, he also helped write the copy. Now, that task will be handled by the scribes at MullenLowe. It was an account that everyone in MullenLowe's Boston office wanted a part of, Cartagena said. Cartagena is based in the firm's New York office, but he grew up in Bolton and is all too familiar with the Jordan's shtick: As a kid, his parents dragged him along for furniture shopping to a Jordan's store with the promise of watching an IMAX movie there. 'We had to win this thing,' Cartagena said of his agency's attitude about pitching Jordan's for the gig. 'I knew that if we won this, everyone is going to go out to make sure it's a success.' Advertisement Over the years, brothers Barry and Eliot Tatelman became household names throughout much of New England thanks to their ads, ubiquitous and often quirky. They sold the company to Berkshire Hathaway in 1999, and Barry Tatelman walked away roughly seven years later. 'In a way, they were kind of trailblazers in advertising, especially Eliot,' Cartagena said. 'Eliot was the one writing all this stuff.' Now, MullenLowe has an opportunity to reinvent Jordan's for a new generation of furniture buyers. Cartagena said he expects to watch old Jordan's ads to see what ideas can be gleaned for the new campaign. For now, the details are under wraps: He wouldn't say when the campaign would begin, but admitted that MullenLowe crafted a new tagline for the company that it aims to roll out. 'Partnering with MullenLowe is an exciting new chapter for us,' Linda SanGiacomo, senior vice president of marketing at Jordan's, said in an email. 'It builds on Jordan's legacy of doing things differently while bringing in fresh creative energy to help connect with a new generation of customers.' It's unclear how much longer Tatelman will appear in Jordan's ads. MullenLowe is still figuring out the best way to transition into the new era. 'The last thing we want to do is just go dark on Eliot,' Cartagena said. 'I think you would have a mutiny in New England.' This is an installment of our weekly Bold Types column about the movers and shakers on Boston's business scene. Jon Chesto can be reached at
Campaign ME
03-05-2025
- Business
- Campaign ME
Campaign's Creative Faces to Watch 2025 – Greg Brown, Creative Director, Concrete Creative
Campaign's Creative Faces to Watch 2025 – Greg Brown, Creative Director, Concrete Creative Campaign's Creative Faces to Watch 2025 – Greg Brown, Creative Director, Concrete Creative Age: 30 Nominated by Shehzad Contractor, Managing Director: Greg is a strategic, insightful, and relentlessly driven creative. His ability to craft compelling narratives and deliver impactful work sets him apart. Leading creative at Concrete Creative, he brings vision and excellence to every project. His contributions to the industry are truly outstanding. Career highlights Greg Brown is a 30-year-old copy-led Creative Director based in Dubai. With a career spanning over 10 years, he's had the opportunity to create and deliver work for some of the world's foremost brands while crafting alongside some of the industry's most brilliant advertising minds at agencies including MullenLowe, BBDO and Havas. With global recognition and numerous awards now under his belt, Greg now leads creative efforts at the Dubai-born creative start-up, Concrete Creative. He was also recently granted the UAE's prestigious Golden Visa for his work which has contributed to the ongoing development of the country's burgeoning creative industry. Guiding principles Pursue your passions with purpose and never fear failure. Side hustle Greg is the frontman of the rock band Karman Line. He also runs a boutique clothing label called Treedog, which he started with his wife, selling items online and in-store at Dubai Festival City Mall. Go back to main article: Campaign's Creative Faces to Watch 2025
