In my new world: Touch and JWT
In my new world: Touch and JWT
By Admin I : It’s like a storm suddenly hitting the streets! a very present campaign distributed all around the city: a black and white photo and a plastic blue green color, bilingual, multi-visual and very engaging. I know it says inmynewworld.com with a bunch of different visual representations that make you imagine all sorts of products until you go and hit the browser (yes, i do have severe curiosity issues) and discover that it was all about MTC Touch.
Being exposed (or again, too curious) I was looking forward for the new flow of MTC campaigns especially after the agency switch; a couple of months ago, JWT Beirut won the ‘Touch’ account after a local pitch, promised a fresh new approach for the brand and they quiet met the promise.
The website definitely looks 2012, the whole campaign is simple stupid’ and works super well on the visual level: Well designed outdoors, witty copywriting and a highly interesting stop motion video released online. The 1 minute stop motion shows a great level of visual awareness, it’s like design (and I mean design thinking, not the Adobe platforms) has finally hit advertising agencies, and yes, all of you guys have ignored it for a very long time which drained your agencies and campaigns. It’s the right medium for the right concept that speaks for itself.. Everything leads to interactivity.
Okay so we’re in the post era of the interactive age, and you’re still asking us to upload videos expressing the “my new world” concept; fine. Why, for what? How does this whole interactive approach change a consumer’s behavior towards ‘Touch’ as a brand? How can a whole concept tailored to express one’s own ideas about a new world, work for any product unless it was a time machine, or a cheap lottery commercial?!
Again the interesting visual approach has made the interactivity merely obsolete, unless a step two is on the way, where touch will send a genie to every consumer, and we’ll all live happily ever after!
In my new world, creatives would listen to their inner voice saying: “don’t fallin love with it, don’t fall in love with it” it is when they can rework their ideas and make great improvements.
The spot is part of a campaign encouraging users to upload videos of Their ideas of a new and better world to the site http://www.inmynewworld.com. A co-production of Studio AD and sauce with the direction of Doug Bello and Marcelo Garcia.
Movie Name: In My New World – Agency:JWT Beirut – Client: Touch – Producers: AD Sauce studio and directed by Doug Bello and Marcelo Garcia – Art direction and typography: Marcelo Garcia – Stop-motion: Doug Bello – Illustration and design: Liza Domingues – Modeling and animation 3D: Doug Bello, Fernando Barros and Luciano Nader – Composition: Marcelo Garcia – Cinematography: Rodrigo Violante
nah!I fell in love with the idea!it’s not about selling it’s about brand engagement! and later on they will use slices of these uploads to make their TVC as they said… It is so well done, perfectly said and spread!lov it!
true.. engagement is all good, but a change in behavior or receptivity should occur somewhere, or else it will be totally obsolete. We loved it too, it’s an eye candy!
I like the design-consciousness of JWT,
but this TVC feels like a visual diarrhea that’s devoid of any solid concept.
For a campaign that aims to be fresh and modern, the outdoors feel, ironically, dated and quite unengaging.
The headlines, which you praise as witty, fall completely flat for me. Care to enlighten me what’s so witty about the phrase “In my new world, I could undo my mistakes”?
The website is your typical “upload x and get y”. A lazy way to integrate the campaign, with no original use of interactivity. Mostly just a “hey look, we’re digital!” kind of website.
Thank you JWT for giving my eyes a hard-on,
but in my new world, I just want a mobile service that’s cheap and reliable.
we disagree on many levels especially visually, but looking at the core of the purpose, yes you have a point. the campaign has no ultimate call for the consumer.
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Thanks for the feature
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Well can someone explain to me how MTC Touch relates to the slogan? In my new world, i can do watever, by what exactly? a phonecall? an SMS? totally unrelated in my point of view. i liked the ad, however THIS now is sort of dejavu… the style of the ad, but i can’t seem to remember which one now. The ad took a lot of work, we have to give them that, and i loved the typography in the over, matched is over done… love the thumb. However it is a major failure for me. No point for it or of it…
It’s doesn’t have to relate dear, it only serves brand awareness and they’re trying to take a new approach.. it’s a CSR campaign done by a brand, purposeless i agree, but it’s a good fun campaign.
Rasha, lo and behold, telecom agencies are a modern messiah. They can feed the poor, cure diseases and bring the deceased back to life.
In my new world : فيني احكي على تلفون من بيتي على الحدث “saint-terez”
بلا ما عربش على درابزين البلكون ” هاي أمنيتي الوحيدة من ٥ سنين “