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