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PHD pours out pop-up media for Peroni
Following similar executions in London, Sydney and San Francisco, PHD Canada is launching Emporio Peroni with an innovative ooh-la-la media campaign today in a storefront on Toronto's "Fashion Mile." Targeting the trendy, well-heeled 25-34 crowd, the campaign is drenched in elite-style minimalism with a pop-up boutique that is "so exclusive you can't shop there." The kicker? Peroni is an Italian beer brand.
With red rope blocking the storefront's entrance, the 31.5" window unveils a single bottle of Emporio Peroni on a pedestal, with silk banners behind a classic retro-style fridge. The display will be on view for the next four weeks.
PHD's Peroni promotional efforts include TSAs and night projections in Toronto's Queen West, King West and Yorkville areas. A Vancouver location will be unveiled as part of the campaign in November.
Peroni is the exclusive beer sponsor of L'Oreal Fashion Week. Titan Worldwide handled the storefront execution.
Coca-Cola launches SOGO Active
Building on more than 80 years of Olympic involvement, Coca-Cola Canada has launched the five-year fitness initiative SOGO Active (sogoactive.com). Designed by Toronto-based ParticipACTION, the youth-targeted initiative hopes to harness the unique power of the Olympic Games by providing the tools to create and control an online "get active" plan.
By joining SOGO, teens can create a profile, network and search for traditional and non-traditional activities. Local and grassroots organizations can also get involved by becoming community hosts and providing youth groups with access to facilities. Funding is available for youth who meet specific criteria.
From November to June, the program will also randomly award over 1,000 torchbearer spots for the Vancouver 2010 Olympic Torch Relay to SOGO Active participants.
The program is coordinated by 13 provincial/territorial co-ordinators.
Notes from the Mediascape: Test your nerves undercover
London, U.K.-based Ralph wants to know if you have what it takes to be an undercover agent for the NYPD's special victims unit. To promote the launch of Law & Order: Special Victims Unit on the Hallmark Channel, the creative shop put together a nifty viral website at www.willyoubreak.com that tests how well you cope with stress while engaged in a covert operation.
The stress challenge gives you a five-second look at an undercover criminal profile. It then tests your stress response by asking you to recall details from the profile as you watch a clip featuring a character from the show, Det. Benson (Mariska Hargitay), as she goes undercover at a prison to flush out a corrections officer suspected of rape. Throughout the test, your ability to manage your heartbeat under duress is monitored using the space bar.
And, of course, in true viral form, upon completion of the test you are prompted to test a friend for a chance to win return flights to New York City.
Pencils anyone?
The D&AD Awards, which doles out its highly coveted Yellow Pencils like hen's teeth, just announced its 2009 jury forepeople and is opening the door for entries next week via a campaign created by Taxi Canada.
The awards identify the top advertising and design work from around the world, however, there are categories that span media-centric disciplines, such as online advertising, integrated, broadcast innovations, mobile marketing and ambient. Even the radio category is seeking new iterations that might well be media-driven: radio jury foreman Ralph van Dijk of Eardrum says he's looking for "IDEAS that move the game on, new formats, odd lengths, unexpected voices...."
Entries will be accepted from Oct. 15, 2008 to Jan. 21, 2009. Judging takes place April 20-24 in London and the winners will be announced in June.
The campaign, created by Taxi Canada, launches Oct. 15 at www.dandad.org/awards09.
Canada's Worst Driver returns to Discovery
After seeing a viewership increase of 27% for A25-54 and 35% for A18-49 during its third season, Canada's Worst Driver, season four, will make its debut on Discovery Channel at 10 pm ET/PT on Monday, Oct. 27.
Targeting adults ages 18 to 54, the show follows eight motorists as they struggle through the "Driver Rehabilitation Centre" at Guelph's abandoned Ontario Correctional Centre. A panel of judges including CP24's traffic and safety specialist Cam Woolley, formerly a sergeant with the OPP Ontario Highway Safety Division, will crown the worst driver.
TV history buffs may recall that the reality genre sprang from Britain's docu-soaps, and that one of the original series that helped forge viewers' fascination with car wrecks was BBC's Driving School, wherein assorted dim students never failed to comically mess up.
