Trident Fun Audit | The Inspiration Room

Kraft is running the Trident Fun Audit site, online at, a Facebook Connect experience design to help people answer the question, “How much fun are you having?” The site dives into a visitor’s Facebook profile in unprecedented detail, recognizing hundreds of key words and serving up one of hundreds of relevant quotes. The Fun Audit searches your pokes, check-ins, friends, LOLs, comments, photo albums and more to give users an experience unlike any they’ve ever had, all to point to Trident Gum as a source of ongoing fun.


The Trident Fun Audit was developed at Saatchi & Saatchi New York by executive creative director Brian Carley, creative director/art director Subodh Samudre, creative director/copywriter David Ekholm, copywriter Sam Saunders, senior integrated producer Karen McKibben, account supervisor Matt Garcia, account executive Bianca Hertel.

Filming was shot by director Jason Zada via Tool of North America with executive producers Brian Latt, Oliver Fuselier, and Dustin Callif, head of production Joy Kuraitis, interactive director Jason Nickel.

Editor was Dan Maloney at Cut + Run with executive producer Rana Martin, assistant editors David Beerman (LA) and Ben Jones (NY).

Sound was designed at Lime Studios by mixer Rohan Young. Music was by Duotone Audio Group.

via Trident Fun Audit | The Inspiration Room.


Romanians Are Smart | The Inspiration Room

Kandia Dulce, producer of Romania’s ROM chocolate bar, is launching an online campaign to improve the online reputation of Romanians. Google live search indicates that searches relating to Romanians are too often derogatory. Type in “Romanians are” in a Google search and you’re likely to be given the suggestions of “Romanians are gypsies”, “Romanians are ugly”, and “Romanians are rude”. The chocolate manufacturer is encouraging people to change this by using Google to change the live search results to “Romanians are smart”.

The campaign, online at, and, is primed to take change Google results by December 1, Romania’s national day. The campaign has caught on in Romania, with bloggers and public personalities adopting the campaign theme, generating hundreds of blog posts that support the cause and come up with examples of “smart Romanians”.

Gabriela Munteanu, marketing manager at Kandia Dulce, explains the thinking behind the campaign.

“ROM is a profoundly Romanian brand, that forces us to take a stance when we see Romania is the victim of some serious prejudgement. That is why we decided to assume a cause that honors us: to fight for Romanians’ image. Romanians image over the internet, the image of Romanians about themselves, the image of Romanians abroad. The campaign “Romanians are smart” is continuing the effort launched through “New ROM” campaign, aiming to reinvigorate the national pride.”


The Romanians Are Smart campaign was developed at McCann Erickson, Romania, Bucharest.

via Romanians Are Smart | The Inspiration Room.


BBH continues to live a life less serious – Campaign Brief Asia

BBH Asia Pacific has continued the ‘Life Less Serious’ work for Chupa Chups lollipops via a print and poster campaign.

“We like to think of Chuck Worldwide not so much as a cult, but a quasi-mystical new age life enhancing organisation,” said copywriter, Douglas Hamilton. “Led by the divine “Guru Chuck” aka the ‘Enlighten-upped One’, its aim is to brainwash the world into being a less serious place. We’ll do this with a campaign of non-stop sucking inspired silliness, beginning with these print ads featuring nuggets of Guru Chuck’s tasty, tasty wisdom.”

via BBH continues to live a life less serious – Campaign Brief Asia.


Mentos: Choose Up2U – Creativity Online

Red pill or blue pill?

The Martin Agency and Unit9 London launch a microsite for Mentos’ new line of gum that really puts the choice in your hands. The gum comes in a pack that has two flavors — it’s your choice which one you want to take. The site follows a similar “Up to You” theme with four pairs of films that run in parallel to each other. In one scenario, visitors can decide between being a “Hip Hop Superstar” with Naughty by Nature, or an astronaut. In another, they can either take part in a Japanese Game Show or run from zombies. The unique interface allows users to toggle seamlessly between the two scenarios. A central menu holds all the different combinations of films, each representing one flavor of the Mentos gum.

via Mentos: Choose Up2U – Interactive (image) – Creativity Online.


Cadbury Gives New Meaning to Ice Cream Float

Behold the world’s first “amphibious ice cream van,” now cruising the Thames for anyone in London and in need of a (novel) cool treat. Check out the “making of” below.


Mentos: UP2U Launch – Creativity Online

Mentos is launching a new UP2U gum pack giving buyers not one, but two flavors to choose from. Continuing with this theme, The Martin Agency has launched a campaign that asks consumers to dial in to 1-800-304-UCHOOSE, where they’ll be bombarded with a litany of increasingly ridiculous choices to make. Those who hold out long enough will learn which gum is right for them.

via Mentos: UP2U Launch – Print (video) – Creativity Online.


Cadbury Share The Joy in New Zealand | The Inspiration Room

Cadbury New Zealand has spent six months collecting the sounds of joy from across New Zealand, and is now turning them into a Glass and a Half Full production with the help of singer Bobby McFerrin. “Share the Joy” is a project aiming to create a song made entirely out of New Zealand’s sounds of joy. The campaign includes a number of experiential events, including a hand-clapping-powered Christmas lights show in Oriental Parade, Wellington, the launch of 25,000 rocket balloons at a Raggamuffins event in Rotorua, a giant sprinkler on Auckland beaches, a snow globe in Auckland in the lead up to Christmas, and huge beach balls with cameras inside to catch the joy. Bobby McFerrin’s concert on March 16 was another opportunity to capture interactive moments of joy from the crowd.

Click on the image below to play the Snow Globe video in YouTube (HD)

Click on the image below to play the Call for Entries video in YouTube (HD)

via Cadbury Share The Joy in New Zealand | The Inspiration Room.


Natural Confectionery Let’s Play | The Inspiration Room

The Natural Confectionery Company has launched “Let’s Play”, an advertising campaign encouraging parents to reminisce and step into a kid’s world full of imaginative, creative play. Television, online, radio and outdoor ads reminds adults of a world where the imagination roams free, thoughts run wild, where nothing is impossible and everything is a big adventure. For those who may have forgotten, creative play is the best kind of play. It’s the unstructured, make-it-up-as-you-go-along, use-your-imagination type play.


The “Let’s Play” commercial is set in a suburban backyard where three boys gather in a cubby house around the base of a tree. Over the other side, three girls are watching from a cubby house up in the trees. Suddenly you see their world transformed; now the kids are dressed as pirates and buccaneers, wearing eye masks and carrying swords. One boy draws the short snake, now set with the challenge of retrieving a bag of The Natural Confectionery Co. Snakes from the other side. The green grass transforms into a perilous ocean and the friendly pug looking on, turns into a menacing shark, a threat to the boy’s mission. Finally he reaches the other side, grabs the packet of The Natural Confectionery Co. Snakes only to trigger a net trap set up at the base of the tree. The girls have finally got their catch of the day, giggling at their win. Click on the image below to play the Let’s Play commercial in YouTube (HD)



The Let’s Play campaign was developed at The Ross Partnership, Melbourne, by managing director Ian Ross, creative Meg Sorenson and account manager Vicky Melis, with Natural Confectionery Co candy category head Karena Ly, senior brand manager Lisa Casey and assistant brand manager Kaitlin Rimington.

Creative Director Meg Sorensen says of the new campaign: “In the same way having the occasional treat is a natural part of being a kid, so is play. This ad is a celebration and reminder to parents of the importance of play in a well-rounded childhood. Play is how kids express creativity, imagination and independence for themselves. It is how they find out who they are and how they fit into the world. We hope parents look at it and remember playing like this when they were kids and register it as a great big YES for the rights of kids to just be kids. It is an ad that presents an alternative to ‘artificial’ play which is consumed — not created.”

Brand Strategy was developed at Naked Communications by found partner Adam Ferrier, managing director Matt Houltham, expression manager Aliya Hassan.

Media was handled at Carat by senior business executive Mila Sedivy and digital director Hayley Crossthwaite.

Public Relations were handled by Liquid Ideas by account director Tegan Flanagan and Louise Tran.

via Natural Confectionery Let’s Play | The Inspiration Room.