EURO RSCG PAINTS THE TOWNS FOR DULUX
Euro RSCG London, director Adam Berg of Stink and MPC London colorist Mark Gethin have teamed on a global film and TV spot fare for Dulux. A two-minute version has launched online, initiating the “Let’s Colour Project, which is a global activation idea centred on a series of painting events that happened over the last four months in the UK (Virginia Primary School, Tower Hamlets, London), France (Aulnay sous Bois, Paris ), Brazil (Lapa, Rio de Janeiro) and India (Chandpole Chowki, Jodhpur). Each community was engaged to transfer dull and gray spaces into more interesting surroundings via Dulux color paints. The painting events were filmed, leading to the global film and TV execution. Further events are scheduled to take place around the world in the near future as part of Dulux’s ambition to “add color to people’s lives.”
Fernanda Romano, global creative director, experiential and digital for Euro RSCG, said ‘We wanted to bring the Dulux vision to life with an idea that was real, that engaged people and that could generate content that works powerfully across all channels, including social media. The film is a celebration of this movement.’
Euro RSCG London not only documented the events for TV executions, but also for documentaries (helmed by Andrew Lang, multi award winning director of Sons of Cuba); a “making of” film; blog (www.letscolourproject.com/blog); website (www.letscolourproject.com), social media on Twitter (@lets_colour and hashtag #letscolour) and social networking sites including Facebook and Orkut.
Editor was Paul Hardcastle of Trim, London.
PEPSICO LOOKS TO INCUBATE IDEAS PepsiCo has launched an innovation incubator program called PepsiCo10, an open call for promising start-ups in media, communications and technology. In this initiative, PepsiCo will select up to 10 aspiring entrepreneurial groups, match them with industry mentors, and join with them to activate pilot programs with PepsiCo brands. Entrepreneurs can find out more information about the PepsiCo10 and apply online now through June 24, 2010: www.pepsico10.com.
PepsiCo is partnering on the program with global venture capital firm Highland Capital Partners and social media publication Mashable, and is connecting selected entrepreneurs with other business partners, including OMD Ignition Factory, TracyLocke, and Weber Shandwick.
Entrepreneurs are asked to focus PepsiCo10 submissions on one of four innovation segments: social media, mobile marketing, place-based and retail experiential marketing, or digital video or gaming. Proposals will also be evaluated on their ability to impact brands and/or further PepsiCo’s corporate Performance with Purpose priorities, which include health and wellness, environmental sustainability, and talent development.
PEOPLE IN THE NEWS
Blue Room NYC has added senior editor Greg Kiernan. A post industry vet with extensive experience in both the commercial and broadcast arenas, Kiernan comes to Blue Room from Bond, N.Y., where, for the last 10 years, he was senior/supervising editor….N.Y.-based audio facility Nutmeg Post has brought aboard engineers Roger Licari, Frank Cabanach and James von Beulow. Cabanach’s clients span Animal Planet, Discovery Life, Sony Music, CBS, HBO and ESPN. Licari has worked with the likes of VH1, Comedy Central, Spike TV, A&E, and USA Network. Von Beulow’s TV/radio campaign clientele include Volvo, Pella Windows, and Miller Beer….
First-Time Feature Directors Make Major Splash At AFI Fest, Generate Oscar Buzz
Two first-time feature directors who are generating Oscar buzz this awards season were front and center this past weekend at AFI Fest in Hollywood. Rachel Morrison, who made history as the first woman nominated for a Best Cinematography Oscar---on the strength of Mudbound in 2018--brought her feature directorial debut, The Fire Inside (Amazon MGM Studios), to the festival on Sunday (10/27), and shared insights into the film during a conversation session immediately following the screening. This came a day after William Goldenberg, an Oscar-winning editor for Argo in 2013, had his initial foray into feature directing, Unstoppable (Amazon MGM Studios), showcased at the AFI proceedings. He too spoke after the screening during a panel discussion. The Fire Inside--which made its world premiere at this year’s Toronto International Film Festival--tells the story of Claressa “T-Rex” Shields (portrayed by Ryan Destiny), a Black boxer from Flint, Mich., who trained to become the first woman in U.S. history to win an Olympic Gold Medal in the sport. She achieved this feat--with the help of coach Jason Crutchfield (Brian Tyree Henry)--only to find that her victory at the Summer Games came with relatively little fanfare and no endorsement deals. So much for the hope that the historic accomplishment would be a ticket out of socioeconomic purgatory for Shields and her family. It seemed like yet another setback in a cycle of adversity throughout Shields’ life but she persevered, going on to win her second Gold Medal at the next Olympics and becoming a champion for gender equality and equitable pay for women in sports. Shields has served as a source of inspiration for woman athletes worldwide--as well as to the community of... Read More