helsinki, now available for demo…

Helsinki, Finland has just relaunched as the world’s first “city as a service”.

Ok, not really, but it’s how the city is pitching itself in order to woo tech talent to move there.

Per TrendWatching – “Finnish capital Helsinki launched a lighthearted campaign called City as a Service in an attempt to attract new tech talent. A platform and video pitches the CaaS to viewers, explaining that Helsinki has ‘over 640,000 daily active users’ and boasts an ‘API’ that supports excellent healthcare and public transport. Meanwhile, the city’s Mayor – billed as the CEO – explains that the winter darkness and flat skyline are not technical bugs but ‘carefully considered features’. Visitors to the platform are encouraged to apply for a ‘free demo trip’; 15 people will be chosen for a free trip to Helsinki in November.”

Apply for your free demo here.

And if you’re interested in the Freemium model, it boasts features like:

> Surprisingly ok beaches
> Drink the famous Finnish tap water
> Dip in a hole in ice
> Santa Claus lives only a 14h drive away
> Highest density of heavy metal bands in the world

Why It’s Hot:

Unexpected delivery is one of the best ways to catch attention. Marry that with the ability to demonstrate an understanding of the language and world of your target, and you can make magic that creates compelling connections. Whether or not it works, it shows Helsinki cares about the people it’s talking to, and respects them enough to go beyond the rational RTBs (although it has those too) to drive an extremely emotional decision of where to live.

hinge bears a new kpi…

Dating app Hinge recently released its first brand campaign, based upon a simple premise that’s simply delightful. It’s pitching itself as “the dating app designed to be deleted”…since, you know, the whole point is to find someone you like enough to not spend any more time on dating apps.

Why It’s Hot:

While it’s somewhat shocking that no other dating app has ever taken this tack, it’s a smart move for a relatively new brand on the scene. Leveraging its novelty, breaking from category convention is no doubt one way to stand out.


72andSunny Wins Seventh Generation, Breaks Smart Ad Targeting Carefree Millennials

72andSunny just picked up the ad account of Seventh Generation, the environmentally minded cleaning, paper and personal care products company. And its first work for the new client is for Bobble, its water bottle brand—the satirical commercial below is packaged as a takedown of the too-carefree approach to drinking water out of single-use plastic bottles.

The conceit is a touch silly when distilled. The 60-second spot, from 72andSunny New York, consists mainly of twentysomethings bounding around and tossing off empty plastic bottles (all bearing the fictional label “Once”) like confetti.

But the ad so perfectly nails the generically earnest YOLO themes that have plagued advertising (not to mention the broader culture) in recent years, that brilliant sight gags like back seats and swimming pools filled with garbage barely register as out of place—making them all the more entertaining.

And ultimately, that kind of absurdity is the whole point: A message that could easily come across as self-righteous instead reads as charming common sense. (Then again, it probably helps that the argument itself is intelligent—a luxury not every advertisers has.)

Seventh Generation, which also sells green household goods ranging from paper products and detergents to diapers and tampons, announced it has hired 72andSunny’s New York office as its lead creative agency after a review.

Why It’s Hot

I am very interested in environmentally conscious products, and while there are more people that are becoming environmentally conscious as well, we as a society have a long way to go.  This ad was very clever to play off the Millenial idealogy, YOLO, to show that maybe WE only live once, but you should still live for tomorrow, so the world is a great place in the future.  Smart thinking on then agency side.

Finding Relevancy Today for the Electrolux Brand

Electrolux wants to clean more than just your floors.

The Swedish home appliance giant now has the World Wide Vac, a digital vacuum cleaner to help people get rid of all their “digital dust” or clutter online. The World Wide Vac was created to help promote the brand’s new real-life vacuum cleaner, the UltraFlex. The digital vacuum analyzes and helps clean users mailboxes (and claims to help in the fight against climate change by reducing carbon dioxide emissions).

According to Electrolux, an average e-mail in an inbox equals 4 grams of carbon dioxide during its lifetime, and storing and computing data creates more carbon dioxide emissions than the aviation industry. Curbing that waste fits in with the company’s stated goal of reducing their own carbon emissions by 50 percent by 2020.

The campaign is focused on global earned media to support traffic to the and will also be supported by all of Electrolux’s social channels, including YouTube, Instagram, Facebook and Twitter.

Why it’s hot:

Leading with a solid UX and creative for today’s digital consumer, plus providing actual utility tied to a “feel good” green impact… what’s not to love? Clearly the brand is in touch with current consumer expectations.