Kids on Bikes Outride ADHD in This Cinematic, High-Energy Ad From Goodby Silverstein

Directed by Johnny Green, the spot breaks during Tour de France

Kids seeking to break the frustrating cycle of attention-deficit/hyperactivity disorder take to the streets on their bikes in this fast-moving ad from the Specialized Foundation, an offshoot of Specialized Bicycle Components that touts cycling’s positive effects on health and well-being.

Research shows that biking, and other forms of exercise, can help ADHD students find focus and improve their ability to pay attention. The spot aims to get the word out to parents, teachers and healthcare professionals.

Dropping during today’s coverage of the Tour de France, “Outride ADHD” follows a middle-school kid who can’t seem to sit still and concentrate on his assignments. We watch him grow increasingly edgy as he gazes blankly at a computer screen, stalks around his house and stares out the window into the distance.

“If I could have any superpower,” a youthful narrator begins, reading copy culled from interviews with ADHD students, “it would be the ability to just hit pause and just be able to catch up with this world that I felt like was moving way too fast.”

The second part of the ad shows lots of kids—actual ADHD students—riding at a furious pace through the city at night, accompanied by projections of animated wolves and horses. Through sensors attached to their bikes, they actually control the speed of the animals depending on how fast they pedal. This symbolizes the power of biking to help them manage ADHD.

Goodby Silverstein & Partners developed the cinematic 60-second spot with director Johnny Green, who, along with agency co-founder Rich Silverstein, live with ADHD.

“When we got this opportunity to create something to help kids with ADHD, we learned that many of them don’t actually need medication, but just a way to release their inner energy to be able to focus,” GS&P creative director Sam Luchini tells AdFreak. “When we talked to kids with ADHD, some of them said they felt like they were caged or trapped. So we looked at the bike as a tool for them to release that energy and free them from that cage. We wanted to find a way for people to visualize this energy being released. That’s what the animals…

Why BBDO Rolled Out a Food Truck in NYC That Served Poisonous Meals

Who’s up for some crispy pufferfish?

If a chef offered you a dish that included “paralyzing toxins” that “could suffocate you,” you probably wouldn’t eat it. But that’s the sort of choice people suffering from food allergies endure every day.

A new campaign from nonprofit End Allergies Together (or E.A.T.) and BBDO New York seeks to raise awareness of food allergies—and money to research possible cures—by illustrating the harsh reality that, for people suffering from food allergies, one bite of the wrong food can be deadly.

To that end, the agency teamed up with celebrity chef Ming Tsai to create a food truck that offered non-allergic eaters a taste of the allergic experience—by serving up poisonous dishes.

In a PSA set to air in movie theaters starting July 28, Tsai mans the gourmet vehicle, titled “Khil Mi,” while offering passersby dishes that include ingredients like toxic yew berries, and other components that might cause shortness of breath or heart failure.

The truck was set up in New York City, in what looks like a small public area across from Madison Square Park (a bustling commercial area where food vendors often hawk their wares). As an attention-grabbing stunt, it’s…

10 Tips For Marketing To Gen Z On Instagram

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Generation Z is currently the youngest generation — those born during or after 1995. They are the first generation to have been born when the personal computer, cell phone and internet were ubiquitous. In short, they are the first truly digitally immersed generation.

At present, Gen Z appears to be enamored with Instagram. According to findings published in The Drum, 88% of Gen Z regularly uses Instagram. Marketers who rely on Instagram to create brand awareness and drive meaningful business outcomes should be aware that there are a few unique characteristics common to Gen Z. This article will walk readers through how to go about marketing to Gen Z on Instagram.

1. Interview Gen Z Customers To Create A Persona

As with any demographic, marketers should first create a buying persona that helps everyone at the company to better understand the target customer. If Gen Z is indeed a target customer, then it makes sense for the marketing team to interview Gen Z customers and prospects to understand their demographic and psychographic makeup.

While there are many different methods that can be used to create a marketing persona, there are a few important things all marketers should understand. First, it can be helpful to know what Gen Z customers are interested in when they’re shopping for a product or service similar to the brand you represent. What influences their decision making? When are they typically interested in purchasing a product or service? What are their expectations of the buying process?

Second, marketers should understand how Gen Z customers like to consume information. Are members of Gen Z using Instagram to discover new products, or are they using Instagram to research products they have already discovered via other channels (or both)?

Finally, marketers should understand if the answers to the questions above vary in different segments of the Gen Z population. Are the differences geographic, demographic or to do with other factors?

2. Use Instagram Stories

According to a survey referenced in Social Media Week, 78% of respondents said they use Snapchat at least once a day. Furthermore, 88% of respondents said they use Snapchat to keep in touch with friends. But what does Snapchat have to do with Instagram?

Instagram Stories is a feature derived from the mechanics of Snapchat. That means that Gen Z Instagram users are likely using Instagram Stories, since it resembles how they use Snapchat. For brands interested in connecting with Gen Z customers or prospects, using Instagram Stories can be a great way to connect.

3. Experiment With Instagram Video

A report from Defy Media suggests that 50% of Gen Z respondents could not live without YouTube. These findings make contextual sense given the rise of…

Under Armour Launches New Digital Campaign Using Misty Copeland

In its new campaign launched today from Droga5, Under Armour uses iconic ballerina/warrior Misty Copeland, first African American to be named as principal ballerina. Words by Saul Williams. As we all know, personalities can be iconic—just like the logos and products they represent, they instantly signal specific values that resonate and keep products relevant.

Under Armour riffs on this well-worn meme by aligning with the values of personalities like Ms Copeland, Zoe Zhang, Jessie Graff, Alison Desir, and Natasha Hastings, who are atypical sports heroines: ballerina, actress and Taekwondo Black Belt, a stunt…

Chief financial officers take on traditional CMO tasks using data and analytics to drive customer strategy

With the drive to improve customer experience a company-wide concern, the traditional role of the CMO is evolving to include the data-centric CFO as the driver of customer experience.

A combined study between Dunn & Bradstreet and Forrester revealed that 53% of finance leaders surveyed report being responsible or accountable for customer-focused initiatives.

The report is based on 250 CFOs and EVPs of finance familiar with their organization’s use of data/analytics to inform decision and strategy.

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Because positive business results are often fueled by customer experiences, chief financial officers use data and analytics to drive home customer strategy. By insuring that it is rooted in insights that drive favorable outcomes, 36% of finance executives surveyed were identified as customer-obsessed leaders. The report also shows data and insights driven companies are 39% more likely…

How The Weather Channel Does Social Media

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Jennifer Watson began her career as an on-camera meteorologist in Mississippi and Alabama, where she also helped manage both stations’ social media channels and weather blogs. Taking a job as a social media specialist with Atlanta-based The Weather Channel was a natural transition for her. “The Weather Channel is a dream job for a weather nerd like me,” says Watson.

CCO: How do you manage the amount and variety of information you curate every day?

Watson: At The Weather Channel, our main goal is to provide weather information to help our fans plan their day and stay safe during severe weather. One of the most critical responsibilities of my job is during severe weather outbreaks; we use Twitter to break down storm information to our followers, making sure people have the information they need to keep themselves and their families safe. We have meteorologists on the social media team to ensure that we’re always posting accurate information.

In addition to breaking weather information, we also post about a lot of other weather verticals, such as wildfires or drought. Weather impacts every part of your life, whether you realize it or not. It even affects the economy and what you purchase. A lot of our meteorologists are big space geeks, so we also post information about satellite launches, different astronomical events, etc. We are excited and looking forward to this year’s total solar eclipse.

CCO: There must be risks related to reporting breaking weather news via social media.

Watson: We want to make sure people have a way to get real-time information if they can’t see it on TV. Social media is a great vehicle to disseminate this information but there are definitely challenges.

Facebook isn’t ideal for breaking information because information is served up to users based on habits and preferences. Twitter, however, allows us to push out alerts as they are issued and we are able to update forecasts in real time. If we’re following tornadoes in Louisiana or Mississippi, for example, we have automated location-based alerts that go out.

My role requires long hours to be sure everything is quality-checked and to ensure that we are getting people the information they need to stay safe. With weather reporting, social media coverage is a 24/7 job; it never ends. I’m always monitoring. I don’t want to miss anything.

CCO: What about fast-moving systems in which you’re not sure of the accuracy of the information you see online? What type of guidelines do you follow to ensure that you’re sharing good content?

Watson: It’s important for all of us at The Weather Channel to post the most accurate information online and on social channels. To ensure that the correct information is being posted, we have guidelines in place and we always have a meteorologist on duty to review posts before they are published if needed. We have a lot of checks and…

Maker of Hit Toy Hatchimals Hatches a Plan to Win Christmas

Spin Master's Hatchimals
Spin Master’s Hatchimals Credit: Hatchimals.com

Something is hatching this October. Spin Master, the Toronto-based company behind Hatchimals, the “it” toy of 2016, is preparing for the second iteration of its popular hatching egg toy. But unlike last year, when stores sold out in minutes and desperate parents paid as much as $500, more than eight times the original $60 price, for the privilege of having the must-have item under their Christmas tree, the toymaker will not be caught off-guard.

“It wasn’t that supply wasn’t there—it was an aggressive supply,” explained Tara Tucker, VP of global marketing and communications at 23-year-old Spin Master, which also owns Paw Patrol and Etch A Sketch. “It just caught on so quickly and exceeded anyone’s expectations.” She noted that consumers lined up for Hatchimal product drops as early as 4 a.m. in the months following the brand’s October 7 debut last year. One analyst estimated two million units were sold, generating some $80 million in revenue, according one CNN Money report.

Some retailers are dedicating more space to toys this holiday in an effort to boost sales and encourage in-store visits. JC Penney announced last week it will operate toy shops…

Product Hunt founder: ‘Launching is not a one-time thing’

At Startupfest this week, there was one piece of advice that really resonated with me, and it came from Product Hunt founder Ryan Hoover. During an interview with TechCrunch’s Fitz Pepper, Hoover ended up downplaying what many startups naturally obsess about: the launch.

Hoover made a point to emphasize that startups should get their product out sooner rather than later. The important part is to have a small audience try it and then iterate based on their suggestions.

“Launching is a tactic,” Hoover said. “But oftentimes it’s better to find a few hundred users in your target market and get feedback from them. That doesn’t necessarily require a public launch.”

I’d like to add three simple rules:

Reducing Manpower: 13 Marketing Processes You Can Automate Or Outsource Today

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Are you seeking a way to reduce internal manpower without cutting back on your marketing efforts?

If so, it may be time to look into automation and outsourcing.

It can be difficult to automate and/or outsource marketing processes, as “having a hand in the action” allows you to feel more in control.

Even if you decide to move in this direction, it doesn’t mean you will completely remove yourself from the marketing side of your business. It simply means that you’re getting help where you need it the most.

Here are 13 marketing processes you can automate or outsource today:

1. Email Marketing

Did you know that approximately 205 billion email messages are sent every day?

Not all of these contain a marketing message, but many of them do. If you’re spending too much time on email marketing, such as by tracking results and sending follow-ups, you can…

The Rise of the UX Goldrush

UX design is one of the most in-demand disciplines but hasn’t always been the hot topic it is today. The term was created in the 90’s when psychologist Don Norman joined Apple. Norman wanted a term that covered all aspects of a person’s interaction with a device: physical, technical, and psychological. Soon, other industry leaders like IBM and Facebook put design-thinking front and center; and as studies began to suggest that design-driven companies could out-perform their competitors, executives across industries jumped on board.

Now UX is considered a key to successful product strategy. But how does it apply when you’re creating something the world has never seen before? Emerging technology is challenging the young conventions of user experience, and designers everywhere are excited to take on that challenge and define what’s next.

The result? A goldrush.

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Illustration by Propoint designer John A.

The Consumer Is Now The User

Consumer technology is becoming a status symbol, and with AI and the Internet of Things, that technology is only becoming more complex. Smart devices can include everything from connected home appliances to wearables, and UX designers are responsible for making them intuitive…