Most read: Five black Pencils awarded at D&AD 2015
Celebrating the best in commercial creativity, last night's .
The big winner of the night was the Always' "#LikeAGirl" campaign by Leo Burnett and Holler, which picked up one black, two yellow, three graphite and two wood Pencils in total.
It’s also worth noting that four white Pencils were awarded for Creativity for Social Good, which Tim Lindsay, chief executive of D&AD, described as "a central pillar of the awards".
Bye bye Brazuca: Adidas director on un-seen/axed World Cup content
Adidas global brand director Thomas Van Schaik revealed that of the thousands of pieces of content the brand created for the 2014 World Cup, .
As reported by Marketing's Charlotte McEleny, Van Schaik said Adidas’s strategy for last year’s international football tournament was "setting yourself up to react quickly". This included a video Adidas made for Messi, which no one will ever see.
Two noteworthy areas of the Van Schaik interview include why Adidas decided to kill off its Brazuca online community and why the brand steered away from reacting to Luis Suarez biting the ear of another player. Possibly a lesson learnt ahead of Russia 2018?
Coming home: Diageo and BBH end 15-year relationship
After 15 years, as the drinks company moves its Bailey’s and Gordon's accounts in-house.
Diageo announced the news in a statement, which also revealed that brand activity for the two brands would be handled in-house for the next 12 months and would not be put out to pitch.
The new comes five months after .
Viral: Marilyn Monroe interactive ads in NYC
We’ve been alerted to some new interactive ads in the US created by technology and design company Control Group. Working with US TV network Lifetime to promote the premier of The Secret Life of Marilyn Monroe movie this month, the agency has brought the film star to life.
Featured on around 77 digital kiosks in the New York City MTA subway, the ads feature audio-triggered 15-second video spots of Kelli Garner, who portrays Marilyn in the film, wearing a skirt that flies up every time a subway arrives and departs each station. Marilyn also smiles and flirts with passers-by.
Is this what the future holds for programmatic advertising?
On social: Mad Men UK finale
It looks like we just couldn't wait for the final episode of Mad Men in the UK. Data from Amobee Brand Intelligence suggests digital-savvy Brits simply aren't waiting to watch their favourite international shows.
Airing just four days after our friends across the pond, there was only 44.5% as much Mad Men related digital consumption in the UK yesterday (21 May) around the series finale airing as there was on Monday (18 May), the day following the episode airing in North America.
On social media, there were 208,602 tweets around Mad Men on 17 May 17 in the two hours around the series finale airing in the US, but only 3,897 yesterday in the same two-hour period. Yes there’s about 20% of the population in the UK that there is in the US, but that equates to less than 2% the volume of tweets in the UK compared to America.
The lesson learnt — and the big winner — from this is Coca-Cola and its role in the Mad Men finale. As we know , however, Amobee Brand Intelligence reported 39% of digital consumption around Mad Men between 18-21 May in the UK was Coke related, as the show ended with an airing of the 1971 Coke "hilltop" ad. Digital consumption around Coke in the UK also increased 61% for the same period, compared to 14-17 May. Anyone thirsty?
*
Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us #1805