Tetra Pak -  Raw Materials - (2009) :30 (Germany)

Lovingly hand-crafted sets merge flawlessly with lifelike CG in Tetra Pak's latest spot, directed by Bent Image Lab's Rob Shaw in collaboration with the Philipp und Keuntje agency of Hamburg. The playful :30 animation showcases Bent's ability to handle challenging projects with multiple angles - in this case developing an approachable spokes-character to deliver a serious environmental message and designing detailed, super-productive landscapes to create a humorous overtone.

Raw Materials stars Bob, goodhearted CG rabbit and expert on renewable resources. He discusses the benefits of Tetra Pak's use of paper over plastic in its innovative food packaging as he travels through three landscapes. During his journey, Bob compares paper's sustainable source (trees) to the merits of grain and wool. He earnestly seeks to communicate the virtues of well-managed resources but has to contend his extremely abundant environment, which seems to have a mind of its own.

Anyone who is a bit of a geek (like me) knows about the Mojave Phone Booth. It has its own "Mojave Phone booth" wikipedia page summarizing its raise to fame and later demise due to all the traffic of geeks who went there just to play with it. It was removed in 2000, and even the plaque placed there has been removed by the National Park Service. *sigh*

It was the very first thing I thought of when I read this:

Here at TVF we have just launched the very first attempt of live viral ever. 
We put a guy in the desert of the south of Spain, his name is Rob, with a camp and a phone box, and he will be there answering calls of anyone from
around the world. And there will be an amazing suprise...
Check this out: phoneboxexperiment.com

Who will be the first one to enter this viral into the Mojave phone booth wikpedia page, I wonder. I should probably care about the sender, or wonder what the surprise may be, instead I'm busy pouring out a little jolt on the ground for old desert phone-booths no longer with us.

Google and Twitter have turned red on AIDS day. With a simple tweak, all AIDS tweets are font color red, and Google's homepage flashes "today is world AIDS day" (provided you hit google.com). The irony of "world aids day" only being shown on the .com is not lost on me.

Twitter's homepage (when you are not logged in) is red and says "1 Dec is World Aids day. Help turn Twitter (Red). Follow @JoinRED to find out how." The Hashtags #aids and #red will turn your tweets red - and so far (fingers crossed) I haven't seen spammers take these tags over yet. Maybe they have a heart after all? You'll see on @Joinred's background that Nikefootball.com/RED is the signee - however when I hit that URL I get a regular Nike page.

Facebook has also turned red - encouraging users to change their avatar to red ones.
This, coupled with the contagious earworm hit song from Shalmor Avnon Amichay/Y&R Interactive are both ideas that play on 'contagious', which in my humble opinion is exactly the way to go with AIDS campaigns. We concluded already in the early nineties that scare tactics do not work.
I've had a similar idea, not contagious but a lottery, showing just how easy it could be you which I finally managed to pull off on a bunch of popular websites back in 2004. I would have died and gone to heaven if someone as big as Google had joined in on that idea. The full story of this ancient idea can be found in my old portfolio, I have been dragging this idea along since I was in school wanting to make it happen just because I find the topic rather important. That's why I still get really exited when I see good AIDS campaign ideas executed. I'll tweet red as much as I can (when it's relevant) today just to join in.

In the era of contagious earworms, Israel has just gotten a reminder of exactly how easy it is to get infected, just in time for World AIDS day.

Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT".
The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA".
The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only:
See how easy it is to get infected. Get tested!

It all began six weeks ago when this hit song (radio) hit the airwaves, only three weeks into the campaign, SDIA was ranking #4 on the National "Music Hit List" published by Yedioth Ahronoth.

The increasing popularity of the song led to some great collaboration, while still keeping the story a secret from the general public: