All posts by Melissa Hougie

Disney & Star Wars: “The Force Is Strong With This One”

Now that Disney has acquired Lucasfilm and all of its Star Wars goodies for $4.05 billion, the corporation is losing no time getting its money’s worth by integrating the big brand into its marketing plans.

Walt Disney Parks & Resorts is the latest Disney division to dabble in branded video content, releasing an amusing video on Halloween depicting Darth Vader and a few of his stormtroopers having a blast at Disneyland: riding a Dumbo ride, snacking on some popcorn and enjoying the fireworks. It has since earned almost 3.5 million views on YouTube.

While the Disney princesses are delighted to welcome Star Wars to their empire, hardcore Star Wars fanatics are less than pleased with the change, labeling George Lucas a sell-out (pun intended). However, I believe that if Disney manages to stay true to the Star Wars’ cinematic style that has transcended the test of time, Star Wars fans will be appeased and the Magic of Disney will be reinvigorated by the acquisition (John Carter, who?).

Nestle’s Bo Bear Premieres in Pakistan

Bo Blue Bear is a character developed in Europe over 40 years ago and now represents Nestlé Baby Food in over 60 countries around the world. He has built a strong emotional connection to moms and has become of of Nestlé’s strongest, yet underused brand assets.In 2011, OgilvyEntertainment was engaged by Nestlé to standardize Bo’s image internationally with the creation of a 3D model, character guidelines and a process for global rollout.

We are excited to share the one of the first TV commercials featuring the new 3D Bo Blue Bear on air in Pakistan and Malaysia. The custom endframe animation in the Malaysia commercial was created by The Mill in partnership with Publicis. And the endframe animation in the Pakistan commercial was created by Ogilvy Pakistan utilizing existing creative assets. Both TV commercials demonstrate how Bo Blue Bear can transcend all boundaries around the world in conveying the love and care of Nestlé Baby Food.

See the commercial here.

Time Warner Cable rocks X Games 2012

Time Warner Cable recently partnered with ESPN and the 2012 X Games in Los Angeles, enabling fans to enjoy the event even better. OgilvyEntertainment collaborated with Time Warner Cable from initial ideation, to development of The Hanger, to management of the execution.

Time Warner Cable’s involvement began with its sponsorship of the X Games Night of Film Benefit, which, hosted by X Games celebrity Ryan Sheckler, showcased the premiere of “Skate On Film” to over 500 guests, including fans and celebrities. Proceeds benefit the STAPLES Center Foundation and the V Foundation for Cancer Research.

Following the film premiere, Time Warner Cable’s presence was ubiquitous, from The Hanger, an extreme action zone and part of XFest, a 4-day event which runs concurrent to X Games, to sponsorship of the Interactive Park Community, where skating fans enjoyed the chance to skate on a professionally designed track, to providing complimentary Wi-Fi throughout L.A. Live.

The Hanger, living up to its name, became the spot for X Games enthusiasts to chill and/or get hyped up while en route to the Interactive Park Community. Upon entering the massive tent area, fans were instantly welcomed by a true-to-style X Games themed tent, including a Customization Station, where two professional graffiti artists custom tagged skating gear for a multitude of lucky guests, and the Extreme Freeze Frame photo booth, where folks could have their photos taken, receive a print-out and upload pictures onto their social media sites, then see their own photos broadcast loud and proud on the LED screen! The space also featured a Supreme Gaming Station, which consisted of two Xbox Kinects playing Tony Hawk’s Pro-Skater, carved into an awesome quarter-pipe to enhance the virtual gaming experience.  Plus, to help fans enjoy XFest better, Time Warner Cable generously handed out 20,000 sunglasses!

Just a few ollies past The Hanger, the Interactive Park Community gave fans the chance to take runs on pro-designed courses, presented by Time Warner Cable.  For those who dared, the Park was decked out – pun intended – with rails, pipes and skaters, oh my!

Though the event has come to an end, Time Warner Cable undoubtedly accomplished what it had set out to do: enhance the X Games & XFest experience for people who are passionate about extreme sports.

Make sure to check out on-site footage courtesy of SoCal 101!



Ogilvy Paris Brings ‘Mad Men’ To Life

While “Mad Men” fans mourn the end of another season of fabulous ’60′s style and advertising ingenuity, the team at Ogilvy Paris is keeping the era alive, and the ideas (and whisky) flowing, with an extreme office makeover.
Ogilvy Paris, along with stylist Isabelle Baudry, has transformed the top floor of its office into a 1960′s meeting and lounge area that pays homage to the company’s founder, David Ogilvy. The look is complete with modern furniture, an old Philips TV set (Philips is an Ogilvy & Mather client) refurbished to sync with current technology, a mounted deer head (Ogilvy was an avid hunter) and lots of whisky. As office head Benoit de Fleurian proclaimed, “you cannot have a ‘Mad Men’ ambiance without a carafe of whiskey!”
Check out some photos below…

Escape Fire wins the React to Film Award

ESCAPE FIRE: THE FIGHT TO RESCUE AMERICAN HEALTHCARE, directed by Matthew Heineman and Susan Froemke, has been announced as the winner of the coveted React to Film Award.  The award is given to a ”well-crafted and compelling documentary on a critical social issue that has the greatest potential…to have an impact on that issue through reaching the broadest audience, particularly young people.” The React to Film award supports the directors’ mission to utilize Escape Fire: The Fight to Rescue American Healthcare as a vehicle to inform and to spark conversation. Only through awareness and understanding of the complex issues can Americans work to remedy our healthcare system.

Escape Fire has also been the recipient of  The Kathleen Bryan Edwards Award for Human Rights at the Full Frame Documentary Film Festival, Outstanding Achievement Awards for Directing and Documentary Filmmaking at the Newport Beach Film Festival and The Grand Jury Prize at the Berkshire International Film Festival.

ATTENTION NEW YORKERS: You can catch a screening of Escape Fire: The Fight to Rescue American Healthcare this week at the Human Rights Watch Film Festival in New York City (June 24-27). With the presidential election just around the corner, this film will give you key insights into our imperfect healthcare industry – arguably the most pressing topic of the upcoming election.