I was fortunate enough to play a part in the making of “Kush” -an A-list celeb fest of the who’s who in the hip hop music video scene. As the Global Lead of Integrated Production at Team SapientNitro, my group was tasked to orchestrate a product placement deal for Chrysler Corp to introduce the new Dodge Durango “Citadel” to a very specific audience with a “Hollywood” splash and Dr. Dre’s Kush music video featuring Snoop Dogg (actually exiting the luxury sport utility) was the perfect vehicle (pun intended).
Jan 17, 2012 | Categories: Thoughts | Tags: 2011 Citadel, 50 Cent, a-list celebrities, Adam Berg, Aftermath, Akon, Beats, Beats by Dre, Brett Malden, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, Chronic, Chrysler, Chrysler Corp, Citadel, David Blackburn, DDB, Deadpool, DJ Khalil, Dodge, Dodge Citadel, Dodge Durango, Doggystyle Records, Dr. Dre, Durango, E-40, Elevation, Fox, freeze-frame, Frozen-in-time-effect, Glasses Malone, hip-hop, hip-hop music video, HSI, Ingenuity Engine, Interscope, Joseph Kahn, Kush, Lara Croft, Lara Croft Elevation, Marcelle Gravel, Marvel, music video, Philips, Philips Carousel, Philips Cinema, Philips Cinema 21:9 TV, Roccett, SapientNitro, Snoop, Snoop Dogg, Sting Digital, Sting Digital Productions, The Chronic 2001, The Menace, The Next Episode, Tim Miller, Tribal, Tribal DDB, Tribal DDB Amsterdam, U2, U2 Elevation, Zippo | Comments Off on The Making of a “Kushy” Music Video
Coke Powerade “Mindscreen” :30 second TV spot with Fallon edited and repurposed for digital applications including rich media banners, online display ads and video content for the product website promoting Powerade’s sponsorship of the 2010 FIFA World Cup directing traffic to their YouTube Channel. See more at “Hydrate.”
Jun 26, 2011 | Categories: Content | Tags: 2010 FIFA World Cup, 30 second TV spot, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, Coke, digital applications, Fallon, Hydrate, Mindscreen, New Media, online display ads, Powerade, rich media banners, video content, Youtube Channel | Comments Off on Powerade: Mindscreen
The Marketing World according to Brett (yep, another Brettism)
Jun 21, 2011 | Categories: Thoughts | Tags: advertising, Brand, Branding, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, CMO, communications, digital, Interactive, internet, IP, marketing, Marketing 101, Marketing Cloud, marketing mix, Media, New Media, Online, P+L, sales, target audience, viral, VP of Marketing | Leave A Comment »
Out with the old and in with the new-here is what the profile of a creative lead looks like in the new world order. Welcome to the 21st Century people!
Jun 17, 2011 | Categories: Thoughts | Tags: advertising, anthropologist, Brett Malden, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, businessman, CD stereotypes, client-facing, creative teams, culturally aware and relevant, diversified, dynamic personalities, eclectic, engineer, entrepreneur, green, illustrator, industrial designer, influencer, Piggly Wiggly, product designer, renaissance man, revenue aware, student, tastemaker, teacher, technologists, video, viral, writer | Leave A Comment »
I am a lifetime student and general practitioner of the equal parts art/equal parts science of advertising and my diagnosis is that advertising is in a state of flux-transition-change.
Jun 17, 2011 | Categories: Thoughts | Tags: 360i, advertising, BBDO, Big Fuel, Blitz, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, Co, Common, content marketing, DDB, digial, digital age, discovery, display marketing, Exopolis, Fearless Cottage, GOOD, Goodness Mfg., Grey, Ignited, influencers, Interactive, JWT, Leo Burnett, marketing, New Media, Ogilvy, Online, process, Scholastic, social media, Trailer Park, trends, Victors & Spoils, ZAAZ | Leave A Comment »
Coke celebrated the countdown to the 2010 FIFA World Cup South Africa™ by encouraging people around the world to take part in the longest-ever online goal celebration. “The Longest Goal Celebration” competition offered fans the opportunity to win a range of prizes, including tickets to 2010 FIFA World Cup matches.
“The Longest Goal Celebration” was an online extension of the global marketing campaign by Coca-Cola that included traditional advertising featuring the iconic goal celebration by Roger Milla, the African footballer whose corner flag dance at the 1990 FIFA World Cup encouraged a new generation of football moves. This digital campaign invited fans to film and upload their own goal celebrations to www.YouTube.com/Coca-Cola or http://celebrations.coca-cola.com (links that are no longer live).
Jun 10, 2011 | Categories: Content, Portfolio | Tags: "The Longest Goal Celebration", 2010 FIFA World Cup, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, Coke, digital campaign, fan uploads, global campaign, global challenges, integrated content, Interactive, interactive gaming, mixed media, New Media, Online, online competitions, post to Facebook wall, Roger Milla, social media, South Africa, ugc, YouTube | Comments Off on Coke FIFA 2010 Longest Goal Celebration
When Friendly’s family restaurants needed to update their corporate site, we looked beyond a simple refresh and added new features and specs to push their numerous product and event promotions, better showcase their updated menu and connect the site traffic to various relevant social networks.
Jun 04, 2011 | Categories: Content, Portfolio | Tags: Brett Malden, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, corporate website, Curtis Blake, Friendly Ice Cream Corporation, Friendly's, Friendly's family restaurants, friendly's ice cream, friendlys.com, increase site traffic, lets all go to friendly's, Ned R. Lidvall, Online, online banners, Prestley Blake, social networking, updated website features and specs, website | Comments Off on Friendly’s: Friendlys.com
Friendly’s Ice Cream Company wanted to launch a dynamic website with interactive games and activities targeting children ages 6-12. The goal was to introduce this specific audience to the Friendly’s brand by immersing them into a “Friendly” virtual environment, engaging them with the complete Friendly’s product matrix interactively and then converting them into brand ambassadors.
Jun 03, 2011 | Categories: Content, Portfolio | Tags: avavtar, branded content, Brett Malden, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, custom avatar, dynamic content, fan loyalty, Friendly Ice Cream Corporation, Friendly's, Friendly's family restaurants, friendly's ice cream, Friendly's Ice Cream Factory, friendlys.com, Interactive, interactive gaming, interactive kids games, iwannagotofriendlys.com, lets all go to friendly's, microsite, Online, online community, post scores, ugc, virtual environments, webiste | Comments Off on Friendly’s: IwannaGoToFriendlys.com Microsite
