October 15, 2004

		Sharp, Wieden + Kennedy Offer Way "More to See" in Integrated Campaign
		BREAKING: AOL Members Help Build a Better Internet
		MOVERS: Moves at FME and Bob Industries
		ON THE WEB: Clients Say the Darnedest Things

Sharp, Wieden + Kennedy Offer Way "More to See" in Integrated Campaign

Sharp "The Pool"

Starting today, Wieden + Kennedy/N.Y. -- with cooperation from nearly all of its offices and numerous partners -- launches an enormous, and enormously complex, integrated campaign for electronics company Sharp. Based on the recently introduced tagline "More to See," the effort includes television spots directed by @radical.media's Errol Morris, print from Wieden + Kennedy/Amsterdam, and a labyrinthine online story and treasure hunt developed in conjunction with Chelsea Pictures and the Haxans, who teamed with Wieden on last year's award-winning "Beta 7" campaign for Sega.

True to the tagline, there is way more to see than three the Errol Morris-directed spots that kick off the campaign, the first of which airs today. The mysterious commercials send viewers to the campaign's main site, www.moretosee.com, which links to blogs written by three characters involved in a hunt for three mysterious urns, as well as to product information about Sharp's high-end LCD Aquos television and the complex technology behind it.

Through the inter-linking blogs (peter.moretosee.com, natalie.moretosee.com and mike.moretosee.com ) -- which describe the characters' love triangle and double-crossing attempts to unravel various puzzles -- consumers can enter sites relating to puzzles and other mysteries, including Stonehenge, crop circles and the Egyptian pyramids. To break beyond the screen, there will also be a temporary art gallery setup in New York's SoHo that will integrate ideas from the campaign with product displays.

If it sounds complicated, that's just the way Wieden + Kennedy creative director Ty Montague intended it. "We could have done self-contained spots with all of the technical information and entertainment value," he says. "But we think that the smarter thing to do is not to say it, but to do it, to ask viewers to spend more time with the brand, and entertain them while honoring the product." While the creative teams don't expect every consumer to click through to the end, those who do will find clues to a real-life treasure hunt. Keep an eye out for a detailed report on the "More to See" campaign in the November issue of Creativity. --Melanie Shortman

BREAKING

AOL "All the Members"

"Want a better Internet?" Then AOL is for you, according to a campaign that debuts this week from BBDO/N.Y. In two new spots overseen by new CCO David Lubars -- and directed by Fallon favorite Kevin Thomas of Thomas Thomas Films -- we see AOL members as they approach the company about how to make the internet better. And, in the spots at least, AOL is listening to every last one of them.

MOVERS

Creative director Tim Stapleton has been promoted to chief creative officer at Atlanta agency Fletcher Martin Ewing. He replaces Michael Ewing, who is leaving he agency to pursue other interests. ... Santa Monica-based production company Bob Industries has signed Blue Source -- the directing team composed of Rob Leggatt and Leigh Marling, formerly with Blink USA -- and Alan White, formerly of @radical.media.

ON THE WEB

Yes, clients do say the darnedest things. Read all the client horror stories you can handle -- and add your own -- at Clientcopia.

MORE NEWS / ARCHIVE

FROM CREATIVITY: The Design Issue [10.13.04]
Additions at Trio, Blue Rock and more [10.13.04]
BK to Voters -- "Have It Your Way" [10.13.04]
California's "Happy Cows" Return [10.11.04]
INTERACTIVE: GE Adds Collaboration to Innovation [10.11.04]
Additions at Z Group, SFGT and more [10.11.04]
The Lighter Side of Homeland Security [10.08.04]
Hires at Grip, McCarthy Mambro Bertino and more [10.08.04]
INTERACTIVE: Toyota's Brave New World [10.08.04]