How to launch a new hotshot agency?

Well just ask M. Droga… ex executive creative director at Saatchi & Saatchi and ex head of creativity @ Publicis Worldwide, who launched his own agency in venture with Publicis Groupe.

A while ago, this video with Ecko tagging AirForceOne made a lot of noise in the graff/street/ scene. Shortly after it hit a larger audience. Even at my agency, all the creatives were talking about it… Is it a fake, is it not? Is Ecko back in the game?

Tagging Airforce One video




Marck Ecko explaining in video why he did it!




This morning, while reading my Brand Republic Bulletin, I was in shock! I run in the creative room and said: “We’ve been F***ED by DROGA… By FREAKING DROGA FIVE…”

**VIRAL WORKS**

See the Brand Republic article here // some interesting facts and figures about the video:

- Pentagon was forced to issue three denials that it was real
- The film was reportedly picked up by 17,000 news outlets


So now, one Cannes Grand Prix later, his agency is on the map. It’s hot. It’s Brooklyn hot!
And DROGA5 still don’t even have a website…

Coca-Cola BlaK FR vs USA

It's interesting to see how a product is launched in two test countries at the same time. It's the case of Coca-Cola BlaK.

The US website

In the US it is clearly the coffee presence that is advertised: “new coke effervescence with coffee essence”. The communication in the US is product based. The formula is quite simple: Coke + Coffee = BlaK. They don’t feel the need to push further the message to captivate their young/trendy/urban target because the mix of these two ingredients has enough of a strong appeal, already.
And the website is not different. Really classical product demonstration, goodies, there is also an "art gallery" but it's not really convincing.

The French website is here

Whereas in France the communication is based on the effect of the product, not on its formula. The tagline reads “L’esprit vif”, something close to the "sharp mind".
To reach the same target, the French agency Marcel République developed a communication strategy based on " What’s in there for me, if I drink it? I’m beyond looking for coolness or hip, so why should I drink that?" Instead of going for the obvious “it got coffee inside, stay awake, yeah!”, they choosed an uncommon angle: BlaK helps you going further, not in a physical way but on an intellectual level.
The website follows this line. It let the visitor discover different places, all heavily designed in BlaK. The navigation is intuitive, the product presence is strong but more suggested than imposed.

So which one do you prefer?

Hitting it right on Cobra Snake

Here is my best friend/roomate with his Tania storming Nyc with a "je ne sais quoi" of ParisSTyle. Cobrasnaked!

Check more pics here