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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 10 - Index

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Hot New Product, Hot New Artist
Up and coming artist Santogold is
heralded as one of the most innovative
artist coming out. DDB forged a
partnership with her and Bud Light
Lime that is shaping up to be the
hottest ticket of
the summer. Bud
Light Lime and
Santogold’s selftitled
album hit
the stores virtually
on the same day.
“Good music in
advertising should
do the same
thing that good
music on the radio does,” said Gabe
McDonough, Senior Producer of Music
and Integration for DDB Chicago. “It
should entertain people and make
people pay attention to it. Bud Light
has a history of entertaining people
with its ads and Santogold turns heads
everytime she releases a track.”
McDonough, a music-industry
veteran who’s responsible for the
collaboration adds, “The advertising
industry and the music industry are
facing similar challenges in how to
engage consumers. DDB has the new
beer of the summer in Bud LIght Lime
and Downtown Records has the new
artist of the summer in Santogold.
It only makes sense that we should
collaborate to get the most reach for
both our brands.”
The campaign features two 15-second
teasers, two 30-second spots and a
viral video campaign that all feature
Santogold’s music. McDonough also
had Santogold create a new version
of “Lights Out,” one of the featured
songs, and is making it available as
a free download and ringtone on
www.budlightlime.com. “I believe the
best way to reach an audience is to
give them something that makes them
want to engage with you. The new
version of ‘Lights Out’ is as much of a
breezy summer hit as the original but
with more dancefloor flavor. Judging
by how many people downloaded
the tracks leaked from her album,
they’ll be all over this.”
GlobalHue Wins A Spot At Cannes
Members of the GlobalHue Latino
creative team were selected amongst
200 participants as winners of the
“Not So Young Creatives” national
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competition conducted by Circulo
Creativo, an international organization
that promotes Hispanic advertising in
the United States and Latin America.
Led by GlobalHue Latino creative
director Amany Mroueh, creative team
members Felipe Godinez, Assistant
Creative Director and Gerard Garoler,
Senior Copywriter, will showcase their
award-winning piece at the Cannes
International Advertising Festival, June
15-21 in Cannes, France.
“Our team captured the importance
of being responsible pet owners in
a clever and thought-provoking
manner,” says Tony Hidalgo, Senior
Vice President - Executive Creative
Director of GlobalHue Latino. “We are
extremely proud of Amany, Felipe and
Gerard and all GlobalHue creatives,
who we believe are the best in the
multicultural space.”
Each year, Circulo Creativo chooses
one non-profit organization and gives
creative teams with members over 28years-old
the opportunity to compete
by developing a subject-specific print
ad in less than four days. This year’s
assignment was to develop a piece
for the American Humane Society that