Hasta La Ideas

Duval Guillaume Modem, the makers of last year’s YouTube hits A Dramatic Surprise on a Quiet Square and Unlock the 007 in You, has come up with another health & safety-defying live-action-Joe-Public drama, this time putting true friendship to the test for Carlsberg.

The online campaign was created through an elaborate set-up. Volunteers call their friends in the middle of the night, asking them to ‘rescue’ them from a dicey situation – a back-alley poker game gone wrong.

The friend needs to make his or her way to the location asap, with €300 to bail out their buddies. On the way they encounter seedy characters, burly doormen, bare knuckle fights, an overenthusiastic chef and other intimidating and off-putting challenges.

Those who pluck up the courage to persevere are adequately rewarded at the end…

Credits
Creative Director: Geoffrey Hantson, Katrien Bottez
Production Company: Monodot
Director: Cecilia Verheyden
DOP : Pieter van Alphen
Post production company : Grid Brussels

CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.