Huffington Post: Shadow Art

  Published Aug. 15, 2011

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Forbes Magazine: Shadow Art

Published Aug. 11, 2011

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Newcastle Brown Ale: “Taste the Lighter Side of Dark”

Things aren’t always as they appear. Like, for example, Newcastle Brown Ale. It’s dark in color, but surprisingly easy to drink. The duality is captured in the tag line: “Taste the Lighter Side of Dark.”

Our challenge was bringing this idea to life in a style as unique and surprising as the beer itself. We accomplished this through a series of spectacular out-of-home installations in San Diego, and the brand’s first-ever TV campaign — each element executed to engage our audience visually, and communicate Newcastle’s one-of-a-kind taste and brand.

Shadow Art

The 256 square foot shadow sculpture was produced with a single light source and 3,000 real Newcastle Brown Ale bottle caps.

By day, a blank canvas, the shadows come to life at night, which is why we placed the project in the center of San Diego’s night life district, the Gaslamp Quarter.

Trapped In A Schooner

This optical illusion was placed at the main entrance to one of Southern California’s iconic Summer venues, the Del Mar Race Track.

Viewed from the side, it appears to be three enormous shards of glass.

But viewed from precisely the right spot, the optical illusion is revealed: three pieces appear as one larger-than-life pint of Newcastle.

One person climbs inside, another takes a picture of them “Trapped in a Schooner.” Through 2 weeks, more than 50,000 fans have jumped inside.

Human Installations

These life-sized human installations were placed at pubs across San Diego. They immediately drew attention from passers-by and customers, some of whom thought the figures were real.

Each human form was different, each one posed to draw double-takes and closer inspection.

Television

In addition to the out of home spectaculars, our “Lighter Side of Dark” campaign took Newcastle to a place they’ve never been in the 80-year history of the brand … television.

The authentically British commercials were filmed in a neighborhood pub near London. The pub stayed open during filming, inviting its regulars to watch the shoot. The pub’s owner even has a part in the commercials (he’s the bar tender). All three Newcastle spots portray the “Lighter Side of Dark,” by depicting tragic situations, slightly softened with a pint of Newcastle and a dash of dry British wit.

(New York, NY) Newcastle Brown Ale announces today an out of home advertising campaign so innovative that it truly lives up to the beer’s nickname: “The One and Only.” Building on Newcastle’s highly successful appeal to “Taste the Lighter Side of Dark,” three branded public art projects will debut this summer in San Diego – all designed to get people talking, texting, posting and “checking in,” as they check out what Newcastle has to offer. The curtain lifts on the first project “Trapped in a Schooner” at the historic Del Mar Racetrack in time for opening day, July 20th.

“Trapped in a Schooner” will entertain race fans through an optical illusion.  One person stands in a special location, while another climbs inside a larger than life replica of Newcastle’s traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale (what a pity).

“Shadow Art” will debut August 1, amazing pub crawlers San Diego’s night life hub, the Gas Lamp district. Using only a single light source and dozens of real-life Newcastle Brown Ale bottle caps, two well-known New York shadow artists have partnered with Newcastle to bring to life a 256 square foot shadow sculpture reaching for a pint of Newcastle.

“Human Installations” will make customers look twice at some of San Diego’s top on-premise locations. No, it’s not a beer robbery in progress. It’s a series of ingeniously installed human forms apparently trying to steal a keg of the “Lighter Side of Dark,” on display between July and September.

“Newcastle Brown Ale is all about breaking conventions. It’s a dark beer that’s surprisingly easy to drink. And this campaign is all about doing something that goes way beyond conventional advertising,” says Charles Van Es, Director for Newcastle Brown Ale. “Our drinkers won’t settle for an ordinary ale, and we wanted to give them something extraordinary this summer, with these engaging, one of a kind projects.”

From the race track to the pubs, Newcastle Brown Ale will be encouraging fans and friends to post pictures of the Summer Spectaculars to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise, furthering the buzz and word of mouth value of these projects.

“We think the guys who drink Newcastle, are a bit different. As a discovery brand, the consumers who order a Newcastle make a conscious choice to stand apart from the perceptions that most domestic beers thrive upon, so it was important for our out-of-home to reflect the sense surprise people have when they try our ale…in other words “it’s not what you might have first thought”, adds John Vitro, Executive Creative Director. “By getting people to engage and participate in the marketing we have the chance to express the wit, intelligence and wry smile that could only come from a British import like Newcastle.”

To see Newcastle’s Summer Spectaculars for yourself, visit our Facebook Page:

http://www.facebook.com/newcastle

Or YouTube channel

http://www.youtube.com/user/Newcastle

For media inquiries, including interview scheduling, please contact John Hickman at VITRO: 619-234-0408

Credits

Executive Creative Director: John Vitro

Creative Director: KT Thayer

Copywriters: Schuyler Vanden Bergh, Amanda Abrams, Pam Frasier

Art Directors: Paul Lambert, Kevin Lukens, John Leon

Agency Producer: Mickey Strider

Account Director: Ben Feeney

Account Supervisor: Whitney Milne

About Newcastle Brown Ale

In 1927, in the Northeast of England, Colonel Jim Porter created uniquely crafted ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cool, Newcastle Brown Ale has since become a world favorite as a dark beer that’s easy to drink. Newcastle Brown Ale is imported by the nation’s premier beer importer, Heineken USA, headquartered in White Plains, New York. For more information, please visit NewcastleBrown.com

About Heineken USA

Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi MagicTM application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.

 About VITRO

VITRO is a full service creative agency located in San Diego, CA, known for stealing share through great work for our clients around the world including: ASICS, Newcastle Brown Ale, Bollé sunglasses, and PF Chang’s among others.

Posted in Newcastle Brown Ale | Leave a comment

Newcastle Brown Ale: Shadow Art

Things aren’t always as they appear.

Like, for example, Newcastle Brown Ale. It’s dark in color, but surprising easy to drink. The duality is captured in the tag line: “Taste the Lighter Side of Dark.” Our challenge was to bring this idea to life in a way as unique and unexpected as the beer itself.

Our idea, shadow art — literally showing the lighter side of darkness.

By day, it’s a blank canvas. But at night, a single light source turns 3,000 Newcastle Brown Ale bottle caps into a shadow sculpture.

Two shadow artists in Brooklyn, NY, stacked, hammered, positioned and bent the bottle caps until the shadow was perfect.

We placed the 256 square-foot shadow sculpture in the middle of San Diego’s night life hub, the Gaslamp district. As the sun went down, and shadows came out, crowds and cameras were instantly drawn to the shadow art.

A QR code on-site connects to the backstory of how we pulled it all off. Check it out here:

Fact Sheet:

Materials: 3,000 Newcastle Brown Ale bottle caps

Light Source: FL-1 LED light array

Dimensions: 16′ High, 10′ Deep, 16′ High

Concept, Design, Creative by Vitro (see credits below)

Artists: Pablo Power, Ellis Gallagher

(New York, NY) Newcastle Brown Ale announces today an out of home advertising campaign so innovative that it truly lives up to the beer’s nickname: “The One and Only.” Building on Newcastle’s highly successful appeal to “Taste the Lighter Side of Dark,” three branded public art projects will debut this summer in San Diego – all designed to get people talking, texting, posting and “checking in,” as they check out what Newcastle has to offer. The curtain lifts on the first project “Trapped in a Schooner” at the historic Del Mar Racetrack in time for opening day, July 20th.

“Trapped in a Schooner” will entertain race fans through an optical illusion.  One person stands in a special location, while another climbs inside a larger than life replica of Newcastle’s traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale (what a pity).

“Shadow Art” will debut August 1, amazing pub crawlers San Diego’s night life hub, the Gas Lamp district. Using only a single light source and dozens of real-life Newcastle Brown Ale bottle caps, two well-known New York shadow artists have partnered with Newcastle to bring to life a 128 square foot shadow sculpture reaching for a pint of Newcastle.

“Human Installations” will make customers look twice at some of San Diego’s top on-premise locations. No, it’s not a beer robbery in progress. It’s a series of ingeniously installed human forms apparently trying to steal a keg of the “Lighter Side of Dark,” on display between July and September.

“Newcastle Brown Ale is all about breaking conventions. It’s a dark beer that’s surprisingly easy to drink. And this campaign is all about doing something that goes way beyond conventional advertising,” says Charles Van Es, Director for Newcastle Brown Ale. “Our drinkers won’t settle for an ordinary ale, and we wanted to give them something extraordinary this summer, with these engaging, one of a kind projects.”

From the race track to the pubs, Newcastle Brown Ale will be encouraging fans and friends to post pictures of the Summer Spectaculars to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise, furthering the buzz and word of mouth value of these projects.

“We think the guys who drink Newcastle, are a bit different. As a discovery brand, the consumers who order a Newcastle make a conscious choice to stand apart from the perceptions that most domestic beers thrive upon, so it was important for our out-of-home to reflect the sense surprise people have when they try our ale…in other words “it’s not what you might have first thought”, adds John Vitro, Executive Creative Director. “By getting people to engage and participate in the marketing we have the chance to express the wit, intelligence and wry smile that could only come from a British import like Newcastle.”

To see Newcastle’s Summer Spectaculars for yourself, visit our Facebook Page:

http://www.facebook.com/newcastle

Or YouTube channel

http://www.youtube.com/user/Newcastle

For media inquiries, including interview scheduling, please contact John Hickman at VITRO: 619-234-0408

Credits

Executive Creative Director: John Vitro

Creative Director: KT Thayer

Copywriters: Schuyler Vanden Bergh, Amanda Abrams, Pam Frasier

Art Directors: Paul Lambert, Kevin Lukens, John Leon

Agency Producer: Mickey Strider

Account Director: Ben Feeney

Account Supervisor: Whitney Milne

About Newcastle Brown Ale

In 1927, in the Northeast of England, Colonel Jim Porter created uniquely crafted ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cool, Newcastle Brown Ale has since become a world favorite as a dark beer that’s easy to drink. Newcastle Brown Ale is imported by the nation’s premier beer importer, Heineken USA, headquartered in White Plains, New York. For more information, please visit NewcastleBrown.com

About Heineken USA

Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi MagicTM application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.

 About VITRO

VITRO is a full service creative agency located in San Diego, CA, known for stealing share through great work for our clients around the world including: ASICS, Newcastle Brown Ale, Bollé sunglasses, and PF Chang’s among others.


Posted in Newcastle Brown Ale | Tagged , | 4 Comments

Newcastle Brown Ale: Trapped In A Schooner

Every year, thousands of fans at the Del Mar Race Track reach for a Newcastle Brown Ale.

This year, an optical illusion lets them get “Trapped” inside of one.

Three pieces, 8 feet high, placed at the entrance to the track.

Stand in precisely the right place, and the three pieces magically become one.

They form a traditional Newcastle pint glass, called a Schooner.

One person (21 and over) is “Trapped” inside. Another snaps a picture.

Our offer to fans: upload your picture to Facebook, and we’ll give you a prize.

Check out how many took us up on the offer.

(New York, NY) Newcastle Brown Ale announces today an out of home advertising campaign so innovative that it truly lives up to the beer’s nickname: “The One and Only.” Building on Newcastle’s highly successful appeal to “Taste the Lighter Side of Dark,” three branded public art projects will debut this summer in San Diego – all designed to get people talking, texting, posting and “checking in,” as they check out what Newcastle has to offer. The curtain lifts on the first project “Trapped in a Schooner” at the historic Del Mar Racetrack in time for opening day, July 20th.

“Trapped in a Schooner” will entertain race fans through an optical illusion.  One person stands in a special location, while another climbs inside a larger than life replica of Newcastle’s traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale (what a pity).

“Dark Shadows” will debut August 1, amazing pub crawlers San Diego’s night life hub, the Gas Lamp district. Using only a single light source and dozens of real-life Newcastle Brown Ale bottle caps, two well-known New York shadow artists have partnered with Newcastle to bring to life a 128 square foot shadow sculpture reaching for a pint of Newcastle.

“Human Installations” will make customers look twice at some of San Diego’s top on-premise locations. No, it’s not a beer robbery in progress. It’s a series of ingeniously installed human forms apparently trying to steal a keg of the “Lighter Side of Dark,” on display between July and September.

“Newcastle Brown Ale is all about breaking conventions. It’s a dark beer that’s surprisingly easy to drink. And this campaign is all about doing something that goes way beyond conventional advertising,” says Charles Van Es, Director for Newcastle Brown Ale. “Our drinkers won’t settle for an ordinary ale, and we wanted to give them something extraordinary this summer, with these engaging, one of a kind projects.”

From the race track to the pubs, Newcastle Brown Ale will be encouraging fans and friends to post pictures of the Summer Spectaculars to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise, furthering the buzz and word of mouth value of these projects.

“We think the guys who drink Newcastle, are a bit different. As a discovery brand, the consumers who order a Newcastle make a conscious choice to stand apart from the perceptions that most domestic beers thrive upon, so it was important for our out-of-home to reflect the sense surprise people have when they try our ale…in other words “it’s not what you might have first thought”, adds John Vitro, Executive Creative Director. “By getting people to engage and participate in the marketing we have the chance to express the wit, intelligence and wry smile that could only come from a British import like Newcastle.”

To see Newcastle’s Summer Spectaculars for yourself, visit our Facebook Page:

http://www.facebook.com/newcastle

Or YouTube channel

http://www.youtube.com/user/Newcastle

For media inquiries, including interview scheduling, please contact John Hickman at VITRO: 619-234-0408

Credits

Executive Creative Director: John Vitro

Creative Director: KT Thayer

Art Director: Paul Lambert, Kevin Lukens

Copywriter: Schuyler Vanden Bergh

Agency Producer: Mickey Strider

Account Director: Ben Feeney

Account Supervisor: Whitney Milne

About Newcastle Brown Ale

In 1927, in the Northeast of England, Colonel Jim Porter created uniquely crafted ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cool, Newcastle Brown Ale has since become a world favorite as a dark beer that’s easy to drink. Newcastle Brown Ale is imported by the nation’s premier beer importer, Heineken USA, headquartered in White Plains, New York. For more information, please visit NewcastleBrown.com

About Heineken USA

Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi MagicTM application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.

 About VITRO

VITRO is a full service creative agency located in San Diego, CA. We steal share through great work for our clients around the world including: ASICS, Newcastle Brown Ale, Bollé sunglasses, and PF Chang’s among others. Even though we don’t do it for awards, we didn’t want to sound defensive, so we went ahead and won a few of those too: Cannes, The One Show, Effies, Kelly’s and the Event Marketing Association, to name a few.

 

Posted in Newcastle Brown Ale | 5 Comments

Alpina “Wishes for Women”

Restart by Alpina Out Of Home by Vitro

Digital Quilling Art by Jitesh Patel

Alpina Launches “Wish For Women” Campaign in New York City

Charitable Donations, Butterfly Wish Release to Promote Restart Yogurt

 (June 6, 2011) Mixing an inspirational idea, a magical real-life moment, and social media engagement, Alpina Foods is proud to announce the “Make a Wish for Women” program, a unique and uplifting way to debut Restart yogurt from Alpina. In lieu of a massive media blitz that talks “at” women, Alpina is inviting women to support each other by posting their “Wishes for Women” online. Striving to be more meaningful than marketing, Alpina Foods will match every wish with a charitable donation to Women in Need, a charity dedicated to helping women overcome challenges and become their ideal selves.

 Online, “Make a Wish for Women,” asks customers, friends and fans to post their own personal wishes for women on facebook.com/alpinausa, or Tweet with the hashtag #wishforwomen. For every wish, Alpina will make a donation and release a live butterfly into our wish space at Park Avenue South & 28th St — an artful butterfly habitat built into a corner display window. We’ll also have a video mirror that will recognize people, have virtual butterflies land on them, and share these images in social media. To kick this off, our camera crew and street teams will be asking women to make a wish for women and release a live butterfly on camera.

 “This is what we’re all about, inspiring women to realize that ‘Every day is a new day,’ and every dream is possible,” says Carlos Ramirez Zavarce, US Managing Director, Alpina Foods. “Restart by Alpina is a new product, but our goal has never been to just advertise, but to be uplifting and empowering with our message. What better way to embody that idea than helping an extremely deserving charity like Women in Need.”

 The “Make a Wish for Women” campaign was designed and executed by VITRO, Alpina Food’s Agency of Record. Out of home advertising, and branded sampling vehicles will also introduce Restart yogurt in New York City. Online banner ads will drive traffic to the Alpina Facebook Page.

 “Our strategy in this situation is simple: Be Unique, Inspiring and Engaging” says VITRO principal Tom Sullivan. “Yogurt is an incredibly competitive category, but it feels like all the major players are essentially saying the same thing. ‘Make a Wish for Women’ provides a distinctive personality and voice for Alpina, which is exactly the kind of thinking we strive for.”

 Restart Yogurt is a natural source of energy, high in protein, rich in calcium, 0% fat and a good source of fiber. Its mouth-watering fruit marmalades are all-natural and chef created. Every Restart includes a low-fat granola mix – designed to be nutritious and convenient for the on-the-go professional who doesn’t want to sacrifice healthy living. Restart is available in premium grocery stores across New York City, including Garden of Eden, Zabars, Morton Williams and King Kullen.

 So let us know your own Wish for Women by visiting: www.facebook.com/alpinausa

For more on Women in Need visit: www.women-in-need.org

To find a Restart retailer near you visit: www.facebook.com/alpinausa

For More Information or Interviews Contact: John Hickman, Vitro

M: 720-291-9003               johnh@vitroagency.com

About Alpina

Established in 1945 by two Swiss Entrepreneurs, Alpina is one of the most recognized dairy companies in the world. With over $800M in annual revenues, Alpina runs 9 industrial facilities in 3 countries and exports goods to more than 20 countries. Alpina’s workforce consists of more than 6500 direct employees and involves many partners and distributors. With 500 products in 6 different consumer goods category, Alpina has been recognized as the number one quality brand in its markets. A Consumer-centric and environmentally friendly company, Alpina is one of the most loved brands in dairy.

About VITRO

VITRO is a full service creative agency located in San Diego, CA. We steal share through great work for our clients around the world including: ASICS, Newcastle Brown Ale, Bollé sunglasses, and PF Chang’s among others. Even though we don’t do it for awards, we didn’t want to sound defensive, so we went ahead and won a few of those too: Cannes, The One Show, Effies, Kelly’s and the Event Marketing Association, to name a few.

Posted in Alpina | Leave a comment