Brothers by Choice: Selling products in new, hip ways 

Mix beer, dancing, music and photos and you not only get a party atmosphere, you could also get sold a product by Marina ad agency Brothers by Choice without even realizing it.

In fall 2006, the group of three young but experienced advertisers started their own agency that specializes in modern ads such as interactive Web sites and videos.

Their latest hit has been their "Technophonic Dance Party" ad for Heineken’s new mini draughtkeg. The ad puts you and three of your friends into a techno-themed music video by uploading photos that are then put on the heads of dancing robots, after which you can post the video on your blog. The YouTube video of four random dancing robots has received more than 1.2 million visits since Aug. 10.

"Once consumers become engaged, they become curious," Brothers by Choice Creative Director Andreas Tagger said.

The ad and other interactive ones like it have been the trio’s way of pushing the advertising industry into the future. The goal with all their ads is to engage and activate users in order to trigger a "brand experience," Brothers by Choice CEO/President Andy Sims said.

"We think there’s a big hole in this market," Sims said.

The "brothers" of Sims, Tagger and Creative Director Nei Caetano came together after working at Butler Shine & Stern in Sausalito. There they did ads for clients such as Sprite, Adidas and Converse.

Now they concentrate on "throwing in the kitchen sink of technologies," Sims said, to get consumers interested in certain brands. For instance, they went to a motion-capture studio and put sensors on dancers’ bodies to get lifelike robot-dance movements for their Heineken video.

The brothers, who all appropriately come from a digital background, see themselves as the next generation of creative advertisers in The City. They conduct research to see how long users stay on sites and even figure out how likely they are to buy their clients’ products.

"The technology will always evolve," Sims said. "But at the end of the day it’s just advertising and it’s about good ideas."

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Mike Rosenberg

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