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Cyclists encouraged to 'start doping' by athletic performance materials maker 37.5

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The team behind the Cannes Lions-winning 'Welcome to the Cliffside Shop' is again looking to gain some notoriety for its athletic performance fabric, but this time with a decidedly different marketing angle.

37.5 is encouraging cyclists in particular, during this Tour de France season, to 'Start Doping' with its own doping kit. But rather than trying to hide illegal performance enhancers, the company, working with the agency WorkInProgress, is featuring a doping kit made from its body-cooling materials.

The program, called 'Dope With This,' the brand is offering to help clean cyclists dope for the first time, but with the 37.5 technology that it claims has been proven to increase an athlete’s energy efficiency and output by reducing the increase in core temperature during exercise, similar to wearing a cooling vest circulating cold water. This increase in performance is similar to results seen from illegal doping, but 37.5 Technology is 100% legal.

During the Tour de France, a few free doping kits will be made available each day at StartDoping.com. But even for those that don't get a free kit, the doping kits contain a cycling jersey, bibs and socks with 37.5 Technology made by Mission Workshop, the first passive cooling fabric technology shown to increase human performance and increase the body’s ability to manage core temperature.

“If we can convince even one clean athlete to start doping with our fabric technology, then it’s all been worth it,” said Dr. Greg Haggquist, chief technology officer and founder of Cocona Inc., parent company of 37.5 Technology.

Those interested in the campaign can follow @thirtysevenfive on Instagram to find out when the stash has been re-upped each day.

“Hopefully this free sample will get them hooked on doping,” said Jeff Bowman chief executive officer of Cocona Inc. “And then they’ll keep crawling back for another fix.”

Added Andrew Lincoln, creative director and co-founder at WorkInProgress: “Given that doping has played a key role in sports over the last 50 years, particularly cycling, we figured the best way to get cyclists’ attention was to give them what they want, a legal way to dope,” said Andrew Lincoln, a creative leader and co-founder at WorkInProgress. “We’re using the tried and true 'first taste is free' approach.”

Whether you agree with the drug allusions and dealer-esque tactics, the brand certainly is getting attention.

WorkInProgress: 37.5 Technology/Cocona 'Dope With This'

Agency: WorkInProgress
Client: 37.5 Technology/Cocona
Date: July 2018

37.5 is encouraging cyclists in particular, during this Tour de France season, to 'Start Doping' with its own doping kit. But rather than trying to hide illegal performance enhancers, the company, working with the agency WorkInProgress, is featuring a doping kit made from its body-cooling materials.
The program, called 'Dope With This,' the brand is offering to help clean cyclists dope for the first time, but with the 37.5 technology that it claims has been proven to increase an athlete’s energy efficiency and output by reducing the increase in core temperature during exercise, similar to wearing a cooling vest circulating cold water. This increase in performance is similar to results seen from illegal doping, but 37.5 Technology is 100% legal.
During the Tour de France, a few free doping kits will be made available each day at StartDoping.com. But even for those that don't get a free kit, the doping kits contain a cycling jersey, bibs and socks with 37.5 Technology made by Mission Workshop, the first passive cooling fabric technology shown to increase human performance and increase the body’s ability to manage core temperature

Credits:
Agency: WorkInProgress
Client: 37.5 Technology/Cocona

Tags: United States

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JWT partners with University of Sydney to explore tech-driven creativity

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J. Walter Thompson has formed a partnership with the University of Sydney to explore how technology can be applied to the creative process and develop creative solutions for digital transformation in China.

The partnership will kick off in December 2018 with an Industry and Community Project Unit (ICPU), that will see 16 University of Sydney students from interdisciplinary areas form small teams to develop creative, ethical and context-sensitive solutions over four-week intensive courses. The University introduced ICPUs earlier this year, to provide units of study based on authentic problems and issues set out by industry, community and government organizations.

Students will be based in Sydney for the first week, where they work through the project brief, background research, and information, as well as country information. They then undertake intensive targeted research with their project groups. During weeks two and three, students will work in Shanghai with JWT China.

The final week will be spent back in Sydney, where they write up their assessment task and undertake interactive workshops to encourage critical reflection on their experience and transferability to career development.

“Ultimately the partnership will work towards what actions creative agencies can take now to deliver efficiencies across their business, and to ensure creativity is able to effectively adapt to the implementation of artificial intelligence and new technologies,” said Carter Chow, the chief executive officer of JWT China.

“We're particularly interested in exploring the connection between human and machine learning and how this will change roles in the future. We hope this is the start of many innovative and future-facing topics that both JWT China and the University of Sydney can work together on solving for the creative industry.”

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Circles.Life unveils Discover, its new AI-powered lifestyle feature

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Digital telco Circles.Life has launched an AI-powered feature called Discover in its app to allow customers to explore interesting events happening around the city.

According to the Singapore-based telco, the more Discover is used, the smarter it gets in recommending events that users are most likely to go to. This new feature, which is personalised based on the interests of individuals is available for everyone, including users who are not Circles.Life’s mobile customers.

It is optimised for local events in Singapore, enabling users to explore trending events in the country, customises the event suggestions based on the users’ interests and allows users to share the events on social media, and invite their friends.

“Circles.Life is setting up the world’s most personalized digital platform leveraging its innovative telco stack and proprietary data platform,” said Rameez Ansar, the co-founder of Circles.Life.

“Two years after the launch of what is now the leading no-contract mobile service in Singapore, we are taking a step further. Discover is the first AI-powered product outside our core mobile service. It is available for ALL users inside the Circles.Life app!”

Last month, in an attempt to get consumers to re-evaluate the value of a mobile contract and challenge the assumption that it always saves them money, Circles.Life explained to The Drum why it used the country’s favourite food, chicken rice, to prove its point.

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10 questions with… Carter Murray, chief executive of FCB

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The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions are answered by FCB chief executive, Carter Murray.

What was your first ever job?

My first ever job was cleaning boats. My first proper, steady job, however, was as an assistant account executive at Leo Burnett Chicago.

Which industry buzzword annoys you most?

“Guru” (as in “marketing guru”). Most people called gurus actually are not. And this misnomer often causes havoc within client organizations and the creative process more generally.

Who would you most love to share a coffee with?

My mother and father. I lost them both two years ago, within six months of each other, and still miss them terribly.

Highlight of your career (so far?)

The first was getting to work with Harry MacAuslan, THE gentleman of advertising (now retired) and the second was persuading Susan Credle to come to FCB and be my creative partner.

What piece of tech can you not live without?

Sadly (and my wife will very much attest to this) – it's my bloody telephone.

What is (in your opinion) the greatest film/album/book of your life?

Power of One, by Bryce Courtenay. I read it when I was thirteen and it absolutely got to me. I loved the boxing, wildlife, Africa and personal narratives, but most of all, the constant reminder to “think first with your head and then with your heart.”

What one question do you never want anyone to ask you?

Why are you so obsessed with dim sum?

Best advice you ever heard or received?

Shut up and listen.

What do you still want to achieve in your career?

Balance.

What industry event is most important to you to attend and why?

Cannes. It saves me multiple trips around the world, as everyone is centralized there, and I get to talk about our industry with some of the most groundbreaking work all around us, to inspire and push us to always do better. It’s always long and busy work hours, but it all happens in a ridiculously civilized setting.

Check out other interviews as part of the 10 Questions With… series.

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