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And we’re back!


Our 10th edition already… time really flies…


A look at why we think our principles matter, and the usual collection of stuff we thought was cool…
Great new charity work for Nike recreating “Doc” McFly’s Nikethe end of the world is near (for Facebook addicts), really unusual living museum in Mexico, and new takes on car and beer ads.
As some of you might know, Tonic International now sports the tagline: Smart Brands, Fearless Ads. We feel it represents our focus on strategy and creative as well as our Branding and Advertising expertise. You will find two articles, covering both aspects: Smart thinking and the importance of being fearless. Enjoy!

Nike McFly

2011 Nike MAG

The Nike from Back to the Future II is here for good. >>GIVE


FB ends on Nov 5

FB ends on 5 Nov.

Notorious hacker collective Anonymous will “kill” Facebook on Nov. 5. >>LEARN

Underwater Art

Underwater sculpture

The Museum of Underwater Modern Art, Mexico, ties art, science and environment. >>RELAX


Only fear fear itself

See how this cool US agency delivers ads that work. >>BREAK FREE

VW Golf Blumotion

Volkswagen Bluemotion Roulette

A great way to grab attention with an otherwise pretty mundane topic in Europe: fuel economy.
One VW Golf Blue Motion. With a full tank. Create a giant roulette using StreetView and Google Maps and ask people to place their bet on how far they think the BlueMotion would run on one tank of gas on road E6 (the Norwegian equivalent of Route 66).
Win a car if it stops where you thought. >>PLAY

Calrsberg Cinema

Carlsberg cinema; for tough men only

Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the perseverance of a number of innocent couples in a movie theater.
Created for Carlsberg, they filled a cinema with 148 ‘bad boy’ bikers, leaving only two seats free.  Cue the “innocent couples” who, when entering the cinema, were faced with two free seats right in the thick of the “not-so-friendly gentlemen”. >>WATCH & LAUGH


Aim for the heart not the head


It’s comforting to see that more and more professionals start to agree with one of Tonic’s strongest principles: There’s no motion without emotion. In this white paper by Paul Feldwick from, explain that although you might well think that, actually, it sounds like a no-brainer. The question is, how many organisations, advertisers and agencies, have really started acting on these ideas? And I suspect, I’m sorry to say, that the answer is not very many.
Find out what we need to challenge some of our existing ideas about communication and about creativity as well. >>SO LET’S BEGIN