Living poo free: is it offensive or more relevant?
Being the the biz for 22 years, there are a ton of great ideas that are left on the table. Clients get squeamish, palms get sweaty and any inkling of resistance from one key stakeholder can turn the tides on a brilliant idea. “Think outside the box” “Push the boundaries”. Those are all common phrases that really don’t mean anything to companies that are just replicating what their competition is doing. They are just playing catch-up. They are scared be first—to lead the peloton.
What does it take to move the needle? Do you say the same thing just a different way? Really comes down to the definition of insanity: Doing the same thing over and over and expecting a different result. Don’t just say it differently. Use what connects people. Truth. As in “Crazy People” circa 1990, a film about truth in advertising. An ad executive (Dudley Moore) reaches his breaking point and finds himself in a mental institution. All of a sudden his career takes off. Ad campaigns like “Volvo, it’s boxy, but it’s safe!” and “Buy a Jaguar, if you want to get laid.” win over consumers and his competition has to follow suit. Is it taboo or is it something that is more relevant and creates a more meaningful and lasting connection? ”Just tell me how you really feel…” That approach and that mindset, for the most part creates an open door for dialogue.
When you are knee deep (no pun intended) with a new born, you feel like no one understands your plight. Only the Diaper Genie has some assemblance. That is where Huggies’ agency really hit it out of the park with this series of ads. Not sure if it was intentional, but I am sure there is some strategy behind the placement of the box, so that you could argue that it doesn’t say “Oh Crap”. Very well played my friend. You not only need to give kudos to the agency, but also to the decision makers at Huggies who dropped their drawers and went for it.
Whenever a conversation turns to an uncomfortable subject, people say Did you really have to go there?”, well I am glad that Huggies did. Thanks for paving the way for some more relevant messaging strategies in the future and showing us a great example of a client that doesn’t take themselves so seriously, they become irrelevant.
Form follows function-that has been misunderstood. Form and function should be one, joined in a spiritual union.
At Tom’s of Maine we do it naturally!
That’s a statement you’ll find on their corporate website. As a user of their toothpaste, I believe in their statement. As a Brand Developer, I feel they naturally goofed on their new identity. Lost is the brand I used to seek out in Crunchie organic food/health markets. If I hadn’t been using it already, I wouldn’t grab it off the shelf now. What propelled Tom’s was it’s great product and it’s great brand. Let’s see how long it takes for Tom’s popularity to start declining. I’ll be watching. What do you think?
Ok, so I am so on the bandwagon for Microsoft to up the ante regarding their brand. There have been countless minor iterations of the Windows logo. Hell, it even received the “jelly” treatment a few years ago. Ever since Apple got involved with the box designs for Office products for mac (Apple working on site at MS) Microsoft has been trying to be more creative with their brand.
I have to admit, when Apple switched their font from Serif to Sans-Serif, my die hard apple mentality resisted. Now I know, my adaptation skills were off base. They totally made the right move.
Microsoft now has a chance to do the same. Generally, I can see their attempt to re-create the brand ending in a ton of “What the hell?” type responses. I am all for it though. Change is good, if there is some educated thinking behind it. For this iteration though I must pose two questions.
1. For the main “Windows” logo…what does a one color version look like?
2. For the whole kit and kaboodle, did the design influence come from a Silly Band?
The essentials…no spacewasting going on here.
Pressure makes diamonds.
Grey advertising has done a great job with these commercials. Really gets across the attitude of the airline while the writing bring each character to life.
The great gulf cover-up!
Adidas takes the World Cup™ to a new galaxy
Adidas works with Lucasfilm Ltd. to create a short film of one the most famous Star Wars movie scenes. Featuring David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, Ian Brown, Ciara, Jay Baruchel, Daft Punk, DJ Neil Armstrong, Han Solo, Chewbacca, C-3PO and Obi-Wan Kenobi.
“The theme of the 2010 Originals campaign is a neighborhood of originality,” explained Tom Ramsden, Global Director of Communications, adidas Originals. “It brings together all elements of adidas Originals and the diverse people who wear it — artists, athletes, musicians, skaters and so on, all in one place, doing what they love to do. So when we thought about how to best present adidas’ partnerships withStar Wars and the 2010 FIFA World Cup™, we immediately thought of temporarily turning the Mos Eisley Cantina into a place to watch some football and invite some friends along. The result is a truly unique, original film.”
How did they do it? Software called Flame® was used to composite (superimpose) the old and new shots together and remove old characters from the footage - taking care to blend the edges and make the joins seamless. Finally, the film was graded by The Mill’s colorists using a grading system called Baselight® to ensure that both the original cinematic footage and newly shot HD footage matched and the overall effect was flawless.
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