Voici le prochain spot et la nouvelle campagne publicitaire de la marque Red Bull qui sera diffusée dans les cinémas français dans le courant du mois de septembre. Un condensé d’images auquel la marque est partenaire entre sports de glisses, surf, BMX ou encore Formule 1.
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A new book celebrating brand-appropriate ingenuity in today’s marketing-saturated world
Today’s successful advertising campaign has evolved well beyond the simple television product spot or the full page fashion spread—formulas we’re sometimes so familiar with they almost disappear. Pointed out in Guerrilla Advertising, Gavin Lucas’ first book on the subject published in 2006, current marketing tools span all mediums and are so artfully crafted for their target audience, it’s difficult to sort out what is advertising and what is not. Lucas’ followup book, Guerrilla Advertising 2 revisits the subject, showing how effective unconventional branding and communication can be since the introduction of Facebook, Twitter, YouTube and the iPhone. Lucas also highlights how the sheer definition of advertising is constantly shifting, saying “It is not just impossible to come up with a new advertising formula—it is now completely inappropriate.”
The book is divided into five major themes, which include Street Propaganda, Site Specific, Sneaky Maneuvers, Stunts and Multi-Fronted Attack. Each of the 63 campaigns was selected for its remarkable ability to engage the public, using a method that was perfect for the product or service. Sticking a massive inflatable pig between two Toronto buildings, Saatchi & Saatchi’s Glide dental floss campaign appropriately sums up the book’s motive, showing how powerful even a simple idea can be when executed the right way.
Lucas explained in our recent interview, “consumer insight has to be plugged in at the beginning of the creative process in order for the right choice to be made regarding the approach to an advertising campaign.” One great example of this is Sony Music Creative’s tactic for AC/DC’s new album Black Ice. With a target audience of 30- to 40-year-old men, Sony decided to take on their attention at the office by putting the album’s practical information in an Excel spreadsheet, breaking through corporate firewalls. Even more cleverly, they included an ASCII version of the video for “Rock ‘n’ Roll Train.” The spreadsheet was downloaded over one million times, the video saw nearly two million YouTube views, and the spreadsheet links had an interaction rate of 31% while banner advertising only saw a 0.05% return.
TBWA made it difficult for the 13 million passerby at Zurich’s Central Station not to notice their “Impossible Huddle” campaign for Adidas, but the giant footballers did not only influence commuters. The large-scale installation was so captivating, every major European news outlet and dozens of international blogs spread the word, taking the message beyond its geographical confines. “Brands don’t just want us to simply see their adverts anymore. They want us to engage with, respond to, photograph, talk and blog about them,” Lucas adds.
People want to be involved in the process more than ever, and as Lucas points out, “consumers now play a crucial role in the distribution of brand messages.” Agencies need to know their customer as well as they know their client, because technology has taken the word-of-mouth concept to an entirely new level. “If a brand or its agency create something its audience want to share (things we think are clever, beautiful, funny, entertaining or awesome in some way), the audience is now set up to act as the perfect amplifier of the message.” Lucas also astutely points out the importance of getting the message right—”If you get it wrong, your audience is also in the perfect position to shoot you down.”
One example of technology’s newer capabilities is Ogilvy’s “True Evidence of War” campaign for the U.N., which displayed tangible evidence of conflict within the glass at bus stops, along with a request to donate €5 through simple text messaging. By putting the items right in the public eye, the straightforward concept is undoubtedly more successful than any infomercial, despite its humanitarian plea.
A more lighthearted interactive concept was T-Mobile’s take on the flash mob, making a TV spot out of the “impromptu” dance that took place at London’s Liverpool Street Station. Viewers who saw the commercial could press the red button on their remote to view extra footage, and a dedicated YouTube channel invited users to upload videos of them doing the T-Mobile dance.
An unequivocal look at brand communication in the tech-advanced 21st century, Guerrilla Advertising 2 is an essential read for advertisers and the public alike. The book will be available September 2011 and will sell from Laurence King for $40.
How Gap is reinventing 1969 through their design-driven heritage
Advertorial content:
For the past year, Gap has been designing their 1969 denim line in a former cigar factory on a quiet industrial block in Los Angeles. Known as the Pico Creative Loft, the move from their San Francisco headquarters signals a renewed focus on design, one that draws on Gap’s heritage of accessible quality, while also redefining their take on modern fashion in the process. When we were tapped to help tell the story of new design studio for their fall campaign, we were excited to pick up where our last successful collaboration with the brand (our joint holiday pop-up shop) left off.
During the week we spent in L.A., interviewing 1969 designers, documenting their work and the space on video and with photography, we had the rare first-hand experience of witnessing a mega-brand reinvent their strategy from the inside out. Reconfiguring their infrastructure as more design-centric shows Gap rethinking the very blueprint of how they do business. Pico operates more like a start-up, reflected in the open workspace, a pervasive entrepreneurial spirit and emphasis on collaboration. And most importantly, as you’ll see if you check out the videos and other content we produced, the designers and their team at Pico all share a passion for denim that infuses the space.
Also integral to the project and one of the best-kept secrets of the industry, Los Angeles is home to some of the few remaining U.S. facilities for treating fabric. We were lucky enough to spend an afternoon at a prototyping facility to see the highly-specialized processes—from 3D effects to stonewashing—that help realize the design concepts that come out of Pico. Again, it’s this kind of commitment to technique that enables Gap to make denim that can compete with brands considered more “high fashion.”
While it may seem like Gap’s just jumping on the design consciousness bandwagon, the project works because it stays true to the brand’s authentic design heritage. What that means at Pico is interpreting the idea of denim as a modern American symbol for pragmatism, hard work, and creativity. By embracing concepts traditionally reserved for the more hardcore denim-heads, they make premium fabrics, better cuts, innovative washes and other high design features accessible to the masses.
Rather than defining themselves with gimmicky embellishments in a denim market that’s no longer dominated by any one brand, the emphasis on design itself becomes the aesthetic. Each product embodies minimalism, incorporating just enough technical details to see wearers through a typical day, seamlessly transitioning from the office to playing soccer with your kids.
This lifestyle element is also integral to Pico’s location, drawing on the area’s tremendous influence on popular culture. Love it or hate it, the inherently laid-back lifestyle that goes with the skating, surfing and health-consciousness on the West Coast has influenced our relationship with denim (and modern dressing as a whole) for decades. The resulting products draw on the Southern California lifestyle, Los Angeles’ denim heritage and the design talent of the Pico team to give them the kind of integrity that it takes to make it in today’s market.
Key to accomplishing the overarching design concept with the fall collection was to break away from blue denim. The men’s Straight Fit in grey, a perfect example of merging materials and ideas, was born from the extremes commonly seen in standard gray and black jeans. A gunmetal warp and light gray weft provides a clean but edgy look, formal yet rebellious. In Men’s Design Director Jason Ferro’s words, keeping it “a little bit cleaner, but it still has that energy and that really nice dynamic to it.”
Another great use of the contrast between warp and weft is the olive Skinny Fit men’s jean. The pant, constructed of premium Italian denim, combines a black weft with an olive-yarn warp, creating a fantastic contrast where the lighter olive tone shines through the darker denim—letting you maintain the ruggedness of a black jean but with enough variation to set you apart from the crowd.
The new pieces in the women’s line follow these same principles, clearly illustrating where the 1969 staff was challenging themselves to move beyond the typical denim design expected from a large brand. The Mid-Weight High-Rise Legging takes a super casual fabric and shapes it into a classic denim form. With an almost-sweatpants feel, the pant allows you to stay super comfortable while retaining the look of a five-pocket jean. This non-traditional denim mix is a fantastic example of how Gap is taking an unconventional approach from the ground up, directly addressing style, comfort and lifestyle.
The legging’s sister pant, cut from a densely-knit jean fabric, the Ponte five-pocket are like every woman’s “little black dress” but also available in a deep neutral olive. Fit for any occasion, the Ponte moves with you thanks to its structured yet stretchy material—a versatile fabric that feels great against your skin and goes with just about any top, casual or formal. Unlike standard flimsy leggings that leave you feeling exposed, the Ponte hugs and supports the body in all the right places, strategically revealing and concealing—which means you don’t have to sacrifice comfort for appearance.
Le studio PostPanic présente dans cette vidéo son showreel de l’année 2011. Reprenant les différents projets pour des clients tels que MTV ou Nike, PostPanic propose une version très rythmée de leurs différents références. A découvrir dans la suite de l’article.
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L’agence hollandaise Dawn a pensé et imaginé une campagne pour Artis, le Zoo d’Amsterdam. Pour annoncer un baby boom parmi les animaux, ils ont eu l’idée de créer des stickers à décoller et placer au bon vouloir des habitants. Une idée fraîche et sympathique à découvrir dans la suite.
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Pour leur dernière campagne publicitaire, la boisson alcoolisée “Shake” a utilisé le principe vidéo du temps arrêté (technique du bullet-time) dans le même esprit que le clip de Dr Dre – Kush. Produite par Radioacktive Film, la vidéo en version longue est disponible dans la suite.
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Afin de promouvoir la marque de bières Hahn Superdry, l’agence australienne Publicis Mojo a eu l’idée de mettre en scène la création fantaisiste de la boisson. Réalisée par Tom Kuntz, déjà connu pour la campagne Old Spice, cette vidéo est à découvrir dans la suite.
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La marque Nike a créé cette campagne et ces visuels pour la collection printemps / été 2011 intitulée “Be Free”. Une collaboration avec les deux photographes reconnus Denis Darzacq et Barnaby Roper. L’ensemble des images et la vidéo sont à découvrir dans la suite de l’article.
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Help Greenpeace build a new ship with their savvy interactive site
by Isabelle Doal
Signaling a bold new direction in NGO fundraising traditions, Greenpeace recently launched a campaign to symbolically sell off pieces of its newest Rainbow Warrior ship, currently under construction in Germany. The third in a fleet of boats enabling Greenpeace to confront environmental threats from the frontline (the first was infamously bombed by French intelligence services in 1985), the ship will cost €22M to build anew, which the organization is raising through a Monopoly-style sale with buyers names going on a digital artwork that will sail with the ship.
To fully illustrate the point, French ad agency DDB and web developers Les 84 have created a stunning visual concept online for selling the ship piece by piece—from antennas to portholes—transforming the request for generosity into something more akin to luxury e-shopping.
The interactive site allows the visitor to control a camera for an in-depth virtual tour of the entire boat, complimented by sound effects reminiscent of both deep ocean life and thrilling adventures. Scrolling the cursor over the three extended views of the boat reveals views of the interior architecture, and with the help of 3D mapping and a rich soundtrack of creaking masts amid watery sounds, they’ve successfully created the impression of being not just on board but intimately familiar with the ship’s inner workings. As you poke around the different areas, such as cabins, the galley, wheelhouse and more, the digital world gives a sense of what the real-life experience of seafaring for environmental justice might be like.
Everything on board is on sale, and prices span €1 for a fork to €7,000 for a desalinater. An e-boutique features comprehensive lists just like any regular online shop, and every buyer receives a certificate of ownership for their purchase.
The ship’s construction can be followed directly from the shipyard through a webcam, which updates regularly along with the purchasing rate. Only launching 20 days ago, the Rainbow Warrior is already 32% complete and is slated to be on sale and under construction through Fall 2011.
Making the act of shipbuilding into a digital experience draws in people that might not usually donate, appealing to both charitable and consumerist natures of people. Greenpeace will inaugurate the completely environmentally sustainable Rainbow Warrior in October 2011.
Une campagne originale pour le site allemand spécialisée pour l’emploi Jobsintown. Une représentation dans le réel de la percutante baseline “La vie est trop courte pour le mauvais emploi”. Un concept de l’agence Scholz & Friends Berlin, à découvrir dans la suite.
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This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
