June 30, 2008
Fallon London, arguably the world’s most prolific agency right now, has created a series of incredible ads and idents for Sony HD. Set to a Def Lepard soundtrack the ads were shot by Johnny Hardstaff and demonstrate how Sony are testing HD to the limit.
Creative Review have had a word with Hardstaff to find out more:
“I took two years away from advertising and became aware just how lucky I am that great creatives at good agencies ask me to do these things. Smashing huge amounts of coloured glass to the sound of cock rock? I’m so in love with advertising again.”
One of the great things about British advertising is the desire to try and entertain. American advertising on the other hand is renowned for it’s hard sell. These two stereotypes aren’t necessarily true these days but in the UK at least, there remains a certain dislike of the hard sell. The trouble is agents and clients alike are trying to combine both.
Over on I Write Letters, Rooster has been publishing his thoughts on the matter:
“Getting results is not easy. Beating controls is not easy. People will turn their noses up at a 1% response rate and say why not get nearer 90%. Well, my challenge to those creatives would be…try it. Without changing the mailing list, go and get a 90% response rate. You won’t succeed…
“There is definitely a case for coming up with a cracking idea and just seeing what happens. But most times, that doesn’t work. To me, it’s an admission of inability. It’s guess-work. And while that’s often very creative, it also results in failure most of the time…
“Ideas, however, are different.
“It’s a different kind of fun. You can attack it with your imagination and creative flair. Here, with TV ads, press ads and websites, you can really express yourself creatively and show off to your friends. I love this too. This is the stuff you can put in your book and will win you awards.
“But I’m not sure I’m fond of the meeting of the twain. And I think understanding the difference will only become more important as we get more interactive. Are we selling? Or are we wowing?
“Results are results. Something cool is something cool.”
Vice Magazine points us to ads made by local city councils which suggest that the councils clear up folks’ puke from the streets and check that your restaurants are inspected for health and safety. Vice wonders why they’re highlighting all the things everyone knows they’re bad at:
Unfortunately, they forgot that you’re not supposed to boast about stuff you suck at. The reality on the streets is that puke is everywhere, it’s worse than ever, and no one ever cleans it up. Our pavements are pockmarked with puddles of vomit at various stages of decomposition, from the fresh-from-last-night puke to the tell-tale splash stains left by older puke corroding the sidewalk.
Here’s a great example of an ad made for ad people. The McDonalds bus shelter.
Looks clever, we know. But does the ad only makes sense if you work in advertising? Surely, you have to see this exact reflection to get it - or you just send down your Director of Digital with the expensive camera to shoot it at the precise angle, time of night and at a shutter speed so you can send it round the ad blogs to convince your client how popular it is.
We wonder how many real people have seen beyond the half ‘M’ and wondered if they were just seeing a MacDonalds ad from the wrong side of the bus-shelter.
Oooh. We feel like some greasy food all of a sudden….
Visitors to Niketown in London can go beyond building their own sneakers at the Nike ID shop - they can now design their entire outfits with the new Build Your Team Kit. Designed by R/GA London, the interactive display on the first floor of the store enables anyone to customize a complete Nike football (soccer) kit for themselves and/or their teammates. Colors, styles, names, emblems, and even sponsors can be added and amended on these personalized jerseys.
During the 1970s, Warrior (回力) brand sneakers were the hottest shoes in China — its bright, clean design a sharp contrast to the drab homogeneity of Communist China. Continuing into the 1980s, the shoe remained a status symbol for Chinese teenagers who were well-off enough to don a pair of famous Warriors.
But as China opened up economically, so did the marketplace for sneaker brands. While the 50 year-old Warrior name was still well-known in China, it was no longer well-known as one of the premier Chinese brands. Instead, Warrior shoes became the shoe of the working class — worn by poor construction workers, elderly women and rural citizens looking for a pair of cheap, durable shoes, not an expensive brand name (and mark-up).
Fascinated by this story, a graphic design student from China recently released a photography book which features people wearing Warriors in various areas of China. Each copy of “Book of Warriors” comes with a pair of Warriors. The author, Shumeng Ye, hopes to use the Warrior brand “to tell the story behind the shoes and show a different side of China. Not the industrial and economical power, but the daily life of a country with its own distinctive sneaker culture.”
We remember when it was a struggle to dig up $20 for a concert tee with a band logo, but you did it anyway to wear as a badge of honor for having been there/done that. Now Springwise reports on Diesel’s two interesting marketing campaigns at European music festivals this summer. First, Diesel will be hawking (for a whopping 161 euros) a limited edition pair of mud-resistant jeans designed especially for Denmark’s Roksilde festival, one of Europe’s largest with an expected 75,000 attendees. And at Pinkpop, a Dutch festival, Diesel provided showers, fresh towels, and “a little something for those pesky hangovers” - plus they handed out free Diesel underwear to a lucky few.
It’s not the same as wearing a band’s concert tee, but with your new Diesel underwear and special-edition jeans, at least concert-goers have branded memories to hold on to.
June 27, 2008
Hoping to turn out a series of adrenaline infused commercials for Nissan, professional surfers Jon Rose (US), Mar Ohno (Japan), Sergio Laus (Brazil) and an entire film crew were flown down to one of most isolated and unique breaks in the world.
The wave, called Pororoca, is a tidal bore at the mouth of the Amazon River. It’s created when the leading edge of the incoming tide from the Atlantic forms a wave that travels up the river. Still a secret to most, the wave has developed into somewhat of a legend amongst surfers and an annual championship has been held there since 1999.
Nissan put together this short film documenting the trip, as well as the wave.
Additionally, Surfline has a fun little sideshow with Jon Rose detailing the entire adventure.
Josh Morenstein, Design Director of fuseproject, will be joining our “Making Inspiration Matter” panel at PSFK Conference San Francisco 2008. Along with Frank Striefler (TBWA\Chiat Day), Eric Corey Freed of organicARCHITECT and moderated by Gareth Kay (Modernista), the panel will discuss how inspiration can be used to create change.
First, who are you and what do you do?
My name is Josh Morenstein. As the Design Director at fuseproject, I run a creative team of about 30 people which is composed of brand strategists, architects and fashion, product and graphic designers. In between leading projects, I make sure every project in the studio is surpassing the clients’ goals.
You’ll be speaking on our “Making Inspiration Matter” panel. Can you sum up your views on how you and others take inspiration and create change in your industry and beyond?
I used to keep a sketchbook next to my bed because as I was falling asleep, I would get ideas and I was afraid I wouldn’t remember them when I woke the next day. Thankfully, I’m not quite that tightly wound these days. Instead, I now trust that ideas and creativity will come. To be fair, this question is a bit ‘bigger’ than one paragraph but I will say that inspiration is about ideas… hopefully good ones. As a designer, I try to take these good ideas—the ones that push or evolve the way we see things and shape them into products and stories that resonate with people.
Five sites that provide you with inspiration:
Why not hear more from Josh at PSFK Conference San Francisco 2008?
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