Category Archives: fashion

Four Years: It’s A 10 Hair Care

There was so much shade at the Super Bowl! The line “America, we’re in for at least 4 years of awful hair. So it’s up to you to do your part by making up for it with great hair” takes a hilarious dig and the President’s bizarre quiff. Created by Havas Edge for It’s A 10 Hair Care (weird name by the way…).

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Brand Identity: Kaibosh

Design agency Snask were commissioned by Norweigen eyewear company Kaibosh to create a brand identity for both their general campaign and for in-store design. Encompassing the requirements from Kaibosh, Snask created an identity using a custom typeface (Sentrum) and bold icons for a colourful, fashionable and expressive rebrand.

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I love this! “Eyes before guys” ha!

The brand and tonality was translated into visual form and matched with a custom-made display typeface, named Sentrum, made to suit the in-store signage. We added two eyelashes as a symbol to distinguish the identity and to use as graphic elements for many different scenarios. We created the entire flagship store with shelving systems, signage, colours, murals, etc. The project ranged from a typeface and still life photos to campaigns, fashion photography, notebooks and towels.

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Netflix: The Art of Design

HELLO! Yes please.
New documentary series ‘Abstract: The Art of Design’ will feature designers Paula Scher (Pentagram), Bjarke Ingels (Danish architect), illustrator and graphic designer Christoph Niemann, stage designer Es Devlin and the shoe designer behind Nike’s self-lacing trainers, Tinker Hatfield.

Looks interesting. Anything with Paula Scher.

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Samsung Galaxy: Crazy

January is the month for fitness. “New year, new me” and all that crap, so agencies are jumping on the exercise bandwagon. Samsung’s advert by Weiden + Kennedy (Portland) communicates the idea that “Samsung’s Galaxy S7 + Gear Fit2 can help you make sense of it all by organising your workouts and helping you track your progress”.
Funnily enough, yesterday I blogged about Apple’s Nike+ Apple Watch which actually had a similar vibe – weird things relating to exercise. However, W+K’s concept is slightly more relatable and less extreme, being that we do weird things when we workout. Guilty!

The campaign is followed by 2 more ads, which I don’t think are as funny, but are reaching out to the Average Joes trying to lose a few pounds. Great campaign!

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Gender Stereotypes and Children: Stop Gendering Toys!

It’s like something from my childhood imagination! Created by Proximity BCN with production by Post23 for Christmas last year, this ad for Audi Spain goes way beyond a whimsical animation. At first glimpse, one would assume this is an advert for a toy store in Spain.
The animation is an attempt raise awareness regarding gender-specific toys – an important message that plenty of other kids brands have attempted to explore. The campaign was accompanied the hashtag #CambiemosElJuego (“Let’s change the game”) to start a discussion about the topic online.

Eva Santos, Creative Director at Proximity says:

There is a growing trend for brands to communicate what they are all about and how they intend to improve people’s lives.

So, this is an experiment rather than Proximitie’s beliefs?… Weird statement. Anyway, Audi Spain rep Ignacio Gonzalez sums up the idea more eloquently:

“The Doll That Chose to Drive” is the brand’s way of helping to promote a more egalitarian social model … starting with boys and girls, tomorrow’s drivers.

This topic is something I’ve explored a lot (especially at university) – the gendering of children’s toys being limiting, and frankly archaic. Smyths Toy Superstore followed the genderless toys notion, featuring a cartoon boy in princess fancy dress (although the ad is pretty crappy itself):

Smyths were highly praised for the ‘If I Were A Toy’ advert for breaking gender stereotypes, but this wasn’t the first time a kids’ ad had the support of gender-variant consumers – Barbie released a Moschino Barbie (costing $150…. what-the-f!) in 2015, alongside an advert for Mattel featuring an adorable boy. For the first time ever, a boy was been featured in a Barbie commercial:

The list could go on! More and more, I’m seeing both girls and boys sharing their toys and blurring the gender lines in adverts, ignoring gendered products forced upon them by society’s notion of gender. It’s a very bizarre concept considering consumerism and mass-consumption of gendered products are entirely created by social constructs! The strict divide in gender when it comes to children is something adopted by familiarity – they don’t come out wearing gendered clothes, asking for a pretty pink pony.

Here’s an image by one of my favourites, Barbara Kruger, which is think is very apt for this topic:

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Nike: The Man Who Kept Running

Kevin Hart stars in Nike’s Apple Watch campaign, created by Weiden + Kennedy (Portland), featuring a series of hilarious sketches focusing on the “Are we running today?” feature. It’s no wonder Kevin has been snapped up by another brand to do their ads, as he makes a very convincing self-sufficient, delusional wanderer.

My main concern is, how did he charge is Apple Watch? MYSTERIOUS.

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Eugen Merher: Break Free (Adidas)

Eugen Merher is a student director at the Filmakademie Baden-Wuerttemberg in Germany, and has created an ad for Adidas that has left me feeling both emotionally vulnerable and inspired at the same time.

“Break Free” tells the story of 79-year old Karl, a former marathon runner locked up in a lifeless nursing home. One evening he discovers his old running shoes by Adidas and decides to take a run in his old marathon outfit. He wants to leave the boredom behind and tries to escape the nursing home, against the will of the nurses. His actions ignite a spark of life in the residents of the home and they support him on his way to freedom.

I even tried to find the beautiful soundtrack (composed by Alex Wolf David), but alas he is only 24 and also a student with Eugen, so not avaialble on Spotify.

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Branding: Diz-Diz Popcorn

I can’t say I’ve ever seen such extravagant and fashionable popcorn packing before! Gourmet microwave popcorn brand Diz-Diz hired branding and design agency TATABI Studio to design packaging for their unusual flavours.

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The colour-scheme and metallic packaging is so on trend, particularly as gold and silver tones (especially rose gold) are dominating fashion and clothing designs. These beautiful combinations, on top of a white and grey marble, are also prominent in cosmetics brands – I feel like I should be rubbing the popcorn on my face, not eating it!
Usually consumers would be interested in the speed and ‘ready-meal’ appeal of microwaveable popcorn, but TATABI have gone above and beyond this POS, focusing on the quality and aesthetic of such a simple product.

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#CHRISTMASSOWHITE

Christmas So White is a project that aims to shine light on the lack of diversity in advertising, particularly in this case, BAME (black Asian minority ethnic) families in Christmas campaigns.

This campaign, inspired by the #OscarsSoWhite campaign, aims to protest the underrepresentation of people of colour online with particular focus on Christmas, which is currently a white – wash.
In partnership with Selma Nicholls from Modelling Agency ‘Looks Like Me’ and with huge support from 8 agencies within the marketing community, Selma, Nadya, Nathalie and Wren set up a photoshoot to show different representations of the unseen British Christmas experience.

“I’m dreaming of a wh-multicultural Christmas!” This gorgeous campaign is sadly so reflective of race on our TV screens and in the magazines. The campaign has been financed by 8 large media and marketing groups including Google, MediaCom, Saatchi & Saatchi and Edelman. Devised by Nadya Powell, the website will aim to form a hub of Christmas imagery of families from diverse backgrounds celebrating the festive holiday through the use of the hashtag “#ChristmasSoWhite” on social media.

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Nike: Da Da Ding

Wieden+Kennedy (Delhi) wanted to tackle the issue that Indian advertising is still dominated by light-skinned women usually depicted in the home, leaving little to no inspiration for women who have no interest in being a housewife, or simply wish to enjoy sports and training. Sportswomen in particular are hugely under-represented in Indian advertising because girls are typically encouraged not to participate in anything that doesn’t benefit marital decisions or their assumed futures as mothers.

Mohamed Rizwan (Creative Director at Wieden+Kennedy, India) said:

Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.

Incorporating fierce sports stars, Indian pop culture and a catchy beat, this fantastic (and clasically Nike) ad was also accompanied by album artwork for the song “Da Da Ding”. W+K co-wrote the lyrics to “Da Da Ding” with Gizzle – at first glance, I assumed the song was a Missy Elliott number, but is in fact by Gener8ion feat. Gizzle. The fast-paced, inspiring song perfectly compliments the stars of the advert. These include national hockey player Rani Rampal, surfer Ishita Malaviya and former national badminton player (and Indian film actress) Deepika Padukone. The campaign is integrated in social media too, publishing the portraits below (by photographer Aman Makkar) of everyday athletes, national athletes and Nike NTC trainers on the popular networks Instagram and Dubsmash.

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The Asian market often depicts sport as too masculine, a waste of time and not a suitable career option. However, all of W+K global offices work on Nike, and after W+K Delhi won Nike in 2015, they haven’t steered away from the celebration of female sports stars despite the culturural differences.

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