Tag Archives: marketing

Squarespace: Make It | ManvsMachine

It’s very rate that I see a campaign that is visually and conceptually integrated seamlessly across all mediums of the campaign, but ManvsMachine has (once again) created something that has a strong and stunning visual identity.
Design and motion studio ManvsMachine are one of my favourite creative teams, and they were commissioned to work with Squarespace on the “Make It” campaign. They worked closely with the Squarespace team to create three commercials for their 2017 campaign: “each film is a tactile-take on the online experience —Blurring the lines between digital and physical, in a playful showcase of three iconic creatives & their worlds”.

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The short films feature fashion designer Sadie Williams, artist Daniel Arsham and chef, Danny Bowien. It’s rare that a TV ad produces such gorgeous stills that could be used across the rest of the campaign – it goes to show how great ManvsMachine’s creative process is.
This flows nicely into the campaign imagery for digital content featuring “still life” scenes, showcasing the brand’s platform within the context of its users. The brief focused on “Digital made Physical” and the visual narratives successfully convey the brand’s bespoke features.

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ManvsMachine’s iconic abstract and crafted style is so visually wonderful and is the perfect fit for a Squarespace campaign. The seamless aesthetic bridges the gap between reality and 3D (as their work always does) which was brought to life by using a wide range of software and hardware including Cinema 4D, Houdini, Maya, ZBrush, Redshift, Agisoft Photoscan, After Effects, Nuke… I recommend looking at their design process – these are a few snapshots:

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It is very, VERY rare I see a banner and think “wow, I really like that”, especially after having to design hundreds of drab banners myself, but even the design for the banner ads are amazing! I’ve never thought a banner is amazing!

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Having complete creative control, ManvsMachine were in charge of concept, design and direction, which was rolled across digital, social, TV spots and OOH. I can’t emphasise how refreshing it is to see such a visually beautiful campaign. This is how its done!!!

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Volkswagen: Red Flashy Thingy

“Beware the Confidence” is the tag and the premise of this campaign – Ogilvy (Cape Town) created this hilarious ad for the new Volkswagen Polo which comes with a number of new features that “will make you feel more confident than ever”. The TVC is guided by narrator Bob Dunsworth and was created by Bladeworks Post Production.

I love love love the kind of ads that use a consequential narrative – they always make me laugh. Also, it’s refreshing to see an automative ad that stands out from the rest.

 

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Doritos Blaze vs. Mountain Dew Ice

“The matchup you never knew you needed to see”. PepsiCo has started the much anticipated influx of Super Bowl adverts by recruiting Morgan Freeman and Peter Dinklage alongside rappers Missy Elliott and Busta Rhymes to appear in an advert for Doritos and Mtn Dew. The full 60-second spot from Goodby Silverstein & Partners is the first time any of its products have been advertised together.

The campaign concept is a lip-sync rap battle with Dinklage lip syncing to Busta’s’ “Look at Me Now” and Freeman lip syncing to Missy’s “Get Ur Freak On”. Doritos is pushing its new spicy Blaze flavor and Mountain Dew is advertising the new lemon-lime Dew Ice, so it’s fire vs. ice.

PepsiCo (North America) Chief Executive Al Carey said:

This is a great example of the power of PepsiCo’s food and beverage portfolio coming to life for consumers on one of the world’s largest stages. Doritos and Mtn Dew go perfectly together, and both brands have passionate fan bases. We think consumers will love Doritos Blaze and Mtn Dew Ice, as well as this engaging Super Bowl ad.

The campaign includes content for Snapchat lens on Super Bowl Sunday where fans can record themselves trying to lip-sync like Dinklage or Freeman. Additionally, the ads are accompanied by hilarious short clips below.

I love this concept! It’s so interesting to see two products in one advert. What a cast too.

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Fortnum & Mason: Adam & Steve | Valentine’s Day

In the last 5 years, as each February goes by I notice a gradual increase in the amount of same-sex Valentine’s Day cards being sold (in the UK). Last year Sainsbury’s sold its first range of Valentine’s Day cards aimed at same-sex couples, along with a very small range of independent and “quirky” gift shops selling same-sex Valentine’s gifts and cards.

I have always seen Fortnum & Mason as a store that is very much behind the times based on the fact that they continue to produce and sell foie gras, despite its barbaric and archaic production methods. Fortnum & Mason holds a royal warrant as a supplier of goods to the royal family, and has never showed any interest in changing their traditional custom despite criticism (and protests) for years. However, the brand has listened to its public in a different area of concern regarding the representation of gay and lesbian relationships, by creating a set of Valentine’s Day biscuits for gay, lesbian and straight couples:

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The Garden of Eden-style biscuits feature “Adam and Steve”, “Eve and Niamh” (pronounced “Neve”) and the traditional Biblical version, “Adam and Eve”. The “Adam and Steve” tin sold out almost immediately, and at £15 a tin with each biscuit delicately hand-iced I can certainly see why!

Fortnum’s has always been for everyone, with excellent taste, and we are delighted with the response to this collection. We can’t think of better biscuits to enjoy with a cup of tea this Valentine’s Day.

This product launch could be in reference to the common phrase many Bible bashers use: “It’s Adam and Eve, not Adam and Steve” – something I was once told by a classmate at art college, can you believe!!! The phrase has often been used by religious, homophobic politicians in parliament when arguing against equal marriage. It’s nice that Fortnum & Mason have created a product to celebrate love and turn that awful phrase on its head into something positive.

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Tinder: Invention of Together

Production company Buck have worked with Tinder to create this adorable animation for the dating app. It’s a far cry from what I would expect from Tinder, but the “history of man and woman” concept works really well. It seems Tinder are trying to move away from being seen as a hookup app, and more about finding someone with a connection:

In this epic history of man and womankind’s eternal struggle to couple… and do other things, the good folks at Tinder let us get our art on to create a luscious world where people have wonderbutts… and the same face.

Will this animation help the apps reputation? I’m not so sure… but from a creative perspective it’s a fantastic narrative with strong connotations towards the evolution of man and woman both physically and emotionally. ‘Invention of Together’ shows how thousands of years ago choosing who you wanted to date or love wasn’t an option – the narrative explores forced marriages, religious and moral differences – but now with the freedom to date who we want, Tinder aims to make this even easier to build new connections. We see a nod to the struggles of having homophobic parents and the celebration of the legalisation of interracial marriage.

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I recommend looking at Buck’s development section on their website to see the process of the wonderful character design. Buck used physical sets with computer generated characters, which required a month of shooting and eight weeks of postproduction. They really committed to the idea of evolution of man and woman by making each of the characters from the same body: “One of the concepts that we had was that all of mankind is from the same place and I guess to make the characters feel like they were all one family. So if you watch, the caveman [bodies] are the same as the modern-day characters’ [bodies]”:

The film will be rolled out online globally, following its debut in South Korea in December 2017. You can also see some awesome BTS shoots here.

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OkCupid: DTF

Ad agency Wieden + Kennedy (New York) were commissioned by dating service OkCupid to create a new campaign. Online dating has created a whole new set of vocabulary for millenials, like “ghosting” (ignoring someone), “nudes” (sending unsolicited naked photos), “catfish” (creating fake profiles) and “DTF” (“down to f*ck”). Using these common problems that online daters experience, the concept focuses on trying to rid the stigma of “hookup sites” and the dehumanisation of modern dating.

OkCupid’s CMO Melissa Hobley said:

In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs.

With this as the aim of the campaign, W+K used the phrase “DTF” and turned it into “down to <insert activity or interest here>”, such as “DTFight over the president”, “DTFinish my novel” and “DTFoot the bill”:

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OkCupid’s change in approach towards online dating aims to achieve substance and depth through the app’s new features, as it recently rolled out OkCupid Discovery, which lets users search by passions and interests. Interestingly, one of these is adding a “Trump filter”, which directly correlates with this campaign’s brand voice, particularly with the political references in some of the ads (above).

The photography for the campaign was shot by artists Maurizio Cattelan and Pierpaolo Ferrari, the creators of Toilet Paper magazine. Cattelan and Ferrari have a unique and recognisable aesthetic, always creating work that is brightly coloured and resembles old-school fashion advertisements. I absolutely love what they have created.
The playful nature of the art direction focuses on the fun and romantic sides of dating, rather than the historically misogynistic and disposable aspects that “DTF” dating apps (like Tinder and Grindr) have adopted. Each colourful ad is illustrated with an image against a flat, bright-hued background, making every image seem like a work of art.

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The ads will initially be rolled out in New York subways, and will eventually be displayed all over the USA. This is actually OkCupid’s first ever ad campaign which includes bus wraps, coffee sleeves, OOH posters and digital posts. The tagline “dating deserves better” is part of OkCupid’s efforts to market the service as one that can help you find a relationship, not just a hookup.

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HSBC: Global Citizen | Together We Thrive

Richard Ayoade and loads of dogs? Yes please! This new advert for HSBC by ad agency J Walter Thompson (London) is what we all need in the lead up to Brexit. The narrative explores the thoughts of many liberal, pro-EU folk by naming international everyday brands, services and products that Brits use, from Colombian coffee; to French bulldogs; to Swedish flat-pack furniture; to Indian takeaways. This is exactly what I’ve thought about after reading depressing tweets from key-board warriors defending blatantly discriminatory, anti-culture-blending “British principals”. Despite our country taking full advantage of global innovation, many Brits still express an archaic distain for “people coming into our country” (the worst phrase of all) whilst simultaneously utilising ubiquitous imported products… Ayoade wonderfully highlights this irony:

We live on a wonderful lump of land in the middle of the sea. But we are not an island. We are part of something far, far bigger.

“Together We Thrive” is the bank’s newest tagline since “The World’s Local Bank” from 2011. The 60-second TV ad is set to the soundtrack of Edward Elgar’s Nimrod, and is accompanied by print, outdoor and digital ads (which also features Ayoade, one of my favourite British comedians) to promote the bank’s sponsorship of British Cycling, its £10bn Small Business Fund and its support of The Prince’s Trust.

Adverts for banks in the UK have rarely been praised amongst creatives, because they tend to follow little to no creativity or uniqueness. I think the only time I’ve ever blogged about a UK bank is the NatWest rebrand, and that was about design, not a creative TV ad. I think this is because advertising for banks tends to focus on a service (which is understandable) rather than venturing into alternative ways to market themselves and stand out from the crowd. When banks try to create ads that speak to “the people”, they can came across as incredibly disingenuous and cringey, like NatWest’s ‘We are what we do’. With this in mind, some people may believe that HSBC and JWT have taken advantage of a currently strained political climate where a lot of brands are jumping on the “social-change” bandwagon. However, I think JWT have tackled problems with division and racism within the UK in a really clever way – by using humour and fact, mixed with core principles from HSBC’s brand background:

We have been connecting the world through trade for 152 years. Our new ad campaign reflects our proud international heritage and our commitment to helping people, businesses and communities in the UK to thrive.

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Procter & Gamble: The Talk

Get the tissues out! This short film by BBDO (New York) was created for My Black is Beautiful, a group of visionary black women at P&G (created in 2006) to spark a broader dialogue about black beauty. The megaconglomerate owning almost every brand (apart from those owned by Unilever) showcases unique, and real stories with the aim of encouraging viewers to start a conversation on social media with the hashtag #TalkAboutBias.

“The Talk” narrates 6 stories of different generations of black families and the talk parents have to have with their children about discrimination. This is an ad for all countries, but the specific reference to police violence in the US is a very clear statement from P&G, and one that needs to be talked about. Although P&G have stated this is not a political statement, but a reflection of real life, some self righteous white people are claiming that it supports “cop-hate” – of course, making it about them rather than the issue at hand – racial bias.
Well, Dove, this is how it’s done! If a brand or an agency wants to talk about racism and discrimination, this is exactly how it should be communicated. The campaign doesn’t end there – a series of conversations about various aspects of racial bias continues on P&G’s “The Talk” website.

Damon Jones, P&G’s Director of Global Company Communications said:

Great advertising opens hearts and changes minds, but doesn’t have to stop there. We believe great advertising can inspire real, lasting change. That’s the aspiration behind ‘The Talk’. These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.

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Christmas Advert: My Runner Up

Last Christmas, Heathrow Airport created this wonderful advert featuring toy bears brought to life in a love story. Perhaps it was the sentiment to an elderly couple (Doris and Edward) or my childhood love for teddybears that made my heart melt – but although this advert wasn’t my no.1 last year, it certainly made me feel all the feels:

“Coming Home for Christmas” amassed almost 6 million views last year, and ad agency Havas (London) have been commissioned again this year to create a sequel for the adorable teddybear tale:

The creative tells a similar heartwarming tale, looking back at Doris and Edward’s 50 year relationship, all the way back to the 1960s. There is something about this (maybe the way they dress) that reminds me of my grandparents. Very cute!

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Anomoly: Dear Satan

Amazing Christmas creatives don’t always come in the form of TV ads. Advertising agencies often create ‘holiday cards’ or animations to send to clients and post on social media. This year, ad agency Anomaly have created a hilarious 2D animation, with a holiday twist called Dear Satan:

The short film is narrated by the legendary Patrick Stewart, and was written, directed, animated and produced by Anomaly. The narrative focuses on what happens when you make a typo in an amusing tale about Satan’s frozen heart feeling compassion for the first time. I won’t ruin the rest of the film!

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