The Music and The Tone set the pace of this great piece of storytelling. A powerful execution for a common brief mostly poorly executed.
South Park again, always hilarious on bringing to life society tensions and trends. In this case, showing the pain points of digital advertising and native ads where looks like the ads have an artificial intelligence and a dark side.
Funny exaggeration on how Whole Foods tries to drive donations at the point of sale through a mix of Behavioral economics and basically the influence of public judgment. Effective approach but not this time.
"REI will be closed on Black Friday, and pay its 12,000 employees not to work that day",
no doubt it's a provocative press note that will generate a lot of positive buzz. Let's talk about the brilliant idea behind it:
- It's a Big communication idea that demonstrates a purpose beyond the brand but from the whole company.
- It takes a disruptive angle to standout in the category precisely by breaking the behavioral habit of the whole retail category in that big sales day. That path, helps to build a bridge that connects with several cultural tensions (less vs more consumerism, connected life vs unplugged mindful life,....) to leverage an aspirational company attitude for people to identify with.
- Reinforces a positive relationship and morale with the employees (not sure about the rest of stakeholders lol...)
- Most importantly and less common, this approach shows a company that embraces also a long term brand building not just short term sales. As REI prioritizes the demonstration of a POV and its brand purpose over the financial loss of closing all the stores in Black Friday, that's a real sacrifice where a CEO had the guts to be brave, well done dude. (it made me think of Patagonia with "Don't buy this jacket".
- On top of all said the execution is really funny
Good luck to REI, hopefully this bravery consumers reward REI with a well deserved increased of anticipated sales.
"I think that the good and the great are only separated by the willingness to sacrifice" Kareem Abdul- Jabbar
"Gender Blending" has been in the pop culture conversation for many years specially in Japan. Now with the recent rise of it as a Global cultural trend, Shiseido Japan has been brave enough to launch this surprising production against the codes of the cosmetic category. A nice build on it would have been the use youtube influencers to expand reach. If the campaign had been promoting an unisex product then it will be totally perfect.
In our battle against indifference as planners our duty is to inspire and facilitate effective solutions that provoke an emotional response to our target that help to accomplish our objective. Despite a lot of people in agencies still associate "emotion" with "heart touching", this charming matrix based on the characters of the movie Inside Out can help to visualize the diversity of emotions necessary to define and improve the use of the word "emotional approach".
Brave ad, Brave client!! amazing way to bring to life the timeless proposition about following what moves you with the "pleasure" twist from Magnum. A perfect fit for using the transgender cultural element (used before by Clean & Clear and H&M) to increase relevancy and amplify awareness and earned media.
Terrific simplicity to create physical one-push interactions anywhere. Just assign an interaction you do through your smartphone to a physical button and Voila!!
The whole story here: http://www.fastcodesign.com/3040689/the-touchable-future-of-communication
Technology at the service of children´s dreams, giving their innocence back.
App Store: https://itunes.apple.com/en/app/santapp/id944981884
Losing your luggage is maybe the worst experience you can have with an airline company. Airlines invest on communications to reduce the negative impact of that experience in the brand and the business. Finally, Air France and KLM has behaved as companies of a digital world and worked together to develop what is an intuitive and effective solution to the Lost Luggage experience by jumping in the trackable products trend. The result a digital platform (connected product + service) that will allow you to track your luggage is nothing new (you already can track your packages and mail ) but it will be make a difference in travelers' lives. At the end tangible value is the best demonstration of a position and a compromise. I'm looking forward to see this implemented in any airline soon.
I love this idea brought to life by Jorge Vallet and Alex Pallete. They are injecting a different vibe to a traditional product from its heart, the production process. It's fermented with the best electronic music from Ibiza, a twist that adds an strong emotional component that makes the value association with the music & dj world clearer, believable and loveable. The influence of music in organic life has been already demonstrated and why don't apply it to a fermentation process where live microorganism are responsible for. Believe it or not it adds a magic aura to the product that will help to build a strong brand. A brand that also is built under the heritage of IBIZA, a tribute to the artist and creativity of the white island. Obviously these emotional layers are not enough and other elements like final quality and the flavor are key for success but they have an exceptional brand territory baseline where to play and grow. As a former profesional dj this idea touches me deeper but anyone can recognize that it's #Brave and #Smart.