Fancy a Dom?

July 12, 2012

100% Flash free, Sid Lee and Random Studio get somewhat experimental with their new site for Dom Pérignon.

It’s an interesting site, and one well worth checking out, even if it’s just to see what’s going to be (I’m sure) the next iteration of the creative use of HTML5. The site takes on an experiential feel when you’re interacting with it – and literally unfolds before your eyes!

It’s possible not the most obvious site to navigate, but I guess that’s the point. It really does deliver a sophisticated, refined and quality experience. 100% Flash free - 100% on brand.

Adidas Take The Stage – Britain Be Great

July 6, 2012
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The latest ad in Adidas’ expansive Take the Stage campaign (created by SidLee) is an adrenaline-boosting Great Britain pridefest that’s more than contagious, it make (us Brits) believe.

Building on their last ‘Take The Stage’ ad, featuring Wretch 32, this one is certainly packed full of passion, crammed with character and brimming with British hope. Britain Be Great – Britain Is Great – It Is – Now I Believe.

Got my tickets, now I’m actually looking forward to it! #Olympics.

The Shard

July 5, 2012

Today sees the inauguration of a new towering addition to the London skyline – The Shard. The impressive structure, designed by Renzo Piano is not only the highest point in the City of London, it also stands as the tallest building in Europe.

Possible it does also stand as a symbol of corporate arrogance, or maybe it’s a genuine trophy of the success of the City. One thing is for sure – The Shard is now well and truly on the map.

An ad is for life not just the media run

July 4, 2012
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I have to confess I’d not seen ‘Lamp’ before, I know – sorry! I stumbled across it after reading a (worth browsing) insightful article by CP+B’s Andrew Keller on Fast Company.

Lamp was released in September 2002 to promote IKEA in the US. Watching it just made me think (perhaps in contrast to the sentiment of the ad itself), a great ad is still a great ad, and can still be fresh even after 10 years, if you’ve never seen it before. And Lamp is a great ad.

Yes, there has been massive cultural shifts in the last decade, and in brand communications perhaps more that most, but people are still people, they still have emotions and feelings - tapping into those senses in a clever way, and mixing in a little humor, is still going to be a winner not matter what the channel. Creativity creates conversation.

That’s what CP+B achieved with Lamp – and it’s still impressive work.

UNIQLO generate interest in Pinterest

July 2, 2012
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So Pinterest have been doing a good job of generating interest in their growing social network of late, and there’s been plenty of talk about how brands can capitalise on the platform’s current popularity. But, until now, I’ve not seen a really create campaign directed specifically at the network.

Uniqlo always seem to make a habit of ‘being there’ when interesting use of digital media gets mentioned, and with this campaign they’ve done it again. Working with Firstborn, they’ve developed a visual campaign on Pinterest that just feels very creative, and has certainly caught the attention of the wider web (Mashable).

Using more than 100 shell accounts, a team of more than a dozen simultaneously pinned rows of long graphics in a five-category takeover. As users scrolled, the graphics appeared animated in the style of an old film strip.

It’s a great idea, and the “don’t advertise on out network” warnings are probably outstripped by being the first to do it. And, as a bonus, it’s nicely crafted – so that makes it alright (this time!).

A bridge too far?

June 25, 2012

Band of Bridges is a simple but smart little campaign site celebrating the 75th anniversary of the opening of the Golden Gate Bridge. The aim is to create the mother of all bridges, a construction that will span our entire globe. The tools: Google Maps and people’s favorite elevated crossings.

I’ve bagged Worcester bridge, go get yours at Band of Bridges.

tags: Online

The human side to technology: Google Street View Trekker

June 21, 2012
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Google Street View is amazing. It’s amazing because it seems so natural and such an obvious extension to those old digitally impersonal maps.

It’s even more amazing when you think about the technology behind those useful images. Now that Google Street View has gone into the wild, that technology includes a bloke with a big rucksack – the Street View Trekker.

Street View Trekkers solve the problem of inaccessibility by wondering about in the wild, enabling Google to photograph the beautiful places they want us all to experience, such as the Grand Canyon or Muir Woods, so we can explore them right from their desktop. Nice job if you can get it.

tags: Online

McDonald’s Hamburger Timetable

June 19, 2012
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In cooperation with PKP (Polish State Railways), DDB have created a special ‘timetable’ and installed it on the way to McDonald’s.

It tells you train departure time, destination, platform and waiting time measured not in minutes or hours but… in the hamburgers, cokes and fries you manage to eat before your train leaves.

It’s a nice idea, but with all the train delays I seem to have had recently I’d be the size of a house! It just seems a little too close to Super Size Me all over again!

Still the campaign has certainly achieved some great results, so maybe we can learn from DDB and the WCML can learn from PKP .

Daybreak: A new form of experiential advertising?

June 14, 2012
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The old adage ‘Content is king’ has, today, never been so true. In our ultra socially connected world, everyone is working harder to become front-of-mind, top-of-search or in-with-the-chatter – all with the express aim of getting noticed. But what’s the secret to being popular?

Advertising is dead

It’s been well documented, in this blog as everywhere, that traditional advertising stopped working a long time ago (although it’s always interesting to see the budgets still there!), so brands (and bloggers) have long been on the hunt to uncover what actually does work. What’ll make you the most popular kid on the block.

Perhaps unsurprisingly they’ve found their answer, and it’s and answer that should never have been forgotten. A simple truth that’s always been the mantra of the good – the king of things that work is content.

But what makes content good? What will make it popular? And how do you get people to talk about it? Well, that’s the challenge facing brands today and it’s throwing up some really interesting ideas.

I love a good story told well

Throughout history, people have used great stories to attract and engage. Ever since the first people came together around a protective fire, they have used the power of narrative to both educate and entertain. Storytelling has always been the lifeblood social infrastructure.

I guess the pure beauty of this type of communication is that the fundamentals haven’t changed in the millennia that we’ve been plying it. Yes, concepts such as the story arc may have introduced structure and process to the craft, but a good story has always been a good story and it’ll always get people talking.

The thing that has changed over time is the way we tell our stories and the channels we use to impart them to their audience.

Daybreak is just one of those stories.

Layering content for engaging experiences

Daybreak essentially expands on the history of storytelling in advertising with a new campaign for AT&T. Created by a partnership between BBDO, North Kingdom and Monterosa, Daybreak is an ARG that uses a mix of media to communicate its narrative through a variety of channels.

The layered digital campaign opens a new phase in AT&T’s ‘Rethink Possible’ platform and aims to highlight its 4G network and product innovations. Taking content from season one of Tim Kring’s Fox series Touch, the five-part mini-drama spreads engagement across two dedicated sites as well as smart iOS and Android mobile apps.

Although Daybreak isn’t the first ARG that’s been created (it certainly follows a similar path to the much documented Lost marketing campaigns), it is interesting to see this type of campaign being employed in what is essentially a brand advert.

It’s going to be interesting to track the success of this highly intricate campaign, both in terms of engagement (visits + returns and app downloads) as well as ongoing brand loyalty. Ultimately success will be marked by product sales directly derived from the campaign’s influence.

The truth is out there – content is king

What I think Daybreak does prove, even in its early stages, is that now, more than ever, has to be the time of exceptional content. Context and creativity must take centre stage both within the development of ideas and the delivery media selected.

So, what’s the secret of creating popular content? Develop interesting, relevant ideas through understanding and real customer insight, produce quality creative that will engage and inspire it audience to act, then deliver your message employing a long form, multi-channeled method that will foster a tangible sense of audience ownership.

Overall by making you message entertaining, educational or both, by challenging your audience and by situating palpable participation, you’ll be going a long way towards creating exceptional content. And telling a great story.

Collect advice in Channel 4′s Scrapbook

June 13, 2012

You know what it’s like, you’re bombarded with all these highly essential, must know tips and advice, no everything from creating the perfect fine dining experience to renovating your newly purchased stately home, by all these ‘experts’, but somehow you’ve got to find a way of remembering all the useful stuff.

Well, to prevent all those hours of ‘fruitful’ TV from just washing over, and to help us collate all that indispensable stuff, Channel 4 have created Scrapbook.

Scrapbook draws together lifestyle tips, recipes and suggestions from a team of Channel Four personalities such as Jamie Oliver, Kevin McLeod, Dr Christian Jessen and Mary Portas. Users can browse these contributors’ own Scrapbooks, collating them in their own Scrapbook page, and can also add elements from other external sites.

Scrapbook is a great idea, and certainly taps in to our current passions for ‘data collection’ and the social sharing of such inventory – perhaps following in the footstep of Pinterest and the like.

It also looks great, designed by Clearleft, the site style follows today’s trending for simulating the real world in pixels. And as a result feels very simple and straight forward to use – just snip and paste (just like real-life).

Scrapbook is an idea that I, and many others, have played around with before, but C4′s version is a lovely looking iteration, that just drives you on to get one of those projects worthy of collecting all those wonderful tips!

tags: Online
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by____ Gavin Johnson