TOMS “One for One” VR Campaign for Peru.

IMG_5179Over the weekend I was in Chicago for a bit of R&R, good food, and fun. While I was there I decided to hit the Miracle Mile for a bit of research and investigation into marketing trends, displays, and general design trends. I tend to find that merchandising, and packaging for some of the larger retail giants seems to be a good indicator for emerging design trends. While I was at Nordstrom’s I noticed that TOMS Shoes had a number of VR headsets and headphones set up, and the sales staff was encouraging people to try them on.

Since I am a huge fan of technology, and using it to extend the marketing experience I decided to investigate.

What I found was a 3 and a half minute video with solid surround sound audio. The message wasn’t about TOMS shoes, instead it was about the TOMS One for One campaign that is a massive omni channel campaign for good. TOMS One for One provides shoes, water, sight, safe birth and bully prevention world wide.

I have been trying to find an example video to link in here but haven’t been able to come across anything. So, I’ll just have to describe the experience, and if you are in Chicago or a Nordstrom’s that has the set up, check it out for yourself. Basically this is a full immersive experience where you are introduced to children in a village in Peru, and volunteers that explain the program and ask you to get involved. Everywhere you look, the world moves with you. It is Virtual Reality in action. You look down, you see the earth beneath your feet. Up and you see the sky. Straight ahead and left to right, video of the children in the village interacting with you, the virtual camera. The message is straight forward. Buy TOMS shoes and Tom’s will donate a matching pair of shoes to a child in Peru. There is a secondary call to action, asking you the viewer to get involved by going to the TOMS One for One website, where additional options are available. It’s pretty damn impressive. The video quality could have been a higher resolution, but you don’t really care when you are experiencing this. The audio was fantastic. And while, I tended to forget at times what the campaign was about, I was distracted by the cool tech, it did what it was supposed to. It kept me thinking about it, got me involved, and connected me to the Brand.

In addition to the VR set up, Tom’s has also launched a number of micro sites, a YouTube Channel, Pinterest, Instagram, Twitter, and Facebook accounts all of which are coordinated to drive traffic back to the main site and encourage the visitor to donate and give.

Very cool stuff. Great campaign.

Interactive / Analog Advertising in Peru.

Interactive goes analog with the launch of the new Abraxas beer ad in Lima magazine. Produced for SAB Miller by Wunderman Phantasia PERU, the ad is deceptively simple. Turn the flashlight on, on your phone, or just use a strong light source to reveal a secret message by suing the light through the back of the ad. I love this because it encourages you to use your smartphone, but requires no app, QR code, or any other digital device. Nice, simple, effective.

 

Le Petit Chef is Here To Entertain You.

Over the last 4 years I’ve seen a ton of projection mapping stuff. The technology was white hot a few years back with everyone and their dog doing huge scale, big budget productions. The medium of choice was usually a huge building or stadium floor. That’s why I find this so refreshing. I came across “Le Petit Chef” tonight while doing some research for a freelance gig I am doing, and fell in love.

The brain child of Filip Sterckx and Antoon Verbeeck from Skullmapping, created the show to enhance the dining experience at a new restaurant. In the production, dining guests are greeted by a small chef that emerges from the table, and maneuvers on and around the physical table settings. The chef entertains the guests at the table by putting on a fun show creating their pixel dinner from scratch. At the end the chef has a small accident that cues the staff to bring plates of real food.

It’s a novel and whimsical idea, very fun and entertaining.  This is the kind of thing I could see making it to places in Vegas as well as Disney theme parks. It’s a perfect fit for the Rain Forest Cafe, and at the same time I could see this entertaining dining guests at up scale eateries as well.

Lead Belly.

Leadbelly-1

Boston based design firm Visual Dialogue has designed the art for the new Lead Belly box set. Similar to their work for the Woody Guthrie box set “Woody at 100” the design work here captures the enigma that epitomizes Huddie Ledbetter – better known as Lead Belly. There is a wonderful blend of typography and vintage photos of the artist, along with letters written by the artist and images of the original releases. Working closely with the Smithsonian Institutes Folkways label, Visual Dialogue has created a definitive box set featuring 108 songs on five discs. While digital music has made a huge dent in the sale of records and CD’s, it is this kind of design work that keeps me coming back to buy physical products.

Leadbelly-6

Leadbelly-5Leadbelly-2 Leadbelly-3 Leadbelly-4

 

 

Land Rover on Instagram is API Genius.

Woodstone

It’s pretty amazing how brands are beginning to take advantage of the Instagram API to create compelling advertising. Landrover has launched 2 Instagram campaigns that take full advantage of the smartphone applications ability to use video and seamless image blends to create a story built around the new Landcover discovery. Developed by Y&R New York, followers engage in two fictional stories. The first follows the adventures of two brothers in Kanab Utah. The second a young couple in Sawtooth National Forest Idaho. The campaign blends amazing landscape photography that has been stitched together to create a seamless, scrollable backdrop, and short video clips from each adventure. Both stories are viewable at @SolitudeInSawtooth, @BrotherhoodOfWonderstone on Instagram. At various points users can tap on specific images to learn skills in off-road driving, survival tips, and other outdoor techniques. This is such a great form of social advertising. It is engaging, without being a hard sell. It elevates the brand in a way that makes the Landcover Discovery even more desirable, and it engages with the target audience on a very transparent level. You really should look at this on your Instagram account if you can. The website version simply doesn’t do it justice. The video below from Digital Buzz shows it in action if you don’t want to, or have the time to check it out on your Instagram account.

 

More Than Just Vodka.

inbetween-absolut_creative_space

Swedish Vodka maker Absolut has tapped into the “Maker” movement with a new mobile innovation lab built from shipping containers and other recycled materials. The Absolut Creative Space  was designed by architects Astrid Skog and Charlotte Stuveback for Abslout earlier this year as a venue for creatives and innovators to produce unique with tools they might not have access to, in a collaborative environment. Inspiration was taken from Absolut’s production process and applied to each of the four individual spaces. The goal was to inspire and enable different types of work with limitless variations on the creative process.

creative_space_workshop_absolut-610x399

Creative Space was first placed outside Färgfabriken in Stockholm Sweden. The containers occupy enough space to hold all four containers and create a common area in between. That space is a “Semi-Official Zone” according to the architects that designed the Creative Space, which is designed to welcome visitors and encourage them to come closer and get involved. In addition the area was softened with landscaping creating an even more relaxed and inviting space for the creatives using the space as well as guests.

creative_space_bar-610x408 I really hope Absolut brings this to the USA for a tour. I think it would be a blast to participate. The first link above takes you to the Absolut site with case studies of projects already completed.

absolut_bottlery-610x408

ABSOLUT-creative-space-610x408

 

 

An area of pallets with plants with meeting places surrounds the four containers.

When One Door Closes…

They say that when life closes one door it opens another. This has truly been the case for me this summer, what with having my job eliminated at Hallmark, and landing a steady design job before my last day at the big H. With that said, here is a video about doors. Shot entirely on an iPhone 6 with Hyperlapse and Cameo by  in Stockholm. It’s Friday. Enjoy.