Mcann / Hogarth recently commissioned FutureDeluxe to produce a CG animated commercial for Nespresso that is really wonderful. OK, what am I saying pretty much everything FutureDeluxe does is wonderful. The short clip takes the viewer on a journey that travels through a variety of spaces. Each highlighting the colors and variety of Nespresso machines, all of which are designed to create an atmosphere reflective of the machine itself. The short is made up of 37 films, 44 CG products, and 40 key visuals that live in 7 unique spaces.
One thing that really stands out to me about this advertisement is the fact that you hardly see any Nespresso branding. You occasionally see the logo on a shopping bag or on the Nespresso coffee pod but that is it, and it works. The brand is so well known they don’t need to smack you over the head by plastering the logo in every single shot. Not only that but the spaces themselves continue to elevate Nespresso to be seen as the luxury coffee item that it is.
If you want to geek out a bit, the process real below shows how this was put together from a fairly high level. Sketches, style frames, animatics, wireframe renderings plates, and all. Personally, I love looking at this stuff. I find it absolutely fascinating.
I get the Think With Google email every week, and I have to admit I only open it on occasion. It’s filled with great insights but I just seem to miss opening some of them from time to time. I didn’t open the one on Machine Learning that arrived about a month ago and I wish I had. The email was part of a larger campaign that featured a spectacular animated piece by The Furrow and one of the best-executed microsites I’ve seen in a while by This is Grow. Below are the primary video and the making of which doesn’t go into a lot of detail but shows how something that looks so simple is actually quite complex. The links above take you to the microsite and to This is Grow’s home page.
When people think of ketchup, almost inevitably they think Heinz. Even if Heinz ketchup isn’t the brand you have in your fridge or your favorite. Everything from the shape of the bottle to the label are part of that collective consciousness that an established brand brings to the table.
Heinz Canada wanted to engage consumers in a new and unique way, leveraging social media and a multichannel campaign giving them a chance to win a customized bottle of Heinz ketchup. To do this Heinz asked followers to submit a drawing of ketchup via a Heinz microsite that is linked to their Instagram, Twitter, and Facebook accounts. In addition, Heinz turned to outdoor with strategically placed billboards in Canadian cities.
On the social media sites, Heinz Canada posted a short video showing the experiment featuring people drawing ketchup. The result in the video, pretty much everyone drew Heinz ketchup. The video includes the hashtag #drawketchup and a link back to the microsite where budding ketchup artists can share their masterpieces through January 31st. 250 people will be selected and receive a custom box and bottle with their drawing on it.
This campaign uses the power of Heinz iconography that is known world wide to not only promote the product, but as an opportunity to gather more first party data. The latter which is definitely a larger priority for brands these days that might be losing losing access to audience tracking methods like third-party cookies and device identifiers.
One unique aspect to the campaign itself is the fact that entrants aren’t required to share their artwork on social media for a chance to win. This probably means that the campaign has less of a chance of going viral like other hashtag challenges that you see on popular platforms like TikTok Instagram, Facebook, and Twitter.
Consumer engagement has become a bigger challenge for Heinz in recent campaigns. in 2020 Heinz ran a campaign that asked users to share TikTok videos of Halloween preparations for a chance to win a bottle of its limited-release Heinz Tomato Blood Ketchup. This was tied to the hashtag #HeinzHalloween hashtag which had generated 4.8 billion views os of January 25, 2021.
All of this comes as Heinz continues to see a downturn in sales in Canada which is contrast to sales in both U.S. markets and internationally. Hopefully this will help rebuild momentum for the brand in Canada. What will be really interesting to see if they do any follow up to this and release the data on how many people drew and submitted a Heinz bottle versus the competition.
When you are asked to rebrand any company or organization it is not something that can be executed quickly. There is quite a bit of strategy that goes into the process, especially when you are rebranding a higher profile, internationally known company. Jones Knowles Ritchie was charged with rebranding Burger King and I have to say the results are fantastic. Everything from billboards to employee uniforms has a distinct and cohesive flair that, in my opinion, gives a nod to the design styling of the late 1970s.
From a strategic point, JKR in collaboration with Burger King set out together to bring to life what Burger King’s commitment is to the food, free from colors, preservatives, and flavors from artificial sources. They wanted to use design to help close the gap between the negative perceptions a lot of people have of fast food, and the positive reality of Burger King’s food story by making the brand feel less synthetic, artificial, cheap, and more real. To put it simply, JKR makes the Burger King Brand and the food even more crave-able.
The typography, illustrations, color pallet, copy-writing, all of it has a strong cohesive voice that differentiates itself from the competition. What will be interesting to see is if Burger King continues to use any of their past advertising that focused on the King and had at times an almost surreal approach in terms of content. In the past, Burger King has been known for off-the-wall campaigns like Subservient Chicken. This is light-years away from that approach.
For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able,and tasty. We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple, and fun.