Brand

The Right to Brand

You might have put “branding”, or “brand development” as a skill on your LinkedIn profile, because at one point in time you worked on a “branding” project for your company or a client. By default that doesn’t mean you really know about branding. I say that because brands and branding are so complex by nature it would be hard to define it as a single skill. If you have any doubts about what I am saying, watch the video below, then ask yourself are you an expert at all the things talked about in this 3 minute video. I say expert, because if you are going to add it to your work profile on a social network designed to get you work, you better have done more than occasionally worked on a branding project.

LAX’s Bradley International + Digital Kitchen = Wow.

I love to travel, but I hate being stuck in the airport waiting for a flight. I think it’s because most airport terminals feel dirty, transient, uncomfortable, and uninviting. It is the nature of a space that has so many people pass through it on a daily basis. LAX depending on where you are, can be horrid, or great. The Bradley International terminal is a space that for the most part isn’t that bad, and now thanks to Digital Kitchen might be much better. The video below showcases the amazing work Digital Kitchen created, blending Story, Sculpture, and Brand into an inviting and evocative experience.

“For the epic digital landscape in LAX’s new Bradley International Terminal, we created engaging content at the intersection of sculpture, story and brand.”

“Best Job” Wieden+Kennedy’s Latest for P&G.

Just in time for Mother’s Day, Procter and Gamble have released a new commercial for the upcoming 2012 London Olympic Games. ” Best Job”, was produced by Wieden+Kennedy in Portland, under the supervision of Creative Director Karl Lieberman. What I love about this spot is how it is a great example of how to reach beyond typical brand perceptions, by creating something that is truly moving and touching.

Everything about this ad is the opposite of what you think of about Proctor and Gamble. If I hadn’t known who this spot was for when I first saw it, I probably would have pegged it for Nike, or another athletic company. It isn’t until the very end of the spot that P&G is tied in, and by that time you are hooked.

Beautifully shot and edited, this 2 minute spot tells multiple stories that all have the same outcome. A proud mother watching their child rise above the rest in the greatest athletic competition on earth. Wonderful camera angles, and lighting capture the growth of 4 children as they become Olympians. 10 or more years is compressed into just over two minutes of footage. Only the last 10 seconds of the piece references P&G and I think this is why it works so well. The spot helps to humanize the brand as you relate to the people in the video.

Once again, a great job from the folks at Wieden+Kennedy.