With IKEA opening in Kansas City later this week, the city is getting blanketed with catalogs. Practically everyone I know has received one in their mailbox in the last two weeks. With the iPhone 6 dropping in about two weeks IKEA has upstaged Apple with a pretty fun spoof on the classic Apple product ad with a new video “Experience the power of a bookbook™”, Created by BBH. This is so spot on to the Apple look and feel for branding and product promotion, and IKEA / BBH simply nail it with a good dose of humor thrown in.
Rolex has launched a new online video through its YouTube channel titled “The Rolex Way”. The two minute spot features a blend of live action footage, CG, and slow motions shots, combined with creative editing, and a well written script. The clip starts with a blend of CG papers floating past what looks like a live action shot of the Rolex headquarters.This entire opening scene could all be CG but it looks like a blend of the two. Moving through to an interior shot there is a tribute to the founder before a really nice post move into the live action shot of a person forging a rolex casement, with a really nice time re-mapped shot of hot molten steel hitting the crucible before swinging back to the pages of rRolex history and more solid CG work. This is a really well thought out spot with nice camera moves, timing, and a script that reinforces the brand, the quality of the product and the dedication to producing some of the worlds finest time pieces. Nice work for the folks at Rolex.
As social media has become a marketing and branding powerhouse in the last decade, for many there is a general belief that if you build it, they will come. That social media is the marketing panacea that will make your brand a standout in the marketplace. The truth is, it’s far more difficult than you think, and there are rules of engagement with your target audience that will help build your social brand.
Below is a really solid SlideShare presentation on the key building blocks of a social brand. In it you’ll find great information from the guys at WeAreSocial, about how brands drive conversation, building digital communities, adding value to conversation, going mobile, and much more. There is a link on slide 3 to download the free eBook that accompanies this deck as well. Or if you just want to download the book and skip the deck you can get it here.
This is one of the best projection mapping experiences I’ve seen in a long time. Why, because it has staying power. Because it isn’t some expensive one off that gets thrown up on the side of a building to hock a soft drink at a marketing event masquerading as a festival. This has replay power. This shows how digital content can be used, and transformed for each Cavaliers game to enhance the overall experience, promote the brand, build excitement, and draw a crowd. More importantly the way this is being used, it can evolve overtime, so a larger story can emerge over the course of an entire season. Way to go Quince Imaging and the Cleveland Cavaliers.
Over the weekend I came across a long format commercial for South African whiskey distiller “Bells”. The two videos below show the full length commercial and the behind the scenes documentary that was produced to show the strategic thinking behind the spot. The commercial itself, is a touching and heartwarming look at a man’s growth to literacy.
The product and the tag line don’t even make it into the spot until the last 5 seconds of the 2 minute commercial. It doesn’t matter, this is not a hard sell commercial. It is however extremely effective, having hooked the viewer, and pulled you all the way through the story.If you are a content producer, videographer, story teller, or anyone that works with dynamic media, the second video is well worth watching for the King James insight about the thinking that went into this piece.
“The Reader” was developed South African agency King James. The team consisted of;
- Chief Creative Officer Alistair King,
- Executive Creative Directors Devin Kennedy and Matt Ross,
- Creative Director Mike Wilson,
- Art director Cameron Watson,
- Agency Producer Caz Friedman
- Bell’s Whisky Brand Manager Thandeka Mgqumeya
- Marketing Manager Thami Silwana.
- Director Greg Gray for Velocity Films with Producer Helena Woodfine
Just because you added brand development, branding, brand creation, brand management, to your skills section of LinkedIn doesn’t mean you do. You might have helped a team, attended a few meetings, or been lightly involved in some brand initiative but being an expert at branding is a very complex skill, because branding in an extremely complex thing.
For his thesis project at the University of Applied Sciences Potsdam, motion and graphic designer Henning Herholz has created a six-minute essay that is a thorough and well executed overview of what branding is. He makes a very thoughtful point on why motion design is such a powerful tool in making a brand successful. Even if you think you are an expert on branding, this is worth watching because of the way it explains things in a clear concise way. After you finish the six minute short, you can feel better about your LinkedIn skills claims about branding.
Package design is a multifunctional art form. The package must function as a container or vessel for an object, and it must stand out. In the case of liquor packaging, where your product is competing in a sea of similar looking products you need to really stand out. If you have been in a liquor store, or the liquor aisle of your supermarket lately, you might have noticed how most bottles look very similar, and it is a label that attempts to differentiate a brand or product offering. There are exceptions to the rule, and companies like Stranger & Stranger have set the high bar for memorable liquor packaging, but this design from Constantin Bolimond for Firewood Vodka is a true winner.
The package plays off of the brand name, presenting itself as a wooden log. A cut branch is the spot for pouring the vodka. Labeling is debossed and enameled highlighting the logo of a double axe tied into a knot. Visually this is a fantastic play on the name, and an outstanding way to represent the product. There is no way this is going to get lost in a wall of vodka products where the packaging is designed to show off the clear liquid inside in a shape that looks like so many others.