Having lived in Singapore for the entire part of life, I have seen so much disparity between races here in this small tiny little island. The republic has went through phrases of racial campaigns and trying its best to bring harmony between the different races. While I have mixed feelings on how successful the efforts were, im quite certain this idea from Coke is pretty interesting. I have shared this exact same idea with several clients before but always get shunned off for being too outrageous. Im starting to believe that it does take a lot more courage for people to accept something beyond the norm. Rather, I think incremental steps would be a better way to bring on radical ideas. Still, this is a good idea to deliver the messages directly to the audience. Drone technology, ahh… finally someone gets it.
I know this had been done awhile ago back in 2010, but the idea came as so original that I think it has never been contested in terms of creativity nor execution even to date. I love the idea that it sprout so much originality and relevant messaging through a simple use of purely markers. Brilliant perspective into seeing how things can evolve with just simple materials. A great example by Leo Burnett, UAE for Chevrolet. A starting point for brands to generate awareness.
AND, I think this is extremely powerful. I mentioned in a conference presentation a while ago that brands harnessing human power has an exceptional appeal when compared to companies adopting the brand power approach. While the latter signifies a passive communication, human power aims to unify and conquer with one common agenda. This sort of relational contract between fans and brands becomes mutually dependent. As a result, engagement occurs because it needs to, and not because it had to. Take a look at what Google+ has done for Manchester United fans. They created the ‘Front Row’ project which took on a less perplexing approach of acquiring fan support, yet a very impactful one.
The proliferation of hilarious pictures with pepperoni pizza was seen around the internet lately. Jonpaul Douglass, a photographer from Los Angeles got motivated to start a rather peculiar series of photography after seeing a funny pizza graffiti tag at the place where he stayed. He then began taking pictures with actual pepperoni pizzas and have them placed at random locations, objects and surroundings. Coined the humorous “Pizza In The Wild” project, the photographer took pains to hunt for the most suitable looking pizzas around, which he managed to source for at Little Caesars pizzeria at US$5 for a large pizza. Check out more from this interesting photographer by following Douglass on Instagram or check out the hashtag “#pizzainthewild”.
Kevin Roberts, Worldwide CEO of Saatchi & Saatchi once said that the power of brands is in their ability to trigger emotions within consumers. Emotions is a strong word with the power to trigger an action. And Duracell displays that kind of motivation through their heated bus shelters. In this chilly weather, they brought heat to people using their heat empowered bus stop shelters. A smart idea within a smarter idea. In order for you to activate the heat sensors, they encourage people to ‘connect’ to themselves by holding their hands. As you clamp within the shelter, you experience warmth. Nothing comes close to beating the cold in this weather. Great work from Duracell.
Outdoor activations can be extremely engaging, especially when the public is involved, it gives brands a huge leverage against their competitors in terms exposure. Recently, we have seen lots of amazing work coming from Lola, Lowe & Partners, Madrid Spain. Check out their latest work where they create ‘Invisible Ramps”. The message, “Take your city back” for Nomad skateboards, was skillfully crafted. One of a kind, the invisible creates a rather interesting skateboarding experience for on going passer bys.
There is always opportunity for creativity as long as we don’t stop ‘imaging things‘. I actually love a lot of nice installations that reverse public’s perceptions through provocative imagery. Most often or not, these visual works tend to create something out of another. Like in this case, Irish graffiti artist, Maser, transformed a gas station in Limerick City, Ireland into a beautiful art installation. Are you fond of huge art installations? This might just be your thing. He called it No.27 – A Nod to Ed Ruscha. It is very much an inspiration from pop artist Ed Rushca. It is pretty awesome I would say. For people who indulge and immerse in an artistic environment, they would definitely not miss this one. As much as I love activation and outdoor creative work, this really looks pretty amazing. Looks like this might be an idea for some creative campaign. Hmmm….
Maser said, “My work often boldly juxtaposes old and new, past and present in the architectural elements, the visual grammar and choice of pallet. I hope to create work that surprises people and questions their relationship with the familiar and the norm and also how dissociated we are from the space around us.”