After the long Christmas and NYE holidays people are full of hopes and bright expectations, thinking about the essentials in life - love, friendship, happiness. Being so idealistic is a rare and good mood and if you ever felt into it I would like to ask you a simple question:
Who owns the Heaven?
Here's an epic battle: Lavazza vs. Nespresso (Yes, it's again about brands!)
Lavazza chose the divine theme long time ago...
Nespresso jumped into the Heavens as well, starting the big battle on who has the right to be in clouds (with George Clooney their army seem to be stronger, don't you think?)
Lavazza fights back with a divine smile by Julia Roberts (who was paid an incredible amount of money to play an angel without saying a word)
Another question: if brands are already in Heaven, is there forbidden field for them? Just drink an espresso and wait for the answer during 2011.
Sunday, 2 January 2011
Monday, 20 December 2010
T-mobile, Welcome back
T-mobile are probably the best example of a flash mob with commercial purpose, and one of the first ones with the T-mobile dance one year ago.
This one is still on the same track but refreshed in a very nice way and going one step further switching from dancing to singing:
Conclusion: once you get a strong communication tool it's not necessary to change it but just give it some freshness and make it work for you more than once. People like to follow good stories and it's engaging. What's more they will share the story with others. ("Life's for sharing", indeed!)
This one is still on the same track but refreshed in a very nice way and going one step further switching from dancing to singing:
Conclusion: once you get a strong communication tool it's not necessary to change it but just give it some freshness and make it work for you more than once. People like to follow good stories and it's engaging. What's more they will share the story with others. ("Life's for sharing", indeed!)
Monday, 13 December 2010
New short movie for Dior: luxury fashion gets compassionate?
During the last two years luxury fashion brands like to create touching short movies aiming to strengthen the brands giving them emotional human aspect. That trend in the communication of luxury fashion brands is maybe related to their ambitions to conquer bigger market going a bit more mass market and leaving behind the glamorous image turned once only around rich and famous but still saving the magic and the dream behind the brand.
Is that assumption true?
Let's search for an answer in the latest short movie released on-line for Dior:
Is that assumption true?
Let's search for an answer in the latest short movie released on-line for Dior:
Monday, 6 December 2010
Art engages. This time for MINI
The graphic artists from Rinpa Eshidan (Japan) were asked to paint a MINI car in Tokyo. They got inspired from the idea behind MINI as a brand and gave their best for the project. The result is a captivating mobile artwork. Yes - Art, not Advertising!
In near future I expect more and more projects like that circulating the web as viral videos for smart brands rather than adv spots.
In near future I expect more and more projects like that circulating the web as viral videos for smart brands rather than adv spots.
Sunday, 28 November 2010
Was the dancing a good idea for Tassimo Brewbot and Bosch?
The Tassimo BrewBot campaign is showing a dancing robot! In general, I love the dance metaphor in brand communication but this time something is not the way it should be.
First of all, we've seen a lot of dancing robots already - cars and all kinds of transforming machines. So, no element of surprise anymore.
Second, we have a coffee machine by Bosch here. Does anybody perceive this brand as fun, young and... dancing?! Me not. So why do we decide to make this product dance, bearing in mind the mother brand? I wouldn't do so just for the sake of being original and entertaining (or trying to be). If someone wants to explain that decision, please, you are very welcome to do so. Discussion is always a good thing.
And one final remark here... the whole product experience with the coffee machine and the capsules with different tastes in different colors reminds me immediately of Nespresso. Is it a good strategy to follow a big player in the field both in terms of product and communication strategy? It might be, but don't try to fight for the best and the most original campaign in the end of the year, please!
In the end, the dance metaphor is not a good solution for every brand. I will stand for this statement despite my passion for dancing and rhythm as communication system. Or let's put it this way - there is no wrong or right communication, there is only appropriate or not appropriate one!
First of all, we've seen a lot of dancing robots already - cars and all kinds of transforming machines. So, no element of surprise anymore.
Second, we have a coffee machine by Bosch here. Does anybody perceive this brand as fun, young and... dancing?! Me not. So why do we decide to make this product dance, bearing in mind the mother brand? I wouldn't do so just for the sake of being original and entertaining (or trying to be). If someone wants to explain that decision, please, you are very welcome to do so. Discussion is always a good thing.
And one final remark here... the whole product experience with the coffee machine and the capsules with different tastes in different colors reminds me immediately of Nespresso. Is it a good strategy to follow a big player in the field both in terms of product and communication strategy? It might be, but don't try to fight for the best and the most original campaign in the end of the year, please!In the end, the dance metaphor is not a good solution for every brand. I will stand for this statement despite my passion for dancing and rhythm as communication system. Or let's put it this way - there is no wrong or right communication, there is only appropriate or not appropriate one!
Tuesday, 23 November 2010
Facade as a stage for outstanding performance, by Ralph Lauren
Some people say Mr. Ralph Lauren isn't the best fashion designer but he's a genius Communication Manager in the world of fashion. Innovation in fashion marketing is a great part of his job. His latest presentation related to the 10th anniversary of Ralph Lauren's on-line store stands one more time for the power of his communication ideas:
Tuesday, 9 November 2010
Dance transmits a brand philosophy for Tod's
Sometimes brands try to tell their stories using different art forms. Is it a good way? Yes!Art form such as dance could transmit a strong idea or create a metaphor of a brand personality using emotional message and at the same time be based on rational strategic concept.
Results can be surprisingly good.
A cooperation between Tod's shoe brand and theater La Scala - Milan is an intersting exaple on how it works.
Saturday, 16 October 2010
ABCDance cards - communication campaign made in Shanghai
There's an interesting entree in the short list of London International Awards 2010, a festival celebrating ideas in the communications world 25 years already.
It's a campaign promoting infant milk formula in both educational and entertaining way. It tells mothers that they can easily develop the brain activity of their children in harmony using the letters from the English alphabet and making children dance it!
Take a look at the official video of this entree directly on the London International Awards web-site by clicking here.
It's a campaign promoting infant milk formula in both educational and entertaining way. It tells mothers that they can easily develop the brain activity of their children in harmony using the letters from the English alphabet and making children dance it!
Take a look at the official video of this entree directly on the London International Awards web-site by clicking here.
Monday, 11 October 2010
Saturday, 25 September 2010
Re-writing the classics: dancing in the rain/VW Golf
What do you visualize in your mind if I tell you: Gene Kelly, Singing in the rain!
Answer: Well, Gene Kelly singing and dancing in the rain of course!
What about this?
Surprised, ain't you? Good, so you will remember it when you see a Golf GTI passing next to you.
Answer: Well, Gene Kelly singing and dancing in the rain of course!
What about this?
Surprised, ain't you? Good, so you will remember it when you see a Golf GTI passing next to you.
Thursday, 23 September 2010
Make it Viral - by Samsung
Did you watched a video called "Cute girl has a catchy dance" on YouTube? Or maybe a friend sent you the link, or it was shared on Facebook?
It's uploaded on 7th of September and circulates the Net really fast - for 2 weeks it was seen almost 4 million times!
Interested about seeing the cute girl dancing? Watch the video till the end and you realize that it's an ad for the new Galaxy phone by Samsung.
Smart, ain't it?
It's uploaded on 7th of September and circulates the Net really fast - for 2 weeks it was seen almost 4 million times!
Interested about seeing the cute girl dancing? Watch the video till the end and you realize that it's an ad for the new Galaxy phone by Samsung.
Smart, ain't it?
Sunday, 19 September 2010
Design trends - scooters are back, inspired by Vespa
Do you remember Vespa? Yes, the Italian scooter legend...
We all heard the story of trends which come back from the past. There is a fresh example in automotive industry. Inspired by the economical crisis maybe and the aim being more practical now, leaving our cars at home, the trend of scooters as a transport in big cities returns!
We have two competitors with the similar concept for the automotive fair in Paris 2010 - Smart vs. Mini with scooters powered by electric motor:
Smart (Mercedes-Benz)
MINI (BMW)Which one gonna be more successful? Is it possible to stand out in front of the famous Vespa in this market at all? Let's wait for the result...
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