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Described as “the mad scientist” of the Originals family, the ZX range is for a generation that traffics in the offbeat, absurd and viscerally strange. The new range of sneakers represents experimentation and further shows the surprising innovation behind the ZX range. The creative idea behind the campaign aims to match the technology behind the shoes and to satisfy the senses through new levels of squishiness. Wrapped in colours and gradients, these ZX sneakers look as good as they feel.
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Welcome to a live episode of the top 5 creative brand ideas you need to know about right now.
Ad Age’s Creativity Editor Ann-Christine Diaz and Creativity Associate Editors Alexandra Jardine and I-Hsien Sherwood talk about efforts to get out the vote, a surprising addition to Pantone’s lineup, and more.
The digital ads, created with Caveat, showcase member perks at L.A.’s new football stadium.
Frog’s Halle Kho discusses the discriminations she’s faced being a working mom, speculating on why there are so many junior women in the design field but barely any female execs.
The brand is unveiling a global marketing campaign promoting its iconic Robin Redbreast symbol from mascot to the literal voice of the brand and star of its new digital ad series.
Developed using CGI technology, it features Robin Redbreast’s witty take on the world of whiskey and current affairs (an Irish sense of humor!) and a new, wood-carved look that gives a nod to the maturation process and wood casks that help make Redbreast so unique. The introduction of Robin Redbreast was designed to drive discovery with more whiskey fans, broadening its audience by creating a memorable character for the beloved range.
Effie Awards celebrates the effectiveness of marketing communications. To promote the Award itself we showed how effective it could be even in the most unexpected situations in your life.
Scrolling through text messages or watching old videos to feel closer to those we’ve lost is part of modern life. Digital platform Memories is allowing a deeper interactive connection with Future Messages, a revolutionary new feature that allows users to send video, text or audio messages to loved ones at any future date. Memories has released a short film to launch its new Future Messages product feature and showcase how it enables users to remain a relevant part of their family and friends’ lives, even after they have passed.
For the Lottery’s first major campaign since quarantine, they’re celebrating our great state and inspiring some serious hometown pride. The New York Series Scratch-Off Game includes five tickets each of which features a New York icon—from the Brooklyn Bridge to Niagara Falls and beyond. In a first for the Lottery-agency partnership, McCann New York worked with local New York artist, Vi Luong, to design the tickets from the ground up. Intricate black and white drawings and detailed line art reflect a more minimalist yet stunning approach—an eye-popping departure from the typical multi-colored Scratch-Off.
Global brand consultancy Brandpie has created a new visual identity and brand strategy for AmeriCorps, an organization that brings people together to serve communities.
Working closely with AmeriCorps leadership, Brandpie set out to create a new brand architecture system that makes the relationships between AmeriCorps, AmeriCorps Seniors, and the programs and initiatives clear, in order to increase brand awareness with the general public and help individuals navigate opportunities within the organization.
The new identity is only the tip of the iceberg when it comes to Brandpie’s strategic evolution for AmeriCorps.
To build a clearer, more compelling brand architecture and narrative for AmeriCorps, Brandpie and the organization’s leadership aligned on new positioning and a creative idea for the organization: “The best of America.” This tagline communicates that service to others and volunteerism represents that best of qualities of America. Being an AmeriCorps member or volunteer represents what it means to be a fully engaged member of American society.
CONTEXT
“Eureka!” is an independent bookstore with a meticulously selected collection of books. Great readers themselves, the owners are the ones you can resort to for any book recommendations. Because of their refined taste, the bookstore has developed into a community of printed pages fans – writers, philosophers, art curators, advertising specialists and film directors.
OBJECTIVE
Due to the recent quarantine restrictions, the bookstore came against difficult times and was in danger of shutting down permanently. The challenge was to find new readers, in particular the ones unaware of this independent and self-supporting book sanctuary.
SOLUTION
With the poor prospect of “actual” traveling, everyone has been “dreaming” about globetrotting adventures. Hence, we thought about a classical insight – why not “dream travel” with the aid of a book? With this in mind, we exploited 6 travel destinations exclusively curated by discerning travellers, not by tourists. Twelve comprehensive books for each of the six destinations are available to purchase on-line, four of which have been masterly visualised graphically on posters. The bookstore’s community joined this exciting project together with selected fans who had the opportunity to experience first-hand these travel destinations and shared their insightful feedback. Their thoughts and opinions were posted on social media. Revealing travelling experiences, the illustrations were created as key-visuals – each displaying an everyday life snapshot in different parts of the world, and each unveiling a hidden book within.
Blua: An identity made from films
With the help of the agency Full Circle Karma, the production company BLUA has launched a new brand image, which pays tribute to the world of cinema and the childhood of the filmmakers, photographers and producers that collaborate with BLUA.
The goal was to create an identity that conveys the essence of BLUA. Full Circle Karma was inspired by something personal that brings everyone who is part of the production company together: the cinematic references they share.
In order to create the logo, Full Circle Karma contacted Hangar, an Art Research Center in Barcelona who, after a long process of digitizing and vectorizing typefaces extracted from movie posters, managed to detect all the areas of convergence between the different letters.
Finally, we traced the areas of conversion and built a typographic structure with one letter. Based on this structure we designed the entire typeface, which has more than 200 fonts. These fonts not only contain the essence of classic films in the history of cinema, but they are now also part of BLUA’s story.
Film and typography have never strayed far from each other. Typography has promoted a huge cultural impact. “We wanted the new visual identity to go beyond the strictly aesthetic; we wanted it to tell a story and make the team feel part of it” says Jaume Leis, Partner at Full Circle Karma.
The new visual identity has been designed to integrate into all physical and digital formats. It can be applied to any medium without losing its essence: the mix between avant-garde technology and the influence of classic cinema which lies at the core of the BLUA.
There are millions of people waiting on donor lists for life-saving transplants. If you’re an organ donor and you die, you can save at least 8 of these lives. If you aren’t an organ donor, you can’t save anyone. The spot shows people that story.
“Netflix & Chill” is a common euphemism for sex. But why have the ‘Netflix’ part at all? Trojan has created a 48 minute-long credit scroll. The result is a feature-length film that is picture-less, plot-less and character-less so there is nothing to interrupt your ‘chill’.
This year, Giorgio Armani unveils MY WAY, a fragrance that encapsulates a new vision of femininity that is both profound and free-spirited, designed with a commitment to sustainability. The fragrance ethos is “I am what I live”, as it is one’s experiences and encounters that shape a truly unique self. Capturing a spirit of curiosity and connection, MY WAY is a strong and singular statement to oneself and the world, and communicates a resolve to follow one’s own path. Actress Adria Arjona is the face of MY WAY and genuinely embodies its philosophy, with her free-spirited, open personality and a life story characterized by new experiences and connections with others.
In Ukraine, there are a lot of traffic accidents. Around 30 thousand people get injured and more than 3 thousand die every year. Hundreds of dead could have been saved if they used seatbelts. Transportation platform Bolt, BBDO Ukraine and DGTL RLGN production studio launched a campaign to make people fasten seatbelts. For this project, we created a song that people just can’t stand. This annoying song was playing very loud in the car until all passengers fastened their seatbelts.
Samsung’s Galaxy M51 with it’s industry redefining features is the boldest, fastest, biggest and brightest M phone ever. So we decided to call it the ‘MEANEST MONSTER EVER’. To do justice to this fantastic product we had to do something that would change the way communication is done in the mobile phone category. Thus we came up with the idea of creating a character, a monster called Mo-B, a celebrity persona who challenges the M51 to a series of face-offs to prove who deserves the ‘Meanest Monster Ever’ title. The campaign also uses celebrities in a unique way where they join team Mo-B as he goes to battle against the Galaxy M51. Stay tuned to find out who takes the coveted title!
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