Hasta La Creative!

Minneapolis-based agency mono launched a rebrand for Sperry with the new 60-second spot “Odysseys Await,” which also represent the agency’s first work since winning the account in October following a review.

For the rebrand, mono decided to go back to the roots of the 80-year-old company, founded by naval officer Paul Sperry. “We started to look at what the brand had always represented,” Karen Pitts, vice president of marketing, told Adweek. “We were inspired by the spirit of our founder, Paul Sperry, and sort of took stock of the core DNA of the brand and how that remains incredibly relevant today.”

The result? A bunch of hipsters having nautical adventures, jumping off of boats, sailing and diving off of cliffs, all set to a catchy-in-an-irritating-way irritating soundtrack, ending with the “Odysseys Await” tagline. As part of the rebrand, Sperry’s logo was also redesigned for the first time in 20 years.

This is just the beginning of mono’s rebranding campaign, though. Print and digital initiatives will support the effort throughout the year and next month the agency will launch an experiential/content creation initiative called “Odyssey Project.” The effort will “activate 80 ambassadors around the world with a challenge to discover new people, places and experiences and, ultimately, bring back unforgettable stories.” Each ambassador will be given a new pair of Sperrys and an itinerary and will be responsible for documenting their adventures, creating new content for the brand in the process.

Se você já leu alguns contos de fadas, sabe que aquelas princesas da fantasia, que sempre precisavam ser salvas, não se encaixam na realidade feminina atual. Hoje, cada vez mais vemos personagens femininas fortes, determinadas e capazes de salvarem a si mesmas. Então, como seriam as princesas contemporâneas?

A Disney pensou nisso e respondeu com I am a Princess, um vídeo que celebra a princesa que existe em toda menina, construindo novos significados para a palavra e incentivando as meninas a conquistarem seus objetivos. Bravura, confiança, lealdade, generosidade, gentileza, compaixão e a capacidade de defender a si mesma e os outros estão entre as palavras por trás deste novo conceito.

Lendo os comentários no YouTube, deu para perceber que as pessoas ficaram divididas com o vídeo. Algumas, acham que a Disney poderia fazer mais do que vídeos e tentar aplicar na prática o discurso. Outros, acham que a marca está no caminho certo e este é apenas o começo. E você, o que pensa?

Post originalmente publicado no Brainstorm #9
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