changing behaviour through creative comm

A great example – characteristically Kiwi – of using quirky creative to rethink risky behaviour. A campaign against texting while driving has gone so viral that views from all over the world on Youtube will see overtake the country’s population.

tyranny of 20th century mass communications

The notorious propaganda film for the nazis directed by Leni Riefenstahl that further aestheticised, for a wide audience, the 1934 Nuremberg rally that was itself a dramatic designed mass event.


A simple example of eye tracking technology at work..

An interesting series of still frames selected by Business Insider magazine here and a short video on how little attention recruiters give to CVs, and what they are looking for.

buzz through content

The new Ginza Six retail development has attempted to attract attention through a big investment in promotional material featuring a leading singer and a major video production.

SAPE… must know

One of the most remarkable cultural phenomena of late.. the sapeurs of Congo Brazzaville (Congo Republic)  and the Democratic Republic of the Congo (formerly Zaire). The former was ruled by a one party Marxist-Leninist state for a time and the latter by an anti-communist dictator Mobutu Sese Seko from the mid-1960s  until 1997. Both governments suppressed what they saw as cultural signs of colonial legacy and Western decadence; yet this ultimately provoked a vibrant cultural backlash that centres on the stylish gentlemen of Le SAPE (Société des Ambianceurs et des Personnes Élégantes = The Society of Ambiance-Makers and Elegant People). We will see more in class.

The BBC reported on the embrace of sapeur on advertising by the beer brand Guinness.


Documentary version sponsored by Guinness…

An interesting 15 minute report in French, for those comfortable with or learning the language, on Sape culture, its broader context and focusing in part on a guy known as ‘the Japanese’ because of his love of Yohji Yamamato and other Japanese designers.

A collection of sapeur images, edited with an operatic soundtrack, from the Italian fan..

edgy Shiseido campaigns from the more than four decades ago

From the late 1960s through the 1970s Shiseido embraced creative and edgy advertising that contributed to  a significant national reimagining of women’s identities, lifestyles and social position. Here are several examples.

First from 1967 …

Same product, from 1971…

A girl with attitude in 1970..

Sweating beautifully in 1970…

Modern class from 1973, and an entranced young man looks on..

And another beauty cake CM from 1973, with confident women who know what they want (each other perhaps?), a German VW car, and an American Cessna..

And a 1974 four minute CM featuring beautiful filming of two Japanese models in France, some corny narrative, connecting with a French guy, and Shiseido’s pledge to help women find a summer romance..


Diesel JoggJeans campaign & Jacob Sutton creative examples

Diesel’s campaign to promote its ‘JoggJeans’ product range, which is its variant of a now common jeans product that combine 90%-odd denim with a high tech nylon or polyester stretch fibre for comfort and shape retention, has been effective. It couples the usual website presence, including direct retailing defaulting to local site based on user ISP, and  a much shared video promotion. The video is high quality, very engaging, and by featuring dancers in Diesel product it directly transmits the intended messages about the versatility and style of their new JoggJeans product.

The JoggJeans campaign was developed under the leadership of Diesel’s young creative director, Nicola Formichetti, who did a lot of work for Lady Gaga before being hired freshen up the Diesel brand. Here is a LINK to one profile of him.

The video is directed by renowned fashion still and moving image photographer Jacob Sutton. See his portfolio for a range of interesting work. Two examples follow; the first showing a typical aesthetic for Armani mens’ fragrance but with some remarkable underwater cinematography.

The following two are in a common ‘fast fashion’ format. One is for Uniqlo, the other for H & M. Both economise on setting and model spend, but are effective because of the quality of the artistic direction.

pitching the Kodak Carousel campaign in Mad Men

A fictional account in Mad Men of the campaign pitch for an actual product, Kodak’s Carousel slide projector that had been a hit product for the firm. Mad Men fans will recognise that the lead Don Draper is using images from his own messed up personal life to sell his campaign concept to the client.

selling comfort..

Kimberly-Clark has had a very effective campaign for its Huggies diapers/nappies brand in Israel with the following commercial; hitting the mark psychologically for new and expecting parents. Israeli culture, both Jewish and Arab, is very pro-children and supportive of parenting so the campaign resonated broadly. (Hebrew only but easy to understand through the visuals).

image, font and copy.. cohering around an engaging and targeted message..

harley_davidson_tattoo kids