Client, design, strategy & branding

Module number 6 has been running for three weeks now and it's called 'Client, design, strategy & branding' – big words in one sentence, but it fits. We're a new team of six people working on one big client together with DDB Stockholm – The Swedish Armed Forces. The challenge is to reposition them as a forward thinking brand that is a viable employer beyond duty the on ones country. Due to the limited amount of time we compressed the research stage into a week and developed a strategy that points our way. We assembled various visual identity directions and had a first presentation to the client with this selection of routes. Now we've settled on one of them and we're creating an identity across different medias that reflects our chosen strategy. The final presentation is this thursday – I am looking forward to share the results.

Things you do not need…

…but love to get for free.

Matter, the direct mail experiment – I've read about it on Russell's blog. It is a box full of stuff you actually enjoy receiving. Intrigued by this idea and being within the target audience (for males, aged 25-35) I signed up just before the deadline and received the box on Saturday. First I was surprised by the nice packaging with it's stylish colour and branding. Carefully I unpacked it and was pleasantly overwhelmed by the things inside.

My flatmates gathered around the box quickly and forced me to forward them the details so they can receive the next one as well. Which will happen summer this year, as far as I know. This first Matter pack contained nine items from different brands. Ranging from a calender (Virgin Atlantic) to a simple product sample of Original Source (mint and tea tree, most refreshing shower gel ever).

'In an increasingly virtual world, we're beginning to appreciate the value of real things. Matter is a box full of interesting stuff–a way for companies to talk to people by giving them things.' We like this approach. You can find out more about Matter here.

Our favourite pieces are to be found below, a wristband for Wii, simple and great. Music Monster, a cute mini-toy / phone pendant for Sony Ericsson and a double pack of Play-Doh for Sony Bravia. The later two are done by iris.

Absolut Icebar

Yes, being a Russian I am a big fan of vodka. Last week I visited the Absolut Icebar in London. I imagined it to be an Absolut Brand experience, whereas it is just a bar. I wasn't really stunned by the architecture, a plain room out of ice. I expected more, stuff like ice sculptures and funky shapes. Even if it' felt more like moneymaking than brand building – it's still a cool place.

Digital Trinity

Here are my currently three favourite digital advertising pieces, stuff I get excited about. All different but all lovely indeed, stuff I wish I would have done. What's currently on your to like list?

First, the latest work for Burger King from Crispin Porter + Bogusky, asking themselves, what would happen if BK would discontinue the Whopper? Captured with hidden cameras and very amusing (although I am curious if all reactions are completely genuine), see the video at www.whopperfreakout.com


Next up is such a simple yet fantastic idea for SIXT, a car rental company in Germany. Jung von Matt used Google Ad Words to communicate visually via ASCII art. Brilliant! See it in action here.


A holding page for a new advertising start-up from youngsters Leo & Jo who just left Saatchi & Saatchi New York. Contagious communications, I'd love to enjoy this one interactively, mouse over manually to let more mouths speak – still great!

Oh and not to forget, as a bonus, the new clip from Lean Mean Fighting Machine, a very sticky song. Demphones, demphones...

Put your hands in the air

Last week while looking around in Selfriges on Oxford street, the UK's second largest shop I came across something funky. The limited edition of Absolut Vodka packaging – Absolut Disco. A shell for the iconic vodka bottle which can be attached to the ceiling to function as a disco bottle, simple idea but oh so cool. A gift packaging which not only looks good but is very useful and full on brand, I bet the vodka drinkers will love it! I want to buy one just for the packaging, but then again I'm very seduced by this kind of design stuff.

If this isn't enough they have a digital experience to back this up, hit www.absolut.com/disco and if you have a webcam record your disco moves and funk them up with certain visual effects.

Responsible for the concept was Swedish agency Family Business, well done. although I must admit the the web experience isn't really flawless, it took eight hours until the email arrived with my blog code since they seem to check all the videos pre-release – also the webdesign, especially the html email isn't reaching the standard Absolut Vodka usually sets.

Feedback on the Hummer strategy

A month ago Jai and I submitted our entry for the Advertising Planning School of the Web, a strategy for Hummer. Now we've received feedback saying:

'What I find interesting in this is that just like Seb, you’ve identified a bunch of really interesting ideas and then went for the most ‘creatively pragmatic’ direction which is basically a “FUCK YOU” to people who think HUMMERS are for gas-guzzling, gun-toting wankers.

I am all for pragmatism and boldness in creativity but at the heart of your idea is an advertising concept rather than something that would achieve motivation regardless of communication - and whilst it would generate tons of PR, awards and talkability, it would not necessarily translate into sales.

Saying that, you are the only ones who really took on an ANTI-ENVIRONMENTAL approach … and while that would probably work VERY well in some countries/cities [Texas?] in alot of other markets, we felt the social-pressure to be ‘responsible’ may actually minimise sales rather than increase them...'

Very good constructive feedback, we fixed some parts of the strategy and maybe there will be a campaign for my book out of it. Thanks Rob and the judges for the thoughts and I'm waiting for the next assignment! You can read the whole feedback here on Rob's blog.

Advertising Plannng School of the Week

My friend Jai & I participated in the new Advertising Planning School of the Week. It used to be led by Russell Davies but now Rob Campbell has taken over. His brief was delightful and made us participate for the first time in a planning exercise as creatives. We very much enjoyed it. The brief was:

HOW CAN YOU ENCOURAGE MEN TO BUY A HUMMER OVER OTHER 4×4 VEHICLES - DESPITE BEING BIGGER, MORE COSTLY AND MORE EXPENSIVE TO RUN THAN THE COMPETITIVE SET.

[The Brand Essence of Hummer [for this exercise] is TOUGHER THAN TOUGH

Thank you very much for the challenge – we are curious about the results. Here is our answer.

Oxymoron

We are confused!
This morning we read here that Nike moves creative accounts to Crispin Porter. Our hearts were cramping and for a moment we felt knocked out unconscious. Nike belongs to Wieden like crisps to a pint. How can they change that? But change means challenge and all we can do is to see if it proofs good.

What is he drinking?

Good morning London. After this long weekend I just stumbled across this video about product placement. I'm always quite aware of brands in movies but this one points it out very well. My favorite 'branded' movie has to be Zoolander, it really made me drink evian, weird! For more information about movies and the brands in them check out brandchannel's cameo section.

Can anyone spot any product placements on our blog?

Sayonara

Our placement at JWT has come to an end after seven weeks. We've been working on brands like After Eight, Kellogg's, Rimmel London, Kenco Coffee, Benadryl, Milky Bar, Sunsilk and Aero. We learned very much, we went to a shooting, we had lots of free chocolate and met a big bunch of friendly people - a good experience overall, thanks a lot! After such a big agency we'll changing to something smaller.

First we'll take two weeks off though. Kris is going on a trip to Tokyo and I will be traveling around germany a little bit.

We'll be back on the 19th of march to start a two weeks placement at the digital agency Grand Union. Getting hands-on web experience, yes we're looking very much forward to that! I'm hoping that Kris will take time and post some nice pictures from Japan on the blog, if not you'll get a proper review when we're back in two weeks time.

Sweet briefs

Since we started our placement at JWT, we almost only had briefs for chocolate and sweets. So we worked, and snacked, Nestle After Eight, Aero Bubbles, Aero Mint, Quality Street, Munchies and Heaven...

Now we are totaly below regular sugar level because we also worked on Kellogg's - way too healthy! I guess me and Val put on 12o kilos weight together.
We start eating sweets in the morning, in between, before and after lunch, we have it for dinner and as dessert. From all the chocolate vitamins and working long hours without seeing the sun, our skin became pale and wizenly - ihhh.

If you wanna help us, donate, so we can afford the gym. Or get send us some briefs NOT related to food, Weight Watchers maybe? Nah...

A few ideas

We've been working a lot on our book lately, so far the outcome is strategies and some execution ideas. Here they are. Comments are very much welcome!