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16 posts tagged big brands, big budgets

Find Your Greatness

The caliber of Nike’s ads is consistently high, but I especially enjoyed this one that aired during the Olympics. The core message is pure storytelling—and storytelling that the audience can put themselves into, no less.

Further, how do we give people hope if they can’t mentally put themselves in the shoes of someone who is close to their situation, but maybe just a step or two ahead?

That said, a lot of people thought the ad mocked its subject, Nathan, a 12-year-old who is overweight. It makes me wonder: how are we supposed to have a candid conversation about overcoming obesity in our society if we don’t acknowledge the people (and especially the children) that are affected by it? Further, how do we give people hope if they can’t mentally put themselves in the shoes of someone who is close to their situation, but maybe just a step or two ahead?

Yes, Nike stands to make money if a greater number of overweight people decide to take up running or walking and need to buy athletic shoes. But would that really be a bad side-effect of inspiring people to face up to some of their own, personal adversity?

(via @IvoMinjauw)

Starbucks

on Lovely Package

Regardless of how you feel about Starbucks, you have to admit that they made a big step forward in their new, simplified branding approach. In fact, it’s really refreshing, especially in comparison with so many other established brands doing themselves huge disservices in their rebranding missteps lately. [cough] The Gap [cough]

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Who Will Stand Up To The Superrich?

I’m going to play devil’s advocate for a second: where did this sentiment of being ripped off come from? Were we being forced to buy $18 CDs in the 90s and go to arena shows? I’ve seen the entitlement in my peers, and without question, the music industry was highly profitable for a long, long time, but how does that make the entitlement ok?

The Digital Agencies of the Future!

…or maybe not.

Hey, it’s the future and these guys are leading the charge! This is an interesting set: websites from the top advertising and digital agencies as displayed on the iPhone. Considering the iPhone has now been out for over 4 years, I think these folks have some explaining to do.

I also think this set raises a separate question that has been bugging me: in many cases, what is the point of a mobile site? Does anyone really want a stripped down version of an agency’s site that loads quickly of EDGE? Maybe for a restaurant, but for an agency, why maintain a mobile and non-mobile version? And, on top of that, what do you serve to the iPad? It’s screen-size screams computer while it’s potential use of cellular data screams mobile.

Personally, I get frustrated when I get served a mobile version of a site, even on my phone. My first question is simply: why couldn’t they design a single site that works well on both computers and mobile devices that have modern browsers? It seems like a waste to do both.

(via @hemeon)

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Edwin Tofslie

Art Direction + Design + Ideas

I’m in agreement with Blake Allen. The range AND quality of Tofslie’s work make this one of the strongest portfolios I’ve seen (click “Work Archive”).

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Swisscom Re-brand

by Moving Brands

The bulk of an entire big brand re-branding effort condensed into just a couple minutes. The work was done by London agency, Moving Brands. You can get some more info on the effort on the Swisscom site.

The Man Who Walked Around the World

The History of Johnnie Walker

Basically an extended commercial for spirits brand, Johnnie Walker, this short film, directed by Jamie Rafn and narrated by actor Robert Carlyle is so well executed, I couldn’t resist posting it. I would absolutely love to see a “Behind the Scenes” or “Making Of”. I keep watching it over and over trying to see how much is straight-forward filmmaking and how much is special effects trickery. Regardless, it seems to be shot in one single take. It’s beautiful.

MTV’s new look

Flatness is the new Hotness.

The idsgn publication has a good writeup of MTV’s new corporate identity, along with some of the new network ID ads. Honestly, I love what I see so far. I’m excited to have larger brands get away from “web 2.0” (whatever the hell that means) and realizing that you can return to some excellent print-like design in web and electronic media.

Creative Review has another article on it. MTV enlisted Universal Everything to help with the rebrand effort.

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SyFy Idents

Or, as I like to say, "Siff-eee"

Sorry folks, I still fundamentally don’t understand the reasoning behind the change from “SciFi” to "SyFy"—they lost a single letter, gained some symmetry, but entered mispronunciation hell.

Seriously, look at that word: SyFy. What do you hear? In my head I can only pronounce it as “Siff-eee”, like syphilis. So, hey, if that’s what they were going for, great. Otherwise, I feel like this falls under the category of changing shit because you’re bored, not because it really needs to be changed. Heck, if they’re trying to get away from the Science part of “SciFi”, they would’ve been better off just dropping the “C”: SiFi. That would’ve worked for me.

Also, is that Disney’s magic kingdom popping out that RV?

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