Apple recently introduced a new advertising campaign titled “Behind the Mac” focused on its Mac computers. The new campaign is slated to be a series of videos that highlight individual stories by creators who have used Macs to “make something wonderful.” The tech giant kicked off the new campaign with a quartet of spots uploaded to its official YouTube channel. The videos feature an eclectic group of creators, including photographer and disability advocate Bruce Hall, music artist Grimes and app developer Peter Kariuki. A straight-forward take on the testimonial genre for Apple, but with the expected brand’s quality and flair. We definitely see this new campaign as a platform for many compelling stories in the months or years ahead. A solid series that straddles product advertising and user benefits…
Month: June 2018
Systematic works
Kohler marketing literature system design by Ammunition.
Bold + powerful
Black+Decker, The power tool company along with its sister company, Stanley, recently introduced its new visual identity created by Lippincott. The goal of the new identity was to communicate the brand’s unique ability to transform a daunting task into a feeling of accomplishment and ensure its products stand out on the shelves with a compelling and modern new image. The new identity is described as “simple, clean and powerful”. The inspiration for the new visual identiy was not engineering or hardware brands but Adidas, Uniqlo, Ikea and Muji – retailers that have a strong yet minimal identity. Both Black+Decker and Lippincott wanted the new identity to be purer, simpler and friendlier. So, gone is the ampersand in favor of the more modern plus sign. Typography moves to less condensed and more modern. Symbol is abandoned with a rounded box surrounding logotype. A little personality was lost along the way but the cleaner, simpler identity does allow the company to move to more modern and sophisticated product and packaging design, hopefully adding perceived value for the customer. While the hardcore tool guy may object to the changes, the bulk of consumers should embrace cleaner, more premium look. So, power saws for everyone…
Execution is golden
Sem Risco Não Há Vitória…. Without risk there is no victory. Nike ad campaign celebrates 20 years of football with its new Nike F.C. collection to “honor the all-or-nothing approach of athletes” the likes of Luís Figo, Fabio Cannavaro and Ronaldo who all exemplified the style and determination to do whatever it takes to win for their teams and countries. Black, white and gold color palette seems fresh in the world of football colors. Campaign is certainly consistent with the brand’s no pain-no gain style. We’re confident the new line looks like a (global) crowd pleaser…
Design by invitation
Louis Vuitton | The Icon and the Iconoclasts: A Celebration of Monogram. Louis Vuitton invites six renowned and creative iconoclasts, Christian Louboutin, Cindy Sherman, Frank Gehry, Karl Lagerfeld, Marc Newson and Rei Kawakubo to create a personally inspired bag and/or a piece of luggage, using the iconic Vuitton Monogram while keeping with the brand’s spirit of innovation, collaboration and daring. The project was initiated by Delphine Arnault, EVP of Louis Vuitton, and Nicolas Ghesquière, Louis Vuitton’s Artistic Director of Women’s Collections. Interesting for a designer luxury brand to collaborate with other designers. Certainly well conceived, executed and promoted. Major marketing points to the folks at Vuitton…
