Kellyco@work | THE BLAKE (brand identity, naming, advertising, web design, graphic design, sales promotion, content development). Created brand identity and integrated marketing program to assist developer and sales staff in selling luxury rental apartments. Designed and wrote sales materials and website promoting building and apartment amenities as well as lifestyle photography to communicate the benefits of the coveted location to younger upscale target audience. Created advertising campaign to launch and support sales efforts.
Category: Advertising
Mom doesn’t give up so easy
OLD SPICE | Mom Song. Wieden + Kennedy Portland has had an incredibly good run with its Old Spice advertising and the recent launch of a new campaign continues its stellar track record. Here, mothers everywhere lament (in song) about losing their precious boys to predatory females lured by the boys’ powerful scent. Old Spice makes these boys smell like a man, which will make the ladies treat them like desirable men, which of course, will make their poor mothers cry (and sing). The moms are curiously odd/creepy, dressing up like janitors, washing up on beaches like corpses and sliding up the ball return at the bowling alley as their sons are out on dates with nice young women. Funny doesn’t cover it here. Young men and (gift-giving) women everywhere will remember these spots and think about giving the brand a try. The campaign runs along with a funny companion campaign aimed at adolescent overspraying (Scent Responsibly). Really some of the best advertising we have seen for a long while. 2.2 million YouTube views and climbing. Why not smell as good as you look…
Oh, mom
Smellcome to Manhood… OLD SPICE | Tree.
Scent responsibly
OLD SPICE. Part of an education effort by the brand to prevent the scourge of overspraying or the phenomenon of young men overcompensating for the hideous smell of their pubescent bodies (and lack of female companionship) by dousing themselves with their favorite magical scent. Old Spice (via Wieden + Kennedy Portland) is tackling this huge public issue with infographics and PSAs. Re-freshing and good for a few chuckles…
Ready for who knows what
Retailer Barneys New York pushes an impressive selection of fancy holiday wares with its signature high style flair. Why not splurge and have an extra chic blast…
Promotion packed with substance
IBM | The 5 in 5. Advertising campaign focusing on annual predictions from IBM researchers revealing five innovations that stand to change the way we live within the next five years. This year’s set of predictions, narrated by Mo Rocca (My Grandmother’s Ravioli, Cooking Channel!?!) includes a video series and accompanying content including illustrated storymaps. Again, IBM (and its agency Ogilvy & Mather) provides a great case study of an extraordinarily well-executed promotional program. Both copy and visuals are all first-rate — informative, rich in detail and importantly, accessible. Casting of Mo Rocca is both unexpected and inspired given the importance of social media channels. So, here’s to a Smarter Planet…
Research in a practical benefits context
A new kind of shopping… IBM | Buy Local: 5 Future Technology Predictions. Second up in the 5 in 5 advertising campaign series, Big Blue looks at local retail, predicting a transformation into a rich and rewarding experience with technology and personalization giving brick and mortar the edge over online. Shopkeeper have faith…
Burritos and big ideas
In what is definitely the most cinematic video brought to you by a Mexican food chain ever, Chipotle introduces audiences to their free iOS game, Chipotle Scarecrow. Moonbot Studios created the dystopian fantasy world featured in the video, and Fiona Apple pushes the emotions further with her hauntingly perfect rendition of “Pure Imagination” from Willy Wonka and the Chocolate Factory. The point of the game is to save the City of Plenty from an evil food corporation, Crow Foods, that is adding genetically engineered ingredients to food. The game’s plan is in line with Chipotle’s “Food with Integrity” motto. The video may seem more like an Oscar-worthy short than a promotion for an electronic game, but we appreciate Chipotle’s smart and high-quality launch effort. Hopefully, signs of more creative efforts to come. So grab a Tecate, sit back and let the video roll. WARNING: a few tears may follow…
Gap, the renaissance
Go figure. Gap, long forgotten by the young and fashionable is selling clothes again. In fact, the retailer is the biggest comeback story this year. To support the significant momentum, Gap amps up its advertising with its most expansive global campaign ever. According to CMO Seth Farbman (former Ogilvy worldwide managing director), “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.“ The campaign wrangles some trendy talent—model/actress Dree Hemingway, and HBO’s Girls’ Adam Driver to sport the fall staples for Dutch fashion photography duo Inez and Vinoodh (our favorite fashion photogs of late). The retailer also has released its first TV spots since 2009 (see separate posts). Not surprisingly, the social media effort is mega. Along with various partnerships (teaming up with blogs Refinery29, FabSugar, Lookbook and Rue on its Styld.by platform) frequent posts and special features on Facebook, Twitter, Pinterest and Instagram, there is also a heavily promoted Tumblr contest in which customers can create there own content illustrating their take on “Back To Blue.” The campaign was handled by Peterson Milla Hooks. All very sharp, creative and involving. The brand was also the first to buyout all of Tumblr’s advertising for one day. Really is nice to hear the giant retailer is faring better and investing in its own brighter future. We only hope they are truly comfortable in their new more stylish skin. We missed you…
Go Forth (again)
Latest installment in the branding campaign for the denim giant Levi’s. This campaign retains the “Go Forth” tagline while introducing a new theme, “Make Our Mark”. Levi’s hopes that Station to Station will be a “nomadic happening” that takes a series of artists on a train tour across the continental United States on the country’s oldest railway route, stopping off in a series of small towns every few days. The tour follows the same journey founder Levi Strauss made in 1873, when he travelled from New York to California to sell jeans to workers during the Gold Rush. Each stop will get an event packed with concerts (Dirty Projectors, Twin Shadow, Cat Power, Patti Smith), chefs (Chez Panisse’s Alice Waters, Dinner Discussion founder Leif Hedendal), writers (Dave Hickey, Rick Moody) and a whole hosts of artists local to each venue. The four questions to be answered as the train goes cross-country are “Who are you?” “What moves you?” “What’s your approach?” “What’s your dream?” The idea is a global journey of self-discovery designed to be shared and leveraged via social media. The data visualization is taking place at Levi.com/MakeourMark. The campaign was created in partnership with agency AKQA. Frankly, a lot of cool/hip/provocative imagery. but it all seems to compete with itself and the idea that Levi’s is actually selling clothing is a bit lost. Overall, it feels more than a bit obtuse and less than distinctive or super compelling. Are you going to leave you favorite jeans behind to go back to Levi’s for this? Our bet is unfortunately, not yet…
