Burberry and its latest artist collaboration

In the middle of Dubai’s desert, artist Nathaniel Alapide has etched the sandy landscape with the Thomas Burberry monogram, transposing the dunes as part of the brand’s latest fashion campaign.

The British luxury house collaborated with the Dubai-based Filipino artist as part of its TB Summer Monogram Landscapes series, which apparently took almost a week to create in the Al Faqa desert, a village on the border of Dubai and the eastern region of Abu Dhabi, according to Arab News.

Another image features a series of hot air balloons colouring the sky across the landscape of Wuhai in Inner Mongolia. Four balloons are decorated with different colourway from Burberry’s TB Summer Monogram collection.

‘When you see Wuhai from that height, you will be amazed by the wonder of nature. The Gande’er Mountain and the Yellow River have divided the ecosystem into a desert and a Hetao Plain full of life. You can’t imagine how spectacular the environment is until you are up in the sky,’ said Cheng Peng, Hot Air Balloon Pilot, in a statement.

Elsewhere, a fleet of sailboats glide into Shenzhen Harbour in China – each sail adorned with one of the TB Summer Monogram colourways. A modern reimagination of sporting heritage, reflecting elements that inspired the collection.

Beyond the striking images, the campaign offers a free-spirited exploration of optimism, escapism and our heritage of the outdoors, captured through three breathtaking vistas featuring the Thomas Burberry Monogram.

Here the TB Summer Monogram collection campaign:

Images courtesy Burberry

A LOOK INTO GLOBAL BRAND COVID ADS

Coronavirus disease 2019 (COVID-19) is a respiratory illness that can spread from person to person. The virus that causes COVID-19 is a novel coronavirus called SARS-CoV-2 was first identified during an investigation into an outbreak in Wuhan, China. This collection showcases the work agencies and brands created around the the subject of the COVID-19 global pandemic.

ALDI

BURGER KING

SUZUKI ROOMS

AMI INSURANCE

INTERMARCHE: I want to be with you

HEINEKEN

VITAPET

JEEP

TIK TOK

KFC

CLEAR

CADBURY

COCA COLA

The New York Times

NIVEA

BURGER KING

HBO

PENNY

APPLE

DOVE

Source: http://www.adsoftheworld.com

Audi A8: when design meets technology. An example of dimentional print marketing.

Departures, the glossy magazine for American Express Platinum Card members published by Meredith Corporation, is merging print and digital for a new Audi campaign. To call attention to the 2019 Audi A8, the automaker worked with the magazine’s creative team to produce a special animated insert for 25,000 targeted Departures subscribers, who will get a replica Audi key fob in the mail in a padded envelope along with the November/December issue containing the insert.
It works like this: A reader can use her replica fob to “unlock” the Audi A8 shown in the ad, and an ultrathin microprocessor sandwiched between the glossy cardstock of the insert then activates organic light-emitting diodes (OLEDs) that mimic the way the real-life vehicle’s taillights behave. The ad also activates itself without the key fob when first  open. (See a short demo video below.)

Audi is putting a lot of emphasis on the vehicle’s luxury touches, and considers the new taillight “greeting” to be a signature visual feature of the 2019 A8. It was dreamed up by Audi Design Chief Mark Lichte.
Giulio Capua, vice president and publisher of Departures, tells Ad Age that he and his team wanted to “create something truly innovative and show-stopping” that would offer an “imaginative introduction” to the design-meets-technology message of the car’s launch. Loren Angelo, VP of marketing for Audi of America, says the goal was to not only create something “eye-catching,” but to interactively demonstrate the 2019 A8’s “next-generation lighting design in an entirely new and unique way” that otherwise could only be experienced on the lot of an Audi dealership.
The technology for the ad was produced for Departures by Structural Graphics, an Essex, Connecticut-based expert in what it calls “dimensional print marketing.” Among its greatest hits: an E-Ink execution for the 75th anniversary issue of Esquire 10 years ago.

Source: AdvertisingAge

Renault Italy Is Selling a Limited-Edition SUV Through a Facebook Messenger Chatbot

Renault Italy is bringing 100 of its Captur Tokyo Edition, a limited-edition SUV, to the market—and it will sell them for the first time through a Facebook Messenger chatbot.

To honor the Japanese capital, the French carmaker has introduced the SUV with its own Instagram Stories series, “Tokyo Stories,” conveyed through classic anime storytelling.

Here the video: https://www.msn.com/en-us/video/watch/renault-captur-tokyo-edition/vi-BBOgylT

What’s groundbreaking about the campaign is that for the first time, interested buyers can interact with this “mysterious” character’s Facebook messenger chatbot to directly pre-order one of the limited-edition SUVs.
The above video promoting the campaign tells viewers that “the only way” to get their “hands on” the 100 “pieces” (cars) is to “speak with him.” The “him” seems to be the same mysterious character alluded to in the release, although he doesn’t appear to be all that mysterious.

The animated blond guy with the goatee, who’s wearing a red suit and holding what looks like a Pokemon ball, seems to be the car salesman in this scenario.

The SUV—decked out in Kumo pattern with an embellished roof, mirror covers and interior—was presented today in Milan at the headquarters of Garage Italia.

Instagram Stories reached 400 million daily users in June, far exceeding that of its closest competitor, Snapchat, which boasts just under 200 million daily users. Due to its increasing popularity, Brands are taking advantage of it as a means to reach consumers including by directly linking to their sites to boost sales.

Source: https://www.adweek.com

Brandless, the millennials’ startup that sells everything for $3 …

Brandless, the ‘Procter & Gamble for millennials’ startup that sells everything for $3, is launching a pop-up — but you can’t buy anything.

Brandless sells its own brand goods like packaged food and essential homeware on its website all for $3 each.
The brand is moving into the real world with a popup in LA so customers can interact with the brand in person.
Brandless has expanded categories and tripled its selection to 300 items since launching in July.
Brandless is trying to develop its image.

The online shopping site, which sells food and consumable essentials all for $3 and pitched itself as the “Procter & Gamble for millennials,” first launched in July. The site now has around 300 types of own brand goods – triple the number of items at launch. Many of the items are organic, non-GMO, or gluten free. Think of Brandless as a dollar store for consumables people are looking for.

The brand is now moving into the physical world with a pop-launching in May, called “Popup with a Purpose.” It will be a “three-dimensional experience of the values of what Brandless is really about,” according to CEO and co-founder Tina Sharkey.

The Brandless brand will be on display, but no products will be for sale. Instead, the 3,500 square foot location on Melrose Avenue in Los Angeles will be offering samples, and opportunities to “live, learn, and love with intention,” according to a press release.

Brandless sells its own brand goods like packaged food and essential homeware on its website all for $3 each.
The brand is moving into the real world with a popup in LA so customers can interact with the brand in person.
Brandless has expanded categories and tripled its selection to 300 items since launching in July.
Brandless is trying to develop its image.

The online shopping site, which sells food and consumable essentials all for $3 and pitched itself as the “Procter & Gamble for millennials,” first launched in July. The site now has around 300 types of own brand goods – triple the number of items at launch. Many of the items are organic, non-GMO, or gluten free. Think of Brandless as a dollar store for consumables people are looking for.

The brand is now moving into the physical world with a pop-launching in May, called “Popup with a Purpose.” It will be a “three-dimensional experience of the values of what purpose,” Sharkey said. “That’s really resonating with people. You want to bring that purpose to life.”

The pop-up will be interactive and there will be panels, workshops, and talks by experts in the fields associated with the areas of food and wellness that Brandless has staked out. Along with the pop-up, Brandless is also launching a lifestyle blog that will be focused on educating consumers of the claimed benefits of, for example, “tree-free toilet paper.”

Sharkey says that Brandless has grown quicker than she’d imagined, and the company now ships packages to all 48 states every day.

“I checked that math – I just can’t believe it,” Sharkey said. “It’s gratifying to reach the whole country.”

Sharkey sees Brandless as filling gaps where the ease of shipping and low point of entry can allow people to try new things – like gluten-free baking mix – that would otherwise be either too expensive or just hard to find locally in some areas.

Since launch, Brandless has also refined its shipping cost structure. The free-shipping threshold has been lowered to $39 dollars, down from $72. All other orders cost a $5 flat fee to ship, which is down from $9.

The B.more membership program, which previously only lowered the free shipping order threshold to $48 dollars, now makes all orders ship free. The company has since started focusing on offering B.more to repeat Brandless customers.

When Business Insider tried Brandless shortly after launch, we found the items were a bit hit-or-miss, and value of $3 really depended on both the quality and quantity of the item.

Source: https://amp.businessinsider.com

5 Memorable Advertising Activations

Advertising has taken a decidedly experiential turn, as the brains behind the campaigns continue to push the boundaries of creativity to cement emotional bonds between brands and consumers.

Below we take a look at five innovative advertising activations that we believe push creative boundaries and help each respective brand better connect with their customers.

Marcus by Goldman Sachs Takes A Bite Of Your Pizza, Not Your PocketTo let people know it doesn’t charge any fees for its personal loans, Marcus by Goldman Sachs went to new lengths with its advertising, sending an actor into a pizzeria to pretend he worked there and having him bite into slices of pizza before serving them to patrons. The message? Rival lenders take a big “bite” of consumer’s pockets with fees. Responses are hysterical:

                                            

 

Beautyrest’s “Sleep” Activation
At SXSW this year, Beautyrest recruited 150 festival attendees to sleep on twin beds arranged on a concert stage while listening to composer Max Richter’s eight-hour lullaby, “Sleep.” The video, below, gives you a peek inside the activation:

                                            

“This was successful in terms of creating an event that not only stood out in a brand-relevant way, but also went beyond being a one-and-done event via all of the positive earned media from social sharing on Instagram and Snapchat during the experience,” said Michelle Montgomery, VP of marketing communications for Beautyrest at Serta Simmons Bedding, in an earlier interview with CMO.com.

Intel’s Olympic Drone Lightshow
Few will ever forget the Pyeong Chang 2018 Olympics opening ceremony, when Intel’s drone lightshow was broadcasted to 28.3 million viewers around the world. Talk about building brand awareness: The high-tech company flew 1,200 drones simultaneously, breaking its own world record. The drones were programmed to take the shape of a snowboarder, a dove, and then the Olympic rings. Mesmerizing barely skims the surface:

                                             https://players.brightcove.net/734546229001/default_default/index.html?videoId=5734644867001

Sephora Tent At Coachella
As the official beauty sponsor of Coachella this year, Sephora placed a tent right in the middle of all the festival action. The air-conditioned, Wi-Fi-enabled tent contained various stations to get attendees festival-ready. Some of the services offered inside: holographic makeup application, a braid bar, a DIY temporary hair dye station, and a sparkly space ball hair-styling station. Fans loved it. Who doesn’t love freebies?

 

Spotify Honors David Bowie
Spotify paid tribute to English singer, song writer, and actor David Bowie earlier this year with a huge takeover of New York City’s Broadway-Lafayette subway station, which is in the neighborhood that Bowie lived in for more than 20 years. There was a big Bowie portrait on the staircase, as well as artwork featuring his quotes about his love for Manhattan and custom metro cards with images of him during different stages of his career. The tieback to Spotify was especially cool: Each piece of artwork had a unique Spotify code linking to Bowie’s music, which made this activation more impactful.

                                             

Source: https://www.cmo.com

DIESEL’S Haute Couture Campaign: The more hate you wear the less you care.

We have all been victims of negativity and criticism on social media. Whatever you do online, there is always somebody ready to criticize. And when hit by unjustified hate, most of us take a step back. But hiding and feeling bad about it is not going to help anyone.

The truth is this: the more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm. This is why we are launching HauteCouture. A unique collection designed to do just that: disempower hate.

Where to start if not from what we have experienced directly?We took some of the hate Diesel received as a brand, like “Diesel is Dead” and “Diesel is not cool anymore” showing them with pride and turning them into unique items.

Then, because no one gets more hate than the celebrities and names we follow on social media, we are kicking this off with a group of polarizing global personalities including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini to help deliver an important message: “The more hate you wear the less you care.”

They chose the very worst of the comments they have ever received, and we have designed exclusive HauteCoutureitems for each of them. Nicki Minajwas dubbed “The Bad Guy.” Gucci Manewas told “Fuck You, Imposter.” Bella Thornewas named a “Slut.” All these comments are now limited-edition items in the Haute Couturecollection, available from October (exact date TBC) in selected South African Diesel stores.

This new chapter of Diesel communication starts and lives where online hate is born – mostly on social media – with a series of tailor-made videos for each member of our stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world to experience, first-hand, the campaign message.

We are doing all of this to inspire everyone out there to create their own one-of-a-kind Haute Coutureitems. In key markets around the world, starting from October 6, we will let our customers personalize this new collection, creating and wearing the worst comment they have ever received. And with the proceeds from the sale of Haute Coutureitems, Diesel will be making a donation in support of anti-bullying and cyberbullying programs of the OTB foundation.

Here the video: https://www.youtube.com/watch?v=lUJtUojXY1k

Source: http://previdar.com

Why Diesel Is Selling Knock-Offs To Unsuspecting Customers

Diesel has opened a bootleg store in New York’s Chinatown selling fakes that are actually real. In an exclusive interview, Diesel founder and president of OTB Renzo Rosso tells Vogue why ‘DEISEL – For Successfull Living’ is the ultimate brand strengthening exercise.

“HANDBAG, handbag, watches, watches.” Down in New York’s Chinatown, sales assistants operate from behind concealed doors and the trunks of cars, plying their luxury knock-offs to fashion fans who want that latest four-figure It bag without the prohibitive price tag. As of today, however, there’s a new sales tactic on the block: Diesel has opened a pop-up store of products based on bootleg designs called ‘DEISEL – For Successfull Living’.

The pop-up, which is decked out like any other traditional hole-in-the-wall, fake-as-they-come shop space on Canal Street, is part of Diesel’s spring/summer 2018 campaign strategy, Go With The Flaw. Stock comprises a series of denim, sweatshirts, caps and T-shirts, all printed with the misspelt Diesel logo, and is priced at knock-off sums. According to Renzo Rosso, the president of OTB group, which owns Diesel, the venture is aimed at “encouraging fans to feel free to wear whatever they want.”

Being authentically fake is an interesting idea. Bootlegs have historically been viewed as A Bad Thing for fashion, eating into profits and damaging the inherent value of a brand, with the caveat that they will also possibly harm the customer who – wittingly or unwittingly – buys them (those fake Prada sunglasses? No UV protection. And watch out for Cobalt-60, a radioactive isotrope, found in counterfeit metal bag straps). But in recent seasons brands have been keen to embrace the bootleg, with Vetements and Gucci both selling “fake” collections of designs based on counterfeits popular in Korea for the former, and in the Eighties streets of New York for the latter.

Is imitation still the greatest form of flattery – or an illegal practice that needs to be stamped out? “It’s both!” says Rosso, corresponding with Vogue over email. “If someone copies you it means that your brand is worthy and top of mind with consumers, but at the same time we make every effort to protect our brand from counterfeit activity. We will keep fighting to protect our brand by implementing state-of-the-art technologies, we cannot have any tolerance for fraudsters – on and offline.” The Chinatown pop-up, Rosso says, was conceived of as a joke. “We wanted to bring out our self-irony… and also to slightly mock the current logomania trend, in a Diesel way. We never want to take ourselves too seriously.”

Does he worry that by making a virtue of counterfeit, he is undermining the value of authentic, full-price product? If people can get just as good “fake” Diesel products at a “knock-off” price, why would they then pay for the real deal? “Not at all,” Rosso replies. “We are using the power of Diesel to strengthen it even more. The real deal is for those who own a DEISEL item now – it will become something to collect and impossible to find unless you buy it fast on our e-comm before it’s sold out. We did this for our core fashion customer looking for something that will turn heads and spark questions, while actively taking part in the culture and reinforcing our commitment to go with the flaw. The ‘knock-off’ price point and the fake store was an experiment to celebrate those brave enough to find their own unique style.”

Still, Rosso always keeps the business plan front of mind. “If anyone else follows they’ll have to do a knock-off of a knock-off,” he writes. “But, just to be clear: we trademarked DEISEL.”

Source: https://www.vogue.co.uk

 

 

 

 

Mutti Limited Edition

A system of symbols to describe different kind of tomatoes and sauces that becomes a powerful pattern. Tradition, preciousness, quality, design: a tasty souvenir of Italy.

Source: http://auge-design.com

NIKE streetcar as a shoe store

As part of NBA All-Star weekend‘s many festivities, Nike and Jordan completely transformed a TTC streetcarinto the ultimate destination for first access to the newest footwear releases. Having taken a trip on this thing yesterday, I can assure you the entire experience is forward-thinking from the futuristic decor to the innovative technologies.

Toronto sneakerheads will no doubt lose their sh*t.

Beginning at a check-in and lounge at 277 Queen Street West, the adventure starts in an atmospheric room illuminated by glowing basketballs, bumping intense music. Archival samples from the vaults at Nike HQ are on display alongside new releases like the Air Force 1 Ultra Flyknit and Air Jordan XXX. Just like the NikeID Loft, a Jason Markk station offers shoe cleaning while you wait for your ride.

Once the streetcar arrives, your ticket gets punched by an attendant and you’re free to hop on. Stepping onto to the SNKRS XPRESS is what I imagine entering a (high end) wooden spaceship feels like. The walls and windows are lined with birch, rose gold and marble paneling; the whole ceiling is covered with mirrors.

You’re directed to your assigned leather seat and instructed to pop on a pair of headphones and watch an intro video reminiscent of in-flight safety (except it’s presented by a cartoon basketball player and tells you how to buy cool new kicks instead of how to avoid death).

At this point, you can scroll through Nike and Jordan’s newly released sneakers (including several surprise drops that change every day!) and swipe your credit card if something tickles your fancy. For the rest of the 20-minute ride, you can play games (like basketball trivia or virtual hoops) or waltz towards the back end of the streetcar to gawk at more iconic shoes of Nike’s past.

The drop-off location is a second space at Peter Street that’s just as ambient and smells like fresh kicks, probably because it’s where they store all the shoes. Finally, you can pick up your new purchase(s) and head out feeling really special that you’re one of the first to snag these designs.

The SNKRS XPRESS is open to the public (via Nike+ membership) by appointment only, although I think all the spaces are are filled at this point. Kudos to you if you managed to book one earlier this week!

MORE PHOTOS

Source: http://www.blogto.com/fashion_style/2016/02/this_is_what_riding_nikes_streetcar_shoe_store_is_like/