Author: Delphine Hirasuna

Sustainability

Design for the Afterlife

By Delphine Hirasuna |

Designers are not just ordinary consumers in the battle against suffocating the planet with litter. They are the best prevention and the last defense. Aesthetic sensitivity, retail presence, brand positioning, ease-of-use, safety, etc. are critical considerations when designing, and much more fun than thinking about the packing materials used. As important as it is to recycle and minimize waste that goes to landfill, more pressing is what gets blown away as litter. Fast-food takeout boxes probably kill more creatures than the high-fat junk food they hold. Bad typography may be annoying to read, but you never hear about seagulls strangling on overextended serifs, nor about coral reefs stomped to death by insensitive use of graphic standards. There should be life after design. Design for the afterlife. Happy Earth Month.

Global Trends

HIGH 50: The Pre-Senior Generation

By Delphine Hirasuna |

Reading about this website publication, which describes itself as a “global community for people over the age of 50,” brought to mind a recent news story about the rise of “marijuana parties” thrown by aging baby boomers living in retirement villages. The 50+ crowd is a lot more youthful and hip than it used to be. Its ranks include some of the world’s most celebrated “hunks” – Brad Pitt, Colin Firth, Johnny Depp, to name a few. So, it is interesting that the only 50+ publication that comes to mind is AARP’s. Its story content feels aimed at soon-to-be geriatrics, and its advertising weighs heavily toward adult diapers, chair lifts for stairs, arthritis drugs and walk-in bathtubs. Both the design and content of the AARP magazine feel like they were meant to appeal to the generation who lived through the Great Depression and World War II. Age 50 was probably set as the dividing line for seniors around 1950 when life expectancy in the U.S. was 65.

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Advertising

Philips Sonicare’s Brush With Time

By Delphine Hirasuna |

The new Philips Sonicare commercial presents the history of mankind as told through a manual toothbrush. The spot poses the question: With so much advanced technology available, why do most people still clean their teeth using the same “stick with bristles” method devised more than 5,000 year ago? Then to make sure viewers understand just how long that is, ad agency Ogilvy & Mather and director Jonathan Notaro of Brand New School show an actor in appropriate attire and backdrop brushing his teeth for 5,000 years, transitioning from caveman to modern-day city dweller. Shot on location in Budapest, including at a Victorian train station and on studio lots, the film is elaborately propped, with toothbrush man zooming effortlessly along, shedding costumes and environments as he goes.This was made possible by tying him to a dolly and dragging it through the various period-specific sets, while the wardrobe was changed using green-screen animation on mannequins.

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Advertising

When Cats Fantasize

By Delphine Hirasuna |

The new advertising campaign for Whiskas from Abbott Mead Vickers BBDO in the UK is built around the premise that big cats (i.e., leopards, lions, jaguars, etc.) and little cats share the same natural instincts. Understanding this behaviorial link, Whiskas says it gives domestic kitties all they naturally need in one pet food product. I love the ads, but question the connection. My cat sleeps all day and won’t take on anything more dangerous than a fake mouse and a ball on a string. But I can imagine that when my cat daydreams, she sees herself stalking a herd of zebra, cozying up to lions, taunting an elephant, and running as fast as an antelope. In her dreams, she’s untamed and courageous and keeping company with wild beasts. She’d love these ads.

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