Advertising

IBM Billboards That Do Double Duty

By Delphine Hirasuna | June 9, 2013September 4, 2014

IBM’s “Smarter Planet” communication platform, developed with its long-time agency, Ogilvy & Mather, added a low-tech, but highly appreciated approach to its outdoor advertising campaign. IBM looked beyond its digital technology business and considered what would enhance the quality of life in a community. It didn’t change its marketing message, but it did alter its outdoor advertising strategy. Incorporating a simple curve in the physical shape of its billboards transformed them into street benches, rain shelters and ramps — which all goes to prove that small changes can provide smart solutions for cities.

Publishing

The Art of Book Cover Design

By Delphine Hirasuna | June 6, 2013September 4, 2014

Designing a book cover is an exercise in balance. The image or graphic has to distill the story without giving away the plot. It has to create “shelf presence” to entice shoppers to pick up the book for a closer look. It has to avoid false advertising, but can’t be boring, even if the content is. It should give shoppers a sense of the genre – suspense, sci-fi, romance, self-help, current events – but imply that the author has a unique and fascinating take on the subject. While it is true that “You can’t judge a book by its cover,” it is also true that you can design a cover that makes shoppers want to buy the book. This video from Random House features interviews with book designers from its publishing groups (Random House, Knopf Doubleday and Crown) providing insights into the complex process of creating compelling, eye-catching and meaningful book cover jackets.

Advertising

Oreo Wonderfilled Campaign Tackles Cynicism

By Delphine Hirasuna | May 30, 2013September 4, 2014

When Oreo launched its Pollyannishly optimistic “Wonderfilled” ad campaign recently, it chose to air it on AMC’s darkly cynical “Mad Men. ” Quoted in AdAge, Janda Lukin, director of Oreo at Mondelez International, Inc., says that the show’s adult audience is the demographic Oreo wanted to attract. “Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories resonate with different people, but overall, it’s an adult campaign.”

Packaging

Ricola Sore Throat Relief With a Twist

By Delphine Hirasuna | May 28, 2013September 4, 2014

Have a sore throat? Can’t swallow without wincing? Hard to talk, much less sing? The packaging of Ricola Herbal Throat Lozenges understands. The Ricola Music Edition product wrappers, created by Hamburg-based ad agency Jung von Matt, with illustrations by Julian Canaveses, features distressed singers who represent different styles of music, from pop and opera to rap and rock ‘n roll. It’s possible to recognize Luciano Pavarotti and Elvis Presley, but not sure about the others. The tagline “Unwrap Your Voice” implies quick relief. No need to read the small print about what soothing ingredients are inside. One look at the pictures tells consumers that Ricola knows what a sore throat feels like and that relief is just a twist away.

Packaging

Pasta Packaging with Personality

By Delphine Hirasuna | May 22, 2013September 4, 2014

Russian design studio, Fresh Chicken Agency, developed the brand name, Italian Chef Pietro mascot, and packaging for this premium pasta brand. It’s delightfully understated yet memorable. The simple line drawing of Pietro is printed in one color on what looks like unbleached cardboard, which, in this case, suggests naturalness more than low production budget. The pasta product itself is kept the focal point with the die-cut window peek inside. Most other pasta brands are wrapped in clear cellophane so consumers who don’t remember the difference between radiatori and conchiglie, for instance, will know which is which on sight. Pietro Gala’s approach is more integral to the design and less likely to crush the dry pasta inside.