When Johnnie Walker signed onto the Join the Pact initiative to promote responsible drinking, the whisky maker did more than lend its name to the campaign; it gave an impactful demonstration of what might happen when you drink and drive.
Marketing agency APAC Iris Singapore worked with Johnnie Walker to create this 90-second public service spot. The agency took advantage of the fact that Johnnie Walker has been a long-time sponsor of the Vodafone McLaren Mercedes Formula One racecar team, and proposed building a CGI model of a Formula One car out of 1,750 Johnnie Walker whisky glasses. The project, headed by Iris regional creative director Grant Hunter and film/3D director Russell Appleford, proved to be an arduous task. Just the crash scene alone required more than 100 gigabytes of data. Two-time world drivers’ champion Mika Häkkinen, Johnnie Walker’s responsible drinking ambassador, was brought in to give the voiceover message authority, advising, “Staying in control is what matters in racing. Split-second decisions are the difference between finishing first and finishing last – or not finishing at all.” For a liquor company, this approach is bold and civic minded. It addresses the potential danger of their product directly and doesn’t try to slip in a self-serving “buy more whisky and party hearty” plug.
At first glance, the packaging for Coven, a new hand-crafted vodka made by Arbutus Distillery in Nanaimo on tiny Vancouver Island in Canada, looks deceptively traditional, fitting right in on retail shelves with the products of large spirit producers. But darkness changes everything.
Asked to develop a product name, brand personality and package design for Arbutus Distillery’s inaugural product, Nanaimo-based agency, Hired Guns Creative, sought to take consumers into the deeper realm of the spirit world. Hired Guns chose the name “Coven” for the Arbutus vodka brand, not only because it was a play on the idea of spirits, but because it suggested gatherings, mystery and a hint of sexual allure. From a design perspective, creative director Richard Hatter also found Coven “a very clean, balanced word that is easy to work with on a graphic level. And, of course, there are the other obvious criteria; it was easy to spell, say, pronounce, read from a distance, and it was available to trademark.”
To bring credibility to this new product in stores, Hired Guns used several traditional indicators of quality: hand-dipped wax, die-cut label, foil and embossing details, and lots of whitespace. What isn’t seen in daylight, however, is a gathering of witches and night creatures made visible through a glow-in-the-dark phosphorescent coating overprinted on the bottle. The text on the back label adds to the haunting impression: “Shrouded in the mist of the West Coast, a timeless rite enchants those who seek a greater spirit. Initiation requires strict dedication to the craft. There is power in numbers, so gather together because when the lights fade, the ritual begins. We’ve been waiting for you.” Drink up and be merry; the spirits are alive.
Sports and beer were meant for each other. If you watch beer commercials, that’s the impression you get. The beer- sports fan theme is an advertising cliché. Unfortunately, most of the ads are so interchangeably similar that one brand name on a beer bottle could be photoshopped out and replaced with another and no one would know the difference. Most of these commercials feature attractive, young people with bottles of beer in their hands, yucking it up in a crowded sports bar. When you’ve seen one beer-in-bar commercial, you’ve seen them all. Which brings us to the Carlsberg Fan Academy spot, created by Fold 7 agency in London. Like most videos that go viral, this one has a story line that holds your attention and is fun to watch. It’s a comedy sketch, with actors not models, and the brand message for Carlsberg comes through strong, but doesn’t stomp over the entertainment value. The viewers’ delight in getting amusement from an ad, makes them feel good about the brand and want to retweet it to share with friends.
It is nice to see that Apple is still channeling Steve Jobs in this new ad campaign by TBWA/Chiat/Day. The “Intention” video is classic Apple. Like Apple’s products and its packaging, it feels elegant, devoid of fussiness and ostentation. It communicates simply, directly, softly. It doesn’t provide boastful descriptions of its own engineering prowess or gee-whiz features. In fact, it doesn’t show or name its products at all. It tells you how it strives to deliver what you want to feel when using Apple products. It’s all about you… your desires… your pleasure. If iMac was a guy, he’d have women swooning at his feet.
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.
Read More »