Difficult is Worth Doing:
Hondamentalism:
The Power of Dreams:
Grrr:
Cog:
Civic - When things just work:
Civic Choir:
I like these ads. I like what they do for Honda, and I like the way they demonstrate how diverse the approach to one brand can be. In my opinion, pretty much every one of these comes from a completely new place, but still manages to convey one, positive, feeling about Honda. Above all, they're entertaining, memorable and water-cooler-worthy.
More please.
The Young Designers Emporium is a South African fashion brand that gives young designers the chance to bring their goods to market in a cooperative retail environment. The retail year is split into two seasons and two sales with intermittent brand-building activities. Communication was characterised by dramatic use of window displays that engaged the market in the most direct environment.
The Task
South Africa was about to celebrate a decade of democracy and YDE wanted to acknowledge it.
The Solution
The very process by which YDE allocates rail-space to designers is analogous to the democratic process. The consumers 'vote' with their wallets and the 'elected' designers get more space to represent their ranges. That's a bit of a mouthful to put in a window, though, so we created this:
The Young Designers Emporium is a South African fashion brand that gives young designers the chance to bring their goods to market in a cooperative retail environment.
The retail year is split into two seasons and two sales with intermittent brand-building activities. Communication was characterised by dramatic use of window displays that engaged the market in the most direct environment.
The task:
Draw attention to the launch of the YDE Spring/Summer collection.
The idea:
Illustrate the fact that YDE is offering a new seasonal collection using the universally recognisable ‘smelly tree’ device - a symbol for freshness.
The window campaign was backed up by an actual ‘scratch and sniff’ tree insert into SL magazine, South Africa’s premium youth publication. The first reader to guess the scent won a new wardrobe from the new Spring/Summer collection.
The One Show advertising awards contest ranks among the world’s toughest. Its premium accolade, the Gold Pencil, is notoriously difficult to achieve, with only a sliver of entrants actually landing a prize.
The task:
Create the call for entries poster for the 2007 One Show communicating the premium nature of the event.
The idea:
Portray the One Show from the perspective of winners and losers, concentrating on the highly competitive, and ugly, truth - many will enter, few will win. Instigate rivalry with an easy, entertaining mechanism.
The Young Designers Emporium (YDE) is a collection of independent South African fashion labels shooting for the youth market.
What makes it different?
Just
like the name says, it's an emporium for young designers. Rather than
start their own boutiques (pricey, risky) they get to rent railspace
inside YDE stores and gain exposure for their work across 12 stores in
A-grade malls. So it's something of an incubator for independent labels.
The
year is split into two seasons, sparked by seasonal announcements and
capped by seasonal sales. Brand communication leverages these events
and extends into wider brand-builder themes for the remainder of each
season.
By pursuing an aggressive approach to design in the windows,
the stores have become destinations for their market. The strategy is
to engage the consumer when they're in the mall, and in a shopping mood.
The task:
Introduce the launch of the new Autumn/Winter collection.
The idea:
A nod to the proliferating consumer culture in the market, the YDEtergent campaign poked fun at mass retailing with a parody of a well-known Unilever detergent brand.
During the term of the campaign regular shopping bags were replaced with over-sized boxes inviting consumers to ‘clean out their closets’ with the powerful new fashion power available at YDE.
Design Indaba has been voted the world’s number one conference for design. Established in 1996, the annual event runs for three days and hosts several leading designers across all categories.
The task:
Create a brochure that details the event and the key speakers and reinforces the theme, ‘Design. The new economy?’
The idea:
The Future Exchange - a newspaper designed to mimic The Wall Street Journal and convince readers of the economic potential inherent in design. Additional content introduces key speakers from each category as well as the Design Indaba event itself.
The newspaper was released for the first time as an insert into South Africa’s leading financial daily.
The newspaper was released for the first time as an insert into South Africa’s leading financial daily and proved to be so convincing that media companies called the agency in the hope of placing ads in the next issue.
At the event, delegates received a programme and guide to the speakers in the form of a cheque book:
The Young Designers Emporium (YDE) is a collection of independent South African fashion labels shooting for the youth market.
What makes it different?
Just like the name says, it's an emporium for young designers. Rather than start their own boutiques (pricey, risky) they get to rent railspace inside YDE stores and gain exposure for their work across 12 stores in A-grade malls. So it's something of an incubator for independent labels.
The year is split into two seasons, sparked by seasonal announcements and capped by seasonal sales. Brand communication leverages these events and extends into wider brand-builder themes for the remainder of each season.
By pursuing an aggressive approach to design in the windows, the stores have become destinations for their market. The strategy is to engage the consumer when they're in the mall, and in a shopping mood.
So how do you tell people that YDE is about to launch its latest Autumn/Winter Collection?
We used images that dramatised the idea that there was a chill in the air, printed them to billboard dimensions and put them in the windows of every store. Sales exceeded that of the same period for the previous year, the client was pleased and the stores were bombarded with offers to buy the posters. The campaign even claimed press.
Primi Piatti is an Italian restaurant chain admired for its military-precision service, excellent menu and notorious leadership. All staff attend a boot-camp style orientation course prior to joining the Primi group. The rigorous training achieves a strict universal standard often lacking in more orthodox franchise operations.
The operation is sassy, but sharp, and employees are divided into a rank system. Uniforms are bright orange and military chic, and the result is a tight unit with one mission: Great food with service to match.
The task:
Modify the identity of stores and collateral without threatening existing brand identity.
The idea:
Expand on the brand ethos with Primi propaganda across all elements, drawing influence from military ration packaging and Socialist propaganda materials.
Design can do more than just pretty things up. Here's an ad that proves it:
There's an easy-to-read version available here.
Welcome.
This is where I'll be putting my online ad portfolio.
It's not ideal, perhaps, but it does enough of the job I need it to.
I like ideas and I love new things and, if you like, I can help you come up with new ideas for your brand/agency/client.
I have a sense of humour. Sometimes it's a twisted one.
I come from a beautiful place:
A very beautiful place:
I prefer public transport:
I work during the day:
I also work at night:
I like to travel:
And I like adventure:
And I read as much as I can:
I can work alone and I can work in a team.
I love the way advertising keeps changing.
And I love the way the web is going.
Especially when people do brand new things with it and use it in interesting ways. Extremely interesting ways.
I'm lucky because I love what I do and I get to wake up everyday and keep doing it - and I actually get paid, too.
I'm in London a.k.a. The Big Smoke, until the end of 2008 (so far) so feel free to get in touch.
Our blogma will keep us safe and warm,
