When you are Nike, you just do it. There’s absolutely no point being timid or ordinary. You blaze trails, create trends, draw attention.
Here at Access, we are creating Nike Extreme experiences around the globe. Here are a few of our concepts in which we use the Nike singular swoosh power to create serious buzz. The kind of buzz that goes viral because people love it. Because they are having fun doing it.
This kind of concept/campaign ticks all the boxes. It creates a unique, fun offline experience and then shares it with the online world. You film it, and that becomes the TV ad; you photograph it and that becomes the print ad; and both are used in online and social network campaigns. Put all those together with individual participants’ own social network buzz and you have a run-away funfest across channels.
But it all starts with an offline experience that is big enough to create that initial pick-up spontaneously and authentically. It must be worth their while. Then people will talk about it online, bloggers will feature it, and the rest of media will cover it. When serious, authentic viral kicks in, it proves that consumers loved what you did and want to share it. That is worth more than any push campaign result because it has become THEIR experience.
We start with a swoosh-shaped Nike Extreme Swoosh Toboggan Ride – a toboggan slide shaped like the swoosh. Of course, the toboggans themselves are shaped like swooshes, too. You can try this at the coolest ski resorts of the world.
As it isn’t snowing everywhere, those more inclined to enjoy themselves on the beach get to try the Nike Extreme Swoosh Slide. A fun and bouncy inflatable megaslide in the shape of the swoosh, appearing at the world's coolest beaches.
And who would want to remain bound to the ground? Not those who take off in the Nike Extreme Swoosh Hot Air Balloon. Flying over big cities, the Swoosh can be seen from miles around. When you’ve ticked off all three from your “Must-do Fun” list, you’ll probably be in the need of some new Nikes and you’ll certainly have something to talk about. - Bill Tikos
Forget thinking outside the box. Forget the box. Where brands need to go today, there is no box.
As consumers, we are all skeptical, cynical and tired of being marketed at. We crave relevance, value, real connection, engagement, something surprising, an experience. And we crave entertainment that is worth our while. The success of Avatar, Toy Story 3, Cirque du Soleil or the iPad, or the virtual runaways of Evian Rollerbabies or Old Spice, testify that no matter how depressed the economy, how uncool conspicuous consumption, we happily spend our hard-earned money and our scarce time on entertainment, products, ideas and campaigns that pick us up, dazzle us, and give us more that we imagined.
With social media, the experience economy has exploded to cover every type of brand, nearly all socio-economic groups, and almost every part of the world. Everything has sped up and amplified. By the time traditional marketing catches up to an idea, the leading edge of consumers has seen it somewhere already, moved on, and told everyone else about it.
Now more than ever before, brands need to be fast, smart and way ahead of the curve to speak directly and engagingly to each consumer segments. That's where Access comes in.
Wasn’t it Andy Warhol who said something like “if we are going to be living much longer, we’d better learn to remain children much longer”? We are becoming more and more attached to this wise sentiment as we are seeing an increasing number of cool developments for kids’ spaces.
This gym certainly does not look like anything we can remember from our school days.This is an extension by the Swiss L3P Architects of the multifunctional double sports halls of Eichi Centre, located in the small town of Niederglatt in northern Switzerland. The original centre was built in 1985 by architect Walter Schindler. In 2007, a school house, also by L3P, was added.
Continuing the original centre’s theme of a basic square box or cube, and extending further the use of vivid colors and simple materials adopted in 2007, L3P has created a vibrant-looking addition that fits perfectly within the existing environment.
The 2007 colors were warm tones, oranges and reds. The colours used in this latest addition that started operation in August 2010, are equally striking but come from the cooler family of hues and include lime green and intense blue that are used in floors, ceilings and walls in surprising and unconventional ways.
Simple plywood paneling and the creative use of the circle are also used throughout this sports hall. Round holes perforate one wall of a long corridor to create interest and to insert both whimsy and much-needed light to what could seem like a boring tunnel. Circles are also imprinted on ceilings and walls in many areas to break up monotony and to depict a happy, bouncing ball. Tuija Seipell.
In the friendly tradition of ice-cream trucks and pop-corn carts, the highly visible McMobile brightens up the day at large sporting events, concerts, street festivals and any other events where large crowds are present — and hungry!
And for people waiting in long line-ups to get into such events or to buy tickets, the McMobile would be not only a welcome and entertaining distraction, but a chance to get something to eat that they would probably eat anyway when they get into the event.
Depending on the location and specific requirements, the McMobile could take the shape of just the one main car or it could become an entire fun train with various components of a meal depicted in each car.
To make most of the fun of this fun meal-on-wheels, the concept would be further enhanced by specific music, mascots, staff and entertainers interacting with the crowds — all part of the experience of encountering the McMobile.
With its bright colors and cute appearance, McMobile will be photographed and broadcast in social networks by consumers where-ever it shows up. McDonald’s could even run a “Spot McMobile” contest online to increase the visibility.
McMobile is a concept created by Access Agency which will be sold as a franchise model and also used as a branded marketing experience.
See also McFancy
Our favorite Holly Fulton dress so far is this "mummified" dress that's a perfect fit for Cleopatra, too. A special sculptural and graphic magic is going on in the London designer's first solo collection of Autumn/Winter 2010. Fulton's first two collections, with Fashion East, featured similar, strong lines, and Art Deco, Mackintosh and cinema-inspired pieces adorned with metal and Swarovski crystals. Fulton is a designer we will be hearing more about in the years to come. So far in 2010, she's won the Elle Style Award for New Designer, and the Young Designer of the Year Award at the Scottish Fashion Awards. - Tuija Seipell. via Fashion 156
We were delighted when AT& T contacted us and asked if they could use TCH as part of their commercial for BlackBerry Torch. We said yes because we know how effective an appearance on TCH can be for a product or service – just like the story of the handbag in the AT& T ad which we featured a few years ago.
We have seen it happen dozens of times. TCH connects directly and immediately with a global audience and the outcome can be spectacular. We love it! Read some of the success stories here
We would not have dreaded back-to-school if our school had looked like this! In fact, most of us would be happy if our office looked like this! Interestingly, more and more schools are starting to look like appealing places of work, while creative offices often look like play rooms. Is there some strange psychological explanation to this, or is it just that we are willing to break the perceived rules a bit and rethink what a school or place of work should look like? Design thinking in action?
This cool school is located in Cheseaux, north of Lausanne, Switzerland. The project by Lausanne-based Graeme Mann & Patricia Capua Mann has appeared in the media since its completion two years ago, but it deserves to be viewed again. We love the incredibly clean lines, minimalist use of materials and especially the light. The old thinking probably suspected that if classrooms had large windows and views to anything even slightly pleasing, kids would not pay attention to the teacher. They were right of course, but that had more to do with boring teaching methods than views. - Tuija Seipell
One of the selling points for Mini Cooper Clubman – the Mini that is roomier yet still cute — is that it has room for some luggage. The Clubman’s luggage compartment measures 9.2 cubic feet (the basic Mini has only 6 cubic feet) and has a cargo cover as standard equipment. Clubman’s split-folding back seats can be lowered to increase the cargo space to 32.8 cubic feet that will accommodate not just basic luggage but even a snowboard or baby stroller.
Art director Maximilian Pinegger and copywriter Justin Salice-Stephan, two 24-year-old's from Miami Ad School took this feature to hart and created a cute airport luggage carousel guerrilla ad for the car and its roomy trunk. Many well-known brands and agencies support ad schools, most likely looking for indications of the next Alex Bogusky. - Tuija Seipell.
I am a very stylish video clip. It's Bros meets Robert Palmer meets Tom Ford.
Are you obsessed with the right things? ask the new print ads of Breast Cancer Foundation of Singapore. But it is not the words but the images used in these ads that draw attention and require a double take. Using Kryolan body paint and Daler Rowney Expression angled brushes and sponges, illustrator Andy Yang Soo painted a model's body and photographer Allan Ng took the pictures for the ads that suggest that perhaps women should focus on health and have their breasts checked rather than obsess about their big butts, pimples and bad hair days.
The visuals were created at Republic Studios. The agency in charge was DDB Worldwide, Singapore. Bill Tikos