Billboards are meant to distract and annoy, to draw attention and to not fit in. In its recent on-street ad campaign, IBM promotes its People for Smart Cities Program with billboards that are even more invasive.
Ogilvy & Mather France took the concept of the board and bent it into shapes that could – with some effort – be seen as solutions for a somewhat smarter city, London and Paris in this case. A board bends to become a bench, a rain shelter or a ramp over stairs.
It is still visual clutter, it is still preaching something, but at least it is doing it with a bit more imagination than just pushing a loud message. How many citizens actually paid attention to IBM’s message on the street while perusing the practical benefits of the boards, we don’t know, but the social media attention this campaign is achieving has certainly worked its magic. We certainly found ourselves deep in the depths of IBM’s Smarter Planet, Smarter Cities site, reading white papers and studies about retail and merchandising. - Tuija Seipell
We’ve said this many times but we’ll repeat it again: Complicated is easy, simple is difficult. When we see work like this student entry to the New York-based Graphis magazine’s New Talent Annual competition of 2012, we feel like cheering!
Design Student Maxwell A. Davis of London’s Central Saint Martin's College of Art and Design created this stunning poster for mock client WWF using exquisite images and avoiding all visual and verbal clutter. Effective, stunning and informative. Not an easy feat - Bill Tikos
San Francisco’s Bay Area Rapid Transit (BART) riders face an unexpected scene at the Montgomery Street Station. With a clever 3D illustration, the station’s tunnel is reborn as one of Utah’s scenic icons – the Delicate Arch in Arches National Park – Watch commuters experiencing the installation.
This ad is part of the Utah Office of Tourism’s (UOT) $2.2 million regional spring/summer Utah Life Elevated® campaign and it will stay in place till the end of June. It was created by UOT’s ad agency of the record for the past seven year, Salt Lake City-based Struck. The extensive regional campaign includes network TV commercials, digital outdoor, online display and social media promotion.
Struck executive creative director Steve Driggs explains that the forced-perspective feel of the tunnel installation started with a 3D illustrator scanning the entire tunnel in all of its dimensions, and continued with the scans being plotted based on GPS coordinates in a 3D architectural rendering program. The result does give experiential advertising a cool, new dimension. - Tuija Seipell
At first glance we thought this was a campaign for sunglasses, but no. This campaign of massive vinyl stickers hit the bathrooms of Beirut’s trendy spots to draw attention to Riviera Privé. It is an exclusive beach, pool and bar and lounge area in one of Lebanon’s most famous hotels, the Riviera Hotel.
Riviera is located right in Beirut city, facing the Mediterranean. The hotel has been a favorite destination of jet-setters since 1956.
The Riviera Privé area has seen several reiterations of glamour and luxury, as has the hotel itself, but it is definitely the place for beach-loving locals who want to see and be seen. The sticker campaign created by République Beirut plays cleverly on this theme by implying reflective sunglasses and evoking the sense of being watched. -
Our guess is that not so long from now, a sunglass company will use this same idea. Bill Tikos
'L'Odyssée de Cartier' which premiered worldwide on March 5th is a three and a half minute film celebrating the jewellery house’s 165 years of history.
According to the Telegraph, Cartier UK’s executive chairman Arnaud M. Bamberger said at a preview at Cartier’s London HQ: “This project has been treated like a real movie, we wanted the best special effects, a big director, an incredible model and props to intertwine with our incredible history.”
The stunningly dramatic film follows the brand’s iconic panther on a worldwide journey from St. Petersburg to China, India and Paris. L'Odyssée’s 110-member team was directed by advertising film director Bruno Aveillan. The original score was composed by Pierre Adenot. - Bill Tikos
TCH ACCESS agency’s collaboration with the world’s best brands and ad agencies continues. We are working on a number of fun projects and right now we are obsessed with LEGO.
LEGO is fun and games for children. Highly recognized and bringing a smile to everyone’s face, LEGO is also the object of countless creative ideas completed by adult fans who’ve created everything from kitchen tables to animation and fashion shows, to clothing made of LEGO bricks.
In addition to fun and creativity, LEGO is also a strong symbol of building. In our version of street-level LEGO promotion, we envision building massive LEGO sculptures — creations so big that they cannot go unnoticed.
LEGO is a brand that can get away with this kind of in-your-face stunt as the goodwill and positive attitudes allow consumers to see it all in a fun light.
In the world of social media, this kind of attention is priceless. People will notice, photograph, tweet, facebook and youtube this to their networks when they see one of these fun creations.
The shock value increases when these sculptures are placed in environments and contexts where no-one is expecting to see a big “toy.”
We are not talking about theme parks, we are talking about car parks. A Darth Vader with his light saber waiting for you in the underground garage — perhaps to your favorite shopping centre, sports facility or night club. He will raise or lower his saber depending on how you behave. Incredible opportunities to add sound as well.
Or a gigantic R2D2 as a gateway, or LEGO light fixtures or a road or bridge painted to look as if it were covered with LEGO bricks. Or a friendly, gigantic Smurf to brighten up an event in a park.
The extension of this type of street-level promotion to websites, video, in-store promotions and advertisements is natural, yet the main thrust comes from the consumers who will react with delight. Can you imagine seeing one of these for the first time and NOT telling anyone? - Bill Tikos
Tourism offices around the world pay attention - this is how you promote a country.
Underwhelming. That’s the one word that describes the Superbowl ads. With one fun exception: Volkswagen’s The Force (23 million views). Brands in general did not push Twitter or Facebook either, as they assumed viral would happen by itself. But it didn’t, because the Superbowl ads were not memorable or worth talking about. People talked, but it was mainly negative. Being just a bit clever and/or technically good is nowhere near enough. Talking down at the viewer bombs. And being plain stupid is unforgivable. So, what is missing? Storytelling skills, heart and magic. Real, tough-earned creative that pushes the viewer to something new, surprising, fun. All those brands, all those agencies, all that money, and that’s the best that can be done? Fail. Here's a Heineken ad, The Entrance, an ad that would have fit the bill. - Tuija Seipell
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