adidas is re-imagining the holiday classics, “A Christmas Carol” by Charles Dickens, by launching a video titled The Cautionary Tale of Ebenezer Snoop, a story of “love, loss, regret and redemption of Ebenezer Snoop as he rediscovers his lost holiday spirit.” The brand’s Holiday 2012 Campaign new video, which will be available on November 26, features a roster of global celebrities including Snoop Lion (Ebenezer Snoop), Stan Smith (Ghost of Holiday Past), David Beckham (Present) and Derrick Rose & Rita Ora (Future) as well as other adidas celebrity faces, who will make cameo appearances—Jeremy Scott, Joe Tsonga, Dwight Howard and Andy Murray to name but a few. The film, which centers around the legendary holiday story, will help users take a fresh look at their own life and see if they are more Scrooge or Cratchit, bad or good.
Year: 2012
The article is written by Simon Wright, Managing Director of Greenwich Design, London
Design in the B2B sector is greatly overshadowed by the high-impact, big budget campaigns of its B2C counterpart, and over the years has gained a reputation for lacking the creativity and quality that the consumer marketing world has in spades. But is this really the case?
Honda UK is promoting its new CR-V vehicle with Google Street View, encouraging drivers to get into one of the four terrains—snow, mountains, urban or forest,—first in the virtual space and then offline, behind the wheel of their all-new CR-V. To embark on the «Do-More-New» virtual journey, users are asked to enter their postcode and then choose one of the terrains. On doing that, they are directed to one of 12 locations across the UK, which represent land reliefs with different driving conditions.
With less than a month left before the end of the world according to Mayan predictions, Old Spice launches a new online game which plays around the apocalypse theme. The brand presents the Dikembe Mutombo’s 4 1/2 Weeks to Save the World old-fashioned video game, which mirrors the philosophy of the Believe in Your Smellf campaign and Old Spice’s bold attitude, preserved by brand even in the toughest conditions.
Ralph Lauren pays tribute to its own archives as well as to the rich history of the USA by launching a new destination, RL Vintage, where it unveils fashionable pieces drawn from the past. On the website, users can explore unique items to discover more about the story behind them, their origin and date of creation. Each season, Ralph Lauren will select different rare pieces from the House’s archives—the pieces will relate to some particular theme. The current range, The Western Collection, celebrates the history of the USA (some of the items are already sold out).
adidas NEO Label is welcoming Selena Gomez as a new young face and guest designer of the brand just a month after signing Justin Bieber as its ambassador. The 20-old actress, recording artist, and designer will be the brand’s style icon for three years, until the end of 2015, and she will be also engaged in developing seasonal lines for the brand beginning Fall/Winter 2013.
The article is written by Ted Mininni, President of Design Force, Inc., USA
Packaging has to deliver the brand and deliver positive consumer experiences. It can’t do that or sell the product unless it tells the brand story. Brands, licensed or not, have equitable assets that must be leveraged. It’s important to delve deeply into these properties to uncover both overt and hidden values to deliver the essence of the property.