Wrangler is doing everything to take the title of the ‘Most stupid brand’ from Diesel. The two jeans makers work hard to remain on the list of catalysts for freedom of expression, and so impress the consumers’ imagination with mind-blowing advertising pieces, which encourage people to listen to their emotions only and forget about conventional rules of behaviour. To prove it really has a wild nature, Wrangler kicked off an ad campaign dubbed ‘We Are Animals’ (it won the Grand Prix at Cannes in 2009 as well as a number of industry awards), launched a project, which was inviting British young adults to participate in a range of extreme activities, as part of it and now is presenting a follow-up to the advertising push to demonstrate how durable the jeans are.
Author: Anna Rudenko
Nike in collaboration with Waves for Water, the philanthropic organization supported by Hurley International (subsidiary of Nike), presented the Gamechanger Bucket—a container, which provides access to both clean water and sport. Because of the dramatic earthquake in Haiti in the beginning of last year and due to the poor clean water supply in the country (Haiti doesn’t have public water system and is classified as having the worst water ranking out of 147 countries in the world), in October the country experienced an outbreak of cholera. This kit, containing water filter and tarp & rope for catching rain, was designed to help tackle the problem and prevent new epidemic outbursts.
In a growing, highly dynamic market, illy intends to confirm its quality-led leadership and to actuate a series of emotion-driven steps to establish a more engaging, affective relationship with its audience and attract new consumers. To refresh visual identity of the brand, illy commissioned RobilantAssociati to redefine its basic range’s identity—the project talks about the whole product range with enhanced clarity and introduces a brand language with greater expressive impact, without betraying the rigour and iconic status which have always been brand personality trait.
Intel Corporation opens the doors to a unique exhibition in London that explores the relationship between art and technology. Bringing to life the inspiration behind Intel’s Visual Life campaign, ‘Remastered: A Visibly Smart Production from Intel’ brings the art and technology world together in a fusion of classic art and boundary-pushing technology.
Marketers are finding an increasingly attractive consumer segment in Generation Z, those born between the years 1991 and 2002. In its new strategy briefing, ‘Make Way for Generation Z: Marketing to Today’s Teens and Tweens’ Euromonitor International examines the marketing potential for this group of brand-conscious, tech-savvy, old before their years and highly individualistic wave of consumers. Aimed at strategists and planners, the briefing draws on Euromonitor International’s vast information resources to give a complete picture of the world’s largest demographic grouping, accounting for about to 21% of the global population in 2009.