What does a Western design agency working with Russian brands need to know? David Rogers, founder and Creative Director of brand & packaging design company Pure, looks at the emergence of packaging design in Russia that blends East with West.
Category Archive: Marketing
The Japanese cosmetics company Shiseido, which turned 140 last year, is taking the old Shinto tradition of writing wishes on wooden plaques to the Western world in the new promotion. Originally, these pieces of wood, Emas, were taken to temples so that spirits or gods could read them—now Shiseido USA is asking its customers to leave virtual wishes in the Facebook space. The brand has launched a Facebook app #SharetheEma, allowing anyone in the world to choose a wish written on a digital decorated piece and share it with a friend.
LVMH is launching the LVMH Young Fashion Designer Prize, an international competition to discover and support the designers of tomorrow. The global luxury group will be offering a once-in-a-lifetime opportunity for young professionals in design—the winners will get guidance from fashion gurus and money to realize their full potential.
The Lynx Africa turns 18 this year, and to celebrate this occasion the brand has teamed up with the TMW agency to roll out an art-focused campaign dubbed “The can becomes the man.” Lynx has launched a digital hub and commissioned 17 artists to share their creative pieces revolving around the cultural heritage of the fragrance. The 18th work is to be created by the label’s fans.
Coca-Cola Zero wants to help people feel less awkward in their traditional, still usually ridiculous Christmas sweaters. The garment, which causes heartache to those who have to wear it at family Xmas parties, now can be fundamentally redesigned. The brand has launched an online destination, Coke Zero Sweater Generator, inviting its US consumers to come and create a Christmas jumper design for a chance to get the physical incarnation of their dream jumper.
Heineken is collaborating with another creative collective as part of its ongoing #Heineken100 program to celebrate “Man of the World” from the brand’s international marketing effort. This time, one of the world’s leading brewers is teaming up with Japanese clothing brand NEIGHBORHOOD for a denim project that unites both brands’ ethos and style.
Toyota is launching a new campaign, “TeenDrive365,” to encourage parents to discuss dangers of distracting while driving with their kids who are young drivers. Today, distracted driving is one of the leading causes of death for teenagers. The US National Security Council estimates there have been 900,000+ car accidents so far in 2013 that were caused by drivers who were using their cellphones. While car brands constantly remind of the danger of texting and driving, it is parents who should explain kids how to behave behind the wheel.
TeenDrive365, Toyota’s biggest effort centered on the teen driving safety so far, encompasses all types of ad content, from print, radio, display and online ads to sponsored content on Twitter and Facebook and a digital hub, it’s key communication platform. The new effort, developed by the ad agency 360i, is focusing on the notion that the first year teenagers get their driver’s license is the most dangerous one in their lives.