A city as a source of the ‘creative spark’. Urban streets as basis for bold and massive campaigns. For many decades, smaller towns and megalopolises have been inspiring advertising agencies behind multiple marketing projects, which on the one hand are targeted at promoting brands and, on the other hand, encourage consumers to compare different cities, unveil creativity and strong dedication to sport, cinema and quests, or even bring rural accents to urban settings. We at Popsop have reviewed global brands’ ad activity during 2010 and first two months of 2011 to see how they’ve been embedding city into their promotions. Now, we are presenting our 3-part study dedicated to the subject. The first section of this review will highlight competitions, cross-city studies, urban sport-related promotions, which have been taking place within big cities around the globe and in a way were dedicated to them.
Mercedes
While the Mercedes Benz-sponsored Fashion week in New York is in high gear, Mercedes Benz along with its partner WGSN, a leading online fashion trend-analysis and research service, present ‘What Drives Luxury’—a comprehensive intelligence report aimed at exploring the after-crisis market and analysing any changes in the behaviour of luxury segment consumer. To provide the double-sided outlook on the object, the report contains two separate polls with Mercedes-Benz customers and fashion industry professionals.
To endorse the newly-unveiled Mercedes-Benz CLS, Hamburg-based agency Jung von Matt/Alster presented a new interactive animated story, which deserves being called an art project. The animated video that constitutes the core element of the digital campaign for Mercedes-Benz CLS was created based on the short interactive and personizable story written by Joey Goebel. The Berlin-based illustration duo Drushba Pankow created visuals for the story.
The brands are getting ready to the upcoming Super Bowl in their own creative ways. Some of them are launching new adverts like Doritos and Pepsi, while others are kicking off much bolder projects, transforming online activity of their fans into support for offline actions, just like Mercedes-Benz USA. The auto maker, which is going to advertize during the American football’s biggest event for the first time, started a campaign entitled ‘Tweet Race’ on the platform of its social media hubs, engaging its fans across the country.
Usually hitchhikers are not very picky about cars of what brands to travel by. Stefan Gbureck, Berlin-based emerging street photographer, performance artist and an ex-Hugo Boss-model, is different. Ten days ago, on November 30, the creative mind launched adventurous expedition ‘Tramp a Benz’ by going on a road trip to the south with Mercedes-Benz exclusively. He has also started his travelling photo blog for everyone interested to follow his unprecedented journey from German capital to where the destiny will take him.
According to a recent study, Google and Sony tie for the top spot of the world’s most reputable companies. The research, conducted by Reputation Institute, measured the top companies in the world on which are most liked, trusted, and respected by the public in 24 countries. Disney, BMW, and Daimler round out the top five listed.