The World Cup is on it’s way so time for Nike to start releasing cool stuff again. Check out this short film introducing the new Brazil shirt for example. Great illustrations of Brazilian artist Speto. Time for me to study Portuguese.
Via: Direto do Forno
Argentina’s national beer brand Quilmes is known for its great marketing and advertising. Founded by German immigrant Otto Bemberg in 1888 in the city of Quilmes, Buenos Aires Province, the brand has created a clear, original and consistent image. Consistency can be seen in their tagline “El Sabor del Encuentro” (‘The Taste of the Encounter’) which is the same for many years. A television spot which became a classic in Argentinean advertising using this phrase is the “Elsa Bor de Lencuentro” ad.
The new campaign ‘Lugares’ is created around the idea of what would have happened if Quilmes was not founded in Quilmes, but in another town. Obviously the name of the beer would have been different. This could have led to very long brand names like Comandante Nicaor Otamendi or names leading to general confusion (because of their significance form example). Young & Rubicam Argentina created a few different television ads showing these possible situations in a very funny way. (It helps if you speak a little bit of Spanish.)
The ad finishes with the statement that if the name would have been different, the taste would still be the unmistakable ’sabor del encuentro’.
It is a great and successful campaign not just because the ads are very funny, but because it includes all Argentineans. It is ‘their’ beer. The print campaign makes this even more clear by adapting their billboard ads dependent on the city and even neighborhood. In Rosario I saw a special version for neighborhood Arroyito. I like this what I call ‘glocal’ approach.
Cliente: Cervecería y Maltería Quilmes
Agency: Young & Rubicam
Creative Directos: Darío Rial & Diego Tuya
Creative team: Diego Tuya, Darío Rial, Ignacio Galardi, Paulina Ordás, Fernando Meccia, Federico Aubone, Carolina Aguilar
Why doing things the simple way, when you can do it the hard but beautiful way? Haviana thinks digital in an analog world. Great work!
Via: Pagina2
After visiting cities such as Amsterdam, Berlin, Taipei, London and Paris, the IAM1 Journey continues with a tour thru Buenos Aires, Argentina. The IAM1 Journey promoting the classic Nike Air Max and the new Air Maxim introduces you to creative types of Buenos Aires such as Drum N’ Bass DJ Bad Boy Orange, tattoo artist Pirahna, filmmaker Andy Fogwill, designers Coty Larguia and Cecilia Glik and art gallerist Ana Torrejon. The videos are presented by Tuti Gianakis of Revista Remix and distributed by VisionInvisible (an Argentinean blog worth checking out). Great initiative.
Nike Sportswear – The IAM1 Journey Buenos Aires from Vision Invisible on Vimeo.
Great Nike SB ad for the new Zoom Air Paul Rodriguez III featuring Paul Rodriguez himself!
Trying to live every day like this…
Via: Swordfish
Today a new Starbucks outlet is opening at Utrecht Central Station. For Dutch Starbucks fans an important day because it will be the first easy accessible Starbucks in The Netherlands. Till now you had to go to Schiphol Airport or Nike HQ Hilversum (only for employees) to enjoy a fresh cup of Starbucks coffee.
Personally I have mixed feelings towards the coffee company from Seattle. Drinking Starbucks I remember my great first trip to New York, where drinking coffee while walking and talking on the phone seemed to be the coolest thing ever. At the other hand Starbucks is called the ‘McDonald’s of the coffee-industry’. It is an important player in the globalized world where every commercial street in the world starts to look the same.
An interesting change in (or addition to) this strategy of world domination is the new 15th Avenue E Coffee and Tea store in Seattle. It is a new concept store based on the local neighbourhood. The shop is an authentic looking local café serving coffee made by manual machines and local food. Moreover 15th Avenue E Coffee and Tea will be opened only during hours according to the lifestyle of the area and will be hosting cultural evenings promoting local musical talent. It is a strategy of un-branding since the big Starbucks logo is absent. The only link to the company is the window saying ‘inspired by Starbucks’.
Is this glocal strategy the way to go for international companies? Again those mixed feelings. Critics (see comments) say that the new store is not inspired by Starbucks, but by next door café Smiths since it looks very similar. Confronted by these opinions director of global concept design Liz Muller states that the design is based on the first Starbucks store ever on Pike Place Market in Seattle. Is Starbucks going back to its roots or is this concept a troy horse taking even more local cafes? Something to keep the eye on. The store does look great!
Source: PSFK
This is the second version of this post. The topic turned out to be more complicated than intended. Ready? Go!
After all those positive messages about Nike on this blog I wanted to write a more critical one this time. Nike is one of the companies adjusting itself to the new media era very well with examples like Nike+ and recently the Chalkbot. When I ran into this article after reading something about it on Twitter I thought I needed to write a critical article on the way Nike apparently tried to control social media. But just on time I found out I needed to be critical towards myself first. The story the article tells and I wanted to re-tell for my own audience is the following:
Nike is known for sponsoring the finest athletes and basketball player LeBron James is one of the Nike’s biggest stars. During a training camp earlier this month James was ‘dunked-on’ by 20-year-old nobody Jordan Crawford. It is seen as an ultimate disgrace for a player and it’s something that does not fit an image of a super star. With this reason Nike demanded CBS immediately to erase the video tapes of the dunk. End of the story? Actually this created the story. Unsurprisingly the ‘hidden’ images found their way to YouTube . The dunk is hardly noticeble, but because of Nike’s attempt to censorship became a hit on internet (and now I am writing about it).
Social media are really difficult to control and the best reaction of companies would be to acknowledge this. Nike’s fail to control social media and the puclicity it generated, is known as the Streisand Effect:
“The Streisand effect is an internet phenomenon where an attempt to censor or remove a piece of information backfires, causing the information to be widely publicized.” (Wikipedia)
When discussing the article with a friend he asked me how I could be so sure of the story. I got the article from the website BrandRepublic which is a website I trust, but after checking again it was part of the forum section. The article does not have any link to a source and after ‘googling’ the story once more I did not find any really trustworthy source at all. Moreover the video supposed to be the ‘evidence’ is not showing very clear images of LeBron James being ‘dunked-on’.
Where I wanted to criticize Nike for a wrong approach to social media, I could be doing exactly the same! Since I was not completely sure the whole story actually happened I did not have the right to write about it so easily. It could be even a false story attempting to harm Nike. How many times do we read something on the internet and take it for granted without thinking twice about the source?
If Nike did what the article says it did, it would have been pretty stupid. Social media have big advantages for companies, but can create bad publicity too. It’s all about the reaction of the brand. Nike could give a contract and an advertisement to the young basketball player who gave LeBron James a human face. Turning a bad moment into something good. But the final conclusion of this post is that nobody really can control new media and take them for granted. We should not even try! Stay critical!
The International Society for Human Rights is celebrating its 60th birthday. And what is a party without cake and the ones who made the organisation so important? Original work of Berlin based agency Scholz & Friends.
Source: Chunnel
The last weeks Argentina has been talking about ‘the curious case of Javier Mascherano’. Mascherano is a famous Argentinean football player playing for Liverpool FC, captain of the national team and known for his mental and fysical strength. The buzz occurred when Argentinean journalist Luis Dapelo began to release material of an extensive research on Mascherano.
Dapelo started his research when he received a note saying ‘tell them the truth’. The note came with a file containing Mascherano’s medical records revealing some strange results. Check out pictures of the document here. The medical results showed that Mascherano had such a great fysical condition there were doubts whether this could be natural. After receiving more secret information about a suspicious looking hospital the journalist found this picture of Mascherano with a big scar on his chest.
It turned out to be one of the few pictures of Mascherano showing his chest. Together with this draw by a doctor showing the incridible distances Mascherano runs during a match the main question was ‘How is it possible Mascherano runs that much?!’
Journalist Luis Dapelo made movies during his research and released those movies on his blog ‘El Caso Mascherano’. The videos found their way to YouTube and to the national media which invited Dapelo to tell his story in many different television programs.
The reactions of the audience were strong. Basically Dapelo accused their beloved player of being a phony. Those reactions got even stronger (and funnier) when Dapelo revealed the results of his research after receiving more information: Mascherano got his incredible fysical condition from the latest technology Multijet engine by Fiat!
The curious case of Javier Mascherano is a very succesful viral campaign using different media to tell an original story. The journalist Luis Dapelo does not exist, but was given an identity by creating a LinkedIn-profile, a Facebook-page, a Flickr-account and a Twitter-account (which could have been used better). In a televisionized country like Argentina where football is one of the favorite topics this viral campaign was highly successful. A part of the time on television was paid for, but the biggest part was based on free publicity.
Funny thing is that even after it got really obvious it was a campaign for Fiat, people still believed Dapelo was a real journalist. They asked how Mascherano could pass the metal detectors at airports and if the Gatorade power drink contained petrol in Mascherano’s case to keep his engine running. People also started to make very entertaining spoofs of the campaign.
Great work by Fiat and agency Leo Burnett lead by Sebastián Olivieri and Pablo Capara. Check the official campaign blog on the Caso Mascherano here.
