Here’s a beautfully executed music video for French Electronica musician Rone. A Collaboration between Rone himself and Filip Piskorzynski, it’s the first in an ongoing journey that has continued with the equally masterful ‘Parade’ video (below). The stand-out element here is the use of stop motion to create a truly strange, but mesmerising effect with actress Natalia Dufraisse, although it does nothing to take away from a beguiling storyline. Matched perfectly to Rone’s shuffling, rolling groove(s), this is sublime marriage of music and visual, and definately one to watch, as this seems to be evolving into a strong and ongoing collaboration between the two.
It’s no secret that I’m a huge fan of the new Nike work ‘Find Your Greatness’. As opposed to Adidas rather limp ‘Take the Stage’ Olympic work, Find Your Greatness is the result of great strategic thinking, allied to a return to a more simple and in some regard ‘classic’ Nike style. While you can watch the launch ad here, the ad (above) is probably the best distillation of the idea. The Art Direction evokes a Nike style not seen since the 80’s and 90’s while the copywriting is truthful and equally hypnotic. Another superb entry into what (for me) has been one of Nike’s strongest years in a while. From FuelBand, to #makeitcount, FlyKnit and ‘I Would Run To You’. Nike has got it’s groove back.
Audi have initiated a potentially interesting collaboration with noted videographer/artist/provacteur Chris Cunningham to help launch the ‘Audi City’project. The project itself sounds quite interesting, and something that fits perfectly with the brand experience of Audi (and it’s message of ‘Vorsprung durch Technik’). Audi City is an ongoing exploration of the relationship between the space and the city. Almost 50% of the Earth’s population now lives in and around urban environments, putting unprecedented pressures on infrastructures and space. The Audi City therefore is an ongoing project/space (in London) to explore solutions and mediations on the tensions between the two. The scope of the project, and the inclusion of collaborators such as Cunningham, brings to mind the more radical work of Archigram. The late 1960’s architecture collective whose radical ideas on space and it’s relationship it’s inhabitants was crucial in re-fashioning and re-imagining the urban experience in post war Europe & America. One to watch for sure. Check the site out here, while a follow on Twitter could well land you with tickets to see Cunningham’s exhibition for 19th & 20th July.
Always a big fan of the Kitsuné Brand (I own a significant amount of their clothes to be fair), there records have always been no slouch. Introducing many an interesting hipster-esque band to the world. (One thinks of The Teenagers in this regard). So it’s no surprise to see (and hear) that the new Kitsuné album ‘America’ is up to the usual high standards. What makes it even more interesting is this cute little idea merging physical and digital to get the compilation across to a wider audience. Using ‘Sound Graffiti’ stations across the city, people can listen to the album in some rather interesting and bizarre locations. There’s much more you could do with this idea in terms of engaging the brands fans in finding these stations; (working around something with Foursquare could be awesome for example), but overall it’s a nice idea and as it comes from Kitsuné (and NYC Creative Agency CNNCTD+) the quality standard is as high as ever.
TBWA\Hakuhodo in Japan have launched ‘The Mirai Nihon Project’ A project exploring the possibilities of a 100% ‘off the grid’ lifestyle. The idea of living off the grid isn’t exactly new, and does conjure up both the social and architectural utopias of Buckminster Fuller, as well as hippie communes in the New Mexico desert. What makes the project interesting is the perspective it’s coming from. Namely, the space is a direct reaction to the consequences of devastating effects from the Japanese Earthquake and Tsunami last year, and of course, the partial meltdown of the Fukishima Nuclear Power Plant.
‘Mirai Nihon’ (translation: The Future Of Japan) video (above) introduces the concept, as well as profiling a small selection the companies involved, from Nissan and it’s LEAF Electric Car, to filtration experts, and many more (2o in fact). But what’s more striking about the film is the sense that Japan is still fundamentally shaken by the events of last year. The response ‘the coexistence of man and nature and technology’ feels suitably Japanese, but also hugely ambitious. Exactly how you would imagine a culture such as Japan’s to respond to the cultural, environmental and societal challenges that the disaster wrought. From an Advertising and Brand perspective, it’s interesting to see TBWA involved. And another example of agencies engaging in genuine problem solving.
I’ve been meaning to share this one for a while. It was the project I kept coming back to continually while in NYC last week, as I truly believe it demands attention, but due to it’s utlitarian nature, is the sort of idea that goes unheralded, but will do more to change perceptions of Getty Images than a dozen of massive ad campaigns could.
You see Getty’s problems, while multi-faceted, are rooted in the cannibalisation of it’s business model by the internet, and the crowd. The ascent of Flickr and now Instagram to photo dominance has created a unique problem for Getty. It’s collection of imagery, is expensive for the ordinary user, and, save for the agency wires and the editorial teams at news organisations, behind the thread of current events.
It’s image of an old organisation behind the times has also been reflected in one of it’s simplest, and from a cursory look, most insignificant items. The watermark. The watermark represents a world of fiercely defended copyrights, bully boy tactics and and a reductive approach to people and content. R/GA, recently appointed the global AOR for Getty, recognised this problem, and did something about it.
The Watermark project is their attempt at turning this old school branding exercise into something much more useful, and much more in line with how people want to use content such as this. And it works. I’m especially impressed with the thinking behind it. From an aesthetic point, the new ‘tab’ idea could do with some refinement IMHO, but it’s smart approach to solving one of Getty’s problems bodes well for this future relationship, and is another awesome example of marketing (and branding) as utility.
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