Tag "Collaborations"

Rare is it that you see a campaign and go: “That will win everything in site this time next year”. Well, this might just be one of those campaigns. In 2012, Chipotle and CAA cleaned up (rightfully) with their emotive and powerful ‘Back to the start’ film. A combination of stunning attention to detail, ingenious musical selection (who knew Willie Nelson could bring actual soul to a Coldplay song?) And a powerful brand message that resonated in all the right ways saw the film become a touchstone for ethical marketing and creativity.

Chipotle have followed this up with another film, this time a trailer for it’s mobile game ‘The Scarecrow’. The film and game are designed to highlight the different choices that fast food manufactures make and the impact that it has on our environment, society and the choices consumers make. Chipotle & CAA went with the whole ‘if it aint broke, don’t fix it’ concept here, but in my opinion, elevated beyond what Back to the start achieved. A darker edged Pixar feel permeates the film (from production company Moonbot Studios,) which is heightened by the (genius) use of Fiona Apple singing a wildly re-imagined ‘Pure Imagination’ from Willy Wonka. While in the film, the song is a lush and optimistic ditty, the songs double meaning is bought to life brilliantly by Fiona Apple and adds to the heightened drama in the Chipotle film. It’s beautifully paired duo, and sets the dramatic tone that the game itself is trying to achieve. (From what we can tell, it looks like a fully immersive platform game – Mario with Scarecrow’s.)

I’ll have to download the game to get a sense of whether it’s any good or not, but, if the same level of detail has been included in the game as their has been in the film, then it could really be something special.

(Via @sandoz)

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I’m an unavowed fan of Forsman & Bodenfors. While remaning resolutely Swedish in their outlook, their philosophy and output blends digital nous with creative inventiveness and a focus on craft that is hard to beat anywhere in the world. But I find their most recent piece somewhat of a missed opportunity to build a fully integrated digital and film storytelling device. As much because the potential of this idea, is the equal of one of my favorite pieces of creative in the last few years (for the same client; Volvo.) North Kingdom’s ‘Cross Country Travels’ platform.

Leave The World Behind is a collaboration between Volvo and Swedish House Mafia. While not exactly over familiar with Swedish House Mafia’s oeuvre, it’s hard to ignore their international success and place at the center of the exploding EDM movement here in the United States. The collective has now split up to pursue other opportunities (by the sounds of it, Playing MSG to a bunch of bro’s isn’t all it’s cracked up to be – who knew?) Volvo saw an opportunity to create a campaign around this moment, imbuing it with a sense of grandeur and pathos not usually afforded to DJ’s & producers. It’s a smart bit of tactical strategic thinking, placing the brand at the center of a very contemporary piece of culture.

The resultant film – ‘Leave The World Behind’ is a beautifully realized piece that sees the three protagonists go their separate ways and follow their own paths, with help from Volvo’s luxury cars; all soundtracked by a spaced out version of the title track (One of their most famous songs and their ‘breakout’.) Sweden looks suitably epic and sparse, the cinematography giving the film an epic that befits the level of success they enjoyed. It’s part ad, part film, part music video, and it’s great.

But what lets this down is the digital experience. The website (www.leavetheworldbehind.com) has some really nice design touches, and feels immersive and overall well considered, but it also feels like a vessel for video itself, nothing more. It doesn’t contextulise their (or the brands’) story in any way. The journey that the Swedish House Mafia have been on is clearly one of a scale very few performers get to these days (whatever you think of their music.) And ties them closer to the brand than mere ‘Swedishness’. Their significance could be bought to life as a storytelling experience, augmented by avalanche of multimedia that exists around them. User generated and beyond. By ignoring their past in the main interactive piece, it lessens the impact of the film, and creates a disjointed effect. It lessens the drama that the film is trying to elicit. Which itself augments a weak call to action, which seems like a classic case of just sticking a hashtag on something and loosely gathering social sentiment. Whereas it should be generating the very nostalgia that the powers the myth and memory of the band.

You may ask why this is a problem. Well, I’m sure for many, it isn’t, and I might be picking on something disproportionally (which is not my intention.) But it highlights a problem that I’ve been investigating (see tomorrow’s blogpost for more…) of just sticking things ‘on’ the internet as opposed to building things ‘with’ the internet. By avoiding building a digital storytelling experience around this (albeit) beautiful film, we are robbed of the emotional resonance that an interactive, immersive digital experience could bring to the brand and band. What we are left with is an advert that happens to exist on the web, which is a missed opportunity all concerned.

(Via Creativity. )

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I really really like what Goodby Silverstein and Wired have done here. Blending digital media, editorial creation with brand storytelling, the team have created ‘The Connective.’ A digital magazine designed and written in 48 hours. (Seemingly with A LOT of coffee and Red Bull powering it.) that helps articulate Cisco’s point of view on ‘The Internet of Everything’ and the $15.4 Trillion opportunity that implies. What’s interesting for me is how editorial content is weaved through a Cisco storytelling device. It works with something that I’ve been calling the ‘Semi Internet State’. Where our connected devices create disruptions in traditional media consumption, helping us live in a perpetual semi internet state. For brands, this means they must work with the flow of this to truly have an opportunity to connect and build equity in their message. As opposed to building bigger and noisier distractions.

This work fits exactly into the narrative of the ‘Semi Internet State.’ It is smart, timely and useful. I hope it gains some real traction and this is more than just a one off between these brands.

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A hypnotic piece of work to start your working week. This collaboration between Mother, PORT Magazine & the Director Anthony Austin is a visually stunning and emotionally engaging ode to The Fitzroy Lodge. One of London’s oldest, and most beloved Boxing Clubs, situated on the Lambeth Road in South London. Centered around the story of Mick Carney MBE, the founder of the club, (who died last year), we see and hear what Boxing means to both young and old at the Lodge. Their melancholic, emotionally powerful words are matched perfectly with an atmospheric art direction, each element perfectly surmising why places such as The Fitzroy Lodge are such crucial and vital sanctuaries for generations of people. This dedication and humbleness is more often than not over-shadowed by the glitz of big time boxing, but here, soundtracked by a perfectly selected piece from Alexandre Desplat, we are treated to a look inside the other, more noble side of the art.

(Via It’s Nice That)

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More great work combing music (from the band Mathon) and gesture technology to create a multi-touch sound visualisation. There are some nice touches here, and is a cool example of how technology and music are converging in more and more diverse ways. Would love to have a play of this, but for now, we’ll just have to work with the video above.

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A really interesting and innovative idea here for buying, distributing and involving fans of, surprisingly, The Kaiser Chiefs. The quick synopsis goes something like this: Choose your tracks (10 from 20). Select and create your own artwork, and distribute your version of the album, making money off the back of it (as does the band obviously). Fan wins (greater engagement and money off the back of it) artists wins (you actually listen to the songs, and the PR is invaluable) and without a shadow of a doubt the agency wins (this whole little number was dreamt up by Oli Beale, creative at W+K London, in collaboration with lead singer Ricky Wilson. The full explanation is over here at Welcome To Optimism).

So, what about the experience of ‘making’ this album? Well, the website is a lovely piece of interactive work (especially the way you plug the cables into each track – cute), and you have to respect and applaud the thinking and innovation behind the idea. It has you intrigued enough to be willing to take the time to indulge in the experiment and listen to the songs. It’s not as devastatingly simple as Radiohead’s pay what you want initiative for In Rainbows,  but then again, they a universally lauded band and probably could afford to take a greater financial and critical risk (not including the £40 deluxe packs and all that jazz that were released after). Alas for the The Kaiser Chiefs they are loooooooong way from critical darling level and frankly, have been on the wane for years, so it’s going to be tough road back. Hence why I respect the embracing of the unknown.

Will this musical experiment reverse that decline? Possibly, it certainly will gain them exposure, but you have to wonder how many people beyond a hardcore might participate in this. I would actually like to see this do well, beyond what I personally think of the music. (It’s a bit…. meh, with a few interesting highlights, that I naturally selected in my own album attempt), the really cool bit here is the disruptive model, and the collaboration. Letting your fans feel like they are participating in some of the most crucial elements of building a great album (songs and pictures) heralds another level of engagement. Let’s hope there’s enough fans, both old and new to make it a success.

Check out the whole experience here.

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Missoni have released their new F/W ’10 collection video, it’s of particular interest more for the director at the helm. One Kenneth Anger. Anger has a unique and some would say disturbing visual style, which has it’s routes back in his disturbing psychedelic masterpieces Scorpio & Lucifer Rising. For an 83 year old man, it’s a pretty awesome feet, and thet really bring a unique mood to the clothes. Check it out.

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