— THE SOCIETY OF THE SPECTACLE

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Tag "Digital Advertising"

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’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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