Adidas and Nike - Totally different vibe and target

I met up with a friend once who was wearing Adidas sweatpants on his way to a party. I asked... ehhh, are you going to a party dressed like that? Yeah, he responded. "We are all going to be dressed up as criminals!"   I came to think of this when watching the new Olympics ads from Adidas. They motto is "Take the stage" and it´s all "come on you can become famous too":

 

This vibe attracts those who look for stardom in life, and we all know that those who do deep down just want to be loved... Many unhappy people will be attracted to the message.

 The difference between the competing brand Nike is enormous. Nike market itself as the shoe for health, for everyday fitness. It´s not about being a sportstar to get chicks and become a billionaire. It´s more a matter of challenging yourself everyday. They say "Greatness is for all of us"

 


This is a clear example of how a brand can differ depending on what target audience they choose, and not in terms of demographics or gender, but in terms of aspirations and personality.

Clever anti smoking campaign

This ad is so strong. Most anti-smoking ads I´ve seen are showing people who are sick, dying and looking awful, but I know through research that most smokers do NOT identify themselves with that image. If they see someone on tv who has cancer, emphysema or whatever, they quickly come up with an excuse or say "As soon as I get ill I will quit but I feel fantastic". They think "Don´t I look awesome? I am young and healthy, out partying, living life, on top of the world... "

This ad let the smokers themselves spread the message in a clever way.

Read more: http://www.adnews.com.au/adnews/thai-smoking-ad-leaves-local-market-gasping

 

Let people work for samples! Great campaign from Fantastic Delites

This is a really interesting campaign by Fantastic Delites, created by an Adelaide agency. It shows people going through a LOT of effort to get a single trial pack of chips.

 The thought from the marketing department was that once people have tried the snack they usually love it. But the true power of the campaign lies in the fact that we appreciate more what we have had to work hard for... When people have put effort into receiving a present, they are more likely to see its amazing value.

 Plus, we love being entertained. Actually, life is like a massive networking event, and everyone knows how awkward it can be to mingle - the small talk, the stepping on toes, the meaningless and nervewrecking chats with strangers... And what breaks the ice better than a piece of entertainment. Let people focus on something else than themselves, and boring questions like "what do you work with", and let them laugh together, and you have forever placed your brand in their heart.

Compare this with the desperate feel of people simply handing out samples to anyone during rush hour. Am I the only one who get the feeling that those items are kind of cheap...?

 This is a very long film, but have a look at it. The hard work will make you feel better :)

 

http://www.fantasticdelites.com.au 


Read about the campaign: http://www.campaignbrief.com/2012/07/fantastic-delites-launches-del.html

Cassandra Daily presents the new food trend: Scandinavian!

OK, This is simply sharing a little trend from NY, spotted by Cassandra! Have a look at their website for more cool stuff.

New(er) Nordic

The culinary trend of the moment has gourmands looking to the north

Noma, the unofficial temple of the New Nordic food movement, is considered by many epicures to be “the best restaurant in the world,” a presumptuous title that’s made it near impossible for most folks to nab a reservation there. Fortunately, the culinary trend it propelled has made re-imagined Scandinavian fare a widespread phenomenon, with fresh iterations of New Nordic cuisine tantalizing smoked fish fans well beyond the boundaries of Copenhagen.

Frej: Williamsburg, Brooklyn’s Frej is a pop-up restaurant, but judging by the reverent reviews that have been pouring out since its opening this past winter, one can expect that its transient status may be temporary indeed. Situated in the back of Kinfolk Studios, a creative agency that also houses an art gallery, a bar and a bike company, Frej’s dining room is as intimate as its New Nordic menu is thoughtful. The space seats just 18 diners, and its seven-course tasting menu boasts Gotham takes on Scandinavian standards, like pike with potato, sprat, and wild herbs. Proving to be a New York anomaly in more ways than one, the menu is just $45 per person.

Noshi Brooklyn: The breadth of cross-continental fusion cuisine continues to widen. One of the latest examples marries Scandinavia to Asia. Noshi Brooklyn, a culinary project enjoyed by patrons of the weekly Smorgasburg food market, is exploring the intersection of traditional Nordic fish recipes with Japanese sensibilities. The result is a multicultural interpretation of smørrebrød, a Danish open-faced sandwich. The base is rugbrød, a rye bread based on an eighth generation sourdough from chef/co-owner Stephan Alsman’s hometown of Odense. Toppings vary, but they always include a cured-and-smoked fish seasoned with flavors from Alsman’s wife Sayuri’s native Japan, including bonito, nori, ginger, shiso, wasabi, and shiokoji.

Fäviken: Fäviken Magasinet, a 12-seat restaurant in northern Sweden, is hailed as one of the most adventurous dining establishments in the world given its foraged menu items, not to mention the distance one must travel to reach its remote mountain location. Fortunately, Fäviken, a forthcoming book about the restaurant, offers a way to sample chef Magnus Nilsson’s fabled meat oddities at home by including several seasonal recipes created in his preservationist kitchen. Admittedly, it will be difficult for anyone not residing in a pastoral region of Scandinavia to obtain, say, moose meat, but guides to making staples like yogurt, bread, and vinegar will appeal to New Nordic-leaning homesteaders.

References to products and services in Cassandra Daily do not imply our endorsement, but rather are intended to provide objective insights into emerging trends and examples of those trends. Cassandra Daily is published by The Intelligence Group, a trend research and consumer insights company focusing on youth culture. For more information on our services, or to subscribe to our syndicated Cassandra Report studies, please contact Allison Arling at aarling@intelg.com.

Pay with a painting

I love this idea! A lot of brads reward you for posting pictures, but hotel Clarion in Stockholm rewards you with a night at the hotel for your real painting! Give them a piece of art and stay there for free! I might put somethign together myself actually... hmmm...

At Clarion Hotel Stockholm we love art so much that from the 8th of June 2012, artists can pay for their hotel stay with art. It’s all really very simple: An artwork – a room – one night.

 

For reservations email: reservation.stockholm@choice.se

Include the booking code: Room for Art

 

Artworks must be signed by the artist, in A4 format and submitted upon arrival together with a Room for Art form that can be downloaded here >>

 

Conditions

Room for Art offer is valid subject to availability. Rooms can be reserved at the very earliest 7 days before, and at the very latest 1 day before the desired date of arrival. A valid credit card number is required to guarantee reservations. Cancellation without fee may be made no later than 16:00 the day before arrival. This offer is valid based on maximum 2 persons occupancy per double room, 1 night per stay. Offer can be taken advantage of maximum 2 times per person, per calendar year.  Ownership of all artwork - including exclusive rights of use - is transferred in full to Clarion Hotel Stockholm upon submission, without exception.

 

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Cannes Film of the years 2010-2012

In case you have missed who won the Cannes Film of the year, this is it: 

So who has won the years before? Adweek reported about Nike´s film from 2011:

"Wieden + Kennedy, Amsterdam, won the Film Grand Prix at the 2011 Cannes Lions festival on Saturday for its electric Nike "Write the Future" spot, made for the 2010 World Cup. An extravaganza of a soccer commercial, the three-minute ad featured the world's biggest stars dreaming of glory on and off the field if they triumph at the tournament—and ignominy and scorn if they fail.

And 2010, reported by The Sun: Old Spice: Grand Prix winner

The ad, which jury president Mark Tutssel described as "the perfect film", edged out Bartle Bogle Hegarty’s "The man who walked around the world" spot for Johnnie Walker and TBWA\Chiat\Day’s "Replay" campaign for Gatorade to take the top prize.

The Johnnie Walker ad was the only UK work to win Gold, but it was not all bad news for the industry, with British agencies picking up 13 of the 100 Lions handed out in the category overall.

Adam & Eve and Leo Burnett both won Silvers, the former for its "Always a Woman" ad for John Lewis, and the latter triumphing for its "Everybody" and "Techy Types" work for McDonald’s.

Eight UK agencies won Bronze, with Fallon and Rainey Kelly Campbell Roalfe/Y&R taking home two apiece.

Fallon’s awards came for its "Bull" spot for BBC Radio 4 and its "A-Team" Goldspot for Orange, while RKCR/Y&R won for its "Local Radio" work for the BBC, as well as for the "Fantastic Journey" ad for Virgin Media.


Saatchi & Saatchi London won Bronze for its "To Arthur" ad for Guinness, JWT picked up the award for its Lions Tour Sponsorship campaign for HSBC, while Grey London and Mother won Bronze for Toshiba "Space Chair" and Plane Stupid "Polar Bear" respectively.

Alexander Commercials Middlesex secured a Bronze thanks to its "Embrace Life" ad, created for the Sussex Safer Roads Partnership to promote seatbelt awareness, while the final Bronze went to BBH, which followed up its Johnnie Walker success with a gong for its "Turn Around" spot for Barnardo’s.

Tutssel said: "We found that we got down to a final three very quickly, but it was then much harder to decide between Old Spice, Johnnie Walker and Gatorade. Old Spice was the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet." 

Café noise makes you more creative - now it´s proven!

I´ve always loved working from cafés, and after reading this article from Science Daily, I now know it also improves the result of my thinking. Super interesting!

Moderate background noise enhances creativity and makes consumers more likely to buy new and innovative products, according to a new study in the Journal of Consumer Research.

"A moderate level of noise enhances creativity compared to both low and high levels of noise," write authors Ravi Mehta (University of Illinois Urbana-Champaign), Ryu (Juliet) Zhu (University of British Columbia), and Amar Cheema (University of Virginia). "Moderate background noise induces distraction which encourages individuals to think at a higher, abstract level, and consequently exhibit higher creativity."

The authors created a noise environment similar to that of a roadside diner or a noisy mall and tested people's creativity at different levels of background noise. When asked to come up with ideas for a new type of mattress or list uncommon uses for a common object, consumers were most creative when the background noise was moderate compared to lower or higher noise conditions.

"For individuals looking for creative solutions to daily problems, instead of burying oneself in a quiet room trying to figure out a solution, walking out of one's comfort zone and getting into a relatively noisy environment (such as a café) may trigger the brain to think abstractly, and thus generate creative ideas," write the authors.

The authors also found that consumers were more likely to choose an innovative product over a traditional one when there was a moderate level of background noise. For example, consumers were much more likely to choose a pair of running shoes with new and innovative features over a standard pair at this optimal level of background noise.

"A moderate level of noise not only enhances creativity but also leads to greater adoption of innovative products. In order to encourage adoption of new and innovative products, companies might consider equipping their showrooms with a moderate level of ambient noise," the authors conclude.