Right Brain, Left Brain Blog

87 posts categorized "Art"

19 January 2012

Campaign of the week: Newsletter out now

Catch up with the best of Cream by subscribing to our weekly newsletter. This week's 'Campaign of the week' is the digital graphic novel from Axe, promoting its new fragrance 'Anarchy'. 

Axe anarchy 2

Wether or not Axe is onto a good thing by launching a fragrance line for both men and women remains to be seen. Spurred on by the number of female Facebook fans on its brand page, Unilever have apparently decided that the world is ready for the scent of 'Anarchy'.

See the full case study here with details of how Axe has turned to its fanbase to inspire this online graphic novel project.

Get full, instant access to Cream's pool of case study studies with a free trial here. 

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18 January 2012

More than just a simple marketing idea

With the launch of the BRAVES, the new awards that celebrate excellence and innovation in the online video space, here at Cream we're discovering some amazing work on a daily basis. This film is from Japanese denim manufacturer Edwin, and is one of the most striking corporate videos we've ever seen. 

In this perfect contender for the 'Best Art Direction' category, there's no dialogue, no corny messages and no brand mission statement. Instead the film manages to convey the craftsmanship, the technology and the people that are essential to the Edwin brand and its heritage as a Japanese firm. 

"For 35 years, Edwin Japan have worked on improving efficiency, quality, construction and washing methods by studying and engineering machinery used in the denim manufacturing process.

Edwin-japan-denim-production-3

Continue reading "More than just a simple marketing idea" »

16 January 2012

The end of Apple and the thrill of tangible media

By Bambos Neophytou.

Stay one step ahead with these predictions and tips for 2012. Are we heading for a world without Apple?

Detail goes into 'pretail'

Despite the ever evolving ways that agencies and clients use digital technology to enhance and encourage retail experiences, the realisation will come that digital is at its most effective prior to the point-of-puchase, and that’s where efforts and budgets will be spent.

Friendship groups are the new target audiences

The combining trends of social-commerce and powerfully accurate user-data will enable highly targeted exclusives for socially connected audiences or small groups of friends.

Big bold brand entertainment

Amid the doom and gloom or global economic meltdown, there is a huge appetite for big, bold, fresh live entertainment experiences. There will be a resurgence of brands putting on big events and experiences (as Nokia did at Millbank), and with activity building around Jubilee and Olympics. If the experience is impressive enough, products will act as souvenirs that people will want to take away from the live event.

Nokia MillbankNokia Lumia projection event at London's Millbank tower

The beginning of the end for Apple

The shine starts to fade,  Andoid’s 70% market share starts to erode the iPhone’s perceived dominance, and their share of computer sales still does not exceed 5% of the market =  Apple’s leadership credentials without Steve Jobs start to look considerably more shaky.

Designed in China, made in Europe

As the East moves further west, Chinese brands will start to enter mainstream awareness, and the current designed/manufactured duality will begin an irrevocable reversal.

Splendid isolation

In its pursuit of an increasingly impossible tightrope act, the UK (distancing itself from Europe, yet being unavoidably drawn in to its economic vortex) will invite all the world in for the Olympics, but behave is an unusually insular and self-regarding way, initiated by the spectacle of the Queen’s Jubilee.

The revenge of heritage formats

Analogue trumps digital, as new media gurus espouse the value of print media and paper books (cf. Clay Shirky). The tangible, multisensory experience of using cassette tapes, vinyl, old printing presses provides a thrill which proves irresistible to those who did not grow up with them.

Record store day

Initiatives like Record Store Day reflect the rise in popularity of traditional media formats.

Death of despicable brands

Only the fittest and most necessary brands will survive. The new logic of necessity will obliterate a host of familiar brands that have no (functional, emotional, experiential) reason to exist, whether old school badly integrated retailers, or fmcg dinosaurs that have no visibility.

An eruption of niche business models

Youtube is revenue sharing with users for popular uploads, other brands are involving ordinary folk in monetising their consumer generated ideas and content, there are no boundaries to the kinds of new business models that brands and consumers can co-create. Co-creating content with no revenue stream is so 2009.

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Bambos Neophytou, Head of Strategy at Inferno, specializes in retail, environmental issues, cognitive science and author of Guilt Trip: From Fear to Guilt on the Green Bandwagon    

 

17 November 2011

Creativity against cancer

Memories Niel Quisaba

What do you get when you bring four leading talents from the British design and creative scene together with a mission to do something very cool for cancer?

Continue reading "Creativity against cancer" »

22 August 2011

The art of exploitation

Film marketing collatoral enjoys a near unique position in media. Now considered an art-form in itself, the movie poster serves as a snapshot not only of the film it promotes, but also of the pop-art influences of the time. This is especially true in posters from the heyday of the exploitation flicks of the 1960s and 70s. 

For those of you who aren't film anoraks, exploitation films are the ultimate marketing dream. Best described as films where the poster came first, your typical exploitation film is 90% marketing, 10% film. Generally the marketing material for these projects has aged a lot better than the content, thanks in part to the fashion for retro styling. But it's worth looking back at posters like these to remember that retro chic isn't all about old Breakfast at Tiffany's or Blow-Up posters. 

Continue reading "The art of exploitation" »

19 August 2011

Some facts about Instagram

Camera-phone photography is now so much more than simply 'chimping'. Instagram is slightly ridiculous, there's no getting away from that fact. I'm not saying it's bad, but the photo app now has something like 7 million users, and has a team of about 4 people running it. Like I said, ridiculous. 

If you haven't heard of it, Instagram is an app that takes photos, allows the user to apply various filters and then upload their images to the social network of their choice. 

People have been uploading photos from their camera-phones for years, but the ability to manipulate images with different filters has re-invigorated street photography. 

Neutrogena imageNeutrogena Instagram case study

 

Continue reading "Some facts about Instagram" »

18 August 2011

The Big Brother logo and Daniel Eatock

Big Brother (noun informal): a person or organisation exercising total control over people's lives.

I wanted to share a very interesting interview from British graphic designer, Daniel Eatock, in which he talks about his involvement with one of Channel 4's greats, Big Brother. Eatock was commissioned in 2001 to design a logo for the show, which would attach an image for the audience. The designer took the concept in its most literal sense.

Continue reading "The Big Brother logo and Daniel Eatock" »

12 August 2011

The pen is mightier than the pixel: The beauty of wordy OOH

If I can get a little bit patriotic for a moment, the English language is a beautiful thing. It is the language of Shakespeare, Stephen Fry and Girls Aloud. There are 600,000 definitions in the Oxford English Dictionary, including some frankly astonishing words. (Favourites in the office include rage, superfluous, enchanted and egalitarian plus a selection of the more gutteral and fruity swear words in which the English language seems to specialise.)

Continue reading "The pen is mightier than the pixel: The beauty of wordy OOH" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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