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12.07.2008 by Zoltan 
brandtags
Brandtags is an absolutely genius idea by Noah Brier (a strategist at Naked). The idea is to chart public - a.k.a consumer - perception of brands via user-generated tags.
Where the project becomes really valuable though is in playing backwards. Here you have to guess the brand, and the tags become a chart of the efficacy of a clear and coherent comms strategy. Those that have got it right are immediately identifiable by a few massive tags. Those unsure of exactly who they are (and obviously have conflicting comms messages) are reflected in a mass of different tags.
Hardly a true and accurate cross-seciton of the population (yet), but nevertheless if i was a brand manager, I’d have this bookmarked and be charting change over time.
Big up to Naked as well, no doubt this idea was hatched on their time ;)
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12.07.2008 by Zoltan Converse diaspora
Converse has just unleashed a myriad of puzzling and irreverent urls. Get the overview here.
For example, Out of your league girl teaches the hapless about everything from being creepy, to confidence, motivation and passion. Then there’s the trials of Silky Steve and his very English dreams of becoming a superstar US basketballer.
But the most interesting idea by far is the spelling bee, where you get given a word and then have to google it and then click on an adsense ad to get to the next round. I wish it would work for me, but the doesn’t :( I guess because i’m not in the USA? If anyone is, then I’d love to know more about how it works.
I can only assume it was done by their agency, Butler Shine Stern and Partners.
via leigh. -
12.07.2008 by Zoltan Dark Knight ARG - update
It seems like the endgame was nothing more than advance tickets? I can’t believe that’s it. Watch this space, there simply has to be more. From the wiki:
“After the countdown at Whysoserious.com/Overture ends, the Joker “Jokerizes” nearly every single website in the game, some containing a puzzle piece. In addition, “Joker signals” are projected onto the Woolworth Building and Sears Tower. Solving the puzzle piece riddle leads to Whysoserious.com/Kickingandscreening, which offers free tickets to a pre-release screening of The Dark Knight.”
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12.07.2008 by Zoltan Be KANYE
Another one from Absolut and this time the seem to be right back on track! Be KANYE is a pretty fun piss-take on late-night infomercials. Its not quite as good as menergy, but the girl is hilarious.
Not much on the site except for some pretty good bad design and a countdown timer - to who knows what? The infomercial was enough to get my address so let’s hope its worth it! Well disguised branding until the end frame…
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12.07.2008 by Zoltan Through the eyes of a master
4Creative are simply awesome. To advertise the Kubrick season beginning this week, they’ve recreated the set of Kubrick’s ‘The Shining’ with mind-boggling attention to detail. The ad becomes a behind-the-scenes romp via all the main characters, resolving on ‘you’ being handed the script as the famous tricycle scene is about to be shot.
Its compulsive watching if for nothing else but to appreciate the sheer scale of a feature film. The ad itself was shot in one take as well which makes it all the more beautiful and breathtaking. Unfortunately its not embeddable, but you can watch it here.
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11.07.2008 by Zoltan Who said screensavers were dead?
Obviously they never got that message at Uniqlo HQ in Japan. Again they’ve released a lyrically beautiful piece of motion that just begs to be watched.
But unlike the uniqlock, this campaign ‘Dry in Motion’ is actually not weird and irreverent (albeit in that very compelling japanese way), but conceptually and strategically very strong. Oh, and it doesn’t hurt that absolutely everything looks good in super slo-mo. What I really like is how they show the same clip at different speeds, aided by power of good graphic design.
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10.07.2008 by Zoltan What was I thinking?
I love the simplicity of this graphic, which neatly sums up my waning love for virtual friends. Although I still have my profile, I use Facebook now almost exclusively as an advertiser. And for this its absolutely awesome (though expensive at times). Anyway I just had to get it out there - I’m not in love with Facebook anymore. Phew. I feel better already…
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10.07.2008 by Zoltan Batman heats up on 10.07.08
The Dark Knight is almost upon us, and it seems the marketing campaign to end all marketing campaigns is only getting warmed up. 10 PM today seems to be a big event, as seen by the countdown at whysoserious.com - one of the plethora of links within the ARG.
For example, there’s a new group called the C.F.B (Citizens For Batman), with their own recruitment video leaked on youtube. They even put the Bat signal on buildings in both Chicago and NYC.
But if you really want to see how deep the rabbit hole goes, then head on over to the wiki, where you’ll find things like email accounts from the Gotham Police as well as the Gotham Bank, fortune teller tickets edited by the joker which are codes to a map of the city (see the images below), text messages sent by human resources people and only god himself knows what else.
Honestly my head physically hurts considering the breadth and depth of this campaign. I would love to meet the team behind this. I can only suspect its actually The Architect from the Matrix. No one else could possibly keep on top of all of this…
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04.07.2008 by Zoltan Absolut Colours
Absolut has done more than its fair share of amazing online campaigns. And seemingly it cannot, or at least has not, put a foot wrong. Which is why this newest site Absolut Colours surprises me a little bit…
Gay pride is a good thing don’t get me wrong. Hell, most pride is a good thing, if it’s not without reason. But I struggle to see many people jumping on this UGC bandwagon, and the fact that its empty seems to prove me correct.
via the venerable adverblog (really, how does she keep down a full-time job?)
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02.07.2008 by Zoltan If it’s not for you, it’s not for you
The thing i love most about this is the exclusion of the end line. Brilliant. Nothing like preaching to the converted! Gold film lion at Cannes for La Comunidad Argentina. Well deserved, and its not just because I have a moustache either…
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19.06.2008 by Zoltan CyberLions08
The Cyberlions have been announced for another year. Check them all out when you get a chance, but I want to draw attention to the the Grand Prix in online advertising - Sol Comments. If you don’t know about this genius campaign, read about it here. Done by my mate and former colleague, the very talented, Chris Aune.
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17.06.2008 by Zoltan Interactive YouTube
Something big is happening on YouTube. Something which is fundamentally going to change the way you and I use it. They may not look like much, but the newly added annotations allow you to embellish videos and even make them interactive.
Imagine the possibilities. Truly interactive narratives. User-defined endings. And even games (the example after the jump). Unfortunately the embed function doesn’t work, so you’ll have to jump over to check it out.
via Digital Examples
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17.06.2008 by Zoltan Best Friends Again?
I can’t tell if i’m simply too cynical to believe this is true? Its a compelling idea but the tacky Wonka ticket ripoff and the cheesy CEO videos makes me think its part of some ARG to promote a new something. A MMORPG, perhaps its actually called ‘The golden clone’?!?!?! Anyway decide for yourself at Best Friends Again.
via Thrillist
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13.06.2008 by Zoltan the-affair gets FWA
This is a bit old now, but if you don’t follow the FWA you won’t know that my t-shirt brand the-affair recently won the FWA Site Of The Day.
Its a real honour - especially as we don’t quite have the same budget as a global car brand. Needless to say its been very good for us with tonnes of new people checking out the site. Thanks again to our resident Flash guru Kamil Gottwald for making it all happen. And if you’re in the position to give him work then please do, I can guarantee he’ll be amazing.
On a side note, that’s one bloody good business, £23.50 to enter and imagine how many per day they must get?!?! I’m sure it beats the financial hell out of selling t-shirts ;)
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10.06.2008 by Zoltan A token of thanks
Normally I hate anything remotely resembling a ‘clever’ way for brands to enter my everyday life. And normally its not unfounded. So it was with apprehension that I opened the slightly bulging packet from ING Direct the other day. But to my great surprise, what I found inside was this brilliant piece of marketing.
With the exact same form factor (and weight) as a £1 coin, this ‘token of thanks’ allows you to (literally) save your pounds when grabbing a trolley in the supermarket. Now I avoid supermarkets like the plague, but for those who don’t or can’t, its the bank’s positioning made tangible. But above all, it is actually useful, so will no doubt get much attention around Britain’s hypermarkets. I wonder who the agency was? Anyone?
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