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BUGABOO BUDDIES STROLLING THE WEB
LOS ANGELES CA AND AMSTERDAM NL 72andSunny, the global agency-of-record for the Dutch company Bugaboo, well known for its strollers, is launching Bugaboo Friends, a social community platform designed to help parents inspire and motivate each other to seek out new adventures in the world with their children. The effort, which launched last month, is supported by an integrated campaign, including film, print, retail and digital executions. The online destination, at www.bugaboo.com, features short documentary films created by 72andSunny that tell inspiring stories from active and dynamic parents who keep moving. Three real families are shown in action in locales as varied as London, Brussels, the hiking trails of the Swiss Alps, and the beaches of Puerto Rico. The site also gives people the tools to share their own stories; parents can create a profile, upload videos and pictures, and swap travel, lifestyle and parenting tips with other Bugaboo Friends. The "Friends" social platform is being promoted via print ads in parenting and design magazines, online films at Bugaboo.com and seeded to relevant blogs and websites, retail components, and web banner ads. Creative Directors John Boiler and Robert Nakata led the website creation. Contact: www.72andsunny.com
Pearlfisher Creates Drink Buzz
NEW YORK NY Pearlfisher New York has designed the brand identity, graphics and website look and feel for Deluxe Honeydrop, a new premium organic beverage. Deluxe Honeydrop is a 100% organic flavored water infused with a drop of organic honey and “deluxe”premium juices, the company’s first line of beverages. David Luks, founder and CEO of Deluxe Honeydrop and a cancer-survivor, developed the products after studying the merits of an organic lifestyle and the medicinal benefits of honey. Pearlfisher brought to life the natural source of honey in a bold and simple icon — a graphic Bee inspired by the shape of a honey dipper. “The bee is the heart of the brand,” says Lisa Simpson, Creative Director at Pearlfisher. “It sets a friendly and approachable tone by working in conjunction with each product benefit: Bee Good, Bee Alive, Bee Calm, Bee Strong.” The website too brings to life the Bee, and the brand, by using the icon to tie together the pages and brand information. Contact: www.pearlfisher.com
ARMANI EXCHANGES OLD FOR NEW
NEW YORK NY Armani Exchange tapped design firm Chermayeff & Geismar to upgrade its logo to an icon as pivotal to the Italian fashion label’s ad campaign as its models and clothes. Designer Sagi Haviv reinvented the brand identity, which had been in place since 1991, with a simple flip of color. The team inverted the logo, so instead of dark letters on a light background with a dividing line, the A and X are in white, sitting in two dark boxes. Havi’s team also created a system of symbols, composed of four interchangeable icons that take their inspiration from the A and X letterforms, eagle’s wings and sergeant stripes. “A system of symbols helps keep the visual image of the brand new and fresh,” said Haviv. The new symbols will be used on almost all Armani Exchange product categories starting in spring and summer 2009. Chermayeff & Geismar has designed logos for other well-known brands including Barneys New York, Xerox and Showtime. Contact: www.cgstudionyc.com
No Limits in Change
BAYONNE NJ With President Barack Obama and his family ensconced in the White House at last, retailers such as BoConcept are having their own fun toying with the change of government. The furniture design brand launched a “No limits in Change” campaign in the US, featuring a design makeover for the Oval Office, which can be seen at the BoConcept US website www.BoConcept.us. The idea being that maybe the White House isn’t the only place in need of a change, perhaps your home could use one too. “We believe we can do it better than other furniture stores — yes, we can,” BoConcept says in a news release, playing on President Obama’s “Yes We Can” motto chanted through the election campaign.The updated version of the Oval Office is part of the furniture designer’s greater global campaign with the tagline “no limits”. The rest of the concept will be rolled out in other countries with BoConcept brand stores later in 2009. Contact: www.BoConcept.us
REFRESHING CHANGES FOR PEPS I
LOS ANGELES CA A change of year, a change of government and renewed hope and optimism all around is just the vibe driving a new look for Pepsi. The Purchase, NY beverage maker is all about change in 2009, a nod perhaps to President Obama, with a Refresh Everything credo, a swirling, smiley red, white and blue logo, a new communications agency in TBWA/Chiat/Day Los Angeles, and a new design identity courtesy of Arnell. Pepsi's newest "Pass" ads, unveiled last month, are the second phase of the Wordplay campaign crafted by TBWA/Chiat/Day.The new ads for the US market debuted as the Presidential Inauguration took place and show Pepsi being enjoyed at different times throughout its history by flappers, hippies and break-dancers with the tag “Every generation refreshes the world.” The new spots come hot on heels of media spots and a blitz of outdoor ads that feature the Pepsi logo inside words such as “hooray,” “yo” and “joy.” All this Pepsi hopefulness stems from the Pepsi Optimism Project, a survey which showed that even the flagging economy can't dampen enthusiasm among the more than 2,000 so-called Millennials, or those born between 1980 and 1990, who were asked about their levels of optimism for the new year. A whopping 95% of respondents agreed it's important to keep a positive outlook on life, while 67% said that having President Obama in the White House heralds an optimistic future. “Our new brand identity campaign reflects that optimism like never before on shelf and in advertising,” said Dave Burwick, PepsiCo's Chief Marketing Officer. Credits for the latest Pass ads include TBWA/Chiat/Day LA's Worldwide Chief Creative Officer Lee Clow, Executive Creative Director Rob Schwartz, Creative Directors Brett Craig and Joe Shands and Art Director Xanthe Hohalek. For more: www.tbwachiat.com, www.refresheverything.com
Modern Dog Revives Old Records
SEATTLE WA Modern Dog Design was tapped by Shout! to come up with illustrations for a two-CD set marking the career of English rock band Mott the Hoople and its glam-rock, proto-punk pioneer Ian Hunter. The Seattle design firm pinned the packaging design on Hunter’s somewhat iconic big hair and glasses for Old Records Never Die: The Mott The Hoople/Ian Hunter Anthology. The discs cover the entire career of Hunter, from his earliest days with Mott the Hoople to his 2007 album Shrunken Heads. The band was well known for being part of the popular glam-rock scene of the mid-70s, and lead singer/ songwriter Hunter went onto a solo career. Notably, the CD set features Mott the Hoople’s hit “All the Young Dudes” written by their fan and friend, David Bowie — which was also featured in the soundtrack of “Juno”. Contact: www.moderndog.com
SAKS HIRES OBAMA ARTIST FOR SPRING
NEW YORK NY Saks Fifth Avenue hired Shepard Fairey, the artist who created the iconic Hope poster of Barack Obama that became one of the best-known, though unofficial, images of the presidential campaign, to design catalog covers and shopping bags as part of its Spring marketing. The campaign is inspired by the bold graphic designs and propaganda spirit of Constructivist art — although of course it’s meant to be tongue-in-cheek. Saks’ slogan “Want It!” is printed in lettering similar to the graphic designs of Rodchenko, the Russian graphic designer who was one of the founders of Constructivism. The images, largely realized by Cleon Peterson of Studio Number One, Fairey’s LA design company, depict the season’s trends in black-and-white images with geometric slashes of red, some of them shown on models posing as if they’re champions of workers’ rights. The ads resemble those made in the 1920s for state-run department stores in the Soviet Union, which — given current economic woes facing workers and retailers— may not be such a stretch. Contact: www.saksfifthavenue.com
Getting Kitty to Kick Litter
SAN FRANCISCO CA Chen Design Associates probably never imagined designing a book cover with a cat perched on a toilet seat. But that’s exactly what it did for Perre DiCarlo’s debut book Kick Litter, a so-called nine-step program for recovering cat litter addicts. The humorous gift book is the first by DiCarlo, the Hollywood motion designer behind the Harry Potter, Batman and Warner Bros. websites. A dog person by nature, DiCarlo said he had no idea it was possible to train his two new kittens until it was too late. Joshua Chen was Creative Director on the Kick Litter project, with Art Direction by Max Spector. Contact: www.chendesign.com, www.kicklitter.com
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