If Darwin’s stages of evolution were to be revised the next figure would be rounder and visibly out of breath. Yes, our nation is getting fatter and recent studies are damning: around 85% of girls and 73% of boys aged 13 do not do the recommended one hour of physical activity per day, while two in five 13-year olds drink a soft drink every day.
With all the interest in sponsoring key sporting events, it is good to see that brands are investing in the big screen from product placement through campaigns up the release date. It is not just big sporting events such as the Olympics that are receiving major interest from brands, Hollywood are getting in on the act too. Earlier this week, I was speaking with my colleague, Antony Collyer about sponsorship in all its shapes and forms. I’ve blogged about this before, but he had some great thoughts that I wanted to share with you.
Christian Ward is the media and marketing editor of Stylus
The Friday schedule at Cannes Lions was topped and tailed by two talks focused on seismic shifts in advertising. The first change happened in the 1960s, while the second may transform the business anew in the years ahead.
A typically bullish George Lois, in one of many crowd pleasing reminiscences during his Legends seminar with Lee Clow, reiterated the impact of Ben Bernbach pairing copywriter with art director at DDB. Suddenly both were contributing at the conception of a campaign, resulting in better, more creative work. The ’60s ad revolution was sparked.
In the afternoon, Google and Burberry discussed a bold new pairing. With their Art, Copy, Code initiative, Google is bringing its magic box of HTML5 tricks to digital advertising, and making the case clearly that marketers and programmers should work hand in hand.
I love those little meerkats as much as the next man. It was a brilliant campaign. Such a refreshingly quirky and original voice in the usually rather safe, anodyne world of financial services marketing. And genuinely integrated too – with a fully functioning comparethemeerkat.com. You can still compare meerkats and buy Aleksandr’s autobiography or the full family of soft toys – Bogdan, Yakov, Sergei and the rest. Read more on A campaign is not a brand. Simples….
Over the weekend, I was discussing with my husband and some friends whether or not the author William Gibson was a prophet, especially as relates to technologies like Google Glass. Where does the influence lie? Is it that these technologies were already nascent and Gibson heard about them? Or is it that clever and inventive people read books like Gibson’s (and others’) and make things happen? Is it the chicken? Or the egg? Read more on Life changing brands…
After a hiatus, it seems Dove is returning to its ‘Real Beauty’ theme with the beauty of a film about self-image. It packs a real emotional wallop. And, it’s had more than 8.8 million views, demonstrating some great retransmission.
I’m not necessarily the world’s fiercest competitor but, you know, I like to feel like I’m doing my best in any given situation be it in sport or doing a task at work or at home. My husband, a runner, is all about personal bests and beating the people in the surrounding area with his fancy-schmancy running app. I must admit that I’ve always been a little bit sceptical.
I come from America’s heartland, so I’m familiar with, if not experienced in creating, hand-items and the good old country look. My grandmother is a quilter and indeed I have one of her quilts at home, which she made for me from fabric I chose. The one she made for me is beautiful. But, to be honest, perhaps not in tune with the more historical type of quilting, which is to take many varied pieces of fabric – often fabric connected in some way to an emotional experience – and bond them together to create a beautiful whole (even if part of the fabric is a double knit monstrosity from 1975).