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The final Copeland post

18 Aug

Thank you for following the Copeland blog. We managed to write nearly 750 posts over 3 years, and were always appreciative of your support and thoughtful comments.

The company is now closed. However I am continuing to blog here on all those neat and irritating advertising developments you enjoyed on the Copeland blog.

Doug Brown's advertising blog

Be great to have you as a reader there too. See you in the blogosphere!

Doug

Getting intimate with the classics

19 Mar

These are among the most beautiful examples of architectural photography I have ever seen. The photographer took full advantage of the movement, light, and natural construction materials used in the design.

When I fist saw the top image I was blown away by the design of the room, the beautiful skylights, and the afternoon sun streaming in.

Then I realized I was inside a violin. As a classically trained violinist I probably should have been quicker on the uptake.

These shots are part of a larger campaign for the Berlin Philharmonic, with the tagline “closer to the classical.” “Closer” is an understatement: we are looking at the inside of some of the most recognizable (from the outside) classical musical instruments.

Did you know what you were looking at right away?

(photos courtesy of ibelieveinadv.com)

The Copeland Collective launches in Victoria

12 Mar
The Copeland Collective from Victoria BC

(L>R front) Asmaa Methqal, Kristin Grant (back) Jodie Carlisle, Doug Brown, Derek Ford, Michael Tension, Bryan Dwyer, Dave Wallace, Kris Hageland, Andrea Merson, Danny Prew, Matt Andres, Brandon Wells

When advertising people look at potential solutions to marketing challenges, we do so through the lenses of our trade: corporate strategic planning, research and data analysis, branding, marketing strategies, ads, promotions, contests, social media…you get the idea.

But bring an interior designer or a videographer or a multi-media artist into the brainstorming fray and you see the opportunities through remarkably different eyes.

That’s the idea behind The Copeland Collective, a brand new creative community of some of the most talented artists and professionals the city of Victoria has to offer.

Logo for The Copeland Collective in Victoria, BC

The Copeland Collective is a creative problem-solving machine, designed to revolutionize the way we look at how brands and customers interact, and move away from traditional advertising solves.

In addition to Copeland staff, the Collective includes:

But this is more than just a powerhouse group of creative minds: these are connectors and entrepreneurs with their own communities, and they’re wired into the city,  into culture and into the vibe on the street.

With these amazing talents taking our analytical and creative skills to a new level, we think we can do anything the other major Canadian urban centres can – and do it better.

We’ve got projects already in the works and you’ll be hearing a lot more about The Copeland Collective and the players within it as we roll ahead. Stay tuned!

(Photo by Derek Ford, logo by Michael Tension)

A growing problem

5 Mar

Do you feel self-conscious about your errant ear and nose hairs?

How about now?

These posters from Tondeo Mini Trimmer cut right to the chase, and I like it.

The funniest part – even funnier than the branches – is his blank, glassy-eyed stare. It reminds me of guys on school picture day: a collared shirt, too much hair product, and the perfect rendition of a deer caught in the headlights.

On a side note: thefreedictionary.com informs me that “errant” can also mean “wandering in search of adventure.” I’d love to see an artist’s rendition of a tenacious young ear or nose hair leaving the nest in search of action and adventure.

(photos courtesy of ibelieveinadv.com)

LEGO shows the way to true customer centricity

4 Mar

Smart companies know that they have to pay attention to their customers if they want them to hang around.

That can take many forms, from social media interaction, to research, to transactional data analysis.

The deeper your understanding of your customers’ attitudes, habits and needs, the deeper the engagement you can create with them. And the easier it becomes to get new customers.

Listening is critical. Asking your customers their opinions is even better.

Danish toy manufacturer LEGO has taken this a step further. They asked their customers to do their design work. The subsequent ideas and public vote on their website has led to the launch of a 369-piece replica of the Hayabusa asteroid explorer, the Japanese-designed space probe that collects samples from asteroids for study back here.

LEGO launches Hayabusa asteroid explorer

LEGO launches 369-piece Hayabusa asteroid explorer

It was probably not an idea that LEGO would have hit on, but their customers sure did. Imagine the kind of loyalty that will flow from LEGO’s openness to customer input.

One of the coolest features of this model is Japan Aerospace Exploration Agency mission supervisor Junichiro Kawaguchi recreated in miniature with two expressions: one for “everything’s great” and another for “%$&#*@!”

JAXA project manager Kawaguchi as a LEGO guy

JAXA project manager Kawaguchi as unhappy LEGO guy

Did the mad men of Mad Men deliberately provoke New Yorkers?

3 Mar

I was sorry to read that some families of the victims of 9/11 have been hurt by the latest out-of-home ads promoting Season 5 of Mad Men.

Falling man from controversial Mad Men Season 5 ad

As you can see, the ads depict a man in free-fall down the side of a building. This is a familiar image to fans of the show as it is essentially the narrative thread of the show’s opening sequence.

It is also a familiar image to people all over the world who watched men and women jump to their deaths from the burning towers.

9/11 falling man and falling man from Mad Men ad Season 5I do understand that people who had lost loved ones in that massacre would feel jarred by the sight of this on a building in New York. This is unfortunate for everyone involved, advertisers and audience alike.

The buzz out there is that the Mad Men promotions team was somehow looking to capitalize on New York sensitivity and could not have been unaware of the impact of this particular execution.

There are some ads out there that are deliberately designed to needle. This one for Benetton would fall into that category.

Unhate campaign by Benetton with Obama and Chavez kissing

But would the mad men of Mad Men feel it necessary to skewer the deepest sensitivities of New Yorkers on purpose like this? Or was this just an unfortunate miscalculation?

I’ll let you decide.

(Mad Men photos courtesy AMC)

Every Dog has its (bad) day

27 Feb

Gender identity, obesity, fidelity, and well, stumbling into one of your parents more intimate moments are issues that people face every day. The “Dogs have issues too” print campaign from Ireland/Davenport in Johannesburg, South Africa imagines our best friends in some of our worst nightmares with heartbreaking results.

Cesar Milan, The Dog Whisperer’s host, uses behaviour modification techniques to rehabilitate dogs with problems ranging from minor inconveniences to excessive barking, carpet urination, and aggression.

The need for help and support through emotional and behavioral issues is not a uniquely human one. This campaign does a great job of using some uniquely human issues to bring a sense of connection to these canines that I’m sure we can all relate to on some level.

Concept-wise, it doesn’t feel like we’re being sold the same idea four times. It’s nice to see a series use repetition with such a nice amount of variation though-out. This feels like a robust little campaign.

And you can’t deny the creative on these ads is great: each is a simple scene with a perfectly subtle amount of content. I bet you had fun scanning each one to find the issue at hand. Kudos to the art directors on this one – it’s hard not to feel sympathetic for these little guys.

It isn’t obvious whether they were able to achieve the dog’s expressions naturally or through the help of some clever photoshopping (although I suspect this is the case), but either way, the heart-breaking emotion on their little dog faces is the finishing, personifying touch on these bittersweet ads.

Post by: Christie Burns & Danny Prew

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