2. Insight
Report.
Summer of Sport.
July 2012
As you may expect, this month's insight report focuses on sport.
In a landmark year like 2012, sports marketing continues to be
an innovative field, with brands looking to create a point
of difference in their communications both on and offline.
With Euro 2012 and Wimbledon behind us and the Olympics
imminent, sports brands and sponsors alike are vying
to make their message heard in a noisy marketplace.
Here, we look at some of the most interesting campaigns.
Insight Report.
Summer of Sport.
3. Product
showcase.
Nike and Adidas have sought out a new way to
showcase the technology in their shoes. Nike’s Creating new
shopfronts
parallax-scrolling website for their range of Air
Jordan trainers allows users to sculpt their own
web experience, while Adidas’ running site lets
customers explore the features of each product.
Continuing the theme of user-led web
online
experiences, Footlocker created 'Sneakerpedia',
a site that appropriates content from its
users and positions them as experts in
the footwear fashion field. The site isn't
overtly branded, which gives user content
greater prominence on the site and, in turn,
strengthens consumer trust in the brand.
Nike Air Jordan
http://www.nike.com/jumpman23/aj2012/
Adidas Running
http://www.adidas.com/us/
content/running/
Sneakerpedia
http://www.sneakerpedia.com/
Insight Report.
Summer of Sport.
4. Mobile
technology.
New technologies and apps are being developed
to encourage people to keep fit and feel the
burn in more innovative and emotional ways.
'Nexercise' is an app that builds on the
Innovating
strengths of games like 'Draw Something' –
allowing you to challenge other users and
compete while undertaking real-life exercise.
exercise
In a similar vein, Reebok’s 'Promise Keeper' app
encourages people to keep fit by playing upon
their guilt. When users decide not to exercise it
lets everyone know online, scaring people into
exercise to avoid public embarrassment. Gah!
'Sensum' also uses scare-monger tactics
to get people moving. It builds on a user's
emotional responses and changes content to
encourage exercise accordingly – shouting
at you when you aren’t trying hard enough
or cheering you on when you’re feeling low.
We think there will be brand partnerships
with this device in the near future.
Nexercise
http://www.nexercise.com/
Reebok Promise Keeper
http://reebokthepromisekeeper.com/
Sensum
http://www.sensum.co/
Insight Report.
Summer of Sport.
5. On your marks...
Brands run to
sports in 2012.
You may have seen the Olympic 'Move to the
Beat' campaign that features artists such as
Mark Ronson and Katy B paired with wider
experiential campaign activity. However,
we felt that the slightly smaller scale 'Coca-
Cola Cheering Truck' activity led to a much
more emotive and personal response from
the fans it came into contact with, and its
appearance at the Argentinian final made sure
it left a lasting memory for all football fans.
2012 sees focus shifting from brands and
athletes to fans and their involvement and
we think there are two reasons for this: the
Olympics taking place in many people’s
back gardens and a somewhat dented ego
following our exit from the 2010 World Cup.
Cadbury have looked to crowdsourcing to create
singalong tracks aimed at inspiring Team GB
athletes to victory; while Sharp have taken a look
at studying fans, looking into behaviour, beliefs
and support during the European Championship.
Coca-Cola
http://bit.ly/ykKjAH
Cadbury
bit.ly/M1aFGW
Sharp FanLabs
http://www.sharpfanlabs.com/
Insight Report.
Summer of Sport.
6. Insight
Report.
Pod Takeover.
Visual Trends
This month we also see the third of our pod takeovers,
from Design Director Stewart McMillan, Producer Emma
Graham and Designer James Cuddy, who make up one of
four creative pods here at Studio Output.
Over the last few weeks we've been busy working on
Augmented Reality apps and product films for Dunlop,
photoshoots for PlayStation, shoots for new Sony virals
and a revolutionary stage show for an iconic Olympic venue!
Insight Report.
Summer of Sport.
7. Patterns
of (t)reason.
Haphazard imagery is seemingly
thrown together to create a new
beautiful 'ugly' aesthetic.
Rebelling against centuries of tradition
in using complementary colours,
imagery, fonts and pictures – this
new movement seeks to re-define
our idea of what is appealing or
acceptable in visual communication.
Out with the rule book!
Grafik Rituals
http://grafikrituals.tumblr.com
Pretty Ugly
http://shop.gestalten.com/pretty-ugly.html
Insight Report.
Summer of Sport.
8. Engineered
geometry.
A focus on craft, engineering and an
attention to detail is a theme we're
currently seeing across many areas.
Beautifully shot product photography,
and minimal compositions focus on
the material qualities of objects. This
approach has been applied to great
effect by Carl Kleiner for Intersport.
We've also seen some interesting
collaborations between brands that
have a strong focus on craftsmanship
such as Paul Smith and Mercian Cycles.
Alfred Dunhill Document Case:
http://bencollette.com/
productbyprocess/?p=791
Paul Smith Pop Up:
http://www.paulsmith.co.uk/paul-smith-
world/news/paul-smith-launches-pop-up-
cycling-space-at-harrods,442,PNP.html
Carl Kleiner for Intersport:
http://www.carlkleiner.com
Things Organized Neatly
thingsorganizedneatly.tumblr.com/
Insight Report.
Summer of Sport.
9. Sketchy
behaviour.
Generative design approaches image
making through code. A visual idea
is translated into a set of rules that
can can allow a program to generate
images around given parameters.
For Nike, interactive agency YesYesNo
have built software that visualizes a years
worth of runs from the Nike+ website.
The resulting imagery and patterns
bring a visual new dimension to data.
Field: Digital Paintings
http://www.field.io/project/digitalpainting
Bibliothèque: Ollo branding
http://bibliothequedesign.com/
projects/branding/ollo/
Paper.js
http://paperjs.org
Nike City Runs:
http://yesyesno.com/nike-city-runs
Insight Report.
Summer of Sport.
10. If you'd like to see more of
our work, just get in touch.
Studio Output / London Studio Output / orth
N
Unit 4, The Piano Works 2 Broadway
117 Farringdon Road Lace Market
London EC1R 3BX Nottingham NG1 1PS
Tel +44 020 7239 9270 Tel +44 0115 985 3444
Fax +44 020 7239 9279 Fax +44 0115 985 3440
london@studio-output.com north@studio-output.com
studio-output.com
