A MONTH OF IDEAS - SEPTEMBRE 2015
par le Planning Stratégique de Brand Union Paris
Un mois, 30 jours ou presque, autant de bonnes idées, de drôles de choses, de belles images ou de brillantes initiatives qui nous ont interpellées, et qu'on voulait partager avec vous...
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BU Paris - A MONTH OF IDEAS - Septembre 2015
1. a month
of ideas#September 2015
#BRANDUNIONPARIS
Sports
Beer
Design
Tweets
Branding
Portraits
Cars
Chocolate
Models
Karaoke
Make-Up
Architecture
Real Estate
Latte Art
Flowers
Wine
Pop-up
…
2. 2
FIND THE DANISH
In its latest campaign, Carlsberg, the beer brand
from Denmark stresses its origins through a modern
and stylish poster campaign.
Using a flat design style, the brand revisits its poster
work tradition in a modern and colorful way. Every
detail of the poster is a nod to Denmark and the
history of the brand: the typical coloured houses, the
boat called Jacobsen,… A campaign that reaffirms
the values of Denmark, northern cool, taking time,
happiness, art and design at the core of the
Carlsberg brand.
Carlsberg – « Trouver la danoise »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
3. 3
FROM PAPER TO PILLOW
IKEA started from a strong consumer insight that
everyone has old IKEA catalogues at home and never
use them again because they continually updated.
From this insight and with an environmental objective,
in Belgium the brand offers its consumers the
opportunity to change their old source of inspiration
into a comfy pillow thanks to a paper shredder. The
pillow called KÜSS is a Charles Kaisin's creation, a
designer renowned for his ability to make recycling
attractive
This brilliant idea combines design, environment,
personalization and consumer experience.
https://www.youtube.com/watch?v=51f_ItghnKw
IKEA - KÜSS
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
4. 4
LOVE IS HAPPINESS
Social media platforms are a dedicated to place to
interact with brands. And, for some consumers of
specific brands, these are places to declare their
love for that brand.
Diet Coke has decided to answer them in the boldest
way. Through its "Retweets of love" campaign, the
love tweets of fans are retweeted in a typographical
and illustrative way and broadcasted on giant
screens and magazine pages. Each retweet is
personalized and directly addressed to the fan.
The brand surprises its consumers and gives their
love back in a beautiful way. Another proof of its
"love brand" status.
Diet Coke – Retweets of love
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
5. 5
GOOGLE IS THE NEW GOOGLE
For about 16 years, Google made slight changes to
its logo but always kept the serifs in its typography.
Forget that. The new Google logo left the serifs for a
curvy and generous typeface. Liked by some, hated
by others, the real change is not about the typeface
but the fact that this logo is now animated,
depending on its use. For example, when using the
"Siri-like" tool, when the app is recording your voice,
the Google logo become coloured dots that move
up and down.
That's one small step for us, one small step for
Google.
http://bit.ly/1iRhHzf
Google – New Logo
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
8. 8
BACK TO THE FUTURE
To celebrate the 25th anniversary of one of the most
famous Vogue magazine covers of 1990s; Peter
Lindbergh brings together 6 of the most iconic 90's
supermodels in a new fashion short film.
Karen Alexander, Nadja Auermann, Helena
Christensen, Cindy Crawford, Eva Herzigova and
Tatjana Patitz strike the pose for a stylish and elegant
fashion film.
https://www.youtube.com/watch?v=_VBaopjKfZw
Peter Lindbergh – The Reunion
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
9. 9
POST-APOCALYPTIC RIDE
This summer, a reboot of Mad Max was released in
cinemas across the world. Thanks to an impressive
international campaign, the event couldn't be
missed worldwide.
From AMOI to AMOI, we now know that Uber is an
old hand at using topicality to promote its services.
In Seattle, from 28th to 31st of August, Uber offers its
consumers the opportunity to have a post-
apocalyptic ride in one of the crazy cars available
and accompanied with a Mad-Max-like driver.
A creative idea that offers to consumer a singular
experience of the brand, and promoting Uber as well
as the movie.
http://www.ufunk.net/insolite/uber-mad-max/
Uber – Mad Max
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
11. 11
EXTRA-ORDINARY BEAUTY
The very dream of every fashion model is to have
something really special that makes her/him truly
unique. The eyebrows of Cara Delevingne, the skin
discolouration of Winnie Harlow…
The american model Rebekah Marine struggled for a
long time to be recognized as a real model. The
problem? She is born without the right forearm. But
she was proved to be right to keep on fighting to
make her dreams come true as she will be the first
disable model to walk the catwalk of the New York
Fashion week with a prosthetic limb.
https://instagram.com/rebekahmarine/
Rebekah Marine – The Bionic Model
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
12. 12
BRAINLESS HANDSOME MAN
The idea that brands and ads only use and target
handsome people is changing. Normalcy is becoming
the new chic.
The beer brand Andes, in its latest campaign, tries to
use handsome men but only in order to help the
others, not so handsome, men. The brand set a fake
casting for its new commercial during a night in
Mendoza. 370 handsome men of the city attended this
casting, giving the opportunity to other men to seduce
women in nightclubs a little more easily. Handsome
men only get the point when they finish reading the
script.
By helping the major part of its consumers, the brand
offers proof of its dedication as well as a true life
experience.
https://www.youtube.com/watch?v=yQNDhSGfpAE
Andes Beer – « The Fairest Night »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
13. 13
ANIMAL HEADACHE
Inspired by puzzles, the artist Tomasz Ciurka created
geometrical puzzles of animal heads. It is simple,
beautiful and inspiring.
https://www.youtube.com/watch?v=hQGGq-i4u2w
Volkswagen – « Unleash Your Rrrr »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
14. 14
LESS IS MORE, MORE OR LESS
It is a real trend on internet: videos that highlight the
evolution of something through time. A fashion –
only shop truly understands it and uses it for its
online awareness.
The campaign "100 years of beauty in 1 minute" is a
series of videos that show the evolution of beauty,
fashion and femininity through time. The latest video
from Mode.com, called "100 years of lingerie in 3
minutes" highlights the evolution of women's
underwear through time.
At the end, the model reveals other types of models:
a woman with disability, a transgender woman and a
normal beauty woman. A brand that really plays with
social codes.
https://www.youtube.com/watch?v=28ZY-8l6CZg
Mode.com – 100 years of Lingerie in 3min
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
15. 15
MAGAZINE TO CLEANSE
In Brazil, if 93% of women use make up, there is only
5% that use a specific product to cleanse their skin.
To help Brazilian women understand the benefit of
cleaning their skin, Neutrogena created the first
magazine cover where the readers can remove the
cover girl's make up . 25 000 readers of Caras
magazine received a special edition paired with a pack
of Neutrogena Deep Clean wipes. Readers can cleanse
the skin face of Giovanna Ewbank, a famous actress on
the cover.
A genious campaign which allows to test the product,
evaluate its texture and check the results, just as they
would with an in-store experience but at home.
http://bit.ly/1FoXB4s
Neutrogena – Deep Clean
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
16. 16
A BEER AFTER AN ACCIDENT
Drinking and driving is always a bad mix. But
heightening awareness amongst people on this
subject is always difficult.
A beer brand from Brazil, Itaipava, partnered with a bar
for an original awareness campaign. The brand
replaces all the bottle openers with pieces of cars
involved in an accident. The bar's clients were
surprised and a conversation started between the
bartender and his clients about drinking and driving.
Sometimes it is not about delivering the message
straightaway but giving the opportunity to start a
conversation through an unexpected experience.
https://vimeo.com/131421364
Itaipava – Don't open a bottle and drive
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
17. 17
1+1=3
Teasers were an important lever for TV advertising.
But now print advertising is using this lever to
develop the interest of target audiences.
To promote its new range of product, Milka uses
teasing lever on metro print advertising. First, non-
branded prints appear in the Parisian subway
showing that two different things mixed together
can create something better. Then, Milka unveiled
the same creative system but applied to its new
products which are the encounter between Milka's
chocolate and caramel, Oreo or even biscuits.
Teasing without showing the brand help develop the
interest of consumer target and its engagement
regarding the campaign first and then the brand.
Milka – "#MeilleurMix"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
19. 19
PUSH THE BUTTON, PUSH, PUSH !
The internet of objects is making its way. Numerous
brands have developed connected buttons that
provide specific services to consumers: Evian, Darty,
…
What makes "The Switch" by Netflix unique is that
consumers can decide what happens when the
button is pushed. From a sushi delivery, to turning
down the light, from starting a TV show to turning off
the phone… The only limit of this button is the
imagination of the one who is using it.
Netflix hasn't planned to launch it but the brand
offers a DIY guide for consumers to build their own.
https://www.youtube.com/watch?v=TTlIGdlbTy4
Netflix – « The Switch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
20. 20
FORGET ABOUT SWAG, THINK ZAP!
To promote its 4 sports channels in Africa, Canal+,
the French private TV broadcaster, uses a typical
African trend: La Sapologie (the science of dressing).
In order to own it and link it to the purpose of its
commercial, Canal+ change "Sapologie" into
"Zapologie" (the science of changing channel). Every
stereotype of Sapologie appears in the video but in a
"Zap" way and the overall feeling is close to the DNA
of Canal+: creative ideas, funny and beautifully
conceived.
The best way to make trends yours is to slightly
change them.
https://www.youtube.com/watch?v=QKMeu-hCy2w
Canal+ – « Zapologie »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
21. 21
YOU JUST HAD TO ASK
The rise of social media opens new way of consumer
experience and consumer services. Closer, faster,
more personalised…
ORPI, a French real estate company, uses social
media to create the future of real estate agencies.
On twitter, users can make a request of what they
are searching for with #TrouveMonAppart and
@ORPI-dit. An artificial intelligence system analyses
the tweet and answers it with a list of matching
announcements. It is free and fast.
Answering through the media that the target
audience already uses is creating a new kind of
brand experience.
ORPI – "#TrouveMonAppart"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
22. 22
A TABLE WITH VIEW PLEASE !
Golsftromen agency and ARCAM architecture institute
partner to create a pop-up restaurant with beach view on
unused space of IJburg island, near Amsterdam.
What makes this pop-restaurant innovative is that it
draws on the capacity of the sharing economy by having
locals cook for patrons. Locals from the Island prepared
the food in their own homes and then the food is
delivered to the pop-up restaurant through cyclists.
IJburg Seveert is an experimentation about how to deliver
relatively sustainable, waste-free dining, while putting
community and the sharing economy at the centre.
http://ijburgserveert.nl/
IJburg Serveert
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
23. 23
NO LYRICS NEEDED
It has now been a couple of years that Sosh, French
telephone operator with no long term contracts, is
playing with its name in its commercials. It started
with an unpronounceable sentence: "Je suis passé
chez Sosh" revealing the self-depreciating sense of
humour of the brand.
Sosh is back with a new creative idea: placing the
hard-to-pronounce syllable of Sosh in mainstream
hits of French music. The brand keeps its values of
light tone, sense of humour and self-mocking and
facilitates the spreading of its name.
https://www.youtube.com/watch?v=AwMzyxWIleE
Sosh – « #KaraokeSosh »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
24. 24
SNAP TO WEAR
New technologies and social media help brands
delivering qualified content to consumers in ways that
suits them.
After their arrival on Apple Music, Burberry follow their
technological embrace by an interesting use of
Snapchat. The brand uses this platform to showcase
its spring/summer 2016 collection. Over the collection,
Snapchat users had the opportunity to take a look
inside the make-up choices for the London Fashion
Week show, a whole day before it hit the catwalk.
http://on.mash.to/1O7yL1i
Burberry – S/S 2016 Collection on Snapchat
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
25. 25
INTERGALACTIC FOOD PORN
In the first opus, GastronoGeek offers readers
cooking recipe inspired from the imaginary culture
and geek culture.
In September, Thibaud Villanova, founder of
GastronoGeek, release the sequal of GastronoGeek
dedicated to potions, cocktails, soups, smoothies
and other milk-shakes receipts to prepare at home.
More than a recipe book, GastronoGeek offers chef
tips, dictionary, accessories,...
Dive into the geek culture through the door of
cooking and re-discover Dragon Ball, Ghostbusters,
Star Wars, Guardians of Galaxy, Batman,…
http://amzn.to/1RfN1Ud
GastronoGeek #2 – « Le livre des potions »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
27. 27
BUTTERFLY EFFECT
Since 2012, Adobe runs a platform offering online
marketing solutions such as Adobe Analytics (to
analyse consumer growth) or Adobe Social (to
manage social marketing).
In order to promote this platform, Adobe launched a
Youtube channel with a series of humoristic videos.
The latest from September 2015, compares the
launch of a space rocket to last minute changes
ordered by clients. A video that will be easily
relatable in agencies.
Using hyperboles and humour is a good way to help
clarifying the message and make people well
understand the benefit of the solution or product.
https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s
Adobe – « The Launch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
28. 28
BEAUTY OF THE MONTH
Archstudio just completed a tea house and café set
within the city's historic hutong district of Beijing. A
global concept that plays with tradition and
modernity for a truly Chinese style result.
http://bit.ly/1QVP93p
Archstudio – Tea house in Beijing
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
29. 29
BEAUTY OF THE MONTH
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
30. 30
FLOWER FLAT DESIGN
Bloom&Wild, a flower specialist, create a new
experience of sending flowers. No need of a carrier
anymore, flower are packed in small cardboard box
that fits in a letterbox.
"How it works
1. Order flowers in under a minute
2. Don't worry about the recipient being home
3. Flowers that wow"
https://www.bloomandwild.com/
Bloom&Wild – "Letterbox flowers"
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
32. 32
THE FAIL OF THE MONTH: CALL OF DUTY
To promote the latest release of Call Of Duty in
Singapore, the digital agency in charge of the client
thought that faking a terrorist attack would be a
good creative idea…
The official Twitter account of Call Of Duty launch a
live tweet session about an "unconfirmed explosion
on the North bank of Singapore Marina"... Even if
some fans found this as a good way to announce the
future scenario of the game, most of the Twitter
followers were shocked at the method.
"Irresponsible", "doubtful", "disgusting"...
@CallofDuty
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
33. 33
STRANGE CURIOSITY
As a child, you must have dreamed about being an
astronaut and visiting moon or even Mars.
Thanks to NASA, now you can virtually visit Mars by
controlling curiosity. A crater of Mars has been
virtually recreated and you make Curiosty hanging
around and select your preferred view over 7
different angle. NASA also provides real pictures of
Mars and information about the mission of Curiosity.
http://eyes.nasa.gov/curiosity/
NASA – « Experience Curiosity »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
34. 34
1 MENU WITH FRIES AND CÔTE DE NUITS
To celebrates its 40th anniversary in Spain and
France, Burger King launches a win to pair with its
Whopper burger.
Made of a Spanish grape variety, Tempranillo, the
Whopper Wine is aged in grilled wood barrels to
create a parallel with the grilled steak of the burger.
Only 40 bottles were created and offer through a
Facebook game in which fans where ask to share
their best moment lived in a Burger King restaurant.
It could sound like an opportunistic idea but the
wine is linked to the story of Burger King in Spain as
in 1975 the restaurant chain offer red wine in its
menu to appeal to the Spanish market.
https://www.youtube.com/watch?v=ZQGt-OR5wtY
Burger King – « Whopper Wine »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
35. 35
LAST BUT NOT LEAST
We are used to seeing in Nike the performance and
thinking that the brand only cares about the best
athletes in every disciplines.
But, in its latest TV ad, Nike wants to show to the
world that what really matter in sports is not having
first place, it is the journey. This video uses the
common Nike codes: a voice over, a motivational
tone and a perfect movie direction. The lesson?
What really matter is not about being the first to
finish, it is about finishing, no matter when.
https://www.youtube.com/watch?t=4&v=OxunzQQNgQM
Nike – « Last »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
36. 36
I CAN FEAR YOU
One of the hardest feelings to quantify is probably
fear. It sounds like that PlayStation find a way to do
it.
In Spain, to promote its new horror game Until
Dawn, the video game brand developed "The Until
Dawn Index", the first fear quantifier machine. This
machine records heart rhythm, temperature, blood
pressure, eye movements and pupillary dilation to
give a fear score.
PlayStation gives proof of the fear level of its new
game as well as providing an immersive brand
experience.
https://www.youtube.com/watch?t=2&v=ao7wOJ5qQ-s
Adobe – « The Launch »
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015
37. 37
TUTORIAL OF THE MONTH: LATTE ART
(Joke)
https://www.youtube.com/watch?v=a1FNSgqdhNk
BRAND UNION PARIS – A MONTH OF IDEAS – SEPTEMBER 2015