March 19, 2015

Better and Faster

Jeremy Gutsche, CEO of Trend Hunter, has an inspiring new book called Better and Faster. To quote Guy Kawasaki, Former Chief Evangelist of Apple, the book will “teach you neurological habits that can accelerate your success and make you into a fire-breathing, game-changing innovator of epic proportions”.  You can download the first chapter for free by sharing a tweet. Details on this page.

In this first chapter we learn how many people fall into the same old patterns of behavior that are instinctive to the farmer mentality. This is how the human race evolved after first being hunters. Yet in todays rapidly changing business world we need to reignite the hunter instinct to stay ahead. Jeremy Gutsche talks about the three hunter instincts being insatiability, curiosity and the willingness to destroy.

Meanwhile, enjoy the top 20 trends predicted by Trend Hunter at the start of this year. Probably some of them are already yesterday’s news!

March 18, 2015

AME AWARD WINNERS

It’s hard work judging awards but very inspiring too. Was lucky enough to be judging the AME AWARDS this year and saw a lot of cool work. Of course there was also a lot I’d already seen in previous festivals. Like a bad smell, the more successful projects hang around for a long time.

Here are some of my favorites from AME

AID COUTURE – Platinum award
“An average of 20 typhoons hit the Philippines every year, leaving thousands of casualties. Each year, the Philippine National Red Cross receives 18 tons of donated clothes. A good number of these are fashionable pieces that are not appropriate for everyday wear of calamity victims. In the aftermath of a typhoon, when the hot sun is up again, leather jackets and long gowns are of no practical use to the intended recipients of this donation. What they need are food and daily essentials that will help with their survival needs. Check out the video and see how Leo Burnett Manila convert fashion to food, water and medicine”

Jaguar British Villains – Platinum award
“How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of US drivers? By casting its newest sports car as a Villain, of course. Jaguar’s “British Villains” campaign played off the insight that the best Hollywood Villains are played by Brits, and introduced Jaguar as the newest British Villain. An integrated campaign touted the idea that it’s #GoodToBeBad and encouraged audiences to embrace their dark sides”

Coca Cola Mini kiosk – Gold award
“To launch the new Coca-Cola mini can in Germany, we created the Coca-Cola mini kiosk. A fully functional, normal looking kiosk with vendor – just in mini version. Combined with a small Coke vending machine, it appeared spontaneously around different cities. The mini kiosk sold a series of miniature products, but first and foremost the 0.15L mini can”.

Art of OLDTOWN – Gold award
“THE ART OF OLDTOWN As proprietors of the original white coffee recipe, OLDTOWN White Coffee took ownership of the one place no other white coffee brand could – Old Town in Ipoh, the birthplace of white coffee. A collaboration with street artist Ernest Zacharevic and the Ipoh tourism board saw OLDTOWN transform Ipoh Old Town with 7 unique murals. We turned art tourism into a medium, and spread our brand story with every piece of PR coverage and social media sharing. Best of all, we created permanent fixtures associated with OLDTOWN White Coffee that will live long beyond the campaign period”.

Suntory 3D on the Rocks – Silver award
“Whisky is one of the most popular alcoholic drinks in the world. However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink. Our challenge was to attract younger drinkers and once again to create the golden age of whisky. We designed a service at the bar which users can enjoy whisky with ice cubes created in their desired shape with use of the state-of-the-art 3D technology. In addition, we designed a system that uploads ice cubes selected by users to the web gallery”.

Google Maps Urban Escape Plan – Silver award
“Google Maps is known by the majority of Germans. Most people use the product to get from A to B, but they are not really aware of the fact that Google Maps can also help you explore new places near and far away. In order to make people re-discover Google Maps, we decided to focus on a unique proposition: inspiration as part of navigation. In Summer 2014, after a long winter, we set out to help German urbanites find what they really needed the most: a bit of green. But not any bit of green. A new bit of green. We wanted people to explore their environment and visit places, where they have never been before – nearby green treasures accessible within a short walk or bike-ride. That is why we created the „urban escape plan“: The world’s first hyper-localized, nationwide exploration campaign”.

Congratulations to all the winners (which you can view here). This may not be Cannes but since this festival is about effectiveness it means that you are faced with a load of scam work that boosts the agency’s ego but does nothing for their clients’ sales. Looking through all the entries there are definitely some major trends. We are in an era of brand experiences now. I hear a lot of talk about “storytelling” but that seems like a bit simplistic and patronizing. People want meaningful experiences that change their attitudes towards a brand. Better still, engaging experiences that lead to purchase. After all, if our clients don’t sell they won’t pay us and we can’t enter awards any more. That’s the circle of life. Hakuna matata.