Articles tagged "creative"

Over the last few months, marketing magazine The Drum has been asking fellow creative leaders their thoughts on what qualities make-up a great creative.

According to Steve Henry, co-founder of Decoded, there are a few key qualities to being a great creative, from mistrusting authority to being ‘obstinate’ with their own ideas. On how creatives should always break the rules, Henry says, ‘That’s gold dust in marketing; that’s what marketing needs!’

But how do other creative leaders’ opinions compare?

Daniel Bonner, the chief creative officer at SapientRazorfish, takes a different approach; for him, the key is to never stop asking questions of your client and, more importantly, yourself. ‘The output of creativity is only as good as the input,’ says Bonner.

To see Steve Henry’s and other leading creatives’ answers follow this link here.


A creative agency has successfully freed the nipple - on daytime TV advertising, at least.

Breast cancer charity CoppaFeel! won the right to show a bare female breast during daylight hours as part of latest ad campaign ‘Trust Your Touch’, in a video demonstrating how women should check their boobs for anything unusual to spot early signs of cancer.

The notoriously silly-for-a-serious-cause brand’s latest video uses plenty of double-en-tendre and word play to educate young audiences on how best to check themselves for lumps.

A voiceover advises women to ‘point, poke, pat, pull, fiddle, twiddle, jiggle, juggle…’, a series of boob-shaped items help depict each motion, from two wobbly jellies topped with raspberries to disembodied hands squeezing the jam out of two plump doughnuts.

‘We rely on our touch for an incredible amount of things, without even thinking about it,’ says creative lead Lucy Aston.

‘It’s the perfect tool for checking for any changes. There’s no right or wrong way, it’s just important to get hands on and know your boobs. If this campaign can encourage women to have the confidence to regularly touch their boobs, it could help detect signs of breast cancer earlier.’

You can find out more or watch the ad here.

 


A retired software engineer has come up with an ingenious way to show how all the elements in the world make up everything we use, see and feel.

Former software engineer for Boeing Keith Enevoldson created the colour-coded ‘Periodic Table of Elements, in Pictures and Words’, a charming pictorial look at objects made up of each element for adults and kids alike.

It’s a clever and cute way to show how an abstract element like Yttrium (we’d never heard of that one before either) can be found in everyday life. Plus, if you’re really getting into the elements, there’s a text version with detailed information about each one.

Under the Creative Commons license, Enevoldson’s materials are available completely free including individual element cards. Plus, he continually updates the table; Nihonium, Moscovium, Tennessine and Oganesson were added just last year when they were officially named at the International Union of Pure and Applied Chemistry.

You can see the resources in full here.

 


An outdoor brand has set up a daring, and incredibly challenging to visit, new pop-up shop 300 feet up the side of a cliff.

Only the bold can reach 37.5 Technology’s The Cliffside Shop, which is perched halfway up a rocky shelf in Colorado and is designed to cater for ‘climbers on the go’ - and garner a little public attention, too.

Jeff Bowman, CEO at Cocona Inc which makes the 37.5 Technology fabric found in performance products such as Carhartt, Bauer and others, explained the idea behind the stunt.

‘For more than a decade, we’ve gone to the ends of the earth to create performance-enhancing materials for athletes, but now, we’ve gone to the ends of the earth to get [those materials] to them.’

Cocona are also raising awareness of and supporting the company’s mission to increase the amount of land available for climbing, ensuring climbers can continue to enjoy the stunning surroundings they’re used to ascending.


Two new advertising campaigns for luxury clothing brand Moncler have employed legendary photographer Annie Leibovitz and Chinese artist Lui Bolin, aka Invisible Man, to create mind-bending print ads.

Bolin found fame creating optical illusions in which he uses body paint to blend himself into nature; in the ad, he dons a Moncler snowsuit and uses his prodigious skill to paint the suit and become one with nature, making himself barely visible in a range of scenes.

For the Spring/Summer campaign, Leibovitz snaps Bolin ‘disappearing’ into lush vegetation and forest settings, while for Fall/Winter Bolin seems to vanish into Iceland’s frozen glaciers.

They might be advertisements, but these mind-bending visual puzzles will make you do a double take and, as a collaboration between two expert artists, they’re just as enjoyable as standalone artworks.

You can see more of the work here.


The future really is here: General Motors has launched the first mixed-reality (MR) car dealership giving customers an augmented experience so they can visit any car showroom, anywhere in the world, any time they want.

V-Showroom, as it’s known, blends the real world with the digital world in an MR application that overlays augmented content with the physical space it’s in, and can also place a 3D replica of the car in any scanned physical space via an iPad fitted with a structural depth sensor.

The smart system offers potential buyers a chance to explore the car, its features and technologies, and even explore the car’s interior without having to set foot inside a car showroom.

Mark Harland, executive director of marketing at Holden & General Motors International, explains that while Chevrolet has always been at the forefront of technological advances, creating the first electrical starter and first car radio, the showroom experience has ‘remained largely unchanged’.

GM wanted ‘a solution that would position [us] as an innovation leader in the automotive space,’ he added.

‘We are very excited about V-Showroom and look forward to scaling this even further across other markets and with different models.’

You can watch the promotional video below:


Controversial artist Ai Weiwei is installing giant fences around 300 separate sites in his latest, and perhaps largest, art project.

Having been commissioned by the Public Art Fund to help celebrate their 40th anniversary, the artist came up with the idea for ‘Good Fences Make New Neighbours’ to communicate ‘a retreat from the essential attitude of openness’ in American politics.

Ai Weiwei was inspired by Robert Frost’s poem ‘Mending Wall’, which tells of two men building a wall between themselves and heavily criticises segregation; in this artwork, Ai Weiwei’s political message is clear as ever.

Opening on October 12th, the exhibition will comprise 10 major fence-themed works, which appear almost as golden cages, as well as smaller pieces, and has been described as one of ‘the most ambitious’ projects the Public Art Fund has seen.

Placed across New York City, the fences will be located in Manhattan, Queens and Brooklyn, as well as iconic locations such as the Doris C. Fredman Plaza and the Cooper Union building.

You can find out more here.