May 25, 2017 in Creative Roundup
Studio Stew is a round-up of all things creative. A mixing pot of magic from the worlds of design and marketing to digital and PPC. #StudioStew
WARNING: Running in ill-fitted shoes can lead to serious long-term injuries.
Ok fun-sucker 🙄… But running is hard on your body and for any semi-serious runner, shoe choice is critical. However, a study from the London School of Podiatry found that 70% of runners don’t wear shoes that suit their gait.
Asics in Brazil has tackled the problem with an ingenious gait test. Forget the tedious trip to a specialist store to get your gait tested, Asics has produced a test using a print ad.
The ad, created by agency Neogama in São Paulo, features thermochromic print and is beautiful in its simplicity. Users tear out the ad, step their bare tootsies onto the page and let their body heat reveal a footprint. This is then compared against a tread key to find the right fitting shoe. A refreshing change from stock imagery, it’s novel, engaging, maybe even useful… Long live the print ad!
The Martin Agency is at it again with the latest of its creative pre-roll adverts. This time for client Barclays, the London based agency has produced an ad that skips itself… kind of.
Known for making innovative pre-roll ads, the agency worked with 1stAveMachine director Bob Partington to create a Rube Goldberg machine which appears to skip the ad at the end.
Executive creative director Dan Fisher said, “What we wanted to do is do a pre-roll that actually gives you the message and then gets out of the way,”
“This ad is going to run shorter than other pre-roll ads,” Partington adds. “We’re doing the viewer a favour by skipping their ad before a normal ad would play out.”
Here’s how the video was made.
Evian’s famous babies are back as the adorable ‘Live Young’ campaign makes its seventh outing, this time ditching TV for Snapchat.
Straying away from simply showing cute babies, creative agency BETC in Paris wanted consumers to experience what it might be like to see the world as a baby. So, this time everything is oversized.
Commenting on the campaign, Evian’s global marketing director Patricia Oliva said, “There is joy and wonder when you see the world through the eyes of a baby. When you see yourself as a baby you see the world as oversize.”
The campaign will appear digitally via a limited-edition Snapchat lens, as well as a Snapchat filter that is accessed using a Snapcode on 300 million Evian bottles. OOH collateral such as billboards, social and event activation are also on the cards.
When research scientist Janelle Shane decided to train a neural network to generate new paint colours, she probably wasn’t quite expecting the result.
In basic terms, Shane produced an algorithm which worked on two tasks:
1. Come up with a sequence of letters to form colour names
2. Come up with a sequence of numbers to form an RGB value
Speaking about her experiment, Shane concluded two things, “1. The neural network really likes brown, beige, and grey; 2. The neural network has really, really bad ideas for paint names.”
Ah come on Janelle, who wouldn’t want to paint their home ‘Stanky Bean’ or ‘Turdly’?
Well… sort of.
Topshop has announced a new virtual reality experience at its flagship store in London. Splash at Topshop marks the fashion giant’s summer season and allows shoppers to take on a VR experience with Oculus. Consumers will be able to slip and slide down Oxford Street on a giant looping waterslide in immersive 3D.
A Snapchat lens will accompany the slide experience (which promises a few Topshop surprises along the way) and the smell of sunscreen will be pumped throughout the store. The campaign will also include summer-themed pop-ups serving ice cream.
More and more commonly, creatives are finding imaginative ways of getting noticed to land a job. Our last blog even featured such a stunt. But it turns out this outlandish trend is nothing new.
Tuesday Poliak, currently evp, chief creative officer of Wunderman D.C., developed a brilliant idea long before viral videos and electronic portfolios were even a thing.
After graduating from art college, Poliak needed a job. Printing portfolios was a costly process, and so she instead began shrinking her work down to wallet size. Then, Poliak customised 11 wallets to look as though they belonged to the top creatives in the business.
Poliak said, “Back then it wasn’t like you could go online and find a photo of [the creative directors]. You had to find a photo of Jeff Goodby or Lee Clow and scan it. It was hard to find some of these photos. I made everything look so real. At the front of the wallet, when you opened it, it really did look like Jeff Goodby’s wallet or Rich Silverstein’s wallet or Lee Clow’s wallet.”
Having filled the wallets with her miniature work, Poliak took each one into an agency and dropped it somewhere it could be found and ‘returned’ to the creative director.
This cheeky, clever stunt was so effective in showing Poliak’s talent and determination that every creative director she targeted called her back – and roughly half offered her a job. Well played, Tuesday. 👏
And here is the lady herself…