The Game Changer’s
Exhibition:
“Let us prove to the world that good taste, good art, and good writing
can be good selling.”
The above quote is the focus of the
Game Changers Exhibit. The exhibit focuses on the ‘Game Changers’ of the
advertising industry, those individuals who took a risk and succeeded to change
industry rules.
On November 9th, 1960
JFK became the youngest American president. For the first time in history,
younger individuals had real economic and political power. At this point, “good
taste, good art, and good writing,” became not just “good selling,” but also an
inspiration to the next generation to aim for success. This blurred the
boundaries that were separating literature, music, art and entertainment from
business and other renowned industries.
Advertising started to become
bolder. Brands like Wonderbra became courageous. In 1994, Wonderbra began
posting advertisements with Czech model, Eva Herzigova, in her bra and
underwear not only in women’s magazines, but also as a poster campaign. It
became one of the most eye-catching campaigns for decades, and it doubled
Wonderbra’s sales.
The lines between the rich and middle class, black and white,
young and old began to blur with advertisements like Coca Cola’s. “A coke is a
coke and no amount of money can get you a better coke than the one the bum on
the corner is drinking,” Andy Warhol once said.
In 1971, Coca Cola turned to
‘flower-power’ to bring people together in “perfect harmony.” Its soundtrack,
“I would like to buy the world a coke,” made national charts within two weeks
of the commercial airing, and half the royalties from the song went to UNICEF.
Levi Strauss & Co. did
something similar with their boxers. Their commercial portrayed the beautiful,
Nick Kamen wearing the boxers at a laundromat to the song “I heard it through
the Grapevine.” The song was later re-released on the back of the commercial
with a Levi’s logo on the sleeve.
Steve Job’s was right when he said,
“Here’s to the crazy ones. The ones who see things differently.” Those are the
“Game Changers.’ Those are the innovative thinkers and doers who are not afraid
to put everything on the line and think outside the box. It is because of these
brilliant minds that the world is where it is today with innovation and
creativity. What seemed like an innocent idea years ago still inspires the best
minds of today.
Burberry: Reimagining
advertising:
What is the value of creative
experimentation? Well, with creativity comes innovation and innovation can lead
to success, so experimenting and learning from mistakes actually has a high
value in this industry.
Christopher Bailey, Chief Marketing
Director at Burberry really tries to go beyond the ideals of fashion. Burberry,
which was established in 1856, merges the physical with the digital. The
company hires people with “big, open minds,” Bailey said. He wants people who
have similar values and are curious and willing to experiment and play. He
looks for dreamers, who can not only create, but also inspire. After all,
Burberry is not just another fashion label.
The
157-year-old company strives to go above and beyond. They incorporate music,
film, print, furniture and design into the brand, creating an atmosphere like a
family. “We play. We dream,” Bailey said.
Though
Burberry is known for their clothing line, Bailey said that music is part of
Burberry’s DNA. It gives such a sense of emotion, which allows people to create
art. This is why Burberry launched Burberry Acoustic, which helps artists get
their name out in the music industry. Another way Burberry has gotten involved
with their consumers is through Burberry’s the Art of the Trench. This is
linked to the Burberry website and acts as a social media site where people can
post pictures of themselves from anywhere in the world in their trench coats.
They can then share their coat’s personal histories, whether it was a gift, or
if it was someone’s grandma’s coat from WWII. Burberry creates these creative
online options to engage with consumers and engage with the world.
Bailey
reiterated what every seminar has said, “It’s all about telling a good story.”
It is about touching people emotionally and always remaining authentic to who
you and your brand are. Burberry does this by weaving stories into the music, the
models, the setting and the theme of each fashion show. They enjoy playing with
digital elements and holograms to create a more aesthetically pleasing
atmosphere. While people expect a fashion brad to act like a fashion brand,
people remember things when the boundaries are pushed. That’s why Burberry
fashion shows are so elaborate and innovative.
As
Burberry continues to grow with innovative ideas and goes digital, the brand
has collaborated with Google to create the first augmented reality kiss,
Burberry Kisses. This can be found by typing the URL into the Google Chrome
browser. You can send a digital kiss with your actual kiss mark in shades of
Burberry lipstick to a friend, a family member or a lover anywhere in the
world. You then experience’s the kiss’ journey to the person you send it to. It
is so innovative, and you actually feel the digital love.
So,
this year, while I am spending my birthday in France, send me a digital
Burberry Kiss, so I too can feel loved on my special day.
Continue to follow me on Twitter: @mona_lisap
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