PUBLISHER'S NOTE: TOUR DE PANTS
I once visited the apartment of the man who owns Subway; it was stunning in size,
decor and by every other measure. He had lent it out for a book signing party.
Later that night, all I could think of (being the classy guy that I am) was: "
My God, they're just sandwiches. And I actually prefer Blimpies." It made me mad.
It made me hungry. It also made me interested in the backstory and that led to Jared
Fogle — the man who lost 245 pounds by exercising and eating Subway sandwiches
and who, as spokesperson for the chain since 1998 humanized the simple message of fresh
fast food in a world of greasy competitors. Since that time, I have had nothing but
respect for how these guys stay on brand message. Now, on the 10th anniversary of
Jared's weight loss accomplishment, they are at it again with a beautifully integrated
campaign that engages consumers at a time when disengagement is the norm. Listen to
this. Subway takes to the road with a national tour — the "Tour de Pants
" — to promote a new three-point childhood obesity prevention plan. The
six month odyssey is making stops at the food festivals, NASCAR events, American Heart
Association walks and the like. The plan offers funding for school nutrition and fitness
programs, and gives parents tools to make healthy food choices for their children.
During the tour, people can photograph Jared with his "fat pants," collect a
Jared trading card, and obtain tips for healthy dining out. The campaign includes a
sweepstakes to appear with Jared in a commercial. Visitors to the website can upload
videos congratulating Jared on his milestone, post weight loss stories, or download a
personalized photo. Online games encourage people to choose healthy foods in order to
win. Traditional media plays a role, too, with print ads and instore signage promoting
the tour and focusing on healthy eating for children. Jack Morton Worldwide is handling
the website and events, and MMB is in charge of creative. Genius? No. Rocket science?
No. Brain surgery? No. A blueprint for involving consumers in a way that makes sense,
serves a positive cause, and intelligently advances the brand once again? Yes. Yes. Yes.
By the way, I can no longer walk past Blimpies without believing the meat is fatty,
the bread stale and the lettuce wilted. That actually stops me from eating there more
than twice a week.
— Gordon Kaye
LETTER TO THE EDITOR: DISNEY PRINCESSES
In the February Enewsletter, I noted some silly brand extensions that arose in a
recent survey sponsored by TippingSprung and BrandWeek. Hooters Energy Drink, Trump Steaks
and Danny DeVito Lemoncello come to mind. I also expressed bewilderment that Disney Wedding
Gowns had proven successful as an extension. Clarity arrived, right on target, from Steve
Lasko, who wrote:
I agree with your assessments of the idiotic brand extensions cited in the February
enewsletter, but I was surprised when you wrote: "For me, Disney Wedding Gowns remains
a mystery; survey respondents love it, the logic escapes me." Silly and embarrassing as
it may be, this idea strikes me as inevitable. Snow White, Cinderella, and the myriad princesses
that populate Disney fiction make wedding gowns a logical, if dopey, brand extension. Locutions
like "Prince Charming" or "princess" itself would seem to have appeal to a
certain kind of modern day bride. Look at how many of them are wearing TIARAS, for god's sake!
(Even more, er, "mature" women like Rudy Giuliani's most recent bride). But you're
right about the rest. Danny DeVito Lemoncello strikes me as a stupid and expensive way to
leverage a lame, no-legs joke.
— Steve Lasko, Lasko Design + Consulting, Reston VA
GRAPHIC DESIGN NEWS
Human Impulse
Shootings on the campuses of Northern Illinois University, Louisiana Tech and Virginia Tech
last Spring bring a shocking reminder of how quickly events can turn into tragedy. And a
reminder of the generous human impulse to help those who have suffered loss. The University
& College Designers Association is orchestrating a poster project to raise funds, asking
creatives to design a poster that reflects some aspect of campus violence — the shock of
the event, the heroism of the survivors, or the importance of crisis preparedness. This summer,
the group's magazine will feature the posters, include them on the UCDA website, and auction
them off. More details are available on the UCDA website.
http://www.ucda.com
Retro-Relevance
A summertime favorite since 1961, the Wham-O Slip 'N Slide has a place in the hearts and minds
of adults and kids alike. With retro-relevance at an all time high, the classic hot weather toy recently
underwent a brand packaging makeover. The new identity and packaging places the emphasis on
speed and is based on insights from kids of Gen-X parents. Credits to brand consultancy Goodwin of
Media PA. "Our goal was to reinvent the nostalgia familiar to moms and dads everywhere,"
stated Bill Goodwin, president and CEO of Goodwin. "Tapping into what kids love and what parents
remember is what makes the packaging work."
http://www.goodwinyouth.com
The Green Magazine
Did you know that 95% of magazines printed in the U.S. have zero recycled content and that nine million
magazines go into landfill and incinerators each year? On March 13, the New York-based Society of
Publication Design convenes a panel of experts to consider "Can We Make a Green Magazine?
" Participants include Todd Paglia, Executive Director, ForestEthics; Frank Locantore, Director,
Magazine PAPER project; Scott Stowell, Design Director of Good Magazine and proprietor of Open design
studio; and Gary Cosimini, Business Development Director, Adobe Systems. The event takes place at the
Fashion Institute of Technology in Manhattan.
http://www.spd.org
Teva Touch Screen
Planet Propaganda is helping Teva to increase the outdoor footwear brand's presence among specialty
outdoor retailers and their customers. The project included designing an interactive interface and content
for touch-screen display units appearing instore. The program debuts nationwide this month, with 100
retailers featuring expanded multimedia content about Teva products, as well as its events, athletes, and
culture. To keep the story fresh, the display units can receive content updates instantly via an internet
connection. The system also allows Teva to react to patterns of use by providing regular reports on
consumer interaction.
http://www.planetpropaganda.com
Mikol Keynotes Graph_Comm
Graph_Comm 08 takes place April 10 in Boston. The one-day symposium for print buyers and media
specifiers consists of educational seminars, a marketing panel discussion, an opening keynote luncheon
and presentation, and an exhibit hall with fifty print service providers. The event wraps up with a cocktail
and networking reception. There is no charge for print buyers and media specifiers to register and attend
the educational sessions. There is a $30 charge to attend the opening keynote luncheon. The keynote speaker
is Jim Mikol, EVP, Director of Print Management at Leo Burnett in Chicago. Advanced registration required.
http://www.pine.org
Leno Does Standup
Nexus Design + Marketing recently completed a project with the Rancho Santa Fe Unit of Rady Children' s
Hospital. The firm created the branding and advertising for the annual Gala Fundraiser which utilizing the
theme "Stand Up" and featured a performance by Jay Leno. Creative Director Craig Calsbeek said,
"We were very fortunate to work with a great client to help achieve a great goal. We worked on the
initial concept and theming as well as all sponsor pitch materials, brochure, invitation, and the event program
and signage. The campaign consisted of targeted repetitive print and email advertising prior to the
event."
http://www.nexusdesigninc.com
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MORE GRAPHICS NEWS
Ghost Story
Advertising veteran David Miller has written a children's book, The Ghost of Bobby. Published by
72andSunny Publishing, an arm of 72andSunny design firm, the book had its genesis one stormy afternoon
in Amsterdam, under the bed of Miller's daughter Sammy, who was 10 at the time and is the protagonist.
The author is a former Managing Director at Wieden + Kennedy Amsterdam. Miller had met John Boiler
— who would later co-found 72andSunny — at Wieden + Kennedy. "The Ghost of
Bobby" became a labor of love for Miller and Boiler, and a creative collaboration that involved the
whole 72andSunny studio, including illustrator Julia Kuo and designer Christina Kelly. The hardbound
edition features many full-color watercolor and acrylic illustrations that complement the book's gritty story.
http://www.theghostofbobby.com
Eight Is Enough
Eight Marketing Communications has revitalized the Nature's Alternative skincare line for Mario Tricoci
Hair Salons & Day Spas. The project updates the look of the packaging and allows for the addition
of six new products to the line. In all, the project included brand identity, packaging, and display system
for 19 products divided into four categories: Cleanse, Revive, Protect, Clarify. The vessels are decorated with
simple, elegant typography on a pearlized background with matte silver accenting the caps and bases. Category
names are silkscreened on the collar of each vessel. Boxes were treated as containers doubling as display
elements. Here the large MT logo becomes part of the merchandising effort by stacking two boxes to create
mini-billboards at point-of-sale.
www.why8.com
Reaching The Pinnacle
Group M has won a Pinnacle award from the Rockland Business Association. The public relations and
marketing communications firm, headed by Rosemarie Monaco, has extensive experience in the graphic arts
industry. The firm took the award as a woman-owned business that displays outstanding achievement in
business management and growth.
http://www.groupm.org
NYU Honored
The NYU School of Continuing and Professional Studies' M.A. in Graphic Communications Management
and Technology program has won the 2008 Excellence in Education Award for Innovation in Higher
Education. The award is presented by EDSF, a nonprofit foundation dedicated to the document
management and graphic communications marketplace. Bonnie Blake, the program's academic director,
accepted at the recent EDSF Industry Leaders' Luncheon. Blake is also coordinating chair of NYU-SCPS's
Division of Media Industry Studies and Design which includes the M.S. in Publishing and M.S. in Digital
Imaging and Design programs, and continuing education programs in publishing, design, digital arts,
and film.
http://www.scps.nyu.edu/gcm
RA Purpose For Times Square
Michigan-based agency Extra Credit Projects created some striking Times Square video outdoor for their
client Zondervan/Harper Collins, the world's leading bibles and faith-based books publisher. One of the
ads is for Pastor Rick Warren's book, The Purpose Driven Life, which has now become the largest selling
non-fiction hardcover book in history. The message touts, "This Ad Has A Purpose, So Do You."
It then signs off asking pedestrians to join the over 30 million others discovering their purpose. Rob Jackson
is Principal and Creative Director at the agency.
http://www.extracreditprojects.com
SPECIAL EVENT: COLOR CONTROL FREAK
Pantone and X-Rite Color Services present the popular seminar "Color Control Freak" that
seeks to provides an in-depth understanding of color, its value in the design process, and techniques for
proper reproduction. Sponsored by Pantone, HP, Eizo and X-Rite, the one-day interactive seminar equips
design professionals with the latest color knowledge and tools. Industry experts teach basics in color trends
and psychology as well as how to collect, build and specify color that remains consistent from screen to print.
"Accurately capturing the desired color, and reproducing it faithfully and consistently, is imperative in
maintaining the intended message and integrity of the design project," notes Doris Brown, Vice President
of Marketing at Pantone." Next up in March are visits to Nashville (March 13), Kansas City (March 13),
Minneapolis (March 18) and Miami (March 18). To check on April and May events, and for registration and
fees, contact...
http://xrite.com/colorcontrol08
HOUSEKEEPING
The entry deadline for the 2008 American Inhouse Design Awards has been briefly extended to March 20.
To request a hardcopy entry form, please email your street address to
awards@gdusa.com. To download an entry form, please visit...
http://www.gdusa.com/contests/aida.php
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