(mouse over an image)
Brand Book Makes Faucet Fashionable
Indianapolis IN: High Fashion... Runway Models... Top Designers... Faucets? Delta Faucet has unveiled a new marketing tool for its high-end Brizo product, a brand book presented in the style of a tabloid-style fashion newspaper. Ad agency Young & Laramore decided that the product needed a special type of piece to educate the network of independently-owned faucet showrooms, as well as kitchen and bath designers, architects and even consumers. Most important, the book had to convey a high fashion brand personality. Explains Creative Director Carolyn Hadlock, "During Fashion Week... every day a tabloid-sized magazine is published with all the shows of the day. Because of the time constraints, it is printed on a web press with low-grade uncoated stock. There was a currency about this that we liked. Our interpretation of it was to go larger and on newsprint to make it look and feel like fashion editorial... Inside the piece, we mixed Brizo fashion with architecture, fashion and makeup — blurring all the disciplines." Art directors on the project were Uriaha Foust and Trevor Williams, and photographers Heidi Niemala and Gary Sparks.
Heavy Metal is Hell
UVPHACTORY created this 30-second teaser to introduce VH1's Metal Month of May. To evoke a big-budget, sci-fi, Hollywood blockbuster, Executive Producer Brian Welsh says that the design and production firm made "this very sexy and menacing live-action piece extremely effects-heavy" and gave it "the feel of a cinematic trailer." This included use of photogammetry, a trick-of-the-trade which "allowed us to turn still images into 3D environments" without the big budget, states Creative Director Alexandre Moors.
Everybody Is A Star At American Girl
New York NY: Parham Santana has helped American Girl define a unified brand platform, identity and architecture to ensure cohesiveness between merchandising, marketing and product lines. The new positioning, "Follow Your Inner Star," celebrates the promise in every girl and is being applied at all touchpoints — print, web and retail. Credits go to Executive Creative Directors John Parham and Maruchi Santana, Associate Creative Director Maryann Mitkowski, Senior Designer Emily Pak and the American Girl Internal Marketing Communications Creative Team.
There's A Method To Their Media
San Francisco CA: The San Francisco International Film Festival's brief to the design firm Method was to create an identity that takes the festival "into the 21st century." The Method creative team developed a logotype that uses a hard-edged, solid type with a constructivist edge that gives it dimension and contrasts with the simple font choice used in promotional pieces. To evoke film data and imagery, the firm also used a sophisticated color palette — pale shades of green, yellow, blue and lilac, punctuated with a vivid orange. The new look is being applied across a spectrum of media and formats, including print ads, bus sides, banners, postcards, tickets and programs. The project also includes a motion graphics identity for in-theater, online and broadcast applications.
TBWA/Chiat/Day is Out
Washington DC: TBWA/Chiat/Day took Best of Show at the 2006 OBIE Awards for its billboard work for Pedigree, Masterfoods USA. An additional 17 awards were won by the likes of Crispin Porter + Bogusky, Bloom, BBDO West, Euro RSCG Chicago, Taxi Canada, Ogilvy + Mather, Blattner Brunner, boone/oakley and many more. The OAAA-sponsored awards recognize creative excellence in outdoor advertising; all winners, merits and finalists can be seen online. Contact: www.oaaa.org
Exposing the Heart of the Golfer
Encinitas CA: To connect with golfers on a deeper emotional level, equipment maker TaylorMade turned to NYCA for a new brand positioning and advertising campaign. The result: an "I Am a Golfer" platform that emphasizes authenticity. The three-pronged campaign, now underway, includes internal banners and communications at company headquarters and offices, TV spots featuring Ryder Cup Captain Tom Lehman speaking the language of golfers, and print advertising and collateral that communicate the message with, for example, the slogan, "More than a girl. I AM A GOLFER." Credits go to Michael Mark, creative director/writer; Rob Petrie, associate creative director; Senior Art Director Ashley Caballes; and Senior Copywriter Travis Graham.