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IT'S DEFINITELY MAYBELLINE

NEW YORK NY

In 2005, L'Oreal CEO Jean-Paul Agon tapped designer Robert Bergman of Bergman Associates to modernize Maybelline's packaging, advertising and merchandising. Bergman revamped the brand's typography, creating with a continuity between the company's packages, ads and displays that does away with the hundreds of sub-brand logos in different styles, fonts and personalities that previously burdened the makeup company's marketing. Bergman also collaborated with Maybelline's ad agency to modernize its photography and layouts. Two years later the project is complete, and the result is simplicity, clarity and greater brand strength for Maybelline.

LIFE IS HARD, ROGER IS EASY

LOS ANGELES CA

ROGER, a Los Angeles design and motion graphics studio, put a comedic twist on the idea of the instructional video for DIRECTV's new Pay-Per-View promotion. In 11 spots, tongue-incheek anecdotes take viewers through the stages of the Pay-Per- View process, from purchasing to viewing. The lively, engaging ads give visual form to the campaign's tagline, "Life is Hard, Pay-Per-View is Easy." Creative credits go to ROGER creative directors Mark Yamamoto, Vasl Hnatiuk and Terence Lee; Executive Producer Sarah Cole; Producer Elana Porter; Illustrator Barry Chesser; and animators Miles Kinghorn, Anastacio Gallardo, Zachary Kinney and James Hurlburt.

MORE COLORS FOR PANTONE

CARLSTADT, NJ

Pantone unveiled Pantone Goe, the first new color system for spot color specification from the company since its founding 45 years ago. The impetus behind Pantone Goe, explained Vice President of Marketing Doris Brown at a recent preview for GDUSA editors, is the clear demand by creatives for more colors and greater flexibility in this digital and cross-media age. Says Brown, the Pantone Goe System "was created from the ground up to answer the needs of designers for a color communication system that offers more color choices that are easy to locate." Four years in development, Pantone Goe provides 2,058 colors presented in an intuitive, chromatic-like arrangement. The system includes the Pantone Goe Guide, a color selection and communication tool; Pantone GoeSticks, adhesive-backed color specification chips; and the innovative myPANTONE palettes software, which enables designers to capture and invoke their color choice and color work through an innovative, web-based collaborative environment.

EMMYS EMOTIONAL + SUSTAINABLE

HOLLYWOOD CA

Scott Buford, the art director of the Academy of Television Arts and Sciences, had two goals for this year's Primetime Emmy Awards. First, the brand needed consistency across all media. Buford made it happen in conjunction with the creative services company Mdots by focusing on an emotional and elegant depiction of the Emmy statue in print, collateral and motion graphics. Buford says, "The graphics are all about light and how it affects the mood of the room during the show. The second goal was to work with the show partners to take a leadership role in sustainability. Here Mohawk Fine Papers played a vital role as a Corporate Sustainability Partner. All Emmy materials were produced on carbon neutral, 100%

WASTE NOT, WANT NOT

DENVER CO

After a terrible drought in 2002, Denver Water partnered with Sukle Advertising & Design to convince Denver residents to conserve water. This year the pair reinvigorated the campaign with several new features. Billboards, yard signs and taxi ads last year pushed the message, "Use Only What You Need." To that Sukle and Denver Water added a new interactive website (www.useonlywhatyouneed.org), a viral video and ads for placement in elevators. The objective of the campaign is to reduce Denver's overall water consumption to 22% below that of pre-drought levels.

THE ART OF THE UNPOSSIBLE

CHICAGO IL

During the run-up to the opening of "The Simpsons Movie," 7-Eleven gave Simpsons fans a Squishee-flavored treat when the company rebranded a dozen stores in the U.S. and Canada as Kwik-E-Marts. The monthlong celebration of all-things-Simpsons was remarkably thorough. Everything from exterior walls and signs to employee uniforms and name tags was transformed. Donation canisters and ATMs featured Krusty's Kids and First Bank of Springfield logos, and soda machines dispensed Buzz Cola. In addition, nine life-sized characters from the long-running cartoon series were placed around the stores. Jasper Beardly was trapped in the bagged ice freezer, while Bart and Milhouse hung out on the roof. Why? Apu Nahasapeemapetilon's convenience store is a spoof on 7-Eleven, of course. 7-Eleven management bets that by showing that the company gets the joke, Kwik-E-Mart fans will become fans of 7-Eleven. FreshWorks, an Omnicom Group member, spearheaded the project.

RENEWING THE RENEWAL REQUEST

MADISON WI

Planet Propaganda reinvented the American Players Theater's (APT) annual Book of Summer. The new books — there are three versions — aim to entice theatergoers to one of the country's most popular outdoor classical theaters by offering a preseason look at upcoming performances. A special, limited-edition Book of Summer was sent to especially loyal APT audience members, while a different piece went out to a larger pool of potential ticket buyers. Finally, a Guidebook to Total Immersion aimed at those unfamiliar with the APT was distributed to performing arts audiences across the Midwest. The creative director was Dana Lytle; Curtis Jinkins was the designer. This the 17th year in a row that APT assigned Planet Propaganda to the summer promo project.

OLD NAVY INSTORE SLIGHTLY MILITARY

SAN FRANCISCO CA

Old Navy rolled out some unique new instore packaging this summer. The folding cartons for men's and boys' t-shirts, underwear, socks and shoes were custom designed by Old Navy's inhouse team and aim for a "slightly military, non-corporate, utilitarian" look, says Senior Packaging Design Jason Rosenberg. Rosenberg and the heads of Old Navy's merchandising and design departments together hit on the surprising idea of used interoffice folders. "We had a really difficult time convincing the printers that the 'mistakes' and variable information like handwriting and stamps were supposed to be there," adds Rosenberg. Shane Greenwood and Pasquale Tremblay were copywriters on the project.

FABLE OF THE DEVIANTS

SAN FRANCISCO CA

Over the past few months, moviegoers in key American cities witnessed the first component of ATTIK's campaign for Scion to drive traffic to an interactive website at www.littledeviant.com — and rev up interest in the xD, Scion's brand-new five-door urban vehicle. Readers of the July issues of select magazines also saw the campaign's main facets played out in a three-panel print ad. Visitors to the minisite participate in gameplay to rid an imaginary world of conformity and unleash creativity as they meet the xD. The animated spot, the print ads and the website position the xD as a "little bad-ass," reports ATTIK creative director Simon Needham.