All posts in Branding campaigns

Voyeurism meets Lingerie in NYC

by DOmedia on October 21, 2007 in Advertising, Alternative advertising, Branding campaigns, Technology with No comments

I ran across a posting on The Ad Mad! blog today that I have to share. As part of the Elle MacPherson Intimates branding campaign, they incorporated an interactive storefront that ran during Fashion Week in NYC.

The technology incorporates a very cool tool called the Human Locator, which tracks passers’-by movement in real time. For this application, it recognizes motion outside the window to reveal and then conceal intriguing video of a lingerie clad model. Check out the video on YouTube to see the execution (click the screen shot to view the video):

Now, I have to say that I find it interesting that it’s mostly women who stop to check out the window…either brilliant targeting by the marketing team or a male aversion to having a video camera catch them in the act. Either way, kudos to everyone involved in the execution!

Client: Elle MacPherson Intimates
Agency: Mindshare / Destination Media Group
Media Partner: Inwindow Outdoor
Technology: Human Locator

Outdoor Advertising: Societal Nemesis or Environmental Enhancer?

by DOmedia on October 16, 2007 in Advertising, Alternative advertising, Billboards, Branding campaigns, Legal News with No comments

Maybe I’m just more aware given my current employment. Or maybe the debate has gotten louder. Either way, I’ve been hearing and reading a lot lately about the “advertising invasion” into our daily lives. Without a doubt, out-of-home advertising has been on a major upswing since 2001, making it the second-fastest growing media channel behind the Internet. (In fact, out-of-home advertising revenue has increased at least 20% each year since 2001…meanwhile traditional TV, print and radio outlets have all been struggling.) As marketers have increasingly looked to non-traditional avenues to reach their audiences, it seems there is a growing movement to fight this “ad creep.” Here’s my question: is advertising necessarily evil? Continue reading →

This flight sponsored by Nationwide

by DOmedia on September 12, 2007 in Advertising, Alternative advertising, Branding campaigns, Sponsorships with No comments

Talk about monetizing your assets! While some airlines are beginning to quietly review advertising opportunities on their planes, Skybus is unabashedly offering up anything and everything they own to potential advertisers. Napkins, tray tables, headrests, overhead compartments, in-flight announcements…heck, even the plane itself. Check out this co-branded execution for Nationwide:

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Westin redefines “transportation”

by DOmedia on August 21, 2007 in Advertising, Agencies, Alternative advertising, Branding campaigns with No comments

What do rain forests, Icelandic waters and tropical fish all have in common? They are all part of a multi-city, multi-execution, completely transformative $30-million branding campaign for Westin. As a continuation of the upscale hotel chain’s This is how it should feel campaign, agency-of-record Deutsch NY created mini-escapes for weary 9-to-5-ers, transporting them, even momentarily, from their daily routine to a more restorative environment.

The execution, which is heavily focused on out-of-home elements, launched in subways, airports, train stations and highways in major US cities. The ambitious effort includes more than 270 pieces of creative across 2,750 placements nationwide.

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Wite-Out all wrong

by DOmedia on August 16, 2007 in Advertising, Alternative advertising, Branding campaigns with No comments

I ran across this recent NYC out-of-home execution for BIC’s Wite-Out product and I have to admit the first thing that came to mind was an old, politically incorrect joke:

How can you tell a blond has been using your computer?
There’s Wite-Out all over the screen.

(I’ll go ahead and apologize now to all my fair-headed friends. I didn’t make the joke up, just helped its circulation…)

I suppose there must be someone out there that actually still uses the stuff (as they pound away on their typewriters, listening to 8-tracks and watching groovy movies on their beta players….), but I can’t say I even remember the last time I needed it. So there’s part of me that really can’t blame creative agency G2 Promotional Marketing for the tired, un-creative campaign for a soon-to-be-obsolete product. Could you imagine coming in to work and finding out you have to sell Wite-Out to a digital society? I think they call that agency hell.
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