Creative Crunch #2: What's New?
We’re back with our second creative round-up! We’ve selected some of the things that have happened over the past month that are worth seeing… or at least we think they are! Here goes Creative Crunch #2…
I think everyone who has seen this ad will agree it is a great campaign that really drills into the truth of what it’s like to be a youth practising sport in London.
The Wieden + Kennedy ad tried to reconnect with the voice of Londoners. As Nike is such a large commercial brand it was feared they had lost touch with the capital, so they created this ad to make the brand reachable again. Dealing only with real, young athletes in the city rather than actors was one way of achieving this. Avoiding a typical start-studded ad, they used celebrities carefully starting with only using ‘local heroes’ like Mo Farah and Alex Iwobi, and only giving the stars very small cameos keeping the kids as the main focus of the advert.
The ad isn’t too dissimilar to previous Nike ad’s, shots of sporting scenes in urban areas with quick cut transitions. However, #NOTHINGBEATSALONDONER was filmed through a 16mm lens to capture the grittiness of the city - something it does successfully.
The ad champions London’s unbeatable attitude, and it has done it so well that people are even calling it Nike’s ‘best ever’ ad. You can make your own mind up about that, but it’s definitely up there!
Leeds United Rebrand
This one was impossible to miss - painful for Leeds fans, comical for others.
The rebrand of a football club is one of the biggest challenges a designer can face, because as brands go, there are few people care about more than their football club. Unfortunately for Leeds United, it didn’t go as they’d hoped.
The club said they had consulted 10,000 fans about the new badge before release - but many fans questioned who on earth these 10,000 people were that gave it the OK. The badge faced many criticisms, the main one being that it looked as if it had been taken straight from ‘Pro Soccer Evolution’. Probably not the verdict the designers were looking for.
The major flaw with this rebrand was it’s lack of heritage, instead of signalling a new start for LUFC as intended, it made the club a laughing stock - particularly on social media. The rebrand was so unsuccessful that it is now being totally reconsidered - a relief for Leeds fans.
Facebook’s Small Businesses Campaign
Another Wieden + Kennedy campaign, this time from Amsterdam. Their collaboration with Facebook creating an ad campaign championing small British businesses is definitely worth a mention.
This was ultimately a great move by Facebook, as they were getting a two for one result - growing the number of small businesses using Facebook for advertising and growth, and a great PR move to support the local businesses and communities that rely on them.
Each campaign features a story of how that business has used Facebook to upscale and build their own community.
Running across outdoor, TV, print, online and cinema - this campaign was a great way to support independent British businesses and boost Facebook’s B2B potential.
Super Bowl 2018
We couldn’t do a creative roundup of the last month without mentioning the USA’s biggest ad event of the year - the Super Bowl.
Our personal favourites of the night are linked below, starting with the Amazon Alexa ad. It’s a lighthearted, star-studded ad that naturally, is hilarious. With a cast of Rebel Wilson, Gordon Ramsay, Cardi B, and Anthony Hopkins filling in for Alexa who has lost her voice - you wouldn’t expect anything other. Created by Amazon and Lucky Generals, it’s a classic celebrity filled Super Bowl ad full of product demos.
WATCH: 'Alexa Loses Her Voice'
Next on the list is Tide’s genius ad which cleverly recreates iconic adverts such as Budweiser and Mr Clean to advertise Tide washing powder. Saatchi & Saatchi New York have done a good job with this one.
WATCH: 'It's a Tide Ad'
Finally, NFL defied expectations by promoting their league with an ad featuring the New York Giants… demonstrating a ‘Dirty Dancing’ routine. NFL with Grey New York must have known they were on to a winner - how could they possibly go wrong with American Football players pretending to be Baby and Johnny? …and yes, they do the lift.
WATCH: 'Touchdown Celebrations to Come'
Jamaican Bobsleigh and Skeleton Team
Another sporting redesign, but a more successful one this time! We Launch have been working on a new identity for Jamaica’s National bobsleigh and skeleton teams ahead of the Winter Olympics in PyeongChang.
We Launch took on the project pro-bono, with a brief to create an identity that would translate across everything from the bobsleds and skeletons to printed materials and merchandise.
The colour palette of green, yellow and black was obviously adopted from the Jamaican National flag. The ‘J’ icon is curved to represent the track, and they have used Core Sans Bold Italic as their typeface so that it would be legible at high speed.
The new identity has gone down well - they must have kissed the lucky egg beforehand.
Let us know what you've been loving this month by tweeting us @OrchardTweets. Did you know we post work we love on Instagram too? Take a look over on @OrchardSnaps.