3.11.09
27.10.09
Celebrating 11th Anniversary in Al Balad newspaper
“Benefiting from the name of the newspaper, Al Balad (The country), an ear panel was booked as a continuation of the publication logo on the anniversary campaign launch date creating a bold statement “The Country is Celebrating”. As a revealer, an inside half page was booked on the same day carrying Spinneys logo, offers and 11th year anniversary logo. Also see Celebrating prices.”
Client Name: Spinneys Supermarket
Media buying concept: Marketing Department of Spinneys
Campaign creative work: Team Y&R, Lebanon
Media booking: Media Associates
26.10.09
Microsoft opens retail outlet
Massive LCD screens line the walls, displaying scenic panoramas (including of the local Arizona landscape) as well as Microsoft products. Below these screens PCs set up with Zunes, Xbox consoles and headphones are available for visitors to try out, and a “gaming zone” offers giant screens on which customers can play popular games including Rock Band and Halo.
“Our customers have told us they want choice, better value and great service when shopping for technology, and that is what we will deliver through our Microsoft stores,” says David Porter, corporate vice president of Microsoft Retail, in a statement. “We want to showcase what’s possible with the full Microsoft brand.”
The opening came in time for the company’s new Windows 7 operating system and these are prominently displayed along with the PCs, Xbox consoles and range of other software and hardware that flank both sides of the store.
But much of the clean, simple look of the new store bears a striking resemblance to Microsoft rival Apple.
“Launching a Microsoft retail store, these guys are playing catch-up to whatever Apple does,” said Rob Frankel, branding expert and author of the book “The Revenge of Brand X.” He points to the design as looking different, but really just a variation on the Apple store’s sleek and simple design. “Microsoft has no brand. They have an identity and they have very high awareness, but try asking two people why they insist on Microsoft and you’ll rarely get the same answer.”
Microsoft is emphasizing the personalization that the new stores will offer, with consumers able to customize their hardware with external “skins” and create an original ring tone for their Windows mobile phone. When a customer purchases a computer, they will have a 15-minute session with one of the employees to get set up their applications, passwords and personal preferences. The store includes a Microsoft Answers Suite, where technical advisors offer assistance to patrons with tech issues.
Testa believes that in opening stores when it has, Microsoft followed the company pattern of waiting until something was “tried and true” before jumping in. Nonetheless, he believes that entering the retail arena will be a good thing for Microsoft, and that it is better late than never.
“I don’t think they see it as a big profit driver. I think they see it as a brand-building experience and marketing experience more than anything. This will be a grain of sand on the whole beach of Microsoft’s revenues and operations,” said Testa. “But from a branding perspective it makes a lot of sense. The timing’s good, they get some press for the stores, Windows 7 is coming out and the holiday season is coming up. It makes sense.”
22.10.09
Grocery Store Musical
Agent Brown rehearses with Agents Kayne and Rustin
The cast rehearsing
Rehearsing in the store
The control room
Speakers
Control room monitor
A woman laughs as Agent Johnson passes with his basket
Agent Fernandez helps a customer find an item from the circular
Letting a friend on the phone listen in
This guy was particularly excited (as seen in the video)
There was always a nice crowd near the registers looking over
Agent Brown prices some fruit
22.9.09
Tok & Stok :::Stok clearance
‘Sale’ signs are so ubiquitous these days that retailers often struggle to cut through the clutter and get their discount offers noticed. This was the problem facing Brazilian furniture retailer, Tok & Stok, and its solution was one of the most innovative poster campaigns of the past few years.
In Brazil, Tok & Stok has built up a reputation has a high-end furniture retailer. Its design style is minimalist, uncluttered and clean and this had to be reflected in its advertising campaign. It was also imperative that Tok & Stok drew a large crowd for the sale as it was its biggest of the year and the retailer had a new range of stock waiting to go on display.
The posters were designed to look like furniture and left in places that would surprise and amuse the public. Some were made to look like tables, some chairs; others were rolled up into a cone and attached to the walls of malls and give the impression of lampshades. Every poster was almost entirely white with a simple Tok & Stok logo and discount offer, relating to the item the poster was suppose to represent, in one corner.
The posters gained a lot of attention in Brazil and enhanced Tok & Stok’s reputation for sophisticated furniture solutions. The interest translated directly into sales with the retailer selling out of its discount stock in a matter of days.
BRAND: Tok Stok
BRAND OWNER: Tok & Stok
CATEGORY: Retail
REGION: Brazil
DATE: Aug 2009
AGENCY: DDB Brasil
MEDIA CHANNEL
Target:::Bag a billboard
BRAND: Target
BRAND OWNER: Target Corporation
CATEGORY: Accessories/ Clothing/ Footwear
REGION:USA
DATE: Sep 2009 - Jan 2010
AGENCY: Mother
MEDIA CHANNEL
8.9.09
Carrefour new wordmark and icon:::“Positive is Back”
With more than 15,000 stores in 35 countries generating more than 100 billion Euros in sales, the French supermarket chain Carrefour is undeniably one of the world’s most prominent retailers and purveyors of, to put it simply, good stuff at decent prices.
Its identity design, the icon and typography have remained consistent since 1966 — only nine years after Carrefour’s launch — when the C-in-a-diamond icon made its appearance next to a typewriter-style wordmark. This September 4th, along with a new campaign titled “Positive is Back,” Carrefour has introduced a new wordmark and a slightly modified icon.
Old (yellow) and new (blue) icon comparison overlay, 3 second interval.
Old (above) and new typography.
The resulting shapes from the C eating away at the diamond is instantly recognizable so with such a high-stake operation around the world it makes no sense to introduce something revolutionary.
The new wordmark is friendlier and quirkier, and has a nice flair to it that most serif typefaces lack, so it feels like a good birdge between the blocky slab serif of old and some corporate serif. .
Sample applications.
Gradient combinations, more at Carrefour’s Facebook page.
The biggest change, more than the icon or the typography, is the introduction of a range of gradients for the icon. In application — which, unfortunately, we only have one small image — the concept seems like it could work and gives Carrefour a slightly trendy and upbeat look.
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