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  • Posted by: Laura Tarbox on Friday, August 29 2014 09:00 AM | Comments (0)

    Bald Cartoons

    Interbrand London’s Executive Creative Director Sue Daun recently took us through her top picks from the 2014 Cannes Lions International Festival of Creativity. Laughter, smiles and even tears (yes, mine) ensued as she wove her way through work such as Lacoste’s epic ‘The Big Leap’ and CNA’s online educational project, ‘Speaking Exchange,’ which connects Brazilian students who want to practice their English with residents of a Chicago retirement home (*cue tears).

    But there was one particular piece of work that really stood out for me. ‘Bald Cartoons,’ created by Ogilvy Brazil for GRAACC (Grupo de Apoio ao Adolescente e à Criança com Câncer or Support Group for Children and Adolescents with Cancer), aims to drive home the message that children with cancer deserve to be seen like any other child. The initiative saw more than 40 cartoon characters—including Garfield, Hello Kitty, Snoopy and Popeye—become bald in support of children with cancer.

    Observing the work took me back to a moment a couple of years ago when I saw an adorable little girl carrying a backpack featuring Hello Kitty wearing a pair of eyeglasses. Back then, I was struck by the sheer power that lies in using the icons of a certain demographic (or a specific age group) to make unique characteristics (or seemingly ‘negative’ differences) acceptable to others – in this case, kids.

    Hello Kitty with glasses

    When you consider how an eyeglass-wearing Hello Kitty reframes the very notion of wearing eyeglasses, it’s exciting to think about what other issues could be tackled with a similar approach: Sexuality? Braces? A Garfield that’s more creative than academic (Sir Ken Robinson’s provocative TedTalk, anyone)? A cartoon character that deals with learning difficulties? You can see how this principle of positive subversion could be applied to many other groups, attitudes and causes and the impact it could have.

    As marketers, our opportunity lies in changing behaviors and perceptions. Such opportunities are always fascinating, but they are not always as personally rewarding as this strong piece of work by Ogilvy Brazil and the subsequent thoughts it has sparked. To that end, how can we as marketers, apply the way we think and look at the world to create real behavior change in the areas that matter the most?

    Laura Tarbox is a Strategy Consultant in Interbrand’s London office. She can be followed on Twitter @lauratarb.

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  • Posted by: Vandana Ayyar on Wednesday, August 13 2014 12:31 PM | Comments (0)


    Interbrand is excited to announce that we have submitted to SXSW, in hopes of hosting a panel at SXSW Interactive and SXSW Music in 2015 and we need your help to get us there!

    SXSW, held in Austin, is a three-part conference and festival taking place from March 13th-22nd, consisting of three sessions: Interactive, Film, and Music. Notable speakers at the conference included Neil Degrasse Tyson, Chelsea Clinton, Gary Vaynerchuk, and Rosario Dawson.

    Interbrand has submitted four panel suggestions to SXSW, with each focusing on brands and how they use technology.

    To vote, simply click on the titles of the panels and make an account on SXSW’s PanelPicker site. Every vote matters so make sure to submit yours today!

    Mecosystem 2020: Brands are evolving into platforms to survive. Think GAFA — Google, Amazon, Facebook and Apple. Possessing unique Log-In IDs and rich, multi-contextual touch points, the user is currently displacing the masterbrand as the primary, centralizing lens. Over time, these platform brand ecosystems will become mecosystems — user-generated brand instances that reflect a unique set of preferences and dynamic, biometric data. We will map out a model for brands to achieve a cohesive experience, a coordinated act of optimizing the interface layer, the partnership layer and the supporting infrastructure. Is the current age of the GAFA platforms enhancing or constricting the user's total experience?

    Wearables & The Happiness Quotient: Can wearables help us be happier? From the quantified self movement to the emerging biometric economy, wearables may finally deliver on the collective dream — to identify what we desire and create predictive and reinforcing engagement models to help us achieve our goals. Defining a 'happiness algorithm' via ubiquitous computing and biometric data promises to be the most exciting and meaningful endeavor of our respective disciplines. In this pursuit, how can individuals, marketers and policy makers create a win-win scenario surrounding increasingly personal data?

    Brand Strategy For The Internet Of Things: Buzzwords = pain points. These days devices are "seamless": Seamless communication, seamless integration, seamless connection. Customers want their devices (and data) to be "social" — to relate to one another in convenient, helpful, and appropriate ways. But siloed protocols prevent seamless cross-category connections. We end up with Smart Scales that don't sync. Selecting the right communication technology is more than a product decision; it's a brand decision. Communication and data standards are key differentiators that dictate the devices — and brands — that can participate in an ecosystem. Partnerships and brand alliances will increasingly drive how products communicate, share data, and relay information to customers. In this session, we'll look at how communication and data standards will form an integral component of brand strategy, and examine the ways in which brands can identify and form solid partnerships to truly deliver a seamless experience to customers.

    Digital Killed The Music Star: As platform brands like Google and Apple compete for music delivery and revenue, the experience gets better and better for the music fan: shareable, streamed, on-demand, curated and tailored for the listener, cheaper and even free. At the same time, it's getting worse and worse for the artist. Digital is largely responsible for many musicians no longer receiving fair compensation for the consumption of their music. Do digital practitioners feel a responsibility to right this wrong? What is the blueprint for a win-win compensation model for musicians, fans and corporations? How can technology and branding revive the pessimistic state of the industry?

    Voting ends on Friday September 5, 2014, so be sure to get your votes in! For more information and updates, visit SXSW.com.

    Vandana Ayyar is Interbrand’s Marketing Coordinator, North America. 

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  • Posted by: Jessica Shvarts on Friday, July 11 2014 04:47 PM | Comments (0)

    Louisville Slugger

    Interbrand Cincinnati’s work was recently recognized in the Graphis Design Competition. Two Silver Awards were presented for their student recruitment campaign Goetta Job! Recruiting Fresh Meat, and for their brand identity work with the iconic Louisville Slugger. Silver Awards are presented to the top 100 entries per region, making Interbrand one of the top entrants from North and South America.

    Merit awards were given to three other entries: Puffs Car Cups, Puffs Winter Olympic, and Dole Organics. Merit awards are awarded to the 100 best entries for their city, state, or province.

    Graphis strives to showcase the work from a wide variety of professionals who represent the entire artistic community. This competition focuses on publishing work from the great talents in Design, Advertising, and Photography.

    As a winner of a Silver Award, Goetta Job! and Louisville Slugger will be printed in the Graphis 2015 Design Annual.

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  • Posted by: Interbrand on Wednesday, June 18 2014 05:25 PM | Comments (0)

    Interbrand Wins the Gold

    Interbrand is proud to announce it has won a Gold Cannes Lions award, with work created by our New York office for a global Nelson Mandela poster campaign. 

    The Cannes Lions International Festival of Creativity is the world's largest celebration of creativity in communications. It honors the ideas that are changing the ways brands interact with their customers and its prestigious awards champion the best work of all. 

    The global Nelson Mandela poster campaign is an initiative that invited artists from all over the world to honor Nelson Mandela’s 95th birthday through the design of a commemorative poster. The project’s only creative parameter was that all posters needed to be A2 size. 

    A team in Interbrand’s New York office decided to create an A2-sized poster that could unfold into an 8 by 7 foot rectangle when placed on the ground—almost the exact size of Mandela’s prison cell on Robben Island, South Africa where he served most of his 27-year sentence. This revolutionary design concept took what could have been a traditional poster and turned it into a memorable and inspiring experience in the public space. 

    From nearly 700 submissions, 95 posters were chosen to represent each year of Mandela’s life. Interbrand New York's "Paper Prison" poster was one of those selected. The 95 posters were part of an exhibit that toured the world before being auctioned off to benefit the Nelson Mandela Children’s Hospital Trust. 

    We would like to congratulate the team responsible for producing this world-changing piece of work: Andy Payne, Chris Campbell, Forest Young, Craig Stout, Ross Clugston, Kristin Labahn, Matt van Leeuwen, Matt King, Darcy Newell and Interbrand interns Jongwon Lee, Andrea Moore and Annalisa van den Bergh. Their work has honored a man who changed the world for the better and inspired us all with his unbreakable spirit. 

    More details are in our press release, and to view photos of the Mandela Paper Prison, check out our Facebook album.

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  • Posted by: Catherine Couretas on Wednesday, June 11 2014 12:00 PM | Comments (0)

    Aussie 3 Minute Miracle

    Interbrand’s Cincinnati office was recently awarded six Hermes Creative Awards for excellence in both packaging design and poster design.

    Platinum awards were awarded to Aussie 3 Minute Miracle, Puffs Car Cups, and IBC’s student recruitment campaign, Goetta Job! (Recruiting Fresh Meat). Hermes’ prestigious Platinum award is presented to those entries judged to be among the most outstanding entries in the competition. Platinum winners are recognized for their excellence in terms of quality, creativity and resourcefulness. About 15 percent of the entries won this award.

    Puffs Car Cup

    Gold awards went to Dole Organic and Dole Salad Kits. Gold awards are presented to those entries judged to exceed the high standards of the industry norm. Approximately 21 percent of the entries received this award.

    Dole Organic Salads

    Additionally, the Puffs Winter Olympic designs received an Honorable Mention.

    Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.

    The competition has grown to one of the largest of its kind in the world. A look at the winners shows a range in size from individual communicators to media conglomerates and Fortune 500 companies.

    The competition is so well thought of in the industry that national public relations organizations, local ad clubs, and local business communicator chapters are entrants.

    Catherine Couretas is an Account Executive at Interbrand's Cincinnati office.

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