Nike and Lance “It’s about you”

I love Lance Armstrong, totally inspired by the guy and just came across the new ‘It’s About you’ campaign to get people behind his 2009 ride in the Tour De France. Built off a nice truth around his motivation to do it for the wider cancer community, inspiring those who have to go through the hardships he went through.  Perfect example of how he’s helped spark a cultural movement who want to belong to the Livestrong tribe. This 60 sec spot gets me, it’s real, raw and true to his spirit. Well done Lance, smart move by Nike to bring back the ‘just do it’ tag, giving it another dimension beyond glossy, hyped up LeBron campaigns. 

What’s happening at your BRAND PARTY

Defining the right tone and personality is critical for all brands looking to differentiate in a world of sameness. It’s especially critical for youth brands looking to inspire young people and give them a sense of belonging. Whether you’re a challenge brand or the market leader, you need to be able to paint a picture of both what your brand stands for (brand idea) but also how it behaves and interacts with it’s community (brand personality and brand values). Creating the right brand personality usually is a collaborative workshop style task between agency folk and clients, but it’s really important to include your target audience in this process, as they give you a real check as to whether you’re off the mark or not. There are numerous exercises you can do to define your brand personality, one that I like is called the BRAND PARTY – essentially you hypothesize as to what your brand party would be compared to your closest competitors.. You ask questions like:

What are they wearing?

How do they get there?

What type of party is it?

What drinks / food are being served?

Who do they talk to?

What do they talk about?

What music might they dance to?

What time do they leave?

What does the room look like?

What else is going on?

It can be alot of fun and give you an idea of what personality attributes and relationship with youth you’re really after. It’s a bit of fun, but I’ve found it really useful in creating differentiated brand personalities for sub-brands where there are many brands within a portfolio.

My Cannes Favourites for 2009

The Cannes Advertising Festival is over for another year and although I didn’t get the opportunity to attend there was a handful of ideas that I really admire as setting new benchmarks in marketing communications. Here are my favourite youth oriented ideas:

 

1. WHY SO SERIOUS – Cyber Grand Prix for the viral launch of The Dark Knight

“Why So Serious?” was a 360 alternate reality experience – deep, pervasive, interactive, and viral. Centered on the web, yet branching out over mobile, mail, flash mobs, scavenger hunts, casual games, user generated content, collaborative narratives, streaming video and more, the audience was immersed into the saga of Gotham City from the last frame of Batman Begins to the opening scene of The Dark Knight. Over 10M unique participants in 75 countries made “Why So Serious?” a new benchmark for integrated campaigns.

2. Best Job in the World – Grand Prix for just about everything

Am very proud of my Aussie brethren up at Cummins Nitro in Brisbane, it’s one idea I saw that I wish i was behind, pure genius. It is a simple yet brilliant idea to market the Great Barrier Reef, after all , who wouldnt want to spend 6 months there getting paid $150k as a caretaker. Brilliant use of PR to launch the idea and use of digital media to spread it globally and drive entrants. Love it.

3. Whopper Sacrifice- Cyber Gold

The boys at Crispin continue to innovate in how they use social media to connect their brands with people and get people to connect with other. To launch the Angry WHopper they create the Whopper Sacrifice where you were asked to sacrifice friends on Facebook to show your love for this new burger..over 23,000 friendships were ’sacrificed’ before the boys at Facebook applied their handbreak to the idea. Culturally relevant, fresh, great tension and flawless execution as always

Ebay Wicked Sick

A nice little post by the boys at George Patts who prove if you add a little creativity, you can sell anything on ebay. Some creative storytelling and a 500% profit. Well done.

5 thoughts from interview with Tim Cahill

I had the pleasure of interviewing Tim Cahill this week for a campaign I’m cooking up, gonna be killer in 2010. In my investigation I pulled out some interesting thoughts:

1. Tims Mantra: “He who has the desire to win will always win, even when he loses”

I found this really inspiring, Tim spoke about (in a non wanky way) that despite losing to Italy in the World Cup, he felt he had already won just by getting to the World Cup, scoring the goal against Japan in the 1st game and overcoming adversity/injury just to get there.

2. STRENTH IN BODY = STRENGTH IN MIND

Tim was told as a kid playing in Sydneys western suburbs that he was too frail and not strong enough to follow his dream as a pro soccer player. He dedicated his whole training regime to becoming ’stronger’ which he feels makes him a strong player on the field mentally, despite the fact he’s relatively small.

3. FAMILY + FOOTBALL = SUCCESS

His magic formula is quite simple, he surrounds himself my his family which extend to his close mates who are always HONEST with him and he totally dedicates his life to training, prehab, rehab, eating right, living right…no BBQ’s during season, a  complete focus and dedication to getting better every year.

4. VISUALISING = SUCCESS

Tim spends alot of time doing visualisation exercises where he pictures himself scoring goals, getting up for the header, powering the scissor kick. He said that if he hasn’t scored in a few games, he goes back to watch dvd’s of himself scoring so he ‘recaptures the feeling’.

5. HARDWAY THE ONLY WAY

Withough wanting sympathy, Tim spoke about the hardships of coming from a poorer family and making it in the English Premier League. He doesn’t take anything for granted and will never ever say no to an autograph or photo as he wants to be real and accessible to those who support him. Was really nice to see a totally grounded athlete who’d prime motivation is to be a great role model for young Australian footballers, hence his 11 hour training camp with kids in Sydney last Sunday.

Youth Interview #7 Meet Ella from Generation Curious

  Meet Ella, a super creative and insightful 17yr old Sydneysider who describes youth being about CURIOSITY…interesting, as it’s another dimension of Generation C. Here’s her POV on youth culture and brands.

 

Ella from Generation 'Curious'

 

 

What’s the best thing about being your age?

The best thing about being my age is the way that the world is constantly evolving at such a fast rate, and we are in a position to experience every second of it – we are at a point where we are not quite tied down by many of the bigger responsibilities that arrive a few years after high school, and yet we are also not so young that we are necessarily sheltered. In terms of the world around us, we are in a fantastic position to be taking in as much knowledge as possible, considering the political, technological and economic climate; we will soon have the opportunity to be making changes based on what we observe in these few years.

Describe Australian youth culture in a word or sentence?

CURIOUS – everyone I know is always keen to be experiencing new things, whether they be small or big. The technology that is becoming available to us e.g. facebook, iphones or whatever – are only taking off because our generation’s inherent curiosity and genuine want to discover and experience new things. Connectivity, as Harry said, is a massive part of this curiosity.

What are 15-18yr old girls talking about right now? 

15-18 yr old girls… Girls are always interested in the newest thing to wear (gladiator sandles last summer – nuff said), the newest thing to drink (e.g. Vitamin water), the newest thing to watch (gossip girl, 90210, Australia’s next top model), hairstyle (remember when everyone got bang fringes a few months ago…)  and being able to keep in touch with these trends is a massive part of daily life. Ultimately, these trends make girls feel comfortable about who they are surrounded by. Hmmm this is getting a bit too anthropologic; girls trends recently have been gossip girl (season two over, sadly), skins (british television show, possibly best show ever, season one at least), leggings, general pants co, ksubi and generally the australian fashion industry, leather jackets have been massive and of course a white backed apple iphone is definitely the lusted after piece of technology.

What tribes/subcultures do you identify with?

I probably identify with ‘indie’, however this term has become cringe-worthy and kind of a joke. I feel that the way indie has evolved, it has split two ways. The term is now used to cover a wide bracket of other sub-genres and cultures, and to use it as an umbrella term means it is probably being used in the wrong way. However some brands have managed to harness the best bits of the culture without actually using the term – brands like general pants co, wrangler, insight, modular records and frankie magazine.

 

Ella and a few friends

 

 

Young people today are ‘chameleons’ changing their look/character based on their environment/people they’re hanging with..Do you agree,disagree?

I agree to a certain extent. We are definitely shaped by who we are surrounded by, however often you will find that people often come into their own with these sub-cultures or friendship groups. At school for example, there is always a mixture of looks/characters in any given group – and all of these people will have friends with the same look/character outside of school. This is especially common at schools where people come from different areas for different reasons.

How has Facebook impacted your life?

Facebook has impacted my life as I now feel much more connected, yet also much more tied down by these connections. The fast paced conditions that facebook offers is a microcosm of how I live my life – with mini-relationships with a large amount of people, who I may or may not see on daily basis. It is also an amazing tool of procrastination. 

Who or what inspires you?

I am constantly inspired by my friends and the people that I work with at the radio station – what they aspire to and how they are aiming to do it. I am inspired by magazine like russh and frankie, and the way they manage to present everything so beautifully. I am inspired by smaller things – a funny piece of writing in the newspaper, a pair of shoes, a song. But probably I am most inspired by the people around me – my friends, my parents, my grandparents even.

Your favourite brands and why?

fbi radio – an amazing sydney radio station that continues to push boundaries with music, arts and culture… its also just a whole lot of fun to listen to, and engage with at live gigs and events.

the selby – a website that looks at the houses of creative people – so inspiring and interesting to get a look into other people’s lives

monster children – a great skate magazine that manages to harness so much cred and street into one little booklet a few times a year, and they have an art gallery with awesome opening nights, whats not to like.

the orange penguin books – giving great books a new life on the shelves, so cheaply! I’ve bought at least ten in the time its come out.

minty meets munt – a little shop in Surry Hills that sells the cutest selection of aussie clothes; they also have their own brand with some amazing pieces

apple – my god what an empire they’re building.

peep toe shoes – the aussie version of louboutins, at a much cheaper price

 

What do brands need to know about engaging you and your friends?

These brands are doing pretty well – but any attempt to appear hip or cool, especially if it is unordinary for a brand to do this, will immediately have people searching for something more laidback, more nonchalant. To appeal to to me and my friends, try and think about the quintessential sydneysider in summer – laidback, chilled, interested but not pathetic. In reality though, if something better comes along, we will make the switch (e.g. myspace to facebook).

 

Finish these sentences..

I love.. the sydney music scene at the moment, magazines, summer in the beachy city, having the freedom to dress how I want to, international press, quirky films.

 

I hate.. the hsc, not being 18, twighlight, the cost of hairdressers

 

I believe.. that the climate of a ‘global financial crisis’ makes people lose their heads in a very silly fashion, and it is funny to watch (e.g. all the politicians running around like chickens with their heads cut off at the slight mention of economic growth for june)

 

I hope.. that they change the system of the hsc because at the moment the amount of pressure that lies with that final number is far too large

 

I fear.. the pressure of the hsc, the shutting down of fbi, magpies…

 

My mobile… is a way for me to be connected and I feel strange without it.

My friends… are my inspiration, are what keep me going, are who I have fun with and laugh with

 

Sydney or Melbourne???   Sydney – Melbourne may be more ‘fashionable’ but Sydney is the oldest, Sydney has the beach (and only one season in a day), Sydney is beautiful in a laidback way that Melbourne never could be.

 

Anything else about Australian youth culture in 2009?….

 

Having travelled overseas for exchange in 2007/2008, I have come to realise that the teenagers that live in Sydney are some of the most well connected, fashionable and interesting people. Cities like Paris, London and New York get props – but having travelled to all of these places I have found, for the most part, that kids in Sydney have their fingers much more on the pulse than many places in Europe, America and England.

 

Your favourite blogs:

 

two thousand

teeluxe.com.au

monster children

gofugyourself

fmylife

stuff white people like

the sartorialist

the selby

postsecret

Me and Timmy Cahill

Interviewed Australian footballing legend, Tim Cahill yesterday as part of a campaign I’m working on. Went one on one with the pocket dynamo for an hour talking about his dreams, disappointments, inspiring Aussie kids to play football, what makes him great..even who he hangs out with in the Premier League. What an amazing, down to earth guy. Gonna pull some highlights of the interview together later this week. With Timmy leading the way, we’re gonna kill it at the World Cup in South Africa next year.

Me and Timmy Cahill

Create an ‘Avitar’ for Adidas’ 60th anniversary online dress up party

Adidas Originals are celebrating their 60th birthday party and the Australian team has created quite a cool little online experience, an online dress up party, where you can create an ‘Avitar’, choose cool Adidas orginals clothing to dress up in, upload your pic and groove to some tunes. The main hook is a chance to hang with celebrity photographer Mark ‘Cobrasnake’ Hunter in LA. I like the idea, pretty well excuted online, although I think it’s a little behind the times given about 20 youth brands have done avatar/create your own character type ideas in the past two years…eg: Simpsonize Me. Having said that, I think Aussie youth, especially those ‘indies’ like my 16yr old

Create your Aditar at their 60th anniversary online dress up party

buddy Harry will get into this idea.  A bit of fun.

Ed Hardy – Beware the ‘Burberry Curse’

Ed Hardy Party- beware the 'Burberry Curse'

When I was working in New York on luxury brand Jaguar I remember my old boss talking about the ‘Burberry Curse’ – the fact that the brand fell apart as chavs from all over Britain started wearing the label and the fact the brand didn’t differentiate between its communication and consumption target.

Unfortunately, I think Ed Hardy is falling into the same trap.  It’s positioned as a luxury brand but it’s followers are from it.  Just the other week here in Sydney the Ed Hardy party was on, it was a shocker, full of fake tits, orange spray on tans, D-grade celebs and everyone trying a little too hard to show their allegiance to Ed Hardy. Ed Hardy is the new Von Dutch, Christian Audiger moved as head designer of VD over the Ed Hardy a few years back and has been making waves since. I find the brands clothes garish, but maybe cos I’m not cool enough, orange enough or have my hair styled enough to pull them off??

Ed Hardy charges a premium for their product (up to $180 for a tshirt) they’ve been successful in getting celebrity endorsement from guys like Beckham, but hey, he’ll flog anything these days. Spoke to a few 17yr old dudes today and asked them about Ed Hardy:

“I would never be seen dead in that junk, it’s so try hard…it’s like you’re trying to be half emo, and half chick…not cool” JD, 17

” Ed Hardy is for wogboys who think they are unique…like trying to show you’ve got money when really you don’t..” Seth, 19

Was pretty interesting hearing these two young guys bag out the brand and what it stands for. Having said that, the best brands in the world polarise, so maybe Ed Hardy isn’t so bad after all? I still worry though about the ‘Burberry curse’ as there was so much wannabe money at their event, the fact that teens in Blacktown will be wearing FAKE  Ed Hardy kit must have the Ed Hardy owners worrying.  I would be.

Iranian youth uprising via social media… GREEN REVOLUTION

Brands can learn alot from about sparking movements from political uprisings. One is going on right now in Iran post the dodgy elections over there as hundreds of thousands of Iranian youth hit the streets in protest, powered by the interconnectivity of Facebook and Twitter. Irans draconian internet filtering is no match for the 33% of Iranians between the ages of 15 and 29 who are interconnected and politicised by virtual social networks. It’s been nicknamed the ‘Green Revolution’ as Hussein Mousavi’s ( opposition leader) supporters have adopted the colour green for their movement ( a strong Islamic colour).

The mobilising power of Facebook and Twitter, combined with the face to face solidarity of the gatherings and protests is creating a frenzy of conversations and actions in Iran seeking a recount of the votes. In the wake of the contested election the Iranian state has harnessed every last iota of its coercive power to disrupt communications and prevent organised protests. Iran has more blogs per capita than any other country so it will be interesting to see what happens when the Iranian government ‘turns off’ the internet and shuts down the mobile phone towers. Apparently Moussavi is now encouraging youth to ‘connect’ via landlines, one public utility the government won’t shut down. It is yet to be seen if this youth uprising will  work in achieving their goal.

The key things brands can learn

Iranian youth using twitter and Facebook to mobilise...the 'Green Revolution'

 for this type of uprising led by digital media, is that youth mobilise around the promise of CHANGE, just like American youth mobilised in huge numbers around Obama in 2008. Show how you can  change the status quo and people will follow you.