a month of ideas

#February 2016

#BRANDUNIONPARIS…

2

A CHIC SPORTS

Björn Borg is one of the most famous tennismen of the 80s. He created, years ago, a sportswear brand. His last collection called "Sport Couture" is for the season spring-summer. Its new clothing line is very different from others with its retro-chic-minimalist style.

With this capsule collection, comes a high price strategy and a high-end sport positioning. This creative campaign transforms the brand into a eccentric and definitively trendy one. Smart !

Björn Borg – Sport Couture http://bit.ly/29BF5jX

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

3

LOVE BY HOLOGRAMS

In Japan, students are subject to a strong pressure when it comes to preparing their exams. Kit Kat decided to help them through this difficult period. Thanks to JWT, the brand organized a funny operation: families have the possibility to send to students a "Kit Mail Hologram". This hologram contains a Kit Kat but also a transparent pyramid and a QR code. By scanning it with their smartphone and placing the pyramid upside down on the smartphone screen, students can then view a hologram of the J-Pop group DISH .

A very original idea that strengthen the brand positioning around the break time and creates a strong link between the brand and its customers. To remember!

Kit Kat – Kit Mail hologramhttp://bit.ly/20qR8Si

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

4

ALL SHAPES AND SIZES

Mattel, decided to make a big change: reinvent Barbie, its iconic doll. Now, there will be all sorts of dolls: small and tall ones or thin and curvy ones. These dolls will represent more realistic morphologies.

This change is very strategic. In deed, this marketing operation is a way to widen its products range for at the end boost the sales.

Barbie – The Evolution of Barbiehttp://bit.ly/1SYpXey

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

5

SEE BIGGER

For the SuperBowl, Microsoft communicated to the general public about Hololens. It is the first mobile holographic computer which allows to display on augmented reality integrated contents to various media. Thanks to a swinging music, the brand shows to people what could look like a finale of the championship of American football if it was equipped with this revolutionary helmet.

Thanks to this operation, Microsoft creates a real interactive experience. It also allows brand to distinguish itself from its competitors in an innovative way.

Microsoft – Imagine the future for NFL fanshttp://bit.ly/1W8Q3PX

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

6

BOW TIE, OBLIGATORILY

The King of Beers is totally changing of visual identity: logo, font, packaging. This whole change of design is very specific because, for the first time, the same pack will be sold on all the markets where the beer is implemented. However, the brand keeps its main assets: the red colour and the bow tie.  Budweiser makes a very consistent change which allows the brand to capitalize on its legacy but reflects also a more modern image. That evolution is strategic too because it surfs on a strong trend: the resurgence of craft beers.

Budweiser – New visual identity http://bit.ly/1T1cN3s

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

7

RUN FORREST RUN!

In US, the start-up Smartbe, created a true premium connected stroller. This stroller has lots of functionalities: warm the bottle of your baby, sing a lullaby, watch him/her thanks to a board camera and you can even go on jogging while offering a walk to your baby.

This advanced form of stroller can become the favourite accessory of parents. The only limit is its price because for the "bottom range" stroller you will have to pay a large sum of money: 300$ if its funding on Indiegogo is successful.

Smartbe – Connected strollerhttp://bit.ly/1SNENlQ

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

8

LIKE A BABY

As we all know today, the trendy colours of 2016 are Pantones: « Rose Quartz » and« Serenity ».According to the executive manager of the brand, the two colours balance themselves to reflect peace and order.  The designer Zkay Yong, created several models of Air Force Nike with its two pantones. To use Pantones is more and more trendy nowadays, even in sectors we can not imagine…

Nike – New Nike Air Forcehttp://bit.ly/1Qvng2l

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

9

"TOUCH" MY BODY!

Deadpool was a movie launched for Valentines' day. Ryan Reynolds, the main character of the movie, made the promotion of it in videos broadcasted on Youtube. He took the occasion to heightens awareness around testicular cancer. With an humour very "deadpoolien" the actor, asked us to check ourselves in order to detect any anomalies.

The marketing strategy developed by Fox is very smart because it uses the notoriety of Ryan Reynolds to reach its target audience: males between 15 and 35, which are in deed more affected by this type of cancer. How to kill two birds with one stone?

Deadpool – Touch Yourself tonighthttp://bit.ly/1SMidNJ

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

10

MIRROR, TELL ME WHO IS THE MOST BEAUTIFUL?In US, Max Braun is one of the engineers of Google teams. He created "Smart Mirror" a connected mirror. It displays several information as the time like the date or the weather.  This mirror is, for now, only at a prototype stage. It will integrate new features as calendar and emails. This invention says a lot on the Internet of Things future…

Smart Mirrorhttp://bit.ly/1mnCUCg

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

11

A RAICE AGAINST THE CLOCK

Lexus, in Canada, proposed an interesting operation: a gastronomic restaurant at the top of the ski trails. The main idea was to order a meal before the ascension in car and to grape it after a veritable obstacle course.  This whole campaign has clearly a demonstrative goal around the adherence of the brand's tires on a winter ground. It is a smart way too to amuse consumers.

Lexus – Lexus AWS Thruhttp://bit.ly/1X8p2Lm

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

12

SHOP & DATE

To be single among so many others can be really hard. It is especially true in Stockholm, where 69% of the population is single. The mall Mood Stockholm find a idea to make both its promotion and solve this problem of celibacy. The mall recruited 4 singles and took picture of them in order to display them on billboards on the subway.  This campaign was very effective. First, for the mall with an increase of 15% in sales, then for the singles too because their profiles were visible much longer than on the app.

Mood Stockholm – Mood Höstkampanj 2015 Casehttp://bit.ly/1W8QqKy

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

13

KNOCK KNOCK KNOCK

In New-York, Oreo made a very original promotion of its new flavours of cookies. The brand installed a garage in the street. Passer-by were invited to open the gate. They activated a switch and received a new tested-flavour and a small surprise.

This whole operation is completely reinventing the way to make sampling outside a store. It is smart too because it increases store traffic around new products which will be launched only in a few weeks.

Oreo – Oreo Wonder Vaulthttp://bit.ly/20GicNB

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

14

REALITY: ONLY A CONCEPT?

Prada made a look book very original fort its new spring/summer collection. "Real fantasies", is an on-going series for the label, which interprets its collection through artistic film. This video is totally paradoxical: both surreal, conceptual and anchored in the reality.

This look book is an "intriguing and surprising proposition for both customers and whole fashion world,” Ms Szubrycht said. Globally, we can see that digital revolutionized the way fashion brands communicate through their look books.

Prada – Prada Real fantasies Spring/Summer 2016http://bit.ly/29v9XOy

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

15

IN HIS SHOES…

Air Jordan, for the Chicago Bulls' hero, opened a flagship in Hong-Kong. It is the first shop of the brand on the Asian continent. It is surely the most impressive one. In deed, we can discover, on store, the chronology of Jordan's sneakers through an exhibition and also all the key moments of Michael Jordan's career.

This brand wins more and more freedom with respect to Nike and reaches a target more specific than its umbrella brand. In deed, the brand positions itself as a major actor of basketball culture.

Air Jordan – New flagship http://bit.ly/29CUfoj

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

16

A FOOL'S GAME?

In Spain, Bodega Ramón Ramos, a brand of wine, made very original packaging. The brand made 9 bottles of wine and played with the colours codes and the numbers of pool game. It was a simple idea but very easy to set up.

It is a strategic idea because it perfectly matches with the target audience. In deed, this exclusive range is only commercialized in bars and casinos.

Montetoro – Montetoro Billiards Editionhttp://bit.ly/1Rj7KJi

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

17

LOOK AT THE BIG PICTURE

Gravity is very cool with the band Ok Go. They made the promotion of their new song in a very eccentric way. In deed, they challenged the laws of gravity by singing in a plane in a clip during 3mn20. For that, they practiced in the Russian Space Centre of Roscomos.

Here, these artists prove their abilities to challenge creative limits on what can be done during the length of a song.

Ok Go – Upside down & Inside out http://bit.ly/1Tj8f6d

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

18

SING & TWEEEEEET

Bose made a special operation for SuperBowl. The brand invited Twitter users to send a message with the hashtags #LetsHearIt or #LetsHearItPanthers. Then singers took these tweets to create very short songs in order to increase the pressure before the match. Bose made its promotion very smartly by creating suspense. This operation also allows the brand to build commitment from its audience. A further evidence of the success of real time advertising?

Bose – Bose Fan Trackshttp://bit.ly/29zah0Y

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

19

LOVE IN PIECES

For Valentine's day, Ikea created, with Buzzman, a contest to win a lovkit. This box contains a recipe, ingredients and all the utensils needed to cook a special dessert for your partner. The boxes have even little nicknames as  "Jtaïme", or "Möncoeur ".

A relevant idea to make both its promotion and to pursue its diversification strategy. Fun!

IKEA – Lovkithttp://bit.ly/1QKwTuc

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

20

THE "POPPING" OF SUCCESS

Nina Ricci, one of the most beautiful success in perfumery, celebrated its 10th anniversary. For the occasion, the brand created a digital pop party. In addition to this film, cybernauts were invited to post a profile picture with the famous confetti. The luckiest of them will win exceptional gifts.

This whole operation is very relevant in the view of the objectives of visibility and commitment set. A birthday celebrated with great ceremony in colours and joy.

Nina Ricci – Digital pop party http://bit.ly/29z9MEh

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

21

TO EAT: THE END OF HUNGER

In Australia, the Hunger Project, with the help of McCann, chooses to use the love of Australians for good food. This campaign, invites all the food lovers to book a table in the best restaurants of the country via eBay. It lasts until the end of March.  There are two main advantages of this campaign. The first one, is that by participating in the auction, the Internet users have the guarantee to have a table within the week. The second one, is that all the profits made with this operation will be donated to the Hunger Project with the objective to stop world hunger by 2030.

Hunger project – A table to end hungerhttp://bit.ly/2a290iX

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

22

THE WRONG SIDE OF LIFE

Orange, with Marcel, made a whole campaign based on the Murphy law. It gives several spots where the brand proves during comical situations that it is the element that saves the hero from bad issues.

With this operation Orange demonstrates, with humour, the efficiency if its service. The use of Murphy law brings a scientific aspect that is really the cherry on the cake!

Orange – The Murphy law-The 4G in ski stationshttp://bit.ly/1SLBcJv

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

23

MUSIC IS WHERE YOU COME FROM

Coors Light, a brand of beers, created playlists of music according to the New York neighbourhoods. Hence you can hear Union Square or Chelsea music. The system is simple: find a LinkNYC kiosk with the brand Coors Light. Then use Shazam to listen the music and you will be able to broadcast the mix of this neighbourhood.

This whole operation is very beneficial for both consumers who can listen funny music and the brand because its expands its notoriety enormously. Music, always a good recipe to commit consumers!

Coors light – Musical sidewalk experiencehttp://bit.ly/29yLFXx

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

24

20,000 LEAGUES UNDER THE SEA

You want an extraordinary cultural trip? That is what the Atlantico Museum is offering you with its exhibition under the sea in the Canary in Spain. The British artist will exhibit his 300 sculptures this summer. His work is only composed of marine equipment with a neutral PH. In deed, he wants to create a artificial reef in order to preserve marine biodiversity.

This exhibition is the first of its kind. It is a very interesting operation because the artist's work is both green and very actual. Art, an efficient way to convey a message?

Jason de Caires Taylor – Atlantico Museumhttp://bit.ly/1QpfOUL

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

25

HAPPY NEW YEAR!

For Chinese New Year, Paris Airport, created a 100% digital experience. In deed, they invented, « Paris is our gift » an app specifically dedicated for Chinese tourists. The main objective of this app is simple: the more you visit, the more you will unlock gifts and discount codes in the duty free airport.

Paris Airport made a very smart operation because normally airports are only transit areas. Thanks to this new app, the duty free is now a real shopping place. It will increase too the tourism in Paris. It's a win-win action!

Paris airport – Paris is our gifthttp://bit.ly/29zaotB

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

26

SPRING IS COMING…

With the arrival of good weather, thanks to Burger King, in New-Zealand, your garden will be the new place to be. In deed, the brand created a whole kit to make burgers with a barbecue.  It is an other initiative from the famous fast-food brand that strengthens its positioning around conviviality, fun and humour.

Burger King – Backyardhttp://bit.ly/1LagWct

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

27

SPORT IS ART

Adidas made a new campaign « Here to create ». This campaign, honours influential and sportswomen as the DJ Hannah Bronfman, or the tennis star Caroline Wozniacki. The brand highlights the creativity of athletes that push their boundaries by making innovative sport exercises.

Adidas, with this new image campaign is stepping on Nike's toes. In deed, major sports equipment are multiplying advertising targeting women because they represent a big growth driver.

Adidas – Here to createhttp://bit.ly/29rltzj

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

28

A CULINARY TRAVEL

Mulaté, a brand of chocolate, has a new series of packaging. The designer Gediminas Siaulys of PetPunk Lab created five very beautiful visual. Each one, represents an animal in a luxuriant and exotic environment.

These packaging received the 2015 London price of Chocolate Academy for the most beautiful chocolate bars 'packaging.

Mulaté – New packaginghttp://bit.ly/1HojNko

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

29

TAKE IT OR LEAVE IT

The famous store chain Macy's, created a new form of fitting room in California. In deed, the person, without leaving the room, can ask to receive directly a product or a new size into its cabin. At the end of its fittings, the customer has only to deposit the products that it won't take. New technologies will revolutionize the future of retail. In deed, what Macy's invented could lead to a total transformation of points of sales into showrooms with additional services like a hairdresser. Smart!

Macy's – Whoosh Fitting roomshttp://bit.ly/1To0SvJ

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

30

MR WOLF!

The New York Presbyterian Hospital conducted an advertising campaign with the help of the illustrator Noma Bar. The spot evokes cancer and treatments to fight this disease as immunotherapy. This treatment is precisely the speciality of the hospital.

This very graphic and original spot is a simply way to convey complex concepts. It also helps to show the expertise of the hospital. Design in service of health?

Noma Bar – New York Presbyterian unmasking a killer http://bit.ly/29y2mQ4

BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

THANK YOU#SEEYOUNEXTMONTH

#BRANDUNIONPARIS