World’s biggest shave from Gillette

This is probably one of the most epic, most creative, and funniest ambient advertising I have seen in a long time.

This ambient advertising campaign from Gillette goes along with the tagline “Everyday Masterpiece” and features the famous Major League Baseball’s Derek Jeter.

One letdown is that the Gillette logo is kind of difficult to see. But maybe it’s just because of the video quality.

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Rebranding and redesigning Rappor coffee

I have just finally finished the Supermarket Sweep brief!

The whole idea of the brief is to go into any supermarket and pick out a product that you don’t like. Then rebrand, redesign, and repackage it. And I picked Kenco Rappor.

In the beginning, I wasn’t sure how and where to start, because this was actually my first attempt on graphic design. So I did some research on coffee, reading over every aspect of it. And then looked at the brands Kenco and Kenco Rappor.

Then I started brainstorming around “coffee” and got some ideas.

I started brainstorming about what kind of brand personality I wanted for the brand. That was when I decided I wanted to change the logo, brand color, and the packaging. I also had some ideas that I liked for the promotional side of the campaign.

The designing part was pretty difficult as well. I used Adobe Photoshop and Adobe Illustrator for this project, and it really challenged the knowledge I’ve gained from the IT classes I’ve been attending. There were some obstacles, but I overcame them in the end.

After the first attempt, I wasn’t that happy with the overall design and so I asked for my friends and family’s suggestions, and got some good ideas.

To view the execution of the final campaign, click here.

Photo shoot for college

The other day, my creative partner Eugene and I were called in to college for a photo shoot for their next prospectus.

Last year, we experienced something similar but things didn’t work out. (They took our photographs with a mobile phone.)

However, they kept the interview from last year and decided to take new photos with a real photographer.

So we went in (a little late as usual) and they took all of us (Eugene, me, and a couple of other students from other courses) to the photography department of Mandella, the art building.

Eugene and I were the first to be taken pictures of, so the rest got free coffee from Starbucks, as we stepped into the bright light.

They made us try a lot of different poses and I found most of them kind of uncomfortable. Chin up, look up, look down, turn to the left, step to the right, etc.

Here’s a picture of us taken by my boyfriend who was acting like my agent that day. (He also asked the photographer to take a couple of head shots for our CV.)

After the photo shoot, we had to sign an agreement and we got to read what they did with what we said last year during the interview.

Everything sounded so professional and they didn’t really change much of what we said. Everything was still true, but it sounded like Newcastle College was probably the best place to be.

Then we got our free coffee from Starbucks, as we talked to one of the guys from the office who arranged everything for the photo shoot. We discussed about the college’s new website design and their policy with social media. He thanked us for the feedback and promised to try to talk to the right people to get something done.

Overall, it was pretty interesting.

I have been to a photo shoot before, but not as a model. I was on an internship in the PR department and had to overlook one photo shoot for a poster campaign. To read more about my experience there, click here. But this time was a little different, as I was in front of the lens myself.

Eugene described the feeling as “being a tool”. But the people who were there to take care of everything were really professional and nice, so I didn’t think it was so bad. It was actually a pretty fun day.

Why advertisers should sponsor non-violent shows

We advertisers have so much power over the society, because we are such a big part of the media and the media is what controls the society. Therefore, we can be called responsible for many things, both good and bad, in the world.

People say that since we have such immense amount of power, we should use it wisely and try not to exploit it.

One of the things that we do is sponsoring television shows. So the horrible shows that keep occurring on TV are probably partly our fault. Like all those violent and sexually explicit shows that parents love complain about, for example.

But that is not the only reason why we should rethink about sponsoring them. Morality cannot always win arguments with the big business leaders anyway.

An experiment by Bushman and Bonacci from Iowa State University shows that violent and sexually explicit shows have a negative impact on the short-term memory of their viewers because of the distracting content.

A group of participants watched a violent, sexually explicit, and a neutral TV show that contained 9 ads. Right after the show, they recalled the brands and identified them on picture slides of supermarket shelves.

However, the next day the results were different.

Within 24 hours, it turned out that participants who watched a neutral TV program had better memory/recall of the ads than those who watched violent or sexually explicit shows.

A friend of mine who is studying psychology at NYU told me about this study and I found it very fascinating, so I wanted to share it with all of you.

To read the original paper from the study, click here.

Typefaces, periodic table and CVs

I think I have blogged about typography and typefaces a couple of times already, but the topic just keeps coming up.

I have just found the periodic table for typefaces, which I think is kind of cool so I wanted to share with you guys. Click on the image to see full size.

To read more about this periodic table, click here.

And here is an old BBC article on typefaces, where the director James Cameron is bashed about the font he decided to use for his epic movie, Avatar. It also discusses the effects and influences typefaces have on a logo or a brand. There is also a small section devoted to dissecting four different typefaces and different opinions on different use of typefaces in the media.

I also found a list of fonts that are best for CV.

  • Times New Roman: very safe, best for law firms, shouldn’t be smaller than 11 pt, not that readable on screen
  • Georgie: a less boring version of Times New Roman
  • Arial or Helvetica: very widely used, very easy to read on and off screen, can be as small as 10 pt
  • Verdana: might be a little more fun than Arial/Helvetica

The font size is important as well.

Most people use 11-12 pt, which is easy to read both on and off screen. However, there is a research that suggests that CVs with smaller fonts are perceived as more intellectual. Headings are usually 14 pt.

To read more about writing a creative CV, click here. Or check out how to write a covering letter, and personal branding.

To read more about typography, click here, here, and here.

A little on Nike – logo, tagline and advertising

I can still remember my first ever pair of sneakers that started my obsession that I still have today. And it was a Nike. That is probably why Nike has become one of my favorite brands when it comes to shoes. Of course, my taste has changed over the years but I still find myself often enough drooling over a nice colorful well-designed pair of Nike.

Nike is also one of the brands in the world never failing to offer the best advertising and branding. May it be their logo, the Nike Swoosh, or their legendary tagline “Just Do It”. The brand name is always mentioned in advertising and design classes around the world.

The Nike Swoosh was designed in 1971 by an advertising student named Caroline Davidson. She was a student at Portland State University and one day met Phil Knight while he was teaching accounting classes.

She started doing freelance work for Phil Knight, as he asked her to design a logo that can be placed on a shoe.

The design of the Nike Swoosh represents the wing of the Greek goddess Nike, a goddess of victory. She sat beside Zeus in Olympus and presided over history’s earliest battlefields.

The design of the logo originally costed Phil Knight $35 or £22.

The first pair of shoes launched with the logo on was introduced in Spring of 1972.

Nike’s tagline “Just Do It” originated from a spree-killer Gary Gilmore, who said “Let’s do it” to the firing squad before he was executed in Utah in 1977. Dan Wieden (the Wieden in Wieden & Kennedy) was the one who spotted the line and said that he liked the “do it” part.

He said, “None of us really paid that much attention. We thought, ‘Yeah. That’d work.’ ”  But the effect of the line was much bigger than that, as he explained, “People started reading things into it much more than sport.”

A lot of people claim that they have very personal experiences with the famous tagline. For example, a man, interviewed for the documentary Art & Copy, remembers that the line “Just do it” was what encouraged him to ask the girl of his dream out on a date.

The tagline has given birth to many of Nike’s great advertising campaigns.

Both the Nike Swoosh and the tagline “Just do it” are  still being used today. Nike continues to create beautiful and inspiring advertising campaigns.

Here are some examples of Nike’s beautiful visual-based print ads. Click on the images to have a better look.

And here are some examples of Nike’s inspirational and motivational copy-based print ads. Click on the images to have a better look.

Supermarket Sweep

And so this is the first brief I am working on for my portfolio.

Our tutor, Neil, told us to pick 3 briefs ourselves to work on for the portfolio and the other 3 will be provided. He suggested that we should have one brief devoted for something that is not advertising, to show the diversity of our skills.

So I picked this brief called Supermarket Sweep from Roses Student Creativity Awards. The whole idea is to go into any supermarket and pick out a product that you don’t like. Then rebrand, redesign, and repackage it.

I have picked the coffee brand Kenco Rappor.

Now I am just endlessly reading about different aspects of coffee, and the brand Kenco itself. I can’t wait to start brainstorming!