Working in the creative industry (in fact any industry for that matter) the one question that always seems to crop up at the start of any project is “what’s your budget?” Just once we’d love the client to say “hell, I don’t know – whatever it takes”  but those clients and those budgets are few and far between. The ‘budget’ question is not without merit. If we know how much we have to spend (or don’t have to spend) then we can direct our creative juices towards the appropriate solutions. However, sometimes I wonder whether an awareness of budget restricts the creative brainstorm activity.

Every client wants their brand communications to make a splash, create a buzz and ultimately generate sales far beyond the level of investment made. When we think about the campaigns that achieved this end there is a common thread… a big, juicy, creative idea. I was recently digging around some old files on my Macbook Pro and found a few sensational examples showing how a creative, impactful idea can be born out of any budget – big, small or anywhere in between.

A great example of a piece of brand communication at the lower end of the budget scale is this ballet classes advertisement. What a very well crafted and thought out, simple idea that no doubt people would take note of – even if you weren’t into ballet.

We need to be mindful that although the execution of these next ads may not have cost the proverbial bomb, the creative firepower behind them may well have.

A great outdoor campaign for Durex condoms

This moving billboard for FedEx is an absolute beauty!

And how about this one for a zoo in the US?

Throw-in a substantial budget and the big ideas just get bigger.

The famous German goalkeeper Oliver Kahn spanning a freeway to promote FIFA World Cup 2006 in Germany

This absolute ripper from the cingular network (now AT&T) in the USA.

And finally, this simple yet effective creative campaign from Bic.

These examples all create enormous impact by delivering a bold brand gesture in an unexpected place and in a unique way. They are about targeted communication and buzz building.The strength of their ideas replaces the need for them to rely on mass media placement and allows them to deliver far more customized messages to specific audiences.
The thing about a great idea is that it makes us all scratch our heads and wonder why we didn’t think of it ourselves.

If you’d like to see your brand communications turn heads, make dollars and be the talk of the town through the way they connect with your market, why not give us a call.

Dominic Guthrie
Client Account Director

We all love a unique brand expression and I can’t help but acknowledge one of the most remarkable brand expressions I’ve seen in recent times (albeit dating back to the late 1970s) from one of the most iconic and well know fashion brands in the world – Gucci.

The Cadillac Seville, introduced in 1975, was Cadillac’s answer to the rising popularity of luxury imports in the U.S. from Europe, such as Mercedes-Benz and BMW.

In 1979 an agreement with Gucci was made to produce a limited edition “Gucci Seville”. Available in only three colors – white, black, and light brown, the exterior featured many indicators of the Gucci brand. A vinyl top covering only a portion of the roof and featuring the famous Gucci interlocking double “G” fabric pattern, the interlocking “G” on the spoked wheel covers, the famous red and green stripe running across the bottom of the doors, rear panels and boot and again the interlocking double “G” mounted proudly on the front of the bonnet.

Inside, the headrests had the double “G” pattern with the red and green stripe, the door panels also wore the pattern, and the instrument panel displayed the iconic Gucci script above the glovebox and wait for it – inside the boot was a full set of Gucci luggage!

So what makes this brand expression so remarkable and why so Gucci? For me it’s pretty simple, the style, the mood, the feel, the attention to detail and of course the choice of car. Let’s face it what better car could Gucci have chosen in that era? It’s just so Gucci and so on brand! Every day we see your standard delivery vans, trucks and to a degree your moving billboard on the odd Smart Car emblazoned with company logos and brand messages but they’re don’t have that unique something that makes a brand expression remarkable. On the other hand, take for example this brand expression from FHM, whilst certainly not the Gucci Seville at least there has been some consideration in making this brand expression memorable.

To me the three simple rules of a remarkable brand expression are;

1. Finding the right brand message – and it’s got to be remarkable
2. Differentiating yourself from your competitors – say it in a way that stands out and is ultimately memorable
3. Sending the message at the right time – make sure your audience is ready and receptive to what you’ve got to say

If you’d like to talk to us on how you can take your brand experiences to the next level why not give us a call.

Dominic Guthrie
Client Account Director

Working for a creative brand agency I’ve always valued remarkable advertising and marketing. One particular stand-out for me was Veet’s “Goodbye Bush” ad that ran as a quarter page in Sydney’s Daily Telegraph and Melbourne’s Herald Sun in January 2009. The ad was forwarded in a viral frenzy to family, friends (myself being one of them) and colleagues around the globe, by 3pm the same day had made it’s way back in the in-boxes of staff where the campaign had started – Euro RSCG‘s Sydney office.

So what was it that made this ad so remarkable it created a life of its own?

The answer lies in the genius of ad placement.

The headline “Goodbye Bush” is a great one but if the ad was seen on its own would it have been as powerful or memorable? I have to say no. It’s the position the ad takes in the paper (below the picture of President Obama holding a baby after winning the US Presidential Election) the ad takes on a completely different meaning and I think it’s an absolute ripper!

Rowan Dean, the Executive Creative Director at Euro RSCG’s Sydney office said that “copywriter John Gault and art director Patrycja Lukjanow had the idea before the election, but held their breaths until the best moment” and fair to say that holding their breaths and having the patience was extremely critical, to the point that the brand message made such a big impact and went from being great to truly remarkable!

To me the four simple rules of remarkable brand communication are;
1. Saying the right message
2. To the right audience
3. At the right time
4. In the right medium

It seems simple enough but getting all four right at the same time is where the magic happens.

If you’d like to see your brand turn heads and be the talk of the town (or the globe) through the way it connects with its audience, why not give us a call.

Dominic Guthrie
Client Account Director