Split personality branding?

A few weeks ago we published a series of images depicting famous logos without their brand name. The results showcased some truly elegant design that is perhaps lost behind the big brand name. In a similar vein, logo designer Graham Smith has produced a series of images taking iconic logos and replacing the brand name with that of one of their competitors.

McBurger King

McBurger King

 

 
 

Enjoy Pepsi
 
 
 

There are some things money can’t buy…like olympics tickets

 

Smith described his project ‘Brand Reversioning’ as “[…] a brand logo that has undertaken a creative change based on the visual style of another brand logo: Brand identities with a split personality”

The results demonstrate the inherent similarities between the major brands, as well as raising interesting questions about the synergy between a brand name and its logo. Which is more powerful? Walking into a supermarket to absent-mindedly buy a can of Coke, are you more likely to pick up a red can that says ‘Pepsi’ on the side, or a blue can that Says ‘Coca-cola?

Food for thought indeed.

(Source: www.trendhunter.com  )

Environmental crusaders

Here at Baby we like to think that as well as producing effective creative work, we also occasionally do some good for the world. Charity and opinion change ads have become increasingly formulaic, causing ‘giving-fatigued’ consumers to disengage. With tight budgets and so much at stake, we think this area is the last place creativity should be allowed to stagnate.

With this in mind, we would like to honour some of the incredible advertising  being done in the name of ecological good. These are some examples of innovative campaigns that are changing the world for the better – and happen to be fantastic images to boot.

These posters produced for Earth Day Canada have elegantly tackled the challenge of convincing people that the human impact on the environment does and will affect them directly. These striking images bring the bleak reality of environmental destruction into our homes and a little too close for comfort.

This WWF poster goes a step further by bringing deforestation inside our bodies. This stunning image has a double meaning, not only does it position deforestation as a cancer to the planet, but suggests that losing the world’s forests will lead to an increase in pulmonary disease.

If we’re talking about advertisers that think outside the proverbial box, this poster for the ‘No Tankers’ campaign produced by Rethink Canada (Is it just us or is Canada a hotspot of great advertising?) definitely deserves a mention. In a beautifully simple piece of design, the posters show nothing except a solid black picture of an oil tanker. Printed on paper and displayed around the city, when it started to rain the image would start to drip, ultimately revealing the message ‘Oil spills affect everyone’ from under a mess of black ink.

Here WWF has tried to turn some of the attention (and affection) afforded to various endangered species such as a panda, a rhino and a gorilla, on to the emotionally neglected bluefin tuna. Whilst perhaps not as cuddly, these tuna have been over-fished almost to the point of extinction due to their popularity with sushi-lovers. WWF are trying to reduce the overall allowable catch by urging businesses in the food industry not to purchase this ugly but not undeserving fish.

These gems are just a few examples of the amazing creations being born in the the name of global good. Keep up the good work, design is mightier than the sword.

(Source: wwf.com, trendhunter.com)

‘Limitless’ confusion

Sitting on a train during rush hour, your attention is caught by an ad with a handsome man holding a pill. It says, ‘Accessing 100% of your brain is now possible with THE CLEAR PILL!’ This definitely sparks your curiosity, especially if you’re stressed with summer exams approaching or your company is planning lay-offs and you’re wondering if you’ll be smart enough to make the cut. But once you read the first sentence, your eyes slip a bit down and you see the warning,

‘SIDE EFFECTS WILL INCLUDE PARALYSIS, PSYCHOSYS, EXTREME SEXUAL APPETITE, BRAIN DAMAGE, IRREVERSIBLE COMA, HOMICIDAL BLACKOUTS, AND SUDDEN DEATH’.

You start reading it again and again until you come across the fine print and actually see the website’s name with the word ‘film’. You realize it wasn’t another sequel to the endless ads we see about the next big mind performance drug or brain enhancement vitamin after all. Too bad – it could have really helped on your exam or with impressing your boss in the next board meeting!

Newly dumbfounded, you begin to wonder just how anyone can really distinguish between reality and fiction, between the real ad and the movie one. The film industry fights for our attention in all possible ways since we, the audience, are so picky and unimpressed that just a pretty face of an actress or a gorgeous body of an actor is no longer effective on its own anymore.

Come to think of it, almost any recent movie ad might have been presented in similar reality-stretching ways. Take, for instance, recent popular films like ‘The Black Swan’ and the ‘The King’s Speech’. The first one could be posted in front of our eyes in a tube with something like, ‘Watch the real ballet with the tragic ending’ and then on the bottom, ‘Everyday from 1 January in cinemas’. The last one could read something like a magic show: ‘Come and see for yourself that Kings can be cured from stuttering’.

A film and an actual commodity (say, a dress from a particular clothing outlet) are both ‘products’ to be sold, but we usually associate each with slightly different promotion techniques. Confusing the two would be like advertising the movie ‘School of Rock’ by misleading consumers into thinking the school actually exists and attracting would-be student-musicians by making it seem that they can sign up for classes. But some might wonder why more and more ads like to assume the audience is dumb. Is misleading the consumer, even if it’s just for a moment, really the best that we can do?

We’re in Oslo…

an intimate gathering where leaders who are transforming the world present effective solutions and inspiring testimonies that impact human rights and freedom

….attending the Oslo Freedom Forum which is run by our friends at the Human Rights Foundation in NYC. An
eclectic mix of people are here and some really inspirational speakers making for what is an incredible experience.

You can watch the highlights at http://www.oslofreedomforum.com


Baby says don’t always trust your instincts!

VSO brand campaign

Today is an exciting day for Baby…why? Because it is the launch of our new ad campaign for VSO.

We’re really proud of this campaign  –  why? Because it is different, it breaks the rules, it plays a to a new angle. For we have put together a new campaign that is counter-instinctive…yes anti-instinct. Why? Because when most people see development charity ads or images of poverty plastered across the media their natural instinct is to want to send: money, food, equipment etc – that is great but if we had developed ads around this it would have been the same as so many other charities’ rather formulaic approach – yawn!! Yep another ad that fails to break convention!

However, we at Baby spotted an amazing truth – that the power of VSO is that it is not an ordinary charity. Its USP lies in the fact that it sends people…these people are skilled professionals who can really make a difference.

In film, online and in press we have demonstrated that by supporting VSO you can do more, you can go beyond your instinct, you can do much more…check out our work and see how through the power of people VSO goes that extra mile and does so much more in the crucial “fight against poverty”

visit http://www.beyondinstinct.org.uk 

Logo Art

Some brand logos are art in themselves, and creative agency Dorothy has taken this notion an extra step. In a project titled You Took My Name, the agency has removed the brand names from some very recognizable logos (i.e. as Starbucks actually did last month). The result are super simplistic graphics that are quite pleasing to the eye. How many can you name?

The project has received extremely positive feedback online, including queries about purchasing the artwork. We can completely see why — by definition these logos need to be attractive, and the absence of the brand name strips them of any corporate apprehension. The simple flatness of the artworks are so easy to take in, and we would love to see Dorothy produce more!

(Sources: Dorothy and Creative Inspiration)

THE White Pencil

D&AD (Design & Art Direction) turns 50 next year.To mark its birthday, the D&AD Awards will now distribute a White Pencil, in addition to its two coveted Black and Yellow Pencils. The D&AD is an institution that exists to encourage, inspire, and celebrate creativity in the design and communications world, and winning at their annual awards ceremony is quite the achievement for anyone in our world.

The White Pencil will be bestowed upon those behind a creative idea that “changes the world for the better,” and 2012 will mark its debut. We’re very excited about this one because we covet ideas that inspire change, and can only imagine the competition that this award will stir up amongst all creative minds.

Essentially, each year D&AD will partner with a charitable organisation and challenge the creative world to develop a communications strategy for them. The accolade will then be awarded to the creators of the idea that D&AD members feel will inspire positive behavioural change in the world.

From our many dealings with charitable organisations, we have come to realise that truly inspiring campaigns require the most creative thinking if they plan to do more than just raise awareness — they have to get people talking and acting. Hence, we are very excited to see what amazing creativity will come of this award each year. The 2012 partner organisation will be Peace One Day (read the brief from D&AD here), who aim to promote the acknowledgment of World Peace Day on 21 September.

Let the games begin!

(Sources: Creative Review and D&AD)