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HUMANISING
TECHNOLOGY
Issue 22 | May 2016
MARKETING TRENDS AND AGENCY INTELLIGENCE
BITE VOL1
TO GET YOU THINKING
2-4
5-7
8-10
11
DIY brands: Google creates an inspirational hub for girl coders and Heinz challenges
ketchup lovers to grow their own.
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
Get connected: Visit Hyundai’s reactive 360 ‘Football Heaven’ and unlock
Burberry’s Snapchat Discover.
Community spirit: The Big Issue swaps magazines for coffee and Under Armour
challenges locals to Armour Camp.
Fuel your Imagination: GoPro and Red Bull form an exclusive global
partnership and Fiction Factory design a weatherproof cardboard house.
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DIY BRANDS
DIY BRANDS
The pursuit of creative
expression
By Kara Melchers
From music to theatre, fashion to food, we are finding ways to side-step the establishment and do things our own way. Driven
by a desire for creative expression and the pursuit of individuality, people of all ages are looking to make their mark on the
world.
With limited editions and product personalisation becoming a definition of luxury, there’s a new wave of commerciallydriven DIY ventures launching. Unmade collaborates with leading creatives from across fashion, art and design to create
one-off garments. Customers can choose a design, modify the pattern, and Unmade will knit the bespoke piece in Central
London. Combining industrial and digital processes, they are able to produce clothing at scale in a way that’s sustainable.
“27% [of young people] say that they feel very much more connected to a brand when they can put their own stamp on
a product, rising to 47% among respondents from London,” according to Young Blood, a white paper exploring modern
British youth culture by creative agency Amplify.
Sports brands are leading the way in customisation. In 2012 Nike launched NikeiD, an online and in-store service
encouraging customers to personalise Nike clothing and footwear. In Japan, Converse have just opened
White Atelier, a store and studio space for fans to create their own All-Star designs.
In March this year Lululemon launched their second lululemon lab, an exclusive line of clothing designed and
made locally with an in-house production team. The retailer invites customers to collaborate in-store, bringing
a new transparency to the shopper experience. Fashion is not the only sector embracing this trend. From
technology to automotive, we’re starting to see more brands handing creative control over to their customers.
Read on for examples…
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
2
DIY BRANDS
GOOGLE’S INSPIRATIONAL
HUB FOR GIRL CODERS
Google asked the question, how do you
get girls interested in coding? The answer,
to show them that their favourite passions
are made with code. Things like art, music,
dance, gaming and fashion. Instead of
making girls connect to code, Google
let code connect them to their creativity
making code more accessible and less
intimidating.
Madewithcode.com introduces girls to 12
inspiring mentors, each showing how code
has helped make their ideas bigger and
brighter. Using their visual coding language,
Blocky, Google designed 13 projects that
could be accessed across all devices. A
programme was also built to handle more
complex tasks including 3D rendering
and animation. Millions of girls began to
code musical beats, gifs, and their own 3D
printed bracelet.
Made with Code was picked up by
celebrities and news outlets and is fast
becoming a hub for girl coders across
the US. Google are looking to expand the
scheme internationally.
Agency: Red & Co, Portland
5M
girl coders in six months
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
12
industry awards
3
DIY BRANDS
CUSTOMISE YOUR NIKE TECH PACK
Nike Tech Pack is innovative sportswear engineered to the specification of
champion athletes. To launch this new range, Nike hosted an event that
brought to life the product’s technological innovations whilst boosting
awareness. Media and influencer attendees were invited to customise their
Tech Pack garments and have a picture taken with UV photo technology
against a London skyline backdrop. The bespoke event amplified the
tailored and technical aspect of the garments, carving a definite space for
Nike Tech Pack in key audiences’ wardrobes.
Agency: Exposure, London
GODADDY CHAMPIONS THE CAT LADY
GoDaddy is a brand built on customisation. Championing the individuality
and creativity of small business owners is at the very heart of their new
global campaign ‘Go You’. The story follows an eccentric cat lady who quits
being a theatrical performer to pursue her big idea: hats for cats. The TV
spot and extended online version point to two websites, catswithhats.com
and gatochapeau.com. Each cleverly showcases the various tools GoDaddy
provides in the guise of Cat Lady’s online storefront.
Agency: TBWA, New York
HEINZ KETCHUP LOVERS CAN GROW THEIR OWN
Heinz is giving tomato ketchup lovers the opportunity to grow their own.
DIY ketchup encourages a new green fingered army to discover the joys of
growing their own food. Heinz gave out 20,000 packs of seeds to customers
who signed up to their micro site and 400,000 packs on promotional sauce
bottles. The amateur gardeners were asked to send in pictures of their plants
via social media. One overall winner had their tomatoes collected and
shipped to the Heinz Innovation Centre in the Netherlands, where they were
used to make one bottle of ketchup with a personalised label.
Agency: We Are Social, London
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
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GET CONNECTED
GET CONNECTED
Smart products and the
Internet of Everything
By Kara Melchers
It seems like pretty much everything is being connected to the internet. Check out the Tumblr weputachipinit, you’ll
wonder how we’ve survived this long without the smart floss dispenser or tanning pillow. Actually, the latter could be quite
useful. Whilst these start-ups all fight to fulfil a need we didn’t know we had, the real challenge for brands is to use this
technology to create ubiquitous experiences that tell their story and add value for the customer.
Through useful interactions, smart products can further engage shoppers and even help disrupt the general opinion of a
brand. Gatorade Fuel Lab has designed a smart cap water bottle for elite athletes. The cap tracks intake, provides visual
feedback to pace drinking, and communicates fluid levels to team coaches. The product innovation helps to transform
Gatorade from a sports drink into a sports fuel solution.
Applying connected technology to products is a scalable way of adding value for customers. This could be
performance data, added editorial content, advice, or entertainment. Whatever strengthens the brand story.
It’s not just products, this technology is revolutionising experiences too. Museums and institutions continue to test
immersive exhibits and look for new ways to further engage visitors. In Autumn 2016 The Science Museum, London,
will open a new interactive gallery, with live experiments, and experiences that will bring visitors closer to the
universe than ever before.
By creating interactions that are an extension of the product or service, brands can discover new scalable ways
of building engagement and adding value for the customer.
Read on for examples…
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GET CONNECTED
HYUNDAI’S REACTIVE
360° ‘FOOTBALL HEAVEN’
Hyundai Motor UK is launching a one-of-akind, innovative ‘FanDome’ in King’s Cross,
London. The live 360-degree audio-visual
experience will respond in real-time to the
football action. Goals scored, red and yellow
cards, penalty shootouts, national anthems
and injury time will all trigger a unique
immersive audio-visual response.
A system of giant 360-degree screens
surrounds the entire interior of the FanDome.
Four metres high and the length of a football
pitch (91 metres), this custom built display
encloses fans in ‘Football Heaven.’
The experience is fronted by Vinnie Jones and
his on screen team of tattooed cherubs. Fans
will glimpse cherubs wheeling in cannons
and playing tubas as they celebrate live
match successes, and see them hiding in the
clouds to avoid the Grim Reaper if a red card
is shown.
Fans will be given infrared LED wristbands
that are stimulated by live elements in the
game, according to which team they are
supporting.
Agency: T
he Brooklyn Brothers, London
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
45,000
fans across 45 matches
91 metre
surround screen
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GET CONNECTED
PLAY THE MCDONALD’S MCTRAX PLACEMAT
Creating music can trigger creativity in young people, that’s why on 22nd
April McDonald’s in the Netherlands gave their guests a musical surprise.
The fast food restaurant introduced McTrax, a paper placemat that turned
into a full music production station. Using conductive ink, the placemat
could connect to the customer’s smartphone. Every touchpoint triggered a
full sound bank where diners could choose their own melodies, tweak tracks
with sounds and even record vocals.
Agency: TBWA\Neboko, Amsterdam
UNLOCK BURBERRY’S SNAPCHAT DISCOVER
Burberry’s first foray into Snapchat is for their new fragrance Mr Burberry.
A smart move from the brand to engage a younger audience with a
product at an introductory price point and start to build a relationship
with the brand. The bottle can be scanned to reveal feature articles,
videos and interviews on the theme of ‘how to be a modern man.’ The
production value is high to represent the quality of the product, and it’s a
great example of the luxury sector talking to a younger audience without
undermining the brand.
Agency: In-house
SAMSUNG’S SMART SURFBOARD
“Surfing can be a solitary sport,” says Samsung. “The surfer, alone in
the middle of the ocean. Disconnected from his coach and fans. What if
Samsung could change this?” The result is the Galaxy Surfboard, a smart
surfboard created especially for Brazilian surfer Gabriel Medina. The board
can connect to a Galaxy S7 phone, so Medina can keep in touch with his
coach and fans, via messages displayed on an LED screen. It also features
real-time condition updates, such as wind speed and wave size.
Agency: Leo Burnett Tailor Made, Sao Paulo
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
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COMMUNITY SPIRIT
COMMUNITY SPIRIT
Harnessing local love for
your brand
By Kara Melchers
The Hackney community was out in full force this month: there was shouting, waving and locals tearing through the
streets. I’m talking about the Half Marathon. 80% of the 15,000 participants lived in the borough and it felt like the
remainder of the residents were out on the street supporting. Brands were there to fuel the community spirit. Gym
Box, the ‘antidote to the boring gym’, designed a day of bespoke fitness classes to keep non-runners entertained.
Coincidentally they’re about to open a new East London studio.
Getting up close with the locals can give all brands an advantage over their competitors. Last year Nike opened
their first NYC Community Store in the heart of Brooklyn. They “are about neighbourhood roots and community
connection,” said Dennis van Oossanen, VP of Nike North America. All stores have a local hiring policy and the team
further demonstrate their commitment to the neighbourhood by volunteering for local charities.
Empowering communities is a great way to build brand love. Wickes has recently partnered with VIY (Volunteer It
Yourself), an initiative that combines volunteering and DIY. Starting with the improvement of their own social
spaces, VIY motivates young people aged 14-24 to learn trade skills on the job. The home improvement chain
contributes products and materials, as well as the skills and talents of their employees and customers.
Finding genuine ways to help people and give back to communities is a great way for all brands to start
harnessing some local love.
Read on for examples…
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COMMUNITY SPIRIT
BIG ISSUE SWAPS
MAGAZINES FOR COFFEE
The Big Issue was not only revolutionary for
the publishing industry, it was an entirely
new way to help the homeless. Today it
faces new challenges; great content is
readily available online, and the number of
free publications is ever increasing.
While print is in decline the coffee industry
is certainly booming. With this insight the
Big Issue has designed a new way to help
the homeless: providing them with the
skills and equipment to sell great coffee.
All budding baristas are housed as part of
the programme, paid London Living Wage,
and provided with ongoing training and
support. After six months in the programme
they are offered employment by one of the
partners, allowing Change Please to help
the new group of homeless people to get
back on their feet.
Starting with the local community, Big
Issue believe that getting people to change
where they buy their coffee really can
change the world.
Agency: FCB Inferno, London
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
78K+
coffees sold
12
people off the street
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COMMUNITY SPIRIT
M&S SPARK SOMETHING GOOD
Marks & Spencer teamed up with volunteer website, Neighbourly, to connect
customers and staff who want to contribute to local community projects
in need of support. To launch the initiative, the high-street retailer coordinated an army of volunteers, including Joanna Lumley, to transform
24 community projects across London in just 24 hours. The launch kicked
off projects in a further 24 towns and cities. Every store has chosen a local
charity of the year to fundraise for and support, meaning customers who
can’t volunteer time or skills can make a difference by donating in-store.
Agency: Unity, London
STRIDE CONNECTS THE LOCAL RUNNING COMMUNITY
Stride is a retail destination for runners in cities throughout Russia. As
well as selling shoes and clothing, they’ve launched their own running
club. The interior design is based around social spaces, which helps the
store connect to local running communities. In-store there are permanent
shareable visual moments, perfect for post run selfies, and dedicated
social spaces for local athletes to meet up.
Agency: Rosie Lee, London
UNDER ARMOUR’S LOCAL ARMOUR CAMP
Under Armour wanted to locally amplify its first ever Armour Camp - a series
of gruelling large-scale training events designed to be the UK’s toughest
physical workout sessions. Before the launch in Manchester a teaser film was
released across social media channels. Local fitness celebrities were invited to
participate and post about the event. The story was picked up by local media,
broadcast and radio stations. The event itself helped bring Under Armour’s
mission ‘to make all athletes better’ ‘to a new local audience.
Agency: Pretty Green, London
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Image: wikkelhouse.com
Image: big.dk
ARCHITECTURE
Image: Noah Thorne
MUSIC
Wikkelhouse by Dutch company Fiction Factory, is a modular
house made from cardboard. The sustainable material has
been coated with a waterproof film before being clad, resulting
in a completely weatherproof exterior.
http://bit.ly/20vYbYW
TECHNOLOGY
Artist SORIKA aka Gareth McConnell brings psychedelics, beauty and
attitude to the cult record label ‘Kill the DJ’. He was commissioned
to create and design all products related to the forthcoming album
release by ‘It’s a Fine Line’.
http://bit.ly/2464ymJ
Draw in virtual space with Google’s Tilt Brush. A new way to create
art in 3D using the HTC Vive headset. Draw with virtual elements
including ink, smoke or fire.
http://bit.ly/1Lk0Xsp
FUEL YOUR IMAGINATION: find inspiration beyond marketing
Moscow-based photographer Alexander Yakovlev captures
the grace and power of some of the world’s most elegant and
talented dancers.
http://bit.ly/27Ri0zn
PHOTOGRAPHY
Image: Alexander Yakovlev
BITE ISSUE 22 | © CREATIVEBRIEF | MAY 2016
Danish architecture firm BIG has unveiled its design for the Serpentine
Gallery’s 2016 pavilion. The structure, described as an ‘unzipped wall,’
will be made from stacked fibreglass frames that pull apart as they
reach the floor.
http://bit.ly/1U7NAij
ART
GoPro and Red Bull have formed an exclusive global
partnership. The creative collaboration is based on content
marketing, distributing video at scale, cutting-edge tech
and each brand’s ambition to operate as a media company.
http://bit.ly/245NnSe
SPORT
Image: Gareth McConnell
Image: gopro.com
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GET IN TOUCH…
If you are a client and have any specific requirements for a new agency,
or would like to discuss how we can support your internal learning and
development through BITE INSPIRE, please contact:
Charlie Carpenter, Managing Director
[email protected]
If you are an agency wishing to share your work, please contact:
Kara Melchers, Managing Editor, BITE
[email protected]
Nicky Herbert, Client Development Director, BITE
[email protected]
Carrington House
126-130 Regent Street
London
W1B 5SE
Tel: +44 20 7478 8200
www.creativebrief.com