Audi’s Scott Keogh was recently featured in an Adweek article, for his forward thinking approach to bringing Audi into the forefront of luxury vehicles. The article demonstrates his understanding of not only popular culture, but also the importance of truly emotionally connecting with consumers.
“When Audi adopted “clean diesel” engines, Keogh turned down the obvious approach of touting m.p.g. ratings. “For us,” he says, “it was about emotions.” The resulting TV spots announced that if a third of us drove Audi diesels, America could send 1.5 million barrels of oil a day straight back to the Middle East.”
(by maus.)
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BusinessWeek cover circa 1996.
(via nerviosismo)
Agency: Shalmor Avnon Amichay/Y&R/Tel Aviv
I really love this campaign by Mercedes-Benz Israel based on the concept of left Brain/Right Brain. The brand promise is that it is a perfect combination of both sides: the logical, analytical left and the creative, intuitive right. The copy is beautiful (see below).
“Left Brain. I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.”
“Right Brain. I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feet. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.”
“There’s something almost quite magical about visual information. It’s effortless, it literally pours in. If you’re navigating a dense information jungle, coming across a beautiful graphic or lovely data visualization is a relief. It’s like coming across a clearing in the jungle.” — David McCandless (TED Talks)
Um. Jealous. Every Friday, two lucky siblings get to eat these very cute lunches.
”Fun food friday,” from Meet the Dubiens.
via carlosadama
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Craig Allen and Eric Kallman, the Art Director-Copywriter team on Old Spice spoke with creativity magazine recently and here’s what they had to say about the experience on the account:
“We respect each other’s sense of humor and sensibility. We trust each other,” Mr. Kallman said. “When we both laugh hard at something … we think it’s something working out.” “It’s such an odd business,” added Mr. Allen. “You never know what will work or not.”
In short, we need to trust our instincts more … honest/intuitive reactions to our own work are a place to start.