Sometimes this in an anti-fashion blog, against silly empty girls
Sometimes this is a Marketing blog
Sometimes this blog hates marketing’s deceiving campaigns
Sometimes this is an activist blog
Sometimes this is an humanitarian blog just about social causes
Sometimes this is just a blog with cute images
Sometimes this is a blog with meaningful quotes
Sometimes this is an ecological blog
At times it is even a sponsored blog
But every single time it’s a reflection of me!
Happy Birthday Fash&Mark! :)
Thank you!
Thanks to the ones who follow, the ones who read, the ones who just want cute images, the ones who sponsor, the ones who like and dislike when the subject touches their hearts or goes against their beliefs. Also thanks to the ones who are trying to shut down Fash&Mark asking to “cease and desist”.
I love you very much, but maybe you should be a little bit more subtle…
Remember this ad? It was all over the Internet at the time. It’s really irritating and can cause headaches to the most sensitive people… I’m wondering if that was the point…
A new creative underwear brand was born! You know how I love new and crazy concepts, right?
“Less underwear conversation and a little bit more action”
Jac5 is a super luxury’s men brand with a fun vision that was released on 11-11-11, so it already promised to be special. It is an underwear brand for men with comfortable and stylish undies (Armani, Diesel and Calvin Klein are competitors, so you know what I’m talking about!).
Why is Jac5 so cool?
Well, the brand identity was driven by… a dog, to be accurate, a Jack Russel Terrier: loyal, smart and, at times, barking mad. Surprised? (I find specially interesting the “barking mad” characteristic in underwear… I wonder what they mean with that… is that kinky?)
I love the way they defined their brand mission with a witty remark – “to create the best undies for man’s best friend” – got the pun?
Stores
Of course Jac5 store offers a truly unique retail experience! Besides buying underwear, which at times is already quite adventurous, you also can enjoy some art. Yes, there is an art gallery inside the store that supports up and coming artists through it “art and undies” program!
I wish I could go there (Hong Kong)… To have an idea how the experience might be, just look at this pic
Despite all this cool stuff, the brand creator is also pretty smart, cause he knows what this business is about :p
“We´re not just about men, it’s important to us that women also enjoy what we have to offer (after all, they are the primary influence in what men wear!)”
Wanting more? Check out JAC5 online store (they have free international shipping. YEY!)
After the UnHate Campaign from Benetton, that I posted last week, I bring you a new one from a fundraising event, also created to shock!
As I told you before, Benetton did a pretty good job by using shocking photos that became viral. Every marketer knows that if a brand wants fast awareness, it needs some great idea that will call people’s attention instantly.
Following this suggestion, Rethink Breast Cancer, hoping to advertise their fundraising event – Boobyball (catchy name, by the way…), came up with this:
“Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.” CP+B, Toronto – ad agency
“What does UNHATE mean? UN-hate. Stop hating, if you were hating. Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promotes a shift in the balance: don’t hate, Unhate”
Creation of a new culture of tolerance
Campaign Video -Overflow of emotions
*UPDATE*17 November
From a Marketing point of view!
This campaign was released on Wednesday and it’s already the hot topic everywhere.
A lot of people think that Benetton was too risky by releasing this campaign, because it was already contested by the Vatican and the White House. Apparently they think that a cute photo with nice kisses offends “not only to the dignity of the pope, but also to the sensibilities of the faithful”. The White House claims that it has a “longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes”.
I know that you’re thinking that Benetton is in big trouble and it was not expecting all this complaints. WRONG!
Benetton was a master at the art of trolling. They did their campaign, put it on the Internet and it started spreading rapidly. Then, the Vatican was too upset, made Benetton remove the Pope’s French-kissing photo and… it started! The campaign was already all over the news, on every Facebook wall, Twitter, Tumblr… It had an enormous BOOM. Became hyper viral. Benetton was soooo expecting this, it had every thing figured out, it was part of the plan! Believe it or not.
Of course, Benetton-the-troll, answered properly to the Vatican – “sorry that the use of the image had so hurt the sensibilities of the faithful.” – almost saying “fuck the dignity of the pope” and kindly removed the photo from its website… The thing is… It’s still everywhere!!! Not even the pope can stop the Internet. Sorry, bro!
Benetton, I just have a few words for you:
I give you 10 out of 10 in creativity and marketing skills (can you hire me?)
10 out of 10 in the art of trolling
20 out of 10 for annoying the pope
100 out of 10 to believe in the power of love, or as you say “”UNHATE” meant solely to battle the culture of hate in all its forms.”
Some smartasses or should I say “Masters of deliciousness” from Miami Ad School created *drums beat* The Oreo Crumb Case!
The Oreo Crumb Case stores the leftover cookie crumbs as a “tea bag”, so you can infuse Oreo flavor into your Milk.
Isn’t this the best idea ever? Hats off to these guys, please! This calls for a prize.
This idea fits the brand perfectly and has everything to do with its ancient/boring commercials about a kid and his dad dipping Oreos in a glass of milk. But the thing is: this idea is way cooler and it’s ecologic. Super trendy, straight to the target, straight to Tumblr, straight to young people’s hearts! In my opinion every Oreo package should come with 2 or 3 Crumb Cases.
Do you know the zombie guy? The one from Lady Gaga’s “Born this way” music video? The one, who won the Guinness for having tattooed all of his body as a zombie?
Can you imagine him without tattoos?
Like this!
A cosmetic brand used the zombie guy – Rico Genest – on a commercial for its amazing concealer – Dermablend Professional. Basically, they covered all his tattoos with its products. It’s crazy how they did it!
His reaction : “I think I’m ready to get a job!”
I love the concept of Dermablend campaign “go behind the cover”, the video and, of course, I am amazed by the product coverage capacity. Definitely a Must See!
Commercial
Behind the Scenes
Now, close your mouth and write us your opinion about this!
Taking advantage of today’s theme with the Ticklers, take a look at this creative campaign from Contrex.
Contrex is a mineral water brand from Nestlé France, that developed a great viral campaign in order to stimulate the consumption of water.
Basically they mixed water, exercise bikes, and a holographic image of a neon man stripping. The more the girls pedal, the more the neon guys moves around and undress.
Where does the water come in? It’s is strategically placed beside the bikes – Like your exercise partner! Got it?
In the end of the stripping show the message appears ““Bravo, you have burnt 2000 calories”.
The message behind the campaign is “if you want to lose weight, do some exercise and drink water (Contrex of course!). It can be really cool” – nothing new around advertising though. What’s new it’s the creative way a bottled water brand do it – with the interaction of the target on the streets, the hologram and the strip tease.
Still think the strip tease has a hidden message here: strip + exercise + water? Nestlé you’re taking risks! And it seems the target is loving it!
Lays (or Walters, I guess it’s the same brand) has a new vending machine that doesn’t accept money. It accepts potatoes! That’s right!
While in the machine, the potato passes a lot of phases (wash, peel, cut, fry, salt and packaged) then you receive your fresh package of potato chips.
See the video, it’s pretty cool!
PS. Despite looking real, the process that you see is a 60 seconds’ animation. You kinda receive the same greasy and manufactured “potatoes” that you always did from Lays.
It sucks, I know! This could be real. It would be pretty nice and healthier! And way more interactive!
My question is: Why the fuck do they want our potatoes? Trying to annihilate the competition?
Literally cheesy – As my grandmother would say “Gosh, these guys’ inventions these days…”
Have you ever seen Cheese Pencils? Guess not, huh?
As you know, now it takes a lot more than the average packaging and traditional marketing to sell a product. That’s why marketers and designers are trying hard to get their product to be noticed. This one will definitely call attention on the supermarket shelves. So, give this guys a break!
“The Deli Garage Parmesan Pencils are shaped like oversized pencils, where the leads contain three different flavors: truffles, pesto and chilli. With the built-in grating function you can sprinkle delicious, appetizing flakes of Parmesan cheese on your meal. A scale on the pencils and on the back of the packaging doesn’t just list how much of the Parmesan Pencil is needed for each dish, but it even how many calories the portion contains”
Sounds good and tasty to me, because I fucking adore cheese!
Improv Everywhere calls itself a “Prank Collective”. What is that? I don’t know. Apparently a bunch of people created some kind of group that enjoys causing the “chaos and joy” around NYC. Please understand chaos as some kind of challenge of the social norms, or the so called “normal life”. It’s not like beating people or stealing.
Anyway, their last mission was to construct a wooden lectern with a megaphone holster and a sign where you could read “say something nice”. This was placed around New York and then left alone.
See people’s reactions and messages in the video, it’s pretty cool! Go check their website for more infos and more funny “missions”. These guys are damn cool!
“It takes extreme precision to work at this size. ProGlide Gillette finest blades.”
“Our Best work is viewed up close. ProGlide Gillette finest blades.”
Gillette, BBDO (ad agency) and a group of scientists, from University of Nottingham, actually ripped off some strands of hair of an innocent man and wrote an ad on it, like they’re the kings of the world or something.
The ads measure less than 1/10 millimeter and it’s currently pending record-breaking status at Guinness World Records.
This campaign main objective (besides creating an enormous buzz everywhere and being on Guinness) is to emphasize the precision of their new ProGlide razor.
In addition, Gillette placed the carved hairs in men’s airport restrooms with a scannable QR code. Once scanned, guys could see this video and what was written on that hair.
How cool and disgusting is this? Can you imagine a guy going to the restroom at some airport, looking at filthy beard hair on the sink and getting really excited about that? Something like: “wow, some guy’s hair on the sink with QR code, totally not creepy and unusual. I definitely have to scan this thing; it may be a prize on it!!”. WTF Gillette?!?
Anyway, I really like their idea of writing on hair. It’s very creative and a great way to create buzz around the new product. Period!
As usual Diesel innovated again in its new campaign. The concept is bringing the ‘Like’ button to real life – “If we love to tell people what we ‘Like’, why not doing it in real life?”
The project started in Madrid and allows people to ‘like’ products in Diesel stores while sharing it on Facebook.
How? All the clothes display a QR Code that can be scanned by customers. By scanning the codes, shoppers can also see similar products and ‘like’ it on Facebook.
This is not just an entertaining campaign, but also really smart. It allows people to find items that wouldn’t probably be found online and it also lets fashionistas share their style online.
Oh Diesel… You rock!
What do you think? Is this campaign “Smart” or “Stupid”?
Fash&Mark 
