Advertising

Scrabble Word Play Advertising

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These are ads that assume viewers have a certain familiarity with how the word game, Scrabble, is played, and enjoy the intellectual pursuit of deciphering connections. Created by ad agency, Twiga, in Kiev, Ukraine, and design firm Tough Slate Design, these print ads are treated as visual anagrams that challenge viewers to combine two disparate things to make a new word – e.g., pen-guin, crow-bar, car-rot, cat-epillar. It’s amusing to imagine combinations of your own.

In Spain, ad agency Lola Madrid and film director Rodrigo Saavedra created a video commercial for Scrabble that turned real words into anagrams, weaving them all together into a fanciful love story. Some of the anagram connections were a bit of a stretch, but not so much that you weren’t charmed by the story line – and creative effort.

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Viral Marketing

Forever 21 Thread Screen

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Trendy fashion retailer, Forever 21, recently mounted an Instagram-assisted event and invited millennials to see what they’d look like in thread. A monumental undertaking, hardware maker Breakfast New York spent a year-and-a-half building the 2,000 pound “Thread Screen,” made up of 200,000 components that manipulated 6,400 mechanical spools of multicolored threaded fabric. Each spool held 5 ½ feet of fabric, divided into 36 colors that transitioned every inch and a half.

Forever 21 then invited fans to post their photo on Instagram using the “#21ThreadScreen” hashtag. The machine “read” the submitted photos and instructed the spools to travel along a conveyor-like device until it hit the right hue, displaying the thread-assembled portrait at an 80×80 screen resolution. Forever 21 and Breakfast live streamed the photos turning into thread, and sent each participant an edited version of their own personal thread portrait. It was like totally awesome!
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Packaging

Packaging as Play Things

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Zombis, made in Iceland by Kjöris, is a soft ice cream product sold in single-serving-size packets, but what makes Zombis extra special is the story built into the packaging. Designed by Reykjavik-based Brandenburg, the packaging for Zombis Freezer Pops features 24 zombi personalities, each with its own name and “death-ography.” Inside each zombi is a colorful, squishy “brain” that tastes exactly like strawberry, raspberry or pistachio-flavored ice cream. Buyers are instructed to snip off the top of the zombi’s head and suck out the brain. Eating ice cream has never been so ghoulish and fun.
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Publishing

Anatomy of a Perfect Serial Crime (Novel)

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When it comes to looking for the latest crime novel by your favorite best-selling author, fans don’t want the mystery to begin in the bookstore, so publishers sprinkle graphic clues on the jacket cover to lead shoppers to the writers they want. The covers, shown here, are by designer Peter Mendelsund, associate art director at Knopf, for the Jo Nesbo series; design firm Richard, Brock, Miller and Mitchell (RBMM) for the Dick Francis horse-racing murder mysteries, and designer Michael Stirrings for the Sue Grafton alphabet murders. In such cases, the cover design “brands” the book as part of a series, and signals the likely appearance of recurring main characters — e.g., Nesbo’s detective Harry Hole and Grafton’s Kinsey Milhone. Familiarity sells.

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Typography

Target Food for Thought

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Columbus, Ohio-based Danielle Evans, who goes by the firm name Marmalade Bleue, pursues a quirky design genre – food typography. She uses food ingredients to create very ephemeral letterforms, such as in a “Food for Thought” video for Target stores.

On her Marmalade Bleue blog, Evans explains how her approach differs from others who have used food ingredients as a writing medium. “Food type had been used sparingly as one-offs in the past, all of which utilized the materials incidentally without applying a typographer’s touch,” she says. “The novelty of food as lettering trumped the presentation and legibility of the forms. I chose to apply my background in illustration, sculpting, and painting to create letterforms with dimension, play of light and edges, and happenstance flourishes with personality.”

Describing her methodology, Evans adds, “Rarely do I use typefaces or fonts to influence my work, instead I rely on the materials to dictate the best course. I’ve chosen a symbiotic relationship with my materials, suggesting rather than forcing their direction. Lettering allows for incidental flourishes and ligatures associated with calligraphy, the true nature of my work.” Intriguing and beautiful.
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Viral Marketing

Marketing Mascot Dies at age 16; A Nation Mourns

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More than 3,000 mourners came to the rural Japanese village of Kinokawa last weekend to pay their final respects to Tama the super stationmaster of Kishi Station, the last stop on the Wakayama Electric Railway line. Tama was elevated from stray cat to stationmaster in 2007, at a time when the regional rail line was $4.7 million in the red, forcing the layoff of all employees at Kishi Station and leaving the stop unmanned. Reluctant to evict the charming calico cat that hung around the station, the railway’s president announced that he was appointing Tama the super stationmaster of Kishi Station — a position that included free housing in the ticket booth, her own litter box, and an annual salary paid in cat food. For her official duties of meeting and greeting passengers, Tama was outfitted in a tiny custom-made stationmaster cap and cape.

What started out as a playful marketing ploy to raise awareness of the railway’s plight quickly turned into a media sensation with tourists from across Japan and around the world flocking to the village to see Tama at work. Train ridership increased significantly, and Kishi Station itself became a tourist attraction.

The railway’s management capitalized on Tama’s appeal and developed an extensive line of souvenir items bearing a cartoon likeness of Tama, including T-shirts, coffee mugs, stuffed animals, and even a full set of dining room furniture featuring carved silhouettes of cats. In 2009, Wakayama Electric Railway rolled out a train car decorated with cartoon images of Tama, and redesigned the exterior architecture of Kishi station to resemble a cat’s face.
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Quizzes

Fourth of July Quiz

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The flag gate, above, was created for the 1876 American Centennial, and is now housed in the American Folk Art Museum in New York.

In honor of America’s Independence Day, also know as the Fourth of July, we have created a brief quiz to test your knowledge of Stars & Stripes history. For those of our readers not based in the U.S., we will handicap you two free answers. Good luck! Happy Fourth.

1. Who designed the American flag?
a. George Washington
b. Betsy Ross
c. Thomas Jefferson
d. Francis Hopkinson

2. The Star Spangled Banner, America’s most famous flag, has how many stars and stripes?

a. 13 stars and 13 stripes
b. 15 stars and 13 Stripes
c. 15 stars and 15 stripes
d. 18 stars and 13 stripes

3. What year was the Stars and Stripes adopted by Congress?

a. 1775
b. 1776
c. 1777
c. 1778

4. Is it illegal to burn the American flag?

a. Yes
b. No
c. On occasion

5. On what date are new stars added to the flag?

a. January 1, after a states’ admission to the Union
b. June 14, after a states’ admission to the Union
c. July 4, after a states’ admission to the Union

6. How many stars are on the flag that has flown the longest over the United States?

a. 48 stars
b. 36 stars
c. 50 stars
c. 13 stars


Answers below…
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Typography

Revenge and Rescue on the Thames

This crime story has all the makings of a wonderful BBC Masterpiece Theatre episode. The real-life tale of passion for typography and revenge began in 1916 when an elderly gentleman walked onto London’s Hammersmith Bridge after midnight and began tossing tiny metal pieces of the font used exclusively by The Doves Press into the Thames River. This destruction of typographic art was perpetrated by printer/bookbinder, T.J. Cobden-Sanderson, to keep the font out of the hands of his former business partner, Emery Walker. Both leaders in the Arts and Crafts Movement, Cobden-Sanderson and Walker co-owned the renowned Doves Press, revered for creating exquisite fine arts books set in Doves type. In the contentious process of dissolving their business partnership in 1909, the two men fought bitterly over the rights to the Doves font. Rather than see Walker gain ownership, Cobden-Sanderson laid a plan to make sure that the font could never be used again. Over a period of about six months, the then 76-year-old Cobden-Sanderson set off each night under the cloak of darkness with bits of Doves font hidden in packets and pockets and surreptitiously sprinkled about a ton of the metal slugs and matrices onto the Thames. In all, he made about 170 trips from his bindery to the bridge to avoid arousing the suspicion of passersby.

In this short film by Tom Beal for BBC News Magazine, type designer Robert Green picks up the story a century later and recounts his obsession with recreating Doves accurately and his heroic effort to rescue the sunken metal type.

 

http://thames-capsule.co.uk/

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Environmental Art

A Paper Bridge In the Middle of Nowhere

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By the time that you look at this photograph of a paper bridge, you won’t be able to see it in real life anymore. As is often the case with environmental art, the paper bridge that spanned a mountain stream in the UK’s rural Lake District was meant to be a temporary installation. A sharp contrast to the natural landscape, the poppy red paper bridge was so startling and surreal to see that people found themselves looking anew at their surroundings and consciously thinking about the wondrous view.

Conceived by British environmental artist Steve Messam, the paper bridge is a remarkable feat of art and engineering, made without glue, nails, screws, or structural support out of 22,000 sheets of red paper, provided by one of the UK’s oldest paper manufacturers, James Cropper. The structure itself was designed by Peter Foskett who combined the laws of gravity and the pressure between the sheets of paper to build a form strong enough to bear the weight of human and four-legged hikers. Commissioned by the UK’s Lakes Culture for its Lakes Ignite project, the bridge is one of a series of temporary installations to appear in the Lake District National Park through 2015. The paper bridge remained in place for ten days in May, and was then dismantled to be recycled back into paper.
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Animation Graphics

The Atlantic’s Animated History

TheAtlantic.com has been running a series of charming infographics on topics ranging from hairstyles in the 20th century to the history of weapons over the ages. Created by Jackie Lay, a designer, illustration and art director for The Atlantic Magazine, the brief animated timelines combine flat-graphic illustrations with one inconsequential element in the picture showing subtle movement. A wisp of hair gently moving out of place. A cloud slowly passing across the sky. Steam lazily curling up from a hot cup of coffee. The movement isn’t part of the storyline, but it entices the viewer to pay closer attention. It carries the viewer into the next frame. Without that almost infinitesimal movement to grab the viewer’s interest, the image would be what it actually is: A still illustration. Animation doesn’t always have to be a full-blown Pixar-like extravaganza. Sometimes a little movement makes all the difference between stagnant and intriguing.
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Motion Graphics

Stop-Motion Visual Pun By PES

To get the humor in this visual pun by PES, the acclaimed motion graphics artist, it is best if you speak English. Sponsored by Lipton Iced Tea, the video centers around a homophone – meaning a word that sounds the same as another but has an entirely different meaning and spelling. Example: Flower and flour. In this case, PES based his pun around the homophone “mussel,” the shellfish that tastes great grilled and dipped in lemon and melted butter, and “muscle,” the body mass that men flex to flaunt how buff they are. It’s a clever visual pun, but only if the word for “mussel” and “muscle” are phonetically identical in your spoken language — otherwise, you’ll chuckle and wonder what that’s all about.

Typography

Famous Handwriting Typefaces

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These typefaces won’t make you as psychoanalytical as Freud, or as brilliant as da Vinci, or as artistic as Cezanne, but they may allow you to channel their creativity while you work.

Harald Geisler, a typographer based in Frankfurt, Germany, raised funds through a Kickstarter campaign to underwrite turning Freud’s handwriting into a digital font. P22 Type Foundry in Buffalo, New York, is also creating digital fonts inspired by the handwriting of famous thinkers. His latest Kickstarter appeal is for developing an Einstein font, as explained in the video here.
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Advertising

Ironage: Keep Improving Campaign

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In a marketing campaign created by Y&R, Sao Paolo, Brazil. Ironage, an isotonic sports drink made in Brazil, targeted athletes who constantly strive to exceed their own personal best. In addition to print ads featuring athletes, Y&R promoted the brand strategically in places where customers were most likely to congregate – namely, gyms, parks, and health clubs. There, they introduced vending machines, dubbed “Pulse Machines.” Consistent with the brand’s slogan “Keep Moving,” the machines read the customer’s heart rate with each use. The higher their heart rate, the bigger their discount on a bottle of Ironage. The Pulse Machine challenged the competitive spirit of these athletes and turned them into word-of-mouth promoters of the brand as they compared their pulse readings.
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