A system that can attack both fast and strong is neither a shoe, a shark or an advertising spot. Confused? You’ll understand soon enough. Kobe Bryant’s System works. It makes hard work seem like fun and the ambiguous process of achieving success seem simple.
Kobe’s impeccably delivered TED style presentation taps into the very current cultural zeitgeist of sharing knowledge while using a level of charm and wit as palpable as the drive required to win-win-win. The genius behind this campaign is the fact that Nike never dwell on product, instead focussing on end product.
Nike make content for content aggregators. Sure, everybody and their mum does that these days, but few create an array of content off of one idea that leaves each aggregator with the feeling that there’s a word they can spread that hasn’t been, as one might say, played out. Never before could a brand rustle up the marketing spend to air this much content. YouTube provides the conduit; Nike maximize the opportunity.
In summary, the strength of the idea underpins the expansive nature of the creative. Get that? You’re welcome.
I’ve been known to do a little doddle on my shoes, even had the fabulous Brennan & Burchdoodle on some old Adidas trainers for me. So when Bucketfeet caught my eye it nearly made me open up a new pack of felt tips.
Bucketfeet is a footwear company that collaborates with global artists to produce colourful graphics for basic pumps. The philosophy is that each pair of pumps are a blank canvas for a means of expression and an opportunity to contribute to the founders passions. Providing arts and sports programmes for poor children around the world, with 5% of their profits going to their charitable partners.
Love the concept. Love the product. However what I wasn’t so amoured with the ‘brand’. The fashion industry is a tough market and taste maker fashion is an even tougher gig, usually reliant on a bunch of trendies to take said style to heart and proliferate to the masses while they move on to the next thing.
For a style conscious brand with an actual conscious, it’s important to be able to compete on all levels as your competitors. That means paying attention to the total communications package. A slick website, beautiful photography and a brand proposition that screams ‘buy me’ are must haves. The good news is that this is something Bucketfeet can easily rectify in time, allowing them to access an even wider market and share more profits with their chosen causes.
You could talk about the food. You could talk about the legroom. You could even talk about the friendliness of the cabin crew. Or you could do like photographer Paul Octavious and tell the story of the view from a window seat.
I’ve never been a fan of car boot sales. Lucky for us the Obiora clan love ‘em, which works out a treat because I love these pictures. Other than unmistakable Wallace and Grommit, there’s a sense of personal anonymity that allows us to focus on the trinkets, tattoos and cherubs bums.
We popped down to St. Pauls a few weeks back to finally see the Occupy London camp for our selves. Whilst talking to a young fella, we came across another occupant who happened to be giving his mum – who was apparently checking up on him on her way home from work – a tour of the site before she left. The story makes the last image in this series particularly poignant. The others speak for themselves.
Banksy pays real attention to the world around him, which is why unlike many artists – musical, visual or otherwise – his work will always be around us.
