ArchiveFebruary 2015

Hard Rock Casino: art direction with an idea


In advertising, is not uncommon to perceive art direction as beautification of an ad. The copy-art team sometimes think independently and one adapts to the others' idea. But when an idea drives the campaign embellished with great art & copy, magic happens. A new campaign for Hard Rock Casino from Canada seems to be that kind - driven by an idea and made better through craft.

Land Rover Valentine’s Day gift: how brand love is earned


Iconic status, brand loyalty based on true love for the brand is a rare in the world of brands. We have a transactional equation with most brands we deal with and aren't really emotionally attached to them. Except a handful, perhaps. Land Rover is one such brand which has a huge fan following, loyalty and 'likeability'. But how do these brands strengthen such equations? Of course it starts with a...

BMW Road to Twickenham: great sound design in advertising


BMW is the Official Vehicle of England Rugby. A new ad, Road to Twickenham (the 'Home of England Rugby') showcases a drive from a driver's point of view. Aside from the mesmerising visuals, you cannot but appreciate the awesome sound design. What seems like the sounds made by a vehicle neatly merge into the song Swing Low, Sweet Chariot - England rugby team's anthem - and then gives way to the...

Android ‘Friends Furever’: strategy builds affinity, creates dissonance


The 'Be Together. Not the Same' addresses a critical need for an identity among all of us. We all want to showcase, express who we are and the most personal device we carry with us - the smart phone does just that. Such a proposition appeals to both current users (reinforcing their choice) and potential users - creating doubts about them being unable to 'stand out'.

9 Super Bowl ads which go beyond talking babies, animals and the bizarre


Over the years, there's been a pattern to the Super Bowl ads - bizarre plot lines, big production values, jaw-dropping computer graphics, humour (slapstick or intelligent), elements designed to be cute and so on. Rik Haslam, Executive Creative Director at RAPP categorises them as Super Satire, Super Serious and Super Silly stories. There is likely to be a pressure to do whatever everyone else is...

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