Thursday, November 1, 2012

Tribute to a fellow Creative

Linds Reddings was a British-born  art director who worked mostly in New Zealand from what I can gather. He recently died of esophageal cancer.

He wrote a blog and published a great piece about creativity vs. commerce.

It truly is a brilliant take on our not so brilliant industry.

And a must read for us all.

http://www.thesfegotist.com/editorial/2012/march/14/short-lesson-perspective

Wednesday, April 25, 2012

Hellmans Helping Ditch Deep Fryers in Red Deer Alberta

Hellman's working with chef Chuck Hughes developed a program to rid Ecole Camile J. Lerouge School in Red Deer Alberta of their deep fried cafeteria fare. It's part of the "Real Food Movement" Unilever's Hellman's brand initiated for more natural offerings. Hellman's refurbished their kitchen with state of the art appliances to help prepare fresh foods along with Hughes developing the menus.

Similar to the Jamie Oliver program in the UK and US where on his own dime and having great government opposition, Oliver tried to revamp school menus to include real food that was healthy and nutricious. Oliver faced opposition not just from government whose funding for kids school meals is so paltry, that he struggled to even provide a viable menu on such low dollars, but also from parents. The kids are so used to eating junk foodstuffs even at home, that introducing fresh salads, fruits and nuts was so alien to these students, their parents were sending them to school with lunch bags full of junk instead of co-operating with the pilot project. Opposition was also coming from the cafeteria workers where Oliver had to literally train these workers in how to make real food. Prior to him revamping the cafeteria program, these gals mostly just opened frozen boxes and either nuked it to death or deep fried it.  It also just about put Jamie Oliver out of business. He was so passionate about the program, he mortgaged his home and restaurants when funding became an issue.

What Jamie didn't have was a sponsor like Hellman's. Hellman's real food grant is in its 3rd year now and is part of a larger campaign launched in 2007, the year Unilever created downtown vegetable gardens bearing the Hellman's brand mark. It has since been discontinued. But Hellman's works with Evergreen a not for profit urban improvement organization.

Ogilvy and Mather is the agency. And these kinds of ideas should be sprouting up all over, they are great.

Friday, March 9, 2012

Dollar Shave Club

Each Friday I receive the "Ads You Must See" from Marketing Magazine. It's my end of week treat.
There are always 4 ads from around the world the person writing the column deems worthy or not worthy of our attention. This week there seemed to be a bad run of 3 skewing to St. Patrick's Day. However, there was one gem which I am going to embed here. It is for: Dollar Shave Club.
Invariably, the best ads can be done for next to nothing in production dollars because the idea is worth a million bucks. And Dollar Shave Club has nailed it. The writing is great. The spokesperson for the website and product is cute and the verbage is irreverant and edgy, perfect for guys in this target. There is an undertone of the Rhett and Link ad school working here in the production and scope of the writing, but this is much more polished and professional which leads me to believe some very very clever copywriter has used Rhett and Link as his/her muse. Regardless, this is clever, it defines the product and benefits, creates a tone of voice for the brand and brings back good old fashioned hard sell without seeming so, on a shoestring budget. My kinda stuff. Once again, cudos to whoever did this work...check it out...