Looking thru a new lens is perhaps the most daunting exercise in a branding project. How often can you look at the same mundane “thing” and come up with a fresh perspective? We have our own unique ways to come up with the goods - some people sit in dark dingy corners and burn the midnight oil while others head towards bars and keep filling their glasses with toxic liquids. Anyways, I don’t want to sound righteous, feel free to suit yourself!
In an age where everything communicates and engages your audience, the most challenging of all would be to embed an idea in to the product itself and lay a strong foundation to the brand. Smart agency people always find ways to present a product in an interesting manner with a fresh approach, usually by creating a campaign that has not been executed before, or finding a consumer or cultural truth that can make the campaign exciting. But here we are looking at the bigger picture not just switching a consumer from Brand X to Brand Z, how can we change an existing human behavior? What can replace an existing behavioral truth?
Nisal, one of our creative guys was really sick and was leaving office early after a strenuous weekend of traveling and partying. He was taking home a Desktop calendar he had received from Getty Images. I grabbed it from him hoping to see some stunning pictures, after all that’s what they do, giving us magnificent pictures in a flash!
I was totally amused with what I saw, not only had they awesome pictures; they had completely shaken up the idea of a calendar! Think about it, how revolutionary can a calendar be? Instead of thinking in ‘months’ Getty Images (GI) thought about it in Zodiac Signs! Wow! a refreshing change!! I could imagine all the obstacles they must have gone thru to produce this brilliant idea. I m sure many people in the decision making must have questioned the usability, unusual format etc.
With the added dimension zodiac signs can spark many interesting scenarios; from the cold reading of a corporate salesman to hiring a new recruit provided you believe in cosmic powers! This calendar certainly has more uses than an ordinary calendar. Of course not every one will appreciate this concept, but then not every body wants to add new dimensions to their lives! Besides Getty Images (GI) isn’t talking to every one, for example one of their main targets; agency people will find this inspiring, enabling GI to create a sense of empathy, command respect which is in turn useful to the company.
I know its kind of late to look for calendars now, but surely if you get your hands on one, it’s bound to replace the ordinary one on your table right now!
In an age where everything communicates and engages your audience, the most challenging of all would be to embed an idea in to the product itself and lay a strong foundation to the brand. Smart agency people always find ways to present a product in an interesting manner with a fresh approach, usually by creating a campaign that has not been executed before, or finding a consumer or cultural truth that can make the campaign exciting. But here we are looking at the bigger picture not just switching a consumer from Brand X to Brand Z, how can we change an existing human behavior? What can replace an existing behavioral truth?
Nisal, one of our creative guys was really sick and was leaving office early after a strenuous weekend of traveling and partying. He was taking home a Desktop calendar he had received from Getty Images. I grabbed it from him hoping to see some stunning pictures, after all that’s what they do, giving us magnificent pictures in a flash!
I was totally amused with what I saw, not only had they awesome pictures; they had completely shaken up the idea of a calendar! Think about it, how revolutionary can a calendar be? Instead of thinking in ‘months’ Getty Images (GI) thought about it in Zodiac Signs! Wow! a refreshing change!! I could imagine all the obstacles they must have gone thru to produce this brilliant idea. I m sure many people in the decision making must have questioned the usability, unusual format etc.With the added dimension zodiac signs can spark many interesting scenarios; from the cold reading of a corporate salesman to hiring a new recruit provided you believe in cosmic powers! This calendar certainly has more uses than an ordinary calendar. Of course not every one will appreciate this concept, but then not every body wants to add new dimensions to their lives! Besides Getty Images (GI) isn’t talking to every one, for example one of their main targets; agency people will find this inspiring, enabling GI to create a sense of empathy, command respect which is in turn useful to the company.
I know its kind of late to look for calendars now, but surely if you get your hands on one, it’s bound to replace the ordinary one on your table right now!
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