How a Music Company Made Some of the Year’s Best Sports Ads | Adweek

How a Music Company Made Some of the Year’s Best Sports Ads | Adweek.


The kidult generation

Who are kids? Nobody who is 8-12 years old considers himself/herself a kid. Kids to them are less than five years old who have not yet started going to a proper school. Kids are those who watch Doraemon, Barbie and Chhota Bheem. Kids are those whose mothers help in homework. Kids are those who are still into board games, art & craft and soft toys and spend most of their time at home. The ones who go to tuitions on their own are adults. The ones who have a 9 AM – 6 PM day out like their dads and sometimes moms, are actually adults. The ones who like Shin Chan and Power Rangers are adults.

Those who were once considered the latchkey generation, today is the kidult generation. Kidult is not kiddie. Kidult is cool. Kidult is aspirational. Kidult is something what the adults do, done in a child like manner. The coding is very adult for everything they do – eat, wear and play with. They have Facebook accounts, they have ‘cooldude’ and ‘hotgal’ as email ids. They chat on the net. They understand logic. They are the Smiley SMS Gen as the only language they converse in is visual. They read visually and communicate in abbreviations. And  that is why they hate language (Marathi/Sanskrit/Hindi) as a subject but love Math, Geometry and Speech and Drama. Brevity is in their DNA. Short attention span is the key trait and subjects that demand objective and logical answers are nice. Long sentences are their bane. The power of expression of words is lost on them. Potter’s wand is finally mightier than the pen.

Mobile phones (read smartphones and tablets), MP3 (read iPods), Play Stations (read PS3 or Wii), Laptops are the kidult ‘gifts’ they demand and get from their parents. All these are expensive and adult like. Gone are the days when Pokemon cards and Tazzo collectibles were traded. Now GTAs, CS and Soccer games are the mobile apps they use and share. Or better still play against each other – not face to face but online in front of two PCs in the same room!

Certainly, they are growing older younger. And adopting the adult way of life much earlier. So the toy laptop morphs into a real one as soon as they start going to school. As they grow older, they quickly move away from animation to live action, from kids’ channels to GECs and from fairy tales to reality – all this while we still call them kids.

Then should we market to them in the same manner as we do with the adults? Certainly not. Avoiding long copy and providing visual text apart, within this age cohort are smaller homogeneous behavioural sub segments.

Copy, Create and Conform are the three key cognitive behaviours across this age cohort. The youngest age of formal school goers viz 7-9 years is prone to copying role models. Hence Hannah Montana, Power Rangers and Michael Jackson define what they like and do.  The next segment of 10-12 years old are the most creative. As indeed was Harry Potter when he entered Hogwarts or Mowgli when he was sent to the man village. Brands can get them to co-create new concepts and start an indelible connection and engagement with them by creating a unique experience for them. The last cohort of 13-15 years is the one that chooses to conform to what the cohort as a whole does. They dress alike, behave alike and sometimes even look alike. Their parents become less and less influential and peers become more and more important. As is evident with Harry Potter when he formed Dumbledore’s Army, a secret study group, to teach his classmates the higher-level skills of Defence Against the Dark Arts that he had learnt.

Brands must understand whom they are targeting when they say kids. And for starters, they should stop addressing them as kids. As they are kidults having fun with their own versions of kidultery across various ages.

via Pitch — The kidult generation.


Mother Dairy Milk sports a new look

In an effort to add a hint of contemporary to the brand, Mother Dairy Milk has introduced a new packing for its milk pouches. The brand, which has touched base with its consumers in the capital city, every morning at half past five since the last 35 years, sells almost 30 lakh litres of milk per day. And, this is a clear indicative of the high degree of engagement with its consumers, for whom the recognition of the commodity is with the brand.

The new look of the milk pack comprises of village graphics putting on display the journey of the milk from the farm to the consumers’ home. The effort is however, directed towards building on the established trust, quality and uncompromised service that has always been a part of Mother Dairy’s overall branding strategy.

“Our new brand packaging is both impactful and informative in communicating our brand value to end users. Setting a new standard in the dairy industry with this packaging change, we are confident that these products will be enthusiastically received by our consumers. Consumer research shows that villages are synonymous to purity. We have taken this insight and brought it alive in our packaging,” says the official spokesperson of Mother Dairy while outlining the thought process behind the decision to repackage.

The six variants of the brand, which were previously available in different colours, will now receive uniformity in colour and will be differentiated by virtue of the designs on display. This change will be witnessed across all cities where the brand is available namely, Delhi-NCR, Mumbai, Hyderabad and Chennai.

South Asia’s  based brand consulting and design company, Ray and Keshavan, The Brand Union, is behind the revised look of the milk packs.  “The new milk pack interprets the core promise of purity and trust in an entirely contemporary way. It is always a privilege to work with Mother Dairy because the brand has an Indian heart and soul while meeting the highest global standards of quality,” says Meeta Malhotra, Director of Ray and Keshavan.

Mother Dairy Fruit and Vegetable Private Limited (MVPL)has been actively reworking their marketing strategy in the recent past. After Dhara, which launched its new campaign only last week, Mother Dairy milk’s effort to repackage comes as another attempt to maintain standing in a competitive milieu where competition is capable of dwindling long standing loyalties and consumers need to be constantly communicated with.

As one of the market leaders in the branded milk segment in Delhi, Mother Dairy has 1,400 retail outlets and almost 1000 exclusive Mother Dairy outlets.

via Pitch — Mother Dairy Milk sports a new look.


New in the library

Few companies in history have ever been as successful and as admired as Google, the company that has transformed the Internet and become an indispensable part of our lives. How has Google done it? Veteran technology reporter Steven Levy was granted unprecedented access to the company, and in this revelatory book he takes readers inside Google headquarters—the Googleplex—to show how Google works.

While they were still students at Stanford, Google cofounders Larry Page and Sergey Brin revolutionized Internet search. They followed this brilliant innovation with another, as two of Google’s earliest employees found a way to do what no one else had: make billions of dollars from Internet advertising. With this cash cow (until Google’s IPO nobody other than Google management had any idea how lucrative the company’s ad business was), Google was able to expand dramatically and take on other transformative projects: more efficient data centers, open-source cell phones, free Internet video (YouTube), cloud computing, digitizing books, and much more.

The key to Google’s success in all these businesses, Levy reveals, is its engineering mind-set and adoption of such Internet values as speed, openness, experimentation, and risk taking. After its unapologetically elitist approach to hiring, Google pampers its engineers—free food and dry cleaning, on-site doctors and masseuses—and gives them all the resources they need to succeed. Even today, with a workforce of more than 23,000, Larry Page signs off on every hire.

But has Google lost its innovative edge? It stumbled badly in China—Levy discloses what went wrong and how Brin disagreed with his peers on the China strategy—and now with its newest initiative, social networking, Google is chasing a successful competitor for the first time. Some employees are leaving the company for smaller, nimbler start-ups. Can the company that famously decided not to be evil still compete?

No other book has ever turned Google inside out as Levy does with In the Plex.

via In The Plex: How Google Thinks, Works, and Shapes Our Lives (9781416596585): Steven Levy: Books.


New in the library

Did you know that the most creative companies have centralized bathrooms? That brainstorming meetings are a terrible idea? That the color blue can help you double your creative output?

From the New York Times best-selling author of How We Decide comes a sparkling and revelatory look at the new science of creativity. Shattering the myth of muses, higher powers, even creative “types,” Jonah Lehrer demonstrates that creativity is not a single gift possessed by the lucky few. It’s a variety of distinct thought processes that we can all learn to use more effectively.

Lehrer reveals the importance of embracing the rut, thinking like a child, daydreaming productively, and adopting an outsider’s perspective (travel helps). He unveils the optimal mix of old and new partners in any creative collaboration, and explains why criticism is essential to the process. Then he zooms out to show how we can make our neighborhoods more vibrant, our companies more productive, and our schools more effective.

You’ll learn about Bob Dylan’s writing habits and the drug addictions of poets. You’ll meet a Manhattan bartender who thinks like a chemist, and an autistic surfer who invented an entirely new surfing move. You’ll see why Elizabethan England experienced a creative explosion, and how Pixar’s office space is designed to spark the next big leap in animation.

Collapsing the layers separating the neuron from the finished symphony, Imagine reveals the deep inventiveness of the human mind, and its essential role in our increasingly complex world.

via Imagine: How Creativity Works (9780547386072): Jonah Lehrer: Books.


New in the library

What if doorbells used smell instead of sound? What if watches told time more slowly on weekends? Designers at the ground-breaking firm IDEOthe most innovative design company in the worldpush themselves to ask seemingly outrageous questions like these daily as they work to construct the products that shape our lives. Following 12 design experiments conceived by designers at IDEO, I Miss My Pencil takes a voyeuristic look at what designers do daily, might get to do once, and sometimes only hope to do. Each experiment is made real through collaboration, sketching, prototyping, fabrication, and photographing to go beyond the conceptual to the curiously concrete.

via I Miss My Pencil (9780811860758): Martin Bone, Kara Johnson: Books.


New in the library

Covering a never before seen array of techniques, materials, and forms, this title focuses on the ever-changing nature of promotion. From invitations to brochures, portfolios and catalogues, B.E.A.M. – Visual Tactics in Promotional Design captures the innovation necessary to stand out in a competitive world market and demand notice from prospective clients. As new outlets and technologies are constantly in the process of being created or reinvented, visionary designers who arm themselves with the latest tools feel less constrained and as a result, more free to experiment with implementation than their competitors. The creative output featured in this volume is unmatched and includes products cutting across a diverse cross section of industries including charity, fashion, food, professional, and of course, the design industry.

via Not for Sale For Promo Only: New Direction in Promotional Design (9789881732828): Victionary: Books.


New in the library

The superstars and leading professionals in the business of writing ads

In 1995, the D&AD published a book on the art of writing for advertising. Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.

via D&AD: The Copy Book (9783836528320): D&AD: Books.


New in the library

The secret to creative success lies not in knowing the right answers, but in knowing how to ask the right questions–and this little book is full of them! A veritable therapy session on paper, 344 Questions is composed entirely of questions designed to help you determine where you are in your life and career, where you want to be, and how to get there. Hopefully, you’ll also laugh along the way.

Each spread in this colorful, pocket-sized book contains a series of several questions illustrated in Stefan Bucher’s unique, whimsical, hand-lettered style. The questions are designed to get you thinking and drawing and writing with room on each spread to fill in the blanks and jot down ideas. Sample questions include: Can you name 10 things that reliably stress you out? Do you need 10 more spaces? Was filling out lists on your list? Or the decimal system? What happens when you get stressed out? Do you think stress is heroic? Can you please convince me that that’s really stupid?

In addition to the questions provided by Bucher, the book features questions from creative celebrities who share some of the questions they were asked on the way to success, or, in some cases, the questions they wish they had been asked.

via 344 Questions: The Creative Person’s Do-It-Yourself Guide to Insight, Survival, and Artistic Fulfillment (Voices That Matter) (9780321733009): Stefan G. Bucher: Books.


New in the library

Vital strategies for creating and maintaing brand identity

With in-depth case studies of leading projects from around the world, Brand Identity Now! is destined to be a major work of reference for designers, marketing professionals and anyone working in communications. The book examines logos, imagery, and strategic applications involved in each branded project. Featuring over 150 outstanding brand identities from more than 20 countries, including the Obama ’08 Election Campaign, The Museum of Art and Design, and New York’s bid for the Olympic Games 2012. Top design offices featured include Attik, Pentagram, 3deluxe, Landor, and MetaDesign.

via Brand Identity Now! (9783836515849): Julius Wiedemann: Books.