2. Insight
Report.
Roundup 2012.
A great year of work.
Over the course of 2012 we saw some
fantastic creative work which explored
the possibilities of traditional media,
moving image, web and mobile content.
In this report, we’re taking a look at some
of the best work from each of these areas,
explaining why they worked and hopefully
inspiring you for the year ahead.
Bright ideas for inspiring brands.
3. Design.
Print, art and out of home.
Sony Xperia – Made of Imagination
Illustrated.
Made of Imagination was a creative
campaign, created by Sony for their
Xperia range of handsets. The designs,
led by Carl Kleiner, draw upon on the
form of the handsets and the content Powerful.
that makes them, to create captivating
illustrated imagery – something that's Inspiring.
often overlooked in mobile advertising.
http://bit.ly/ZfxbMT
Adidas – Take the Stage with Metro
The London Olympics inspired some
fantastic design work but Adidas stood
head and shoulders above the pack
with their 'Take the Stage' series.
Partnering with Metro, these unique
images were seen by thousands of people
every morning in major UK cities, giving
Adidas and the artists a huge platform to
shout from. The partnership was highly
successful and something we’re likely
see fairly regularly from now on.
http://bit.ly/UQVgKT
Channel 4 – Meet the Superhumans
Another standout from the Olympic
season was Channel 4’s campaign for
their Paralympic coverage. Striking both in
their aesthetic and message, the ad series
used its blunt approach to continue the
ascension of the Paralympics to a heroic
stature on a par with the Olympics.
http://bit.ly/WCGDIp
Bright ideas for inspiring brands.
4. Web design.
Responsive, infinite scroll & single page.
Smashing Magazine – responsive design
Responsive design (design that adjusts itself
to fit whichever device you’re using) has
really started to take off in 2012 but we’re
expecting to see it everywhere in 2013.
This example from web design magazine
'Smashing' is one of the nicer examples,
that scales everything on the page to fit.
http://bit.ly/TGgdIv
Pinterest – infinite scroll
Pinterest seems to be the figurehead of
infinite scroll, but truthfully it has been
emerging for some time. The design style
allows a user to travel back through the
history of a page, with posts appearing
as they go. It's particularly appealing
for touch devices and as these become
more ubiquitous, we’re likely to see even
more sites designed in this style.
http://bit.ly/Zwtvej
Timotei – single page design &
parallax scrolling
Single page design is slowly spreading
across the web. Stemming from a user Responsive.
Content-rich.
experience background coupled with
print, the style prioritises key information.
Recently, the design approach has been
re-imagined to take on a more visually
pleasing style and when coupled with a
Seamless.
parallax scroll, the effect works really well.
http://bit.ly/XCMK5F
Bright ideas for inspiring brands.
5. Technology & Mobile.
Mobile, shopping & NFC.
Google & Magnum – augmented Cutting-edge.
reality gaming
Augmented reality has been touted as Interactive.
Fun.
‘one to watch’ ever since Google got
serious with Layar. As the technology
improves, so too does its application.
In 2012, AR reached a new level with brands
like Magnum getting in on the action
and Google revisiting the marketplace
with their Ingress gaming series.
http://bit.ly/Vx2jH9
http://bit.ly/V23XD4
Strongbow – the internet of things
2012 has been called 'the year of the
internet of things' (by people who aren’t
very good at writing snappy titles).
Essentially this means we'll increasingly
see real-world physical objects being
connected to the internet, allowing people
to use them in new, interesting ways.
Strongbow have used this to turn the
rather normal glass bottle into a party
starter, pushing the brand to front of mind
when considering a good night out.
http://bit.ly/VFHgV5
Bright ideas for inspiring brands.
6. Technology & Mobile.
Mobile, shopping & NFC.
Adidas – interactive shopping
At Studio Output, we’ve started looking
into the changing role that high street
shops play in our shopping experiences,
and one area that we’ve seen a lot of
buzz around is the use of window space
for out of hours sales experiences. One
of the best we’ve seen comes from
Adidas and shows how a redundant
space can be used to generate product
interaction and sales even out of hours.
http://bit.ly/TGnb0a
Connected.
Experiential.
Revolutionary.
Bright ideas for inspiring brands.
7. Moving image.
Ads, virals & web series.
The feature film aesthetic
A highly apparent shift that’s taken place in video
marketing in 2012 and is set to continue into 2013
is the sheer quality of content being produced. In
2012, even the smallest piece of content (particularly
TV advertising) has production values that many
independent filmmakers would be proud of, with one
of the most well-known examples being John Lewis.
http://bit.ly/VKoegg
K-Swiss – celebrity partnerships
Celebrity partnerships are a well-travelled
route in advertising, often dull and rarely
unexpected. In 2011 and 2012 we started to
see a new type of personality making their way
onto our screens, those with character.
From Isaiah Mustafa (the Old Spice guy)
to Kenny Rogers becoming the new CEO
of K-Swiss, partnerships with people that
have reason to appear on screen are going
to be a regular occurrence in 2013.
http://bit.ly/UvRYKd
Artistic.
Red Bull – sport as a marketing tool Inpirational.
Targeted.
Red Bull, known for years as leaders in innovative
content marketing, have really claimed the throne
over the past two years. From Danny MacAskill’s
incredible trials stunts to Felix Baumgartner freefalling
from the edge of space, they are breaking the
boundaries of what a brand should and shouldn’t do.
Sport is fast becoming a well-trodden path for
marketers looking to approach niche communities.
http://bit.ly/VKnhC5
Bright ideas for inspiring brands.
8. If this has got you thinking about what
you'll be doing in 2013, or you'd like to
see some recent Studio Output work
in your sector, please get in touch...
Sam Allen
Head of Business Development
+
44 (0)20 7239 9283
sam.a@studio-output.com
Studio Output / London Studio Output / North
Unit 4, The Piano Works 2 Broadway
117 Farringdon Road Lace Market
London EC1R 3BX Nottingham NG1 1PS
+
44 (0)20 7239 9270 +
44 (0)115 985 3444
london@studio-output.com north@studio-output.com
studio-output.com
