Posts tagged with: Campaign

The UN Social Good Summit 2015 
By SUSAN CANTOR, President, Red Peak Branding

Millennials are rarely associated with activism.  This is a generation that’s embraced “slacktivism,” – often regarded as a derisive term.

But don’t be quick to write off this demographic. Just as Colby College professor Laura Seay points out in a 2014 Washington Post article how armchair activism can in fact lead to deeper engagement in a cause, I too have seen first-hand how Millennials can and do speak out.

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World Series MVP David Ortiz recently posted a photo of himself with the president using his Samsung phone and the White House is calling foul play. Obama's Press Secretary Jay Carney said, "As a rule the White House objects to attempts to use the president's likeness for commercial purposes." Samsung pulled a similar stunt at the Oscars, getting host Ellen Degeneres to post selfies with a A-list stars, part of a larger attempt by the brand to weave itself into pop culture and conversations. "Brands understand they have to create conversations to engage consumers today," said James Fox. "Stunts like this – even controversial ones – gets them talked about." Read the rest of WSJ article here.

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05 March 2014

Reebok Reboots

Let's be honest, Reebok peaked in the 80s. Who didn't own a pair of futuristic Reebok Pumps? But the brand has since been eclipsed by Nike and Adidas.

A major effort is underway to make Reebok profitable again by focusing away from sports and towards fitness. Reebok has seen particular adoption by the CrossFit community, prompting the recent launch of Reebok CrossFit, a line of sportswear for CrossFit athletes (think extra sturdy trainers and spandex). The new line is the first to feature the all new "Delta" logo, a symbol of the positive and transformative effect that fitness can have on a person's life. Says CMO Matt O'Toole, "The new brand mark signals a clear purpose for our brand and it will badge for those who pursue a fuller life through fitness." Seems like a smart move in our increasingly exercise-obsessed culture.

Can Reebok get its groove back? Stay tuned.

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The Family Dinner Project is a non-profit whose mission is to bring families to the table for food and fun meaningful conversation. Research shows that when families connect, it makes a lasting positive impact. Partnering with family-friendly brand Cheerios made perfect sense.

The Family Breakfast Project is a major part of the newly redesigned site offers simple, fun ideas to help families make time to have breakfast together such as “what I love about you” place mats – each family member writes what they love about each person. John Sarrouf, the director of FDP said, “With Cheerios, we’ve created this partnership that really is meant to give parents an opportunity to rethink their morning in a way to make families feel more connected.”

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The A to Z Project, released to the public just last week, is featured in Fast Company today.

Writer Jeff Beer had this to say about the project, "Each letter, number or symbol in the new campaign represents a person or organization that has made a successful, productive life through artistic achievement, a message Free Arts NYC no doubt wants to convey not only to the children and families it aims to engage with, but also policy makers and government budget committees who make the decisions on arts education funding."

Amen, Jeff! Read the rest of the article here.

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Last night Red Peak celebrated the official launch of the A to Z Project for Free Arts NYC, a nonprofit organization that helps bring art into the lives of underserved kids.

Tasked with the challenge of refreshing the Free Arts brand, RP Associate Creative Director Jodie Wightman came up with the brilliant idea to commission a totally unique alphabet, each letter created by a different artist. NYC artists, designers, and illustrators including Diane Von Furstenberg, Bob Gill, Cynthia Rowley, Warby Parker and James Nares jumped at the chance to contribute.

After many months of hard work, RP and Free Arts unveiled the full alphabet last night at the Hearst Tower. Guests enjoyed champagne and bite-sized delectables while perusing and purchasing the artwork, raising money and awareness for the organization. Additionally, Free Arts will be using the alphabet in all communications going forward.

To say the least, the event went off smashingly.  We couldn’t be prouder of the end result and are so happy to help such a great cause. Click here to see the full alphabet, watch videos about the project, and perhaps purchase your own piece!

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23 October 2013

No Words

The two blank pages in today's New York Times is not a printing error. It's a pretty ballsy ad for upcoming 20th Century Fox Feature, "The Book Thief."

Based on the bestseller by Markus Zusak, the film is about a young girl living in Nazi Germany who steals books from war torn areas and shares them with others. Like the film, the ad forces us to contemplate a world without the written word.

The New York Times says that this is the first time it has run “two consecutive, seemingly blank, back-to-back pages in the A (Main News) section.” "Seemingly blank" because a tiny URL,, located at the bottom of the second page, links to a micro-site for the film.

Ironically, everybody's talking about this wordless ad.

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01 August 2013

McDonald’s Strips Down

A daring new ad campaign launched by TBWA, Paris, France, features pictures of iconic McDonald's food items and NOTHING ELSE. No logo, no text, nothing. Just giant close-ups of classic McDonald's fare, including the Big Mac, french fries and of course, the square fish filet. Creators of the campaign are confident that viewers will attribute these images to McDonald's and not some other burger chain. Who else uses a sesame bun? "Unbranding," the removal of logos and other identifying marks in advertisements, has become one of the hottest trends in branding. The Harvard Business Review explains the phenomenon this way. "All too often, something that does not have a logo is misperceived as lacking brand…[t]he ultimate cachet is having such a famous brand that you don't need a logo." Can you tell that these photos are McDonald's? See the whole series here.

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JWT joined with Warner Bros. and the A.C. Camargo Cancer Center in Sao Paulo, Brazil, to create a campaign designed to help children with cancer to better understand their treatment and be less frightened by chemotherapy. The game room at the hospital looks like the Justice League. Chemo-bag covers bear the insignia of Superman, Batman, Wonder Woman, and Green Lantern, transforming the scary drugs into a "Superformula." Comic books tell tales of the Dark Knight defeating cancer-like diseases. This brilliant campaign helps kids gain knowledge, courage and faith in themselves.


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DJ and inventor Jun Fujiwara has partnered with Coca-Cola for their latest viral video from the "Open Happiness" campaign. Fujiwara engineered a bottle that when open takes in all nearby sounds and then once bottled again releases a melody from the captured audio. His series of videos 'remix happiness' by creating a twist on the traditional fizz sound from a just-opened bottle and add some fun to everyday audio from the candy store to the skate park to kendo practice. Check them out here.


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