September 1st, 2010No Comments
We recently completed a print job for Montessori Children’s House of Denver. This eight-page brochure showcases actual students and the theme “Uncover the Genius”. Our PR partner Philosophy Communication wrote the piece. Section 45 designed and photographed the students. Dilley Printing handled reproduction that includes a spot varnish on the cover.
Section 45 created a paper fashion that reached new heights, literally. We began concepting ideas for the 2010 Art Directors Club of Denver 6th Annual Paper Fashion Show in January 2010. Our team of more than 20 designers, came up with the idea of “A Tree in Motion” – spending more than 200 hours to produce the wearable duds. Our model Annabel emerged as a tribute to creativity and sustainability. Each of her leaves were dyed and assembled by hand, crimped, crinkled, and cut with purpose and perfection. Nestled within the foliage of her dress were origami flowers and birds, printed foliage and hand-painted butterflies. The tree design honors the roots of paper and gave thanks to our paper sponsor, Xpedx. At the Paper Fashion Show we fashioned an idea that led to Section 45 and Philosophy Communication receiving the the “Fan Favorite” award. Now, for next year, what shall we do?August 5th, 2010No Comments
Reposted from Philosophy Blog: At Philosophy there is nothing worse than when we present our ideas to the other team members and the resounding consensus from the team is – “That is sooooo expected.” In our world, your co-workers might as well say, “Your baby is ugly.” And in our office nobody wants an ugly baby. So with that in mind, we try to push the envelope and come up with something different, something unexpected. The client doesn’t always pick the unexpected, but if we aren’t pushing our creative chops, we haven’t done the best job for our clients. Tasked with producing a simple tri-fold for our client Roth Distributing, Philosophy created the following tri-fold with a horizontal opening and a strong headline to carry the piece. But like any other time you choose to be a little unexpected, you must be careful that you don’t trick the trick too much. The tri-fold was 27 inches long, and only a few printers had the press capabilities to print such a piece. If you want to have more printer choices, you need to keep the fold-out to less than 24 inches. We chose Lange Graphics to print 10,000 for $3,500. But the printing quotes ranged from .35 – $1.15 a piece, so it was a good thing that we obtained so many printing estimates. But at the end of the day, the costs, creativity and writing don’t matter if the client doesn’t agree. In this case, we were lucky to learn from the client that the regional managers loved the Roth Gallery brochure, and ultimately, they agreed, we had a pretty, “unexpected,” baby. August 5th, 2010No Comments
In July 2010, Pepsi launched its ‘Do good for the Gulf’ campaign: awarding $1.3 million in grants to help clean up initiatives as a result of the BP oil disaster). This initiative is part of the wider decision by Pepsi to ditch its Superbowl advertising to invest more in social media; the result is the $20 million Pepsi Refresh project.
Like many brands, Pepsi has invested in a combination of its own community and a Facebook community. It is increasingly the case that social media campaigns for consumer brands use a combination of owned and third-party media; of this third-party media, it is likely that one element will be a social network: creating profiles, pages, groups, competitions and other digital content within a social network such as Facebook, MySpace, or a YouTube channel.
Of course, the ‘big four’ social networks – MySpace, Facebook, YouTube and Bebo (sold by AOL in June to Criterion Capital Partners) – were not originally designed as marketing platforms, and so the rules that govern them are not always clear to brands. To be fair, the rules aren’t always clear to anyone. Continue ReadingJune 30th, 2010No Comments