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Top: a cowboy
hat-maker does his
thing in a video by
Van Houtte. Above:
Lincoln searches for
“Catalysts” of cool.
BRANDS UP THE COOL FACTOR
M
By Jennifer Horn
any brands attach themselves to facets of popular culture – from trends
like “parkour” to hit films and hot celebrities – to come across as “cool
by association.” However it appears that brand matchmaking of late has
gotten more down-to-earth and personal, as brands attach themselves to real people
who are “cool by profession.”
For example, with the help of Sid Lee, coffee maker Van Houtte coupled with
experts of age-old crafts, such as barbering, hat making and analog photography to
create a series of “Timeless Trends” online videos. The brand is
connecting the dots between these crafts and roasting coffee
by pointing to the similar expertise, precision and flair required
for each practice.
Australian winemaker Jacob’s Creek has also dipped into
content creation, partnering with experts in ice-cream making,
underwater photography and poetry writing to create videos
for its “True Character” series in the U.K., which captures the
appeal of reality TV without the voting or dislikable hosts.
And then there is luxury car brand Lincoln, which recently
partnered with the Globe and Mail to create a “Catalyst”
contest, seeking individuals who stand out in artistic fields.
Readers of the paper’s Life section are asked to nominate an
influential person to help them become a household name.
Jane Shkolnik, marketing communications manager of
the Ford-owned company says the brand could have chosen
to place ads in the automotive section, but it wants to be
“synonymous with the passions that make people tick,”
especially as it targets a younger luxury buyer who tends to
“make decisions according to what appeals to their passions, and not what they
believe will impress others.”
Featuring “real people” in marketing can help create an authentic and credible
brand, and more importantly, “connect with a consumer by appearing less corporate,
less ‘big brand’ and a little more real,” says Mark Harrison, founder of TrojanOne, who
has spent the past 20 years coordinating brand sponsorships. However, he cautions
that companies “watch to not be too creative for their own good” and consequently
miss the brand association mark.
WOMEN LEAD
CANADIAN
CANNES JURY
MEMBERS
By Megan Haynes
Five women and one man from
Canada will judge the Cannes
Lions this summer. At press time,
the media jury hadn’t yet been
announced.
Leo Burnett CCO and CEO Judy
John (pictured) will sit on the
Film jury, while John St. CD Nellie
Kim will judge the Cyber category.
Wunderman CEO Trish Wheaton
and One Advertising SVP/CD Karen
Howe will sit on the Direct and
Promo &
Activation
panels,
respectively.
Lara Palmer,
CD of Lara
Palmer
Advertising will sit on the Design
jury. And the sole man selected,
Jean-Francois Bernier, president
and CD at Alfred Communications,
will judge the Radio category.
“It’s a testament to their
commitment to excellence and
their devotion to redeining
innovative communications in all its
forms,” says Andrew Saunders, VP
advertising sales, the Globe and Mail
and chair of the Canadian Cannes
board, on the 2013 jury picks.
On the female-centric sweep,
jury selection committee lead Mary
Maddever explains, “Obviously they
were blown away by the calibre
of the candidates. I’d love to see
Canada’s strong creative leaders
recognized on the president front.
We’d be neutral, like the Swiss. Next
year it would be great if more than
two of 16 juries are led by women.”
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