Category Archives: ideas

Remembering The Big Picture.

Title Card frame from Ray Eames' Powers of Ten

Bernice Alexandra ‘Ray’ Eames (1912-1988) was an American designer, filmmaker and wife to Charles Eames who designed some of the best-known iconic pieces of contemporary American furniture. Ray often documented her passions in short films on various subjects. In 1968, she made Powers of Ten, a quietly stunning journey from the depths of space to within a nucleus of an atom.

This small film has always helped me to remember the big picture and still never fails as a reminder to always put things in context and perspective.

The film may be over 40 years old today but the little lesson it imparted on me still has a large effect on how I view things moving towards the future.

Thank You, Ray and Charles Eames.

Watch the EamesOffice Powers of Ten video here:

A concept site based on the short film:

http://www.powersof10.com/

More on the legacy of Charles and Ray Eames:

http://www.eamesoffice.com/

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Do Americans run on Dunkin?

It’s my turn this time! I was freaking out what to do and present during the Monday’s WIP meeting. Then…just 2 days before the presentation, on the weekend, I got attracted to their TVC which was aired in one of their outlets in Ikano, Damansara. I think it’s cool that they did it with a super long-shot! Check it out!

Then it struck me, do Americans really run on Dunkin?? I went back and started the case studies. The agency who did this campaign was Hill Holiday in Boston. The task given to them was to transform Dunkin into a national powerhouse brand and to go against its competitor such as Starbucks and McDonalds! So, the agency did a research and they found the Americans are constantly on the go, looking to complete the next task on their to-do lists, succeed in their endeavors, and just to get through the day. This observation of consumer behavior is exactly what Boston agency Hill Holliday considered when they created the “America Runs On Dunkin’” campaign.

Rather than position the daily cup of coffee as a relaxing escape to a busy day, Hill Holliday promoted Dunkin Donuts coffee as human fuel, used to help the everyday American succeed in their hectic life. In fact, this campaign possesses all of the qualities of a simple, sticky idea that Chip and Dan Heath promote in their book, Made to Stick: Why Some Ideas Survive and Others Die. According to the Heath brothers model, a simple idea must fit a simple formula: Simple = Core + Compact.

Hill Holliday chose the core value of the product (Dunkin Donuts gets you through your busy day) and used it to create this very successful campaign.

Results? They are eclipsed Starbucks as the #1 in customer loyalty for 2 years running (Brand keys) and Voted 2007 ‘Marketer of the Year’ by Restaurant News. As of today, this campaign is still running and they are exploring the Social Media side of things with a Fan Page of Facebook and also this micro website which i’m not to sure if the mechanic worked on the consumers.

You can check out their TVC(s) and other creative collaterals here! 🙂

Tho the campaign is very sucessful in US, it might not work as strong if it were in Malaysia. Hence they only share the TVC and not it’s campaign here. 😛 Wonder if Dunkin Donuts Malaysia should do something… they used to be the ONLY donut francise in Malaysia but….other francise like Big Apple Donuts, J.Co Donuts and Krispy Kreme is here now! Yummmz….



Who say volunteer works not cool?

You can’t buy a ticket. You can’t win a ticket. You have to earn a ticket. That what Rockcorps all about, inspire young people to take part in volunteer work using their interest, live concerts. Founded by Stephen Greene in 2003, Rockcorps gets young people to volunteer. The deal is ‘give 4 hours, get 1 free ticket’ to exclusive rock concerts. Rockcorps has reached 30,000 people already in USA. Orange has brought it to the UK and France. Where next? Maybe somebody needs to bring this guy to Malaysia so all young Malaysians can start cleaning up the mess in this country instead of just singing 1 Malaysia songs without doing anything.

http://www.orangerockcorps.co.uk/

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