Adglitz.com

Advertising Agency: H-Paris. France
Creative Director: Benoit Devarrieux
Art Directors / Copywriters: Nicolas Poillot, Philippe Boucheron
Photographer: Kourtney Roy

Brand:Bolage Shoes

Country: France

It’s a well-known fact that color ‘red’ inspires impulsive buying. Red is color of love and passion, red is dramatic even on a modest non-creative use. Our eyes are instantly drawn to the color like ducks to water when they see red in any form, be it print, outdoor, inside supermarkets, on Internet or TV. Just walk into any neighborhood or downtown supermarket and roll your eyes over products and merchandising. And you will realize that red is THE most often used color. After red its yellow. Both colors tend to raise your blood pressure just a tad and dilate your pupils. They cause excitement, which goes to prove one thing: color affects us.

The Science of Color

Since the time immemorial we consumers have been exposed to strategic set of color/s by the advertisers and the marketers. These colors enticed us to behave in a certain way that they want us to do. Colors not only encourage the consumers to take action to purchase a product or service, it also helps a brand build a long lasting impression on consumer’s mind. We may not buy a can of coke every time we see its ad, but we certainly remember that coke is red and while we are in a mood to gulp some drink, at the point of action, even if we see something in red (not Coke ad) we may sub consciously pick up the Coke can. In fact, over the years, the use of color in advertising and merchandising has gone up to something like pure science.

Though every time it’s not long term branding that plays on advertiser’s mind. A lot of times the exercise is done to spruce up the sales figures for the company’s services or products instantly.

Sometimes a color is solely chosen for the sole purpose of attracting instantaneous attention to the product or ad. On those occasions red and/or yellow are used. However, to break the monotony, because everyone else is doing that, visualizers blend of soft/hard colors to attract attention. For instance, Stagg Chili (image above) has been using black background with gold letters for long, given the subject that they are dealing with (ie chili) it would be quite appropriate if they had used a mesh of red in their advertising and marketing mix. But thoughtfully, they avoided red and no one can argue that they have not been able to create a strong brand at the end of the exercise. There can be innumerable examples for and against this.

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For its Established 1971 Footwear collection, The Rockport has planned to debut a marketing and advertising campaign titled “Are You Established?” The marketing campaign includes a series of portraits, which will visually depict the unique style, and personality of each talent and fresh looks from the new Established 1971 collection. Talents are however not totally raw and have some presence in the entertainment industry.

The Established 1971 campaign will include names like Raheem DeVaughn, a Grammy-nominated R&B artist; marketing expert and fashion guru Bee Nguyen, photographer Johnny Nunez, established television host, radio personality and community leader Terence J – Terence, and DJ Cassidy who is friends with Diddy, Oprah, and Kanye West.

The campaign features “rising talent” (now that’s what everyone in America is doing these days) in entertainment, fashion and above all in the music. The campaign will spread through online, print, outdoor ads as well as special events.

“Launched in 2006, Established 1971 is a luxury-inspired metro-urban division within the Rockport Co.,” Rockport said in its release. “The collection seamlessly meshes street-inspired style with advanced technology to provide shoes that are not only on-trend and stylish, but also offer the support, stability, and overall comfort that have defined the Rockport brand for nearly 40 years.”

If you think Lily Donaldson is blunt, may be you are mistaken. Other than doing Gucci posing for print advertisement, which came out in the July 2008 Vogue USA issue, she has also planned to invest her money in real estate. The 21 year blond Vogue cover girl has spent $2.2 million at Tompkins Square Park average looking house which falls around East Eighth Street in New York.

She has Brazilian cherry wood floors, two bathrooms with original pedestal sinks and cast iron tubs, a 40-foot-long living room with six windows facing three directions, and, of course, a dressing room off one of the two bedrooms.

You know what, I am not sure, whether I am the single soul in this world who is watching this FedEx Carrier Pigeons commercial and in stead of getting worried about the crazy huge carrier pigeon who is dropping pianos, or whatever huge box it gets its hands on. I am not sure if I love or don’t like this FedEx ad. However, I liked the previous FedEx ads which were more quiet, in-office commercials of sort.

This one I suppose is too loud and busy and like superhuman. Will that help the brand make people believe that it’s also like that? I am not sure.