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Monthly Archives: September 2013

Chipotle Scarecrow

Chipotle Scarecrow

I just wanted to do a quick post to share a couple of ads I’ve come across recently that I think are reflective of really well-thoughout communications strategies. These advertising and other comms professionals have really gone beneath surface issues when considering what their customers/patrons/consumers value, and as I’m learning through my degree, that is an integral part of a successful media campaign. Their ads tell a story, offer a narrative for viewers to follow, and appeal to our emotions, rather than our hip pockets.

1. Chipotle

‘In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.’ The ad features a cover of ‘Pure Imagination’ from the film Willy Wonka & The Chocolate Factory, by vegan and animal lover, Fiona Apple.

2. True

‘Giving’ tells the story of a man unexpectedly rewarded for a lifetime of good deeds he performed without expecting anything in return. True “believes in the power of giving without expecting a return.”

3. Expedia

Expedia’s ‘Find Your Understanding’ tells the tale of a father coming to terms with his daughter’s marriage to another woman, and his (cliche) journey both physically and mentally, to arriving at their wedding.

4. Pizza Hut Canada

This ad ‘Dip Hop’ might tell less of a ‘story’ but it’s pretty bloody fascinating, at least for a minute or two.

5. Airbnb

Airbnb have combined ‘the history of filmmaking (Hollywood) with the future of filmmaking (Vine)’ to make ‘a true work of art’. According to PSFK, ‘[s]tarting on August 22nd, different sets of instructions were released between the hours of 8am and 5pm until August 27th [via Twitter]. There was a 48 hour window for submissions for each set of instructions, and they were judged based on several weighted criteria: Originality & Creativity (40%), Compliance with Instructions (40%) and Video Quality & Clarity (20%).’ If a video was selected, it appears in the final film, and winners received a $100 Airbnb coupon. Vivek Wagle says, ‘[i]t’s a story about personal transformation and finding one’s place in the world. It’s what happens when you decide to eschew the boring and familiar. In the end, the raw, imperfect nature of the medium is part of the story.’

6. Ikea

And finally, Ikea shows us the importance of adventure, getting out of your comfort zone and not letting your habits and routines rule your life. I wish this ad were a true story.

Enjoy!

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And here’s what I did at artsHub this week:

Record number of finalists for Portia Geach Memorial Award

Young singers battle for Australasia’s top award

New model for artists’ payment

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You may remember that I’m fortunate enough to be interning at artsHub, Australia’s premiere website for everything you need to know about the arts – performing, literary, visual, screen and related fields. Tomorrow night, artsHub is launching a whole new website. It’s a makeover that’s had a lot of time and effort behind it and from the sneak peaks I’ve enjoyed, it’s an amazingly streamline environment. It’s incredibly user-friendly, adaptable for mobile and tablet devices, and marks a positive turn in and for, the organisation where membership and subscription options are being revamped to offer you more information, faster, and in greater detail.

I’ve been doing some spring cleaning of my own in my life: trying to work out what to do in the coming days/weeks/moths/years (!!!). It’s quite overwhelming and daunting, but many nice prospects are presenting themselves along the way. Primarily, I want to travel. Back to Europe, New York, Japan and beyond. Take me anywhere, really! However, before that happens, I need a paying job. So, if anyone in Melbourne knows of a company/shop/organisation who are looking for someone to do some admin/retail assisting/writing/almost anything, please let them or me know, I’d be super grateful. I’ll even send you a postcard from a city of your choice when I do finally venture across the seas.

Australia is going through it’s own ‘cleaning’ processes, streamlining a new government and organising national and international policies and priorities. There is a lot to be said about the election and voting systems we experienced last weekend, but for now, I’ll leave that to other commentators. I’m sure if you’re interested, you’ve already found your way across other websites such as Crikey, The Conversation and The Drum, alongside mainstream newspapers and television stations.

I’m also after some new podcasts to listen to. I’m pretty open and generally interested in anything, so if you’ve got any recommendations, please let me know in the comments section or any other communicative method.

I’ll leave you with a couple of pieces I wrote at artsHub yesterday:

SDC commissions eight new works for next year <— this article has the best picture, worth clicking the link just to see it

Daffy Duck, Wagnerlicht, and The Ride of the Valkyries

Emerging South Australian printmaker wins $5,000 art prize

Canberra Symphony Orchestra explores emotion in its 2014 season

Malthouse announces 2014 season

I had barely heard of the disease before researching for this piece.

It’s horrible.

Imagine having a disease that not even the government of your own country recognised as a legitimate illness…

Read my piece for the Modern Woman’s Survival Guide on Lyme Disease here.