Real Stuff is more interesting than screens

We recently came across this presentation from Andy Whitlock which has some good thoughts on how "everything is digital, nothing is digital." His argument is that we enjoy things online more if they are "real". As Faris says, "Do something cool for real people, film it, put it online, tell people about it. repeat."

This applies to the previous post, where arguably real candles would resonate more, and it also perfectly encapsulates the work of some of the brands we feature most on this blog; Red Bull, Nike and Lurpak.

Holy Kaw- look at this

Red Bull have done it again. While most brands are hastily trying to shoehorn some "participation" into their communications (anyone have a bread confession they want to upload? didn't think so), Red Bull are living it. Their events are spot on for their target market, and provide compelling content to be shared online. T-Mobile was a great example of a big brand campaign successfully making itself participatory, but the amazing thing is that Red Bull are doing a "dance" every six months, and it is not costing them the earth.

Convincingly Natural

There’s something really striking about this promotional piece for Red Bull Cola. It consists of a wooden box displaying real samples of the 17 natural ingredients that go into the drink.
So many brands try to communicate their ‘naturalness’ and the authenticity of their ingredients but fail to do so in a convincing way. I think this works because of its simplicity and the power that physical objects have in an increasingly digital world.
I hope this wasn’t just something they sent to the press as I think it could have a real impact in store.