Tagged: Japan

Branding for Toko Downtown by BrightHead Studio“We developed a…

Branding for Toko Downtown by BrightHead Studio

“We developed a new visual image and concept of the famous restaurant, which has allowed to emphasize the high status of the institution. Having attentively studied traditional painting of Japan, we paid attention to the “marbling” paper technique (floating ink). They formed the basis of the entire identity of the restaurant. The modern subculture of Japan is allocated with bright colors, mad dresses and is the complete antithesis to the developed foundations and traditions. By combining these two strands of Japanese culture we were able to create a truly modern, bright and rich visuals.”

BrightHead is a small multidisciplinary design studio based in the heart of the Urals – Yekateringburg, Russia. Their focus is on PR, identity, packaging, wayfinding, editorial & typography.

Article originally appeared on The Design Blog: Link.

5 Things Marketers Can Do to Get in Shape for the Olympics … in Japan

Having passed the 100-day mark until the 2016 Summer Olympics in Rio last week, and with the torch relay starting today, the countdown to the Games of the XXXI Olympiad is officially on. As new brands enter the fray through the relaxing of the International Olympic Committee's Rule 40 and others navigate a very different Brazillian marketplace from even a year ago, you could say marketing around the games is the real competition now. 

Mary Scott

But even before the Olympic flame is extinguished this summer, there is an unprecedented level of anticipation and focus already on Japan, host of the Summer Olympics in 2020. And for good reason. 

Japan, which has hosted two previous games, is out of the gates early and strong on many fronts. To date, the Tokyo Organizing Committee has shattered all previous Olympic records for sponsorships, signing an unprecedented 15 gold partners, with more and more brands throwing their hats into the ring. Brands that wait too long to plan their activations for the Tokyo Games risk falling behind as competitors race past.

So what should companies be doing now to set themselves up for success in 2020?  Here are five key things to consider for your winning game plan:

1. Win before the games
Just because the Tokyo Games won't take place for another four years, it doesn't mean you should wait to get your planning started. Four years goes by quickly, and it takes time to understand how to navigate the Olympics market and determine how your brand can organically fit within that world. 

One of the most important things to recognize is that the Olympics are much more than just 17 days of sports competition. For example, tapping into key milestones on the Olympic and sports calendar will yield more out of the sponsorship and the association. Taking a test-and-learn approach across these milestones with key stakeholders and channels will yield the insights, proof of concept and data needed to guide further development of programming, integrated marketing spend and overall approach to stakeholder engagement.   

Turnkey applications of the sponsorship and assets can be applied in the short term as part of a company's day-to-day business operations such as organizing an Olympic Day of activities for employees, infusing Olympic themes into sales-trade shows and conferences, linking with Olympic hopefuls and legends to ignite and excite stakeholders, and tapping into the excitement of the 2016 games.

2. Employ rigorous focus on the goal line
Companies should leverage the Olympic platform and assets to support existing company and brand goals—from driving brand reputation to deepening existing and expanding new stakeholder relations, entering new territories and industries, and strengthening thought leadership by example. Many times, companies see the Olympics as primarily a consumer play, but we've seen the power of the rings affect real business, brand and bottom-line goals across business-to-business and business-to-consumer work. Aligning with the company's short-, mid- and long-term goals from the outset and then determining how best to leverage the Olympics to drive desired results will make the asset work harder and provide efficiencies across resources and efforts. 

3. Define your lane
How does your brand authentically fit into the Olympic narrative? How do you avoid being just another sponsor in a sea of sponsors? The most successful campaigns take the time and effort to develop and nurture an ownable and authentic platform that will allow for breakthrough initiatives across all channels and stakeholders. Not everything needs to be tied to the athletes and their performance on the field of play. In fact, some of the more robust storylines and authentic brand integrations come from noncompetition areas. P&G's "Thank You Moms" campaign is a great example of this and heralded as the gold standard within the Olympic world.

4. Keep storytelling at the center
The London games were dubbed the "most digital," Sochi the "most social," but Rio very well might be the "most shared." Where will we be in 2020 given that four years is essentially a lifetime in today's world? With Japan being one of the most tech-savvy countries—reflected in part by its plans for robotic technology at the Games—we certainly could be looking at the 2020 Olympics in Japan as the "most futuristic" games. As brands continue to explore new platforms and mediums to communicate and connect with audiences, the Olympics can provide a robust and rich storytelling backdrop to infuse in a brand's content and storytelling strategy and marketing mix. 

5. Avoid getting lost in translation
No one wants the "ugly American" moniker for not taking the time to understand and incorporate cultural nuances into planning and programs. While this might sound obvious, there have been some embarrassing situations, and with today's digital landscape, it could easily escalate into an undesirable reputational scenario. To avoid getting lost in translation, marketers should align with the priorities of the Tokyo Games and the Olympic ideals and fully understand Japan and its people, and very importantly, the legacy of the games in the country. 

The 2020 Summer Olympics will be here before you know it, and there is a strong likelihood that the most brands in history will be looking to navigate the cluttered and futuristic Olympic landscape. It is therefore as important as ever for companies to get—and stay—in game shape early.

Mary Scott is president, sports & experiential at United Entertainment Group.

Article originally appeared on Adweek Advertising & Branding: Link.

What the Famous Faces From Jeep’s Super Bowl Ad Really Had to Do With the Vehicle

Jeep aired one of the more evocative commercials of Super Bowl 50 during the halftime break—a lovely 60-second spot called "Portraits" that stitched together striking photographs of famous and ordinary people who have a connection to the Fiat Chrysler brand and helped shape its history.

The ad, by iris New York, uses over 60 curated images from around the world. Most notable, of course, are the celebrities. So, did all the famous faces in the spot really love Jeep?

Well, mostly.

Adweek reached out to Jeep and got the backstories of some of the more well-known celebrities in the spot—among them, Steve McQueen, Marilyn Monroe, B.B. King and Bobby Jones. And most of them are real and interesting. (A few, though, aren't as compelling—for example, Amelia Earhart, whom Jeep told us simply "shared a spirit of freedom and adventure" with the brand. 

Check out some of the cooler stories below.

Steve McQueen

The star of the iconic '60s movie Bullitt also had a thing for off-road vehicles, including one called the "Universal Jeep." The Jeep, which was built by the old Con-Ferr company, is distinguished by unique features, such as a double set of rear leaf springs, two spare tires and a chrome roll bar. It's thought that it was eventually sold to Sonny Bono, but its current whereabouts are a mystery.

Marilyn Monroe

In February 1954, Monroe was on her honeymoon with Joe Dimaggio in Japan. While he stayed in Japan, she added on a trip to Korea to entertain the troops stationed there after the Korean War. Over four days, she performed in 10 shows, taking Jeep vehicles to different locations. She ultimately performed for more than 100,000 soldiers and marines. Later, Marilyn would describe her Korea trip as "the best thing that ever happened to me."

George Speaker

Speaker was a Jeep driver during World War II, serving in the Rome-Arno, North Appennies and Po Valley Campaigns delivering dispatches. It was a dangerous assignment, but Speaker was never wounded. He asked for his Jeep to be included in this photo that was sent to his then-fiancee, Louis Tolbert.

At the end of the war, Speaker ran into German troops who surrendered to his group and his Jeep. Discovering that one of the German soldiers had actually been an American student who had gone home to visit his family and was forced into the war, Speaker invited him to ride back to the camp with him in his Jeep.

Speaker was discharged in 1945 and passed away in 2008. Louise is still living. They were married for 63 years.

BB King

King did a cover of the famous Duke Ellington song "Jeep's Blues."

Bobby Jones

During World War II, the famous golfer served as an officer in the U.S. Army Air Forces. His superiors wanted him to play exhibition golf in the U.S., but Jones insisted on serving overseas. In 1943, he was promoted to major and trained as an intelligence officer, serving in England with the 84th Fighter Wing, which was part of the Ninth Air Force. While in England, he made the acquaintance of General Dwight D. Eisenhower. Landing in Normandy on June 7, 1944, Jones spent two months with a front line division as a prisoner of war interrogator, reaching the rank of lieutenant colonel. There are iconic photos of Jones arriving for active duty with the Air Force in a Jeep.

Jeff Goldblum

The iconic T-Rex scene in Jurassic Park depicted Jeff Goldblum and team in their Jeep being chased by the angry dinosaur. This scene included Goldblum's memorable "Must go faster" quote.

The Terminator

In the epic film of man vs. machine, the last shot of the movie show Sarah Conner driving off into the sunset in her Jeep Renegade CJ-5.


Client: Fiat Chrysler Automobiles – Jeep
CEO: Sergio Marchionne
CMO: Olivier Francois
Director of FCA U.S. Brand Advertising: Marissa Hunter
Head of Jeep Advertising: Kim House
Jeep Advertising Manager: Nicole Pesale

Agency: iris New York
Global Creative Director: Sean Reynolds
Associate Creative Director & Art direction: Marcus Liwag
Executive Creative Director: Lisa Bright
Copywriter: Winston Noel
Designers: Nicole Monzon & David Penn
Head of Planning: Dipti Bramhandkar
Account Manager: Allison Benoit
Executive Producer: Guy Quinlan
Editor: Brian Sandford (The Cutting Room)
Music: Kristin Dyrud, Jim Cox (Hum Music)
Production Credits: The Cutting Room, Light of Day New York, Nice Shoes New York, Hum Music LA, Catch&Release

Editorial: Cutting Room New York
Brian Sanford: Editor
Merritt Duff: Editor
Walter Bianco: Mix
Melissa Lubin: Executive Producer, Producer
Susan Willis: Managing Partner, Producer

Postproduction: Light of Day New York
Colin Stackpole: Creative Director/Flame
Dan Bowhers: Flame
Mike Wharton: 3D
Matt Esolda: GFX
Peter DeAndrea: Online
Jacob Robinson: Assistant

Telecine: Nice Shoes New York
Lez Rudge : Colorist
Color Grading Producer: Ed Rilli
Color Grading Assistant: Andrew Pandolfino

Music House: Hum Music Los Angeles
Track Title: Aerial
Composer: Kristin Dyrud
Performed by: Jim Cox
Creative Director: Scott Glenn
Executive Producer: Debbi Landon
ECD: Jeff Koz

Creative Research, Clearances, & Licensing services provided by Catch&Release

VO Casting: House Casting New York
Neil Myer: Executive Director
Mary Egan-Callaghan: Casting Director
Rebecca Yarsin: Casting Director

Article originally appeared on Adweek Advertising & Branding: Link.