This one’s been out a while, but I saw it again the other night and remembered I wanted to write about it when I had the chance. I’m really digging this whole campaign, actually. Not only is it artfully designed and directed, but it also really does a great job of communicating the brand’s distinction–that unlike everyone else, their burgers are always fresh, never frozen. Here’s the ad:

This campaign marks the start of the company using the red pigtails as their major brand icon. In addition to them appearing on a man (which is somewhat disturbing) they are clearly over-exaggerated for effect. Similar to their competitor Burger King’s use of the vintage “King,” I have a feeling the pigtails are going to find their way into just about every piece of Wendy’s marketing for some time.

I love this kind of stuff - highly entertaining and well done.

Garret Ohm
www.orange-element.com

I was reading an article in the Wall Street Journal about Nike’s recent marketing strategy shift that has them shuttering traditional endorsement icons like Tiger Woods and Michael Jordan for underground influencers like Mister Cartoon, a prominent tatoo artist in California.

Mister Cartoon has, over the past few years, achieved a cult-like following in the art underground. He’s arguably one of the most sought after tattoo artists that most typical Americans have never heard of. But when he speaks, many listen. And when he practices his art, many are left in awe - and that’s why Nike has recently signed him to a deal that has him producing his own shoe designs, as well as helping with some marketing & promotional materials.

Similar to their deal with Mr. Cartoon, they’ve recently also inked a deal with Lenny Futura, a prominent graffiti artist. Industry insiders see these moves as Nike’s attempt to stay on the cutting edge, and not always follow the mainstream. This is a move that many say will keep Nike more relevant in the mind of the consumer.

Regardless, I love the ad strategy that goes along with this effort. They’re almost like anti-ads in that they don’t LOOK like ads. I can’t wait to see the ads show up in Baltimore. Check them out - they’re very artistic, with only a cursory mention of the Nike brand (if you look, you can BARELY see the swoosh at the bottom right of the billboard). Honestly - I feel the designs are much more memorable than any Nike ad I’ve seen lately.

Many thanks to Nicholas Casey and Bruce Orwall for the informative story from the Wall Street Journal.

Garret Ohm
www.orange-element.com

Hi all -

This morning I read a blog posting on MediaPost.com that really resonated and I wanted to pass along to you. It was particularly interesting to me, because like another blog post I read written by Michael Margolis, it dealt with motive.

Email Diva’s column today talked about how, as marketers, we’re often forced to involve our clients (and become involved on their behalf) in social networking because, well, that’s what needs to happen for them to keep up with their competition. After all, isn’t everybody doing it?

But those aren’t necessarily the right reasons. It’s true - so many marketers and corporations do it, but they only do it for competitive advantage. Not because they truly believe it enhances the world as a whole, or the customer experience for that matter. And, like companies that try to exploit sustainability and get figured out, consumers are hip to what they’re trying to do.

Diva gives a great example of how to avoid this customer backlash–tie it in to a charitable and/or righteous cause. Orange Element did this recently when we were tasked with building a Myspace page for the 2007 Solar Decathalon. I’ll talk more about the Solar Decathalon in another post, but the bottom line is that we created a social network that was built around saving the Earth’s resources through a solar-power building competition. Pretty noble, huh?

Here’s a link to Email Diva’s blog post from today: http://blogs.mediapost.com/email_insider/?p=525. It’s a great read.

Garret Ohm
www.orange-element.com

Hi all -

This is it. This is the first blog entry in Orange Element history. That’s pretty monumental if you think about it. We’ve participated in many other blogs, like the one hosted by our friends at Thirsty Fish Story Marketing; however, we’ve never had one of our own.

That might be hard to believe, actually, for a marketing communications firm that is so in-touch with social marketing, marketing trends, etc. Well, haven’t you ever heard the one about how the Cobbler’s children have no shoes? That’s us.

We’re excited about the opportunity to spew our knowledge and insights about the marketing, advertising and design worlds. And we hope you enjoy our little slice of cyberspace - what’s to follow will be a great peek behind the curtain here at Orange Element.

If you ever have any thoughts, concerns or comments, definitely post them here and I PROMISE, they’ll be addressed.

Garret Ohm
www.orange-element.com