Culture Tap is Verve’s weekly roundup of happenings, campaigns and cool ideas that caught our eye. In this week’s Tap we dive into Christmas ads, dating apps, site hijacking and lots more…
THINGS TO SEE & DO
VIDEO GAMES: DESIGN/PLAY/DISRUPT REVIEW
The V&A are hosting an exhibition that provides a unique insight into the design process behind a selection of groundbreaking contemporary video-games. Design work, including concept art and prototypes, feature alongside large-scale immersive installations and inter-actives.
The collection selects 8 games from the last 15 years as examples of the process and beauty of video game design and its evolution. Presenting the collection as a cultural movement rather than than violence inciting and or ‘geeky’, as it is more commonly seen as by media and large sections of society.
The exhibition is a must see for gaming enthusiasts and those who want to better understand gaming design, evolution and culture. For more info click here.
PENGUIN X GAL-DEM
To celebrate the upcoming launch of Michelle Obama’s autobiography ‘Becoming’ and ahead of her visit to the UK, Penguin is joining forces with online magazine gal-dem from November 23-30 at 2 Bury Place.
Aside from books, there’ll be plenty of literary events, panel discussions, parties and workshops going on all week. You can expect a book club event with Dialogue Books publisher Sharmaine Lovegrove, storytelling with gal-dem’s Jinan Younis and school workshops on mental health and confidence, hosted by the editor of ‘The Colour of Madness’ Rianna Walcott.
You’ll also get a chance to see a one-off exhibition, which showcases never-before-seen photos from Michelle Obama’s life featured in her new book. What’s more, Penguin’s subsidiary Viking will donate these prints to Black Cultural Archives afterwards, which will leave a lasting legacy to the UK’s leading repository of the history of the black experience. For more info click here.
LEVI’S MUSIC SPACE
As part of a partnership with Liverpool Football Club, Levi’s have opened a music studio in Liverpool in partnership with rapper Loyle Carner to support young talent in the area. The move is part of the Levi’s Music Project, a global initiative that gives young people the chance to learn about the music industry as a potential career path.
For the six-month initiative in Liverpool, Levi’s has set up a fully equipped studio at the Liverpool Lighthouse community centre. Carner will mentor the young artists, along with other industry experts, to teach them about songwriting, performance techniques, building a social media presence and more.
The scheme culminates at the Liverpool Sound City festival, where Levi’s will give the young artists a chance to showcase their work. The event takes place in May 2019. The Levi’s Music Project launched in 2015 and has previously worked with artists including Skepta, Everything Everything and Mist. For more info click here.
ICELAND’S BANNED CHRISTMAS AD – RAISING AWARENESS
Firstly if you haven’t seen Iceland’s banned Christmas ad you can check it out below, secondly if you haven’t seen it have you been living in a bubble?
The ad challenges the traditional Christmas ad’s produced by like likes of John Lewis and co and uses the opportunity to raise awareness of the effects of using palm oil. As well as the fact they have removed all products containing palm oil from their own-brand range.
Narrated by Emma Thompson, brand ambassador for Greenpeace and renowned actor. The 90 second ad has caused quite the stir. Whilst the ad was banned from TV it has been immensely popular online, with more views than the Sainsbury’s, John Lewis and M&S.
The ad’s success points to two growing trends; increasingly environmentally conscious consumer base and that social promotions are now more effective than TV. To add to their success and talkability, Iceland deployed an animatronic orangutan on the streets of London. For more info click here.
KFC – EMBRACE THE HATERS
There have been more than a few complaints about the restaurant’s current product, best summed up by Twitter user @upgrade_music: “Dear KFC, no one likes your fries. Yours sincerely, the entire World.” KFC has taken that criticism on board, developing chunkier, taster fries that place real potatoes front and centre.
The “Ain’t no small fry” campaign shares the negative tweets to respond to customers’ discontent. It will run online, in press and outdoor.This is a great example of how a brand can create advocates from haters and makes consumers feel valued and listened to. As well as showing a playful side and gaining talkability on social. For more info click here.
JOHN LEWIS CHRISTMAS – 3 THINGS WE’VE LEARNT
1. Don’t forget your brand- Some loved it, some hated it but the ad undoubtedly promoted Elton John’s movie than the store- they apparently don’t even really sell pianos in the store
2. Make sure it’s got a message – the saving grace that resonated with people was the sentiment that some gifts keep on giving- shop wisely
3. Get people talking- the amount of spin off and satirical John Lewis ads are worth as much press as the actual ad
For more info click here.
LEXUS ARTIFICIAL INTELLIGENCE
Lexus has premiered an ad entirely scripted by artificial AI in what it believes is a world first. The 60-second film, “Driven by intuition”, promotes next year’s launch of the ES model and aims to showcase the idea that humans and machines can work together for a better driving experience.
That principle was behind the AI approach, with Lexus exploring the idea that humans could collaborate with machines to create an ad that mimics the ES model’s intuitive driving experience.Oscar- and Bafta-winning director Kevin MacDonald, who shot films including The Last King of Scotland and Whitney, was brought on board to direct the AI script.
The ad premiered at Social Media Week in London on the 15th of November and the film was released across digital, social and cinema across Europe on Monday 19th November. The work helps Lexus cement themselves as a tech innovator and future thinking brand. For more info click here.
WORLD’S FIRST CONNECTED RESTAURANT
What is it? The world’s first ‘connected restaurant’ which lets you have an interactive meal with family in Sydney. Like posh Skype with a set menu and a better ambience and where phones make dinner better instead of worse.
Why does it work?- People are tired of the surprise flight home videos- this puts a different spin on it.
For more info click here.
BEYOND THE MILLENNIAL
What is it– a new dating app launched in Ireland aimed exclusively at over 50’s.
Why does it matter?- Businesses who cater to older demographics do well- they have money and real life personalities too.
For more info click here.
HIJACKING THE COMPETITION
What is it? – A sneaky take-over by telecom company Voo, hijacking the ‘loading’ screen for online viewers using slower telecom providers.
Why it works? – this is a totally new use of ad space with a message delivered with the world’s best timing.
For more info click here.
WORD OF THE WEEK
Consumer experience when shopping in retail/commerce – is responsive to consumer demand and considers experience first. Creating an enhanced user journey by putting experience ahead of sales.
This can be done by use of innovative and engaging tech, but is definitely not putting in new tech for the sake of it..
It looks at the experience of shopping as whole and making it the best it could possible be for a potential consumer to engage with and enjoy. If this is done well it should lead to increased sales and brand advocacy.
Devin Nagy (Director of Technology and Emerging Platforms at DIAGEO) has noticed growth in use of voice assistants by inputting detailed responses with the difference between the Johnnie Walker Range through Amazon’s Alexa he feels this is providing an enhanced experience for potential consumers looking to make a decision on products.