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Creative in the Wild

I recently got an Adweek Subscription, and it’s paid off almost immediately. Here’s a few interesting things that popped up recently.

First: Halo Top.

https://www.adweek.com/creativity/halo-tops-first-national-ad-campaign-is-a-dark-hilarious-scoop-of-existential-dread/

Remember that terrifying “Eat The Ice Cream” ad from a couple years ago? Halo Top is doubling down on the fact that the world is terrifying and kind of sad. Definitely buzzworthy, if a bit disheartening to see even bleak nihilism being monetized.

On that topic, the agency who did the ad—72andsunny—also just laid off 5% of their staff. And this campaign was done as project work. The business model is getting more precarious, and the creative is shifting to reflect that.

  

Second: ElaN translation.

https://www.adweek.com/creativity/translation-service-elan-launches-unbias-button-to-suggest-gender-neutral-word-options/

As the article mentions, ElaN is a minor player in translation software. So their agency suggested—and the company executed—an “Unbias button,” replacing gender-biased language choices—policeman, midwife—with gender-neutral terms—police officer, birth assistant.

Two things about this: One, it’s an excellent example of a company making a move in service of the kind of effect they want to have on culture. To the extent that any words matter, these words matter. This company exists to make you think about that. Why does your company exist?

But also, the spot ends with a direct challenge to Google Translate, iTranslate and Yandex (the Translation Giants) to follow suit. Because why be a “small brand” when you can be a “Challenger Brand?”

 

Third: Why isn’t every logo a Bauhaus logo?

https://www.adweek.com/creativity/heres-what-todays-brand-logos-would-look-like-if-theyd-been-designed-in-the-bauhaus/

This one doesn’t seem as directly actionable or educational, but I think it’s neat. Some of the Bauhaus design language seems brought in for its own sake, but some—like the National Geographic design—make you think interesting thoughts about the existing logos!

I just always love redesign contests like this. There’s a website called “Project Rooftop” where they occasionally host super hero redesign contests. Flipping the variables around is an awesome way to get at what’s truly essential to the look, the character, the design.

Jonny Grubb