WEEK. 06.09.19

It's time for your Friday dose of WEEK. A look back at what's dropped over the last seven days.

Dark Go Compare Ad Causes Controversy

Go Compare have released a controversial ad this week that sparked dozens of complaints and debate online about whether it was making light of car accidents.

We thought the ad was a refreshing take on a typically light, friendly and fun (think meerkats) market. It plays into a darker side of advertising that gives it real stand-out and ultimately gets people talking about a brand that compares insurance quotes (thrilling).

It also cleverly plays into a truth that everyone wants to kill off the protagonist ‘Gio Compario’. Creating tension, surprise and controversy this ad ticks all the boxes for disrupting typically light and positive TV adland.

Highlights From Chinese Lifestyle Festival - Yo’Hood

Yo’Hood is an annual lifestyle festival in Shanghai, spread throughout 100 galleries, coffee shops and nightclubs. The city welcomed 60,000 sneaker-heads, fashion aficionados and influencers to DJ sets, branded activations, workshops and insta bait pop-ups.

The festival was under the creative direction of Dazed-icon and CEO Jefferson Hack, with semi-surrealist set design steered by contemporary American artist Daniel Ashram, whose work bridges art, architecture and performance.

Source Yohood
Source Yohood

Dazed are coinciding the event with the release of Dazed China - a new publication which aims to recast new-generation youth culture as a series of hybridised transglobal movements, not just an exportable Western phenomenon.

The festival follows a similar model from other cities, like Complex-Con in LA, Sole DXB in Dubai and Hypefest in Brooklyn. These IRL events bring to life a culture usually lived online, we know that Gen Z especially want to interact with brands in the real world as their lives are increasingly lived online.

Anya Hindmarch Postbox Maze

Anya Hindmarch has given up with expensive and hectic runway shows for London Fashion Week, instead choosing to create installations in various venues around London every year to get people excited about interacting with her new collection. We all remember last years ‘fluffy clouds’.

This year to launch the Postbox bag, she has created the Postbox Maze. An immersive art installation inspired by M. C. Escher’s mural, designed for The Hague Post Office.

Image Source: Anya Hindmarch
Image Source: Anya Hindmarch

As well as solving the Postbox Maze, visitors will also experience calligraphy workshops in collaboration with Quill London and listen to ‘Letters Live’ where remarkable letters are read by a diverse array of performers.

Also on display are artefacts from The Postal Museum and workshops that celebrate the art of the written word.

Cadbury Removes Words for Age UK

Image Source: Campaign
Image Source: Campaign

Cadbury has removed their branding and ‘words’ to help support age UK in combatting loneliness amongst older people.

Only a brand as iconic as Cadbury could pull off removing half their brand assets. We’re seeing a rising trend in de-branding (last WEEK we covered Doritos dropping their logo for Gen Z) which adds to the iconicity of a brand by deliberately drawing attention to certain brand assets - in this case the purple and the pouring milk graphic - but also drawing people to what’s missing.

Cadbury is donating 30p to Age UK for every limited-edition bar sold.

WEEK has been compiled this week by the Culture & Strategy Team at LOVE.

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