It's time for your Friday dose of WEEK. A look back at what's dropped over the last seven days.
Special delivery from Domino’s and Google Pixel
With the Pixel 4 hitting stores later this month, Google decided to grease the palms of chosen influencers via an unexpected Domino’s collab.
Handsets were sent out as a ‘premium topping’ in the centre of an actual pizza box, inviting the recipient to try out the phone’s hands-free functions while enjoying the food.
‘Unboxing’ videos have become hugely popular on YouTube, offering brands a growing opportunity to drive shareable content and create buzz around new product launches.
It seems the pizza stunt went down well among influencers. With the characteristic enthusiasm of the YouTuber community, Sam Sheffer (265k subscribers) hailed it as “collab of the century”. We’re likely to see more brands developing elaborate unboxing campaigns to cook up social buzz around future releases.
New-look MoMA prepares to reopen
The major renovation of New York’s Museum of Modern Art is now complete, with the revamped space opening to the public on October 21st.
$450m has been spent updating the Manhattan institution, with the gallery space now 30% bigger and the lobby area completely transformed.
Response to the project, led by architects Diller Scofidio + Renfro and Gensler, has been largely positive. Rather than continuing to offer a linear narrative of art history, the visitor experience has been reshaped to suggest unexplored connections and encourage individual discovery. Fast Company said the space “feels like a puzzle worth solving”.
Intriguingly, MoMA’s contemporary design exhibition space has been relocated to the ground floor, where it is visible to pedestrians and can be accessed for free.
Carlsberg serves up paper bottles
Lager stalwart Carlsberg has further boosted its reputation for packaging innovation with a new ‘paper bottle’.
Made from sustainably-sourced wood fibres, the prototype containers were presented at an event in Copenhagen. There are two versions of the Green Fibre Bottle, each using a thin polymer plastic-based barrier inside to hold the liquid.
Carlsberg said its ultimate goal is to engineer a 100% bio-based bottle without the polymers, but the brand also knows that even trials and prototypes like this can generate positive buzz in an era of hyper-awareness regarding the environment. Other major brands like Coca-Cola and Absolut are working to develop paper bottles.
Last year, Carlsberg unveiled the ‘Snap Pack’, which uses glue instead of plastic ring packaging to hold cans together. The brewer said this innovation would reduce its plastic use by up to 76%.
Fortnite blows itself up before big comeback
Fortnite sent the gaming world into a frenzy of speculation and conspiracy theories by blowing itself up.
The move was both a brave stunt and clever piece of storytelling, with the whole game suddenly sucked into a black hole after an asteroid wiped out the famous map where players do battle. Fortnite also replaced all of its tweets with a livestream of the vortex.
Known for its colourful outfits, viral dances and ability to confuse parents, the game is also an innovator when it comes to playing with narrative and sustaining engagement among its largely teenage audience.
WEEK has been compiled by our Copywriter, Matt, and our Junior Strategist, Alex.
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