Design, Strategy and Social

Off with the “umlaut”…

Category : Deejay's Blog Apr 25th, 2015

We are still steeped in tradition. The Effingut Brewerkz logo has gone under the scalpel. The “umlaut” is to be surgically removed. Panditji has observed that the position of the umlaut is above the logo or rather the logo seems subservient to the poor umlaut. Here’s the after and before…

new logo

old logo

This Is India’s Most Viral Ad Ever, and It Will Make You Weep for Humanity

Category : Happennings Apr 25th, 2015

Somebody stop Internet Baby

How precocious are digital natives today? They take charge of things literally from birth, according to this somewhat terrifying spot from MTS Telecom, which the company claims is now the most-viewed ad ever to come out of India.

The spot—created by Creativeland Asia, directed by Guy Shelmerdine from Smuggler Films and set to “I’m Coming Out” by Diana Ross—has 23.4 million views on YouTube (surpassing the previous Indian record holder, Lifebuoy’s “Help a Child Reach 5″ PSA, with 19 million). And its pint-size star fits snugly into a long line of famous unusually dexterous infants, from Evian’s CGI babies all the way back to the original Internet dancing baby. Rather than just cavort about on roller skates, though, he spends his brief first moments of life Googling, stealing and taking selfies. And MTS quite clearly loves that about him.

A rep tells us the company launched the ad in an innovative way—by seeding the spot as a BitTorent file and letting the country’s digital natives find it on their own. And indeed, it got plenty of buzz before it was launched on the brand’s official social channels.

MTS Telecom has entered it in next week’s Cannes festival and hopes to bring home a Lion. We’ll leave it up to you to determine whether it deserves one.

Credits below.

(watch the video here)

Executive Creative Director: Anu Joseph
Script: Sajan Raj Kurup
Director: Guy Shermeldine
Producer: Chris Barret
Director of Photography: Alex Baber
Visual Effects: Glassworks
Visual Effects Lead: Abi Klimaszewska
Editor: Andy McGraw, Stitch
Music Director: Mikey McCleary

Here’s the Most Fascinating Slide From BuzzFeed’s 2008 Pitch to Investors

Category : Happennings Apr 25th, 2015

An accurate prediction for the site and the media landscape


Back in 2008, BuzzFeed was a two-person editorial operation with 750,000 monthly visitors, but it already knew exactly where it was headed.

It was, at the time, just a sliver of what the media empire would become (it now boasts more than 200 million uniques and almost a billion video views a month). Still, site founder Jonah Peretti was confident in his business model and wanted to sell investors on his vision.

Looking back through the presentation (resurrected this week via a tweet from former New York Times digital exec Martin Nisenholtz and picked up by Quartz), you won’t find too many surprises—and that’s probably what’s most impressive. The deck shows BuzzFeed largely maintained its trajectory, building a sprawling juggernaut atop its early vision of “advertising as content” and “trend targeting.”

Most fascinating is the Venn diagram above, in which BuzzFeed attempted to visualize its role as the cross-section between digital advertising and popular content. The site vowed to be the best of both worlds, tapping the real-time zeitgeist similar to early competitors like Digg, but doing so in a way that created content worth selling ads against (or into).

Sure enough, looking at that list of competitors is a keen reminder of just how dominant BuzzFeed has become. Mahalo has drifted off the cultural radar, while Squidoo was absorbed into HubPages. Reddit, of course, has been no slouch, but the real surprise in this chart is the unquestionable success of the hybrid content-marketing model BuzzFeed is laying out, a model that’s almost become a cliche of modern media amid the explosion of native advertising.

Of course, this hybrid model has created headaches for BuzzFeed along the way, most recently with the debate around the removal of articles that criticized ad partners. Check out more of the slides below, or view the full presentation on Scribd.

‘Apple’s branding is stronger but our product is better,’ says Huawei exec…

Category : Happennings Apr 25th, 2015

At the UK launch of the TalkBand B2 smartwatch and P8 smartphone, CNET caught up with Richard Yu, CEO of Huawei’s consumer business group, to find out why the Chinese company needs to build trust, and why its wearables are better than Apple’s.

One of Yu’s goals has been to get in on the ground floor of the wearable technology boom. “In smartphones we were three years behind the other vendors and we were joining the industry too late, more than three years late, but smartwatches are just beginning. I told our guys if we start from the beginning we will be the leader for smartwatches. I gave the team a target — no excuse.”

The company has traditionally been known for making cheap devices rather than stylish ones, so three or four years ago Yu made some changes in strategy. “Technology we are good at, but design, in the past, we were not so good at,” he said. “Now we have R&D centres in London and Paris, where we have the best talent in design and fashion.”


Read more at CNET