July 29, 2014
What If?
Written by Malynda Resh
It’s easy to be normal. It’s the, “Everyone’s doing it, so I have to do it” mentality. Well, I call it the super boring and totally expected route. I’m sure for some circumstances that’s great (Go ahead, join the bandwagon). However, successful brands work hard to stand out from the crowd and they can do that in many ways.
For Adidas’ campaign around this year’s soccer World Cup, a global design agency FITCH were responsible for branding and art directing the photography for retail, outdoor and online. And they chose to do something a little different.
While everyone else incorporated the riot and free-for-all of color you’d expect from a Brazil-related campaign, they chose to take a risk and design visuals that were 100% monochrome. What excites me the most about this? It’s a simple idea: use black and white to make Adidas stand out in all the crazy color at Brazil World Cup. #boom #done
The guiding principle of the campaign – ‘all in or nothing’, (my life motto) allowed FITCH to be bold and take risks. COUGH–expensive risks–COUGH! It also allowed Adidas’ to be singular and original while others remained predictable and common.While everyone zigged, Adidas zagged and that made all the difference for their brand at the Brazil World Cup.
What about you? Are you encouraging your agency to take unexpected, bold risks or are you playing it safe and just settling for the expected? Here at Barker & Christol, we welcome risk-taking. In fact, we couldn’t function without being able to explore the answers to the questions, What if and Why not?
So, hey! WHAT IF you challenged me to answer your WHY NOT? ( hint: nothing would make me happier)
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