Oscar Wilde once said "Be yourself; everyone else is already taken" and as a piece of advice I think it's something that most brands could do with heeding. After all, I've lost count of the number of brands desperately trying to own the same three categories: sport, music, film with little or no obvious connection to them, and quite frankly it's all becoming a bit embarrassing.
Nevertheless, every now and then you come across a campaign which absolutely nails the sweet spot at the intersection of it's brand values, popular culture and a territory such as music and the recent Banner Concerts campaign for Axion Bank is a great example of this. It has just picked up a much deserved gold pencil at the One Show in New York but what I love about is that it so obviously combines a great audience insight, a great use of technology and a great understanding of the evolving media landscape. Now that's what I call an idea.
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