This week We Recommend the ‘We Are Urban Village Fete’, which will be taking place this Sunday at Greenwich Peninsula. The idea is to create the cosy village fete atmosphere right in the heart of London! With plenty of delicious food vendors, curated designer marketplaces, art & design workshops and unique pop-ups, this is a day out not to be missed! And it is completely free!
Sunday 21st May, 11AM - 7PM
Peninsula Square and Gardens
Adverts on YouTube started 11 years ago. Since then, I cannot recall watching one from start to finish. Even when I had the opportunity to watch Sergio Agüero build his own website.
That was until recently when an advert started that had me transfixed, like the talking dog who likes the maple, kind.
It wasn't a masterfully crafted, high budget piece of film directed by someone you've heard of. It wasn't a trailer for a high-octane explosion fest featuring WWF has-beens with bulging lats. No, it was a modest piece of film with two Irish fellas, having a cuppa and acting kind of normal...if normal is regarded as swearing your Michael Ballacks off.
A few weeks later I then inadvertently taught my two and a bit-year-old son a bad word. He repeated it very loudly several times, until I got in trouble. But what struck me was that every day since he was born he has repeatedly heard the words, ‘I love you’. By my calculations he has heard those three words at least 1822 times, but has not once repeated them. He hears a bad word once and instantly repeats it! That says a lot about the humble cuss.
I love a well delivered swear word. Favourite film character? Ben Kingsley's Don Logan in Sexy Beast. Favourite line from a film? Ed asking if any of you See you next Tuesday's wants a drink in Shaun of the Dead. Would Kick Ass have been so revered if it had not been for an 11-year old girl expelling the unsaid C-word as easily as a trump in the bath?
But is there a place for swearing in advertising? Well, yes. There is. Virgin, Dollar Shave Club, Booking.com - all have been at it over the years in one guise or another and just recently Kraft made a very nice piece of film content called Swear like a Mother. These examples bleep out the bad bits or use a play on words as to not feel the full force of the fun police, but part of the whole idea is to use a taboo method to get people to watch your ads. And it works.
I feel that the days of slapped wrists by the ASA and having to hide behind wordplay might be coming to an end as our ads become more targeted and increasingly consumed online. As programmatic advertising gets more, er… programmatic, those pesky bots will be able to determine if I am partial to the odd bit of profanity, and send me the Director’s Cut versions of adverts. An android has already probably clocked that the first Youtube ad I've completed in my life, is a Paddy Power one and is almost certainly lining up a barrage of adverts offering me a subscription to Viz. Sounds fiddle sticking crazy doesn't it?
Well get this. I have carried out extensive research in preparation for writing this post, (actually I just googled 'swearing in advertising'). And low and behold only a day after the search an article popped up in one of my feeds from Time Magazine, with the header 'Swearing is good for you'. I Tom Tit you not. Coincidence? Or grounds for conspiracy?
Anyway, back to the point, if there was one. I believe that, yes, swearing is brilliant IF used in context, if delivered in a timely, humorous way and if it helps get a message across. We are always told not to do something for doing something’s sake and the same has to be applied to any form of copy that may cause a bit of outrage. Do it right, do it well and have a bit of a laugh with it. If you’re told not to do it for fear of upsetting someone, screw it, do it anyway!
As the weather begins to warm up it's time to lock down your spot for the summer and this new venue will certainly keep you more than entertained!
Roof East in Stratford is now open, bringing you the ultimate, family- friendly playground experience, Social Fun and Games Club, with London’s first urban lawn bowls, Rooftop Roller Disco and London's only batting cage experience.
Entry is free and the view will look good in your Snapchat story!
Floors 7 & 8
Stratford Multi Storey Car Park
Great Eastern Way
When I was too young my Dad gave me his favourite book to read – Paul Auster’s New York Trilogy. Incidentally, another of Auster’s novels is now my favourite book, but as for the New York Trilogy it was such a mind bending detective story ‘where nothing was as it seemed but actually everything was or actually was it?’ type of affair that I don’t think I understand it fully to this day.
A bit like Mulholland drive.
Anyhow, one of the parts of the trilogy, 'City of Glass', has been adapted for the stage by Leo Warner. I have absolutely no idea how he has done this as the book was complex enough, but I’d recommend you check it out as it’s bound to be something special.
City of Glass is playing at the Lyric Theater in Hammersmith until May 20th
Last week I found myself at D&AD Festival searching for the truth. Pretty deep right? Well actually it's not and here's why...
Founder and Creative Director, Mike Moloney from Art&Graft questioned the post-truth era we live in. Why does anyone want to be sold a lie? How can this be of any benefit? We see it all the time, on the tube, on the bus, TV or social media.
"This nutritional fruit bar will give you enough energy to run the marathon"
It actually won't do this, it will give you a big energy rush due to the significant amount of sugar but the dried fruit will contribute in some way towards your 5 a day. The small print always tells the truth!
Okay so I might be slightly exaggerating but if someone promises me something, I want them to deliver on their promise. If they fail to, your expectations of them will lower and leave you questioning the validity of most products/experiences, which ultimately has led us to this point of the post-truth era.
In fact, by actually being truthful in every step of the marketing world by being reliable, honest and basically not talking bull**** can, in fact, make you stand out from your competitors. There is something quite refreshing in this, isn't there?
So whether it's a new business pitch or a retained client - we believe that the truth will prevail!
I couldn't agree more Mike.
Established in 2009, Brand Brewery was born out of a passion for brand experiences, using the knowledge that if done well they create unique and priceless face-to-face interactions for companies, inside and out. We just felt it was time that clients had an agency that could prove just how versatile and effective these experiences could be.
So here we are - see who writes the blog
WORK: Claire has many years hands-on experience organising events for some of the world’s biggest brands including PlayStation, Diageo and DHL. She has worked on everything from senior global management conferences to youth targeted road shows – bringing an infectious passion and energy to every challenge she tackles, not forgetting her love for a mammoth spreadsheet.
PLAY: Aside from chocolate and shopping, Claire loves scuba diving and has qualified as a dive master.
BREW: A cold glass of rose.