From detoxing in Ireland to sharing dinner with your family in Sydney – it’s all happening in this week’s round-up.
Detox destination
Source: National Geographic
From the land of saints and scholars to, in more recent times, the land of hen and stag parties, the green isle of Ireland has been dubbed many things in its time, however, this latest development is one which may take you by surprise. WPP-owned strategy consultancy, Kantar Millward Brown, has released a recent report suggesting that the national tourism board should seriously consider marketing Ireland as ‘detox destination’ in a bid to lure affluent luxury travellers. At present, the report states, that Ireland’s offering is a little too twee for the higher echelons of society and needs to provide a more immersive, personalised experience.
“Most of the luxury travellers want a more authentic experience where they can be absorbed in the local culture, meet (the) local farmer, author, minister and politician,” the report found.
While this may be a big opportunity for soul searchers with deep pockets and an even bigger one for local politicians, publicans of Ireland can rest assured, with the current flux of incoming tourism from regular, non-luxury travellers, we can’t see the pubs running dry in favour of detox just yet.
Adulting ahoy
Source: The Drum Manulife
While other generations may have had words or phrases to describe what is essentially taking care of day to day responsibilities, our generation is most definitely fixed on just one, ‘adulting’. So much so that it has, in fact, made its way into Oxford Dictionary, spawned some terrible television shows, and now, has found itself as the champion line for an insurance campaign.
In a bid to reach out to what many have dubbed as ‘the lost generation’, insurer, Manulife, have taken a step down to their audience’s level and started speaking their lingo, so to speak. Laid out across a number of OOH slots are messages speaking directly to millennials and generation Z. Each comes with a cultural reference and follows with the #adulting.
Smart move or smarmy segmentation of a generation who are sick of being singled out? You decide.
Art deco
Source: The Drum
From chipped paint to faded murals to rusted walls, the deterioration of Saint Petersburg is now a piece of art and advertising this week. Russian bakery chain, Busche, has joined forces with the agency, Suprematika, for a total rebrand to reflect the company’s evolving values. Exploring the depths of the brand’s renewed identity, the agency used the city of Saint Petersburg as a multi-tonal palette of inspiration. Utilising the vibrant landscape, they cleverly placed cutouts of the most iconic items from the Bushe menu. A subtle mix of guerilla and OOH, the campaign engages passersby through both pleasing aesthetics and clever word plays.
Gone Girl
Source: North Jersey
Fearless Girl is on the move. Taking a well-deserved break from her iconic position facing down Wall Street's Charging Bull, the bronze statue will be situated in a new spot in the financial district in the new year. This change of space came about due to the vast number of tourists that had been flocking to see the statue and, in consequence, had been disturbing New York City traffic. On the move, New York’s mayor, Bill de Blasio, said: “This move to a new location will ensure that her message and impact will continue to be heard, as well as improve access for visitors.”
Fearless Girl is an award-winning campaign created by the agency, McCann New York. She symbolises the support of gender equality in the workplace. Though she is gone (for now), she is not forgotten, in place of her stance is a plaque depicting her footprints and a message instructing visitors to “stand with her.”
Christmas, connected
Source: Samsung
Dublin creative agency, Boys+Girls, has announced the brand new collaboration between mobile network, Three and tech giant, Samsung. With the aim of bringing far-flung relatives together during the festive season, they have created the world’s first connected restaurant.
The pop-up eateries, which will be situated in Dublin and Sydney, will give families and friends across the globe the opportunity to have the full festive dining experience side-by-side, using high-definition cameras, targeted microphones, and display screens to bridge the nearly 20,000km gap between them.
Boys+Girls executive creative director, Rory Hamilton, believes that the connected restaurant “highlights Three and Samsung’s brand positioning of connectivity. There have been obstacles involved in creating this experience regarding the technology, and tackling time differences, but we have decided to make a virtue of this and have even injected humour into the experience as well!”
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