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Kevin Archie

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posted by Kevin Archie Aug 29,2013 @ 08:09AM

Game Day, WECO-style!

posted by Kevin Archie Aug 07,2013 @ 05:15AM

Hold on

Technology is increasingly permeating our daily lives, making routine tasks quicker and easier to accomplish while also offering up more distractions. This fact is made evident in even the most mundane of places — the dinner table — where phones have become as commonplace as a fork and spoon. Manwich has taken notice of this and seemingly found a solution that not only paints their product in a positive light, but also encourages families to put down their smartphones and video game controllers in order to spend real quality time together.

The phrase found at the end of these Manwich commercials, "hold on," invites viewers to slow down and enjoy life (and a Manwich while you're at it). This sentiment is not often found in today's fast-paced "do-everything-at-once" advertisements. The resulting Manwich message — delivered flawlessly by none other than manly man himself Ron Swanson — sticks to your gut like saucy hamburger meat, positioning Manwich as a company committed to family values; a company who believes in the importance of stopping to smell the roses (or the meat sauce).

 

posted by Kevin Archie May 31,2013 @ 08:43AM

Goodwill Thursday

Yesterday was Goodwill Thursday here at the WECO and what better way to celebrate the giving spirit of Goodwill than with a "Give it Good" donation drive? See the good below.

Goodwill Thursday on Vimeo

posted by Kevin Archie May 02,2013 @ 05:00AM

New Work: Warren

Warren is a forensic engineering and consulting firm that provides technical investigation and analysis of personal injury and property claims in order to uncover the real truth — origin, cause, responsibility and cost of an event — with unmistakable clarity. They believe that every cause leaves a trace and will therefore work tirelessly to get to the bottom of every case. With this in mind, we updated the Warren brand to be as distinctive and straightforward as possible.

The two downward-pointing arrows in the negative space of the Warren "W" further extend the brand promise of getting to the bottom of it. A warm color palette differentiates Warren from competitors — often red, black, and white — while also aligning to the idea that real truth is not always "black and white." The primary color is yellow-orange because of its bright energetic qualities and its correlation to safety — think school buses, yellow lights, and construction machinery. Warm-toned monochromatic photographs of places and situations where a Warren expert often investigates are shown in pre-disaster states to provide a sense of assurance rather than fear. This extensive identity upgrade is already delivering real results for Warren in new business opportunities and new cases. Among the design deliverables was a full stationery package and a search-friendly website designed in collaboration with friend and one-time Weconian, The Pixellary.

posted by Kevin Archie Feb 06,2013 @ 04:36AM

Marketing Without Representation

Lady Liberty, silhouetted against a waning violet sky, dances and sways to the rhythms of a silent melody, beckoning weary passersby to come. Come get your taxes done at Liberty Tax Service and get $50 cash back on the spot! She is no marbled statue standing tall above the New York Harbor; she is an underpaid teenage boy with a mustache and a knack for public humiliation.

It's not summer either — it's tax season — the time for all red-white-and-blue-blooded-Americans to hunker down and settle the score with Uncle Sam. Considering how long Americans have been paying taxes, it seems only logical to market your tax services with a 127-year-old symbol of American freedom. Somehow though, this skirted man-boy's spirited rendition of the Dougie seems to cheapen that idea, doing more to frighten potential customers away than draw them in. Though there's some correlation between taxes and freedom, this method doesn't accurately represent the benefits of their provided service. It's the obvious solution to the problem and it's too flashy. Furthermore, it's from a company that started in Canada.

If every company advertised without accurate representation of their product, we would all be in for quite a ride. Luckily though, marketing is so much more than obvious. It requires a full awareness of the problem, the intended audience, and what has and has not been done before in order to uncover a fitting solution. Marketing is most potent when it is invisible, showing no signs of shameless pandering. It must do almost nothing but communicate the benefits of the product being sold.

One pertinent example of successful marketing would be this year's H&R Block advertisements. The speakers are always shot in grayscale over a black background, which makes them seem inherently honest while also giving prominence to the green logo as the only colored object in each ad. The use of motion graphics and line drawings in the second spot brings the story to life in an unexpected way not found in other tax commercials. Finally, the quirky background music provides an element of delight that perfectly compliments the pleasantly lighthearted stories.

I'm not telling you where to get your taxes done this year; but if I were — as a curbside, dancing, singing statue of liberty — would you really listen to me anyways?

 

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