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What do you think? Have you noticed these similarities too? Can you think of any children’s movie posters that don’t follow one of these three design tactics?
What’s Beautiful Campaign - Under Armour (Fall/Winter 2012)
Launched in the Fall/Winter of 2012 in the United States, this campaign has finally made it on to our TV screen north and is Under Armour’s answer to increasing it’s sales and brand recognition, the company has decided they are going to take on the female athletic market and carve a space for itself amongst the big names such as LuluLemon and Nike.
I first saw this commerical a few weeks ago while I was jogging on my treadmill in the basement at my parent’s house. I short of laughed to myself as the size 0 women in the commercial as they ‘sweat’ in their fancy spinning/yoga/fitness/pilates gym and work out in their Under Armour gear. Don’t get me wrong, I am a HUGE supporter of women working out and doing it for themselves, getting into shape and taking on a challenge, but I am also tired of us women being misrepresented in terms of what a ‘fit’ and ‘healthy’ woman looks like.
I understand that in the world of media and advertising sometimes it’s nice to showcase a version of a woman that ‘we all aspire to be’, but for many that is not the case. We can look to campaigns such as the Dove Beauty campaign where women embrace that they can be healthy and still be happy with their body’s curves and dimples. We all aren’t going to be Victoria’ Secret thin and the happiest and healthiest version of you is when you do what feels good and you are proud of yourself.
The campaign is poorly targeted and as a result it is offending women across the nation, women who are fit and athletic in their own way but don’t necessarily ‘measure down’ to the size 0 women featured in this ad. Did I also mention that some of the poses that they are contorting their bodies into are even difficult for the most seasoned of athletes…man they sure did a great job of showcasing the ‘everyday woman who will commit to sweat.’
I guess the question in my head is, is Under Armour trying to tell all women aged 18 - 34 that they are beautiful and by commiting to sweat every day they will maintain their inner and outter beauty OR are they trying to tell women that by sweating every day that you could be beautiful (you’re just not there yet). It is a a constant wish for women in today’s day and age that company’s would look at the real population and speak to all of them, not just the one’s they ‘think’ they aspire to be. This isn’t the first company who advertising fitness apparel and only showcases their product in the size 0 woman - example LuluLemon and Nike. Even though time after time I see ads for these other companies I guess it doesn’t rattle me quite as much as the Under Armour campaign does since they also didn’t have a contest to find ‘just how beautiful strength, determination, and sweet can be’. The Top 10 Winners of this contest sure as hell don’t exemplify a showcase of women trying to better themselves through fitness and find their definition of beauty, instead they look like 10 well seasoned female athletes. Even as I scroll down the page to the ‘Challenges Completed’ section it’s page after page of the same type of woman.
To summarize this article (and my apologies if it became a bit of a rant) if Under Armour is looking to focus on one type of woman for their product that that is perfectly fine with me, I will no longer fall into their target market nor purchase their product. However, if they are going to start classifying what is BEAUTIFUL, maybe they should look in the mirror of the American and Canadian nation again to get a clearer picture of what a ‘real’ North American looks like. Just because it’s not something they are proud to share doesn’t mean that it’s something we aren’t.
I may not be a size 0 myself, but I am a strong, beautiful woman who sweats every day and takes the journey one day at a time. I am a leader, and I don’t need to look a certain way to be one, I am hopefully leading a readership of women who will hold their chins a little higher tomorrow knowing that they are beautiful just the way that they were intended to be.
I know it’s been a week or two, but I’m slowly making my way back to the blog. Things have been crazy (in a good way) over the holidays. With work, assisting with Dinner Series 2013 and taking on a social media gig I have been attempting to wrap my head around everything.
Flash Fans (Budweiser) - Anomaly, NYC
You must watch the video first!
I unfortunately didn’t come across this genius piece of advertising work until a few weeks ago when I was trolling the Internet on my lunch and I must say hands down this is one of the coolest marketing event attempts I have seen in a while.
As you may all know Canadians love their hockey, and in the winter we can we seen crammed together watching the game on our best friend or family member’s couch, as well as, hitting the rink ourselves whether it be indoor or outdoor, organized or just a pick-up game with the neighbourhood. But you can’t tell me that at some point growing up every kid (and big kid) as dreamed what it would be like to play the sport you love while thousands of people cheer you on. Budweiser did that this year for two unsuspecting local Port Credit hockey teams when they got together for their weekly low-key game of recreational hockey.
There was no low-budget attempt here either, Budweiser went all out - pouring panted fans into the arena, having top notch announces host the game, and giant screen TVs dropped down the back wall to showcase the games highlights.
The video speaks for itself, and while it’s not clear the definite call to action or message that this ‘Flash Fan’ event was attempting to convey Budweiser definitely got people talking and had their name associated with the most popular sport in our great land.
Heartfelt and funny at times the commercial is a feel good moment for all involved (the players, flash fans and even the viewer), to see someone else get to experience something so incredible and memorable just pulls at your heartstrings a bit. Hands down it is one of the best efforts I have seen from a company this year to not only attempt something unique and out-of-the-box, but also not go into it with just the almighty grossing dollar in mind. You can tell that they really wanted it to be about the experience, and Budweiser wanted to be responsible for saying that they were able to provide it.
Here’s another link to the making of the ‘Flash Fans Event’: http://www.youtube.com/watch?v=Cw6c77TaKWs&feature=endscreen
12 Best Print Ads of 2012 - Copyranter (Buzzfeed.com)
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Unforgiving Box Labels - Tassimo
It’s been the year of express coffee makers, even though my family jumped on board when they first arrived to market. Since the Tassimo came out I have been eagerly hoping they would realize their box mishap and correct it to make home storage easier. Instead they developed these flimsy stands that the pods rest in.
In our home we store all of or pod boxes in a drawer as indicated in the photo above, what is frustrating is the fact that you have to pull each of the boxes out of the drawer to see what make is stored in that box. This becomes a process of memory match later as you attempt to then remember what was located were. My only wish and recommendation to Tassimo is that they put the beautiful labels on the front of their box also on the top of their box. From the Tassimo lovers who keep their pods in the box we would greatly appreciate it!