Cause Marketing – Page 3 – universal positive

Best-case scenario: Kathryn Hempel, Cutters Studios

May 10, 2024September 16, 2015 by Roger Darnell

Generally speaking, on the best days, my job breaks down to a careful balance of art and craft. I’m hoping that this art/craft angle will be an interesting way to talk about some others I admire, and what we’re achieving together. Due to the uncommon success of our joint efforts, I’m choosing Kathryn Hempel and all her colleagues at Cutters Studios as the perfect subjects to explore a new variation on the classic case study, which I’m calling a “Best-Case Scenario.”

With love to director Brad Tucker for putting us all in contact, a lot went into making Cutters Studios a solid fit for me when we joined forces last year. The very first “Cutters” commercial editorial facility had opened in Chicago 34 years earlier, but by January 2014, the parent Cutters Studios group was also operating studios in Detroit, Los Angeles, New York City and Tokyo… spanning all aspects of commercial production, post-production and creative development. Relatively soon after partnering up, I learned about the Always #likeagirl campaign that Kathryn was editing for Leo Burnett and Chelsea Pictures director Lauren Greenfield, and I had a chance to counsel everyone on all the ways we might use PR to promote the work and everyone behind it.

By then, I already had a very good sense of what sets Cutters apart:

Passion projects: “What a Difference Your Love Makes”

May 10, 2024August 5, 2015 by Roger Darnell

The phenomenal music video for this fantastic Basement Jaxx song came to my attention a couple of years ago, thanks to writer Emily Beber of It’s Nice That. In her story, Emily warned us that the presentation was very likely to induce us viewers into both dancing and smiling. To me, those are great achievements for “passion projects,” the typically non-commercial things we take-on as artists to feed our souls.

At the core of this heartfelt project are its celebratory rhythm and its lovely, emphatic sentiments. Elizabeth Barrett Browning wrote that love doesn’t make the world go round – it’s what makes the ride worthwhile. Writing and making music about requited love, Simon Ratcliffe and Felix Major Buxton (the duo behind the Grammy Award-winning Basement Jaxx) tapped into the type of joy we all aspire to know ourselves, to make our own rides through life worthwhile: “You make me happy, make me come alive, my running reason to survive…” The song also features vocalist Sam Brookes.

What’s the impact of winning a Cannes Lion?

May 10, 2024June 26, 2015 by Roger Darnell

Happy Friday, friends! I hope your work week is wrapping up nicely and that you’ll soon be able to enjoy some well-earned downtime, like a lot of people have been doing all week in Cannes (kidding, of course). Before ending this week, I wanted to share this video I’m embedding here from experience design agency Freestate, and a few more comments about the significance of winning a Cannes Lion award.

As you can hear first-hand from FreeState’s creative director Adam Scott in this video directed by Ilan Metev, FreeState won a Gold Design Lion at Cannes in 2013 after designing the world’s largest kinetic sculptures for Blackpool’s promenade. Under the heading of “Why Winning a Lion Matters – An Agency’s View,” Mr. Scott enlightens us while pedaling his bike around the city: “Sometimes it’s hard to find your way, and especially hard given it’s so darn crowded out here…. How do you stand out,” he asks.

And about the results of winning Cannes Lion Gold, he continues: “I would say people are far more interested in our approach, and that has to be a good thing. And well, if it can happen to us then it can certainly happen to you.”

Isn’t that lovely? Also, to me, it’s a perfect summation to what it means to win a Cannes Lion.

Meanwhile, the image I’m providing here offers a newer angle into this discussion. Taken hours ago

Moving Forward: Water Day is Every Day

May 10, 2024March 20, 2015 by Roger Darnell

As I write these words connecting to this year’s worldwide efforts commemorating World Water Day, I’m already thinking ahead to the 2016 edition. That’s because of a story I just read in Inhabitat making the case that California – which according to the LA Times is experiencing its warmest winter in at least 120 years – may have only a single year of water left. When I’ve focused on this event in the past, difficulties arising around the world’s supply of clean water have seemed much further away from touching my way of life. Clearly, water conservation and its management need to be priorities for us all.

Of course, research already tells us that 750 million people lack access to safe water, and that every minute, at least one child dies due to water-related illness. Whether you’re concerned about the issues being faced by people in America or in other parts of the world, you may be wondering what you can do to help.

Visual timeline and PR case study: Sid Lee USA

May 10, 2024January 21, 2015 by Roger Darnell

In-depth PR case study materials follow. Last Updated 21 Jan. 2015

Amy Schatz, HBO and American Museum of Natural History: Thanks for the documentary

May 10, 2024December 8, 2014 by Roger Darnell

On Monday, 15 December, an important new series will debut from HBO Documentary Films, the American Museum of Natural History and producer/director Amy Schatz, starting with a two-part family special about the environment. Entitled “Saving My Tomorrow,” additional credits include executive producer Sheila Nevins, supervising producer Lisa Heller, producer Beth Aala and editor Tom Patterson. “Saving My Tomorrow” will continue in 2015 as a four-part series beginning on Earth Day, 22 April, exclusively on HBO.

From the children who will inherit the planet comes a collection of songs, activism and heartfelt tips for protecting the earth. Kids share their thoughts on subjects ranging from endangered animals to climate change, while exploring stories with the museum’s scientists about the plants and animals that are affected by a changing earth. A lyrical mix of science, animation and music, SAVING MY TOMORROW celebrates the wonders of the natural world and is a call from kids to kids to help take care of the planet.

Read moreAmy Schatz, HBO and American Museum of Natural History: Thanks for the documentary

Sharing secrets: Scion Motivate’s “Visual Identity” panel

May 10, 2024August 25, 2014 by Roger Darnell

I have written in the past about the serious 2013 campaign automotive brand Scion launched to help motivated young professionals scale their careers upward. Those multifaceted efforts included a series of brand films where they convened very bright and successful creative industry achievers to provide spot-on insights about key business imperatives. You can see for yourself that what they created packages the real, proven stuff. In the 10-minute episode embedded above, in order of appearance, you get to meet Justin Thomas Kay of Doubleday & Cartwright, Joshua Prince aka Dust La Rock of Fool’s Gold Records, Cody Hudson of Struggle Inc. and Longman & Eagle, and artist Kenton Parker… and hear their candid responses to these questions:

Have you seen our cosmos?

March 28, 2024July 1, 2014 by Roger Darnell

The National Geographic Channel and Fox teamed-up this year to launch the new 13-part documentary series starring astrophysicist and author Neil deGrasse Tyson, who has proven to be the perfect person to fill Mr. Sagan’s enormous shoes.

Days we are sure to remember

March 21, 2024June 16, 2014 by Roger Darnell

Richmond, California-based Mountain Hardwear creates performance apparel and equipment designed to empower outdoor athletes to live boldly. At the time when this post is going live here, if you wanted to find me, you’d have to travel to the Kalaloch Campground in Forks, Washington, along the outer edge of continental USA’s northwesternmost coastline in Olympic National Park. My family and I have been planning this excursion for the past couple of years, and it’s a dream come true. Apparently, my dreams are a lot like those of the individuals behind Mountain Hardwear… and their customers.

Earlier this year I started noticing the company’s “Days You Remember” video series, and I bookmarked it as the perfect thing to share in today’s blog post. All the videos are tagged with this statement that resonates very deeply with me:

Sharing secrets: Know your audience!

March 21, 2024May 15, 2014 by Roger Darnell

When trying to communicate with someone, it is vitally important to understand who that person is, whether or not they speak your language, their age, where they live… and also, factors like what’s on their mind right now, and where they are physically. The point of this article is to emphasize that communication – and marketing – is usually a waste of time if the particulars of the human beings comprising the audience are not taken into account. Personally, I’m shocked at how often people fail to address this mission-critical first step, explained so effectively by Seth Godin in the video presented here.

Effective communicators like Mr. Godin begin their programs by assessing their target audiences, exploring the relevant demographics and/or psychographics, and analyzing data. Indeed, the information we exude into the world is measured and used… whether we know it or not.