How to be disruptive and grow your business

'Commit to Something' Campaign for Equinox Gym

'Commit to Something' Campaign for Equinox Gym

Brand communication is changing so fast, businesses can't keep up. Here, we share our experience on how to create engaging and relevant campaigns in the post-advertising audience age. In 2017 WALK won two Gold IPM Awards for Berghaus' The Get Out Game, one for best use of social media channels and one for best small budget campaign. 

1. put THE conSUMER's NEEDS FIRST

Yep that's right, don't think sales first and foremost; put the consumer first and the product second. Consumers, and I include myself in this, no longer accept being sold to. We want products and services to serve either a need or to be enjoyable, and ideally both. This is why experiential marketing and social media are a match made in heaven. The era of advertising for advertising's sake has well and truly passed.

2. Be authentic. BE RELEVANT

And this brings me on to our second point, if your campaign has no purpose other than to market your product, the end user won't buy into it. Full stop. So, listen to your consumer. Find out what they want and give it to them!

3. Think through-the-line, NOT ABOVE OR BELOW

Campaigns need to be both promotional and advertising-led. To achieve this, in a culture where many businesses are still divided into traditional marketing departments and sales and merchandising teams, ensure every aspect of your brand is connected to the campaign and, more importantly, every team member and stake holder is connected to your campaign! Collaboration is the name of the game.

4, CONTENT, CONTENT, CONTENT

The decade known as the Twenty-Tens is all about content, so use as many different content formats as exist (or better still create a new one) - article, images, illustrations, films, animated GIFs, cinemagraphs, boomerangs, Instastories, Snapchat and Facebook Live etc. - and disseminated them across all channels. The next big thing is creating campaigns for WhatsApp... so watch this space.

5. TAKE ANOTHER Look at your budgetS

In the past, implementing change meant spending additional money, but one benefit of the advance in digital technology, is that you can produce more quality for less. Instead of blowing 80% of your budget on three key campaigns a year, look at pooling comms budget from across different departments and keeping individual budgets low by working with agencies that can optimise on production and post-production costs (WALK produced The Get Out Game for under £30,000). By working this way, you can create more campaigns a year, which is essential at a time when brands have gone from needing 20 key brand images annually to content 365 days a year.

Berghaus' Black Friday Campaign - The Get Out Game 2017

Berghaus' Black Friday Campaign - The Get Out Game 2017


If you want to know how we reached 2.3million people in The Get Out Game, then please get in touch info@walkandcreate.com. And don't forget to share the disruptive love... ;-)

Back to HOME


Are you a civic brand?

Source: The Future Laboratory

From the political to the personal, the old world order has broken down. But beyond the evident dislocation, fragmentation and division, new systems are evolving.

 

Civic Brands

Businesses are increasingly stepping in where governments are failing. Brands are shifting from employers to educators, profit-driven to community-driven, hierarchical to decentralised, product-led to service-led, tenants to place-makers, and closed to collaborative. While trust in banks, government and media is at an all-time low, business is thriving. ‘Business is the last retaining wall for trust,’ says Kathryn Beiser, global chair of corporate practice at Edelman. ‘Its leaders must step up on the issues that matter for society.’ 

In Nike's latests campaign, -- which comes during Black History Month --  the brand encourages people to take the fairness and respect they see in sport and translate them off the field.

Nike US, Equality Campaign

Citizen Altruism

Young Millennials and members of generation D are altruistic, eco-conscious and tuned in
to peer-to-peer networks. Research by Nesta shows that 22% of UK adults are interested in the idea of using the collaborative economy for social good, while one-third of 16–34-year-olds used a sharing economy platform to help a good cause in 2016.

‘America won’t be fixed by the people in Washington. It will be fixed by everyday people doing extraordinary things for their neighbours,’ says Howard Schultz, CEO of Starbucks.

In its rolling exhibition Mini Vision Next 100 the company considers how car-makers can create personal connections between owners and their vehicles in the sharing economy.

Mini kicked off celebrations to mark owner BMW’s centenary year by unveiling its Vision Vehicle, the Mini of the future designed to feel unique to each driver.

Post-ownership brands: MINI VISION NEXT 100 | The Shape of Things to Come

Veritas Media

With the rise of fake news, post- truth politics and alternative facts, consumers are hungry for media content they can trust to give an accurate analysis of current affairs. Subscription growth to the New York Times rose tenfold in November 2016 after President Trump’s win, adding 132,000 paid subscriptions to its news products. Facebook partners with fact- checking companies such as Snopes, PolitiFact and Associated Press to ag fake news stories. ‘This could be just what brands needed. Fake news enables premium publishers to rise above the noise,’ says Mark Howard, chief revenue officer at Forbes Media.

Political Cartoon of Theresa May planning Brexit.

Political Cartoon of Theresa May planning Brexit.

Collaborative Brands

The private and public sectors are increasingly working together, and harnessing the power of peer-to-peer platforms to create social good.

Uber’s Movement website gives urban planners access to driving data to enable them to optimise local transportation systems, which it hopes will make cities safer, more efficient and less crowded.

Target funds a prescription programme that helps give low-income children access to fresh fruit and vegetables. ‘Customers think ‘I don’t really believe that the Department of Motor Vehicles will help my car issues, but I think Tesla would’,’ says Tim Maleeny, chief strategy officer at Heat.


What DOES this means for your brand?

1. Be civically minded. With the decline of the public sector, businesses increasingly need to communicate a real sense of purpose and create actual social change.

2. Re-assess your relationship with The Just Nots. These consumers feel forgotten and are fuelling the belief that the system is ‘no longer working for me’.

3. Millennials and members of Generation D will happily drop profit-driven ventures for those that take a community-driven approach.

4. Consumer distrust is widespread. Re-establish your position as a trustworthy brand that people look up to for guidance and leadership.

5. Develop transparency tools and software that accurately analyse, represent and inform consumers about trends and their behaviour.

6. Shift to a post-ownership strategy. Businesses will need to become part of the peer-to-peer economy to remain relevant.

7. Be seen as an educator rather than an employer. A highly skilled workforce is crucial for brands that want to ensure long-term growth and retain talent.

8. Practice positive discrimination. Amid rising inequality, there are grounds for redressing the balance, be it through price segmentation or faction marketing.

9. Collaborate with like-minded individuals and brands. Networking, sharing research and cross-promoting development are key to innovation.

10. Build safe spaces that protect the political, environmental and cultural interests of your consumers, and provide physical and digital forums for debate.

BEAUTY TRENDS

Source: The Future Laboratory

Forget sun burn, the next big craze is screen burn! WALK has picked out 3 key beauty trends to help you improve your skincare regime.

DIGITAL DISORDERS

In 2015, skincare was about protecting against environmental problems, such as urban pollution and extreme weather conditions, but now brands are recognising that when it comes to looking after our skin, we need to combat our digital habits.

Dermatologists are starting to make a connection between our digital habits and our overall skin health. Scientists are researching the effects on our skin of High-energy Visible (HEV) light emitted by our screens.

Beauty brands are responding by creating products and services designed to reduce the negative impacts of our digital lifestyle.

Researchers have discovered that HEV rays, the blue light emitted by our screens, could potentially be more damaging to skin than UVA and UVB rays from the sun. Current research suggests that these rays could be penetrating the skin more deeply and affecting our DNA.

Make is one beauty brand that hopes to address this issue with its Moonlight Primer that promises to combat the malevolent rays of blue-violet and invisible light emitted from electronic devices such as tablets, smartphones and computers. 

‘We probably spend more time on a screen than under the sun now,’ says creative director Ariana Mouyiaris. ‘Smartphones, laptops, in front of the TV – you can’t even get into a taxi now without being in front of a screen.’


BACTERIAL BEAUTY

Biotic skincare brand Gallinée’s products are designed to nurture bacteria that lives on the skin’s surface. Gallinée aims to work with the body’s natural eco-system rather than against it. The La Culture range, which includes a body wash and facial cleanser, is made using pre, pro- and post-biotics.

Where consumers once sought to sterilise their homes and bodies, they are now increasingly interested in cultivating a more natural state. Alkaline soaps and cosmetic products such as deodorant disrupt the skin’s natural pH balance and wipe out ammonia-oxidising bacteria (AOB).

 

 

Gallinée co-founder and pharmacist Marie Drago developed her range to be free of parabens, microbeads and mineral oils, which gradually wear away AOBs, to nourish and support the skin’s microbiome.


EDIBLE BEAUTY

Organic skincare and wellness brand The Beauty Chef has launched a new range of probiotic elixirs.

Global market for nutraceuticals is projected to expand at a CAGR of 7% to reach £161bn (€218.4bn, $241.1bn) by 2019.

The new range of liquid products, which have hydration, collagen and antioxidant properties, can be taken as a supplement or added to drinks to help boost gut health and skin vitality.

‘These are boosts, like serums, to amplify the inner beauty routine,’ Carla Oates, best-selling author of DIY natural skincare book Feeding Your Skin and founder of the brand, said. ‘They all have a minimum of 6m probiotics per serving, which helps with digestion, but also optimises skin health.’

The brand is also addressing how better to cater for the needs of Flat Age women with the launch of its Ageless inner beauty powder for women who are experiencing the physical effects of age-related hormonal changes.


COULD YOUR FOOTSTEPS POWER A CITY?

The Future of flooring is born. Pavegen is revolutionizing the world of flooring as we know it.

Pavegen has created an innovative flooring tile that generates electricity from footsteps. The tiles are created from vinyl to be easily customizable to any design specification.  So, far Pavegen have powered a football pitch in Brazil and installed tiles at the Paris marathon.

CEO and inventor, Laurence Kimball-Cook explains, “my idea was a floor tile that would convert the kinetic energy from a footstep into electricity. Every time someone steps on the tile, they generate seven watts of power. The energy is stored within batteries, and then used to power lighting when it’s needed. It’s an off-grid power source for cities.”

Every tile is also equipped with a data transmitter to capture wireless information from every footstep which in itself is a new system that will grow with the data-driven smart cities of tomorrow. Could your footfall on the local high-street  be bankable and redeemed against product purchase? That is the future that Pavegen envisions.


BESPOKE PERFUME

WALK was delighted to spend a day with Indie Perfumer Sarah McCartney from 4160 Tuesdays and made our very own scent. Bespoke perfume is no longer simply the privilege of the rich and famous, creators like Sarah now offer workshops in Florals, Woods, Herbs and Gourmands to titillate your scent-buds. 

We spent the morning smelling, everything from vintage perfumes, to pure scents, building the scent, starting with the Heart and then clouds and finally the notes. I was amazed how like music perfume making is.

The Perfume industry is undergoing a momentous shift as scent marketing is on the rise. Boutiques and businesses are designing their own bespoke scents and the forgotten 5th sense is finally getting its due. Perfumes are moving from being aspirational scents (ie. attached to celebrities or ideals, such as Lancome's La vie est Belle or Dior's Poison) to scents that capture memorable places and moments in time. YSL recently launched "Le Vestiaire des Parfums" inspired by Yves Saint-Laurent's personal wardrobe: one scent is entitled Tuxedo, another Trench.

 

One of Sarah's recent perfumes is called, 'What I Did On My Holidays'. It literally smells like "a day out on a British beach – mint rock, suntan lotion and the seashore. It’s a smell that lots of us have experienced, or could experience for the price of a train ticket to the seaside”, she explains. Unfortunately, the world wide web can't communicate smell - yet - so instead we suggest you go down to visit Sarah in her kooky West London laboratory and start your own scent journey.


APPLE SEED APP: behind the scenes

Seed is an application that allows Apple employees and partners to learn and be trained about apple products on the go as well as in the office through entertaining games and activities. Here is a quick behind the scenes of our shoot.


ORGANIC CLOTHES FOR KIDS WITH CHARACTER

From architect to mother to children's fashion designer, kidswear designer, Beth can do it all.

Redurchin's 100% organic children's fashion line was inspired by Beth's three children Mala, Theo and Zachy who have come up with a successful blueprint for the Ts, tops and babygrows that all kids will love. The garments are made from fabric that's safe for their delicate skin. 

Full of bright colors and patterns, the Redurchin brand is made for kids to get on, get down and play in. "So many people have wanted the clothes [Beth has] designed, Redurchin [has taken] on a life of its own." Check out our lively shoot for her latest collection snoods and more.

HUNTED EDITORIAL

WALK is a creative agency with its own production studio in South East London and with stunning views of the river Thames to boot! Check out one our latest editorials.

HUNTED

Designers: Ekaterina Kukhareva & Angela Morris-Windmill with their antler-like, primitive feel gave the editorial it's name. 

Credits:

Walk Studio – Location
Sebastién Pons & Katharine Gwen – Photographers
Ashley Moon – Assistant Photographer & Videographer
Jordan Williams – Stylist
Dean – Hair Stylist
Mani Zammit – Assistant Hair Stylist
Lydia Warhurst – Makeup Artist
Brandi Brechbiel – Model
Kailah Ng – Model


GHOSPELL

Taking a walk in a new direction GHOSPELL has emerged from the ever changing and trending London based brand, Sister Jane. GHOSPELL explores urban and bohemian elements of a modern lifestyle. To match the brands rebellious, sophisticated yet relaxed vibe we did a shoot for them in a funky apartment off of Portobello Road. You'll be seeing the GHOSPELL girl growing all over the city like ivy in no time. Make sure to check them out!

THE WESTFIELD EXPERIENCE

source: The FUture laboratory

Shopping centre developer Westfield is redesigning its approach to airport retail with a view to creating holistic experiences for a captive travel audience.

he 50-year-old company’s approach to airport development aims to transform the customer experience, enabling airports and airlines to increase non-aeronautical revenue for investment through infrastructure and operations.

Westfield’s next-generation airport malls promise connected search and shopping, and a joined-up customer environment, from checking in at home to stepping onto the plane, whether by building new terminals from scratch or redesigning existing terminals. 

‘Today airports are competing fiercely on a global scale and their customers expect more now,’ says Ziba Ghassemi, senior design director at Westfield Airports. ‘They want fresh, they want exciting and engaging. It’s about blending elements that provide a distinct sense of place.’ 

WALK AWAY: Understanding how people feel as they move through the space is key.

Data Deluge

SOURCE: THE FUTURE LABORATORY

AN OVERVIEW OF OUR PERSONAL INFORMATION ECONOMY 

From Facebook to Google+, from Tesco to Walmart, and from American Express to Foursquare and Bing, brands are recording consumers’ personal information and using it to anticipate their needs, desires and purchases – and to boost their own bottom lines. 

In the Personal Information Economy, consumers take control of their data, quantify the minutiae of their lives, manage their reputations online and even monetise their personal information.

Cycling apparel brand Rapha creates a range of racewear that is inspired by rider data

Rapha’s Pro-Team range of lightweight, high-stretch jerseys, launched to celebrate the signing of Team Sky rider Peter Kennaugh, uses data analytics as a key design feature. The pattern of precisely scaled chevrons feature as the main motif and were created using race data from a Team Sky rider over a three-week grand tour. 

As consumers become more interested in data and the meaning that lies beneath it, brands and designers are using its visualisation to create powerful campaigns and products.

Consumers are looking to build mutually beneficial relationships with brands and digital devices based on empathetic sharing of data and personalized, seamless Phygital experiences, according to a the Digital Trends report from Microsoft.

As consumers grow more conscious of how much companies know about them, they will feel entitled to better service, accurate recommendations and timely offerings from brands.

Steve Hatch, regional director of Facebook for UK and Ireland, tells LS:N Global: ‘The idea that everybody’s experience is unique to them and of value to them is a thing we obsess about’

Facebook is a brand that is paradigmatic of PIE and its focus on personalisation is one of its major strengths. According to Hatch, its interface has been honed to ensure that each of the 14 times a day, on average, that its 890m daily active users log in, they are confronted with an experience, which is unique to them.

Consumers in the PIE have a high level of personalisation from the social network. These expectations are seeping into other digital experiences and into the physical world.

WALK AWAY: the power really is with the people.


ART IS DESIGN

Mayfair gallerist, David Gill and Interior Designer, Francis Sultana both commissioned new mobile-friendly website and e-shops in 2015. Innovators, David Gill and Francis Sultana are one of the first high-end, influential art marketeers to embrace the growing trend of on-line art buying. The online art market is currently worth a staggering $2.64bn, up 38% in just 12 months. It is estimated that it will reach $6.3bn by 2019.*

You can peruse David Gill Gallery and Francis Sultana's wonderful collections, which include pieces by Zaha Hadid, Barnaby Barford, Mattea Bonetti, Fredrikson Stallard, among others, by clicking on the images below.



In addition, WALK art directed and produced David Gill Gallery's first official film of Zaha Hadid's Liquid Glacial collection. The collection, which is comprised of dining room furniture and accessories, was first launched in 2012 when Hadid was designing the London Olympics Aquatic Centre. The theme of water and movement clearly marks this period of her work. The film beautifully conveys the magic of these carved acrylic pieces and their mesmerising feel.

*Source: The Hiscox Online Art Trade Report 2015

@KWAY FRANCE

INSTAGRAM CAMPAIGN

Once relegated to the bottom draw, the KWay is again the must-have of every wardrobe. See WALK's funky social media campaign and videos shot at La Cite de la Musique in Paris.

#kwayfrance

Credits:

Photographers: Hakim & Nabil Bouacha

Assistant Photographer: Angelle Sirieix

Retouching: WALK Agency

Video: WALK Agency

Art Direction: WALK Agency

Production: Alex Sirieix

Models: ouimanagement.com | successmodels.com


PRO#BEAUTY INSIDER

Screen Shot 2016-01-18 at 18.13.28.png

In 2015 L'Oreal Professionnel UK's Business & Market Development Team launched www.probeautyinsider.com, in collaboration with WALK, The Future Laboratory and Insider Trends. PRO#BEAUTYINSDER and it's sister site DIGIBYTES is a business blog which gathers the latest beauty and digital trends and influences from across the world. These tips and insights are to aimed at L'Oreal's Professionnel brands, colleagues and b2b distributors -the perfect way to stimulate creativity and inspire new product development. Watch this space...

UNDERGROUND OVERHAUL

SOURCE: THE FUTURE LABORATORY

The News Stand offers a new vision of what an underground newsstand should be

  • The retail-media brand has signed a 10-year lease with the Metropolitan Transportation Authority in New York
  • Combines products that meet commuters’ daily needs with digital content to be a ‘day improvement company’

With a location in the Union Square subway station – and more due to open –  The New Stand stands out as a clean, minimalist place not only to buy items of convenience such as a protein bar or a green juice, but also a place to discover new niche products such as a collapsible bicycle helmet or a travel-size beauty item from StowAway.

The New Stand’s positioning is not merely as a store, but also as a media platform, with its own app and a daily digest of curated news stories and other content that can be read even when there is no wifi signal. Those who sign up for the app become part of a free members’ club and can receive daily discounts on different items, many of which are subsidised by brand partnerships.

In totality, the app, the product range and the design aesthetic – sleek with marble and white modular shelving – create an unexpected underground retail experience.

WALK AWAY: This makes for a much more pleasurable commute. How can brands entertain at the same time as selling?


MC ART

SOURCE: THE FUTURE LABORATORY

McQ by Alexander McQueen has opened a new flagship store with a dedicated gallery space.

Avant-garde luxury label McQ has refurbished a Grade II listed building in Spitalfields, and made it its new home. The interiors feature blackened steel details, blood red paintwork and original brick work, but most interesting is the decision to dedicate the whole lower ground floor to art. 

‘It is something that has always been close to the heart of the house,’ says creative director Sarah Burton. ‘The gallery space in the store will provide a platform for emerging artists.’ In particular, Burton references the creative spirit of Lee Alexander McQueen, and his time growing up in East London, as an inspiration, calling the new store a ‘return to the roots of the house’.

Artist Ermias Kifleyesus is the first to take over the space, with an exhibition that takes images created by fashion photographer Harley Weir for McQ, and allows the public to deface and engage with them – a nod to the brand’s rebellious spirit.

WALK AWAY: We love Alexander McQueen


WALKING MAKES YOU MORE CREATIVE

SOURCE: www.blog.creativelive BY SHANE MEHLING

Creative people have known for centuries that going for a walk can undo the knots in their thinking and help spur those ideas that seem unreachable when sitting down.

While taking a stroll through the woods may have been necessary for the geniuses of the past, many of us spend our days in a cramped city and don’t see how walking past Starbucks and M&S will get our inspirational juices flowing. It’s becoming harder however to deny how vital a simple walk can be to kick your creativity into gear, especially after last year’s study from Stanford.

Nearly 200 students and adults were asked to perform one of four different tasks:

1. sitting and staring at a blank wall

2. walking on a treadmill

3. staring at a blank wall

4. walking around a path on campus or being pushed around that path in a wheelchair.

They were then given tests that measure creative thinking. And there was no question that those who walked, both indoors and outdoors, were more creative than their sitting counterparts. Yes, even staring at a blank wall and moving your legs helped people come up with more innovative ideas.

This New Yorker article goes far deeper into what walking does to our brains, and links to other studies that show a hike in the mountains may help with certain thinking while sauntering through Times Square can be better for other kinds. Writes author Ferris Jabr, “Walking on a regular basis also promotes new connections between brain cells, staves off the usual withering of brain tissue that comes with age, increases the volume of the hippocampus (a brain region crucial for memory), and elevates levels of molecules that both stimulate the growth of new neurons and transmit messages between them.”

But what’s most important, is the body of research that shows how trying to crack that creative nut is probably going to happen quicker even if you’re simply pacing in a room, rather than slumping in your chair and browsing websites or messing with whatever new app you just downloaded. “The way we move our bodies further changes the nature of our thoughts, and vice versa,” Jabr notes.

It’s no wonder Rodin’s The Thinker has been there so long — he’d probably figure out the answer if he just stood up and stretched his legs.

THE WALK AWAY: The years of being asked to sit nice and quietly are over. Pick up your lap tops and go mobile.


POLY-REALITY

SOURCE: THE FUTURE LABORATORY

‘Real’ no longer trumps ‘virtual’. A new aesthetic celebrates all things digital and artificial, and is challenging notions of authenticity and genuineness. 

Consumers are growing tired of brands, creative agencies and marketers using stereotypical visions of heritage and authenticity as sole indicators of a brand’s value. Now, a new wave of innovators is counteracting this predictable approach with an inventive and highly visual design direction.

Notions of authenticity and genuineness no longer define the value of products and campaigns.‘The internet and digital world have been around for long enough that we no longer have to pretend to appear ‘real’. 

An emerging aesthetic is rendering the question of fake versus natural irrelevant with digital environments that combine nature-mimicking elements with unabashed use of computer-generated imagery (CGI). Design processes are informed by 3D modelling and rendering software rather than manufacturing techniques, and beauty ideals are being subverted. 

Digital campaigns are integrating physical models and objects into rendered landscapes, creating a striking, hyper-real aesthetic that evokes video game environments.

Camper’s spring/summer 2016 campaign takes a similar approach, presenting its collection against vibrant 3D-modelled vistas. The images share an uncanny regularity and show traces of the polygon mesh used to construct them, revealing the digital process behind the campaign.

Characters in a series of shorts promoting the Apple Watch appear superimposed over digital backdrops of hazy gradient lighting.

WALK AWAY: don't apologise, it's ok to prentend.

RUNWAY REBEL

IAN STUART BRIDE Campaign Shoot

 

WALK and photographers Pons & Gwen were privileged to shoot and provide art direction for Ian Stuart's 2016 Bridal Collection, Runway Rebel. The collection was inspired by the rush and excitement of a catwalk show, as the designer prepares to show his garments to the public for the first time - a fitting statement to the talent of one of the industry's most creative designers.


Runway Rebel Film

 

The Runway Rebel collection at the White Gallery Show


Backstage at Sunbeam Studios


The Campaign


The collection in the press

January marks the start of the bridal season, so if there are any future brides out there, be sure to take a trip to Ian Stuart's Blewcoat store, a National Trust listed building, nestled in the heart of Victoria. The Runway Rebel collection is now available.

Credits: 

Art Direction: Ian Stuart and WALK Agency

Photography: Sebastien Pons & Katharine Gwen

Photographer's Assistant: Ian Tillotson

Retouching: WALK Agency

Video: WALK Agency

Hair Styling: Mani Zimmit from Stunt Dolly

Make up:   

Models: Nevs

Studio: Sunbeam Studios


THE ART OF DINING

A little something to titivate your taste buds. WALK recently discovered THE ART OF DINING. This pop-restaurant-come-event is a collaboration between Moro trained Chef Ellen Parr and Artist set designer Alice Hodge. They met at university in Glasgow, where they would often create a feast from the contents of a M&S skip after a night out.

The concept? Great food, theatrical entertainment with amazing set design and actors in the most exclusive venues from National Trust houses to community halls, gardens and warehouses.

WALK AWAY: Combine business with pleasure and treat your brand to a fine night out!