CR Blog
London was blanketed in a thick layer of snow yesterday. To most, this was a source of childlike wonder and not a little joy. To others it was a chance to plaster their client's logo over the city
"Early yesterday morning, Curb the creative media solutions agency delivered an extremely quick-hit ‘snow tagging’ campaign for Extreme (the sports channel and high energy lifestyle brand) – in the London snow. Curb, which delivers branding and advertising solutions using only natural materials, rose to the challenge of delivering an instantaneous central London branding blitz," we are told in a breathless press release.
Curb claims to have stamped the Extreme logo in 350 locations across the city yesterday. “We were thrilled for Extreme to give us the go-ahead so quickly...this has NEVER been done in London before... So our team quickly hit the streets. By midday we had covered central London with the Extreme brand and had also turned a lot of heads. The feedback from people we saw in the streets was really positive. They thought it was fun and clever," Anthony Ganjou of Curb gushes, and who are we to doubt him?
On CR's part, once we had eventually struggled home from work, we made a lovely snowman in the garden.
42 Comments
Except if people saw this logo in the snow, they would have no idea what it was, or what it was for. Now that clients have finally realised 'trend-spotting' is a total waste of money, 'ambient media' is clearly hoping to fill the gap.
I like my snow white and logo-free thanks. Just like I like my bus and tube rides free of a fucking television or projection screen.
2009-02-03 14:44:11
Why the hell not?? True, most people wouldn't know what it is, but if they're at all interested or receptive, they'll linger on it an extra millisecond or two when they come upon it again in a store or on a billboard. That 1-plus-1 (or some may say "putting two and two together")tucks it away in a prospect's mind and gives that brand the slightest advantage should a choice need to be made based on visual brand alone.
That said, I'd be absolutely outraged if these were more permanent! Another reason to pray for warmer weather, right?
2009-02-03 15:24:27
You think that hundreds of little logos all across the city isn't going to get enough attention for people to find out what it is? That's ignorant. I'm sure it was the talk of the town and the majority of people knew what it was about by the end of the day. I'm sure there are some people who hate the world and this idea, but I'll recognize it as the completely original and creative idea that it is and say kudos to them.
2009-02-03 15:37:30
Shawna, have you ever been to London? In parts of it, every available surface is plastered with stickers, flyposters and logos. They don't get anybody talking, except about the mess.
It's fine to do that stuff, especially in a way that's not technically litter, but let's not pretend it's original or creative.
2009-02-03 16:52:14
I like it. There's so little "really" creative stuff in london these days, just a whole pile of the same ol' stuff. They should have had a guy walking around in snowshoes to do it!
2009-02-03 17:24:12
"Oh, look, fresh virgin snow! Huge innocent levels of joy for everyone! But let's forget all that shall we? The really big question - can we use it to sell stuff? Can we whore out the snow?"
So very wrong.
A word in the ear of the ambient marketers. Just because you can, doesn't mean you should.
2009-02-03 18:36:08
I understand why: To get people to see the logo, some may recognise some may even look on line out of curiosity but most of the time these campaigns or PR stunts are often just an idea executed in a urban or outdoor setting so the public see them and so that some nice photos are taken and can be put up online. The majority of these campaigns are often based in and around London. I think guerrilla advertising or public design campaigns can be exciting and even mind blowing but so often these days the outlet is over used without much content.
2009-02-03 19:48:57
Witty, and very relevant to extreme sport. I like it!
2009-02-03 20:06:02
I like this very much, instant, witty quick thinking, and even thought its another logo in the environment its fresh to me in its application thus making the idea appealing, rather than leading with the brand, yet it still says loads about the brand too... I just like that its a one-off chance that was taken. Good stuff...
2009-02-03 22:54:57
You know what used to be so great about the snow? It covers the everyday world around us and gives people a new experience, allows them to view the world in a new way, lets them contemplate the beauty of nature.
Well, I guess that's gone now too huh?
2009-02-04 03:47:39
Very clever, as someone said, you can't go a step in London without seeing another logo or sticker plastered to a surface. Then the snow comes along and covers it all up, so well done them for keeping a brand alive over everyone else (literally).
I'm surprised we didn't see more trainer sculptures or comic statues of the dangers of the snow!
Great use of a blank canvas.
2009-02-04 10:09:14
wee on it, that's extreme.
2009-02-04 11:29:05
“Just wanted to post and introduce myself. I am part of the team at Curb who delivered the campaign for Extreme on Monday. Thank you all for your comments both positive and negative. The notion that we were somehow name slapping a winter wonderland is absurd. People reacted to these tags because of the creativity and purity of the idea. Yes it’s a quick hit, yes it’s opportunistic, BUT THAT IS WHY IT TURNS HEADS and isn’t that our business; isn’t that what our client pays us for. Once again it seems that the self loathing creative types feel the need to dismiss the rational behind their industry.”
2009-02-04 11:29:13
interesting comments... having trained in London but now working oop north it is interesting to read comments (both positive and negative) about this opportunistic campaign from what I can imagine are mostly southern based readers? I personally love it... and agree 100% with Ant regarding giving the client more for their money. On the slightly skeptical side of things I wonder how 'opportunistic' it was to have a logo 'stamp' ready to thrust into action at such short notice or am I just out of touch with the speed some people can turn things round down there?
pure snow should be just that...? come on.... we use every 'green' trick in the book to sell for our clients so why not use the most natural canvas God supplies us with....
2009-02-04 12:55:26
Ant,
I'll be sure to come to you (or your client) when I next need some nice stamps in the snow (you're obviously very good at it - and enjoy it loads, too.)
But why didn't you do some 'actual' snowboarding, for example?
How rad is to put a logo on top of a post box... or on top of a taxi? Don't you remember Chopper from Judge Dredd? He bombed the top of skyscrapers ffs! Now that's rad!
Perhaps people are just annoyed your stunt received coverage in a creative publication when a lot of 'creative types' as you call them (whether they self loathe or not) can't help feeling your 'stunt' should have gone further.
If you're looking for an idea as to how, there's a clue in the name: extreme.
PS. My Art Director, Mick, who loathes often but not necessarily at himself, simply says 'it's sh*t - slushy'
I'll be writing that in the snow later and photographing it.
2009-02-04 12:55:33
@brian: all the clutter was covered in snow yesterday.
2009-02-04 13:13:40
Extreme? That's a post box. P**s in the snow poor.
2009-02-04 13:23:10
I have to agree with Alistair. It didn't seem terribly clever to me, just opportunistic.
A couple of points no-one has bothered to mention. Firstly, snow degrades... very quickly. I doubt they were around for very long. I didn't see any in central London. Secondly, there was barely anyone in town the day after the snow. Most of the shops were closed. The place was almost empty. Just about everyone (bar a few wizened old ambient media hacks by the looks of things) was at the park HAVING FUN instead.
I hope the client didn't pay too much for this lame stunt, they'd be better off getting someone to design them a better looking logo.
2009-02-04 13:24:16
It's just a shame you guys couldn't turn off and enjoy it. Who gives a damn about work on natures bank holiday? If you see a beautiful day off with friends and snow why not give in to it and be a person outside of your work life? And although I don't particularly like to see yet more marketing on top of my favourite type of precipitation it's not really that I object to, it's the joylessness. Repeat, you are not your job, you are not your job!
But as someone who lives in London I didn't spot it anywhere, so there is at least that.
2009-02-04 13:32:08
It might be what your client pays you for. It doesn't mean the rest of us have to like it when you turn a beautiful winter scene into a chance to make a quick buck. And no, not self loathing, just loathing the crass justification that some use to explain their existence.
2009-02-04 13:37:19
Great Idea and a good link to the product being sold, but after seeing the logo a few times I don't rate it that much. The best thing I saw yesterday were a couple of kids trying to write their names in yellow streaks of p***. An old one which never fails to bring a smile to the face
2009-02-04 13:38:09
Interesting debate: should we 'creative types' exploit the innocence of nature by plastering it with branding/advertising? I agree with Ant - this is what we are paid to do & there's a part of me that thinks we secretly love the fact that we've thought of something different to do - is there a slight bit of jealously on others' part that they didn't think of it first? I saw many a creative snowman on Monday from Homer Simpson to Victorian ladies to an igloo by City hall. Here at Tribal we took advantage and used it to advertise the British Antartic Survey recruiting plumbers & tradesman, under the strapline "The coolest jobs in the world". Quite frankly it was an opportunity not to be missed. And yes it turned heads and for us, was fun to do. It works because we were in the right place at the right time & that's why ambient media brings a smile to people's faces - especially something temporary.
See the picture at:
http://s557.photobucket.com/albums/ss20/gregson74/
2009-02-04 14:13:49
Yeah, some see a day off and a snowman, others see a quick branding opportunity. Clever maybe, but there's something very sad about it too.
2009-02-04 15:20:41
Lighten up, why say 'it's sad' or 'so very wrong' or that you should be off 'HAVING FUN' instead?
Some people can't take the day off work just because it's snowing, so I'm sure running around in the snow looking for places to stamp would have been a good laugh (unless you were on your own) compared to sitting in the studio glued to the computer, I know which I'd have rather been doing.
I think it was a good idea, it fits in with the 'only natural materials' bit that Curb practice, their client liked it and it got good publicity on here at least didn't it? It's the longest thread of comments I've bothered to read on here anyway.
It hasn't been done before but, despite all the criticism, I bet it gets done again.
2009-02-04 17:01:36
We also decided to be a bit sad/productive on Monday and come up with a topical campaign for Crisis, the homeless charity.
Check it out:
http://livinginadigitalworld.com/2009/02/03/snow-crisis-committed-creatives/
Since then the ad has been in national press and Crisis have featured on GMTV. Not bad really for a Monday.
(We even found time for a little snowball fight).
2009-02-04 17:25:39
It is a nice idea, and no disrespect to Curb. It's just the pervasiveness of branding that's a little depressing.
But maybe I'm just being naive about the symbolic innocence of a fresh snowfall.
2009-02-04 18:29:37
I am astonished by the amount of negative comments on this 'one day' creative and unique way of promoting a brand. This is not a permanent mark in London, it is not going to ruin the beauty of snow until the end of time.
This, in my opinion, would turn heads, would want people to find out more and has got the publicity it needs to impress the client.
Its a clever way of getting away from the computer, getting out there and having fun in doing their work. It was a oppurtunity and they took it.
2009-02-04 23:13:02
LOVE IT! Curb got their first, so well done - its not offensive - or at least not to me, and definitely no less so than any other form of advertising in London!
Seen the guerrilla ads sprayed into the pavement dirt by people like Street Advertising? Its in the same vein, and we applaud the low impact, relevant use of snow as a medium for promoting the brand (for those that don't know, Extreme Sports cover a lot snowboarding and off piste skiing, so this is right on their brand).
Not sure that my neighbor would like this either, but then he woke up to find a giant snow penis on his bonnet on Monday! That made my day, and I think he's a nice bloke!
Aside from that, the varied feedback here has led to an interesting debate, and that means that the campaign was definitely successful at raising their profile, like it or not!
2009-02-05 18:33:13
Extremely cool
2009-02-05 23:29:10
Ha! I don't know if I'm impressed or depressed by this.
I have to admit it is clever though, never occurred to me, and a very good fit for the client involved!
And as Cathy said, it's not permanent or illegal and nothing was damaged. Probably a fairly eco-friendly form of advertising too actually!
2009-02-09 14:24:36
30cm of snow falls in London for the first time in 20 years, thats not bad by snow resort standards. People (well Extreme's target audience) see fresh snow and they think fresh powder and how they would like to be destroying it on a mountain somewhere (I know i did), Extreme have a direct association to winter sports through their channel and events and its obviously got people talking.
Quick reaction to a news worthy event, just like the Virgn Trains Robbie Keane press ad and the Veet "Goodbye Bush" press ad from Australia for those who saw it
2009-02-09 15:41:13
Effective, creative, original; so was the guillotine. Peep Show's Super hans: "Pint of Guinness - no logo in the foam".
Crunch: Perhaps we could all subsidise our mortgages and lease the front facing façade of the property to adland?
2009-02-09 17:32:41
I actually really like what Curb stand for. What's with all the negativity? It may not be 'extreme' but it's a clever way of advertising without stepping forward with your great carbon footprint. As for not being there long enough for people to notice, CR noticed which has now made all of the readers notice. I didn't know about Curb or Extreme before, but i do now. So a job well done surely?
2009-02-09 21:43:54
Leanne, can you think of a job well done that horrifies you? Now consider the negativity.
2009-02-10 13:05:31
Environmental friendly and original. Others might be jealous because they didn't come up with it themselves :)
On the other hand it is way too simple; just pressing logos on the snow...
2009-02-11 07:51:30
Like it. Making the most of the moment and adapting. I used to watch hours of Extreme TV and that just kind of fizzled out but now this has refreshed and renewed their brand to me saying 'yes! we're still around, channel 419 remember!'
2009-02-17 07:05:35
Nice idea on the hoof.
However, its a little sad that all someone can think when they see a beautiful snow scene is a branding exercise.
Have a day off now and again!
http://www.designfactory.uk.net
2009-02-20 15:11:44
Haha - brilliant! That is a superb idea, can't believe I haven't seen more of this, especially with all the snow we had this year.
2010-05-02 17:37:28
What's stopping people from painting the snow??
These guys probably would:
http://www.streetadvertisingservices.com
2010-12-08 08:56:48
That's quite a clever idea! Sure more people will do something similar in the future. It's good adapative marketing that we don't see enough off.
2010-12-08 14:06:17
We at New Brand Vision think that this is a fantastic branding initiative! Love it or hate it this has certainly got tongues wagging about Extreme!
2010-12-09 10:01:00
Fantastic, great way to build brand awareness!!!
Think we'll have to get a stamp designed for our next winter.
2011-02-25 17:27:00
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