Now you're cooking, on Tumblr
Swedish creative agency House of Radon have set up a food-themed Tumblr campaign for Electrolux that features a series of cook-along videos...
House of Radon's new campaign for Electrolux revolves around the idea that people don't use their recipe books anymore; these days it's all about balancing your iPhone on the edge of the counter, and trying not to smear it with foodstuffs while you follow a recipe online.
The Now You're Cooking Tumblr offers a series of films to cook along to, which include the helpful option to pause and review recipe directions along the way. Electrolux's appearance in the videos is relatively unobtrusive but, as would be expected, all the short films are themed around recipes that require some kind of blending or crushing. There's also a nice touch in the inclusion of food facts alongside each video (especially as they manage to link shiitake mushrooms to Star Wars).
A bespoke hand rendered typeface, based on House Industries' Neutra Display, was created for use across the site, the agency tells us, which is designed to evoke the art deco era, and reinforce the food theme by resembling the handpainted letterforms found in French bistros of the 20s and 30s.
The tag line, "Ask not what you can do for your country, ask what's for lunch", is somewhat reminiscent of the 2011 Lurpak Kitchen Odyssey advert.
So far there's recipes for granita, margarita, gazpacho, tapenade and a smoothie, with more to be added in the next couple of months.
Agency: House of Radon
Creative Director: Victor Köhler and David Dworsky
Client Director: Philip Marthinsen
Art Director: Albin Holmqvist
Digital PR: Louise Ljungberg
Producer: Amanda Nordlöw
Directors: Victor Köhler & Albin Holmqvist
D.O.P: Hannes Isaksson
Food stylist: Cilla Göthlinder
Copywriter: Samuel Sweetman
Developer: August Björnberg
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of 'Goodvertising' and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering "data-driven insights into logo design". In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD's 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year's Black Pencil and President's Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes' photographs of the unique lettering and illustration styles of British fairgrounds
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
“A handmade bespoke typeface was created for use across the site, and is designed to evoke” = “some tool drew over House Industries’ Neutraface Display Bold. Again (see comments here: http://imprint.printmag.com/typography/type-casting-the-deco-inspired-typography-of-lena-dunhams-girls/)
A bit of a shame that the cooking mode doesn't work on an iPhone, considering the insight that people use their phones for recipes... Otherwise, achingly trendy and pretty awesome.
This is a really cool discovery! I shall be resharing it with all my cooking friends. Or at least the tech savvy ones, haha! :)
|Waterstone's rebrands (144)|
|Wild Beasts create a gif novel with Mattis Dovier (2)|
|New type from Sawdust, Fontsmith, Benoît Bodhuin & more (1)|
|Cravendale introduces Barry The Biscuit Boy (49)|
|London 2012: the look of the Games (60)|
|What makes a great image? CR's Photo Annual judge Gemma Fletcher shares her favourite work|
|Rebranding the YMCA|
|Pelican Books: an unrivalled online reading experience|
|Crafts Council launches Education Manifesto|