Experiential: The National Pop Up

The National pops up …
In-demand indie band the National helped build buzz for the release of their fifth album, High Violet, by taking a page from the pop-up retail playbook (WSJ.com 5.8.10). For five nights starting the day of their new album’s release, the Brooklyn band and various artsy pals took over a previously vacant storefront on East Fourth Street, redubbing it the High Violet Annex. The 150-person capacity space was transformed into a free-flowing event featuring rotating live music performances, art exhibits and movie screenings. Details of just what was going down in the space on any given night were purposely kept scarce to maximize the need-to-be-there factor and build up word-of-mouth buzz.

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Alcohol: Kraken Rum Gets Integrated, Absolut Goes Logoless, puts you in the Band

The integrated campaign for rum brand Kraken from Brooklyn-based agency Dead As We Know It includes these web films that bring viewers face to beak with the rum’s legendary namesake. The campaign also includes a web site, book and print components.
kraken rum

ABSOLUT Vodka Goes Logoless for a New Campaign
ABSOLUT is going with the ever popular brandless branding for a new limited edition series of bottles. The Swedish vodka maker is going nearly labelless for new campaign against sexual prejudice. The bottles maintain their signature shape, with only a tiny removable sticker at the bottom to identifying alcohol content and volume.

Absolut is one of the brands that some people think better understands the concept of branded content, and this new site for their “Rock edition” vodka bottle, called “You’re with the band”, is another proof of that: a documentary made by Danny Clinch on how’s the life of a rock band such as Wolfmother (site by Great Works)
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Street Art: Willoughby Windows, The Knitted Convenience

Willoughby Windows: Vacant Brooklyn Block Becomes Street Art Gallery
Rather than have an entire block of empty boarded up storefronts, local arts group Ad Hoc Art and non-profit community development organization Metrotech BID partnered to transform the row of stores into a gallery for street art. Over 15 artists were invited to create site specific installations in the windows, many of which nod to the former businesses they inhabit.

willoughby windows

Sydney-based suburb of Darlinghurst recently received some of their own knitted magic from the hands of Newtown knitter Denise Litchfield. Wrapping Sydney’s oldest functional underground “heritage toilet” in Taylor Square, Litchfield started planning the project back in May 2009.
knitted convenience
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QCM V Narragansett, TopShop v Bikes, Monocle v Agencies, Obama Deli

I am a BIG fan of QCM (even if I preferred the name Gyro). The company has published a series of books. It’s produced films. It has a brand of rum and T-Shirts, Sailor Jerry. And now the agency has taken a major stake in New England’s Narragansett Brewery. The agency is making beer now!
narragansett qcm
Obama Deli
The Obama Deli and Grocery will open for business shortly in Brooklyn, NY. From a branding perspective this is getting a lot of pedestrian attention. But maybe not the best. While shooting this photo, a gentleman passing by on the sidewalk said some in the neighborhood are already talking about a protest. The Obama brand was extended in a lot of clever ways (Shepard Fairey’s poster for instance) but there may actually be a limit.
obama_deli
Over the weekend, Anglophiles everywhere took notice when Topshop rolled out their new bicycle club concept, parking a small fleet of blue beach cruisers (decked out with baskets and cupcake stickers) outside their flagship store and making them available for free daily rental to the public. In exchange for leaving a credit card and signing a liability waiver, would-be cyclists were granted access to a curated experience that included a bike, customized helmet, U-lock and map of Topshop-endorsed destinations throughout Manhattan, Brooklyn and Queens.
The latest issue of Monocle has at least 10 examples of sponsored content where the magazine editorial and publishing teams have worked with government boards, a property developer and
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