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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People: Dr. Dan Ivankovich

An inspiring story forwarded to me by my good friend Steve Ivankovich (admittedly about his “little” brother) … Dan Ivankovich was profiled by CBS for their “American Spirit” segment.

“His work takes him to Chicago‘s meanest streets. But at seven feet tall, cruising in his 500-horsepower Dodge and wearing black leather — he knows no fear. He may spend some nights playing the blues with his band, but by day, Dan Ivankovich is all business: a bone doctor with a heart as big as his frame. [Dr Dan Ivankovich] has a policy: treat first, charge later. Doing as many as 800 surgeries per year, half of his patients are uninsured.”

Truly inspiring. Watch the video here.

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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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