Creative Briefing - February 2022

CREATIVE

2 2 0 2 FEB.

BRIEFING

A MONTHLY ROUND-UP OF THE BEST OF POP CULTURE, CREATIVE NEWS, AND STUDIO WORK

CURATED BY

N G I S BRAND DE STUDIO

MEET THE TEAM SAY HELLO TO THE AMAZING PEOPLE BEHIND THE WORK

POP CULTURE ROUND UP WHAT THE WORLD IS CELEBRATING, WATCHING, AND LISTENING TO

“POP CULTURE AND ENTERTAINMENT CAN BE DISMISSED AS SURFACE, BUT IT'S NOT. IT'S THE LANGUAGE WE ALL SPEAK, AND IT'S THE CONNECTION POINT BETWEEN PEOPLE ALL OVER THE WORLD." — BOZOMA SAINT JOHN

CHIEF MARKETING OFFICER OF NETFLIX

POP-CULTURE ROUND-UP

WHAT PEOPLE ARE CELEBRATING These are the events and holidays the world be talking about next month. For the shortest month of the year it sure is jampacked with things to celebrate.

• SUPERBOWL SUNDAY • VALENTINE’S DAY

To help people celebrate Valentine’s Day, OkCupid has launched a range of Valentine’s cards that represent the diverse couples that connect on the app every day.

It’s that time of the year again, love is in the air and people and brands alike are all to celebrate the day. Like most holidays over the last year, Valentine’s Day will look a little different, as people around the world keep their distance from their loved

ones. From digital campaigns to AR experiences, brands have covered all areas while focusing on the aspect of romance focused on the message of love and positivity.

• NATIONAL PIZZA DAY • PRESIDENT’S DAY • LUNAR NEW YEAR

For those looking for some closure and sweet revenge for the former flame who did them wrong, Hotels.com is listing the only stay suitable for their trash ex – a dumpster. Guests can tell Hotel.com why their ex deserves to stay in the

dumps, and where their dream getaway would be and they will receive a fictional email for their ex's figurative V-Day

Dumpster Stay. In return, they'll also be entered to win a suite reward in the form of a $300 Hotels.com gift card (with no expiration — so it’s ready for check-in when you are). Who said breakups have to suck?

POP CULTURE ROUND UP

WHAT PEOPLE ARE CELEBRATING BLACK HISTORY MONTH February is Black History Month. Brands are paying even more attention than usual. While some campaigns are similar to previous years, others are more innovative and long-lasting, purposely designed to exist as a permanent part of the brand rather than just a one-off for February. “You’ve got more brands being active, you’ve got the brands that are typically active doing bigger things and you have more emphasis on it than you would typically have.” says Ahmad Islam, CEO of Ten35, an agency that specializes in reaching multicultural, millennial and Gen Z consumers. He adds: “You’re seeing more creativity and in some ways that’s just more effort—brands are actually trying as opposed to just checking a box.” The smart move is to take a long-lasting meaningful approach. “The ‘one-offs,’ the ‘28 days we want to talk to Black people’ should not be a thing anymore,” Islam says.

“Brands have to understand that yes, February is an opportunity to highlight, to do some more creative things but should be part of a sustained effort.”

> SEE HOW MAJOR BRANDS CELEBRATED IN 2021

POP CULTURE ROUND UP

WHAT PEOPLE ARE WATCHING

THE RIGHTEOUS GEMSTONES IF YOU’RE A FAN OF EASTBOUND AND DOWN YOU’LL LOVE THIS. THE WRITING IS SHARP AND THE PERFORMANCES ARE AS GOOD AS IT GETS. Airing its second season and Starring Danny McBride, the great John Goodman, Adam Devine, and Edi Patterson as the titular televangelist family whose megachurch

This list of shows and movies will get you through any small talk

empire has made them millionaires. Star Danny McBride

situation you might find yourself in for the next month or so.

has proven a master at portraying belligerent everymen with major god complexes.

THE WOMAN IN THE HOUSE ACROSS THE STREET FROM THE GIRL IN THE WINDOW TRUE CRIME AND MYSTERY JUNKIES WILL LIKE THIS SATIRICAL TAKE ON PSYCHOLOGICAL THRILLERS. The comedy-slash-mystery series stars Kristen Bell as an alcoholic who spies on her handsome neighbor and thinks she witnessed a gruesome murder.

POP CULTURE ROUND UP

WHAT PEOPLE ARE WATCHING SUPERBOWL SUNDAY

This year, many brands who sat out last year due to the crapshoot that is the pandemic, will make their return to primetime. As has become the trend in the last few years, expect to see a packed line-up of megawatt celebrity cameos from the likes of Megan Thee Stallion for Frito-lay, Kevin Hart for Sam’s Club, and many more. Use of celebrities is one of the ingredients, or creative devices, used by

THE SUPERBOWL IS A POP CULTURE TREASURE TROVE. WHAT HAPPENS

winning brands. The right celebrity, used in the right way can be a truly powerful brand asset, allowing brands to be relevant and timely.

DURING ONE EVENING IN FEBRUARY DRIVES CONVERSATION FOR WEEKS

Another trend to be on the look out for is the rise of cause-based ads. Social impact dominated last year’s Super Bowl commercials with

AND CAN EVEN BECOME PERMANENTLY ENGRAINED IN CULTURE (WE’RE

companies inspiring action and support around gender equality, STEM, organic farming, veterinary medicine, community volunteerism

LOOKIN’ AT YOU “WARDROBE MALFUNCTION” AND LEFT SHARK.) It is

and plenty more.

watched by more Americans on television than anything else, by a large margin, and at least 75% of them are tuning in for more than just

In halftime show news, Pepsi has dropped a teaser for what this year’s halftime show has in store with an epic trailer. Music gods Dr.

the game. Advertisers spend huge chunks of their annual budgets to

Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar are set to come together for this years performance. If the Justice League

broadcast just a few seconds of commercials during the game. Some

were full of hip-hop greats, it would be these legends. “Now that we are just weeks away from the most anticipated Pepsi Super Bowl

of the world’s most popular musicians take the stage at halftime to

Halftime Show performance of all time, we’re bringing fans closer to the magic of what will certainly be a colossal moment in pop

perform the most elaborate sets of their careers. There are calls to

culture history,” Todd Kaplan, VP of Marketing at Pepsi said in a statement.

make the day after Super Bowl Sunday a national holiday. The whole thing is a monstrous, quasi-religious spectacle.

There is also, of course, the sports playing itself., but we’ll leave that to more qualified people to talk about.

POP CULTURE ROUND UP

WHAT PEOPLE ARE LISTENING TO Drown out the sound of silence of your back-to-work commute

TOPAZ JONES DON’T GO TELLIN’ YOUR MOMMA The Montclair, NJ-based rapper follows his breakout debut with an expansive, funk-embroidered recollection of his childhood, complete with an accompanying 35-minute film.

with this curated list of music, podcasts, and more.

WHAT HAPPENED TO… If you're that person who's always wondering "Whatever happened to that guy from the thing?" well, wonder no more!

Because this podcast is way ahead of you. It gives updates on all of the obscure pop culture things you probably haven't thought about in a looooong time like the Ice Bucket Challenge or even murder hornets.

CREATIVE NEWS THE BEST WORK FROM THE CREATIVE & DESIGN WORLD

“BY DEFINITION, REMARKABLE THINGS GET REMARKED UPON” – SETH GODIN MARKETING

M&M'S RECREATES ALBUM COVERS IN FIRST CAMPAIGN SINCE REDESIGN FRENZY The cast of candy characters at M&M's has undergone a makeover that brand executives say better reflects the diverse and nuanced world of its fans.

In a first signal of the possibilities that its attention-getting mascot makeover can deliver, M&M's has released a series of new product packages inspired by artwork on the cover of iconic record albums. The new packages highlight award-winning albums from Kacey Musgraves, H.E.R., Rosalía and David Bowie.

According to the brand, these albums were selected so as to appeal to fans from varied backgrounds and generations, underscoring a message of inclusion that inspired the candymaker to tweak the looks and personalities of its candy mascots last week. That move set off widespread cultural fireworks, including a mention in the “Saturday Night Live” cold opening, debate on programs like “Tucker Carlson Tonight” and “The View,” as well as millions of social media takes.

> READ MORE ABOUT UPDATED CAST

TWITTER IS LETTING YOU TURN YOUR NFTS INTO PROFILE PICS Twitter is integrating NFTs into the platform starting with the ability to embed the digital assets into profile pictures, as part of a new function it launched Thursday. Twitter showed off the NFT feature with a promotional video that demonstrates how cryptocollectors can link digital wallets, which store the non-fungible tokens, to their Twitter accounts. With that link to the wallet, people can choose which NFT avatar to put on display. “Show off your prized possessions,” Twitter said in its prompt to users.

NFTs are technically known as non-fungible tokens, which are digital assets created using blockchain technology and are mostly traded in cryptocurrencies. The virtual goods are considered a form of digital ownership that could be applied to metaverses, gaming worlds and web 3.0 social platforms. “Nowadays, people are using NFTs as a form of identity and self-expression, and as a gateway into the thriving community and increasingly active conversation on Twitter,” Twitter said in its announcement on Thursday. “This new feature provides a seamless, user-friendly way for people on Twitter to verify their NFT ownership by allowing them to directly connect their crypto wallets to Twitter and select an NFT from their collection as their new profile picture.”

> WTF IS AN NFT? WE GOT YOU

MR. PRINGLES GETS A MAKEOVER

Not to be left out amongst the reinvention of the M&Ms cast of characters, Mr. P, aka Julius Pringles, the moustachioed mascot for Pringles, has enjoyed his first makeover in 20 years, to coincide with the 30-year anniversary of the famous snack brand’s UK launch. After an eye-catching transformation, the playful Mr. P will now sport a modern emoji-style look, including bold new eyebrows and a fancy new red bow tie. Mr.P’s new look has also seen him lose his hair, but at 54 years old, he is still looking as handsome as ever. What’s more, it’s not just Mr. P who has had a glow up, the iconic cans have also been given a fresh new look. They will now feature new bright and bold packaging, highlighting Pringles’ range of flavours and of course, their famous stackable shape.

WHY REFRESH? A visual brand refresh is a way to breathe life into your existing brand identity without radically reinventing it. It may mean updating your logo, typography, tagline or messaging to better reflect the brand’s values, reach its target audience and remain relevant in an ever-evolving marketplace. After all, design is one of the most powerful tools a company has to communicate its identity and values. Most well-established companies undergo periodic brand refreshes to keep up with shifts in their audience, market or offerings. Unlike a rebrand, a refresh doesn’t scrap existing assets; it elevates them. A brand refresh allows a company to shed what’s holding it back, like an outdated logo or counter-intuitive app interface. Though primarily a cosmetic solution, a refreshing visual branding can still have a wide impact on business performance

> MORE OF OUR FAVORITE REFRESHES

OATMILK BRAND OATLY GETS INTO UPCYCLING WITH LIMITED-EDITION, ARTISTCREATED DENIM JACKETS F&B brands getting in the Fashion and Apparel game is a rising trend.

Oatly has partnered with 10 artists to upcycle, rescue and reimagine old denim j ackets in a pilot programme that's being deemed as a "world-first", as the merchandise gives renewed life to items already in circulation. But it does make sense, as the company is on a mission to encourage us to "eat better and live healthier lives without recklessly taxing the planet's resources," as Oatly puts it.

Through ReRuns, the brand asks the simple question, "Why have we been selling new clothing; is there a more environmentally friendly way to let people show their support for the plant-based revolution? Taking a creative and community-driven approach, Oatly tapped a group of rising female artists to put their own oat-loving, plant-forward spin on the collection of vintage denim jackets.

> F&B BRANDS THAT CAN’T STOP MAKING MERCH

STUDIO WORK HIGHLIGHTS FROM THE BRAND DESIGN STUDIO

“THE DESIGNER DOES NOT, AS A RULE, BEGIN WITH SOME PRECONCEIVED IDEA. RATHER, THE IDEA IS THE RESULT OF CAREFUL STUDY AND OBSERVATION, AND THE DESIGN A PRODUCT OF THAT IDEA.” — PAUL RAND, LEGENDARY DESIGNER

WAKE SHAKE SIGNAGE If we know anything about moms, it's that morning is a HUSTLE and so rarely a time for her to focus on herself. ENTER THE WAKE SHAKE. With the goal of moving more milkshakes in the A.M., that’s the thinking behind our upcoming Wake Shake campaign.

For moms and everyone else, the Wake Shake is the perfect way to get your caffeine fix and indulge yourself in a sweet escape. Why not mix your rise and grind with a little self care? Who needs yoga? We’re bring this idea to life in the image of our bad ass mom paired with a headline which meant to inspire taking the day by storm.

IN-APP DELIVERY BILLBOARDS “SOME PEOPLE ARE DISGUSTING…” Is a direct…ish quote from our partner Rachel Alden, as she reflected on some of the orders she and her team have seen through delivery. That got us thinking…what do we do when no one is looking??

When ordering food delivery through an app, it means no judgement, and the ability to indulge your every craving. If you tell the delivery guy to leave your order at the door, you never have to look anyone in the eye. It’s like it never even happened. That’s right where we leaned in. Encouraging our customers to go big and stay home with a photo that says “you might have issues with self control”, and a line imagines why you might be stuck on the couch.

HIGHWAY BULLETINS The launch of Brand 2.0 means a creative refresh to our highway bulletins. These designs bring our USP to life.

We’re the ultimate one-stop-shop and that means that here at Sheetz, life breaks free from the ordinary. We’re the ultimate haven for people on the run from ordinary life choices. We offer unrivaled choice, creative MTO freedom for big personal customizations, and genrebending product innovations that allow every customer to thrive in our judgment free stores. As that ultimate haven, we will always refuse to limit life. These designs bring that to life by highlighting that you really can get all of that at Sheetz, and you can do it with your own style.

EXTERIOR LIGHTING EXPLORATION Our New Store Design is meant to create the best experience for our customers, but that doesn’t mean we don’t keep working to make that design and experience even better. With the goal of delivering on our brand promise to be clean and safe, dependable and welcoming 24/7, and bold and bright, this project ensures that we are literally a glowing beacon of light to our customers. A lot of science goes into a lighting plan, like making sure the output is cohesive amongst all sources, and the color temperature of each light is the same.

The result will help our feel safe and connected to our brand.

RECRUITING ADS

IN-STORE PRODUCT PROMOS

WINE PAIRING SOCIAL

V-DAY SOCIAL

LUCKY MINT SOCIAL

ORGANIC SOCIAL