Now that we’ve been grounded in what this amazing period was about, it’s time to start connecting it to what’s going on right now. I believe the greater learning in studying the Bauhaus is rooted in the notion explored in 1923 by Walter Groupius: “Art and technology: A new unity“. This takes on a whole new meaning in the world we live in today, yet is just as profound and “new” a concept today as it was in 1923. This incredible convergence of these two massively impact filled worlds is yet again, changing the consumer world.

There is a growing desire to maximize this bond-fuse into something spectacular that yes, perhaps even is commercial. Commercial has the opportunity to find it’s way OUT of being a dirty word if it’s done RIGHT. Coming back to some planning language, this is contingent on what is core to being a MODERN BRAND. Modern brands will live at this intersection of art and technology and still have expansive commercial appeal. It IS possible. Great examples exist with brands like Method, Uniqlo and IKEA.

In a very simple and tangible example of Bauhaus influence is with IKEA. Mats Nilsson, IKEA’s design strategist, had mentioned in a recent interview with the Wall Street Journal, that the  company’s ideology is inspired by the Bauhaus, especially the idea that high-design objects could be affordable to the masses. According to Nilsson, “this was Bauhaus founder Walter Gropius’s ground-breaking idea, while the machine aesthetic he worked with in his days was a bit hard for many to like and accept.” The modern styling and mass creation is reflective of the Bauhaus clean, simple style and ethos is definitely defining to IKEA, but stopping to say that IKEA = Bauhaus would be an unfair assumption.

So many other influences of the Bauhaus exist to this day, many architecture and design as the Bauhaus faculty and graduates fled Nazi Germany, Groupius teaching at Harvard and spreading the ideals of Bauhaus to North America. Ideals of simple modern design are still prevalent in many of the most famous buildings in the world, as well as typographical impacts and the profound impact on the “fine art” world as well (still some of the most revered artists of our time came from the Bauhaus). The ideals of Bauhaus will live on forever, but the impacts should be taken in by ALL of us, not just our design counterparts. There is so much to learn and uncover for the future of great products and great thinking to come.

On the mind of so many, why oh WHY has it taken so long for QR codes to catch on in North America? In case you’re unaware, QR codes are 2-D bar codes that originated in Japan, and can be read by most Japanese mobile phones cameras. These codes can store a plethora of information-from addresses to URLs to even business card-type information. The whole idea of being able to link the physical and digital worlds can open up limitless innovation.

So FINALLY, QR codes are starting to amass stateside.  Whether it is part of viral marketing campaign for District 9 in New York subway stations or their use in art/fashion with Louis Vuitton and Takeshi Murakami, QR codes are starting to make their way to the surface of culture. Polo Ralph Lauren utilized the technology back in 2008, but few others have taken the same charge (mostly because so many mobile phones weren’t able to read them).

In a slightly less fashionable/trendy place, airlines (gasp!) are starting to read QR codes to board planes. A world where there is no printed boarding pass? This dream may soon become a reality.

(Image via: adverlab.blogspot.com)

First is a personal favorite. Back to the world of music for me. This fantastic series of videos by a young music teacher that teaches an after-school choir program is garnering millions of views. These kids are amazingly talented. This teacher’s passion and love for his job, inspiring. It makes you feel good, and reminds you of the plight of our education system. It’s simple, but what a great metaphor for what we as advertisers try to do every day. Inspire people with a simple message and distinct call to action.

Bingo.

Next up, little known ad agency who do quirky and smart work. What better “brand fit” but slightly irreverent, fun YouTube. So they created their whole website on Youtube. Brilliant. Users can interact, new clients can contact immediately. And you know you’re not working with a big, ubiquitous corporate entity-you’re working with real people, with real opinions and voices, not robots.

The geniuses over at IDEO have taken one step closer to creating a real-life holodeck. A 10X10 Virtual Reality room that gets closer to creating this ideal virtual world that all of us have been looking for years. Marketers are able to create virtual showrooms, museums able to bring a new life to science…the potential is endless!

Neurosurgeons being able to jump into a virtual brain and explore in a larger than life scenario? We’re almost there. Amazing.

Check out IDEO’s demo video here:
http://vimeo.com/4177769

Image Source: Fast Company April 15, 2009

http://www.fastcompany.com/blog/cliff-kuang/design-innovation/virtual-reality-allows-scientists-step-inside-atoms-and-brains

Ah, the eternal battle-which gender is better, stronger, faster. Leave it to Nike to take on the challenge of figuring out who owns the title. Regardless of how “athletic” you are, chances are you can relate to this primal call to action-come on, we’ve all been doing it since preschool. Boys versus girls. It works globally. It works on the most local of levels. Now this is what I call a “big idea”.

The program has already had more than 10,000 people sign up-even before traditional media hit! Star-studded ads are merely one component of this TRULY integrated campaign. It literally makes every consumer an ACTIVE (haha) participant in the communication. Social media is a huge component of this campaign, but cannot be looked at in a vacuum. Every piece of the puzzle is crucial to the ultimate success of the program. The fascinating thing is that EVERY communication feels like it’s part of a whole-not merely checking off a box on the integrated wheel. It’s purposeful and the message resonates every step of the way. Simple. Clear. Conversational.

Time to open up the conversation brands, Nike’s leading the way…

The underdog? The runt of the litter? Maybe all of us can relate to it or what it stands for in a bigger realm of understanding. Whether its Mr. Bean getting caught up in in his copious escapades down the streets of London in his yellow mini or me just going through my everyday life-MINI allows us to be quirky. And it’s not only socially accepted, but cool…

Let’s couple this quirkyness with the ultimate in quirky cool-the laid back surfer. And what do we get? Pure genius. Thanks to the Republic of Fritz Hansen- the mashup of MINI and Airstream…a little something I’ve heard called “Retrofuturism”. Two (truly!) iconic brands, (Airstream has been around since the 1930s and MINI’s roots to the 1960s) unite with an interior consisting of all the modern luxuries we’ve come to enjoy and revel in.

Amazing.

Source: Republic of Fritz Hansen,
Source: http://www.autoblog.com/2009/03/12/retrofuturism-mini-and-airstream-team-up-for-one-off/

How many creative briefs have we written that somehow encompass the idea of “capturing movement in a still life image” (or is it just me?)…well Lancome has an answer for us.

Lancôme, together with McCann Erickson Japan and media agency Dentsu, designed a transit campaign in Tokyo using suspended electronic paper projecting an image of a moving brush to mark the launch of their new electronic vibrating mascara product, Oscillation. According to Brand Republic:
“The ‘train jack’ (whereby an entire train carries advertising exclusively for one brand), which has been installed on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, includes a hanging electronic poster that presents a moving image of the oscillating brush. The fixture reportedly marks the first time for electronic paper to be used to create a suspended transit poster. Trains on both lines, which run through the city’s major business and shopping districts, will carry the work until the end of the month.”

The OOH drive is supported by print elements in major lifestyle publications showing an image of the product under a lenticular lens to create the impression of movement.

So THAT’S how to create motion on a 2-D surface. Gotcha.

Let’s keep going with our friends at Lancome. Not only are they using cutting edge technology in OOH, but are also heavily into Web 2.0/3.0. They have created an online portal (in France) www.lancome-webstation.com

Seeding through a list of top 20 selected bloggers, and incorporating video footage into a series of online tutorials where consumers can learn more about their skin and how to care for it, Lancôme is engaging consumers and passing on knowledge and understanding on a scientific level.

And all this from a cosmetics company. Impressive!

Image: http://www.brandrepublic.asia/Media/newsarticle/2009_02/Lancome-launches-mascara-via-electronic-paper/34461