Nivea City Idea

So we were just brainstorming and we came up with the epic idea of NIVEA CITY

An artificial city built from Nivea products!

Further explanations will be uploaded soon.

-Komal Puri

New Idea's

1.  This idea would be painted inside of a tunnel (Sort of like those early cavemen paintings) It shows the transition of a man crawling on all fours to a man walking up right. Although the only thing that changes is his hair. 

Examples of caveman drawings:

Advantages: 

• Makes a regular old tunnel interesting to look at
• May attract a lot of attention for this level of creative advertising

Disadvantages:

• It may be hard to get permission to paint in the tunnel
• If it attracts a lot of people it may cause unwanted traffic 
• It may be costly for nivia to paint at such a location.

 2. Coming back to Foong Yann's moss idea. We could have a face painted on a brick wall then some moss grown to 50/50 his face. One half being cleanly shaven with nice hair and the other side portraying messy unruly hair.


Advantages:

• Low cost
• Nice to look at 
• A little hard to do

Disadvantages:

•  People may try to vandalize it ( gangsters >.> )
• Vulnerable to the changing weather conditions.

-Komal Puri

Advantages and Disadvantages of Billboard Advertisements.

A billboard is a large size structure which is used as the instrument in the outdoor advertising activity and it is mostly found in high traffic areas

Unknown. (2012) Ponds [billboard ad] Available at <http://www.bestdesigntuts.com/billboard-advertising-a-creative-way-to-advertise-your-business/> [Accessed 20th November 2012] 

Unknown. (2012) Formula Toothcare Billboard [billboard ad] Available at <http://www.toxel.com/inspiration/2009/01/05/clever-and-creative-billboard-advertising/>  [Accessed 20th November 2012]

Unknown. (2012) Miele Vacuum Cleaner Billboard [billboad ad] Available at <http://www.toxel.com/inspiration/2009/01/05/clever-and-creative-billboard-advertising/> [Accessed 20th November 2012]

One of the effective tools of advertising is definitely billboard ads. In fact, billboards are the second most effective form of advertising that has reached 93% Americans. It has the ability to market a product or a company to the consumers within 5 seconds as people easily register to photographic memory and slogans. 

Urvashi Pokharna, 2012. Advantages and Disadvantages of Billboard Advertising. [online] Available at <http://www.buzzle.com/articles/advantages-and-disadvantages-of-billboard-advertising.html> Accessed 20th November 2012. 

Advantages of Billboard Ad. 

It is huge and eye-catchy. Billboards are generally placed along the highways and busy streets, which means that it is guarenteed that people will notice it. Unlike tv commercials and print magazine, there is no chance for the consumers to switch the channel or flip the page, so they are forced to see it whether they like it or not. Many people tend to travel in the same route repeatedly, so there's a huge chance that the image of the ad will stick in their minds, as they are frequently exposed to it. And because the average time for someone to notice a billboard is only mere seconds, the concept of the billboard is likely  to be kept short and simple. So, information are delivered effectively.

Disadvantages of Billboard Ad.

There are chances that the ad could be ruined by uncontrollable factors, such as weather. Overexposure to rain and sun could damage the billboard. And there are no ways for the company to ascertain whether the billboard is a success or not, because there are no means of measuring whether the customers are drawn by the advertisement or other means. And usually, there are no feedbacks from the consumers.

Environmental Street Art

Going Green with Street Art

Face of the City (2012) Dan Bergeron. Available at: <http://fauxreel.ca/> [Accessed 30th October 2012]

Inspired by the Dan Bergeron's Face of the City, I thought of a more friendlier way of advertising;"Mother Nature" style.

Instead of relying heavily on paint, we could resort to another alternative, which involves greenery being one of the mediums in creating creative street art advertisement. One example would be using artificial moss and grow it into the desired form of the advertisement.

"Re-civilize Yourself", "Mother Nature" Style.

Since the society of today has become much aware of the green economy, what better way than to promote awareness and support it by advertising through what the brands' products has to offer? Furthermore, this can also lead to an even higher chance in increasing their product's value as the community would most likely be perceived to the idea of it containing natural ingredients.

Inspirations

In This Spore (2012) Anna Garforth. Available at: <http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=1> [Accessed 19th November 2012]

British Environmental Street Artist, Anna Garforth explored art further by experimenting with artificial moss after she had found a recipe on how to grow them. From afar, it looks like any other form of street art graffiti, though I can assure you that it is very much "alive". 

Decorating the ceiling of the Designers and Agents Green Room in Los Angeles (2012) Edina Tokodi. Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=4> [Accessed 19th November 2012]

A moss grandfather clock grows from a concrete column (2012). Edina Tokodi. Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=5> [Accessed 19th November 2012]

Hungarian Moss Graffiti Artist Edina Tokodi is renowned for her moss art of rabbits and animals in New York's streets. She encourages people to interact with her works of art, to experience the feeling of nature through their senses and learning how to appreciate the beauty of  "life".

A moss tree is home to Inke Heiland’s wallpaper birds. (2012). Inke Heiland. Available at:< http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=6> [Accesse 19th November 2012]

Green Drinks (2012) Unknown. Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=10> [Accessed 19th November 2012]

It seems that I'm not the only one who think of "Going Green" through creative use of street art advertisement. The picture above is actually and advertising campaign called "Green Drinks", which was held in Auckland, New Zealand.

Spraycan Moss Graffiti (2012) Helen Nodding (a.k.a. Ladybird). Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=12> [Accessed 19th November 2012]

Helen Nodding's (a.k.a. Ladybird) very creative way of describing moss graffiti. Moss is used to replace the paint, thus creating an imagery of it being sprayed onto the wall. Eye-catching, yet very meaningful to the person who understands the meaning which lies behind it.

Moss Bull (2012) The Real Janelle. Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=16> [Accessed 19th November 2012]

Source: Linda (2012) 20 Masterpieces of Green Graffiti. [online] Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=0> [Accessed 19th November 2012)
______________________________________________________________________

[The description below is an extra, which actually explains how to grow your own graffitti moss. This is useful in terms of knowing how to estimate the amount of money spent into getting the right amount of ingredients and materials needed.]

How to Grow Your Own Graffiti Moss

You will need a blender to make the mixture and if you plan to grow your moss outdoors you will also need a seed tray filled with compost.

Several clumps of moss

1 pot of natural yoghurt or 12oz buttermilk (experiment to see which works best)

1/2 teaspoon of sugar

Plastic pot (with a lid)

Paint brush

Spray-mister

Seemingly, getting the recipe to work can be quite difficult, the location and weather conditions need to be spot on. Moss thrives best in damp areas so if you have to grow it indoors make sure you spray it with water frequently. As soon as it starts to grow, transplant it in your chosen location and watch your graffiti art spread.

Source: Linda (2012) 20 Masterpieces of Green Graffiti. [online] Available at: < http://www.environmentalgraffiti.com/featured/moss-grass-graffiti/2147?image=0> [Accessed 19th November 2012)

-FY-

Nivea apologises for ‘inappropriate and offensive’ ad

 extracted from Business ETC, ( http://businessetc.thejournal.ie/nivea-apologises-for-inappropriate-and-offensive-ad-205405-Aug2011/) :

 The offending advertisement with the tagline: Look like you give a damn, Re-civilise yourself NIVEA HAS APOLOGISED for its most recent advertisement campaign, which the company itself deemed “inappropriate and offensive”.

 The print ad for its ‘For Men’ range features a clean-shaven, African-American man throwing away a mask of a black man with an Afro and beard (presumably his earlier “non-caring self”) and carries the tag-line, “Look like you give a damn…Re-Civilise Yourself”. The ad created uproar on Twitter and other social media sites after it was printed in Esquire magazine’s September issue. Some Twitter users called for a boycott of the company’s products.

 Others posted photos of themselves sporting Afro hairstyles to the Nivea US Facebook page. One commenter started the trend with the post: I Am Civilized…. I admonish every African American to upload pictures of their natural “civilized selves” with the caption “I Am Civilized. Nivea last night responded to the criticism, stating it would no longer run the ads. In a statement on Facebook, the company said: Thank you for caring enough to give us your feedback about the recent “Re-civilized” Nivea For Men ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company. -Amirah

Side research

Just some side research to let us understand the topic better and how they relate:

1. Racism

Racism is a belief that the various human races are not equal (Often involved thinking ones own race is superior). It is basically racial prejudice or discrimination.

JeanFan (2010) Racism [online] Available at: < Deviantart >

RACE refers to a person's physical appearance, such as skin color, eye color, hair color, bone/jaw structure etc.

 Sources:

1. merriam-webster

2. dictionary.reference.com

3. Wikipedia.org

4. adl.org

5. diffen.com

2. Ethnicity 

It is where members of a particular race are identified through common traits, background, allegiance, or association.

Sikali (2008) X [online] Available at: < Deviantart >

ETHNICITY refers to cultural factors such as nationality, culture, ancestry, language and beliefs.

Sources:

1.  Wikipedia.org

2. Dictionary.reference.com

3. diffen.com

3. Nationality 

Nationality is citizenship. The country from which you reign from and which you are a member of.

Hashterix (2011) Nationality [online] Available at: < Deviantart >

Sources:

1. Wikipedia.org

2. un.org

4. Civilization

The evolution of mankind. The material side of mankind that is, the advancement of technology, science and way of thinking. A 'civilized' person is a modern person that is polite and well mannered. on the other hand an uncivilized person is basically referring to barbarians, savages and cavemen.

 

Vishalgoyal (2006) Fight for Technology [online] Available at: < Deviantart >

Sources:

1. Wikipedia.org

2. Google Dictionary

-Komal Puri

Street Art Disadvantages + Conclusion

Despite the idea of having street art as part of promoting Nivea's advertisement, "Re-Civilize Yourself", there are disadvantages that might occur during the process/execution of it based on some of the points that I have listed below:

1. Vandalism

   

   Art or Vandalism (2008) VPM Marketing and Media, Inc. Available at: <http://adland.tv/ooh/cfrb-1010-gets-people-talking-panhandlers-fly-posters-bike-posters-art-or-vandalism-guerrilla-ca> [Accessed 7th November 2012]

   Believe it or not (Though it isn't surprising to say at the least), there are a certain group/majority of people who disapprove with the idea of street art because it does not appeal to them in any way. While I did some of the research, I had stumbled upon a blog entry which is 'Just How Angry are Street Art Haters?' by Hrag Vartanian [Hrag Vartanian (2010) Just How Angry are Street Art Haters? [online] 13th January 2010. Available at: <http://hragvartanian.com/2010/01/13/angry-street-art-hater/> Accessed [7th November 2012]  :

   

   Graffiti Hater (2009) Ellis G. Available at: <http://hragvartanian.com/2010/01/13/angry-street-art-hater/> [Accessed 7th November 2012]

   Instead, they would think that it is a form of vandalising government/private property, and take immediate action on removing the "eyesore" as well as the "perpetrator". The "perpetrator", in this case, would feel displeasure; not appreciating the fact that their "works of art" had been removed, and put to blame for committing vandalism.
   

   

   Sweeping it Under the Carpet (2006) Banksy. Available at: < http://www.thebhunter.com/2012/04/coolest-banksy-graffiti.html> [Accessed 7th November 2012]

   With permission, street art can be considered as public art which is acceptable towards society. However, there are some street artists who paint without permission,(eg. Banksy, Shepard Fairey) and managed to invoke interests of people with its clever use of conveying a message, as well as having themselves being glorified as legitimate and socially conscious artists. [Kate Nicholson (2010) What is Street Art? Vandalism, graffiti or public art- Part I [online]. 21st January 2010. Available at:<http://artradarjournal.com/2010/01/21/what-is-street-art-vandalism-graffiti-or-public-art-part-i/> [Accessed 7th November 2012] 
   
2. Seeking approval

   

   Approved Stamp (2011) The Decorating Emporium. Available at: <http://maddanmkvi.blogspot.com/2011/11/paperwork-schmaperwork.html> [Accessed 7th November 2012]

   One has to understand that in order for a he/she to be allowed to do whatever they want, they would first have to seek for approval by going through a series of agreements with terms of use. Thus, if we try to re-advertise Nivea's product with 3D street art, we would have to ask consent from the authorities concerned to give permit for promoting the advertisement using this method.
3. Time and Money

   

   Time and Money (2011) Fiduciary Plan Governance. Available at: <http://www.fiduciaryplangovernance.com/complying-with-and-leveraging-the-new-401k-fee-disclosure-regulations-2/time-v-money/> [Accessed 7th November 2012]

   Indeed, both time and money are one of the issues that become a part of that disadvantage. As I had mentioned before, undergoing the process itself to gain approval from the government is already time consuming itself, and the probability for the project to be completed might take weeks-no, months; which would take longer in comparison to a normal billboard poster.
   
   On the other hand, using street art for advertising would also require a large sum of money as well, considering the amount of street artists/workers that one has to hire, as well in covering the cost of the equipments that they would need (eg. stencils, pencil, painting materials) for them to finish the final product.

Conclusion:

Although there are risks where there would be a likelihood that the idea may be rejected and would require various methods of convincing, or undergoing a long process (which might probably take weeks) before it can be approved, it is not impossible if one has the determination of managing its success.

If the idea of using street art was planned perfectly with the improvisation of ideas and solutions for solving the issues that would occur, then it wouldn't pose much of a big problem if the product was advertised as such with prior approval since it is mainly for commercial purposes.

All in all, I find it very useful for one to research about disadvantages of certain things around us in order to avoid those mistakes and prevent them from happening. Even though street art might have it's disadvantages at one point, this does not mean that a person is being unrealistic. With proper amount of thought and consideration, it might turn out to be a promising success one day.

-FY-

Ideas!

My first idea was actually inspired by Tarzan.

 He's basically raised by gorillas since he was still a baby. But haven't we actually wondered, why doesn't he have any facial hair? And despite living in the jungle for all these years, he seemed to be pretty decent actually.

Unknown, (2012). Tarzan. (image) Available at <http://cartoon-photocollection.blogspot.com/2011/08/tarzan-cartoon-photos-and-wallpapers.html> Accessed 29th November 2012. 

So, what I had in mind was that, we could superimpose the image above ( or something similar ) to have Tarzan holding a Nivea product, along with the tagline 'Re-civilize Yourself'.

It would be suitable as a billboard ad, where there are higher chances for potential customers to actually stop and stare because it has the ability to grab their attention and leave an impression on them.

Rob Tendick, 2007. The Many Benefits of Billboard Advertising. [online] Available at : http://wrytestuff.com/swa238593.htm [Accessed 4th November 2012] 

My second idea is inspired by this ad that I came across from a body building magazine. 

What I had in mind was that we could show an image of a sloppy, unshaven man. Then, there will be a ripped pattern across the image (similar to the one above) and be replaced with a well shaved, clean man. And at the bottom of the ad, it will be the tagline for Nivea, 'Re-Civilize Yourself'. 

Similar to the first idea, I imagined it to be a billboard ad because of the composition. It is creative and eye catching and the message can be delivered very effectively. 

Rob Tendick, 2007. The Many Benefits of Billboard Advertising. [online] Available at : http://wrytestuff.com/swa238593.htm [Accessed 4th November 2012] 

Lai Yenn. 

Brain storming!

From the original advertisement from Nivea, it shows a man holding a head with an afro hair do and beard.

Why this ad is a failure is because of the stereotypical perception that states that the afro look is uncivilized and the image of a good look is that of bald hair, clean face without any facial hair.

Unfortunately, the afro look is a style and people do actually go for it. Many took offense to this ad.

It originated back in the 70's, it is a style and a look. It doesn't mean it is uncivilized when you wear that look.
Therefore I've come up with an idea to redesign the ad regarding it.

Initial Ideas

Capture their Attention!

My initial idea was to display an ad for Nivea's campaign on a fast moving vehicle.

In Malaysia, the public transportation is well-known for driving fast and crazy. 

This method of advertising is very interesting, catches the attention of the people around and the contents of the advertisement is interactive and makes it interesting. Thus, will help the audience to remember.  

The weakness of this method of advertising is that the vehicle , if driven too fast, will not allow the people to read what the ad is all about. 

My second idea is by placing the ad onto an old abandoned building. 

The walls of the building is old and untouched except for a side/ surface of the building which the ad will be placed. 

As the tagline goes, "Re-civilize Yourself", it means clean yourself with Nivea.

My 3rd idea is in regards to the original ad that is about "Afro" hair do.

The weakness of this ad is that it is still stereotypical and does not inform the consumers of the product.

My 4th idea is by advertising the ad on a billboard which shows a city being taken over by Nivea products. When talked about civilization, the best example is a city, which shows civilization. 

Therefore, the products re-civilizes yourself. 

-Amirah

Sketches!

I came up with two ideas for the re-design of the nivea ad.

First one is:

A billboard with hair! Well not real hair, probably synthetic! But it does look real when placed upon the billboard.

The good: It is certainly an attention grabber! People would be able to see the difference after using Nivea products. If you were driving on a highway and saw this ad it would definitely stick in your mind.

The bad: It wouldn't last too long because of the weather conditions and it might disgust some people.

The second one is:

Its another billboard but this time with a monkey! When we think of "uncivilized" we picture a monkey in our minds or some cave man looking dude. In this picture its a monkey dressed up as a gentleman. It shows how nivea can "re-civilize".

The Good: Another attention grabber! It would also put a smile on the face of whoever looking at it! it also gets the message across pretty well

The Bad: People may not think it is for a haircare product..


-Komal Puri

Some creative ad's for inspiration

While browsing the net, I found some pretty interesting advertisements people came up with:

1. An advertisement for lung cancer! This indicated each time you some a cigarette the more your lungs get consumed and suffocated by its toxins.

2. Advertisement for toiletries on a truck! Certainly awkward for the person sitting inside but this would definitely capture any pedestrians attention.

3.  Im not too sure what this ad is for but it's hilarious. My guess would be for some hair care products.

4. An advertisement for a highlighter! I really like this one. It's definitely an attention grabber.

5. Ever had those moments where you accidentally bumped against clear glass because you thought it wasn't there?  This is an advert for a window cleaner.

6. Bubble gum ad! Very creative use of the environment and surroundings. Although I feel bad for those poor trees...

7. A very literal take to it's message!

8. An Advert for Burger King. It indicates the burgers are so big, too big to fit into one's mouth. Not sure if this is good or bad though.

9. An attempt to create awareness for drunk driving. It stirrers fear within you knowing if you drank and drove this could be you.

10. An advert for Sharpie. It indicates the sharpie is so sharp you can even copy fingerprints!

11. Awareness to look after your child. You wouldn't want to find your child at the bottom of a pool.

12. An advert for dog fleas on the floor of a shopping mall. When viewed from above the people look like fleas! Very creative and hilarious.

13. A bus stop with the image of google maps on it.

14. Advert for Law and Order. Creative use of the billboard and the lamp to make it look like an actual interrogation room.

15. This is just  a simple but very to the point. Its just a poster wrapped around a pillar.





-Komal Puri