Play Brands #2: What captures play?
Play Brands #2: What captures play?
Youth: A prompt to play as Culture + branding spotlight
👋 Hello branding enthusiast, how are you doing today?
I would like to reflect on mediums that capture Play, which is a movement and interaction, a well-designed combination to entice joy. Many brands have succeeded in portraying play and movement. I have noticed how brands use this DNA, engaging with photography, video, animation and illustration. They infuse ''play '' into a creative process with visuals and stories that express a spirit of audacity and fun.
The return of the evian® babies
Celebrating the 10-year anniversary of the "Baby & Me" campaign, Evian® brought back one of its most iconic campaigns: Live Young. This revival not only celebrated their DNA but also the enduring spirit of youth that has captivated us over the years. There are many campaigns that bring a smile to a face, this one is a contagious and enticing one. Mirroring what if we could co-exist with our baby version, one that urges us to be more playful and joyful. This campaign has not only marked a pivotal moment in the brand's history but has also become synonymous with joy and vitality.
Play is also a spirit and an undeniable reminder
Evian water is filtered through glacial rocks in the heart of the French Alps. For over 15 years, they have been embodying a fresh and youthful brand voice. I must confess, that the ‘‘back to youth’’ campaign is the sweetest and cutest I have seen, it is timeless. Added to the funny sci-fi storytelling, it manages to engage us regardless of age. It serves as a reminder of the inner youth we all own, a spirit that deserves celebration and liberation. These advertising campaigns ignite for a short period of time a spirit of play that benefits the brand in the long run. A set of ideas, questions and dreams of what we did and wanted as children. A playful icebreaker, especially with the combinations of adult vs. baby versions.
Youthful creativity
Do you remember the Evian advertisement, babies on roller skates? It had millions of views, a record certified by the Guinness Book of Records. It was recently ranked #86 in the Best World's Ad Ranking. A perfect example of how a brand becomes iconic. The creative flair of this timeless campaign has expanded and adapted in various mediums. In the repetition of this powerful yet human concept, they have crafted a long-term bond of souvenirs with each one of us. It works like a charm each time and becomes a culture for Evian.
The creative force behind the visual power of the campaign is BETC. By bringing the world upside down, children as adults and vice-versa, they enabled a set of playful combinations and stories to tell. A special award for those priceless expressions and dance moves in the campaigns.
It is impressive what an idea well crafted can do! The number of talents, skills, technology and effort to make credible the coexistence of the inner child and the adult in you. The creative team must have had a blast each time they had to expand the concept, challenge it and spark surprise.
The idea is limitless and abundant
The Haribo campaign also plays with this youthful creativity—by switching voices. The children's voices are used instead of the adult's voices. It creates a comical scenario that celebrates imagination. The idea is limitless and always creates that sense of ‘‘back to childhood’’ with a twist. Adults need to break free and celebrate the child within, right? Thanks to projects like these, small reminders here and there still do the charm, even for a few minutes.
💡 Branding spotlight: Coucou Suzette
Feminity and play
Coucou Suzette is a French accessory brand that playfully challenges perceptions and what it means to be a confident woman today. I discovered them through Instagram years ago through the illustration angle. It started with a nipple and a ring! We could state there is French impertinence there. The founder claims humour and love are key DNAs of her brand. That first dare jewellery was the start of her entrepreneurial journey and the beginning tone and voice of Coucou Suzette.
💡What makes their branding so powerful?
A catchy name: Coucou Suzette = Hey Suzette. Is the French iconic hello and Suzette is actually her favourite cat. Suzette is a nickname someone named Suzanne could be called by. A sweet and short name, like calling a friend.
Humour and graphic Jewellery: They have several collections playing with several themes: female empowerment, love & sexuality, and cute cats and dogs. With a fun and light illustration style, each piece is playfully enticing and eye-catching. Accessories you proudly wear and provoke reactions or conversations as well. Some pieces could be ice-breakers and they capture as a message just what intrigues.
Let’s make Girly powerful again. I like how they have been alongside other brands, proactive in stating, I like girly things and what? It is not only pretty flowers, there is the free spirit of just expressing feminity through fun and disruptive accessories that inspire confidence and acceptance of all shapes, forms and colours. The diversity of models also expands the way such products could be worn by all women (special applaud for the afro hair elevated)
Collaborations: signal of brand magnetism. The full female-led startup has collaborated with a number of bigger brands (museums, leading jewellery brands, beauty institutions such as Sephora…). Thanks to their unique style that is identifiable in visuals and brand voice, they have been able to partner with other brands without being overpowered. Their branding is a magnet!
Did you miss Play Brand part 1? No worries, you can read it here.
🤩 Brands and ideas that spark
Pharrell Williams is selling some fancy things (A collection, but mostly a pondering of ‘‘why’’ and ‘‘why not’’)
AI tool report (Do you actively follow the latest news on AI? Try this 5-minute daily mix and stay on track with the rising changes)
Have you heard of Zeroheight? (Is this a bright future and cohesive use of brand guidelines as a versatile tool for many in one place)
🇫🇷 Saint-Lazare is a Multitude in One (I discovered this studio years ago and I am always in awe of their artisan trait and confidential building)
Make the Dot (Ideation + mood board workspace for fashion & textile designers)
🎈 Fun brand(ING) prompt / 016
What is your most iconic advertising campaign from a Play brand?
Video, words, illustration, animation… you choose. Short and sweet.
Age doesn’t change the spark.
See you next time for part three, where will dive into design and play.
Yours creatively,
Keva.
P.S. If this newsletter has been helpful and inspiring to you, feel free to refer it to a friend. May your branding journey be a source of revelation and a proactive tool.