It was unbearably hot in the office today, well at least in the east wing where I sit. I don't know if you relate, but a hot office environment is close to kryptonite for me... almost like a direct injection of Torpiditis.
I had to take a number of walks to re-energize and focus, and I noticed this amongst a number of eastsiders. Every time I passed a colleague from the east, we'd moan on about how uncomfortable we were. Eventually I moved to the west wing because, well the grass was greener. Folks were chipper, conversation was lively and I would suspect the production rate was higher. It will be fixed soon, but it was quite interesting to see two wholly different moods and modes in a shared ecosystem.
This got me thinking about the environments where choose place or engage consumers on product and brand messages. How the metabolism of a message or directive is heavily weighted on its environment. For example, I didn't mind seeing sponsorship messaging for 'Little Man' on the Ask A Ninja Q:23 podcast during the morning train ride, because the premise of both are insanely idiotic.
Coolz0r points to this award winning ambient campaign by Everest Brand Solutions, Mumbai. There's no denying the impact that this message, sans copy, delivers. It's simple, relevant, impactful and not overbearing. No take-ones. No street staff to ignore as you pretend to be on the mobile. No pulpit. Only a consequential truth that will be consumed on inhale or exhale (style dependent).
I work in the experiential communications world and even though this type of execution means no staff, no kiosks and no A/V rigging, it is exactly the type of contextual thinking that I work to enlighten my clients to. It helps when I am trying to sell an idea that does not culminate in Piccadilly Circus or Times Square.
Here's another example... good stuff.
Conversely, AdRants highlights a couple of not so brilliant efforts that help to illustrate the point. Maybe the balloons should have been in the shape of something that was formerly heavy, instead of just being balloons in Bryant Park.
While John & Russell make compelling and inspiring points about matters of coherence and clarity, it all gets mucked up if the office is all warm and I can't think straight, Al.
Note: Al makes it happen in our office. He's on vacation though... lazy bastard.
