The other day a friend of mine brought H&M’s global website to my attention again. Back in 2006 I was one of their consultants until I more or less lost the assignment due to the fact that I told them what the didn’t wanna hear – Your website sucks! Of course I was wrong and they were right. After all, they’ve been awarded time after time at major advertising shows (Thanks to among others to me and the team I worked with back then) so why wouldn’t they know what they are doing.
This is exactly where the problem start for most major brands – at ad awards like Cannes Lions, Eurobest, Clio and others where people with no understanding for how to build an online presence beyond Adobe Flash and cool animations take these monsters to new heights. Back in 2007 I was also a part of building these kind of platforms for major brands but behind closed doors I constantly tried to convince my clients that sticking to these worn out technologies was nothing but stupid.
Let’s take a look at couple of major players and have a quick look at their online presence.
The Online Nike Store
The online store belonging to the worlds leading sports brand. All built in Flash…in 2010
Nike has always been among the first brands to adapt to change. Back in 1999 when I took part in pitching them into Framfab they were even heading the pack.
At first glance it all looks great. The site design is inspired by blogging with that clear and present left hand menu hanging there. But once you start looking deeper it’s a mess. The entire store is built in flash which is just plain stupid. To Nike’s defense [click to continue…]
psst. You haven't missed the new app for kids aged 1-9 years old? It's created by my other company JAJDO. Check it out in the App store
Yesterday I had a very nice evening. First a visit to Berghslive. Lot’s of student. Lot’s of great work. I actually ended up buying one of the students pieces. I’ll show you what that was in a couple of days.
After that followed a date with Mr Aviation, Ms Gin Fizz, a dame called Strawberry Blizz, and someone called Bronx Cocktail. We all had a blast.
Those were things I enjoyed yesterday. Today when I’m up and awake I like this new commercial for Orangina:
…and this new flick for H&M Matthew Williamson…
..and this corny thing for Oasis softdrinks.
Ultimately. They all got me interested. They all made me look. They all entertained me.
Popstar Madonna featured in Louis Vuitton 2009 advertising campaign.
In 2005 Madonna made Versace look like a million dollars. Then in 2007 she was one of H&M limited edition models. Her appearance took part in continuing building H&M as a fashion savvy low-price brand, following for example the Kylie campaign that I personally worked with. Now she’s been picked up by Marc Jacobs to be featured as the lead model for Louis Vuitton in 2009.
In a series of Frensh Bistro inspired ads where Madonna brings the Louis Vuitton pattern to the next level the +50 year old superstar shows who’s the King (yes, in Madonnas world I think King is the right word) of trend.
Madonna featured in H&M’s 2007 campaign.
One has to admire Madonna. It’s amazing to see how she’s constantly manages to stay fresh and interesting. There’s now doubt this latest campaign strenghtens her brand. But how does it affect Louis Vuitton that she’s been featured for both H&M and Versace the last 4 years? H&M is in my book the brand that has everything to gain from this ‘Madonna masquerade’.
Madonna featured in the 2005 Versace campaign.
It’s makes you think. First Versace then H&M and now Louis Vuitton. 10 years back in time something like this would have been unthinkable. What’s next? A Rolls Royce trimmed by Skoda?
The world of branding and advertising is turning up side down, so strap up and get ready for a joy ride!
The ads that I picked up over at Trendhunter has been shot by Steven Meisel.
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. In 2010 the readers of Microsoft Indikat named Johan Swedens most influential authority within digital communication
