Compton Cowboys is terrific. Have you seen it? The work speaks for itself. Here’s the brand strategy behind it:
AMV/BBDO has been the Guinness agency for years. The work has been grounded in the “Made of More” idea for awhile but has evolved to the level of Compton Cowboys.
When “Made of More” first came out they did this, and Planning and Creative kept working together. After the first effort they talked to consumers and discovered the work was right but it was missing something... the display of the unique characteristics that made Guinness itself a beer “Made of More”.
Then they did this. But, per consumers again, it was still missing something. What it needed was an infusion of characters. Perhaps, showing people who were also “Made of More.”
Then, once they did that final refinement they created this, and this, and now there’s Compton Cowboys.
It’s all an excellent example about how getting to truly great advertising is often an active process. It’s re-examining what’s working, recalibrating what can be even better, and then having strong, long-term driven relationships that allow the collaboration and refinement needed to create true magic.
From John’s Pinboard:
- Some of you might know the story of how “Just Do It” was written. If you don’t here it is.
-Pentagram is one of the best brand design firms in the world—and still an independent. Natasha Jen is one of their best and gave a terrific interview on 99U.
- Do take a moment and read how P&G is relooking at Agency relationships. As the largest advertiser in the world when they do things like this it has a ripple effect.
- Fascinating story about how you create and build Symphony of the Seas—a staggering cruise liner that is bigger than a resort.
- Molly shared some great work from Delta Airlines on Slack. Beautifully done work.
- American Express has an updated logo. The way the designers talk about modern day marks, and the importance of being flat, is worth reading.