Microsoft is expected to unveil a new logo today. Over the past 26 years, the Microsoft logo has undergone roughly eight redesigns, but they’ve never deviated from the four-paned window. When the company introduced its new, simplified logo this spring, they positioned it as a radical departure from tradition—new font, new imagery, new color. In reality, says Kim, “the new logo is radical, but does not shed the past.” Furthermore, what works on a Microsoft Office box doesn’t necessarily work for the brand’s rapidly expanding line of products, like XBox and Surface. “Microsoft is showing a progressive vision that was missing in the company for years,” says Kim, and their logo should reflect that progressivity. By clinging to the past, Microsoft is projecting a muddled picture of its new direction.
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Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: Everybody Shout
TARGET DEMO: MEN AROUND THE WORLD
The Ad Folks:
Shout is part of She Says, a network of 3,000 ad women who collaborate outside their day jobs on campaigns directed at women.
Their Campaign Strategy:
This ad shouts what studies suggest—that female leaders can be more empathetic and inspirational. The ad evokes movie posters because its creators “expect to see plenty of successful females coming soon to a corporation, startup, or Oval Office near you.”
From The Case For Girls
Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: Cramer-Krasselt
TARGET DEMO: U.S. MALES
The Ad Folks:
For our challenge, the competition between the two offices of Cramer-Kasselt pitted two of their creative teams in two different offices—Milwaukee and Chicago—to compete for the top ad spot. The Chicago office’s “Hope It’s A Girl” campaign made it into the magazine but their second runner-up, “Don’t Diss Daughters” was too good to leave on the cutting room floor.
Their Campaign Strategy:
The message is a humorous reality check: your future little girl doesn’t get to choose you either. A fully-function website, www.dontdissdaughters.com, helps drive the point home: before you go dissing girls, take a good look at yourself as a future dad.
Fast Company asked several of the most creative ad agencies in the world to rebrand baby girls. Their mock campaigns recast girls as the No. 1 choice for consumers from China to the U.S.
Agency: 72andSunny Target Demo: U.S. younger males. The Ad Folks: From L.A. and Amsterdam, these are the people who brought you K-Swiss sneakers “sponsored by” Kenny Powers. Their Campaign Strategy: With cheeky fake blurbs, this campaign appeals to would-be dads by hyping baby girls as the “high-performance” child. The downloadable configurator app borrows from popular high-performance automobile apps. Your girl as a souped-up Mustang—that’s an equation a guy can love.
From The Case For Girls
