Blast Radius Amsterdam Brings ‘My Town, My Tracks’ to Milan
For the latest in Blast Radius Amsterdam’s “My Town, My Tracks” campaign for Onitsuka Tiger, the agency took to the streets of Milan with Erik Garbo, a student of Italian and Japanese descent.
In the spot, directed by Sara Domogala, Garbo takes us on a tour of his favorite neighborhood of Navigli, in southwestern Milan. We see some of Erik’s favorite places, like a pizzeria, cafe, record shop and underground bar, while he discusses the neighborhood, his life as a student, and his parents. In the campaign’s “key visual for advertising and point of sale, he presents the season’s hero sneaker, framed by the stunning Naviglio Grande canal and its vibrant side streets” (this appears to be part of the visual campaign, but is not featured in the above spot).
Lisa Hogg, head of brand management at Onitsuka Tiger, explained: “This season we moved the ‘My Town My Tracks’ concept from Tokyo to Europe, but kept true to our Japanese roots. Performance-enhanced styles, new silhouettes and colourways are the signature of our Spring Summer collection. We brought this attitude to life by uncovering the details of contemporary Milan lifestyle.”
The campaign is extended by an Instagram series from Danish photographer Karen Rosetzsky, as well as a collection film and behind-the-scenes video, both of which can be seen following the jump.February 3, 2014
Government of Saskatchewan
Blast Radius Vancouver launched a new site for the Government of Saskatchewan (www.saskatchewan.ca). The site will be released in multiple phases over the course of two years with the first phase going live the week of December 16 (this week). The digital communication portal promises to improve access to information and services for Saskatchewan people, as well as those considering visiting or moving to the province. This investment replaces the former website, which was introduced in 2006 before tablets and smart phones were commonly used, and it is part of how Saskatchewan is responding to the increased demand for government services. The population has reached 1.1 million in 2013, with 100,000 in population growth over the last six years.
“The government had a unique vision for their site and presented us with an exciting challenge,” added Gautam Lohia, chief technology officer and managing director, Blast Radius, Vancouver. “Unlike other jurisdictions, the province’s digital approach is organic and will evolve regularly to reflect all of the activity, growth, pride and heritage that make this province great. Most importantly, it will ensure everyone will have quick access to frequently used government programs and services.”
Saskatchewan.ca is part of an overall program to enhance online services to citizens. The web project included planning for the new digital program, gathering citizen feedback into their wants and needs, selection and implementation of a new content management system, reviewing more than 400,000 pages of existing website content, design for the new site, including a more accessible and mobile-friendly site, build of the new website and testing of the new website.December 20, 2013
Ad agencies need more skills than ever to cater for their increasingly sophisticated ‘Networked Brands’.
In this increasingly complicated world, some brands do better than others, seeming to rise above the chaos and confusion. They are connecting with consumers on a mass scale through digital tools. They are enjoying greater loyalty than ever before by bringing their customers into an ecosystem of value that makes their lives easier. And they are building brand equity through engagement, not just by impressions.
Leerdammer Selects Blast Radius Amsterdam
Leerdammer tasks Blast Radius Amsterdam with building brand reputation through digital brief.
Jochem de Boer, Global Brand Director, Leerdammer, said: “We were looking for an agency to help us build our brand internationally in innovative ways, and Blast Radius showed a strong mix of strategic, creative and technology capabilities, that I’m confident will help us build an effective brand ecosystem and get closer to our audience.”
Stefan Hawes, CEO, Blast Radius Amsterdam, noted “Partnering with Leerdammer, a brand with such a strong signature and heritage, is a significant accomplishment and we are very proud to have been awarded this work. Supporting the brand on its journey into a new age of digital consumer engagement provides an exciting opportunity for Blast Radius Amsterdam, in what is set to be a remarkable period of transformation for the brand.”November 6, 2013
Adweek covers our new AOR relationship with Bonefish Grill.
“The win gives Blast Radius its first restaurant account and is yet another example of a purely digital shop assuming a lead creative role.”
Scott Johnson, vp of marketing for Bonefish Grill, added “Blast Radius brings industry-leading digital capabilities but can also lead the creative development and execution of the traditional media such as radio, direct and merchandising.”
Read the full article.