Ketchup 003: Gucci’s Fake $4,115 Metaverse Bag, Hoopla, Virtual Models, & Wrexham Soccer League

+ Wieden+Kennedy, TBWA, Maximum Effort, Elephant, Uncommon, Ragged Edge

Heya!

This past month I tried to ditch digital (a modern-day triumph) and hit the books like a good little nerd. Trying to soak up some profound lines that would spark curiosity, I went back to the basics with Hey Whipple, Squeeze This by Luke Sullivan, and Hoopla by Crispin Porter + Bogusky, two books that made me laugh, cry sad tears, and then cry happy tears.

Lines to love: 

• Advertising is a craft executed by people who aspire to be artists but it is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem. – John Ward, B&B Dorland

• Essentially, it’s like finding a seat on a crowded bus. You look at the marketplace. You see what vacancy there is. You build your campaign to position your product in that vacancy. If you do it right, the straphangers won’t be able to grab your seat. – Ted Morgan

Nuff of the fluff! Here's the good stuff: 

Ketchup 003: June 1, 2021

Fork (Top Campaigns)

• IKEA Harajuku with imma by Wieden+Kennedy Tokyo – A 72-hour stunt that had a “virtual model” making us jealous of her Tokyo set up. (Webby Award Winner)

• Gucci Garden x Roblox  – launched an experiential metaverse on Gen Z’s beloved game Roblox where a digital bag sold for 350,000 Robux, that's $4,115 real dollars!

• Carmageddon by TBWA Hunt Lascaris – Poked fun at AI tech and new-age cars by creating a simple audio advertisement for the new Datsun GO that won’t bring on mankind’s demise.

• Welcome to Wrexham by Maximum Effort – Ryan Reynolds does it again with his underdog docuseries which has you asking “why the hell does he own a soccer league?”   

• Ménage à Moi by Elephant – In celebration of National Masturbation Month K-Y released a series of billboards with an applause-worthy copy to remove the stigma attached to female pleasure. 

• Drama vs Reality by Uncommon – This ITV Street Fighter-style character pits reality stars against drama stars and while it’s bizarre it's damn fun!  

Knife (Top Products)

• KFC’s new packaging – Designed by W+K Portland, this eco-fresh redesign dropped the iconic initials and brought back the full name “Kentucky Fried Chicken” with a human-like font. 

• East London Liquor Company’s brand voice – Designed by Ragged Edge, crafted a unique POV for this bubbling drink company that likes when you spill. 

• Pinterest's new identity – Created by Made Thought, this new look puts Pinners at the top of all our minds and makes us remember how much we love curating.

• Fortnite x NBA The Crossover – A new glorious league with a hodgepodge of wild characters. Who wouldn’t want to play LeBron OR an alien gecko?! 

• @them by Allure – An Instagram channel dedicated to spotlighting mover and shakers in the LGBTQIA+ community. 

Spoon (Resources)

• Nike’s Builder Club – Improvise, scavenge, protect, and adapt. 

• Open Foundry – Curated and open-sourced sexy fonts. 

• Closer & Closer – Illustrations that will make you sign up for Procreate.

• Tom Kuntz Portfolio – The best commercial director, seriously watch them all!

• Alberto Lot – Playful illustrations and animations that will make you smile.

• GT Maru – Font inspired by Japanese construction site signs.

& that’s the sauce!

🥫

– KK

P.S if you ever see me spell something wrong just remember I have fat fingers.

Drop your favorites in the comments & let’s discuss 👇👇