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Exhibitions
Ads
Brands
Turning Heads
Campaign
Trends
ISSUE #4
APR 24
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around.
Walking down the Southbank of the Thames with the clatter of construction, builder’s radios blaring out and then talking, I turned and the talking was coming from this new interactive billboard for 1984 by Amazon. The experience reminded me of that standout piece Babel (by Clido Meireles) at the Tate Modern, just a little way further downstream, which is a huge tower of radios playing all at once creating a mess of sounds and jumbled words.
It's like Gilbert & George's latest show, which features a collage of front-page headlines competing for our attention. In all this media noise, us marketers have to work harder to grab your attention – and that's what we're doing with our Turning Heads approach.
Walking down the Southbank of the Thames with the clatter of construction, builder’s
radios blaring out and then talking, I turned and the talking was coming from this new
interactive billboard for 1984 by Amazon (pictured). The experience reminded me of that
standout piece Babel (by Clido Meireles) at the Tate Modern, just a little way further
downstream, which is a huge tower of radios playing all at once creating a mess of
sounds and jumbled words.
It's like Gilbert & George's latest show, which features a collage of front-page
headlines competing for our attention. In all this media noise, us marketers have to
work harder to grab your attention – and that's what we're doing with our Turning Heads
approach.
Gilbert Prousch and George Passmore, better known as Gilbert & George, are artists. Partners in both art and life, the Turner Prize winning pair have had numerous exhibitions and retrospectives in major galleries around the world, and in 2017 celebrated their 50th anniversary. Their new showing of The London Pictures opened 12 April 2024 at the Gilbert & George Centre just off Brick Lane in Spitalfields. The pictures incorporate historic headlines from newsstand posters across the City which are just as relevant today.
MOI: I wondered what your secret is for grabbing attention and turning heads? Because your work's been so popular, what's your tip to get people looking and interested?
Gilbert and George: As baby students at the various colleges we went to - we felt that all of the teachers and the students were concentrating on form, shape and angle and we wanted to concentrate on content, so we wanted to deal with sex, hope, money, fear and all of the things that lie inside everyone wherever they are, so that’s why we invented the slogan Art for All. There’s nothing inside our pictures that’s not inside the viewers life.
Gilbert Prousch and George Passmore, better known as Gilbert & George, are artists. Partners in both art and life, the Turner Prize winning pair have had numerous exhibitions and retrospectives in major galleries around the world, and in 2017 celebrated their 50th anniversary. Their new showing of The London Pictures opened April 2024 at the Gilbert & George Centre. The pictures incorporate historic headlines from newsstand posters across the City which are just as relevant today.
MOI: I wondered what your secret is for grabbing attention and turning heads? Because you’ve been such masters of self-promotion and your work's been so popular, what's your tip to get people looking and interested?
Gilbert and George: As baby students at the various colleges we went to - we felt that all of the teachers and the students were concentrating on form, shape and angle and we wanted to concentrate on content, so we wanted to deal with sex, hope, money, fear and all of the things that lie inside everyone wherever they are, so that’s why we invented the slogan Art for All. There’s nothing inside our pictures that’s not inside the viewers life.
Colgate's uplifting campaign is aimed at dealing with "smile shame" during World Smile Day. As part of the ads in the Asia-Pacific region, Colgate is also working with influencers such as Ethan Kuan (關韶文) from Taiwan and Xixi Lim from Singapore who have each experienced "smile shame" but are now choosing to embrace their own unique smiles.
Colgate's uplifting campaign is aimed at dealing with "smile shame" during World Smile Day. As part of the ads in the Asia-Pacific region, Colgate is also working with influencers such as Ethan Kuan (關韶文) from Taiwan and Xixi Lim from Singapore who have each experienced "smile shame" but are now choosing to embrace their own unique smiles.
In this warm campaign, FedEx uses the world map to add a neighbourly feel to it, showing people handing across parcels to one another, country to country. It’s as quick as that, the campaign says, with the friendliness and swiftness of a neighbour passing a parcel next door.
Football legends David Beckham and Thierry Henry used the “chip cam”, which is an update on the famous "kiss cam" - in an ad filmed during a live game in Milan. Just before kick off, Beckham had discovered Henry had eaten all his chips. The motive was to seek out fans amongst the 75000 strong arena who had a pack of their own, who were then invited to watch the match with the pair. And share their chips.
In this warm campaign, FedEx uses the world map to add a neighbourly feel to it, showing people handing across parcels to one another, country to country. It’s as quick as that, the campaign says, with the friendliness and swiftness of a neighbour passing a parcel next door.
Football legends David Beckham and Thierry Henry used the “chip cam”, which is an update on the famous "kiss cam" - in an ad filmed during a live game in Milan. Just before kick off, Beckham had discovered Henry had eaten all his chips. The motive was to seek out fans amongst the 75000 strong arena who had a pack of their own, who were then invited to watch the match with the pair. And share their chips.
If you want to get to these it helps to have a way to think and do things differently. We call this Turning Heads™.
It’s our own methodology and approach to problem solving which helps us to think beyond the ‘what’ and the ‘how’. Turning Heads™ enables us to get the right mix of experts together with their heads turned towards any challenge. And when we do this we’re able to develop really intelligent solutions that result in better business outcomes… and turn heads.
Turning Heads™
We think that the B2B marketing and sales experiences that turn more heads are the ones
that are “… not so B2B.”
We don't just preach creativity, we live and breathe it, by using Turning HeadsTM in our own innovative, lateral thinking sessions. These aren't your typical brainstorming gigs – they're lively, inclusive gatherings where we flex our creative muscles on challenges that range from reinventing the London Underground to ’how to score more goals from a corner in football (or soccer, depending on where you’re from).
Picture this: Teams huddle up, armed with nothing but coffee, camaraderie, and their inner child. In just 25 minutes, they conjure up a whirlwind of solutions – from revolutionizing the B2B awards to taming the time vampire of technology. And the best part? It's a riot of laughter, collaboration, and, most importantly, big, unexpected ideas.
Why do we do it? Because creativity shouldn't be confined to client briefs. We believe in nurturing a culture where every idea has a seat at the table, regardless of department or expertise. It's not about fancy titles or qualifications; it's about curiosity and imagination. Turning Heads to help us break free from the shackles of routine thinking and dive headfirst into a world where we don't just think outside the box; we redesign it from scratch.
We don't just preach creativity, we live and breathe it, by using Turning HeadsTM in our own innovative, lateral thinking sessions. These aren't your typical brainstorming gigs – they're lively, inclusive gatherings where we flex our creative muscles.
Picture this: Teams huddle up, armed with nothing but coffee, camaraderie, and their inner child. In just 25 minutes, they conjure up a whirlwind of solutions – from revolutionizing the B2B awards to taming the time vampire of technology. And the best part? It's a riot of laughter, collaboration, and, most importantly, big, unexpected ideas.
Why do we do it? Because creativity shouldn't be confined to client briefs. We believe in nurturing a culture where every idea has a seat at the table, regardless of department or expertise. It's not about fancy titles or qualifications; it's about curiosity and imagination. Turning Heads to help us break free from the shackles of routine thinking and dive headfirst into a world where we don't just think outside the box; we redesign it from scratch.
Introducing a new culinary dish "carbon cakes,” which Fujitsu describes as representing the impact our actions have on the air we breathe.
According to the campaign website, “The ingredients in the cake reflect levels of CO2 and PM2.5 from environmental data gathered through simulations, showcasing the balance between environmental, social, and economic factors on a radar chart.” Enjoy!
Introducing a new culinary dish "carbon cakes,” which Fujitsu describes as representing the impact our actions have on the air we breathe.
According to the campaign website, “The ingredients in the cake reflect levels of CO2 and PM2.5 from environmental data gathered through simulations, showcasing the balance between environmental, social, and economic factors on a radar chart.” Enjoy!
https://www.youtube.com/watch?v=R7bOGF3q33s
In the modern age of selfies and filters you can make yourself anything you want to be. TikTok’s Bold Glamour AI filter even allow you to film yourself looking like a supermodel, adding makeup and subtly morphing your features.
In Dove's campaign, which is one of the latest in a crusade to protect the self-esteem of women and girls against an onslaught of 'perfection', they urge you to flip the rules of good video and selfie etiquette and #TurnYourBack denying the filter the one thing it needs – your face.
https://www.ogilvy.com/work/turnyourback
More than perfect is the Lego ad campaign that rewrites the language we use for young girls. In this video we see how the language we use to describe what girls make – pretty, perfect, cute etc – can be limiting and harmful.
https://www.youtube.com/watch?v=ueYCrG4QvNM
In the modern age of selfies and filters you can make yourself anything you want to be. TikTok’s Bold Glamour AI filter even allow you to film yourself looking like a supermodel, adding makeup and subtly morphing your features.
In Dove's campaign, which is one of the latest in a crusade to protect the self-esteem of women and girls against an onslaught of 'perfection', they urge you to flip the rules of good video and selfie etiquette and #TurnYourBack denying the filter the one thing it needs – your face.
https://www.ogilvy.com/work/turnyourback
More than perfect is the Lego ad campaign that rewrites the language we use for young girls. In this video we see how the language we use to describe what girls make – pretty, perfect, cute etc – can be limiting and harmful.
https://www.youtube.com/watch?v=ueYCrG4QvNM
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
