I was first introduced to Translation in my one credit
Career Planning course, which I mentioned in my previous post, when my teacher
showed us an interview
of Steve Stout (the Founder and CEO). While the whole video was entertaining,
one thing that Stout said that really stood out to me:
“If you put in a very authentic fashion,
a packaged good and product in the right proximity to popular culture, you’re
gonna have product sales thrive as a result, and the fact that it was written
about as a phenomenon and people didn’t understand it. That was my kind of eye
opening moment that I could go into that industry and cause that phenomena to
happen very consistently”
I then looked more extensively into what Translation was
about. Do you know remember the Super Bowl Bud light Commercial
with Stevie Wonder? That was done by Translation, but it was the new Wrigley Campaign that
really caught my attention. Translation reinvigorated the classic yet static
brands (double-mint, big red, and juicy fruit) by reanimating the jingle with
the help of pop culture icons and artists. Chris Brown, Julianne Hough, and Ne-Yo
sang the new jingles for double-mint, juicy fruit, and big red respectively. It
is the way that Translation has taken advertising to the next level that made
them so appealing to me. It surpasses the “buy now” effect, and has evolved
into a culture-creating phenomenon.
To learn more about Translation you can go to their website: www.translationllc.com
Also, check out my website: www.sebastianstryker.com
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