Facebook? +Friend2014 Commonwealth Games Brand
by Spacewood on Mar.03, 2010, under Advertisement, Glasgow, Graphic Design
The observant among you may have noticed posters, bearing the above graphics, around Glasgow. Beginning with the red, after a while all the red posters were covered with the orange, again, they were then replaced with blue until in the last 5/6 days, the green ones appeared, with the message “Launch 08/03/10″.
This can be a very effective marketing technique, as it cultivates peoples minds. By them noticing the bold graphic and the obvious change over time, means everytime they see it, they question “what is that?” The more they question, the more they strive for an answer and systematically, the more likely it is to remain in their mind.
As Sub Club did the same, with their reopen after the fire, I was expecting these posters to reveal a new club night with a great budget behind them. I was therefore, surprised to find out that it’s to represent the countdown to the reveal of the new Commonwealth Games 2014 brand identity. Marque Creative have done a great job here. If this is the creative for the launch, what do they have in store for the final product? I’m glad the Commonwealth Games commity also opted for this route. It shows they are willing to experiment with refreshing marketing techniques and approach at unusual angles-interesting for such an extensive operation.
Launch date for the creative work, is 08/03/10.
March 3rd, 2010 on 11:16
WOW! Slightly disappointed that those were for the Commonwealth Games, but it’s still very clever
March 3rd, 2010 on 14:45
i think to draw a comparison with the relaunch of the Sub Club is a bit ridiculous, after all the Sub Club (being an UNDERGROUND dance venue) is world famous and Guerrilla marketing by posters etc is a perfect medium for the clubbing target market and would be instabtly recognised by that sector. Abstract symbols will not work in this case as the graphics are unknown and there is little or no desire to investigate what they are about….Fact!, guerrilla marketing and design has to instantly resonate and have immediate emotional impact for a result….Sub club would succeed, this does not!
I have not seen any of these designs in Glasgow and if i did i would never relate them to the Games, maybe a print error. It’s simply crazy to think that anyone without a clever insight to the world of design and creative strategy, would have a clue what these stand for….Sorry guys, this is presumptious and will make alot of people step back and wonder who in the real world this appeals to and why money is being burnt on wasted efforts like this. Then again i’m sure that reaching the public and seeding awareness wasn’t the principle objective, i’m sure we will see this work as an entry in some design awards in the future for some self adoration and industry back-slapping.
March 4th, 2010 on 17:07
Just well done. Was bracing my self for a generic flag that’s a runners brush script logo. Thank F*(^% Marque are doing it and im very impress with the Commonwealth Games gang. very brave but you get a bold result that lasts.
faith restored.
March 4th, 2010 on 20:18
Re: Santos
I must admit, when I first learned that this was for the Commonwealth Games, I felt slightly dissapointed. Part of me thought that the tactic wasn’t coherent for what they were advertising. The more I thought about it, however, the more I appreciated it. I believe this campaign was supposed to be subtle, gentle and subdued in order to present the launch as an understatement. I doubt they approached this as a cheesy advertisent stunt or “guerilla marketing” (I loath that term) attack that the kids would dig. This is sophisticated, bold, dangerous and challenging to do. I think this is the tip of the iceberg and what they roll out in the future will have the same intelligent approach and excite the public.
You contradict yourself. “Guerrilla marketing and design has to instantly resonate and have immediate emotional impact for a result….this does not!” and “i’m sure that reaching the public and seeding awareness wasn’t the principle objective”. Seeding awareness to the Commonwealth Games was not the objective. The tactic was to highlight that some thing big is stirring. It’s approaching, brooding growing. In retrospect, we can tell those circles represented athletic stopwatches, and the way the inner circle was shrinking was the clock ticking.
This is not pompously intelligent and gaudy-it’s future proof, refreshing and once you see how it links to CWG it creates a lightbulb moment.