Sunday, April 10, 2016
A New, Old Way of Finding Your Path
Category: Agency Life
Tags: Southeastern Guide Dogs, Agency Culture, Agency Fun, Branding, C-Suite Communications
In our brave new world of communicating it would appear that “old school” communication is truly a thing of the past. We are living in an age where mobile technology is an extension of ourselves and what we view must be relevant and worthy of our personal time. Does a hand painted advertisement really have quite the same impact as a clever and engaging video advertisement? Well at C-Suite we think there is a place for all creative outlets.
Recently I was given the opportunity to design and paint a dog sculpture for the Southeastern Guide Dogs new community campaign “Superheroes on Parade.” Once painted, these dogs would be placed throughout the community. What’s the purpose? Well, as an artist . . . it’s purely for fun! I couldn’t have enjoyed the process more. But from a marketing standpoint this is a wonderful way to generate public interest and social media attention. This would be a new “old” way of advertising a brand about dogs who make a difference in the lives of the visually impaired.
As in any great campaign, understanding and defining a client’s mission is the first step in telling a really great story. In this case, however, I wanted to tell a story that would marry C-Suite’s vision with Southeastern Guide Dog’s. Our shared mission to create and nurture partnerships, facilitate journeys with a vision and to be the best in terms of impact, innovation and integrity became the values of our Superhero Dog, “Pathfinder.”
Deb with Pathfinder during Southeastern Guide Dogs' Superheroes on Parade Launch
“Pathfinder” at first glance needed to be recognizably heroic. Fortunately, the sculptor had already begun the process. The dog was created with a superhero cape that seemed to ripple in the wind. My addition: a bright yellow, compass inspired cape. Clearly a nod to the guide dog’s ability to direct those with vision loss and C-Suite’s desire to guide their clients in the direction that would effectively build their brands.
Raised on the old Superman comics and TV episodes of the 50’s, I knew that our dog also needed to fly! “Pathfinder” would soar above the clouds and brightly lit city below. He would be the “poster dog” for the limitless possibilities of the vision impaired and C-Suite’s mascot for helping their clients see new ways of viewing their brand. Celestial!
“Pathfinder’s” body then became the midnight blue sky filled with bright stars and constellations. Four constellations stand out: Stars forming hands of recognizable symbols that represent Team, Respect, Curiosity and Inspiration. These are qualities most significant to both Southeastern Guide Dogs and C-Suite. They speak of the importance of a team that can work as one because of mutual trust and respect. This trust allows the team to step out of their comfort zone and be inspired to seek new places and ideas. Pathfinder had become a piece of old school art that spoke volumes about a client and its agency!
In the world of advertising, the way we tell a story is always changing. We look to new technology to market storytelling and content but in the end it all comes down to one thing: creativity. We all chase that allusive “North Star” to guide us but sometimes we just have to remember that there is a place for the innovative (high tech) and the unique (the artisan) and often their paths still meet.