MOI Inside Scoop
Ads
Art
Turning Heads
Campaign
Trends
ISSUE #6
JUN 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. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use.
Sunil Gupta is a photographer based in London. His work is held in major public and private collections in the world including the Museum of Modern Art in New York, Philadelphia Museum of Art, and the Tate. For over four decades, he has created pioneering work exploring themes of race, migration, family and queer identity.
MOI: What is your secret to getting attention and turning heads with your photography? And what do you think is the key to success?
Sunil: If it involves subject matter that’s other people, then I try to make a picture that’s engaged from the camera’s point of view with the subject. I basically train by looking through the lens in the camera but imagining I was the audience, so I’m always thinking what the print will look like; I’ve always been interested primarily in the print.
With being successful I would suggest following whatever it is that you want to do or say or photograph or make pictures of, rather than looking at what’s fashionable. Do what you want to do even if it doesn’t at first seem what’s out there. That’s what I’ve done, it just meant that it’s taken a while for it to catch on. So what is successful, if you like, is largely a stroke of accident or good fortune so I’ve never paid it too much attention. I was taking these pictures just for me.
Sunil Gupta is a photographer based in London. His work is held in major public and
private collections in the world including the Museum of Modern Art in New York
and the Tate. For over four decades, he has created pioneering work
exploring themes of race, migration, family and queer identity.
MOI: What is your secret to getting attention and turning heads with your photography? And what do you think is the key to success?
Sunil: If it involves subject matter that’s other people, then I try to
make a picture that’s engaged from the camera’s point of view with the subject.
I basically train
by looking through the lens in the camera but imagining I was the audience, so I’m
always thinking what the print will look like; I’ve always been interested primarily in
the print.
With being successful, I would suggest following whatever it is that you want to do or
say or photograph or make pictures of, rather than looking at what’s fashionable. So what is successful,
if you like, is largely a stroke of accident or good fortune so I’ve never paid it too
much attention. I was taking these pictures just for me.
The iconic post-Stonewall photo series Christopher Street, which inspired a visual reboot for Helmut Lang in 2020.
MOI: Do you think art can change the world?
Sunil: Hopefully. I think what art can do better than the media is start a discussion because it’s not censored. In the art area, I have control over what’s coming out, like the book Christopher Street - I have say over it and then people discuss it and that hopefully leads to some change in something. I thought my story was particularly missing so I made a big effort to tell it.
Another World Is Possible by Mark Titchner @marktitchner on Lavington Street, SE1
The politicians can't seem to do it. Same problems, different problems –there's a lot going on. What can the artists do? In London, I saw this striking slogan. It's blurred. It makes you look again. And I agree with it. Another world is possible. But how do we get there?
MOI: Do you think art can change the world?
Sunil: Hopefully. I think what art can do better than the media is start a discussion because it’s not censored. In the art area, I have control over what’s coming out, like the book Christopher Street - I have say over it and then people discuss it and that hopefully leads to some change in something. I thought my story was particularly missing so I made a big effort to tell it.
The iconic post-Stonewall photo series Christopher Street, which inspired a visual reboot for Helmut Lang in 2020.
Another World Is Possible by Mark Titchner @marktitchner on Lavington Street, SE1
The politicians can't seem to do it. Same problems, different problems –there's a lot going on. What can the artists do? In London, I saw this striking slogan. It's blurred. It makes you look again. Another world is possible. But how do we get there?
Styles of Pride: Express Yourself
LGBTQ+ young people deserve to be embraced as their authentic selves. Macy’s and The Trevor Project are working together to make that world a reality. As these LGBTQ+ young people re-live core memories and celebrate stories, outfits, and moments that helped them find themselves, they can inspire us all to take the journey of remembering and rediscovering ourselves.
https://www.youtube.com/watch?v=MkVM7pI0r3Y
Pride in London celebrates the spirit and impact of LGBTQIA+ Londoners.
A series of portraits shows different people from the community owning their individuality and refusing to deny any part of themselves. The campaign was created by creative directors Pip and Lib and was shot by Pip Jay King through Racket.
Pride in London’s 2024 parade will take place on 29 June.
https://prideinlondon.org/pride-in-london-unveils-2024-campaign-weareeverywhere/
Community has the power to change lives. That’s why Meetup has partnered with SKITTLES® to celebrate Pride, by showcasing amazing stories of LGBTQ+ members who are building inclusive and supportive local communities, as well as providing resources to help you find your own.
LGBTQ+ young people deserve to be embraced as their authentic selves. Macy’s and The Trevor Project are working together to make that world a reality. As these LGBTQ+ young people re-live core memories and celebrate stories, outfits, and moments that helped them find themselves, they can inspire us all.
Pride in London celebrates the spirit and impact of LGBTQIA+ Londoners.
A series of portraits shows different people from the community owning their individuality and refusing to deny any part of themselves. The campaign was created by creative directors Pip and Lib and was shot by Pip Jay King through Racket.
Pride in London’s 2024 parade will take place on 29 June.
https://prideinlondon.org/pride-in-london-unveils-2024-campaign-weareeverywhere/
Community has the power to change lives. That’s why Meetup has partnered with SKITTLES® to celebrate Pride, by showcasing amazing stories of LGBTQ+ members who are building inclusive and supportive local communities, as well as providing resources to help you find your own.
Turning Heads™
The way to get
to a better ‘what’.
(What?)
We think that the B2B marketing and sales experiences that turn more heads are the ones that are “… not so B2B”.
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.
(What?)
Louis Vuitton checks in a brand OOH experience on steroids on the Champs-Élysées in Paris.
It’s epic and controversial, clearly divisive, and it’s been turning heads in a lot of different ways since end of 2023. Ok it’s not new, but we happened to be in Paris for client meetings ahead of the Paris Olympics this month and experienced it first-hand, and… just.. WOW!
In reality, this is nothing more than a hoarding which protects the area from the significant works the brand is undertaking to renovate the iconic art nouveau building. But as a brand marketing exercise this takes OOH (Out Of Home) to a new level.
What Louis Vuitton have done by placing a giant-sized version of their iconic monogram steamer trunk on the Champs Elysee is a master class in turning heads.
It works because whilst it’s in your face, it possesses an elegant simplicity. There’s no headline or messaging. No CTA. Not even an explicit brand logo or tagline. And it doesn’t need one. The creative act is a provocation in and of itself. And you instantly know what brand it is.
It’s an overt, brave (brazen even) act of brand marketing that has been beautifully executed on a grand scale. You want to walk towards this, to touch it. To go inside it. Louis Vuitton is part of the fabric of Paris. And, regardless of whether or not you agree with this level of branding in urban spaces, it’s impossible to deny that it turns heads.
Louis Vuitton checks in a brand OOH experience on steroids on the Champs-Élysées in Paris.
It’s epic and controversial, clearly divisive, and it’s been turning heads in a lot of different ways since end of 2023. Ok it’s not new, but we happened to be in Paris for client meetings ahead of the Paris Olympics this month and experienced it first-hand, and… just.. WOW!
In reality, this is nothing more than a hoarding which protects the area from the significant works the brand is undertaking to renovate the iconic art nouveau building. But as a brand marketing exercise this takes OOH (Out Of Home) to a new level.
What Louis Vuitton have done by placing a giant-sized version of their iconic monogram steamer trunk on the Champs Elysee is a master class in turning heads.
It works because whilst it’s in your face, it possesses an elegant simplicity. There’s no headline or messaging. No CTA. Not even an explicit brand logo or tagline. And it doesn’t need one. The creative act is a provocation in and of itself. And you instantly know what brand it is.
You want to walk towards this, to touch it. To go inside it. Louis Vuitton is part of the fabric of Paris. And, regardless of whether or not you agree with this level of branding in urban spaces, it’s impossible to deny that it turns heads.
Play your way to clean air. Nasal-spray brand Otrivin collaborated with an architecture firm and Saatchi & Saatchi to create “the world's first air-purifying bio-technological playground.”
The aim of ecoLogicStudio's playground is to create an environment that cleans the air children breathe while they play, and to raise awareness of the impact of air pollution on children's health.
Ajinomoto’s Cook Do specialises in pre-packaged seasoning mixes and sauces. This campaign recommends you use the newspaper ad itself to wrap your lettuce to keep it fresh, reducing food waste and promoting sustainability. This practical solution enhances the brand's eco-conscious image and engages consumers effectively, winning recognition at Spikes Asia. The result: Your lettuce lasts longer and so does the ad’s message.
Play your way to clean air. Nasal-spray brand Otrivin collaborated with an architecture firm and Saatchi & Saatchi to create “the world's first air-purifying bio-technological playground.”
The aim of ecoLogicStudio's playground is to create an environment that cleans the air children breathe while they play, and to raise awareness of the impact of air pollution on children's health.
Ajinomoto’s Cook Do specialises in pre-packaged seasoning mixes and sauces. This campaign recommends you use the newspaper ad itself to wrap your lettuce to keep it fresh, reducing food waste and promoting sustainability. This practical solution enhances the brand's eco-conscious image and engages consumers effectively, winning recognition at Spikes Asia. The result: Your lettuce lasts longer and so does the ad’s message.
Apple's ad crushed all of the instruments of creativity (books, painting materials, musical instruments etc) to try to show you could do the same job with an ultra thin tablet. Who needs all that clutter when you've got an iPad Pro? The feedback was mixed.
Samsung swiftly followed up with their response – a woman walks through what looks like the same set, picks up a flattened guitar and starts playing a tune. Their triumphant message: Creativity cannot be crushed.
https://www.youtube.com/watch?v=6eqDLa-nSwg
Apple's ad crushed all of the instruments of creativity (books, painting materials, musical instruments etc) to try to show you could do the same job with an ultra thin tablet. Who needs all that clutter when you've got an iPad Pro? The feedback was mixed.
Samsung swiftly followed up with their response – a woman walks through what looks like the same set, picks up a flattened guitar and starts playing a tune. Their triumphant message: Creativity cannot be crushed.
Need inspiration for your next campaign, or want to chat with our global Creative
Team?
creative@moi-global.com
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