SIGMA::BLOG

The slapping began this fall, and not just in the political arena, but also through our work for BRUT.  The new fully integrated multiplatform campaign for BRUT includes a new website, TV commercials, print ads, an online application (slapplication), media events, direct mail, FSIs, social engagement as well as a sweepstakes.

The BRUT brand has represented a classic, American definition of masculinity for over 40 years, positioned in the market as “The Essence of Man.”

“(BRUT’s buyer has) been around.  He’s the kind of guy who sees fragrance as part of his daily grooming routine,” said Marc Broccoli, Marketing Director at Idelle Management Company.  “This campaign is basically almost a homage to him, and we tried to make it younger without walking away from the brand.”

Only two days out in the market, the BRUTslap campaign is quickly gaining traction with consumers.  The comedic execution utilizes a variety of social media and digital elements to celebrate the differences in everyone and being true to yourself.  To find out who is being BRUTslapped right now, visit the brutslap.com, facebook.com/brut and @BRUTworld.

For more details, below are links to the buzz around town for the BRUTslap campaign:

-  BRUT Slap-Happy For Younger Guys, Real Men, MediaPost

-  Slap-Happy Site Focus of BRUT Campaign, Response Magazine

- The BRUT — BRUTSlap Ad Campaign Launch Party, Examiner

-  Re-emerging Brands, Newsworthy Trends:

-  Twitter Buzz,  #BRUTslap

It has over 2.9 million fans that “Like” it on Facebook.

In August this year it hit the 1 million subscriber mark for its YouTube channel, with individual videos receiving view tallies well over 20 million each.

It made the current Bloomberg Business Week “Popularity Issue” as the Top Web Series. And it was recently discovered by my family during our annual beach vacation. Ugh! Why the ugh? It’s the Annoying Orange.

And it’s exactly that. Annoying Orange is the wisecracking, purposely irritating punster who stars in his own YouTube web series.

(more…)

What kind of person would think about using a tree as a musical instrument?  I was amazed by what Diego Stocco was able to compose using an ordinary tree in his garden.  Shuffling leaves, tapping bark and strumming and bowing on twigs.  By considering the tree from a different perspective, Diego transformed it into something completely different.

Diego Stocco – Music From A Tree from Diego Stocco on Vimeo.

Discovering new and unique ways to create something different from a common object or idea is a challenge for all creatives. We often set our own boundaries and expectations of what something “should” be, defined either by the project parameters or personal preferences. Overcoming these limitations opens up a world of new experiences and fresh inspiration for our work. (more…)