By David Airey
A Bigger Spectrum (words and creative direction by Silas Amos) looks at the creative opportunities that digital print has opened for brands.
“You might not have realised it, but print has been quietly re-fashioned by technology in our lifetimes. Like us, ‘Print’ is mutating, too. Today it’s possible to print directly onto walls, or to project onto water vapour. We can replace our message every second via the Internet. We scan and shop with it. We are tracked by it. We animate it, we share it, we augment it, we interact with it, we geotag it, and we can distribute it globally in an instant and watch and learn as our audience adds to it.”
From the foreword by Mark Bonner.
“As pilot schemes go, the ‘Share a Coke With’ was a big one — 800 million labels in the first big push alone. That number is now closer to five billion worldwide (and constantly growing). It began in Australia as a local initiative to reconnect with young people who were no longer ‘feeling the love’ for the brand. On the back of its success the campaign was replicated in 32 European countries, with 150 popular names used for each one. Digital and analogue techniques and the absolute requirement to faithfully reproduce the brand colour added to the logistical challenge, but this push led to a worldwide 4% rise in sales across the markets where it appeared.”
“Not a brand to rest on its laurels, Coca-Cola has continued to push the potential of digital print technology for limited editions. In Israel, a packaging design campaign took Diet Cokes ‘stay extraordinary’ tagline as the jumping off point for the next chapter in breakthrough limited editions. With Share a Coke, the company produced thousands of distinctive, personalised packs. With Diet Coke, that notion of personalisation was taken one step further to produce two million absolutely unique patterned bottles. Clearly, such an ambitious initiative would have been impossible had each bottle been designed and ‘artworked’ by hand.”
“For a three-month period, the distinctive blue and orange of Irn-Bru labels was replaced with the tartans of the 57 largest clans in Scotland. From Anderson to MacDonald, and 55 different clans in between, the Irn-Bru campaign gave Scots and chance to celebrate their heritage.