Then And Now: Stamp Act
The face of the S&H Green Stamps collector has evolved with the company during its 105-year history as one of the country’s best-known loyalty programs.
Recently renamed S&H Greenpoints to reflect a change to a digital format, the stamps are now touted in ads from Mullen/LHC in Winston-Salem, N.C., for the Lowes Foods gro cery chain. The ads liken S&H’s program to getting showered with gifts for no particular reason. “You can be getting the mail, turning on the lights, even stopping at a stop sign—things that are mundane, but now you get rewarded for what you do,” says senior copywriter Martin Davidson.
The spots feature shoppers of diverse ages, races and genders. It’s a distinctly different approach from S&H ads of the ’50s and ’60s, which generally targeted housewives of the “classic Eisenhower family,” says Neil Saunders, Mullen evp, director of strategic planning. “Those kinds of families don’t exist anymore.”
BOSTON—Surgeon General-like warnings cautioning consumers to beware its product are the theme of Sprint’s new campaign for its Internet networks in Europe and Asia. Amsterdam, Netherlands-based Strawberry Frog’s first branding campaign since becoming Sprint’s agency of record outside the U.S. depicts the gory consequences of “sudden accomplishment”—including black eyes, cracked teeth and heart failure.
A print campaign, released in Europe last week and in Asia this week, shows a worker who’s suffered a black eye after running into a wall. Copy reads, “Blindsided by success on way to water cooler.” Another execution, with an employee wearing protective gear in cluding a jock strap and elbow pads on the outside of his suit, reads, “Due to the ex treme velocity of our high-speed network, we emphatically recommend the use of protective devices.” All ads feature the new “Beware of sudden accomplishment” tagline.
“The campaign idea is that Sprint’s super-efficient IP capabilities will catapult your business so rapidly toward success, you will be caught offguard and literally collide with it,” says Scott Goodson, creative partner at Strawberry Frog.
Ads are running in The Economist, Time and daily newspapers in 18 countries. Similar posters appear in public-transit systems.
For the Drop the Debt movement, which lobbies leaders of the world’s richest nations to persuade the World Bank and the IMF to write off poorer nations’ debts, shooting a costly campaign to show the face of poverty wouldn’t have been appropriate. Nor would hiring models. Instead, members of WPP’s Red Cell Network in London, Seattle, Milan and Paris turned to Southern Africa to cast the print ad. The concept: An undernourished African woman attempts to breast-feed a healthy white baby. A scout in Namibia, Chris de Villiers, located several women from the Himba tribe on the Angolan border, and the baby was volunteered by a new mother in his office. London photographer Tif Hunter shot the ads, which were then retouched using one woman’s head and another’s body. The women were paid the equivalent of $110 each, which they reportedly used to buy goats. No one else received a fee. The ads are running on donated media in Genoa, Italy, where the G8 Summit will be held July 20-22, as well as in London, Rome and Paris. Plans called for the ads to also appear in New York and Washington, D.C., but no outlets have yet donated space.
Ale Hails Jeffords
Executives at Magic Hat Brewing in Bur lington, Vt., were inspired by Vermont Sen. James Jeffords’ defection from the Republican Party. So inspired, in fact, that they whipped up Jeezum Jim in honor of the newly minted Independent. The brew is touted as “A celebration of conviction, courage and the difference one man can make.” Burlington’s Jager Di Paola Kemp Design created the label, which features the outline of a man standing between a donkey and an elephant. Originally brewed in small quantities for a local jazz festival, Jeezum Jim has proved so popular that Magic Hat is bottling an additional batch of 1,000 cases for distribution statewide.
Patty Alvey joined the VCU Adcenter as executive director after leaving her post as director of the Texas creative advertising program at the University of Texas at Austin. … Chris Grab en stein left his position as evp and group creative director at Young & Rubicam, New York, to found radio creative service Bart and Chris with Seattle-based producer/ director Bart Smith. The company operates out of New York and Seattle.
Then And Now: Stamp Act