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The Loop Vol. 1 No. 34
Bumble, Amazon, PlayStation and more!

WINS

GREAT CATCHES, SWIPE RIGHT

GREAT CATCHES, SWIPE RIGHT

In a world of fake news - and when it comes to dating, often faker people - Bumble's providing a solution. The dating app, on which ladies make the first move, is on a mission to end catfishing - millennial-speak for someone who pretends to be someone they aren't online. They made a big splash in NYC this week with a branded food truck promoting their new photo verification feature, which confirms users' pics are legit through facial recognition technology. Technically a swanky airstream, "The Great Catch" food truck served up free catfish tacos, sliders and honey-sweetened Arnold Palmers from "Top Chef" contestant and Brooklyn chef Sam Talbot. More importantly, it provided Bumble users a playful, offline opportunity to interact with the brand - and maybe even meet up with a match, aka old-school catfish prevention. This wasn't Bumble's first go at creating an IRL experience for their huge user base in NYC; earlier this year they launched The Hive, a month-long brick-and-mortar pop-up "safe space" for dating and networking. We give kudos to Bumble for helping singletons find love in a city notorious for making it near impossible (trust me on this one). Here's to great catches, and even greater brand promotions! SEE IT HERE >

  

MAYBE YOU'RE BORN WITH IT. MAYBE IT'S A MARMITE GENE

MAYBE YOU'RE BORN WITH IT. MAYBE IT'S A MARMITE GENE

The team at everyone's favorite (or not) yeast-based spread has put their lab coats on to discover if we're born to love it or hate it. Dubbed "The Marmite Gene Project", the brand partnered with genetic testing center DNAFit to publish a white paper looking into how people are genetically predisposed to be lovers or haters of Marmite. DNAFit conducted a clinical trial among 260 adults in the UK, taking cheek swabs from participants after they tasted Marmite, and discovered 15 genetic markers linked to people's preference for the product. Curious to see if you were born this way? Consumers in the UK can purchase their own DNA kit to determine if you were born to love or loathe the spread at home. And the cost to tell you something you probably already knew... a low one-off payment of £89.99 (approx.. $119!). While the brand admits there's an element of both nature and nurture in our tastes, we have to say the campaign worked. It’s all we in London talked about this week and - trust me - the debates between lovers and haters have been rife! SEE IT HERE >

 

FAILS

MOTHER? MORE LIKE OH, BROTHER!

MOTHER? MORE LIKE OH, BROTHER!

Set to be one of the most talked-about films of the year, Darren Aronofsky’s upcoming psychological thriller Mother! was shrouded in secrecy until it’s unveiling at the Venice International Film Festival a few days ago. Helmed by Jennifer Lawrence and Javier Bardem, the film is likely to make audiences scared, confused and perhaps even angry as it serves up a slab of taboo-breaking insanity. However, before the film had even hit the screens, an advertising agency in Australia known for their huge movie-promoting murals managed to cause a different kind of outrage. A mural depicting Jennifer Lawrence was painted in an Australian town famed for its street art. So far, so inoffensive – right? Well, the artwork just happened to be painted over a revered mural that had lived on the site for more than 20 years prior to the agency deciding it would make the perfect canvas. Cue outraged residents scrawling messages all over the promotional artwork, a social media storm, involvement from the local council and a groveling apology from the agency in question. You’d have thought someone would have checked in with their mother before doing something like this?! SEE IT HERE >

 

CRUZIN’ FOR A TWITTER-LED BRUISIN’

CRUZIN’ FOR A TWITTER-LED BRUISIN’

Mistakes were made, excuses were made - and, all thanks to Twitter, so was the latest US political scandal. This week the Internet went berserk when failed 2016 presidential candidate Ted Cruz ‘liked’ a tweet featuring a questionable video from an even more questionable user account. We won’t get into the nitty gritty details here, but for someone so outspoken on his opposition to related acts in US citizens' personal lives, it does make sense to question how and why this happened. In fact, as recently as 2016 the married father of two helped draft the GOP platform that decried pornography as a “public health crisis”- thus, the wrath of the Twitterverse for this “mistake” was inevitable. Lessons learned here: though ‘liking’ something on social media is considered a less significant social action, for a public figure or brand it can truly become your downfall. SEE IT HERE >

 

WEIRD

WILDLIFE ON THE AMAZON STREAM

WILDLIFE ON THE AMAZON STREAM

Thursday Night Football’s coming to Amazon Prime Video, y’all! For the first time ever US-based NFL fans can watch live games via Amazon’s streaming service, starting with the Chicago Bears vs. Green Bay Packers on September 28. This comes after it was announced in April that the NFL had sold the streaming rights to the retail giant, after an initial trial with Twitter the previous season. To generate hype, Amazon created a funny but out there ad, featuring a David Attenborough-like narrator observing a natural phenomenon — actual bears and fish packers “playing” on the Amazon stream, as in body of water. It’s a clever play on words we’ll give you that. But, since their news is pretty exciting on it’s own, a straightforward ad involving actual football players probably would have sufficed! SEE IT HERE >

 

COUNTER-STRIKE ON YOUR CV?

COUNTER-STRIKE ON YOUR CV?

Video games have been looked down upon over the years. Seen by many as a pastime, perhaps even a waste of time, PlayStation want you to think otherwise. The brand is encouraging players to upgrade to the PS4 with humorous spots detailing real life situations where your gaming prowess could set you apart. The first, a job interview, sees applicant Gary posed with questions such as “We’re looking for someone who’s a real team player” and “We’re looking for someone who thrives in a fast-paced environment” – situations familiar to the avid gamers who spend hours carefully deliberating with fellow players the best tactics to overcome challenges. Upcoming videos include a meeting with Gary’s girlfriend’s father and other difficult scenarios where your gaming skills could actually, weirdly, be a strength! While we’re not sure we’ll be adding our weekends of playing Pokémon Go and evenings spent playing Street Fighter to our CV, this is a great move by PlayStation to turn a negative to a positive and ask people to readdress their attitudes towards gaming. SEE IT HERE >

 

BONUS BITS

PewDiePie apologizes for his latest racist outburst

Coty’s Story boutique takeover shows mass retailers what's possible

Papyrus partnered with a designer at Fashion Week to create a beautiful, immersive runway experience

Award-winning Whirlpool campaign showed how clean clothes affect students’ success

Fearless Girl stole the world’s heart, but what did it do for the client’s business?

Infographic: The influence of ‘Corpsumers’ who care as much about a brand’s values as its products

New book version of Willy Wonka is personalized down to your very own candy bar

Lowe’s hacked Instagram Stories with this series of fun microvideos

Shake Shack gets boozy for ’Will & Grace' TV return

Why CVS And Uniqlo are messing around with vending machines

Hot Wheels gets a fresh paint job with multi-year brand campaign

Squarespace’s Super Bowl ad with John Malkovich wins the Emmy for Best Commercial

Facebook tests Bonfire group video chat as app and in Messenger

Spotify launches an iMessage app for texting songs to friends