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Monthly Archives: June 2009

Be Kind… PIXAR certainly is!

https://i1.wp.com/www.pixar.com/featurefilms/up/images/upfront.jpg

Probably few of you may have seen this already, but I wanted to write a small post about it because things like these rarely happen!

Last week I was reading this post on Jennifer Jones’ Speak Media Blog, and my heart nearly sank. Sometimes brands really know how to behave with their fans and this one is  a truly wonderful and powerful story.

As with Jennifer, I am not posting this to praise how amazing Pixar was in turning such an amazing story in a PR stunt, because they simply didn’t – I just wanted everyone to know about this story because it shows how people (and not brands) are actually willing to listen and do good in this world!

Here’s the story. A beautiful ten year old girl named Colby Curtain has been fighting a rare form of cancer for years. Her family was recently told she didn’t have much time left. After seeing previews for Pixar’s new animated feature, UP, Colby told her parents she just wanted to stay alive long enough to see the movie. Knowing she couldn’t go to the theater and probably wouldn’t make it to see the DVD release, a family friend contacted Pixar and they came through. The animation company flew an employee to the Curtain house with a pre-release DVD and a few stuffed animals from the film. Colby watched the movie with her family and friends…and then she passed away seven hours later. [From Jennifer’s post]

Still today no comment from Pixar whatsoever… wich makes us all believe what an amazing action this was!
It kinda reminds me about a Zappos‘ story. Not sure if anyone remembers this, but Zappos had a very similar situation with one of their existing customers.
Zaz Lamarr meant to return some shoes to Zappos, but her mom passed away and, naturally, she just didn’t have time. Because of this, Zappos arranged to have UPS go pick up her shoes—and then sent her flowers. This is what Zaz then wrote:
“When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy. Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is.”

I totally heart Zappos and this was an absolutely briliant story!
Now with Pixar joining the club I wonder if IT REALLY IS time for some more brands to get a wake up call and love those customers withouth whom they wouldnt really exist, eh?

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Posted by on June 30, 2009 in Branded Experience

 

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The future is bright…

Picture 14Last night I had the great opportunity to sit within a judging panel at the University of the Arts London (London College of Communication) where students had been asked to showcase their own visions for an advertising poster to promote the London 2012 Olympics.

Because I was approached by the Olympics’ social media team  few weeks ago for a bloggers’ tour of the Olympic Park (which was awesome) and also because being myself a big follower of the Games and a massive fan of their current actvities, it was rather odd, and of course a rare coincidence, to be judging on such topic!

With me on the panel there were Claire Tritton, Account Manager on Ford Europe at Ogilvy, and Deborah from ERM Recruiting (both ex-graduate at LCC)

We had around 30 entries in total to go over and analyze – which wasn’t too bad at all! While some tried too hard to impress, not exactly meeting the brief, and with some others not really getting a clear message across – the ones which stood out definitely had a very clever approach to the brief with some very good thinking/strategies behind them (some of them quite impressive actually).

Apart from the winner entry (picture above in the title) which had a very straightforward and insightful message above and beyond the simple concept itself (ask away), two very good ones I remember were a Blackberry Sponsorship-Ad trying to reposition the smart phone as an entertainment device (therefore fighting for a piece of the iPhone’s market share) and the ORANGE one, where the heritage of ‘Building a Brighter Future’ embodied perfectly both the brand and the Olympics’ values with an hopeful message in bringing people together in such horrible times (economic downturn)

Overall the evening was great, very good to meet some ex-graduates who are doing exceptionally well in the industry, a very good catch up with some ex-tutors, and definitely an excellent and hopeful glimpse into what such young talents have in hold for the future of our industry

I will be posting all the entries on a designated Flickr group once I have them all in, it would be great to hear your opinions

Any questions, give me a shout! To all the students who were part of it, a very well done to all of you out there and good luck with the rest of your course…

Cheerio and be in touch

Enzo

 
 

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