DraftFcb

Archive - 2010

December 9th

Smart fabrics

Smart fabrics

World famous Turkish designer Arzu Kaprol has launched a new series of clothes in which she used smart fabrics that don’t need any ironing or cleaning. These fabrics get rid of the bacteria themselves, and they stay clean for a long period of time. Ideal for business people who don’t have much time to worry about their clothes.

Why it matters

This new trend of smart fabrics matters to busy consumers with little time to spend on their clothes. If fabrics like these one day become mainstream, how will washing detergetns adapt to maintain relevance?

Well Being
Fashion & Design

The customer is always right

The customer is always right

Finnair airlines has started a campaign to “give voice” to its clients and listen to what they have to say about its offer. For that, the company has opened a selection period to choose the four “quality hunters” that, for two months, will fly through the routes the company covers in Europe, Asia and US. They’ll evaluate the flights, airports and destinations and they’ll write their opinions on a blog.

Why it matters

Consumers are gaining control as their points of view become accessible to all online. Brands that successfully adapt to embrace this shift in control will win amongst consumers. What other ways will brands seek and promote their customers’ opinions online?

Significance
Spain
Travel & Tourism

December 8th

Stepping away from social networks

Stepping away from social networks

Alicia Keys, Lady Gaga and Justin Timberlake are signing off from all social media platforms, and they won't be back until AIDS charity Keep a Child Alive has raised $1 million.

Why it matters

This campaign demonstrates the value of influence on social networks. What innovative steps will we see brands take online in their attempt to become as meaningful in people’s digital lives?

Connectivity
Conscious
Social Cause
United States
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