iPad. Bluetooth. Siri. NFC. The Cloud. Some days the technology we live with makes you wonder how soon until we’re sipping Romulan ales on a holodeck. And then Corning answers the fantasy with a pretty incredible video depicting a world that’s practically made of glass. It’s hard not to love the video for its sci-fi …
Hyundai won’t disappoint Super Bowl commercial fans when it unveils its 2012 advertising lineup, including this clever spot “Think Fast,” featuring a junior employee giving a senior coworker a life-saving “defibrillation” with a creative use of braking in his 2013 Genesis Coupe. With the punchline, “It’ll get your heart going,” Hyundai veers slightly left of …
It’s been a while since Clive Owen was a breakout hit with his sexy appearances in BMW Films. And you’re reminded of just how long when you see him hawking burgers in a recent Spanish Burger King Spot. With that jaw line and great hair, Owen belongs in some sort of Gladiator or 300 spin-off. …
In a burst of marketing brilliance, Axe body spray has unleashed an innovative social media campaign that brings together crowdsourcing, soft-core fantasy and graphic novels. Something every 15- year-old boy can get excited about. Except Axe is hoping for a bit of an older audience. Their last campaign—while being a psychographic bonanza—resulted in the brand …
It’s one thing to win at the award shows. It’s yet another to be able to take a brilliant technology concept and scale it for widespread adoption. And we’re not talking widespread adoption by Hollywood and people who like to reference Minority Report. The keys to success for any consumer technology is ensuring that the …
Astronauts on the space station must be getting bored with gin rummy and the treadmill: They’ve agreed to participate in YouTube’s new viral video campaign, “Space Lab”—a promotion to encourage video proposals of experiments to be performed in space. Chinese PC giant Lenovo (the company that took over IBM’s PC division) is the title sponsor, …
You know how even the greatest athletes can play stellar ball for 48 minutes only to miss that last-second free throw and lose the game? Then you’ve pretty much seen this spot. From the moment the music rolls it grips you. “KD” Kevin Durant cruising the streets in a van like a night owl jonesing …
This is a spot that should have been saved for the Super Bowl. In fact, FedEx “Hollywood” (BBDO, New York) is better than the typical disappointments that have become commonplace on the big night. If “Hollywood” had run alongside a Go Daddy embarrassment, a Doritos annoyance, or a Groupon atrocity, it would have shined that …
I’m a sucker for spots without words. When done with a deft hand, there’s something breathtaking about a message that makes the point without ramming a product brochure down your ear. And there’s also something breathtaking about Isaiah Mustafa’s abdominals. But once again, Wieden + Kennedy has put them on the bench in favor of …
Microsoft’s “Productivity Future Vision (2011)” has plenty of the stylish swagger you’d expect in a ubiquitous tech company’s concept video for a futuristic world. But in an unplanned twist, it also showcases the biggest reason why Microsoft likely won’t be the one to unleash that future: Microsoft tends to have 20/20 backward vision. The future …
Michelle Tripp VP, Director of Strategy Idea Worldwide
Michelle Tripp is an award-winning brand strategist and creative director recognized for her ability to both divine the soul of a brand and build a digital ecosystem around it. Tripp's focus is on creating heightened brand experiences that resonate with consumers at an emotional level.
After 10 years as Creative Director of Idea Worldwide, Tripp became the VP of Strategy, combining her talents in branding, creative and digital to form the agency's brand innovation consultancy. In 2000 Tripp was instrumental in the development of a proprietary branding methodology and is an outspoken evangelist for improving brands through core value experiences.
Based in New York, Tripp travels the U.S. as a consultant to ad agencies, start-ups, and global companies in digital brand innovation and social strategy. Tripp has worked on Fidelity Investments, Jack Daniels, National Grid, Wolters Kluwer, and other Fortune 500 and publicly-traded brands.
The creative technologist and co-founder of several technology start-ups, Tripp writes about the intersection of social culture, emerging technologies, and the evolution of brand management on The BrandForward Blog. @michelletripp
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