The entire book looks like a comp. All illustrations are rough sketches of the ads that they are talking about.
Because the point of the book is concept now, design later. You should make roughs and tissue paper and sketches and whatever you may call it, as many as you can, as simple as you can to explain your idea. When you have it, the idea that scrawny little sketch jumps out at you and the designing can begin.
Put that mouse down, leave the wacom tablet alone. Take your time to look through this solid, informative and fun read. Giggle at each comp that you instantly recognize the ad in. Learn the lesson: have the concept before the computer.
Honestly, every client out there should have this book.
Bruce Mau Design got together with Studio 360 with Kurt Anderson to change the way Americans think about Canada.
Why Americans, you ask? Well, as is documented, Canada has long grappled with its identity. Or to be more blunt, identity crisis, at least in its perception with its louder, more populous neighbors down south.
So the answer to this problem, apparently, was to edumacate Americans, and let them know that Canada is more than maple syrup, hockey and Rush. Canada is also Arcade Fire. And Justin Bieber. And the Wonder Bra.
This is the best you could come up with? You replace pop culture references with different ones? And give us a half-baked microsite designed to showcase the new branding and little else, save this mildly condescending 'rationale.'
In our redesign, we begin with an assertion that Americans simply don't
understand Canada. Our view is that Canada doesn't need a redesign; rather,
Americans need to be educated.
To that end, our new Canadian brand highlights the country's potential,
and addresses the dynamic exchange of ideas, creativity,
natural resources and people.
To express the country's openness, flexibility and diverse points of view,
we've created a visual language that leverages the two red bars on either
side of the Canadian flag. These red bars act as a container for a rich
array of viewpoints, imagery and ultimately, understanding.
Oh but wait, they did something else. They removed the Maple Leaf from the flag for Canada's new identity. Mau's concept not only swaps out pop culture references, but removes one endearing piece of Canada in most American minds from its identity for a "modern take." Yes, very modern, indeed, as it's the "we're cool, too, no honest," concept. Never seen that in Canadian advertising before, right? Oh wait...
There's a new ad out, where the Delite-o-magic vending machine challenges people to press the button 100 times, bow down and kneel before it, jump on one leg and dance like a maniac, just to get a free pack of Delites. Forget that "How far will people go for the taste of Fantastic Delites?" sounds a lot like "What would you do for a Klondyke bar" for a second, and forget that it would take five hours to push the button five-thousand times, lets look at the vending machine part of this idea shall we?
A social media experiment that will attempt to run the 100M race using tweets. According to their site
"A tweet is 2.5 cm high, so to cover 100 meters, we need 400 tweets And to win the race we need it in less than ten seconds."
The campaign, What Burgers Would Eat if Burgers Could Eat Burgers™ (oh yes, they TM:ed that), features a number of irresistible burgers from Burger 21’s menu discussing how they want to eat each other. It's not as sexy as you'd think but food-cannibalism is always funny. At least they're just eating each other and not saying "I'd hit that".