Ad World Masters’ Agency of the Year 2022
For the third year running, DWH has been awarded Agency of the Year by Ad World Masters. Out of 12,322 total entrants, only 139 agencies in the UK received an award.
For the third year running, DWH has been awarded Agency of the Year by Ad World Masters. Out of 12,322 total entrants, only 139 agencies in the UK received an award.
Agency of the Year 2022
Now in its 4th year, Ad World Masters Agency of the Year 2022 is designed to recognise the most outstanding and accomplished agencies in the industry. The results of the competition are categorised by country, identifying businesses with exceptional creativity, innovation and excellence in each region.
Any agency can enter this year-long competition to find the best in the industry. Throughout the year, Ad World Masters gather data on the entrants to assess their performance.
Calculating the best of the best
Over the year, Ad World Masters ranked 12,322 across 81 countries, using a combination of crowdsourced, raw and verified data to create a holistic picture of each agency. Their state-of-the-art AI scoring algorithm uses more than 160 data points for its calculation, with parameters being checked as often as up to every 12 hours.
The result of the calculation is an Agency Score between 0 and 10. This number represents both the current performance and future potential of the agency, and allows for a fair comparison of boutique companies alongside huge international agencies. Only Elite Agencies scoring 8.5 or higher in their rankings are awarded the title of Agency of the Year.
The results are in…
This year, only 1,132 agencies worldwide received an award. That’s less than 10% of all agencies reviewed. DWH was one of the lucky few to be awarded Silver status, with an overall Agency Score of 8.9 out of 10.
Here’s how the three award categories are broken down:
- Gold: Agency Scores ≥ 9.2
- Silver: Agency Scores ≥ 8.7
- Bronze: Agency Scores ≥ 8.5
The 2022 results for the UK saw 20 Gold, 83 Silver and 36 Bronze awards for agencies representing the very best in the industry.
Looking for an award-winning marketing agency?
The DWH team prides itself on being small but mighty, and receiving this accolade yet again goes to show that we can hang with the biggest names in the industry.
If you’d like to benefit from the experienced touch of an agency that complex AI calculations has deemed to be Elite, get in touch with DWH. We can help you with everything from creating a new brand identity to turning that new brand into an effective social media presence.
Video and animation trends for 2023
In the final edition of our 2023 trends series, we’ll be looking at the exciting world of video and animation. Sound on! Not really, though. This is just an article.
In the final edition of our 2023 trends series, we’ll be looking at the exciting world of video and animation. Sound on! Not really, though. This is just an article.
Animated logos
If you’ve still got a static logo, 2023 is the time to shake things up. Possibly literally. We’ve delved into animation in branding before, but it’s really taking off this year.
If a picture paints a thousand words, you might be able to fit War & Peace into an animated logo. This is ideal for brand storytelling, capturing attention, evoking emotion and all the other methods of engaging with an audience your marketing team is always banging on about. Connecting a human response with something as intrinsic to your brand can yield amazing results in brand recognition and loyalty.
Go simple by adding a little movement like WWF’s adorable panda. Try something edgy like TikTok’s glitchy, twitchy music note. Or create an animated opus like this great offering from Mastercard . Whatever you do, don’t get left behind in a gallery of oil paintings when your competitors are stepping onto the silver screen.
Vertical video
Sorry. The war against vertical video has officially been lost.
There are currently over 6 billion smartphone users worldwide, and forecasts expect this number to rise by more than a billion by 2027. With such a huge number of people viewing the internet on a mobile, we’ve got no choice but to embrace vertical video.
Whether filming video footage or creating animated shorts, a mobile-first approach is going to be the way forward from now on. This makes shooting candid or behind-the-scenes videos super easy, as anyone in your team can simply get out their phone and hit record. These types of casual, relatable content can be a great way to connect with your audience, and you can make them for approximately zero pounds. Which means they’re always within budget.
Scroll animations
Creating more engaging online experiences is another big trend in the design world, and scroll animations are a big part of that.
Strictly from a mental health point of view, we should really be trying to stop the scroll. However, as a marketer, it’s your job to encourage as much scrolling as possible. Get those fingers working! As well as creating excitement and intrigue as they appear before your eyes, they also help your website to load faster, as they only appear if and when a user scrolls to them.
Load times are a key Google metric, because they don’t want to serve a poor user experience. Scroll animations are a great way to boost engagement and keep eyes on your content for longer without tanking your rankings. If your website features lots of videos and animations, check your PageSpeed score and see whether you can control the scroll.
2D/3D mashups
Both big and small brands are embracing a quirky mix of 2D and 3D elements, creating an exciting and unusual visual experience for your audience. 2D3D does sound a bit like 2023, so this is definitely the year to give it a go.
Mashing up two different design styles is a great way to create an instantly recognisable brand identity. Whether you’re combining real objects with a flat design like this beautiful ad by product innovation tastemakers Grommet , or digitally animating 3-dimensional characters in a hand-drawn scene, the juxtaposition of formats means there are literally infinite options.
Maybe you’re the brand with all those paper cutouts in videos of forests and waterfalls. Maybe you’ve got a weird pink-on-pink theme going, layering 3D objects on a 2D backdrop for a bit of texture. Maybe you capture a cute claymation character running around your office at night on CCTV. Get weird with it. Why not?
Starting to feel a little animated?
Then I’ve got great news. DWH is excited to offer video and animation services to help our clients get their marketing in motion. Whether you’re looking to create a cinematic masterpiece that makes Titanic look like an episode of Tom & Jerry, or you’d like to add a little pizazz to your logo, we’re already waiting for you at the drawing board.
Get in touch with us to discuss your ideas and let’s create something amazing in 2023!
Web design and development trends for 2023
As we continue into 2023, we’re seeing more exciting developments in the world of website design and development. Let’s check out what’s lighting up the monitors
As we continue into 2023, we’re seeing more exciting developments in the world of website design and development. Let’s check out what’s lighting up the monitors
Retro designs
The Y2K era is currently trending in the world of fashion and, for better or worse, web design is following suit. If you’re old enough to remember some of the jazzy yet low-tech sites of the early aughts, you might find yourself recognising a few elements in 2023.
For example, high-tech sites with loads of auto-play videos and animations are being dropped in favour of simple text-forward designs that are quick and easy to load. Of course, they’ll load significantly faster in 2023 than they would using turn-of-the-millennium dial-up. This type of design is a great option if you want to focus on key messaging.
However, not all brands and businesses will benefit from a pared-back, low-image style like this. A more diluted approach to adopting a retro theme is to apply it to a single design element only. This allows you to give a nod to the era without spending thousands on a novelty nostalgia site. Switch things up with some pixel art, adopt a clashing colour palette, or add a sparkly custom cursor. Just have fun with it!
Sharing and collaboration
As open-source software continues to grow and become more readily available, collaboration between creators and sharing resources with the community is getting easier every day. Many designers are creating shareable web templates that allow smaller or less skilled developers to offer their users an attractive, easy-to-use and accessible web experience.
Webflow offers a place to share cloneable and customisable website templates that anyone can use, created by the web community for the web community. Similarly, sites like Noun Project allow creators to share and use icons, photographs and illustrations to improve the accessibility of the resources that make websites look great.
This type of resource sharing helps to further the education and development of web designers, resulting in a better, more immersive web for everyone. It’s also a great way for coders and creatives to spread their work and build a reputation.
Fun for the sake of it
Let’s be honest. Shit’s a bit depressing at the moment and it’s nice to just have a little bit of fun sometimes. In 2023, website aficionados are helping to soothe the sting of existing in the modern world with digital interactions that turn simple browsing into a more enjoyable experience.
One example of this is creative reference collection Fuse’s completely superfluous webpage titled Ball Pit, featuring nothing but a bunch of balls and 3D icons that you can interact with. From simply tossing them one at a time to thrashing up a frankly migraine-inducing flurry of bright green balls, there’s absolutely no purpose to this page other than adding a little bit of simple joy to your day.
Another bit of fun comes from healthy living advocates Squadeasy, whose website features a part-adorable part-creepy floating dog head that interacts with your cursor. Move it around and his eyes will follow, but if you get too close, he’ll eat it. He also spins as you scroll up and down the page, and you can make him dizzy if you do it too fast. Which is reasonable payback for having your cursor eaten, I think.
Gated content
Content is still, and always will be, king. Brands have begun to appreciate the value of content more, both in terms of attracting an audience and differentiating themselves from their competitors. While this ties in to digital marketing, the structure and functionality of password-protected portals is very much in the design and development wheelhouse.
Hiding your best content away from prying public eyes is a great way to demonstrate your value. After all, nobody gives away something truly great for free. It’s also a pretty low-stakes way to diversify your income stream and boost your profits with a handy backup plan – which is a huge benefit for brands struggling with the cozzie livs and all that.
Remember that premium content should be just that. Whatever you place behind your paywall needs to be genuinely worth the investment or you risk ruining your reputation. Gated content doesn’t even have to be paid to make a difference; you can still benefit from customer loyalty and an uptick in sales by producing free, members-only content. This gives your audience something valuable in return for a juicy email address that you can fill with exclusive deals and discounts.
Need some help developing your ideas?
Whether you’re feeling inspired by 2023’s web design and website development trends or you’re looking for something completely different, the team at DWH would be delighted to help. Give us a call, drop us an email or contact us online and let’s get started on an exciting new site.
Digital marketing trends for 2023
As we continue to settle into 2023, brands around the globe are working on their digital marketing strategies for the year. While the core concepts remain the same, the ever-changing nature of this high-tech discipline means that new trends are always popping up, so make sure you don’t get left behind! We’ve put together some of the top digital marketing trends for 2023 to help inspire your upcoming strategy and put your brand on the map.
As we continue to settle into 2023, brands around the globe are working on their digital marketing strategies for the year. While the core concepts remain the same, the ever-changing nature of this high-tech discipline means that new trends are always popping up, so make sure you don’t get left behind! We’ve put together some of the top digital marketing trends for 2023 to help inspire your upcoming strategy and put your brand on the map.
Immersive experiences
As so much of our lives takes place online, particularly since COVID-19 lockdowns and restrictions came into play, audiences are craving new and exciting experiences. With the continued development and affordability of virtual and augmented reality, more and more brands are looking to deliver unique and immersive experiences.
Even if fully realised VR environments are out of your budget or technical capabilities, that doesn’t mean you’re out of the race. From adding 3D modelled or video walkthroughs of venues to your website to incorporating sound in your branding, there are plenty of ways to deliver experiential marketing that creates a memorable impression.
Ethical advertising
The expectation for organisations to make a positive impact on the world is high. In particular, millennials are known to care deeply about corporate social responsibility, and their perception of a brand’s ethics and authenticity is an important part of their purchasing decisions. As the largest generation in the UK, taking the beliefs and desires of millennials into account is absolutely essential for businesses to thrive in 2023 and beyond.
Creating a more eco-friendly website, improving sustainability within your supply chain or partnering with charitable organisations are just some of the ways to make an ethical statement. Of course, it’s also important that you genuinely stand by these commitments; truly investing in the ethics and sustainability of your brand is a great investment for its ongoing success.
Inclusivity & accessibility
Making sure that your marketing materials are inclusive and accessible is a no-brainer in 2023. Helping more people to recognise themselves and their real-life experiences in your content is a great way to build a meaningful connection that could develop into brand loyalty. It’s also a clear statement about how much you value your customers as real human people and not just a monetary metric.
One of the most important aspects of inclusivity is sincerity. Representation for representation’s sake can quickly be seen through, and this approach may result in a negative effect on your public image. Remember as well to focus on the accessibility of your website and social media. Colour-blind-friendly designs, a choice of font sizes, and descriptive alt text are just a few of the ways to improve the user experience for more people.
Bite-sized videos
Video storytelling is an extremely effective medium that will always have an important place in digital marketing. However, with short-form video platforms like TikTok continuing to grow, it’s become more important than ever to capture the fleeting attention span of your audience with a snappy, shareable snippet. Even internet video veteran YoutTube has embraced the trend for bite-sized videos, with YouTube Shorts racking up over 30 billion views every day.
One of the keys to success in this format is agility. Ensuring that your digital marketing teams have the skills and resources to react quickly to developing trends will make it easier for you to capitalise on key moments of exposure to make a connection with your audience. Remember that it’s also important to flex those creative muscles and work to develop something unique and inspiring that nobody else is doing. Get it right, and you just might invent the next hot new TikTok trend.
Budget-friendly content
Just in case you’re not already tired of the phrase ‘cost of living crisis’, here’s another reminder. Budgets are being stretched more thinly than ever, and many brands are having to embrace cost-saving marketing strategies wherever possible. From publishing videos shot and edited on a phone to sharing user-generated content, there are lots of ways to create marketing materials that are both budget friendly and effective.
As well as saving money, many of these low-cost methods are also fairly low effort, giving your marketing team more time and resources to focus on other things. Sharing realistic content that is relatable can also help to create a more meaningful relationship with your customers. This is particularly useful to build trust on social media, where followers are used to seeing overly edited videos, picture-perfect photos and glamorous visions of lifestyles nobody really leads.
Your 2023 digital marketing strategy
Whatever you’re working on this year, DWH would love to help you with the planning, implementation and reporting of your 2023 digital marketing strategy. We’ll get to know your brand and its audience before advising you on which trends might be suitable to help you achieve your goals for 2023. Just contact us and we’ll be happy to talk through your ideas.
Graphic design trends for 2023
As we continue to turn the pages on the calendar, graphic designers worldwide continue to develop exciting ways to tell stories, attract attention and create brand identities. Whether that’s embracing new technologies or giving a tasteful nod to the styles of bygone eras, there’s always something interesting going on in the world of graphic design. Let’s take a look at some of the top graphic design trends for 2023.
As we continue to turn the pages on the calendar, graphic designers worldwide continue to develop exciting ways to tell stories, attract attention and create brand identities. Whether that’s embracing new technologies or giving a tasteful nod to the styles of bygone eras, there’s always something interesting going on in the world of graphic design. Let’s take a look at some of the top graphic design trends for 2023.
Modern minimalism
There will always be a place for minimalism in graphic design, but this year we’re seeing a couple of new and exciting variations on this classic style.
Vibrant minimalism
At its core, minimalist graphic design embraces the essential elements and gives them room to breathe for greater impact. From basic shapes and symbols to limited colour palettes and minimal typography, it’s all about removing the clutter and embracing a less-is-more approach.
In 2023, we’re going to see an exciting mix of minimalist graphic design in bright, vibrant colours, offering a cheeky nod to the Bauhaus movement. Whether combining minimal copy and graphical elements with a single neon colour or a busy palette of clashing tones, this is a great way to create a minimalist design that’s able to catch the eye and evoke a strong sense of brand identity.
Brandless minimalism
What we’re looking at here is a stripped-back, monochrome, almost brandless form of design that deliberately eschews the flashy, decadent graphics we’re used to seeing from big companies. One of the driving forces behind this style is a form of anonymity; a sense of the brand being small, neutral and reliable.
As consumers continue to place more and more importance on brand values, ethics and environmental practices, abandoning the hedonistic idolatry of The Brand is a smart choice for companies looking to demonstrate (or give the impression) that they are a trustworthy choice.
Y2K 4EVA
Retro styles are popular because they allow designers to open up an exciting new (old) world of design that younger audiences haven’t experienced, or to offer cosy nostalgia and a sense of trustworthiness to older generations. In 2022, we looked at the shift from ’80s nostalgia to ’90s nostalgia, and now we’re stepping into the noughties.
The Y2K aesthetic is a tacky blend of tech and bling that embraces 3D shapes, bright colours and holographic-like gradients, creating a bubbly vibe of wide-eyed optimism that feels pretty refreshing against the doom and gloom of the 2020s. With millennials comprising around a quarter of the UK population (and having lived through more than their fair share of unprecedented historical events), it makes sense to invoke nostalgia for the simpler times to appeal to this hefty portion of the nation’s buying power.
AI design
I think we can all admit to getting a little excited about the weird and wonderful world of AI art lately. With tools like Craiyon (Formerly DALL-E Mini), Dall-E 2 and Midjourney making the artistic powers of artificial intelligence accessible to the masses, the possibilities of this incredible technology have really started to come into focus.
While using AI for graphic design won’t become a staple across the board in 2023, we’ll certainly see larger brands leveraging this technology more and more. On the smaller end of the scale, AI offers a great jumping-off point for the ideation process, with the tools becoming more capable and accessible as the technology continues to evolve throughout the coming months and years.
Please enjoy the following images that I created using Craiyon.
3D simplicity
Another trend we’ll be seeing more of is a simplified approach to 3D design. In contrast to the OTT vibes of Y2K and the photorealistic possibilities of AI, this style is all about paring things down to their most simplified forms while still ensuring ease of readability. Comprising flat colours and basic shapes like spheres, cylinders and cubes, the focus is on form and fun rather than complex realism, which lends itself well to digital animation .
Avoiding textures, complex details and unnecessary flourishes lends an air of naive simplicity that brings to mind the comforting world of children’s toys and our first forays into comprehending the world around us. Anyone in a creative field can attest that constraints can actually boost the imagination rather than hinder it, forcing a consideration of solutions that don’t fit inside the standard boxes, so these simplified 3D forms can be a great opportunity to let creativity run wild.
Your 2023 graphic design strategy
If you’re looking to nail your graphic design strategy in 2023, speak to the experts at DWH and we’ll be happy to help. Whether you’re looking to emulate a popular trend, revamp your existing brand aesthetic or develop a unique style all your own, our graphic designers are ready to collaborate with you.
Branding trends we can expect in 2023
What consumers expect from the brands that interact with is constantly evolving, presenting eternally shifting goal posts for branding execs to aim for. While this means that a brand designer’s job is never done, it also ensures that innovation, creativity and industry-redefining risks are always on the horizon. Let’s take a look at some of the top branding trends we can expect in 2023.
What consumers expect from the brands that interact with is constantly evolving, presenting eternally shifting goal posts for branding execs to aim for. While this means that a brand designer’s job is never done, it also ensures that innovation, creativity and industry-redefining risks are always on the horizon. Let’s take a look at some of the top branding trends we can expect in 2023.
Animated logos
It’s now cheaper and easier than ever for even the smallest brands to embrace the exciting, innovative and engaging medium of animation. By adding a little movement, even the most basic animation is able to deliver more information than a static image. This helps to tell a story, evoke a certain emotion, or even just catch the eye in an overly saturated media environment.
In particular, animated logos will become more prevalent in 2023, adding novelty to well-known brands that have begun to fade into the background, and giving new names an exciting platform to capture the imagination of a receptive audience. With short-form video content such as TikTok ruling the internet, short bursts of animation are a cost-effective way to break through the monotony without demanding too much of that important commodity: attention.
Vintage design inspiration
In a similar vein to last year, brands are continuing to embrace the design visions of a more optimistic past. While we saw a lot of ’80s and ’90s nostalgia in 2022’s branding, we’re stepping even further back in time this year, with everything from Victorian-inspired illustrations to ’50s-style Hollywood glam.
As well as offering a comforting nod to simpler times, this allows brands to present classic styles and concepts to new audiences. Tapping into over a century of graphic design makes it easier to create an identity that stands out against modern trends, which is particularly beneficial in crowded markets where brands need to define key differentiators.
Less is more
Instead of an understated beige minimalism, brands are turning towards fewer but more carefully considered elements. Stripping everything back to one or two colours, focusing on clear typography and visually unambiguous icons can remove a lot of the fluff and make sure your designs are clean, crisp and uncluttered.
Not only does distilling your brand offering into its barest components help to clarify it to your consumers, this type of design is a great exercise in figuring out what’s actually at the very core of your offering. In the famous words of Kevin from The Office, “Why waste time say lot word when few word do trick?”
More is more
In 2023, the unapologetic use of bold, clashing colours, abstract designs and distorted fonts might cause a few headaches. For better or worse, brands will be looking to make an unforgettable impact with their designs, particularly when it comes to the attention-grabbing requirements of product packaging.
This trend presents a very narrow margin for error, and lives or dies on highly subjective choices. We’re likely to see a few hits and quite a lot of misses as brands turn their hand to this maximalist approach, and some will naturally end up being unforgettable for all the wrong reasons.
Values-based identities
As millennials and Gen Z make up more and more of the world’s purchasing power, brands need to look into ways to tap into these markets to create loyal customers. 42% of millennials say that the ethical and moral standards of a company are very important in contributing to their loyalty, and 83% want brands to align with their own values.
In 2023 and beyond, we’ll be seeing more brands placing their mission at the forefront of their identities, and brand values will take a much more blunt approach. Gone are the days of adopting a favourite charity after a decade in business to curry favour with the masses; instead, morality will be baked into their identities from day one in the form of brand names
Statement typography
For a while, we saw brands adopting minimalist sans-serif fonts, with many even changing their logos to something simpler and more streamlined. Now, typography is taking over, with over-the-top lettering, text-only designs and playful wording taking over.
As well as graphical typefaces, brands are embracing more whimsical ways of writing words, replacing letters with icons, illustrations and even 3D objects. This is a great way to show off your product or explain your service without the need for lengthy paragraphs of copy, helping brands to present themselves succinctly in even small, static applications.
Looking to refresh your brand in 2023?
If any of these exciting brand trends sound appealing to you, or if you simply want to take your identity in a new direction, speak to the branding experts at DWH. We offer complete branding and identity design packages for businesses of all sizes, so whether you’re a start-up looking for your first logo or an international chain with your sights set on a new demographic, we can work with you to create a design identity that feels right.
Colour as brand: Pantone Color of the Year 2023
Each year, the colour gurus Pantone select their Color of the Year, sending marketing teams, interior designers, fashion bloggers and artists into a frenzy of following the trend. Of course, 2023 is no exception. If you like, you can watch the 30-minute announcement video on Pantone’s website. Or if you don’t fancy that, I’ll be quoting various sentiments about this year’s choice in the article below. So, without further ado, welcome to the Magentaverse.
Each year, the colour gurus Pantone select their Color of the Year, sending marketing teams, interior designers, fashion bloggers and artists into a frenzy of following the trend. Of course, 2023 is no exception. If you like, you can watch the 30-minute announcement video on Pantone’s website. Or if you don’t fancy that, I’ll be quoting various sentiments about this year’s choice in the article below. So, without further ado, welcome to the Magentaverse.
Viva Magenta
Pantone chose Viva Magenta 18-1750 as the 2023 Color of the Year, noting that it is “a shade rooted in nature” that is “inspired by the red of cochineal”.
In case you didn’t know, this is an insect that is known for its bright red colour. This is where the pigment carmine comes from. It’s been used for thousands of years as a dye and is still used for fabrics and cosmetics today, as well food colouring. So those tasty red sweets you’ve been enjoying and your favourite red lipstick… you might want to check the label for crushed up bugs.
While Pantone is drawing upon natural and historical connections to their latest Color of the Year, it does feel like a slightly odd choice in 2023, where sustainability, plant-based products and environmentally friendly ethics are stronger than ever. Admittedly, it’s not as tone deaf as 2019’s Living Coral, which prompted Australian design studio Jack and Huei to suggest Bleached Coral as the 2020 Color of the Year.
You might be thinking that it’s not really their place to deliver commentary on the human impact on our environment and it’s unfair to expect that of them, but the way that Pantone talks about colour shows that we connect with colour on a deeper level than simply liking or disliking the shade, and this makes it a strong vessel for messaging.
Colour as action
One thing that I find particularly fascinating about Pantone’s descriptions of Viva Magenta is their use of verbs, creating a sense of motion that is inherent to the colour. They describe Viva Magenta as “a pulsating color” that “vibrates with vim and vigor” and is “a new animated red”.
It’s interesting to consider the perceived motion of certain colours and how this can be used to strengthen brand messaging. As well as static applications such a logo design, these concepts could be incorporated into branded animations for even more engaging storytelling.
Colour as personality
Viva Magenta is described by Pantone as being “full of wit” and having a “verve for life” and “rebellious spirit”. I’m not sure how a colour can be witty, but the more I thought about it, the more there seems to be a certain amount of sense to the claim.
Colour theory has long been an integral part of creating a brand, and it’s true that we ascribe certain traits to different colours. Green is fresh, blue is cool, red is exciting… But these don’t necessarily translate to distinct personalities. What Pantone has done is taken the traditional expectations of colour theory and supercharged them, magnifying simple concepts like “exciting” into having a “rebellious spirit”, which is easier for people to connect with on a personal level.
Colour as promise
Leatrice Eiseman, Executive Director of Pantone Color Institute tells us that Viva Magenta “galvanizes our spirit” and helps us to “build our inner strength”. These are bold claims to attach to something as intangible as colour, but there’s something reassuring about hearing them that makes us want to believe, and we may even end up manifesting these qualities simply because we have faith in the promise.
Much like the extension of colour theory into human-like traits above, this type of description helps us to build a personal connection with the colour itself, almost entering into a partnership with it. In order for Viva Magenta to build your inner strength, you have to be open and receptive to the concept, in much the same way as an audience interacts with a brand’s product claims.
Colour as brand
The way that Pantone talks about colour creates a unique mythology that essentially translates to an entire brand identity for a single specific shade. In doing so, Pantone has created an identity that is exciting, has fascinating roots in human history and has the entire creative sector talking about it… even though it’s just a pretty shade of pinkish red.
We can all take lessons from how Pantone treats its colours; these are the qualities we should be attributing to our own brands. Everything your brand puts out should be another chapter in its mythology, demonstrating the unique actions, personality and promises that consumers can expect. If Pantone can create an entire character for a single colour, there are almost endless possibilities for even the tiniest of brands to engage with an audience on a deeper level.
Looking to add a little colour to your brand?
If your brand identity needs something new and exciting for 2023, the experts at DWH are on hand to offer strategic insights to help you achieve your goals. We’ll work hard create a unique personality that entices your audience – and that doesn’t mean just swapping out your hero colour for Viva Magenta. To speak to us about your brand, get in touch online or give us a call on 024 7518 5490.
8 Christmas ad clichés, as told by 2022
It’s that time of year again! Just like Santa’s elves in the workshop, marketing departments around the world have been busy working away on something spectacular. Each Christmas advert has been carefully wrapped and placed under the tree, ready to be opened and enjoyed. For this year’s roundup, we’re going to take a look at some of the classic Christmas ad clichés, and how 2022’s contributions stack up.
1. The cute character
From the adorable John Lewis penguin to Aldi’s Kevin the Carrot, cute characters are a staple in the world of Christmas ads. As well as helping to boost the warm and fuzzy feelings, they’re also a great way to flog a bit of extra merchandise. This year, we’ve seen the return of a few old favourites, as well as some new additions to the gang.
Lidl
Rather than the usual emotional tales we’re used to, Lidl’s 2022 Christmas advert tells the story of Lidl Bear and his accidental rise to fame, forsaking the little girl who loves him and gifted him the tiny Christmas jumper that made him famous. It’s a lighthearted commentary on how fame can change a person (or a bear) and make them forget about the important things in life. Of course, Lidl Bear comes home on Christmas Day and everyone is happy.
In a refreshing change to the norm, Lidl has chosen not to merchandise the character, despite being inundated by requests from customers. Instead, the supermarket chain is encouraging customers to donate to Lidl Bear’s Toy Bank in their local stores, helping to ensure that every child has something to look forward to this Christmas.
2. The unexpected cover version
The Song is one of the quintessential types of Christmas ads, with plenty of festive favourites, big-budget performances and irritatingly catchy parodies making an appearance each season. However, it’s starting to feel like the Christmas cover version trope is morphing from sentimental reworkings of well-loved songs to straight-up tonal whiplash.
John Lewis
Let me start by saying that this advert is very sweet, featuring a father’s painstaking efforts (emphasis on ‘pain’) to learn how to skateboard in preparation for the arrival of his foster daughter, who is a keen skater. The unexpected part is the baritone lounge band cover of Blink 182’s 1999 pop-punk classic All the Small Things.
While intended to echo the importance of seemingly small gestures, the song choice does feel like a bit of a tonal mismatch. Particularly once you learn that this version, released by Postmodern Jukebox in 2017, features a clown named Puddles Pity Party on vocals and is titled “All The Small Things (Blink 182 Sad Clown Cover)”. I highly recommend watching the music video below so you can really appreciate the jarring juxtaposition of a sad clown crooning late-’90s pop punk with the heartwarming story of a loving foster family.
Sainsbury’s
A special mention for the unexpected cover cliché also goes to this year’s ad from Sainsbury’s, which features, inexplicably, a Renaissance version of Teenage Dirtbag by Wheatus on a flute. Your guess is as good as mine on that one.
3. The pop culture reference
A parody song or pop culture reference can be a quick and easy way to ignite a spark of recognition in the viewer that makes them connect with your brand on a more personal level. It’s also a great option if your creative team has run out of ideas and wants to take it easy by rehashing an existing story…
Aldi
Kevin the Carrot returns once again, this time in the form of a Home Alone-style Christmas caper. Now, I’m sure it’s not actually a case of laziness and more an appreciation of classic Christmas stories, but considering Aldi’s ad last Christmas was a carrot-based retelling of A Christmas Carol, I’m starting to question their dedication. And while 2021’s offering was packed with silly puns and a fun Caterpillargate Easter egg, this year we got poor poetry scansion and a dick joke… which feels pretty low-effort to me.
4. The Christmas party
Whether with friends, family or Freddie from Finance, the Christmas party is one of the staples of the season. It’s something we look forward to, giving us the chance to let our hair down, dress up in something sparkly and drink an amount of alcohol that we will politely refer to as ‘festive’. The glitz and glam offer beautiful visuals, so it’s naturally a popular topic for Christmas ads.
Tesco
This year, the Christmas party looks a little different, with Tesco giving their festive offering a political twist by spreading the Christmas Party’s campaign message. With policies including more pigs in more blankets for more people, and a referendum to see if Love, Actually is the greatest Christmas film, I’m not sure I’d trust them with repairing the economy, but it’s a clever angle for an ad.
5. The gift that’s more than a gift
The consumerism of Christmas can get a little too much, and there’s a lot of unnecessary waste at this time of year. Many brands therefore choose to encourage customers to spend their hard-earned money on something with real meaning to the recipient, rather than just buying them ‘something to open’ that will end up at a charity shop, or regifted in 12 months’ time.
M&S
While M&S released a Christmas ad specifically for their food range, they’ve also created a campaign to highlight their festive charitable donation. It’s a great twist on the ‘gift that’s more than a gift’ trope, which we saw represented well last year by Etsy’s Christmas campaign, literally titled Give More Than A Gift.
This Christmas, M&S is donating £1 million to The Neighbourly Foundation. This means that any gifts you buy from M&S support community causes near you, so you don’t have to choose between buying your wife the sparkly shoes she wants and helping a local school to build a new football pitch.
6. The real meaning of Christmas
Of course, Christmas is about more than parties and presents. While for many it’s an important religious festival, it’s also a time for families to come together, and might be the only time of year that some people see each other. Celebrating the small things that bring us joy, doing good deeds and generally spreading festive cheer is therefore a key element during the Christmas ad season.
Amazon
In Amazon’s 2022 Christmas ad, we see a father initially frustrated by his daughter’s love for a snow globe, which she carries everywhere with her. Eventually, he realises how much joy this small item brings her, and chooses to embrace it, using a paper shredder delivered by Amazon to create a life-size snow globe in the greenhouse.
One thing that I like about this ad, which is very similar to Amazon’s 2020 Christmas ad, is that the ‘buy things from my company’ angle is fairly small. While they could have chosen to show the father purchasing hundreds of pounds’ worth of goods from Amazon to make his daughter’s Christmas memorable, he borrows most of the items for the snow globe experience from friends and neighbours. This adds a lovely community feel to the marketing message from a $975-billion global conglomerate with a penchant for unethical business practices and violating workers’ rights.
7. The “REAL” meaning of Christmas
Let’s face it. Christmas is all about the food. Whether you’re carving a turkey or plating up a nut roast, we’re only here for the food (and the booze) if we’re really being honest. Understandably, the main event is a huge focus of Christmas ads every year, particularly for supermarkets and food retailers.
Sainsbury’s
The choice to set this story in some kind of Renaissance fantasy land is a bit of an odd one, but it’s a choice that ad execs at Sainsbury’s made nonetheless. We see a line of servants bringing samples of exquisite Christmas fare to be taste tested by the Countess, and she’s very pleased by what her loyal subjects have brought her… for the most part.
Apparently the Countess hates Christmas pudding, and orders something else to be made instead. Roll ye olde R&D montage, as the chef toils to create something more to her taste (accompanied by the aforementioned inexplicable rendition of Teenage Dirtbag). The final reveal comes and it’s… a Christmas pudding?! What insolence is this? But of course it’s a fancy caramelised biscuit one, so the Countess is happy. Christmas is saved, I guess? Never mind the fact that other people in attendance might want a bit of classic Christmas pudding. As long as whoever’s in charge has what they want then Christmas is a success.
Waitrose
Waitrose has also focused on festive fare this year, although the emphasis is less on the gluttonous reverie of a Christmas feast, and more on appreciating the hard work that makes it possible.
The ad celebrates the care and dedication that goes on behind the scenes at farms, orchards and development kitchens throughout the year to make sure every ingredient in your family’s Christmas dinner is the best it can be. From expressing an appreciation for the year-long efforts that culminate in a single meal to the selfless sharing of pigs in blankets in the closing moments, this ad fills you up with warm, fuzzy feelings instead of stodgy Christmas pud.
8. The elaborate opus
Each year, a subset of marketing execs choose to put on their directors’ hats and try to outdo each other with a memorable mini movie. One of the all-time classic Christmas ads is the 2014 offering from Sainsbury’s. Just shy of 4 minutes long, this epic ad was inspired by real events on Christmas Day 1914 and produced in partnership with The Royal British Legion, setting an impressive benchmark for other brands to follow.
Asda
This year, Asda has pulled off something truly impressive by cleverly splicing footage of Will Ferrell as Buddy the Elf into their Christmas ad. We see Buddy applying to become a Christmas helper at the store and, while he has a little trouble fitting in, Asda’s editing team had no issues seamlessly integrating moments from the classic Christmas movie into the familiar setting of the British supermarket.
It’s really well done, both in terms of the visual editing and the scenario they’ve crafted, culminating in a great little ad that probably took a lot of time, effort and budget to get just right. There’s no emotional message and they don’t really try to flog their products; instead, we just get to enjoy a fun and creative project that shows off the imaginative and technical capabilities of the team behind it.
Let’s wrap up
These are just some of the Christmas ad clichés that brands return to each festive season, and a small selection of the many adverts released this year. As soon as I hit ‘publish’ on this post, I’m sure I’ll think of more tropes to talk about. There’s always next year.
Using video to tell a story
We recently took a look at the importance of animation in branding, and one of the benefits we highlighted was the ability of motion to tell a story at a glance. It’s quicker to absorb a message through animation than to read even a short sentence. While animation is a great option for brand storytelling, it isn’t always the right call to get your message across. In this article, we’re going to look at a few different types of video content you could be harnessing for your brand, and how they can help you to share your story. Let’s get into it. Lights, camera, action!
We recently took a look at the importance of animation in branding, and one of the benefits we highlighted was the ability of motion to tell a story at a glance. It’s quicker to absorb a message through animation than to read even a short sentence. While animation is a great option for brand storytelling, it isn’t always the right call to get your message across. In this article, we’re going to look at a few different types of video content you could be harnessing for your brand, and how they can help you to share your story. Let’s get into it.Lights, camera, action!
Full-production video
The biggest, fanciest and most expensive option for video marketing is a full-production shoot. This presents an amazing opportunity to create a world and tell a story with imagination as your only limit.
However, this large-scale operation requires a big budget, long lead times and a sizeable cast of characters that could include everything from storyboarders and scriptwriters to costume designers and lighting riggers. It’s ideal for big brands and national campaigns, but shouldn’t be undertaken lightly.
Even if you do have the money, brand clout and production team to take on a complex video project, it’s important to make sure there’s enough of a reason behind your video to warrant it. A customer testimonial might seem a little OTT and insincere if it’s filmed like a major motion picture, but it may be more suitable for the launch of an exciting new line of products.
Video interviews
The classic interview format is so popular because it provides a sense of personal insight and believability that more scripted content can lack. It also gives the audience a chance to have their questions answered, showing that you care about their needs and are proactively working to put their minds at ease.
From talking to the owner about the story behind the business to learning about your products and services from real customers, there are lots of ways to present a story through a question-and-answer video.
One of the great benefits of video interviews is that they are more engaging to the viewer than written interviews, helping you to get more eyes on your story. They are also quick, easy and cheap to make, and don’t lose much from a lower production quality; in fact, your audience may find simple, candid videos more trustworthy than a full-scale shoot.
Drone footage
Gone are the days when drones were a complex military device that James Bond might employ on an MI5 mission. With the advancements in technology, basic drones are so lightweight and affordable that they’ve become as commonplace under the tree on Christmas Day as a Furby. Of course, there are also high-tech drones packed with cinema-ready camera kit that can help your brand to capture stunning aerial shots that would make Peter Jackson jealous.
With all video marketing, as well as making sure you’ve got the right equipment for the job, you need a great concept. Drone footage is ideal for showing off spaces, offering breathtaking overhead views of country estates that visitors would never be able to see, or creating walk-through guided tours of indoor and outdoor wedding venues.
You don’t need to purchase your own drone and figure out how to fly it, either. In fact, there are various drone laws regulating their use for both fun and commercial use, including the requirement for a drone operator ID and licence, so it’s best to leave this to the professionals. There are lots of companies out there offering drone photography with skilled pilots able to capture all the amazing shots you need to tell your story.
Smartphone video
Social media continues to dominate the attention of internet users, giving brands access to an active, responsive audience. Us Brits are big fans, with 58 million active users, making this a great point of focus for marketing brands in the UK.
Video content offers great engagement stats, and delivers an irresistible hit of dopamine for those who view, like and share. Short-form videos like those found on TikTok and Instagram are a great option to grab attention, build a rapport and tell a story in just a few moments. For video designed to be viewed on a smartphone, it makes sense to use the same piece of tech to film it.
As well as creating video in the right format and dimensions for sharing on mobile devices, this also gives marketers access to video tech round the clock, allowing them to capture moments as and when they occur. This is perfect for behind-the-scenes videos, before-and-after comparisons, or providing a human element to your brand’s operations and helping to create a relationship with your customers.
Ready to embrace video marketing?
If the story-telling possibilities and engagement benefits of video marketing appeal to you but you’re not sure where to start, get in touch with DWH.
As a full-service marketing agency, we can help you to not only plan an effective marketing video, but also to produce and promote it. However complex or straightforward your ideas, we’d love to help you turn them into fully realised videos to engage with your audience and tell your brand story.
Midlands Enterprise Awards 2022
The DWH team is delighted to announce that SME News Midlands Enterprise Awards 2022 has named us the Most Client-Focused Creative Design Agency – West Midlands, as well as giving us their Customer Service Excellence Award.
The DWH team is delighted to announce that SME News Midlands Enterprise Awards 2022 has named us the Most Client-Focused Creative Design Agency – West Midlands, as well as giving us their Customer Service Excellence Award.
SME Awards 2022
Hosted by SME News, the Midlands Enterprise Awards celebrates the efforts of small businesses, who are often overlooked by mainstream awards. Now in its fifth year, the programme features a variety of awards for different sectors, such as finance, family business and IT, as well as awards for the best-of-the-best in specific regions within the UK.
As well as recognising excellence, innovation and dedication, the award aims to introduce readers of SME News to exceptional businesses, fostering collaboration, inspiration and support.
The Midlands Enterprise Awards 2022
Covering sectors as diverse as cleaning, divorce support and traditional Japanese Cuisine, the Midlands Enterprise Awards 2022 celebrate the hard work of small businesses in the region, highlighting the industry leaders and encouraging local firms to strive for excellence.
The awards are judged by a dedicated panel, using methodical research and analysis to reward firms on merit rather than relying on votes. Entrants are shortlisted based on nominations and independent research by the awards team, and the final winners are judged on the standard of their products and their commitment to customer service.
We’re proud to have been named the Most Client-Focused Creative Design Agency – West Midlands, as well as scooping the Customer Service Excellence Award 2022. Our passion and dedication to our clients is key to everything we do at DWH, and we’re extremely grateful to have our efforts recognised by the SME Awards.
While it’s important to gain clients and work to retain them, putting in the effort to nurture a fulfilling long-term relationship is what sets us apart from others in the industry. Investing in a brand helps us to achieve great things for them, no matter how big or small the project.
You can read more about this year’s winners in the Midlands Enterprise Awards 2022 edition of SME News – or skip straight to DWH’s page.
Experience our award-winning customer service for yourself
If you’d like to work with an award-winning creative agency renowned for client focus and excellent customer service, get in touch with DWH and we’ll be more than happy to discuss your project with you.