As content creators, should advertisers embrace or attempt to shift visual culture?

The concept of “visual culture” only became obvious to me since I have started working abroad, in Trinidad, where the culture hasn’t been completely homogenized by the impact of mondialisation. The local visual culture is still mainly led by press, radio and billboard. So when I worked on my first campaign, and presented the first …

Is popular culture still ‘popular’ in our filtered social media bubble ?

Jib Fowles describes in his book “Advertising & Popular Culture”, the differences and the implicit relationship between Advertising and Popular culture. Written in 1996, I wonder how this relationship has evolved in this present day. Let’s start by outlining the meaning of popular culture. Pop-Culture is what we make out of the products and practices of a mass-produced culture. …

Telling Nespresso’s coffee expertise story

THE CHALLENGE The portion coffee landscape has changed drastically over the past years with the arrival of numerous compatible capsules in the market, often cheaper and of varying quality. Although Nespresso’s coffee quality and sustainability credentials are superior, this difference is not always perceived by the consumer. Nespresso’s challenge was to educate consumers about its …