A Brooklyn State of Mind Invasion

Posted by Andrea Fjeld, 08 Jan 2011
I ♥ NY? More like I ♥ BK! Over the past twenty-plus years, The Island has been ceding its monopoly on cool as the southeastern borough gains popularity. Brooklyn has long been defined by experimentation and innovation, and today it draws creative minds from around the world to its pleasant brownstones and industrial lofts. And of course, businesses are eager to capitalize on Brooklyn's cutting-edge appeal, with a growing number of Brooklyn-branded goods popping up in New York and internationally. What happens when a borough becomes more than just a borough? We examine the complexities of the Brooklyn brand after the jump.
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Philips Turns the Camera on the Audience

Posted by Luke Dringoli, 09 Jun 2010
No set of eyes see things in the same light. To celebrate this idea, a Philips microsite brought on five world-class directors to help tell its story. The result is five vastly different films bridging many genres. But here’s the real plot twist: an accompanying contest turns the heat on the audience, asking them to take this concept one step further. Lights, camera, action!
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EC=MC: Explaining the Brand-Media Metamorphosis

Posted by Luke Dringoli, 28 May 2010
The metamorphosis of brands into fully realized media companies — that is, providers of real, quality content — is something we like to talk about a lot at Post Advertising. And we're thrilled to see it take hold. In particular, Tom Foremski, purveyor of the newly-launched EC=MC discusses many of the same concepts. Think Einstein would've agreed with us?
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Absolut Makes Great Content—Then Makes It Scarce

Posted by Luke Dringoli, 20 May 2010
Want the Absolut experience? Sit back, relax, and enjoy the show. For a film called I’m Here, directed by indie auteur Spike Jonze (Where the Wild Things Are, Adaptation), Absolut tried to give its audience a theatre-like feel with a free online movie you can enjoy in the company of friends (although you do have to provide the popcorn). The idea was to enhance the (typically) static web video and leave viewers with a better taste in their mouths. And the audience, naturally, drank it up.
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