The Weekly Debrief

From Mastercard melodies to kindness campaigns

We’re a creative bunch. Ideas are what get us up in the morning, and when we see a good one, we can’t help but share it. Whether it’s on a lengthy email chain, a scrap of paper left in a meeting room, or a post on our Workplace group – ideas are always flying around the We are Vista Studio.

This is our round up of the best of them. This is the Weekly Debrief.

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Mastercard seeks to be heard with their latest identity

It seems Mastercard have taken “new year, new me” to a whole new level, kicking off 2019 with a fresh brand revamp.

First, they ditched the name, transitioning to a wordless logo in an attempt to align itself more closely with the iconic growing community of name-free brands, including the likes of Apple, Nike and Starbucks.

More recently though, it revealed its latest advancement – the sonic brand identity. The latest addition is set to add a new, powerful dimension to the firm’s brand identity, with the aim of becoming a critical component to how it will be recognised in the future and preserving its presence in a less visual commercial landscape.

Think McDonald’s. In just five notes – ba-da-ba-ba-baaa – it’s got you hooked. Or the Intel bong that’s still going strong over 20 years later. But a simple jingle wasn’t enough for Mastercard, who have taken things one step further.

Armed with a unique melody, you can expect to hear it blasted across voice assistants like Amazon Alexa, when you make a cheeky purchase, or in stores and online when you interact with the brand.

But the decision to create a sonic identity wasn’t one the company took very lightly. To ensure the melody was one that global audiences would resonate with, the firm reached out to musicians, artists and agencies worldwide to record their own versions of it. The melody has also been adapted for different situations, with an array of instruments and varying tempos to create playful sounds that suit distinctive cultural tastes of specific markets including China, India and the Middle East.

A bowl full of positivity

Cheerios’ new campaign, ‘Right on Tracks’, is a series of children’s sing-a-long songs created to encourage kindness, empathy and inclusion.

With the help of art collective Nous Vous and Isle of Dogs puppet master Andy Gent, director Johnny Kelly uses puppets and animation to perfectly capture the fun, positivity of the songs – exploring important issues such as family dynamics, being yourself, anti-bullying and making friends.

Over 90 puppets were created for the series to represent diversity and the importance of self-confidence, with upbeat confident songs produced by Walter Martin to bring them alive. Overall, the films are a real breath of fresh air, providing parents with an entertaining way of teaching their kids valuable life lessons.

The Brits’ social media overkill?

In a bid to dodge falling TV figures, the 2019 Brit Awards upped the ante this year to ensure the show would reach more screens than ever.

After nailing its highest results in 2018, with a whopping 445m post-show views across its social media platforms, the pressure was on to score big again.

Backed heavily by social media coverage, this year saw an official 2019 Brits app hosted by YouTube Music, allowing viewers to relive performances and highlights exclusively on the channel.

Other social media coverage included YouTube live streaming, to enable fans of the show outside of the UK to tune in, Facebook live streaming on the red carpet with celebrity hosts, Instagram, Twitter and the Chinese app Musical.ly. And it wouldn’t be the Brits without cringey celebrity endorsements would it? A mix of presenters and TV personalities were also enlisted to do takeovers across the channels, providing interviews and sneak peaks throughout the day.

YouTube Music also ran two larger than life projections in London, to further promote the app. As winners were revealed at the 02 Arena, large scale projections of their faces were mapped out across The London Eye, Old Billingsgate and County Hall.

From sharing the thrill of the red-carpet antics, to providing live streams of the latest performances, audiences were able to gain intimate access to Britain’s famous annual music event – highlighting the importance of recognising where audiences are and utilising digital engagement to maximise results.

Image source: General Mills