Mind the Creativity Gap: Swiss Air

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... SWISS AIR.

The original Swiss Air tube ad.

Like most airlines, Swiss Air has a relatively formal tone of voice when compared to other companies I've looked at recently like Google and Innocent. The tone of voice used by Swiss here is in line with this - a relatively formal tone of voice with a minimalist approach to the ad.

The ad itself is seasonally themed, focusing on the Swiss offer of free ski transport for those passengers using the airline to head to the ski resorts in the Alps. Told from the viewpoint of the lone skier on the mountainside, it states that the skier is free-riding down the mountainside as their skis had done on their Swiss flight over.

The image used on the ad is stunning - showing the ideal skiing experience for some - with the minimal text used accentuating the quality of the image. In my re-worked tube ad, I have kept the text to a minimum, with the emphasis on the word free - freedom for the skier, and free transport for their skis. 

My re-worked Swiss Air tube ad

Get Lost: Antwerp

I love traveling - and probably travel more than anyone I know - so it makes sense that I write about it. Get Lost is a series of short, snappy travel guides (250 words or under) where I write about the places I visit.

Living up to its billing as one of Europe’s hottest tickets, Antwerp is re-imagining its maritime past and building a future that celebrates the very best of modern Belgium.

Exploring Antwerp, you’ll soon discover that the city still pulses to the beat of its medieval heart, and its tangled maze of tight cobblestone lanes that meander past glossy boutiques and plush cafes. The ornate centre is punctuated by handsome squares perfect for indulging in the famous Belgian beer culture, recently inscribed by UNESCO as an intangible cultural heritage of humanity. The imposing Cathedral of Our Lady of Antwerp looms above the old city’s rooftops, while to the east the internationally renowned diamond quarter stretches out to Antwerp Centraal, one of the world’s finest train stations.

Although laden with history, Antwerp has the unmistakable feel of a city with a youthful thirst for change. Regeneration to the north has seen Antwerp’s former dockyards revitalised to create Het Eilandje, a burgeoning new waterfront neighbourhood that boasts two feats of contemporary architecture. Zaha Hadid’s Port House juts confidently towards the future, while the ultramodern MAS museum affords crisp views out over the city from atop its ingenious vertical public space.

Antwerp is the black sheep of modern Belgium, the wild relation to its better-heeled Flemish brothers. It’s where Belgians come to let their hair down, whether they’re late-night partygoers, fashion fanatics, or fine art enthusiasts. Belgium’s second city is most definitely the country’s new capital of cool.

Mind the Creativity Gap: Glorious!

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... GLORIOUS!.

The original Glorious! tube ad.

I had never seen a Glorious ad on the tube before - or anywhere, for that matter - so I didn't know whether this was the company's usual tone of voice. I'll keep an eye out for other advertising from Glorious to see if there is a discernible tone.

The original ad is fairly simple - aimed squarely at commuters and making use of the tube setting for a play on words using train tracks. I like the ad. For a fairly unknown company it is short and sweet and it says exactly what it needs to say. 

I have used the same train theme but with a statement instead of a question. I think the re-worked ad is punchier than the original, with less words and a snappier headline. 

My re-worked Glorious! ad

Get Lost: San Francisco

I love traveling - and probably travel more than anyone I know - so it makes sense that I write about it. Get Lost is a series of short, snappy travel guides (250 words or under) where I write about the places I visit.

ALIVE WITH THE SAME PIONEERING SPIRIT THAT SPARKED THE GOLD RUSH, MODERN SAN FRANCISCO IS PERPETUALLY ON THE CUSP OF CHANGE. FROM TECHNOLOGICAL REVOLUTIONS TO QUEER CREDENTIALS, SAN FRANCISCO IS WHERE THE PARTY STARTS. AND EVERYONE’S INVITED.

Nicknamed “The City by the Bay,” San Francisco’s maritime heritage remains etched on the city’s DNA. The striking Ferry Building has been transformed into a food-lover’s paradise, while Pier 39’s playful resident sea lions are the star attraction in the West Coast’s most captivating wildlife show. Out in the bay, the notorious Alcatraz prison still menaces from afar, while a bracing bike ride leads you out to the Golden Gate Bridge. The city’s most iconic landmark inspires awe whether swathed in fog or bronzed in afternoon sun.

The star attraction, though, is that irrepressible San Franciscan spirit that simmers in every pocket of the city. In North Beach, indulge your inner Beatnik with a visit to City Lights bookshop chased by a stiff drink at the legendary Vesuvio bar next door. Catch a trolley car to The Castro to experience one of America’s most celebrated and influential gay neighbourhoods, before heading down to Mission Dolores and its lively park overflowing with liberated locals.

Unashamedly comfortable in its own skin, San Francisco compels you to check your inhibitions at the door and surrender to its eccentricities. This is a city where everyone feels at home. San Francisco is a way of life, and once it grabs hold of you it never lets you go.

Mind the Creativity Gap: Google Pixel

EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... GOOGLE.

The original Google Pixel tube ad

Google has an informal tone of voice in its advertising. It's not as conversational as we have seen in recent weeks with Innocent, for example, but it definitely reflects Google's brand image. 

The original ad focuses on the battery life of the new Pixel 2 smartphone. It asks the audience why they carry a battery to charge their phone battery, before introducing the new Pixel 2's battery, which is 'long-lasting'. 

While the idea behind the ad is a good one, the execution feels clunky. There is too much repetition of the word battery - out of just eleven words on the ad, three of them are battery - which comes across as the writers running out of ideas. 

I have kept the focus on the phones battery life, but instead of methodically repeating the word battery I switch attentions to the user of the phone. This creates a stronger purpose of the ad that focuses on the user while appearing less clunky than the original.  

My re-worked Google Pixel tube ad

Get Lost: Amsterdam

I love traveling - and probably travel more than anyone I know - so it makes sense that I write about it. Get Lost is a series of short, snappy travel guides (250 words or under) where I write about the places I visit.

FROM PICTURE-PERFECT TOWNHOUSES CLUSTERED ALONG CANALS TO FORMER DOCKYARDS BRIMMING WITH START-UP CREATIVITY, AMSTERDAM IS A CITY THAT REVELS IN THE MOMENT, WHERE GRATIFICATION - WHATEVER YOUR TASTES- IS ONLY A BIKE RIDE AWAY.

Arriving at the city’s Gothic-inspired Centraal Station, historic Amsterdam fans out into an intricate maze of narrow lanes and tree-lined canals that urge you to get lost. And from the heady throng of Kalverstraat’s department stores to the reflective calm of nearby Begijnhof, the city surprises you at every cobbled turn. To the east, the infamous red-light district attracts revellers of all ages to its rowdy, rouged pavements, while design outlets and sleek cafes jostle for position along the Jordaan’s upmarket terraces to the west. Or head south and take in Vondelpark and Amsterdam’s impressive clutch of iconic art galleries around Museumplein.

Venture out of the centre and you’ll soon discover an Amsterdam brimming with the Dutch spirit of innovation. Once-tired neighbourhoods have seen their post-industrial legacy revitalised by young, creative forces. Here, you’ll find local breweries spilling out of windmills, fashion rails filling out warehouses, and abandoned docks transformed into hip bars with waterfronts that thicken with locals when the sun finally appears.

There are more bicycles than people in Amsterdam, and you’ll quickly discover that cycling is a way of life for the locals. Two wheels are by far the easiest way to explore this captivating city so for the ultimate Amsterdam experience, do as the Amsterdammers do and get on your bike.

Mind The Creativity Gap: American Airlines

Each week, I make the most of my daily commute and give my take on some of the advertising on London Underground. Some of it's decent, some of it's crap. This week... American Airlines.

The original American Airlines tube ad.

The latest American Airlines campaign focused on their fully lie-flat seats (a name that just rolls off the tongue) available to Business Class passengers on flights from London.

I actually quite like the original ad (see left), which uses a  snappy headline to convey that the fully lie-flat seats will help you arrive at your destination sharp. 

On the reworking, I've focused on the in-flight experience and used a play on the phrase 'a good night's sleep' as the header. To back this up, I've made the subhead focus on the relaxing aspects of the flight. 

My re-worked American Airlines tube ad.

Places: Placemaking Resource

Cities are the most tangible celebration of what it means to be human and I've been fascinated by them for as long as I can remember. Places is where I write about the city - articles, blog posts, anything really.

This is an article I wrote for Placemaking Resource on The Scene in Walthamstow, East London. 

THE SCENE HAS ARRIVED IN WALTHAMSTOW, EAST LONDON. THE STRIKING MIXED-USE DEVELOPMENT, DESIGNED BY POLLARD THOMAS EDWARDS FOR DEVELOPER HILL AND HOUSING ASSOCIATION ISHA HAS DELIVERED RESTAURANTS, A CINEMA AND 121 NEW HOMES IN THE SUBURBAN TOWN CENTRE. THESE USES ARE WRAPPED UP IN A STUNNING SIX STOREY ARCHITECTURAL LANDMARK THAT FLIRTS WITH THE FUTURE.

The scheme opened last year, and development of this site was long overdue. It had been temporary public space for several years while redevelopment attempts failed. As the London Borough of Waltham Forest started to draw up its Area Action Plan for Walthamstow, the need for a regeneration catalyst on the corner of High Street and Hoe Street became acute. The vacant site might have given developers a carte blanche opportunity, but the council was prescriptive with its needs. The council wanted a housing-led, mixed-use development that activated the space and delivered entertainment and leisure. It was also adamant that a cinema should be incorporated into the scheme as a way of reigniting the town’s evening economy.

The Scene is a blueprint for successfully executing town centre mixed-use development. The complexities of the brief have been overcome by embedding the cinema below ground level, freeing up the street level for restaurants and the upper floors for housing. This innovation allowed the architects to rigidly follow the brief and to create a town centre destination.

The Hoe Street frontage is cleverly broken up by a rippling wave design, which adds interest and variety to the street scene. The High Street façade offers rigid, straight lines, while the building’s well-articulated corner responds to the junction’s other corners, albeit to a more severe angle. Balconies wrap proudly around this corner, although those overlooking the High Street appear dark and cramped, offering views but little else. The use of reflective glazed brick slips on the facade affords the development an air of shimmering modernity, a brave departure from its surroundings and solidifies the scheme’s landmark qualities, cementing its place as a focus for activity.

Setting the development back from the High Street building line has allowed The Scene to open onto a new public space. Street activity is provided by restaurant terraces, activating what had previously been a transit space. Improved street greening and the provision of benches have furthered this transition from space to place, successfully overcoming the location’s shared-space nature and lack of clear definition.

As the first tangible evidence of the Council’s town centre regeneration, The Scene is like a glimpse into the potential future of Walthamstow. But the scheme is a success today reshaping Walthamstow’s evening economy, delivering new homes, a landmark new building and public space. It is a testament to the opportunities of mixed-use development. The scene in Walthamstow has most definitely changed.