Inspired by people, places, ideas & global progression.

Sandism (blog)

Egalitarianism + Fanaticism = Sandism

 

Two brands I would never substitute, and here's why

Technics Turntables are reliable, interactive and ooze nostalgia – something we all seek in this rapidly evolving digital world. My love for the brand is matched with my love for vinyl; the vinyl and turntable complete each other like yin and yang. The thing I love most is the tactile nature of the medium: I feel connected to a subculture and part of something eternal. 

No body remembers their first download, vinyl lives forever!

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A heritage brand dating back to 1840, the brand identity for Bickford’sLime Juice Cordial connects to my childhood memories and continues to be the quintessential beverage of choice for my adulthood. Transcending generations, my future kids will probably drink Bickford’s – history will repeat itself through the humble cordial! Through these experiences and years of consumption I’ve become brand loyal – if there were ever a ‘cordial challenge’, I’d always pick Bickford’s!

Satisfying taste buds since 1840!

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Poetic feelings

Side by side we flap and whip, on the pinnacle of masts we stand firm and grip.
A history quite young colonials would claim, Terra Nullius came through causing too much disdain.
The past has come through where we stand with one and other, uniting the clans firm fists as a brother.
The future looks bright though disparity still strong, perhaps one day we will unite nationalism in song.


I was once asked: “of all the books you’ve ever read, which will be the one that will help you most in your future career?”.

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I give you the genius of life of Pi

Life of Pi holds a fascinating correlation to the world of advertising and hits home with an analogy which blows my mind. If you haven’t read the book or seen the film, you will probably want to turn away.

At the end of Life of Pi the reader is presented with two conclusions:

Story #1 is far more imaginative, exciting and captivating – the better story.

Story #2 is grim and realistic – dry yeastless factuality.

At one end is boring reality, which is as flat as unrisen bread. At the other end is a version of reality that has been invigorated by imagination, improving the story – it becomes a full, hearty, risen loaf of bread. When the options are presented in these terms, it is easy to see which is the more tempting. The risen bread is far more appetising, while the flattened, yeastless story option looks about as appealing to eat as cardboard.

What this demonstrates is a play on the human desire for something greater than reality – a task that advertising takes up beautifully. Strategists are often presented with a dry yeastless product and it’s their job to bring it to life. The creatives then run with the strategy and match it with fascinating narrative. Whether consumers know it or not, their psyche yearns to escape the dry yeastless reality of consumption. We want our lives and our products to have meaning and purpose. And why the hell shouldn’t we?


Are you ready to be consumed?

The gateway to some of Australias most desirable wine country is waiting to be uncorked! Lonely Planet is no stranger to its fine qualities, ranking the city of churches in its top 10 destinations for 2014.

This distinguished advert “Barossa. Be Consumed” launched in May 2013, and it’s abundantly palatable.

Rich heritage with foundations stemming to 1840, with the region supplying 25% of Australia’s wine by 1925, to today being world renowned for its palatable abundance. The identity of the Barossa is trustworthy, respected, loved; it is a market leader. The creative conveys a strategy to reposition the Barossa through invigorating the senses. The conceptual craftsmanship draws on tangible and intangible attributes of the country to create a new vision of shared human experience: a place of indulgence, relaxation, cuisine - a premier food destination, personality, adventure, escapism and romance, which is encapsulated through the visual sensation.

The montage provides an alluring effect, dark and mysterious tonality, very suggestive, through close up images of the land and its rich soils, which are the foundations that bleed life into production, thus into consumption. Flora and fauna playfully injected, bursting with a sound track that mystifies.

I can’t wait to visit, and get the feeling not only will I experience first class Australian food and wine; I will leave with an experience to never forget. Barossa, it may well consume me.


The Personification of Passion…

Dark Side of the Lens

“I see life in angles, in lines of perspective, a slight turn of the head, the blink of an eye, subtle glimpses of magic other folk might pass by”.

Mickey Smith