Monday, January 23, 2012

goodbye nostalgia, hello über-nostalgia

I've been reading that nostalgia is the key to marketing in a recession (writes Peter): see the design blog of Gloucester agency Alias and the Marketing Society's debate.

From past experience I've noticed that our love for nostalgia does always seem to increase in a recession (this being my fourth).

However, it is ironic that to give the nostalgic experience any life and authenticity these days requires the talent and dedication of extremely skillful designers, artists, film makers and marketeers (and arguably requires more effort than is needed than to create something new and contemporary).

The current nostalgic decade of choice has to be the roaring '20s. And now that artists, musicians and film makers have access to such powerful digital technology, any nostalgia-based creations can be digitally enhanced to make a sort of über-nostalgia that goes beyond the realms of the pastiche.

A few examples of über-nostalgia:

FILM: The extraordinarily successful film 'The Artist' is a tribute to silent movies so faithful that it remains 'silent' throughout. Capturing that old movie feel required ultra modern movie technology, which was then projected onto purpose built and smaller flat screens, as found back in the 1920's.

Has the adorable Uggie from The Artist walked straight out of the 1920's HMV logo?

MUSIC: Take a listen to C. W. Stoneking but with your eyes closed for the first few minutes. Doesn't it sound like he's a black blues hero straight out of Mississippi in the Depression? But no, C.W. is a 30-year old Australian living in Bristol!

PACKAGING: Hendrick's Gin is a beautifully constructed pastiche of the "flapper's tipple of choice". Has this been stolen straight out of the Museum of Brands, Packaging and Advertising in London?

1920's Gordon's Gin (with medicinal serving suggestion!) vs. 2011 Hendrick's Gin

No comments:

Post a Comment