New Stuff and Inspiration
Wilderness Kicked, Thanks to CGI
How do you connect with a niche audience of elite backcountry enthusiasts? You talk to Matt. Matt is Sukle’s in-house CGI expert.
For the 2012 Scarpa campaign, we asked Matt to create 3 of the world’s premier mountains for backcountry destinations in CGI. Oh, and make them appear to be made of sand, dwindling away, moment by moment, in an hourglass. No problem. He started by collecting data on the actual peaks. Multiple data points on longitude, latitude, altitude and slope of each mountain gave him a rough start. Then he masterfully filled in the details. (Matt watched a lot of Bob Ross as a kid.) You can watch his progress in the video above.
Why an hourglass?
The average life contains 26,320 days. If your preference is to spend as many of the remaining ones as possible in lonely territory with just you and the mountain, then you’re part of an elite group of crazies. Aka, Scarpa fans. For backcountry athletes, it’s not about quantity. It’s about quality. They’d rather spend the whole day trudging up to the top of a mountain for one glorious ride than repeat the same predictable, crowded run.
The hourglass concept acknowledges that there are only so many opportunities in life to make those memorable runs. By showing the precious sand running out, we connected the Scarpa brand with their passion for the sport. We didn’t use ad space to talk about the stats on a particular product, even though there is plenty to brag about there. The retail folks do a good job of that. Our goal was to speak to what makes them different from the average weekender Joe or Jane. So the next time they’re in a spot to choose a new boot, they’ll know Scarpa gets it.
The Little Printer
Neato little invention, due out this year. Little Printer lives in your home, bringing you news, puzzles and gossip from your friends. Use your smartphone to set up subscriptions and Little Printer will gather them together to create a timely, beautiful mini-newspaper.
beautiful sausage packaging
Olli’s packaging leaves it’s category in the dust. Dainty scroll work. Posh color palette. Clean spacious type. But the best part is the little pig happily frolicking like a hamster in a hamster wheel. (pssst: pigs vertebrae are not designed to arch their backs like that. My guinea pig’s veterinarian told me so.) Love the upc code.
Hot Wheels remote control with your iphone
Thanks to Mattel for doing so, and creating iNitro Speeders. They’re essentially remote control Hot Wheels cars that you can control with your iphone. Awesomeness.
We at Sukle love a good visual gag. If you’ve examined our work, you’ll notice we love to play with the medium we’re working with, attempting to create a visual that appears both clever and witty at the same time. So we were quickly enamored by these different sheets and comforters.
Looking forward to a good meal.
The schedule for this summer’s Outstanding in the Field is about to come out and we’re excited. Nothing better than delicious local fare, paired with wine, all resting upon a long table nestled into some spectacular setting. Everyone cross your fingers there’s a great Colorado location this summer!
Our mission is to re-connect diners to the land and the origins of their food, and to honor the local farmers and food artisans who cultivate it.
Outstanding in the Field is a roving culinary adventure – literally a restaurant without walls. Since 1999 we have set the long table at farms or gardens, on mountain tops or in sea caves, on islands or at ranches. Occasionally the table is set indoors: a beautiful refurbished barn, a cool greenhouse or a stately museum. Wherever the location, the consistent theme of each dinner is to honor the people whose good work brings nourishment to the table.
Ingredients for the meal are almost all local (sometimes sourced within inches of your seat at the table!) and generally prepared by a celebrated chef of the region. After a tour of the site, we all settle in: farmers, producers, culinary artisans, and diners sharing the long table.
NBC wanted you to have a good Superbowl.
So much so, they made an almost 4 minute long music video, with nearly every star of every relevant NBC show to let you know that. If you add up how many multi-million dollar spots could have fit into that 4 minutes, well, you realize that NBC REALLY wants you to have a good superbowl (authors note: this is most likely a longer cut than actually aired). Either that or they just don’t need the extra money. Coffee just shot out my nose laughing at that last comment.
Ok, this is great. The first billboard (the small one to the left) is an Audi board that features it’s new A4, and it reads “Your move, BMW.” So what did BMW do? They bought the board next to it, which has a showcases the new 3-series and the headline “Checkmate.” Brilliant. But it’s not over. Then Audi counters with a board next to that one, featuring their ultra-sexy R8 super car with the headline ” Your pawn is no match for our king.” I am guessing the next expected move for BMW would be to place an ad next to that one with a beauty shot of the new, insanely sleek i8 with some sort of “Touché” line. But no, they went blimp with it, showing their F1 car and “Game over.”
Real, real good stuff.
1 more reason to love Whole Foods
I stoppped at Whole Foods on my way to work Friday and the cashier gave me this rose. It was “Free Rose Friday”. As if I needed another reason to be in love with Whole Foods. The best part of the experience was watching the women in line in front of me blush as they chose the color of their preference. Yellow, white, pink or red. They seemed genuinely touched by such a simple gesture. Nice play.