Like every year at Cocoon, our highlights are the outcome of projects that enable us to create more engaging brands – and our employees believing there’s always a better way.
Here’s a look at some of our most memorable moments from 2010.
REBRANDS
Custom Castings
During almost 40 years in business, Custom Castings built a strong and successful reputation locally for manufacturing high quality aluminum and zinc castings using the permanent mold process. But their brand identity did not reflect the internal culture and external perception earned by Custom Castings over their many years of experience. They came to Cocoon to revitalize and create a brand identity that could help them win new business, rally employees, and attract new talent. The solution builds off the equity in their symbol of a shield, since it shared a history with the company from the very beginning. The revitalized shield symbol provides a dynamic shape that echoes the two C’s of Custom Castings and integrates the mold and casting process used to create almost everything they produce. The rich, bold colour palette reflects the company’s pride and confidence, and pulls in a literal reference to the heat source used in the manufacturing of every casting. The new brand and its positioning have been widely accepted internally and the client is excited to see the new brand continue to rollout in 2011.
ADVERTISING
Free Santa (Kildonan Place) – Campaign Of The Year
Every mall has a Santa. But not every mall will let you visit him for free. Kildonan Place was offering free photos and videos with the big guy and Cocoon helped them make a big fuss about it so every parent in Winnipeg would know that it’s naughty to pay for it. This multifaceted campaign included a guerilla ‘protest’ near the mall in addition to outdoor billboards, bus benches, radio, PR, online video, social media integration and presence in the Santa Claus Parade. The result? Many smiling faces (and maybe a few classic screaming-toddler-in-Santa’s-lap photos). Many more candy canes were given out this year compared to previous years, representing an increase in traffic – thanks in part to some significant earned media on the 6 o’clock news. This campaign won the Signature Award for the Best Campaign of 2010.
Save The Potatoes (Potato Coalition of Manitoba)
This past summer, Cocoon was approached by a number of Manitoba potato farmers, farmers market organizers, restaurant and store owners, and other concerned citizens about a new law that threatened to put the province’s small potato farms out of business and compromise the local supply of potatoes available to purchase. We worked with the new coalition’s organizers to put together a campaign that included PR, a blog, and outdoor advertising. In just three weeks, the campaign helped create enough pressure to get the law changed in favour of Manitoba’s small potato farmers.
SPONSORSHIP ACTIVATION
Canadian Sponsorship Forum
In March 2010, Cocoon travelled to Whistler to attend theCanadian Sponsorship Forum – on the heels of the Olympic Winter Games and integrated with the Paralympic Games. Cocoon had an opportunity to rub shoulders with some of the world’s sponsorship activation thought leaders. In attendance were recognizable property and sponsor brands including the NHL, Scotiabank, Kraft, Virgin Mobile, Canadian Tire, and Visa. Cocoon is excited to attend this year’s conference – happening in Montreal in June 2011, integrated with an F1 race. If you’re interested in learning more about maximizing your sponsorship dollars, this is great event to mark on your calendar.
Scotiabank – CFL Grey Cup in Edmonton
Scotiabank is a proud sponsor of the Grey Cup, and Cocoon is proud to work with them each year to help activate their sponsorship. Many event sponsors do little more than wallpaper their logo wherever they are allowed to, but Cocoon has worked with Scotiabank to maximize the value of their sponsorship, by incorporating creative ideas that make the brand more engaging, more memorable, impactful, and buzzworthy. Some of the activations integrate with television broadcasts to maximize related sponsorships or create photo opportunities for fans – ending up in their own photo albums that are shared online.
PACKAGE DESIGN
Oi Furniture – Top 100 Package Designs For 2010
Oi is a furniture system that fits in a 30” x 30” box – a pretty unique selling feature – so its box needed to be something special and reflect the product’s quirky style. Cocoon wanted new Oi Furniture owners to get to know their furniture better through the packaging, so the box was designed to be full of interactive messages (that also emphasize key product benefits). This unique packaging was named one of the Top 100 Package Designs of 2010 by TheDieline.com, the world’s largest packaging website.
Gorp
Sometimes the best ideas are the simplest ones. While developing the brand and package design with Gorp – creators of an all-natural clean energy bar – Cocoon realized that many people eat part of an energy bar before an activity and save the rest for later. But traditional packages aren’t designed for this type of split use. Cocoon developed a simple resealable sticker system that lets consumers save part of the bar for later – without having to clean pieces of it out of the bottom of their gym bag. Cocoon is excited for the complete rollout of this new brand in 2011.
Applied Arts Magazine – Awards Winners
Cocoon’s work for both Oi and Gorp was recognized by Applied Arts Magazine’s Design Awards.
INNOVATION
Oi Furniture
Oi Furniture is an example of how innovation can spark an idea into something bigger than the initial project scope. Originally, the brand and design prototype for Oi Furniture was intended to promote Cocoon’s brand-centered product design capabilities. Oi Furniture took on a life of its own, having a preview in-market at the Vancouver Winter Games and then it was officially launched at ICFF in New York (May 2010), followed by Neocon in Chicago (June 2010). Oi has received praise from interior designers, architects, and editors from countries around the world and has been covered by local media – including the Winnipeg Free Press and Manitoba Focus, the Manitoba Chamber of Commerce publication – and international media including Western Living, Elle Decor, Playboy, and popular design blogs like Apartment Therapy. In December 2010, WIRED Magazine featured Oi in their WIRED Store in New York and online. Learn more about Oi Furniture atilikeoi.com or on Twitter or Facebook.
