1

ad here

The Indian company, Polygon, is making the headlines in the NFT world as it launches Beeple’s Wenew.

Polygon is a layer 2 ethereum scaling solution. Co-founded four years ago in 2017 by three Indian software engineers, Jaynti Kanani, Sandeep Nailwal and Anurag Arjun, its vision and intent are to bring about a positive change in the usability and ease of the current decentralised NFT (non-fungible) ecosystem.

Beeple (actual name, Mike Winkelmann), the artist who recently sold his most expensive piece of work for $69 million in March, approached Polygon to reduce the environmental impact of his NFT platform, Wenew, which will serve to sell iconic sports, fashion and political moments in time. Beeple, thereby, hailed the company as the go-to Ethereum scaling solution.

As per Polygon, the launch of WeNew on its platform proves to be a significant new step to its growing NFT ecosystem comprising of tooling, marketplaces, big brands, artists, creators, and celebrities. Wenew’s iconic collections will also involve NFTs featuring Andy Murray’s Wimbledon 2013 victory, which shall be minted on Polygon.

Polygon’s Commit Chain applies the method of point of sale (POS) architecture, which is how the NFTs that are present on its platform turn out to be environmentally friendly and have a low carbon footprint.

“This makes Polygon the best scaling solution for Beeple’s WeNew platform, whose mission is to become the premier curator and provisioner of iconic moments,” Polygon said in a blog.

Billionaire investor Mark Cuban, owner of NBA team Dallas Mavericks, also recently invested an undisclosed sum in Polygon.
The NFT space has boomed recently with the oncoming of various musicians and digital artists accessing this route as a means to sell their work in the form of collectables or art.
CURRENT ISSUE

 

POST TAGS:

ad here

Renowned global toy manufacturing company, Lego, is now attempting to be ecologically sustainable by 2030.

Established in the year 1932 by Ole Kirk Kristiansen, the Danish company, Lego, is amongst the world’s leading toy brands even in the technologically advancing day and age of today.

Since the early part of the 1960s, most of Lego’s innumerable pieces of bricks have been produced from a form of plastic known as acrylonitrile butadiene styrene (ABS).
However, Lego is now in the process of creating a strategy that will make all its core products from environmentally sustainable materials by 2030. Its sustainability goals thus include creating bricks from bioplastic and being able to generate little to no waste. Just the previous year, Lego announced that it would begin eliminating single-use plastic from its boxes.
This time, prototypes of the renewed brick were created from recycled polyethylene terephthalate (rPET), a kind of thermoplastic that is used to make everyday items such as bottles and clothing.
This plastic, acquired from the USA, revealed that a 1-litre plastic bottle provided sufficient raw material to create about ten of Lego’s 2×4 bricks.
Lego went through the arduous process of trying out more than 250 different formulations of recycled plastic to come up with a brick that complies with the company’s quality, safety and play requirements.
At the same time, being able to find a material as durable as traditional ABS has been a challenge for the global toymaking brand.
“For us, the challenge comes from needing materials that can be moulded to the accuracy of a hair width to ensure bricks produced today fit with those made over 60 years ago, while being durable and safe enough to be handled by children day-in, day-out,” said Lego.
In spite of that, Lego stands by its word of inspiring not just pay but also a positive impact. “We’re committed to playing our part in building a sustainable future for generations of children,” it stated.
CURRENT ISSUE

 

POST TAGS:

ad here

Dabur to shift its Red toothpaste packaging to a carton-free one in a move to empower underprivileged kids at C.R.Y with notebooks while also being ecologically more conscious and sensitive.

Dabur Red Toothpaste

Dabur India Ltd has decided to get rid of the outer paper cartons from its Ayurvedic toothpaste brand Dabur Red Paste. The paper thereby generated from this process would provide notebooks to underprivileged children supported by Child Rights and You (CRY).

Simultaneously, a special outer paper carton-free low unit price (LUP) pack created in particular for rural masses is another work in progress that serves as an extended part of the initiative.

This being a first of its kind step by any Toothpaste brand in the country was highlighted by Rajeev John, Dabur India Ltd Vice President Marketing-Personal Care, as he announced the launch of Dabur’s initiative to shift to carton-free packs with a new eco-friendly design.

He went on to add, “This is a pilot initiative being rolled out in Modern Trade outlets, to begin with. Together, this move is expected to result in an annual saving of 150 tons of paper.”

This rather straight-forward change of simply shifting to carton-free packs leads to a significant impact on the larger difference it can make in terms of effective and efficient usage of resources, waste generation and management as also towards culturing greater eco-friendly sensitivity in people. A family of four can now thus be aware that the carton they would have otherwise discarded is now in the form of an empowering educational tool in the hands of a less privileged child. Dabur is to be donating more than 1.2 lakh notebooks as part of this campaign.

This carton-free eco-friendly packaging is being executed in key Modern Trade outlets in a joint initiative with Reliance Retail.

CURRENT ISSUE

 

POST TAGS:

ad here

The Indian award tally has increased by one metal since past two Cannes Lions Festival Of Creativity, Dentsu Webchutney visibly playing a huge role in it.They are now India’s most successful digital agency with innumerable awards.

Dentsu Webchutney, the digital agency from the house of Dentsu Aegis Network has contributed in increasing India’s awards tally at the Cannes Lions 2021 with 7 metals and 20 shortlists consisting of 4 Silver Lions and 3 Bronze Lions.

Being the only Indian winner on Day 3, Dentsu won in the Entertainment category bagging a silver lion for ‘The World’s Most Reported Trailer’ for Trigger Happy Entertainment’s Thappad starring Taapsee Pannu in the engagement/distribution sub-category. In the trailer the actress is seen speaking directly to the audience, encouraging them to report the trailer. Within a few hours of the trailer’s release, it was taken down by YouTube, becoming the world’s first trailer to be removed from the platform and proving that if abuse is reported action will be taken.

Subsequently, Webchutney won three silver and two bronze lions for VICE Media’s ‘The 8-Bit Jurno’ an initiative they took to keep updating the Kashmiris with the world who were missing out on news due to the limited internet access for more than 4 months. Together with Webchutney, VICE curated youth-relevant news and sent them through SMS to thousands of Kashmiris during those hard times.

On Day 4 of the festival, Dentsu Webchutney bagged another bronze lion under the Creative eCommerce category for Swiggy Instamart’s campaign ‘The Better Half Recipes’, which displayed a distinct idea of ‘equality’. This ingenious cookbook spittled the recipe amongst partners to bring ‘equality into the kitchen’.

CURRENT ISSUE

 

ad here

Lopez Design Pvt Ltd. recently bagged the gold award at the Future of Design Awards for its ‘Ayushman Bharat‘ visual branding campaign aimed at the government’s vision of ‘people-centric and humanistic branding at the grassroots level.’

Hosted by BW Business World, the award ceremony’s theme for its 2021 edition was centred on the role design plays in the effort towards creating a sustainable future.

The approach taken by Lopez in the campaign was to apply unorthodox means that challenged existing ideas rather than follow existing trends with a sheep mentality. This paid off in uniformly providing a refreshed and renewed makeover to the various health and wellness centres spread across rural India, the objective.

The design outfit actualised this idea by choosing a way that is not only universally fundamental but also sincere at the very core of land as diverse as India — ‘Unity in diversity.’ Likewise, the process of materialising the design organically involved the craftsmanship of rural craftsmen in the campaign’s effort to bring about an expression of regional culture. This created the scope and opportunity to give locals of the land a sense of delight in witnessing their roots get manifest and recognised on a larger platform.

With over 1.5 lakh health centres across India, the Ayushman Bharat program is widespread across the nation. The branding campaign thus based on diversity and rooted in simplicity displays the effective role design can play in successfully helping create a sustainable system on such a large scale.

CURRENT ISSUE

 

ad here

Pizza Hut built an offline-only website as part of the Earth Hour initiative.

As the UAE geared up to join millions of people across the world in raising awareness of the issues facing the planet, Pizza Hut offered customers an alternative way to get involved – other than just having to turn off their lights.

Pizza Hut

With its Offline Hour campaign, Pizza Hut encouraged people in two countries to disconnect from the internet during Earth Hour in order to win a free pizza. The campaign ran through a website, created by agency partner M&C SAATCHI UAE, that only works offline with no data, no WiFi and a bit of internet sorcery. Special code built into the back end allows the site to detect when users have no active internet connection and reveal a 60-minute countdown timer. If users go back online, the timer stops and they’ll be prompted to go back offline in order to claim a free pizza.

Pizza Hut

“Earth Hour typically involves switching off lights between 8:30 – 9:30 pm, but this is dinner time for many. Since it’s kind of hard to eat pizza in the dark, this year we wanted to encourage people to support a great cause in a different, but just as impactful, way,” said Beverley D’Cruz, Chief Brand Officer, Pizza Hut META.

Why disconnect? In the US alone, data centres consume 8 billion kWh more annually than household lighting. It’s a number that is growing proportionally with our reliance on internet-connected devices. With this in mind, Pizza Hut urged its customers to disconnect from the internet by turning off WiFi and data to reduce network and data centre load, potentially saving more energy than turning a light switch off.

“We know how much the world loves pizza and we love the world right back. We can’t wait for everyone to demonstrate that love by disconnecting for one hour and look forward to rewarding those efforts with a chance to win free pizza,” continued D’Cruz.

Pizza Hut Offline Hour went live in the UAE and Oman markets last March 27, 2021, during Earth Hour and saw hundreds of participants go offline for a whole hour to get their free pizza. The website is still live at www.offlinehour.me if you want to experience a little bit of this internet magic for yourself.

Pizza Hut

Credits

Client: Pizza Hut META

Client Team: Beverley D’Cruz, Gaurav Sinha, Hanna El-Amrawi, Srikanth Tirupathi, Khaled Al Masri, Nico Rozario

Agency: M&C SAATCHI UAE

CCO: Ryan Reed

CEO: Scott Feasey

Managing Director: Natalie Cooke

Creative Director: Ben Lees

Associate Creative Director: Jason Velasquez Burayag

Art Directors: Ben Lees, James Swift, Hani Douaji

Copywriter: Jason Velasquez Burayag

Account Management Team: Caroline Wylie, Nadine Inja

Social Media Team: Mitch Williams, Merrihan El-Shazly, Ahmed Taha, Anoop Ashok

Developer: Mohammad Dohadwala

CURRENT ISSUE

 

POST TAGS:

ad here

Though fresh possibilities of the much-awaited 2021 might have come mixed with the shadow of 2020 now synonymous with the pandemic, it could well mean a fresh renewal for one of the first modern-day computers to be in use today, the Macintosh. The iMac, to be specific.

While Apple is still to officially launch the news and confirm the supposed leak, a word that the tech pioneer is all set to revamp its iMac is making the rounds on social media, courtesy of Twitter. If this piece of information rings true, it would be close to a decade since the iMac got its last transformation in 2012.

Image Credit: Apple

An iMac that is likely to feature Apple’s favoured ARM-based M1 chip found on the MacBook Air, Mini and Pro. A digital display that might be expected to outdo 4K. A design sleeker and classier than the Pro Display XDR along with a screen bigger than its current largest of 27 inches could well be on the cards, translating to a 32-inch display. What else it holds in store is something difficult to predict until Apple lets loose its horses. But many-a-creative anticipating this new development explains why the rumour seems to have caught fire in the viral arena.

How would this renewed member of the Apple family be priced is something to watch, too, especially considering recent economic situations. If and to what extent it plays a role in how Apple Inc. goes about the tag would well be under the scanner alongside the technological upgrades.

CURRENT ISSUE

 

POST TAGS:

ad here

Coca-Cola, the beverage giants, have launched a new campaign in Europe, titled “Open to Better,” with an aim to encourage the fans to “pledge to do things differently in 2021.

As a part of a new marketing campaign, the brand has removed it’s most recognisable logos and replaced it with positive, inspiring and uplifting messages. This also includes customisable messages that customers can order online and send to their loved ones.

Coca-cola

These limited edition Coca-Cola cans are already on sale at retailers across Europe, with messages like: “I promise to do better just for you,” and, “I promise to smile more just for you” embellished on the front of the cans. 72andSunny Amsterdam, the advertising company which led the campaign says “the intention is to turn coke cans into a ‘humble gesture of appreciation’.” The company uses the power of their packaging to share resolutions of hope and positivity that they hope fans will enjoy sharing with their friends and family.

Coca-cola

Fans can personalise their cans with inspirational messages or by buying cans featuring celebrities resolutions. Katy Perry’s, for example, pledges: ‘I promise to meditate’ (Fingers crossed for you, Katy).

To inspire customers to create cans with their own messages, three short social films have been created. The first one tells the story of a young woman and her fond memories of playing the piano with her grandfather. The second features two friends who vow to “do more dreaming” together, while the third shows a performer who promises “to keep singing, just for you.”

It is not the first time Coca-Cola have used it’s products in a fun and interactive way as a marketing tool. This latest campaign, which taps into the need for hope and positivity in a time of great uncertainty for many, follows “Open Like Never Before,” which was a powerful and uplifting two minute U.K. advertisement featuring spoken word performer George the Poet that explored the ways quarantine has changed people and their perspective.

They are also partnering with creative platform Talenthouse and calling on creatives to submit their work for a brief around the “Open to Better” concept. The company will award stipends to five winners.

CURRENT ISSUE

 

POST TAGS:

One of the most popular and commonly used typeface/ font ‘Helvetica’ has been redrawn by the designers at Monotype to suit the needs of a modern day contemporary artist, reader or writer.

Font Helvetica

Used by numerous students for their projects to be used by brands like Apple and Nestlé in their logo designs, Helvetica is one of the most widespread and universal typefaces utilized around the world, thanks to its simple and crisp design. Originally created by Max Miedinger and Edward Hoffman in 1957, this Swiss typeface has been used by countless brands and has managed to remain quite popular even today. To keep up with the modern standards of this decade, Monotype has reintroduced Helvetica as “Helvetica Now”, which is simpler, clearer and more sophisticated than its predecessors. “The design introduces a new chapter in the Helvetica story- expanding its look and utility while reinvigorating its heritage”, says Charles Nix, type director of Monotype.

Font Helvetica

Helvetica Now has been upgraded to provide more alternatives for graphic designers and creative professionals, like having size – specific drawings with size – specific spacing and a wide range of fonts and sizes to choose from. Completed over a span of 4 years, the designers have carefully redrawn all the existing characters and produced a new family of fonts: 48 fonts with 3 optical sizes to be precise; which include micro, text and display. Overcoming the limitations of the previous typeface’s spacing and legibility, the three new optical sizes have broadened the scope of Helvetica.

Font Helvetica

Helvetica Now Micro has alterations like a larger x-height with wider forms and open apertures making it highly comprehensible even at smaller sizes (4-7 points). On the other hand, Helvetica Now Display has been enhanced to be more eloquent when it comes to big and bold messages as it eliminates the need to make physical adjustments to the spacing. The size which is ideal for reading and information-rich domains, Helvetica Now Text has weights ranging from Thin to Black, alongside adequate spacing and kernel, which makes is pleasing to read.

Font Helvetica