If you’ve been reading, watching, or listening to the news lately there’s a good chance you’re feeling overwhelmed; caught somewhere between the hope of a world opening back up and the devastating effects of climate change, the promise of a more equitable society, and the brutal reality of oppressed people across the globe, the excitement of exploring a new frontier beyond Earth’s atmosphere at odds with the taxes gone unpaid to afford such extravagant private missions to space.

Positive Propaganda is our quarterly review of inspiring and critical stories that matter. In our second installment, you’ll learn about the AI giving copywriters a run for their money, the ongoing influence of Keith Harring, Bodyform’s groundbreaking #Painstories campaign, life lessons from Maya Angelou and Hallmark, the boundary-pushing work from Adidas, why going BOLD is the only way for brands to succeed in a crowded market, what the Earth is saying to us, how one cat food brand is restoring coral reefs around the world, the most innovative Brand Experiences being crafted today, and how an 11-year-old invented popsicle by accident.

Without further ado, Gigasavvy presents Positive Propaganda Volume 2. Please enjoy by skimming through the embedded deck below or go full-screen with this link for a more immersive experience.

With summer in full swing, we thought it would be a perfect time to sit down with Ryan to talk art, learn about some of his favorite brews, and see what craft beers he recommends drinking to stay cool as temperatures continue to hit record highs.

DR: Thanks for sitting down with us Ryan. I’d like to kick things off with a bit of background. Who are you, where are you from, and when did you get the creative bug? Was there a specific moment that you knew you would make a life in the arts and when or how did you decide to pursue a career in Advertising?

RS: Well, I’m me and I’m from right here in sunny Southern Orange County California. I have been doodling for about as long as I can remember. Some of my first creative memories are from when I was a little lad “Curtooning” right along with Curt Visca of “It’s Curtoon Time!”, a show that was broadcasted locally (channel 3?) that taught children how to draw silly “Curtoons”. My favorite character on the program was Sammy Surf. In fact, my all-time greatest birthday memory is when THE ACTUAL Sammy Surf showed up to my party and doodled right alongside me, my buddies, and my grandmother. It was truly RADICOOL! My foray into digital art began when my father handed over the keys to the annual family Christmas card creative; I dove into Adobe Photoshop 5.0 at the ripe age of 14. Creative pursuits have always been a part of who I am and who I want to be, but I finally realized that I could turn creativity into a career while attending Santiago Canyon College. I guess that’s when it occurred to me that somebody has to make all the magazine covers, album art, and beer labels.

DR: With all of the projects we’ve had an opportunity to work together on, you seem to not only be driven to push the boundaries creatively, but you really seem to experiment with your approach, methods, and tools you’re using to create the desired effect. In the time we’ve worked together I’ve seen you pull from hand lettering, illustration, motion graphics and animation, photography, and 3D. Can you tell us a little bit about your process and what excites you about switching up your approach and experimenting across mediums?

RS: I enjoy finding ways to get away from the computer. Or, at least initially away from traditional design tools like Photoshop. Shoot, I’ve been using it since age 14, remember? Any time I’m able to get off the computer a lil and produce results that fulfill a project’s requirements, that’s a win for me. I’m excited about experimentation across mediums because usually, it means a unique result. I want to see a lot more stuff I’ve never seen before.

DR: Speaking of all the great work you do at Gigasavvy, what are some of your favorite projects?

RS: My favorite projects are most definitely the work I’ve participated in for Flame Broiler. I’ve been able to exercise some off-the-cuff creativity in our social media photoshoots. I think our team rallies around the kind of work that provides an opportunity for play.

DR: Are there any other art projects that mean something to you that you want to share?

RS: Oh, gosh, so many, but I’ll share one. There are times when I have a real need to create something, but don’t know where to start. I have this bank of words and phrases that speak to the idea of not doing. So, if I’m stuck and have the urge to create, I pull up my list and I do. I start up my computer but don’t worry, there’s very little Photoshop involved. I type one of the words or phrases that I’ve jotted down and print it. I cut around the printed word/phrase and then scan while moving the cutout. The result can look pretty glitchy depending on how I’ve moved the print while scanning. I feel the effect works well with the distorted thoughts/feelings expressed in the phrase. I’ve named the series Idle Expressions.

DR: Obviously one of the main reasons we wanted to have this conversation now, was to kick off summer properly. With you being a bit of a connoisseur when it comes to beer we will no doubt get into some of your favorites, but before we go there, I’m also curious about how you got into Beer in the first place. What is it about beer that captivated you, prompted you, and continues to inspire you to document this passion through photography on your Schrambrewski Instagram?

RS: I became interested in beer when my dad and the next-door neighbor started brewing beer in the backyard. I watched them, occasionally helped out, and, as they began to enter beers in the OC Fair homebrew competition, I made labels to accompany the entries. When I began to consume and enjoy beer, I started brewing with my dad. The documenting of beer through Schrambrewski is another way for me to consume and create. It’s a way for me to practice photo lighting techniques and continually learn new things, all while enjoying a cold one.

DR: And For those that don’t already know, what is Schrambrewski, and what’s it all about?

RS: Schrambrewski is all about practicing photography, trying new beer, and enjoying the process. I rate all the beers I try and document a lot of them on Untappd. I’m also sharing some favorite images, animations, and behind-the-scenes photos on Instagram.

DR: Can you share a bit about the process, how you select the beers to be photographed, what your setup consists of, and your top 3 favorite shoots so far.

RS: I start with a beer I’ve never tried before (shoutout O’Shea Brewing Co. in Laguna Niguel for their abundance of great suds). I’ll usually gravitate towards some neat can art and go from there. I’ll choose a couple of other beers that I’ve never had before that may have the same colorway (cuz it’s all about that killer feed). I usually shoot on a seamless paper backdrop with some props or place the beer in an environment that works well with the can design/theme or style.

Typically, I take the photos right in my living room. I shoot with a Fuji X-T2 and any one of my Fuji lenses…I LOVE FUJIFILM. I use Godox speed lights and/or continuous lighting depending on how much gear I’d like to break out on any given evening.

Favorite Shoot 1 – This one took a good effort. I cut up several cans, took a handful of photos, and made a stop motion animation.

Favorite Shoot 2 – I enjoy the bokeh effect created by shooting hard light at aluminum foil positioned behind the subject. Plus, I got ice cream to pair with the beer. (behind-the-scenes image in post)

Favorite Shoot 3 – Because flamingos.

DR: Packaging design for beer continues to elevate. It’s one of those spaces where designers are really pushing the boundaries and making art that’s consumable by the masses. Do you have any all-time favorite cans? What are some current favorites?

RS: Absolutely! Some all-time favorites come from Brouwerij West. Between their collaborations with talented artists and their unique print/production applications, they put out cans that stand out from the crowd. One current favorite can design is for the Surround Sound El Dorado Double IPA by Collective Arts Brewing. I haven’t yet had a chance to try this beer but came across the art and I love all of the color pumped in there. What a fun can!

DR: Packaging and design are one thing, and in many cases, whether it’s beer or music – another area I know you’re deeply passionate about – the designs often reflect the overall quality of the product, from flavor to style and genre. Aesthetics aside though, what are some of your favorite craft breweries?

RS: Some all-time favorite craft breweries include Alpine Beer Company, Left Coast Brewing Co., and Beachwood Blendery. While they all brew some phenomenal beer, I dig these breweries mostly because of the memories I associate with them. I remember the time I took a trip to the small mountain town of Alpine, CA, and enjoyed a couple of beers in their quaint tasting room and backyard garden. I’ve had way too many good times celebrating friends’ birthdays, participating in a trivia night, or enjoying a Yoga and a Beer session at the strange office-building-turned-brewery setting at Left Coast in San Clemente. I won’t ever forget the great sours and the intimate brewery tour at Beachwood.

DR: Veering off track slightly here, but any jamz you’re listening to lately. What will you be playing at your BBQ and throughout the summer? Any album art you’re really digging?

RS: I’ve been on a pretty big IDLES kick for the past couple of years. The British rock band has some great tunes with even greater messages. The IDLES visuals (videos and album art) are just as incredible. I’ll put on the song “Television” or “Danny Nedelko”, crank up the volume, throw back a couple brewskis, and belt some meaningful lyrics poolside with all the homies at a BBQ this summer.

DR: Back to the beer. With independent beer run day upon us, which indi beers will you be sipping on this weekend?

RS: Oh man, so many excellent brews to pick from.

1. Perfect Day IPA by Stereo Brewing Company – You can expect a true-to-style West Coast IPA. C’mon, this is the perfect summer day in So Cal beer.
2. AFK by GameCraft Brewing – I have to include a beer from my nearest brewery and this is my go-to beer at GameCraft. This one is a refreshing German pilsner. If AFK isn’t available, try their Otaku Japanese Rice Lager. You gotta support your own local craft brewery because it shows you care about your local community.
3. The Dream by Beachwood Blendery – A Belgian-style sour ale fermented in oak barrels with passion fruit, strawberries, guava, mango, and pineapples. I love an evening sour. You cannot go wrong with any of the wild ales that Beachwood Blendery has to offer.
4. Flyjack Hazy India Pale Ale by Firestone Walker Brewing Company – This one is easy to find, easy to drink, and pairs well with hot and sunny. I like that it’s fairly low cal, yet still crisp and delicious.
5. Montucky Cold Snack – It’s a cheap American lager getting more distribution that looks and feels pretty darn hip. I recommend this one if you’re planning on throwing back a few.
6. 510 Kölsch by Almanac Beer Co. – This one’s a collaboration with Hella Coastal and it’s just delightful. It’s a lovely beer that’s bursting with citrus flavor and just might be my beer of Summer ’21.

DR: And for those looking to try something new: are there any styles of beer that people may not be familiar with but if they see at a store should be testing out for sure?

RS: One of the more unique, yet accessible styles is a cream ale. Pick up some Cali’ Creamin’ from Mother Earth Brewing Company and enjoy the nod to the classic cream soda flavor.

DR: Well I think that just about wraps it up. Anything else you want the people to know about?

RS: Not really, nah. I’ll simply end this with some Sammy Surf wisdom: “Practice, practice, practice.”

DR: Thanks Ryan, we really appreciate you taking the time to share some of your favorite brews as well as your essential tips for living the good life.

As a creative agency, Gigasavvy’s purpose has been brought into sharp focus over the last year and is more relevant than ever. To inspire meaningful human connection in a digitally-dominated world is baked into how we approach every aspect of our business. We believe that putting people first is essential to developing and delivering truly innovative solutions for our clients as well as for ourselves. Identifying the core human truths that connect us while focusing on ideas that inspire and unite people helps our team continue to challenge the status quo. With that in mind, we are excited to share the first installment of Positive Propaganda, our quarterly look into the key moments and trends poised to shape and impact the culture at large.

The interactive deck below is filled with insightful articles, engaging videos, immersive digital experiences, and whimsical games that represent the best of what the global creative community has put out into the world during quarantine. You can explore Positive Propaganda by clicking the arrows on the bottom right corner of the deck or view in full-screen here.
 

In fact, studies going back decades have shown that his mustachioed visage is more widely recognizable than Mickey Mouse. And, like Disney’s mascot, he just got his very own theme park to star in, Super Nintendo World, which will open at Universal Studios Japan this month. Similar themed lands are under construction at Universal parks in Hollywood, Singapore, and Orlando.

Superfans Create a New Holiday

Back in 2008, a few science fiction enthusiasts on Facebook announced that they were creating a holiday. They declared that May 4th was Star Wars day for no other reason than because it would be fun to greet each other by cheekily saying “May the fourth be with you.” The trend caught on and eventually was officially adopted by parent company Disney. It seems to grow in awareness and participation every year.

Nintendo’s fans at some point realized that another date on the calendar suited their favorite mascot, and announced that March 10th, stylized as MAR10 to resemble the name of the plucky savior of the Mushroom Kingdom, was the perfect day to celebrate the world’s most popular video game plumber.

The very first Mario Day was held in 2016 and proclaimed on Nintendo’s official YouTube channel. In 2017, Nintendo offered a free Mario-themed frame to Facebook and Facebook Messenger that could only be used between March 10 and 12.

For the following year, they partnered with Google by adding a playable Mario minigame to Google Maps. Discounts for Mario games like Super Mario Party, Mario Kart, and Mario Tennis Aces were rolled out for the 2019 Mario Day. Also that year, in-store events sponsored by Frito-Lay were held at their flagship NYC retail outlet.

For 2020, things were slightly different and more virtual. Select Mario games were discounted again, and special Mario costumes were made available in Mario Kart Tour. They also used the event to tease a new partnership on their Twitter account, which was ultimately revealed to be LEGO Super Mario.

Love for Mario Crosses All Demos

It’s official: everyone loves Mario, and that includes us! So, to join in on the fun, Gigasavvy’s creators, designers, and brand strategists thought up some colorful, fun, Mario-themed co-branding opportunities to drive home his universal appeal.

“Mario is unique in that the game and character represent an era and nostalgia for many, yet transcends generations and remains current. Although the Mario franchise needs no help in exposure, I wanted to imagine what it might look like as a brand collaboration. There’s something powerful about two brands coming together to create something new and unexpected–especially if it’s two brands you already love.”

– Tyler Oslie, Senior Art Director, Gigasavvy

 

The universality of Nintendo’s success is no accident. Nintendo is a master at using inclusive design that draws in super fans from all demographics, notably by elevating female video game sidekicks into full-fledged headliners.

Gaming is often thought of as a male-dominated pastime, which is why it was so groundbreaking for Nintendo to release a title like “Metroid” back in the 1980s and make the game’s hero, Samus Aran, a space-exploring woman warrior. Even Nintendo’s damsels in distress,’ Princesses Peach and Zelda, have evolved over the years to take on more active roles in their respective franchises. Gigasavvy Designer Brittany Davis has a strong connection with Nintendo and recalls many fond memories and used those childhood impressions to inspire her designs.

“Mario was pretty important to me back in the day. One Christmas when I was young, I got a Nintendo DS from my parents, and it was probably one of the most memorable Christmas gifts I’ve received. My sister and I were always playing Super Mario Brothers and Mario Kart. Even though I would fall off the road pretty regularly, Rainbow Road was one of my favorite courses. Nintendo is amazing at imagining these different worlds, and really immersing you into it. This was a really cool opportunity to jump back into that world as an adult and reimagine one of my levels as an adult! I really wanted to make it as colorful and lively as possible, pairing some retro, lava lamp vibes with a modern illustration style.”

– Brittany Davis, Designer, Gigasavvy

 

Gigasavvy’s Ryan Schram imagined a fun product using the hero’s iconic mustache as his source of inspiration.

“Mario has some notable features (hat, overalls, mustache, etc.), so I wanted to come up with a product that made sense based on these distinct features and work in all things, Mario. I thought it would be cool to focus on a mustache product. The tin itself represents a pipe from the Super Mario series and then I riffed on some of the other iconic elements from the game.”

– Ryan Schram, Production Designer, Gigasavvy

Art Director, Nicole Pawloski wanted to capitalize on the sentimental charms of a game franchise that goes back decades:

“Now, as many gamers are getting older, there is a great opportunity to create something nostalgic for an adult audience. What better way to celebrate Super Mario, than through a crisp hazy IPA? Specifically, I chose to highlight Princess Peach (my favorite female heroine) in an imagined Triple Hazy IPA, that would pack a juicy punch fit for any beer snob. So grab a “Peachy Keen” and celebrate your favorite childhood game while indulging in your new favorite adult beverage.”

 

The Game Continues

All of the Mario Day events this year will cap off Mario’s 35th anniversary, and several limited-time promotional games and products will be removed from their online store, such as Super Mario Bros. 35, an online game where 35 players simultaneously compete at classic Mario Bros platforming in a battle royale.

And yet fans are excited for the 31st when these unique, limited-time games and features disappear. Not because they didn’t enjoy them and will be happy to see them go, but because it means they can start getting hyped for the next big Nintendo franchise to get the anniversary treatment: Zelda.

The Takeaway

When your brand’s superfans decide they want to celebrate you, let them! There is nothing that brings consumers closer to your brand than some good old user-generated content. Once you’ve created something great, you have to set it free. Do your best to foster a dynamic community that’s empowered and invested in the future of your brand your success will be limited only by your fans imaginations.

Want to see how the creative minds at Gigasavvy can bring your brand to life with imaginative design and thoughtful execution? Get in touch today!

For a year marked by lockdowns, 2020 was also paradoxically a time when many people were in motion. We moved from densely packed cities to remote spots in the countryside and transitioned from physical locations to virtual ones.

The gym gave way to live-streamed Peloton classes. The office was replaced by Zoom, Microsoft Teams, Slack, and other productivity and collaboration platforms. Even school went virtual and many medical services were delivered via telehealth.

Digital transformation was a priority across industries even before the pandemic hit, but after, it became a true lifeline.

Post-Pandemic Pivot

Some brands and companies were slow to change when COVID emerged. Others saw the opportunity to use their skills and creative strengths to quickly develop memorable and innovative solutions.

For example, when the L.A. Dodgers made it to the World Series, Postmates developed a unique at-home experience for fans. Everything from classic Dodger Dogs to a mini baseball helmet filled with chicken strips was made available for home delivery to recreate the stadium experience as best as possible under the circumstances.

Lockdowns forced us to rely far more heavily on digital tools than ever before. And not just the mundane stuff like online spreadsheets and chat rooms. Almost two-thirds of leading consumer brands, invested in AR, VR, 3D content, and 360-degree video in 2020, according to Accenture.

These still early experimentations will only grow more sophisticated, more immersive, and more engaging. We still haven’t seen a killer app in this sector, a piece of content, or a platform that massively drives adoption, but it’s only a matter of time.

In fact, Gigasavvy Creative Director Mitch Fait believes that reality is closer than even many industry insiders realize:

“There has always been a barrier to entry for AR in advertising because you had to force users to download a special app to view content. People resisted using QR codes for the same reason. But, with that tech now native to most phones, there is an opportunity to push AR experiences in ways previously unimaginable to mass audiences.”

Ultimately, technology is only as useful or engaging as the purpose for which it’s deployed, and 2020 saw some ingenious implementations — many of which will stick around in 2021 and beyond.

Digital Togetherness

Humans are social animals. We are driven to share, connect, and congregate. When we couldn’t see each other in person we formed gatherings on messaging apps, video conferencing platforms, and social media networks. We formed digital clubs, live-streamed our days, and shared our experiences through whatever digital means were available. And the platforms responded to this new normal.

Discord, the online service for gamers, artists, and hobbyists, saw a 47% increase in use. Spotify rolled out a plugin-in for listening parties. Twitch, the video game streaming site, broke usage records seemingly every month. Five billion hours were watched on the platform in the second quarter of 2020 alone.

Live viewings jumped 50% on Facebook during lockdowns, and Instagram was up over 70%. Generation Y favorite TikTok broke 100 million active monthly users in the U.S., an 800% increase from 2018.

What’s more, these platforms enabled a far more interactive and engaging experience than legacy media channels are capable of. Viewers could post questions, tag images and videos, share digital stickers and emojis, and even buy products directly in their mobile apps and social media websites.

Virtually There

Another thing that is likely here to stick around in 2021 is the increasing number of incredible interactive virtual events. A record-breaking 12 million players logged into Fortnite to catch Travis Scott’s live virtual concert, Astronomical. J Balvin’s Halloween concert in the battle royale game was also incredibly well received.

Though forced to take their acts online by the pandemic, brands leaned into the opportunity and created experiences that were eye-popping, larger than life, and so engaging that you can bet Fortnite will continue to seek out top artists to collaborate with for virtual events, regardless of whether real-world venues are hosting events or not.

With its runway show canceled, Prada converted its SS 2021 Womenswear Show into a multimedia experience, complete with fully immersive 3D VR. Competing high fashion brand Zegna described its approach as ‘phygital,’ a hybrid solution that merged pre-recorded content with live models.

Rebranding Revolution

Some of the changes brought about by the pandemic will slowly fade away with time. A post-COVID world will hopefully feature a lot less social distancing. But not every new change will disappear. 75% of U.S. consumers tried different stores, websites, or brands during the pandemic. The majority of them said they expect to integrate these new brands or stores into their post-pandemic lives. Gigasavvy Strategy Director Kristy Gulsvig expects the recent interest in rebranding will spread in 2021 and continue growing as brands are required to evolve and adapt to accelerating trends.

“Brands are beginning to invest in rebranding to keep up with changing consumer behaviors and attitudes,” says Kristy. “They are also rethinking the way they converse with their customers. Brands are laser-focused on identifying what consumers truly care about and communicating their values in authentic ways that resonate by tapping into our shared humanity.”

Conscious Companies

An increased demand that brands and companies articulate their position on pressing issues of the day and behave in accordance with their stated core values, a trend that has been attributed to the Gen Y and Z demographics, exploded in 2020 amid cultural upheaval surrounding the Black Lives Matter movement, pandemic lockdowns, and growing awareness of environmental risks.

Diversity and inclusion, in particular, were hot button issues in 2020. Accenture found that 41% of consumers have begun deserting retailers that don’t reflect their views on identity and diversity. That trend has implications from the consumer perspective — 66% of millennials say they won’t patronize a company that refuses to take a stand — and for employers who have discovered that most of the younger talent pool is willing to ‘job-hop’ until they find a home that matches their ethos.

“The need to formulate and express a prosocial corporate culture and vision has become a vital objective, with very real repercussions not just for most company’s ethical grounding and perceptions of their authenticity, but on profitability and brand growth,” said Gigasavvy’s Kristy Gulsvig.

Co-creative User Involvement

In March of 2020, as the pandemic was just starting to become a reality, there was an 80% increase in searches for “DIY” (“do it yourself”) on Google.

Taking the initiative to build it yourself turns a rote activity into a journey of personal growth. Harnessing the IKEA effect (the tendency to put disproportionate value on goods you help build) is an emerging goal for all designers of engaging experiences and interactions. What was once limited to couches with unpronounceable Swedish names now applies to just about anything.

“Your audience isn’t a dumping ground for content, messaging, and products,” explains Gigasavvy Marketing Director Daniel Reizes. “So much of what traditional marketers do is landfill, put into the world to meet a deadline or check a box, then tossed away and forgotten in an instant with the hope of subconsciously influencing purchasing decisions. But it doesn’t have to be that way. As marketers, we are in a position to add significant cultural value to society by creating opportunities for dialogue and discovery. Best of all, we don’t need an algorithm or cookies that track our behavior to make these connections.”

Part and parcel with that development has been the perpetual growth of user-generated content (UGC). “Audiences loved the opportunity to share their voices, and brands were more than happy to help them because it’s an inexpensive source of relatable and authentic earned media that helps form lasting bonds and stay stop of mind amongst consumers,” says Reizes.

Gigasavvy’s Senior Social Media Strategist, Angie Guevara, predicts that the next big trend in UGC will be remixing. Superfans empowered with the tools of digital creation aren’t just consuming culture, they are recreating and reimagining it, and adding in their own personal touches and character.

Agile Agencies

Another trend that flourished in 2020 and which is primed for further growth is the rise of smaller and independent marketing and advertising agencies. With a new reason to pivot seemingly every month, the value of a partner that is inherently nimble — and able to extract maximum value from smaller, more targeted brand investments — has been highlighted.

According to Adweek, 40% of brands could be looking for a new agency in the next six to 12 months, and with less bureaucracy and fewer stakeholders to appease, small and independent shops are empowered to be proactive in solving problems and accelerating turnaround times to address rapidly changing conditions in the marketplace.

Even the very biggest brands, like pizza giant Domino’s, are devoting a lot more attention to this space these days. “I really feel that the independent agency model gives us more flexibility and less distractions,” said Domino’s Chief Marketing Officer Art D’Elia. Others, including their rival Papa John’s and massive conglomerates like Kraft Heinz, are also diversifying their roster of agencies to include smaller firms that are more open to creative experimentation and a quicker cadence.

Cookieless Web

One of the biggest unknowns facing us in 2021 will be the fate of a time-tested piece of digital marketing technology: the browser cookie. These tiny bits of data record user activity on the web and are essential for advertisers attempting to track, target, and optimize digital ads. It’s difficult to personalize outreach when you don’t know who you are talking to, after all.

That is about to change, though. Google has announced that in 2022, its Chrome browser, which dominates globally with 65% market share, will stop supporting third-party cookies. That change might result in the development of new, less invasive, and more private means of tracking users.

It also looks to spur the growth of advertising directly on ecommerce platforms like Amazon and Walmart, which rose by 39% in 2020, according to eMarketer, and is predicted to grow another 30% in 2021 to reach 13% of the total digital ad spend in the U.S. Top ecommerce sites know a lot about their customers already and aren’t as reliant on third-party tracking.

What’s Next?

Complacency breeds contempt, but new obstacles light the fires of creation, and the whole world was challenged in 2020 like at no point in most people’s lives. We should be proud that, in the face of volatility and turmoil, so many forged ahead unabated. More than half of the respondents to tech brand Wetransfer’s year-end survey said that the changes in their working environment resulted in them having more ideas, not less.

Growth always happens outside our comfort zone, and 2020, most would agree, was a year spectacularly devoid of typical comforts. For certain, the road ahead is still perilous and uncertain, but the knowledge that we can not only survive but thrive no matter what 2021 throws at us is confidence-inspiring and should serve as motivation to continue to evolve, ideate, and connect.

Ready to start leveraging the lessons of 2020 to make your 2021 revolutionary? Talk to Gigasavvy today.

Tyler Oslie “I Have A Dream”

I was inspired to create my own rendition of a beautiful piece of art found while researching King. What resonated with me with this particular style is that in some ways, it feels like we’re more divided than ever as a nation–and this felt bright, uplifting, and hopeful. To drive the message home, I felt the “I Have a Dream” speech made a lot of sense here since it instills a sense of hope and promotes looking into the future for better times.

Nicole Pilowski “The Time Is Always Right To Do What Is Right”

Martin Luther King Jr. inspired so many and continues to do so through his message and legacy. I wanted to create a piece that speaks to the emotion behind some of MLKs most well-known quotes and speeches. He never chose fear, but always chose courage and determination. By utilizing bold color and an illustration style this piece is both a celebration of his inspiration and fearlessness as well as a call to action.

Brittany Davis “Love Is The Greatest Force In The Universe”

This poster is an opportunity to really focus on LOVE. MLK was very focused on racial equality and the civil rights movement, but above all, he believed: “Love is the greatest force in the universe,” and that’s what truly gave him power. Displayed arm in arm with his friends, Martin Luther King Jr. relied on love to give him strength. In the spirit of the times, I paired a retro look and feel with accents of modern design by incorporating newspaper texture, pop-art shapes, bright colors, and King’s own handwriting to give the poster depth.

Ryan Schram “The Other America”

This is an opportunity to share the side of MLK that many forget: the dude was one hell of an educated, eloquent punk intent on resisting and restructuring the establishment. He advocated for far more than purely civil rights; his mission extended to systemic socioeconomic and health care issues in this country and the war in Vietnam. For my posters, I wanted to source some less publicized quotes from Dr. King and create posters with an energetic and spirited feeling. Think DIY ethics and less whitewashing of the MLK legacy.

The majority of consumers make decisions based on their personal values.

So what does a successful purpose-driven strategy look like?

We held a roundtable discussion with four marketing and business leaders from three national and global brands, to explore the ways they create and support powerful purpose-driven strategies. 

Here are some of the takeaways from our panel of purpose-driven marketers:

Question: Why did you choose to pursue a purpose-driven brand and marketing strategy?

Barbara Moreno, VP Marketing of Allied Universal

It started before I even took the position with Allied Universal, when I was doing my research on the industry. What we found was that there was a sea of sameness and lack of differentiation among our top competitors. 

When we started doing our own research, we found that customers and employees would tend to talk about features and benefits. But when there’s no emotional connection, customers tend to make decisions based on price. That’s a problem. We don’t want to be viewed as commoditized. 

We started to dig into our why: what do we and why do we do? What we uncovered – the feeling of safety – was there all along. 

Safety is a basic, fundamental truth based on Maslow’s hierarchy of needs. This went perfectly with our existing tagline, “There for you,” and resonated with us as a team. We were able to build a distinct purpose around defining what “there for you” means.

As we defined our direction, it was key to have executive buy-in at every step of the process. We had ongoing conversations with our CEO as we went along. The CEO was involved every step of the way in defining our new guiding statements, and in the brand campaign that brought our purpose to life. It’s essential to involve your senior leadership and to have that alignment all the way through the process.

Question: What are some of the challenges in pursuing a purpose-driven strategy?

Helen Robinson, CEO of Organic Initiative

The noise! Greenwashing is a big issue for us. In the period products marketplace, unlike food companies or cosmetics, we are not required by law to list ingredients on our packages. So when someone sees “made with organic cotton,” no one realizes that the majority of the product is made of plastic and filled with toxins and chemicals. That communication makes it hard for companies like us who are doing it right.

Our conventional competitors have very deep pockets. So how do we help educate our customers that there is a different way? 

We have gone through the difficult process of ensuring that our period products are certified organic, globally. We have to use partnerships with like-minded companies to help us get that message out. It’s certainly not easy. There’s so much misinformation everywhere. 

What we’ve tried to do is use a provocative positive protest. We want to be positive and forward-thinking, while also being thought-provoking. Our packages say “Pure inside, nothing to hide.” We want the consumer to think about what that statement really means, and to ask questions about the products they are buying and using.

Question: How do you ensure that your purpose- or mission-driven strategy is playing out in an authentic way?

Daniel Lee, Head of Brand and Technology, Flame Broiler

Christian Lee, Head of Business Operations, Flame Broiler

Especially recently, being an ethical company has become a table-stakes feature for brands. For a lot of companies, being purpose-driven comes from a place of showing first, and doing second. Many companies are making it about a marketing ploy. 

For us, at Flame Broiler, it’s all about the heart. We try to live our values before we talk about them. When you lead with purpose, you may have a P&L that doesn’t always make sense. For example, we buy antibiotic-free chicken and sell it for $7.40.

But when your purpose is woven into the framework of who you are and let it inform your decisions, you can be confident that you’ll live it authentically. And success, profits, growth, become a byproduct. 

We use the analogy of an archer. Some archers look at the bullseye and try to hit it again and again. But instead of trying to focus on hitting the bullseye, if you focus on your form, equipment, and breathing, it becomes much easier to be successful. 

Question: Describe some of the success you’ve found in pursuing a purpose-driven strategy?

Daniel Lee, Head of Brand and Technology, Flame Broiler

Christian Lee, Head of Business Operations, Flame Broiler

When the company started, our dad never wanted more than one store. But in 2020, there are hundreds of locations. We’ve gotten to where we are through word of mouth. 

Our dad opened the first store to feed us and feed people good food. But customers demanded more, so he allowed franchisors to open their own store. We have no franchise salespeople, which is unusual in our world. Our growth is entirely community-driven. 

Barbara Moreno, VP Marketing of Allied Universal

Our industry has very high turnover so employee loyalty is super important. We’re very focused on employee retention. Being purpose-driven makes a lot of difference from that perspective. Since we’ve began communicating that purpose, we’ve had a lot of positive feedback from our employees!

When we were able to articulate our purpose, it gave our employees and customers a definition of what they were a part of. It simplified our message. It brought authenticity and clarity for everyone in our organization. When you’re truly authentic to your purpose, people are naturally drawn in. It drives loyalty among customers and employees. It gives people a much bigger reason to believe in a company.

Helen Robinson, CEO of Organic Initiative

A single purpose guides our underlying principles. What are the actions and messages that you can use that play on those principles?

We use sales agencies and brokers to work with different retailers. This year, I spoke at a sales rep event. When I thanked them, I told them, “When you’re out there next year talking with buyers and stores and customers, remember that it’s not just about the orders and products on the shelf. It’s about the impact you’re making for the world and the health of women in the world.” The feedback I’ve had is how motivated they are because of that purpose!

Bonus Question: How did you find the right agency to pursue a purpose-driven strategy?

Barbara Moreno, VP Marketing of Allied Universal

It’s really important to find an agency partner that understands you well as a client and that can help you find ways to articulate your purpose and bring it to life. 

Not every agency has the background and wherewithal to tap into those core human truths and to create that core emotional connection with a given brand. For us, we’re very appreciative of working with Gigasavvy. From the beginning, the focus was on who we are as a company and brand, our culture, and why we do things. It’s that close partnership that allowed us to really be successful together.

During the entire week of November 18-22 from 7:00am to 9:00am, every person who donates a non-perishable food item or personal care item to the Gigasavvy office will receive a free cup of coffee from one of our favorite local, specialty coffee shops. Located conveniently off the 5 Freeway, join us before you start your workday for a free cup of coffee – while giving back to your community.

Where to be: Gigasavvy, 14988 Sand Canyon Ave. #4. Irvine, CA 92618
Dates: November 18th – 22nd
Time: 7:00am to 9:00am
RSVP: Gigasavvy Facebook Event

Did you know that more than 290,000 people in Orange County are at risk of hunger each month? Did you know that more than 112,480 of those risking hunger are children? That means more than 1 in 11 people and about 1 in 7 children are at risk of going hungry every single month, right here in our hometowns. But you have the chance to help close the gap!

All donations will go to Second Harvest Food Bank of Orange County.

They have shared that their greatest need for Winter 2019 are the following items:

1. Canned Vegetables, Canned Fruit or Canned Beans
2. Canned Soups or Canned Meals
3. Whole Grain Pasta and Brown Rice
4. Non Perishable Kid-Friendly Canned or Boxed Food Options
5. Personal Care Items like Diapers, Toothbrushes, Toothpaste, and Toilet Paper

Yes, I said yoga! Now, before you quit on me here and think that yoga is too hard or you think that you’re just not flexible enough (or any other cliche that comes to mind), I am going to testify that I thought so too. Until a yoga instructor by the name of Kellie Johnston walked into Gigasavvy prepared to show us the ways of yoga.

Kellie has always been on the go. From her 30 years of dance to being a full-time mom, and now taking on the role of becoming a certified yoga instructor, she too has found the need for alone time to distress her day. She has taught the Gigasavvy team that yoga is beyond just the flexibility and the crazy moves, but it’s about honoring yourself and your body. See Kellie share these five yoga poses that you can incorporate into your life to de-stress and revitalize your day.

Pose #1: 90 Second Meditation in Tailor’s Pose (Sukhasana)

How To Do Tailor’s Pose (Sukhasana) 

• Find a calm area and take a comfortable seated position that honors the natural curve of your spine while allowing your thighs, hips, feet, and knees to soften.
• Ground yourself through your tailbone and lift tall through the crown of your head, with your navel gently pressing back towards your spine.
• Set positive intentions and affirmations for yourself and your day. For example, “I am patient,” “ I will make myself and others feel good,” or  “I am strong and confident,” are all good morning affirmations to set the tone for the day.
• Focus on your intention (a.k.a. mantra) while taking slow deep breaths through your nose.

Benefits of Sukhasana

• Meditation sets a peaceful tone to your day, calms your mind, and centers your thoughts.
• Deep breaths provide circulation and blood flow throughout your body. In addition, this pose helps stretch your hips and align your spine.

Modifications for those with injuries or who need additional support

• Sit on blankets or blocks to provide a softer place for your hips, legs, and back.
• Sit with back against the wall if you need more stability for your spine.
• Sit in a chair if you are unable to sit on the floor.

Pose #2: Bridge Pose (Setu Bandhasana)

How To Do Bridge Pose (Setu Bandhasana)

• Lie on back with your knees bent and feet firmly on the earth.
• Press down into your feet as you peel your spine off the floor.
• Imagine a diagonal line from your knees to your shoulders.
• Engage your core to support your lower back while your tailbone reaches toward your heels.
• Soften your shoulders and neck.
• Breathe! (Hold for 5-10 breaths)

Benefits of Bridge Pose (Setu Bandhasana)

• Strengthens buttocks and back muscles
• Opens heart and lungs
• Stretches chest muscles

Modifications for those with injuries or who need additional support

• Place block or blankets under lower back for support
• Only lift hips a couple inches off ground if needed 

Pose #3:  Standing Forward Fold (Uttanasana)

How to Do Standing Forward Fold (Uttanasana)

• Start standing with feet hip-width apart.
• Slowly roll down bone by bone letting all the tension in your neck and shoulders go until your entire spine is folded over. 
• You can stay still or place hands on opposite elbows while swaying slowly side to side (Ragdoll pose).
• This can be done with legs bent or straight.
• Focus on reaching the crown of your head toward the earth while your tailbone rotates to the sky.
• Hold for 10 slow deep breaths.
• When finished, slowly roll up with your head last to lift. 

Benefits of Standing Forward Fold (Uttanasana)

• Relieves tension in back/neck/shoulders
• Opens hamstring muscles
• Promotes gentle blood flow/circulation to head
• Calms nervous system, angst, and stress in body and mind

Modifications for those with injuries or who need additional support

• Keep legs bent
• Do this sitting on a chair or resting your upper body on chair
• For additional support, place blocks on outside of each foot on height setting that is most comfortable 

Pose #4:  Pigeon/Sleeping Swan Pose (Kapotasana)

How to do Pigeon/Sleeping Swan Pose (Kapotasana)

• Bring one leg bent in between your hands while stretching through your back leg.
• Square hips so they are in one line across. 
• Stay upright or walk hands forward, folding over your front leg. 
• Focus on softening hips, chest, shoulders, and neck.
• Hold for a few minutes focusing on your breath (10-15 inhales/exhales through nose).
• Slowly place hands by your shoulders and press yourself up, shake out legs and repeat on the other side.

Benefits of Pigeon/Sleeping Swan Pose (Kapotasana)

• Hip opener releases tension in knees, back, and hips
• Stretches hip and glute muscles in front leg, and hip flexor in back leg
• Calms the mind/body as you focus on slow inhales and exhales 

Modifications for those with injuries or who need additional support

• Use a blanket under either both hips (perpendicular to body) to soften pose
• Place blanket or block under hip of bent front leg

Pose #5: Child’s Pose (Balasana)

How to do Child’s Pose (Balasana)

• Come down to your knees and sit back on your feet. 
• Roll down, bone by bone until your forehead meets the earth.
• Everybody is different, so find a position that works for you. Legs and feet can be together or your knees can be in wide “V” with big toes touching.
• Hands can be down by sides or in front of your body. Find position where your forehead, chest, and belly are able to soften.
• Breathe! (Hold as long as you need) 

Benefits of Child’s Pose (Balasana)

• Calms nervous system
• Releases tension in back and hips
• Promotes circulation to kidneys and adrenal glands

Modifications for those with injuries or who need additional support

• Place blanket under any part of body that is sensitive (forehead, knees, feet, etc)
• Place blanket between hips/heels for more support and cushion

Wow! Wasn’t that just relaxing? Don’t you just feel revitalized? Now that you have taken the time to honor yourself and your body, get back out into the world and radiate life with nothing but positive energy.

From our hearts here at Gigasavvy to yours, namaste.

Sources

Yoga Journal – Yoga Poses, Classes, Meditation, and Life – On and Off the Mat -Namaste. (n.d.). Retrieved 2016, from http://www.yogajournal.com/

Farhi, D. (2000). Yoga mind, body & spirit: A return to wholeness. New York: Henry Holt.

Special thank you to Cloud 9 Yoga Studio  

At Gigasavvy, we are one with The Force—so we know how to use it to our advantage at the office. Here are six ways you can also use The Force to help you at work. 

#1: Never Give Up Faith

Some of the best Jedi in the galaxy have overcome the most difficult missions in the universe. So can you, if you focus on what lies ahead. Clear your mind; the answers are right in front of you. If not—well, you may have to deal with the consequences.

#2: Appearances Are Everything

Appearances and first impressions are everything. Make sure you pick the right look for your everyday presentation in the office and know when to step it up for a client meeting. After all, you would never catch Queen Amidala at her worst, not even during a Sith takeover.

#3: Use the Force Push to Say Back Off

For the moments when you are just arriving at the office, and you have everybody attacking you with questions before your morning coffee, The Force push is here to help. Asking people nicely to give you a minute is always a possibility, but nothing says, “but first, coffee” like being thrown out of the way by The Force.

#4: Balance Your Time With the Force

Time management is probably the most important thing in the life of a professional. Luckily, Yoda is by your side to balance four website launches, three client meetings, and preheating the oven to make that one casserole for the holiday party that you’re oh so happy to go to–said no padawan ever.

#5: There Is No “I” in Team

Your co-workers are your friends, not your enemies (unless they decide to go all Anakin Skywalker and take down the whole Jedi Force, then you’re on your own). Rely on your marketing team to tell you the odds of conversion on that new landing page.

#6: When All Else Fails…Cue the Tears

It’s Friday, and you are about to walk out the door at 5:05 and the project manager asks you for just “one more thing.” There’s just nothing quite like the old-fashioned waterworks to melt even the hardest of hearts of your enemy.

Disclaimer: The tears may or may not work, depending on the recipient. Use at your own risk. 

So now that you have an exclusive insight into how we use The Force as an agency, you can overcome any obstacle you encounter (no matter how tall or out of breath Darth Vader may seem). From all of us here at Gigasavvy we say—may The Force be with you.