Recently I read a book by Patricia Wells (go ahead and snicker) who covered restaurants for the NY Times and other publications in the 80's during the rise of Nouvelle Cuisine in France, and ultimately the world. A manifesto espousing fresh ingredients and simple preparations was published as the chefs behind the movement practiced the commandments in their kitchens.
However, she noted that the first few years of this new "movement" started to get silly. Once the backlash of 40$ for two steamed asparagus stalks peaked, the fluff was culled and the real innovation started. The creativity in cooking returned to what was on the plate not the idea of eating something called Nouvelle Cuisine.
It feels, I hope, we have passed the silly phases of digital (wave 1: 1997 to 2000, Wave 2: 2003 to 2006) and social (2007 to 2010) and we are getting down to ideas that inherently are good and interesting that use technology but the ideas remain the master. Rather than ideas to the master of technology.
With this though, here are a bunch of things I like at the moment:
Yes, it has been covered a lot and won loads of trophies, but it amazes me more don't talk about how remarkably they blended a book about urban culture with urban culture so seamlessly and credibly.
Perrier , Le Party
While sex sells everywhere few places allow advertising to be as sexy as France. While a bit of a gimmick to get you to watch more and share it hits the point, refreshes a long running campaign idea and makes me maybe want to see what happens. Love it's not just a "extended" edit of a TVC or lazy "you choose the ending" bollocks.
Kaiser Chiefs, Future is Medeivel
First and foremost a musician's first field of creativity is music itself. While the promotion is important bands are superbly great for letting others be creative with the other stuff. As album covers, music videos and concerts are well mined fields it is cool to see the very economic model be open for creativity. WK gets big ups for the totality of the endeavor - a transmedia initiative that is so much more than and meaningful than just take a bunch of characters from a TV ad and give them profiles online (aka 'Lost' Syndrome)
The Parisians, Cover Take Over
A simple idea that does what many have tried - to use iTunes as a medium itself. Again, an ad agency (mine in fact at DDB Paris) is behind this one.
Pepsi, Pepsi 10
I like that Pepsi is getting closer to innovation. Causing it not talking about it. However, it feels like their object is to be closer to innovation and be able to say the world trans-formative a lot. Being on the cutting edge isn't an end, but a means to an end whatever it might be. While small $10,000 grants is a start that some may scoff at - kudos for Pepsi doing what many brands just talk about.
T-Mobile, Angry Birds Live
While the genre of "take something from the oline/mobile world and do it in the real world, film it, post a video online" genre does seem overly pervasive/tired few have the right and credibility as T-Mobile to keep rocking it. Fewer, rock it this well.