Home City’s harvest of the season: huh?!
By Admin I: It seems that fortune-telling is such an eternal profession that’s not going anywhere soon, especially that no one’s really getting the point behind interactive media. Well, Clementine’s new campaign for Home City is highly interactive (insert: sarcastic tone and a hairflip): you can easily group and spend hours brainstorming and mind-mapping trying to decode the visual; pretty interactive, no?! It makes you do something at least, even if you’d end up spending too much effort on a blend of brand, agency and advertising history that connotes a lot of misleading works scattered all through the last 3 years around the shitty, city.
This work goes in direct competition with the ’1551 Sukleen’ campaign and some Egyptian hieroglyphics that scientists are still trying to decode, till this last minute. What? Why? How come? Who knows! Why do we have a rolled carpet (somehow challenging gravity) in a field of wheat, a guy playing with his phone, looking super trendy, a fake shadow, and a badly designed type that’s too thin for outdoors. Well, we do get the trendy reach for vintage serifs and art direction in general, but we’re just not able to find a link:
Admin H: ‘The harvest of the season’ can hint that ‘the best is finally out’, but again, why having a visual that looks like packing an end-of-season carpet?! I give up. (H is usually pro-Clemetine)
Admin G: It’s hard to identify the message behind it, what’s the link between carpets and wheat/nature except the autumn season, there’s no clear connection especially that the carpet’s positioning is quite misleading.
Admin R: Give them a break! Maybe carpets are made of wheat, and the guy is just whatsapping (she was on wine).
An idea crosses a fortune-teller’s mind: What if the carpet is the ‘harvest’ of cultural experiences, done with hard work and craftsmanship, what if buying such a valuable piece is a valid analogy for harvesting a whole season.. what if.. what if. Nahh, It’s Clementine..
We’ll end it exactly like the Sukleen post, both still open for discussion: felt dizzy already!? Scratch those brains and let’s figure out a solution for this jigsaw, that’s for sure failing to reach its audience. It seems that finding a common ground of logic is not an option here.
A ‘wannabe’ will never ‘be’.