FUTURE OF NOSTALGIA TV
Not just that, the team then developed a central online hub ( ee.co.uk/beano) and launched the campaign across PR, paid social and TV as well as OOH activations at Westfield, in London Underground stations and in EE retail stores nationwide.
FUTURE OF NOSTALGIA SERIES
The result? A nostalgia-inducing series of bespoke Beano comic stories and videos, starring Dennis Menace and Minnie the Minx, showcasing the potential perils of a first mobile phone as well as providing parents and children with actionable tips to ensure they stay safe and are kind online. With 91% brand recognition amongst parents and 73% amongst 6–21-year-olds, he’s the only celebrity we can think of who could bridge Millennials and Gen Alpha in a compelling, authentic way. He’s the perfect example of the broad appeal of nostalgia. When challenged to come up with an integrated campaign that would educate parents about the risks their kids’ face when they get their first phone, we gave a smartphone to the OG of mischief and misadventure, Dennis Menace. So, that’s why nostalgia is at the heart of recent work delivered for our client, EE. When you’re playing with people’s cherished memories and emotions though, just make sure it’s authentic! If done well, it can be a creative tool that allows brands to win consumer’s hearts and minds, landing a timely message but with an emotional hook. From Air BnB’s Scooby Doo Mystery Machine, to Primark & Nickelodeon’s 90’s themed collab and Nike’s 50 th anniversary ‘Seen it All’ content.Īs well as the academic theory to back up the power of nostalgia, I’ve always found creative that hits the throwback sweet spot to be an effective marketing strategy. Whilst nostalgia marketing isn’t a new thing, it feels pertinent this year given the lack of any really ‘good news’ – and brands are jumping on this sentiment. Unsurprisingly, the trend has permeated into a variety of different marketing campaigns in 2022. We’ve even seen the long-awaited return of N-Dubz… There has been a notable increase in nostalgic themes in culture recently (some for better, some for worse) from the popularity of Netflix’s 80’s-drenched Stranger Things (and resulting no.1’s for Kate Bush & Metallica’s back catalogues), to the emergence of TikTok inspired fashion trends like ‘Blokecore’ and ‘Barbiecore’, and the return of Juicy Couture tracksuits and low-rise jeans. Nostalgia for the Future 45 Boym's The Future of Nostalgia examines the contemporary dynamic between memory and amnesia by focusing on the concept of nostalgia, and she speaks of a 'no less global epidemic,' which is spread by Hollywood pop culture and the global media industry. Now this might make me sound a bit old, but the reality is we’re all a sucker for a bit of nostalgia and, given the current news cycle, the ability to escape to familiar times is often very welcome. Manufacture and worldwide distribution by Above Board, 2020.By Jack McCombe – Associate Director at Pitch Marketing Groupĭo you remember the time when there seemed to be a cap on crises? A simpler time when reading the news wasn’t exclusively doom & gloom? Mastering courtesy of Keith Tenniswood Curved. Selected and sequenced by Vladimir Ivkovic and Ivan Smagghe. 'IDMEMO' is a collaborative project between Above Board Projects, Offen Music and Les Disques De La Mort. There are some classics (Black Dog’s lysergic 'Psyl-Cosyin'), there are some rarities (that Zugzwang track), some tested late night floor melters (Reload remixing Slowdive) and some personal outlandish choices that strangely take their place (Spiritualized’s 'Anyway That You want Me-remix 3').Īll in all, This is an anti-archive, a choice of tracks primarily lead by emotion, more pads than glitches,”intelligent” music depraved by that last half-pill at 6am rather than high-brow destructurations, Ivkovic & Smagghe hitting, as ever, at their own margins. The compilation unfolds in the loosest, the best way to make some kind of sense.
One can not stress enough the importance of this crossing of roads, pop kids getting through to the dancefloor via Aphex Twin and nerdy house heads dissolving their four to the floor into the futuristic world of Warp compilations. It is a very personal snapshot of a moment in time, when both of them were working in record shops, when they were listening to indie and electronic music.
It was not Vladimir Ivkovic & Ivan Smagghe’s point when they decided on the project.
'IDMEMO' would not pretend to be a representative compendium of 90’s-00’s Intelligent Dance Music.
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