I love this concept from JWT – the New York-based communications agency has transformed some 3,000 brands into animated characters as a way of comparing characteristics.
Referred to as a ‘brand visualisation tool’, Brand Toys as it’s called, includes everyone from Apple to Nokia, with all sorts of teddy bears, cartoon characters and monsters resulting.
It’s not however merely a subjective project, each toy has been created based on quantitative research, with character and personality determined by Millward Brown’s famous BrandZ study (this year led by Apple), and real-time, online buzz data by Social Mention.
Varying body shapes, for instance, depend on scores for familiarity and potential. There’s even a weather backdrop representing online sentiment.
Brands can be compared with others (see my screen grab above of a few choice fashion brands including Bottega Veneta, Christian Dior, Roberto Cavalli, Gucci, Salvatore Ferragamo, Marc Jacobs, Paul Smith and Ralph Lauren – not sure they’d be wholeheartedly enamoured with the designs themselves mind), as well as across the 23 countries included.
According to Brand Republic, Guy Murphy, worldwide planning director at JWT, said: “To ensure a rosy future for brands, it is crucial to consider marketing as a creative discipline. Brand Toys represents brands as consumers feel them—with personality and character, not as a series of numbers or complex mechanisms.”
For those interested in having a play, it’s also possible to customise the toys. Users can then share their creations via social media.