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Chado Advertising & Design is pleased to announce that we will be working on a rebranding website for the Association on Northwest Steelheaders to appeal to a generation of young anglers. Founded in 1960, the organization has been successful in advocating for fish and habitats, protecting river rights, reducing global climate change, and educating anglers and youth, and continues to be a powerful force today. The Association of Northwest Steelheaders is also an affiliate of the National Wildlife Federation.
In order to appeal to a growing population of young, passionate anglers, they have called upon the help of Chado Advertising & Design to redesign their website; improving navigation, content, and page aesthetics. The new website will make it easier for new members and visitors to learn more about the organization, their goals & successes, and how they can get involved. The site will also feature an improved backend content management system, allowing the organization to easily update and add new content to the site.
Chado is thrilled to be working with such a great organization with their rich legacy as wildlife stewards, working with the community and local government to protect fish and enhance lives.

Chado Advertising & Design was recently invited to the Trump Soho in New York by M5 Fashion House for a photo assignment documenting the exclusive debut launch party for 32 Degrees Heat Weather Proof. The exclusive outdoor apparel company opened a pop-up storefront to successfully position their high-end brand to their target market. This event marks the beginning of their five month campaign that will unveil new pieces at launch parties every week. Chado was thrilled at the opportunity to capture the event and the unique atmosphere of their luxury storefront.

Delicasa has once again called upon the expertise of Chado Advertising & Design for a redesign of their popular Tapas products package. This time around, they wished to bring the iconic flamenco dancer illustration literally to life with a photo shoot.

To recapture the essence of the brand with the spirit of his original dancer design, Photographer/Designer Chad Brown successfully staged a fiery flemenco atmosphere for this new approach.

Delicasa originally approached Chado Advertising & Design two years ago to develop the brand from scratch with new communications, package design, and website. This year’s new approach compliments their existing designs with the rich, festive, Spanish atmosphere while breathing new life into the brand. The images captured from the shoot were edited with Coppertone filters to appear vintage, representing the product’s rich heritage of quality and craftsmanship in their traditional artisan line of Tapas.

Below is Chad Brown on set shooting.

Soul River is proud to announce that we are teaming up with Linda Mobley, breast cancer advocate, survivor, entrepreneur, and author, to help with fundraising and events to increase breast cancer awareness with her development organization, The Link The Pink Foundation.

Mobley has been an inspirational and motivating force in the fight against breast cancer with her acclaimed book Blessed with Cancer, which tells the uplifting story of her fight with breast cancer and her journey from discovery to survival. Also, her organization The Link The Pink Foundation, works with businesses and non-profit organizations to improve the quality of life for people with cancer and disabilities by organizing events, volunteering, and raising funds for donations.

On August 6^th, Soul River joined Linda and The Cleaning Affair cleaners at her “Bags of Hope” fundraiser for cancer patients at Noodles & Company to raise funds to provide free house cleaning services and a “Bag of Hope” to help and encourage those fighting cancer.

Soul River has also created a special edition “Link The Pink” Naiad Shirt to increase awareness, available online at Soul River’s website, with 10% of the purchase donated to The Link The Pink Foundation.

Lastly, Soul River will working alongside Mobley to organize outings and events for a new women’s fly fishing organization that reaches out to women fighting cancer to teach them the art of fly fishing and educate them about the therapeutic and rehabilitating qualities of the sport.

Chado Advertising & Design, Soul River, and Spey Heads Productions are teaming up with other area vendors to organize a new family friendly outdoor event, The Celebration For Wild Steelhead. The weekend celebration promotes ethical and respectful fly fishing and the conservation of Wild North American Steelhead.

This legendary species’ habitat along the western coast of North America is being threatened by outside forces and as a result the steelhead populations are being destroyed. This community outreach event encourages the community to come together to learn more about this iconic species and how we can come together and save them from extinction. Local businesses are reaching out to share the sport of fly fishing with inner city youth, veterans groups, and new generations to share responsible practices to fish respectfully and minimize angler’s footprints. There will be free fly fishing instructional workshops that cover fly casting, fly tying, responsible practices, as well as conservation seminars. By teaching new anglers the values of responsible fly fishing we can ensure the future of wild steelhead and the river ecosystems.

The weekend celebration kicks off Saturday, September 10th, 2011 at 9am in Sellwood Riverside Park with a morning river clean up on the Willamette river. After the cleanup volunteers and the general public will meet in the park for the instructional workshops, giveaways, and a live reggae/blues performance by The Rising Buffalo Tribe. This event will continue until 6pm.

The following day, there will be a public Wild Steelhead Conservation Forum held at the Mermaid Room of the Hawthorne Fish House. This open forum with pro guides, conservationists, and the public is organized by Terry Eddleman of Spey Heads Productions and Soul River to discuss the current state of Wild North American Steelhead populations and ideas to save the species. There will also be a prize raffle at the forum. This event will run from 1pm to 5pm. The event is free and open to the public.

The event encourages the participation of youth groups and families to promote safe, responsible, and respectful fly fishing to a new generation of environmentally conscious angelrs while teaching the community about their impact on the environment. Those who are unable to attend can stream the event live at: http://livestream.com/soulriver

Visit http://wildsteelhead2011.soulriver-runsdeep.com for more information.

Chad Brown, Chado Advertising & Design’s creative director, has designed an innovative new approach to fly rod design and his work is going to be featured in the Spring 2011 issue of RodCrafter’s Journal. The RodCrafter’s Journal is the official publication of the Custom Rod Builders Guild and is the oldest rod crafting magazine in its 37^th year of publication. It’s purpose is to uphold the Guild’s standards of craftsmanship and aid in the promotion of custom rod building while expanding the art and science of fishing rod building through education.

Chad’s innovative approach described in the article combines proven design principles and a mix of unconventional and traditional techniques like the art of Pyrography to create beautiful rods that serve as functional works of art. The handle design on the cover features a “Naiad”, a water nymph found in Greek Mythology that presides over rivers, streams, and other bodies of water. It serves as the river’s protector and is a living embodiment of the ecosystem.

The Spring 2011 issue of RodCrafter’s Journal will be available in 2 weeks. For more information, check out their homepage.

Following the massive viral success of their epic Write The Future campaign for the 2010 World Cup, Nike has once again utilized viral video for their new campaign for Kobe Bryant. In an attempt to expand branding on “The Black Mamba” nickname, Nike has called upon the directing talents of Robert Rodriguez for this new viral video/commercial/short film/”advertainment” piece/whatever they are calling them this quarter.
The commercial, which is shot in a similar artistic style as Rodriguez’s Machete, Sin City, and Grindhouse films, revolves around Nike’s new Zoom Kobe VI shoes. The new shoes are used as a plot device and are central to the script to ensure they receive a lot of screen time. The video also features Kanye West, Bruce Willis, and Danny Trejo as over-the-top villains who are after The Black Mamba to steal his powerful shoes.
While the commercial is obviously designed to sell the Kobe “Black Mamba” brand and, more specifically, the shoes and training gear, it is also very entertaining. Although this isn’t a terribly difficult task with a 3 million dollar budget, it is still visually impressive; shot as an over stylized action movie with a similar tone and design as Sin City. It also manages demonstrates awareness of the overblown and ridiculous content with cut scenes between Kobe and Rodriguez discussing the film that inject humor to the video making it seem more like a clever parody rather than a just an overpriced star-driven sales pitch to shamelessly hock shoes. Because of the creative direction, unique style, and interesting tone, it deserves credit and is definitely one of Nike’s more enjoyable commercials.

I personally enjoy it when seasoned film directors lend their talents to commercials; they have the potential to add tremendous entertainment value and, although very rarely, can manage to present the product placement both subtly but effectively.

Electronic Arts has recently unveiled a campaign promoting their upcoming title “Dead Space 2”. This sequel to the popular space shooter is being advertised with emphasis on the fact that “your mom won’t like it”.

To prove their hypothesis, EA brought in a group of 200 middle-aged mothers under the impression that they were part of a focus group looking at a new game. They were then shown a montage of gory and violent gameplay videos and had their disgusted reactions filmed. They edited the footage of disapproving mothers, slapped on the uninspired tagline “Your Mom Hates Dead Space 2”, and pushed it through online channels.

Although the viral videos do a good job demonstrating the impressive high definition graphics with the game footage and some of the mother’s reactions are entertaining, the concept wasn’t very well defined. They are playing off the average American mother’s stereotypical disdain towards video games to try to sell more copies.

Does EA still believe that the video game market consists entirely of teenage boys and offending parents is a huge selling point? It has evolved into a continuously growing, billion dollar industry where the average customer is 35 years old and 40% of the customer base are females. Granted, controversy surrounding a game when it is introduced can be helpful to increase exposure and raise awareness of the title but this ad seems to miss the point. There is no hook, the fact that older women do not like gore is not shocking or interesting. Being a sequel to a science fiction game with a back-story, their target market consists mostly of people who have played the original and are already well aware that the franchise is heavy on violence and gore.

They should take a cue from recent controversial ads like the Call of Duty: Black Ops spot that made Kobe the target of some disapproving commentators. To the disapproval of Skip Bayless, Kobe appeared in an entertaining spot advertising the popular shooter’s online multiplayer mode showing people from all walks of life engaging in combat demonstrating that “there’s a solider in all of us.” It was controversial yet had an interesting, well defined, and perfectly executed concept. While this example hits its mark, the new EA videos seem to miss the point entirely. Controversy can be a powerful tool to promote your game but it cannot be so easily and blatantly manufactured.

BMW has been known to release innovative advertising content that is both inspiring and memorable. From the acclaimed BMW Films series, the clever mirror ads in Canada, mobile advertising campaigns, and even their much-publicized advertising war with Audi, they strive to leave a lasting impression on their audience. Their newest campaign has been specifically designed to literally burn their brand into the consumer’s mind. Inspired by the remnants of bright light remaining in your sight when you close your eyes after looking at the sun or a bright camera flash, they have used the same principle to leave an imprint of the BMW logo on the viewer’s eyelids. By using a large professional photography flash hidden behind the screen paired with a stencil they achieve this remarkable photo effect. The effect fits seamlessly into the commercial’s theme so the effect paired with the commercial’s message is very impressive and undeniably effective.

Upon first glance, this giant billboard advertising the new 2012 Audi A7 Sportback looks like any typical outdoor vehicle advertisement. But this 10,800 square foot billboard is incredibly unique because it was created with over 200 cans of spray paint over the course of two weeks! The billboard’s copy reads: “Nothing is more inspiring than a blank sheet of paper. It is the opportunity to create something unique.” During the two weeks it was being produced, viewers could slowly watch the picture quality work of art come to life as artists sketched and painted the massive billboard. This is an interesting campaign because it gives viewers a reason to keep looking. Its compelling copy immediately sparks interest and encourages them to return to check on the progress. Also, the final product is visually stunning! Interestingly, the billboard is located near the remains of the infamous Berlin Wall, which is a significant cultural landmark politically and artistically as a top global destination for the graffiti artist community. It would be great to see other brands follow suit with their future billboard campaigns, making the creation of the ad part of the experience.