How nostalgia can offer clarity in an overstimulated industry
Before social media feeds and the chase for virality, advertising was built around a single strong idea; one that could stand on its own without the noise of algorithms and trends. Han West, Partner at Washington Square Films, explores how today’s interest in nostalgia could help advertisers reconnect with that simpler creative mindset.
How McDonald's cooked up a taste of the past
McDonald’s vibrant summer campaign whisked audiences away on a magical journey through its iconic and much-loved McDonaldland, first dreamed up in 1970. We caught up with Black Kite Studios, Nick Roney and Wieden+Kennedy to explore how they delved into the fast food chain’s archives to create the ultimate trip down memory lane.
On My Radar: Tomas Gianelli
As we wave a fond farewell to this month's Nostalgia Focus, Tomas Gianelli, Executive Creative Director at DUDE London, wishes for a simpler time, realises that websites are a thing of the past, and believes agencies need a new payment model, as he reveals what's on his creative radar.
On nostalgia: No country for old meh!
As we confront global chaos, domestic grudge matches and ethical WTFs, there’s the temptation to turn to nostalgia. But, asks Ian Grody, CCO at Giant Spoon, should we resist?
The art of looking back to move ahead
While the new – whether that's an idea, a technology or a trend – always captures people's attention, Partizan director Warren Fu believes that capturing hearts is equally as important. Nostalgia, he believes, can play a big part in making that happen, whether by design or by accident.
Reel nostalgia: Why cinema works for brands’ seasonal stories
'Tis almost the season to be jolly... but there are a few notable dates before we hit that particular time of year. And, says Clare Turner, Chief Commercial Officer at Pearl & Dean, when it comes to nostalgia, there's no better place for a brand to be than in a darkened cinema.
Anemoia: Or why the young are yearning for memories they never had
This summer, Originals x Oasis saw adidas maxing out on its association with the Gallaghers: a three-minute film glorified the UK band’s classic gigs. How can other brands channel 90s nostalgia? And what are the risks and rewards? Lucy Aitken finds out.
Representing reality: The risks and rewards of nostalgia
The rose-tinted glow of nostalgia can feel like an escape from algorithms, AI and looming uncertainty, but raiding the past for culture without purpose isn’t the answer. Keith Muir, Senior Strategist at Born Social, explains how brands can strike the right balance by connecting their heritage to shared cultural memory and crafting it into something new.
On My Radar: Mal Ward
As we continue this month's foray into all things nostalgic, Arts & Sciences' Managing Director/Partner Mal Ward looks to the past as he takes on a retro-themed edition of this week's Radar, featuring some classic commercials, a collection of cell phones and some seminal movies and TV shows.
Butterfly clips and big potential: Claire’s next era
The accessory chain that introduced millions of kids to style is in administration; Hannah Partridge, Client Services Director at Seen Studios, explores how it could lean into nostalgia in order to reinvent itself for a new generation.
Rewind: Why festivals are the ultimate stage for brand nostalgia
With a summer dominated by a 90s music phenomenon, and Generations Z and A looking backwards in order to find their way, 'nostalgia' has been this year's watchword. But how best to harness this feeling? Damilola Onamusi, Head of Client Strategy & Delivery at Pulse, believes music festivals are the perfect stage.
shots Unsigned: Saul Lotzof
In this shots Unsigned interview we chat with UK based director Saul Lotzof. Here, he talks about his heartfelt remake of The Smashing Pumpkins music video for Perfect, putting the whole project together over the course of a year and getting to grips with the historical 1965 Arri 16 BL.