7th March 2014
by David Wiles
3rd March 2014
By Joel Zietcer
I stumbled wearily into the office this morning after a late night/early morning watching the 84th Academy Awards (you’d think as part of the film team at Shine I might be allowed a mini lie-in) and once again the annual showbiz extravaganza didn’t fail to disappoint. From Jennifer Lawrence tripping over – again – to what has become the most retweeted Selfie of all time, the biggest names in Hollywood put their best feet forward as they descended on the Dolby Theatre to celebrate the world of movies.
The question remains, however, as to the purpose of this long-running ceremony. Is it about the night itself anymore? Or is it about the months of planning in the run-up and the display of fierce marketing battles taking place in the producers’ offices scattered around Tinseltown?
Oscar winners can be predicted. A contentious statement, but true. The Critics Choice award winner for Best Picture has won at the Oscars for 7 out of the past 8 years – so would 12 Years a Slave win the Academy Award? Well, yes, it did. A recent chart released by the Daily Telegraph revealed the percentage of Best Picture winners that went on to win the Oscar since 1989. The chart shows how the other ceremonies from award season influence the final winners at the Oscars and the stats somewhat speak for themselves. The Producers Guild of America have predicted the winner for the past 6 years in a row.
So what of the real winners? In my opinion one only need look to Harvey Weinstein, producer extraordinaire and the aptly named ‘King of Hollywood’, to see what the Oscars are really all about. This award season Harvey looked a little against-the-ropes. He had produced nominated features in ‘August: Osage County’ (not a winner on the night) and ‘Mandela: Long Walk to Freedom’ (not a winner on the night) but there was a clear sense in the run-up that he didn’t smell winners. This was reflected in their lack of mid-award season marketing activity. It was his surprise hit of 2013, “Philomena,” starring British legend Judi Dench, that provided his best chance with a Best Picture nomination. And oh did he grab a hold of it and run…
There were no less than three full-page adverts taken out in the New York Post in the fortnight ahead of the ceremony. It was in the A-section featuring a large picture of Dame Dench and a supporting quote reading, “Reserve an Oscar for her”. It was in the Arts and Leisure section along with a supporting quote reading, “Could ‘Philomena’ be the spoiler in this year’s Oscar race? Don’t rule it out.” It was also in the Sports section. The Sports section!
The Weinstein Company used a tactic, which will continue to be seen in the world of communications, whereby the movie was positioned as an underdog. The outside chancer waiting in the wings. The film of the people ready to take on the big dogs. He wanted us to believe that Judi had a better chance than we may think – that it wasn’t a closed book.
Did ‘Philomena’ win Best Picture? No. Did Judie Dench win for Best Actress in a Leading Role? Unfortunately not. Has the film, however, beaten all other releases to claim the title of most profitable film based on production costs and worldwide box office sales? BIG FAT YES. It cost $12m to make and took $85m worldwide giving it a 708% earning of its original budget. For some context, ’12 Years a Slave’ sits on 640%.
So we may feel sorry for Mr. Weinstein after walking away disappointed from the biggest event in the film calendar. But really he is the one with the last laugh after realising the true purpose of the Academy Awards: as one of the biggest public relations vehicles in existence.
20th February 2014
With all eyes on London and the cobbles of Somerset House last weekend, Shine's beauty team headed backstage at London Fashion Week with ghd
With all eyes on London and the cobbles of Somerset House last weekend, Shine's beauty team headed backstage at London Fashion Week with ghd . The professional hair care brand was the official hair sponsor of six of London Fashion Week AW14's most hotly anticipated shows, where creative ambassadors, Sam McKnight and Kenna, created looks inspired by the designers collections.
Sam McKnight lead his team styling loose natural waves at Marios Schwab and a slick, elegant style at the Anya Hindmarch show. Meanwhile, Kenna, and the ghd art team worked their magic at the Felder Felder, Todd Lynn, Zoe Jordan and Lucas Nascimento AW14 shows.
The focus was on the ghd eclipse® styler, which has the ability to tackle any hair type quickly and easily; a godsend backstage. Coverage has been pouring in already from the likes of Harper's Bazaar, Stylist and Metro.
Next stops, Milan and Paris!
18th February 2014
By David Wiles
One of the key trends for the year that has been identified in our trend book, Collision Culture, is 'Design Fiction'. Design Fiction or Speculative Engineering as it is sometimes referred to is the practice of designing science-fiction-like objects to suggest and explore possibilities for the future. It is something we have seen for several years from the automotive industry who regularly reveal concept cars to demonstrate their expertise in design and innovation and it is spreading to other industries. It's easy to dismiss this practice as something that is purely done to generate conversations and column inches but I found it really interesting to see a certain announcement from Nike this week.
Nike designer Tinker Hatfield, a design legend and personal hero of mine, was asked about the prospect of the 'Back To The Future' self-lacing shoe for the umpteenth time but this time, finally, he responded positively saying he expected to see the design on shelves in 2015. It's been a long time coming but it shows that this approach to design can pay off in the long run as well as generating a huge amount of social buzz.
The reason we see Design Fiction as a trend for this year is due to the first ever international competition for Design Fiction that is being launched by http://www.nanosupermarket.org/about This clash between design and science fiction leads to all kinds of innovative thinking and, who knows, we could all be avoiding tube strikes on hoverboards in years to come...
Download a copy of COLLISION CULTURE, THE SHINE COMMUNICATIONS TREND REPORT 2014
14th February 2014
This week we went stateside with Lacoste Global at their New York Fashion Week show.
We sent our street style photographer over to New York to capture the footwear trends, both on and off the catwalk at Lacoste's New York Fashion Week show. We then packaged assets alongside a show report to send to all markets, further highlighting Lacoste's footwear offering and positioning them as go-to brand globally.