ceft criswell # 01 of a series : facts from the future

we often discuss markets and trends in our offices and more-often-than-not we are quite right about the predictions we make. so here we are, number 1 in a series of “ceft facts from the future,” each set predicting 3 things that may be awaiting us all in the future to come:

1- in the future… and we mean the near future, space vacations and mars travel fascination will have a strong impact on fashion and styles. not unlike the 60’s, the next decade will see a spike read more


the good: little big things

supreme metro cards caused lines at the machines and sold out in less time than you can say “empire states”, but then again, supreme can sell a brick if they put their name on it…  actually they already sold those bricks for $30. but this one takes the cake; smart, appropriate, and dead-on DNA marketing for a brand that claims to, not only, own the streets of NYC but also the underground. this was a perfect collaboration between MTA and supreme new york, where both sides are destined to gain grounds. the NY tourism board and MTA can surely feel a bit cooler today (if they only knew what supreme was), and supreme can now claim to own NYC, at least the underground. that’s equivalent to going to london and getting a fred perry graced tube ticket, you’d save that ticket! supreme may not have gained much consumer sales out of this but that was not the main point, this was surely a brilliant and inexpensive branding coup. this is one of those rare moments where we say; “we wish we had done that.” well done boys.


the good: the future is pop-up


magnum ice cream pop up store soho – new york.

how do you justify securing a massive prime space, in soho new york to launch… absolutely nothing new? brand positioning, that’s how. apparently this has done so well that magnum extended the 6 month program, originally planned to end in early august, to remain in soho till the end of 2016. at $7 an ice cream bar, we reckon they are at least breaking even, and if they are not, then they must be quite happy with the marketing results. the pop up bars launched all across the country are not to support any breakthrough launch, as magnum ice cream has been around since 1989, but rather created to remind the consumers who they are and “how they feel”. we must confess, they are doing that very well. we suppose our predictions in our earlier post are beginning to become reality.


the good: chanel airlines opens up for SS16 paris fashion week

chanel airlines ceft and company 2

our friend, and editor-in-chief of refinery 29, christene barberich, at todays chanel SS16 airlines stint

we do miss the hay-days of paris fashion week, like those exciting shows put up by viktor & rolf and the like. however, karl lagerfeld is no stranger to marketing, and he’s quite clever at it, repeatedly making chanel stand apart from the other shows. after all, it’s one of the few big players to not be owned by a conglomerate. chanel billionaire patrons/owners, alain and gerard wertheimer, still walk in unnoticed but the show rarely does. great set, and a very clever photo opportunity for social media indeed, one to rival all photo-ops even that of net-a-porter’s upside down room


the good: social media is a miserable bore, unless of course it’s done well…


great ideas don’t have to be expensive, they just have to be… this one is smart, appropriate, and simply brilliant. we love this social media content campaign by paris based librairie mollat for their instagram channel. the staff members simply picks a book out,  strike a pose to make the photo, and off it goes onto their instagram feed on a daily basis. it sells books, but it also sells the kooky attitude of the brand. well done chaps.