2014 Brandcameo Product Placement Awards

celebrity designers

Pharrell Transitions to Designer with Launch of Recycled Plastic Denim Line

Posted by Sheila Shayon on February 17, 2014 05:20 PM

Super-producer Pharrell Williams, the recent recipient of a Grammy for record of the year and scheduled to perform his Academy Award-nominated song “Happy” at the Oscars on March 2, is turning his creative attention to a new environmentally-friendly denim collection. 

RAW for the Oceans is a collaboration between Dutch fashion label G-Star RAW and eco-thread company Bionic Yarn, where Pharrell is creative director. 

The jeans, which will be available in August, are made from yarn that consists of plastic litter from the ocean. Pharrell announced the collaboration at New York Fashion Week, saying that he had been looking for an in to fashion and this opportunity was the first that "made sense." 

“Everyone has jeans in their closet,” he said, according to the Wall Street Journal. “Bionic Yarn is a company built around performance, and denim is the perfect category to show the world what Bionic Yarn can do.”Continue reading...

branded entertainment

Can KarmaloopTV become the MTV of the Hip-Hop Generation?

Posted by Sheila Shayon on September 23, 2011 03:59 PM

“Verge culture,” as in young, digital, influencers and brand-savvy hip youths, is poised for a social media guerilla takeover — if Karmaloop TV has anything to do with it.

An offshoot of the Karmaloop.com retail site, KarmaloopTV.com is an online video-based network that's vying for broadband and video-on-demand distribution in the US. It aims to be a full-blown 24-hour cable TV network, and is now pitching cable and telco TV operators that it can help them “reclaim” the 18-to-34 year old audience that lives online, on digital, on mobile and on social.

In a similar vein to Vice TV, it aims to offer an in-depth look (and insights) into global street culture. The website also features exclusive interviews with designers, brands, artists and musicians — musician/producer Pharrell Williams signed on as KarmaloopTV's creative director in May.Continue reading...

doing good

Kiehl's Packages Philanthropic Efforts

Posted by Sheila Shayon on June 28, 2011 10:30 AM

Kiehl's, the 160-year-old New York apothecary whose shampoos, skin creams and other potions are now sold worldwide in such high-end stores as Barney's, has just announced its corporate philanthropy program.

Kiehl's Gives, embodied by the logo at right, is launching with a modest sum ($160,000) to get rolling — with the Pepsi Refresh-like twist that customers and brand fans can vote on worthy causes to receive a donation.

As the brand notes on its blog,

"Kiehl’s mission statement states that we are 'to improve in some way the quality of the community… making for better citizens, better firms, and better communities.' To that end, Kiehl’s has always focused its efforts on the betterment of its local communities by targeting philanthropic endeavors on the needs and concerns of its citizens. Over Kiehl’s long history of charitable giving, the company has supported three key causes: Children’s wellbeing, environmental issues, and HIV/AIDS research. These three areas are also the focus of our new Kiehl’s Gives initiative."Continue reading...

campaigns

Oscar-Nominated Directors Russell and Aronofsky Compete For Cash

Posted by Abe Sauer on June 7, 2011 10:00 AM

Since losing the Oscar for best film for The Fighter, what has director David O. Russell been up to? Forgetting his heartbreak with Ketel One vodka… commercials.

Russell has teamed with the top-shelf booze brand to put together with Brooklyn band Alberta Cross for a new campaign called "Gentlemen, This is Vodka." But he's not the only one. Oscar-nominated director (Black Swan) Darren Aronofsky has followed up his Academy nom with his own ad.

Readers, this is cashing in.Continue reading...

brand challenges

BAPE: Cold, Sold and Looking to China

Posted by Shirley Brady on February 2, 2011 10:00 AM

A Bathing Ape, the Japanese cult brand that, in its heyday, was beloved by hip-hop artists, DJs, skateboarders and others seeking street cred through streetwear, has just been sold.

Created by Tomoaki Nagao, a Tokyo-based designer and musician better known as Nigo, the clothing and kicks line arrived in America when it opened a store in New York in 2005. Its 2008 store launch in Los Angeles brought out celeb fans of the Harajuku-born brand including superfan Pharrell Williams, Jermaine Dupri, Pete Wentz, Joel Madden, Mike Tyson, Jonah Hill, Serena Williams. Pepsi has also collaborated with BAPE on a series of limited edition bottles.

It has cooled off considerably since then — its LA store closed last year, and its New York store no longer attracts the lineups it once did. No matter: it was just snapped up by Hong Kong's I.T. apparel group, which wants to further the brand's expansion in China. A Bathing Ape last month opened its first store in Beijing, and already boasts retail outlets in Shanghai, Hong Kong, Singapore, and Taiwan.

Nigo will stay on with the brand for two years, and has been working on a side project — the Ice Cream / Billionaire Boys Club luxury streetwear lines — with Pharrell Williams since 2005.

auto motive

Rolls-Royce Seeks Young, Rich Buyers

Posted by Abe Sauer on June 18, 2010 12:00 PM

What attributes and qualities come to mind in connection with the Rolls-Royce brand? One of them is probably not youthful and hip. The brand wants to change that though and is seeking a PR agency to promote Rolls-Royce to wealthy, young consumers.

The desire to reach the young rich comes on the heels of the brand's introduction of a new Ghost model, nicknamed the "baby roller" in a bid to be more hip and cool than its predecessors, and called "sleeker and sportier-looking" by reviewers. Yet, at more than $300,000, make no mistake—it's still a Rolls.Continue reading...

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