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Meet Gen Z – the upcoming generation! Following the game-changing Millennials, Gen Z is a generation that is becoming increasingly important when it comes to consumer behaviour, marketing, and communication. At Adentity, we have looked into this generation, the most diverse ever,  to outline some of its characteristics. So, let’s get to know them better.

BORN AS DIGITAL WIZARDS

Generation Z, or the “Zoomers,” was born between 1995(7) and 2012. They are the first generation to have grown up in a completely digital world, which has shaped them in many ways. For example, you have their attention for the whole 8 seconds, and they usually juggle five devices simultaneously. No doubt, they are more connected and tech-savvy than any previous generation.

POSITIVE SCEPTICS

This generation, together with Millennials, has sometimes gotten the epithet “snowflake generation”, derived from the notion of them being seen as somewhat fragile and easily offended, but with a feeling that there is no one else like you.

They are the children of Generation X and are, to some extent, shaped by the same volatile societal environment. Gen X had to deal with the Cold War, the fall of the Berlin Wall, the oil crisis, Watergate, and stock exchange crashes. Gen Z was formed by the financial crisis, a pandemic that closed everything worldwide, the climate crisis, and being part of a new, somewhat unknown digital era. This has created the same scepticism, with a positive touch, as their parents.

With a combination of dynamic visuals, vibrant colours, and an upbeat soundtrack the video is specifically customized to align with Gen Z preferences, making the video both visually and audibly appealing. And with the 8 second focus in fresh memory at least they will see half of it before they turn to another media.

HOME-LOVING HEALTH PROMOTERS WITH MONEY CONCERNS

Gen Z values education very highly and prefers gaming and being at home with family and close friends before partying. Health and training are essential, and they are careful with money and sceptical of any loan, with a lessened need for owning things. They value diversity highly, need clear goals, and know what to expect before entering any commitment, be it a new job, a trust assignment, or an activity. Gen Z are individuals that are including with a focus on ethical and moral values as well as a strong feeling for safety and control. This also conveys a deeper interest in research and being source-critical.

INFLUENCERS AND HAPPENINGS

As consumers, they trust influencers in everything, from health coaching and make-up tips to what skincare brand to buy (or not to buy) and restaurant to visit. Therefore, marketing to this generation must be genuine, transparent, and authentic to entice them to purchase. They like quality and unique products and prefer to shop in brick-and-mortar stores with fun happenings rather than online. And although they care about the planet and products being ethically produced, they still have a love for fast fashion.

SHAPING THE FUTURE

So, are Gen Z digital natives embodied as unique snowflakes? Digital – definitely; snowflakes – more questionable. Gen Z is shaping up to be an adaptable generation that spends time with their family and close friends, is careful with money, includes everyone, and has strong ethical and moral values, especially when it comes to marketing and consumption. They take nothing for granted and impose a sceptical yet positive view of their own future. A generation that will shape the world of tomorrow.

Welcome to another colourful year! As we approach the blossoming spring, let’s take a peek at the vibrant trends shaping today’s graphical world. From pixel-perfect creations to scrapbooking nostalgia and a kaleidoscope of colours.

SCRAPBOOKING SENSATION

Remember creating colourful and textured spreads full of handwritten notes and magazine cutouts? Well, those days of scrapbooking are back! Scrapbooking is taking us back to the golden days of the early 2000s when we listened to the latest hits on our MP3s and wore velour tracksuits as a fashion statement. Brands are drawing inspiration from the mosaic nature of scrapbooking to create eye-catching marketing material. Kiehls, a skincare brand, took that inspiration when they redesigned their packaging.

Credits: Spotify, Kiehls, Fifa Women’s cup

PIXEL PERFECTION

Who would have guessed that the tiny squares could steal the spotlight again? Pixel design is making a comeback, but now in a more expanded and chunkier version. Pixel design uses only coloured pixels as building blocks to collectively form images. The pixels have not only taken the front row in graphic design but fashion houses like Louis Vuitton are also using them to create statement pieces that decorate the runway, blending retro vibes with modern flair.

Credits: John Dias & Louis vuitton

COLOUR CARNIVAL

It would not be the year 2024 without talking about colours. Kermit Green, Barbie Pink, and Pantone’s colour of the year 2024, Peach Fuzz, is painting the town and uplifting our everyday lives. Whether it is web design, interior or clothing, colours are taking their rightful place.

Credits: Adoore, Studio Klin, Hay design, Norrgavel

We are happy that Adentity’s new packaging design work for WelliChews, the new playful “little brother” in the animal supplement range NutriScience for Swedencare, is featured at Packaging of the World – one of the most prominent packaging design websites showcasing the most interesting and creative packaging work worldwide.

WelliChews™ is a functional soft chew targeting different health benefits. It is a smart and easy way to give something tasty that also supports our furry friends´ well-being. The packaging concept was created to appeal to the younger pet parents based on the feelings of do good, taste good, and motion. It features cute, popular pets as well as attractive colours for easy recognition and to stand out on the shelf. The main ingredients and the target areas are highlighted on the front for quick identification of health benefits.

For happy and healthy wagging tails, look out for the new WelliChews™ packaging design.
View more about the design work at Packaging of the World. Read more about the WelliChews packaging story

Lighting the path of inspiration

The integration of AI into marketing strategies has sparked a surge of creative inspiration. Tons of cool ideas are popping up, changing how we do marketing in the digital world. Now, AI is deciding the next flavour of your soda and the new label of your favourite product. Continue reading to discover some of today’s most unique AI marketing campaigns.

The excitement of tomorrow

AI is just as exciting and interesting to companies as it is to consumers. There is a joint enthusiasm about creating a buzz around these brands who use AI to come up with cool new marketing material. People are excited to see how AI can change their daily lives, eagerly anticipating the next wave of innovation that AI will bring.

Credits: Coca-cola and Ads of the world

Coca-Cola took people’s vision of the future and crafted an AI-generated flavour. Intrigued, we sampled it at the office, revealing a genuinely futuristic taste.

Credits: Ads of the world

The latest trend involves feeding AI prompts that it generates into images. Heinz took this trend to the next level, providing AI with a single prompt: “ketchup.” To their astonishment, every bottle produced exhibited a striking resemblance to the iconic Heinz bottle.

Credits: LinkedIn, Dezeen, and BMW

We are all eagerly looking forward to exploring the future possibilities and contributions that AI may offer. What are your thoughts on what AI might bring next?

 

Share customer success! Captivating B2B case studies are powerful marketing tools. Together with Alfa Laval we created several compelling case studies highlighting different products, services, industries, and applications. With a focus on sustainability and cleantech we use different approaches to feature specific aspects of the story. Based on research, interviews, and technical information, we create interesting key messaging, copy, layout, visuals, and infographics. The results are captivating case stories highlighting Alfa Laval’s capabilities, building credibility and trust. Most importantly, they act as an inspiration for innovative investments for a more efficient and sustainable future.

As it turns out, not only innovative companies are interested in Alfa Laval’s sustainable work. French President Emmanuel Macron and His Majesty King Carl XVI Gustaf are visiting the site in Lund today with a focus on the transition to more sustainable energy.

Read more here

In a changing world, branding is critical! Focus on the brand essence, strong and vital concepts, and 360-degree energetic campaigns.
Get in a good mood for marketing!

The essence of building a brand

As a full-service agency, we take a holistic approach to marketing – from strategy, concept and communication throughout the value chain. We adapt to your needs so that you can continue to do what you do best.
Adentity Communication Platform™ is a proven 3 step roadmap to secure long-term branding success.

STRATEGY
Adentity identifies your key market segments, defines a brand strategy and builds a strong position based on your mission,
core values and offer.

CONCEPT
Adentity develops creative concepts that follow a defined strategy to create consistent value-based communication.

CONCEPT-GUIDED CAMPAIGN
We implement concept-guided campaigns through the most effective channels to connect with your target groups.

Welcome to Adentity! Want to share thoughts?  Contact us here

Myth 1: Storytelling beyond seconds

How long do you need to capture your audience’s attention? In a time dominated by short TikTok videos, a myth has risen that you sometimes only have as few as 0.4 seconds to catch viewers’ attention. 0.4 seconds to decide whether you want to engage or not. It is essential to understand that a short time to capture attention doesn’t necessarily mean you have to end your story after a few seconds. Take your viewers on a journey, tell a story and take your time to build the tension. Short and catchy introductions are great, though your content can be an exciting novel.

Myth 2: Letting stories shine

In advertising, there’s a prevalent misconception that your brand and logo must always be spotlighted. However, successful creative strategies often break away from this tradition. Instead of rushing to display your logo, create a captivating narrative that engages your audience’s emotions and curiosity. Drawing viewers into a compelling story can leave a memorable and lasting impression. The key is to harness the emotional power of storytelling to enhance the impact of your brand identity. Allow the brand to be shaped by the story rather than vice versa.

Myth 3: The heart of engagement

The last myth suggests that a high number of “likes” on your content signifies a solid consumer base. However, it’s crucial to recognize that “likes” predominantly come from individuals who find your content enjoyable, but that doesn’t necessarily convert them into loyal consumers or represent your core audience.Consider your own interactions with brand content. When and why do you hit that “like” button?

“Likes” may show engagement and loyalty, but they often need more to become active consumers. Distinguishing between casual engagement and genuine conversion is vital to building a solid consumer base. So, aim to create content beyond a simple “like” and truly inspire your audience.

A global virus, war, natural disasters, economic uncertainty; the world has been shaking for a while. As we’re about to enter 2024, the “happy 20s” we were all hoping to relive couldn’t feel more distant. How does today’s design mirror a society facing such turbulence? With warmth, it seems. Read to find out more!

 

Credits: Barbie, McDonald’s and Folksam via Resumé. Girl Scouts of the USA via Creative Review.

Modern nostalgia 

The use of nostalgia in design and marketing (as well as in movies, music etc.) has become a powerful tool to adjust old truths and look at things through modern glasses. Building on the foundation of something already familiar and combining it with contemporary knowledge, the result is a vibrant dialogue between what has been and what is yet to come. Modern nostalgia therefore challenges us, and at the same time provides us with a sense of comfort we’re all longing for. 

 

Credits: Anna Chandler via It’s Nice That, Dribbble, BBC Cricket via Design Week, Nike via Medium and Blumarine via NYLON.

Y2K – The urge for playfulness and fun 

Welcome back to the year 2000! Popping color schemes, early internet, MTV and low-cut jeans. Looking back, this particular era was the perfect picture of the easy life – literally sprinkled in bling-bling, lip gloss and FUN. A period drenched in the feeling that there were no problems in the world. Trends reappearing every now and then are totally natural and are often an answer to what’s going on in society in general. So even in this case. In these uncertain times we (and especially young adults today) are in desperate need of surrounding ourselves with everything cheerful, enjoyable and secure. As stated above, nostalgia has a calming impact on us. 

 

Credits: Formex 2023 via Hus & Hem, Odd Design Studio and Salt and Sugar via Looka, Courvoisier Bar at Selfridges via Dezeen,

More, more and more – The return of maximalism

Perhaps it was the pandemic or perhaps it was the change of mood in society overall that made the long-lived minimalism trend feel too … harsh? Whatever the cause, maximalism design has marched in at full speed. You will recognize it in everything from interior to graphic and packaging design. We’re talking loud colour combinations, bold typography, daring patterns and playful photography – preferably all at once. The outcome is eye-catching, lighthearted and full of endorphins! Naturally, minimalistic design is still a thing – but has interestingly enough evolved into a more vivid form of minimalism. No more unforgivable black on white but instead muted colours, simple illustrations and a slightly more playful lettering positioned in a classic grid like structure. 

 

Credits: Yuna Kim, Eun Jeong Yoo and Studio Marcus Hansen via It’s Nice That, Wang & Söderström, Skansen via Resumé, LG rebrand via Creative Review and Husqvarna.

Man vs Machine? More likely human <3 machine! 

Incredible technical and digital advancements are happening every single day. But even in the machine-driven world of tech and innovation, the focus has begun to shift towards reflecting more human qualities and soft values. We crave the ability to feel, touch and experience; whether it comes to super tactile 3D-renderings or typography inspired by classic crafts like cross stitching, it creates an exciting connection to the real world. In summary, the trend is not to be seen as a counter-reaction to technical progress – but a wish for the human and the digital to exist in symbiosis. And by doing so, tie together the future with tradition.

 

En dejlig dag for the Adentity team kick-off

The Adentity team embarked on a kick-off journey to Copenhagen, and we knew we were in for a treat when the beaming sun rose for a late summer visit. The day was filled with culinary delights, artistic inspiration, and the pulse of a vibrant city. Our agenda was simple yet indulgent: savouring the finest Danish cuisine, exploring the captivating world of art at a renowned museum, and keeping a watchful eye on the latest trends that Copenhagen had to offer.

A good Danish pastry for breakfast at Torvehallerne in the heart of Copenhagen set the right tone for the rest of our day. On our way to the museum, we walked through the beautiful Botanical Garden. There is a large lake in the middle of the garden, where we stopped and took some photos of the magnificent palm house, which reflected beautifully on the lake.

Baroque – Out of Darkness

For the first time in over 100 years, the National Gallery of Denmark has retrieved and restored some of the Baroque’s most distinguished art pieces. In the art world, the term ¨Baroque¨ has sometimes been used disrespectfully, but our visit to the SMK to experience the Baroque – “Out of Darkness” exhibition completely shattered any misconceptions. The collection was a masterpiece, finely orchestrated with accompanying music that heightened the overall sensory experience. The museum displayed an impressive selection level and featured various outstanding Baroque artists.

Craftmanship and hidden gems

While wandering the streets of Copenhagen, we stumbled upon a beautiful store where they hand-crafted their own glass sculptures and other items. To see more of their beautiful pieces, you can visit their website here.

Rundetårn – great views over the city

The last stop of this memorable trip to Copenhagen was completed at the top of Rundetårn, offering a panoramic view of the vibrant city. From this point, we reflected on the day´s experiences, looking forward to upcoming projects and the comforting arrival of autumn.

Thank you for this time, Copenhagen, vi ses!

In the world of design and marketing, motion graphics have become an increasingly popular and effective tool for capturing audience attention and communicating messages. As technology continues to advance, so do the possibilities for creating captivating and engaging motion graphics. With the start of a new year, it’s time to take a look at the hottest motion graphic trends of 2023.

From bold color schemes to futuristic animations, we will guide you through the top trends that are sure to make a splash in the world of motion graphics this year. Whether you’re a designer, marketer, or simply someone who enjoys staying up-to-date on the latest trends, this post will provide you with valuable insights and inspiration for creating impactful motion graphics in 2023.

1. Kinetic typography – the art of breaking rules

Kinetic typography is an animation method where the creators use moving text to draw in and hold the viewer’s interest. Marketers have always flocked to the dynamic typography trend, and that tendency will continue in 2023. Twist, stretch, bend, break or even morph the letters – the only rule is to have fun with it!

CrossCall – Core from NŌBL on Vimeo.

2. Mixing it up – using 2D and 3D together to create contrast

We see a lot of realistic 3D animations combined with paper cutout 2D motion graphics. By mixing these elements you easily captivate the viewers. This is also a great way to ease into 3D animation if you are unfamiliar with it. Although the 3D trend is flourishing there is still space for 2D in motion graphics in the future.

3. Defying the laws of 3D gravity

While we’re on the 3D subject, this trend can be effective if you typically use 3D models to create motion graphics. The anti-gravity effect is made up of 3D models that float freely in a 3D environment, creating the effect of an object levitating as if it is in space. We predict to see this trend more in commercial use because of the many possibilities to show of a product in an interesting, new way.

Gnome Serum from Spot Studio on Vimeo.

4. Hyper-realistic 3D

As CGI advances, hyper-realistic 3D is also getting more attention. The astonishing detail makes you question whether the object is real or not. This type of animation is what is used in high-budget video games cinematic and is made with a premium look and feel.

Timberland X Liberty from XK studio on Vimeo.

5. Stop motion in a new take – old technique with modern approach

Traditionally, stop motion is produced by taking continuous photos of real objects in a studio. With today’s 3D animation techniques, you can achieve a similar effect by altering the movement of the 3D items, giving them the appearance of stop motion.

Babylonic from Kasra Design on Vimeo.

 

Get your head in the game – literally! Digital techniques are continuously evolving and in the near future, you should keep an extra eye on these 4 trends that we believe will be used more in everyday use. Metaverse, virtual reality, artificial intelligence and 3D are terms we get more familiar with as the digital universe evolves. The next step seems to be the buzzing Metaverse, where you might be able to explore a whole new virtual reality – in the comfort of your own home.

What do you think of the idea of a Metaverse? Adentity is in for the journey and although we are unsure if it will become a reality in the near future, we are excited to follow the updates.

Metaverse – A new internet universe

Imagine having a whole new platform and meeting place where the possibilities to market brands are enormous. Imagine moving in-person meetings and zoom meetings to a 3D virtual reality space with personalized avatars – a digital version of yourself! This is what world-leading companies such as Google and Microsoft keep investing in, a new internet universe – Metaverse.

Credits: Yukun Zhou – Metaverse shopping center

In 2023, VR will advance to a new level. With the launching of VR headsets, the accessibility to the Metaverse will increase. VR headsets will open a new door to Metaverse where marketing will have a new impact on brand and customer experience. To mention a few, UX design, brand experience and the way people experience information will adapt to this virtual universe.

AI – a threat to designers or a useful tool for creation?

Artificial Intelligence is everywhere now, in all kinds of markets. We see it being used in the form of chatbots, copy development and even within blood analyzing purposes. With this fast-growing use of AI, we are starting to see it within graphic design as well. AI can create interpretations of whatever you like using keywords and algorithms and analyze thousands of images to create new ones. Some creators may fear that AI will take over their profession and make designers obsolete in the future. However, we predict that designers never will go out of style and that soul and heart are necessary for the creation process. Instead, look at AI as a tool for concept creation, brainstorming and idea generation.

Credits: Jeff Han – Mid journey Ai collection

The possibilities of what AI can create within image sketches are endless, the only thing standing in the way is your own imagination. Brand collaboration is another example of how AI can be used. In this case, a creator took this tool to the next level, developing sketches for a fictional collaboration between IKEA and Patagonia only by using keywords in an AI image program. By analyzing the keywords in the AI program and adjusting them the result is both realistic and unique. Another creative use of AI is this interpretation of the population density in different countries.

Credits: Eric Groza – Patagonia+IKEA, Terence Fosstodon – Population Density Maps

3D elements

It goes without saying that the Metaverse and Virtual Reality have a significant impact on 3D design, both when it comes to moving 360° objects like logotypes as well as static elements with complex shading and detail. With its flexibility, 3D helps us create other realities and perspectives and we predict we’ll see a lot of surrealistic worlds mixed with reality-based elements within this field.

Credits: Joe Mei – Virtual clothing, Paulina Kopijkowska

 

A fresh new look for ProDen PlaqueOff^® packaging range!

We are happy that Adentity’s new packaging design work for ProDen PlaqueOff^®, the flagship product of Swedencare, is featured at Packaging of the World – one of the most prominent packaging design website showcasing the most interesting and creative packaging work worldwide.

The objective of this packaging design project was to redesign the ProDen PlaqueOff^® range in line with the new Brand Platform and to celebrate 50 years since the discovery of A.N ProDen^® with fresh new packaging.

ProDen PlaqueOff^®, developed and distributed by Swedencare, is a natural, efficient, and clinically proven oral care product for pets. For this unique product, Adentity has developed a brand and communication platform with a brand story, a brand concept, and a corporate visual identity with guidelines steering the brand.

View more about the design work at Packaging of the World. Read more about the Swedencare packaging story

From dopamine colours to artsy fonts

Let us inspire you with dreamy landscapes, popping colours and unique expressions. We’ve looked into some upcoming and popular graphic trends within colour and typography. Bright and happy colours as well as playful fonts remain popular when it comes to both packaging and web design. We’ve gathered inspiring influences from Art Noveau to graffiti, traditional to modern, softness to boldness. Whether you prefer natural or abstract, classical or innovative – here is something for you to incorporate into your current designs or marketing strategies.

Dreams of colour

Muted colour gradients, grainy textures, and natural light. The concept of Dreamy colours is gaining popularity in both interior design and fashion. This is a trend we see in many aspects of graphic design. With the soft nuances and the midnight feeling, this can be applied to both web and packaging design to create smooth, unique, colour harmony. Consumers are invited to enter into a dreamy and soft universe and step out of their everyday life for a little while. Where imagination, fantasy and aspirations are merged into a dreamy concept.

Credits: Moi inerior, Billie Inc. and Caia cosmetic 

Dopamine colours with simplified graphic design

The opposite of dreamy colours might be the Dopamine trend. Drawing inspiration from both the fifties and seventies, the bright and bold nuances bring joy and liveliness to any category within graphic design. With the popping and fun, contrasting colours we believe this could elevate brands by creating attention within packaging design. Graphic design and illustrations are an important part of the design work, and the magic is to find good colour combinations that are in contrast but look stunning together.

Credits: Poppi and Cocco – The art of chocolate 

Arts & crafts – unique typefaces inspired by Art Noveau

Fonts with a classic feel but with a modern touch. Inspired by Art Nouveau this style is often illustrated and self-designed to create a unique graphical profile. By playing around with fonts in this modern way and connecting them with traditional styles, you can develop new, exciting ways to express your brand.

Credits: Reva skin care and Nicky Laatz

Express yourself with expressive fonts – from Dada to Graffiti

For a powerful statement, try expressive fonts. Combining capital letters with contrasting colours, the text can almost become illegible sometimes- but with the intention to bring attention. Almost an impression of art rather than words, this trend is excessive, but in all the right ways. We can see that this technique has gone from being an expression for graffiti artists – to a modern marketing approach being used in both billboards and packaging design. The fonts are creating movement, contrast and bring youth and innovation to the product and brand.

Credits: Talormade, Brooklyn film festival and Uberdank

Colourful art, culinary experiences, and vibrant street life

Bonjour Paris! We celebrated Adentity’s first 20 years with an inspirational trip to Paris. A homage to team spirit, the joy of creative work and passion for building strong brands. Paris inspired us with its beauty, art, culinary experiences, architecture, and vibrant street life. Come with us to Paris!

Pont Neuf in the soft autumn sun

We crossed la Seine over the beautiful Pont Neuf, taking a moment in the warm, soft autumn sun with La Tour Eiffel on the horizon. The bridge is one of Paris’s oldest bridges with its own exciting history. Pont Neuf is a popular location for both filmmakers, artists, and fashion photographers. In 1985, artists Christo and Jeanne-Claude covered the entire bridge in woven polyamide fabric, known as The Pont Neuf Wrapped.

The art museum Musée d’Orsay – Impressionism and Avant-garde

Our first port of call was the Musee d’Orsay. Once upon a time, this building was a train station, the Gare d’Orsay, that was later turned into an art museum. Now it is one of Paris’s most unique museum buildings. Adentity started our visit on the fifth floor, with the great works of Van Gogh, Monet, Renoir, Degas and many more. We passed through the phases of Impressionism, Post-impressionism, and Avant-garde filmmaking. Exploring how Paris has been the centre of so many art movements and eras.

French culinary experience in Saint-Germain

Great art creates great appetite, so it was time for a proper Parisian lunch. We found a perfect place in St Germaine, where we feasted on a starter of classic snails soaked in garlic butter with baguettes whilst digesting the artistic influences from Musée d’Orsay.

Paris – Turning buildings into advertising

La Basilique du Sacre Cœur with Montmartre ambience

After a short metro ride, we arrived at Chateaux Rouge where we walked up the hill to la Basilique du Sacre-Coeur and enjoyed the great view over Paris. Under the clear Saturday sky, we sat down for a relaxing break on the stairs enjoy the vibrant life around us and being entertained by a young man doing the most fantastic football tricks whilst hanging from a lamppost!

As the sun began to set, we wandered through Montmartre feeling the ambience of streets lined with small houses and the heritage of great artists. Picasso had his first studio in Montmartre at the Rue Gabrielle, also Renoir, Van Gogh and Toulouse-Lautrec had their homes close by.

Celebration Dinner at le Camondo

The restaurant La Camondo is situated in a beautiful Parisian Villa near the Park Monceau in the 8th arrondissement. We had a delicious dinner there with French Cuisine. It was a joyful evening with fun stories of memories and adventures we have experienced together at Adentity.

A fashion walk in the night – from Valentino to Gucci

In a strong, colourful light in a variety of colours from purple, pink, blue and green, the fashion houses presented the clothes for the upcoming winter season. Gucci’s green mega-sized installation for promoting the Gucci Bamboo 1947 bag caught our eye. The entire installation was made only of small, spring-green coloured balls that together created a 3D effect.

Paris landmark number one – La tour Eiffel

Paris was glittering below our feet and the fantastic view from the top made us breathless. The Eiffel Tower or La Dame de Fer – the iron lady – is a true symbol of Paris, and quite extraordinary in the world of marketing.

It is a city landmark like no other. The tower has been at the centre of lots of creative work since it was built in 1889. For example, the French car brand Citroën has used the Eiffel Tower for celebrating their concept of Créative Technologie in several campaigns over the years.

Between 1925 and 1934 the Eiffel Tower served as a marketing pillar for the brand. Using 250 000 lights to form the letters of Citroën, they managed to turn the whole tower in an advert. The Guinness Book of World Records actually recorded the Eiffel Tower as the world’s largest advertisement. There are no limits in the world of creativity – everything is possible.

Looking forward to the next 20 years

After some wonderful days in Paris, the entire Adentity team felt boosted with inspiration, ready to take on new marketing challenges. We certainly look forward to the next exciting 20 years!

Au revoir, Paris! A bientôt.

Image: Adentity, Venice Beach

Where do you go to get inspired when it comes to movies and creative productions? Yes, you are right. To LA. Adentity went to LA to get inspired in the City of Angels. In this post, we would like to share some of the LA inspiration. From 3D screens and graphic design to how to connect offline with online media through both layout and the love for QR codes.

Full 3D experience – Hollywood film legacy

Forget the 3D glasses. Enjoy the full 3D film experience at Los Angeles International Airport instead. The airport elevator turns into a historic high-rise building with full action and vivid acrobatic. This impressive 3D installation catches the attention of travellers. By taking the old silent movie and turning it into a 3D experience, it captures the soul of LA and Hollywood, connecting the past with the future.

LA, LA, LA  –  graphic letter design on repeat

With clean typography and playfulness in the colour palette, these letter graphics catch the eye. The use of different shades creates a dynamic in the graphic layout. In the middle of the layout, you find a QR code to navigate you further in the social media landscape.

Image:  Adentity, Los Angeles

LA in love with QR codes

Everywhere in LA, QR codes are used. They are a natural part of all types of consumer marketing. The QR codes redirect customers to social media pages and are both smart and convenient.

QR-code stands for Quick Response and is a matrix barcode offering a short track for the consumer to more information on a webpage. When QR codes first appeared in marketing and product communication it took a couple of years before consumers started using them in daily life.

The development was boosted by the introduction of Smartphones, although the very first QR codes came already in 1994. The innovation originated from a Japanese automotive company, Denso Wave, to speed up their manufacturing process. It is interesting how technology and marketing go hand in hand, and how deep LA has fallen in love with QR codes.

Share your #LAstory

Time to share your LA story! The offline world gets connected with the online world. This large format poster borrows its inspiration from the Instagram universe, with an aspirational photo that catches the eye and a clear call to action promoting the hashtag. Simple and clean – Share your best LA Story to inspire others. There are almost 600 000 stories on Instagram connected to the hashtag.

#LAstory