The Ms. Richie Grainge-led campaign features some of their best work to date, using the architecture of the iconic Kellogg Doolittle House in Joshua Tree as a backdrop for the brand’s fresh take on one of their most iconic products. Well done Carolyn Dawkins, Richard Barrett, Philipp Muessigmann and the countless others for turning this sculptural dream into a reality!

Nostalgia provides comfort amongst chaos, and even though the pandemic is over, 2023 has offered continued uncertainty and insecurity with consumers. For brands, this means that their creative archives and classic references resonate with new, younger and unfamiliar audiences. It [also] means that creative scan use brand heritage as a means of introducing themselves to Gen Z (even if they don't automatically get the reference). My favorite example of this is from Puma, which ran this ad during the chaos of the 2020 U.S. Election. It made a major impact with all audiences...but it was particularly groundbreaking with Gen Z, despite the audience having zero familiarity with the star of the film, Clyde Frazier. What's most interesting is that this was crafted to be a PR asset and then retrofitted into an ad two years after it was originally created.
 Nostalgic stories can be fresh, so much so that the power of the story comes less from knowing the reference, and more from appreciating the nostalgic vibe and the introduction to 'new' faces — whether young or old. It doesn't have to be about balancing the old and the new...but using timeless brand stories to initiate new audiences.


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