The Week In Branded Content (Oct 19th)

“I try to look at what’s happening in the world rather than what’s happening in the football world. Football doesn’t exist in a vacuum even if it thinks it does. The world has changed dramatically in the last few years and people like Donald Trump, Kanye West, Liam Gallagher and Wendy’s have all ripped up the rule book of how celebrities and brands use social media and interact with the public. In the case of the first three, there’s simply no filter and what people get, good or bad, is unquestionably straight from the person tweeting. No one is reading a tweet by any of those first three—capped up, typos, swearing, not even making sense a lot of time—and thinking it’s been written by a slick social media agency. We’re bombarded with so much content these days, from the minute we wake up to the minute we go to sleep, that we simply don’t have time for bland, meaningless, corporate marketing-agency nonsense. Content specifically designed to say nothing, offend no one and not cause any ripples does exactly that—it gets ignored. No one shares a piece of boring content.”

– Roma Football Club / Head of Digital / Paul Rogers






Watch Eminem’s Empire State Building performance, shot mostly on Google’s Pixel 3

Self-proclaimed rap god Eminem and visionary director Terrence Malick officially have more in common than people may have thought: both partnered with Google for over-the-top Pixel 3 commercials. But whereas Malick’s commercial captured the Pixel 3 camera’s best qualities, Eminem’s gaudy performance failed the entire concept.

BY Julia Alexander



Chinese city ‘plans to launch artificial moon to replace streetlights’

In Chengdu, there is reportedly an ambitious plan afoot for replacing the city’s streetlights: boosting the glow of the real moon with that of a more powerful fake one. The south-western Chinese city plans to launch an illumination satellite in 2020. According to an account in the People’s Daily, the artificial moon is “designed to complement the moon at night”, though it would be eight times as bright.






AS Roma and Friends: The Clubs Who Are Crushing Social Media

When Kostas Manolas scored an 82nd-minute goal to complete an incredible AS Roma comeback against Barcelona last season, it was not just the crowd inside the Stadio Olimpio that erupted: so did the world of Twitter. It had seemed unfathomable that Lionel Messi and Co. would throw away a 4-1 home win from the first leg of their UEFA Champions League quarter-final, yet that near-post header turned the tie on its head—and social media users across the globe scrambled for their laptops and phones.





Tim Hortons | The Away Game

There’s only one hockey team in all of Kenya. They had nobody to play. So, we brought them to Canada for an unforgettable game.


By TimHortons




Reigns: Game of Thrones review – death, disaster and dark magic on your phone

An endearing, witty mix of card game, Game of Thrones fan fiction and dating app, this mobile game is another brilliant thing to emerge thanks to George RR Martin’s meandering tales of dragons, feasts and blue-eyed zombies. In contrast to the aesthetic opulence of the TV series, the art is minimalist, but the colour all comes from the writing. As the various nefarious denizens of Westeros and beyond come to you with their problems, you swipe left or right to decide how to deal with them, uncovering plots and secrets as you advance your reign.


BY Keza MacDonald



How Robots and Drones Will Change Retail Forever

Amazon’s one-million-square-foot distribution center in Baltimore is a massive fulfillment machine. Stand at one end of the warehouse, and its titanium-white scaffolding and seemingly endless conveyor belts disappear at a vanishing point that is, somehow, within the building. The machine is a dazzling combination of chutes, ladders, rollers and 11 miles’ worth of conveyor belts. Customers’ orders move from shelving into bins and from bins into boxes as they travel via the machine straight into delivery vans, passing by stationary workers at various points along the way.






David Lynch talks about shaking up perceptions as his Festival of Disruption returns to Los Angeles

David Lynch’s instantly recognizable, pinched-nose Midwestern drawl crackles through my phone’s speakers on an October afternoon: “You’re walking down a path after the sun is set,” he begins matter-of-factly, with the wholesome, folksy affect that also has him dropping phrases like “fantaaastic” and “I gotcha” during our interview.





The Prophets of Cryptocurrency Survey the Boom and Bust

Not long ago, I was in Montreal for a cryptocurrency conference. My hotel, on the top floor of a big building downtown, had a roof garden with a koi pond. One morning, as I had coffee and a bagel in this garden, I watched a pair of ducks feeding on a mound of pellets that someone had left for them at the pond’s edge. Every few seconds, they dipped their beaks to drink, and, in the process, spilled undigested pellets into the water. A few koi idled there, poking at the surface for the scraps. The longer I watched, the more I wondered if the ducks were deliberately feeding the fish. Was such a thing possible? I asked the breakfast attendant, a ruddy Quebecer. He smiled and said, “No, but it is what I tell the children.”


BY Nick Paumgarten




How Hedley & Bennett Went From Making Aprons For Chefs To Collaborating With Vans

Ellen Bennett is at the helm of a unique business. Starting as a purveyor of professional kitchen aprons, Hedley & Bennett has now expanded into a full-blown lifestyle brand, outfitting over 6,000 restaurants, operating a direct-to-consumer retail business and selling via wholesale partners including Williams‑Sonoma, Sur La Table and Whole Foods. Bennett has collaborated with brands across categories, with events or products in collaboration with Vans, Samsung, Pellegrino and Parachute Home. All Hedley & Bennett products are manufactured in its 16,000 square foot Los Angeles location, where Bennett has also created an immersive, playful community space.


BY Christopher Mims







This is an email update. You are receiving this email cause you may have opt-in at our website. Our contact address: 610 Fifth Avenue #4956, New York, NY 10185