Archive for December, 2009

This made some headlines last week as Shakira joined the prestigious list of actors, writers, film stars, musicians, celebrities and politicians who have spoken at Oxford University.

We decided to post this as Shakira proves that not only is she a beautiful and talented artist/musician but that she also is passionate about many social issues – such as education and the work of her charity, Barefoot Foundation. For those of you that are not aware Barefoot Foundation is a non-profit started by Shakira and its main mission is to ensure that every child can exercise his or her basic right to a quality education.

Shakira, we wish you the best in the new year to come and may you continue to fill us not only with your inspirational “She Wolf” dance moves and lyrics but that you also continue to stay humble about your roots and about those issues that matter most to all of us.

We can’t say enough about her…so we’ll let the video recap her speech.


Dr. Marta Tienda, head of the office of population research at Princeton University and a member of the Adrenalina Human Sciences Institute, stopped by last week and was greeted by Adrenalina’s creative team and CEO/founder Manuel Wernicky.

Dr. Tienda and the team engaged in conversations ranging from the sternness of Mexican-American mothers to the state of Hispanics in American culture. One of topics that garnered intrigue was the differences and attitudes surrounding the Hispanic/Latino nomenclature.

Whether Hispanics self-identify with one classification or the other is important to consider with the 2010 census quickly approaching. Demographers like Dr. Tienda are looking for ways to accurately count the Hispanic population and the debate surrounding this issue is paramount.

Dr. Tienda was able to provide some insight, not from the perspective of a academician, but a Hispanic:

“It doesn’t matter what you call or label me, as long as I don’t lose my culture.” – Dr. Tienda

But we’re curious to hear what you think. Is there a difference and if so, what is it?

Quiksilver Eddie Aikau

So you’re looking for a brand that’s full of adventure and is doing a great job with interactive branding? You need not look any further.

Quiksilver just launched a live feed of the Eddie Aikau Invitational in Waimea Bay, Hawaii. For those of you that don’t know, this event is known as the “Super Bowl” of surfing. Not to mention it’s awesome to watch. The massive 15-18 ft waves provide drama that’s intriguing to both surfers and non-surfers alike.

The competition obviously attracts the seasoned surfer but also appeals to the adventurous rock climber who has never even been to the beach. Such commonalities solidify why marketers really need to appeal to mindsets and not just demographics. Both groups, surfers and non-surfers, are daring, courageous thrill seekers looking for their adrenaline rush. Furthermore, both will be likely to hit up their local surf shop or Pac Sun retailer looking for the latest Quiksilver gear.

With the rise of UStream and other live streaming websites, hosting content like this has become increasingly popular and easily accessible. So, why is it that more marketers aren’t taking advantage of such a tool? It’s true that you can’t control every detail as in a live photo-shoot, not to mention mistakes are made on the fly. The Quiksilver event has been no exception. The broadcast has been littered with some mishaps: queuing the wrong video, long waits between rides, confusion between the broadcasters. All of it, however, seems to appeal to the authenticity of the brand and adds value to the event.

In our opinion, Quiksilver has nailed this one and we’ve been sitting here watching it for half an hour. Oh well, I guess it’s time to get back to work.


Experiences that Matter

Nike has taken consumer interaction and experience to a whole new level with This online web portal is a place where anyone can design their own sneakers, see them come to life, and have them delivered to their doorsteps within a couple of weeks.

Thanks to a creative partnership between Nike and R/GA – has recently become one of the top experential websites.

On – you are the designer and the creator. You can start from a blank white sneaker of any style and design every part ranging from the color of laces down to the stitching. For those who may not feel as creative, don’t worry. Users can find inspiration by reviewing other user-generated designs. You can even see all the details by using the 360˚ rotation tool.

For the professional or semi-professional athletes, they can change the bottom of the sneaker to fit their specific sport. Nike has also recently launched the same options for apparel such as hoodies and sports jerseys. When the design is finished, you can either purchase and/or share the design with the rest of the world via social networking sites, such as Facebook, and even on blogs.

The options are endless. Once you start, it almost becomes an addiction. You feel like you want to keep creating and sharing with friends.

I don’t know about you, but I’m going to put together a fresh set of kicks…maybe to match my New Era Yankee cap.