In just over a month’s time, Pyeongchang will host the XXIII Olympic Winter Games for 2 weeks, starting 9th February. ‘Passion. Connected’ is the driving statement for this years’ games. Thus communicating Korea’s sheer enthusiasm in winter sport, as well as a reflection on their warm and unique hospitality. We sincerely hope this welcome has a thawing effect upon the relations between North and South (… I’ll leave that there for now!)
‘Soohorang’ is the new and admittedly, rather adorable mascot representing the 2018 Winter Olympics. A white tiger – culturally considered as a protector and guardian animal. Adorable or not, it’s inevitable that we’re more than likely to experience the odd mishap or wardrobe malfunction, which never fails to lighten the mood for the audience present, as well as myself!
It’s also quite a timely moment for the judgemental caps to be worn too. I’m expecting the usual barrage of criticism and passing comments regarding the logo design and the choice of mascot. As a global brand, naturally it’s fair to expect criticism from the majority of the public… On with the games, I say.
2018 will be another year of Royal celebrations to enjoy. With the birth of a new Prince or Princess – and of course, a wedding for our very own Prince Harry and Meghan Markle *sobs!* They tie the knot on 19th May at Windsor Castle. Invariably, this can only mean one thing – an overwhelming trend of similarly named babies. Although I think it’s safe to say that our own expectant Sarah and hubby Mike will be steering away from this particular trend…
Then of course there’s the packaging. Brands and retailers are never too slow to take up an opportunity to incorporate a Union Jack or two into their products and services. Personally, I’m a huge fan of the brands that manage to execute this well, and a few spring to mind immediately from our favourite Royal Occasions: Ma’amite will forever be well appreciated!
June sees the World Cup launch in Russia this year. There will be the obvious uplift in summer sales expected for beers, wines and spirits… Along with pizzas and even BBQ kits (which may or may not be used!)
Late last year, Fifa unveiled the official 2018 World Cup poster, featuring Russian goalkeeper Igor Gurovich. A perfectly suited icon to symbolise Russian football as he’s the only goalkeeping winner of FIFA’s Ballon d’Or for player of the year.
The constructivist poster was created by Russian artist Igor Gurovich. This can be seen as an homage to the iconic 1929 El Lissitzky’s ‘Beat the Whites with the Red Wedge’ poster. This incorporates Russian art history and nostalgia into the poster, therefore bringing this distinctive graphic style back into the public consciousness.
In 2018, we’re expected to see a rise in regular people visiting the moon.
Silicon Valley start-up ‘Moon Express’, will be the world’s first private company to land a spacecraft on the moon. Providing the 2018 plan is successful, Moon Express would therefore be make world history. The overall aim is to mine resources to be sent back to earth, leading to the set up human colonies on the moon. This is estimated to be achieved within the next five years!
In light of Richard Branson’s famously established ‘Virgin Galactic’ brand, commercial space exploration is in full swing. This, as well as Elon Musk’s ‘SpaceX’ mission, which is enabling human civilization to build a self-sustaining city on Mars. It’s clear the future for branding opportunities and commercial ownership in space are increasing more than ever!
… Oh, and there’s also the Google Lunar X Prize on offer, which awards $30m to non-commercial teams that land a privately funded rover on the Moon as an incentive.
We are no strangers seeing brands on the moon so far. Personally, one of the most impressive stunts I’ve noted to date was the 2012 Red Bull ‘Skydive’. Austrian stuntman Felix Baumgartner was sent on a skydive from the edge of space by Red Bull, live-streaming the jump from YouTube. A stunt estimated around £30million!
Will brands be haggling for their own branding on the moon… Who knows? I would expect so!