Scholarly Sources

http://books.google.com/books?hl=en&lr=&id=ZHtoPEUNDscC&oi=fnd&pg=PA26&dq=guerrilla+marketing&ots=4IctpK5AQX&sig=92iwnuwvUZuuhIScs_nRSuDs-0E#v=onepage&q&f=false

The guerrilla marketing handbook

 By Jay Conrad Levinson, Seth Godin


This book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules of thumb are also included.


http://www.download-it.org/free_files/filePages%20from%20Chapter%206%20%20Viral%20marketing.pdf



Viral marketing
Justin Kirb


http://www.ajpm-online.net/article/S0749-3797(08)00256-0/abstract

Bringing “Play” to Life:

The Use of Experiential Marketing in the VERB^™ Campaign

• Carrie D. Heitzler, MPH
, 
• Lori D. Asbury, BA
, 
• Stella L. Kusner, BA

Guerrilla Marketing

http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing

http://www.creativeguerrillamarketing.com/category/guerrilla-marketing/

Baby Carrots/ Never Hide

http://www.creativeguerrillamarketing.com/guerrilla-marketing/baby-carrots-eat-em-like-junk-food-marketing-campaign/

Baby Carrots – Eat ‘Em Like Junk Food Marketing Campaign

I thought this was an interesting way to market carrots as a healthy snack that you can eat like junk food.

It is a cliché of junk-food advertising to brand one’s product as “radical” or “extreme,” usually in the loudest, most obnoxious terms possible. Such claims are laughable enough when applied to a nacho-flavored snack chip; but applied to baby carrots, they qualify as actual comedy...

http://www.creativeguerrillamarketing.com/guerrilla-marketing/rayban-hide-guerrilla-marketing-campaign/

Ray-ban Never Hide Guerrilla Marketing Campaign

Viral Video: Dot

Viral Videos

http://www.visiblemeasures.com/adage

The Top 10 Viral Video Ads Chart

Updated Thursday mornings and published with Advertising Age, The Top 10 Viral Video Ads Chart reveals the Web's top-performing brand-driven ad campaigns.

The Chase by Intel.

More Old Spice Guy.

Captain Morgan Workout.


http://adage.com/digital/article?article_id=145673

The Top 10 Viral Ads of All Time

A little over five years ago, YouTube ushered in a new genre of video advertising, one that succeeded on its ability to rise above a world of pet tricks and backyard stunts, to entertain and to be passed around. Call them "viral" videos, super-sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.

http://gigaom.com/video/will-viral-video-kill-the-music-video/


Good Article on Viral Videos.

“The Man Your Man Could Smell Like”

http://lovehateadvertising.wordpress.com/2010/06/13/old-spice-the-brand-your-brand-could-sell-like/

Client: Proctor & Gamble; Agency: Wieden + Kennedy; Creative team: Eric Kallman, Craig Allen; Director: Tom Kuntz.

Political Attack Ads – How Effective Are They?

http://lovehateadvertising.wordpress.com/2010/11/02/political-attack-ads-%E2%80%93-how-effective-are-they/

Is the Old Spice campaign still effective? Joe Miller of Alaska thinks so. Miller, the Republican candidate for Senate in Alaska, is still fending off his rival, incumbent Lisa Murkowski, whom he defeated in the primary. Not content to simply fade away, Murkowski is trying to hang onto her seat by running a write-in campaign as an Independent.

The Most Effective Political Ads Ever

http://lovehateadvertising.wordpress.com/2010/06/08/the-most-effective-political-ads-ever/

Featuring a humorous one for Mickey Kaus,
The Daisy for Lyndon Johnson,
And Morning in America and The Bear for Ronald Reagan.

Milton Glaser - I ♥ New York

http://www.gothamgazette.com/article/issueoftheweek/20030315/200/312

The most successful effort to "brand" the city came during the final moments of the city's fiscal crisis in the 1970's. Crime was rampant and, then as now, the city's coffers were empty. Businesses (and their employees) were leaving the city in droves. Fear permeated perceptions of the city, and tourism was suffering. The city had lost much of its glamorous allure, and the State of New York turned to Madison Avenue for help. The state commissioned the ad agency Well, Rich and Greene and graphic artist Milton Glaser to develop a campaign, and the "I love NY" slogan was born. Its goal: to promote tourism.

Launched in 1977, the "I love NY" design became one of the most recognizable logos of any city in the world. The campaign was so successful it was plastered on everything from coffee mugs, to buttons, to bumper stickers. John Lennon and other boldfaced names have all been famously photographed wearing T-shirts emblazoned with the slogan, and the state still sells official "I Love NY" merchandise today.

http://www.businessweek.com/magazine/content/05_29/c3943008_mz003.htm#ZZZVAWM2VAE

New York Loves Its Trademark
New York officials show no mercy in their bid to protect the "I ♥ New York" logo. The trademark, supplied free of charge by graphic designer Milton Glaser in 1976, helps beckon 140 million tourists to the Empire State each year. As others tried to tap the design over the years, state legal eagles have filed close to 3,000 trademark objections.

Apparel company 4 KAMM International is incensed at New York's pending effort to halt the use of "I ♥" SF, Las Vegas, and Paris on everything from bumper stickers to calendars. Last year, New York shut down "I ♥ Yoga" T-shirts produced by a Florida Bikram yoga outfit. And in October, the U.S. Trademark & Patent Office is expected to hear a case filed by Michael Stewart, a clothing designer in Raleigh, N.C., challenging New York's opposition to "I ♥ NC."

Lawyers say Stewart's case is stronger than most because of coloring differences and a change in the heart's look. New York says this is about protecting a logo, not upping licensing fees, which totaled $900,000 in the past five years. "We aren't in the business of taking apologies," says Jonathan Faber, a lawyer at Collins, McDonald & Gann, which represents the state.

http://www.believermag.com/issues/200309/?read=interview_glaser

Interview with Milton Glaser discussing the I Heart New York campaign and other aspects of his life.

"Oh, I was thrilled, I couldn’t have been happier. But you see, I realized I had to be resourceful—not just to do the work, but to get it distributed throughout the system."

Hal Riney

Hal Riney, the iconoclastic copywriter who helped build San Francisco into a creative center for advertising with low-key, upbeat campaigns for Saturn cars, Bartles & Jaymes wine coolers and the re-election of President Ronald Reagan.

George Lois

http://www.georgelois.com/index.html

The legendary George Lois is the most creative, prolific advertising communicator of our time. Running his own ad agencies, he is renowned for dozens of marketing miracles that triggered innovative and populist changes in American (and world) culture.

Ad Campaigns.

I want my MTV.
USA Today
Tommy Hilfiger.
Time Magazine.
Reebok.

Cameron Moll: Good vs Great Design

http://b.lesseverything.com/2010/8/12/cameron-moll-at-lessconf3010

www.cameronmoll.com/speaking/goodgreater

"Do we really need a simple definition of design or should we accept that design is too complex a matter to be summarised in less than a book?" - Brian Lawson

"Great" Design
- solicits strong emotional response
- justifies its creation
- inspires other designers

Labor vs Passion
Good vs Great

Rudi's

Rudi's Organic Commercial
spoof on commercial bread makers and the many ridiculous artificial ingredients they add to bread today


"It's Azodicarbonalicious!"
"And it's always baked with high fructose LOVE syrup!"

High Fructose Corn Syrup Ads

http://www.time.com/time/health/article/0,8599,1841910,00.html

Is High-Fructose Corn Syrup Really Good for You?

By Lisa McLaughlin Wednesday, Sep. 17, 2008

Very informative article discusses the tv ads and how high fructose corn syrup is very similar to sucrose and other sweeteners  and like those it should be best avoided. Because it is in so many foods it is hard to consume it in moderation like the ads propose.

http://www.infowars.com/establishment-runs-defense-for-high-fructose-corn-syrup/

Establishment Runs Defense For High Fructose Corn Syrup

Jason Douglass
Infowars
January 6, 2011

These spoofs are great

Lettuce Billboard

http://azsustainability.com/2008/06/12/mcdonalds-lettuce-growing-billboard-is-actually-kind-of-cool/

McDonald’s lettuce growing billboard is actually kind of cool.

Responces to it:

http://www.graphicdesignforum.com/forum/archive/index.php/t-37258.html

"I think McDonalds will continue to do well since they are giving the public what they want. Their biggest hurdle is overcoming perception. 50+ years of serving junk food is going to be hard to un-do in the public imagination."

AAF - ADDY Awards

2008 National Gold Award Winners

Leo Burnett
Chicago, Ill.
Outdoor Board
McDonald's
“Fresh Salads”

McDonald's Redesign

Article on BusinessWeek

McDonalds New Campaign Is The Appearance of a Good Start

Posted by: David Kiley on March 9, 2005

http://www.businessweek.com/magazine/content/06_20/b3984065.htm

Mickey D's McMakeover 
The heavy plastic look is history. A clean, simple design is on the way in 

May 15 2006

http://freshome.com/2010/09/23/mcdonalds-redesign-a-new-era-for-fast-food-restaurants/

McDonald’s Redesign: a New Era for Fast-Food Restaurants

“People eat with their eyes first. If you have a restaurant that is appealing, contemporary, and relevant both from the street and interior, the food tastes better.” – president and COO Don Thompson.

With this change, McDonald`s tries to add young adults and professionals to their core customers

http://www.shh.co.uk/casestudies/bars/mcdonalds/mcdonalds.php

Design company that did McDonalds flag ship store in 2004 in the UK.

February 2004 News Post:

"SHH's ground-breaking flagship restaurant design for McDonald’s in London's Oxford Street is getting itself noticed by the world's leading style and retail press. The UK's 'Interior Design' magazine called the restaurant 'a radical new concept', 'Theme' noted that 'McDonald's have really pushed the boat out', 'RED' called the project an 'edgy, youth-oriented scheme', whilst FX, who have dedicated four pages to the new design in this month's edition, commented that the restaurant design had 'set new benchmarks for fast-food retail' and 'shows what can be done with a bit of imagination'. Outside of the UK, the project has been picked up on for forthcoming articles in US retail publication RD&VP, French architectural magazine AMC, Australian lifestyle mag LINO and superstylish Russian magazine MONITOR Unlimited. The UK's design establishment are beginning to pick up on the project too, with our peers voting the restaurant into the finals of the 'Hospitality Environments' category of the Design Week Awards, which take place next month."

Rirkrit Tiravanija Articles

http://nymag.com/arts/art/reviews/31511/

"Subsequently, Tiravanija repeated this cooking-as-art sculpture all over the world—so often, in fact, that by the late nineties he had almost branded himself as the happy Thai guy who cooks."


http://www.blixa6.com/ci/Tiravanija.html


"His work dissolves the tenuous boundaries between viewer and participant, inviting the audience to interact, engage and enjoy--as if it weren't a formal exhibition at all, but a gathering of friends, sharing stories and temporarily escaping the pervasively isolated nature of contemporary life."


http://www.artreview100.com/people/738/


"Once the poster boy for ‘relational aesthetics’, Rirkrit Tiravanija is these days an artist uncommonly unconstrained by categorisations. While he continues to make sociable, topical exhibitions – this year, the Argentina-born Thai artist’s first exhibition in China offered visitors tofu soup, brick-making equipment for home-building (in reference to the country’s hyperactive growth) and bamboo models of highrises filled with birds (‘It’s about choices’, he said at the time) – it’s Tiravanija’s extramural activities that increasingly fascinate. Alongside the Land, the alternative-energy-powered rice farm and art project he cofounded outside Chiang Mai in 1998, his publishing company Plan B and his text-free O Ver magazine, he’s lately helped relaunch Bangkok’s Gallery VER: Tiravanija’s energetic generosity clearly isn’t restricted to his art."

Rirkrit Tiravanija and Tufte

Notes from Bryan:

"I mentioned to you an artist that did a social-pudding installation, his name is Rirkrit Tiravanija. It might be interesting to look him up and see what is behind his work conceptually.

My main concern thus far, is to make sure that the look and feel of your thesis coincided with your interest in design. If you like doing fun, character-driven work, why is that an appropriate medium for educating about food additives?

Who is the market, and how do you counter Tufte's criticism that overly graphic work is 'bad design' when it comes to informing people about important issues?

Is Tiravanija making a point about food without being so literal?"

Possible SMEs

RD - Registered Dietician
MS - Master of Science
LD/N - Licensed Dietician/Nutritionist
CSSD - Certified Specialist in Sports Dietetics

Tara Gidus, MS, RD, CSSD, LD/N
Dietician in Orlando FL
Spokeswoman for the American Dietetic Association
www.dietdiva.net
Registered Dietitian & Nutritionist, Diet Diva Tara Gidus has the knowledge and experience to empower you and your organization to achieve the highest amount of energy and wellness. Whether you are a professional athlete or a corporate athlete, you will learn how to perform at your best by learning the latest science and techniques for how to eat and exercise.

Kathleen M Zelman, MPH, RD, LD
http://www.webmd.com/kathleen-m-zelman
Kathleen Zelman, MPH, RD, LD, is director of nutrition for WebMD, overseeing diet, nutrition, and food information. Among other duties, she serves as senior nutrition correspondent, writes features, columns, diet book reviews, and newsletters, provides expert editorial review of diet and nutrition articles, and covers national meetings.

Elyse Cohen
Senior Nutritionist

Raquel C. Malo, MS, RD, LD/N

Marion Nestle, PhD, MPH, Paulette Goddard Professor of Nutrition, Food Studies, and Public Health, New York University.

Robert E. Brackett, PhD, senior vice president, chief science and regulatory affairs officer, Grocery Manufacturers Association.

Benjamin Caballero, MD, PhD, professor, Center for Human Nutrition, Bloomberg School of Public Health, Johns Hopkins University.

McCann, D.,  Lancet, November 2007; vol 370: pp 1560-1567.

European Food Standards Agency.

FDA.

Ram, F. Cochrane Database of Systematic Reviews, 2001, Issue 4.

Bray, G., American Journal of Clinical Nutrition, 2004; vol 79: pp 537-543.

WebMD Medical News: "Sweetener Gets Unlikely Ally."

National Cancer Institute.

Butchko, H. Regulatory Toxicology and Pharmacology, November 2001; vol 34: pp 221–233.

Magnuson, B. Critical Reviews in Toxicology, September 2007; vol 37: pp 629 - 727.

Chandrashekar, J. Nature, November 2006; vol 444: pp 288-294.

Wilson, B. Annals of Allergy, Asthma & Immunology, December 2005; vol 95: pp 499-507.

Paik, D. International Journal of Epidemiology, 2001; vol 30: pp 181-182.

American Heart Association.

USDA.

Grocery Manufacturers Association.

Christine Gerbstadt, MD, RD, spokeswoman, American Dietetic Association.

The Story of Stuff

Fun and informative PSA

Questions and Thoughts

How do you get people to eat better using design as a catalyst for dietary change?
Using design as the medium, I can educate people about what additives to avoid and which are okay. Hopefully they can use this knowledge to adjust their diets and eat better, simply by glancing at the back of a food product and recognizing the different ingredients in it.
The design needs to be simple and understandable, while grabbing people's attention to make them want to read it.

How will I frame my research?
My research needs to come from reliable and proven sources. I am going to try and avoid basing my research off of biased information, or information that is not solid or proven.
If I am attempting to educate people, I would hope that what I am teaching them is correct and not just an assumption.

Healthy eating campaigns at fast food places
I am going to take a look at these campaigns and use my research to see if their food is actually healthier, or if the unhealthy additives are just hidden in the ingredient lists.
It is one thing to claim that food is free of a certain ingredient, but that won't matter if it includes a handful of other harmful additives.

Political, Economic, Perceptual and Chemical Boundaries
I will need to look into why food additives have been deliberately obfuscated for years.
Are there differences between countries?
There is an economic interest to keep people from understanding all of the aspects of additives.
Is it cheaper for the companies that make the food?
Do they think people will buy more of their product if they can make it taste better with additives?
A lot of my research will need to be on the chemical formation of these additives. How safe are they? How are they made? Would it be different if they had names that weren't so chemical sounding?

Will the complexity of the information make it difficult to communicate in certain mediums?
The amount of information I am trying to get out there will dictate the medium I must use. A longer motion or PSA piece would do a better job of giving a lot of information than a print piece. An interactive website may work, or a pamphlet/dictionary, or a mobile app.
I am thinking that I may want to concentrate on just a few additives - the most common ones, or ones that have the most confusion around them.

What distribution channels make sense for this information?
I think that it is going to have to be a medium that people can be exposed to easily. Such as a PSA or webpage.
I do however also think that if the design is strong and interesting enough, the medium may not be as important. As it is the information that people are interested in and not how they are being shown it.
I do also understand that this is a design thesis, so the medium is important in that regard. I can't concentrate more on the information and let the medium form to it. It is important to consider the medium equally and allow it to effect the development of my thesis.

Who am I likely to reach?
I have been thinking that my main target would be the modern mother. She is the one that does the shopping and has the wellbeing of her family in mind when choosing food products. She has concerns for her and her family's health. She is aware of certain additives that she has heard of in the news and is prone to steer away from them, mainly because of one piece of information she heard, even if it may have not entirely been true. She would like to learn more about additives in her food so that she may stop worrying so much about what she puts in her and her family's bodies.

Research the design approach towards information sharing
I am going to need to look into how it has been done in the past. What are the best ways of getting across information in a simple and understandable way. I will concentrate on information related to food, as it will be best to stay in the field that I am researching. Are there many success stories of how people's views and opinions of something have changed because of how the information was presented to them?

Current information labels
I need to look more into the work of Burkey Belser of Greenfield/Belser (gbltd.com)
Labels may have been written up in Comm Arts / PRINT Mag.
How were these labels researched and adapted?

What artists/designers am I looking at?
I plan to find an array of designers who concentrate on designing for food. The more recent the better.
Their ability to convey confusing information in a simple way will be important.
I am also going to look at designers who are more along the lines of my style. I plan to incorporate my style into my designs but I want to make sure that my style can be appropriate in this field.

What kind of work is being done in this area?
I believe most of the work being done in the topic of food additives is more literary and scholarly, and less in the design field. I hope to position my work against that work in a way that I will be able to stand out against them as my work will be more easily understandable and approachable by people. My work will hopefully be fun to see and not as boring as a pdf or article.

Questions

What is in the food we eat?
How do we know if an additive is good or bad for us?
All of these additives have scary sounding names. How scary are they really though?
Even vitamins have strange sounding names.
How can I tell the difference between a beneficial vitamin and an additive to avoid?
If only it were easier to recognize the difference between good ones and bad ones.
How bad are the bad ones?

Soy Lecithin

Today, I started going through my kitchen and started a spreadsheet to document all of the ingredients I don't understand. I did my freezer (breads, veggie patties, etc) and one cupboard (crackers). I found a LOT of ingredients that I have never heard of before, and a lot of similarities across the different foods. I decided to look up one ingredient - Soy Lecithin - as it is common in four of the foods that I looked at. I found it in: whole wheat bread, bagels, veggie burgers, and crackers.

http://www.chow.com/food-news/54094/is-soy-lecithin-bad-for-you/

Is Soy Lecithin Bad for You?

Published on Tuesday, August 28, 2007, by Kara Zuaro

 What is soy lecithin, and is it bad for you?

 Soy lecithin is an additive found in many everyday foods, but it’s normally used in such small amounts that it rarely exceeds more than 1 percent of the weight of any food product. It works as an emulsifier in candy bars, keeping the cocoa and cocoa butter from separating. Soy lecithin also can be used in baking to make the dough less sticky and help it rise. It works as a so-called wetting agent, too, making cake mixes easier to spread into a pan when liquid is added.

But what exactly is it? Well, it’s a substance that is extracted from soybeans using a solvent such as hexane, and it’s a by-product of soybean oil.

According to registered dietitian and national spokesperson for the American Dietetic AssociationTara Gidus, soy lecithin is not bad for you. Gidus herself takes it as a nutritional supplement, though not every day; while she was pregnant she occasionally sprinkled it on her breakfast cereal. “It’s high in choline, which is also found in egg yolks, and it’s shown to be good for brain development and heart disease prevention,” Gidus explains. “I wouldn’t make a blanket statement that all pregnant women should take it. It hasn’t been studied all that well, but it is a natural part of the soybean, and you can take it now and then, especially if you’re not a big egg eater.”

However, some of the few soy lecithin studies have shown that choline might help treat dementia. Other experiments showed a slight cholesterol decrease in humans and animals taking soy lecithin or choline supplements. Still, moderation is key—people who chronically take more than 3.5 grams of choline per day occasionally have experienced side effects, including low blood pressure, marked by fainting or dizziness.

Common Food Additives Table

http://www.cnn.com/HEALTH/indepth.food/additives/table.html

Table of 40 common food additives.

Additive, Description, Used in, Purpose, Side effects.

The Truth About 7 Common Food Additives

http://www.webmd.com/diet/features/the-truth-about-seven-common-food-additives

The Truth About 7 Common Food Additives

How safe are the ingredients in your food?

By Martin F. Downs
WebMD Feature

To help you figure out what’s safe, WebMD took a look at the latest research on seven of the most controversial food additives. Here’s what we found:

1. Artificial coloring

2. High fructose corn syrup

3. Aspartame

4. Monosodium glutamate (MSG)

5. Sodium benzoate

6. Sodium nitrite

7. Trans fat

Common Food Additives

http://www.mindfully.org/Food/Common-Food-Additives.htm

Safe at the Plate

Common Food Additives

Suzanne Girard Eberle / Delicious Living Dec00

"Additives — substances added to food for a specific purpose — aren't always unnecessary ingredients. Some additives help keep foods wholesome and appealing while en route to the market, and improve the taste, texture, consistency and color of foods. Other additives may improve the nutritional value of certain foods."


"The Food and Drug Administration (FDA) is responsible for regulating all additives in the United States under the Federal Food, Drug and Cosmetic Act. Once an additive is approved, the FDA determines in what amounts and in what foods the additive may be used. It can be reassuring to know that no permanent approvals are given, and that all additives undergo periodic safety reviews as scientific understanding and methods of testing continue to improve."


To obtain a copy of Food Additives: A Shopper's Guide to What's Safe & What's Not (KISS For Health Publishing), call 760.735.8101. This handy, pocket-size book classifies more than 600 commonly used food additives.