{"id":457,"date":"2016-09-24T10:37:33","date_gmt":"2016-09-24T09:37:33","guid":{"rendered":"http:\/\/www.richardlouisrussell.com\/?page_id=457"},"modified":"2016-09-30T22:31:11","modified_gmt":"2016-09-30T21:31:11","slug":"home-page-5-3-2","status":"publish","type":"page","link":"https:\/\/www.richardlouisrussell.com\/?page_id=457","title":{"rendered":"Brand Books"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-1  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:200px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-1 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"brand_books\"><\/div><div class=\"fusion-title title fusion-title-center fusion-title-size-one\" style=\"margin-top:0px;margin-bottom:50px;\"><div class=\"title-sep-container title-sep-container-left\"><div class=\"title-sep sep-single\" style=\"border-color:#ffffff;\"><\/div><\/div><h1 class=\"title-heading-center\"><strong>BRAND BOOKS<\/strong><\/h1><div class=\"title-sep-container title-sep-container-right\"><div class=\"title-sep sep-single\" style=\"border-color:#ffffff;\"><\/div><\/div><\/div><p style=\"text-align: center;\">Brand books are a great way of exploring a strategic space and discovering its creative possibilities. Ever since I was lucky enough to work on the Honda Book Of Dreams, I\u2019ve created a number of them for various clients. (Mostly car makers, I now notice.) Without fail, they have helped everyone get excited and inspired by a particular brand direction. I think the reason clients like them so much is that they don\u2019t contain any \u2018ads\u2019, so they\u2019re not under pressure to \u2018approve\u2019 its contents. (Which isn\u2019t to say that the ideas can\u2019t eventually get turned into ads, or strategies, or behaviour.) But they have to be more than just a history book. Every page has to have an idea; thought; truth; surprise; story or insight, all directly playing off an overall creative direction.<\/p>\n<div class=\"fusion-menu-anchor\" id=\"honda_book\"><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>Honda<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">The book that won the pitch; that set the tone of voice; that introduced the \u2018Power of Dreams\u2019 campaign; that became Campaign of the Decade; that made me fall in love with advertising again. It was a team effort but I am proud to have contributed a good few pages and ideas. (Is it heresy to say that, in hindsight, it has too many found quotes in it, which mostly just serve as filler? Yes, it is heresy, but there, I\u2019ve said it.)<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/Honda-THE-BOOK-OF-DREAMS.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">Honda-THE-BOOK-OF-DREAMS<br\/><\/a><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-2  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-2 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"toyota_book\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>Toyota<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">The more I learnt about Toyota, the more it became clear that they LOVED problems and that problem-seeking and problem-solving was the philosophy that drove their success. This book was an attempt to explore, prove and celebrate this company truth and pave the way for a new brand positioning that would dictate all advertising and brand behaviour. The European Senior Vice-President loved it, but his marketing team killed the positioning behind his back. Talking about problems is too negative, they said. Forgive them, heavenly father. They knew not what the fook they were doing.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/Toyota-THE-BOOK-OF-WHO-WE-ARE-1.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">Toyota-THE-BOOK-OF-WHO-WE-ARE-1<br\/><\/a><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-3  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-3 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"volvo_book\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><b>Volvo<\/b><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">Volvo had a long-running end line \u2013 <em>Life Is Better Lived Together<\/em>. I needed to explore the company truth behind it, and find out whether it was a creatively promising space. A brand book is the perfect way to do that. I discovered that the sentiment of \u2018togetherness\u2019 is indeed a fascinating and fertile Volvo truth that could differentiate the marque from the herd and restore the brand\u2019s fortunes if executed with freshness. Sure enough, they dropped the end line three months later.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/Volvo-WE-BOOK.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">Volvo-WE-BOOK<br\/><\/a><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-4  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-4 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"egypt_spec\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>Egypt Tourist Board<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">One of life\u2019s trickier briefs \u2013 how to get people to holiday in Egypt, despite the troubles faced by the country. Our solution was a) to focus on the Egyptian people and their friendly, quirky ways (not the more attention-grabbing pyramids and Sphinx, etc) and, b) show how this distinctive, inventive spirit refreshes all the usual holiday stereotypes. This deck contains the TV, plus the brand and destination print.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/Egyptian-Tourist-Board-THE-EGYPT-WAY.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">Egyptian-Tourist-Board-THE-EGYPT-WAY<br\/><\/a><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-5  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-5 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"lighter_life_spec\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>Lighter Life<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-half fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\" style=\"padding:50px;\"><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/Lighter-Life-THE-LITTLE-BOOK-OF-NOT-BEING-BIG-.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">Lighter-Life-THE-LITTLE-BOOK-OF-NOT-BEING-BIG-<br\/><\/a><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-half fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\" style=\"padding:50px;\"><span class=\"fusion-imageframe imageframe-none imageframe-1 hover-type-none\"> <img loading=\"lazy\" src=\"http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic.jpg\" alt=\"\" width=\"1495\" height=\"1077\"class=\"img-responsive wp-image-461\" srcset=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic-200x144.jpg 200w, https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic-400x288.jpg 400w, https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic-600x432.jpg 600w, https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic-800x576.jpg 800w, https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic-1200x864.jpg 1200w, https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR_pic.jpg 1495w\" sizes=\"(max-width: 800px) 100vw, 1100px\" \/><\/span><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#3e3e3e;margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;\"><\/div><p style=\"text-align: left;\">I\u2019d always been a big lad but by 2005 I was super-sized. <em>So I went and lost 11 stone (70 kg).<\/em> You know, like you do. I did it by rigidly following a hardcore diet called Lighter Life. A couple of years later, I contacted Lighter Life and rudely told them that their advertising was completely failing to capture the incredible brilliance of their weight loss programme, and that they should give the account to me. To be fair, they could see the logic in my thinking and I started working for them soon after. (Though they did make me pitch for it, the cheeky whelps.) Our relationship was brief because I left the terrible agency I was at soon after I won the account, but not before I\u2019d made the one thing I wanted to make: a little book that laid out clearly and insightfully how Lighter Life worked. If I had 10 minutes in a room with someone and wanted to give them the lowdown on LL, this is what I\u2019d say, and how I\u2019d say it. Hopefully, it helped others take the plunge and get their life back.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-6  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:0px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-6 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"mcdonalds_bookoflove\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>McDonald\u2019s<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">In 2013, faced with declining sales, plunging brand love and a wobbly share price, McDonald\u2019s were questioning whether they should replace their ten-year-old global end line; \u2018<em>i\u2019m lovin\u2019 it\u2019<\/em>. I felt then, as now, that it was one of their strongest assets and so well-known that they\u2019d be crazy to drop it. (You don\u2019t see Nike thinking about junking \u2018<em>Just Do It\u2019<\/em>, do you?) Better by far to keep it and actually start living up to its claim. So I corralled some clever Creatives and we put a book together to show all global clients, and all their partner agencies (not just DDB, where I was) that it was a privilege to work on this iconic, fertile brand and there was nothing to stop us bringing it to life in magical ways. Perhaps it made a difference, because a few years later <em>\u2018i\u2019m lovin\u2019 it\u2019<\/em> is still out there.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/McDonalds-THE-BOOK-OF-LOVE_optimised2.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">McDonalds-THE-BOOK-OF-LOVE_optimised2<br\/><\/a><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#3e3e3e;margin-left: auto;margin-right: auto;margin-top:50px;\"><\/div><div class=\"fusion-two-fifth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-fifth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-testimonials classic fusion-testimonials-1\" data-random=\"0\"><style type='text\/css' scoped='scoped'>\r\n\t\t#fusion-testimonials-1 a{border-color: #ffffff;}#fusion-testimonials-1 a:hover, #fusion-testimonials-1 .activeSlide{background-color: #ffffff;}\r\n\t\t.fusion-testimonials.classic.fusion-testimonials-1 .author:after{border-top-color:#e42529 !important;}<\/style><div class=\"reviews\"><div class=\"review no-avatar\"><blockquote><q style=\"background-color:#e42529;color:#ffffff;\">\u201cThe Book Of Love really re-energised my love and understanding for the brand. It should be an essential document for beginners.\u201d <\/q><\/blockquote><div class=\"author\" style=\"color:#ffffff;\"><span class=\"company-name\"><strong>European Marketing Director<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-single\" style=\"border-color:#ffffff;border-top-width:1px;margin-left: auto;margin-right: auto;margin-top:50px;margin-bottom:50px;\"><span class=\"icon-wrapper\" style=\"border-color:#ffffff;background-color:#000000;\"><i class=\"fa fa-picture-o\" style=\"color:#ffffff;\"><\/i><\/span><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-7  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:0px;padding-top:10px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-7 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-one-full fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-menu-anchor\" id=\"mcdonalds_cf_book\"><\/div><div class=\"fusion-title title fusion-sep-none fusion-title-center fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:31px;\"><h2 class=\"title-heading-center\"><strong>The McDonald\u2019s Creative Framework<\/strong><\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: center;\">Across the world, McDonald\u2019s has been making stand-out advertising for decades. Cut to 2012 and while some countries \u2018got\u2019 the brand and knew how to make wonderful work I was genuinely bemused that so many others were making such crass wallpaper. My background on McDonald\u2019s at Leo\u2019s in the 90s had given me an insider\u2019s understanding on how to do justice to this fascinating brand, so I locked myself in a room for a month and wrote a working handbook that was designed to be a practical, hands-on guide to pretty much any creative or strategic task any agency might have for McDonald&#8217;s. It advised how to do it, backing up its theories with creative examples from the past that adhered to the same principles. It was written just as much for clients as agencies and McDonald\u2019s global management enthusiastically embraced it. Hundreds of copies were printed and distributed across every global market. There was also an interactive version where you could click and play all of the films and case studies within.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><a href=\"https:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/McDonalds-CREATIVE-FRAMEWORK_tt_medium-optimised.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\"  data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">McDonalds-CREATIVE-FRAMEWORK_tt_medium-optimised<br\/><\/a><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#3e3e3e;margin-left: auto;margin-right: auto;margin-top:50px;\"><\/div><div class=\"fusion-two-fifth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-fifth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-testimonials classic fusion-testimonials-2\" data-random=\"0\"><style type='text\/css' scoped='scoped'>\r\n\t\t#fusion-testimonials-2 a{border-color: #ffffff;}#fusion-testimonials-2 a:hover, #fusion-testimonials-2 .activeSlide{background-color: #ffffff;}\r\n\t\t.fusion-testimonials.classic.fusion-testimonials-2 .author:after{border-top-color:#e42529 !important;}<\/style><div class=\"reviews\"><div class=\"review no-avatar\"><blockquote><q style=\"background-color:#e42529;color:#ffffff;\">\u201cWe\u2019ve waited 20 years for a book like this.\u201d<\/q><\/blockquote><div class=\"author\" style=\"color:#ffffff;\"><span class=\"company-name\"><strong>McDonald\u2019s Senior Director for Global Brand Development<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":[],"_links":{"self":[{"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/457"}],"collection":[{"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=457"}],"version-history":[{"count":38,"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/457\/revisions"}],"predecessor-version":[{"id":847,"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/457\/revisions\/847"}],"wp:attachment":[{"href":"https:\/\/www.richardlouisrussell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}