What is a big corporation capable of doing in order to protect its brand? Recently, Swedish documentary filmmaker Fredrik Gertten experienced this personally. His previous film BANANAS!* recounts the lawsuit that 12 Nicaraguan plantation workers successfully brought against the fruit giant Dole Food Company. That film was selected for competition by the 2009 Los Angeles Film Festival. Nothing wrong so far, right? But then just before leaving Sweden to attend the Los Angeles world premiere of his film, Gertten gets a strange message: the festival has decided to remove BANANAS!* from competition. Then, a scathing, controversial and misinformed article appears on the cover of the Los Angeles Business Journal about the film a week before the premiere. And subsequently, Gertten receives a letter from Dole's attorneys threatening legal action if the film is shown at this festival and to cease and desist.
What follows is an unparalleled story that Gertten captured on film. He filmed this entire process of corporate bullying and media spin - from DOLE attacking the producers with a defamation lawsuit, utilizing scare tactics, to media-control and PR-spin. BIG BOYS GONE BANANAS!* can be seen as a thriller and a cautionary tale. But, mostly this is a personal story about what happened to Gertten, as a documentary filmmaker and to his company and how the livelihood of documentary filmmakers can be easily put into jeopardy. This powerful film reveals precisely how a multinational will stop at nothing to get its way - freedom of speech is at stake. As Dole's public relations company puts it, "It is easier to cope with a bad conscience than a bad reputation".
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Air New Zealand is going black for good, with its fleet set to sport a new livery from next year that was created in collaboration with leading Kiwi typeface designer Kris Sowersby and Designworks.
Air New Zealand chief executive Rob Fyfe announced last week that the tails of all new aircraft entering the fleet will be painted black.
“Our iconic symbol, the Koru, will remain but it will be set within our national colour rather than the blue and green tones on our tails today. Alongside this change we are introducing a new lettering style for the Air New Zealand name, which will adorn all our new aircraft. This will also be rolled out across all our signage and communications channels by the end of the year."
Sowersby says he was proud to have had the opportunity to work with such an iconic New Zealand brand name.
“The Air New Zealand lettering has remained relatively unchanged for the past 20 years, but the airline has undergone significant cultural and reputational change. The challenge was to develop a new style which retained the history and credibility while injecting a new sense of momentum and modernity.”
Air New Zealand began using black as its corporate colour ahead of the All Blacks’ campaign last year.
“Black has resonated well with our customers and staff who identify with it as the colour of New Zealand and a natural choice for our national airline. It inspires pride, is part of our Kiwi identity and a symbol of Kiwi success on the world stage,” Fyfe says.
Posted by Mark J. Miller on July 25, 2012 07:14 PM
God help the poor Pepsi-loving soul who wanders into London over the next few weeks. The dreaded brand police are wandering the country in search of any signs of anyone mentioning or attempting to showcase any corporate entity that is a competitor to official Olympics sponsors, and anyone who even so much as thinks of sponsor Coke’s biggest competitor should fear the consequences. But that's nothing compared to what Nike is staging: the brashest act of ambush marketing in the history of the Olympics Games. And we'll bet they get away with it because, well, it's Nike.
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