Marketing professionals are adopting this philosophy. Take an example from Johnnie Walker, the whiskey brand. Their campaign “Keep Walking” ran for over 16 years, and was born out of the universal idea of personal ‘progress’. The new tag line, “Joy Will Take You Further. Keep walking.” moves the creative concept more in the direction of experiencing joy and happiness. They show this in an amazing short film. Guy Escolme, global brand director: “The new campaign, is meant to convey the idea that if you start from a place of happiness, optimism and joy, it is a big accelerator of people’s progress and success in their lives.” It’s all about bringing joy in to the world.
In Beyond Marketing, there was an inspiring story of RICOH and the relationship with the human instead of the wallet. Ricoh works with the philosophy: “the spirit of three loves”. They explain the meaning of that interesting philosophy: Love for your neighbor, respect the other like yourself, love your country, which means that they handle our Earth carefully and love the work, which let you express who you are and what difference you want to create. So instead of focusing on their high level of technology and innovation, their brand story is about people. People making the difference.
We find it inspiring to see how companies adopt positive branding methods and brand stories, to communicate their product. Marketing is affecting the way we live and see the world, we are happy to see that it is sometimes more than just about selling more products. Happy customers are happy people and vice versa. So if you want to connect to your audience, your customer: communicate by making an honest connection. And that starts with being happy. We started to think ourselves happy, and begun to spread this concept in our creative work.
We made an INSPIRE film about Happiness:
Take a look on our YouTube Channel for more INSPIRE films.
Welcome to our world.
The transition that we have worked on for over nine months, is out in the open. Now we are entering the next stage. Today, Deepeei film productions is transformed into: DUTCH PICTURE INDUSTRY. It is big step and we will have to get used to it ourselves also.
You might wonder why, this decision to change the name and create a new visual identity?
Our experience tells us, that WE people have a deformation in our brain and we are unable in processing four ‘e’s in one word. For most of us it’s too difficult to handle. Our name was so tricky, so Deepeei has been misrepresented in the press, many times. Even our national press agency, the ANP had trouble in writing Deepeei right. After ten years messing around with ‘e’s, and pronouncing our name in the right way, we thought it was time to change.
It’s time for progress. If you see the name written, you might notice that in fact it is still the same name. (DPI) So the change is less radical then it seems at first sight. And our mission to INSPIRE and MOTIVATE is still, running through everything we give birth to.
Stories and the WHY
This wonderful world is full of stories. It is our challenge to inspire our viewers with compelling, and unique story lines. But why should a client choose for DUTCH PICTURE INDUSTRY. What is our WHY? In search for our WHY together with conceptual designer Mark Kuiper we discussed this in every little step. If you search the Internet you directly see that the first link is of Simon Sinek’s book, ‘It all start with a Why’ and so do we. Everything that we touch comes from our core, from what we believe in, from the inside of every fibre. We love what we do and that is why we are good in what we do.
DUTCH PICTURE INDUSTRY is curious about that one eccentric dash.
The new corporate design, made by Mark, shows how the mission, philosophy and values shape Dutch Picture Industry. We are driven by a philosophy centred on innovation and encapsulating in our mission statement “to inspire and motivate”. In the development of the new corporate identity was a stencilled letter an important source of inspiration. Stencils are characteristic and exude adventure, features we identify. The diversity of colours strengthens the ties with the unique images and even more importantly nature.
We are VERY enthusiastic about our new name and brand identity. Well, what do you think?