Veuve Clicquot's 137c

Last November, Veuve Clicquot gave several artists free rein to interpret yellow, or more specifically, pantone color 137c, the shade that has made an appearance on the champagne's bottle for over 130 years.

Somehow this campaign slipped by me, and even though the resulting installations were taken down long ago, I still think some of them - like this blooming umbrella tree created by Sam Spenser, an art student in London - are worth spending time with.

What I love most about this campaign is how they took a very small element of their history and brand image and celebrated it in a way that added to their overall personality. In some ways, breaking up a product into small components, then using each to individually build the cohesive brand image is unorthodox, but in other ways highlighting individual characteristics is a good way to communicate each defining element of a brand, thereby creating a multifaceted, vivid product. As long as efforts are made to ensure that each element bolsters the overall brand (as opposed to stealing its thunder and eroding the core brand), then a piece by piece approach could be pretty effective - and from the looks of it, fun.

Read more on this campaign here.

Via Crib Candy; Photo Creds: Jessica Rolland.