In this issue of ANTHEM SIGHTINGS, we look at new and evolving ways marketers are promoting their brands and dive deep into elements of design.

1. SIGHTINGS
VOLUME 1, 2011

2. IN THIS ISSUE
In this issue of ANTHEM
SIGHTINGS, we look at new and
evolving ways marketers are
promoting their brands and dive
deep into elements of design.
3 Evolving Media
4 Consumer Involved
5 New Angles of Green
7 Make It Endorsed
8 Supporting the Arts, Supporting the Brand
10 Less is More and More is More
11 Exploring Design: Typography, Pattern, and Shape
15 See & Be Seen
2 SIGHTINGS 2011

3. MARKETING
EVOLVING MEDIA
Chevrolet enlisted the
cast from Glee to create a Is That an Ad in Your TV looks like a segment from the show, but is really a
two-minute commercial. A consumer would likely
Show?
commercial that was akin to
the musical performances hit play on the remote, thinking the show was
from the show. back on and get hooked into watching the ad.
With DVR penetration reaching nearly 40% of
American households, giving a huge consumer Fundamentally, advertising is what pays for TV
base the ability to easily skip commercials, shows. No matter the technology, advertisers
advertisers continue to rethink the traditional will continue to be creative to make sure their
“commercial break.” To avoid falling prey to the messages get seen and heard.
fast-forward button, many are incorporating ads
into shows or using TV characters to pitch brand
benefits. This is not product placement—it is
about integrating products into the essence of a
TV show.
On Friday Night Lights, characters regularly
appear at Applebee’s restaurant, reinforcing its
brand image as a neighborhood gathering place.
For Subway, the sandwich retailer, it is quite
common for their sandwiches to get close-ups,
be tantalizingly described, and be eaten by key
characters on the TV show, Chuck.
The character Morgan, from the TV series Chuck, delivers a Subway
Taking the opposite approach, the kids from Glee sandwich, then proceeds to sing its praises and mention the
sing the praises of the Chevrolet Cruze in what chain’s “$5 foot-long” slogan.
3 SIGHTINGS 2011

4. MARKETING
CONSUMER INVOLVED
Involvement Advertising technology application ideas, and in doing so
enter to win a new Toyota car. Now that’s a good
On The Rise idea.
Several brands over the last few months have Then there’s the new yogurt brand, Chobani,
invested in campaigns with a central theme— which is hitting the airwaves strong with a
consumer involvement. In these examples, it’s quirky campaign focused on the people who love
not just an “add on,” but rather a fully integrated Chobani best—its consumers. This campaign
campaign with the consumer involvement angle seems spot on for a new brand trying to drive
acting as the key selling idea. Not surprisingly, trial. What better way to convince others than to
some of these executions are receiving more have your current consumers tell their own love
consumer interest than others, which may speak stories with the yogurt.
to the relevancy of the campaign itself to the
Coffee Mate is also trying its hand at involvement
brand and to the target market. But that’s nothing
asking its consumers to create an art masterpiece
new. In the world of advertising, you always have
inspired by Coffee Mate flavors. This execution is
some winners and some losers.
more unclear in terms of how the action truly links
Take Toyota. What better way to demonstrate the to the brand, and in turn so far appears to have
good your company is doing than to enlist your minimal participation.
fans to generate “Ideas for good,” too? That’s
Finally, on the other end of the spectrum is Kraft’s
Toyota’s “Ideas for Good” just what Toyota is doing in its latest campaign
gallery features submissions Macaroni & Cheese “Mac & Jinx” campaign that
centered around this theme. The campaign tells
of ideas applying the car is just an add-on to their marketing mix. The
stories of how Toyota is using its technology to
company’s technologies campaign, created by Crispin Porter + Bogusky,
to solve non-automotive solve non-automobile problems in the world.
is a standalone promotion that tries to lure
problems in the world. Consumers can join in, sharing their own
consumers to play an old childhood game in the
hopes of winning 5 boxes of mac & cheese. This
can make one wonder who the target consumer
is for this hype and whether or not they even
eat Macaroni & Cheese anymore. Instead of
feeling compelling, some may find it to simply be
gimmicky.
It just goes to show, involvement advertising or
not—whatever your campaign approach, make
sure it’s relevant to your target consumer and
offers a truly compelling way to engage.
4 SIGHTINGS 2011

5. MARKETING
NEW ANGLES
While some consumers de-prioritized green
investments during the recession, some
organizations and companies have been pressing
on making inroads on this front and wanting to
OF GREEN
inspire the public to do the same.
Green Patriot Posters wants to inspire the masses
to revolt and take action on global climate
change. Their approach is inspired itself by
World War II posters that were iconic and used
to motivate civilians during war time. From this
Inspiring Doing Good For The Environment inspiration the partners in the Canary Project
have been developing a series of posters to
motivate communities in a similar way on green
initiatives. The result—Green Patriot Posters that
leverage an iconic icon combined with powerful
visual images to inspire green action.
Non-profits aren’t the only organizations to have
taken leaps forward. Companies such as Levi’s
and Boxed Water Is Better have made investments
of their own to do good by the environment and
are encouraging consumers to do the same.
Levi’s has introduced a line of “Water<Less”
jeans that on average require 28% less water
in the finishing process. Carl Chiara, director of
special projects at Levi’s, said in Time Magazine
that “it took a different way of thinking, but the
results are kind of amazing.” Yes, it’s amazing
what we can achieve when we allow ourselves to
think differently. They are even asking consumers
Bottled Water Is Better. Tap might be best, but boxed is at least
better than bottled.
5 SIGHTINGS 2011

6. MARKETING
to think differently about how often they wash
their jeans to further the benefit of using less
water. Might sound unhygienic, but sure would be
better for the environment.
Finally, one might wonder why water in a package
vs. coming from your tap is required at all or
could even be considered “green.” But, if you are
going to buy water in a package and you want to
be more green than Fiji Water, say, Boxed Water
might be a good choice. The company claims
that their boxes are not only primarily made
from renewable material (76%), they are also
shipped flat saving on transportation costs and
environmental impact vs. the impact of shipping
empty plastic or glass bottles around the country.
The company also strives to give 20% of profits
back to water and environmental organizations.
So, while they’ll acknowledge their product is
not perfect, they do contend that their product is
better. By doing a bit better, it inspires consumers
to do a bit better themselves.
ABOVE: Green Patriot Posters—Michael
Bierut of Pentagram designed the first
posters for Cleveland back in 2009.
His design became the organization’s
official logo (top right).
BELOW: Levi’s Water<Less jeans
require 28% less water in the
finishing process, and come
in everyone’s favorite styles.
6 SIGHTINGS 2011

7. MARKETING
MAKE IT ENDORSED
Endorsement Proliferation— value-added touch or design element to make
the product special? One could argue that Justin
Does it Still Work? Bieber’s “One Less Lonely Girl” line of nail polish
designed by Bieber for OPI just isn’t credible.
These days, you can’t walk through a major He is neither a color expert nor a consumer of
retailer without coming face to face with the product. On the other hand, Sean Combs’
celebrities trying to sell you something. The partnership with Ciroc, a joint venture in which
question is—how many celebrities does it take he was actually involved in the operation and
to create differentiation? The answer may be the management of the brand, is an example of
disappointing for today’s marketers. a highly successful match. The booze ‘n’ beats
partnership focused on the “art of celebration,” a
Take Macy’s. They’ve got nearly all their major
concept around which Combs would be considered
departments covered from perfume to home
a credible expert.
goods. In just the perfume department alone,
nearly every star has his or her own brand. To be effective, the celebrity and his message
Macy’s even has a sense of humor about it—a must be relevant, credible for the product line,
2010 holiday TV advertisement showcases their and add value to the brand. Clearly not all
family of stars behind the scenes—from Donald celebrity endorsements hit the mark. Furthermore,
Trump to Jessica Simpson. But is all this celebrity based on the sheer proliferation of celebrity
buzz working? endorsements, the star power will likely not be
enough to make your brand or product stand out
If there’s a celebrity association, it is assumed
anymore. Celebrity endorsements have become
that there is a connection between the celebrity
commonplace and to truly work they must have a
and the product itself. To be meaningful, this
strong, relevant link back to the product itself.
connection must be more than just a fleeting
association. Does the celebrity really bring a
Sean Combs’ relationship
with vodka brand, Ciroc, goes
beyond the typical celebrity
endorsement.
7 SIGHTINGS 2011

8. MARKETING
SUppORTING
There has been a stronger connection between
marketing and art than most people might
think. Many would perhaps believe the best
illustratration is Andy Warhol’s famous take on
THE ARTS,
the Campbell Soup can. Yet in that example, the
packaging inspired the artist. Rather in the past
and even today, many companies have adopted
promoting the arts specifically as a marketing
strategy in support of their positioning and
SUppORTING
ultimately to connect with consumers on a more
meaningful level.
Absolut did just that with Andy Warhol himself.
In 1985 Absolut commissioned him to create their
THE BRAND
first art piece, a painting of their iconic bottle.
Since then Absolut has been collaborating with
a range of visual artists from around the world
to create truly exceptional designs for their line
of vodka. The “Absolut Art Collection” brings
together these efforts in a permanent collection
The Marriage of Art and Branding to be housed in Stockholm, Sweden. Absolut,
an image-focused brand, benefits from this
linkage as it elevates the brand’s status among
tastemakers.
Even before Absolut, in 1975 BMW’s art cars
were benefiting from the work of great artists
like Roy Lichtenstein and Andy Warhol, again.
BMW’s art cars were designed to create a
“symbiosis between the world of art and the
world of motorsport.” Jeff Koons, a controversial
American artist, designed the latest car in 2010.
BMW’s investment in the art car program further
builds its positioning around German engineering
and design.
More recently, Absolut and BMW are being joined
by a host of other brands who are embracing art
for art and their brands’ sake. Google has shown
its appreciation for visual art by encouraging
K-12 students to participate in their Doodle 4
Google competition and states that the Google
Doodles are an expression of the creativity of the
Jeff Koons’ canvas, a BMW M3 GT2, dons bright colors and an explosion effect to reflect the energy brand itself.
and power typical of a race car.
8 SIGHTINGS 2011

9. MARKETING
Target’s corporate initiative “Targeting the Arts” These are just a few of the brands who are
is a direct connection to its positioning around embracing the arts in a smart way to strategically
design and innovation: support their companies’ positioning in the
market and create deeper affinity with their
We believe the arts have the power to consumers.
bring communities together to help us see
the world from different perspectives and
understand various cultures, traditions
and points of view. Through Target national
sponsorships and local grants, we support
thousands of arts activities, festivals and
outdoor concerts throughout the year.
Finally, the Italian coffee company Illy offers
espresso cups as canvases to a variety of artists.
This initiative adds an emotional touch to an
integral part of the coffee ritual that ultimately
supports the brand’s positioning around creating
an experience:
The Illy Art Collections are series of
cups designed by contemporary artists,
miniature limited-edition works of art that
transform the act of drinking an espresso
or cappuccino into an incredible experience
involving the mind and all five senses.
CLOCKWISE FROM LEFT:
Illy Art Collections from Jan Fabre,
Tobias Rehberger, William Kentridge,
and Salgado.
9 SIGHTINGS 2011

10. MARKETING
LESS IS MORE AND
MORE IS MORE
With more and more demands on consumers’ time and attention, consumers
have discovered that “less” can be more.
On the other hand, there is the standard convention that bigger is better.
SEE SAW
LESS IS MORE MORE IS MORE
TED Talks is extending their less is more Less than a month later, Nathan
concept of short, single idea talks into Myhrvold launches his printed six
a new medium—books. TED Books, volume, 2,400 page book, Modernist
which will be distributed digitally, are Cuisine: The Art and Science of Cooking.
roughly a third the size of typical books Embracing the more is more principle,
allowing readers to complete a book in Myhrvold spent four years with a group
one session. of editors, chefs and researchers to
finish his encyclopedic endeavor.
Much like their talks, TED Books are meant to be quick, Nathan Myhrvold’s Modernist Cuisine weighs 47-pounds, is
yet powerful—each book is less than 20,000 words and is six volumes long, and requires four pounds of ink to print.
available in electronic format as Kindle Singles.
10 SIGHTINGS 2011

11. DESIGN
EXpLORING DESIGN:
TYpOGRApHY,
pATTERN,
AND SHApE
A look at how three design
elements are being used
today to tell stories and
command power at shelf.
11 SIGHTINGS 2011

12. DESIGN
TYpOGRApHY
Type isn’t just your typical design element. Its history is
rich, and its creation and use are never without rhyme
or reason. Every stroke, every curve, and every angle
has its purpose. That isn’t to say other design elements
don’t have their roles, but type has the special ability
to carry with it time and place, attitude and feeling.
Thoughtfully chosen type, carefully matched with overall
design allows consumers to experience your product even
before they use it. For those looking for a way to better
tell their brand story and reinforce their positioning,
type can be an effective, distinctive storyteller.
CLOCKWISE FROM TOp RIGHT: A
(A) Irving Farm Coffee Company’s typography speaks to the history of the
company’s roasting facility, located in a historic district of New York that
was established during the colonial period.
(B) Education First’s study abroad advertisements shows type’s strong
connection to place.
(C) Target’s Origin brand relies on typography to recreate age-old
apothecary.
(D) The custom type used for Tcho’s identity was carefully designed to look
like chunky pieces of chocolate and proportioned to match the length of
two squares of chocolate—each box contains nine.
B
D C
12 SIGHTINGS 2011

13. DESIGN
A
pATTERN
Take a glance at the signature beige, black, and red
tartan plaid pattern from a block away and you won’t be
mistaken that it’s a Burberry product. Powerful patterns
have a presence on shelf that allow consumers to know
it’s yours even before they get down the aisle. Pattern
has the ability to differentiate amongst crowded shelves
and the versatility to segment within its own family of
products. And it doesn’t have to just live on the package
either. Signature patterns can be applied to everything
from retail environments to web applications. More
and more, companies are creating ownable patterns
to call their own—designs that are separating them
from the rest and standing on shelves as works of art.
COUNTER-CLOCKWISE FROM TOp RIGHT:
B (A) Hellenic Candle Company’s Waks line of scented candles features a
flower pattern with the color varying by scent.
C
(B) Burberry’s signature tartan pattern can be found on everything from
the brand’s purses to apparel.
(C) Chocolate Research Facility’s Seasonal Series pairs flavors from
around the world with a design that features maps of the respective
locations.
(D) Modern Salon’s unique pattern is also used in their in-store retail
environment.
D
13 SIGHTINGS 2011

14. DESIGN
A
B
SHApE
Advances in printing technology have opened the
doors for creativity to show not just on the label,
but in the structure. Because we don’t have to
resort to placing stickers on round bottles anymore,
we’re given more real estate and more options to
create structures that are marketing platorms in
and of themselves. Unique shapes and forms have
the ability to intrigue consumers—grabbing their
attention and prompting them to pick up and play
with products. Whether they are designed to be
ergonomic, to reflect its ingredients, or even to be
more sustainable, today a silhouette of your product
could very well be your brand’s greatest equity. C
COUNTER-CLOCKWISE FROM TOp LEFT:
(A) Switzerland’s Aschen and Voss’s line of cosmetics were
designed to support the brand’s modern positioning and appeal to
sophisticated urban shoppers.
(B) Method’s innovative design for their line of laundry detergent
features a lightweight pump that leaves a 35% smaller carbon
footprint than conventional detergents.
(C) Innocent Drink’s new line of juices are packaged in PET carafes
that make pouring easy, and storage into tight spaces of refrigerator
doors less of a puzzle game.
14 SIGHTINGS 2011

15. SEE & BE SEEN UpDATES ON OUR
SIGHTINGS OF INTERESTING TIDBITS TRENDS FOR 2011
LIFE, LIBERTY AND THE pURSUIT OF HAppINESS
You won’t have any trouble finding more brands hoping to add
some happy into your daily routine. French’s “Happy Starts
Here” tells us how adding some mustard to our everyday
meals adds a welcomed twist, while San Diego’s tourism
bureau is touting that San Diego is where “Happy Happens.”
SMALL IS BIG AGAIN
Since our report, it has made news that Walmart is in the process
of building its first Express stores around Arkansas which will
open in May. The smaller format store will cater to those looking
for shorter shopping trips and boast grocery and pharmacy
offerings. In addition, Borders has officially filed for bankruptcy
protection and will likely be closing more stores across the country.
EYE ON CHINA
GM, who sold more cars in China last year than in the U.S. for the
YARN BOMBING first time in its 102-year history, along with Honda and Nissan,
People all over the world are finding some peculiar accents to public will be creating brands specifically for the Chinese market. The
fixtures—scarves on statues, hats on fire hydrants, and flower blossoms on models will compete directly with regional manufacturers and
trees in the middle of winter. Yarn bombing, or yarn graffiti, turns lifeless will be priced to fit the budget of those living in China’s interior.
pieces in public spaces into colorful, knitted works of art and has quickly
gone from being a mysterious anomaly to a mainstream craze. Although NEUROMARKETING: THE TEENAGE YEARS
it’s credited as having started in Texas, its popularity has spread overseas,
where an Irish Vodefone commercial featured a yarn bombing in action. What’s been going on in Disney’s Media and Advertising Lab?
Disney has been testing the effectiveness of its advertisements,
tracking eye movement and biometrics to measure viewer
response. Meanwhile, there has been discussion about the use
of neuromarketing in cinema, using neurofeedback to improve
not only movie trailers, but everything from characters to scripts.
GUY KAWASAKI VISITS ANTHEM
Guy Kawasaki, co-founder of Alltop and former
chief evangelist at Apple, visited Anthem
Worldwide’s San Francisco office where we A NEW WAY TO WINDOW SHOp
hosted the BrandSquare Live Session featuring
his newest book, Enchantment: The Art of Virtually unknown until recently, quick response (QR) codes are starting
Changing Hearts, Minds, and Actions. Kawasaki to pop up everywhere, driven by marketing campaigns leading users
shared ideas on how to enchant and influence to interactive websites, rewards and deals with just a snap of a photo.
your customers, employees, and boss and told According to a Mintel survey, only 11% of smart phone owners have
us why he thinks there are marketing lessons read a QR code with their smart phone in the past 30 days. But the
to be learned in Justin Bieber: Never Say Never. tides could be turning. With QR codes showing up everywhere from bus
Check out the presentation at BrandSquare.com. stops to store front window displays, we expect that number will climb.
15 SIGHTINGS 2011

16. Anthem Worldwide, the brand development division of Schawk,
Inc., is an integrated global network that provides innovative
solutions to articulate, unify and manage brand impact. Anthem
creates compelling brand experiences by aligning its strategic,
creative and executional talent worldwide with the business needs
of companies seeking a competitive advantage. Anthem offers a
full range of branding and design services. For more information
on Anthem, please visit http://www.anthemww.com.
© 2011 Schawk, Inc. All Rights Reserved. No part of this work
may be reproduced in any form without written permission from
Contact: the copyright holder. Schawk is a registered trademark of Schawk,
Kathy Oneto, Vice President, Brand Strategy Inc. The Anthem logo is a trademark of Schawk, Inc. All other
kathy.oneto@anthemww.com trademarks are the property of their respective owners.
16 SIGHTINGS 2011

17. WORKS CITED: Modernist Cuisine: The Art and Science of Cooking, http://www.modernistcuisine.com/
TED Blog, Introducing Ted Books, http://blog.ted.com/2011/01/26/introducing-
tedbooks/
EVOLVING MEDIA
Advertising Age, Subway Places More Than Just Product in NBC’s ‘Chuck,’ http://
adage.com/article/madisonvine-news/subway-places-product-nbc-s-chuck/136036/ EXpLORING DESIGN: TYpOGRApHY, pATTERN, AND SHApE
Bloomberg Business Week, Ben Silverman, Advertainer, http://www.businessweek. The Dieline, Aschen and Voss, http://www.thedieline.com/blog/2011/3/14/aschen-
com/magazine/content/11_11/b4219060707213.htm and-voss.html
Fox Broadcasting Company, Glee Chevrolet Behind the Glee, http://www.fox.com/glee/ Lovely Package, Innocent Drinks, http://lovelypackage.com/innocent-drinks/
chevy/ The Design Shop, http://www.thedesignshop.gr/index.php?lang=0&id=1
Chocolate Research Facility, http://www.chocolateresearchfacility.com/
CONSUMER INVOLVED Soap.com, Method Laundry Detergent, http://www.soap.com/product/productdetail.
Toyota, Ideas for Good, http://www.toyota.com/ideas-for-good/ aspx?productid=27005
Chobani, Real Chobani Love Stories, http://www.chobani.com/real-love/index
Coffee-Mate, http://www.Coffee-Mate.com SEE & BE SEEN
Coffee-Mate Facebook Page, http://www.facebook.com/CoffeemateUSA Yarnbombing, http://yarnbombing.com
Kraft, Mac & Jinx, http://kraft.promotions.com/macronicity/twitter.do?encstr=SIL4AeB Lovely Package, Innocent Drinks, http://lovelypackage.com/innocent-drinks/
o1kxJ6XAgLltQ7GIYWk1UQbNfU1CExmp88M2C5NoTLuYP0A%3D%3D French’s Food, http://www.frenchs.com/products/TvAds.php
San Diego, http://www.sandiego.org
NEW ANGLES OF GREEN Bloomberg Businessweek, Wal-Mart to Start Work on Small Stores Next Week in
Bryan Walsh, Time Magazine, Green Jeans, January 17, 2011 Arkansas, http://www.businessweek.com/news/2011-03-09/wal-mart-to-start-work-
on-small-stores-next-week-in-arkansas.html
Levi’s Strauss, New Jeans. Incredibe Finishes. Less Water., http://www.levistrauss.
com/blogs/new-jeans-incredible-finishes-less-water MSNBC, Borders files for bankruptcy, to close 200 stores, http://www.msnbc.msn.com/
id/41536256/ns/business-consumer_news/
Green Patriot Posters, http://www.greenpatriotposters.org
Forbes, GM’s China sales pass US for first time in history, http://www.forbes.com/
Canary Project 2010, http://canary-project.org
feeds/ap/2011/01/24/business-specialized-consumer-services-us-gm-global-
Chinashop, Review: Boxed Water Is Better, http://www.chinashopmag.com/2011/01/ sales_8271756.html
boxed-water-is-better/
Bloomberg Businessweek, Foreign Carmakers Try Brands Just for China, http://www.
businessweek.com/magazine/content/11_11/b4219020491791.htm
MAKE IT ENDORSED Neuroscience Marketing, Disney Media and Advertising Lab, http://www.
Forbes, P Diddy Drinks Up Vodka Deal, http://www.forbes.com/2007/10/25/diddy- neurosciencemarketing.com/blog/articles/disney-media-and-advertising-lab.htm
diageo-vodka-face-markets-cx_ll_1025autofacescanmarkets02.html Branding Strategy Insider, Neuromarketing and the Oscars, http://www.
Branding Strategy Insider, Celebrities In Advertising: A Marketing Mistake?, http:// brandingstrategyinsider.com/2011/03/neuromarketing-and-the-oscars.html
www.brandingstrategyinsider.com/endorsements/
National Retail Federation, Retail’s BIG Blog, Macy’s Terry Lundren Talks
Holiday Trends, Black Friday, and the Importance of “Believing,” http://blog.nrf.
com/2010/11/18/macys-terry-lundgren-talks-holiday-trends-black-friday-and-the-
importance-of-believing/
Brandweek, The Branded Home, http://www.brandweek.com/bw/content_display/
news-and-features/direct/e3id7ceec7c4f73f5c65f479039390e5211
Stylelist, Justin Bieber Designs Nicole by OPI Nail Polish Line, Oct 2010 http://www.
stylelist.com/2010/10/08/justin-bieber-nail-polish-nicole-opi/
SUppORTING THE ARTS, SUppORTING THE BRAND
BMW Drives, BMW M3 GT2 art car - Jeff Koons 2010, http://www.bmwdrives.com/
artcars/bmw-artcars-koons.php
Absolut Ad, The Story, http://www.absolutad.com/absolut_about/history/story/
The Absolut Art Collection—Preview of the Brand’s Permanent Exhibition in Sweden
Nov 2010, http://popsop.com/40273
Wikipedia, Andy Warhol, http://en.wikipedia.org/wiki/Andy_Warhol
BMW Drives, Symbiosis between BMW cars and art, http://www.bmwdrives.com/
bmw-artcars.php
Wired, Jeff Koons’ BMW Art Car Doesn’t Suck, June 2010 http://www.wired.com/
autopia/2010/06/jeff-koons-art-car-doesnt-suck/
Target, Targeting the Arts, http://pressroom.target.com/pr/news/targeting-arts.aspx
illy, Designer cups and cans, http://www.illy.com/wps/wcm/connect/us/illy/art/illy-
art-collection/
LESS IS MORE AND MORE IS MORE
Wall Street Journal, The Game-Changing Cookbook, http://online.wsj.com/article/SB10
001424052748704709304576124353978673570.html
17 SIGHTINGS 2011