Heritage has always been an important thing for brands. The new TIAA-CREFF campaign by Modernista featured in NYT is no exception. Except that it is, as the reference is totally virtual. Arguably every reference to heritage is virtual. Take Swissness, which obviously refers to connotations and stereotypes just as much as to the actual country.
Yet, the TIAA-CREF campaign is different in another way as it refers to a heritage as an internet domain: the power of.org. It is kind of a statement as to how the internet has come to be something way beyond a medium and is turning into an integral part of, well, everything. Second Life and the like has been a fair argument for this so far, but this is quite a bit more mainstream. And, ever heard of a .mainstream crash? (Pardon.)
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