Turkiye’de herkes domuz gribini konusadursun, New York’ta milletin baska bir derdi var. Tahtakurusu…

New York City ve cevresindeki bolgeleri tahtakurusu sarmis durumda. O anli sanli upper east side evlerinde bile tahtakurusu varmis.  http://www.nytimes.com/2009/08/23/realestate/23cov.html

Gecenlerde Saatchi&Saatchi’nin binasinda da bu sevimli hayvanlardan bulmuslar. Binayi gorsen, bayagi etkileyici. Dekorasyonda masraftan kacmamislar. (Bizim ofis medya sirketi pintiligiyle dosendigi icin oyle degil.)

Tabii hemen alarmlar verildi, tum holding sirketlerini arayacagiz dediler. E, nasil olacak bu arama? Kopekle…

Efendim simdi egitimli kopekler varmis, bu aslinda insan sagligi acisindan zararsiz olan kan emici hayvanlari sak diye buluyorlarmis. Bizim bina 30 kusur katli oldugu ve koca bir bloga yayildigi icin arama tum hafta sonu surecekmis.

Turk mantigi aynen burada da gecerli tabii, “korkmaya gerek yokmus, bisi olmazmis”.  Kopekler iceride haserat ararken ise devam edilebilirmis. (Sasirdim aslinda, bunlar degil mi kahve sicak diye satin aldigi dukkani mahkemeye veren, mikrodalga firinda kedi kurutup sonra da firinin ureticisine kedim oldu diye dava acan?)

Neyse, bizim binada pek birsey cikmadi (soylediklerine gore bulmuslar ama oluymus zavalli hayvanciklar) ama yine de ilacladilar (Yoksa bir suru var da bizi mi kandiriyorlar yaw?).

E simdi biz nasil ev degistirecez? Ya tasindigimiz evde tahtakurusu varsa? Kontratin bitmesine de az kaldi, durduk yere al basina belayi simdi…

Another edition of the ‘Boekenbeurs’ has come and gone. Yesterday was the last day and since I had a day off, I decided to check it out! And I’m pretty glad I did.
A lot of authors were present to sign their books and meet with fans. Were present: Jean-Marie Dedecker, Herman De Croo, Jean-Pierre van Rossem, Pieter Aspe, Cas Goossens, Lieve Blancquaert, Dirk Bracke, Herman Brusselmans, Saskia De Coster, Yves Desmet, Paul D’Hoore, Piet Huysentruyt, Paul Jambers, Patrick Lagrou, Tom Naegels, Mark Tijsmans, … and that’s only to name a few!

Anyone who knows me also knows that an event like the ‘Boekenbeurs’, where thousands of books are gathered under the same rooftops, is like heaven to me! For a couple of hours I was able to push ‘real life’ aside and enjoy the stories these books were telling! One even more beautiful than the other.

Verleiding van reclame by Gino Delmotte

One of the great things about events like the ‘Boekenbeurs’ is that you do not only come in contact with existing books, but also with the newest material. During the day a lecture was given by Gino Delmotte about his book ‘De verleiding van reclame’. Not one to let an opportunity to find out more about advertising pass, I went to listen.

Humans are emotional creatures

The thing that I remember best is how he claimed that the best advertisements / commercials are the one that play onto people’s emotions. Humans are emotional creatures. Consumers’ purchases (what they buy, when they buy it and how much they buy of said product) are based on their emotions.

According to the author, Gino Delmotte, there are three different emotional reactions: FIGHT, FLIGHT and FREEZING.
Here’s a simple example to support this statement: when faced with a snake, there are three different reactions shown by men. Some freeze up, some run away (flight) and some will take it on and defend themselves against the snake’s attack (fight).

Let’s apply this statement to advertising. I picked the advertisement developed by the agency Saatchi & Saatchi Brussels for the ‘Vlaamse Liga Tegen Kanker’ (The Flemish League Against Cancer). To see this advertisement, click here.
This advertisement tries to make smoking parents aware of the effect their smoking has on their children. What I admire most about it, is its simplicity and how they manage to bring across an important message without ‘preaching’. Anyway, on to the emotional reactions.

Fight: some parents choose to take this message into account and decide to quit or lessen their smoking, especially when around their children. They decide to fight!

Flight: some parents decide to ignore this message and flee their responsabilities towards their children.

Freeze: there’s also the parents that just don’t know how to react to this message and freeze up. Some of them never even realized they were doing something wrong and aren’t sure what to do from then on.

Seems to me that so far, his theory is correct. Of course, that’s assuming I got it right.

Seduction

Gino Delmotte didn’t just focus on the fact that humans are emotional creatures. A very important part of his book is also the fact that brands try to seduce consumers to buy their products. When saying the word seduction, people automatically think of sex or sexual acts. Here are some examples (if you want more, just comment and I’ll answer, but I’d like to keep this post PG-rated )

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And for the ladies:

Consumer purchase products based on their emotions, but not just that. Their needs and the appeal (read: sexiness) of the commercial also have an important influence on their choices. William Lawsons, Ice Tea Green, Perrier, Playboy… These are all brands that took notice of this fact and acted on it.

It’s a trend in advertising that keeps on growing. Sex, beautiful and sexy models… Are all elements that can be found more and more in today’s commercials…

My opinion

Gino Delmotte brought on some pretty interesting points and I regret not being able to put them all up, this post would just become too long (if it isn’t too long already).

The presentation given by the author was very interesting, seeing as how he brought on several points that I believe to be true. I may not consider them to be as important as he claims them to be, but I do agree with most of what he said. Either way, it’s a book I’m going to try to get my hands on real soon as I’m definitely interested to read more about said subject.

Som vanligt från Stylewar och Swiss. Snyggt och kul.

Director: StyleWar
Production company: Stink London
Agency: Saatchi & Saatchi Malaysia

Después de observar la publicidad italiana, casi todos los anuncios de tv, se basan en un esquema cerrado compuesto por los mismos elementos: vida familiar, niños, chicas exuberantes con gran pechonalidad, el producto, mensaje claro clarisimo y más niños y más familias…

Hace pocos días me topé con el único anuncio que me gustaba. Se trataba de Endesa en Italia. El nombre de la multinacional es Enel, el anuncio de Enel en 2009 ha sido creado por una de las grandes: Saatchi&Saatchi, y lo más curioso es que ha sido rodado enteramente en España, uno de los lugares: Madrid…. no es extraño que con cosas como esta te des cuenta lo pequeño que es el mundo y lo sarcástico que es el destino.

En verdad, lo más me gusta es la canción que lo envuelve, “far, far..” de Yael Naim. Os dejo el anuncio de Enel 2009 y la canción.

Desesperando me entretuve por el camino

Agenzia: Saatchi&Saatchi
Direzione creativa: Agostino Toscana, Alessandro Orlandi
Campagna tv:
Art director: Luca Pannese – Copywriter: Luca Lorenzini
Regia: Federico Brugia
Direttore della fotografia: Pedro Del Rey
Casa di Produzione: The Family

Musica: “Far far” di Yael Naim/David Donatien, artista Yael Naim

The world renowned advertising agency Saatchi&Saatchi Brussels relinquished their homepage to their visitors:

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Their ‘inspiration grid‘ allows visitors to upload a picture from what inspired them the past week, hour, minute … This can vary from friends, to material objects, to nature and panoramic scenes… Anything and anyone can be posted on the ‘inspiration grid‘, as long as it’s something that you were inspired by. It all depends from the audience as anyone can get their inspiration from everything and nothing.

I honestly think this is a pretty smart and clever initiative. Involving the audience (in advertising) is – almost – never a bad idea as it allows marketeers to gain some pretty interesting and, sometimes, important insights into their wants, needs and desires.  As a marketeer, you can never have enough of those!
Also, Saatchi&Saatchi Brussels managed to find a way to gain all these insights and all this information without having the audience fill out another one of those dreadful questionnaires. Better yet, their ‘inspiration grid’ holds some similarities with social networks as it allows you to share your pictures. And we all know social networks aren’t exactly doing bad…

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Everyone who really does know me, also knows that I just had to participate and join the fun! That’s why I uploaded my ‘inspiration’ onto the ‘inspiration grid‘. I chose Louis De Funès, simply because he’s classic…

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Agency: Saatchi & Saatchi Brussels

Los usuarios de iPhone que caminaban por Times Square (Nueva York) del 26 al 28 de octubre pudieron comprobar cómo funciona la nueva aplicación gratuita que ha lanzado Toyota para este teléfono. Con ella, el propietario podía realizar dibujos que se proyectaban en la pantalla digital de Reuters. Además una webcam enviaba las imágenes a la web de Reuters.

La de dibujar es una de las cuatro herramientas que tiene la aplicación. Las otras permiten realizar un tour por el interior del coche (moviendo el móvil), interactuar con la cámara con los anuncios impresos en revistas del Prius y jugar con el acelerómetro.

La agencia que ha desarrollado la aplicación y la campaña es Saatchi&Saatchi.

“La aplicación Experiencia Prius proporciona a los usuarios del iPhone una dinámica y profunda experiencia de la tercera generación del Prius en la palma de sus manos”, ha declarado en un comunicado Tim Morrison, director de marketing de la compañía en Estados Unidos.

Más información: Marketingnews.es

Con la alarma de la gripe A activada desde hace meses, se ha desatado la psicosis por prevenirla. Abundan los productos antibacterianos. Y abundan los anuncios que los promocionan. Pero éste es el que nos ha gustado. Con el claim de “Whatever it’s touched, you touch”, Saatchi & Saatchi Malaysia nos presenta el jabón Safeguard ilustrando el ‘camino de la suciedad’. A cualquiera se le quitan las ganas de meterse la mano en la boca…

Visto en The Inspiration Room.

Saatchi & Saatchi Brussels for the ‘Nucleair Forum‘, weighing the pros and cons of nuclear energy.

Het Nucleair Forum

The ‘Nucleair Forum‘ has existed since the early seventies. They were founded around the same time investmens were made in nuclear plants and nuclear energy.

They are a reference to all information about nuclear energy. Not only to the consumers, but also for politicians, the press, companies… The ‘Nucleair Forum‘ understands that making up your mind and forming an opinion about the use of nuclear energy isn’t easy. There are a lot of things to take into account. That’s why their purpose is to offer as much information as possible in the debate around the pros and cons of nuclear energy.

The campaign

The campaign was made by the world-renowned agency Saatchi & Saatchi. By making this campaign they proved that they were not afraid to discuss difficult subjects. The debate about the pros and cons of the use of nuclear energy has been going on for years now and has been a sore point to a lot of people for at least the same amount of time. It was a challenge, to say the least.

Even though said debate has been going on for a long time now, a lot of people are still confused about its advantages and its dangers. Are the advantages really worth taking the risk? Are the dangers and disadvantages really that important that nuclear energy should not be used?

Saatchi & Saatchi took all of that into account when developing the campaign. As you can see in the commercial (see above), they provide the audience with arguments from both sides of the debate.
Not just that, they also show us how nuclear energy is already very much a part of our everyday life. And that is something that a lot of people didn’t know yet.

I think this is a pretty amazing campaign because it communicates so many things in so little time:
- it increases our knowledge about the (daily) use of nuclear energy
- it increases our knowledge about the possibilities of nuclear energy
- the campaign makes us aware of several pros and cons of the use of nuclear energy
- it encourages even more people to join the ongoing debate about nuclear energy.

And all of that in barely a minute!

Criticism

However, even though I’m convinced that this is a great campaign, there are people who disagree. A lot of criticism has been voiced. Several public companies have refused to ‘hang up’ the posters in their establishments claiming that it’s not clear it’s actually an advertising. These companies are the NMBS, the MIVB and De Lijn.
They explained that they did not have a problem with the campaign, only with the fact that it seemed as if the message came from them and that’s a situation they’d rather avoid.

The VRT also refused to show the campaign, claiming that it was not a message of public usefulness (~een boodschap van algemeen nut). Seeing as how this is required in order to communicate via the VRT, they were not allowed to show it to the audience via that medium. Which is a shame, really, because they have pretty high ratings.

I love it… What about you?

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Agency: Saatchi & Saatchi Brussels
Client: Het Nucleair Forum

Rescatamos de hace unos meses esta espectacular campaña para Sanyo de la agencia Saatchi&Saatchi Nueva Zelanda. Para demostrarnos el beneficio de la cámara subacuática, nos plantea un juego visual que la convierte en una pieza de premio. Vía Fubiz

Este magnífico anuncio pertence a la última campaña de Cadbury realizada por Del Campo Saatchi&Saatchi. Es la agencia más premiada y reconocida en Argentina. Tiene en su haber 22 leones, 3 pertenecientes a la última convocatoria. También se encuentra en el Top de los Premios del Sol.

Esta agencia está adjunta a Lovemarks, la filial de Marca. Es una de las encargadas de que Barcelona sea una de las ciudades más reconocidas y visitadas de Europa. Su ránking “What´s hot” siempre es una referencia para conocer que marca sigue puntera.

IL FAZIOSO LIBERALE SI TRASFERISCE

IL NUOVO INDIRIZZO DEL SITO E’ http://www.ilfazioso.com

L’ex presidente della Regione Sardegna è stato rinviato a giudizio per la vicenda Saatchi&Saatchi, di cui avevamo già parlato quando ci fu la richiesta della procura

L’accusa è

di aver agevolato la società inglese ‘Saatchi&Saatchi’ che si aggiudicò l’appalto della pubblicità istituzionale della Regione sarda. Abuso d’ufficio e turbativa d’asta. Con questi due capi d’accusa, l’ex presidente della regione Sardegna, Renato Soru, è stato rinviato a giudizio dal Gup di Cagliari Giorgio Altieri, al termine dell’udienza preliminare nell’ambito dell’inchiesta sul ‘caso Saatchi’, ovvero la società che si aggiudicò l’appalto della pubblicità istituzionale della Regione sarda, che prevedeva un impegno finanziario della Regione di 56 milioni di euro più l’Iva.

In questo articolo si ricostruisce la vicenda (e le accuse mosse dai magistrati)

Vedremo come andrà il processo, di certo si allunga la lista delle regioni italiane in cui membri del Pd sono indagati, prossimi al processo, processati in questo momento o già condannati.

¿Qué hacer cuando no hay olas para surfear? Pues en Dinamarca se lanzan explosivos a un río para que provoque una ola para ser surfeada. El video fue de boca en boca tomándolo como cierto, nada más lejos de la realida, fue una campaña viral para quicksilver de la agencia Saatchi & Saatchi.

Ver vídeo

Buenísimos los últimos anuncios de Dulcolax (un laxante). Los que he visto han salido a la vez en dos paises distintos, Francia e Italia, y los han ideado dos agencias de publicidad distintas, cada una en su línea, pero con mucha gracia. Con lo difícil que es publicitar estas cosas del “desalojo”

Os los pongo por aquí:

It works

Dulcolax Rats, por Cbgrey Paris France

Food prison

Dulcolax Chicken, por Saatchi&Saatchi, Milan

Dulcolax Sandwich, por Saatchi&Saatchi, Milan

Y como me han llamado tanto la atención, he estado buscando más anuncios de este producto, y he encontrado otro (que ya tiene su tiempo, es del 2007), que creo que merece la pena incluir por aquí:

Dulcolax Toilet Paper, por Euro RSCG, Dusseldorf

Éste es alemán, está guapo, eh?

Vía | Ads of the world

Vía | I believe in advertising

Link | Saatchi&Saatchi, Milan, Italia

Link | Cbgray Paris, Francia

Link | Euro RSCG, Dusseldorf, Alemania

Cuando el Tolstoi conmocionado y en crisis de los últimos años, el que había renegado de sus obras y renunciado a los derechos de autor que de ellas se derivaban, el excomulgado y censurado, habla de religiosidad, de conciencia religiosa universal, no lo hace para caer en ningún tipo de misticismo ni, mucho menos, en cualquier forma de beatería, sino que parece querer expresar la emoción elemental del amor fraterno entre los seres humanos. Tolstoi ve a los hombres ligados por un mandato superior, los considera en su unidad fundamental, sin escisiones arbitrarias cuya razón de ser carece de cualquier sentido verdadero. Este sentimiento de amor, especialmente por los desamparados allí donde estén, es algo eterno y, a la par, revolucionario, constante e inquieto.

Tolstoi decía que es pérdida de tiempo escribir sobre arte. Intentar elucidar con palabras una pintura, querer explicar lo que tiene que ser sentido, en música o en una novela, o sustituir la emoción con la inteligencia es, para Tolstoi, una adulteración, aunque se haga con talento. También alerta contra un falso arte de elevadas calidades que es, muchas veces, el más peligroso, especialmente cuando su remedo no se advierte y su compostura viene envuelta en el prestigio que presta el reflejo de obras originales. No hay nada menos posmoderno que Tolstoi.

Obviamente, el arte que promociona la agencia publicitaria Saatchi and Saatchi, o los museos de arte contemporáneo de medio mundo, no es exactamente lo que Tolstoi tenía en mente cuando hablaba del arte del porvenir, que para él había de ser, en primer lugar, comprensible para las masas del pueblo trabajador. Pero ¿no es este mismo concepto de trabajo un anacronismo en la sociedad del ocio? Las exhibiciones multitudinarias de arte clásico no significarían mucho para él, como tampoco esas obras paseadas, descontextualizadas y restauradas significan casi nada para un hombre de hoy en día. Puro espectáculo. Vacío de contenido real.

Hoy nos falta la sencillez, la profundidad y la inspiración necesarias para emocionar y conmover. El de nuestro tiempo es un arte fragmentado, caleidoscópico, irónico, falsificado, vulgar, regurgitado, absurdo e inexpresivo, una momia perfumada y galvanizada, un zombie que se desmenuza en una nube de mariposas leprosas. Nada nos conforma y nos sosiega salvo el resplandor del espectáculo gratuito, desinteresado de la noche que se cierne sobre el mundo, donde cada minuto se juega el destino de miles de personas.

El arte contemporáneo, o la escritura, pretenden justificar su existir en un juego auto-referencial que sublima la diferencia trivial. Es la exaltación de la identidad y de sus políticas: la dilación indefinida del significado, la heterogeneidad del ser y del comprender, la locura. Internet era la herramienta que hacía falta para aprovechar este modo del lenguaje de la modernidad. El hipertexto permite, a la distacia de un clic, pasar de un verso incomprensible y estúpido de T. S. Eliot al Eclesiastés en griego y castellano, sin riesgo para la salud ni ninguna consecuencia penal o emocional. También puede el ocioso internauta consultar con provecho las tesis doctorales que se han escrito sobre el uso del adverbio de frecuencia en la poesía de Pound.

En tiempo de los románticos la política y el arte se ligaban de una manera mucho más sincera y clara, reaccionarios y revolucionarios se miraban a los ojos de manera desafiante, con convicción. Y es que todavía palpitaba la vida en su pecho.

Saatchi&Saatchi, Bucharest, Romania

-  Povestea mi se pare fada.

+ Apreciez modul simplu si comod in care se poate dona.

Agentia: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Bennie Du Plessis
Art Director: Jade Manning, Keshia Meyerson
Copywriteri: Ben Du Plessis, Jeff Harvey, Gabi Mostert, Eric Whitstock
Foto: Simon Scholtz

via

You know how to express yourself, right? But would you still know how to express yourself if you were on crutches? What sounds confusing currently transfers the main idea of Visa Europe’s “Life flows better with Visa” campaign featuring Bill Shannon – an American artist famous for his performances on crutches.

 After “Running Man” Saatchi & Saatchi created “Bill”

The campaign, “Life flows better with Visa” created by Saatchi & Saatchi UK, begun in 2008 with the “Running Man” TV commercial where Visa Europe really stirred the pot. 

The new spot called “Bill”, started running on March 1, and can be seen on TV for the next eight weeks. A 30- and 60-second version of the commercial is being broadcast on more than 200 channels in the United Kingdom, Finland, Germany, Greece, Poland and Turkey. It shows Bill Shannon performing a seamless dance on crutches through the streets of a city, illustrating how a shopping trip can flow better when using a Visa card.

Visa takes up the idea of the music video “Work it Out”

­The current spot “Bill”, has it seeds in Joey Garfield’s music video “Work it Out” which he produced for RJD2 in 2008. In the streets of New York, director Joey Garfield captured one continuous shot of Shannon, injecting RJD2 into random scenes throughout the video. For the TV commercial of the 2009 Visa Europe campaign, Shannon was once again directed by Joey Garfield with the music of Don Thomas’ “Come on Train”.

While some people on the Internet criticize Visa Europe for stealing the movie idea of “Work it Out” to save costs, I can see the reason why the company took up the theme and engaged the same main character as the front man for its campaign. It is the attitude and the style Bill Shannon transfers. Let me try to explain that to you.

Bill Shannon - neither dancer nor choreographer?!

Bill is an American dancer, director, and choreographer who holds a Bachelor of Fine Arts from the School of the Art Institute of Chicago. He was born with a bilateral hip deformity that affects one in 1,200 children, which means it’s sometimes difficult for him to support his own body weight. On the Visa Web site he says, “As a kid I wouldn’t have called it dancing,” but it was then that he began to develop what is now known as the ‘Shannon technique’ in order to stop the unwanted stares. Today, Bill is especially famous because for his “technique” that is more sophisticated and artistic than ever before.

Nevertheless, and surprisingly for me, after all the years or improvement and professionalism, Bill still does not see himself as a dancer or choreographer. He announces on his Web site: “The reality is that I lack the specialized focus of the choreographer or the training of the dancer. The way I see it, I currently function as an outsider artist of an interdisciplinary nature within the field of dance.”

“The dance I perform is pretty much my own invention”

Bill does not want to be pigeonholed, and honestly, after watching his videos, you do not want to be either. “The dance I perform is pretty much my own invention,” he explains on his homepage. “Through dancing I have created an entire classification of movement that is technically specific while culturally a hybrid and unique unto me. [...] I have invented a new form, profoundly different from anything you may have seen… this invention is rooted in the hiphop/skateboard tradition of street improvisation yet has a formal timeless quality beyond the boundaries of its roots… I dance in the street when I walk in the street.” It is the combination of two main character features that makes Bill Shannon a great representative for the new Visa campaign. Despite his physical limitation, he indulges his passion for dance in a creative and innovative way that brings him independence and flexibility.

Visa Europe – Bill Shannon’s biggest fan

Although Visa Europe’s statement about Bill Shannon almost sounds like a declaration of love, it shows how good the product, communication strategy and actor match one another. “The beauty of Bill’s movement is as inspirational as it is mesmerizing. The fluidity of his dance moves meant that it didn’t take us long to realize that he was the perfect embodiment of Visa’s ‘flow’ campaign. In the TV ad not only does Bill’s choreography represent life flowing effortlessly but his flow and movement throughout the ad turns an average shopping trip into something easy thanks to his Visa card.”

The next step of the “Flow” campaign is a Visa promotion which will also run for six weeks starting April 6. You can find more information in the media&press center on the Visa Web site. Although this campaign is primarily for Europe, I would love to hear the impressions of readers from other countries and continents, too. So, where are you from and can you get with Visa “Flow”?