April 26, 2006
Gainsbourg diz a verdade ...
Serge diz a verdade à Whitney.
É curioso observar como a honestidade desarmante pode criar tanto impacto e surpresa. Imaginem se uma marca dissesse ao consumidor que só está interessado no seu dinheiro, mas que para o merecer ... tem que fazer por isso e melhor que a concorrência.
Como reagiriam as audiências? O cinismo e desconfiança do consumidor actual cairia por terra? Será a honestidade uma poderosa ferramenta, capaz de surpreender e de gerar um eficaz "good-will" em torno de uma marca?
April 25, 2006
Kessels na Draft
"Erik Kessels of KesselsKramer, Amsterdam, looks at the work of the legendary advertising art director Helmut Krone and sees the future ..."
Na nova edição (Primavera 2006) da Draft Magazine.
April 23, 2006
A "batalha" das agências no Mundial
Sobre o Mundial na Alemanha e a "batalha" que se avizinha entre as diversas marcas e agências publicitárias:
Sobre o problema das campanhas serem todas iguais, Trevor Beattie diz-nos o seguinte:
[Fonte: The Observer]
"The competitors squaring off against each other in this battle for the hearts and minds of viewers are the likes of Coca-Cola, Pepsi, Nike, Adidas, Carlsberg and Budweiser. There is the added dimension of pitting the 15 official Fifa World Cup sponsors, which cough up a hefty $30m to $50m for the right to use official logos and branding, against their rivals, which look to create clever 'unofficial' campaigns and steal the limelight."
Sobre o problema das campanhas serem todas iguais, Trevor Beattie diz-nos o seguinte:
"I think football ads have descended into globetrotting showboating. It has been brought about by people like Nike and Pepsi - and has tragically been followed by Adidas. The fact that you can't tell the difference between brands means it is a waste of money. You can't tell a Nike from
an Adidas from a beer from a pizza."
[Fonte: The Observer]
Modernismos
"Modernism: Designing a New World" actualmente no V&A.
"Modernism: Designing a New World, at the V&A, is the first in-depth exhibition that looks at the key movement of 20th-century design. Modernism revolutionised the world around us and the way we live. It inspired our love of minimalist architecture and design and still influences the buildings we inhabit, the chairs we sit on and the graphic design that we see today."
April 21, 2006
Fred e Farid no CCP
Fred e Farid - A coqueluche internacional que já passou pela CLM BBDO, TBWA Paris, BBH London, Goodby Silverstein S. Francisco ... e que agora se encontra à frente da Marcel, Paris vão estar presentes na próxima edição do Clube de Criativos de Portugal, no ínicio de Junho.
April 19, 2006
Ruminações
"Advertising's only purpose is to differentiate brands in the consumer's mind and to minimize whatever brand parity exists."- Phil Dusenberry,
ex-CEO BBDO, NY
Sobre os planners ...
"We believe in smart people. And we believe that planners are among the most brilliant people in advertising. Do we think great advertising can be created in the absence of a planning department? Absolutely. But we'd be fools not to work alongside people who can find a method in our madness. And bigger fools not to work alongside people who can inspire us."
- Jamie Barrett, Goodby, Silverstein & Partners
[Fonte: "Truth in Advertising", Ad Week]
- Jamie Barrett, Goodby, Silverstein & Partners
[Fonte: "Truth in Advertising", Ad Week]
April 18, 2006
"Food for thought"
"Office workers are distracted every 11 minutes by an email, phone call or colleague."- University of California
April 12, 2006
F@#*in" Meal
[Clique na imagem para ver o filme]
Cliente: Knorr Frozen Entrees
Agência: DDB Canada, Toronto
April 07, 2006
Media alternativa no WC
[Lyomer Spray, Bates Red Cell]
[Banco Alimentar, FCB Lisboa]
[Kellogg's Allbran, Leo Burnett Lisboa]
April 05, 2006
In Memoriam
[Carsus Dias nos tempos da Leo Burnett, Lisboa 2003]
Morreu aos 32 anos em São Paulo um dos brasileiros que mais deixou amigos em Portugal: o Carsus Dias. Ele trabalhou na Leo Burnett, onde foi o director de arte das famosas campanhas pro café Herédia (Leão de Prata) e para a Livraria Ferim. Quem melhor definiu o Carsus e as saudades que ele vai deixar em todos nós, foi o texto que a Gabriela, mulher do Carsus, escreveu para o Clube de Criação de São Paulo.
OS PRÊMIOS DE CARSUS DIAS
Grand Prix na categoria CARÁTER
Leão de Ouro na categoria BOM CORAÇÃO
One Show nas categorias TALENTO e PROFISSIONALISMO
Leão de Prata na categoria SENSIBILIDADE
Clio de Ouro na categoria INTELIGÊNCIA
Eurobest na categoria HUMILDADE
Sorte a minha ter dividido a vida com alguém assim, tão premiado. Você é nosso herói.
Gabriela Hunnicutt
April 03, 2006
April 02, 2006
Ruminações ...
"(Brands) They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods." - Rosser Reeves, Reality in Advertising, 1961.[Esta é uma das melhores definições que ouvi até agora, sobre o poder que as marcas têm em nós - cortesia do Sr. Rosser Reeves, autor da famosa USP - Unique Selling Proposition]
................ //// ...............
E por falar na velhinha USP e nos atributos diferenciadores das marcas (que são cada vez menores):
"What is the USP for Coke or Pepsi? Their advertising has become their USP."
- Bob Barrie, Fallon Minneapolis
"I don't believe you sell anyone anything; instead you make them want to buy. Most of the time there isn't a USP, so giving brands a personality is extremelly importante now."
- Ron Mather, Grey Advertising
"I don't think you need to offer a rational benefit. I think you need to offer a benefit a rational person can understand."
- Gary Goldsmith, Lowe Worldwide
April 01, 2006
March 31, 2006
"Wedding"
Porque os criativos não sabem fazer apenas publicidade.
Um cartoon do Zeca da JWT (art director) para revista Just Leader (do Fredy Vinagre, ex-Meios & Publicidade).
March 30, 2006
L'Oreal vai às compras
A Body Shop foi comprada pela L'Oreal. Até aqui nada de novo ... a não ser no "discurso dissonante" da fundadora da primeira:
"The language of business is not the language of the soul or the language of humanity. It's a language of indifference; it's a language of separation, of secrecy, of hierarchy."
-- Dame Anita Roddick, founder, The Body Shop
"When we've got the biggest cosmetics company in the world saying 'Teach us about family farmers, teach us about women's co-operatives', then we are very happy."
-- Anita Roddick (há cerca de 2 semanas atrás)
March 17, 2006
Previsões 2006
1. Nanotechnology will be used for everything from monitoring the health of soldiers in the battlefield to transforming waste into edible material.
2. U.S. public education will face an uphill battle for survival.
3. Wind and tidal power will grow considerably in the next five years.
4. More doctors and hospitals will use wireless technologies such as wearable computers and mattresses embedded with sensors to help care for patients.
5. Digital electronic assistant programs will surf the Net on our behalf and enable us to amass entire digital libraries on a given subject by doing nothing more than setting a few key search guidelines.
6. More people will be affected by Alzheimer?s disease.
7. Death by global warming.
8. Science in Latin America will rise considerably.
9. Look out for a job boom in solar industries, with some 42,000 new U.S. jobs by 2015.
10. The open-source phenomenon will transform employment as radically as blogging has changed the fields of media and journalism.
[Via: World Future Society]
2. U.S. public education will face an uphill battle for survival.
3. Wind and tidal power will grow considerably in the next five years.
4. More doctors and hospitals will use wireless technologies such as wearable computers and mattresses embedded with sensors to help care for patients.
5. Digital electronic assistant programs will surf the Net on our behalf and enable us to amass entire digital libraries on a given subject by doing nothing more than setting a few key search guidelines.
6. More people will be affected by Alzheimer?s disease.
7. Death by global warming.
8. Science in Latin America will rise considerably.
9. Look out for a job boom in solar industries, with some 42,000 new U.S. jobs by 2015.
10. The open-source phenomenon will transform employment as radically as blogging has changed the fields of media and journalism.
[Via: World Future Society]
"Renting makes many faces sad"
Cliente: Landlorc Inc. (agência imobiliária)
Agência: Gavrila & Asociatii, Roménia
March 11, 2006
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