BrandChannel Awards 06

Google Apple YouTube Wikipedia Starbucks Nokia Skype ...
... As marcas "reader's choice" de 2006 de acordo com a Interbrand.

Não é interessante verificar (uma vez mais) que valores como a experiência, simplificação, personalização e capacidade de partilha e criação, começam a ser um denominador comum nas marcas de eleição dos consumidores?

"Fun in the City"

Cliente: Jeep
Agência: BBDO, Detroit

"The Ad generator"

"The ad generator is a generative artwork that explores how advertising uses and manipulates language. Words and semantic structures from real corporate slogans are remixed and randomized to generate invented slogans."

Don Jerónimo

"Exceptional Youth"

O eterno "efeito Axe"

Cliente: Axe
Agência: Lowe Belgium

[Via: Cheery Flava]

"Food for thought"

"The creative process is a cocktail of instinct, skill, culture and a highly creative feverishness. It is not like a drug; it is a particular state when everything happens very quickly, a mixture of consciousness and unconsciousness, of fear and pleasure; it's a little like making love, the physical act of love."
-- Salvador Dali

McBride's revenge

Algo de estranho se passa na TBWA\Chiat\Day de S.Francisco.

Diesel reality show

"15 MB of Fame!"

"Miss having a Woman?"

Cliente: Bentelhalal Matrimonial
Agência: TBWA\RAAD Dubai

Johnnie Walker Blue Label

"For those who know what to look for"
Agência: BBH, NY

"Food for thought"

"There is a paradox at the heart of our lives. Most people want more income and strive for it. Yet as Western societies have got richer, their people have become no happier."
-- Richard Layard, "Happiness: Lessons from a New Science"

"Crimes don't solve themselves"

Cliente: Crime Stoppers
Agência: DDB, Toronto

"Made of Japan"

Cliente: Onitsuka Tiger
Agência: Strawberryfrog

"Little grey sells"

"By scanning the brains of volunteers, advertisers can discover which brands consumers respond to. It's perfectly legal but is it ethical? Our correspondent reports on the controversial practice of neuromarketing."


[Fonte: Times2]

"Nike Trial Van"

No sales pitch. Just shoes, advice, and water.

Simples, inteligente e eficaz. Monta-se uma caravana ambulante (pop-up store) num sítio propício para a prática do jogging ... e o resto é auto-evidente.

A experimentação ajuda a criar lealdade; a acção ajuda a criar "good-will" junto da comunidade dos joggers.

[Fonte: PSFK | Via: Room 116]

"Christmas Drunks Idiots"

Cliente: MTV/Auto Trader
Agência: JWT, London

"Food for thought"

"From digital agencies winning traditional above-the-line assignments to branding agencies working across all consumer touch-points, to media owners cutting out the advertising middle-man, to YouTubers making their own ads, the marketer's options just exploded. And with this explosion some control - control over how a brand is portrayed, perceived - must be ceded."
-- Claire Beale (editor Campaign Magazine) no The Independent

Greenpeace International

"Let's do something. Because clearly they won't do anything."

Bush, Blair, Chirac, Puttin e Zapatero em conversa animada no MSN Messenger.

Cliente: Greenpeace
Agência: Savaglio\TBWA

O blog do AR.CO

O Jorge Nesbitt pediu-me e eu com todo o prazer ajudo-o a divulgar o blog do AR.CO.

Ilustração, BD, actividades extra-curriculares de professores e alunos, aqui

As mais contagiantes

YouTube, Nintendo Wii, iPod Nano, Design Barcode, Dove "Evolution", Adidas Adicolor, Current TV ... são algumas das ideias mais contagiantes de 2006 de acordo com a Contagious Magazine.

Os valores que os consumidores procuram neste tipo de produtos e serviços, estão todos lá:

-- Experimentação; Simplificação; Capacidade de partilha; Personalização e controlo individual.

[via: R'n'R Advertising]

"Kevin Roberts-isms"

"Revolution starts with language."

Marky Ramone

Marky Ramone & Friends.
Ontem em Lisboa no Santiago Alquimista.

"Food for thought"

"People go shopping to cheer themselves up - because their job is depressing; their boss is a bitch; their spouse is having an affair; they feel trapped and bored and short on glamour ... It might work in the short term. Well of course it does."
-- Daisy Waugh, Sunday Times, 31 Dez.

"The Shopper"

Alguns dados (generalistas) sobre o consumidor enquanto "comprador":
--- 70% of purchase decisions made in front of the shelf
--- 38% of purchase decisions unplanned
--- 5% of consumers loyal to one brand
--- 68% of consumers are permanent "switchers"

[Fonte: Point of Purchase Advertising Institute]

"Ups"

Cliente: DHL Courier Services
Agência: Jung von Matt, Berlin

O MySpace dos "Artistas"

Stuart Saatchi: O novo ponto de encontro online dos novos talentos das artes e do design (AKA "stuarts" ou "students of arts").

Chipotle Mexican Grill

Por falar no post abaixo publicado, eis mais um recente e interessante exemplo de "user-created content":

Chipotle Mexican Grill hosted a contest worth $40,000 in cash prizes for students at select Universities to create a 30 second spot that would be featured on the company's website. In the first month that the top two spots were posted online, each ad got more than 8.4 million viewers each.

"Co-creation rules!"

Sobre a nova cultura participativa e de co-criação entre consumidores e marcas:

"Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation, everyone is a subject - an initiator of action, a creator - and your brand, and your promotions, are the objects everyone gets to play with."

Realmente, para quê gastar tempo, energia e dinheiro em estudos de mercado, "focus groups" e "consumer insights" quando basta às marcas darem as ferramentas certas aos consumidores e pedir-lhes que se envolvam emocionalmente e que participem na construção da marca, em vez de pedir que a comprem apenas?

[Fonte: Change This]

A influência do Pós-Modernismo

A influência de pensadores como Jean-François Lyotard, Rolland Barthes e Michel Foucault na prática do "marketing moderno":

"Modern marketing has consciously co-opted the tools of post-modern discourse to sell more stuff. Brands such as Nike explicitly adopt rebellious attitudes in their advertising campaigns. Thus capitalism employs the critique that was designed to destroy it."

[Fonte: Economist]

"More joy of writing"

Cliente: BIC Cristal Pens
Agência: JUNG von MATT, Berlin

"Allen Ginsberg-isms"

"The war is language, language abused for Advertisement, language used like magic for power on the planet: Black Magic language, formulas for reality-- Communism is a 9 letter word used by inferior magicians with the wrong alchemical formula for transforming earth into gold."

"Wanna ride with The Hoff?"

"Designed to thrill"

Cliente: Audi RS4
Agência: DDB España

ACLC "Christmas Card"

O mês de Dezembro publicitário:
"Industry party: Free booze!" ... "Client LOVES Phil Collins track"

A indiferença da diferença

Cliente: Exército de Salvação
Agência: JWT, Portugal

"Street Fighting Man"

Porque um clássico é sempre um clássico.

Chuck Norris "customizado"

"Chuck Norris Facts" ... para alguns minutos de entretenimento.

"Food for thought"

"Quem liga para o que o David Ogilvy pensa? Quem liga para o que o Bill Bernbach diz? Quem se importa se você trabalhou duro ou não? Quem liga se ninguém escreve um texto? Quem liga para o ontem? Vamos falar do amanhã. É isso que importa."
-- David Droga

"Motorola vending machines"

Precisa de comprar um telemóvel "on-the-move"?

[Via: Gizmodo]