while in cannes, don't stop on the croisette boulevard only. explore everything, especially rue de suquet. it also leads to other nice places. :)
luni, iunie 30, 2008
vineri, iunie 27, 2008
cannes lions still on my mind
holiday times, now. few days in amsterdam, after the best 10 days in my advertising life in cannes.
i will definitely take some time to write about the experience, about cannes lions, about the seminars and all the people there.
it has just eneded, i barely had time to breath, but i can gladly say that everthing was worth it. before and afte. i’m still thinking about the rush between the seminars, about the interesting presentations and the fabulous speakers, about the inspirational and colourful young lions zone, about the people and their conversations. about the first day at the cannes lions. it was sunday in the morning when i entered for the first time in the debussy theatre.
‘Design Drives Desire’ was one of the best things of the day. about the simple brillliant type of design which actually makes the great design stand out, about the ‘The Cycle of Similar’ that puts all the companies, jobs, needs or ideas in the same bowl, about the role of design that should do exactly the opposite in order to make a relevant differentiation. the speaker was really into what he was saying, he admitted the extreme passion for design at its best and told us about the simple objective of this kind of art: to make people choose something over something else and make them come back and become, if possible, emotionally bonded. we saw some examples, we amused ourselves with what companies have to offer in terms of design and in the end, we draw a conclusion: we should always look deep for insights. insights that set the mind on a certain direction, focus in someway our ideas and help us generate desire through different factors such as relevance, difference, focus, creativity, courage.
pending
marţi, iunie 10, 2008
cu ce se mandresc agentiile la cannes
"
18 agenţii din România au înscris 97 de lucrări, cu 125% mai multe decât anul precedent, la cel mai important festival de publicitate din lume, Cannes Lions. După ce anul trecut, GMP Advertising a adus acasă, cu lucrarea "Mândra," primul Bronze Lion, din categoria Press, pentru România şi Starcom Media Vest primul Silver Lions în categoria Media, cu lucrarea " 1 din 8 femei", România intră în competiţie cu şanse duble.
"
sunt sigura ca o sa facem o figura frumoasa si o sa fim si prin apropiere sa felicitam castigatorii. :)
lista completă a agenţiilor şi lucrărilor înscrise pentru România, în cele 10 categorii ale festivalului:
Cyber (4 lucrări)
Title:"IT'S EASY TO SAVE SOMEBODY!"
Advertiser: ROMANIAN ASSOCIATION FOR PROMOTING WOMEN'S RIGHTS
Product: REPORTING DOMESTIC VIOLENCE
Agency: McCANN ERICKSON ROMANIA Bucharest
Title: "WHEELIE"
Advertiser: ROMANIAN TRAFFIC POLICE / BUCHAREST DEPT
Product: MOTORBIKE SAFETY CAMPAIGN
Agency: MERCURY360 COMMUNICATIONS
Title: "DOG'S BEST FRIEND"
Advertiser: ODYSSEY
Product: RECYCLING MESSAGE
Agency: ODYSSEY Bucharest
Title: "HELLO...322?"
Advertiser: TRAIAN BASESCU - PRESIDENT OF ROMANIA
Product: PRESIDENT OF ROMANIA
Agency: WEBSTYLER Bucharest
Design (2 lucrări)
Title: "SWEDEN"
Advertiser: WESTERN UNION
Product: MONEY TRANSFER
Agency: LEO BURNETT & TARGET Bucharest
Title: "EMBARRASSING STORIES"
Advertiser: TERAPIA RANBAXY
Product: FURAZOLIDON ANTI DIARRHOEA MEDICINE
Agency: PROPAGANDA Bucharest
Direct (6 lucări)
Film (9 lucrări)
Media ( 18 lucrări)
Outdoor ( 14 lucrări)
Press (38 lucrări)
alte lucrari si detalii, aici.
young creatives print
iata ce fac colegii pe echipe de la YC Print. numai lucruri bune. :)
"
Cristina Calotă şi Pedro Pahl formează prima echipă mixtă din istoria şcolii. Potrivit organizatorilor, cele două echipe finaliste, PunkRockCandyShop şi Calotă-Coandă, au avut valori şi prestaţie similară, însă în urma unor noi brief-uri rezolvate de veteranii fiecărei echipe, s-a hotărât ca Pedro Pahl (art, 27 de ani ) şi Cristina Calotă (copy, 27 de ani) să formeze echipa câştigătoare.“
Am ales această soluţie neconvenţională din mai multe motive: valoarea celor doi rămâne la fel de susţinută în noua formulă, vârsta îi recomandă pentru presiunea competiţiei, iar 2008 e ultimul an care le oferă oportunitatea de a participa ca şi concurenţi la Young Creatives Print. Si Silvia Gheorghe – un copy jucăuş, direct, în control, dar şi Ionut Coandă – un art inteligent, talentat şi cu minte de strateg sunt, ambii, în postura de a mai participa la încă două ediţii ale competiţiei.”, a declarat Roxana Bălan, project managerul Scolii Alternative de Gandire Creativă.
Cu toate acestea, formula celor care pleacă în 2008 către experienţa Leilor nu e de doi, ci de trei Young Lions: doi în competiţie, al treilea ca mentor al juniorilor la "15 for Cannes", pe zona de analiză vizuală.
“Pentru ca ar fi fost nedrept să-i neglijam pe cei care nu intră în competiţie, dar s-au aflat atât de aproape de festival, ne-am gândit la formula care să-i pună în valoare şi pe mai tinerii finalişti. Silvia Gheorghe fiind la o specializare în Germania nu va putea ajunge la eveniment, dar lui Ionut Coandă i-am oferit statutul de Visual Craft Tutor pentru 15 for Cannes. Astfel, el va participa la festival în calitate de ghid şi observator”, a mai adăugat Roxana Bălan.
"
luni, iunie 09, 2008
Some creative cure
Creativity in advertising, in communication, in marketing, creativity to sell, to win prizes, creativity in fashion, in art, creativity even in love. It's the one thing needed every time. Lucky for us, in advertising, there are some methods we can follow and adapt in order to get to the big idea. Some patterns, that may not always be effective or suitable, but they do exist and may guide our creativity as a springboard for more and more out-of-the box and fresh thinking.
We learned about some of these at our meeting with Yonathan Dominitz, last Tuesday, at Orange Concept Store. The credits go to Starcom, who made it possible and gave us the opportunity to have a creative interaction.
More or less like cooking recipes, Systematic Inventive Thinking (SIT) methods are efficiently structured and ready to be applied to any brief we encounter. It just takes a little extra something, that depends on each one of us to get the supper done. The personal touch, naturally, our very own creative ideas.
Check the Axe effect on women, the addiction to sports given by L'Equipe or the TABASCO impact on your life and you will get the impression of an extreme consequence. It's a method focusing not on the promise of the product itself, but on the effect of it. The exaggerate side effect as a real happening. When you're doing anything in your power to find another solution to a problem, different than the one advertised in the end, well, then you're actually looking for an absurd alternative. Trying to get rid of the dandruff by going into a wind tunnel or dye your hair in white won't do the trick, but still there are memorable solutions. Turning the problem into an opportunity is another way to start the creative thinking process. Think about Omo's Dirt is Good philosophy and you get the point. Sometimes, there is no need to disocciate the problem, but to use it in your advantage. 'Good things come for those who wait' says Guinness. It demonstrates courage, honesty and it is more trustworthy.
Unification, activation, media event, reduction, self-reference are a few more examples of SIT methods we passed through briefly. Each tecnique disscussed took us in different directions and provoked our minds to use lateral thinking. We also saw efficient winning campaigns, new ads, new interactive media executions and lots of memorable ideas.
Seminars like this one are always welcome and useful to take. Because they challenge our minds. And this is the most important thing in this industry. To take the creativity each time, one step further.
As for the methods, they wouldn't have been clasiffied, if they hadn't been effective. So, why don't you give it a try. Are you in the mood for an absurd alternative?
sâmbătă, iunie 07, 2008
miercuri, iunie 04, 2008
luni, iunie 02, 2008
lions to be released
very soon. in order to fight for the best ads.
on June, 15th. and 6 more days after.
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