Monthly Archives: November 2013

The “magic touch” of the advertising agencies

file8321301453538The material today is related with the creation of a logo.

The main hero is the  logo proposal of Madrid for the 2020 Olympics.

This case shows how “magic could be the touch” of one advertising agency on a really good in fact design.

The original design was created by 22-year-old Luis Peiret, who is a graphic arts student from Zaragoza. His design of the logo was chosen in a competition by Spanish Olympic Committee.

Here it is:

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Luis Peiret’s proposal 

The script of the original logo says M20, but then comes the agency, called TAPSA (according to this report), which one modified the design in such a way, that:

  • there was included an incorrect accent on the “i” of Madrid
  • there was removed the black color of “Madrid 2020”
  • the  logo looks like “20020”, because the agency trimmed the bottom of the design and this leaded to the visual confusion.

And the end result is:

logo

TAPSA’s proposal

What do you think – how “magic” could be the touch of one advertising agency on the original work of one designer?

Wish you a nice day.
K.K.

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Product design

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There are so many products all around and each of them has its own history, its own design. Yes, we’re living in a material world.

But what stays behind each product?

It’s a long process of researches and desing.

 

 

In the video today are presented 3 aspects of product design:

      • building quality
      • humanism and sustainability
      • future of the product experience.

This video is not about the design, it’s about the design with values – the design, which is timeless. Enjoy it!


Have a wonderful day.
K.K.

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Let’s talk about…

001_george_lois_theredlistHe said:

“Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.”

“If a man does not work passionately – even furiously – at being the best in the world at what he does, he fails his talent, his destiny, and his God.”

“Only with absolute fearlessness can we slay the dragons of mediocrity that invade our gardens.”

Here is a brave interview with George Lois, who is talking about the design and presenting his book. Enjoy it!


Have a great day.
K.K.

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Creativity

Abstract_001I like the 1991 lecture of John Cleese in the material today, talking about the model of the creativity, including two modes of operating — open mode (where we take a wide-angle, abstract view of the problem and allow the mind to ponder possible solutions) and closed mode (where we zoom in on implementing a specific solution with narrow precision).

He believes that:

    • “Creativity is not a talent. It is a way of operating.”
    • “We need to be in the open mode when pondering a problem — but! — once we come up with a solution, we must then switch to the closed mode to implement it. Because once we’ve made a decision, we are efficient only if we go through with it decisively, undistracted by doubts about its correctness.”
    • “To be at our most efficient, we need to be able to switch backwards and forward between the two modes. But — here’s the problem — we too often get stuck in the closed mode. Under the pressures which are all too familiar to us, we tend to maintain tunnel vision at times when we really need to step back and contemplate the wider view. This is particularly true, for example, of politicians. The main complaint about them from their nonpolitical colleagues is that they’ve become so addicted to the adrenaline that they get from reacting to events on an hour-by-hour basis that they almost completely lose the desire or the ability to ponder problems in the open mode.”
    • “This is the extraordinary thing about creativity: If just you keep your mind resting against the subject in a friendly but persistent way, sooner or later you will get a reward from your unconscious.”

Enjoy the awesome lecture!


Create your day and live it.
K.K.

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“Rational man is a myth”

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Tom Asacker studies and writes about the marketing concept of belief – how to discover it and how to actualize it.

Tom Asacker believes that “what you sell is not important. How you do it, is what becomes important, because everybody is doing what you do, but they are not doing it how you do it.”

“The value in the value proposition is the value in the customers’ experience, not the value in the product. It’s the experience, that must be differentiated”.

“Rational man is a myth. As long as you play a rational game, you will not stay in business.”

The material today is an extraction of his best thoughts about marketing and advertising. Enjoy it!


Have a great day.
K.K.

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What a PR nightmare – can’t believe it!

mf259Today I’ll present you very “interesting” event. I still can’t believe, that this has happened in real.

The event was the Norwegian Developer’s Conference in Y’12, where Microsoft announced the updates to its Windows Azure cloud computing platform. The video below presents how this was celebrated in Norway with women dancers to a song, which included not only drug references, but also the “incredible” statement “The words MICRO and SOFT don’t apply to my penis.”

In the front of the stage there is positioned as well a monitor, displaying the text of the song, where in addition to the sentence above is added the text “or vagina”. Do you believe it? I still can’t.

I don’t see any style in this event at all, any choreography of this “indescribable” dance, any concept or creative idea. I don’t see a joke either, because even the jokes have style. And I can’t believe, that the subcontractor for this event and the local representer of the client have agreed to even do this.

And here is the video, but please don’t blame the bad cameraman’s skills – the camera is shaking, because the person, who filmed this video for sure could not stop laughing.


Have a nice day and do all in style.
K.K.

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“They say, money doesn’t buy happiness. Wanna bet?”

indexDo you love books?

How many did you read this year?

Steven D. Levitt and Stephen J. Dubner are the authors of the book “Freakonomics”, which is about the hidden side of everything and becomes a real best-seller.

After the amazing book, there’s a movie as well and here is its trailer. This is something worth seeing.


And here is a wonderful presentation by Steven D. Levitt about the new musings on the economics of everyday life, based on his latest research. Enjoy it!


Br,
K.K.

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“Love me or leave me” is not a slogan for the ad industry

There was a study, presented at the Cannes Lions International Festival of Creativity in Y’12 about the brand health of the ad industry and why people stay or leave.

This report was created by advertising agency Deutsch LA working in conjunction with the American Association Of Advertising Agencies and in the survey took part 1,500 advertising professionals. The report is titled “Ending the Agency Talent Rotisserie.”

And here are some very interesting results of that survey:

  • According to the survey, 25 percent of ad people don’t love the business they’re in.
  • When asked to describe their ideal job, 83% of respondents say it should have better compensation. 69% say it should have a good work-life balance.
  • Compared to other industries, the advertising people see themselves as creative (89%), extroverted (83%) rule breakers (72%).
  • 69% say their ideal job would have better work/life balance, but in fact the number one reason people left their agencies to take a new job was growth opportunity, at 52%. Meanwhile, compensation came in third at 38%.

“Advertising has freedom-loving people that want to create their own destinies, but a work environment that feels hampered by internal processes”, describes the survey.

And here are very interesting charts from that survey as well:

1 3 2

Are you happy, where you are? If not, make a change.

K.K.

Image Source: morguefile.com 

Charts and Survey Source: AAAA

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When “being social” became just a modern thing

hotblack_20070217_pollok_013I adore the social campaigns, because: 

1. they give a chance the world to become a better place 
2. they try to make people think not only for themselves 
3. they are not about money. They are about help 

4. they reveal the good in the people.

Today when you say “social campaign” people understand ad campaign, using social medias. But there was a time, when by “social campaign” people understood “campaign for a social cause”. There was a time, when I was very excited about this kind of campaigns. I’ve even published a material on this issue years ago. Then it became a “modern” thing and it was not the same. The ad agencies start to make social campaigns pro bono for NGOs not because they care for the world, not because they could make the world a better place. They make them because the social campaigns provide the opportunity to be more creative and to participate with the campaign materials in another creative competition for a creative award. Isn’t that sad – to use a social cause, in order to receive some creative award for your ad agency, and not because you want to make a good change in the world?

In a time, when it’s so modern to be socially engaged, there are not so many social ad campaigns, which could grab your attention. But here is one of them, which is really touchable and straight to the point. In fact, it’s not the typical social campaign. It’s an ad campaign with a social element, which makes you wanna be a bit better person.

This wonderful project is developed by the South African ad agency Metropolitan Republic and the goal of the campaign is to underline how everyone is welcome at Wimpy restaurants. Just everyone, even the blind customers. And here is the video case about the Braille menus.

Enjoy it!


I love the sentence “if you wanna make the world a better place, take a look at yourself and make a change”.

So think about the little change, which you could make today.

Yours K.K.

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Cindy Gallop

1She’s not just an advertising consultant.

She is extravagant, provocative and extraordinary.

She’s Cindy Gallop

You could enjoy her thoughts in the video material today.


Br,
K.K.

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