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Archive for January, 2008

holiday time

January 23, 2008 Leave a comment

I’ll be off for the next 10 days.

Think I’ve put enough stuff here to keep you busy!

See you soon.

Tulum, here I come.

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Categories: Uncategorized

Who will use that first?

January 23, 2008 Leave a comment

I have long dreamed about doing interactive videos in the literal sense. A video you can totally interact with. Look around, move, etc.

This is getting pretty close.

http://adn.blam.be/papervision/

I can see many applications, game, etc. coming out of it. But as it’s on the web, first come first served. The first one to use it cleverly for his client will get a Cannes lion.

Game on!

Originally found on Flo Heiss’s blog, the Way Things Go.

the best copy virals

January 22, 2008 Leave a comment

Virals are not always about bells and whistles, fancy Facebook application or CGI Youtube videos. Great copy can still have huge spread, but do require amazing… writing skills!

I can think of a few copy emails that must have been seen by the whole world too. Not specially branded, but it’s just a reminder of how powerful simple copy can accomplish wonders.

Here’s my top 4.

4) Funny McDonalds job application. Click for big.

3) The NTL complaint letter

2) Born before 1986?

“When we rode our bikes, we
wore no helmets, just flip-flops and fluorescent ‘spokey dokey’s’ on our
wheels.”

Too long to copy the full text here. But I think it’s been translated and adapted in every language and that you’ve seen it at least once. I was wondering if that couldn’t be a great way to sell life insurance…

1/ And the winner is:…

This Carlsberg email that was sent just after England’s defeat to France at the Euro 2004. I think I received it 25 times that day.

France Disqualified From Euro 2004


France have been disqualified as it was revealed that one of their players (as yet unnamed) failed a random drug test taken after their match with England on Sunday 13th June 2004. Rumour has it that the player will be named later today by Euro 2004’s governing body. With France disqualified from the competition their win against England will be annulled and England will be awarded the win. This means that the holders of the Euro cup will be out of the fight for this year’s tournament. It could pave the way to an English victory on the 4th July when the finals take place. The full press release by Euro 2004’s governing body may be seen below.
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Carlsberg don’t do football press releases, but if they did, they’d probably be the best football press releases in the world……..
Would be happy to hear if you’ve got some more.

different sources of creative inspiration

January 22, 2008 1 comment

I’ve always loved finding what was behind great work. Once you reveal the inspiration, there is always a D’uh feeling, followed by a ‘I could have done that’. But the thing is you can’t. Faris got that one right, genius imitates. Or, rather, adapt.

As Thomas Disch would put it:

“Creativity is the ability to see relationships where none exist.”

And that’s what separates genius from average. This is not the ability to make up something totally new, but to find the right bit of stimulus and connect it to your project and brief. Excellent creative teams are always on the look-out for new things, curious about anything and eager to learn and understand what make compelling stories. Or just fascinating visual techniques.

Here are a few examples. Please note it is only my opinion, it might not really have been what inspired the creative team. Only seems uncanny!

Balls tossed on the streets of San Fransisco for the Dave Letterman show:

The genius of Juan Cabral was to see the potential of such a stunt for Sony Bravia… and to execute it again close to perfection.

Another one that has caused some controversy, Sony Play-doh, was accused to be based on that piece of art.

Source: Creative Review blog
It is exactly similar but again his talent was to see the potential of this still picture and turn it into an epic ad.

Another one for Honda, Cog was, I believe, strongly inspired by the “the way things go”, from the Swiss duo Peter Fischli & David Weiss.

Pretty identical eh? But again their talent was to spot the potential and find the perfect opportunity to adapt it for their clients.

Online, the pattern stays similar. Creative teams still look for art projects for inspiration. Look at the BK darth vader application that won a Cannes Lion in 2005.

It had cleverly used a popular web game called 20 questions, that has been played 60M times online.

Come clean

was, again hypotethically, inspired by group hug and all the confession websites that appeared at the time.

I wonder if the subservient chicken idea didn’t come from interacting with someone on a webcam… and trying to automate that process.

Dove Evolution could have been inspired by these pictures that were circulating the web a couple of years before.

Etc. Etc.

That is why I don’t think it’s a waste of time when I spend one hour a day minimum browsing blog the web for new stuff. It’s an investment. I just don’t know how creative teams can do without it.

But there is a limit to it what Youtube can achieve. Just browsing the 10 most watched videos for inspiration is pretty limited.

Here are a couple of previous examples. Although I admit to really liking the World of Warcraft spoof.

https://digicynic.wordpress.com/2007/12/04/the-new-rules-of-creativity/

And wait until Corey Delaney, the kid who became an ultra pop star in 2 days, for being the biggest prick in Australia, to appear in some advertising for the brand that make his sunglasses. Or some other stuff I don’t even want to think of…

I’m currently selling the labyrinth concept of my previous post to one of my client…

Find a labyrinth to be creative

January 21, 2008 Leave a comment

Who would think of a labyrinth to stimulate one’s creativity?

But it seems it can be a powerful tool to find inspiration and resolve problems. Walking a labyrinth can even be a powerful spiritual experience. Apparently.

Daniel Pink mentions the healing power of labyrinths in his excellent book, A Whole New Mind: Why Right-Brainers Will Rule the Future: How to Thrive in the New Conceptual Age, whic I highly recommend.

Here some thoughts on Labyrinths:

Today, labyrinths are still being used throughout the world as meditative and healing tools. When considering the labyrinth, there are only two choices: walk it, or don’t walk it! If walked, it can change one’s life.

A labyrinth is a right brain task. It involves intuition, creativity, and imagery.

lAt its most basic level the labyrinth is a metaphor for the journey to the centre of your deepest self and back out into the world with a broadened understanding of who you are.
As you shift your direction you also shift your awareness from right brain to left brain

As you walk the path, thoughts and ideas may rise up for you and in you — often in refreshing and startling ways

Source: Lessons4livingFindingstone.

I’d really love to have a labyrinth to use. Note that you don’t need a proper labyrinth but it could be drawn on the ground.

I’m sure going through this experience with a question in mind for a project would help finding answers and help release creativity when stressed out in the office enviromnent.

Only tricky to do so in London!

Listening is an act of love.

January 18, 2008 Leave a comment

Listening is an act of love.

The heart of StoryCorps is the conversation between two people who are important to each other: a son asking his mother about her childhood, an immigrant telling his friend about coming to America, or a couple reminiscing on their 50th wedding anniversary. By helping people to connect, and to talk about the questions that matter, the StoryCorps experience is powerful and sometimes even life-changing.

Our goal is to make that experience accessible to all, and find new ways to inspire people to record and preserve the stories of someone important to them. Everybody’s story matters and every life counts.

Just as powerful is the experience of listening. Whenever people listen to these stories, they hear the courage, the humor, the trials and triumphs of an incredible range of voices.

“By listening closely to one another, we can help illuminate the true character of this nation—reminding us all just how precious each day can be and how truly great it is to be alive.”

-Dave Isay, Founder, StoryCorps

 http://www.storycorps.net/

What a wonderful idea. Lot of potential for brands to be involved.

So powerful. I think a brand would actually get a lot of kudos to just help StoryCorp develop, without interfering, giving it more budget, more exposure and allowing it to grow freely. The emotions attached with StoryCorp are so powerful that a brand could only benefit in helping it. I´m thinking about the communication companies and operators for example but other could fit the bills.

So far, Jetblue, the much talked about airline company is the only company that has put this principle to action. Room116 reported about the Jetblue story booth, created by JWT and inspired by Storycorps. Although I think the execution was far from perfect, as in a tiny bit biased and contrived, I wish brands would create more of these initiatives to hear what real consumers have to say about their brands. In a spontaneous way.

KateModern begins second series on Bebo

January 17, 2008 2 comments

Now this is big news.

From Netimperative‘s article this morning, I could see that, the first season of KateModern averaged at 1.5 million views. Which means roughly 1 out of 4 Bebo users was watching. And they are pretty much all from the UK.

The show has received 35 million views since its launch.

This means KateModern and by defaut BEBO is now one of the biggest media platform to reach 16 years old.

Netimperative: Using Bebo’s social networking tools, fans can catch up on KateModern as well as talk to the characters, cast and producers, solve plot puzzles and suggest future ideas for the show.

Have the producers of Lonely15 found the magic formula for online content on the web? It is great story telling in a short and interactive format, without giving too much control to users. And new episodes are released very frequently.
The fact that it’s seamlessly adpated to Bebo is what has made it a huge success in term of numbers.

Brands can be associated in the show and be part of the story instead of a more conventional product placement.

I expect the second series to do even better than the first one and to get a big part of some big brands media budget.