Always nice to see that after decades of marketing and advertising people still come up with great simple ideas.
Here is a nice case study of a campaign for BGH microwaves. It’s fun, it’s effective. The video speaks for itself.
Great job by the successful Argentinean agency Del Campo Nazca Saatchi & Saatchi. It proves once again that in advertising, the most simple ideas are often the best.
No.
Say it.
Say it and mean it.
It’s a great word, and the only thing that stands between you and bad work with your name on it. Lately, even in digital, I have seen this letter combination become the ‘F’-word of our industry. Shunned in favor of the friendlier, more service minded word: ‘yes’. Change the lay out – yes. Scrap the creative – yes. Make it bigger, smaller and to the left – yes. Can we also make it say these other five things and get it at half the price – yes. Can we change our minds again and then blame you for the result – yes.
image by Ben Heine
But no is the only thing that stands between what you know in your heart is the better idea or execution and work that no one will love or care about. Some will say that no a childish and self-indulgent word. But the truth is that it is the most generous, selfless and professional thing you can do for your client. Your belief in the work, your honesty, your ability to judge the message and the mood of the people in order to create relevance is all you have. The further you ‘yes’ yourself away from that conviction, the less you are helping your client.
Some will say that ‘yes’ means you get paid and ‘no’ means you don’t. Well, where has the yes culture taken your agency? ‘Yes’ is selling our convictions – the magic that once was valued by clients. Digital retained this magic longer than traditional media – but as we start to become part of the mains stream mix, even our shining towers are starting to show signs of wear and tear. We need to start saying ‘no’ in order to keep creating relevance. We need to have strong opinions and a strong connection to what is happening now and believe in our ability to navigate this reality. We have to believe in our ability to know how our client’s brand should relate in order to succeed. Yes puts all of these qualities out of reach for the client – and that leaves us with nothing to sell.
Jonas Lembke’s career in advertising spans more than 15 years, spent in Stockholm, London and Sydney and mostly within the BBDO network. He is currently Creative Director at BBDO Proximity Nordics.
Many remember the Alice in Wonderland and Touching Stories apps as benchmarks for interactive storytelling on the iPad. The iPad2 brings a natural progression with The Fantastic Flying Books of Mr. Morris Lessmore, by the film makers at Moonbot Studios.
The story is effortlessly floating, and its playful interactivity makes the most of the iPad features. I recommend you install both eBooks, compare the two and you’ll find the game has changed very quickly. Similar to cinematographer Roger Deakins crossing over and bringing his camera skills to animation films such as Wall-E and Rango, this Morris Lessmore eBook is driven by an experienced Pixar creative, William Joyce of Robots fame.
I look forward to brands collaborating with film makers to bring us this level of iPad entertainment.
This is a little personal moment i wanted to share. Last year i was invited to speak at a TEDx event in Mexico City and, to be honest, i had no clue on the topic i could talk about at first.
In the end, the subject i chose to speak of was advertising as a way of change, more specifically about growing talent for this industry, something that i was involved when at Digital Invaders, the digital communication school i was part of at my previous job. I was a little bit too nervous, and although the video is in spanish, there are english subtitles available if you watch it on YouTube.
Hope you like it!
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