I was informed by a classmate that a viral video we created for Tang a year ago is now back on Youtube so here it is.
It doesn't make sense... well not too much BUT If anything, it's worth at least a chuckle. Ok half chuckle.
I am the dude holding the "boom mic."
Friday, May 18, 2007
Saturday, May 12, 2007
BBH & Vaseline
Earlier this semester I worked on Heinz Ketchup. I struggled. It was hard to develop a new, exciting, compelling, and interesting direction for it. CPGs continue to stump me.
My team and I kept trying to create something that hit a nerve on a deeper level but often we got lost ourselves along the way. No matter what, it's still ketchup that we're talking about here.
In the end though, we did ok.
The point of this long intro is to set up an amazing TV Spot by BBH New York for Vaseline.
The strategy was so simple, clear and concise. The ad featured good and useful information.
But above all, it took information about the skin, which to some might seem mundane, and turned it into a most beautiful piece of storytelling.
I guess my takeaway is that perhaps I should have stuck with the original strategy. While seemingly dry in the beginning, it offered a clear and concise proposition that the creative team could have taken to a beautiful place had I not backed down.
Hindsight is 20/20 I guess.
My team and I kept trying to create something that hit a nerve on a deeper level but often we got lost ourselves along the way. No matter what, it's still ketchup that we're talking about here.
In the end though, we did ok.
The point of this long intro is to set up an amazing TV Spot by BBH New York for Vaseline.
The strategy was so simple, clear and concise. The ad featured good and useful information.
But above all, it took information about the skin, which to some might seem mundane, and turned it into a most beautiful piece of storytelling.
I guess my takeaway is that perhaps I should have stuck with the original strategy. While seemingly dry in the beginning, it offered a clear and concise proposition that the creative team could have taken to a beautiful place had I not backed down.
Hindsight is 20/20 I guess.
Wednesday, May 9, 2007
Honeyshed
Businessweek just published an article today regarding the launch of a new website, Honeyshed, aimed specifically at providing only branded content. It was announced by Maurice Lévy, chairman and chief executive of Publicis Groupe (PUB) ; David Droga, creative chairman of New York City-based creative shop Droga5 ; and David Kenny, CEO of Digitas .
This dramatically changes the landscape of branded content. The hard sell is gone. No more "here's a piece of content if you watch my little 30 second spot first."
As we move towards a world of engagement versus attraction, this represents a seismic shift in the way we think of the way brands interact with consumers. If for the longest time we presumed that consumers weren't interested in brands and therefore we needed to be disruptive to get their attention, then now is the time to rethink that notion and consider that there is a possibility for brands to be engaging, interesting, and useful - i.e. like real people who we interact with on a daily basis.
Andrew Essex, CEO of Droga5 said, "this is totally transparent and completely entertaining. It's overt advertising based on the idea that people love brands. They just don't necessarily love it when brands interrupt or deceive them. This will make brands the life of the party rather than the uninvited guest."
I am currently working on a project for Yahoo! right now and we keep coming back to the notion of giving up some control and to develop greater transparency. If done right, this creates a symbiotic relationship where both brand and consumer can co-exist in a mutually beneficial way.
Publicis, Droga5, and Digitas have invested between $5 million and $10 million to develop this project and it will be interesting to see how it evolves and how it can potentially rock the way we think about online advertising, and even branding in general.
This dramatically changes the landscape of branded content. The hard sell is gone. No more "here's a piece of content if you watch my little 30 second spot first."
As we move towards a world of engagement versus attraction, this represents a seismic shift in the way we think of the way brands interact with consumers. If for the longest time we presumed that consumers weren't interested in brands and therefore we needed to be disruptive to get their attention, then now is the time to rethink that notion and consider that there is a possibility for brands to be engaging, interesting, and useful - i.e. like real people who we interact with on a daily basis.
Andrew Essex, CEO of Droga5 said, "this is totally transparent and completely entertaining. It's overt advertising based on the idea that people love brands. They just don't necessarily love it when brands interrupt or deceive them. This will make brands the life of the party rather than the uninvited guest."I am currently working on a project for Yahoo! right now and we keep coming back to the notion of giving up some control and to develop greater transparency. If done right, this creates a symbiotic relationship where both brand and consumer can co-exist in a mutually beneficial way.
Publicis, Droga5, and Digitas have invested between $5 million and $10 million to develop this project and it will be interesting to see how it evolves and how it can potentially rock the way we think about online advertising, and even branding in general.
Saturday, May 5, 2007
She has a name?
I am not going to lie. I have never been good with names and faces.
During a group meeting yesterday, I found out that one of the most iconic images from World War II has a name.
Rosie the Riveter
Women were recruited to work in factories with images of strong women like Rosie the Riveter during World War II.
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