something about a late call

i know i'm not your first



to show you this campaign, by draft fcb new new york. so cool.

something about inspiration

inspired by the fedex logo?



the original,



and best?

something about pride not prejudice

not particularly interested in going there. actually, i would probably reject the suggestion quite instantly - no specific reason, i just think prague have other interesting places to visit.

something about an effect (updated)

being an outsider, i love the irony. yet, if obama would have been the prospect, i wouldn't have posted this ad.

come to think about, it wouldn't make any sense at all. my bad.

something about an abbreviation

don't ask me why, but i love the word abbreviation. ironically, i don't like using abbreviations, in fact, i detest to handle them - dot here, dot there, dot nowhere. the sexiness of the word thus lies in the pronunciation, the meaning, and the spelling itself. i will continue to at least try to exclude abbreviations from my writing, but i will continue to embrace the sexiness of the word. but i can account for one abbreviation with an immense impact, because the ad below represents copywriting with an almost perfect precision. thank you calle lewenhaupt, thank you for providing hope of sexy abbreviations.

something about an interlace

busy times still to come. to share with you some of my stories, i though instead i may share an article with you that I wrote recently, which received good feedback from an experienced lecturer. pretty straightforward and uncomplicated, but obviously the points came across. never mind the block letters. hope you enjoy it.

Measurement tactics should match the campaign’s objectives

The great measurement debate primarily involves three main components - the client, the media agencies, and digital media companies. The discussion wanders around how clients most effectively can measure the actions that are driven as a result of their communications.

The first and foremost important thing to consider for clients when they want to measure the effectiveness of a campaign is to set clear objectives of what they actually want to measure, which obviously could include sales, talkability and brand awareness among some. Objectives should hence depend on the nature of the clients business. Thus, if it is direct business to consumer-campaign, one might suggest that it becomes easier to rely on real-time measurement tools that can indicate sales and primary contact points simultaneously. While as for another company who are distributing and promoting their product(s) through a third party (retailer), the post-research objectives might be set to prioritise other factors - increasing sales is not always a campaigns core goal.

When setting its post-analytical objectives, the client should also naturally decide on how much money they are willing to allocate for such errand - using a full-blown econometric modelling approach, hence using a real-time AND post-analytical method for an integrated marketing campaign can be very costly for a smaller business. Digital media companies offer cost- and time efficient tools for immediate results but lacks the holistic approach that a media agency can offer.
A more thorough analysis of the campaign’s results including reach, distribution, media frequency, revenue targets and brand awareness etc. might hence match the clients post-research objectives better, but again, how much time (delay) and money is the client willing to spend?

A great debate example raised by one of the class members was RAC’s car insurance. Sure that one campaign-objective could be to sell more car insurance, which then, in the short-term, immediately can be translated into sales - RAC is a B2C company with no middlemen, hence they could benefit from the digital ‘tool box’-alternative when they perform their post-campaign analysis.
But another objective for RAC is evidently to build brand awareness amongst drivers (and others), not just current drivers but future ones as well who might purchase their insurance when they become car owners - perhaps later today or in five years, maybe more. How can you then accurately measure whether the campaign worked or not? For that matter, RAC need to utilise a more holistic (and delayed) measurement plan to receive valuable information about the campaign’s impact.

A company’s economic resources and the campaign’s objectives are hence fundamental components that will decide the impact of the measurement.

something about courage

i can't pretend i'm in the mood for writing anything in particular - my university schedule is pretty uptight so to speak. but besides assignments, i have an urge to fill up my daily quota of communication-errands off the record. yesterday i wrote a report on the increasing value of word of mouth, so subsequently i will not even go there at this moment. instead i'll just leave you all with an interesting piece of copy.

ddb stockholm is of course the agency behind this brave idea. i doubt that this ad was even published even though the payoff is empathic.

something about another viral while i'm on it

seems i can't get enough of virals this week. well, truth to be told they came somehow related. this one is for quicksilver, and i have to honor saatchi denmark's creativity and cutting edge approach so to speak. virals indeed are an exciting alternative to get massages across, as they can, in this case, perfectly interact with the lifestyle and behavior of its particular target audience. enough said, here it goes.

something about another viral

marc ecko advocate freedom of expression. no shit.

by droga5



read more @ http://www.stillfree.com/

something about a temper

virals can be quite entertaining.

something about a religion

barclays premier league, matchday 1.



and also from storåkers mccann, the 'outdoor of the month' in sweden. literally using an under the radar approach to capture this shot - quite consuming post-editing as well.

'right here is the fastest surf-spot in town'

something about a bad idea

how valuable is memory? it's fundamental of course. well my point is this: today when i was driving home from uni, i got an utterly unforced deja-vu of a tv ad, or commercial, which it was defined by back then, for h&m and their rocky collection that was pretty cool back in the days of teenage mutant ninja turtles and chains in your pants. the ad was a smash hit back then, so i tough i'd might try to google it when returned back home - so i did, and look what i found. is this the best 'commercial' ever or what? the song is great too: too much of nothing - the kooks.



bad idea indeed.

something about a lost contract

well poor stokholm based ad agency lowe brindfors; first they lose the their notorious cd-team håkan engler and tove langseth, then they lose their contract with the distinguished belgium beer brand, stella artois, to british giants mother who won the pitch in front of lowe and tbwa. thus we need to honor and appreciate lowe's previous work for stella; this campaign was launched in late 2007 and includes (among other media) of picture-driven print-ads meaningfully supported by copy.

quite striking and atmospheric one must say. hope they will get there machinery going very soon again. don't know much about the new guys.

something about that heart attack

well, here is that heart attack ad from grey london.

something about eternity

yeah i know, but it's funny.



i never succeeded either, and i'm 24. kind of left my boy's-room though.

something about creativity=effectiveness?

well, is it?

something about a color confusion

i love the idea of challenging people's perceptions or conventions. this particular campaign for beckers paint was created by åkestam.holst, stockholm - a business-innovator with a massive (and impressive) client portfolio, well worth having a closer look at (their website have english translation). this integrated 'time for a change?'-campaign included print, outdoor and web-ads, and was obviously meant to trigger the target audience to re-paint or re-varnish their facades or decks with products from beckers. below follows a collection of some of the campaigns content.

outdoor (metro): vego-meat-boy-girl-time for a change?


outdoor (metro): christmas-easter-homo-hetero-time for a change?


web/print: spring-autumn-time for a change?

something about a student

who said that student were incompetent? well, maybe no one said that, but still, you don't have to be all mighty to come up with ideas that actually work. take this 'thumbnail' for example, it's not the most brilliant piece of work i've seen, but still again, the message is getting across, right?

something about a heart attack

grey london are currently operating an advertising campaign for the british heart foundation with the aim to increase awareness for the symptoms of heart diseases and subsequently get people to call 999. the idea of the campaign however is to get people to watch a two minute tv ad on sunday 10 august, which somehow will make all of england's citizens experiencing a heart attack. well, let me report back to you on monday of what this is all about.

something about a radio venture

i'm a sucker for alternative ways of getting consumers/customers to interact with a brand, but i don't know about this approach.. (swedish only)

.. so that kids can grow bigger (read fatter)? well, you could indeed create a pleasant dining-environment by broadcasting your own entertainment through the internal radio station, but will it actually cover the expenses and increase the sales in the long-term, which in this case seems to be the initial goal?

something about an apology

dennis, you can accuse me for plagiarism or whatever, but i need to post this one myself - at least i quote your word(s) in my concise review.

'brilliant!' by ddb, sydney.



it's not even fair.

something about 180 amsterdam & droga5

pretty cool portfolios from 180 amsterdam & droga5.

something about those lions (updated)

a while ago i proposed to perform a research to find out more about the cannes lion awards 2008, however limited access and memory loss has caused a delay. well, better late than never, right. so, i browsed around the ddb.com site and by hazard i found the winners from the press category - ddb, south africa. why am i not surprised? their creativity is unique.

i would personally describe their (ddb, south africa) style as being sarcastically provocative but with a neat and charming touch, which gives the ads a perfect balance between fiction and reality. the kind of humor that they've used in this series of ads is quite similar to the kind that fcb johannesburg used in their expigen (cough medicine) campaign as well as their latest lego campaign (see posts from march 30 and april 12). those south africans really get me going.

something about ink

the 'monday morning creative hit' from my lecturers publication, campaign brief. by tbwa paris. the best ad i've seen in this category.

i tried too many times to upload it in a .mov format but without success - so here you go. if you'd prefer to watch it in a quicktime-format, then here it is.

something about pinocchio

gold star. by tbwa usa.

something about a festival

wish i was in stockholm by december 1.

something about an N

well, the era of small-letter-consistency is over, or at least in the new logo.

something about flaskpost

love the idea.

(english subscribers read: swedish funfair gröna lund launches a cute guerilla campaign through the stockholm based agency pool - a direct translation is 'bottlemail'.

something about doritos

well, finally i'll give myself the opportunity to say something about doritos. an extraordinary company with an extraordinary product that have a history since even before the 70's. how a bunch of chips that are made of ground corn, corn oil, and seasoning can taste so good is beyond my knowledge, yet what i do know is that they do - jay leno does too.





one heck of a crunch.

something about it

so, first week of university orientation for semester 2 as a third year student is over. today was the rumorous current issues in marketing communications lecture, where we obviously discuss current issues in the business of advertising and communication - a slap in the face, yet seriously exciting. the forth and last unit is now the business of publishing, which seems to be a freestyle unit with certain guidelines to follow, again seriously exciting. so let's talk about exciting in a few weeks, well, say week five when at least (!) 3 major assignments are due. puh.

did you see 'it' when you where a little kid? spine-chillin', right?