something about digital creativity

Digital is the future of marketing communications - without a doubt. Recently, Pefect Fools were brought to the Nexus stage, however, the Fools are not alone in the future spotlight. The competitors are influential and they are currently involved in a prestigious battle with other Swedish digital agencies - North Kingdom and Your Majesty - to win over the lucrative Pepsi account from American and Worldwide giants BBDO. Besides the Swedish American-located digital geniuses Perfect Fools, North Kingdom and Your Majesty, American R/GA will participate in the settlement. BBDO, who've earned and served the Pepsi account since the 60's, obviously have little know-how about digital executions hence Pepsi is currently seeking to sign the source to what they believe will serve future rampage for Coca-Cola's constant anxiety.

The below execution is an example, to demonstrate competence, from the North Kingdom portfolio and the Get the Glass-campaign for Carling Glass.

something about artwork

An alternative set of ads by åkestam.holst for SBAB. Well - yes, they've been published on the website for a bit now, however, since I too often revisit their particular URL, I thought I'd might post them onto Nexus. They are, in fact, pretty lovely.

something about a 'high' level

B2B-advertising at a 'high' level - by Le Bureau.

something about 100w

Awesome billboard/banderole by Storåkers McCann - in fact, 100W's of awesomeness with a single criteria: Creativity that generates effect.



Copy (direct translation): Now we make it easier for you to separate the firms' money from your private.

something about chemicals

Epica Creative Awards 2008
Country: Germany
Client: Marie Curie Actions
Award: Gold (Film - Public Interest)
Execution: "Chemical Party"

something about stories

A good idea doesn't care who had it. (303: Culture, 2008)

A very true statement, which reminds me of an episode of Mad Men where the fawn on Junior Account Executive, Peter Campbell, who aspires to become head of Account Services at Stirling & Cooper, frantically is trying to overrun CD Don Draper's plan to enter former Y&R London Senior Account Herman "Duck" Phillips into the agency. In Mr Stirling's absence, due to his bad health, young Campbell, who 'by complete accident' has collected valid information on Draper's childhood and early maturity stage, threatens to reveal Draper's fuzzy past if he doesn't crown him, Campbell, head of Account Services. Draper, himself, is moderately impressed by Campbell's attitude and behavior, however, unwitting and quite concerned on how much Campbell knows about his previous life. Fast-forwardly, they both end up barefoot in Mr Cooper's office; Draper first tell Mr Cooper his decision on the new agency structure yet only the minute later Campbell pulls of the story about Draper. Mr Cooper remains silent yet confused for a bit. Then he says:
- Mr Campbell, who cares!? A man is whatever room he's in, right now Donald Draper is in this room. I assure you, there is more profit in forgetting this. I put your energy into bringing in accounts.

I think you all get the point.

Speaking of ideas and life stories, the below art direction- and copy ensemble is brought to you by Fallon - absolutely astonishing.



The copy reads, Every face tells a story.

something about leo burnett

My daily ad-cruise was both inspiring and rewarding. During my in-front-of-computer lunch break at Adcorp I decided to revisit an old friend of our business, Leo Burnett. Leo himself died in 1971, however, his philosophy is still preached and his business generates ideas - campaigns - like never before. Founded in Chicago, 1935, the Leo Burnett agency network have of today established 96 full-service agencies worldwide and its success heritage from a people-focused approach to advertising. From building brands on ideas that drew from real human insights.

Yet despite the agency network's 70+ history, the 2008 version of the website can't be beaten - the style is exquisite and the interaction is genius. Have a good browse through the galleries and enjoy your forwarding. My shopping bag for the day being, ended with this set of ads for Luxor marking pens:





The last ad very much reminds me of the below ad - the copy reads 'Smoking Kills More'. The ad space in the above ad, however, is a shame.

something about guldägget

Hopefully, a lovely blog @ http://www.guldaggsbloggen.se/. Swedish, seulement.

something about another truth

The Need is The Mother of Invention. / Swedish Advertising Awards, Guldägget's Head of Jury, Pelle Sjönell. In other words, when recession is evident, the need for creativity is crucial - relevant to any business.

something about generation generous

Gen Y to spend big this Christmas. Younger Australians have fewer financial responsibilities, more confidence, and less worries than the general population....
...They’ve never experienced an economic downturn or job losses before, and judging by their spending plans, they’re not too fazed by the prospect.

Naive and eager, or simply generous?

something about the truth

You make the lie. You invent want. You're for them, not us. / Roy Hazelitt
(Ian Bohen) Mad Men, season 1 episode 8.

Doesn't advertising sound so depressing when you put it like that? And, speaking of depressing, has anyone seen Rosemary's baby? Again, by
The Brand Agency.

something about consumerism

Just read an article, extracted from Adnews (Australia) 31 October 2008 edition, about consumerism and how people's buying habits have changed - instead of "stuff" they want "meaning". Fast-forwardly, the article by Andrea Sophocleous argue that an ongoing consumer trend is less about buying things to make you look good and more about buying things to make you feel good. Off the article, but interrelated, Peter Biggs, Managing Director of Clemenger BBDO in Melbourne, was asked the question What does the changing consumer mood mean for advertising agencies?

Naturally, the economic downturn will bring changes to consumer spending habits - people will certainly be spending less money overall. But they will keep spending and spending differently.
This will not mean the death of the advertising industry. If your agency is about building brands that represent longevity, trust and transparency, you will survive - perhaps even thrive - during this time. Consumers will be looking to buy brands that make them feel good and reassure them that they've made the right choice in parting with their cash. Provenance and the corporate ethics behind the brand will also be important factors in purchasing decisions.
How we let consumer know about about these foundation brands is also important. Although it's been a general trend for a number of years now, I think the move from traditional advertising to more engagement and two-way conversation with consumers will be they key to making people feel more comfortable about buying.
Above all, brands can no longer "tell" or "claim" things. They must "do". If, in these times, your brand does not own a positive verb, it is in serious trouble.

On the same track, yet from the client side, is Australian Honda's Marketing Director, John Pragner:

...For brands and marketers it's about how we can help add value to society (reflecting on environmental responsibility and economic issues) - as well as the more traditional benefits for the individual consumer. And it's about foreseeing the next twist in the game. There is no room on the bandwagon - and it's heading in the wrong direction.


Terrifyingly interesting.

something about credentials

Whenever ambition generates reward it is worthwhile to bow - a gesture of respect; as a devout admirer of my dear friend and fellow youngblood Niklas, who most recently was awarded 160 hours of work experience at
The Brand Agency, I must humbly express my congrats. My next door neighbors, 'The Brand', allocates numbers of clients that are of WA's most trusted brands, among them RAC. The below displayed ad is an example from 'The Brand's' RAC portfolio - a non-campaign ad, which from my perspective, as an advertising student and target audience consumer, is a good example of when the communication process does its job.

something about charity

This ad belongs to the Swedish McDonald's World Children’s Day campaign, which besides print will consist of radio advertising in where MD have made a deal with the singer Sibel Redzep - the Swede, who will perform the song 'I’m Sorry' to further strengthen the campaign's message. Admirably, Sibel volunteered to write the song for The Ronald McDonald House, moreover, to share it with every customer that will contribute to the fundraise. The campaign is naturally meant to emphasise the event that will run during a two-days period where 10% of sales goes straight to charity for children in need (last year they raised approx. $600,000). Further on, the event's advertising will be visible on 4 191 000 tray-mats to inform about the particular weekend's purpose - now that's impact.

something about heaven

Probably consumed to the grave, however, I can't get enough - neither of this ad nor of Heidi. Despite my point of view, this execution is a massive idea! I mean, imagine the illusion that every Rockstar-wannabe's (like myself) picture themselves when they consume this 30-sec ad - playing Guitar Hero with Mrs. (!!!) Klum in her Victoria's Secret underwear, seulement! As close to heaven you'll ever get - unfortunately too, as close to Heidi you'll ever get. Lucky Seal (and the cameraman).

something about vespa

Lovely ad to be produced in 2008 - the classic vespa is too cool for new-school. By M&C Saatchi - Auckland, New Zeeland.

something about japan

Indulging art direction - Now, I want sushi. By Scholz & Friends Stockholm

something about inverted communication

A visit at Adcorp's cleaning room:

Gents,

As a courtesy to others, please leave the bathroom in a clean and tidy manner - this includes placing used paper towels inside the bins provided, rather than on the floor. Thank You!

I love how our pissed off janitor can invert his written words into something rather polite.

something about the perfect fools

Online branding is really something, especially when it's created and executed by these guys. Perfect Fools is an independent agency owned and operated by Patrick Gardner, Tony Högqvist and Tony Sajdak - an inter- and proactive agency that provides a foolish dedication to crafting great online marketing experiences. Have a good browse through their archives - their work will amaze you.

The fool entertains. The fool tells the truth. The fool laughs at himself. The fool is wise. The fool can't be ignored. The fool rules!

Geeks.

something about wrapping up

Signed, sealed and delivered. Goodbye university (for a while at least) but Hello summer! Hm, let's begin with some advertising for a change. How lovely is this ad?