Hasta La Creative!

Esse é era o nome do painel no qual Richard Deitsch da Sports Ilustrated entrevistava Charles Barkley, um dos maiores jogadores de basquete de todos os tempos e comentarista da Turner Sports.

Esse painel me chamou atenção porque o Barkley não usa social media, então é no mínimo curioso que ele esteja dando dicas de como se manter relevante na era digital, porque ele meio que não vive como todos nós vivemos.

Eu pensei que a resposta seria por aí. “Barkley continua relevante porque ele E? o assunto”. Ele é um comentarista polêmico e muitas vezes é mais discutido nas mídias sociais do que o jogo que ele comenta. Mas essa não é uma boa resposta para “como se manter relevante..”. porque poucas pessoas podem ser comentaristas esportivos polêmicos.

E aí ele começou a falar sobre o como ele é honesto e fala as coisas que realmente pensa, e não liga se for demitido porque ele tem dinheiro suficiente… E eu pensei que a resposta agora era isso: “Ser honesto”. O que seria bem legal: “se voce? e? honesto, voce? e? relevante”. Só que isso não é verdade. Aliás, boa parte das pessoas relevantes na era digital não são honestas e isso não atrapalha. Ser honesto é legal, mas não tem nada a ver com ser relevante. São duas coisas separadas.

E aí o repórter começou a perguntar sobre as séries favoritas do Barkley, e quem é o melhor jogador da NBA hoje. Foi então que eu reparei que essa palestra não era nem um pouco sobre como se manter relevante na era digital. O título dela deveria ser “Como seria Charles Barkley no sofa? da Hebe?”.

“- Voce? assistiu Birdman?” – perguntou Deitsch
“- Na?o, mas esta? na minha lista” – respondeu Barkley.<p class="quote__sharebar js-share-bar" data-url="http://wp.me/peBwt-ezs" data-picture="http://www.b9.com.br/wp-content/uploads/2015/03/charles1.jpg" data-title="SxSW 2015: Como se manter relevante na era digital?" data-caption="Brainstorm9" data-description="“- Voce? assistiu Birdman?” – perguntou Deitsch
“- Na?o, mas esta? na minha lista” – respondeu Barkley.”>compartilhe

Até que foi legal pra mim, porque eu amo basquete e ver o Barkley é sempre interessante, mas na real, essa entrevista ficou realmente parecendo com uma timeline da nossa rede social favorita: fugiu completamente ao assunto, gerou um monte de comentários aleatórios, muita gente querendo aparecer, não chegou a lugar nenhum e no fim estávamos discutindo sobre esportes.

Essa palestra fez o SxSW parecer um pouquinho mais com os outros eventos nos quais eu já pisei: o lado de fora às vezes é mais interessante do que o lado de dentro das salas de conferência. Resta descobrir quantas vezes.

Post originalmente publicado no Brainstorm #9
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For most new entrepreneurs, the primary source of ideas you’ll enact will come from your competitive analysis. That’s a snazzy way of saying you’ll look at what more established companies in your space are doing, and you’ll copy them. There’s nothing wrong with this early on – that’s one of the primary ways we as […]

The post 3 Ways To Make Your Marketing Stand Out From The Crowd appeared first on AdPulp.

The rap star made a $56 million bid for the Swedish technology company and announced that it had acquired enough shares to take over the company.

(TrendHunter.com) Riley Montana, Leila Nda and Cheyenne Carty pull off an array of disco fashion staples in ‘The Last Chic’, a 70s-inspired editorial that is captured for the pages of Vogue Italia….

South by Southwest, the annual festival for movies, music and technology that begins today in Austin, is tackling a subject that’s vexed the most successful media executives: the future of TV.

Organizers of SXSW, as the festival is known, are hosting panels headlined by filmmakers who recently made shows for online media. Morgan Spurlock, writer-director of the Oscar- nominated “Super Size Me,” will promote the show he’s produced for AOL. Writer-producer Dan Harmon will offer details on his sitcom “Community” and its move to Yahoo from NBC.

They’ll join executives from CNN and Hulu, who’ll also address the blurry line between regular TV and web video as part of the “Future of TV” series. Technology companies including AOL, Yahoo and Amazon are investing in comedies, dramas and documentaries at the same time shrinking live TV audiences are forcing media giants like CNN’s parent, Time Warner, to offer their shows more widely online.

Continue reading at AdAge.com

Panelaços, convocações para as manifestações: as redes sociais estavam em polvorosa essa semana, dividindo amigos e família em grupos antagônicos. Pra tentar colocar um pouco de ordem nesse caos trouxemos a voz mais aveludada da internet, o fundador da Alma Beta e braincaster Luiz Yassuda e Alec Duarte jornalista especialista em marketing político e coordenador dos cursos de pós graduação na FAAP.

Mas antes vamos aquecer conversando sobre o discurso emblemático de Obama em Selma, a triste notícia de mais um adolescente que morreu em virtude de bullying, uma iniciativa bacana de aumentar participação popular nas políticas públicas em SP e porque não, um tapa na cara da gourmetização com o vinho Toro Loco.

Vem sem revolta, vem sem preconceito, vem pra mesa que conversando a gente se entende. Taca-lhe pau nesse Mamilos!

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02m26 Fala que eu te escuto
04m32 Trending Topics
25m40 Treta da Semana: Protestos
1h46m35 Farol Aceso

CRÉDITOS:
Edição: Caio Corraini
Música: Album Sun da Cat Power

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Críticas, elogios, sugestões para mamilos@brainstorm9.com.br ou no twitter.com/mamilospod.

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LINKS:

Trending Topics
Comissão Municipal de Políticas Urbanas
50 anos depois de Martin Luther King, Obama faz discurso em Selma
A América não tá perfeita nem quebrada
Toro Loco distribui tapas na cara da gourmetização
Peterson morre vítima de bullying
Aneurisma?
Depoimento da Perola sobre o caso Peterson

Treta da Semana
Impeachment – o que é?
Existe base para impeachment de Dilma?
Que causas justificam impeachment?
Me Explica? A presidenta Dilma pode sofrer impeachment?
Argumentos de quem defende o impeachment
Entrevista com Ives Gandra Martins defendendo parecer de legalidade para o impeachment
Calma no Brasil
Financiamento privado para campanhas eleitorais é porta para corrupção
Financiamento público de campanha não é a solução
Grupo da reforma política diverge sobre financiamento de campanha
Modelo americano – financiamento por empresas
PEC 352/2013 em análise no Congresso
Reforma política pode piorar sistema
O que é a PEC 352
Reforma política mitos e realidade
Panelaço protesto justo ou ódio de classes?

Farol Aceso
Ju – Revolução dos bichos e O Senhor Embaixador
Cris – House Of Cards – terceira temporada
Alec – João Santana: Um marqueteiro no poder
Yassuda – Movimento 5 estrelas na Itália

Post originalmente publicado no Brainstorm #9
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You’ve almost certainly seen the Microsoft ad starring Robert Downey, Jr. today. We covered it a couple of hours ago, and this afternoon we spoke to some of the principal parties behind the campaign from Seattle-based agency POSSIBLE.

Chief Creative Officer of the Americas Danielle Trivisonno Hawley and Seattle SVP Josh Schmiesing gave us the inside story on the work.

How did this particular project come to be?

Josh: We’re retained on the Microsoft Office business. They wanted a campaign tailored to students and put out a brief on how we could do that for the One Note product specifically.

We had an insight on how the younger generation is all about collaboration, so the idea was about involvement: how do you get other people involved in your projects…and how can Microsoft help take these ideas to the next level?

We quite literally scoured the internet for stories, looked at hundreds, and landed on three involving students…doing selfless things.

Danielle: specifically these were people who could benefit from using One Note.

What’s the story behind the project?

Josh: Albert Manero, a Fulbright scholar, was driving and listening to the radio when he heard about E-nable, a company which was starting to create artificial hands for children without them. He was so moved he knew he had to get involved, so he went into school and talked to a group of people (which is where his org Limbitless Solutions was born). They used 3D printing to create the materials for the arms and engineer them with electronics.

Danielle: Each arm cost about $350; they do things like start a jar of “coffee money” to help provide the arms to families who need them.

When did Robert Downey, Jr. Get Involved?

Danielle: When we met Albert, the energy was contagious. The creative team dug deep and asked, how do we make these kids famous?

Josh: Microsoft was able to get a meeting with Robert, and from there we pitched the idea. He asked a lot of questions about Albert and, like Danielle said, it was clear that this was a big deal. It was a quick turnaround on the “yes.”

What was the creative direction’s behind the campaign?

Danielle: Senior CD Aaron Howe and ACD Leif Allen, who were the creative masterminds behind this project, knew that the power of the campaign was not about being a polished ad: it was the authenticity of the interaction between parties.

Downey was on board: we wanted to make it as low-budget as it could possible to focus on the spirit of the interaction between RDJ and Albert — not about throwing money behind it.

How did the shoot proceed?

Danielle: it was very high-energy: we were in awe of Robert and he was in awe of Albert.

It was one take, and the whole thing was absolutely as organic as it looks.

Josh: Robert was both in-character and out of character. Clearly he’s playing Tony Stark at some points.

Marvel was also great. We had to get permission to use the arm, and you see Stark Industries on the cases.

The night before the shoot, the Marvel prop guy dropped off the props. He also dropped off a case made especially for Alex’s arm. So Robert asked Marvel to make that special case for him. The propmaster then spent an hour talking with Albert about engineering, 3D printing, etc., and the two will end up working together.

Marvel was very supportive; it wasn’t hard to get them on board.

How has the response been?

Josh: On Facebook alone, it’s received close to 25 million views on Robert’s page. It’s been on every morning news show as well.

Danielle: If you look at all the comments, this piece has been truly uplifting. Usually you get a lot of trollers, but there have been maybe five trollish comments in over 25 million views, which speaks to the energy of the project.

What about the next chapter of the project?

Josh: The next student is Neha Gupta.

Short version: at 9 years old, she took a trip to India with her parents, because the tradition in her family was to give to others on your birthday rather than getting gifts yourself. They went to an orphanage, and she was so inspired that she went home sold most of her belongings to raise money for orphans in India. She’s already received the Children’s Peace Prize and been honored at related events.

We’ll be on campus next week at Penn State to get more students involved. Hopefully we can get another sponsor like Robert Downey, Jr. to help as well.

It is the greatest advertising moment from TV’s greatest advertising show, and now you can be a part of it.

To help promote Man Men’s upcoming final episodes, AMC has launched a Mad Men Carousel app on Facebook. The app pulls random photos from your Facebook galleries and drops them into Don Draper’s pitch for the Kodak Carousel from Season 1’s finale.

It’s a truncated version of the original scene, which you can watch below, but it’s still a great way of reminding us how potent and touching Mad Men could be at its best.

Depending on your results, you might find the video generated by the app to be hilariously off (as when it included the time I ate a hamburger between two Krispy Kreme doughnuts) or tear-jerkingly perfect (as when it showed my daughter’s birth as the first slide on my first time using the app).

So go give it a shot and see which of your memories get recaptured for the Carousel.  

Via Mashable.

Are you a small agency that’s making big gains for your clients? Then show us what you’ve got. And do it before April 8.

Ad Age’s annual Small Agency Awards contest is now open, and independent shops anywhere in the world with 150 or fewer employees are invited to enter.

The goal of these awards — now in their seventh year — is to ensure that the smart thinking and innovative brand ideas produced by smaller shops are getting their due. Even as more marketers big and small turn to smaller shops, all too often this community’s work isn’t being recognized in the big awards shows.

Continue reading at AdAge.com