Category: Beyond Madison Avenue
Summary: As I’m sure you all know, YouTube was hosting a contest to decide the ad of the century in honor of the video service’s 10th year anniversary. Ah, yes; I remember when YouTube first hit the streets. Not long after it launched as a video dating service, and the streams were filled with David Blaine’s street magic specials.
Le photographe suisse Rui Veiga capture des scènes de rue en noir et blanc. La particularité de son travail est de saisir les silhouettes en contre-jour, éclairées par le soleil ou dans la pénombre. Il joue avec la lumière, les ombres et les contraste. Les silhouettes se dessinent, donnant l’impression d’être les ombres d’elles-mêmes.
The agreement would come nearly two years after the network lost the rights to air the United States Open to Fox.
At the first Women to Watch Argentina event in Buenos Aires, Ad Age and Adlatina celebrated 15 outstanding women in marketing, advertising and media. Close to 200 people attended the luncheon, organized by Adlatina, Ad Age’s partner in Spanish-speaking Latin America, on June 1 at the Brick Hotel in the elegant Recoleta neighborhood of Buenos Aires.
Ad Age has hosted an annual U.S Women to Watch event in New York for the last 17 years honoring the top women who are changing the industry. International expansion began in China with the debut of Women to Watch China in 2012. (See this year’s U.S. honorees, named on June 1, here).
“We don’t want to be in the traditional-family world all the time,” said Mr. Noble. “We do have some families that have two parents, the sort of nuclear household, but we also have multi-generational families that live in the same house and even groups of friends that consider themselves family. That resonates across everyone.”
Additional videos will roll out on the “Dark for Dinner” microsite, including a 60-second version of the TV spot and others that center on weekly themes. The second wave of the campaign, slated to break later this summer, will include a stronger call to action to turn the effort into a cultural trend, Mr. Noble said.
With the campaign, the century-old paper plate brand is shifting away from product-oriented ads towards emotional brand messaging.
Appliance marketing long has been mainly about product features and reviews “cold metal” as Whirlpool Senior Brand Manager Jon Hall puts it. So when his brand launched its “Every Day, Care” campaign in October it was a big risk. The push focused on the deeper meaning of how the chores appliances are used for affect lives, and featured emotional scenes of family life with Johnny Cash singing “You Are My Sunshine” in the background.
It turns out that warming up cold metal can work wonders.
Whirlpool’s sales rose 6.6% in the first six months after the campaign started vs. the year-ago period, four points ahead of the appliance industry, Mr. Hall said. The brand’s positive social-media sentiment has risen more than six fold. Purchase intent scores are up 10% from pre-campaign levels, which has translated into a comparable lift in market share, he said. And the campaign from Digitas LBi, Chicago, with help from Ketchum on PR and Upworthy and Crowdtap in social media and creative development, has generated more than 120 million video views.
It’s been nearly a month since the broadcast networks unveiled their fall schedules to advertisers and media buyers, and despite all the generous lead time, very little in the way of substantive upfront business has been conducted.
Get used to it. According to sales executives and media buyers, slow is the new black.
Before we get into the various factors that are contributing to the glacial marketplace, a bit of historical context. Three years ago, and nearly to the day, CBS had crossed the finish line well ahead of its rivals, after having quietly locked down upfront deals with each of the major media-buying agencies. In short order, the other four English-language broadcasters followed suit; in fact, the market moved so quickly that all the network business was accounted for by June 12, a mere month after the New York upfront presentations.
The Internet of Things has promised to turn our everyday interactions with stuff into data for logistical and marketing applications.
But now that more and more corporations, including Diageo and Mondelez, have tested actual web-connected products in the market, the industry is approaching the next stage of connected appliances and food packaging. That means figuring out where all that information will go and how it will be used. IoT platform company Evrythng sees a home for data generated by connected thermostats, bottles of booze, designer handbags and washing machines in first-party marketing databases.
The firm is partnering with Trueffect, a digital ad firm specializing in first-party data targeting, to work towards devising ways marketers can use data gathered when consumers use their products. The firms hope to directly communicate with those consumers and, yes, perhaps target ad messages to them. Evrythng and Trueffect exchange product interaction and consumer data through an API integration between their two platforms.
Valentina Loffredo est une photographe Italienne vivant à Hong-Kong. Sa galerie Instagram est un véritable festival de couleurs, de formes géométriques et de motifs urbains en tout genre entrant en interaction avec les modèles qu’elle photographie, qu’ils soient enfants ou adultes. À découvrir en images.
Pizza Hut et Ogilvy Hong Kong ont imaginé des packagings qui peuvent également servir de rétroprojecteur, taillé sur le profil de la boite. Commander une pizza revient donc à amener un peu de divertissement à la maison par la même occasion. Chaque packaging présente un design différent.
Basée à New York, Iryna Korshak est l’auteur de l’alphabet expérimental « Tenar » consacré à la typographie Times New Roman. Inspirée par le travail de la graphiste danoise Maria Gronlund, elle a imaginé chaque lettre avec une forme de fleur rose qui jaillit d’un côté et s’épanouit dans un mouvement élégant.
Originaire de Wellington, le photographe Jono Rotman a pu dresser d’impressionnants portraits des membres du Mongrel Mob, gang fondé dans les années 60 et aujourd’hui considéré comme le plus grand de Nouvelle-Zélande. Vice a récemment dévoilé certains portraits d’un travail qui compte pas moins de 200 clichés et qui sont exposés à la City Gallery Wellington.
À seulement 21 ans, l’artiste Dylan Andrews réalise d’épatants portraits au fusain. Sur la totalité ou une partie du visage des hommes et des femmes qu’il dessine, il retranscrit avec réalisme des reflets inquiétants d’ombres et de lumières resemblant à des toiles d’araignées ou de grillages. À découvrir.
L’artiste Masayoshi Matsumoto réalise de sublimes sculptures d’animaux à l’aide de ballons de baudruche. Chaque détail caractéristique des animaux sont ici représentés. Ces créations ont un caractère enfantin qui nous replongerait presque en enfance.
The music publisher Kobalt believes it can make more money for its artists by simplifying the way money flows around the world from every click, download and stream.
“Fun Home,” winner of the best musical, and “The Curious Incident of the Dog in the Night-Time,” best play, each collected five awards.
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Deepikah is a designpreneur based in New Delhi. She grew up in Delhi in the 90’s and studied communication design from Pearl Academy. After creating a docu-graphic film for UNESCO for her dissertation project, she moved to Mumbai to work at MTV as a motion designer for 4 years. After working with various TV channels- MTV, Nickelodean, Disney; She moved back to Delhi to be closer to family. After a failed attempt at running a startup in partnership; she now works independently from her home studio creating bespoke brands, illustrations, motion graphics and more. She feels in today’s times, networking and collaborating is an essential part of the creative growth process.
A little about yourself:
I am all over the place. I like to call myself a design entrepreneur. I work independently on projects from various media and tend collaborate with the best people in business to create small manageable teams of creatives for every project. In this way, I end up being able to do a lot of different kinds of things without limiting myself to the abilities of a fixed team, like in a studio or a company.
Why are you a Graphic Designer?
I like beautiful things and systems. I like beautiful things in beautiful, seamless systems.
Did you attend school for fine art or design?
I was the first batch of Communication Design that graduated from Pearl Academy.
You have a distinct style of Design. How long did it take you to develop your style?
I experiment a lot and try hard to not do the same thing again. A style is more of a reflection of your persona and it shines through in the character of work you do and not just the style or technique. I have been making things for about over 10 years now so I guess it takes longer than that to develop what you may term ‘a style’.
Tell us something about your motion design work?
Back in college, when we had to pick a major, I picked motion design as it seemed more challenging. After my dissertation with UNESCO, I worked at Miditech as a graphic artist doing title sequences for documentaries. Back in 2007, there were very limited options for a motion designer in Delhi so I moved to Mumbai and found a job at MTV as an associate Promo producer.
Were there any particular role models for you when you grew up?
I never grew up wanting to be a designer. I thought I would be a business woman or a detective, or someone who would travel a lot for work. Nancy Drew seems to be the only one I remember to have admired.
Who was the most influential personality on your career in graphic/motion design?
Nupur Bhargava of Invisible Rabbit.
When did you start freelancing?
I started freelancing while I was still in college. Have been in and out of many jobs since then. Officially put an end to jobs in 2009 when I quit MTV.
Was there any time when you wanted to quit graphic design?
The thought crosses my mind once every day. But not quitting design, just giving it another form, like building a farm, opening a cafe or creating a line of bottled beverages. So many ideas so little time.
Are many advertising agencies hiring graphic designers? Do you work more with agencies or producers/publishers?
I do get to hear about a lot of openings in agencies, web companies and more. But, I tend to work better with producers, business owners, tech startups, independant artists etc. Agencies usually call you on a friday night when their in-house designer refuses to pick up his phone and they have a deadline on Monday. That is not the kind of work I am interested in any more.
Do you have clients who give you steady work or do you advertise for new clients often?
I have a handful of steady clients who spread good words around, which helps me keep a steady flow of work so far. I have considered advertising for new and bigger clients, sometime soon in the future. But up till now, doing good work to get good work has been enough.
Any other Indian graphic/motion designers who you admire?
Oh so many! Vaibhav More, Nupur Bhargava, Virendra Rathore, Sameer Kulavoor, Harikrishnan Panicker.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Experiment a lot in the early days. Do not settle into a comfortable job too quickly. Try and work for at least for 5 to 6 years with people more experienced than you before going solo or starting your own studio. Never stop learning new skills. Do not work for free. Also, name your layers in Photoshop.
Do you think Clients are opening up to keeping aside a decent respectable budget for design work? Do you think clients are understanding that they need to invest in Design as a communication tool and also to cut the clutter, and that good design comes at a price?
It is always a fight. Clients are beginning to understand that they NEED to invest in design in order to cut the clutter but they are still penny clenching. I write a lot of proposals and send out pitches but only 20% of them come through. That is the part of the process. The clients either go with a cheaper/ younger designer or they ‘crowdsource’ it, if they are a startup. This is more common with family businesses, who want to keep it all for themselves and are still finding it hard to create a marketing budget out of the next Jaguar or Mercedes they were planning to buy. A lot of traditional businesses are only beginning to break out of their shell of “no marketing” policy and trying to create a brand strategy. But, we are still a long way from an ideal environment for creativity to prosper. I purely speak for the Delhi/ Gurgaon scene. The market and work culture here is very different in other parts of the country.
Mac or PC?
Macbook Pro any day.
Who would you like to take out for dinner?
Tina Eisenberg Roth or Meeta Malhotra. These two are remarkable business women who balance creativity and business, phenomenally.
What’s on your iPod?
On my Ipad. Arctic Monkeys, Imagine Dragons, Dualist Inquiry, Advaita, BlackstratBlues
Whats your Twitter Handle?
@deepikah
The post Deepikah Rahul Bhardwaj : Interview With A Designpreneur appeared first on desicreative.
A Czech series has, not surprisingly, stirred intense reactions about mixing such a dark period in history into an entertainment format more often associated with the Kardashians.
Charnice Milton, a journalist, was killed in May when gunman on dirt bikes used her as a human shield.
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