A campanha República Popular do Corinthians da Nike, que publicamos aqui em agosto passado, ganhou o prêmio “Idea of the Year”, promovido entre os mais de 140 escritórios da Saatchi & Saatchi pelo mundo.
O case ficou na frente de outros famosos, como “Friend Recovery” da cerveja Andes, empatado em 2º lugar com “Welcome Back” da T-Mobile.
E eu estou contando isso não apenas para falar – mais uma vez – nesse blog do time mais importante do país, e também não só porque isso é uma boa credencial para a campanha em Cannes Lions desse ano, mas principalmente como desculpa para publicar o video-case abaixo.
A F/Nazca conta que a campanha gerou R$ 13 milhões em mídia espontânea.
Para o lançamento do Focus Titanium – a versão completa do modelo, que parte de R$ 71.660 – a Ford criou uma ação no Facebook que segue o conceito da campanha, “Quem dirige, indica” [assista o comercial].
Sendo assim, é selecionado para um test drive quem é indicado pela pessoa anterior, e para participar basta comentar ou dar um “like” no último vídeo publicado.
O conteúdo dos vídeos – pelo menos do inicial – não é espontaneo como deveria, repetindo a sensação de opinião ensaiada que esteve presente no conteúdo online da campanha do New Fiesta. Porém, mostra mais uma vez o Facebook como ferramenta essencial para o lançamento de um carro da marca.
Assim como o New Fiesta, o site do Focus Titanium – focustitanium.com.br – é uma página no Facebook, seguida de uma ação que faz uso das características principais da rede social.
Advertising Agency: Rediffusion DYR, New Delhi, India
Creative Directors : Daniel Upputuru, Abhinav Pratiman
Copywriter: Bhavna Kher
Art Director / Illustrator: Arnab Ray
Advertising Agency: Lowe Mena, Dubai, UAE
Creative Directors: Mark Lewis, Marwan Saab
CGH / Art Director: Mansoor A. Bhatti
Group Account Director: Tej Desai
Senior Account Manager: Prashob Ravi
I work as an art director in Ogilvy and have worked with TBWA and Rediffusion as well. Am a bit zonked out and have goldfish memory. I often forget my illustration styles and come up with new one every time : ) I like experimenting with fonts in addition to helvetica and get twitchy while using lot of bright colors together.
Why are you in advertising?
I figured out this is the only place where you can be unorganized, wear whatever you want to and get a chance to create good stuff : )
Coming back to the point, the work we churn out here has extremely short shelf life hence its fun to match up the speed. I love the unpredictableness of this place, it just doesn’t let you get comfortable with your state of mind.
Did you attend school for fine art or design?
Yes, I did. But school doesn’t teach you as much as your work place does.
When did you start illustrating?
I always preferred blank sheets over ruled.
I don’t draw/sketch as much as I use varied textures, materials and create art graphically. Its 1:5 hand:computer ratio in most of my work..
You have a distinct style of illustration. How long did it take you to develop your style?
Fortunately, I don’t have any distinct style of illustration. I come up with styles according to the campaign but mostly according to my mood and time I intend to spend on the idea… I love to create characters and detail them out in my own way to make myself happy.
I strongly believe that art directors in advertising shouldn’t have distinct style of art to keep each campaign contrastive. Your work can get predictable if you get trapped in your art style.
Were there any particular role models for you when you grew up?
I’m still growing up But yeah, I get influenced by almost everybody and everything around me if things are counted in ‘role models’. As a kid I got influenced by my toys, board game, art teachers, bulletin boards outside every section, my mum, blank paper, kitchen napkin, colourful cloth and now by intricate patters, mc donalds toys, Rob on M.A.D art show, t-shirts, books, ffffound.com, other peoples work : ) etc etc.
Who was the most influential personality on your career in Advertising? And in Illustrations?
No one in particular. I love to learn and make sure I absorb best from my seniors and people around me including my interns.
Tell us about the work culture at Ogilvy.
Its same as any other agency apart from the fact that they have more people working here and have a bigger cafeteria : )
It is easy to get addicted to this place because of the space and freedom you get here. I believe its us who create work culture in any organisation. Over 5 years of my work experience I’ve seen the same set of people moving from one agency to another maintaining the work culture.
Was there any time when you wanted to quit Advertising and become a full time illustrator?
Every second weekday and every sunday. Though I would never want to quit art but my restless mind takes me here and there and makes me think all the time.
Who is your favorite Art Director in India for Advertising?
No one in particular. But I love the art of lot of people I work with. I envy their sense of ideation, their sketch books, their color sense and the way they detail out their work.
You have such a wide experience as a top working professional, for both advertising and illustrations. Would you advise anyone to make a career out of illustrations?
Haha, I don’t have such a wide experience in advertising. I make graphic illustration/illustrations for my ad campaigns and at times for fun but don’t work as a professional illustrator, so don’t really know how is it to take it as full-time career option.
Being an illustrator or an art director in advertising or both is their personal opinion. All these career options have bad days and good days… It is more important to be creative and curious in life. It works for me!!
What’s on your iPod?
Jack Johnson, Harry Belafonte and latest bollywood music.
A Electronic Arts vai lançar no próximo dia 25, a seqüência de um dos games mais aterrorizantes dos últimos anos (eu não jogava de luz apagada nem ferrando).
“Dead Space 2″, produzido pela Visceral Games, vai agradar críticos e hardcore gamers no mundo todo, mas será que sua mãe vai gostar?
É essa a pergunta da campanha de lançamento do jogo, em que a EA realizou um focus group com mais de 200 mães. Sentadas em uma sala, demonstraram suas reações enquanto assistiam as cenas mais violentas e repulsivas da obra.
A tentativa é dizer que: quanto menos a sua mãe gosta de alguma coisa, maior a probabilidade de você adorar. Eu discordo totalmente. A minha mãe também foge de violência no cinema e na TV, mas foi ela que assistiu comigo todos os filmes de aliens asquerosos das três últimas décadas.
No canal youtube.com/deadspace você pode ver mais um monte de senhoras desesperadas e revoltadas com “Dead Space 2″.
Un film d’animation pour le client Peugeot Allemagne, réalisé par le réalisateur belge Jean-Paul Frenay. Ce film présente les 3 modèles 107, 206+ et 207 en édition spéciale Urban Style. Un concept de l’agence Euro RSCG Düsseldorf sur une production d’Infected. Vidéo dans la suite.
O trailer de “Bulletstorm”, para PC, Xbox 360 e PS3, faz uma paródia do famoso “Diorama” de “Halo 3″, criado pela McCann em 2007.
Assim como o original, todo o vídeo foi feito através de uma maquete, com pouco ou nenhum uso de computação gráfica. A diferença é que, dessa vez, o realismo não foi uma das prioridades.
Advertising Agency: FP7, Oman
Creative Director: Noufal Ali
Copywriter: Arun R Kumarasamy
Art Director: Noufal Ali, Satish Kumar
Photographer: Noufal Ali
Illustrator: Venu Gopal
Post Production: Renjith Pillai
Un superbe spot intitulé “Purified” pour la dernière campagne de Smirnoff par l’agence JWT Sydney. Ce film présente une rencontre de football, avec les joueurs marchant directement sur l’eau : Rio Ferdinand, Ryan Giggs et Ji-Sung Park. A découvrir dans la suite de l’article.
Anil started his advertising career close to 18 years ago and has worked with agencies such as Leo Burnett, Enterprise Nexus, Ambience Publicis, SSC&B Lintas and Percept Hakuhodo. Along the way, he has helped build brands such as Canon, Panasonic, Pantaloon, Taj Hotels, FedEx, Killer Jeans, Westside, Raymond, Siyaram, The Times Of India, Femina, The Economic Times, Brand Equity, Indiatimes.com, Pierre Cardin, Thums Up, Lakme, Vicks, Nerolac Paints, Park Avenue, to name a few. Anil’s work has been featured in several award shows and advertising festivals. His work for The Times Of India was the first Indian campaign to have won the Campaign of the Year award at the Asia Pacific Adfest; the campaign also picked up the same award at the Abby Awards. His work for Vladivar Vodka and Georgia Gullini clothing was showcased in the international Archive magazine. At SSC&B, Anil’s creative work helped the agency win the ‘Most improved agency of the year’ title, moving up from Rank 52 to Rank 18 in less than a year, within the Lowe network. As Bombay Creative Head at Percept, his work helped the agency garner more than 40 awards over a span of 2 years. Anil has been a member of the jury at the New York Festivals, Goafest and the Outdoor Advertising Awards. Anil regularly contributes articles to FHM magazine and is also working on his first fiction novel.
Why are you into advertising?
When I was a kid, my father owned an ad agency. Back then, there were no computers and he used to manually cut typefaces printed on bromides. He used to cut it very carefully, with a pair of scissors set the type for each ad with his own hands. As a teenager, I couldn’t help but get fascinated by the whole process. Often, I used to help him source typefaces from Letraset and various international magazines and I think that exposed me to the wonder of advertising; unknowingly, it helped me find beauty in typography, writing and art. Thanks to him, I could tell a Bodoni from a Futura, while I was still in school. In retrospect, this went a long way in defining the future. As it turned out, a few years later, my father got a job and so we had to move out and I found myself in Bombay and that marked the turning point of my life. I remember, a long, long time ago, while I was still wet behind the ears, I visited the CAG exhibition where I happened to see the Mauritius Tourism campaign and an electric sort of feeling ran through my spine and that was when I decided, I should be in advertising.
Did you attend school for fine art or design or Communications?
I did a Copywriting Course from AAAI and yes, I even graduated from the Mohammed Khan School of Advertising.
With your busy schedule as an ECD, do you have enough time left to indulge in Creative?
I follow a hands-on approach to work. I believe it’s the only way to stay focused on the creative output and the only way to keep your work fresh and contemporary. I’d be restless if I didn’t do at least an ad a week.
Were there any particular role models for you when you grew up?
I’ve had no role models but I’ve certainly had the good fortune of meeting and working with a whole lot of wonderful and incredibly talented people. Some of them include Mohammed Khan, Rajiv Agarwal, Sharmeen Mitha, Arun Kale, Agnello Dias, Ajay Chandwani, Elsie Nanji, K V Sridhar, Prashant Godbole, Zarvan Patel, Anand Halve and Vikram Gaikwad, among many others. Since I spent years working with these people, it’s quite obvious that they’ve had an impact on my work.
Who was the most influential personality on your career in Advertising?
Mohammed Khan. Without a doubt, he’s still the greatest Creative Director India has ever had. He’s easily the most honest, the most stylish, the most awe-inspiring and the most passionate advertising person I have ever met. I wish life had a rewind button and I could simply go back to the years I spent in Enterprise. Why can’t we have more creative directors like him?
Where do you get your inspiration from?
Arty museums, seedy bars, twitter, wikipedia, coffee shops, wherever I can get it from.
Tell us something about the work environment at Percept.
Percept has had a unique culture and a unique way of working. Since I had moved to Percept with my earlier boss, Ajay Chandwani, I found it a lot easier to bring in a creative culture, so to speak. We had a lot of fun producing some good work, some of which went on to win prestigious awards at Goafest, New York Festivals, Graphis and Montreux. It was quite exciting being part of the transformation, since it was the first time Percept had won so many awards.
Do you have any kind of a program to nurture and train young talent?
Percept does have knowledge sharing sessions every weekend, wherein renowned professionals are invited from the industry to share their knowledge and help train young talent.
What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
It depends on the nature of the project and the skill-sets required to execute the job. Obviously, the creative output is sacrosanct and if someone younger can bring more value to the table, I’ll be open to it.
What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad? Why do you think it has lost the shine? Why are the younger lot more interested in TV? Is it because TV creative (after the script of course) is outsourced to a production house?
I think it’s really sad to see print and particularly, writing for print, die in this country. It’s equally sad to see the younger lot ignoring print completely. There was a time when we used to fight among each other to work on a print campaign, but quite apparently, all that is now history. I think it’s bullshit when they say people don’t have the time to read, I think the real reason is that quite evidently, most writers are not writing any more and most planners and juries are not supporting writing any more. A premier Indian newspaper supplement once carried an article titled ‘The Death of Copy’. Ironically, the article was over 600 words in length. The article contradicted the very premise it was based on; that people don’t read any more. Last I checked, newspapers were still on the stands, blogs are gaining more importance and we see more and more bookstores than ever. The fact is, when you write copy that is relevant and intriguing, people will read it; when you have fun writing an ad, someone out there will have fun reading it.
About 12 years ago, all IIM and other B-School grads had advertising as their first choice of career option. Today it does not even feature in the list. How does that reflect in the quality of non-creatives in the industry? Is that one reason why the current print work sucks?
Great advertising is born out of a collaboration between a business insight and a disruptive idea. Obviously, it would be horribly wrong to have one without the other; that would most definitely affect the quality of any creative work and not just print alone. Now, more than ever, this industry needs as many bright thinkers as it can get.
More and more young people are web savvy and want to work on the internet or on more entrepreneurial ventures. Has that affected the quality of people advertising has been getting?
On the contrary, it’s helped push the envelope. It’s always good to have young, web savvy creative talent around, considering it’s common knowledge that the internet will gain even more ground as a medium, in the days to come. It’s also refreshing to see so many creative people start out independently. I firmly believe the next big creative revolution will be digitized and more often than not, the big ideas will come from
independent creative hotshops. Traditional advertising and beliefs will undergo a massive transformation and it will be exciting to witness a paradigm shift.
Do you think brands whose advertising wins awards do well in the market?
Without a doubt. According to The Gunn Report, more than 70% of the brands which win awards go on not just meet, but exceed sales targets. Advertising which wins awards obviously stands head and shoulders above the ones which don’t, and therefore gets noticed better and therefore, results in sales. It’s quite simple, really.
What advice do you have for aspiring creative professionals?
Stay hungry. Stay foolish. Never, ever waste money on an expensive portfolio case;
all your employer cares about is what’s inside.
What is your dream project?
To work on a campaign for Volkswagen.
Mac or PC?
Mac. Dead argument, innit?
Who would you like to take out for dinner?
Salman Rushdie. He’s got to be the most fascinating man on earth.
What’s on your iPod?
Jack Johnson, Pearl Jam, One Republic, The Fray, GMS and good ole’ Pink Floyd.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
Post originalmente publicado no Brainstorm #9
But yeah, I get influenced by almost everybody and everything around me if things are counted in ‘role models’. As a kid I got influenced by my toys, board game, art teachers, bulletin boards outside every section, my mum, blank paper, kitchen napkin, colourful cloth and now by intricate patters, mc donalds toys, Rob on M.A.D art show, t-shirts, books, ffffound.com, other peoples work : ) etc etc.
