Hasta La Creative!

Quem trabalha com a redação de textos – jornalísticos, publicitários, literários, etc – sabe que nem sempre o primeiro rascunho é aquele que chega ao leitor. Dependendo da finalidade do texto, ele vai ganhando diferentes versões, de acordo com as alterações necessárias, até finalmente atingir sua versão definitiva.  O caminho é árduo e geralmente inclui observações (demolidoras) de editores e clientes. O escritor Paul Laudiero resolveu imaginar como teriam sido os rascunhos de algumas obras conhecidas – slogans, livros e roteiros – no Tumblr Shit Rough Drafts.

No caso dos slogans, ele começou com GAP, Nike, Geico e McDonald’s.

Na televisão, nem o roteiro de Breaking Bad escapou…

E como escolher o nome de um livro?

Post originalmente publicado no Brainstorm #9
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There was an article in yesterday’s WSJ regarding the new marketing and branding campaign for Citi appearing in the midst of credit-market turmoil and economic uncertainty. The answer to branding problems? Head back to 1978 and dig up a retired slogan. After researching, Citi determined that the best course of action would be to “revitalize” their classic slogan, “The Citi Never Sleeps,” although cleverly dropping “the” off the tag. From the WSJ article:

The ad push comes as the New York company has been on a cost-cutting drive, even slashing its dividend. Citi, which declined to say how much it is spending on the new ads, says it went to great lengths to save money on the campaign. It says it used leftover footage from a previous shoot instead of opting for an expensive new commercial shoot, which often involves extensive travel to far-off places. It also used a piece of music the company owns and has used in commercials before.

So one has to wonder – is Citi “never sleeping” out of a cognizant branding choice? Or rather struggling to find a new voice without the proper means to develop one? Either way, we’ll be seeing more of the Citi that doesn’t sleep in the coming weeks. Will the nostalgia prove comforting or merely confusing?