Hasta La Creative!

Eu não sei vocês, mas muitas das minhas refeições matinais envolviam uma leitura minuciosa da embalagem de cereal matinal. Eu saberia dizer detalhes sobre as calorias, ingredientes utilizados na fabricação e qualquer tipo de novidade ou informação que a marca tivesse estampado na embalagem, porque ler aquilo era uma das atividades involuntárias do meu café da manhã.

Isso talvez faça de mim uma leitora ávida por qualquer coisa (true story), mas foi exatamente pensando que não havia nada para ler durante uma refeição que fez Jonathan Safran Foer dar uma ideia sensacional para a rede de fast food Chipotle: e se as embalagens estampassem trechos curtos de literatura?

“A pergunta não é ‘se isso vai mudar o mundo’, a pergunta é ‘isso não é melhor do que uma embalagem sem nada escrito?’”, provoca o escritor.

Particularmente, eu ficaria agradecida se eu pudesse ter um ou dois minutos de cultura durante o meu almoço, por exemplo. Provavelmente faria com que eu me alimentasse mais devagar (afinal estou prestando atenção em outra coisa) e poderia trazer alguma inspiração para o meu dia.

Colocar informações em embalagens descartáveis, no entanto, não é uma ação nova. Você certamente vai lembrar de momentos em que ficou passeando pelas informações oferecidas pelo McDonalds no papel que forra a bandeja do seu lanche, mas o objetivo não é só trazer um branded content estampado nas embalagens, mas sim uma literatura rápida para um espaço curto.

Entre os convidados a fazerem textos que possam ser lidos em até 2 minutos estão escritores como George Saunders, Malcolm Gladwell, Judd Apatow, Sara Silverman, Toni Morrison (vencedora do Nobel), Michael Lewis, Bill Hader, Steven Pinker, Sheri Fink (vencedora de um Pulitzer) e o próprio Jonathan Safran Foer.

Chamada de ‘Cultivation Thought’, a série de embalagens literárias tem o intuito básico e simples de levar boa literatura para o grupo mais diverso de pessoas. Caso o trecho acabe molhado de refrigerante ou sujo com algum molho, os interessados sempre poderão conferir os textos também online, no site cultivatingthought.com.

Pode ser meu background literário, mas eu achei simplesmente sensacional.
Fica a dica para as outras redes de fast food 🙂

Post originalmente publicado no Brainstorm #9
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Media, Outdoor, Promo
Transavia

Les Gaulois created a special billboard in the heart of Paris to remind Parisians that a cheap plane ticket costs as much as their average meal in a restaurant in Paris.

Advertising Agency:Les Gaulois, Puteaux, France
Global Creative Director:Gilbert Scher
Creative Director:Luca Cinquepalmi, Marco Venturelli
Art Director:Jordan Molina
Copywriter:Ludovic Miege
Director:Victor Haegelin

On Wednesday, the same day that Jill Abramson was removed as the top editor at The New York Times, the paper’s ad sales chief, Meredith Levien, appeared at an ad agency forum to discuss the Times’ new native ads. Ms. Levien told the audience that its “Paid Posts” ads attract roughly the same attention as its editorial content.

The claim surprised some of the audience members. It also chaffed the newsroom, one reporter said. “It was like sticking a sharp object into the eye of the newsroom,” a former Times executive agreed. “Plus, it’s an unfair comparison. An editorial story is off the homepage after maybe a day, while a promotion can live there for weeks.”

In a conversation Thursday night, Ms. Levien put her statements into context. “I should not have used words that made such a direct comparison,” she said. “It’s not a fair comparison, and I should’ve been more careful.”

Continue reading at AdAge.com

Apparently Jonathan Safran Foer is just like us. He eats at Chipotle and he curses the heavens when he neglects to bring something to entertain him while he crams rice, beans and guacamole (he's a vegetarian) into his piehole.

But since he's a famous author, he was able to e-mail the chain's CEO, Steve Ells, and pitch him a neat idea: "I bet a shitload of people go into your restaurants every day, and I bet some of them have very similar experiences, and even if they didn't have that negative experience, they could have a positive experience if they had access to some kind of interesting text," Foer recalled to Vanity Fair as a summary of his e-mail.

This is all to say that, starting today, original long-form text by Foer—along with fellow scribes Judd Apatow, Sheri Fink, Malcolm Gladwell, Bill Hader, Michael Lewis, Toni Morrison, Steve Pinker, George Saunders and Sarah Silverman—will festoon Chipotle's cups and bags. Chipotle deemed the initiative "Cultivating Thought." Foer selected the writers, and any edits were made by him.

Check out two of the writeups below and see them all here.

Via Vanity Fair.

The Two-Minute Minute
By Michael Lewis 

I spend too much time trying to spend less time. Before trips to the grocery store, I’ll waste minutes debating whether it is more efficient to make a list, or simply race up and down the aisles grabbing things. I spend what feels like decades in airport security lines trying to figure out how to get through most quickly: should I put the plastic bin containing my belt and shoes through the bomb detector before my carry-on bag, or after? And why sit patiently waiting for the light to turn green when I might email on my phone? I’ve become more worried about using time efficiently than using it well. But in saner moments I’m able to approach the fourth dimension not as a thing to be ruthlessly managed, but whose basic nature might be altered to enrich my experience of life. I even have tricks for slowing time—or at least my perception of it. At night I sometimes write down things that happened that day.

For example: This morning Walker (my 5-year-old son) asks me if I had a pet when I was a kid. “Yes,” I say, “I had a Siamese cat that I loved named Ding How, but he got run over by a car.” Walker: “It’s lucky that it got killed by a car.” Me: “Why?” Walker: “Because then you could get a new cat that isn’t named Ding How.”

Recording the quotidian details of my day seems to add hours a day to my life: I’m not sure why. Another trick is to focus on some ordinary thing—the faintly geological strata of the insides of a burrito, for instance—and try to describe what I see. Another: pick a task I’d normally do quickly and thoughtlessly—writing words for the side of a cup, say—and do it as slowly as possible. Forcing my life into slow-motion, I notice a lot that I miss at game speed. The one thing I don’t notice is the passage of time.

Two-Minute Seduction
By Toni Morrison

I took my heart out and gave it to a writer made heartless by fame, someone who needed it to pump blood into veins desiccated by the suck and roar of crowds slobbering or poisoning or licking up the red froth they mistake for happiness because happiness looks just like a heart painted on a valentine cup or tattooed on an arm that has never held a victim or comforted a hurt friend. I took it out and the space it left in my chest was sutured tight like the skin of a drum.

As my own pulse failed, I fell along with a soft shower of rain typical in this place.

Lying there, collapsed under trees bordering the mansion of the famous one I saw a butterfly broken by the slam of a single raindrop on its wings fold and flutter as it hit a pool of water still fighting for the lift that is its nature. I closed my eyes expecting to dissolve into stars or lava or a brutal sequoia when the famous writer appeared and leaned down over me. Lifting my head he put his lips on mine and breathed into my mouth one word and then another, and another, words upon words then numbers, then notes. I swallowed it all while my mind filled with language, measure, music, knowledge.

These gifts from the famous writer were so seductive, so all encompassing they seemed to make a heart irrelevant.