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Articles tagged with: Creative

Work »

[4 May 2010 | No Comment | ]
The Small Idea

(Videos embedded)
Big ideas are cool. But they demand big money.
What about a small idea?
An idea so tiny that uses ants as the media.
Check this new viral from the Giovanni+DraftFCB guys here in Brazil.

After watching this I said, ok, what was the post production trick?
And then, they released their making of. 100% DIY.

- Fabio Seidl

Experiences »

[3 May 2010 | No Comment | ]
Will Somebody Please Tell Me I’m Great!

Don’t get me wrong. I appreciate my big salary, the nice hotels, the fancy dinners and the expense reports—but I’m a creative bitch and I’m addicted to compliments. I need compliments from my creative director. I need a visit from the CEO to personally tell me how great I am. I need to hear it from the client. And, I want the client to say it in the meeting. Not just nod his or her head and later on tell the account executive they were happy. I need instant awesomefication. …

Industry »

[24 Mar 2010 | 2 Comments | ]
The results aren’t in

We hear all the time how advertising has to be more accountable. We need to ‘mine the data’ and find out how to ‘optimize’ every piece of communication.
Okay.
So explain to me why I’ve pretty much never received any feedback on how a piece of communication that I created performed? Sure, if I harass someone, I may get a cursory “it did great” or “it underperformed”, but why isn’t this information made readily available to the people responsible for creating the work?
Listen, I’m not dying to hear all the nitty-gritty details …

Work »

[12 Mar 2010 | One Comment | ]
Catch Me If You Can

Coppola uses them to create his movies.
The Clash used them to make their music.
Picasso used them to develop his art and make it unique.
References.
Everybody uses them.
They are part of any creative process.
But we live in a time that is easy to access almost every new idea in the planet. Right now, every kind of people are inventing stuff and sharing them with us.
Meanwhile, in advertising, some people are taking advantage of this to use a new formula for “creating” ads.
It’s pretty easy:
Get a reference + CtrlC/Ctrl V+ add logo in …

Industry »

[10 Mar 2010 | 2 Comments | ]
Ad agency, promote thyself

So, I know this has been discussed before, but I’ve never heard a satisfactory explanation.
Why don’t advertising agencies advertise?
We ask our clients to put their faith in us. We tell them that their media dollars are an investment, one that will pay off with increased sales and additional customers.
And yet, when was the last time you saw a BBDO spot on TV? Or a Crispin print ad? Or an R/GA banner?
We don’t even have a particularly strong social media presence. Sure, there are a few agencies that have a decent …

Industry »

[2 Mar 2010 | One Comment | ]
Is it a soft drink or a soda?

Is it an automobile or a car?
Is it a motorcycle or a bike?
These are the discussions that take up the bulk of my time in conference rooms. They usually come up at the end of the approval process. These are comments made by smart people. And, I welcome the feedback. I just feel that it’s feedback for the sake of feedback. In other words, when people are being paid a lot of money to give their opinion, they feel obligated to say something smart. It usually evolves into this kind …

Work »

[22 Feb 2010 | One Comment | ]
Stupid Writer Trick Number One Thousand Nine Hundred and Sixty-Seven

Certain clients love to cram too much copy into film and radio ads.
Cram. Cram. Cram.
Got thirty seconds?
Cram thirty-five or forty seconds worth of talk in there.
Sixty seconds?
Surely that can hold seventy seconds worth of screaming and shouting.
Cram. Cram. Cram.
Apparently they know something about space-time that you, I and even Einstein are incapable of fathoming.
Or…
Or maybe they are perusing your script and it just doesn’t look like there’s all that much copy there in the first place.
Why?
Because you used numbers and symbols instead of letters.
$5.99 perhaps?
Maybe there’s a January 28, 2011 …

Products; Brands »

[9 Feb 2010 | No Comment | ]
Never Talk To Strangers

Think about it.
If you have to create a character for kids, would it be a disgusting creature like a mouse?
Well, Spongebobs come and go, but Mickey Mouse is still here, making zillions.
What about using red in the logo and in the package of a refreshing product?
And here’s Coca-Cola.
If you have to choose a name for a high-end technology company, would you pick Apple?
Now, watching these early Ronald McDonald’s commercials, even considering that they were shot in the sixties, would you imagine that this clown would help a brand to become …

Products; Brands »

[5 Feb 2010 | 2 Comments | ]
No Soap in My Eyes

Coca-Cola. Campbell’s Soup. Tabasco Brand Pepper Sauce.
Apart from being quasi-liquidy substances, all three of these packaged goods have one thing in common: super-awesome iconic package design.
Now stroll through your average grocery store and take a look at all the other horrendous labels littering the shelves.
Very, very few even come close to the simplicity and elegance of the above mentioned three.
And of my many crackpot theories, I have one to explain this particular phenomenon.
The difference is that Coke’s, Campbell’s and Tabasco’s label designs are all at least one hundred years old.
They …

Industry, Sports »

[22 Jan 2010 | One Comment | ]
Back in November, I had no idea that Tiger…

Back in November, I had no idea that Tiger was about to hit a tree with his SUV and trashy women would begin to fall out…
So much has been written and said about he sorry state of Tigers personal life, I really don’t need or want to chime in here.
But Hell, it sure does back up the point I was trying to make about the media constantly cramming certain people down our throats. And how most of the time a celebrity pitchman is simply a lame substitute for an idea. …