Archive for September, 2012

Articles

What’s your Side Project?

In Uncategorized on September 25, 2012 by argentinan1


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At the last CreativeMorning/NewYork with Ji Lee we asked: In case you didn’t should worry about your job and shortage of time, which side project would you begin? Listed below are many of the answers. See the complete set here. What’s yours?

(all photos by wonderful Emily Gilbert )

(desire to create your individual Icebreakertags in your next event? There’s a domain for that !)

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Articles

Criterion

In Uncategorized on September 24, 2012 by argentinan1


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Criterion

It’s hard to place into words the astonishing amount that Criterion has done for film within the last 28 years. They’ve made it their business to provide beautiful films within the most reliable and so they commission and collate wonderful essays and trivia about them – making many film buffs very, more than happy within the process. Although you may feel just like the world of independent cinema is a club that you simply’re not quite in-the-know enough to join, their website has an absolute treat around every corner, is filled with insight and will be explored with vigour.

www.criterion.com

Criterion

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Best Slogans: the experts’ view

In Uncategorized on September 23, 2012 by argentinan1

Best Slogans: the experts view

As regular readers of the CR blog shall be aware, we’re devoting a forthcoming issue of the magazine to taking a look at the most effective slogans ever. We canvassed your opinions at the blog, and feature now approached a panel of industry experts to provide us their top five slogans. Here is what they picked…

Best Slogans: the experts view

John Hegarty, BBH

1. Liberté, egalité, fraternité: three words that encapsulated the ambitions of the French Revolution that modified Europe forever. They still appear over every town hall in France to today.

2. i like NY: Copied, parodied and emulated, but still the good slogan that got Manhattan back on its feet inside the 70s.

3. It’s miles, are you: The launch of The Independent within the mid-80s challenged people to think for themselves. It also challenged the remainder of Fleet Street.

4. Refreshes the parts other beers cannot reach: Longer than most slogans, it still caught the public’s imagination. It first appeared in 1974 but still gets quoted today.

5. The future’s bright, the future’s Orange: Within the fast-moving, uncertain world of technology, Orange captured the public’s hesitancy and turned it to their advantage, branding themselves the longer term.

David Lubars, BBDO New York

1. Do exactly it: Nike

2. Drivers wanted: Volkswagen

3. Where’s the meat: Wendy’s

4. Melts on your mouth not your hand: Wendy’s

5. i like NY

6. Be all you will be: US Army

Best Slogans: the experts view

Lee Clow, TBWA

1. Do just it: Nike

2. Without equal driving machine: BMW

3. When it absolutely positively needs to be there overnight: Fedex

4. Got Milk

5. Think Different: Apple

Margaret Johnson, Goodby, Sliverstein & Partners

1. The last word Driving Machine: BMW. It has got teeth. And it makes me feel confident that even after spending $60K on a car, I made a wise choice.

2. i would like my MTV: I always sing it other than say it, that is perfect, considering the class.

3. Reassuringly expensive: Stella Artois. You’ll expect to listen to this line over an excellent high-end luxury item. So, for a lager, it’s funny. And makes me willing to spend a few pennies more.

4. All of the news that’s fit to print: Ny Times. No bullshit. Tells me that what’s in this is worth reading – and if it is not within the Times, it’s not really worth my time.

5. i like Ny: So simple. You do not even ought to speak English to get it.

 

 

Best Slogans: the experts view

Wally Olins, Saffron

1. Refreshes the parts other beers cannot reach: Heineken

2. Dig for victory

3. Careless talk costs lives

4. Britons make it, it makes Britons: Welgar Shredded Wheat

5. We’re getting there: British Rail. Created by Saatchi within the 1980s when British Rail was clearly getting nowhere in any respect.

Naresh Ramchandani, Pentagram

1. My favourite advertising slogan: Does exactly what it says at the tin, Ronseal. It’s precisely the kind of slogan that advertising shouldn’t have produced. Advertising does hype; this line for Ronseal gave us stripped-down functionality; advertising does finely-honed hysteria, this line gave us a grumpy clumpy statement of fact. Maybe its unadvertising nature is why this slogan was capable of go through into everyday culture like no advertising phrase before it or since. It is also sold a couple of tins of wood varnish along the style.

2. My favourite anti-consumption slogan: My other car’s a Porsche. Littering car bumpers through the 1980s, this was an ideal example of slogan as subversion. Subtext: ‘even though i have no money and a crappy car, the undeniable fact that I’ve also got some wit makes me smarter than a banker with one million pounds and a flashy motor’. Better still, Porsche owners thought it was a compliment. As we accelerate into an age where overconsumption is crippling our economies and our climate, we’d like a number of more bumper stickers like this one.

3. My favourite revolutionary slogan: Peace, Land, Bread. Lenin’s October Revolution slogan was firmly within the school of 3 word manifestos separated by commas, but unlike the high-minded ‘Altius, Citius, Fortius’ and ‘Liberté, Egalité, Fraternité,’ ‘Peace, Land and Bread’ was both soaringly idealistic and magnificently modest. ‘All we wish is to bypass being in wars we do not understand, a bit patch of land to continue to exist and some food on our table.’ Proletarian perfection. Sign me up.

4. My favourite violent slogan: A watch for an eye fixed. A beautifully simple set of words that takes the violent notion of revenge and presents it as animal, primal, moral and robust. So powerful genuinely that Gandhi felt the necessity to neuter it by adding a second half, ‘a watch for an eye makes the entire world blind.’ Gandhi wasn’t technically correct because an eye fixed for a watch only makes the realm half-blind, and the violent version remains a more powerful phrase than its non-violent remix and shows just how dangerous words should be would becould very well be.

5. My favourite non-violent slogan: Make love not war. This slogan was never going to switch anyone’s mind. When you were a warmonger who thought that any weirdness on the planet needed to be obliterated, a host of hippies telling you to make love instead was only going to make you pull the trigger faster. But as a four-word word-four syllable articulation of a belief system that puts humanism before suspicion, ‘Make Love Not War’ was fabulous phrasemaking. At Karmarama we riffed on it for our ‘Make Tea Not War’ placards however the original was the world’s best T-shirt slogan for so long as those T-shirts stayed on.

Best Slogans: the experts view

Rory Sutherland, Ogilvy

1. Reassuringly expensive: Stella Artois. an excellent defence of a cost premium, and to take into accounta good psychological insight into the character of a ‘Veblen Good’ – i.e an item with negative price elasticity.
2. Noone ever got fired for purchasing IBM. a very good understanding of loss aversion, and its even greater role in B2B decisions.
3. No-one likes us, we do not care: Millwall FC. An unbeatable example for a challenger brand.
4. How else can a month’s salary last an entire life?: De Beers. Brilliant price-framing line.
5. Campaign for Real Beauty: Dove. Elevating a brand right into a philosophy.

Nils Leonard, Grey Advertising

1. i like NY

2. Do exactly it: Nike.

3. WHAASSSSUUUUUUUUUP: Budweiser.

4. Hello Boys: Wonderbra

5. i will be back.

Best Slogans: the experts view

Steve Henry

1. Labour isn’t working: without equal advertising line. Slick hypocrisy honed to a great art.

2. Does exactly what it says at the tin: Ronseal. An anti-advertising line that’s used on daily basis.

3. Keep calm and keep on: The one thanks to stay sane while working in advertising. Timeless wisdom.

4. We’re number 2, we strive harder: Avis. The cleverest line ever written in advertising. Turned the client’s biggest weakness into their biggest strength.

5. Lipsmackin’ thirstquenchin’ acetastin’ motivatin’ goodbuzzin’ cooltalkin’ highwalkin’ fastlivin’ evergivin’ coolfizzin’ Pepsi: Another great ad line. The way to say nothing, unforgettably.

Stephen Butler, Mother

1. Obey, by Shepard Fairey. In a global dominated by the economic slogan, Fairey reclaimed the streets from the corporates and gave it back to the folk. It said they were ours whilst making a lasting image of alarm, a benign 20th century big Buddha. A warning against the very slogans it lived amongst, the lone guerrilla fighter amongst the organised commercial armies that occupied our cities.

2. Better dead then Red. Has national propaganda ever delivered a more chilling warning against succumbing to an alien force? A slogan where the word ‘RED’ conjures an all enveloping image of menace with death, the David-like spit within the face to this colourful Goliath. Rhyme is the master of success.

3. Snap! Crackle! Pop!: Rice Crispies. Says it love it is. Those small creamy puffs of baked rice playing out a symphony to a child’s imagination. Before one would take a mouthful one would stare into the bowl taking on this sonic slogan, impressed with a grin, permanent. Iconic.

4. I’d walk a mile for a Camel. Only the Marlboro cowboy could challenge similar to the Camel man that this slogan endowed with a way of adventure. The crushed packet and everlasting icon of the last of the khaki shirted frontiers. It has gone the gap. Timeless.

5. And at last, person who sold neither a product, a political candidate nor a faith, but perhaps a generation. Cinema’s greatest slogan dropped at a time that might become eternal within the pantheon of capitalism. Gordon Gekko’s seminal ‘Greed is good’. Enough said!

 

Best Slogans: the experts view

Russell Ramsey, JWT London

1. Vorsprung Durch Technik: Audi. Nobody knows what it actually means however gave a mid-range car brand attitude and personality.

2. Have a Break, Have a KitKat: Been around for over 70 years. An endline that the majority of its competitors would kill for and plenty of have imitated.

3. Heineken refreshes the parts other beers cannot reach: Far too long however the definitive cause and effect endline. Dropped at life by some legendary advertising.

4. A Diamond is forever: De Beers. True and born out of the product. Makes some other gift seem inadequate.

5. Marmite. You either like it otherwise you hate it: Brave positioning to claim half the population hates your product but turned Marmite into an icon.

Mark Bernath, Wieden + Kennedy Amsterdam

Probably the toughest thing to return up with is a superb slogan. That’s why
there aren’t that many who are great. I are likely to prefer ones that are
words you will live by. Do exactly it. Tough to overcome that one. Think
different. Never stop exploring. Stay curious. All of them keep you from
getting lazy. And feature value beyond merely seeking to sell you something.
Oddly enough the one who i will not ever get out of my head has nothing to
do with any of this. It comes from Crazy People, the hilarious movie
about advertising where a guy’s career thrives once he’s in a mental
institution and begins collaborating with the alternative patients. For the
Paramount Pictures release The Freak, they penned this winner: ‘The
Freak. This movie won’t just scare you, this will fuck you up for all times.’
That’s a superb one.

Best Slogans: the experts view

Olivier Altmann, Publicis

1. Make love, not war: A slogan from the 1960s that was used against the Vietnam War after which later adopted by John Lennon and Bob Marley.
The author of the slogan is unknown, i think, but the message remains in use today.

2. Do exactly it: Nike. A slogan that actually embodies Nike’s values and one that they returned to after having changed to ‘Play’. Even Adidas needed to follow their lead; ‘Impossible is Nothing’ also celebrates the concept of going beyond our own limits.

3. Have a break. Have a Kit Kat: When the name and distinctiveness of the product are so well integrated into the slogan possible understand why the logo doesn’t change it. I miss the era of ‘Heineken refreshes the part…’, ‘Happiness is a gentle cigar’, because these taglines were, chiefly, concepts that allowed for brands to be built over the long run, rather than changing everything whenever there has been new marketing management. Sometimes it’s more courageous to not change whatever was created by the predecessor and to simply reinvent it.

4. Think different: With the passing of Steve Jobs, we are able to now not cite this slogan which embodies as much the founder’s motto as that of the goods, but certainly the Apple community. Another strength of the English language is its ability to deliver impactful concepts in only a couple of words, understood world wide. English is the Esperanto of the trendy world.

5. Vorsprung Durch Technik: Audi. an ideal counterexample to US claims. You don’t have to comprehend German to grasp that Audi is German and serious. A display of boldness from BBH and Audi, lots in order that some years later VW now signs ‘Das Auto’…

6. As a Frenchman, I’m adding a sixth: Liberté, Egalité, Fraternité (Freedom, Equality, Brotherhood). A slogan that may be seen on most official French buildings and which still reflects our national ideas. Although French people, contrary to what people may believe, aren’t patriotic at heart, these few words unite them whenever there’s a threat to the Republic.

Mark Denton, Coy

1. Visit work on an egg: Egg Marketing Board
2. Drinka Pinta Milka Day: The National Dairy Council
3. Beanz Meanz Heinz
4. Nice one Cyril: Wonderloaf
5. Lipsmackin’ thirstquenchin’ acetastin’ motivatin’ goodbuzzin’ cooltalkin’
highwalkin’ fastlivin’ evergivin’ coolfizzin’ Pepsi

Best Slogans: the experts view

Chris Davenport, Interbrand

1. You either adore it otherwise you hate it: Marmite. How brave, honest and clever to make a virtue of your polarising properties. Too many brands want everyone to like them and prove being rather insipid. This line has real punch and flavour, shunning half the market, and leading the logo name getting used as shorthand for anything that inspires strong but opposite reactions. i admire it.

2. The world’s local bank: HSBC. While big business pondered the question ‘How will we do that global-local thing?’, HSBC realised the reply was within the question: ‘We do that global-local thing.’ The straightforward ideas are usually the simplest.

3. It is not for women: Yorkie. The chunky chocolate number of the discerning trucker, this line is another example of the ability of shunning half the market. i like how un-PC this was, and amidst the talk, I’m sure Nestlé loved the way it goaded an enormous uplift in sales. It’s rumoured a few of them were actually girls.

4. Every little helps: Tesco. This may little question be a well-liked one. In three simple words, it sums up their positioning as customer champion in an ageless but everyday cry of progress. The mutation of the road into ‘Every litre helps’ in accordance with mounting fuel prices was two strokes of brilliance. Please do we see ‘Merry little elves’ come Christmastime?

5. Good stuff come to people who wait: Guinness. This anticipatory line is nearly prophetically authoritative when consistently combined with the expectancy-building ceremonies of the enduring drink. i like its dramatic tension, its unhurried length, and its unfashionable message of patience. Cheers.

Stéphane Xiberras, BETC Euro RSCG Paris

1. L’eau l’air la vie (Water, air, life): Perrier
2. T’es moche mais qu’est ce que tu bosses (You’re ugly but you sure work flat out): Jex sponges
3. L’eau que vous buvez est aussi importante que l’air que vous respirez (The water you drink is as important because the air you breathe): Evian
4. Il faudrait être fou pour dépenser plus (You can to be mad to spend more): Eram shoes
5. Vous n’imaginez pas tout ce que Citroën peut faire pour vous (You cannot imagine everything that Citroën can do for you)
6. Il y a moins bien mais c’est plus cher (You’ll discover worse but they’re dearer): Fiat
7. 100% des gagnants ont tenté leur chance (100% of the winners tried their luck): Loto

Best Slogans: the experts view

Nick Asbury, Asbury & Asbury

1. Every little helps: Tesco. I put this previous to the others because it is not just an advertising endline – additionally it is a correct brand positioning. It really is the comment I left at the original CR post: “For me, the correct strapline ever can also be arguably probably the most evil: Tesco’s ‘Every little helps’. It’s clever because it’s rooted in folk wisdom – a saying that was passed down through generations. Precisely the form of thing your grandma used to assert. So it carries the typical authority of a proverb. It’s tonally appropriate – conversational and impossible to misconceive (unlike John Lewis’s mind-bending ‘Never knowingly undersold’). It’s strategically spot-on, since it taps into the customer’s mindset, and in addition works as a superb internal motivator. It’s in regards to the tiny things that add as much as an enormous difference – the penny cheaper at the baked beans, or the penny off the worth you get from a supplier. Multiply tiny differences by something as big as Tesco and you’ve world domination. And that is the evil bit. The road is a classic example of verbal misdirection. ‘Little’ should be the ultimate you go along with Tesco. You need to consider them as a multinational giant crushing everything in its path. But instead they plant that word for your head, with all of the folksy charm it implies. i do not find it irresistible, but i like it a great deal.”

2. Beanz Meanz Heinz. The classic brief – associate our name with the generic product. The prosaic answer will be ‘Think beans. Think Heinz.’ Here’s the poetic answer – an excellent piece of wordplay rooted inside the brand name.

3. Does exactly what it says at the tin: Ronseal. Created a brand new idiom as a way to probably survive inside the language long after Ronseal has gone. It is a reasonably anti-strapline – no wordplay, no clever twist, and a message so obvious it shouldn’t need saying, why would it do what it says at the tin? However the hyper-clarity is ideal for the bewildering world of DIY.

4. Snap! Crackle! Pop!: Rice Crispies. The definitive example of a strapline driving a whole brand. Like many great lines, it wasn’t conceived as a strapline  it was portion of a radio ad that got picked up and developed right into a series of characters which are still used today. Interestingly, the product makes an additional sound in other countries: Pif! Paf! Puf! (Denmark), Cric! Crac! Croc! (France), Knisper! Knasper! Knusper! (Germany), Pim! Pum! Pam! (Mexico).

5. Probably the precise lager on earth: Carlsberg. A classic example of a brand taking ownership of a word. Lookup ‘Probably’ in a dictionary and also you half-expect a TM to seem next to it. It’s even better because Orson Welles voiced the unique T.V. ads – the best voice reading probably the most greatest lines. They do not cause them to like that any further. (They make ‘That demands a Carlsberg.’)

Gordon Comstock, CR columnist and freelance ad copywriter

1. You never actually own a Patek Phillipe, you merely protect it for the subsequent generation: Only one of the justifications why Tim Delaney remains to be Britain’s best living copywriter. The emblem runs this line with different photography annually and pays his agency one million quid. It’s probably worth it too, it is a choice few words that may justify the acquisition of a £35K watch. It is a confident writer (a writer who’s also his own creative director) that may leave two adverbs in a headline. The endline, ‘Begin your personal tradition’ pays it off beautifully.

2. Do just It: Nike. Dan Wieden says that the Nike strapline was in keeping with the last words of a condemned man. Actually these were ‘let’s do it’. It’s funny that, watching the words at the page with none knowledge of the body of advertising they’re attached to (in case you can imagine that), you might not immediately recognise their power because they’re so simple. That’s part of the difficulty, recognising which simple words pull hardest.

3. To be or not to be: It’s not a slogan, it’s probably the most famous line literature. The ultimate cliché and yet still incredible. Six words and six syllables embodying the great existential question. There’s quite a bit of this in Hamlet, the ‘there’s a special providence in the fall of a sparrow/if it be now ’tis not to come’ speech being another less famous one. I’ve always thought it was Shakespeare seeing what small words could do like a master painter exploring the possibilities of the colour black.

4. Never Knowingly Undersold: John Lewis. Does anyone know who wrote this? It means ‘we won’t be beaten on price’ but it’s such a curious way of putting it and virtually incomprehensible to anyone under 50. It’s strange because it’s an endline that they act on – a promise, rather than an assertion. Something that they’re committed to doing, not something (like ‘just do it’) which you have to do. You can probably track the shift in advertising endlines from what we do (‘we try harder’, ‘never knowingly undersold’) to what you do.

5. It is. Are you?: The Independent. It is not any more, it’s owned by a Russian oligarch. But when it was this was a great line. Notice that it doesn’t limit the paper at all – like a line that was about ‘news’ might. I don’t know who wrote it, but it may have been Charles Inge. He definitely did the TV ad with punk-poet John Cooper Clark.

Thanks to everyone who contributed. These suggestions will join our readers’ nominations to help compile a final top 20 that will be showcased within the Feburary issue of CR.

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Articles

My LDF: Angus Hyland

In Uncategorized on September 21, 2012 by argentinan1


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My LDF: Angus Hyland

My LDF continues its relentless look for what’s hot in this year’s London Design Festival. Next up, graphic design behemoth Angus Hyland, who’s a partner at Pentagram which designed the visual identity for this year’s festival. (Read more)

www.pentagram.com

My LDF: Angus Hyland

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Christmas Card Giveaway From MOO

In Uncategorized on September 1, 2012 by argentinan1

It’d be a piece early to consider Christmas already, but something came up. MOO has provided me with 4 sets of 25 MOO Christmas Cards that i will make known to my lucky readers. i do not do giveaways often unless it’s something that I stand behind, something really extraordinary or something i’d use myself. Now what to do… i assumed it may be fun to do some contest that allows you to win one of many 4 sets…

More About MOO

If you have not bump into MOO before, they like to print – whether it’s unique business cards, creative MiniCards, Postcards, Greeting cards, StickerBooks and more. I got to grasp MOO through Flickr years ago, after I had these MOO MiniCards printed from multiple my Flickr photos .

MOO was born from a love of gorgeous, high-quality print and design. MOO makes designing and printing beautiful and unique business cards, greeting cards and MiniCards really easy! You could either upload your personal images or artwork to create truly unique cards, or make a choice from various designer templates and personalize them along with your own details.

One of the things i’d like to try myself is to have a number of my Instagram photos printed on these StickerBooks . I’ve heard the result’s really great and they look really cute. I just make time to essentially do it :)

The Prize

4 sets of 25 MOO Christmas cards for 4 lucky readers!

Christmas Card Giveaway From MOO
Christmas Card Giveaway From MOO

How to Enter

For of venture to win one of several 4 sets of Christmas cards, all it is advisable do is post a comment and let us know the funniest Christmas related story that you’ve got been through! Yes, I’m seeking funny, unusual and embarrassing things you’ve experienced – nightmare Christmas parties, Christmas dinner gone wrong, a disastrous and inappropriate gift – you to decide! Winners can be selected from the comments. The lucky winners should be picked on Monday November 28th. Please be sure to enter a sound email address so i can contact you.

Christmas Card Giveaway From MOO

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