Realmente o amor está no ar. Mais especificamente no ar dos intervalos da TV. Duas marcas com posicionamentos totalmente diferentes mas com algo em comum.
Tuesday, September 15, 2009
Saturday, September 12, 2009
151ª questão - O que você se lembra de 8 anos atrás?
11/09/2001
Há 8 anos atrás presenciamos os ataques terroristas em NYC. Ainda hoje, muitas pessoas se lembram exatamente onde estavam e o que sentiram quando viram as cenas pela TV. Nessa época eu trabalhava na Lowe. Lembro muito bem quando um redator viu na internet, e comentou sobre um avião que bateu em uma das torres gêmeas. Ninguém deu atenção. Afinal pensávamos que era apenas um mero acidente. Só nos demos conta da gravidade da situação, quando alguns minutos depois, soubemos que mais um avião bateu na outra torre. A partir dai, ninguém mais conseguiu trabalhar direito. A hora do almoço foi na frente dos telejornais a procura de informações. Tentando entender, ao menos um pouco, o que estava acontecendo.
Na época, diversos artigos relataram a mudança de modelos mentais resultantes desse evento. Sem dúvida, o impacto foi imenso na construção de nossa visão de mundo. Muito se questionou sobre as decisões políticas dos EUA ao longo da história. Por exemplo, como no vídeo abaixo do chileno Ken Loach. Foi desenvolvido para um projeto onde 11 diretores foram convidados a fazer um filme sobre o ataque as torres gêmeas.
Há 8 anos atrás presenciamos os ataques terroristas em NYC. Ainda hoje, muitas pessoas se lembram exatamente onde estavam e o que sentiram quando viram as cenas pela TV. Nessa época eu trabalhava na Lowe. Lembro muito bem quando um redator viu na internet, e comentou sobre um avião que bateu em uma das torres gêmeas. Ninguém deu atenção. Afinal pensávamos que era apenas um mero acidente. Só nos demos conta da gravidade da situação, quando alguns minutos depois, soubemos que mais um avião bateu na outra torre. A partir dai, ninguém mais conseguiu trabalhar direito. A hora do almoço foi na frente dos telejornais a procura de informações. Tentando entender, ao menos um pouco, o que estava acontecendo.
Na época, diversos artigos relataram a mudança de modelos mentais resultantes desse evento. Sem dúvida, o impacto foi imenso na construção de nossa visão de mundo. Muito se questionou sobre as decisões políticas dos EUA ao longo da história. Por exemplo, como no vídeo abaixo do chileno Ken Loach. Foi desenvolvido para um projeto onde 11 diretores foram convidados a fazer um filme sobre o ataque as torres gêmeas.
Monday, August 31, 2009
150ª questão -Quais foram os links da semana 2?
Meio atrasado, mas lá vão os links da semana que se passou:
- Uma das embalagens mais bizarras que já vi:
Maoam
- Por outro lado, uma verdadeira obra de arte em forma de embalagem:
INQ Mobile
- Só nesses últimos dias tomei conhecimento do que é Fringe:
Twitter Fringe e Glee
- Do excelente blog do Hiro:
Por que não ilustrar de graça
- Promoção inteligente
McDonald´s in China
- Nessas horas que lembro porque gosto tanto de design
A Brand for London
- Uma das embalagens mais bizarras que já vi:
Maoam
- Por outro lado, uma verdadeira obra de arte em forma de embalagem:
INQ Mobile
- Só nesses últimos dias tomei conhecimento do que é Fringe:
Twitter Fringe e Glee
- Do excelente blog do Hiro:
Por que não ilustrar de graça
- Promoção inteligente
McDonald´s in China
- Nessas horas que lembro porque gosto tanto de design
A Brand for London
Sunday, August 23, 2009
149ª questão - Quais foram os links da semana 1?
Ter blog exige dedicação e tempo. Nem sempre conseguimos atualizá-lo da forma como gostaríamos. De qualquer forma, a vantagem em ter um blog é a ´cobrança´ de estar sempre antenado e pesquisar muito. Tarefa essa, que não deixa de fazer parte de nosso trabalho, ainda mais na área de planejamento.
Aqui vão os links mais interessantes, em ordem aleatória, que li essa semana:
- Artigo da Harvard Business School, não tão novo, mas ainda vale a pena ser lido.
Radical Design, Radical Results.
- Matéria da Wired sobre os Gamers
Forget Teens
- Brand Asset Valuator from Landor
Breakaway Brands
- Design Thinking
Lego Back to basis
- Innoblog - guia de inovações
Innovation Links
Aqui vão os links mais interessantes, em ordem aleatória, que li essa semana:
- Artigo da Harvard Business School, não tão novo, mas ainda vale a pena ser lido.
Radical Design, Radical Results.
- Matéria da Wired sobre os Gamers
Forget Teens
- Brand Asset Valuator from Landor
Breakaway Brands
- Design Thinking
Lego Back to basis
- Innoblog - guia de inovações
Innovation Links
Friday, July 31, 2009
148ª questão - Como vender uma idéia?
Vale a pena conferir as apresentações dos Young Planners 2009 disponíveis no slideshare.
Young Planners 2009 - Nokia Njornadas por Caio Del Manto
View more presentations from grupodeplanejamento.
Young Planners 2009 - Chevrolet Meriva por Ramiro Amaral
View more documents from grupodeplanejamento.
Sunday, July 19, 2009
147ª questão - Estética e função ou mensagem e comunicação?
Aproveitando o embalo, mais dois trabalhos premiados em Cannes. Ambos completamente diferentes em seus objetivos e desafios. No primeiro, o design a serviço do mercado. Estética e função elevados quase a categoria de "arte". No segundo, o design como mensagem e comunicação. Me lembra até um pouco a utopia do manifesto "First Things First", onde nós designers fomos convocados a criar um mundo melhor através do melhor uso de nossas habilidades.
The challenge was to intuit a brand language from the consumer's behaviour, while fitting it naturally to the Nokia family. We developed a visual language that was not only elegant and brand appropriate, but that was inseparable from the functionality of the interface. Nokia viNe is the first time the brand design serves as both the identity and interface of the application. In the grand tradition of design, we wanted to create something that was both useful and beautiful. The ultimate objective was to craft a design that was iconic, where the functionality is intuitive and engaging for the user.
Describe the brief from the client:
To help Nokia establish the Nseries brand as an indispensible utility for consumers that allows them to record and share their life experiences—from photos and videos, to music and text messaging—all geo-tagged to their paths in life.
Description of how you arrived at the final design:
We designed from the bottom up, first understanding the behaviour of the user, then creating a visual language that seamlessly combines the naming, brand design, interface and functionality. The daily trails people make on maps are vines. The multimedia they use throughout their day are the leaves. This functional metaphor has the emotional connotations for a useable, intuitive interface. The brand design becomes the experience itself.
Having been driven into exile and saddled with a massive duty, our client had a limited budget but a need for their message to break through the reams and reams of coverage on Zimbabwe.
Describe the brief from the client:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
Description of how you arrived at the final design:
We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything, not a loaf of bread and certainly not any advertising. But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it. By sticking notes together we created posters and then we silk-screened our message straight onto the money.
Indication of how successful the outcome was in the market:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage. Within days we were in the national press on national television and radio. Then the internet discovered it and it spread across the world. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. More copies of The Zimbabwean than ever are crossing the border into Zimbabwe. We used Mugabe’s own creation against him.
Nokia - Vine from Mori on Vimeo.
Brief Explanation:The challenge was to intuit a brand language from the consumer's behaviour, while fitting it naturally to the Nokia family. We developed a visual language that was not only elegant and brand appropriate, but that was inseparable from the functionality of the interface. Nokia viNe is the first time the brand design serves as both the identity and interface of the application. In the grand tradition of design, we wanted to create something that was both useful and beautiful. The ultimate objective was to craft a design that was iconic, where the functionality is intuitive and engaging for the user.
Describe the brief from the client:
To help Nokia establish the Nseries brand as an indispensible utility for consumers that allows them to record and share their life experiences—from photos and videos, to music and text messaging—all geo-tagged to their paths in life.
Description of how you arrived at the final design:
We designed from the bottom up, first understanding the behaviour of the user, then creating a visual language that seamlessly combines the naming, brand design, interface and functionality. The daily trails people make on maps are vines. The multimedia they use throughout their day are the leaves. This functional metaphor has the emotional connotations for a useable, intuitive interface. The brand design becomes the experience itself.
CHEAPER THAN PAPER from Mori on Vimeo.
Brief Explanation:Having been driven into exile and saddled with a massive duty, our client had a limited budget but a need for their message to break through the reams and reams of coverage on Zimbabwe.
Describe the brief from the client:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
Description of how you arrived at the final design:
We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything, not a loaf of bread and certainly not any advertising. But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it. By sticking notes together we created posters and then we silk-screened our message straight onto the money.
Indication of how successful the outcome was in the market:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage. Within days we were in the national press on national television and radio. Then the internet discovered it and it spread across the world. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. More copies of The Zimbabwean than ever are crossing the border into Zimbabwe. We used Mugabe’s own creation against him.
146ª questão - Como utilizar o Color Code para reforçar a marca?
Apesar de ter acabado há quase 1 mês, ainda vale a pena dar uma olhada nos trabalhos do Festival de Cannes. Como por exemplo, a identidade visual da Nick desenvolvida pela MTV da Alemanha.
Brief Explanation:
We wanted to create a spot that incorporated the Nick Corporate identity without feeling forced. We also wanted something with an analogue look which related to the every day life of the kids. With that in mind, the idea to put realistic orange objects in the focus of each spot was born. To build a story around convincing orange objects was a challenge but once that was achieved the other two Nick colours, white and green, worked into the design naturally. This helped to give the spots a unique style while maintaining the brand.
Description of how you arrived at the final design:
We wanted to create a spot that incorporated the Nick Corporate identity without feeling forced. We also wanted something with an analogue look which related to the every day life of the kids. With that in mind, the idea to put realistic orange objects in the focus of each spot was born. To build a story around convincing orange objects was a challenge but once that was achieved the other two Nick colours, white and green, worked into the design naturally. This helped to give the spots a unique style while maintaining the brand.
Brief Explanation:
We wanted to create a spot that incorporated the Nick Corporate identity without feeling forced. We also wanted something with an analogue look which related to the every day life of the kids. With that in mind, the idea to put realistic orange objects in the focus of each spot was born. To build a story around convincing orange objects was a challenge but once that was achieved the other two Nick colours, white and green, worked into the design naturally. This helped to give the spots a unique style while maintaining the brand.
Description of how you arrived at the final design:
We wanted to create a spot that incorporated the Nick Corporate identity without feeling forced. We also wanted something with an analogue look which related to the every day life of the kids. With that in mind, the idea to put realistic orange objects in the focus of each spot was born. To build a story around convincing orange objects was a challenge but once that was achieved the other two Nick colours, white and green, worked into the design naturally. This helped to give the spots a unique style while maintaining the brand.
Wednesday, July 01, 2009
145ª questão - Criatividade para vender ou vender com criatividade?
Em Cannes na categoria de material para PDV os prêmios foram para Coca-Cola, Tide, Ikea e 3M. Sendo que o Ouro da categoria ficou com a vending machine abaixo:
Em relação a Ikea, são famosas suas campanhas e sites, sempre muito criativos e irreverentes. Inclusive em posts anteriores escrevi sobre a ´coincidência´entre uma abertura da novela da Globo e um hotsite da Ikea. Abaixo o trabalho que ganhou o Bronze:
Em relação a Ikea, são famosas suas campanhas e sites, sempre muito criativos e irreverentes. Inclusive em posts anteriores escrevi sobre a ´coincidência´entre uma abertura da novela da Globo e um hotsite da Ikea. Abaixo o trabalho que ganhou o Bronze:
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