Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: INBEV
Product/Service: BEER
Agency: DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Javier Campopiano (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Patricio Del Sante (Del Campo Nazca Saatchi & Saatchi)
Art Director: Carlos Muller / Bruno Tortolano / Juan Pedro Porcaro (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani / Camilo Rojas / Patricio Martinez (Del Campo Nazca Saatchi & Saatchi)
Production Company: Primo (Primo)
Editing Company: Cinecolor (Cinecolor)
Music Company: Supercharango (Supercharango)
Director: Primo (Primo)
Photographer: Leandro Fillol ()
Executive Account Director: Lorena Pascual (Del Campo Nazca Saatchi & Saatchi)
Booth Designer: Ad Production (Ad Production)
Describe the brief from the client: As new beer brands appear in the Market, Andes, the leading beer in Mendoza, Argentina – wanted to find a new way to connect with consumers, which are mostly men.
The objective: To increase brand preference through an innovative proposal.
The result: More happy men at bars, less broken up couples. And most important, brand preference increased by 10 points.
Describe the creative solution to the brief/objective.
The situation: Men love going to bars to drink beer with friends.
The problem: Girlfriends. They hate it when men go to bars to drink beer with friends. The solution: Andes Teletransporter.
Soundproof booths placed in the main bars of Mendoza, Argentina.
These booths have a sound panel that recreates different environments to get men out of the bar without leaving it.
Describe the results in as much detail as possible.
Word of mouth was immediate.
*Within a week the Teletransporter was the talk of the town across the province of Mendoza.
*In only two months it received 6 million visits on YouTube.
*Every minute there was a new Tweet on the case.
*Up to this moment there are 871000 blogs that talk about the Andes Teletransporter.
*The action was picked up by the National and International media.
*The InBev group considered it the best marketing action in the last two years on a global scale.
*Most importantly brand preference increased by 10 points.
The commercial titled ANDES TELETRANSPORTER was done by DEL CAMPO NAZCA SAATCHI & SAATCHI advertising agency for Andes (InBev company) in Argentina. It was released in the June 2010. Business sector is Alcoholic drinks.
pfoa! mizerie! imbecilitate!
Acestea sunt cliseele formulate in diverse nuante si contraste cand nu-ti convine ceva, cand este atipic si daunator imaginatiei. Iata ca tocmai s-a produs producerea si rgb incearca sa preia cmyk. Evident, toata lumea stie ca R – red (rosu) este format din magenta si galben, G – green (verde) este tocmit din galben si albastru iar B – blue (albastru) este rezultatul contopirii de magenta si cyan. Daca iei repede, o sa-ti spun ca sunt culori primare ale culorilor primare, adica, cmyk formeaza rbg. So, nu vad ce atatea traumatizme exteriorizate prin diverse moduri de vaicareala, atata timp cand la baza sta tot principiul coloristicii cmyk.
Un designer coreean a inventat un pix care combina culorile prin 3 surse de cerneala. Are cartus de r (red), g (green) si b (blue). Iar darele pe care le lasa prin simpla functie de ‘print’ este evident combinarea cernelurilor. Ce reproduce? Oooooooh! aici e frumusetea uneltei. Are un senzor care scaneaza obiecte si apoi interpreteaza in interiorul sau ce culoare trebuie reprodusa.
Color picker pen functioneaza simplu. Si ca orice inventie are adepti si detractori.
saptamana trecuta am gasit citate extrem de interesante despre DESIGN. Citate ale unor designeri creativi, artisti si ingineri vizionari. Totul se invarte in jurul artei si a matematicii aplicate sau a mecanicii cotidiene. Redau citatele:
1. James Randolph Adams
Great designers seldom make great advertising men, because they get overcome by the beauty of the picture – and forget that merchandise must be sold.
2. Milton Glaser
The real issue is not talent as an independent element, but talent in relationship to will, desire and persistence.
3. Charles Eames
Design is an expression of the purpose, and it may (if it is good enough) later be judged as art; design depends largely on constraints and it is a method of action (there are always constraints and these usually include ethic).
4. Douglas Adams
A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.
5. Milton Glaser
To design is to communicate clearly by whatever means you can control or master.
6. John Maeda
If there were a prerequisite for the future successful digital creative, it would be the passion for discovery.
7. Kate Krebs
Waste is a design flaw.
8. Clement Mok
Design, in its broadest sense, is the enabler of the digital era – it’s a process that creates order out of chaos, that renders technology usable to business. Design means being good, not just looking good.
9. John D. Berry
Only when the design fails does it draw attention to itself; when it succeeds, it’s invisible.
10. Jorge Frascara
Good graphic design solutions to communication problems can improve the flow of information in society and, therefore, substantially and positively affect education, social well-being and the daily enjoyment of life. In addition, good graphic design solutions can also have a positive economic impact.
11. David Hockney
Art has to move you and design does not, unless it’s a good design for a bus.
12. Scott Adams
Creativity is allowing yourself to make mistakes. Design is knowing which ones to keep.
13. Freeman Thomas
Good design begins with honesty, asks tough questions, comes from collaboration and from trusting your intuition.
14. Milton Glaser
There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.
15. Stanley Morrison
Type design moves at the pace of the most conservative reader. The good type-designer therefore realizes that, for a new fount to be successful, it has to be so good that only very few recognize its novelty.
16. Jenaiha Woods
Design is the contrast of the core of limitations therefore there are no boundaries. It is simply an interpretation of creativity.
17. Jeffery Veen
Designers can create normalcy out of chaos; they can clearly communicate ideas through the organizing and manipulating of words and pictures.
18. Adrian Frutiger
If you remember the shape of your spoon at lunch, it has to be the wrong shape. The spoon and the letter are tools; one to take food from the bowl, the other to take information off the page… When it is a good design, the reader has to feel comfortable because the letter is both banal and beautiful.
19. Jan Tschichold
Perfect typography is certainly the most elusive of all arts. Sculpture in stone alone comes near it in obstinacy.
20. Massimo Vignelli
I see graphic design as the organization of information that is semantically correct, syntactically consistent and pragmatically understandable.
21. Zuzana Licko
The most popular typefaces are the easiest to read; their popularity has made them disappear from conscious cognition. It becomes impossible to tell if they are easy to read because they are commonly used, or if they are commonly used because they are easy to read.
22. Adrian Frutiger
Helvetica is the jeans, and Univers the dinner jacket. Helvetica is here to stay.
23. David Carson
If you have no intuitive sense of design, then call yourself an “information architect” and only use Helvetica.
24. Alexander Gelman
Any good typeface can be completely destroyed when misused or extensively overused. Helvetica seemed to sustain a beating like no other. Still fresh, still popular, Helvetica is king.
25. Paola Antonelli
Designers may be the true intellectuals of the future.
26. Erik Adigard
Design is in everything we make, but it’s also between those things. It’s a mix of craft, science, storytelling, propaganda, and philosophy.
27. Steff Geissbuhler
I have never designed a logotype without first trying it in Helvetica. It is still the most versatile, classic and readable of all typefaces.
28. Michael Ian Kaye
What a graphic designer tries to do is make sure the typography is emotionally consistent with the brand.
29. Massimo Vignelli
The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.
30. Roi James
Great design is all about details. With innovative material selection, sensible construction techniques and modern aesthetics one can craft a unique design language that sets a new standard.
31. Frederic W. Goudy
Anyone that would letterspace blackletter would steal sheep.
32. Eric Gill
There are now about as many different varieties of letters as there are different kinds of fools.
33. Wolfgang Weingart
Berthold is still a good typeface, but even Berthold has some less than attractive features, and then I just cut them off because I didn’t like them.
34. Luke Wroblewski
Visual organization is the deliberate prioritization of meaning within a visual design. It’s the process of applying the principles behind perception – how we make sense of what we see – to illuminate relationships between content and actions.
35. Jeff I. Richards
Creative without strategy is called ‘art’. Creative with strategy is called ‘advertising’.
36. Serge Zuev
The original idea makes design distinctive, function makes it work and quality adds value.
37. Don Newgren
Design is intelligence made visible.
38. John Maeda
Skill in the digital age is confused with mastery of digital tools, masking the importance of understanding materials and mastering the elements of form.
39. Paul Rand
It is no secret that the real world in which the designer functions is not the world of art, but the world of buying and selling.
40. Linda van Deursen
Grids do not exist in a vacuum. They exist in relation to the content. We never start with a grid. We start with an idea which is then translated into a form, a structure.
41. Steve Jobs
Design is not just what it looks like and feels like. Design is how it works.
42. Richard Grefé
Design is the intermediary between information and understanding.
43. Nolan Bushnell
The ultimate inspiration is the deadline.
44. George Santayana
Graphic design is the paradise of individuality, eccentricity, heresy, abnormality, hobbies and humors.
45. Hans Hofmann
The ability to simplify means to eliminate the unnecessary so that the necessary may speak.
46. Jon Franklin
Simplicity, carried to an an extreme, becomes elegance.
47. Edward R. Tufte
Confusion and clutter are the failure of design, not the attributes of information.
48. C.W. Ceram
Genius is the ability to reduce the complicated to the simple.
49. Jim Jarmusch
Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is nonexistent. And don’t bother concealing your thievery – celebrate it if you feel like it.
50. Robin Mathew
Design is where science and art break even.
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(originalul aici). Ma ispiteste o leapsa. Sau o simpla curiozitate: care e parerea ‘romaneasca’. Atentie, subiectul nu este design romanesc!
Mottoul meu este “Designul este mai intai pentru oameni apoi pentru produs”. Deci, cred ca este mai mult uman decat real.
Miercuri, 24 sept ac, am fost martor al unui eveniment in Bucuresti: prezentarea noii colectii BoConcept. Am avut onoarea sa cunosc pe Ambasadorul Regatului Danemarca in Romania si pe sotia acestuia, care au fost gazdele acestui eveiment. Primul magazin BoConcept din România s-a deschis în anul 2006 în Complexul Feeria Băneasa, cea mai mare zonă cu spaţii comerciale pentru retailul de mobilă. Pentru neconoscatori, BoConcept este un brand de sorginte daneza, dar marca internaţionala de mobilier şi decoraţiuni interioare cu peste 350 de magazine şi studiouri in toata lumea. BoConcept poate fi intalnit in New York, Shanghai, Tokio, Madrid, Berlin, Londra, Paris şi Copenhaga, în peste 47 de ţări din lumea întreagă. Continue reading →
Astazi propun un exercitiu de imaginatie: cum urla un motor cand il vezi pe hartie.
Cu permisiunea lui Marius, voi arata ca se poate face car-design din frageda pruncie: “Inainte sa desenez masina pe calculator incep cu o schita pe hartie. Incep sa-mi imaginez intreaga forma a masinii in minte, sa o vad in spatiu, dupa aceea o desenez pe calculator in Paint. Nu scanez, pt ca nu am cu ce… Continue reading →
Uff, ce ne-ar placea sa scriem ca suntem ‘betonati’ in Design de produs.
La aceasta categorie se poate scrie (evident) despre ambalaje, etichete, modele tridimensionale (aici, doar creativitatea este limitata de imaginatie). Combinatiile unice de design 3D flexibil si rapid plus tehnicile decorative sunt apanajul expertilor in design de produs. Continue reading →
