Archive for October, 2009

Perfume that makes sense

29
Oct
09

For many years there’s been a worldwide rule when producing TV commercials for perfume– ‘don’t try to show the product, just create a magical atmosphere around it’.  As a result, we’re used to seeing incomprehensible spots where abstract and unfocused visuals are supposed to represent the perfume.

Bucking this rule is “Flora”, a new fragrance by Gucci.  It’s commercial is arguably one of the most beautiful produced in a long time…

See Flora by Gucci in HD

The Italian agency REM, and particularly the creative director Riccardo Ruini, deserve credit for hiring Chris Cunningham for the job. Recognized as one of the most creative video makers, Chris has created the perfect visual piece which enhances the product while transporting the viewer to a perfect universe.  What makes the ad exceptional is it’s balance between the visual, musical (a Donna Summer’s classic song remixed by Cunningham) and sensual appeal of Flora’s universe. The result is a majestic aesthetic representing the ideal perfume.

Ricardo Ruini, who developed the concept for the commercial with the director, explains the evolution of the spot:

Foremost in our minds was a desire to avoid the heroine being perceived as passive or dreamy. We wanted to portray the female as an active character who brings to life in an active way the Flora personality by controlling the nature around her. We also felt it was important to demonstrate a movement of the female from mademoiselle to empowered woman; a woman initially delicate and feminine transforming into someone stronger and more powerful.

Will Flora start a new trend (sensibility) in perfume advertising or will the abstract prevail?

PS: for a greater appreciation of the spot, don’t hesitate to see the making of.

To API or not to API, that shouldn’t be a marketing question

27
Oct
09

Yesterday, the quintessential online ad resource BannerBlog featured two ads for Smart. Both pulled dynamic data — weather and maps — to build a display ad unit. I could be wrong, but the data source was probably some sort of API. For those not so versed in acronyms, Wikipedia to the rescue:

An application programming interface (API) is an interface that a software program implements in order to allow other software to interact with it; much in the same way that software might implement a user interface in order to allow humans to interact with it.

Flickr Mosaic
Flickr Mosaic: Crayonbox, constructed with Flickr API. Released under a CCommons license by krazydad

Like digital bridges, API’s request standartized information from public (and sometimes private) web services. From USA Spending to Fedex tracking, from Flickr to Google Maps, the interest for APIs has been traditionally confined to B2B/ERP and the Social Web. But lately the concept is extending beyond these areas: with developers creating exciting and unexpected uses with the new data available, and with consumer brands and the ad industry starting to let go of their closed silos, in essence “letting one thousand flowers bloom“.  A good consumer brand example of this trend is the UK grocery chain Tesco, who announced a new API at TechForTesco and invited developers to tinker with its data, search for nutrition facts or send ‘ideas’ to the customer’s ‘ideas inbox’.

Web development frameworks have long been using these large building blocks to enable rapid development by a larger interested audience. They not only ignite the engine of innovation, sometimes stalled by internal corporate politics, but also allow brands to have a comfortable degree of control. With new data sets available, we could start thinking of new kinds of mashups, such as business data built directly into communication solutions, CRM programs feeding custom content or display ads with real-time data, as mentioned in the beginning.

Before a brand dips into this space, it’s challenge is to question which data set respects legal and privacy issues, while at the same time being interesting enough for developers and consumers to act upon.   What they shouldn’t be asking is if an API is useful (it’s useful when the data is right).

If you’d like to know more about what’s being done with such web services, I highly recommend checking out the website Programmable Web.  It’s a useful resource with over 1500 APIs that have been used in thousands of mashups.

The gripping statistic

22
Oct
09

While not as sexy as ‘I just made love’ (previous post), statistics could be the new sexy in 10 years.

I keep saying that the sexy job in the next 10 years will be statisticians.  And I’m not kidding. -  Hal Varian, chief economist at Google

If I had Hal’s kind of money, I would bet millions that he’s right.  So how do we as communicators and marketers get in on the action?  We start by making the numbers we communicate gripping

According to Dan and Chip Heath (authors of Made to Stick),

A gripping statistic is one that aids a decision or shapes an opinion.  For a stat to do either of those, it must be dragged within the everyday.

The most illustrative examples of this definition that I’ve come across recently are the work of a young graphic designer by the name of Toby Ng Kwong To.  For example,…

computers

Had Toby lazily put the millions that have computers versus the billions that don’t, his infographic would not be effective; nor would we be moved, as the Heath brothers indicate, to form an opinion or make a decision.  But since we all live in a village of some kind, we can imagine the disparity, formulate a strong opinion and maybe even make a decision to get involved.

Although it may not be our calling to provide the remaining 93 in the village a computer, it is without question our job to make statistics ‘grip’.  Otherwise, as Google’s chief economist predicts, someone else will, and they’ll look sexier than us for doing it.

Really, only 7 have computers?  I bet you’ll remember that tomorrow…

I Just Made Love.

21
Oct
09

And you?
Oh! I’m sorry. Is this too intimate?

Well thousands of people are…

I Just Made Love shows on the map of the world places where people just made love in real time. What massive social change drives people to be ready to share that level of privacy? Interesting…

He said what??!

19
Oct
09

speechbreaker400

British politicians are more than capable of making themselves look stupid but when ‘Speechbreaker’ is so much fun, it’s hard to resist giving a helping hand. Created by Lean Mean Fighting Machine for the Liberal Democrats, it allows you to remix speeches by David Cameron and Gordon Brown and post the results on YouTube. It has a simple, user-friendly design and is so easy to use that you can post things like this within a couple of minutes:

When you get to the Nick Clegg section, you only have the choice of a few words – ‘Choose’, ‘the’, ‘Liberal’, ‘Democrats’ – and some applause.

I like the way LMFM have looked at this brief from a different angle and that they (and the client) have been brave enough to go with a solution that doesn’t actually generate any content for the Lib Dems. Instead, they have reminded everyone of the nonsense that they have heard from the other political parties and shown them who not to vote for while making the Lib Dems seem young and challenging.*

*Although I have to say that, for me, the inclusion of the ‘C’ word wasn’t necessary and its inevitable overuse kills the fun (or maybe I’m just getting old?!)

Samsung : A day with galaxy

15
Oct
09

Samsung has used video web ads for many years.  So it’s no surprise to see they’re at it again for their first Android tactile phone, Galaxy.

In the past, Samsung’s tried several types of video direction, like the future of packaging or even alien intervention. This time, they’re using an old-school visual technique, called the one shot representation (inspired by theatre).  By shooting in only one sequence the entire day’s action, the character and his phone are always front and center; the entire focus is on the product.  It’s an old trick that works very well for representing all the things you can do with your phone. By the way, this style of video direction recalls the work of Michel Gondry, as in the famous videoclip for Bjôrk, Bachelorette.

Brand : Samsung
Conception : MILK
Direction : Caleb Krivoshey
First web diffusion : october 5 2009

The Future Of Shopping

14
Oct
09

The other day, on a reply to Helge, regarding a post by Russel Davies about small objects and dematerialising the web, I tweeted:

The future is what happens between objects and people.

Nothing better to validate this concept than Cisco’s vision about “how the changing room is really changing”:

More about Cisco innovations and Borderless Networks here.

The fun theory

13
Oct
09

VW is scoring a hit with The fun theory.  Or as the swedes call it Rolighetsteorin.

While not as fun as the videos, the Future Humanity Institute at Oxford has 31 laws of Fun. Some of the laws are bizarre, but so is sometimes the business of fun. Enjoy.

Dramatic Shift in Marketing Reality

09
Oct
09

Not a new video, but an interesting one to check again.

I love the design on it and I think that the message is pretty clear (and something we keep talking about on the TW) – DO YOU HAVE, AS A BRAND, HAVE ANYTHING INTERESTING TO SAY? That’s the main question you should make before spending your consumers’ time and attention.

Robotic Photoshopping drives last nail into coffin of reality

07
Oct
09

With the release of Photosketch, an open source project developed by a group of Chinese students, any computer will suddenly be able to make Photoshop-like image collages better than me. And it’ll do it with only the slightest human intervention.

The operation is simple. You open Photosketch, draw a primitive doodle showing the basic location of objects you want in your composite, describe the objects in captions, and sit back. Photosketch automatically does the photo research, cutting out, arranging and color correction for you. The result is surprisingly decent:

500x_Screen-shot-2009-10-05-at-7.56.48-PM-1

At last, no hypothesized scene of animal versus helicopter carnage will go unrealized.

The implications of this fact (aside from being AWESOME) are surprisingly profound.

As image manipulation becomes increasingly democratized, anybody with a computer will be able to make convincing, simulated photographs with the click of a button. The effect will be a radical change to the economy of images: Suddenly, all pictures, no matter how casually snapped, will be fair game for fakery.

This is already apparent in many of the examples that the developers show. The scenes they depict are almost laughably mundane — a woman throwing a Frisbee to a dog, or a wedding photo on a beach.

500x_Screen-shot-2009-10-05-at-7.54.45-PM

This sense of the mundane, ironically, is what’s really weird about this. Previously, time and difficulty (the arduous hours I’ve spent tracing the Photoshop pen tool around objects) made it prohibitively hard to use — especially toward prosaic ends. No longer.

Making subtle adjustments to the content of a photo — or hell, adding a shark — will be as commonplace as the ubiquitous iPhone apps that add “film-like” filters to stills. Inevitably, a mobile version of Photosketch will multiply this effect.

Will the little faith we still have in pictures to depict some semblance of objective reality fall away entirely, as on-the-fly, automated image manipulation becomes more sophisticated?

Perhaps more interestingly, what does this mean for memory (both personal and historical), given that photos are largely constitutive of what events we remember, and how we remember them? In a sense, Photosketch proposes a kind of “augmented memory” in which fictional objects and scenarios can be effectively overlaid onto records of our day-to-day histories.

Even as this technology threatens to baffle the historian, it may prove an aid to the futurist: I propose that a computer program be developed to create an endless series of composites based on random parameters. Inevitably, such a program would begin to create images that precisely depict future events. It could be the job of a specialized surveillance analyst to decipher which of the simulated events are likely to occur.

Here’s a video of the thing in action:

PhotoSketch: Internet Image Montage from Tao Chen on Vimeo.




The TrendWatch:


The TrendWatch is the collective postings of some of the FullSIX Group’s designers, strategists, and consultants on new media and marketing trends. It is meant to be an impromptu think-tank, and is a way for us to share theories and beliefs about how we think communication and connectivity is evolving.

We work for The FullSIX Group; a leading full service marketing agency with digital DNA. From our 15 international offices with over 600 employees, we constantly embrace and encourage innovation to make integrated marketing and communication campaigns that are more accountable and efficient for our clients.