Notes On ‘Advertising’

Many things in the world have been named; and many things, even if they have been named, have never been described so often. One of these goes by the cult name of advertising — unmistakably modern, a variant of sophistication but hardly identical with it. There are special reasons why …

Back To The Future

Since the Sports Almanac expired back in 2000, we have to rely on alternative clairvoyancies. Predicting future never came cheap. In theory, the value of information (VOI) is the amount a decision maker would be willing to pay for information prior to making a decision. Today, destiny is trend, crystal-gazers …

Brand New World Revisited

How many goodly creatures are there here! How beauteous mankind is! O brave new world, That has such people in’t. — William Shakespeare, The Tempest, Act V, Scene I, ll. 203–206 The world as we knew it has come to an end. When we now take a look at the new …

‘All the world’s a stage.’

Right after the Shakespearian intro and just before making the entrance and taking the stage, one should check Keith Johnstone’s Improvisation and the theatre. Just in case, so you don’t forget your lines or hit the wrong note in the upcoming performance. At first glance Impro seems like an ordinary piece but …

Lady, they are after your dots

Just like everything with a tendency to communicate, fashion is an ever evolving obsession that fills the canvas with concepts, patterns and materials. And so does art. Having so much in common, collaborations between the two are common. And the latest occured when the favorite brand for counterfitters around the …

‘You make the matzo, I’ll make the ads!’

The attitude, the talent and the brain. A remarkable history of examples on how to defy mediocrity and live up to your expectations. It’s George Lois in Damn Good Advice. The small book is full of big advices and anecdotes based on real time events. There were many assumptions that …

Groundhog day

It’s 6.00 A.M. and you wake up with a reason.  You cannot leave home without breakfast, or maybe you have to, because you’re in a hurry. Off to work now, no way of getting hooked on the way. You make the entrance and the morning meeting turns out great. Lunch …

Out of Epica 2012

This friday, European advertising awards ceremony Epica was held in Ljubljana and I was kindly asked to collect this award … … for my Paris colleagues and their extraordinary event for Scrabble.  And while I was there, I couldn’t resist noticing that some of the awarded works were better than others: …

There is something outside the text

Changing only one word in Derrida’s statement makes a big difference. “Il n’ya pas de hors-texte” is all about the fact that there is nothing outside the context or “real-history-of-the-world,”. Is it true that no matter what we write or create, we cannot outsmart the limits of the context? That we …

“A new perspective.”

According to Creativity online, our campaign for Morela Optics is “A new perspective”. “We see things in a different way” is definitely a strong brand promise on the one hand and an interesting communication concept on the other.