DR4WARD

Nature's Lesson on Design

Day 5, Friday and my last day here at the Cannes Advertising Festival. I started off the day with yet another great workshop. This workshop was called designing naturally and was presented by Frederico Gelli of Tatil Design.

"As design makes its debut in Cannes, this seminar takes advantage of the new ground to discuss the role of simple, clean, intelligent design in the industry. In this context, nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial impact. Why not observe how the atmosphere packages the earth, or how the rind of fruits protects their insides, in order to create more clever packaging solutions?"

This workshop was really interesting. Frederico discussed natures strategic design and how it must inspire projects in the future. As designers we have the ability to integrate design and nature. We need to start thinking like nature and create solutions out of the problems.

He discussed natures way of packaging. These are things that i had not thought of, like the way a woman's body packages a baby in the womb, the way a peel protects the fruit of an orange.

As designers we need to take the problems and develop solutions out of them.

Lessons from nature
• Optimum-conserve the most amount of energy.
• Cycles—everything that goes in must come out (waves)
• Interdependence (birds living on other animals)

Federico also showed photography by Peter Menzel
Peter photographed families with all their belongings outside of their houses. Americans, on average have 10,000 items in their homes.

a couple other artists were also discussed.
Justin Gignac , Justin sells garbage in air tight containers.
Brian Jungen , Brian creates art out of everday material, such as white plastic chairs.

The engineering of flowers was then brought up. I never had thought of how complex and important flowers were to our being. Architecture is now becoming heavily based on the principles of flowers. There structure and strength provide a great amount of information on how to build. Using shape, texture and color to ignite all senses and alluse the consumer. An example of this is the design of an apple store on fifth ave.

Attached our my notes from the day. Hope they are informative!!

Download cannes_friday.htm

also...please check out Tap Project

until next time...

Kayla

The Future of Marketing - Cannes Lions

Day 4

Disclaimer: Unfortunately, today's blog will be rather short due to misplaced notes. Sorry!

Getty Images (Seminar)

The first seminar I attended today was hosted by Moderator Lewis Blackwell of Getty Images. This presentation/forum discussion was titled "Advertising Activism! New Secrets for Going Beyond Propaganda." As mention in many of my previous blogs, the Advertising world is evoling rapidly with the emergence of new technologies. The way consumers are engaged with new media content, whether it be strictly visual or an interactive experience, has given Marketers and Advertisers newer and modern opportunities to engage. A key message taken from the seminar had been, "Advertisers must embrace and align all channels of communications (Both Online and Offline) with an audience whenever, whereever and however the ever-on individual desires." We must be able to work on various levels to create a unison approach to create not only a simple Ad campaign, but also a entertaining one as well.

Cows In Jackets (Workshop)

The first workshop I attended today was hosted by Daniela Kraustsack of Cows In Jackets. The workshop was titled "From Art to Urban Trends: Future Directions of Ambient Advertising." To understand the workshop completely, you must first understand what Ambient Advertising is. Like Guerilla advertising, Ambient advertising utilizes the world as a platform to create an interactive brand experience fused with entertainment. Major cities may very well represent the future of advertising through the interactivity being used to engage consumers. One example mentioned was a Installation with Phillips and the use of light. Phillips Energy utilized a national landmark to get their message of an efficient product. Ambient Advertising mixes these live experiences to reach target audiences in “hard to reach places” and keep the message fresh and clear in their minds on a day-to-day basis. The future of Advertising will rely, as Krautsack states, "...by new mixes of light, architecture, and [mass] media." These relevations will drive the way brands communicate and interact with their consumers daily. The following link showcases many of the different ways brands utlizing natural space to create an out of home experience. Ambient Advertising Media

Until next time,

Cheers!

Irving Escobar

Socially and Emotionally Connected - Cannes Lions

Day 3:

42 Entertainment (Workshop)

The first workshop I attended today was hosted by Susan Bonds and Alex Lieu of 42 Entertainment. The presenation was titled "How Game Play, Social Networking and User Generated Content are ReShaping the Playing Field." The world today is connected digitally with one another. From computers to music players, mobile phones to the world platform. The entire world has endless opportunities for Advertisers and Marketers alike to tell stories. The opportunity to tell an interactive experience that is both engaging and entertaining has gained prominence in digital era. "Distributive Narative," as Susan Bonds calls it breaks down the barriers of how audiences are intimately engaged with rich storytelling. No longer are marketing limited by traditional methods of advertising such as Print, Photo, and Audio. ARG's,or Alternative Reality Games allow users to now drive the naratives created by advertisers. This direct engagement of user-participation allows individuals to contribute and build much stronger relationships with brands. Read here for details of their award winning campaign for Year Zero. Year Zero Case Study

Cheil Worldwide (Seminar)

The second event I attended was hosted by speaker Andrew Berglund of Cheil Worldwide. The presentation was titled "A Day in the Life of a YMC (Young Marketing Consumer) in Seoul." In the 21st Century, Korea has been able to emerge as a global leader in the mobile communications era. The mobile phone, as it has also done in American life, has become a significant part of Korea life. Utlized completely through the use of branded services and products such as SHOW Video Call and SHOW Internet, the mobile phone has emerged as a significant tool for connecting to the world. Cheil has allowed users to be engaged with brands through customizable content. Both the technology and culture are connected in YMC life, allowing mobile to enrichen their experiences this day and age.Being able to provide branded services and products that enhance day-to-day experiences allows mobile to create stronger connections to the brand. Mobile is become something more, it has gone beyond a method a communications. It has enhanced everyday life to create a digital platform for these YMC's in Korea.

R/GA and Nike Present (Seminar)

The third event I attended was a seminar hosted by my favorite, Stefan Olander of Nike and Bob Greenberg of R/GA. The seminar was titled "Three Ideas" and dealt with the user connecting to the digital world in a physical world. Nike Id - Making Your Own Shoe. It is important to understand that connecting a digital experience to a physical experience is important for creating lasting relationships to the brand. The convergence of digital and physical has allowed Nike to create engagement with their loyal customers and enthusiasts. Enrichening their experience through customizable and engaging content has placed Nike as a model for strong brand relations this decade. These connections create everlasting bonds that have allowed Nike to emerge not only as a brand, but as a community for consumers to connect with brand and each other.

Until next time,

Cheers!

Irving Escobar

MARVEL IRON MAN BOX OFFICE BLAST OFF

My wife and I had a blast at the Friday, May 2nd opening of Iron Man (starring Academy-Award nominated Robert Downey Jr. and Oscar winner Gwyneth Paltrow.) My wife, who is not a Super Hero Fan like me like me, loved the movie. I also heard from another female professional who is not a Super Hero movie fan who thought the movie was great. Although not a scientific study both of these responses point to the potential of Iron Man to attract a much broader audience beyond the comic book crowd and appeal to a larger female and older audience thanks to a tremendous performance by Robert Downey Jr. Jeff Bridges makes a great villain too and the whole supporting cast comes through with flying colors. Iron Man offers plenty of fun and exciting action for all and the sound track rocks too.

The Iron Man opening weekend box office blasted past $100 million exceeding expectations. However, the broader potential appeal with women and the non-Super Hero crowd may give Iron Man surprising staying power at the box office.

I only have one concern with Marvel after watching the film. I wanted to buy an Iron Man comic book, video, t-shirt or some other paraphernalia after the film and could not find anything. I went to every store in the mall after seeing the film and I even stopped at Target and could not find any Marvel related signagage, promotion or products. Seems like a missed opportunity for fans and Marvel.

Did you have any trouble finding Iron Man products at retail? If you found them, where were they?

I look 4Ward to your feedback.

Keep Digging For Worms!

TURNAROUND MAN TO SPEAK AT RAMA MARKETER OF THE YEAR AWARDS 2008

I am looking forward to the Rochester Business Journal and Rochester American Marketing Association (RAMA) Marketer of the Year Awards 2008 luncheon on Wednesday, May 7 from Noon - 1 PM at the Rochester Riverside Convention Center for three (3) reasons:

1. Turnaround Man a.k.a. Peter Cuneo, former CEO and current Vice Chairman of Marvel Entertainment Inc. will be giving the keynote address on “Marvel – Evolution of a Super Brand.”

I am a lifelong fan of the Marvel Universe of Super Hero characters and a marketing professor who admires how Marvel strategically uses Branded Entertainment to market their characters as celebrity brands. I look forward to hearing from Cuneo about the challenges and successes with the Marvel brand over the years.

Also, Iron Man is opening on May 2nd and The Incredible Hulk on June 13. These films are the first produced by Marvel Studios so there is a lot of upcoming news and excitement surrounding the brand.   

2. As a Board Member of RAMA I am honored to be part of a professional organization that recognizes and supports excellence in marketing and salutes Rochester area marketing heroes. I am looking forward to networking with the areas best and brightest marketers at the event.

3. As a Marketing teacher, professional, and researcher I had the privilege to be a judge and review the excellent marketing from the Marketer of the Year Finalists and look forward to seeing which of the finalists will be  the winner in the following categories:

• Turnaround/Start-up Marketer of the Year
• Non-profit Marketer of the Year
• Marketer of the Year
• Online Marketer of the Year

You can register for the Marketer of the Year event online. I look 4Ward to seeing you there!

Keep Digging For Worms!

 

 

MARVEL CHARACTERS IRON MAN / HULK = BRAND ENTERTAINMENT

Like many of you I grew up reading Marvel comics featuring the Marvel Universe of Super Hero characters.  I spent many hours imagining what it would be like to be Spider-Man,The Incredible Hulk,  The Silver Surfer, Captain America, and Iron Man or to be part of a team like the X-Men or the Fantastic Four. I am a Marvel fan and have also seen all of the television shows and movie adaptations over the years and I am happy to see the blockbuster box office success of the Marvel Comics Film Franchise. Who is your favorite Marvel Character?
 

I realize that some of the films based on Marvel characters have not been as well received as others. However, I am pleasantly reminded of the movies of one of my other favorite film franchises, James Bond 007, based on Ian Fleming's fictional spy character from his novels. James Bond films have also had varied levels of success and have survived and thrived over 40 plus years, 22 films and six lead actor changes. (The Sean Connery James Bond films from the 1960's are my favorite in the series but I  enjoy the new films with actor Daniel Craig too.) Which actor is your favorite Bond?
 

I am eagerly awaiting the release of Iron Man on May 2nd and The Incredible Hulk on June 13. Iron Man (starring Academy-Award nominated Robert Downey Jr. and Oscar winner Gwyneth Paltrow ) and “The Incredible Hulk”(starring Academy-Award nominated Edward Norton) are the first films produced by Marvel Studios. Which Marvel film are you most looking forward to?
 

How is Marvel Brand Entertainment?
As a marketer I am impressed with how Marvel has strategically marketed the characters as celebrity brands paving the way for Marvel's success. Brands want their products integrated with the characters and story in Marvel films through product placement and marketing tie-ins. The Audi R8 , part of the Iron Man product tie-ins, is driven by the Iron Man / Tony Stark character in the film and is also featured in Audi sponsored advertising referencing the film. (James Bond drove Aston Martin and BMW autos in his films.) Burger King and 7-Eleven also have product tie-ins in Iron Man and the Incredible Hulk. Why are product placement and marketing tie-ins important?