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Great advice on giving great advice

This is a great article from Tania Farrelly (via B&T) about how to give great client feedback to (often) sensitive and moody creatives. Thanks Tania for the tips.

http://www.bandt.com.au/advertising/give-great-feedback-creative-agency-10-hot-tips-better-creative

And check out this great video about being the creative guy at the end of the marketing foodchain:

http://www.youtube.com/watch?v=RnZyc5LrVEs#t=18

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Bodies with No Regret

Bodies with No Regret

Fun and provocative staged photos from photographer Sandro Giordano.

“Each shot ‘tells’ about worn out characters who, as if a sudden black-out of mind and body took over, let themselves crash with no attempt to save themselves, unable, because of the fatigue of the everyday ‘representation’ of living, oppressed by ‘appearance’ instead of simply ‘existing’,” explains Giordano.

Click on the photo for the original post on demilked.

Cannes in Oz / Product Launch dressed in a Lion’s mane

Product Launch dressed in a Lion’s mane

Agency 1 recently attended an industry event billed as “Celebrating the Cannes Lions Festival”. Cannes Lions is the world’s biggest annual awards show and festival for professionals in the creative communications industry. Admittedly we were drawn to a cocktail party at The Ivy on a cold Sydney night, however the event had little to do with the 2014 Cannes awards. It was instead a launch of a new offering of real time target research (focus group).

The team at AnswerCrowd sourced a real question from the industry crowd – something along the lines of – “What would encourage you to ride a scooter in a city?” We had another glass of bubbles while answers were sourced from their ‘virtual crowd’. On reassembling, they presented the answers from somewhere between 50 and 100 respondents, and more answers arrived as they presented the result. This was an impressive response. We remarked that it enabled a creative team to pursue a creative direction or discard it immediately, instead of waiting days or weeks for focus groups to be held and reported.

Credits are the currency for information. As favoured by several image libraries, users and contributors pay and earn by way of credits. While AnswerCrowd were not forthcoming with any search fees, they shared the importance of careful working of a question to provide efficient and accurate results.

AnswerCrowd: http://www.answercrowd.com.au/
You can follow this link to join the ‘crowd’ and earn credits/rewards for your opinions – a handy online income for students!

AnswerCrowd’s Facebook post and pics:
Sydney – Celebrating the Cannes Lions Festival

Julieann Brooker

The Best Print Campaigns of 2013-14

The Best Print Campaigns of 2013-14

If you haven’t seen the results from Cannes yet, check out this great link to ADWEEK. They list (and show) the best print ads awarded at this year’s Cannes festival. Be inspired.

http://www.adweek.com/news/advertising-branding/worlds-17-best-print-campaigns-2013-14-158466?utm_source=Sailthru&utm_medium=email&utm_term=AWK_AdBrand&utm_campaign=Adweek%20Newsletter%20Template%20-%20Advertising%20%26%20Branding%20-%20July%2012

Justin Smidmore on MC Creative’s Corona Campaign

Justin Smidmore on MC Creative's Corona Campaign

The latest instalment of ADSPEAKS saw Macleay Advertising Students treated to a lively presentation from Justin Smidmore, strategic director of the very cool and innovative creative agency MC Creative, which is not only an up and coming ad agency but also the creative arm of the cult magazine Monster Children.
Interesting is the untraditional growth into advertising from their background in photography and publishing for the surfer, skate and urban fashion scenes.
Justin was passionate discussing his work at MC and also explained how the agency’s presence was growing in the advertising industry. He then elaborated on the behind-the -scenes processes from MC’s successful Corona Extra Campaign (which in the mean time is Australia’s most popular imported beer), which features a TVC that is more of a lifestyle film than an ad, that encapsulates the vibe and spirit of the brand Corona. Justin answered all of our questions – no matter how silly we thought they may have seemed- in a way that was easily understood. Two pieces of advice I will take away from Justin are firstly, it is very important to understand your objectives before creating your strategy. Secondly, if you look for projects related to your own interests or passions, then it won’t seem like work at all.

Amanda Florence, Advertising Student

ADSPEAKS for T2 2014 / Goes Brainy

ADSPEAKS for T2 2014 / Goes Brainy

Macleay Advertising is pleased to announce the industry speakers for trimester 2’s series of ADSPEAKS.

Justin Smidmore, Strategic and Business Director at MC Creative will be presenting
“Corona Extra: How a Mexican became an Australian icon”.
On Monday the 16.06.2014 at 12:00 at Macleay College.

Aaron Michie, Chief Innovation Officer at ZenithOptimedia Australia will be speaking about
“The Innovation Guy – A how to guide”
On Monday the 30.06.14 at 12:00.

There will be an announcement about an exciting third speaker in this series later in the month.

As a reminder, students, industry and public are invited to attend the talks, but registration with the advertising program leader, Ian Thomson is essential under: ithomson@macleay.edu.au

Adapt or Die

Adapt or Die

MCA, Saturday 31 May 2014

In partnership with Vivid Sydney 2014, AGDA* presented “2020 ADAPT OR DIE”. Drawing on the phrase coined by Charles Darwin in his “The Origin of Species”, this threatening invitation was billed as exploring two themes: “Learning to Learn” and “The Future of Work”.

I seem to have missed the first theme, but the forum certainly delivered on its overall promise – “Be prepared to be challenged, scared and inspired about 2020 and beyond. Twenty speakers delivered Pecha Kucha** format. For a creative, the news is all good.

Linda Jukic, Creative Director of Hulsbosch sees 2020 as the “era of imagination”, and showed an image that she says is representative of the future – Dutch artist Berndnaut Smilde’s real clouds formed inside empty rooms. Creatives will “ideate” – our creativity is now a verb – and we shall ideate and create, our input leveraged at every stage. Our workplace will be open spaces hosting independent idea hubs. “Cross disciplinary talents mixing it up, all fuelled with a collective desire to bring ideas to life.” We will be part of “bespoke teams for bespoke problems”. Creative time is usually billed based on time; by 2020 the currency will be set on the value of the idea. The creative will enjoy greater liberty to work all over the globe; “what will bind us together is our ideas”. To survive, we must be agile and adaptive. There will be you, and me, with a greater emphasis on “we”.

Sha-mayne, Head of Business Design at Alive Mobile informed us that alarmingly only about 20% of people are actively engaged in their job, the rest of us are staring blank-faced on our way up the lift, working only for the weekend. At Alive Mobile, they aim to “make work great” and see this shift towards focusing on people as a primary difference to work/life in 2020. Sha-mayne sees the end of the disengaged worker, “the zombie apocalypse”. Workplaces will share power with the people; will be less hierarchical. Titles will be removed from organisations. Our engaged workforce will enjoy their job so much, the division between work and play will dissolve and we’ll just call it “living”. Sha-mayne did not focus on creatives, but its still good news, right?

Simon Pemberton is the wizened founder of Tractor, an independent design school. Simon was an academic lecturer when Ian Thomson and I studied Visual Communication back in the 80s at Sydney College of the Arts, and when he speaks, I still listen. From an education perspective, Simon forecasts the system “will become an on-demand system where you take a module when you need it.” In 2020, no one in our world cares where or how you got your knowledge; the world will be more interested in “what you can do with what you know, not how you learnt it.” And it will care what kind of person you are. When recruiting, “Google looks for cognitive ability, not academic results”. They’re looking for people who can pull it together, on the fly.

As the last speaker of the day, Simon left us to ponder a couple of global once brands who didn’t adapt; think Kodak, think Nokia. “Dying isn’t a strategy, it’s an outcome.” And while 2020 feels like 2050, it’s less than six years away. Linda’s closing words? “Time starts now”.

* Australian Graphic Design Association
** A presentation style in which 20 slides are shown for 20 seconds each (six minutes and 40 seconds in total).

Julieann Brooker

Gemma O’Brien on the return to bespoke typography

GemmaO'Brien

As the latest installment in Macleay’s AdSpeaks 2014 series, Advertising students welcomed typographer Gemma O’Brien. Known for her illustrated typography treatments and hand-lettering, she has created work for clients including Woolworths, Heinz, Vodafone, The New York Times, SBS and Kirin Cider.

Gemma spoke to the Advertising class about the amount of hard work she’s put in over the past few years, setting her up for a great career in typography. Her passion for typography is inspiring for us to see, and shows how much dedication goes into pursuing a dream.

It was interesting to hear how Gemma’s career in typography quickly succeeded because of the authenticity behind her hand drawn skills on paper and illustration, meeting a revived demand for typography that looks ‘hand made’ and original.

Gemma’s session has inspired me to pursue high goals and helped me understand that I’ll be able to get there by giving my best in everything I do.

Macleay Advertising student, Jessica Germino

]https://www.youtube.com/watch?v=F7CF33sTSq8