叫板|jiaoban.org

the sea is calling

pickle — Wed, 18 Jan 2012 12:28:22 +0800

The sea has called for billions of years. But for the first time, she's calling on a Shellphone. A commercial of Royal Caribbean. It is so lovely and touch my heart.

标签：ativation, Royal Caribbean, Shellphone, the sea is calling, TVC

Think Different背后的故事(二)

pickle — Sat, 14 Jan 2012 14:35:23 +0800

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

创意过程

回到公司后，我召集创意团队，向他们介绍了这个任务。Nissan业务团队的多数员工直接向我汇报，几个初级艺术指导是Lee的创意助手。没有时间等洋洋洒洒的策略书或弄一个详细的创意简报了，我们得尽快弄清要如何把苹果抢回来。

所有创意人员用苹果的电脑也有些年头了。他们不但熟悉这个品牌，他们还爱它，每天都是。他们真的不需要什么正式的策略书。我要求大家马上进入创意阶段，一周后审查成果。与此同时，公司上上下下的其它部门也开始收集尽可能多的信息，研究苹果在市场上的优势和劣势。

在多个创意产业里，苹果都有着狂热的粉丝，我们思考：或许给苹果止血的最好的办法是找一些支持苹果的大家耳熟能详的名人出来，给苹果说说好话。我们发现Steven Spielberg和Sting用的是苹果电脑，还有几个著名的创意明星也是。相反地，唱衰苹果的文章比比皆是——在商业世界里，把苹果称作是不能真正“运算”的“玩具”的人不在少数。另外，媒体也开始暗示购买苹果电脑是愚蠢的做法，还大肆宣扬苹果一方面有部分软件来自PC，另一方面市场份额日益缩水的事实。苹果的境况实在惨淡。但是，这是黎明前的黑暗，糟糕的境地里孕育着美好的机会。

第二个星期我们聚在公司的一个大会议室里，人人都把自己的成果钉在墙板上，整个房间都是照片、素描、草案和标题句。你看过《美丽心灵》里那个整面墙密密麻麻的都是纸片的场景吗？做新的提案或是为一个大项目做准备时，我们会议室的典型场面就是这样。这次提案也不例外。约有四个不同的创意团队展示了他们的作品，但基本都乏善可陈。质未必能从量中来。

但里面有个创意一下子就吸引了我的注意，狠狠抓住了我眼球。

那是一个公告板的创意，只简单展示革命性的人物和事件的黑白照片。其中有一张是爱因斯坦、一张是爱迪生、一张是甘地、还有一张是反越战游行时鲜花塞住枪管的照片。每张照片顶部都是彩虹色的苹果logo以及“Think Different”字样，再没有别的。

这一绝佳创意出自杰出的艺术指导Craig Tanimoto之手。Craig和我共事多年（主要是在Nissan业务上），他用一种独一无二的视角来看待事物。几年后我开设自己的广告公司时，Craig便是我请的第一个创意人。

在一个充斥着电脑照片和俗套的名人照的房间里，Craig的广告创意显得硕大又新鲜，鹤立鸡群。我太喜欢它了。但同时，这一作品似乎还有必要作一番解释。

我问Craig这是什么意思，他回答说：“IBM有过一个广告叫‘Think IBM’(那是为ThinkPad做的广告)，我觉得苹果和IBM不同，所以我觉得‘Think Different’会很有意思。接着我又想，要是把这句广告语和世界上思想最不同于常人的伟人们放在一起，那该有多酷呀。”

彩虹色的logo和黑白照片造成了明显的对比，在我眼里，“Think Different”这句宣言似乎更加凸显了。这正是苹果人迫切需要的引人注目、引人思考的广告。Clow也同样非常喜欢这个创意，于是，我们让房间里的每个人都开始着手在电视广告和其它媒体上的创作。

这时候，整个团队都开始了电视广告的构思，几个艺术指导则开始寻找其它可能被做成杂志广告的名人黑白照片。与此同时，Clow邀请公司里最有才华的、最有艺术性的广播制作人Jennifer Golub，开始寻找传奇人物的录像。通常在做商业提案时，或当我们要从零开始构建一个新的广告活动时，我们会打造“情绪”或“概念”视频。这类视频一般只会给客户观看，当作广告活动的背景。在创作电视广告时，你得把时长控制为30秒或60秒，但在概念视频里，时间不是问题，主要的目的是要创造一种感觉或表现风格。

Clow想到了使用Seal的歌曲“Crazy”，用“We’re never going to survive unless we get a little crazy”这段歌词来推进视频。我和Clow一起用标题卡来解释这个创意：纵观历史，真正的远见者逆潮流而行，持有不同的想法，苹果正是为这类人所打造的工具。

播放视频后，一系列的标题卡出现：

有人用不一样的眼光看待世界

他们用新的方式看待事物

他们发明、创造、想象

我们为这类人制造工具

因为，尽管有人把他们看成是疯子

而我们看到的是天才

（画面淡出，苹果logo出现，以及口号）

Think different.

这个视频由Chiat自己的天才剪辑师Dan Bootzin剪辑完成，有力而感人。视频约有2分钟长，我们费尽心思要把它剪成60秒的版本，琢磨着要是赢得了提案，乔布斯会把它变成电视广告，但在删减版里，歌词就不适用了。尽管我相信这是一个优秀的概念视频，但我仍觉得我能写出些更直指人心的、力量持久的东西。我想，要是乔布斯喜欢我们现在的方向，我就再写一个更有冲击力的广告。

概念视频完成后，一个优秀的户外和平面广告也已准备就绪，电视广告创意的故事板也已制作完成，我们有一天的时间来排练提案。一般会由三到四个人进行陈述，但因为Clow和乔布斯颇有交情，而我们也只有一个广告创意可以分享，所以我建议由Clow一人来完成整个提案陈述（从广告背后的思考一直到创意执行）。Lee从来就是个出色的陈述人，再加上他对苹果的热情又是如此高涨，别人加入反而会影响他的发挥。Lee和团队其它成员一致同意。

提案

我们当中有几个一起飞往San Jose，被领到一个很小的苹果会议室里，准备我们的陈述。乔布斯和几位同事走了进来，看上去似乎兴致很高。Clow开始提案，他越往下讲，就越是兴致昂然、充满激情。他领着乔布斯顺着我们的思维走，向他展示了我们的户外、平面和电视广告创意。概念视频甫一结束，他就作结说这是正确的广告创意，而我们公司是不二之选。

在整个提案过程中，乔布斯一言不发，但像是入了迷一般。接着轮到他说话了。他环视房间，四周都是“Think Different”的看板，说：“很好，这个真的很不错。但我不能这样做。人们已经认定我是个自大狂，要是再把苹果的logo和这么多的天才放在一起，媒体会痛下狠手，把我批得体无完肤的。”整个房间鸦雀无声。我们手里只有“Think Different”这个广告创意，我觉得我们彻底完蛋了。乔布斯顿了一顿，再次环顾四周，大声说（像是在对自己说）：“我这是怎么了？管它呢！这是对的，非常出色！我们明天接着谈。”不过就是几秒的时间，他就在我们眼皮底下来了一次180度大转变。

文章转载自：http://www.36kr.com/p/69536.html

标签：Apple, Lee Clow, Steve Jobs, TBWA/Chiat/Day, Think Different, 活动 / campaign, 经验

Think Different背后的故事(一)

pickle — Sun, 18 Dec 2011 15:21:58 +0800

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

苹果的崛起再加上前段时间乔布斯的逝世，激起了人们对“Think Different”以及“To the crazy ones”广告的历史影响的思考。互联网上对这个广告是如何创作的、由谁构想的、以及如何向乔布斯展示等等问题，有着各种不同的表述。因而，我觉得是时候和大家分享我的看法，并向大家讲述背后的故事了。

我怎么会知道呢？因为我身在其中。作为当时TBWA/Chiat/Day的创意总监和执行合伙人，我和CEO兼首席创意官Lee Clow一同，参与了对苹果的提案。我和Lee一同主导并积极参与了这一提案的所有工作。在整个提案过程中（提案前、中、后），我还和乔布斯一起参加了每一个广告代理会议。

在写这个故事的时候，我参考了以前手写的、标有日期的创意日志——我在上面记录了我的整个广告生涯，包括1997年的苹果时期。为了帮助苹果重振雄风，我在这些日志里记下了无数页的笔记和想法。我还在里面找到了呈给乔布斯的“To the crazy ones”电视广告脚本的原稿，还有数不过来的草案。

“Think Different”这个广告是如何构思出来的？关于这个问题，我在网上看到了几篇相关的文章和评论，但它们的表述并不准确。由Walter Isaacson执笔的《乔布斯传》的出版和热卖是促使我分享这个故事的主要原因。在《乔布斯传》里，Isaacson错误地暗示是乔布斯创造并写作了“To the crazy ones”的大部分内容。在我看来，这是典型的修正主义。

乔布斯高度参与了广告以及苹果生意的方方面面，但他远称不上是这个广告的幕后主脑。事实上，他起初对这个广告不以为然、公然指责，但最后，借了这个广告，苹果完成了商业史上最伟大的一次转变。在后面你也会读到，乔布斯起初对脚本不屑一顾，直称“狗屁”，但最终，我呈交的“The crazy ones”原稿的灵魂，以及最初的开头和结尾，都被保留了下来。我也看到了一些对“Think Different”广告构思过程的不准确的表述。尽管这个广告的面世是许多人通力合作的成果，但“Think Different”这句著名的广告语以及把它和久享盛名的远见者们的黑白照片放在一起这个绝妙的想法，是来自一位出类拔萃的创意人、我的好朋友：Craig Tanimoto——他是当时TBWA/Chiat/Day的艺术指导。

我读到了不少文章，都说乔布斯对妻子、儿女、和妹妹是多么的温暖和慈爱，他的斯坦福大学毕业典礼致辞也是我听过的最感人、最鼓舞人心的一个。我相信这个出色的远见家绝对有资格被列作世界伟人之一。但是，我也读到不少对他的批评言辞，而我必须得说，我亲眼目睹、亲身体验了他的毒舌和糟糕脾气——对其它好几个人是这样，我也不能幸免，感觉并不好受。尽管我对他的卓越成就和饱满激情充满敬佩，但我难以忍受他经常不留情面和颐指气使的个性。在这个上面，我觉得Lee Clow功劳不小：他不但是一个创意天才，在和乔布斯共事的过程中，他还表现出了圣人般的忍耐力。

人们有时会问我乔布斯为人如何，通常我都会回答：他就像是米开朗基罗(Michelangelo)、密斯•凡德罗(Mies van der Rohe)、亨利•福特(Henry Ford)的混合体，其中还夹杂了一点约翰•麦肯罗(John McEnroe)和马基雅维利(Machiavelli)。乔布斯充满动力，若是没了这位冷酷无情、自信满满的天才为苹果掌舵，苹果根本无法从一个笑料迅速变成“你连做梦都想拥有的股票”。但苹果的成功转变决非只凭乔布斯一己之力，许多才华横溢、舍身忘我的人也在其中起了关键的作用，而这次转变首先就从“Think Different”这个广告开始。

和乔布斯的初次会面

那是1997年7月的一天，Lee Clow兴高采烈地走进我的办公室，说，我们要飞往San Jose再驱车前往Cupertino，和乔布斯商谈苹果的广告业务。当时乔布斯刚回苹果担任临时CEO不久，他期盼着能做些改变。在飞机上，Lee告诉我说他坚信乔布斯会“亲手”把广告业务交给我们（BBDO那时候是苹果的广告代理，10前年是BBDO把苹果的广告业务从Chiat手上夺了过去），他认定Chiat/Day决不会错失苹果的这笔生意，或许乔布斯觉得10年前抛弃Chiat后心有愧疚，想通过这种方式来补偿。

那时候，我们广告公司的事业蒸蒸日上，不但被行业杂志评为年度广告公司，还获得了许多新的业务，有些大客户甚至连提案都不用，自己找上了门来。那时我33岁，任职创意总监和执行合伙人，跟的是公司最大的两个客户：Nissan和Infiniti。我为Nissan做的一个广告被评为年度广告，我们Nissan和Infiniti小组里有着广告业界最富才华的创意人。一想到能为苹果工作，在汽车领域之外一试身手，我们个个都兴奋不已。

在去往苹果的路上，Lee告诉我说，如果苹果要求我们要和其它代理一起提案，他会婉拒这笔生意。多年来Clow总会和我共进午餐，他总说广告公司们劳民伤财地给客户做提案是相当荒谬的一件事情。而现在，他仿佛王牌在手、胸有成竹，我也完全同意他不做提案的想法。不仅我们的公司大红大紫、如日中天，Lee之前就为苹果做过广告史上的经典案例。我们都只接受苹果直接把单子交给我们，任何别的做法对我们都是侮辱。

到苹果总部后，一位秘书把我们领到一个大会议室并告诉我们乔布斯一会儿就到。Lee和乔布斯已经有10年没见了，我正盼着他会给Clow来一个大大的拥抱和“欢迎回家”式的问候。但事实并非如此。

乔布斯走进会议室，身穿标志性的圆领套头衫、短裤、外加一双拖鞋，外表看上去相当休闲，但衣服底下的他是个彻头彻尾的生意人。

招呼和介绍都相当简短，也完全没有“英雄忆往昔”的时间，乔布斯基本上说的就是：“很高兴见面。谢谢到来。我们开始谈生意吧。”接着他说到了苹果正“大出血”，公司的境况比他想象的还要糟糕。他说：“我们有不错的产品，但我们得把事情弄弄清楚。我在和几家似乎不错的广告公司商谈，你们如果有兴趣的话，也欢迎提案。”这时我心想，糟了，和计划的不一样。

乔布斯接着说过程会很快，他也不想看什么花哨的执行效果，只需要一些初步的创意和想法。他说：“我不考虑电视广告，只需要在电脑杂志上登些平面广告，直到我们把事情理顺了。”Clow镇定自若，一旁的我发现乔布斯比我想象的还要更傲慢更跋扈，牛逼哄哄，给我一种“你们不过是又一家有幸能和我见上一面的公司”的印象。我也丝毫不同意他定下来的游戏规则。我插嘴说：“世界上有一半的人认定苹果要玩完了。只凭着电脑杂志上的几个平面广告根本于事无补。你必须向要世界表明，苹果仍壮如雄狮。没人会谈论什么平面广告，你得来大的、大胆出位的。你要做电视广告还有别的，这样才能给你真正的动力。”我接着说每家广告公司都可以光说不练，你得看到实际的创意执行以后，才能真正判断一个创意的力量。

“没问题，那就把你们认为最好的创意和执行展示出来吧。”他反唇相讥。我们一开始并不顺利，但我并不介意唱黑脸，因为我觉得Lee很快就能把事情给了了。“那由Lee说了算。”我说。不过就在几个小时前Lee跟我说我们不会提案，所以我把球踢给了Lee，琢磨着由他对乔布斯说：“谢谢，免了。”但是，Lee平静地说：“你要是喜欢正在谈的那几家广告公司，为什么不干脆就找他们呢？”乔布斯说有这个可能性。Lee说：“我们再考虑考虑，明天给你电话。”

坐在去往San Jose机场的出租车里，我问Clow这到底是怎么回事：“我们不是不做提案吗？”Clow回答：“我改主意了。这个单子要是接了下来，我们就有好故事可讲了。我想抢下来。”

文章转载自：http://www.36kr.com/p/69536.html

标签：Apple, Lee Clow, Steve Jobs, TBWA/Chiat/Day, Think Different, 活动 / campaign, 经验

Creative Review - Best Slogans: the experts' view part 2

pickle — Tue, 13 Dec 2011 11:42:50 +0800

Creative Review - Best Slogans: the experts' view.

Stephen Butler, Mother
1. Obey, by Shepard Fairey. In a world dominated by the commercial slogan, Fairey reclaimed the streets from the corporates and gave it back to the people. It said they were ours whilst creating a lasting image of alarm, a benign 20th century big Buddha. A warning against the very slogans it lived amongst, the lone guerrilla fighter amongst the organised commercial armies that occupied our cities.
2. Better dead then Red. Has national propaganda ever delivered a more chilling warning against succumbing to an alien force? A slogan where the word ‘RED' conjures an all enveloping image of menace with death, the David-like spit in the face to this colourful Goliath. Rhyme is the master of success.
3. Snap! Crackle! Pop!: Rice Crispies. Says it like it is. Those small creamy puffs of baked rice playing out a symphony to a child's imagination. Before one would take a mouthful one would stare into the bowl taking in this sonic slogan, impressed with a smile, permanent. Iconic.
4. I'd walk a mile for a Camel. Only the Marlboro cowboy could challenge the image of the Camel man that this slogan endowed with a sense of adventure. The crushed packet and everlasting icon of the last of the khaki shirted frontiers. It has gone the distance. Timeless.
5. And finally, one that sold neither a product, a politician nor a religion, but perhaps a generation. Cinema's greatest slogan delivered to a time that would become eternal in the pantheon of capitalism. Gordon Gekko's seminal 'Greed is good'. Enough said!

Russell Ramsey, JWT London
1. Vorsprung Durch Technik: Audi. Nobody knows what it actually means but it gave a mid-range car brand attitude and personality.
2. Have a Break, Have a KitKat: Been around for over 70 years. An endline that most of its competitors would kill for and many have imitated.
3. Heineken refreshes the parts other beers cannot reach: Far too long but the definitive cause and effect endline. Brought to life by some legendary advertising.
4. A Diamond is forever: De Beers. True and born out of the product. Makes any other gift seem inadequate.
5. Marmite. You either love it or you hate it: Brave positioning to say half the population hates your product but turned Marmite into an icon.

Mark Bernath, Wieden + Kennedy Amsterdam
Probably the hardest thing to come up with is a good slogan. That's why there aren't that many that are great. I tend to prefer ones that are words you can live by. Just do it. Tough to beat that one. Think
different. Never stop exploring. Stay curious. They all keep you from getting lazy. And have value beyond merely trying to sell you something. Oddly enough the one that I can't ever get out of my head has nothing to do with any of this. It comes from Crazy People, the hilarious movie about advertising where a guy's career thrives once he is in a mental institution and begins collaborating with the other patients. For the
Paramount Pictures release The Freak, they penned this winner: 'The Freak. This movie won't just scare you, it will fuck you up for life.'That's a pretty good one.

Olivier Altmann, Publicis
1. Make love, not war: A slogan from the 1960s that was used against the Vietnam War and then later adopted by John Lennon and Bob Marley.
The author of the slogan is unknown, I believe, however the message is still in use today.
2. Just do it: Nike. A slogan that truly embodies Nike's values and one which they returned to after having changed to ‘Play'. Even Adidas had to follow their lead; ‘Impossible is Nothing' also celebrates the idea of going beyond our own limits.
3. Have a break. Have a Kit Kat: When the name and distinctiveness of the product are so well integrated into the slogan it is easy to understand why the brand doesn't change it. I miss the era of ‘Heineken refreshes the part...', ‘Happiness is a mild cigar', because these taglines were, above all, concepts that allowed for brands to be built over the long term, instead of changing everything every time there was new marketing management. Sometimes it is more courageous not to change whatever was created by the predecessor and to just reinvent it.
4. Think different: With the passing of Steve Jobs, we can no longer cite this slogan which embodies as much the founder's motto as that of the products, but above all the Apple community. Another strength of the English language is its ability to deliver impactful concepts in just a few words, understood all over the world. English is the Esperanto of the modern world.
5. Vorsprung Durch Technik: Audi. A perfect counterexample to US claims. You do not have to understand German to understand that Audi is German and serious. A display of boldness from BBH and Audi, so much so that some years later VW now signs ‘Das Auto'...
6. As a Frenchman, I'm adding a sixth: Liberté, Egalité, Fraternité (Freedom, Equality, Brotherhood). A slogan that can be seen on most official French buildings and which still reflects our national ideas. Although French people, contrary to what people may believe, are not patriotic at heart, these few words unite them each time there is a threat to the Republic.

Mark Denton, Coy
1. Go to work on an egg: Egg Marketing Board
2. Drinka Pinta Milka Day: The National Dairy Council
3. Beanz Meanz Heinz
4. Nice one Cyril: Wonderloaf
5. Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin'
highwalkin' fastlivin' evergivin' coolfizzin' Pepsi

Chris Davenport, Interbrand
1. You either love it or you hate it: Marmite. How brave, honest and clever to make a virtue of your polarising properties. Too many brands want everyone to love them and end up being rather insipid. This line has real punch and flavour, shunning half the market, and leading the brand name being used as shorthand for anything that inspires strong but opposite reactions. I love it.
2. The world's local bank: HSBC. While big business pondered the question 'How do we do this global-local thing?', HSBC realised the answer was in the question: 'We do this global-local thing.' The simple ideas are often the best.
3. It's not for girls: Yorkie. The chunky chocolate choice of the discerning trucker, this line is another example of the power of shunning half the market. I love how un-PC this was, and amidst the controversy, I'm sure Nestlé loved how it goaded a massive uplift in sales. It's rumoured some of them were in fact girls.
4. Every little helps: Tesco. This will no doubt be a popular one. In three simple words, it sums up their positioning as customer champion in an ageless but everyday cry of progress. The mutation of the line into 'Every litre helps' in response to mounting fuel prices was two strokes of brilliance. Please can we see 'Merry little elves' come Christmastime?
5. Good things come to those who wait: Guinness. This anticipatory line is almost prophetically authoritative when consistently combined with the expectation-building ceremonies of the iconic drink. I love its dramatic tension, its unhurried length, and its unfashionable message of patience. Cheers.

Stéphane Xiberras, BETC Euro RSCG Paris
1. L'eau l'air la vie (Water, air, life): Perrier
2. T'es moche mais qu'est ce que tu bosses (You're ugly but you sure work hard): Jex sponges
3. L'eau que vous buvez est aussi importante que l'air que vous respirez (The water you drink is as important as the air you breathe): Evian
4. Il faudrait être fou pour dépenser plus (You would to be mad to spend more): Eram shoes
5. Vous n'imaginez pas tout ce que Citroën peut faire pour vous (You can't imagine everything that Citroën can do for you)
6. 100% des gagnants ont tenté leur chance (100% of the winners tried their luck): Loto

Nick Asbury, Asbury & Asbury
1. Every little helps: Tesco. I put this ahead of the others because it's not just an advertising endline – it's also a proper brand positioning. This is the comment I left on the original CR post: "For me, the best strapline ever is also arguably the most evil: Tesco's ‘Every little helps'. It's clever because it's rooted in folk wisdom – a saying that has been passed down through generations. Exactly the kind of thing your grandma used to say. So it carries the everyday authority of a proverb. It's tonally appropriate – conversational and impossible to misunderstand (unlike John Lewis's mind-bending ‘Never knowingly undersold'). It's strategically spot-on, because it taps into the customer's mindset, and also works as a brilliant internal motivator. It's about the tiny things that add up to a big difference – the penny cheaper on the baked beans, or the penny off the price you get from a supplier. Multiply tiny differences by something as big as Tesco and you have world domination. And that's the evil bit. The line is a classic example of verbal misdirection. ‘Little' ought to be the last word you associate with Tesco. You should think of them as a multinational giant crushing everything in its path. But instead they plant that word in your head, with all the folksy charm it implies. I don't like it, but I admire it very much."
2. Beanz Meanz Heinz. The classic brief – associate our name with the generic product. The prosaic answer would be ‘Think beans. Think Heinz.' This is the poetic answer – a brilliant piece of wordplay rooted in the brand name.
3. Does exactly what it says on the tin: Ronseal. Created a new idiom that will probably survive in the language long after Ronseal has gone. It's a kind of anti-strapline – no wordplay, no clever twist, and a message so obvious it shouldn't need saying, why wouldn't it do what it says on the tin? But the hyper-clarity is perfect for the bewildering world of DIY.
4. Snap! Crackle! Pop!: Rice Crispies. The definitive example of a strapline driving an entire brand. Like many great lines, it wasn't conceived as a strapline it was part of a radio ad that got picked up and developed into a series of characters that are still used today. Interestingly, the product makes a different sound in other countries: Pif! Paf! Puf! (Denmark), Cric! Crac! Croc! (France), Knisper! Knasper! Knusper! (Germany), Pim! Pum! Pam! (Mexico).
5. Probably the best lager in the world: Carlsberg. A classic example of a brand taking ownership of a word. Look up ‘Probably' in a dictionary and you half-expect a TM to appear next to it. It's even better because Orson Welles voiced the original TV ads – the greatest voice reading one of the greatest lines. They don't make them like that any more. (They make 'That calls for a Carlsberg.')

Gordon Comstock, CR columnist and freelance ad copywriter
1. You never actually own a Patek Phillipe, you merely look after it for the next generation: Just one of the reasons why Tim Delaney is still Britain's best living copywriter. The brand runs this line with different photography every year and pays his agency a million quid. It's probably worth it too, it's a choice few words that can justify the purchase of a £35K watch. It's a confident writer (a writer who is also his own creative director) that will leave two adverbs in a headline. The endline, 'Begin your own tradition' pays it off beautifully.
2. Just Do It: Nike. Dan Wieden says that the Nike strapline was based on the last words of a condemned man. Actually these were 'let's do it'. It's funny that, looking at the words on the page without any knowledge of the body of advertising they're attached to (if you can imagine that), you might not immediately recognise their power because they're so simple. That's part of the difficulty, recognising which simple words pull hardest.
3. To be or not to be: It's not a slogan, it's probably the most famous line literature. The ultimate cliché and yet still incredible. Six words and six syllables embodying the great existential question. There's quite a bit of this in Hamlet, the 'there's a special providence in the fall of a sparrow/if it be now 'tis not to come' speech being another less famous one. I've always thought it was Shakespeare seeing what small words could do like a master painter exploring the possibilities of the colour black.
4. Never Knowingly Undersold: John Lewis. Does anyone know who wrote this? It means 'we won't be beaten on price' but it's such a curious way of putting it and virtually incomprehensible to anyone under 50. It's strange because it's an endline that they act on – a promise, rather than an assertion. Something that they're committed to doing, not something (like 'just do it') that you have to do. You can probably track the shift in advertising endlines from what we do ('we try harder', 'never knowingly undersold') to what you do.
5. It is. Are you?: The Independent. It's not any more, it's owned by a Russian oligarch. But when it was this was a great line. Notice that it doesn't limit the paper at all – like a line that was about 'news' might. I don't know who wrote it, but it may have been Charles Inge. He definitely did the TV ad with punk-poet John Cooper Clark.

标签：Best Slogans, copywriter, Creative Review, slogan, the experts, 阅读

Creative Review - Best Slogans: the experts' view part 1

pickle — Tue, 13 Dec 2011 11:39:28 +0800

Creative Review - Best Slogans: the experts' view.

As regular readers of the CR blog will be aware, we are devoting a forthcoming issue of the magazine to looking at the best slogans ever. We canvassed your opinions on the blog, and have now approached a panel of industry experts to give us their top five slogans. Here's what they picked...

John Hegarty, BBH
1. Liberté, egalité, fraternité: three words that encapsulated the ambitions of the French Revolution that changed Europe forever. They still appear over every town hall in France to this day.
2. I Love NY: Copied, parodied and emulated, but still the best slogan that got New York back on its feet in the 70s.
3. It is, are you: The launch of The Independent in the mid-80s challenged people to think for themselves. It also challenged the rest of Fleet Street.
4. Refreshes the parts other beers cannot reach: Longer than most slogans, it still caught the public's imagination. It first appeared in 1974 but still gets quoted today.
5. The future's bright, the future's Orange: In the fast-moving, uncertain world of technology, Orange captured the public's hesitancy and turned it to their advantage, branding themselves the future.

David Lubars, BBDO New York
1. Just do it: Nike
2. Drivers wanted: Volkswagen
3. Where's the beef: Wendy's
4. Melts in your mouth not your hand: M&Ms
5. I Love NY
6. Be all you can be: US Army

Lee Clow, TBWA
1. Just do it: Nike
2. The ultimate driving machine: BMW
3. When it absolutely positively has to be there overnight: Fedex

4. Got Milk

5. Think Different: Apple

Margaret Johnson, Goodby, Sliverstein & Partners
1. The Ultimate Driving Machine: BMW. It's got teeth. And it makes me feel confident that even after spending $60K on a car, I made a smart choice.
2. I want my MTV: I always sing it rather than say it, which is perfect, considering the category.
3. Reassuringly expensive: Stella Artois. You would expect to hear this line over a super high-end luxury item. So, for a beer, it's funny. And makes me willing to spend a few cents more.
4. All the news that's fit to print: New York Times. No bullshit. Tells me that what's in here is worth reading – and if it's not in the Times, it's probably not worth my time.
5. I Love New York: So simple. You don't even need to speak English to get it.

Wally Olins, Saffron
1. Refreshes the parts other beers cannot reach: Heineken
2. Dig for victory
3. Careless talk costs lives
4. Britons make it, it makes Britons: Welgar Shredded Wheat
5. We're getting there: British Rail. Created by Saatchi in the 1980s when British Rail was clearly getting nowhere at all.

Naresh Ramchandani, Pentagram
1. My favourite advertising slogan: Does exactly what it says on the tin, Ronseal. It's exactly the type of slogan that advertising should not have produced. Advertising does hype; this line for Ronseal gave us stripped-down functionality; advertising does finely-honed hysteria, this line gave us a grumpy clumpy statement of fact. Maybe its unadvertising nature is why this slogan has been able to pass through into everyday culture like no advertising phrase before it or since. It's also sold a few tins of wood varnish along the way.
2. My favourite anti-consumption slogan: My other car's a Porsche. Littering car bumpers throughout the 1980s, this was a perfect example of slogan as subversion. Subtext: ‘even though I've got no money and a crappy car, the fact that I've also got some wit makes me smarter than a banker with a million pounds and a flashy motor'. Better still, Porsche owners thought it was a compliment. As we accelerate into an age where overconsumption is crippling our economies and our climate, we need a few more bumper stickers like this one.
3. My favourite revolutionary slogan: Peace, Land, Bread. Lenin's October Revolution slogan was firmly in the school of three word manifestos separated by commas, but unlike the high-minded ‘Altius, Citius, Fortius' and ‘Liberté, Egalité, Fraternité,' ‘Peace, Land and Bread' was both soaringly idealistic and magnificently modest. ‘All we want is to avoid being in wars we don't understand, a little patch of land to live on and some food on our table.' Proletarian perfection. Sign me up.
4. My favourite violent slogan: An eye for an eye. A beautifully simple set of words that takes the violent notion of revenge and presents it as animal, primal, moral and powerful. So powerful in fact that Gandhi felt the need to neuter it by adding a second half, ‘an eye for an eye makes the whole world blind.' Gandhi wasn't technically correct because an eye for an eye only makes the world half-blind, and the violent version remains a more powerful phrase than its non-violent remix and shows just how dangerous words can be.
5. My favourite non-violent slogan: Make love not war. This slogan was never going to change anyone's mind. If you were a warmonger who thought that any weirdness in the world had to be obliterated, a bunch of hippies telling you to make love instead was only going to make you pull the trigger faster. But as a four-word word-four syllable articulation of a belief system that puts humanism before suspicion, ‘Make Love Not War' was fabulous phrasemaking. At Karmarama we riffed on it for our ‘Make Tea Not War' placards but the original was the world's best T-shirt slogan for as long as those T-shirts stayed on.

Rory Sutherland, Ogilvy
1. Reassuringly expensive: Stella Artois. A brilliant defence of a price premium, and a superb psychological insight into the nature of a 'Veblen Good' – i.e an item with negative price elasticity.
2. Noone ever got fired for buying IBM. A great understanding of loss aversion, and its even greater role in B2B decisions.
3. No-one likes us, we don't care: Millwall FC. An unbeatable example for a challenger brand.
4. How else can a month's salary last a lifetime?: De Beers. Brilliant price-framing line.
5. Campaign for Real Beauty: Dove. Elevating a brand into a philosophy.

Nils Leonard, Grey Advertising
1. I love NY
2. Just do it: Nike.
3. WHAASSSSUUUUUUUUUP: Budweiser.
4. Hello Boys: Wonderbra
5. I'll be back.

Steve Henry
1. Labour isn't working: the ultimate advertising line. Slick hypocrisy honed to a fine art.
2. Does exactly what it says on the tin: Ronseal. An anti-advertising line that's used every single day.
3. Keep calm and carry on: The only way to stay sane while working in advertising. Timeless wisdom.
4. We're number 2, we try harder: Avis. The cleverest line ever written in advertising. Turned the client's biggest weakness into their biggest strength.
5. Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi: Another great ad line. How to say nothing, unforgettably.

标签：Best Slogans, copywriter, Creative Review, slogan, the experts, 阅读

我是怎么撞进广告圈的(一)

pickle — Sat, 12 Nov 2011 16:36:33 +0800

文/bloorstreetnara

我是怎么进广告圈的，这个我一直想写下来。

大学毕业的第一份工作在当时的东方电视台广告部做媒介分析。听上去很不错吧！然而，人生的错与不错不过是因人而异。办公室第一天，看着另一个比我早来个把月的毕业生往Excel里输入数据，我的脑袋里就蹦出过一个“可怕的”念头：这工作可真无聊啊！可是，这毕竟是令人羡艳的电视台，电梯门打开就可以撞到个名主持、名导演和形形色色的明星什么的。对入世不深的小女生来说，那里的确是个发梦的好地方。

但是，广告部真的轻松到无聊。我最空的一天是这样的 -- 早上坐班车去台里，路上继续打瞌睡；到了办公室先check一下email，然后开始一页一页很仔细地阅读当天买的《申江服务导报》；这样就已经到中午了。吃了午饭，先趴下打个谁也不会来叫醒你的盹儿。出于业务要求，电视台从来不缺电视机，电视机还都能上星。凤凰卫视那段儿下午播一韩剧，我们就尽量一集接着一集地追下去。看完快4点了，起身找人聊个天，四处溜达一下，就，坐上班车回家了。

站回那个时间点上看今天的自己，你要说我贱，我也只能傻乐傻乐地点点头。没有后悔过，从来没有。且不说电视台的人际环境有多复杂，就是那一长串一眼望得到头的无聊日子也让我受不了。于是，我开始四处打探跳槽的机会。

那个时候还有不少大学同学在广告公司供职，其中一位老兄借了我一本《奥美的观点I》。宋秩铭、庄淑芬、叶明桂......，虽然我无法认识这些名字背后的脸孔，但是，这些名字开始像彩色蜡笔一样为我空虚苍白的日子着上了颜色。缘分是很奇怪的，我对奥美跟奥美人开始产生无可抑制的迷恋。

听一个Mindshare的同学说，奥美有个Strategic Planning部门，有3个老外、一个中国人。我觉得这事儿听上去很不错，以后能在一外企跟几个老外一起工作，似乎是个值得骄傲的事情。没多想，我就决定给当时的上海奥美总经理写封自荐信。从网上查出的名字看得出是个鬼佬，所以我字斟句酌地动用我所有可以想到的英文词汇，向总经理先生表达了我进入伟大奥美的决心。为了展现诚意，我真的是写了一封信，一封用钢笔撰写，需要贴邮票才能寄出去的信！

期待回信的日子是玫瑰色的。虽然有一点忐忑，但我奇怪地坚信我诚挚的意志与热情，可能是小时候受到太多“世上无难事，只怕有心人”的教导了。不久，我真的收到了总经理的接见通知。

那是一个又细又长像竹竿一样的英国人，礼貌而绅士。后来，我才知道，他是大名鼎鼎的庄淑芬的前夫。我已经想不起来他问了我什么问题，只记得大多数问题我都闻所未闻想所未想，所以，肯定回答得不是愚蠢就是装腔作势。当我再一次表达了要做Planner的决心后，英国人的嘴角掠过了一丝不屑的痕迹，他说了一句我至今仍清楚记得的话，“Strategic Planner是只有Senior的人才能做的，不招收Junior。”回想起来，我的广告之梦其实是从Planning起步的；不料，我真正成为一个Strategic Planner竟是在近十年之后了。

可能是看在我那封纸信的份上，总经理还是礼貌地请来了一个客户总监和一个创意总监跟我聊聊。

客户总监是我的校友，本来以为会有戏的，但是他也问了我一个问题：“你最喜欢看的一本书是什么？”这个问题其实让我很兴奋，因为我大四的时候刚刚看完四大本的《约翰克里斯朵夫》，从此奉为最爱榜首。所以，我很轻松地报出了这个很高级、有优雅的书名。客户总监楞了楞，而后露出了不以为然的神情，“啊呦，我是从来不看这种书的，我嘛，就看看武打书。”今天的自己再回头看看当日之情景，就知道很难有戏了。因为，广告公司找人，才华、能力还是其次，chemistry（化学反应）才是首位。

那个客户总监作为奥美的明日之星，后来被送去英国奥美工作了一年。就在大家都以为他要回来大展宏图的时候，却听说他辞职了。他跟老婆选择了去地铁人民广场站地下商城租个小店卖服装。年轻时候的我完全不能理解这个决定，觉得他放弃大好前程的举动简直不可理喻，但是今天，我懂了。这个也以后再表。

第三个面试官就是那位大陆第一个本土创意总监，也就是我后来的小老板的未来的老婆。如果能够穿越的话，我一定要先去我小老板耳边吹吹风，让他未来的老婆给我说两句好话，也就省了我后面兜兜转转那么大个圈子。创意总监问我，“你觉得奥美是个什么样的公司？”我当然逮着机会表达了我对奥美的无限憧憬与向往。她冷冷地笑了一下，说：“奥美就是又傲慢、又臭美！”我也笑了，并且更对奥美人酷酷的幽默崇拜得五体投地。

然而，他们没有要我。

而奥美好就好在永远不把你的路给堵死。他们把我的简历又转给了另外一个客户总监。

经作者同意进行转载，转载请注明出处。

标签：Strategic Planning, 奥美, 新人, 经验

Obermutten: A little village goes global

pickle — Fri, 11 Nov 2011 12:47:35 +0800

www.facebook.com/obermutten - A campaign dedicated to the little and lovely mountain villages in the Canton of Graubünden, Switzerland.

Not long ago, it was still peaceful in the small Swiss mountain village of Obermutten. This idyllic settlement of a mere eighty residents was known to virtually no one save a few hikers passing through now and then. Now some sixty million people around the world have either read about or heard of Obermutten. Media reports about the village have appeared in over twenty countries. Obermutten even made it into the main news programme in South Korea.

It all began with a newly created village Facebook page. The local mayor made a remarkable promise in the first video posted on the page: Just click on "like," and your profile picture will be posted on the Commune's official notice board. In no time at all, the board was completely covered with fans. In order to deal with the flood of inquiries from fans, it was necessary to resort to hang up the profile pictures on barn walls in the village. In the meantime, the community has increased to over 9'000 fans.

a campaign by Jung von Matt/Limmat for the Graubunden department of tourism.

标签：ativation, facebook, interactive, Jung von Matt, Obermutten, 推荐

文案四堂课(二)

pickle — Wed, 28 Sep 2011 12:08:21 +0800

文：Allen lee

经作者同意，转载自：http://www.iamallenlee.com/blog/?p=857

第二课：出发前的准备

无论是因为自己的努力，上天的怜悯，或是命运的捉弄，阴差阳错也好，善意的眷顾也罢，总之，在某一天，你得到了这份工作，随后你看到了自己的名片上印着“文案”两个字。

从此，你就开始为这两个字，日夜颠倒，披星戴月，死缠烂打，在巅狂中体验失落，在低迷中撞见亢奋，在怅惘中幡然若悟，又在清醒中陷入迷乱。时而骄傲，时而沮丧，但日子一天一天过去，当你开始怀念青春痘印在脸颊上的痒，岁月的纹路，已悄无声息在你的成就中，设下深深的伏笔，成为你回忆时的依据。

从你开始知道自己要做文案的那一天起，你就应该做好准备，面对即将到来的压力和众人的期待，怎样开始这份新的工作？我并不觉得这其中有什么方法可言，每个人可以有自己的方式，你是着休闲装还是正装去上班？自己的心态，或是周围人的看法，哪一样你更看重？或者说，取决于你的审美，或是你看世界的眼光。但如果是我，能重新来过，我想我会珍惜这青春的年华，将准备工作做得更充分，准备就算不能改变未来，但也许，会多腾出点时间，让我看到更多的风景，或者走得更远？

开始这份工作，没有人能说，我已经做好了百分百的准备工作，我可以胜任这份工作。你只是个新人，一切对你来说都是未知的，你还有太多没有准备好的地方。但也不是说，没有准备好，就不能上班。真要等你万事俱备了，或许你已经两鬓白发。所以，你到底做什么样的准备，才算是准备好了呢？

一支笔一张纸

就算是在这个纸媒正在消失的年代，我依然建议，作为文案，上班的第一天，请在自己面前，准备一支笔，一张纸。
两样最朴素的工具，将会伴你整个职业生涯，利用得好，它们就是改变你的人生，你的未来，或是世界的工具，所以，别小看它们。

一张白纸，告诉你，你的未来，就从这张白纸开始，你可以在上面写下你对未来的期许，算是你的初衷。一支笔，用力地握紧它，这就是你的未来。你要用心去感受，当你给它一分力，它也会反弹给你同样的力。在还没有正式工作之前，练一练你的签名，这是承诺和信心。

确立一个目标

从这里开始，这里有你的初衷。记住你出发的地方，未来迷路时，还能找得回来，还能从终点回到起点，只要路没错，终将会走出一片艳阳片。确定一个目标，然后坚定地走下去，当你忘了你的目标时，在某年某月某日，你会发现，那个目标已经远在身后。到那时，你会意识到，目标不是为了指明方向的，而是用来超越的。

找一个好搭档

怎样才算是一个好搭档，给几个参考标准，有共同目标，无论在技术上或是思维方法上，能与自己互补，性格合得来。开始，你并不一定明白，为什么需要一个搭档，但这并不重要，重要的是你需要有一个搭档，并且是个美术，为你担当另一面，你们两个人，要相提相携，攻守同盟。

接受挫折的勇气

这个行业，是需要热情的行业，并且你要有持续的热情，要有跌倒了还能再在原地爬起来的勇气，不要怕被打击，如果你有个好想法，很容易被人扔到垃圾筒里，但这没什么，你可以拿出更好的想法去说服别人。所以，什么都可以失去，但唯有越挫越勇的精神不可失去。

怀有一颗善良的心

不要只看到浮藻的一面，也不要只是强调名和利，生活没你想象的那么糟，只要你是认真对待，生活不会亏待你。也不要随意散播谣言，谣言定会惑众，怀着一颗善良的心，不伤天不害理，保持正直，一样很重要。

永续的激情

接受这份工作的头几年，你或许感受很新，总能保持热情，但时间会消磨你的激情，这份工作，没有激情，会让你一无是处，找不到自己的位置，所以，你要不断找到新的刺激点，让自己时常保持新鲜感，只要激情还在，一切都将是新的。

要有邪念

写得好，你只是一个初级文案；想得好，你还是一个初级文案；写得好，有想法，你才是一个高级文案；如果你写得好，有想法，并且是一个有邪念的文案，你将是一个很棒的文案，但这就够了吗？这还不够，同时你还是一个正直的人，你将会成为一个有远见的伟大文案。谨记这一条，做一个有邪念的正直文案，会让你的路走得更远。

培养与众不同的爱好

通常别人会问你，你的职业是什么？你会怎么回答？文案，写字的，摄影爱好者，造梦者，奸商的同党？乙方？歌手？其实，你会发现，文案并不是你生命的全部，你会做更多你引以为傲的事情，这是好事，如果哪天，你发现，你只会写文案，这反倒让我觉得有些悲哀，因为我觉得，只会写写文案的文案，在现在这个时代，肯定跟不上时代的发展（这是官话），直接点说，就是满足不了客户的血盘大口。

善待灵感

灵感是什么？没有人给你一个明确的定义，它一种飘忽不定的假象，里面充斥着肾上腺素，足以让你忘掉这世界上的一切烦恼，它不在法则里，也不在你设计的路线里，遇见是必然的，但相遇又是偶然的。它小到你无法捉摸，大到足以颠覆世界。来时不一定有风，来过以后，一定天翻地覆。没有形，但不代表没有份量，恰恰相反，你不能无视它的存在，而应该珍惜它，甚至每时每刻想着它，如同恋人一般，用心灵去感应它。在你想要它出现的时候，它一定会出来跟你打个照面的。

作为以创意之名，行走江湖的文案，你最好随身准备一个本子，估且算作是灵感记录手册。它将记录下，每一个激动人心的时刻。你要懂得收集和分类，哪些是有益的，哪些是对的，哪些是真正史无前例的，然后，你要用执行力，验证它超乎寻常的魔力。

灵感来自哪里？生活的每一处，书本上，电影里，甚至路边的一处垃圾场，尘土飞扬的工地。灵感在你的头顶飘忽不定，飘在外面的灵感，就像无家可归的弃儿，身份卑微，当你拥有它了，并培育了它，它才会身价飚升，甚至一夜倾城。

真诚

真诚比秘笈实用，这里不是教科书，如果你只是为了应试教育，考高分，看这些文字对你无益。这里只是经验之谈，既然是经验之谈，就不能套用在任何个体身上，因为没有一个个体是相同的，尤其是在广告这个行业。我想提醒那些试图走捷径的朋友，或许在这个世界上存在捷径，比如有人会一夜暴富，也会有人一夜走红，但我要明确我的观点，做文案，没有捷径可走。你必须一步一步，脚踏实地，日积月累，你才有可能成为一位出色的文案。或许你要学的还很多，但我认为，真诚就是你度量自己作品的一个标尺，它好或不好，你自己心里的那把尺，会告诉你答案。

必修课

常识，是文案的必修课。你得有常识，这些常识来自天文、地理、文学、历史、市场营销、广告学、消费心理、哲学，作为广告文案，你必须什么都得懂一点，通晓得越多，对你而言只会有百益而无一害。这是一门没有教科书的学科，一开始，你要认真一点对待，你要做好打持久战的准备，目光看得远一点，一点一点去累积，有规划地去完成你的学习目标，日积月累，时间会证明，你的努力不会白废，这项工作，回报你的，将是余韵悠长的人生回味。尽管这项工作不会让你富甲一方，但你所得到的财富，无法用金钱去衡量。

选修课

除了必修常识，你还需要具备一些与众不同的特质，当然，你也可以完全不予理会。以下这些，不懂也无妨，可以不懂弹吉他，不懂风花雪月，不懂表演，不懂花言巧语，谄媚逢迎，不懂理财，不懂虚度光阴，不懂吟诗作画，不懂耕作，不懂描红，不懂玩物，不懂何为风情，何为暧昧，不懂兴风作浪，不懂江湖规矩……所以说，做这项工作，你也不必惧怕，随性一点，轻松一点，你会发现，不需要什么都懂，依然可以做好这份工作。

曾经可以承托你生命的两个字，在不经意中，变得如浮云一般轻淡，当它消散的时候，你并不清楚，是它给了你精彩，还是你丰富了它的层次。但你会感激这两个字，赋予你生命的意义，虽然你也曾产生过怀疑，但坚持的力量，让你看到了人生旅程中与众不同的风景，并且会有人感慨，因为你，成就了这份职业的厚重。

标签：Allen lee, 文案, 新人, 经验

Olympic Whopper

pickle — Wed, 21 Sep 2011 22:50:38 +0800

Worlds first burger grilled on real olympic fire. The idea is awesome and unique, a good example of making buzz during the Olympic games. From the student of top advertising school——Miami Ad School. The case study video is also funny and cool. Think about what are our students doing? JinDu? College Students AD Festival? or copy someone's idea? It is time for you to wake up and do the f**king good creatives!

标签：ativation, burgerking, miami ad school, Olympic, student, 推荐

Case Study : da la na na...da la na na...da la na na na...

pickle — Thu, 15 Sep 2011 17:39:05 +0800

da la na na...da la na na...da la na na na...

It is one of the most famous tune in the world, which becomes an icon of NOKIA mobile phone. Usually, when NOKIA launch a new product, brand will publish the turn of new version. But this time, NOKIA invits people to remake the tune yourself. It is a good example for using the brand legacy to make buzz, interactive with consumer. I like it.

NOKIA Turn Remake Campaign:
Nokia Tune is one of world's most recognized audio brand assets and is estimated to be heard over one billion times a day. Nokia is launching a global crowdsourcing campaign to find a fresh version of the Nokia Tune. This is the first time Nokia is inviting people to work with the iconic tune with the winning tune to be placed next to the standard Nokia Tune in a selection of the company 2012 product portfolio. The tune should be fresh, expressive, original, creative yet distinctively a Nokia Tune. All collaborations are welcome.

some demos for fun:
The Great Marvelous
NOKIA CHINESE
For Chinese Speaking Users

TVC for this campaign:

标签：case study, interactive, nokia, tune, 案例