Petr Bambasek

"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is..."

Wed, 20 Mar 2013 18:06:22 -0400

“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.”

- Leo Burnett

Sunset over HafenCity Hamburg. (at Hafencity)

Mon, 18 Mar 2013 13:49:00 -0400

Sunset over HafenCity Hamburg. (at Hafencity)

Überseequartier U-Bahn Stairs. HafenCity Hamburg, Germany (at U...

Sun, 17 Mar 2013 13:10:58 -0400

Überseequartier U-Bahn Stairs. HafenCity Hamburg, Germany (at U Überseequartier)

Hitting the slopes at Tignes, France (at Tignes)

Tue, 19 Feb 2013 04:20:04 -0500

Hitting the slopes at Tignes, France (at Tignes)

The Filadelfie Building, BB Centrum Prague, UniCredit Bank Czech...

Mon, 18 Feb 2013 16:54:42 -0500

The Filadelfie Building, BB Centrum Prague, UniCredit Bank Czech Republic HQ (at Filadelfie)

Inside a subway tunnel construction (at Den otevřených dveří -...

Sun, 17 Feb 2013 16:54:17 -0500

Inside a subway tunnel construction (at Den otevřených dveří - stavba tunelů metra V.A (Metrostav))

"Impossible is just a big word thrown around by small men who find it easier to live in the world..."

Sat, 12 Jan 2013 10:28:22 -0500

“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”

- Muhammad Ali

Christmas Evening, magical night, and the room is lit with...

Mon, 24 Dec 2012 16:01:22 -0500

Christmas Evening, magical night, and the room is lit with candle light

Best Buy – Gifts That Do: Finding Santa You can do anything with...

Mon, 24 Dec 2012 10:35:00 -0500

Best Buy – Gifts That Do: Finding Santa

You can do anything with your gifts - including track down Santa Claus with all of your Apple products. All things Apple. All at your local Best Buy.

This commercial can probably bring some customers to go buy their desired Apple gadgets or computers at a Best Buy store instead of an Apple Store. However, besides this, it is a pretty good commercial for Apple, isn’t it?

Sweet lighting, reflections and an interactive touchscreen -...

Sun, 23 Dec 2012 15:44:28 -0500

Sweet lighting, reflections and an interactive touchscreen - Audi exhibit at the AMS airport terminal. (at Amsterdam Airport Schiphol (AMS))

Which brand do you think has the strongest association with...

Sun, 23 Dec 2012 14:41:30 -0500

Which brand do you think has the strongest association with Christmas?

My take on a stoplight shot

Wed, 19 Dec 2012 10:04:55 -0500

My take on a stoplight shot

simplifyyourlife: LESS WELL DONE (via designeriphone)

Tue, 04 Dec 2012 19:09:51 -0500

simplifyyourlife:

LESS WELL DONE (via designeriphone)

Do you usually pay attention to pre-flight safety videos? Air...

Thu, 29 Nov 2012 13:00:28 -0500

Do you usually pay attention to pre-flight safety videos?

Air New Zealand partnered with WETA Workshop on a brand new Hobbit inspired Safety Video. Weta Workshop is a multi-award winning conceptual design and physical manufacturing facility servicing the world’s entertainment and creative industries. Weta Workshop’s output came to worldwide prominence with director Peter Jackson’s film trilogy The Lord of the Rings, producing sets, costumes, armor, weapons, creatures and miniatures.

Air New Zealand marketing manager Mike Tod said the video was part of a major global promotion linked to the movie, which will premiere in Wellington later this month (November).

If the elves, hobbits and wizards don’t keep passengers (and YouTube viewers) glued to the safety video, maybe the built-in contest will: Count the number of Elvish codes in the clip, and you could “win a trip to Middle-earth and one of six Double Passes to the world premiere screening of The Hobbit in Wellington” next month, according to the Air New Zealand website. (Source: WIRED)

Hobbits rarely leave The Shire, but when they do, they fly Air New Zealand.

The Idea Writers | Chapter 3: The Storytellers

Wed, 28 Nov 2012 22:41:30 -0500

The Idea Writers: Copywriting In A New Media And Marketing Era
by Teressa Iezzi

In the third chapter of The Idea Writers, Teressa Iezzi touches on the ever-present importance of storytelling in advertising. Iezzi uses as an example a branded entertainment campaign for BMW, called “The Hire,” created out of Fallon Minneapolis.

“The Hire” is an example of a compelling, successful series of short online films that offered two things: quality entertainment and a captivating narrative for the BMW brand. It is an example of advertising that cannot be called advertising in the old-fashioned way. It’s the kind of “advertising” that people seek themselves, that pulls them in and captures them, as opposed to something that just yells at them, no matter if they care or not.

To go even further, Iezzi mentions campaigns that went beyond content—campaigns that became a reality, stories that were told and shared among friends, mysterious cases that people were eager to explore and engage with. There is no doubt that the copywriter’s job description has been greatly expanded and the range of mediums that copywriters can be assigned to write for is wider than ever before.

My favorite citation from this chapter is this one by Mike Monello, @mikemonello, Partner & Chief Creative Officer at Campfire (By the way, Mike Monello graduated from the University of Central Florida with a BA in Motion Picture Technology.)

“I’m starting to see marketers consider something that’s always been a reality for me—that maybe it’s not the biggest audience we should be going after. If I’m trying to sell a horror story, what can I give to people who are really into horror stories that will give them context in which to spread the story?

In other words, if I know you love vampire stories and I give you something that you like, you will run out and tell your friend in a way you know your friend wants to hear because you know your friend better than I do.”

What I see again and again is another proof that this is the most exciting time to work in the advertising industry since the 1960s. Which is quite awesome, isn’t it?

"It is our misfortune, as a historical generation, to live through the largest expansion in..."

Wed, 28 Nov 2012 14:30:07 -0500

“It is our misfortune, as a historical generation, to live through the largest expansion in expressive capability in human history, a misfortune because abundance breaks more things than scarcity.”

- Clay Shirky

The Idea Writers | Chapter 2: Bernbach to the Future

Tue, 27 Nov 2012 20:18:53 -0500

The Idea Writers: Copywriting In A New Media And Marketing Era
by Teressa Iezzi

In the second chapter of her book, The Idea Writers, Teressa Iezzi briefly reminds the reader what advertising legends such as David Ogilvy, Bill Bernbach and Rosser Reeves said were good approaches to creating successful advertising.

Iezzi isn’t biased towards any of the approaches; instead, she makes a point that all of them were right, in a way, and that their key concepts remain true today—even though may need to be applied somewhat differently to succeed in the Digital Age.

The media landscape is oversaturated, and even if the ads we make were perfect, almost nobody might have been able to really notice them.

“The fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”

Moreover, the consumer control era is upon us, meaning that consumers aren’t just consumers anymore. They are producers, critics, creatives. Brand storytellers either adapt this new reality or will be replaced by those who already understand where is the world going.

“Creativity, not efficiency, will be the engine of economic growth.”
– Daniel Pink: A Whole New Mind

“Live in the real world. Make real things that real human beings care about and want to interact with.” – Rob Reilly, CP+B, @RobReillyCPB

“If this book has a philosophical point of view, it’s that you the copywriter are responsible for putting things into the world, and those things should be useful, entertaining or beautiful, or all of those things. They should make people feel better, not worse, about themselves, the brand involved and living in the world in general.“

The Idea Writers | Chapter 1: The Creativity Age

Mon, 26 Nov 2012 20:30:23 -0500

Teressa Iezzi: The Idea Writers – Copywriting In A New Media And Marketing Era
Chapter 1: The Creativity Age

Ms. Ieezi’s book is close to brilliant. The first chapter of The Idea Writers explores the changes in the advertising industry and the related behavioral and societal shifts that happen as the world advances further into the Internet Age. Many factors caused the changes that advertising is going through, but technology and its impact on people’s everyday lives plays probably the most important role of all.

When reading The Idea Writers, I have been thinking to myself that Iezzi did a spectacular job on discovering, compiling and formulating all these ideas and observations about what happened in the advertising industry. Iezzi succeeds at getting ideas from many leading voices of the industry, as well as many other thought leaders, and making a powerful statement about the present and the future of marketing and advertising.

My favorite quotes from Chapter 1:

Clay Shirky: Here Comes Everybody:

“More people can communicate more things to more people that has even been possible in the past, and the size and speed of this increase, from under one million participants to over one billion in a generation, makes the change unprecedented, even considered against the background of previous revolutions in communication tools.”

Eric Schmidt, Executive Chairman, Google:

“We now generate as much information every two days as was generated from the beginning of time to 2003.“

We are in the Age of Creativity—an age that can be golden if you want to it to be.

[Book] Teressa Iezzi: The Idea Writers – Copywriting In A New Media And Marketing Era

Sun, 25 Nov 2012 21:00:04 -0500

WHY THE FUTURE (OR PRESENT) OF ADVERTISING ISN’T ABOUT MAKING ADS

Thanks to Deb, our wonderful teacher of Advertising Creativity, I am currently reading The Idea Writers—a book about the new realities of the brand-creativity process and working in the advertising industry.

Let me say upfront: I am digging this book. A lot. In some upcoming posts, I will highlight some ideas from the book that I find to be true, relevant, well-said, and fascinating, or quite often all of these things at once.

A Brief Summary:

“The Idea Writers” offers an in-depth look at the state of copywriting and brand creativity in today’s marketplace. With insight on creative process and campaign development from the industry’s leading creatives, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today. (Source: Creativity Online)

Trains are dangerous things. And if you’re not careful around...

Sun, 18 Nov 2012 18:34:00 -0500

Trains are dangerous things. And if you’re not careful around them, you could end up dying in the dumbest way possible.

That’s the message behind a new viral ad campaign for Melbourne, Australia’s Metro Trains. They’ve tapped a local artist to record a catchy little tune and set it too the cutest little death animations you’l ever see. The result is “Dumb Ways to Die.” Check out the video and be prepared; it will get stuck in your head.

“This campaign is designed to draw people to the safety message, rather than frighten them away. Especially in our younger segments. We want to create a lasting understanding that you shouldn’t take risks around trains, that the prospect of death or serious injury is ever-present and that we as a community need to be aware of what constitutes both safe and dumb behavior,” Metro Trains’ Marketing Manager Chloe Alsop told Australian media news site Mumbrella.

There’s even a Tumblr blog set up with fun GIFs of all the dumb ways to die featured in the video.

Source: Melbourne Metro’s “Dumb Ways to Die” Campaign Is Rather Brilliant