All advertisers are doing it Bashny.Net

Looking at the winners of the international advertising festivals, you might think that ad units in Europe or the United States collect more audience than what is between them. Meanwhile, conventional television advertising in the United States, about which she did not write promotional material, sometimes even more gray and interesting than in Russia. You are encouraged by examples of creativity in outdoor advertising in Europe? Arriving on vacation, you'll see hundreds of billboards with inexpressive terrible graphics of poor quality photos and ridiculous fonts. It's just not the history of media.

Or how can out of a year by year the number of applications in the category of Cannes' print advertising, when both the media is by all accounts advertisers spend less. While it may be printed the whole creative publishing in the journal Lyuttsera?

Do fakie (demonstration projects for ideas) - normally. Let us destroy the myth of how creative advertising in the countries that benefit Cannes Lions. Conventional advertising there is about the same, but the agencies are able to advertise themselves very well for the whole world.

Advertisement "in the advanced countries" are not forced to go with an open mouth in the streets. TV advertising is of mediocre movies such as Walmart, which fades even against our "Pyaterochka».

Good advertising agency must, first of all, to be able to do publicity for himself. Saying that the client has cut the best ideas - mediocre self-promotion and a negative for the industry. Make a free project based on a bright idea to send all the festivals - brilliant and worthy of repetition of our colleagues from around the world.

How much social advertising occupies among the winners Cannes Lions? It's almost a third of the total submitted bids, where social organizations have so much money? Making publicity for himself, the idea for the sake of ideas - it's okay! This deals with all of the advertising world, and let's face it openly.

Copy of ideas - not bad. "By copying the idea, trying to surpass the original in execution", - says Mikhail Kudashkin, creative director of Leo Burnett Moscow.

In art school students forced to endlessly copied paintings of masters. And at some point, a student suddenly starts to understand the nature of these paintings, the technique of their execution, the line of thought of the author. And it helps him to begin to create, as the main studied.

It's such a convoluted way to incorporate their own brains. And because our industry is still damn young and inexperienced as we tychemsya like blind kittens looking for a suitable to us, meanwhile endlessly stamping the same, this method seems very appropriate.

Recycling successful ideas, refining them, you do not plagiarize. The second decade of development of the domestic market of creativity has shown that there is no "Russian style advertising" does not exist. Let's get this over with the invention, a bicycle and begin to improve Western counterparts.

Stand on the shoulders of giants - invent, developing existing ideas, even in art.

"Creative recycling ', as we all know, is very involved and very many Western agencies. If this were not so, in "Mysterious coincidences" would have no meaning.

Do advertising festival! Let it be something incredibly beautiful and mikrobyudzhetnoe for a friend of your friend, who has a stall in Biryulyovo. For the children's home, "Proteatr" social project in Beslan.

At Fashion Week, held in Paris, most of the models of clothing never gets in life. On the road you will find exhibitions of concept cars. They do not point the finger, saying, "They did it just to show their ideas, there are none on the street!»


The agency Johannes Leonardo, was formed in late 2007, when two creative director of Saatchi & Saatchi New York Jan Jacobs and Leo Premutico, holders of 30 Cannes Lions, including the Grand Prix of 2007 with print advertising, left the agency where he worked for 3 years and have created their own . Their first project was the video for an unknown brand shoes Nomis and social campaign for Pangea Day (Festival of Contemporary Cinema). Later works have received gold awards at Cannes Lions, Epica, Clio Awards.

Something like this makes the entire advertising world.

via / paedia / admirror /