Sei que premiações não são necessariamente
os locais geradores de tendências,
ainda mais nos dias de hoje, onde a maioria
dos cases vistos em grandes premiações já foram
citados, re-citados por toda a rede.
Mas muitas análises podem ser feitas em cima
de peças e cases vencedores.

Bom, mesmo que Cannes já tenha terminado,
vamos mostrar mais uma peça Brasileira que levou ouro.
Mas agora no Young Cyber.

Esse ano a dupla de Dr. de Arte Marcelo Mariano Dias e Fabiano Queiroz levou ouro
com essa peça.

Descobri no M&M que o Brasil é o país que mais faturou prêmios no Young Cyber :-).

And strut their stuff they did - the Argentineans at least.

The winning team's video from the 2008 competition is pretty hilarious. As someone who once lived in a house full of South Americans, I can tell you that they are particularly vocal when it comes to showering. Even I will admit to breaking into a soapy song every once in awhile. ( Mariah Carey Christmas album - anyone, anyone? Bueller?)

And the winning video recorded with the Nokia N95 makes a good point - while singing in the shower may be good for your lungs, it's not good for the environment.

Desde el punto de vista creativo, es emocionante la idea planteada por la dupla (de BBDO Argentina) para el anunciante MTV Switch. La ejecución cierra redondita amarrando completamente la idea y el beneficio que la misma busca explotar.

Sinceramente creo que no demerita en lo absoluto. Nokia, otro auspiciante de esta competición en conjunción con el Festival, dictaminaron que el anuncio debía ser grabado con la cámara de un N95, misma que ostenta una brutal cámara de 5 megapíxeles y graba en un formato de buena calidad que los creativos explotaron al máximo.

Un gran trabajo que está completamente en brief , que como era requerido fue entregado en menos de 48 horas.

Secuestrado de: Fumada Estratégica

Thanks to TV2 for a perfect evening!

Thanks to TV2 for a perfect evening!

We will be blogging about the experience, the competition and the seminars on a blog named www.younglions2008.wordpress.com so please follow us there and I will be back here when I get home.. 

TODAY ran a report recently on the rise of impressive young goalkeeper Jasper Chan, who plays for the Young Lions, and who is tipped to give current Singapore No 1 Lionel Lewis a fight for the yellow jersey. Read the partial report here

My thoughts:

Interesting to see how the majority of Singapore’s greatest goalkeepers in the past 40 years have been Chinese. Between the 70s and the 90s, the names that stood out were Lee Bee Seng, Lim Chiew Peng, Edmund Wee and of course, David Lee.

Bee Seng, who is now the national goalkeeping coach, was once named “Asia’s Gordon Banks” after a string of brilliant performances between the sticks for Singapore at the 1975 Merdeka Tournament in Kuala Lumpur.

Lee (as in David) and Wee went on to become Singapore’s only goalkeepers to ever play professionally overseas. Wee went off to play for South China in the Hong Kong league in 1981 and stayed there for seven years while Lee signed on as a pro with Niac Mitra in the Indonesian league in 1982.

And one can stretch the list of examples further by including current Singapore No 1  Lionel Lewis. After all, he is of Eurasian and Chinese parentage.

And now we have 19-year-old Jasper rising up the ranks.

It looks like he’s got a lot of hard work ahead of him if he ever wants to displace Lewis, but the intense rivalry for the goalkeeper’s jersey can only be good for the two players – and for the Lions, as a whole.

And it would be great to see a true-blue Singapore Chinese in action for the Lions. Because currently, the stats tell a sorry tale, one that is almost laughable if it just wasn’t so sad: 70 percent of Singapore’s population is Chinese and yet the only two Chinese chaps we have in the national squad are from CHINA.

I won’t go into the reasons why there are so few Singapore Chinese players in our national teams. They have been cited ad nauseum in the media so it’s pretty pointless dredging all of them out again.

But this, in turn, has clearly had a major impact on the progress of Singapore football in the last 20 years. After all, there is only so much talent one can find if the bulk of the players willing to make football their rice bowl comes mainly from 15 percent of Singapore’s population.

This is probably also why national coach Raddy Avramovic has had to turn to foreigners to supplement the national squad. I am sure this will increasingly affect Singaporeans’ affinity with the Lions. Let’s see how that pans out.

Even if Jasper eventually makes it to the first 11, it’s unlikely that he will inspire a whole new generation of young Singapore Chinese footballers to pursue professional football as a career.

That can only happen when Singapore finally produces a talented Chinese Singaporean striker. Reason: it is the striker, not the goalkeeper, who is always regarded as the swash-buckling hero of the team, the man who will rescue the team from the jaws of defeat and lead them onwards to glory.

Just look at how the likes of Fandi Ahmad and Indra Sahdan Daud must have inspired many young Malay kids to dream of becoming professional footballers.

And I’m sorry, FAS, but if you think that Shi Jiayi and Qiu Li are going to do the same for young Chinese Singaporean players, think again. It won’t happen – because they will always be seen as foreign players co-opted into the national squad through its Foreign talent Scheme.

In that sense, Quah Kim Song was clearly the Singapore Chinese community’s last action hero (You can’t really count Steven Tan because he was known more for being a super-sub than a man leading at the fore).

Just how inspirational was Kim Song? Just put it this way: in the 70s, kids were proudly wearing Quah Kim Song t-shirts from the market.

Back then, even my Teochew-speaking nanny, who had no formal education, was able to say to me regularly when Singapore was still in the Malaysia Cup:

“Sing ka pour ke meh wu xing giu bor? Ah si wu Kim Song, dia tiok yah eh.” (Translation: “Is Singapore playing tonight? Well, as long as Kim Song is in the team, we should win.”)

I kid you not.

So while I’ll be rooting for Jasper to wrest the No 1 jersey from Lewis (even though I don’t mind Lewis holding onto it for several more years because he is a really good keeper), I am well aware that it won’t beget a tidal wave of change in the ethnic make-up of the national squad.

You need a Quah Kim Song-esque character to do that, full of style, verve, character and most importantly, goals.

Sadly, there doesn’t seem to be anyone who can fill those legendary boots. For now or for many years to come.

Yours in Sports

The Singapore Sports Fan

I've teamed up with an Icelandic for the Future Lions competition and it's great to work on something inspiring to keep my mind off the awards ceremony for Young Lions in Stockholm next week.

The Future Lions brief, "advertise a product for a global brand that wasn't possible 5 years ago" gave me the inspiration back and I've started to think in ideas. To reflect upon what has happened the last 5 years alone is inspiring and really makes you analyse the Internet as a medium. It makes me ponder how little of our education that is focused on the web, the web's possibilities and its limits but on the other hand a big idea travels easily over mediums. A week into thinking and researching the brief, the progress is interesting. Basically all of our ideas, are different ways to promote brands by using existing Web 2.0 solutions, social networking sites and widgets.

How Brand X can use Twitter or how Brand Y can post images on Flickr. It's funny how you always find yourself trying to alter what exists, to shape an existing form differently. Advertisers too often remix songs, they never write the songs themselves. They do excellent muxtapes, becomes hyped DJ's, have a hit with a cover and gets rich, but they never get the cred of an artist.

The brief is set by the digital agency AKQA, so you feel that you need to revolutionize bluetooth to win, but why not provoke them? I'm going to research if there has been invented any new kinds of plastic the last five years, or gene modified beans that we can advertise on, or if any countries have seized to exist. Something revolutionizing.

I entered the Young Lions competition in Sweden, the prize is a paid trip to the Cannes Lions awards, with a Swedish friend that at the time attended Miami Ad School. The brief was a real classical one, "do print, TV, banner or media plan for this given company." We came up with a fairly creative solution and we'll find out on the awards ceremony on the 6th of May if we win. After that I'll post the solution here. The British equivalent is called Future Lions, same prize, only a much more challenging brief. Actually, it's one of the best briefs I've encountered so far in my advertising studies. It's simple and short, impossible to get wrong; "Advertise a product from a global brand in a way that was not possible five years ago - to an audience you choose."

The brief, set by the digital agency AKQA clearly appreciates the possibilities that modern advertising has, and how it is forever changing. Stating that you can do advertising today that wasn't possibly 5 years ago reminds me how little I know of the actual possibilities, I know about bluetooth, about Web 2.0 and Google Earth but the technical knowledge limits me on how to use them creatively. Or does it? I know little about how my ideas actually ends up on the magazine page or the post production being done on a TV- ad but it doesn't limit my ideas there. The same, initial, simple idea is not dependent on media, but the briefs often are.

Is, with the costs that print and TV means, traditional advertising relevant, and, as Shaun McIlrath asked on the Under the Influence talk; "Is coming up with a TV script even creative?" This brief has inspired me more than any of the 300 I've worked on with the goal to "raise brand awareness" with "a TV- or print ad." The future of course always lie in between, people still read magazines and when reaching some target audiences it's absolutely appropriate to use traditional media, but surely not all.

I'm meeting an Icelandic fella from my school on Sunday for a first brainstorm, hopefully greatness will go from there.

I showed up at The Rogue Hero a bit after midnight, right before The Love Lights took the stage for their CD release party. Over the last three years, The Love Lights have become one of the most popular bands in Bellingham (check out the feature on them in What's up! Magazine), and the bar was crowded—late as I was, I could only see their heads as they kicked into a raucous set.

The Love Lights were born as an indie three piece with Rob Stauffer on vocals and guitar, Ben and Jeff Ballew (brothers) on guitar and bass respectively, and electronic drums looped through an iPod hooked up to the PA system. The band really found its footing when Alex O’Farrell and his live drums joined up, then Sarah Jerns, Diana Dizard, Jeremiah Austin completed The Love Light’s sound with a three-piece horn section.

For a seven person band, the arrangements are surprisingly tight, defined by the band’s wide musical vocabulary. The Love Lights sound part indie—with Ben’s skitchy, too-hot guitar work and Rob’s sometimes shouted, sometimes crooned vocals—and part Motown—with the wailing horn section and Jeff’s funked out bass—like if The Arcade Fire were fronted by the ghost of James Brown, or Carole King’s horn section worked for The Strokes.

And man, do they put on a great show. Their energy was through the roof—the whole band sang along with every song, with everybody stomping, sweating, rocking hard. The audience pumped fists and danced. Since it was a CD release party, The Love Lights’ set consisted mostly of cuts off their new album Young Lions, their second full-length album. After a sweaty, powerful show, the lights came on, the band left the stage and the bar emptied, but those super-catchy hooks and horn parts haven’t left my head since. If you can make it to a show from The Love Lights, I highly recommend them. Bring yer dancing shoes.

Wie geagt, zusammen mit Thomas war ich "das ganze" Wochenende damit beschäftigt einen Film zu drehen.

Klingt aufregen, ist es aber nicht:

Wir hatten ein tolles Nokia Handy, mit dem wir einen 30sek Spot für "Wieder Wohnen"(ein Projekt für Obdachlose) drehen sollten. Aber irgendwie liegt es mir nicht mit ernsten Themen Spaß zu habenTolles Handy - noch toller im Vergleich zu meinem LG, das hat nach nicht einemal einem halben Jahr seinen Geist aufgegeben - keine Garantie auf Akku-Schäden. Also kauf keine LG-Handys. Ich werd jetzt ein Jahr lang wieder mein uralt Nokia handy nehmen, auch wenn das nichts kann außer telephonieren - aber dafür ist ein Handy ja da

Wien war super, das Wetter fantastisch und das Drehen war eine super Entschuldigung dafür, Wien zu genießen und die Aufgaben für die anstehende FH Woche zu ignorieren. 48 stunden ohne Handy und ohne irgendwelche Verpflichtungen - perfekt.

Ich sollte viel öfter 2 Stunden in der Sonne frühstücken...

Heute dann endlich "Die Google Falle" bekommen, damit kann ich mich auf die anstehenden Referate zu google und zu Theodor W. Adorno vorbereiten. Wobei mir der erste allmählich zur Qual wird.

Also im Vergleich zur letzten Woche geht es diesen Montag super los... Ich warte nur noch auf das Glück

Este año, dos jóvenes creativos de la Argentina formarán parte del grupo de países que participan en la categoría Cyber en el marco del "55 Festival Internacional de Publicidad Cannes Lions 2008". Los organizadores se harán cargo de los pasajes aéreos, alojamiento y costos de inscripción al Young Lions Cannes 2008 de los participantes que resulten ganadores del concurso a nivel local.

Toda la información del concurso, las bases y el formulario de inscripción se encuentran en www.ylcannes.terra.com.ar

La inscripción estará abierta hasta el jueves 24 de abril a las 12 hs. Podrán participar todos aquellos creativos argentinos nacidos después del 21 de junio de 1979, que se encuentren trabajando en agencias de publicidad. Para impulsar la participación del concurso y, por ser un estreno, la inscripción será gratuita.

A organização do Young Lions Brazil anuncia que o prazo para inscrições e entrega de material na categoria Criação Nacional foi prorrogado e passou de 14 de março para 19 de março.A prorrogação do prazo ocorre devido a ”problemas de entendimento do regulamento relacionados à montagem dos portifólios”, segundo a organização do Young Lions.As peças que compõem o portifólio gráfico devem ser impressas em papel comum (couchê, offset ou sulfite de até 180g), formato A3. Esta instrução ratifica as normas do regulamento: os portfólios que não seguirem esta orientação não serão levados a julgamento.“O objetivo dessa medida é evitar o uso de materiais e demais recursos não acessíveis à maioria”, ressalta Emmanuel Publio Dias, um dos organizadores.| Transmissor - CCSP ]]> http://meiodamidia.wordpress.com/2008/02/27/young-lions-abre-este-ano-competicao-para-duplas-de-midia/ Wed, 27 Feb 2008 20:50:44 +0000 Léo.Longo http://meiodamidia.wordpress.com/2008/02/27/young-lions-abre-este-ano-competicao-para-duplas-de-midia/ A Young Lions (ex Young Creatives), competição entre jovens publicitários no Festival de Cannes, terá esse ano uma nova categoria - Media.

Serão cerca de 20 equipes de todo o mundo, sendo cada uma formada por 2 youngs de áreas como planejamento de mídia, compra de mídia, planejamento estratégico, pesquisa de mercado e planejamento de conta. Para tentar uma vaga na equipe brasileira é preciso se inscrever no site do evento.

A competição envolve um briefing que só é conhecido na hora e o desafio é criar uma estratégia de mídia inovadora que deverá estar limitada ao orçamento de US$ 1 milhão. Cada equipe deverá indicar as mídias escolhidas para a ação, explicar porque foram selecionadas e como seriam utilizadas.

Infelizmente, é para profissionais com mais de dois anos de mercado, então como estou fora, deixo essa dica para os interessados.