I heard my friend once shouting that marketing is all about lies, about making bullshit and making things incorrectly seen by the audience. I also believe that all lies making us unworthy to go to heaven. So, is it hell that will be our destination?
First, before we go and discuss about the religion and any translations that you would get on the conclusion of the above topic, let us question our most inner heart and our conscience. Are we doing that? Are we full of lies and shit?
In my thoughts and believes about what this company in heading onto, I always have a line that was carried so much in my heart: I believe so much about branding and how it could create value to the product we sell. What we need to do is just to find a strong relevance from the product and turn it into a magnificent value.
I always believe that without a value, you don't have a brand. A product is just a product.
A cold physical nonsense, and you wouldn't like to buy a rolex worth of 30 mio rups then. It's nothing better than a 1 mio seiko.
Because the fact is both watches are the same shit. The same function and the same physical steel made, nothing more and nothing less.
But this world sees that differently. The nature of human that make it different.
People want to be different. People need to be different.
They will always find a way to make himself a different kind.
The special kind.
Some label it as rich, some as intellect, some as strong, some as pure, some as cool.
That is somebody's dream. Everybody has it. Everybody lives on it.
Without it nobody has a goal to grow to in everyday in their lives.
It's what a brand feeds into.
A brand is a dream that people want to be with.
The label that they put in their hands, the label that they want everybody else to judge them into, and the label that make them believe in life.
Well, that is a brand.
And by understanding that, please do one thing.
Analyse your product thoroughly about the one thing that could make the product has a relevance towards the needs of the consumer, on what could make them somebody.
The one thing could make it more than just a product.
It could turn it into a vivid dream.
Example: when we first sell The Pakubuwono Residence, we don't believe on selling an apartment. Instead, we are selling a perfect environment for life.
When I turned the axe positioning around, I believe I am not selling a deodorant, but a magnet to charm a woman.
When we service metro, deep in my mind I am not servicing a department store, I am serving a promotion oriented store, a fun store for women to browse.
It keeps the brand alive. It makes the brand breathe, and walk, and running.
So, look into the brand you are working now. Big or small. Start with a mind that focus into the consumer's need. And find the one thing that could make the product become a brand.
Do not lie.
I am not asking you to lie.
But find the symbolic relevance that all people are trying hard to find in the product to make it suitable in their life.
Something they will be proud to live with.
Something different.
Monday, July 13, 2009
Monday, July 6, 2009
Beginning a brainstorming
Usually a brainstorming a wild process, that consume hours of concentration, and a blind expectation towards where you might end.
You would not know and understand where the road of mind from the team will take you and usually you would just do what you can and pray that it is on the right track.
Hopefully the process of the review will end on some lime light of approval, at some point of the idea and you would say "sigh.. glad some things workout".. and if not it would be a big sigh...
Actually it wouldn't have to be that way.
Expectation is always mounted on the board, all the time.
Here, let me remind us all again: for whatever you are doing, big or small, get used to the habit of creating it as the biggest work of your life, and try to have the mentality of winning an award out of the job you are doing.
Again, big or small.
You used to walk, even blindfoldedly. You can do everything, if you have the habit of doing it.
So..
Always have a reference, a solid reference and a target, on each and everything that you do.
Before going into a brainstorming, dig up some references.
References such as: collection of award winning ads, the great competition ads, or some ads that make you thrilled and make you alive, because you want to do the ads.
Put it in your face.
Breath on it. Live on it. Dream on it.
If needed, make a poster on it, and stick it on the wall where you are brainstorming.
Remember: even a great idea would not be anything, when you are not nailing it right if you are not execute it correctly.
You are what you dream of and how strong you work on it.
You will be short, when you dream short, and work short.
So, pick up your mind.
Build your dream.
Have the most outrageous ideas and execution that might exercise your ability to create.
What is the use of your creativity when you are not exercising it and take a chance on how you would grow?
You would not know and understand where the road of mind from the team will take you and usually you would just do what you can and pray that it is on the right track.
Hopefully the process of the review will end on some lime light of approval, at some point of the idea and you would say "sigh.. glad some things workout".. and if not it would be a big sigh...
Actually it wouldn't have to be that way.
Expectation is always mounted on the board, all the time.
Here, let me remind us all again: for whatever you are doing, big or small, get used to the habit of creating it as the biggest work of your life, and try to have the mentality of winning an award out of the job you are doing.
Again, big or small.
You used to walk, even blindfoldedly. You can do everything, if you have the habit of doing it.
So..
Always have a reference, a solid reference and a target, on each and everything that you do.
Before going into a brainstorming, dig up some references.
References such as: collection of award winning ads, the great competition ads, or some ads that make you thrilled and make you alive, because you want to do the ads.
Put it in your face.
Breath on it. Live on it. Dream on it.
If needed, make a poster on it, and stick it on the wall where you are brainstorming.
Remember: even a great idea would not be anything, when you are not nailing it right if you are not execute it correctly.
You are what you dream of and how strong you work on it.
You will be short, when you dream short, and work short.
So, pick up your mind.
Build your dream.
Have the most outrageous ideas and execution that might exercise your ability to create.
What is the use of your creativity when you are not exercising it and take a chance on how you would grow?
Wednesday, May 13, 2009
Please, never stop growing!
To admit that we are in this business means that we have to admit that the world is keep on growing and evolving. Sometimes revolving too. A lot of times, I encourage everyone I meet to not stop growing.
I said it with strong reason, because the world is not stopping. Your consumers are younger and younger with everyday passing by. Your clients are getting smarter. Your products are getting prettier and more efficient and more innovative. The only negative is we are getting older and slower.
If we are only able to keep up a bit with those that are presented in this world, how could we expect to catch up with all the losses that we should have?
Never stop because of anything, it's for your own sake. Never stop because of sentiments, emotions or feeling contented. Never. It will only break you and make you even slower.
Wake up everyday with the same eagerness, with the same curiosity, with the same efforts, with the same strong will to make it the best day you will ever have.
Have the will to close the day with some great surprise for yourself from what you could do.
We are the business where spirit, will and leadership is required.
We are demanded to create something new, innovate something better, and think out-of-the-box. Everyday. Every time a project comes in.
So, never stop growing!
Gave yourself everything you got, and I promise that you will not be dissapointed.
Remember: you never know what you can do, until you do it.
First thing you do is just to believe that you can do it.
Like Einstein, like Edison, like Columbus.
Like you.
I said it with strong reason, because the world is not stopping. Your consumers are younger and younger with everyday passing by. Your clients are getting smarter. Your products are getting prettier and more efficient and more innovative. The only negative is we are getting older and slower.
If we are only able to keep up a bit with those that are presented in this world, how could we expect to catch up with all the losses that we should have?
Never stop because of anything, it's for your own sake. Never stop because of sentiments, emotions or feeling contented. Never. It will only break you and make you even slower.
Wake up everyday with the same eagerness, with the same curiosity, with the same efforts, with the same strong will to make it the best day you will ever have.
Have the will to close the day with some great surprise for yourself from what you could do.
We are the business where spirit, will and leadership is required.
We are demanded to create something new, innovate something better, and think out-of-the-box. Everyday. Every time a project comes in.
So, never stop growing!
Gave yourself everything you got, and I promise that you will not be dissapointed.
Remember: you never know what you can do, until you do it.
First thing you do is just to believe that you can do it.
Like Einstein, like Edison, like Columbus.
Like you.
Some words for the words maker
There's a good words put on the desktop of my friend, a line that I always use to encourage copywriters to begin their approach on their mind when they begin to make a writing.
"Always pretend that you're sitting besides a woman at a dinner party, and she asks you advice about which product she should buy and where to buy it. Give her facts, facts, and only facts. Try to make them interesting, fascinating if possible, and make it personal - never write to the crowd. Try to write from on human being to another human being in second person, singular. And try not to bore the poor woman to death, and make it as real and as personal as you possibly could."
The fact is: writing is not a hard job, but being a good writer is damn difficult.
Especially if you try harder to write. I have mentioned in my previous writing, some tips to write in a good way. May be now I will add one more advice.
Use your heart. Try to write from one heart to another. Make it as sincere as possible, make it as simple as possible, just like if you are talking with your heart. To your love one.
Make it as short as possible, as positive as possible, and as personal as it possibly could.
If you like, you could use your imagination and emotion, set the mood and situation as per the quote I mention above. Set the music. Set the heart. Set the mind.
And there you go.. and while you go.. one piece of advice: never let anything, I mean anything, disturb the process!
Good luck!
"Always pretend that you're sitting besides a woman at a dinner party, and she asks you advice about which product she should buy and where to buy it. Give her facts, facts, and only facts. Try to make them interesting, fascinating if possible, and make it personal - never write to the crowd. Try to write from on human being to another human being in second person, singular. And try not to bore the poor woman to death, and make it as real and as personal as you possibly could."
The fact is: writing is not a hard job, but being a good writer is damn difficult.
Especially if you try harder to write. I have mentioned in my previous writing, some tips to write in a good way. May be now I will add one more advice.
Use your heart. Try to write from one heart to another. Make it as sincere as possible, make it as simple as possible, just like if you are talking with your heart. To your love one.
Make it as short as possible, as positive as possible, and as personal as it possibly could.
If you like, you could use your imagination and emotion, set the mood and situation as per the quote I mention above. Set the music. Set the heart. Set the mind.
And there you go.. and while you go.. one piece of advice: never let anything, I mean anything, disturb the process!
Good luck!
Monday, April 13, 2009
Who are we?
Please let me put a question in your mind for today: who are you? what are you actually doing in your job?
If some of you says: we create ads, then let me follow it up by asking: what is an ad actually? and ask yourself continuously until you find the end of it, the basic element of the question of what is actually you are doing. Hopefully you would find the core of the answer and understand the way your job works.
When I look at it my way.. in my very personal way, I think that I am actually an actor of life.
Sometimes, I write as a woman, then I should know the thought that a woman should produce, the feelings that they embrace, the character that they are building in life, the difficulties that they face, their preferences in their social circles. I'm still learning though..
Sometimes, I art direct an ad as a father, then I should know what is the meaning of a father, the priorities that they are making, the choices of life that they choose everyday, the language of life they choose to carry, the headache they face daily, the love they carry. I'm still learning too..
Sometimes, I become steve jobs, what would he be thinking if he put to face the similar situation? I become neil french, how should I solve the problem? I become jim aitchison, what will he see when he faces the same problems? I definitely still learning..
Be empathical, listen, see, understand every part of life as possible. Open your mind and heart to embrace every different part of life that require your learning. Beacuse life keeps on changing, keeps on evolving and we should keep up.
Find all the different point of view and make it your own library to use it when you need it.
Make sure you record every part of life.
Everything.
From the things that you think is not relating with you at all, until every great thoughts that I think you will not miss..
Be the observer, be the watcher, and when you work, be the actor..
Now, who are you?
If some of you says: we create ads, then let me follow it up by asking: what is an ad actually? and ask yourself continuously until you find the end of it, the basic element of the question of what is actually you are doing. Hopefully you would find the core of the answer and understand the way your job works.
When I look at it my way.. in my very personal way, I think that I am actually an actor of life.
Sometimes, I write as a woman, then I should know the thought that a woman should produce, the feelings that they embrace, the character that they are building in life, the difficulties that they face, their preferences in their social circles. I'm still learning though..
Sometimes, I art direct an ad as a father, then I should know what is the meaning of a father, the priorities that they are making, the choices of life that they choose everyday, the language of life they choose to carry, the headache they face daily, the love they carry. I'm still learning too..
Sometimes, I become steve jobs, what would he be thinking if he put to face the similar situation? I become neil french, how should I solve the problem? I become jim aitchison, what will he see when he faces the same problems? I definitely still learning..
Be empathical, listen, see, understand every part of life as possible. Open your mind and heart to embrace every different part of life that require your learning. Beacuse life keeps on changing, keeps on evolving and we should keep up.
Find all the different point of view and make it your own library to use it when you need it.
Make sure you record every part of life.
Everything.
From the things that you think is not relating with you at all, until every great thoughts that I think you will not miss..
Be the observer, be the watcher, and when you work, be the actor..
Now, who are you?
A concept, a vision and an argument
Let me put myself as a creative person.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.
Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.
Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.
Friday, October 3, 2008
Simplify: An Exercise
Writing in continual of the previous comment asking for an exercise of the topic, here I try to present sample of the simplifying a problem to a simple human life.
The principle underlying the thought is that a brand is acting like human, because it is actually relating to human in humane way. So it definitely has the human element in the mix, and there is birth, growth and death of a brand. The length is differ from one brand to the other, from one category to the other, and it could be killed or healed. Just like human.
So, it is wonderful if we can see the problem over the brand in the very human way, in the brainstorming or concepting stage, or upon searching on ideas, trying to attract audiences and create perception to the final objective that we are looking for.
Exercise no 1:
Gudang Garam Signature.
When we are briefed, we first has to understand that in this country, to find the perfect brief with all the element of the brand put in the perfect way is really rare and really like trying to find an oasis in the desert. We just bring what we could bring and move our asses forward to find the puzzle by ourselves and crack the problem.
We don't have any good brief. It is just the same brief, a simple brief.
We have to create a tagline since the product is new, and create a launch campaign.
So, the background is that GGS is a new cigarette from gudang garam that will carry the most expensive price tag, even higher that Dji Sam Soe. The first comment of mine is My God! Ridiculously crazy people! But indeed it just creates the best interest I have ever heard. A new premium cigarette trying to find the way into market, but not through the natural ladder of life, but through its birth. What a challenge it would be.
But, I have to be honest. The brief is too simple then. Nothing.
Let's have a head start. Gudang Garam is a well known company that is known for its good GG International cigarette. Yes, it is not smoked by the haves. But who doesn't know about its being? So, Gudang Garam is a good base that we have to begin the campaign. So, its like a father whom has the family name, and Signature is its birth name.
Now how could we create a positioning line to be able to link its expected value to the audience. The value is taste very good and very premium.
From the research shown that the buyer doesn't really understand about taste. They are easily confused and they are mostly stupid. They are easily forgetting the taste of the cigarette they smoked and what is actually is the brand. So, the brand and its premium image is about everything. Let's smoke them then...
The search then begin. The talk between rich and premium image and human nature of being rich is getting hotter and hotter. What they like and how they like it become important. They like to looked important and they like strong absolute claim. They like self esteem and they like to be sure. So, it's all about talking to the haves about something good they should believe.
And don't forget that we have to skate around the rules of goverment of not be able to claim about the taste of the product. But the interesting case is nobody has ever claim anything about taste yet. Except the long perceived image of Dji Sam Soe. So, we have similarity: if we can claim about taste, it will definitely get both of them closer. (The logic of human relationship happens here. Not only analytical but exercising it in the manner of positivity).
So, the rules of engagement is clearer now: we need to find some vision and principle of the haves that could give birth to the self esteem and class that needed by this GGS, and if possible something related to taste.
Then, we ended up in the bowl of thoughts that what makes the haves rules in the self esteem and class is because they can and have experience the things that others can't, the power, the luck, the moments, the rarity. It all ends up to the thought: What an absolute taste it would be, if you can experience the "thing" that other can't have. So, it comes the tag: Gudang Garam Signature, Satu Kenikmatan Absolut. (The presentation of the line comes in the exercise, and thinking that how could you make it different. Satu is rarely put as the beginning, it would be interesting. And we understood that the meaning of each word is kinda redundant but it gives a stronger meaning, and feels good. Anyway, the "kenikmatan absolut" itself is to vague to be explained. But the impression is great. I imagine talking to a girl and how to impress a girl with a bit of difficult line).
Okay, it's skating on the thin ice if you look at the goverment rules, but we never mention it taste good, it's merely a perception you got from reading it. (Smile a bit, but we make it).
Exercise no 2:
When Adamas came to me, the owner doesn't know anything to do, what to expect from me, and what actually I can do to help her. Some long explanation finally give her the thoughts, and she want me to create something for her store.
Adamas is a jewellery store at plaza senayan that dream to be a class of benteng jewellery store. They claim that their jewellery is better because theirs is all made in singapore not like benteng. And their stone is all good cuts.
Now, that's the only brief. Nothing else. Really nothing else. What a problem, what a challenge!
I keep thinking that this is a female world. It's all about female, their beauty, their fashion, their eccentricity, their fear and their fun. Ah, yes, women also like fun! Look at pink, madonna, christina aguilera, they certainly have fun but also acceptable in the way they portray themselves.
So, I need to make a launch ad that keeps their store moving and pop up their brand.
If I put myself as a human, if I am nobody, how can I be noticed? I want to be noticed and in a strong way, creating a perception that I am good in jewellery. All in 1 piece of ad.
How if I become fun, eccentric, fashion, and loud? Haha.. it will certainly make it seen and stop people. (I argue that nobody is actually a loyal buyer to a certain jewellery store, so we have to keep creating passion and difference to be remembered)
So, there I am, not needing a tagline, and act the brand as a fashion brand, making an ad that needing fun, eccentricity, fashion oriented and loud. The first series is then, a very close up of a very good looking girl, and I put a great design 2 carats diamond solitaire ring at her nose (like a bull, you know?), next is I put a great necklace made of diamonds but not on her neck, but like a hair dropped from the top of her head down to her nose.
I just put the things not on the place it should be, creating focus and difference, attraction and show. It's like a fashion show. If some may call it freaks, but the ad creates its function. Attraction to jewellery that will be bought in the terms of fashion.
I also need to understand too: there's an old belief amongst the community that there's several people you cannot trust: car salesman, property salesman, and jewellery salesman. Because they are all cheaters.
So, I need to add another things: a very clear information on the side of the product. 9 points font typed on the side of the jewellery explaining the detail of the product: e.g. 2,23 carats white diamond, v color, v clarity, wrap a 4 legged crown in 204 grams white gold.
The information will create a feel of transparency and belief amongst audience. I hope.
When the ad launch and the store is crowded, they are happy. So was I.
SO,
These are merely exercise. In every case there will be problems. First, I still believe the mental set up is totally important. Have the belief that you can solve it. And then, simplify. And this simplification comes different each time, each case carry different matter and different nature. We just have to be able to be positive and keep simplifying.
I hope this writing could inspire your need on simplification.
Good luck! GL! (Simplify?)
The principle underlying the thought is that a brand is acting like human, because it is actually relating to human in humane way. So it definitely has the human element in the mix, and there is birth, growth and death of a brand. The length is differ from one brand to the other, from one category to the other, and it could be killed or healed. Just like human.
So, it is wonderful if we can see the problem over the brand in the very human way, in the brainstorming or concepting stage, or upon searching on ideas, trying to attract audiences and create perception to the final objective that we are looking for.
Exercise no 1:
Gudang Garam Signature.
When we are briefed, we first has to understand that in this country, to find the perfect brief with all the element of the brand put in the perfect way is really rare and really like trying to find an oasis in the desert. We just bring what we could bring and move our asses forward to find the puzzle by ourselves and crack the problem.
We don't have any good brief. It is just the same brief, a simple brief.
We have to create a tagline since the product is new, and create a launch campaign.
So, the background is that GGS is a new cigarette from gudang garam that will carry the most expensive price tag, even higher that Dji Sam Soe. The first comment of mine is My God! Ridiculously crazy people! But indeed it just creates the best interest I have ever heard. A new premium cigarette trying to find the way into market, but not through the natural ladder of life, but through its birth. What a challenge it would be.
But, I have to be honest. The brief is too simple then. Nothing.
Let's have a head start. Gudang Garam is a well known company that is known for its good GG International cigarette. Yes, it is not smoked by the haves. But who doesn't know about its being? So, Gudang Garam is a good base that we have to begin the campaign. So, its like a father whom has the family name, and Signature is its birth name.
Now how could we create a positioning line to be able to link its expected value to the audience. The value is taste very good and very premium.
From the research shown that the buyer doesn't really understand about taste. They are easily confused and they are mostly stupid. They are easily forgetting the taste of the cigarette they smoked and what is actually is the brand. So, the brand and its premium image is about everything. Let's smoke them then...
The search then begin. The talk between rich and premium image and human nature of being rich is getting hotter and hotter. What they like and how they like it become important. They like to looked important and they like strong absolute claim. They like self esteem and they like to be sure. So, it's all about talking to the haves about something good they should believe.
And don't forget that we have to skate around the rules of goverment of not be able to claim about the taste of the product. But the interesting case is nobody has ever claim anything about taste yet. Except the long perceived image of Dji Sam Soe. So, we have similarity: if we can claim about taste, it will definitely get both of them closer. (The logic of human relationship happens here. Not only analytical but exercising it in the manner of positivity).
So, the rules of engagement is clearer now: we need to find some vision and principle of the haves that could give birth to the self esteem and class that needed by this GGS, and if possible something related to taste.
Then, we ended up in the bowl of thoughts that what makes the haves rules in the self esteem and class is because they can and have experience the things that others can't, the power, the luck, the moments, the rarity. It all ends up to the thought: What an absolute taste it would be, if you can experience the "thing" that other can't have. So, it comes the tag: Gudang Garam Signature, Satu Kenikmatan Absolut. (The presentation of the line comes in the exercise, and thinking that how could you make it different. Satu is rarely put as the beginning, it would be interesting. And we understood that the meaning of each word is kinda redundant but it gives a stronger meaning, and feels good. Anyway, the "kenikmatan absolut" itself is to vague to be explained. But the impression is great. I imagine talking to a girl and how to impress a girl with a bit of difficult line).
Okay, it's skating on the thin ice if you look at the goverment rules, but we never mention it taste good, it's merely a perception you got from reading it. (Smile a bit, but we make it).
Exercise no 2:
When Adamas came to me, the owner doesn't know anything to do, what to expect from me, and what actually I can do to help her. Some long explanation finally give her the thoughts, and she want me to create something for her store.
Adamas is a jewellery store at plaza senayan that dream to be a class of benteng jewellery store. They claim that their jewellery is better because theirs is all made in singapore not like benteng. And their stone is all good cuts.
Now, that's the only brief. Nothing else. Really nothing else. What a problem, what a challenge!
I keep thinking that this is a female world. It's all about female, their beauty, their fashion, their eccentricity, their fear and their fun. Ah, yes, women also like fun! Look at pink, madonna, christina aguilera, they certainly have fun but also acceptable in the way they portray themselves.
So, I need to make a launch ad that keeps their store moving and pop up their brand.
If I put myself as a human, if I am nobody, how can I be noticed? I want to be noticed and in a strong way, creating a perception that I am good in jewellery. All in 1 piece of ad.
How if I become fun, eccentric, fashion, and loud? Haha.. it will certainly make it seen and stop people. (I argue that nobody is actually a loyal buyer to a certain jewellery store, so we have to keep creating passion and difference to be remembered)
So, there I am, not needing a tagline, and act the brand as a fashion brand, making an ad that needing fun, eccentricity, fashion oriented and loud. The first series is then, a very close up of a very good looking girl, and I put a great design 2 carats diamond solitaire ring at her nose (like a bull, you know?), next is I put a great necklace made of diamonds but not on her neck, but like a hair dropped from the top of her head down to her nose.
I just put the things not on the place it should be, creating focus and difference, attraction and show. It's like a fashion show. If some may call it freaks, but the ad creates its function. Attraction to jewellery that will be bought in the terms of fashion.
I also need to understand too: there's an old belief amongst the community that there's several people you cannot trust: car salesman, property salesman, and jewellery salesman. Because they are all cheaters.
So, I need to add another things: a very clear information on the side of the product. 9 points font typed on the side of the jewellery explaining the detail of the product: e.g. 2,23 carats white diamond, v color, v clarity, wrap a 4 legged crown in 204 grams white gold.
The information will create a feel of transparency and belief amongst audience. I hope.
When the ad launch and the store is crowded, they are happy. So was I.
SO,
These are merely exercise. In every case there will be problems. First, I still believe the mental set up is totally important. Have the belief that you can solve it. And then, simplify. And this simplification comes different each time, each case carry different matter and different nature. We just have to be able to be positive and keep simplifying.
I hope this writing could inspire your need on simplification.
Good luck! GL! (Simplify?)
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