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Rotterdam’s most avant-garde
fashion store 'Prague' will organize a unique runway presentation with
collections by Dries van Noten, Haider Ackermann and Rick Owens on November
5. Iconique supports this event and hopes to see you there!
Louis Dijksman, the initiator of the event and owner of Prague, tells
more about it:
When I first saw her it
was snowing...
It happened a long time ago,
on the 26th of December 1962. Many memories have been lost, but not this
one... She entered "de Wieck" and I was struck by lightning.
My brother asked what was wrong. ""That's the one", I told
him. And it was her. Mary. Many things have changed. The disco has turned
into a cinema and it hardly snows anymore. And Mary has disappeared as
well.
Sometimes, out of the blue,
we stand eye to eye with the past. It happens just like that, you're unable
to influence or control it. Loss can be suffocating. It was. But loss
can also change and turn chaos into harmony. Surrender and resignation
can give new energy and now is the time to make a bridge to the future,
strengthened by the past. How can I do this? With which means?
Fashion to me is like paint
to an artist, like celluloid to the filmmaker. I, Louis Dijksman of "Prague"
am going to organise a fashion event, my last one...A show in which beauty,
feeling and memories will merge, a show that will aim for the future.
The future, that can’t be anything but a child? In our civilization
it is, yet in many other countries a child's future is less self-evident.
Many children don't have opportunities or die an early death by malnutrition,
lack of medicine or heavy and humiliating labour. In many countries education
is insufficient or lacking altogether. I want to respond to this in my
own way and ask you for your support.
You can be part of this fashion
event in the arcade of the NAi on Sunday November 5th, starting at 20.00,
with the coöperation of Dries van Noten, Haider Ackermann and Rick
Owens
Tickets (30 euro) can be ordered
at Prague, Klein Beginnen, V!P's or the NAi:
Prague, Van Oldenbarneveltstraat 119b, Rotterdam, tel. 010-2134718, fax
0102134719
Klein Beginnen, Hartmanstraat 24, Rotterdam, 010-4123460
NAi, Museumpark 25, Rotterdam, tel. 010-4401200
V!P’s, Westelijk Handelsterrein, Van Vollenhovenstraat 15, Rotterdam,
tel 010-2251120
All benefits will go to KidsRights
Foundation, please visit www.kidsrights.info
for more info.
Please contact Prague for more
information: +31 10 213 47 18 (mention prisma:magazine)
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Company
performance, better by designs
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By Fred Phillips, founder and
MD of Atelier do Sul Design Consultants
As the founder and MD of Atelier
do Sul Design Consultants, a company just celebrating it's 25th anniversary,
I have always found it somewhat difficult to to convince even better,
to prove, the efficiency of design related to increasing the turnover
and profits of our clients businesses, especially on new business accounts.
Obviously, most of our clients have absolutely no doubts about the value
of design, be it their corporate identity, right down the line to everything
they publish and put in the public's view. Also, they take care in the
way they present their company to their very own staff. If they did not,
it is unlikely we would doing design work for them. Then there are all
the rest, and I am afraid to say, the majority of businesses in general,
who really do not give two hoots about design, as long as their business
is doing well.
Design is not about businesses doing well, it is about businesses doing
better.
Design can be the cutting edge between winning clients and increasing
profitability, or not. In today's World, the consumer is all the more
conscious about design - just look at the shopping's we have in Portugal,
just look at the mobile phone craze we have in Portugal - it is all design
driven. If a business is not design conscious, it will become harder and
harder to maintain its place, in the already very competitive markets,
as more and more companies start to use design, as an effective tool to
go out and win.
Design starts at home, and it's therefore just as important that an employee
has a well designed environment to work in, a well designed uniform if
required, to feel good and help fly the company flag and a well designed
business card. Having a well designed identity and promotional literature
that sells your company and its business is just another must. I will
not go into industrial product design, in any detail, as it is not one
of my personal disiplines within design - but to use it as an example,
design is, without doubt, what will sell the product. If there are 2 electric
kettles sitting on the shelf, for the same price, one is well designed
to suit its use and the other is an ugly chunk of plastic and metal, which
one will sell most? For sure, some of the ugly ones will sell - we have
to admit there are people with no design taste at all and they should
be looked upon with sadness, as design is something to enjoy and it should
be enjoyed by all.
Whether one argues that taste in design is an education or if is born
with us, I am sure is another very long story. One thing is for sure,
a great deal of badly designed products that just won't sell on Eurpoean
shop shelves (be they kettles or the design on a can of beer) end up on
the shelves of poorer countries, where people have little or no access
to a decent education and therefore no knowledge or feeling for design,
especially realted to the quality of a product.
So where are we with design
in Portugal? We are design conscious consumers I would say, in a fairly
big way, yet there are still that vast majority of not-design-conscious
businesses. Probably, they only survive because their product totally
saturates the market, or because the product is so good, or so necessary,
or possibly so well known, that the look of it does not come into the
buying equation. Up until recently, one could take EDP as a case, an old,
very outdated identity, no feel in design from the logo to the facturas....but
hold your flashlights, because they now have gone from bad, probably very
bad, to good, or to great, with their new Smile logo. Let's hope that
they have re educated and trained all of their staff, increased the quality
of their service and dropped their rates to live up to their new identity,
otherwise that smile logo will very quickly start to appear upside down!
There is a lesson to be learned, that even if a business is very design
conscious, like most of the leading brand names, if what they sell be
it product or services, do not meet expectations, the disappointment of
the consumer is even greater. It can be so great, to the point they feel
cheated and will go a long way to get back what they have just been done
out of, more so than if the expectation was less. I once bought a very
attractively designed toaster, simple clean lines but brandless, only
to find out that it was practically impossible to take the toast out,
without the damn thing falling over, or having to grab it and burn my
fingers. It was inexpensive, I just threw it away. Had it been a leading
brand, I would have created hell with the manufacturer!
Design creates expectations through communication with the consumer, it
often can pre-sell something before the consumer has even seen, touched
or visited the product, be a Car, a House, a Mobile phone, a Holiday,
a Watch - almost anything can be pre-sold by design. The product must
live up to the expectation, created by the design.
This brings me back to where I started out - how do we (corporate design
consultants) prove to our new business clients, that if they invest in
design, as long as they have a quality product, at the right price or
even sometimes way above what is the right price, it can sell it for them?
Apart from telling them our experience tells us story (that to them is
theory, still to be proven, yet to us is fact) we can now quote the results
of a recently published study by the (British) Design Council, of an analysis
of UK quoted companies between 1994-2003, the first of its kind in the
UK, on The Impact of Design on Stock Market Performance.
The report, and I quote from the main findings in same, states "The
Design Council has recently completed an analysis of the performance of
UK FTSE quoted companies over the last ten years, between 1994 and 2003,
encompassing a long bull market period, from March 1995 to March 2000,
the bear market period from March 2000 to March 2003, and the more recent
recovery period.
The key finding of the study is that a group of 63 companies identified
to be effective users of design outperformed the FTSE 100 index over the
full period by 200%, and also beat their peers in the recent bull and
bear markets.
A number of prior studies have been undertaken around the world but all
have been limited in their methodology or scale. We believe that this
study offers the first conclusive evidence for the relationship between
the effective use of design by corporates and an improved share price
performance and therefore greater shareholder returns.The companies in
this UK based study were selected principally on the basis of their being
nominated for and winning design-related awards. The companies were grouped
into two portfolios - the 'Design Portfolio' and the 'Emerging Portfolio'
- comprising, respectively, high and lower scorers in terms of the number
of awards won by each company and therefore the effectiveness of their
use of design."
I hereby rest my case…
Authors note;
I will happily supply a full copy of the report, by email only, in PDF
format, if anyone wishes to email me at: fred.phillips@atelierdosul.com
.
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Labo2
feliz com o seu prémio/Labo2 happy to win award
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Caro Prisma
Em nome de toda a Equipa da Labo2, queremos dizer-lhe o nosso Muito Obrigado
!
Estamos muito orgulhosos com a Prisma e o nosso prémio Ouro.
Veja abaixo uma cópia das comunicações internas da
Labo2.
Eng.F.Bruno
Chief Technology Officer
Bruno@labo2.com
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Olá Pessoal!
A Administração pede que seja colocado esta press-release
urgentemente (ainda hoje !) no website da Labo2. Já Contactei a Media Foundry e eles vão colocar uma animação com
a frase
"Proud to be winners - Prisma Awards - Gold Prize"
Obrigado
Eng.Bruno
CTO
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24 de Fevereiro de 2005
Em homenagem a todos os nossos clientes.A Labo2 digital tem o prazer de
informar que conquistou o primeiro lugar do Prisma Awards Gold Prize em
Impressão Digital, o mais tradicional prémio da publicidade
em Portugal, com reflexos em toda a Europa dado que é um prémio
reconhecido internacionalmente.A entrega dos prémios aconteceu
na noite do dia 24 de Fevereiro 2005 numa festa que reuniu praticamente
todas as grandes empresas do mercado publicitário português.
É um motivo de grande orgulho e de grande satisfação
para toda a equipa da Labo2.
Juntos, Labo2 e os seus clientes provaram mais uma vez que a união
de ideias e conceitos modernos faz a grande diferença na impressão
digital.
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In honor of all our customers.
Labo2 Digital is proud to inform you that the company won the first prize
"Prisma Awards - Digital Printing Gold Prize", the most traditional
advertising award in Portugal with European and International influence.
The Ceremony was held on February 24, 2005 in the presence of representatives
of the whole Portuguese advertising market.
It is a motive of great pride and satisfaction for all of us on the Labo2
Team .
Together, Labo2 and its customers had proved once again that merging good
ideas and modern concepts makes the great difference in digital printing.
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E
as bandeiras permanecem
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Na maior manifestação
de patriotismo que o País jamais assistiu, o Euro2004 foi acompanhado
pelo marketing português como nenhum outro evento até agora.
Um texto de Lanacaprina
Está na natureza da
publicidade querer tirar partido dos acontecimentos. Como nenhuma ocorrência
na memória deste Povo o Euro2004 foi uma explosão de alegria
e um motivo do mais intenso interesse. As bandeiras flutuaram (algumas
com o verde e o encarnado mal distribuídos) como nunca dantes.
E não somente em Portugal.
O marketing português
não ficou indiferente e contribuiu para o entusiasmo contagiante
com o seu investimento na publicidade. As audiências TV em Portugal
mostram que não se enganaram. Portugal/ Holanda foi o jogo com
mais telespectadores (3,7 milhões) enquanto Portugal/ Inglaterra
teve 3,6 milhões e a Final 3,5.
Em media – consoante o
Grupo Initiative -, a verba investida por cada jogo, foi cerca de
455 mil euros (+80% quando
comparado com o Euro2000). A TMN, os Correios, a Coca Cola, a Adidas,
a Hyundai e a BPI investiram cada uma mais de um milhão de euros.
Uma das primeiras campanhas
com o tema foi da McDonald´s que, com a sua forte ênfase nas
imagens de Nuno Gomes, em tamanho real, certamente criou muita expectativa
na fase anterior ao evento.
Na TV, ficou na memória
um conjunto de filmes comerciais, alguns de grande qualidade. A título
de exemplo: “Bancada” da JWT e Montaini Filmes para Vodafone
que chegou a
finalista em Cannes. Por coincidência,
a agência chamada EuroRSCG foi responsável
por boa parte da publicidade
mais notável do Euro 2004. Filmes como “Praça”
(todos, incluindo o Padre, a entrar no jogo) e “Relvado” (com
as praias, ruas e estações de Metro cobertas de verde).
Este último teve um admirável trabalho de pós–produção
feito pela
Bikini. Da EuroRSCG veio também
“Scolari” em que o treinador anuncia nomes de gente comum como
fazendo parte da Selecção. Foi realizado por Diamantino
Ferreira para A Filmar;
Da autoria da Leo Burnett
veio “Lados” (Positivo/Negativo) para a Galp Energia filmado
pela Tangerina Azul, sendo
o realizador João Nuno Pinto. Para o mesmo cliente, mas com criatividade
da BBDO, a mesma produtora filmou o espantoso “Caravana”, talvez
a mais memorável peça de comunicação marketing
deste campeonato, com a sua insinuante
banda sonora: “Quero
mais…Menos Ais” da Índigo (Manuel Faria ex-Trovante)
e com pós-produção por Ingreme. A sequência
do Luís Figo a barbear-se e a cantar distraidamente “com voz
de menina”, na minha opinião, valeu ouro.
A TMN esteve presente com “Treinadores”
(somos nós todos) também da Tangerina para TBWA/Epg. Praticamente
todos estes anúncios tinham o mesmo objectivo: associar as marcas,
de uma forma positiva, ao campeonato, apelando para a solidariedade e
patriotismo dos portugueses.
E claro: Força Portugal!
Logo a seguir à Final
o jornal “Recorde” diz que teve que rejeitar publicidade –
algo invulgar nos tempos que correm -, pois todos os anunciantes quiseram
dar os parabéns, o que era
um pouco difícil, vendo
que o anúncio teve que ser concebido e colocado antes de se
saber o resultado.
Só para citar algumas
peças…
Sagres: “Obrigado Selecção”;
Feira Nova: “Aqui Portugal ganha todos os dias”; Singer: “Selecção
da Semana”; BES: “Temos Orgulho”, com foto dos onze que
iniciaram o jogo (ausentes Rui Costa, Paulo Ferreira e Scolari). Outros
continuaram a bater mais pelo
produto deles: Playstation2
anuncia o seu jogo Driver: “Podes até encher o carro de bandeiras
mas o que importa é vencer o jogo”; Bridgestone cujo slogan
é Passion for Excellence tem agora “Paixão por Portugal”
o que fez que “trouxemos ao nosso país o Campeonato …
(um ligeiro exagero); CocaCola mostra-nos uma imagem de satélite
de Portugal inteiro sendo: “A única foto em que conseguimos
reunir todos os que
participaram no Euro 2004”.
Toda a gente está muito,
muito agradecida. A Adidas lembra-se de dizer “Obrigado
Portugal” remetendo para
o seu site quem quiser saber mais. “Parabéns Portugal”
da Hyundai “…a Selecção jogou bem…”.
Por sua vez a Samsung “apoia Portugal e
agradece à Selecção…o
fantástico espectáculo”. Até o Recorde substitui
a sua tarja vermelha do logo pela bandeira e a frase “Obrigado Portugal”.
Houve algum mal-entendido.
Embora a concepção de um novo sabor de Frize fosse
genial - “Figo, para
quem não gostava de água com gás” -, na segunda-feira,
a seguir
o final, o MUPI com “Fiiiiiigo”
soava inapropriado.
Por fim mesmo, a McDonald´s
borrou a pintura da sua magnífica campanha, com uma
página a dizer “Obrigado
Portugal pelo apoio à Selecção Nacional” o que
a mim soou
como se fosse o padre a agradecer
aos pais da noiva por ter vindo ao casamento.
Foi um enorme e inédito
investimento da parte dos sponsors e anunciantes. Mas
também foi tudo um
risco muito grande. Nuno Gomes podia ter ficado lesionado num
dos primeiros jogos. Rui Costa
que apareceu em anúncio trajado de gladiador podia
ter (sei lá) mordido
o árbitro, enfim tantas coisas podiam ter corrido mal! Felizmente
correu lindamente. Se não
fosse a Grécia.
A nota final foi dada com uma
fotografia de Rui Costa na primeira página do “Público”
da segunda-feira: “VALEU A PENA”…
Pois. E as bandeiras permanecem.
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Qual
é a sua opinião sobre Honda "Cog"?
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"Cog" para Honda
já apnahou uns 20 prémios importantes internacionais, desde
um
Leão de Ouro em Cannes
em 2003 at6é um Andy, Best of the ONE Show, Grand Clio
e um Silver Award nos D&AD
agora. è esta pub mesmo boa, ou é um sinal que a industria
premeia o que todos premeiam?
Os seguintes foram retirados
do site www.adforum.com
POST A COMMENT
Cog again? Posted on 5/18/2004
You have to be kidding: Cog again? I remember Cog being one of the favorites
in
Cannes last year!!! And I have
seen good stuff on TV since then. Didnt the agencies
enter any new work this year?
Cog is good, but its already old news!
Ed, New York, United States
cog Posted on 5/19/2004
esse comercial é perfeito. Foi um dos melhores que eu vi esse ano,
ele abusa da
criatividade e prende o publico
para um final perfeito...
Agora todos se perguntam: "Como não pensei nisso antes?"
Anonymous, Brazil
Yes, lets move on. Posted on 5/19/2004
The ad is great definitely, no doubt about it. But any good ad seen to
death by its
target audience loses all
its appeal, no matter how brilliant it is. It is high time we
move on to "fresher"
ads.
I am not sure the criteria
for qualifications in these ad awards, but if it matches up to the criteria,
I dont see why it wouldnt seize the opportunities to grab more awards.
So I suppose there should be more stringent criteria for the awards?
Beast, Singapore
well... Posted on 5/19/2004
I agree that Cog may be old news but still is and will remain to be a
fascinating ad, dont you think?
I think its fantastic simply
because it represents the technological side and precision when it comes
to build a car. And no funny twists and hilarious jokes for a change!
Thats what I like about it.
Sandokan, Argentina
Why Cog is wrong. Posted on 5/19/2004
From a technical standpoint, Cog is spectacular. And I believe the hype
was built around that. From a creative standpoint, Cog is at best a nice
idea. From a strategic standpoint Cog is wrong. The car that should sign
this ad should be a luxury car. And the tagline should have been something
along the line of perfection. Not about how nice it is when things work.
And not a Honda. An Aston Martin maybe? So to me, it didnt deserve an
award then. It doesnt deserve an award now.
Anonymous, Canada
Credit the original? Posted on 5/19/2004
One hopes that for all the awards, the victors havent neglected to acknowledge
the original art - "Der Lauf der Dinge", 1987, by Fischli and
Weiss, of which the Honda ad is a direct ripoff.
Kyril, United States
Cog is really cool ad, but its not brilliant. Posted on 5/20/2004
Its fun to watch. It makes a relevant brand statement.
But I just dont think the work
should be validated by winning a top creative award for it. They didnt
really attempt to create anything new. They discovered and appropriated.
Its cool. Brilliant is getting inspired by something that already exists
but then creating something new.
Granted, no idea is totally
original, but if youre inspired by something its just good professional
ethos to put more into it --to introduce new ideas rathe rthan rehash
old ones.
It seems to be a trend nowadays
to find something cool, slap a logo on it and hide behind the everything
is fair game mantra. While true--everything is fair game--that doesnt
mean its for a top creative award. Maybe they should develop a best time
spent in a museum or best time spent on the internet.
One good point of all this
is that at least people are looking into art books for ideas, which is
definitely better than looking into award books. In the end, maybe taking
obscure art and making it accessible to the general public by slapping
a logo on it is a good thing.
Anonymous, United States
Cog is a cool ad.... Posted on 5/20/2004
But its not a big idea.
Big, well executed ideas are what should win big creative awards. And
its not very original. Its just looks exactly like that art intallation
its been modelled on. Sure--we can all say that no idea is original, that
everything out there is fair game. But if something should be taking home
top honors for creativity it should at least be amazing creative--it should
bring its own creativity to the table rather than just appropriate an
existing idea and slap a logo on it.
This is what I hear from a
lot of so-called creatives:
"Check out what I just found!" "Cool." "We should
do that for so-and-so client." "Has it done before?" "Well,
yeah, but not in an ad." "Cool, lets do it."
Sure its good for the client,
but come on...why do you even want to be a creative?
What ever happened to people wanting to try and do something new? Why
not just replace creative departments with researchers with a good eye?
That seems to be a new trend.
To find existing art, images, ideas and then just slap a logo on it. Sure,
thats ok--its advertising. Everything IS fair game. But that doesnt mean
its creative. It just means youre good at finding cool things in an art
museum or the internet and then turning them into ads. (Although that
has to definitely be better than lifting from annuals.)
If cog is such a big idea--lets
see the next three spots and see how great they are.
Anonymous, United States
Oh, its just like domino Posted on 5/20/2004
I agree Cog is a nice to look at TV spot, but I dont buy it. Its like
a bunch of domino pieces going down. Its nice to the eye but says nothing
about the car, only about the guy who was hired to create the mechanics,
and this guy is pretty good. Do I think better of Honda now? No. Has it
increased its brand value? I dont think so. Has it increased Honda sales?
I doubt it.
Cute, not creative nor effective.
Xarape, Brazil
Cog Sucks Posted on 5/21/2004
I found this ad boring and totally unconvincing. The fact that it won
so many awards is very telling on our industry. In short, I wont be trading
in my ML55 on a Honda: now or ever.
Garfield probably swooned over it.
Juliette Cappellelli, Iraq
Production is excellent but where is the idea? Posted on 5/21/2004
old idea, not original, no link to brand equity, no more thing to say.
Good but just good. Where are the other brands? It is a bad sign for creativity...
Tugbay, Turkey
cog Posted on 5/23/2004
hmm. tough one. Im the first in line to stand up against creative for
creatives sake, and theres too much of that going around these days. So
is this the case here? I dont think this is a prime example of great strategy
turning into great creative, but you have to give these guys credit for
pulling this off - it is a delicious piece of work, and has done well
for the client. So I guess once in a while an attention grabber can do
the trick, if its really really good. hats off to w+k london.
Anonymous, Israel
cog busted! Posted on 5/23/2004
following kyrils comment i looked up "Der Laufe der Dinge" made
in 1987 by Fiscli and Weiss and this is what i found: http://www.tcfilm.ch/pop_lauf1e.htm
I think w+k and Honda would have done better to give a little more credit
to their inspiration by, say, adding a link to this clip on hondas website.
ariel, Israel
before Posted on 5/25/2004
I liked it but I agree to say that we speak and give to much awards.
Thanks to kyrils and ariel cause now i know the "original" version
and now I able to say : its a plagiarism but… a good one… like
all the ad anyway ;-)
eric, France
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