Advertising. Scrabble, making a comeback.

I should not be doing any kind of blogging at the moment but seriously... interesting links have been coming to me from 360 and I can't fend them off. Ha. But you know I've got something interesting when I post on here, and today, it's my favourite... Advertising!

Scrabble, like chess and many other board games are seen as outdated and almost ancient in the world of xboxes, Wii, and WOW. Obviously, refusing to say 'die' it's fighting back! The campaign strategy by Ogilvy & Mather, Paris, is attempting to capture attention of the internet savvy, the YouTube-oogling generation, who are struggling to spell correctly as texting shorthand and spell checker takes over.

This campaign is viral and dynamic, reinforced with indie/electro/ pop music accompanied by witty and clever lyrics and powered by provocative and raw, hand doodle animation. It was love at first sight. Very clever. Try and catch the words, follow it if you can. Hope you guys enjoy it.


Title: THE BEAUTIFUL WORD




Title: YOGA




Title: SUMO



Advertiser/Client: MATTEL
Product/Service: SCRABBLE
Agency: OGILVY & MATHER, Paris
Chris Garbutt Executive: Creative Director Ogilvy and Mather
Arnaud Vanhelle: Copy Writer Ogilvy and Mather
Benjamin Bregeault: Copy Writer Ogilvy and Mather
Mihnea Gheorghiu: Copy Writer
Antoaneta Metchanova: Art Director Ogilvy and Mather
Alex Daff: Art Director
Najin Ha: Art Director Ogilvy and Mather
Benoit de Fleurian: Managing Director Ogilvy and Mather
Marie-Charlotte Lafront: Group Director Ogilvy and Mather
Herve Parizot: President Mattel
Arnaud Roland Gosselin: Marketing Director Mattel

I'm so excited!

The world will never be the same again from today... I will write on this later but one word, "Google" and the wave that will revolutionalise work productivity and communications is about to hit, and I'm super excited! Watch if you want to know more!

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'Creative', We've killed it.

Haven't had the time as usual to plan my blogs, still trying to find a management style that suites me. As usual I'm still very fascinated by everything except chemistry. In all this time, I've been gathering and bookmarking interesting websites and articles, waiting for the chance to discuss them on here when Uni work comes to a final conclusion.

I've recent developed a uncontrollable mind vomit in reaction to the word 'creative'... weird right? It's nauseating! You would think as a designer I should wear this badge proudly, but right now I can't. I'm risking looking like the try-hard, facade-wearing and 'have no idea what's happening' people that's out there. To be honest, I'm even sure if I'm creative, maybe I'm one of them.

What is creative? Putting together the old and the new ? Being so postmodern to the point no one understand your logic? Keeping up with the fashion and trends? Accepting and digesting what is deemed as 'new', fed to you by the media? Being yourself? or.. Just saying the word?

Creativity is so precious. But for marketing and self-promoting purposes, brands, companies, agencies and even educational institutions have tarnished the magic and the genius that makes the word what it is. Hiding behind their advertising campaigns, sits boardrooms full of suits who are as conservative as ever. And other times, it is managers and directors who have simply lost touch with the ever changing social structure and culture that have emerged from globalisation and technology. This word is now soulless, just an empty shell, a tag dangling off some brand. The true original thinkers are powerless to rescue and restore the word to its true and magnificent self.

It's time to think of another word to replace 'creative' because we've just killed it.

Anyway, that was just a depressing thought, now for something to cheer us up! I've recent read three inspiring books.

1. 'Loosing my Virginity' by Richard Branson.
2. 'It's not how good you are, it's how good you want to be' by Paul Arden (Thanks to Camile for giving me the book).
3. 'Positioning: The Battle for Your Mind' by Al Ries and Jack Trout.

I've found all three books to be so valuable for a buding marketer like me. Inspiring and practical to say the least. It is the spirit of an entrepreneur whose passion and optimism has kept me up at night and gripping on to his every word. The wise words of advice from Paul Arden, is applicable to life and advertising not to mention the beautiful typographic execution accompanied by giggle-evoking imagery. And the life-altering book of our times that highlights the importance to recognise human nature and thinking in marketing.

In a month, I have to say I've grown up a little more. Now to video of the day, good old Branson and Virgin. By the congrats to him and the launch of V Australia!

Back From Melbourne

Mel. bou. rne. What a freak city...

St. Kilda apparently it is where all the rainbows come out and live, a point in the 'Pink Triangle'...should migrate here.

@ Docklands: Jelly fishes in the sea. Lots of AFL fans. Fat kids with ice cream. Buildings that is the brand = IMC anyone?

Camouflage for a Restaurant?... I wonder if they'd ever get sick of people taking photos of their front door but not actually walk in and dine. That'd suck. *Hopes up... down again, false alarm! just a couple of artsy-fartsies.*

A couple of business guys standing in a back alley way, smoking, I promised them this won't be published, but look at it! ... They're so out of place right? The suit, smoking, graffiti and ethnic diversity, way too eclectic, they could be the pin-up boys of Melbourne's next tourism ad campaign - 'We are the U.N of everything. Everything? Everything.'

(North Melbourne+ playing with camera + that's Andy, who had to put up with me. ha! )

Yes, this crazy city is all it's cracked up to be. I loved it. I took lots of picture of street corners, for some reason I found them to be fascinating. In the period just short of a week, I've developed a habit of a Cappuccino by mid-morning, beer in the afternoon and another at dinner.

I'm sure many of you know Melbourne's tourism campaign slogan - 'Loose Yourself', all I can say is..you can TRY, because it is perfectly laid out. Unless you're map-illiterate then maybe the campaign will work on you. Who ever the city planner is, must had O.C.D with an obvious fascination with rectangles, you'd think a triangle may tip him over the edge.

May do a post about some art stuff next...

Human. Language.

I was searching for something meaningful today, and I found two people. Two very different lives, so brave and honest.

Please have patience with this one, I promise you will be rewarded.



I loved how she wondered and interacted with her environment, it is so simple and so pure. Of course, we are ignorant. It got me wondering about my own language... what is it? I remember what it felt like the first time rain slapped-landed on my skin as tyres flicked and rustled against the wet road and the smell of a fresh-lit cigarette, its smoke so new. All I wanted was to inhale more, to figure it out, carve it into my memories, even though it was suffocating. To this day, these are the only reminance of a dear father to me. They are not words, not pictures but something entirely in a dimension of its own.

Recently, I have been paying alot of attention on how people learn, think and make sense of the world around them. I found thinking is never a stream of consciousness but leaps and exchanges between senses and fleeting images captured in our everyday. I also found that too often people seek salvation in established 'norms' and 'common sense' to avoid the strange looks of examination and criticism.We are ignoring the possibilities by accepting what is, as is. Without giving our own curiosities a chance, we extinguished it immediately. It seems so contridictory. In marketing and branding, all anyone ever wanted was 'individuality', 'uniqueness' and 'originality', when really they're terrified of its true experience. These words have been abused.

Click 'Play' please. I tried deciphering the hidden message, what I discovered was art beyond question of purpose. Enjoy.



...Human is not a condition but people are.

Looking for Geeky-Coolness in a Corporate World

ok. So I have not had the time nor ideas to to continue my posts in the last 2 months. I admit that, and I apologize. The thing is I was failing to recognize what I wanted to cover most. It seems my life and the copious amount of media and information which I consume on a daily basis is a great starting point.

So... I will be reporting on that and also my strange life.

Today, I've been trolling through a few I.T blogs and websites such as TechCrunch, Filtered Media, AustralianIT and etc. in search of service- based organizations that have successfully used I.T to deliver their core and value-adding services. It's for a presentation and I am super curious anyway, so it's fun for me. (not many people can say that about their assignments)

I know there are numerous businesses out there where I.T is an integral part of their operation structure, but how many of them really and completely emerse themselves in it? Most it's just the usual - as long as files can be shared on FTP and emails can be sent, it's all good. But I'm on a mission to find the geeky service company that not only has their internal systems figured out, but also their ways of interaction and communication with customers and staff.

The truth is, the markets are only going to get more competitive, fragemented and well-informed. Relationships are going to matter than ever. I want wikis, Facebook, forums and Twitter- savvy, geeky coolness that is not the typical google, yahoo etc. I'm thinking something along the lines of a KFC store somewhere in a city, twittering customers about the freshly fried chicken wings that just came out of the deep frier two minutes ago, so come get it... You know what I mean? I can only dream...

I found this:

As an 'ad-nut', I was amused. It's another implication brought on by information technology and how it empowers consumers. Consumers today are ever-changing, in opinion, buying behaviour, information search and totally relentless in unleashing their disatisfaction on every channel they could possibly find to ensure the business is punished. Danger I say.. danger for all.