If
you have anything to hide, do it quickly and
do it well. NOT is back. And is hungry for
news.
As
of today, we are back to update you each
month about new trends and overindulgences
straight from the worlds of communications,
advertising, marketing, media and events.
The journey began in 2006 with the launch of
over 40 issues and now starts up once again
with a renewed formula and a strong
receptiveness to multi-media.
This
new editorial challenge has been made
possible by a partnership with Filmmaster
Group, which will present a selection of its
most innovative projects inside each
month’s issue of NOT.
This
window of opportunity has offered us new
resources and new stimuli, while at the same
time guaranteeing the utmost autonomy…so
that we can be even more productive.
Through this initiative with a high symbolic
value, the Israeli Association for Road
Safety Or Yarok launched in Tel Aviv a much
needed reminder that it is important not to
drink and drive.
This
“in your face” message serves for all
Israeli drivers but not only, because given
the importance of the issue we believe that
the message should be extended to drivers
all over the world.
Or
Yarok, with the agency Shalmor Avnon Amichay/Y&R
Interactive from Tel Aviv, devised a
mega-installation with a strong impact and
decided to position it close to a stretch of
highway. The installation consists of an
extra-large bottle, as tall as a building
and entirely made from the carcasses of
wrecked cars: in total 80 cars, 15 tons of
metal, and 20 meters in height. These are
the numbers of the mega-bottle which calls
our attention and reminds us not to get
behind the wheel if we have surpassed a
certain alcohol blood level.
Will
this mega installation be enough to convince
someone not to drink and drive?
His name is Todd Selby and he
has “acted” in a variety of roles in the
pyrotechnical world of creativity:
cartographer, translator, fashion
photographer for Dazed&Confused and Details,
reporter and even painter.
In 2008 he created his own
website (theselby.com),
a sort of online photographic gallery which
became a true success with over 35,000
visitors each day. An online diary filled
with notes and, above all, photographs: from
the apartments of friends and acquaintances
to creatives and personalities from the
international scene.
As of 2008, this site has
been successful throughout the world and has
become a reference point to all cybernauts
enamoured by photography, trends, fashion,
and design. Todd Selby now belongs to the
group of people to watch.
Colette, the cool store in
Paris, has in fact dedicated a space to Todd
Selby (called Selby Pop Up) where you can
purchase his items and a monograph book in
limited edition.
Given his significant
success, the publisher Abrams decided to
publish his new book, which was launched in
March 2010, entitled “The Selby is in your
place” (also on sale at Amazon).
Another brilliant and
innovative initiative by Diesel, the most
dynamic Italian brand in terms of
communications strategies. The infamous
clothing brand has gone after and created a
new union with today’s most powerful social
network: Facebook.
Diesel posed itself a
question and then came up with the answer.
A successful one. If Facebook registers 400
million users throughout the world, we
cannot ignore it. But besides the profile,
fan pages, and groups, how can one reach
this grand virtual plaza? How can this
instrument with staggering numerical
potential be exploited?With the Diesel
Facebook Cam. Enter a Diesel store (in
Spain), pick out the clothes you would like
to try on, and take them to the fitting
room. Once you have tried them on, come
out of the fitting room and have a photo
taken of yourself which will be immediately
shared with your Facebook friends.
Opinions, advice, approval or disapproval
shoot up as fast as lightning right there in
front of you, under your photo, promoting
the diffusion of the brand and reassuring
those of us who depend on external opinions
in order to buy a clothes item. A new
buying experience guaranteed!
Ikea’s communication has
always stood out for its originality and its
last initiative certainly stands out for its
extraordinary nature. For the opening of
its new store in Malmo, Sweden, the agency
in charge of promotion studied an ad hoc
strategy geared towards social media
marketing through, of course, Facebook and
its potential geniality. How?
A profile was created under
the name of the store manager, Gordon
Gustavsson. Over two weeks, twelve photos
of the Ikea showroom were added to an
album. The publication of these photos
caused an avalanche of extraordinary
effectiveness. By taking advantage of an
application already present in Facebook
(used to tag people in photos), Ikea invited
users to tag themselves on products in the
published photos. The user who tagged a
specific item first was actually awarded the
product! A lamp, a couch, a table…
A “war of tags” was launched
in just a few minutes. The main wall came
to life with users who thanked Ikea,
commented, shared, and asked when the next
Tag race would be. And thus photos of
Ikea’s products, thanks to these
“interactive catalogues”, were posted on the
Walls of thousands of users.
At first glance it seems like
an old polaroid. However, when you take a
closer look you can see that in fact it’s
not a photographic print on paper but a
beautiful foulard in precious silk. The
idea is by a French duo: the designer
Philippe Roucou and young artist M. Chérie,
both serious collectors of old images.
Printed with images which
were lost and then found, the 7 silk
foulards in limited edition from the
colletion “Objets Trouvés” narrate a story
and transmit emotions.
“To value the polaroid on a
fabric as refined as silk means to witness,
invent a story, reveal their unique and
precious nature. Morphing from an anonymous
photograph to fashion, our foulards
interconnect intimacy with universality,
banality to exceptionality.”
This is the duo’s first
collection but the two designers have
already promised that the story will
continue. In the meantime, for those of you
who would like to acquire an “Objets Trouves”
foulard, the address of the boutique is Rue
de Charonne 80, Paris.
Talent shows have invaded
television throughout the world. Every
channel now has at least one of this
successful TV format in its programming.
Heineken decided to ride this
wave with its last spot, staged as if it
were a talent show dedicated to men who
exhibit, in an ironic tone, their own
abilities.
The exhibitions presented
are, in fact, centered on the “beer
abilities” of some men.
Jugglers present themselves
one after another to the public, twirling
beer mugs with expertise. Others aim and
throw beers while blinfolded towards towards
friends comfortably seated on a couch, while
men on roller blades quickly open up beers
lined up in a row. The male public, but
above all the female public, go crazy
watching the performances of the “Heinekers”
who then outdo themselves: a group of
bizarre musicians begins to blow on Heineken
bottlenecks, playing the soundtrack of
Quentin Tarantino’s infamous film “Kill
Bill”.
Saint Tropez and the Cruise
Collection 2011 for Chanel
Chanel pays homage to
Brigitte Bardot in the film Et Dieu créa
la femme with a fashoin show/event
which will go down in fashoin history. On
May 11th, in the wonderful location of Saint
Tropez, the Cruise Collection 2011,
designed by Karl Lagerfeld, was shown off.
The models, modern barefoot versions of
Bardot who looked like they had just stepped
off a yacht, walked up and down the main
street in Saint Tropez. A bar with a
terrace which flanked the entire Corso
accommodated the guests, who democratically
sat side by side as opposed to the
anti-democratic rows of traditional fashion
shows which seem to declare that you are
important only if you are sitting in the
front row. The clothes recalled the
splendour of the golden years of the Frecnh
Riviera. Between a cocktail and a sea front
stroll, a boat ride and a promenade through
the city’s center, Karl Lagerfeld’s guests
let themselves go in a decisively retro
pastime which was considered, at least until
this day, a pastime for the elderly in
recreational centers: lawn bowling, or
better yet, petanques, only here
with Chanel’s logo of course. The evening
was concluded with a short movie which
retold “la dolce vita” in Saint Tropez,
Remember Now.
Filmmaster brings the
revolution of the Swedish network to Italy
In times when companies seem
to bet very little on creativity and even
less on young talent, Filmmaster has decided
to swim in the other direction by enhancing
its own collaboration with Acne, the
collective founded in Stockholm in 1996
which has become, in very little time, a
creative driver in its own right. Acne’s
universe is based on a network of over 200
professionals and occupies itself with
advertising, fashion, design, publishing,
entertainment and new technologies. In
particular, Acne Production is the division
of Acne which strives to continuously
discover new modes of expression in
audio/video production. For this reason,
Filmmaster has decided to establish a
priority agreement with the collective, so
that thoughout the year 2010 the Italian
production company can count on an exclusive
offer of the innovative directors and
videomakers who are a part of Acne
Production. Filmmaster thus demonstrates its
commitment to innovation by bringing the
boldest and freshest experimentations to the
Italian market and, together with Acne,
opens an Italian pathway towards the future
of audio and video languages.
ART for The World is a
non-profit organization associated with the
United Nations Department for Public
Information (UNDPI). Very active from the
point of view of cultural production, its
mission is to find new ways to establish,
through the universal language of art, an
efficient and lasting dialogue between
diverse people and cultures, thus
encouraging tolerance and solidarity. After
the international success of the feature
film Stories on Human Rights,
realized on occasion of the 60th anniversary
of the Universal Declaration of the Rights
of Man, ART for The World launched in April
the producion of its second film: THEN
AND NOW: Beyond Borders and Differences.
The film is composed of 15 short films by
independent directors, who were asked to
think about the theme of intercultural and
inter-religious dialogue. Produced with the
support of several entities including
Filmmaster, the first series of five shot
films (sneak preview in São Paulo on May
24th and Rio de Janeiro on May 27th)
includes Chimères absentes, the story
of a gypsy girl (author Fanny Ardant) shot
in the historical center of Formello, just
outside Rome.
The English actor with
Filmmaster against world famine
A new campaign geared towards
sensibilization against word famine, with
the objective of creating an international
movement which will fight until every single
person has access to adequate food supply.
Directed by Adriano Falconi, in this
high-impact spot the Oscar-winning actor
Jeremy Irons yells his indignation at the
world.
And in addition posters,
print, web, merchandising, guerrillia and
PR.
All of this is part of
“1billionhungry”, a new project by FAO born
from the perfect synergy between two
communications protagonists: Filmmaster and
McCann Erickson which, in the seconds of a
TV commercial, shared their professionalism
and experience towards a humanitarian cause
of international relevance.
It certainly wasn’t an easy
production, given the reduced production
time for Filmmaster’s team, which in fact
travelled across the ocean. The spot was
actually shot in only one day, in a suite of
The Lowell Hotel in Manhattan, New York,
where the actor was staying at the time due
to professional obligations. Jeremy Irons
was incredibly cooperative and immediately
put himself in tune with the troop, striving
towards the best campaign possible.
On May 27th, 28th, and 29th
the MAXXI (Museo Nazionale delle Arti del
XXI Secolo) was officially inaugurated. It
is the first museum in Italy dedicated to
contemporary creativity, projected as an
extensive campus open to culture,
experimentation, and research. The museum
is housed in the grand architectural
building with innovative forms and
monumental volumes by Zaha Hadid and is
located in the Flaminio neighborhood in
Rome. The three opening days included press
conferences, a private visit for 300
journalists, institutional visits, sponsor
visits, and colectors’ visits. On May 28th
the museum held its official opening, called
the Social Opening, during which the
Ensemble of the Fondazione Musica of Rome
performed pieces by contemporary composers
(Steve Recih, Giorgio Battistelli, Iannis
Xenakis, Terry Riley) in the presence of
3,000 people. The entire “inaugural
journey” was curated by K-events, Filmmaster
Group’s events agency, including the
scenographic mise-en-scène (in collaboration
with Jo Forma) and the extraordinary light
design effects which were studied to further
enhance the museum’s architecture.
Sten and Lex are true
pioneers in “stencil graffiti” in Italy.
They began their activity in Rome in 2001 by
taking details from stamps, bills, and
vintage illustrations and making them
monumental by painting them on large-format
posters over four meters in height. The
stencil technique belongs to the family of
incisions and for this reason the study of
print arts from the past was and still is
very important in their work. The tone of
their work is not irreverent, but always
linked to the recovery of the classical arts
which are re-elaborated with a modern
twist. Their merit in regards to the
stencil technique was recognized by street
artists as important as Banksy, who invited
them to the Can’s Festival in London. Their
poster stencils and murals are present in
all of the major European cities. In 2010,
Libri Drago dedicated a monograph book to
their work, in occasion of a solo show in
Rome.
The photo of the cover is by
JessicaStewart, full view of the artwork in
its entirety.
The photo in the article is
by Guido Gazzilli.
The contents and the contents of this
digital magazine are the result of revision
by the editors of NOT.
Each image is the source. We reserve the right to accept
any further reporting. Where the source is not indicated, the authorship of the image is
attributable to the editor.
Photos are taken from the site sxc.hu
