Just below you can see what
is called a link and is certainly related to
technology. If you copy it onto your
browser you can see some interesting images:
for instance, a Japanese manager during his
daily commute to work on the metro train is
too embrarassed to flaunt his ipad and
therefore hides it inside his newspaper, as
once withadultmagazines. An embarassment related to
digital hypertrophy which I would have never
expected in the Land of the Rising Sun, but
which forces us to consider our own future
relationship with the future as well as with
the use of technology which becomes not only
a functional instrument but also a status
symbol.
In contrast to our Asian
colleagues, how many ipads will we see this
summer under the beach umbrellas of Twiga,
Pellicano, and Papeete Beach? Many.
But what kind of content will
be viewed, other than i-scoop and megafart?
Very little. But, if you insist, we can
continue to call it progress.
Promotion in grand style for
Universal’s theme park
King Kong, the film, was a true event. King
Kong tourist attraction, realized by Peter
Jackson in 3D and 360° inside the Universal
Studio’s theme park, is also certainly an
event.
This is how the Univeral Studios decided to
present and announce the three-dimensional
“return” of the protagonist of one of the
films which went down in the history of
cinema in grand, truly grand, style.
Only a few days before Kong’s arrival at the
Universal Studio’s theme park, there they
are: enormous footprints on Santa Monica
beach forming enormous pits, while a Coast
Guard jeep lies destroyed just close by,
apparently crushed by the weight of gorilla
Kong which, it would seem, had just passed
through the area. There is even a national
TV crew on the scene, with a frightened
journalist who shows viewers the size of the
footprints. A video camera on a helicopter
further shows us footage of Dodger Stadium,
where footprints of the world’s most famous
gorilla were found right in the center of
the diamond in the playing field. Given the
impressiveness of the film’s promotion, we
are certain it will be impossible to miss
the “cumbersome” return of Kong.
Dedicated to those who long to stretch the
limits, to those who are curious and love to
accelerate, at least a bit, their own
lives. 3 videos and 3 initiatives realized
for the launch of the new Golf GTI by
Volkswagen sprung up on Youtube and Facebook.
Speed is at the heart of the German
carmaker’s campaign, which, through a series
of ambient marketing strategies, offers you
your own personal Fast Lane as an
alternative and more dynamic lifestyle. For
instance, an elevator in a shopping mall
simulates the launch of a shuttle through
the diffusion of the appropriate sound
effects once you step in; a skateboard,
conveniently fastened to a supermarket’s
shopping cart, allows you to speed up your
shopping and to make it, why not, more
enjoyable by “skating” through the aisles;
at the entrance of the Alexanderplatz metro
station in Berlin, an enormous slide offers
you a third alternative, smarter and
quicker, to the escalator or normal stairs
to access the station.
Fast Lane by Volkswagen is served and
filmed. Unbelievable? Just check out the
attached video!
The World Cup is about to come to an end,
but we still want to talk about soccer, now
from a new and different perspective. We
have no interest in talking about dribbling,
strategies, games, players, money…Instead,
let’s talk about soccer through the
photographs of a Danish photographer who, in
his work, has immortalized and exalted the
amateurial passion behind the most famous
sport in the world.
It is the passion of those who do not
practice sports professionally to keep every
sport alive, because they are willing to
play it anywhere. This was the cue for the
photographs of Hans Van De Meer, who decided
to cross Europe with the objective of
photographing soccer fields set up in every
corner of the world: not multi-million
dollar stadiums but simple soccer fields in
city outskirts, abandoned, dusty, or
improvised in the middle of green valleys.
It is neither a work of protest nor
political statement, but instead a
high-quality photographic documentation (on
exhibition from May to June at the Gun
Gallery in Stockholm and still present
online) of all of these beautiful glimpses
which only the Old World could offer. From
Spain to Russia, from Italy to Holland, a
strong passion for this beautiful sport has
been cultivated on European fields. And
Hans has frozen it in time through his
photographs.
DESIGNER CYCLING
Moncler gives the Velodromo
Vigorelli a breath of fresh air
A tribute to cycling for Moncler’s Gamme
Bleau, signed by Thom Browne.
During the last week of the Moda Uomo
fashion shows in Milan, the British fashion
designer decided to have his 49 models walk
down the catwalk at the evocative – and
recently renovated – setting of the
Velodromo Vigorelli, a temple for
international cycling and legendary place
not only due to the “maglia rosa” but also
the unforgettable Beatles concert in 1965.
The collection was inspired by the Giro
d’Italia and the Tour de France, with casual
clothes studied specifically to provide
cycling fans with a comfortable and elegant
wardrobe. The front row, packed with
stiletto heels, attentively observed
professional models and athletes on two
wheels dressed in clothes by Moncler. The
clothing inspired by cycling is becoming
increasingly present in men’s fashion, with
modern tailoring and innovative textiles
linked more to the imaginary world of the
1940’s rather than the present day. A
collection for the future experienced in an
atmosphere of so long ago.
Carla Bruni was the first to put herself to
the test as fashion editor for Le Figaro.
Despite hopes that this would remain an
isolated incident (if merely geared towards
celebrities with dubious “editorial”
experience), the experiment was repeated,
yet with a completely different outcome.
If, as editor-in-chief of Libération,
someone like Karl Lagerfeld (who nourishes
himself not only with fashion but also
photography, literature, current events, and
art) is chosen, then the result is certainly
different and more interesting. In this
manner the gimmick of “editor-in-chief for a
day” becomes less of an eccentricity and
more of a concrete possibility for new
commissions and an instrument with
interesting potential.
In fact, Libération asked the French
fashion designer to curate an entire issue,
available in Parisian newstands on Tuesday
June 22nd, in larger format and limited
edition. Kaiser Karl did not only limit
himself to the choice of topics (from the
situation in Afghanistan to the World Cup in
South Africa) and the editorial slant: the
illustrations were also done by his own hand
and – as could be expected – he was
responsible for all of the captions, an
opinion page, and the photographs. With
humor as well as a sharp critical slant.
3 DAYS OF PILPEL
The boom of the bikini riding the social
media wave
A very interesting case history for web and
social communication. Pilpel is an Israeli
brand which produces bathing suits. For the
summer of 2010, it created its own
pre-campaign taking advantage of the
potential of social media. How?
Take 30 Israeli trendsetters and give them
the opportunity to spend 3 days in a villa
with a pool, inviting them to use only
Pilpel bathing suits. Give them a laptop
during 3 days of “brains, beauty & buzz” and
there you have it: the initiative explodes
with attention. Girls have brought to life
an amazing “chat” online about Pilpel’s new
collection through the mere use of free
social media: comments, opinions, photos,
video, and discussions about the styles of
the featured bathing suits, which in very
little time tripled their sales. On
Facebook an incredible number of
interactions with Pilpel’s fan page led it
to become one of the most popular pages in
the country of Israel. It sparked the
curiosity of press and TV; blogs and
e-magazines actually followed the event live
and, as if that weren’t enough, Israel’s
most famous rap group (Subliminal) decided
to shoot their music video in the Villa
Pilpel. So don’t be surprised if this
summer you spot Pilpel bikinis at the beach!
The
inauguration event of the year for the
Donbass Arena in Donetsk
Class and agility, even from a soccer player
40 meters tall, is right before our own eyes:
a double dribble with his knee, then foot,
then head and finally a fantastic kick right
into the goal to the utter dismay of the
goalie.Romko scores an incredible goal!
The home fans start to sing, as is their
custom, the "anthem" We will rock you and
K-events celebrates a goal with a special
flavor, given the acclaim which it received
for a ceremony uniting past and present,
tradition and technology, with soccer (the
protagonist of the inauguration). A
spectacle over 2 hours long with over 50,000
spectators who, last August, crowded into
the Donbass Arena (a 5 star structure which
on that date became the home stadium for
Shakhtar).
The event received rants and raves from the
international press and further recognition
during The Stadium Business Awards in Dublin
on June 17th. In fact, at this awards
ceremony organized for the stadium industry,
The Grand Show in Donetsk was declared the
Best Event of the year.
A NEW STREET
The inauguration of the Via
della Comunicazione in Rome
A new street was inaugurated in Rome,
different from any other street because it
speaks: Via della Comunicazione
(Communication Street).
Once the street of the Magazzini Generali
(central market), it has now taken on a new
life in the hands of two, or actually three,
street artists: Sten&Lex and JB Rock have
reinterpreted 80 meters of wall with their
murals.
On one side of the wall there is JB Rock
with his “Wall of Fame”, a reinvention of
the alphabet by creating a font/lettering
built around the myths of communication and
(immortal) faces which have gone down in
history. For instance, the letter A is for
Alighieri Dante, K for Kahlo Frida, O for
Obama, S for Spike Lee, up until Z for
Zorro, the alter ego of JB Rock and a
self-celebration of the virtues of an outlaw
hero. On the other side of the wall, we
find Sten&Lex with “Black&White Power”, here
with drawings of the faces of the anonymous
people who stopped by to look at the
portraits of all the celebrities, the users
who are at the center of our society’s
communication.
The opening of this grand project in the
heart of the Ostiense neighborhood took
place on June 15th as the amazing result of
the collaboration between Filmmastergroup,
McCann Erickson and Nu Factory. It has
received tremendous attention, with hundreds
of people who witnessed the event for the
opening of the street and enjoyed the beauty
of a permanent work of art which will leave
an eternal mark in the eternal city of Rome.
In 2007,
Maurizio Biscardi willed into being the
Libertine Sailing Team, a team of sailing
professionals able to compete on both
national and international levels. Driven
by his great passion for this sport, this
year Biscardi has once again set out to
continue Libertine’s adventure, this time
counting on more innovative technologies and
the support of a close friend and colleague,
Filippo Chiusano, AD in Filmmaster
Television. The “new Libertine” will be
guided by Francesco de Angelis, who has been
world champion several times and is the
first non-Anglosaxon skipper to win the
Louis Vuitton Cup in 1999-2000 with Luna
Rossa. At the helm of the boat is Lorenzo
Bodini from Trieste. Libertine will be the
undisputed protagonist of "L'altra faccia
del vento", a docu-reality with 10 episodes
produced by Filmmaster Television which will
narrate the boat’s story and the team’s
human experiences on board. An absolute
first for TV programming. In fact, the
series will not involve any actors but the
actual components of the team: from the
shipowners to the team manager, from the
skilled workers of the shipyard to the
sailors of the crew, and will narrate the
reality of their days through 10 half-hour
episodes, on air Saturday and Sunday at 9:30
am on the LA7 channel as of July 10th. LA7
thus continues its commitment to the sport
of sailing (it has already broadcast the
last two editions of America’s Cup in
exclusive in Italy) with an exceptional
creative partner: Filmmaster Television.
Pound slices of orange with sugarcane sugar
in a glass, add crushed ice, Campari and
orange juice. This is the winning recipe,
the evolution of the famous cocktail, this
time in a “pounded” version: Campari Orange
Passion, created to satisfy the tastes and
requirements of consumers attentive to
trends even in the beverage sector.
A new cocktail which is the subject of a
series of TV commercials on air as of a few
weeks ago to celebrate Campari’s 150th
birthday.
The main creative idea concerns the concept
of the “aperitivo” (happy hour) as a unique
moment for socializing. Since even an
instant depends on the intensity of the
experience, Campari’s new commercials dilate
as much as possible all of the nuances
typical of the “aperitivo”. Intriguing,
spectacular, unexpected, unpredictable
glances make up the mixture of experiences
which surround the new Campari. Filmmaster
participated in the party by producing “the
prolonged instant” through apposite
techniques which suspend and immobilize
everything possible with the classical
expedients of advertising production.
Amongst these techniques is “freezing”,
which narrates for the viewer the production
of the Campari cocktail through truly
spectacular images.
JB Rock was born in 1979 in the city of
Rome, where he took his first steps in the
creative scene in the early 1990’s. In
parallel to his fine art studies, his
experience as a graffitti artist was
formative for his character and production,
which ranges from figurative to post-pop,
with a some hints of graphical and pictorial
European traditions from the twentieth
century. JB Rock began exhibiting in 2003
and his work has since been published in
numerous catalogues (Propaganda, 2003;
Carnet de rue di J R, 2005; Scala Mercalli,
2008). In his latest pieces, his research
regarding the repreentation of the human
figure evolves in an ambivalent manner,
oscillating between the recognizability of
the subject and its complete disintegration.
For Nufactory, JB rock participated in 2009
in RAM_09 (where together with DIAMOND he
followed a project dealing with Hip Hop), as
well as in DAL BASSO: an artist’s
collective which communicated through
various expressive languages. Photography,
music and video engaged in a dialogue with a
poster art action by JB Rock in the street
and with an installation inside the
Brancaleone space in Rome.
The photo of the cover is by
Gloria Viggiani.
Axe Cleans Your Balls
Agency:
BBH, New York
Client:
Axe
Director:
Harold Einstein
Production Company:
Station Film
Production Company Managing Partner:
Stephen Orent
Production Company Executive Producer:
Caroline Gibney
Production Company Executive Producer:
Michael Digirolamo
Production Company Executive Producer:
Tom Rossano
Production Company Line Producer:
Eric
Liney
Director of Photography:
Mattias Montero
Agency Producer:
Chad Utsch
Chief Creative Officer:
Kevin Roddy
Executive Creative Director:
Pelle Sjoenell
Executive Creative Director:
Calle
Sjoenell
Creative Director
Jon Randazzo
Copywriter:
Nick Kaplan
Art Director:
Jason Bottenus
Editor:
Ian MacKenzie
Editing Company:
MacKenzie Cutler
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
