NOT - News On Trend è la newsletter mensile di informazione su innovazione e tendenze in campi quali eventi, marketing alternativo, pubblicità, media, entertainment, fenomeni sociali powered by Filmmaster Group
In the link below,
Hans Rosling, a Swedish professor from
the Karolinska Institute, explains in
simple terms, on a minimal stage
backdrop, what significance the washing
machine has in the global social context
- the reason it is so important in our
lives - what it has represented in our
history - and why it represents one of
humankind’s greatest inventions. In just
9 minutes, using simple English which
even Fabio Capello could understand, it
will move you, and when you go back home
you will learn to look at your washing
machine with different eyes - like no
advertising has ever achieved before.
In a world of
sometimes false super-technology, or
contrived advertising innovations which
last about as long as a post on a blog,
perhaps it is necessary to return, at
least occasionally, to primary concepts
- and to the power of ideas. It is a Zen
dynamic which brands must embrace,
increasingly financing moments like
this, which can also be used over time
on a portal of ideas (in this case, Ted)
and which can be consulted anywhere in
the world using a PDA. The evolution of
technology also means re-assessing man.
Or maybe even just a washing machine.
A new and ingenious initiative has been
created to promote the famous board game
Pictionary; the game which tests players’
drawing skills.
Surely there is not a person anywhere who
has never been put to the test with a piece
of paper and a pen to draw a person, object
or item for his team to guess in the
shortest time possible, or at least in less
time than the opposing team.
In order to promote the already well-known
game, in Colombia, they have come up with
the idea of using an object that we often
see around our cities: the photo booth. So
far, nothing new or innovative, but the
stroke of genius comes when you “enter” the
photo booth and discover the “mystery”:
behind the panel from which the printed
photos are released, instead of a fixed
printing machine, there is a talented
cartoonist who, in just a few seconds, draws
a sketch of your face as though it were a
cartoon and provides it to you on the spot.
The initiative has been a great success and
has moved from Colombia, where it was
created by Ogilvy & Mather, to go global.
He is back: the ingenious artist who manages
to charm the world by playing with the world
itself.
A few days ago, on the roof of the Aros –
the Aarhus Kunstmuseum in Denmark – almost
by magic, an enormous rainbow appeared: this
is Your Rainbow Panorama, a huge glass ring
measuring a good 150 metres which, using all
the colours of the rainbow, occupies the
whole perimeter of the building.
Existing architecture living a new life:
this is the concept upon which this work was
based. An installation which, as the artist
himself says, aims at providing a fresh
panoramic view of the city and the Århus
Bay; a place where the boundaries between
indoors and outdoors are blurred, arousing
uncertainty and curiosity in passers-by.
The visual impact of the work is
extraordinary; the feel of the building as a
whole is something of a Dante-esqe division
of life created in accordance with the
tenets of contemporary art: a heavenly
rainbow on the peak connected with the
underground world of the basement area which
contains “The 9 Spaces” exhibition,
including works by Bill Viola, Pipillotti
Rist, James Turre and Tony Oursler.
The world is no longer grey; Eliasson’s
rainbow is bringing colour to the horizon.
Customization no longer
knows any bounds, whether thematic or
geographic. After having christened the sky
and imprinted his own brand on the planes
owned by the Vueling airline, in
collaboration with MTV, versatile designer
Custo Dalmau was looking to explore new
shores. And this marine metaphor is no
coincidence: the founder of the Catalan
brand “Custo Barcelona” has actually decided
to “customize” two speed boats belonging to
the Baleària fleet. And these are not
private yachts but boats used for tourist
transport; a very different thing
altogether. For the next two years, the
Roman Llull and the Pinar del Rio will set
sail for Formentera and Miami “kitted out”
by the famous designer: the iconic graphic
elements of the brand are clearly visible on
the hull, while, there will be several Custo
stores on board, where the finest Custo
Barcelona collections will be on sale.
Starting from 1st June until the end of
September, the Roman Llull will cover the
Dénia-Formentera-Ibiza route, while the
Pinar del Rio will link the port of Miami
initially with Bimini Island and then with
Grand Bahama Island. The launch took place
on 31st May at the port of Formentera and
was attended by the Spanish designer and the
Chairman of Baleària, Adolfo Utor, who
announced that a further 5 “Custo-mized”
boats will take to the seas within the next
2 years.
It is quite a novel way
of introducing a fashion brand. We have
already heard quite a lot about the BarCamp
phenomenon: a network of “unconferences”, a
new way of sharing ideas and knowledge
linked primarily to themes of innovation and
technology. Who would have thought that
fashion would be able to carve out a place
for itself within this so “democratic”
phenomenon? Using BarCamp as a way of
introducing new fashion brands is something
of an innovative strategy but one which is
rapidly gaining a foothold even in Italy. On
10th and 11th June, Milan will actually hold
its own Fashion Camp, at the Spazio Ex
Ansaldo in via Tortona: 2 days of forums on
themes linked to fashion design, marketing
and blogging, the trend which, in recent
years, has had a profound effect on the
fashion world. Riding the trend is Maggie
Jeans (distributed by Vanilla Fashion) which
will use the Fashion Camp to launch its
“Looking for Maggie” contest, whose aim is
to find the blogger who will be lucky enough
to become the brand’s icon. To cries of
“women will save the world”, participants
must show that they are able to bring a blog
to life through meetings, locations and
interviews with women who are trying to
change the world as a result, for example,
by applying new technologies, researching
innovative materials, discovering new
fabrics or opting for ethical fashions. The
winner will spend the month of October
travelling around Europe in search of blog
content.
An earthquake is about to
hit the world of mass distribution world in
Italy. In fact, it seems to be the case that
Italy is being targeted by 2 major foreign
retailers: the Germans of C&A and the
absolute number one, WalMart. The American
company is once again considering the
European market. This is the opinion of The
Independent, which also specifies that
Italy, France, Spain and Portugal would be
its prime targets. After having tried in
vain to reach an agreement with a major
player in the Italian large retail
organisation, WalMart has identified Teramo
as the ideal location to use as a
springboard into the country, given its
logistical proximity to the countries of
Eastern Europe and its easy accessibility
from the South; the main target market for
the retail giant.
But the American colossus
is not the only one to have planned
expansion in Italy. It also seems that C&A
(a department store chain specialising in
clothing, currently in 15th place in the
Interbrand classification of the top 25
European retailers) intends to open some
sales outlets in Northern Italy, given its
vicinity to the already converted Swiss
market.
In short, it does seem
that Italy is destined, once again, to be a
land of territorial division in business
terms. If the “foreign invader” manages to
overcome low cost logics, there may be hard
times ahead for the Coop and Lidl.
A luxury hotel. One man.
One woman. One single theme: the journey,
meaning a departure or arrival point.
Viaggio Notturno (Night Journey) is
the title of the short film which Bottega
Veneta has created in collaboration with the
photographer and director Christian Weber.
It is a short film rather than a true
advertisement, which focuses the lens on
sophisticated and chic accessories, always
the most in-demand products of the Italian
fashion brand. This short film is an
opportunity to show off the exclusive line
of luggage and travel accessories designed
for those who spend much of their lives
travelling or in hotels.
Filmed in New York’s
Setai Hotel in February 2011, the video
stars Patricia Van Der Vliet and Terron Wood
and is a short, romantic reflection on
travelling and on the opportunities it
presents, on its more secret practices and
on its underlying anonymity. “Travelling is
a subject that is fascinating in itself
because it is truly personal,” so says Tomas
Maier, the brand’s creative director: “We
all travel, but each one of us fills that
experience with profound hopes and personal
reflections”.
Dubai has also become the
setting for a viral video created by the
sports clothing company Puma.
The Puma Creative Factory
has, in fact, created an amazing video which
shows, with film cut to the tune of music
composed by Mike Daniel and Dany Neville,
the customisation process of Puma trainers.
Inevitably, there is a
pop feel to this video, this being a world
that has always been close to Puma’s
positioning. This trainer customisation
process has, in recent years, characterised
the products of this company which is always
attentive to innovation and trends.
The amount of product
imaging and the viral nature of the video
are remarkable. The video has travelled the
world from the United Arab Emirates,
describing, in its own dynamic style, new
possibilities for customising your own
trainers and enjoying a unique opportunity
for self-expression.
An exclusive collaboration
between the British director, Tony Kaye, and
Filmmaster
An exclusive
collaboration which fills the advertisement
production company, Filmmaster, with pride:
Tony Kaye, the British film director known
across the world for having directed
American History X,
has officially signed an exclusivity deal
with Filmmaster for
Italy and Spain.
One of Kaye’s key merits
is his extraordinary versatility. Tony
always manages to amaze people with the
talent he displays in all his roles: from
director to photographer, painter to
composer. And the final result is always
marked out by his excellence.
He has always tackled
strong themes, such as racism, abortion,
insecurity and the problems of the Middle
East, which he has brought to the screen as
an exposé of contemporary society. Tony Kaye
can most definitely be defined as one of the
most interesting characters in the
filmmaking world.
Lorenzo Cefis, Partner
and Executive Producer for Filmmaster,
states: “The partnership with Tony Kaye
is an extremely important step for
Filmmaster. It is a great honour to be able
to work with such a visionary and courageous
“artist” as Tony and to have sealed with him
an exclusivity agreement for Italy and Spain
fills us with great pride. Directorial
excellence is the beating heart of
Filmmaster and this partnership is a
demonstration of that”.
As a result of this
unique partnership, Filmmaster decided to
stage, in Milan and Rome, the première of
Kaye’s film “Detachment” which is arriving
on European shores for the first time. It is
yet another opportunity to experience the
talent of the master who we are proud now to
have as part of our team.
ARENA EMOTIONS
The Shakhtar Donetsk stadium celebrates its
75 year anniversary
This was an unprecedented event for a
football club aimed at celebrating the
team’s history and outlining the future of
football in the Ukraine. We are talking
about Shakhtar Donetsk and the ceremony put
together by Marco Balich to celebrate the
75th anniversary of the Ukrainian team
stadium.
“It was an honour,” states Marco Balich “to
return to this stadium two years after the
opening ceremony which K-events staged for
the Donbass Arena. We were able to witness
once again the immensely proud spirit of a
team that has come such a long way in the
history of European football. Staging an
event like this is a huge challenge and one
that we were able to achieve successfully
thanks to our vast experience acquired in
staging extremely high profile events across
the world. We have worked in collaboration
with top class choreographers, lighting
specialists and set designers the world over
and we have involved 1,300 volunteers.”
51,000 spectators watched a thrilling show
alongside the Ukrainian president, Viktor
Janukovič, who enjoyed an exceptional
performance by 700 ballerinas with the
opening of a flower garden to celebrate
Donetsk, also known as “the city of roses".
Two famous names from the entertainment
world also played their part: Milla
Jovovich, a Hollywood film star of Ukrainian
origin, who was the evening’s guest of
honour; while the grand finale was entrusted
to the explosive figure of Rihanna, a singer
of international fame.
On
Friday 20th and Saturday 21st May, the
International Meeting of Hotpoint, a
world leader in the manufacture and
distribution of large household appliances,
took place in Rome.
The two days of events, entitled Hotpoint –
the Movie, took place at the largest cinema
studio in Europe: Cinecittà’s Studio 5.
From the capital’s famous studio, the event
subsequently arrived at the Cloister of
Michelangelo, an exceptional location which
contributed to making the experience truly
unique for the 1,000 participants at the
convention. In addition, all guests enjoyed
an extraordinary experience thanks also to
the spectacular video mapping and lighting
design show created in the spirit of
“nothing is what is seems”.
On
the second day, Hotpoint guests were invited
to a gala dinner and to the Metamorphosis
show, loosely based on Ovid which, inside
the Cloister of Michelangelo, acquired an
even more spectacular flavour.
Another events company,
Palazzi&Gas, collaborated with K-events at
the two days of events. This special
collaboration contributed to rendering the
convention unique, which involved, among
other things, 40 artists from 4 different
nations and 80 members of staff.
Crisis or no crisis, Dubai still remains a
world apart and appears to be untouchable.
Once again, this year, the Dubai Shopping
Festival was held in January to the backdrop
of the iconic Burj Khalifa. This is a major
event dedicated to luxury shopping, the
dream of fashionistas everywhere, with “one
thousand and one nights” opening ceremony
devised and staged by Filmmaster MEA (Middle
East & Africa.
A unique set of performances on the water’s
surface amazed the 600 guests and Prince
Hamdan bin Mohammed bin Rashid al Maktoum.
On the stage, constructed in water, and
behind the curtains, around a hundred
professionals from across the world staged a
thrilling show: a parade of dancers from all
over the world, jet-ski riders, spectacular
water projections and traditional Ayale
dancers. FilmmasterEvents, with this opening
ceremony, managed to create a dream for us
with our eyes wide open.
Some very
pleasing breaking news: Filmmaster Group has
recently announced, with immense pride, that
it has won a further two awards to add to
its already packed trophy cabinet.
Just a few
days ago FilmmasterMEA (Middle East &
Africa) was awarded two prizes at the
Middle East Event
Award 2011
for its spectacular opening ceremony for
Ferrari World in Abu Dhabi: Best Innovative
Entertainment and Best Event Production in
the Middle East Event Award 2011.
“A Dream
Becomes Reality” was the title of this
spectacular event held in December 2010 in
the United Arab Emirates; a sublime event
full of breath-taking moments which
signalled, with the quality and style
exhibited by the whole group, the birth of
the largest indoor theme park in the world
and the first ever to be dedicated to the
illustrious Ferrari brand.
This
cover
was
offered
a
work
published
by
Editions
Pock,
already the subject of
a publication:
"Tablehead",
a journey
through
the
faces
of the
players
of
"calcio
balilla"
in
the world.
Nicola Schwartz started his career as a
photographer and video artist working with
clients such as Alexander McQueen, Aspesi
and the Pixies. After graduating from the
Royal College of Art, he founded
Pocko
and launched The Pocko Collection in
collaboration with Diesel, a series of
pocket sized artists books is now part of
the permanent collection in the MOMA, NY and
the V&A, London.
Ten years on, Pocko has evolved into a
successful creative platform, spanning
across a network of international creative
talents. Our creative agency
represents award winning illustrators,
animators and designers, as well as
world-renowned photographers such as:
Stephen Shore, Larry Fink, Alex Majoli and
Jeff Mermelstein. Our diverse group of
artists have worked with top clients such as
Audi, Marc Jacobs, Pirelli, The New York
Times, Vogue and Volvo to name a few.
Pocko HQ is based in London with an array of
satellites in Milan, Madrid, New York, LA,
Tokyo, Singapore and Cape Town.
An animation by Richard Swarbrick. @RikkiLeaks
http://www.hotspurandargyle.com/ Created
for Sky Sports. Produced by Luke Arthur. @LukeRArthur
- Music: Lady Labyrinth by Ludovico Einaudi
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
