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
It was in 1995 when a
heavy-footed Belgian footballer, Jean-Marc
Bosman, appealed to the European Court to
affirm the footballers’ right to transfer
free of cost, when their contracts expired,
and their teams could claim nothing: de
facto, they became the “owners” of
themselves. His thesis was considered
correct and an earthquake, as is well known,
hit the world of football.
Today Andrea Bertotti, a
not-too-famous painter and sculptor we
elected as our living myth, runs the risk of
bringing about a revolution in the world of
communication by reaffirming a simple but
unvoiced concept: the right to intellectual
property within commercial creativity. All
professional artists enjoy such right and
protection, but this is not the case with
agencies and creatives.
Everything started in
2007, when 515 Creative Shop launched
a contest to find the new Fiat tag line.
The winner was Bertotti: YOU ARE. WE CAR.
This pay off was to be massively exploited
by Marchionne before Bertotti, who had
earned nothing, decided to sue the car
manufacturer and won. In June 2011, the
Court of Turin ordered Fiat to compensate
him with 1% of the budget, although Fiat is
still refusing to clarify the amount of the
investments made. Brief, mythical Bertotti
will have to go on fighting for his money,
but the concept is clear: “the product of
his intellect is copyright-protected”. Full
stop.
What will be the
consequences? Good heavens! Probably it will
be the end of a century-old intellectual
slavery which – according to a mechanism
inherited from the pre-industrial culture –
de facto denied the ideational dignity of
artists or writers who worked for commercial
purposes (but not – for example – of a
musician who has composed a jingle or a
speaker reading a text).
Consequently, an
advertising agency today may not accept that
one of its campaign, when the contract
expires, may be continued by a competitor.
Similarly, an event planning agency may
claim that an event and its formal
implementation (event design, title, videos,
schedule) is simply a “service”, i.e. a
creative format leased and not sold forever.
The same applies to the internet … and
dozens of thousands creatives whose role is
not acknowledged by history and the state
laws.
Revoluciòn!
Volkswagen’s Fun Theory keeps putting a
smile on your face; it is still fun but in
its peculiar style. Every time it is
different and every time we like to
emphasise their style with past and recent
initiatives.
One of the most recent initiatives was held
in Berlin, Germany, and it was sheer genius.
The basic assumption is very simple:
organising a prize draw based on car speed,
where a digital panel measures your speed.
You know those panels we see in the streets,
near the cities, which tell us what speed we
are driving at? Well, we used these typical
signs and appropriately dressed them up to
create a prize draw that rewarded the
slowest, most responsible driver, the one
that drove closest to the 30 km limit laid
down for that stretch of the road.
Those who drove at the slowest speed, under
the limit, received a congratulations card
at home for their praiseworthy conduct in
abiding by the traffic code.
A smart, noble initiative that combines fun
with education: the average speed dropped to
25 Km/h, which means a 22% reduction.
Wear Me Out is the last work by Austrian
artist Erwin Wurm, who has always tried to
find the hidden beauty in everyday objects
by giving them a new lease of life and
finding them new, unprecedented
perspectives.
Until September 25th, at the
Middelheim Museum in Antwerp, you can enjoy
once again his fascinating performance
sculptures, a sequence of installations of
objects focussing on the human figure and
its postures. A focus that intends to probe
different perspectives on the verge of fun,
that reflect the physical and mental state
of the wearer.
Another interesting event is the interactive
process such installations engage in: laid
out in the museum, all of a sudden they come
to life and act up in small individual or
group performances. The purpose of such
performances? Seeing how man interacts with
his surroundings while wearing inflated
objects, objects that are exceedingly big,
clumsy or unusually used. The result? A
number of comical-artistic situations.
A number of unusual trellises and creeper
frames, these are the items underlying the
project by Jennifer Gilbert Asher and Mario
Lopez, the two architects who founded Terra
Trellis. What are we talking about? Unusual
garden frames with a modern twist, which,
despite meeting the typical standards of
functionality, still look really attractive:
these are Terra Trellis. A bit of sculpture,
a bit of art, Terra Trellis make the most of
their design to accommodate plants and
support them as they grow. Made of stainless
steel and powder painted in seven bright
shades, they may be perfect frames for
clematis and bougainvillea, props for roses,
nasturtiums or jalap roots, that revive the
landscape into architectural features in a
place you would not expect them to be.
Nothing invasive, the two architects have
just one mission: creating interesting, ever
different stages that do but increase the
charm nature never fails to reveal.
Is there anyone who has never tasted the
most traditional British tea, Twinings? The
product that epitomises the most
quintessentially British tradition of 5
o’clock tea has just had a face lift, with
its image renewed by three students from the
Portfolio Centre art directors’ school:
Chris Yoon, Jess Gerjets and Peter Smith.
Three “restorers” for three makeovers for
three varieties of the celebrated infusion:
Lady Gray, Prince of Wales, Earl Gray,
turning into three faces, which appear on
their packages in the style of etchings.
This epoch-making revolution is also
embodied by exaggerated contrasting colours
and a copy addition on each tea bag, with
tea-addicts’ sentences printed on them. Like
it? We do!
Recently Germany too, as well as France, has
been affected by the plague of suddenly
disappearing children and teenagers. This is
a very delicate issue, so guerrilla
marketing has sided with the youngest and
most vulnerable ones to emphasise this
problem, which is frighteningly spreading
all over Europe.
To help the authorities find these children,
the German government has deployed all the
“new communication” media, such as the
scenarios opened up by web 2.0 with Facebook
and a dedicated iPhone app. But that’s not
all, because the most unconventional
communication standards too have been
deployed to help these children. This is how
Bayern Munich’s Captain entered the football
pitch, firmly grasping the picture of a
disappeared child in his hand, instead of
holding a real one by the hand before the
starting whistle.
A beautiful, interesting overview can be
found in the video which we invite you to
watch and disseminate: the youngest ones
must be defended.
Démocratie Créative, an
artist collective that makes you play with
your city
Turning the public space of our cities, the
one we walk over, run through, experience
every day into a game, a different
experience, with the simple help of some
yellow bands painted on the city roads.
Such initiative, with drawings, silhouettes,
painted brands invading the city, have
already been launched years ago and are one
of the main aspects of that part of
marketing which is known as unconventional
or “guerrilla”. In this case, the goal of a
work by a French artist collective,
Démocratie Créative, is not mere promotional
propaganda but a social, playful experiment
of running through the city.
A litter bin turns into an excuse to create
a basketball court, an arrow and a line draw
the space of the pavement where you are
“allowed” to spit chewing-gum or, again, a
Kubrick-inspired maze you have to walk into
in order to head on might be a perfect
excuse when you are late for a meeting with
a friend, with your boss or, even worse,
with your wife!
Another
quality performance was achieved in Eastern
Europe by K-events.
107
artists from 8 countries, 220 production
staff, a magnificent floating location
covering 2000 sq.m. and 10,000 sq.m. of
installations celebrated the 5th
anniversary of Metinvest, a leading
Ukrainian group in the mining and steel
industry at world level.
Metinvest
celebrated the values of identity and vision
of a group that in 5 years has obtained a
huge international success and decided to
organize a surprising great celebration
show. The whole show, directed by Luc Petit, was held on a
magnificent floating structure that opened
to start a great show including 5 acts and
inspired by Metinvest values such as nature
and sustainability, the value of mankind and
the importance of leadership. The show was
followed by an after-party event in the
garden, including a dinner and shows until
late at night.
The
project surprised the audience and achieved
an important goal: it was one of the
greatest shows ever produced in the Ukraine
and contributed to reaffirm the undisputed
role of K-events as an international player
in the event organization sector.
A
glamorous explosion took place in the rooms
of the historical Palazzo Reale in Milan,
where for the first time and exclusive
international event has held to celebrate
the Swarovski luxury brand.
A
dreamlike scenery and a totally spectacular
performance were aimed at illustrating the
double essence of Swarovski’s soul. 700
guests – among whom 500 journalists from all
over the world, opinion leaders and
celebrities – enjoyed the fabulous
atmosphere made more precious by Mika’s
concert, Sophie Ellis Bextor Dj and Skin,
band leader of Skunk Anansie. The setting
was created ad hoc to contribute to the
magic of the soirée through tailor-made
sceneries, dresses, objects so that Palazzo
Reale could “wear” Swarovski at least for
one night. Moreover, the elegant rooms of
the palace hosted top-level 4 artistic
performances by leading names from the world
of arts and sports such as Francesca Porta
and Giorgia Cafiero. The climax of the
soirée was achieved at 9.15 pm, when Palazzo
Reale opened the Secret Garden, a space
devoted to the new Swarovski jewel
collection, whose charm was enhanced by the
performance by Elena Annovi, the acrobatic
textile dancer.
A fashion
brand must live in and thanks to the world
of fashion: this is the essence of Swarovski
and the heart of the magic and suggestive
frame bearing the unmistakable mark of
K-events.
A combination achieved in
Jason Harrington’s commercials
After 15 years, Findus
comes back on TV screens with the help of
one of the most successful directors of
commercials at world level: Jason Harrington
- born in Britain but living and working in
the US - had already been mentioned by Not
on the occasion of his admission into the
family of the Filmmaster directors.
Meaningfully, Filmmaster is his exclusive
representative in Italy and Spain.
The new Findus
commercials are based on sensitiveness and
evocative power, i.e. the characteristics
that have always marked Jason’s works,
combined with a remarkable casting
experience and the great ability to handle
different registers and techniques: humour,
epic sceneries, portraits. All this is
further enriched by the professional skills
and experience of the Filmmaster team,
headed by Fabrizio Razza, Filmmaster
Executive Producer, who explained that
choosing Harrington was very easy in the
light of his “extraordinary lyrical
sensitivity capable of turning daily events
in absolutely exceptional moments”.
A new
campaign marking a U-turn compared to the
past is being implemented by Nastro Azzurro,
the famous Italian brand.
The famous
beer brand has always been characterized by
sparkling and original communication and in
July 2011 launched a campaign which sees
self-assertiveness and the defence of one’s
choices as the foundation of a new lifestyle
and the true expressions of one’s own
personality.
“You’ve
been taught that in life you have to learn
to say no! This is false! What is really
difficult is saying YES!”.
This is
the beginning of the new campaign by the
Kennedy+Castro agency headed by Tony Kaye,
the British director known world-wide for
his film entitled “American History X”, who
has recently signed an exclusive contract
with Filmmaster.
This
strong and clear statement expresses the
full new philosophy of the brand that is an
icon of Italian excellence in the world to
intercept new consumers: men between 28 and
35 years of age conscious of their ideas and
values, making their decisions
independently.
The
courage of saying YES is as important as the
consciousness of always stating and
affirming Either you drink or drive,
i.e. the safe message closing the campaign.
The
finishing touch is added by the style
provided by Tony Kaye’s unmistakable talent.
An artist, a researcher of ancient cultures,
a spiritual traveller. Elio Varuna has
exhibited his works in many private
galleries in Italy, Germany, China, India
and the USA and in prestigious public
museums, including one Exhibition at Museo
Nazionale in Castel Sant’Angelo (Rome) in
2007, in the group show “Apocalypse Wow!” at
MACRO Future (Museo d’Arte Contemporanea di
Roma) and at PAN in Naples. In 2008, he was
selected by the Ministry of the Cultural
Heritage to represent Italian young artists
at the “X Culture Week”.
He has been the only Italian artist to have
been invited to the Contemporary Art Museum
of Shanghai for the Biennale 2009-2010
“ANIMAMIX - The New Aesthetics of the 21st
Century”. “The Freshest Body” (2009) is the
catalogue which contains all of Elio
Varuna’s latest works; “God Save the Pop” is
his first collection of “portable works”
produced by Temporary Love. Varuna’s
paintings have been used in book, CD and
record covers. The cycle of paintings “Tutto
continuamente sgocciola” presented in Naples
in 2010 has become a successful jewel
collection. As well as a painter, Varuna has
been successful and has attracted critical
attention with his intensive
“art-consciousness” work through his
thought-provoking posters in many cities
across the world. His works have been
presented and reviewed in lots of articles
in the press, as well as in TV and radio
programmes.
In Autumn 2011, some of his works will be on
display at "Italian Pop Surrealism" at Mondo
Bizzarro Gallery in Rome; also in Rome, his
works will be exhibited at Musei Capitolini
– Centrale Montemartini.
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
"HITCHCOCK
- TRUFFAUT" 
