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
999 days
ago, when the iPad still did not exist
and the websites of many international
newspaper were not much
browser-friendly, I dreamt of the day I
could share news and opinions from home
and while travelling, without having to
go to the newsagent's. No frontiers, no
restraints, I wanted to become part of
global, social, hyper-textual news.
999 days
later I'm browsing the websites of
Italian newspapers Repubblica and
Corriere della Sera, and then
international newspapers from NYT up to
Le Monde.
And what
did I found? News - just a headline and
a few lines of text together with tons
of pictures and videos full of advs as
pleasant as a swarm of mosquitoes.
And on top
of that, thousands of "factoids" (a word
invented by Norman Mailer in 1973 to
identify minimal or unlikely events that
exists only because the media publish
them). All of these factoids were
brutally mixed with the key news so that
telling one from the other was
impossible.
Pitons
found in a bathroom, Demi Moore's
"topless", dancing squirrels, a VIPs
wrinkly knees, a shoes-shaped hotel, an
almost unknown Chilean footballer
scoring a goal with a shot from
midfield, Michelle Obama playing tennis,
ad opossum with squint eyes.
Hmm. Maybe
that wasn't the progress I was dreaming
about. And this surely is not the way to
drive the future generations and lead
them to build up one's consciousness. If
you want to change the world you first
have to understand it. And a squint-eyed
opossum certainly will not help you
seeing from the right perspective.
Shooting
colour bursts on clean clothes. We all
dreamed of doing it at least once, didn't
we?
Some weeks
ago, in the cold Nordic lands, the almost
primal instinct of staining white, clean
clothes has been fulfilled in a really cool
initiative organised by no less than Ariel,
leading detergents brand.
In
Stockholm's central station they built a
Plexiglas room inside which various clean
shirts and T-shirts were hung. A robot,
controlled via Ariel's official Facebook
page offered a unique live gaming experience
to all users who felt like playing. The goal
of the game? Stain all clothes that ran on
the rail track inside the Plexiglas room. A
double promotional message that united a
high visibility installation with a live
gaming experience through the world's most
famous social network. In other words, a
full-circle, worldwide promotion with a
staggering success: 22,000 people tried the
Ariel Shoot challenge.
Taking
pictures is a true fixation for every
tourist. Compulsive shooting aimed at
portraying monuments, people, dishes,
details. Amateur, out-of-control
photographers that wish to immortalize their
travel memories and store them into a
camera.
Among the
undisputed champions of "shooting no matter
what" and "shooting every time, everywhere,
everything" there are the worldwide famous
Japanese tourists that, as a result of that,
hold a special place in this interesting
photo book. The book's key concept is a
simple question: What if we shot the
shooters?
And what
if we then collected these photos in a book?
Peter Otto
asked these questions to himself and
answered them by collecting the pictures of
all the tourists that like to take pictures
during holidays. This quite interesting
photo collection goes by the title Tourist
Place. It was about time someone put the
spotlight on the "shooters". Indeed, the
shooters of holiday pictures are actually
the least portrayed (if they are portrayed
at all) in their own holiday pictures.
In the beginning (2010)
it was just an installation by young German
artist Aram Bartholl in a New York. The idea
was so ingenious that it quickly grew into a
habit, thus filling a gap (no pun intended).
This is Dead Drop, a new
way of sharing information using the city
and its walls, which now has arrived in
Italy.
Dead Drop is a very
simple concept: USB pendrives are dropped in
various city locations, hidden in the cracks
in the wall (only use pre-existing
cracks!!!), unused telephone boots and any
other space the city can offer. Everyone can
drop by, connect their laptop or smartphone
and upload or download whatever they need:
university lecture notes, poems, pictures,
videos, music…
A truly anonymous peer to
peer network in public places. This network
features accurate maps of the places where
the USB pendrives can be found and
continuous updates that are created.
September is indeed the
Fashion Weeks month. New York and London
have just finished introducing the new
trends for the next winter, while work is in
progress in Milan. But while on the catwalks
modesty and sobriety have been the key
words, only slightly "excited" by the use of
the fluo colours, the most interesting news
concern the concepts of "catwalk" and
"parade". Let's start with New York, with
the incredible fashion exhibit – event by
Andrew Buckler. In order to introduce his AW
2011 collection, inspired by the rhythms and
colours of metropolitan life, the designer
has blocked the whole Grand Street, the area
in front of his shop, and had the models
clad in grey and black suit walk around
mixing with the bewildered passersby. Thom
Browne also proposed a deep, vibrant
fashion/show event. An actual “mise-en-scène”,
with the guests sitting in the stalls: an
accurate reproduction of the typical 1920s
and 30s parties: sophisticated furniture,
different rooms and the models that talk and
move around on the scene like actresses,
following the rules of dramatic performance
timing. New York was home also to Prism
which chose the rooftop of the Standard
Hotel and the "pool party" to introduce the
glasses collection by Anna Laub: The models
soaked in the sun while the guests enjoyed
champagne. , Where Christopher Raeburn has
chosen the sophisticated Museum of London
for his S/S 2012 collection event: Still,
unmoving models a la Vanessa Beecroft but
fully dressed standing in front of coloured
painted backgrounds, hung clothes and guests
looking at the walls like they were in an
art gallery.
"For free" is always the best
phrase when you want to promote something
Caffeine addicts will
surely love this new trend made in Berlin.
Germans call it "fliegender kaffee", which
in English, literally, means "flying
coffee", but it is commonly understood to
mean "free coffee". No, there is no spelling
mistake. It's free coffee. "Fliegender
Kaffee" is a promotional scheme that
involves 12 Berlin bars (you can tell them
by a funny sticker on the sign), including
some of the cooler and unique: Café
Nährreich in Prenzlauer Berg and ’Heroes
Café in Neukölln. There you just order a
coffee and "win" one you can drink later.
Ok, it's better to explain it from the
beginning. The chosen bars are all located
in the city areas where younger
professionals live and work, as this
particular type of customer frequently sit
for hours at the cafe tables working with
their laptops. The promoter of this
initiative, advertising professional Maik
Eimertenbrink, explains it this way: "These
young people are unique: one month they are
flat broke and cannot even afford a coffee;
but maybe one month later they have earned
more than usual and can drink all the coffee
they want". With our initiative the young
minds will always have access to their
favoured inspiration-brewing medium.
On the
wake of the growing success
that the Nouveau Cirque is
experiencing all over the
world (chapeau to Cirque du
Soleil), after the schools
of Moscow and Montreal,
after the Australian, French
and Belgian academies, it is
now Italy that proudly
presents the Circus school.
Where ? In Rome, thanks to
Circoart, a free of charge
professional course for
actors, dancers, mimics,
animators, musicians, clowns,
stand-up comedians, street
artists, juggles, acrobats,
gymnasts and athletes,
managed by some of the best
professionals in the sector.
If you wish to become a
circus performer, this is
the right course for you.
This is an 800-hour course,
with 160 hours of
internships and workshops
with some of the key
companies and the best
artists of the sector. And
finally the debut with a
real audience.
This is a free of charge
course to get ready to work
in a circus, understand
technicalities and
suggestions and enjoying the
circus atmosphere on a 24/7
basis. Join us and recreate
an ability as ancient as
Rome.
Have you been dreaming of
working in a circus? Then
waste no time and download
the application form from
www.studionetsrl.it. Spread
the news: tell everyone NOT
is recommending the course!
The idea of building a stadium dedicated to
Juventus F.C. only dates back to 1996. Today
this dream has come true and has been sealed
and immortalised by a top level ceremony
devised by Marco Balich, Chairman of
K-events/Filmmaster Group.
800 volunteers, under the direction of Bryn
Walters, one of the top global experts of
mass choreography events have made real the
Juventus F.C. new stadium opening ceremony,
held on September 8, 2011; amazing mass
choreography events, including one with 420
performers dressed in LED-clad costumes that
greeted the public by lining up in a giant
"Welcome Home"; Giampiero Boniperti and
Alessandro del Piero who told the public
what does Juventus means for them, sitting
on the legendary bench where the history of
Juventus started; all of this show was
attended by the public authorities as well
as Juventus F.C. chairman Andrea Agnelli and
very special guests: Cristina Chiabotto,
patroness of the evening and a die-hard
Juventus, F.C. supporter, the Italian DJ
Linus.
"I am extremely proud," said Marco Balich "of
having been appointed by Juventus F.C. with
the task of organising such an important
event for the history of Italian football
and I am also happy to be back in Turin
after organising the 2006 Winter Olympics
ceremonies".
K-events
celebrates the Guzzi World Days to be held
for Guzzi's 90th Birthday
More than 20,000
participants from Italy but also from many
European and world countries gathered in
Mandello del Lario, near the Como lake, on
September 16, 17 and 18 for the Guzzi World
Days, an event that celebrates Guzzi's 90th
birthday.
K-events managed the
concept, the organization and the
installations for this historical event:
from the press conference to the test ride,
from the tour in the charming, famous
premises of the company to the evening
events featuring music and shows down to the
final awards. In order to celebrate this
important event all attendees have been
offered the chance of a full immersion in
the Moto Guzzi universe thanks to an ad hoc
tour in the famous factory: an impressive
travel through the locations that became a
symbol of Guzzi like the wind tunnel (built
in the 50s), the engine assembly shop, the
creative works area where the designers of
the Guzzi style centre created the company's
unmistakable style. The impressive tour
reaches its apex in the experience area, a
sort of multimedia magic box whose inside is
padded with special walls which showcase on
screen the history and the future of Guzzi,
one of the most important symbols of made in
Italy. In addition to the
20,000 bikers the Guzzi world days were
attended also by the Virgin Radio Dj and
artistic director Ringo. Creative direction
of the whole experience was supervised by
well-known maestro Alfredo Accatino.
Filmmaster Mea (Middle East&Africa) has
recently signed to authorize production of
two new commercials for Adib, AbuDhabi
Islamic Bank and QNB, two major
international banking groups.
The QNB commercial, launched during the
Ramadan ending celebrations, has also an
amazing, revolutionary feature: it is
directed by Nayla Al Khaja, the first female
film director of the Arabian Emirates.
6 shorts focusing on the cheerfulness and
cuteness of a group of children constitute
the heart of this commercial, aired in the
main Qatar television networks.
The Adib commercial has instead been
directed by Jorge Rubia, an internationally
renowned director, that filmed an amazingly,
moving story that fully explores the
importance the ninth month of the Islamic
Calendar has in the lives of Muslims.
The Rasas agency (creative works) and Zubin
Mistry (cinematography) close the circle of
this compelling, enthralling production.
The partnership between
Filmmaster and Tony Kaye was established at
the beginning of the year and it has already
produced amazing results. After reaping
successes with the Nastro Light Blue
campaign, dedicated to the concept of
"Italian-ness", the Filmmaster team director
is once again on everyone's lips because he
won both the International Critics' Prize
and the Cartier Revelation Prize at the 37th
Deauville American Film Festival. Kaye won 2
prizes out of 4 with Detachment, a
real masterpiece about the American school
education system starring Adrien Brody, Lucy
Liu and James Caan, officially presented in
Italy in early June by Filmmaster to
announce the exclusive distribution
agreement the director signed with
Filmmaster for distribution in Italy and
Spain. The film was acclaimed with a long
standing ovation by the public and picked as
the winner, out of 14 competitors, by an
international jury.
The director Marco Gentile can now count
Carrera as part of his resume. Carrera is a
leading international brand and a fashion
eyewear icon of style which has entrusted
the talented Filmmaster team director with a
new project of worldwide advertising for the
Carrera brand.
The new campaign, which will be aired from
half September, is called After all No
Regrets and is centered on Gentile's amazing
film-making and on his unique, unmistakable
style that is clearly evident in this film.
A short visit to www.carreraworld.com is all
you need to start enjoying the emotions of a
series of powerful, vibrant images that
represent a wish list of things to do at
least once in your life: Get married in Las
Vegas? Be the "target" of a circus knife
thrower?
Filmmaster produced the spot and paid a
tribute to the D’Adda Lorenzini Vigorelli
BBDO agency that provided the creative works
for the campaign, by including a small cameo
by internationally famous director Tony Kaye.
Both Marco Gentile and Tony Kaye have become
part of the Filmmaster team by signing an
exclusive distribution agreement for Italy
and Spain.
After all No Regrets!
After an experience as author and director
for theatre, Tv and cinema, Max Papeschi
starts with digital-art. As figurative
artist his approach with Art-World was an
immediate success among the critics and the
public. His work Politically-Incorrect shows
a globalized and consumerist Society and
reveals in a realistic ironical way all the
horror of this life style. From the
Nazi-Micky Mouse to the Ronald McDonald
Butcher the cult icons loose their
reassuring effect and change into a
collective nightmare. He has exhibit his
works in many galleries around the world.
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
