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
Christmas is here
again and 2012 is due to begin
immediately afterwards.
“Skip Christmas”
groups are being created on FB, but
virtually everybody – albeit half
secretly – is writing down menus and
setting up trees and decorations.
What are the current
trends? The leitmotif in Europe is
“resist!”, whereas some billion people
are to busy “surviving”. For some the
problem is “shopping”, for others
understanding in what kind of democracy
we should live. So, a few days after The
Protester has been appointed Person of
the Year, a new season is beginning,
full of doubts and unexpectedly
competing against the Maya Calendar.
Are we shrinking, or
even imploding, or are we just
experiencing a physiological bent of
shared progress?
I don’t know. But
this year more than ever I get the
impression that our world seen from
Doha, New York, Rio, Berlin, Rome,
Mogadishu or Cairo must look totally
different from geographical maps, our
reminiscences or the way our children
will know it.
Therefore this –
markedly Christmas-oriented – special
issue contains many things written
between the lines. First and foremost,
all things considered , the faith in
mankind, human reason, creativity,
ideas, in addition to an invitation to
invest in your dreams and projects and –
why not – also contribute to those of
the others.
Best wishes to you, wherever you happen
to be observing the world.
We wished to surprise you
with special effects and we succeeded! This
could be the message “shouted” by the Sony
store in Paris over the last days.
Admittedly, Christmas is
a synonym of “presents” and everybody
promises to “be good” during a celebration
involving important religious rites;
however, the Christmas holidays also
envisage a certain “reset” that is typical
of the end of every year. The symbolic
disposal of the year that has just gone by
and the fresh start of a new 365-day cycle
are fully based on the great ancient
convention called “calendar”.
That is why, during
Christmas, the Paris store of the largest
Japanese consumer electronics producer
decided to characterize its windows with a
totally Christmas mood. Windows are not only
a connection between the store and the outer
world, but also a real digital calendar
addressing end users through a QR code.
While standing in front of the store, you
can take out your smartphone and read the
code leading to the website that says what
gift you have won.
In
the end, we all know that at Christmas we
all feel more generous. Do you expect to
visit the Ville Lumière before the 24th
December? Hurry up, the countdown has
started.
At
Christmas, a decoration frenzy sets in even
before the great gift rush.
A
primordial instinct recalling the agonistic
fervour dominates “Christmas Users”, who
study their competitors (neighbours) to
define and implement the best Christmas
strategy.
Classicists oppose innovators and it looks
like the everlasting battle between
conservative and progressive forces is
resumed: those who love rituals fight
against those who prefer to get rid of old
conventions.
Not
gives you a hint that – of course – does not
comply with tradition but fosters
innovation.
Any
of you really tired of the good ol’ balls?
Good. Now you know that this year you can
really do something different and provide an
original touch to your Christmas. To
celebrate Jesus’ birth, the Pantone line,
already famous among design victims thanks
to many other objects, proposes a series of
Christmas decorations characterized by a
strong appeal.
This
year, your Christmas won’t only be
colourful, but you will be perfectly aware
of what colour you will see. The code is the
giveaway, of course.
Every year, as Christmas approaches, a gift
anxiety sets it. And the trepidation
connected to the opening of the packaging of
presents was the starting point for Royale
graphic design to develop very particular
season’s greetings for its clients.
A
very cheerful “Pixar style” animation
perfectly embodies the Christmas spirit
connected to the excitement deriving from
opening one’s presents. It is a moment for
which we have been waiting for so long that
an anticlimax effect may set in. So, the
main character in the video tries to open
his present in any way, an apparently easy
task turning into an impossible mission.
Will he succeed eventually? Enjoy the video
until the very end: only then will
everything be revealed. The very last
seconds will disclose the true meaning of
Christmas and – consequently – the sense of
this special wish.
14 sculptures represent
the pain and violence to which women from
all over the world are subject every day,
with particular reference to women forced to
wear veils. Burqa Girls by Olina are
conceived as “stages” along a Way of Grief
which, on this occasion, becomes a “Way of
Gender”.
During two years of work
(from 2008 to 2010) the artist endeavoured
to show how all women – in the course of
history – have been forced to wear different
types of burqa: marriage, beauty,
resignation, solitude, illusions… everything
is represented by iron cones caging a
woman’s body in a rigid and ironic fashion.
This is a political
project in a “universal” sense, free from
any sadness and alive, energetic, powerful.
The photographic catalogue illustrates 14
stages and artistic installations and may
provide an excellent gift for Christmas and
for the mind.
2 parts of tweed, 2 parts
of bicycle, 1 parte of nostalgia, 1 pinch of
vintage: this is the recipe for the perfect
“tweeder”. We are not talking about some
ungrammatical version of Twitter, but about
tweed, the beloved English fabric which has
become very fashionable this winter. If you
wish to buy a present to your father or
friends who are particularly aware of the
latest trends (or, rather, of the comebacks
of fashion, you cannot miss this “Tweed
Educational Film” produced by Ralph Lauren
to launch the new Ralph Lauren Rugby
collection in London.
You might even assemble a
more pleasant present by adding a low cost
flight to the UK capital to participate in
the Ralph Lauren Rugby Tweed Run, the ideal
occasion to combine a sophisticated look and
a nice ride in the centre of London.
The first edition took
place in November, but Ralph Lauren has
promised a Christmas full of tweed and
bicycles!
Who can forget the most
famous Christmas commercial dated 1971? The
commercial began with the face of a blonde
blue-eyed girl on the foreground who started
singing “I’d like to buy the world …” and
made you feel immediately surrounded by the
Christmas magic.
A group of young people
on a hill slope light up everybody’s
Christmas and are so successful that they
make the history of world advertising:
everybody knows this cult commercial.
But not everybody knows
that a secret is hidden behind this famous
commercial production relating to the
location and the protagonists of the magic
Christmas choir sponsored by Coca Cola. All
of us have always thought that it was some
isolated location in the United States, in
one of the greenest valleys of the Mid West,
but it wasn’t: for its 1971 commercial the
most famous American brand ever decided to
move to Italy, near the Bracciano lake.
Consequently, all bit
players are absolutely Italian: boys and
girls met on the same hilltop in the
countryside near Rome where – it should be
remembered – another Hollywood star (Woody
Allen) shot another famous commercial: Coop
and aliens. All over the world is real thing, not
so real… we may add.
The Morocco Mall is one
of the 5 daydreams of shopping centre fans
(14 million visitors are expected during the
first year): it covers 70,000 sq. m. on
three levels with 350 stores and 30,000 sq .
m. outdoor.
The whole structure is embedded
in the wonderful Casablanca setting, on the
Ocean coast. It will not be dominated by the
Christmas atmosphere but by the magic of the
African continent, the very same magic that
the opening show organized by K-events
managed to convey fully.
Guests came from
all over the world and were welcomed by a
flower installation, whereas - inside the
building - light projections and plays
produce a dreamlike atmosphere.
Top quality ingredients
had been selected: the French theatre
company Motus Modules, clothes designed by
Cristiana Picco and Niccolò Piccardi, Sofia
Essaidi’s music performance, harmonious
dance choreographies by Nikos Lagousakos
and the music by Mohamed Darheim, the
greatest Moroccan composer. The finishing
touch was provided by Jennifer Lopez, who
performed in Morocco for the first time.
Once again, Filmmaster
has signed a great international production:
the Chicco commercial for the Christmas
period directed by Samuel and Gunnar, two
young Icelandic talents. This commercial
marks the inclusion of Samuel and Gunnar in
the roaster of directors working exclusively
for Filmmaster.
The latest production is fully devoted to
the Christmas mood and provides further
evidence of the consolidation of the
ambitious search for new talents that, along
with the implementation of new experimental
approaches, has always characterized
Filmmaster,.
Karim Bartoletti,
Filmmaster Executive Producer and Partner,
stated: “This
project is the result of the resolve of
Chicco and McCann go literally give life to
their press campaign. The campaign
ingredients were very simple, at least they
played out to be: a little girl, a reindeer,
a snowed-up Nordic fairytale landscape and a
little red ball. It was then up to us to
find a way to control the cold, the wind,
the reindeer and the little girl without
losing the magic touch the commercial
required. The solution: NOT shooting
outdoors but rather in a studio, in
Bulgaria, with an approximately 700m2 set.
The whole creative work was trusted to two
high-profile Icelandic directors, Samuel and
Gunner. We would like to
congratulate them, too, for being capable of
distilling the magic of Christmas and the
plot in a 30-second film...”
Everybody knows: we all become children with
Chicco.
A very exciting show was
organized – first in Rome and then in Milan
– by K-events to celebrate the launch of the
famous Volkswagen Beetle.
This extraordinary event
was held in unusual locations: the Gianicolo
Parking Terminal in Rome ad the MICO Car
Park in Milan, i.e. totally unexpected
locations where the Blind Date Party was
magically held.
The party was a real art
show displaying the images of the history of
the Beetle during all its 70-years of
history. It was an astonishing show
providing an extraordinary setting and a
magic environment to present the new model
revisited by Walter de Silva, the designer
who revised the Beetle while maintaining its
basic traditional traits, albeit
reinterpreted from a modern perspective.
The new Beetle is the
perfect car for metropolitan trend setters
and – thanks to the product positioning –
both reveal parties envisaged a very strict
selection to invite only the most glamorous
guests from the two largest Italian cities.
They all participated in this extraordinary
“blind date” characterized by an
extraordinary light show and the magic of an
immortal car.
A one tousand and one night event
National Day in UAE
On 1st
December 2011 the celebration was held of
the 40th anniversary of the
National Day of the United Arab Emirates in
the historical setting provided by the Dubai
Heritage Village in Shindagha, on Dubai
Creek.
The important event was
signed by Filmmaster Mea, partner of
Filmmaster Group, the international leading
company in the development and management of
events and the production of commercials and
documentary films, and saw the participation
of thousands of people from all over the
Arab Emirates.
Filmmaster Mea enhanced
the spirit of the union of all Arab states
by celebrating the results achieved to date
with great emphasis and paid tribute to a
leading figure for all the Middle East:
Sheikh Zayed, former President of the Arab
Emirates, who became famous for his
contribution to the union and progress of
all states.
All the most important
authorities of Dubai were present and met in
front of a floating stage built ad hoc on
the Dubai Creek water. Dhow boats
(traditional Arab sailboat) and incredible
international performers achieved a one
thousand and one night atmosphere.
A
magic night was the result of 4 months’ hard
work by Piero Cozzi, CEO, and Tatiana Cadoux,
coordination manager.
A group of children are
becoming famous in Qatar. They were the main
characters in 4 TV commercials filmed in the
summer by Filmmaster Mea for the Ramadan
campaign of Qatar National Bank.
Now this
collaboration has been resumed: same
children, same client and same production.
Filmmaster MEA was charged with the new QNB
– National Day campaign: a new and ironic
commercial by the two directors Nayla Al
Khaja and Sebastian Funke.
Everything was
made even more pleasant by a beautiful sunny
day and the marvellous Al Hamam Souk in
Doha.
The two viral videos
produced by Filmmaster Mea for Pepsi in
September have become major hits on
Pepsirabia, Youtube and the Facebook page.
Both videos were filmed
in Cairo, Egypt, the country of residence of
the Wust El Balad band involved in the
production. A studio with a green screen, a
few more props and two weeks of post
production by Bonsai Ninja led to two videos
of excellent quality.
It was real teamwork
involving all participants at all levels,
starting from the two endorsers, Qusai and
Wust El Balad.
Credits:
Agency: Impact BBDO
Agency Producer: Chiara
Maioni
Director: Massimiliano
Pareschi
Filmmaster MEA
Executive Producer: Tony
Lehal
Jr Producer/Production
Manager: Antonio Sabatella
Post Production: Bonsai Ninja
Music: by Qusai (video 1 ),
by Wust El Balad band (video 2)
This issue marks the beginning of a new
stimulating collaboration.
We are talking about POCKO, a laboratory
for images and ideas (more details
below) which will contribute to the
qualitative improvement of the
publication and the international
creative offer of the whole Filmmaster
Group. We extend a warm welcome to them,
which translates into the first
Christmas present for us.
An important
partnership between Filmmaster and Pocko
A few days ago the news
was given that Filmmaster, the famous
European advertising producer, has signed
an important partnership with Pocko, a very
interesting creative platform based in
London including creative talents from all
over the world.
The agreement has laid
the exciting foundations (we can certainly
say this straight away) for an exciting
collaboration with all the
motion&interactive artists from Pocko,
including Marcel Ziul from Brazil, the Dutch
firm Onesize, Jungeun Kimen from New York,
who will be included in the Filmmaster
roaster in Italy and Spain.
Lorenzo Cefis, Filmmaster
Executive Producer and Partner, illustrated
the new partnership with a view to the
internationalization process that the
company is implementing: “Over the last
years Filmmaster has decided to go
international. Pocko represents
professionals from all over the world,
including photographers, illustrators,
designers, creatives, animation firms, all
of them operating in our sector and liable
to provide great added value to the
Filmmaster offer.” You can’t believe they
are that good? Look at the cover of this
issue – we are sure you’ll change your mind!
Paul Bower draws, prints,
cuts, sketches, paints and, in general,
makes a big mess. Paul is an illustrator who
loves working the most different techniques,
from print to collage. His sense of humour,
which he regularly uses, has got him
repeatedly in trouble but also enabled him
to win a number of international prizes
including V&A Award Best Cover. He has
worked for Habitat, Virgin Atlantic,
Cravendale, Gaymers, Hodder & Stoughton, The
Telegraph, Howies, IOC, Paramount and MTV.
Paul is part of the Pocko
creative platform, a network of
international creative talents. Several
successful photographers, illustrators,
animation designers participate in Pocko:
Stephen Shore, Larry Fink, Alex Majoli,
Nomoco, Serial cut.
Pocko’s Top clients include Audi, Marc
Jacobs, Pirelli, The New York Times, Vogue
and Volvo, just to name a few.
Pocko is based in London but has
subsidiaries in Milan, Madrid, New York, LA,
Tokyo, Singapore and Cape Town.
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
