Orange Brand Video

The Task

To raise awareness of the effort it takes to make Orange look engaging and complete and why creative excellence is important. The audience includes those beginning their relationship with the Orange brand: new employees, new creative agencies or new countries joining the group. This showreel would be shown globally to non-English speakers, and needed to exhibit how it takes effort, passion and process to make the Orange brand look and behave so fantastic online. It was essential that the storyboard would show simplicity out of complexity, and be straightforward without overwhelming detail of the brand elements.


The Idea

The bottom line: award-winning work speaks for itself; it brings favourable feedback from customers and delivers results. The best way to demonstrate this is through an overview that would excite an audience by the type of projects that the interactive brand team covers. We want the audience to feel that by seeing this they would be motivated to make sure the work they create is always on brand. Being that there is such a wide range of work and detail to be covered, it was important that the visual treatment of the showreel would not overpower the work itself.

The step-by-step process here is shown in first person, giving the audience a sense of interactivity with the brand. It keeps the elements light and digestible; this is fun we are working with. No more boring ‘guides’ of the past, here is something experiential that is tactile for the audience. The process itself shows the brand is hand made with love, and that good things take time and effort. The simple things in life are the best, and the Orange brand- though very comple is cool and accessible.

Orange Brand Video from Karolina Kret on Vimeo.

Ji Lee: The Transformative Power of Personal Projects

Bored with his ad agency gig and the uninspiring work he was producing, Ji Lee – now Creative Director of Google Creative Lab – decided to take matters into his own hands in 2002. The result was the ad-spoofing Bubble Project, in which Lee placed blank speech bubbles on ads around New York City. The masses responded and the project went viral, gaining Lee recognition and ultimately forwarding his professional career. Here, Lee talks about how he created, financed, and marketed the project single-handedly.

Lost Generation

Lost Generation is a palindrome video that reads the same backwards as forward, but has a totally different meaning. The video was submitted in a contest by a 20-year old. The contest was titled “u @ 50″ by AARP. This video won second place. When they showed it, everyone in the room was awe-struck and broke into spontaneous applause.

Brackets BTL Credentials

Check out this SlideShare Presentation:

Brackets BTL Credentials

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Brackets Credentials Nov. 2009

Check out this SlideShare Presentation:

Brackets Credentials Nov. 2009

View more presentations from Brackets.

The planner: Researcher Glory?

The chapter today revolves around the question that gives the title to this post: Is the planner a researcher glorified? Any input will tell us a categorical no, because eventually the investigation is only part of our work. And certainly there are many things that differentiate a planner of a researcher (or insight as I have seen recently called), but for me the biggest difference is that the researcher is excellent at identifying problems but not within their usual responsibilities to pose solutions to those problems. This is where the planner comes: to create solutions based strategies to raise the research results (or even refute the findings of the same ...) In short, while one is a passive observer who merely report and interpret what he sees, the other is an active catalyst to transform the situation creatively.

Now, I found it extremely interesting that within the video will hit a particular topic comes around since some time ago, and were even asked the characters I've interviewed in the series Masters of Planning: can be said today that the planner is still the voice of the consumer?

It is clear that planning had and will always have a consumer-centric philosophy, but from there to saying that we are "consumer voice"? I have a very clear idea about it yet, but I share what it says Gareth Kay considering that this is a simplistic definition of standing and our work.

Your opinion? I leave 3 concerns the case I want to respond:

1. Today, at least here in Saudi Arabia, a planner hardly have time to go out and get in touch with people. In fact, in the dpt. of planning are becoming more "desk research" that fieldwork. This enables us to really be the spokesmen of the people at the agency and the brand?

2. Henry Ford said that if he had asked his customers who wanted it would have said faster horses. One of the problems of current research is that people have never been good with words to express what they really think or feel, and that information from one form or another is vitiated by the context in which research takes place. This makes the role of the researcher in the first instance and then the planner is more than interpreters who spokesmen, no?

3. Finally, how to say that we are the voice of someone who has their own voice? If anything has changed today is that people have many more ways to be heard by the brands and make their voices heard. In the era of co-creativity and crowdsourcing, it is more appropriate to define the role of the planner as to how to involve consumers in the process of creation?

What makes a good planner? My two cents on the subject ...

Yesterday PSFK was published in the second episode of SPUR, which again have the opportunity to listen to some of the leading directors in the U.S. planning to talk about what they look for when selecting a new member to its team. I remain particularly with the view Gareth Kay of "be interesting and be interested, which I think basically sums up everything a planner should offer today.

This concept has been one of the tenets that I have followed throughout my career and from what I've developed platform called ACCESS, which is nothing but a set of values that I believe every good planner should have:

Openness - to new ideas, new subjects, and so on.

Curiosity - to question everything and always go beyond

Creativity - to generate new ideas

Empathy - to understand people

Sagacity - to see what others see

Service - to respond timeously and always the best way

A planner that meets these characteristics and are passionate about what he does, no doubt will have access to a successful career. What do you think?

P.D. Another interesting article on this subject is published by Mark Pollard Sidney McCann on "How to get in to strategy", highly recommended!

The business of planning

One of the best ways to reposition a brand is to reassess and redefine the business that is involved with a consumer-centric vision. Thus, for example, that Coca Cola is not in the business of producing gas, is in the business of cool people and how Nike is not in the business of producing clothing and footwear, but of empowering people to overcome day to day (or something ...)



Viewing today's first video series of interviews by PSFK Redscout and some of the leading figures in planning today entitled "Is the Planning impotent?" I have the feeling that planning has lost some notion of what is your business.

Like it or not, the business of planning is not ideas, that is owned by the creative and that is why the agencies have worked and still work perfectly without planners. Understanding the brand is certainly part of the business planner, but it is a joint-venture with the area of accounts (or at least, a good executive or account manager should know as much or more than the mark that the planner ) .... So what is our business?

The business of planning is to MAKE SENSE TO CONSUMER

This definition has 2 connotations implied:

1. Make it visible in the creative process (how much innovation communication)

2. Doing so excited about their creations (and memorable experiences)

Now back to video, from this perspective I think without doubt, the planning has failed to bring out its full potential catalyst because of the limitations you may encounter in the world of agencies. Your opinion?

Labuat / Pinta a song

Labuat - Paint a song from HerraizSoto&Co on Vimeo.

Winner of Silver Cyber. This beautiful work Herraiz Soto developed for the release of the song I'm your Labuat Air Group, allows users to "paint" the song while it is ringing.

Advertising in 2009

From Brackets

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