Agency of the year 2007, S-W-H, changed its name into Indie. Makes sense; we never really understood why so many agencies in an industry that calls itself ‘creative’, weren’t able to come up with a better name than simply the first letters of the founders. But there’s more to it, of course. Lode Schaeffer (the S) is the only founding partner still on board. And after several unsatisfactory talks with different agencies (among them Taxi) about being taken over, current partners Lode Schaeffer and Mark Aink realized that staying independent is more important for them than an early retirement in the south of France. Et voila, a new brand was born. Tim O’Kennedy (ex MD W+K) helped the agency shape its new positioning and The Stone Twins created the new brand identiy. That’s typically S-W-H (or Indie from now on); the agency likes to involve ‘outside’ expertise with a different background to keep it fresh and far away from its comfort zone. Actually, that’s more or less the definition of creativity; bringing together different ideas and merge them into new ones. Good luck, guys!
Archive for June, 2009
Indie rock ‘n roll for S-W-H
Friday, June 12th, 2009Nothing ventures into FootGolf
Thursday, June 11th, 2009
Beginning of this year Nothing introduced ‘Nothing ventured’, a brand offering full business concepts – instead of just advertising. The entrepreneurial brand’s first fruits are the introduction of a new sport; FootGolf. As the name suggests, it combines football (= soccer) and golf. Our first reaction: jezus, why haven’t we thought of that before?! It should have quick growing potential, since (retired) football players love the game of golf. In fact, it was Willem Korsten (partner Bas Korsten’s brother), an ex professional football player, who is the driving force behind this new game. Things have been taken seriously, since there’s already an International FootGolf Association – based in Geneva. Requests from other countries to adopt the game have already been submitted. And in September the first Dutch Open will be held, broadcasted by RTL7. Looks like FootGolf will become more successful than DiscGolf – a sport Lipton tried to introduce in the Netherlands in 2006.
Lovelips; iPhone app against STD’s
Wednesday, June 10th, 2009This hilarious web film featuring Heidi Klum and Barack Obama (saying things in German like: “I am looking for a girl that likes me for who I am, not because I’m so incredibly rich”) promotes the iPhone application called Lovelips. The application – available at the App Store – translates some handy Dutch pick-up lines into the most common European languages and was created by Vanabbetotvessem. It’s no coincidence that a high percentage of the phrases involves the word ‘condom’ (“I got a condom for my birthday, you want to unwrap it with me?”), since the app was developed for SOA-AIDS Netherlands to prevent teenagers from picking up an STD when traveling abroad this summer. The pick-up lines are – purposely – pretty lame, but what a brilliant way to start a conversation. And what a modern way to address such a delicate issue!
Shoot ‘n Share with MobyPicture
Tuesday, June 9th, 2009According to MobyPicture life online shouldn’t be too complicated and that’s exactly what this ad, made by Vanabbetotvessem, communicates: “Ever since the big bang, people love to shoot and share”. We like the creative tone and looks of it – fits well with the typical UGC target. Michiel van Abbe en Ronald van Vessem – who drew the entire commercial – not only gave Michael Jackson a cameo (?), but also their selves – they are cheering in the crowd after the scored penalty. And if you look long enough there are many more hidden messages.
Damn tasty!
Monday, June 8th, 2009Since last year New York Pizza has a new advertising property; the mafia is running this Dutch fast food chain – to give the brand an ‘authentic’ American feel. It was conceived by Selmore. We liked the previous ‘episode’ better, but love the ‘acting’ of the porn stars in this one (“Are you the plumber?”). Convenient about this mafia series is that it will easily give Selmore enough inspiration to continue it for a long time. The only thing that should be changed, is the pay-off. Unfortunately it doesn’t communicate the truth; NYP pizza’s are everything but ‘Damn Tasty’.
SAN: TBWA agency of the year 2008
Wednesday, June 3rd, 2009
For the record; according to the SAN, TBWA\Neboko is agency of the year 2008. We’re a bit late with this news, but after the Spins, the Lamps and the Esprix’ we were kind of award-tired. Besides, the SAN Accents are awarded by the Stichting Adverteerdersjury Nederland; a jury that consists of advertisers. Let’s be honest; not the most sexy award to win. However, TBWA winning this award does more or less proof one thing; the agency knows best how to please the client. And while this sometimes might affect the level of creativity, it at least makes the agency quite profitable. Especially in these time (we prefer not to use the r-word) that’s quite an accomplishment!
Adidas F50i: complicated but cool
Tuesday, June 2nd, 2009Talking about production value! After shooting a documentary, Adidas and 180 Amsterdam thought it was time for a movie – or at least a trailer! ‘Every team needs the spark’. If you’re interested in football (or ‘soccer’ if you like) you might know that Messi indeed is that spark. A magical player. But if you thought his flashy looking, state of the art football shoes, the F50i (sounds like a new Ferrari or Nikon body), helped him being such a great player, you’re wrong. Legend has it that one night – when Messi was still playing football in the streets of Buenos Aires – something magical happened. And when it happened, there was this bald guy watching him. And, you know what, he was playing with his Zippo (Zippo’s can make sparks). To make it more complicated, the story teller, also bald and with a lovely French accent, Zinédine Zidane, walks in…and then… Well, here we were lost. Anyway, what we did remember after watching this complicated story, is that the new Adidas F50i’s look pretty cool!
