tessellated mind

SONIA RAHARDJA Copywriter

[tessellatedmind]

For The Hipster-Curious: The Most Painfully Hipster Anthem of 2015

MUSIC: “Anyone Else But You” by The Moldy Peaches

I don’t mean to brag on Instagram

Do it for the likes, don’t give a single damn

I used the X Pro 2 and Hudson filter before it was cool

Don’t you dare scratch my new vinyl

I love Pitchfork and it’s my music bible

I listened to the band you never even heard of before it was cool

He hopped shotgun in my shiny Prius

There’s an open bar, I was being serious

I watched for cyclists in the bike lane before it was cool

Take me to that famous buffet Sunday brunch

Hold my Mimosa, I want a kale punch

I did my juice cleanse and vegan diet before it was cool

Doesn't help that my fashion taste is fine

If it ain’t organic cotton, it isn't mine

I rocked those thick horn-rimmed glasses before it was cool

My sister peaked athletically when I wrote this song

The only sports you do is the PBR pong

I ran around the record store with my rescue dog before it was cool

The instant way to my heart is through facial hair

But your Movember stache gave me a scare

I dated lumberjacks with flannel sweaters before it was cool

Said you had a thing for broke dudes in bands

I’m in Liberal Arts, I have no friends

I run a Tumblr blog that no one cares about before it was cool

Do do do do do do do do do do do do doo

Do do do do do do do

Do do do do do do do .. was cool

[tessellatedmind]

Creative Autobiography

What is the first creative moment you remember?

I used to be cute and artsy when I was in kindergarten. I would paint all over the interior with my hands and create imaginary characters. I made a few series of paintings and came up with the stories. They were mostly about ballerinas and unicorns and everything nice. I used to love doing it, now I think it’s just plain weird.  

Was anyone there to witness or appreciate it? 

Thank God, no! 

What is the best idea you’ve ever had? 

Leaving Indonesia in 2010. I moved to Los Angeles in the summer and moved to Austin a few months later. 

What made it great in your mind? 

Coming to the States with two big suitcases in hand and inadequate English counts as a major leap outside my comfort zone. Three years later, I still have no regrets. 

What is the dumbest idea? 

Being a grown-up (and acting like one). Well, I guess it’s not an option, but who doesn’t hate it?  

What made it stupid? 

I’m not a fan of having the need to be safe, and staying in my comfort zone. Suddenly as we reach a certain number of age, we prioritize safety and security in everything at equal terms. For every saving we make, we expect the same applies to our daily diet. Everything has to be measured to exact or close to the exact designated point that we create on our own. We tend to avoid surprises or being surprised at, opting for planned routines because we can control what we are going to get out of it. We choose comfort food over weird cuisines nobody has heard of before.  

What is your creative ambition? 

I want to express my ideas freely and turn them into something that goes beyond the conventional constraints. Bonus points if no crazy amounts of coffee are involved, or when I fear the empty blank white sheet of paper no more. More importantly, I want to influence people with my ideas. I want my ideas to come out as crazy, out-of-the-box and experimental. I’d like them to stand out in the crowd; I want to make people look twice and laugh about what they see. 

What are the obstacles to this ambition? 

The biggest obstacles are my awkward personality, never-ending procrastination and language barriers. I pretty much shine when I write, but I’m shy when I’m present. I have a lot in mind but I can’t let it flow naturally.  

What are the vital steps to achieving this ambition? 

Get that ass off the couch, have lots of coffee and ease the mind. I always make sure that I have pen and paper ready, and write or draw whatever comes to mind. It helps with the creative process. Twenty sheets later, I already know where my creative juices are taking me.  

What are your attitudes toward: money, power, praise, rivals, work, play? 

-Money: the root of all evils. It can buy you power, praise, and rivals. But it can’t buy you love or profound happiness. If I had so much more than what I already have now, I would be a totally different person (not necessarily better). 

-Power: something that people are crazy obsessed with, besides money. It feels good to have control over everything, but at the same time it can overrun your brain and heart. Power does not put you on top of everyone else. 

-Praise: is a reward for self-motivation. You’re nothing more than a pretentious douchebag if you’re doing everything for the sake of praise (e.g. “I do it for the likes”) 

-Rivals: competition is good as long as it’s healthy. It’s not necessarily a survival of the fittest, or a chance to prove how superior you are. If people dislike you and your work for whatever reasons, don’t waste your energy. Haters gonna hate. 

-Work: If you work for something you hate and you don’t get much out of it, you’re wasting your time. If dealing with asshole co-workers, bad office lighting and uncomfortable chairs is too much for you, maybe it’s time to quit. Do what you love, don’t do it for the money. 

-Play: It’s definitely okay to be a child once in a while and have fun. Whether it’s partying nonstop and getting a massive hangover the next day, playing Rock Band, PBR pong, or a much-needed vacation, you deserve it. Work hard, play hard, and make them both work in sync. Rewarding yourself after a long day/week of work is not a sin. Live a little. 

Which artists do you admire most? 

David Sedaris, Wes Anderson, Salvador Dali, Tina Fey 

Why are they your role models? 

-David Sedaris: “I am thankful for laughter, except when milk comes out of my nose.” Need I say more? 

-Wes Anderson: For his eccentric nature and colorful compositions when making movies. 

-Salvador Dali: For his insanely beautiful, trippy and bizarre paintings. Thank him for making the trips to art museums ten times more awesome. 

-Tina Fey: Such an amazing writer/actress. I thank her for being so genuine and funny. Ain’t no party like a Liz Lemon party.  

What do you and your role models have in common? 

When it comes to making people laugh, it’s almost like we have none since I’m nowhere near funny. I admire them for their talent, and I think what we have in common is the drive to keep learning and be constantly inspired. I don’t know about Dali, but I feel like we’re all humans, normal people who hate laundry. We munch on birthday cakes with excessive icings. Little do they know that they have influenced millions of people because of being so original. 

When confronted with superior intelligence or talent, how do you respond? 

I would feel intimidated at first, like any normal human being. I believe that every individual is unique and special in his or her own way. To be special means to stand out, to be one in a million, to be something no one else is, and so by definition, to be different, not necessarily be perfect. I like the word “perfect” because of its arbitrary nature, and I like that by my definition. There is no real perfection, because nothing is without flaws. Yet, when flaws are reduced to quirks and entirely accepted (but not necessary loved) by an observer, that thing can be called “perfect” for however long the observer can manage to accept it.

When faced with stupidity, hostility, intransigence, laziness, or indifference in others, how do you respond? 

Criticism is hard to take for a lot of people, but confrontation is necessary. It’s a shame to see other people failing at what they do, and I appreciate so much how far I’ve come. I’m on the road to my dreams, I’m making it happen and sometimes, I look back down to see just how far I’ve come in those times of doubt. Despite the fact that some people I know haven’t come to make anything of themselves, I still appreciate them. Another reason I am trying to make my dreams come true is because I’m doing it for the people who didn’t think they could. 

When faced with the threat of failure, how do you respond? 

I’ve been through a lot of phases where I’m anxious that everything I’ve been working for so far may not actually come in to place. I guess we all get these clouds of doubt at times, but it’s at those times where we just have to keep pressing on. I guess we just have to go through it and see what happens in the end. If you’re just going to prematurely kill your ideas because you’re afraid or follow the boring guidelines because you want to play safe, you’re not getting anywhere. What starts as a cautionary act slowly becomes a barrier. Not even an obstacle, but a fence we build to protect ourselves from experiencing high-risk joy of failing. It’s all a part of the process. Make mistakes, make more mistakes, make a lot of mistakes. Fail once, fail twice, fail multiple times, fail better. This time, know your shit.  

When you work, do you love the process or the result? 

The whole process. Ten cups of coffee later, it will all be worth it.  

At what moments do you feel your reach exceeds your grasp? 

Duh, like all the time. When I’m faced with challenges, I immediately retract and question myself whether I would be able to go through those hard times. What fascinates me is the thin line between following through and giving up. My closest friends always tell me, “The minute you think of giving up, think of the reason why you held on for so long.” Even though it’s much easier to give up, it’s just as easy to get yourself back on track again. We might not be able to change the past or the beginning of something, but there is always an opportunity to give ourselves the ending that we wanted. 

What is your ideal creative activity? 

Re-inventing the way you do ordinary things on a daily basis, or doing things that you’ve never imagined yourself doing it before. When I finally figured out ten different ways to use chopsticks, that’s when I know I’m creative. I’m also a firm believer in “happy accidents”. 

What is your greatest fear? 

Having regrets when I grow old. I’d rather be disappointed by the things I did than by the things I didn’t do.  

What is the likelihood of either of the answers to the previous two questions happening? 

Finding other five ways to chew a gum is just impossible to do. We don’t know what the future may hold, but I don’t want to find myself having regrets later, so excuse me while I book my trip to Africa. #yolo 

What is your idea of mastery? 

There’s no such thing as “mastery”. You’re great when you’re good at something you love. It’s a never-ending process because even if you’re amazing at something, you have to keep learning and be inspired. You can be a jack-of-all-trades, master of none, and still do great. 

[tessellatedmind]

What does being creative mean to ya?

Being creative does not have to be necessarily associated with creating things, like turning some worthless piece of junk into a whole new form of art. As David Kennedy puts it, “Whether it’s art or a piece of junk, you have to make it interesting.” Okay, I am being ridiculous. Let’s pick one definition of creativity and contemplate, word by word: “Creativity is the generation of ideas that are both novel and useful for solving problems.” So, does making crystal meth in a smelly RV to fund a cancer treatment count? Is playing Rock Band in your underwear at 4 in the morning considered creative? Is eating nacho chips with a jar of Nutella even close? The first one sounds more like an Emmy-award winning TV series, but excuse my obsession and let’s move on.

Why has no one ever mentioned that being spontaneous and random is creative? Well, at least for me. Being impulsive brings out the positive side of myself, because I’m constantly making exciting discoveries. I might be the least creative person in the world – my drawings are bad; even a newborn baby can do better than me. I can’t sing, I can’t play saxophone, and I can’t dance, but I’m getting by just fantastic. People around me tend to work on schedule, a routine, an everyday kind of agenda and forget how fun being spontaneous could be. 

A few weeks ago, I took a bus and toured the most ghetto part of the town and ate at a hipster Brazilian restaurant. I couldn’t even pronounce the Portuguese word for “water”, but I left the place feeling happy and content. I slept naked. I bought a vintage camera from eBay and wasted my entire roll snapping pictures of trees. I danced to Kool & the Gang while doing the dishes. Although cliché, looking at my old trip pictures and giggling at them makes me feel so much better (insert excessive Instagram hashtags here). Others often perceive what is bold to one as foolish or useless – but I can deal with that. I like how the universe keeps its surprise; an effective surprise. Each day is brand new.

This last argument might sound more like a monologue, but all in all it’s a great reminder. Sometimes I’d stare at myself at the mirror, make random faces and question myself. Yeah, you. You should do something random too, be more exciting and impulsive. Why not be your own solution? Take time to incubate, wait for the glorious “Aha!” moment as the bells ring, and question everything. Question yourself. Go dye your hair blue or learn how to cook a pork chop. Talk to strangers, form a punk-rock band and fall in love. Dance while you do the dishes and maybe, who knows, you'll feel much happier than you were before.

On a totally unrelated note, nachos and Nutella go together like beer and bacon – just perfect. 

[tessellatedmind]

I proudly challenge you to...

1. Take a complete stranger out to lunch/dinner in a non-creepy way. Best spots to look for people: supermarkets (bonus points for Whole Foods), Dave & Buster's, Town Lake, coffee shops. Avoid at all times: 6th street on weekends, preschools, churches. Rule of thumb: just pray they're not crazy or end up calling the cops on you. 

2. Play Rock Band in your undies at 4 in the morning with blasting stereo sound. Snack choices: Nutella feat. nacho chips or THIS. Booze optional. Consequences: get kicked out of the house by parents/wife/dog/neighbor, but it'll be worth it. Fucks given: not a single one.

[tessellatedmind]

Title: Dumb Ways to Die Agency: McCann Melbourne, Australia Client: Metro Trains Melbourne

(via McCann Melbourne)

I interned at McCann Erickson last summer, and this was huge for them. They decided to take a different approach to a typically-dry public service announcement concerning idiotic deaths and of course, to serve as a precaution for passengers to be safe around trains. They successfully transformed what might have been morbid and super earnest into something memorable and, more importantly, effective. It's like they're saying "There are thousands of other 'better' ways to die. These people are dumb, so don't be one." 

Many people simply do not take safety precautions when it comes to riding public transportations. Considering the fact that most public service announcements come across as predictable or simply fucking boring, they deliver something that resonates enough to prompt a reduction in train-related accidents.

In the video ad, the characters are shown playing out the lyrics and it is balanced with the goriness of their deaths. It's a perfect combination of an offbeat humor, a catchy jingle, and flimsy animated characters (and a little bit of sarcasm). Their tagline, "Be Safe Around Trains" strongly communicates the message and it ties really well with the visuals. The jingle is catchy enough to stick into people's minds and serve as a personal reminder not to act dumb around trains.

This ad made itself to Reddit's front page within a week of its launch, and remained popular on iTunes. The game is also available to download, with the character's lives on the palm of our hands.

I, myself, scored really high on the iOS game app. 

[tessellatedmind]

OREO Trending Vending

(via Digital Buzz Blog)

There's nothing cooler than a machine that creates custom OREO cookies on-demand based on world's trending topic. Debuted during SXSW Interactive, this one sets the bar high among tons of 3D printers introduced to the public. It all started in a vacant parking lot right across the Austin Convention Center, causing a stir since it takes at least an hour to get one piece. It's no rocket science, but it's no ordinary Oreo either. Each trend is related to a particular flavor combination and color scheme. In collaboration with Twitter, people get to choose their own trending hashtags. Not surprisingly, #bitcoin, #ellenselfie and #grumpycat were among those 10,000 possible combinations. 

I stood in front of the machine like a fat kid in a candy store; hungry and in awe. Real-time data collection combined with 3D printing technology? Sheer awesomeness. The high-tech machine itself didn't really impress a lot of interactive badge-holders who were possibly more tech-savvy than any of us, but it was amazing how the company came up with such a memorable experience to engage with the brand and what's going on in the world. 

The downside; it didn't take less than two minutes to operate as advertised. Costed me three attempts before this blonde lady, possibly intoxicated, took over with her "get-the-fuck-out" face without knowing that it had to undergo several bug fixes and maintenance while she was busy stuffing her face in free packaged Oreo cookies.

[tessellatedmind]

via (Posterology)

Budapest-based designer Zsolt Molnar created 62 artistic posters for every episode of Breaking Bad. These minimalistic-style posters are badass, to say the least. Symbolisms are everywhere; which are hidden in every single episode of BB. The characters have evolved over the years, according to these illustrations. People have been violently murdered for no apparent reason, mistakes have been made, sins have been forgiven. 

From the advertising perspective, I think he's done a stellar job in the art direction. I like the minimalistic feel of these posters, and how simple they are yet effective in telling the story. His illustrations are out of this world, and these almost feel like the ads for the show itself. I wish some didn't have the typography/copy on it, though. Some of the quotes are essential to the corresponding episode, but some are better left off.  

As a hardcore Breaking Bad fan, I can't be more excited. Kudos to him for taking the time to re-watch all 62 episodes for more than once. Dedication at its finest. This is a proper send-off & rather a perfect way of saying goodbye to the show. The best drama in the television history, indeed.

[tessellatedmind]

Title: For All Life's Twists and Turns Agency: Spillmann/Felser/Leo Burnett, Zurich, Switzerland Client: Swiss Life

(via Ads of the World)

What is being advertised? Swiss Life - flexible life insurance & financial plans.

Why is it being advertised? In the same category, the ads are usually dull and monotonous.

Who is the intended target? Home and business owners, married couples.

What’s the connection between the product’s message and the target’s need? This campaign is a hilarious breakthrough that shows how unexpected things can always be expected to happen. Often times, the big decisions that people make in their lives can actually lead to a sinking end. There are so many surprises, ups and downs in life that people would not be able to predict. This is where Swiss Life comes in as a flexible life-saver that can adjust to changes.

What’s the SINGLE most important thing (10 words or less) being communicated in the ad? People change, for life has many unexpected twist and turns.

How does the copy support and communicate the single most important thing? The copy focuses on sentences that can be read in two ways, or the so-called "reversed statements" that flow seamlessly from one sentiment to another. It combines stellar copywriting and just the right amount of wit. It really ties to the tagline and the great thing about it is that the word play encourages multiple readings.

How do the visuals support and communicate the single most important thing? They are trying to keep it simple since the focus is on the sentences. It's very simple and direct, but it gets the point across quickly. With a copy like this, who needs an art director?

How does the context or media placement communicate the single most important thing? I can't imagine this being compressed into any other medium other than print. The copy is so strong and it plays with the way people read something in a certain direction -- with a twist and turn. The large font allows the headlines to break the clutter of other visual-oriented ads & grab attention quickly. The unconventional structure allows ample room to capture the sudden and surprising turnarounds, much like life itself.

[tessellatedmind]

Title: Free No Wi-Fi Zone Agency: JWT Amsterdam, The Netherlands Client: Kit Kat

(via Digital Buzz Blog)

Sometimes we do need a break from the digital world and try to surround ourselves with more positive activities; such as reading a good book or have a small talk with that friend who hasn't been in touch with us for years. Curb your digital cravings while munching on a Kit Kat? Why not.

Whether we can ever not check our phones is almost besides the point. The sheer immediacy of the idea reinforces what the brand stand for. Kit Kat sees the opportunity to grow as a brand while giving people a "break" from the online world. The free wi-fi zone has a big sign with a small Wi-Fi jammer that blocked all signals within a five meter radius. Genius.

The fine print reads "The world is becoming one big Wi-Fi zone. It’s available in bars, restaurants, trains, airports, supermarkets.. There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break. So we created a Free No-WiFi Zone. In a radius of 5 meters, we blocked all signals so people could escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course."

Fact: I never tried meth, but if being constantly wired gives me a gaunt and hollowed-out look, crazy acnes all over my face or disgusting teeth, I might as well just go buy typewriters and gramophones for the rest of my life. Admit it, we almost got to the point where our addiction to internet is no longer healthy. Just how far does the addiction go? Let's just say that I love to sit in classes and guide Flappy Bird on its way to score at least 1 point (because I'm an overachiever), pounding out obnoxious text messages and murdering dozens of zombies, which I’m amazing at (the $5 app was well worth it).

The only thing slightly dilutive to the embarrassment that accrues from realizing that I have become way too “wired” is the firm knowledge that I’m not alone. Remember when a Forbes employee braggadociosly tried to give up his phone for a week? Of course he didn’t last 8 hours. My friend gave up Facebook for lent, but then switched to no-meat diet out of nowhere and became a certified psychopath/stalker not long after her ex got engaged. Talk about a deep commitment right there.

The time spent on technology has displaced school, friends, and family time. Getting more done, thanks to the speed of communication, doesn't necessarily enhance the quality of life. Your life is too focused on technology at the expense of other things and we forget how to relate in person. Take it from me, in ten years MTV is just going to be a bunch of spoiled obese kids playing with their iPhones and not interacting with one another.

Remember this awesome quote by Einstein? “I fear the day when the technology overlaps with our humanity. The world will only have a generation of idiots.” Right on, Albert. I already saw thousands of them and it will spread like a pandemic disease in no time. It's not the technology per se, but our mindsets that let the machines take over.

On a side note: long post, don't care!

[tessellatedmind]

Title: LEGO - Life of George Client: Lego Agency: Hello Monday / Eyecue Vision, Copenhagen, Denmark

(via PSFK)

What is being advertised? The world's first interactive game combining real LEGO bricks with a mobile phone app.

Why is it being advertised? The classic toy brand innovates and makes its way into the virtual gaming world. The genius campaign shows how simple the game is; and how user-friendly the iTunes app is as we already know.

Who is the intended target? Kids, youths, adults who still find LEGO fascinating and want to hone their building skills. Note: let's take a brief moment of silence for our folks who jumped into the bandwagon for a mutual fascination with IKEA (a.k.a adult legos). This shit is the real thing.

What’s the connection between the product’s message and the target’s need?  LEGO have kept the interactive game accessible to a wide range of consumers, by keeping it simple and easily learned. It encourages users to get as creative as possible and showcase their building skills their childhood failed to maintain. 

What’s the SINGLE most important thing being communicated in the ad? The LEGO awesomeness makes you wish you were a kid again.

How do the visuals support and communicate the single most important thing?  During the game, the character "George" shows users his vacation pictures that they have to recreate using assembled LEGO bricks. Once the models are complete and match the picture, the real-life objects are captured on a specialized Playmat grid. A super high-end recognition system then will judge you and give scores according to your work. This is where your building skills and accuracy matter. Creativity meets technology = sheer awesomeness.

How does the context or media placement communicate the single most important thing?

This is called innovation, and it captures hearts. To even complete the story even more, users are able to keep up with George on his eponymously titled Facebook page. From digital to physical gameplay, LEGO Life of George is as amusing as it could ever be. Companies usually struggle to find ways to incorporate technology into their products, but LEGO nailed it big time.

[tessellatedmind]

Title: Snowglobe Agency: Wieden + Kennedy, Portland, OR Client: Old Spice Product: Old Spice Fresh Collection deodorants (via Wieden + Kennedy)

What is being advertised? Funny parodies that make fun of old school '80s cheesy jingles on top of unrelated moving visuals that are overly done.

Why is it being advertised? For humor purposes and to celebrate the new season of NFL, this 15-second commercial is hilariously spot-on. Everyone can relate to what these supposedly-professional athletes do in their daily lives. We would not have guessed that they sniff the deodorant sticks in an extremely pleasant yet ridiculous way that no one has ever done before.

Who is the intended target? NFL enthusiasts or men who love to smell fresh, athletes who work out a lot. 

What’s the connection between the product’s message and the target’s need? The commercial itself successfully captures masculinity and randomness -- a weird and unusual mix of elements of a body-care product. Even during the most stressful times, the NFL professional athletes are swept away by the product line's freshness and scent.

What’s the SINGLE most important thing being communicated in the ad? Being immersed in superfluous freshness is worth it.

How do the visuals support and communicate the single most important thing? The NFL athlete is depicted sniffing the Old Spice deodorant stick in pleasure, and as he stretches the camera slowly fades out into a scene where he is actually inside a snow globe in a dollar store. The ad is awkwardly odd, yet hilarious and unforgettable.

How does the copy support and communicate the single most important thing? "Unnecessary freshness" is a nice campaign premise for this spot. The nature of the campaign feels ridiculous and silly, it definitely needs a tagline as strong as this one. As the classic 80s jingle narrates the commercial, the tagline follows with a still-life visual behind it.

How does the context or media placement communicate the single most important thing? The ads are primarily launched on YouTube and TV. The campaign made its national TV premiere during the NFL opener--Denver Broncos vs. Baltimore Ravens, where Wes Welker made his on-the-field debut for the Broncos and his off-field debut inside the snowglobe. The campaign is also supported by print that are distributed in sports magazines.

[tessellatedmind]

Title: You Are Not A Sketch Agency: Revolution Brazil Client: Star Models

(via Design Taxi)

What is being advertised? This pretty disturbing eating disorder awareness campaign is selling the unrealistic image that we are always exposed to. It highlights the notion of what anorexia really looks like, and how it's a major issue in the modeling industry. 

Why is it being advertised? It's a universal knowledge that long legs, small waists, and 0-sized figures are the absolute standard practice in modeling industry. But they have gone too far in terms of setting an example for women, having supposed to be the role models for the young generations.

Who is the intended target?  Women who have distorted images of what exemplifies beauty. 

What’s the connection between the product’s message and the target’s need? The message is so powerful and it's good knowing that the modeling agency takes an attempt to change people's perceptions from inside the industry that is constantly under attack for promoting unhealthy body image. Moreover, what women don't realize is that the airbrushed photos we all see on the magazines are not real. Fashion designers absolutely have the power to change the pressure that is put on models and subsequently, the pressure that is put on all women susceptible to media influence.

What’s the SINGLE most important thing being communicated in the ad? Looking like stick figures is not pretty at all.

How do the visuals support and communicate the single most important thing?  The skinny models are portrayed like stick figures, side-by-side in comparison resembling fashion sketches that are unrealistic. It's pretty obvious that the models are photoshopped to look exactly like the human version of those sketches, with identical body proportions.

How does the copy support and communicate the single most important thing? The copy doesn't work well with the visuals. When I first looked at this ad, I quickly dismissed the last line below the tagline: "Say no to anorexia." It's off putting and loses the power here. Anorexia shouldn't be treated like drugs, you just don't simply say no to it. Women do not simply avoid eating disorders in the same way they pass up a cookie. Nor do women who are already in too deep with eating disorders have the ability to just recover and get over their disease.

How does the context or media placement communicate the single most important thing? These ads are placed inside beauty and fashion magazines, between the glossy pages of textured Chanel bags and glamorous wedding rings. 

[tessellatedmind]

Title: The Impossible Family Portrait Agency: Pereira & O'Dell Client: Skype Product: Skype Stay Together

(via Creativity Online)

What is being advertised? This heart-warming story about Denis from Uganda who got himself and his family together for a family portrait over Skype.

Why is it being advertised? Denis couldn't just fly home to see his family due to security reasons, so they made the miles disappear with a projector and Skype video call. He left Uganda empty handed, saying "This is the first family picture that I have."

Who is the intended target? Frequent users of Skype, your long-distance girlfriend/boyfriend/pet/loved ones, family members who are fighting back home.

What’s the connection between the product’s message and the target’s need?  The ad puts its focus on the humanity aspect of communication, instead of boasting its technology features or what it can do (since we already had a good idea about the application itself). Despite long distances, family members can always form a closer bond no matter where they are. Skype positions themselves as a company who sees this and bridges the gap between the limited, somehow virtual physical distances and pure emotions.

What’s the SINGLE most important thing being communicated in the ad? Absence does make the heart grow fonder.

How do the visuals support and communicate the single most important thing? The project adds a personal twist to the story and the concept is nicely done. There are thousands of ways to showcase how Skype connects people from their far-flung loved ones, but they managed to create this wonderful tearjerking piece. Sure, it feels like we are exploiting Denis and he is being a subject exposed to a so-called "company scheme", but this is the real deal right here. Cue the tears.

How does the copy support and communicate the single most important thing?  The video features a voiceover narration by Denis, who tells his heartbreaking story of his family back in Uganda. The emotions are built up towards the end, and there is not much to say about how it's done. It's pretty much explanatory and we all should just sit tight and watch. Pass the Kleenex, please.

How does the context or media placement communicate the single most important thing?  Again, the "Stay Together" campaign was launched online via YouTube and other platforms, and quickly became viral within the first few weeks. It makes more sense since Skype is an online video call service, therefore the execution has to be done digitally as well. It would be an amazing photography concept if done right.

[tessellatedmind]

Title: Back to Vinyl - The Office Turntable Agency: Ogilvy Deutschland Client: Kontor Records

(via Ads of the World)

What is being advertised? A fresh and innovative approach to avoid having CD-Rs on their work desks. Among the various music delivery mediums, vinyl is one of the best forms. 

Why is it being advertised? Unless you're working at the country's hippest creative agency or music business company, chances are you won't probably have a turntable on your desk. You will get a lot of vinyls sent out to you while you can't really just press play and enjoy the demo right away. Kontor Records has it all figured out.

Who is the intended target?  The world's most hard-to-please people: agency creative directors, and folks working in the music industry

How does it work? What’s the connection between the product’s message and the target’s need? The physical orange vinyl LPs arrives in a mailer that folds out into a 2D record player, and printed with a QR code to play it. The intended target must download the app, put the disc on the turntable envelope, activate the QR code, and then a virtual needle will pop up on the iPhone screen hovering over the vinyl. Cool beans.

What’s the SINGLE most important thing being communicated in the ad? Where analogue and digital meets, the world stops to listen.

How do the visuals support and communicate the single most important thing? Gotta love and appreciate the sleek design and brilliant concept of this campaign. The orange resembles the color palette of Hermes, which makes it look more 'premium' and refined.

How does the context or media placement communicate the single most important thing? The durable envelope is reusable and it encourages extensive use of the vinyl itself; when recipients pass it along to their friends (and show them how cool it is), they extend the life of the campaign beyond the initial listen. 

[tessellatedmind]

Title: Mom Song / "Smellcome to Manhood" Agency: Wieden + Kennedy Portland Client: Old Spice (via Creativity Online)

This latest offbeat commercial from Old Spice, “Smellcome to Manhood”, features a group of middle-aged moms in various states of disguise. Puberty is some weird witchcraftin' shizz, we all know that. Rather, it's a sensitive subject and a huge deal for most of us. W+K tackled this issue with tact and wit. Using a disturbing/unsettling imagery, this ad shows a handful of emotional moms who are having a hard time watching their sons transform into grown men. This is a unique and unexpected twist, taking on the angst most mommies get from the transition and loss to their fledglings’ girlfriends. According to their Creative Director Jason Bagley, the agency wanted to find a “funny, exaggerated way” of having moms sing about a universal heartache that is entertaining at the same time. W+K aims to reach out to a wider audience, including young men experiencing post-adolescence metamorphosis. They want to demonstrate the important role Old Spice plays in the male coming of age, as what they have been doing in the last several years. 

Old Spice has moved away from their iconic spokesperson, Isaiah Mustafah (hello ladies....). Staying fresh and entertaining in the industry is hard as balls, and this campaign has provoked some mixed reactions from the public. Some people are skeptical when they are being exposed to disturbing and bizarre imageries. A few people care less about the entertainment aspect of commercials; they just want to know what benefits are offered by the product. Damn, so you're trying to tell me that I could smell like the man your man could smell like? Others do not understand what the joke is all about. Nevertheless, the brand gets increasingly well-known and they become synonymous with ridiculously witty commercials. The absurd comedy is their ultimate strength, targeting to savvy consumers who tend to get bored with outdated commercials. Talking heads? BORING. With the goal of being memorable in consumers’ minds, Old Spice steps into the viral sensation of their ad campaigns and positions themselves as the top-notch brand with positive image. Having masculinity as the underlying theme behind their campaigns, Old Spice delivers effective yet witty messages to influence consumers.

That's Old Spice. Helping thousands of young men navigate themselves into manhood, one deodorant at a time.

[tessellatedmind]

Title: VIP Fridge Magnet Agency: TBWARAAD\Dubai Client: Red Tomato Pizza

(via The One Club)

What is being advertised? The attempt of a local pizzeria in Dubai to compete with those with bigger budgets; with a fridge magnet that lets you order pizza with one single touch (shut up and take my money!)

Why is it being advertised? Let's all just stop for a minute and appreciate the fact that we live in a time where people bring pizza to our front doors. However, there are over 200 different nationalities and subsequent language barriers that make ordering a pizza more frustrating than convenient at times. When hunger strikes, people just want their pizza quick and ready. AND PIZZA.

Who is the intended target? Couch potatoes, people who love to sit around and watch TV at home, people who watch football, lazy bums, but most importantly for VIPs (Very Important Pizza lovers).

What’s the connection between the product’s message and the target’s need? The VIP fridge magnet doubles as a pizza emergency button that is super easy to use. Did I mention that it's the first-ever one-touch delivery pizza system, ever? Just thought I need to point that out a little bit more. 

What’s the SINGLE most important thing being communicated in the ad? The next best thing since our pizza slices.

How do the visuals support and communicate the single most important thing? This mini but powerful device has done nothing but saving people from severe hunger attacks. The button looks pretty and handy. It's as simple as that.

How does the copy support and communicate the single most important thing? The simple copy "Push for hunger" is like a saving grace; it communicates well as an urgent reminder each time we need some good ol' Italian slices in our belly.

How does the context or media placement communicate the single most important thing? The fact that it's the first one-touch pizza button ever invented already sets it apart from other pizza places & makes it more interactive. TBWA has done a stellar job in changing the game. Ordering pizza will never be the same again.

[tessellatedmind]

Title: See the Reality Before It's Too Late Agency: Bittersuite, South Africa Client: SANCCOB

(via Ads of the World)

A brief history about penguins in case the memories of your middle school is a bit saturated: They are irresistibly cute. Reclassified as endangered in 2010 and with less than 21K breeding pairs left in the wild, urgent conservation measures are required to save the only penguin species endemic to Africa. This is an interesting visual imagery to alert the public about the decline of African penguin population in order to save the species. If you squint a little, it has all these cute & innocent little penguins that are slowly fading away. This compelling image's purpose is to warn people to be able to foresee a problem before it becomes critical. It's hard to be able to recognize a problem prior to its critical point where everything is too late. A change can still be made, however, it takes an open eye to contribute to the issue. Get it? Open eyes?

I don't know much about art direction, but this Escher-style is visually impactful yet effective. It plays on the perception of the viewers between the positive and negative space. How the viewers see it is actually up to the viewers themselves. The visual shows how the penguin gradually disappears before our eyes, before we know it they are gone. It is, as a matter of fact, a tad bit too hard to witness the transition of the penguins from alive to dead in the middle of the print. The cool, stark visual language used throughout the series echoes the graphic black & white look of the penguins. From a copywriter's perspective, the viewer’s visual perception of each execution is called into question with the tagline “See the reality before it’s too late” and a call-to-action encouraging the viewer to act now and help save the species by adopting a penguin. In a way the copy relates to many people and gives commonality. The additional information is appropriate and relevant as it explains the intended message. 

Adopt penguins, now.