Sunday, July 31, 2011

The Copy Book.


Not only has D&AD revised The Copy Book, they've added an extra 150 odd pages to make it look like the bible(with pictures).
It is not simply a book for writers, it's a book for anyone who's interested in the industry, how the best writers / creative directors work and think.
Which is exactly what the old book did.
So why do we need a revised version of the same book?
My guess, first of all, is to make money. I'm the target market that will buy any crap that's remotely related to the industry.
Secondly, thanks to Mad Men, there's a new breed of young masochists trying to get into the industry, and they always need authoritative figure to look up to.
So the pros: big and thick. Well worth the read and the money. People will think you're an intelligent man with taste if they see it on your coffee table.
Cons: It gets quite depressing for the owners of the first book, to see some of the 'legendary' writers demoted to freelancers 10 years later.
From an art direction point of view, the type size is bigger and easier to read.

Monday, July 25, 2011

What we can learn from ZARA.

If you've been around, or live not too far away from the CBD, you'd have noticed the alarming number of people carrying the ZARA shopping bags recently.
I'm not sure if you still have to queue up just to get into the store, but the last time I walked pass it I saw boyfriends standing in line for their girlfriends (or at least pretending to be).
This creates an illusion that ZARA is the next big thing and it will change the landscape of Melbourne's retail market. ZARA is what we've been waiting for all this time.
Flash back to Krispy Kreme, flash back to the opening of GAP. The launch American Apparel.
You see, the thing about Melbourne, or Australian retail is that the options are so limited, that any new opening is guaranteed to attract big crowds.
Does it matter if ZARA's new in town? I'm sure people will also queue up for UNIQLO, they will queue up for MUJI, they will camp out for Victoria's Secret.
We don't want something new. We just want something familiar yet not Australian.

Friday, July 15, 2011

Dark matter.

So this Indian dude rang my door bell on a Saturday evening.
He said he was here to check on our meter.
We live on the 3rd floor, I did think it was dodgy but I also thought if someone took all the trouble just to come and check my meter on a Saturday evening, it has to be official business. It can't be salesman right?
Wrong.
He was a salesman, but I only figured it out half way through when he wanted me to sign on the 'Residential Agreement'. That's another way to say contract.
The thing is, he never identified himself as an Origin representative. He said 'there's been some changes to the power grid of this whole apartment, all of you have to switch to Origin.' It was pretty convincing too, he had a check list of the apartment, and I saw I was the only one without a tick next to a box.
I got so angry I actually asked him, 'so you're not a salesman?'
And maybe it's some Indian genetic ability he lied and said 'No. I'm here to help you save money.'
Luckily there's a 10 day cooling off period. I simply called them the next day to cancel it.
But before that I called my original energy provider to make sure I wouldn't get charged an exit fee if I choose to stay (Origin did offer a better rate).
Lumo gave me a discount on the spot to match, didn't ask whether the Indian was real, and I happily ended my phone conversation without that dirty feeling of being raped blindfolded.
So there're 2 things to take out of this:
1. You can simply call up your energy provider now and say 'Origin is offering me 0.15 per unit for my electricity bill. Can you match it?'
2. Australian companies get Indians to hardsell the product, but when you offer to cancel your account, they put a white man to talk to you.

Thursday, July 07, 2011

No, I want my bank to fucking waive my bank fees.


So in 2009 ANZ rebranded themselves to 'live in your world'. And then they forgotten about it and took the path of 'Barbara'.
Now 2 years later, we have The Mentalist in his slick waistcoat and iPhone, pretending to read our minds. And hey up pops the old tagline from 2 years ago.
Do you know how creepy is that, ANZ? You're brainwashing women with white guy hotness.
Don't get me started on pushing an invisible button on the 4th wall bullshit. (Channel 10 much?)
And I guess the client asked for something cute to go with the headline, and the agency came up with a thumbprint, and they bought it. Because everyone's a beautiful butterfly. Everyone's a snowflake.
I don't know. Stipped bare, the ad above is saying exactly the same thing as this ad below:


At least with NIB I'm not looking at the guy much(Maybe I wasn't looking at all), but in the case of missing the mark, ANZ is winning by officially sponsoring Simon Baker's career.