2009 ADDY Entry Deadline Extended

Good news if you’re scrambling to get your 2009 RAF ADDY entries in on time. The deadline for entries has been extended until Friday, February 6th, 2009 by 5:00pm. As a reminder, all entries must be mounted, with exception of interactive pieces and broadcast TV or radio work. Please refer to the official rules and guidelines for complete details on how work is to be presented. Mounted and unmounted entries must be dropped off at John Myers Photography (directions here) by the deadline. Payment may be made after registering entries at omnicontests.com/addy or may be dropped off with your entries.

For a copy of the rules, guidelines and entry form, please visit rafconnect.com/events/addys.

Burnett’s ’09 Predictions

Leo Burnett’s UK office just released predictions for 2009 via Youtube. Here’s an opinionated review:

2 things I like
1. They have a point of view on our times
2. They’re using the web to spread it quickly

3 things I don’t
1. Cliché packed – “pace of change is accelerating”, “tipping point”, “brands are vehicles”; check, check, and check
2. Conventional wisdom packaged as trends, e.g. trust is critical to brands, organizations that go the extra mile will prosper, etc
3. Excessive animation distracts

Skeptics of account planning will find much to dislike (and have). But my own prediction is that it results in client inquiries, i.e. “can you come talk to my team on your ’09 predictions”. Then they can offer specific and actionable suggestions. If that’s the case, score 1 for LB.

What do you think?

Matt Jones

EXHIBIT: Martino Flynn builds the buzz

Check out this recent work from the High Falls team at Martino Flynn. We asked art director Paul Hill for the buzz:

What was the reason for the change?
The J.W. Dundee brand was mis-categorized within the beer segment—often being placed with the lower-shelf, sub-premium products. Our client needed to convince retailers and distributors that the J.W. Dundee line of products was worthy of being placed with the higher-end craft beer offerings. Also, due to a lack of strong brand identity, there was no awareness of the relationship between the six different J.W. Dundee product styles.

Why did they decide to drop the JW?
There was no one actually named “JW Dundee” — it was a fictional name created at the inception. “JW” was the original brewmaster’s initials, and “Dundee” is the village in NY where the honey was made. Since there was nothing authentic about the brand name, we decided to shorten it.

How did you come up with the illustrative approach?
For the craft beer audience, whimsical and quirky brands are seen as authentic and “anti-big brewery” — so illustration was the perfect choice.

It’s so tough to get clients to buy off on illustration…how did you do it?
Casting a bee to play a marching drum was just not working… it had to be an illustration. But once the clients saw the infinite possibilities that illustration gave us, they were very receptive.

Tell me about the digital element.
Martino Flynn created the DundeeBeer.com website, including the flash programming, in just under three weeks in order to have the site up during the key summer sell-in period.

Anything else you want to tell us?
Martino Flynn also created a slew of permanent and temporary POS elements to support pubs and retailers.

Props to:
Agency: Martino Flynn
Creative Director: Tim Downs
Copywriter: Duane Bombard
Art Directors: Paul Hill, Lisa Nasca, Sherri Baker
Prepress: Anne Trabold, Steve Safran
Production Supervisor: Matt Rankin
Interactive Developers: Scott Wolf/Pete Fazio
Account Executive: Gina Piendel
Illustrator: Richard Wehrman, Merlinwood
Photography: Studio 2B
Client: High Falls Brewing Company

Clickity:
www.DundeeBeer.com

Powerpoint doesn’t kill people, we do

Death by Powerpoint. If you’re not familiar with the disease, you know some of the contributing factors:
1) reading from slides
2) multiple ideas per slide
3) all text

I could go on (clip art). Suffer through enough of these, and you understand why some audience members leave laptops open (not really, stop that). At any rate, there are short and long term hits to bad presentations. Short term, you fail to persuade, seemingly the point of being there. Long term, you miss an opportunity to demonstrate clear thinking – a unique trait in any industry.

Since bad presenting is pervasive, doing it well may be the easiest way to separate you or your organization from the pack. To help, here are 2 sources of inspiration on the “how” of effective presentations.

1) slide:ology – from Duarte Design, the group that helped Al Gore with his “An Inconvenient Truth” show.
2) Presentation Zen – from Garr Reynolds, an American marketing professor teaching in Japan. Big on eliminating clutter and taking into account how people actually process info. Download the presentation tips – its all there.

A must read for all …

A man sat at a metro station in Washington DC and started to play the violin; it was a cold January morning.
He played six Bach pieces for about 45 minutes.

During that time, since it was rush hour, it was calculated that thousand of people went through the station, most of them on their way to work.

Three minutes went by and a middle aged man noticed there was musician playing. He slowed his pace and stopped for a few seconds and then hurried up to meet his schedule. A minute later, the violinist received his first dollar tip: a woman threw the money in the till and without stopping continued to walk.

A few minutes later, someone leaned against the wall to listen to him, but the man looked at his watch and started to walk again.
Clearly he was late for work.

The one who paid the most attention was a 3 year old boy. His mother tagged him along, hurried but the kid stopped to look at the violinist.
Finally the mother pushed hard and the child continued to walk turning his head all the time. This action was repeated by several other children.
All the parents, without exception, forced them to move on.

In the 45 minutes the musician played, only 6 people stopped and stayed for a while. About 20 gave him money but continued to walk their normal pace. He collected $32. When he finished playing and silence took over, no one noticed it. No one applauded, nor was there any recognition.

No one knew this but the violinist was Joshua Bell, one of the best musicians in the world.
He played one of the most intricate pieces ever written with a violin worth 3.5 million dollars.
Two days before his playing in the subway, Joshua Bell sold out at a theater in Boston and the seats average $100.

This is a real story. Joshua Bell playing incognito in the metro station was organized by the Washington Post as part of an social experiment about perception, taste and priorities of people.

The outlines were: in a commonplace environment at an inappropriate hour:
Do we perceive beauty?
Do we stop to appreciate it?
Do we recognize the talent in an unexpected context?

One of the possible conclusions from this experience could be:
If we do not have a moment to stop and listen to one of the best musicians in the world playing the best music ever written, how many other things are we missing?

Beautiful Losers Trailer

Here’s a look at the trailer for “Beautiful Losers” starring Thomas Campbell, Shepard Fairey, Jo Jackson, Chris Johanson, Margaret Kilgallen, Harmony Korine, Geoff McFetridge, Barry McGee, Mike Mills, Stephen Powers, Ed Templeton, with Cheryl Dunn, Peggy Honeywell, Aaron Rose, and Deanna Templeton.

[youtube JyRAHKTy6hI]

The RAF joined together with AIGA Upstate New York, ArtAwake, Rochester Artech, The Little Theatre, and Second Storie to put on a special free screening of the movie Thursday February 5, 2009 at the Little. You can still register for a free ticket at http://www.beautifullosersrochester.org/. Hope to see everyone there.