My Cargo:
http://cargocollective.com/catherinedacquisto/
Sunday, March 4, 2012
24. So What Do I Think?
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| COOL! First Converse for athletes |
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| Specially designed Olympic converse |
In the process of ferociously researching the history and evolution of the infamous Chuck Taylor All Star Converse shoe, I realized something about brands and society.
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| The staple Converse. Classic. Grunge. |
After taking Creative Strat, I find myself personifying brands. As an example, my Fiji scented Old Spice deodorant is a close friend who covers up the messes I make. From initially smelling the deodorant down isle seven, putting it on before each morning and after every workout, the scent has turned into more than just Fiji. Old Spice is a scent that helps define myself. The deodorant strikes an emotional reaction, and not the bad kind. Another humanistic item is my baby MacBook. It's a reliable, sleek, and classy friend- possibly a Tri Delta; no bias of course.
My Brand philosophy: People like people so why not give a brand as many human qualities as you can? Appeal to the masses. Win the Day and Go Ducks!
Thursday, March 1, 2012
23. Dear Me
Today in our Creative Strat lecture, Tracy Wong from Wong, Doody, Crandall, Weiner shared some helpful insights on the advertising world. He went over 6 great tips for being successful: embrace compromise and love your client like you love your dog, to name a couple. He helped me understand more of the logistics of an ad agency, but more importantly the logistics that go into a client-advertising relationship, which is, after all, the most important relationship of all.
One of my favorite areas he talked about was the "Dear Me" letter writing to lower the rates of smoking and cut back on tobacco purchases.
I have a couple of things to say about this:
Firstly, to tackle an issue of this magnitude is courageous. Props to Wong.
Secondly, I adore a good ol' fashion letter so this campaign's direction speaks to me.
Thirdly, this relates to my role as a media planner for Balance the Buzz, a campaign at the UO to stop binge drinking. To stop college students from binge drinking is like trying to hook a shark with a tiny hook. It's a issue to tackle.
As with the Dear Me letter writing campaign, the only person who can convince yourself to stop binge drinking is yourself. I am going to take these insights to the next BTB meeting to share with the group.
Wong's campaign answered some tough questions that I am trying to work through as the Media Planner.
"Have an empty mind instead of an open mind full of your own shit!" -Tracy Wong
One of my favorite areas he talked about was the "Dear Me" letter writing to lower the rates of smoking and cut back on tobacco purchases.
I have a couple of things to say about this:
Firstly, to tackle an issue of this magnitude is courageous. Props to Wong.
Secondly, I adore a good ol' fashion letter so this campaign's direction speaks to me.
Thirdly, this relates to my role as a media planner for Balance the Buzz, a campaign at the UO to stop binge drinking. To stop college students from binge drinking is like trying to hook a shark with a tiny hook. It's a issue to tackle.
As with the Dear Me letter writing campaign, the only person who can convince yourself to stop binge drinking is yourself. I am going to take these insights to the next BTB meeting to share with the group.
Wong's campaign answered some tough questions that I am trying to work through as the Media Planner.
"Have an empty mind instead of an open mind full of your own shit!" -Tracy Wong
Wednesday, February 29, 2012
22. Pinterest Backfires?
I have spent way too much time on the fun, creative, and inspirational Pinterest site these past couple of weeks. In an article by Emma Brazilian, she talks about the potential of Pinterest.
To me, Pinterest is a fantasy land site, an internet utopia if you will, for women to conglomerate about their ideal weddings, houses, outfits, etc. It's for fun. It's super user friendly too with the main functions. Repin (similar to the share on facebook), Like, or Comment. Easy.
Businesses are now using it as a platform for people to pin their brand icons and pictures. Good idea; it spreads awareness. However, as mentioned in Brazilian's article, "'Pinterest is the perfect complement for a visually driven brand,' said Gayle Butler, Better Homes and Gardens' editor in chief. She states, "Editors from other magazines like Real Simple, Martha Stewart Living and Martha Stewart Weddings echoed that sentiment, noting that recipe and “how-to” photos have proved especially popular on the site" (Brazilian). So what does this mean for businesses like Home Depot, who aren't driven by visuals? How do they utilize the site?
Pinterest popularity is growing, but does that mean it's the a successful outlet for businesses? Would their brand's get clustered with other "girly" things and have them lose reputation? These are interesting questions the article brought about and it made me wonder if the best way for a business to promote their brand through all mediums? Should they use their promotional skills more sparingly?
To me, Pinterest is a fantasy land site, an internet utopia if you will, for women to conglomerate about their ideal weddings, houses, outfits, etc. It's for fun. It's super user friendly too with the main functions. Repin (similar to the share on facebook), Like, or Comment. Easy.
Pinterest popularity is growing, but does that mean it's the a successful outlet for businesses? Would their brand's get clustered with other "girly" things and have them lose reputation? These are interesting questions the article brought about and it made me wonder if the best way for a business to promote their brand through all mediums? Should they use their promotional skills more sparingly?
Tuesday, February 28, 2012
21. Predicability with Observation
After working at Holiday Harbor marina on Lake Shasta in California, I've become more versed several areas: customer service, boats, and dock etiquette. While these are useful tools for "the real world" I think I extracted something more valuable from my past two summers of employment.
1) I observed drunk people stumbling their way down the dock; chuckling to myself as they tripped over the same nail as the person before them.
2) I helped foreigners navigate their way through the lake, which was difficult when they didn't speak English.
3) I began to predict what people were going to rent before they asked about boat availability. These predictions, though somewhat stereotypical, came about after careful observation of races and their particular renting trends. I think being observant enough to predict what a group of people are going to rent is a skill that can be useful in the advertising world.
[[For example, most Saudi Arabians walked down the dock with their entire family, ranging from the babies to the grandfathers with the canes, and I knew they would try to rent a fishing boat. Most came from the bay area, most didn't know how to swim, and most wanted the boat for a total of 30 minutes. (We have a two hour minimum.) Most, upon requesting a fishing boat, would try to barter with me on the price.]]
I like observing people and trends. Watching mannerisms and becoming accustomed to people's patterns makes me more observant of myself.
1) I observed drunk people stumbling their way down the dock; chuckling to myself as they tripped over the same nail as the person before them.
2) I helped foreigners navigate their way through the lake, which was difficult when they didn't speak English.
3) I began to predict what people were going to rent before they asked about boat availability. These predictions, though somewhat stereotypical, came about after careful observation of races and their particular renting trends. I think being observant enough to predict what a group of people are going to rent is a skill that can be useful in the advertising world.
[[For example, most Saudi Arabians walked down the dock with their entire family, ranging from the babies to the grandfathers with the canes, and I knew they would try to rent a fishing boat. Most came from the bay area, most didn't know how to swim, and most wanted the boat for a total of 30 minutes. (We have a two hour minimum.) Most, upon requesting a fishing boat, would try to barter with me on the price.]]
I like observing people and trends. Watching mannerisms and becoming accustomed to people's patterns makes me more observant of myself.
Monday, February 27, 2012
20. T
Deb Morrison recently lectured in my Journalism 207 class about the "I-person" and evolution into being the "T-person." I love this representation of the successful person in the industry. It's simple and smart.
I took one of Deb's many 'Morrisonian theories' and made an visual representation of the "T-person"
The "I" part of the T is a journey of self-discovery, personal motivation, and ass whooping by parents, friends and teachers. Hearts were broken, mistakes were made, problems were solved and battles were won and lost. The road should actually look more like a mysterious forest with hidden jaguars eyes peering out into the world, but that wouldn't create the best edges for an I.
The top of the "T" is a toolbox, as mentioned by Deb Morrison, that contains all the attained life tools have collected. It makes sense.
She raised the questions: "What is my T?" and "How do I sharpen that T?"
As if I'm not already scratching my head with curiosity after every Journalism and Creative Strategist class, I come to find my future job title may not even exist. Huh? Can I invent one of these? Can I use my newly attained tools to mold my own title?
My facial expression minus the fur and whiskers:
I took one of Deb's many 'Morrisonian theories' and made an visual representation of the "T-person"
The "I" part of the T is a journey of self-discovery, personal motivation, and ass whooping by parents, friends and teachers. Hearts were broken, mistakes were made, problems were solved and battles were won and lost. The road should actually look more like a mysterious forest with hidden jaguars eyes peering out into the world, but that wouldn't create the best edges for an I.
The top of the "T" is a toolbox, as mentioned by Deb Morrison, that contains all the attained life tools have collected. It makes sense.
She raised the questions: "What is my T?" and "How do I sharpen that T?"
As if I'm not already scratching my head with curiosity after every Journalism and Creative Strategist class, I come to find my future job title may not even exist. Huh? Can I invent one of these? Can I use my newly attained tools to mold my own title?
My facial expression minus the fur and whiskers:
19. The World Is So Big!
I've been seeing an internet trend with graphics of the United States and world. Some are funny, some are ironic, and some have a great sarcastic tone. Nevertheless, they're all truthful to a certain extent. These aren't necessarily advertisements, but it underlines the United States with an eclectic tone.
This is the World according to San Francisco Infographic provided by a funny infographics website.
GO DUCKS. We know where the University of Oregon stands in the Pacific Northwest.
I can attest to Oregon's shame. I live 2 blocks away from White Bird Community Center.
This is the World according to San Francisco Infographic provided by a funny infographics website.
GO DUCKS. We know where the University of Oregon stands in the Pacific Northwest.
18. Ellen's Dance Dares!
Ellen's Dance Dares are going viral via YouTube! Each of these videos have hundreds of thousands of views! The guidelines are loose. Viewers are asked to dance behind people- the creativity is up to them. This is a great way to allow people to lighten the mood at a place of business, study, or work. I love it and laughed endlessly at these videos.
Enjoy these! Puddles is featured too!
Enjoy these! Puddles is featured too!
Saturday, February 25, 2012
17. JoJo Sums Up My Life
I run to this song. I listen to this song for inspiration. It's not a song that has super meaningful lyrics, or a crazy set of characters. It's about a boy and a girl, who happens to be JoJo, and their story. This song speaks to me at this juncture in my life. Gotta hand it to my homegirl, JoJo. She done good.
16. Speak The Voice You Want to Hear
I ordered my plane ticket to Accra, Ghana for a study abroad program this summer through the School of Journalism of Communication at the University of Oregon. I used fly.com to scan through the hundreds of airlines leaving from Sacramento, San Francisco, or Redding, CA to Accra, Ghana only to have the cheapest flight through American Airlines and British Airways request we call in to make a payment.
Odd.
I have never had a problem paying for a flight online, but there has been a surplus of fraud coming from travelers to that part of the world.
Why?
So I call British Airways and the representative on the phone is nothing but rude, telling me I HAVE to come into an airport and pay for the flight at a counter. Uhh, what? My thoughts: "Okay, so I won't pay you $2,300 for a round trip ticket; jerk."
I cancel my flight with British Airways and book a flight through American Airlines. I call to make the reservation and the representative on the phone is nothing but kind, helpful, and eager to get my travel plans going.
Over the past two summers I managed a small boat company and rented out small boats, jet skiis, and various towables to avid lake goers. I know good customer service in the reservation world goes a long way and the manner that man on British Airways treated me was unacceptable. I will not travel with them in the future; period. I will always think the voice of British Airways as a snarky man barking at me to drive to Sacramento from my home in Redding to pay face-to-face for a flight.
After our lecture about JetBlue's amazing customer service fueling brand loyalty, I see how customer service is key, especially when my only interaction with the company is via the phone. If a representative has a happy, helpful attitude, I will associate the brand to that.
Odd.
I have never had a problem paying for a flight online, but there has been a surplus of fraud coming from travelers to that part of the world.
Why?
So I call British Airways and the representative on the phone is nothing but rude, telling me I HAVE to come into an airport and pay for the flight at a counter. Uhh, what? My thoughts: "Okay, so I won't pay you $2,300 for a round trip ticket; jerk."
I cancel my flight with British Airways and book a flight through American Airlines. I call to make the reservation and the representative on the phone is nothing but kind, helpful, and eager to get my travel plans going.
Over the past two summers I managed a small boat company and rented out small boats, jet skiis, and various towables to avid lake goers. I know good customer service in the reservation world goes a long way and the manner that man on British Airways treated me was unacceptable. I will not travel with them in the future; period. I will always think the voice of British Airways as a snarky man barking at me to drive to Sacramento from my home in Redding to pay face-to-face for a flight.After our lecture about JetBlue's amazing customer service fueling brand loyalty, I see how customer service is key, especially when my only interaction with the company is via the phone. If a representative has a happy, helpful attitude, I will associate the brand to that.
Monday, February 20, 2012
15. Target Is On Target
On this dismal, 49 degree, rainy, winter day, I Google search for inspiration.
Weiden and Kennedy did an advertisement for Target called Color Changes Everything. The idea of the commercial was that whether you're frolicking in a grassy meadow in the heart of Spring, or cruising down the streets in New York's concrete jungle, a pop of color is an easy way to transform an entire scene. Director Filip Engstrom follows a group of colorful, energetic, and sprightly characters who hop out of a brightly colored hot air balloon. They bring magic to a seemingly dark city, transforming people and places in the short time on land. group of characters who arrive in a bright, bold hot air balloon, spilling out and bringing their magic touch to a city center and its suburbs"
With Target in mind, they've been having some really smart ads. I think the dogs name should be Spike.
Weiden and Kennedy did an advertisement for Target called Color Changes Everything. The idea of the commercial was that whether you're frolicking in a grassy meadow in the heart of Spring, or cruising down the streets in New York's concrete jungle, a pop of color is an easy way to transform an entire scene. Director Filip Engstrom follows a group of colorful, energetic, and sprightly characters who hop out of a brightly colored hot air balloon. They bring magic to a seemingly dark city, transforming people and places in the short time on land. group of characters who arrive in a bright, bold hot air balloon, spilling out and bringing their magic touch to a city center and its suburbs"
With Target in mind, they've been having some really smart ads. I think the dogs name should be Spike.
14. Operation Beautiful
University of Oregon hosts Operation Beautiful every day. This is a student lead self-image transformation project where people post anonymous post-its in public places to remind women and men that they are beautiful at every size, shape, and juncture in their lives.
I find this form of delivery to be delightful and sweet. When you read message on a post-it that speaks to you, they become powerful. You silently thank the person for their thought.
I was in the University's Student Recreational Facility when I came across this explanation of Operation Beautiful. I think messages get across to the public much better when they're said through the penmanship of a friend.
I find this form of delivery to be delightful and sweet. When you read message on a post-it that speaks to you, they become powerful. You silently thank the person for their thought.
I was in the University's Student Recreational Facility when I came across this explanation of Operation Beautiful. I think messages get across to the public much better when they're said through the penmanship of a friend.
INSPIRATION VIA PINTEREST.
Be an inspiration to a stranger through a post-it.
Sunday, February 19, 2012
13. Let It Shineeeeee
You don't realize until about half way through the commercial that all the blinking lights are actually headlights from a surplus of Honda's. If the commercial was to start playing and the viewer had no preconceived notion about the advertisement, they'd be pleasantly surprised to realize it is for a Honda, one of the most reliable and trustworthy car brands on the market. As with the Volkswagon Snow Plow commercial showed in Creative Strat, Honda's Let It Shine ad does a great job of showing you the shining qualities of a Honda without telling you, "HEY WE ARE ADVERTISING A CAR!" Ads that bark or talk AT you are painful. Ads that engage and speak TO you are pleasant.
Also, when the video is played on Vimeo, your entire computer screen turns black which focuses your attention into the commercial itself. Pretty cool effect, Honda. Honda 1, GMC 0... Too soon?
Honda Insight - Let It Shine from Honda on Vimeo.
Let it shineeeeeee let it shineeeeee let it shiiiiiiiiiiiine.
Also, when the video is played on Vimeo, your entire computer screen turns black which focuses your attention into the commercial itself. Pretty cool effect, Honda. Honda 1, GMC 0... Too soon?
Honda Insight - Let It Shine from Honda on Vimeo.
Let it shineeeeeee let it shineeeeee let it shiiiiiiiiiiiine.
Monday, February 13, 2012
12. The Ultimate Idea Book
I think this is cute. The video was inspired for Valentines day but also a cute way to show a product. This is that brand recognition and emotional connection we heavily discuss in Creative Strat. The article tied to brand recognition and emotional connection a child finds with a pair of Nike shoes. The power of emotion is huge and prevails our intellectual strength. If brands always keep the consumer's emotion in mind, they'll score big.
Field Notes: Red Blooded from Coudal Partners on Vimeo.
Field Notes: Red Blooded from Coudal Partners on Vimeo.
Sunday, February 12, 2012
11. Southern Inspiration
I made a Pinterest board titled: "Why I Love the South." I pinned places, people, sayings, and things found in the south that strike a certain level of motivation in me. In fact, seeing this collection of pictures encouraged me to look up advertising agencies in South Carolina. On The Brandon Agency blog site, Ashley Bruno discussed Pinterest being used as a tool for businesses to promote their brand. This is that mutual relationship that has fallen in the cracks between business and consumer. Great insight.
I am inspired by these pictures. My inner organs get happy, giddy, and I feel like I want to create something beautiful when I see these pictures! I'm hoping this post will strike something in someone else when they see what makes me feel so great.
There's just something about the south.
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