O final de semana passado foi para relaxar. Por sorte, uma produtora tinha organizado um churrasco fora da cidade e deu para deixar o cerebro descansar um pouco. Enquanto ele descansava, o corpo trabalhava.
Domingo, eu fui introduzido a um novo brinquedo, extremamente interessante e inesperado. Um dos caras da produtora chegou ao lago com uma mala preta. Dentro, um monte de pedacos de aluminio e plastico. Ninguem tinha ideia do que aquilo viraria (confesso que tambem nao consegui visualizar o que seria). De repente, estava montado um patinete aquatico. Isso mesmo, um veiculo aquatico movido por forca humana. E sobre-humana para os leigos que nao sabem usar. Tudo que voce precisa fazer eh se comportar como uma perereca.
Como sei que voce nao deve estar entendendo nada, sugiro assistir o video aqui e ver o site aqui. Gostou?
Fui.
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Last weekend was all about relaxing. Luckily, a production house had organized a barbecue outside of Moscow and I could rest my brain for a while. Just the brain, because the body worked a lot.
On Sunday, I was introduced to a new toy, very unusual and interesting. One of the guys from the production house arrived at the lake with a black bag. Inside it there were lots of alloy and plastic spare parts. No one had a clue of what that thing could become (not even me, I must confess). Suddenly, a water bike was put together. That's right a human powered water vehicle. Super-human for those like us who didn't know quite well how to use it. All you have to do, is act like a frog.
Since you probably can't understand what the hell I've been talking about, take a look at the video here and the website here. So?
Cheers.
Thursday, June 28, 2007
Sunday, June 24, 2007
A pior ideia?
The dumbest idea?
Se voce tentou falar comigo na semana que passou, seja por meios digitais, telefonicos ou tradicionais, desculpe. Dessa vez, dizer que eu estive ocupado eh quase eufemismo. Entre segunda e sexta eu dormi 12 horas. Estou vivo e, agora, descansado. So por isso estou tendo tempo e energia para atualizar o blog (e explicar porque estive tao ausente). Vamos aos fatos.
A nossa agencia foi convidada para uma concorrencia. Grande. Como (quase) tudo na Russia, os processos de escolha da agencia nao sao necessariamente honestos. Por esse motivo, achamos melhor envolver o menor numero de pessoas possivel, para evitar que eles se desmotivassem caso nao ganhemos a conta.
Fora isso, eh uma concorrencia gratuita (aqui, normalmente, as empresas remuneram as agencias convidadas). Ou seja, seria tambem inteligente envolver o minimo de recursos da agencia.
Por ultimo, tivemos uma reuniao com o cliente antes de comecar o trabalho e ele disse que o trabalho impresso seria importantissimo no processo todo. Detalhe: ainda nao confio em nenhum diretor de arte que eu tenho aqui.
Juntei todas as pecas desse quebra-cabeca e cheguei a uma brilhante conclusao: fazer a concorrencia sozinho.
Confesso que, em teoria, a ideia eh boa e soou logica na hora. Mas depois de comecar o trabalho vi que foi, provavelmente, a pior ideia que eu ja tive desde que comecei a trabalhar em propaganda (contando anuncios de oportunidade e tudo).
Vou explicar porque. O que eu nao falei eh que eles nos passaram 3 briefings para campanhas 360 graus, em ingles e russo, com execucao em todas as midias sugeridas. Isso quer dizer que nos ultimos dias eu trabalhei por 8 pessoas: diretor de criacao, redator, diretor de arte, assistente de arte, designer, editor, produtor e (acredite) locutor, ja que minha voz foi usada para a peca de radio e TV. O unico problema eh que minhas horas nao se multiplicaram na mesma proporcao das incumbencias. Isso significa ter varado 3 noites, dormido escassos minutos na minha sala e ter quase que esquecido dos clientes que pagam as contas.
No final das contas, o trabalho ficou bom, ninguem (alem de mim) vai ficar frustrado se a gente nao ganhar a conta, a agencia nem percebeu que meu periodo de teste acabou e eu sobrevivi. Nao se preocupe, mae, nao vou fazer de novo. Ja descansei. Amanha escrevo sobre a aventura do final de semana.
Fui.
---------------------------------------------------------------
If you tried to get in touch with me during the last week, by digital means, telephone or any other, my apologies. This time, telling you I was busy could be considered an euphemism. From last Monday till Friday, I slept only 12 hours. I'm alive and, now, rested. That's why I have the time and the energy to write this blog (and explain my absence). Facts.
Our agency was invited for a pitch. A big one. Since most selection processes aren't very transparent here, we thought it would be good to involve as little people as possible. We didn't want people demotivated in case we didn't get the account for any reason.
Besides that, this was a "Free Pitch" (because here the agencies are usually paid to work on a pitch). Meaning it would be also financially wise to involve as little of our resources as we could.
Last, but not least. Before we started working, we met the client and he mentioned how important the print work was going to be. And I still don't trust any of my art directors.
I gathered all the pieces of this puzzle, thought for a (little) while and came to a brilliant conclusion: do everything myself. I must confess that in theory it's a good idea and back then it sounded logic. But as soon as I started working, I realized this was probably the dumbest idea I've had since I started in advertising (considering my time as a trainee). I'll tell you why.
What I did not tell before is that the client gave us 3 briefs for 360 degrees campaigns, in English and Russian, with executions in all suggested medias. Which means that, for the past 5 working days, I worked for 8 people: creative director, copywriter, art director, art assistant, designer, editor, producer and even narrator, since my voice was used for TV and radio. The only problem is that my hours did not multiply accordingly. So, I had 3 night of absolutely no sleep, couple of power naps in my office and a total lack of involvement in the daily events of the clients who actually pay the bills.
In the end, the work was good, no one (besides me) will be frustrated if we don't get the account and the agency didn't even discuss my trial period. I survived. Don't worry, mom, I won't do it again. I rested. Tomorrow I'll write about the weekends adventure.
Bye.
A nossa agencia foi convidada para uma concorrencia. Grande. Como (quase) tudo na Russia, os processos de escolha da agencia nao sao necessariamente honestos. Por esse motivo, achamos melhor envolver o menor numero de pessoas possivel, para evitar que eles se desmotivassem caso nao ganhemos a conta.
Fora isso, eh uma concorrencia gratuita (aqui, normalmente, as empresas remuneram as agencias convidadas). Ou seja, seria tambem inteligente envolver o minimo de recursos da agencia.
Por ultimo, tivemos uma reuniao com o cliente antes de comecar o trabalho e ele disse que o trabalho impresso seria importantissimo no processo todo. Detalhe: ainda nao confio em nenhum diretor de arte que eu tenho aqui.
Juntei todas as pecas desse quebra-cabeca e cheguei a uma brilhante conclusao: fazer a concorrencia sozinho.
Confesso que, em teoria, a ideia eh boa e soou logica na hora. Mas depois de comecar o trabalho vi que foi, provavelmente, a pior ideia que eu ja tive desde que comecei a trabalhar em propaganda (contando anuncios de oportunidade e tudo).
Vou explicar porque. O que eu nao falei eh que eles nos passaram 3 briefings para campanhas 360 graus, em ingles e russo, com execucao em todas as midias sugeridas. Isso quer dizer que nos ultimos dias eu trabalhei por 8 pessoas: diretor de criacao, redator, diretor de arte, assistente de arte, designer, editor, produtor e (acredite) locutor, ja que minha voz foi usada para a peca de radio e TV. O unico problema eh que minhas horas nao se multiplicaram na mesma proporcao das incumbencias. Isso significa ter varado 3 noites, dormido escassos minutos na minha sala e ter quase que esquecido dos clientes que pagam as contas.
No final das contas, o trabalho ficou bom, ninguem (alem de mim) vai ficar frustrado se a gente nao ganhar a conta, a agencia nem percebeu que meu periodo de teste acabou e eu sobrevivi. Nao se preocupe, mae, nao vou fazer de novo. Ja descansei. Amanha escrevo sobre a aventura do final de semana.
Fui.
---------------------------------------------------------------
If you tried to get in touch with me during the last week, by digital means, telephone or any other, my apologies. This time, telling you I was busy could be considered an euphemism. From last Monday till Friday, I slept only 12 hours. I'm alive and, now, rested. That's why I have the time and the energy to write this blog (and explain my absence). Facts.
Our agency was invited for a pitch. A big one. Since most selection processes aren't very transparent here, we thought it would be good to involve as little people as possible. We didn't want people demotivated in case we didn't get the account for any reason.
Besides that, this was a "Free Pitch" (because here the agencies are usually paid to work on a pitch). Meaning it would be also financially wise to involve as little of our resources as we could.
Last, but not least. Before we started working, we met the client and he mentioned how important the print work was going to be. And I still don't trust any of my art directors.
I gathered all the pieces of this puzzle, thought for a (little) while and came to a brilliant conclusion: do everything myself. I must confess that in theory it's a good idea and back then it sounded logic. But as soon as I started working, I realized this was probably the dumbest idea I've had since I started in advertising (considering my time as a trainee). I'll tell you why.
What I did not tell before is that the client gave us 3 briefs for 360 degrees campaigns, in English and Russian, with executions in all suggested medias. Which means that, for the past 5 working days, I worked for 8 people: creative director, copywriter, art director, art assistant, designer, editor, producer and even narrator, since my voice was used for TV and radio. The only problem is that my hours did not multiply accordingly. So, I had 3 night of absolutely no sleep, couple of power naps in my office and a total lack of involvement in the daily events of the clients who actually pay the bills.
In the end, the work was good, no one (besides me) will be frustrated if we don't get the account and the agency didn't even discuss my trial period. I survived. Don't worry, mom, I won't do it again. I rested. Tomorrow I'll write about the weekends adventure.
Bye.
Wednesday, June 13, 2007
Para voce saber.
Just so you know.
Antes de tudo, esse post eh mais para os meus amigos publicitarios, apesar do altissimo conteudo de cultura inutil.
Como voces (nao) sabem, o maior cliente aqui da agencia eh a InBev, dona da AmBev que voce conhece. Das 16 marcas de cerveja do portfolio deles, nos temos 14. Mas antes que voce saia gritando “Genial, ta fazendo comerciais fantasticos 24 horas por dia!” (o fantastico nao eh falta de modestia, eh o que o Fabio Fernandes faz ha anos com esse produto e nao eu), um pouco da Legislacao para Comerciais de Cerveja no Territorio Russo:
1) Eh proibido mostrar gente (nem mesmo sombras).
2) Eh proibido usar animais.
3) Eh proibido usar objetos como se fossem pessoas.
4) Eh proibido mostrar degustacao.
5) Eh proibido mostrar o efeito antes/depois da cerveja.
6) Eh proibido sugerir como eh bom beber.
7) Eh proibido usar lugares como: elevadores, plataformas de metro ou trem e pontes.
Como se nao fosse suficiente, comercial de cerveja soh passa das 22h aas 6h. Ou seja, eh uma massaroca soh.
Mesmo com todas essas regras, ainda da para trabalhar. Nao sei se vai dar para ganhar premio, mas da para ganhar o pao nosso de cada dia. Sera que eh por isso que chamam cerveja de “pao liquido”?
Ps – Esse eh o nosso ultimo comercial para Stella Artois.
----------------------------------------------------
This post is basically dedicated to all my friends in advertising, despite all the great small talk content it provides for anyone.
As you (do not) know, the biggest client here at the agency is InBev, one of the biggest beer conglomerates in the world. Out of their 16 beer brands portfolio, we currently manage 14. But before you run around screaming “That’s great, you can do amazing work 24/7, a bit of Legislation of Beer Advertising in the Russian Market:
1) You cannot show people (not even shadows).
2) You cannot use animals.
3) You cannot use objects as people.
4) You cannot show tasting of product.
5) You cannot show the before/after effect of the product.
6) You cannot suggest how good the product is.
7) You cannot use places such as: elevators, train or metro platforms and bridges.
If that’s not enough for you, all ads should run between 22h and 6h. Which means an absolute clutter of beer commercials during that period.
Even with all those rules, it’s still possible to work. I don’t know if I can get an award, but at least I get enough to put food in my table. And beer in my glass.
Ps – This is our latest work for Stella Artois.
Friday, June 08, 2007
O brasileiro. The Brazilian.
Antes de tudo, desculpem pelo sumico. Faltou tempo para qualquer coisa nos ultimos dias. Vou responder tambem a todos que me escreveram semana passada. Parece que os posts tao ficando mais lentos com a idade...
Sei que nao sou o unico brasileiro por aqui porque ja me disseram que na propria Perdigao (tema do ultimo post) tem alguns e tem um que trabalha na agencia concorrente. Mas a questao eh que em terra onde brasileiro esta em falta, voce tem que jogar futebol. Eh a unica coisa que esperam de voce. Eu adoro, mas sempre fui goleiro. Aqui, tenho que ser artilheiro se nao quiser ser chamado de alemao. Ate o momento, participei de 2 campeonatos e 2 equipes. Diferentes. Tem o treino dos estrangeiros na terca e a liga dos estrangeiros nos finais-de-semana (com uniforme e tudo). Nos campeonatos, a coisa eh seria tambem. Essa foto eh do campeonato entre agencias, produtoras, canais, etc. Quase um remake do Rock&Gol Propaganda no Brasil. A diferenca, claro, eh que aqui o Rock eh ruim, sai pouco gol e soh tinha uma pessoa que sabia o que era propaganda. ;-)
-----------------------------------------------------------------------
First of all, sorry for the delay. Lately I've had no free time. For anything. I'll answer all personal e-mails I received last week as well. Maybe the posts are also getting slower with the years...
I know I'm not the only Brazilian here 'cause I've heard there are some at Perdigao (topic of last post) and there's one working at BBDO (our main competitor). But the thing is: in a place where Brazilians are a rare item, you have to play football. That's all they expect from you. I love to play, but I've always been a goalkeeper. Here, I have to be a striker to avoid being called German.
So far, I've taken part in 2 tournaments and 2 teams. Different ones. We have the foreigners match on Tuesday and the Expat League on weekends. The tournaments are pretty serious as well. The picture was taken during the Advertising Tournament. The strange thing is that it was a advertising/football event with only one Brazilian and one person who knew what advertising is. ;-)
A
Sei que nao sou o unico brasileiro por aqui porque ja me disseram que na propria Perdigao (tema do ultimo post) tem alguns e tem um que trabalha na agencia concorrente. Mas a questao eh que em terra onde brasileiro esta em falta, voce tem que jogar futebol. Eh a unica coisa que esperam de voce. Eu adoro, mas sempre fui goleiro. Aqui, tenho que ser artilheiro se nao quiser ser chamado de alemao. Ate o momento, participei de 2 campeonatos e 2 equipes. Diferentes. Tem o treino dos estrangeiros na terca e a liga dos estrangeiros nos finais-de-semana (com uniforme e tudo). Nos campeonatos, a coisa eh seria tambem. Essa foto eh do campeonato entre agencias, produtoras, canais, etc. Quase um remake do Rock&Gol Propaganda no Brasil. A diferenca, claro, eh que aqui o Rock eh ruim, sai pouco gol e soh tinha uma pessoa que sabia o que era propaganda. ;-)
-----------------------------------------------------------------------
First of all, sorry for the delay. Lately I've had no free time. For anything. I'll answer all personal e-mails I received last week as well. Maybe the posts are also getting slower with the years...
I know I'm not the only Brazilian here 'cause I've heard there are some at Perdigao (topic of last post) and there's one working at BBDO (our main competitor). But the thing is: in a place where Brazilians are a rare item, you have to play football. That's all they expect from you. I love to play, but I've always been a goalkeeper. Here, I have to be a striker to avoid being called German.
So far, I've taken part in 2 tournaments and 2 teams. Different ones. We have the foreigners match on Tuesday and the Expat League on weekends. The tournaments are pretty serious as well. The picture was taken during the Advertising Tournament. The strange thing is that it was a advertising/football event with only one Brazilian and one person who knew what advertising is. ;-)
A
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