I'm not sure about the art direction, it might be worth showing the image inside the brolly more prominantly?
I think you can push this a lot further, it can come across a bit shallow - only reason to go to SA is because of the weather. It's also not unique to SA.
I would say the messaging either is about what is great about SA, or something about the airline akin to your RyanAir stuff.
So you guys put something on your blog to see what people think then they tell you and you're like 'everyone else thinks its good so screw you'...interesting strategy
jim, we just want to share the idea. we know it's not lateral, it's just a sweet media idea, there's no grand thought. and it fits with london's rainy weather (not at the mo though).
south africa has most sunlight per day than anywhere else in the world, that's where this comes from.
so, this is an idea for our soon to come one-off section after all the campaigns. even if people liked it on our crits, it never hurts to show more, right?
hmmm, maybe its not a print ad. If it was an ambient piece, an actual umbrella freebie (expensive but hey what the hell..) where there was some sort of light that turned on when you opened it that acted like sunshine with the image of the sunny sky printed on the underside of the umbrella. That would be different and quite cool to see people wandering about in the rain with their own ray of sunshine! People would definately ask what the hell it was!
Yeah a light would make it more interesting. But the core idea isn't all that exciting. Ambient one-offs are cool for the end of your book but they need to be really different. Advertising sunny weather inside an umbrella isn't.
Do something perhaps on the fact that for centuries it has been hard to reach - the treacherous waters around the cape of good hope made it hard for sailors to get there. And now it's easy with South African Airlines.
Just do away with the cliches guys and take heed from sound advice on this blog - which I might add, is a very fine blog.
this sucks and so do you, i'm confused on how you guys are getting placements. I think you're good at doing little things like the balloon things as self promotion but your ads suck!
It does look like a poster! It's probably because you've layed it out with the logo and tag line at the bottom of the page.
An ambient piece wouldn't have that unless you wrote it on the brolly itself. If you need the lines for it to work, display them on the umbrella somewhere.
A light is an interesting thought. My first impressions were that it simply had a sunlit, beautiful image of SA on the inside. in real world terms I would make it an image, but for an idea in your book a light is fine.
I think your lovely insight has got lost somewhere.
Make more out of 'the msot sunlight' fact.
An umbrella says rain to me. I don't think about the lack of sun at all, although that is usually the case when it rains.
At the moment I'm thinking, get away from the rain - fly to SA. Maybe your line could do more work for, 'go South for the winter' doesn't tell me anything about sunlight and I'd say is too general.
Get your line working better, change the layout so it doesn't look like a poster and that'll definitely improve the ad in my opinion.
Maybe you can show the ambient piece in situ - i.e. someone using it as it's intended.
this is a bit lame to be honest... sweet little ideas will not get you a job lads... big fuck off unique ideas will. Spend less time of fancy art direction and more of the idea.
south africa has most sunlight per day than anywhere else in the world, that's where this comes from.
That's a great fact to build an ad around.
Only an umbrella with a light in it doesn't illustrate this fact.
Nor does it make me want to book a ticket to SA.
It makes me wonder why there's a light on under this umbrella. And if it's because it's so fucking gloomy in the UK that you need a light to see where you're going.
But this is moving away from the fact. Which is what you've done, too.
How do you illustrate it in a way that makes me want to go to SA?
PS. I may have got the wrong end of the stick here. So this is an actual umbrella? Still doesn't work for me. You'd open the umbrella, the light would turn on - like an idea coming, ooh it's coming, SA is like a light bulb? NO, that's not it. Hold on it's coming: ooh SA like protects you from the rain. Ooh, I know:
we don't think a light inside is necessary, it is supposed to be an umbrella that has a sunset printed on the inside. i think that doesn't come across, we'll fix this.
It's not the most original idea, I think guys know that already. I understood it was a sunset image printed on the inside of the umbrella - that's fine.
i do think you need to work our fact into this more... At the moment it doesn't say 'SA, enjoy the most sunlight in the world' type thought. A sunset view is quite cliched, and not unique to SA. Your fact is obviously unique to SA.
For me the use of the umbrella isn't quite right, but is a nice thought for another idea.
I would bare in mind that others have found very similar executions quite quickly on-line. That doesn't bode well for something you want to put in your book, and as a one off idea it needs to be interesting/original/stand out etc etc
you've definitely found something to work on however, and it's interesting. Most people don't seem to know about the sunlight insight - develop that!
I wish you the best of luck for your review tongiht also - let us know how you get on. Even what CD think of this idea, perhaps we're all wrong :)
If SA has the most sunlight than anywhere else in the world it doesn't make sense to me that the sun would be setting on you picture in the umbrella and not high in the sky?
You boys are good - super keen and productive. Also, you're nice chaps which helps too. I have to say though I'm not sure about this idea...feels a bit visual coincidencey mediocre to me...even as an ambient piece.
Proxikid, get off your flipping soap box mate, do you even have a job or just another wannabe?
the point about was about big ideas, a big strategy that you can write lots of ideas to be it tv, print, digital, ambient etc.
anyone can think of a sweet little one off idea but few can think bigger, in my experience thats what will get you a job.
like someone else said on this post if Wal & Jai put their work up for discussion then people have the right not to like it and say so, if they take the advice and improve their thinking they will get a job.
This umbrella vitriol is fantastic, we almost have enough to publish!
PS - Hand these umbrellas out when it's raining and you give a simple message to an engaged audience. I think it works better for Thompsons or something rather than a specific destination. I guess the only problem with coming up with this idea now is that the weather is actually quite chipper! Save this until it goes crap again for that topical edge.
Some of these comments on here are unbelievable and just go to illustrate how many fucking wankers seem to be drawn into this industry.
Lets face it we all know why we read this blog, entertainment or boredom but there's no need for the shitty comments.
J&W - I wouldn't put any of your work up here. Its hard enough getting advice from ECD's or CD's, let alone bored crap creatives at shitty agencies (you know who you are).
Presumably that includes you anon 1:18 - or would you be the exception to the rule?
In amongst the comments you don't deem to be of any value, surely there are some constructive comments that go at least in some small part to helping these guys. For example, their SA work was presented in a way that looked like a poster execution, I'm sure they will have changed that.
Guys I'd keep putting work up, it's one of the great things about your site and if you're directing industry people here too that's the type of thing I imagine they'd want to see.
As ever, take everything said with a pinch of salt - the same as you would with a CD if you didn't quite agree with their feedback.
Well done on bagging yourself several more placements the other night. Shows you're doing something right, and sounds like it was a fab evening.
Christ, this site makes me feel sick with so many over protective, pretentious idiots (1.18 foe example)
Advertising is SUBJECTIVE therefore everyone has their own OPINION.
If the guys post some work they will get opinions, not all of them will say how blooming marvelous hey are and how everything thing they do is great, because it’s not.
Wal & Jai, I get the impression you welcome feedback, either good or bad as it’s the only way you will progress. Shame others don’t see it that way.
Well said dude - if everyone was nice about J&W's work, they'd never get any better. And being frank, they need to get better to get a job - and they will.
1.18 is right about there being a lot of 'fucking wankers' in adland - ironically however he/she sounds just like one... someone too precious to accept that an idea is a bit toss. It takes a lot to chuck away an idea that you like but everyone else thinks is shit - but when you do it shows your maturity and kindles your desire to do better.
Keep up the work J&W but careful you don't get lulled by misguided support from those 1.18s. It does more harm than good.
49 comments:
Come on guys, that's hardly the most lateral thought you've had...
Please don't put it in your folio - make sure every idea is really fresh for your review.
I'm not sure about the art direction, it might be worth showing the image inside the brolly more prominantly?
I think you can push this a lot further, it can come across a bit shallow - only reason to go to SA is because of the weather. It's also not unique to SA.
I would say the messaging either is about what is great about SA, or something about the airline akin to your RyanAir stuff.
Hope that somehow helps.
This isn't part of a campaign in our book, just a one-off. And so far it's been going down really well.
So you guys put something on your blog to see what people think then they tell you and you're like 'everyone else thinks its good so screw you'...interesting strategy
jim, we just want to share the idea. we know it's not lateral, it's just a sweet media idea, there's no grand thought. and it fits with london's rainy weather (not at the mo though).
south africa has most sunlight per day than anywhere else in the world, that's where this comes from.
so, this is an idea for our soon to come one-off section after all the campaigns. even if people liked it on our crits, it never hurts to show more, right?
hmmm, maybe its not a print ad. If it was an ambient piece, an actual umbrella freebie (expensive but hey what the hell..) where there was some sort of light that turned on when you opened it that acted like sunshine with the image of the sunny sky printed on the underside of the umbrella. That would be different and quite cool to see people wandering about in the rain with their own ray of sunshine! People would definately ask what the hell it was!
Hold on. South Africa has the most sunlight per day than anywhere else.
That's it right there. Do something with that. Because that's interesting. And surprising.
(It's hard posting your work up to get slated. But good on you guys for doing it. Respect)
Yeah a light would make it more interesting. But the core idea isn't all that exciting. Ambient one-offs are cool for the end of your book but they need to be really different. Advertising sunny weather inside an umbrella isn't.
rachel, debbie, it is an ambient piece / give away :)
does it really look like a poster?
Do something perhaps on the fact that for centuries it has been hard to reach - the treacherous waters around the cape of good hope made it hard for sailors to get there. And now it's easy with South African Airlines.
Just do away with the cliches guys and take heed from sound advice on this blog - which I might add, is a very fine blog.
Nice one!
this sucks and so do you, i'm confused on how you guys are getting placements. I think you're good at doing little things like the balloon things as self promotion but your ads suck!
This is boring and the way you've presented it looks like a poster so no wonder that's what everyone thinks it is.
Hey guys, I like Rachel and Debbie's ambient idea
http://www.pileus.net/
It does look like a poster! It's probably because you've layed it out with the logo and tag line at the bottom of the page.
An ambient piece wouldn't have that unless you wrote it on the brolly itself. If you need the lines for it to work, display them on the umbrella somewhere.
A light is an interesting thought. My first impressions were that it simply had a sunlit, beautiful image of SA on the inside. in real world terms I would make it an image, but for an idea in your book a light is fine.
I think your lovely insight has got lost somewhere.
Make more out of 'the msot sunlight' fact.
An umbrella says rain to me. I don't think about the lack of sun at all, although that is usually the case when it rains.
At the moment I'm thinking, get away from the rain - fly to SA. Maybe your line could do more work for, 'go South for the winter' doesn't tell me anything about sunlight and I'd say is too general.
Get your line working better, change the layout so it doesn't look like a poster and that'll definitely improve the ad in my opinion.
Maybe you can show the ambient piece in situ - i.e. someone using it as it's intended.
this is a bit lame to be honest... sweet little ideas will not get you a job lads... big fuck off unique ideas will. Spend less time of fancy art direction and more of the idea.
i though it was saying hope on the umbrella mary poppins style.
i mean hop
I thought it was a clever, good idea!..
Why is it clever?
the moment you open your umbrella you wish for sun the most. good use of media.
I simply wish for it not to rain when I open my umbrella. To wish for the sun would be asking too much :)
south africa has most sunlight per day than anywhere else in the world, that's where this comes from.
That's a great fact to build an ad around.
Only an umbrella with a light in it doesn't illustrate this fact.
Nor does it make me want to book a ticket to SA.
It makes me wonder why there's a light on under this umbrella. And if it's because it's so fucking gloomy in the UK that you need a light to see where you're going.
But this is moving away from the fact. Which is what you've done, too.
How do you illustrate it in a way that makes me want to go to SA?
PS. I may have got the wrong end of the stick here. So this is an actual umbrella? Still doesn't work for me. You'd open the umbrella, the light would turn on - like an idea coming, ooh it's coming, SA is like a light bulb? NO, that's not it. Hold on it's coming: ooh SA like protects you from the rain. Ooh, I know:
Illustrate your fact!
we don't think a light inside is necessary, it is supposed to be an umbrella that has a sunset printed on the inside. i think that doesn't come across, we'll fix this.
How can you not see that this idea is wholly unoriginal. Please please take heed of the majority of comments on this thread.
And just for the record:
http://www.nytimes.com/2005/05/05/fashion/thursdaystyles/05online.html?_r=1&oref=slogin
But good luck in your review tomorrow.
x
It's not the most original idea, I think guys know that already. I understood it was a sunset image printed on the inside of the umbrella - that's fine.
i do think you need to work our fact into this more... At the moment it doesn't say 'SA, enjoy the most sunlight in the world' type thought. A sunset view is quite cliched, and not unique to SA. Your fact is obviously unique to SA.
For me the use of the umbrella isn't quite right, but is a nice thought for another idea.
I would bare in mind that others have found very similar executions quite quickly on-line. That doesn't bode well for something you want to put in your book, and as a one off idea it needs to be interesting/original/stand out etc etc
you've definitely found something to work on however, and it's interesting. Most people don't seem to know about the sunlight insight - develop that!
I wish you the best of luck for your review tongiht also - let us know how you get on. Even what CD think of this idea, perhaps we're all wrong :)
If SA has the most sunlight than anywhere else in the world it doesn't make sense to me that the sun would be setting on you picture in the umbrella and not high in the sky?
You boys are good - super keen and productive. Also, you're nice chaps which helps too. I have to say though I'm not sure about this idea...feels a bit visual coincidencey mediocre to me...even as an ambient piece.
the pressure is on chaps, when and where will you get a job... the clock is a ticking...
Very productive comment 10:43.
Isn't the clock always ticking?
How about getting rid of the fabric bit on the umbrella? (Does it have a name?) So then you are just left with an umbrella with spokes.
I don't think an umbrella works though. You want really thick sunglasses or sun cream bottles with 2 hours extra free.
Anyway, fair play to you guys for putting your ideas up. Good luck tonight. I'll be there so if I see you I'll come over and say hi.
Jon
Much simplier executions there Jon, it demonstrates their insight much better.
I completely agree the umbrella is not the right media for this.
Brolly in itself is a wack idea... come on.
As a one off idea this is quite small though Proxikid - it doesn't have the wow factor or make me wish I'd had this idea at all.
If they worked in their insight then it might be better, even good but at the moment it has no stand out and isn't original.
Proxikid, get off your flipping soap box mate, do you even have a job or just another wannabe?
the point about was about big ideas, a big strategy that you can write lots of ideas to be it tv, print, digital, ambient etc.
anyone can think of a sweet little one off idea but few can think bigger, in my experience thats what will get you a job.
like someone else said on this post if Wal & Jai put their work up for discussion then people have the right not to like it and say so, if they take the advice and improve their thinking they will get a job.
Anyway, did the Leo CD like it?
SA might have plenty sunny days but you forgot to mention the FACT that Eskom (our national power supplier) fucked up and now we are all in darkness.
proxikid.... do you have a job in advertising?
For your information Proxikid does have a job, at the best agency in london no less, so up yours anons
Which agency is that? Fallon or Wiedens?
Doesn't matter. She's a great gal as well so play nice, guys.
This umbrella vitriol is fantastic, we almost have enough to publish!
PS - Hand these umbrellas out when it's raining and you give a simple message to an engaged audience. I think it works better for Thompsons or something rather than a specific destination. I guess the only problem with coming up with this idea now is that the weather is actually quite chipper! Save this until it goes crap again for that topical edge.
Zzzzzzzzzzzzz
Some of these comments on here are unbelievable and just go to illustrate how many fucking wankers seem to be drawn into this industry.
Lets face it we all know why we read this blog, entertainment or boredom but there's no need for the shitty comments.
J&W - I wouldn't put any of your work up here. Its hard enough getting advice from ECD's or CD's, let alone bored crap creatives at shitty agencies (you know who you are).
Presumably that includes you anon 1:18 - or would you be the exception to the rule?
In amongst the comments you don't deem to be of any value, surely there are some constructive comments that go at least in some small part to helping these guys. For example, their SA work was presented in a way that looked like a poster execution, I'm sure they will have changed that.
Guys I'd keep putting work up, it's one of the great things about your site and if you're directing industry people here too that's the type of thing I imagine they'd want to see.
As ever, take everything said with a pinch of salt - the same as you would with a CD if you didn't quite agree with their feedback.
Well done on bagging yourself several more placements the other night. Shows you're doing something right, and sounds like it was a fab evening.
Take care
Christ, this site makes me feel sick with so many over protective, pretentious idiots (1.18 foe example)
Advertising is SUBJECTIVE therefore everyone has their own OPINION.
If the guys post some work they will get opinions, not all of them will say how blooming marvelous hey are and how everything thing they do is great, because it’s not.
Wal & Jai, I get the impression you welcome feedback, either good or bad as it’s the only way you will progress. Shame others don’t see it that way.
Well said dude - if everyone was nice about J&W's work, they'd never get any better. And being frank, they need to get better to get a job - and they will.
1.18 is right about there being a lot of 'fucking wankers' in adland - ironically however he/she sounds just like one... someone too precious to accept that an idea is a bit toss. It takes a lot to chuck away an idea that you like but everyone else thinks is shit - but when you do it shows your maturity and kindles your desire to do better.
Keep up the work J&W but careful you don't get lulled by misguided support from those 1.18s. It does more harm than good.
Love ous
xxx
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