Umberto Eco - Comment voyager avec un saumon, Nouveaux pastiches et postiches
[pastiche : imiter la manière ou le style d'un autre auteur, parodie]
[postiche : fait et ajouté après coup; pour remplacer artificiellement quelque chose de naturel; mélange]
Comment voyager avec un saumon regroupe une cinquantaine de chroniques du célèbre auteur du Nom de la rose. Écrivain, historien, philosophe et sémiologue accompli, Umberto Eco écrit d'une façon que l'on peut parfois trouver laborieuse dans ses grands romans. Mais ce petit recueil nous réconcilie avec l'homme, puisque ses savoureux textes présentent essentiellement des modes d'emploi pour le commun des mortels, voire des indications pour aider ces pauvres gens dits intellectuels.
Comment ne pas utiliser le fax; comment manger en avion; comment reconnaître un film porno; comment user du chauffeur de taxi (ponctuer le discours de quelques «Non, c'est pas possible, des gens pareils, on n'a pas idée » afin de tirer le chauffeur de son autisme fabulatoire); comment justifier une bibliothèque privée (« Que de livres ! Vous les avez tous lus ? »); sans oublier mon passage préféré, comment mettre des points de suspensions.
À vous de découvrir l'histoire qui se cache derrière le titre.
Petits délices rigolos fort agréables à lire.
Disponible auprès des Éditions Grasset.
November 22, 2009
PRO – MAC – 8 values of creativity
We had the chance to have a class with an ex-creative in advertising agencies, who became an even-more-creative with his new business IQudo (IQ – you – do?) in Germany. Since I like to share simple theories, I can’t resist telling you about what Robert Gerlach presents as the 8 values of creativity.
1. Talent: Skills, development, competition and synergy
2. Autonomy:Freedom, trust, responsibility
3. Recognition: Appreciation, incentives, respect
4. Identification: Security, loyalty, purpose, affiliation
5. Fun: Enthusiasm, challenge, play
6. Tolerance: Openness, understanding, diversity
7. Environment: Equipment, technology, interior design, fitness and relaxation
8. Transparency: Communication clarity and speed
Do you find this in your life and job? I am lucky to say that I have most of them. Or at least that I aspire to these values.
And by the way, to my (ex)bosses at Egzakt, two thumbs up. It looks like you based the company culture on those values. Not bad for an advertising agency… Keep it up!
1. Talent: Skills, development, competition and synergy
2. Autonomy:Freedom, trust, responsibility
3. Recognition: Appreciation, incentives, respect
4. Identification: Security, loyalty, purpose, affiliation
5. Fun: Enthusiasm, challenge, play
6. Tolerance: Openness, understanding, diversity
7. Environment: Equipment, technology, interior design, fitness and relaxation
8. Transparency: Communication clarity and speed
Do you find this in your life and job? I am lucky to say that I have most of them. Or at least that I aspire to these values.
And by the way, to my (ex)bosses at Egzakt, two thumbs up. It looks like you based the company culture on those values. Not bad for an advertising agency… Keep it up!
November 14, 2009
PERSO - Books in French - Les Thanatonautes
Thanatonaute, du grec thanatos (mort) et nautês (navigateur) : Explorateur de la mort.
La vie après la mort a été le sujet de bien des réflexions, mais de peu d'explorations, encore moins d'une démarche scientifique.
Une petite équipe de chercheurs se lance à la découverte du continent des morts en utilisant des techniques de médecine et d’astronautique. Les textes sacrés sont les seuls repères laissés par les explorateurs spirituels précédents. La carte géographique du paradis prend peu à peu forme, avec tous les bouleversements qu’une telle découverte peut entraîner.
Science, spiritualité, philosophie, humour, inattendu : des armes que l’auteur manie à merveille.
Le livre m'a réconciliée avec le plaisir de la lecture.
Les Thanatonautes
Bernard Werber
Éditions Albin Michel 1994
La vie après la mort a été le sujet de bien des réflexions, mais de peu d'explorations, encore moins d'une démarche scientifique.
Une petite équipe de chercheurs se lance à la découverte du continent des morts en utilisant des techniques de médecine et d’astronautique. Les textes sacrés sont les seuls repères laissés par les explorateurs spirituels précédents. La carte géographique du paradis prend peu à peu forme, avec tous les bouleversements qu’une telle découverte peut entraîner.
Science, spiritualité, philosophie, humour, inattendu : des armes que l’auteur manie à merveille.
Le livre m'a réconciliée avec le plaisir de la lecture.
Les Thanatonautes
Bernard Werber
Éditions Albin Michel 1994
PERSO – My favorite campaign : Words Matter
Once in a while, you see something and wish you'd been the one behind it. The Gazette (Montreal's English daily) is one of them for me. My favorite in the last couple of years. Chapeau bleublancrouge!
Many executions, many prizes. I'll show you two of my favorites: the video about Paris (since I’m here!) and the daring no words front page. The back of the front page featured the slogan “Words matter”, and the real front page, with articles, appeared on page three.
Many executions, many prizes. I'll show you two of my favorites: the video about Paris (since I’m here!) and the daring no words front page. The back of the front page featured the slogan “Words matter”, and the real front page, with articles, appeared on page three.
PERSO - Big meal for Ad Eaters
A couple of hours ago, I was still sitting in the Grand Rex movie theatre. I spent the night (23:00 to 7:00) with hundreds of people who share one great passion: advertising.
The opening of the evening was dedicated to music in advertising, with a (too) long medley of songs created for ads or used in ads, with a live band. The idea was interesting (especially I have an assignment on that subject coming up), but the performance was average. When the lights went out – of course, there has to be something going wrong! – the crowd took over the ambiance, and it was probably more fun!
Then, 5 sequences of advertising movies were presented. Mostly award winning advertising from 2008, but also a couple of very old ads, as far as the 50’s. Ads were mainly from France, United Kingdom, Lebanon, Dubai, and a couple extra countries (with some noticed absences like New Zealand). Being used to the Cannes Lions formula, I found these intrusion of “historic” documents or sequence with famous actors very interesting. But there were no guidelines; some sequences could have use a better selection and more logic in the order. However, I made some very interesting discoveries.
For example, I knew the original transformer effect for Citroen, but not the Chevrolet answer. Loved it!
Also, I was very surprised by the “Here today, goo tomorrow” series for Cadbury’s cream eggs. Pure imagination!
After so many hours of advertising, I guess I’ll be able to do some on my own… speaking of which, a quick nap, and back to school projects.
The opening of the evening was dedicated to music in advertising, with a (too) long medley of songs created for ads or used in ads, with a live band. The idea was interesting (especially I have an assignment on that subject coming up), but the performance was average. When the lights went out – of course, there has to be something going wrong! – the crowd took over the ambiance, and it was probably more fun!
Then, 5 sequences of advertising movies were presented. Mostly award winning advertising from 2008, but also a couple of very old ads, as far as the 50’s. Ads were mainly from France, United Kingdom, Lebanon, Dubai, and a couple extra countries (with some noticed absences like New Zealand). Being used to the Cannes Lions formula, I found these intrusion of “historic” documents or sequence with famous actors very interesting. But there were no guidelines; some sequences could have use a better selection and more logic in the order. However, I made some very interesting discoveries.
For example, I knew the original transformer effect for Citroen, but not the Chevrolet answer. Loved it!
Also, I was very surprised by the “Here today, goo tomorrow” series for Cadbury’s cream eggs. Pure imagination!
After so many hours of advertising, I guess I’ll be able to do some on my own… speaking of which, a quick nap, and back to school projects.
November 08, 2009
PRO – MAC – Advertising history in 5 points
I got to admit, my International Creativity teacher made an impression on me. Filippo Dell’Osso has the typical I-am-a-creative-working-in-a-big-agency look, which is obviously shaved head, glasses and dark shirt. Well, he is not an art director, but can tell a lot about it.
His first class was about people who made advertising history. It turned out to be how we conceived advertising over time. And notice that all of the following are still being used.
1. Unique information
Rosser Reeves (1910-1984)
2. Unique character
Leo Burnett (1891-1971)
3. Unique attitude
Bill Bernbach (1911-1982)
4. Unique surprise
David Ogilvy (1911-1999)
5. Unique insight
Stanley Pollitt (BMP-DDB) and Stephen King (JWT)
What’s next?
Sir John Hegarty came with mind+heart; Dan Wieden sees advertising as creation of popular culture; David Droga motto is don’t say, do.
Advertising is changing. Look up for the next way we'll define it.
His first class was about people who made advertising history. It turned out to be how we conceived advertising over time. And notice that all of the following are still being used.
1. Unique information
Rosser Reeves (1910-1984)
2. Unique character
Leo Burnett (1891-1971)
3. Unique attitude
Bill Bernbach (1911-1982)
4. Unique surprise
David Ogilvy (1911-1999)
5. Unique insight
Stanley Pollitt (BMP-DDB) and Stephen King (JWT)
What’s next?
Sir John Hegarty came with mind+heart; Dan Wieden sees advertising as creation of popular culture; David Droga motto is don’t say, do.
Advertising is changing. Look up for the next way we'll define it.
PRO – MAC – Classes in Paris
After more than 8 years working in the media and advertising, I’ve decided to go back to school. Not any school thought: a specialized school in advertising, offering a master degree in two of the best cities ever: Paris and London. My program is called Master 2 in Advertising Creativity, or MAC.
Chapter one is already started. Class began last week in Paris, in the brand new offices of the Sup de Pub, on Quai de Seine, 19e. There are about 10 of us in the specialized master (MAC). There is also more than 30 students in International Advertising, with whom we share many classes.
From October to December, we have more than 10 different classes adding up to 166 hours, plus competition and exams.
Among our teachers:
I’ll post interesting notions, flashes or discussions we had in those classes.
Chapter one is already started. Class began last week in Paris, in the brand new offices of the Sup de Pub, on Quai de Seine, 19e. There are about 10 of us in the specialized master (MAC). There is also more than 30 students in International Advertising, with whom we share many classes.
From October to December, we have more than 10 different classes adding up to 166 hours, plus competition and exams.
Among our teachers:
- Filippo Dell’Osso, Strategic Planning Director for Europe, TBWA
- Florence Balducci, Art Director, formally Saatchi & Saatchi and many more
- Samuel Cranston, Marketing and Advertising Consultant
- Carole Moy and Karen Schekler-Wilson, two Americans in Paris specialized in design.
- Robert Gerlach, IQudo - Academy for Creative Intelligence (Germany)
- Gilles Nakhle, brand specialist and international trend spotter, former Young & Buricam, BBDO, Dentsu and more
- Sonia Ratto, strategic and creative planner at Carré Noir
I’ll post interesting notions, flashes or discussions we had in those classes.
November 01, 2009
PERSO - Places I’ve been – New York
(Summer 2007)
Yellow is the new Black.
Buildings piling up in the Financial District.
My favourite Matisse painting is just a staircase ornament at the MoMA.
One of the first Guttenberg Bible to have cross the ocean is shown at the NY Public Library (you know, the one with the famous lions seen in Ghostbusters).
Yellow is the new Black.
Buildings piling up in the Financial District.
My favourite Matisse painting is just a staircase ornament at the MoMA.
One of the first Guttenberg Bible to have cross the ocean is shown at the NY Public Library (you know, the one with the famous lions seen in Ghostbusters).
PERSO - Places I’ve been – Boston
(Autumn 2007)
My own version of Magritte’s “Empire des lumières” in Beacon Hill.
Perfect architecture on perfect blue sky (the Stata Center at the MIT).
The Federal Reserve Bank Building, in aluminium.
My own version of Magritte’s “Empire des lumières” in Beacon Hill.
Perfect architecture on perfect blue sky (the Stata Center at the MIT).
The Federal Reserve Bank Building, in aluminium.
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