Cool Use of A NEWSPAPER CLIENT by JWT Mumbai for Times of India

I guess we've really got to thank Droga5 for making it all possible with the Tap Project

Not to mention Leo Burnett Sydney for Earth Hour

Well they certainly were our inspiration when we set about our epic CSR campaign for Canon last year.

Epic because it was a first step. But definitely the destination is something as OMFG massive as Tap Proj. and Earth Hour.

And then comes JWT Mumbai happily strolling along with this piece of beauty

Times of India

It's an Ogilvy account

And Ogilvy India's been milking this cow at the awards to no end

Well guess what

JWT Mumbai comes along and presents something so deceptively simple, efficient and charming that it just had to be done.

Why?

1. Your product is a newspaper - it reaches millions of people every day. Politicians live and die by the ink on your press. Why not put it to better use?

2. You have one of the highest illiteracy rate in the world, yet you have as well, some of the best brains on earth. Why not put it to better use?

3. Creativity is about bringing two things together. Absolutely powerful creativity brings two people together.

And there you have it... TEACH INDIA is as simple an idea as Tap Proj and Earth Hour. It doesn't hide behind 'clever' visuals. Neither does it wow anybody with 'humourous' commercials. It tells the story in two words. Hell screw that. It moves an entire nation with just these two words.

More importantly. It's a slap in the face to the incumbent agency. It's a serious lesson in relevance and the importance of adaptability.

Let's hear it for TEACH INDIA and the good people of JWT Mumbai!

Day 50: Schizo Schedule Confuses Mind & Body

Soul's always in tune with creativity and capoeira, so no worries there
it's the mind and body that's in a little bit of a conflict
Rushed to training and jumped straight into it
It was strength circuit, basic kicks coupled by full body strength conditioning
i guess i've always been a cardio/jogo kinda guy
will have to work on conditioning in my next training

was hurting for the whole week
followed by another week of late night work-related commercial shooting
had a chance to swing by the academy, but ran back home to granny like the little boy i was
and hid under the blanket for 2 hours
bliss.

should be very well rested and back into the work/capoeira grind again after the raya break!

Rant & Roll 7: You drink too much 'Hatorade' Kancil Hater!

Kancil hater: defined as a creative that despises the local award show for its obvious big-agency bigotry. unfortunately has not won anything yet. rightfully or wrongfully, award-winning creatives scoff at their opinions as those of, 'sour grapes'

we'll call him sourgrapes.

Kancil hater II: defined as a creative that despises the local award show for its obvious inclusion of individuals deemed 'not worthy' to grace the judging panel at the Kancils. rightfully or wrongfully, creatives who're devoted to being professionals scoff at their opinions as those of, 'scammers'

we'll call him err...

scammer.

Please remember the above two characters, as i'll be conducting a seance to conjure their despicable spirits to write this blog post...

nomnomnom

.

.

.

*conjured!*

sourgrapes:

'It all started when someone thought it would be a great idea to reward creatives who're creative

everybody gets inspired by the winning work

we go home and feel sorry for ourselves

and the next day we give them the finger and drown ourselves in work

vowing to go up on stage, and be the victor instead!

And then someone thought

fuck it, rules are rules, let's find a way to beat them

and every creative person said, 'hey... they can do it... so can we!'

and so everyone started doing it'

scammer:

'Honestly.

It's fine.

Rules are meant to be broken.

Initiatives are just that - an agency 'initiative' to help put our money where our mouth is.

If we believe in the idea so much, let's see how effective it is and run it anyway mister client!'

sourgrapes cuts in...

'And then someone thought

fuck it, rules are rules, let's find a way to beat them

this time, let's just run ads for award shows.

let's not even bother if it's good for the clients, it's good for us!

hell let's leave the business to the suits, we're creatives, we should be winning awards

what? is this a promo ad? fuck it, get it over with and give me 50 award-winning print ads instead

not enough entries?! wtf people you call yourselves creatives?! tell you what, let's close the office for 3 months, and win some motherfucking awards.'

scammer interjects:

'if you're a fashion designer.

the clothes that you make for the runway are just that - for the fashion show

it's meant to awe, inspire and let everyone see how 'creative' you are

and that is how awards should be viewed as

a place to showcase your creativity.

the runway clothes never get made on the production line.

people go there to buy their insanely overpriced jeans and tshirts because of the brand

because it's creative!'

scammer sourgrapes speak at the same time:

'so you know what?

the scam VS non-scam thing isn't an issue

it's a matter of priorities.

when it's fashion runway time, showoff your haute

when it's the fashion sale time, make sure you have great clothes that sell!

fashion designers rarely compete in award shows

yet they're world famous marques

known for their creativity

it's a highly competitive industry

but hugo boss stands proudly next to gucci next to hilfiger next to versace

they all make ridiculous clothes that nobody would wear at fashion runways

a little like 'initiatives' that only judges appreciate

but they make really nice tailored, functional and stylish daily wear for their customers as well

that's what keeps the business moving'

sourgrapes distracts scammer with a buncha shiny pencils, and grabs hold of the keyboard:

'things get awry when lose their priorities

the awards get to their heads

winning is great

but acting like a real winner takes a lot more than trophies

oooo

yes i envy saatchi & saatchi

a company that actually fired their founders

or rather, maybe maurice and charles left because the agency no longer stood for anything but their surnames on the door?'

COMMERCIAL BREAK

read this article, if you haven't already:

http://bit.ly/1XJwMJ

scammer:

'remember kancil hater! it's just a difference in opinion of two very respectable agencies. It's a free country. We can choose to, or not to enter! We just feel like we owe it to the people to explain why.'
And now, read this one posted a few days later

http://bit.ly/QaZJp

scammer:

'screw the kancils. i don't want my work defiled by a bunch of unranked unknowns. If they haven't won any awards, how dare they judge my work to be inferior to theirs. If they like real work so much, go back and do their promo ads la!'

sourgrapes:

'you think that's bad! hah! i knew this day would come! it's karma i tell you! Even the One Show is on to you!'

sourgrapes:

'The One Show gave us a merit for our efforts this year.

But it's a merit i shall gold-plate just because of their sheer effort and intention to crack down on scams. It's a little bit like handing Chelsea that 2-transfer-ban for poaching someone. But enough about that, read all about it here http://bit.ly/E9BOa

scammer wasn't convinced, so sourgrapes pulled out the above poster.

it's not worthy of a bigger photo

so see the ad here http://bit.ly/6GRk3

sourgrapes:

' you all die lorrr.... scam la scam some more'

scammer:

'whatever man.. you're a scammer yourself'

read all about their exchanges, they go by various acronyms on the Verbal Assailant forum

but they're actually the same people.

Check out the very entertaining verbal assailant forum here:

http://bit.ly/zHQ8t

and

http://bit.ly/ZqW3D

to Kancil Hater I and II

it's funny that you're actually both sides of the same coin

a coin that the client will either keep in his pocket

or throw away at the beggar down the street

i have more parting words

but i'll let my good friend below speak about some 'hater' problem he encounters

http://bit.ly/ivtXP

scammer:

'hey, i'm gonna do a viral just like this one!'

Day 49 - Retorno pra roda

happy faces post roda

rafa looking a little distracted

attack of the clones!

photos courtesy of priscilla alycia @ facebook

Day 49

A good day, or night rather

It was nice to get back in the roda

we were all shaking off heaps of rust

it showed

hell i think i even forgot some songs along the way

quek's been too busy with flu and building superficial muscles

i had a nice game with rafa

got bencao'd in the mouth though

marissa said she heard my teeth

but i think it was my pride

made it up a little in the subsequent games

malandro'd durim and nacho

marissa pulled one back with a low-blow heel to the penile area

this time, pride kept my game and gameface going

throwed in a nice lil trip

game's looking rusty in the sense that still have not pulled in many floreios that i've wanted to while in practice

honestly wasn't physically feeling the snap muscles

was just playing a more malandro/cardio movement game

the last regional game with quek was a close-roda fast kick game

i think i did alright

legs felt a lil fatigued and kicked quek a little

but didn't think he minded much.

Overall energy was really good

everyone's definitely feeling the pre-batizado buzz

Axè - 8.5

Jogo - 7

Day 46, 47, 48 - Flu Fighters!

The week before has been a little fluish

as i type i'm feeling a little fluish

the entire office is a little fluish

cueca's been down the past two weeks, cause he was fluish

one wonders if exercising actually kept me going

or is perpetuating my flu

nevertheless

i have managed to clock in 3 days of exercise this week

not counting the impending roda tomorrow

the thought of a roda makes me happy

like waiting for a birthday party to happen

when you are 12 years old.

Day 46 - Futsal Flu

Despite wearing glasses

and being fluish

i was MVP scoring, passing and practically running rampant at will

i'm trying to be humble so i shall stop here

Day 47 - trainin'

Had a heavy meal with mejuli before class

definitely slugged me down during the circuits

rafa was merciful and didn't throw down any back flexibility stuff

so it was pretty good for me

nice takedown combo to train

meilua

opponent- compasso

you counter with a rasteida frente, low

and if that doesn't get him

you drop-step across as he gingas into a tesoura frente

shall train that with cueca when he's feeling better

Day 48 - gym blitz with fellow flu fighter

met up with quek for a 40 min gym circuit at his apartment

i feel better than the last time i was there

definitely finding the weights a little easier

my biceps and chest are still womanly though

what can i say

i've never been one to develop gym-wrought 'show' muscles any way

function over form anyday

hence

shaved my head for good effect.