This is an eternal problem. What is the true goal for a financial institution. To make money (hopefully also for their clients) you might say. True, but this has to be done in an ethical manner. Especially when we are speaking about mature market, where consumer awareness is high, details, as code of conduct, moral values etc. become important. Is this commercial dangerous? One may interpret it as a lost chance for major earnings, not necessary a thing you want to communicate when you are a financial institution. In the other hand, it does show that HSBC, just like the paparazzi does have higher standards, moral values and will not act in the gray-morale area.  Integrity is important in an institution – client should be aware, that if an organization does use the moral-doubtful earning occasions, one day, it may act in the same way on him.

Inspiration: Blindspot

Tagi: In ENGLISH, Marketing, Oldies, SHORT, TV. Autor: Jan Habza
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Esquire magazine uses an innovative approach to revive, make sexy again the media doomed by many – a paper magazine. Naturally, this is a specific situation, as Esquire target will not migrate completely to the Internet – not like in the case of traditional newspapers. Nevertheless they are paying effort to create some media buzz, so people will start talking again about something as familiar as a magazine. Video does explain most of the things, I also recommend checking Behind the Scenes of Augmented Esquire.  AR is basically live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.  So, by showing certain image to our camera, we are gaining access to some content. Here is an example how an image from a pizza box unlocked part of a website:

How does it work here? After installing the software, assuming we have a webcam, it is enough to launch the application and place the magazine cover in front of a camera. Software should recognize the code, in this case located below Robert Downey Jr., and the fun can begin. Interactive elements are located in the whole magazine (I wonder where is the legend to that, so the user will not miss a single thing), often celebrities are used in these interactions.  Definitely funny and new for the potential client. Surely, this is a one-to-few times action. Not only because of the work preparation of such feature consume, but also if it would have become a standard part of the magazine, people would simply got used to it.

I do see some potential downsides, like how sophisticated that recognition is – will it work in case of the low-end webcams? Sign (code) is rather big, but still, who knows. If it will not work,  some users may get annoyed.  It is a step in the right direction, user has to be engaged, take part in something new and exciting. This also does harmonize with the upcoming Microsoft Natal, also a camera-movement recognition solution, where player will control video games using whole body as a controller. So, there is a future in such ideas.

Inspiration: Adverblog

Tagi: Ambient, In ENGLISH, Marketing, Media, Print, SHORT. Autor: Jan Habza
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Above examples of a new campaign by Finnish Sofia Bank . Wealth, it is about attitude or as on their website Wealth. It’s an Attitude. I do like the concept – to take some ordinary people in their normal environment, add some upper class nuances, like the exotic fruits, and the most important thing – place them in graceful poses, one may say classic portrait poses. It is not important whether you are rich or not. It is enough that you do feel so. At least I see it so. From the bank point o view, the communicate here the fact that they are treating all clients in the same way, and the only thing that limits them, is their attitude. So, with the right one, you also will be rich.

Inspiration: Ads of the World

Tagi: In ENGLISH, Marketing, Print, SHORT. Autor: Jan Habza
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Czasami najtrudniejsza decyzja to to, czy się poddać, czy też stawić czoła wyzwaniu.  Strach przed porażką może być paraliżujący. Zakończenie drugiego sezonu The West Wing. Mały spoiler, Josiah Bartlet zdecydował się ponownie kandydować.
Strona wkrótce ożyje ponownie, tak jak i autor.

—

Sometimes, the hardest decision we make is to ask ourselves do we want to give up or stand up, confront the challenge. Quite often we are our greatest enemy, by being narrow minded we are setting limits and boundaries, undermining our own capabilities. The fear of losing can be paralyzing. Sometimes, we are afraid not the defeat per se, but its outcome – how others will start to perceive us. But, after all, is that really so important? Video above is the ending of the second season of The West Wing, probably the best political drama ever made. I do prefer to see it as the countless efforts of the communication team, trying to achieve their ultimate goal – to sell the product to the general public. Josiah Bartlet is one hard cookie to sell. Little spoiler – he decided to run, obviously.
About the website – I had some major issues, which had to be solved. I believe they are, so you, my kind visitor, may expect new materials quite soon.
Awesome song was provided by Dire Straits. If you like to over-analyze stuff like me, you may be able to spot some really nice image/audio connections there.

BROTHERS IN ARMS

These mist covered mountains
Are a home now for me,

But my home is the lowlands
And always will be.

Some day you’ll return to
Your valleys and your farms

And you’ll no longer burn
To be brothers in arms…

Through these fields of destruction,
Baptisms of fire,

I’ve witnessed your suffering
As the battles raged higher.

And though they did hurt me so bad
In the fear and alarm,

You did not desert me,
My brothers in arms…

There’s so many different worlds,
So many different suns,

And we have just one world
But we live in different ones…

Now the sun’s gone to hell
And the moon’s riding high,

Let me bid you farewell
Every man has to die…

But it’s written in the starlight
And every line on your palm

We’re fools to make war
On our brothers in arms…

The West Wing S02E22
“Two Cathedrals”
Kup/Buy:
http://tinyurl.com/yajbzgy

Opis odcinka/Episode summary:

http://en.wikipedia.org/wiki/Two_Cathedrals

Tagi: Fun, In ENGLISH, POLSKIE wpisy. Autor: Jan Habza
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