Way to work – Ben Everitt

Knowledge

Lots of people in the agency have already given up some time to talk to us about what they do and where they fit in which has been great. It’s been interesting learning all the different roles people play and how they all come together. We’re learning a lot about the agency’s philosophy towards work, advertising and the creative process, and it’s all very inspiring. We now feel we could grab anyone on the street and talk for hours about things like how important it is to find your tone of voice before you say anything, to really understand the brand you’re working for, and to continually look beyond conventional means of communicating. We’ve seen this in action this week when we got to work on a high profile pitch…a big chunk of our week was spent coming up with ideas, joining in the brainstorm sessions and seeing the work evolve. The looming deadline forced us to think on our feet and throw our ideas out there which was our first taste of how it all works, but on a short timescale. We’re also finding out through this how we can work well as a group.

Shoreditch facts

The expression ‘hand me down’ comes from second hand stalls at

where things were hung up high so if you wanted something, someone had to reach it down for you.

I for Infallibles….

Ben Tubby has an alter ego: Mr Inf from the Infallibles Foundation….

The Infallibles Foundation are a group of rappers, producers, deejays, artists and designers from various points on the globe who have come together under one name to get creative with music, design and film. With members like Don Horta from

Columbia

Start listening now at http://www.infallibles.co.uk/foundation

Discoveries this week

-check out our melons-

spotted in the window of a

curry restaurant.

-Sophie has a thing for Bruce Springsteen…

Exhibitions – Gilbert and George- White Cube
Hmm… If you want 5 minutes of anti-religion head to Hoxton Square. The colours are bold and garish and the pictures are huge. It seems like its only aim is to shock. We walked out feeling nothing. Nice print quality though. 

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HAPPY BIRTHDAY MRS. EVERITT!!!

Interesting perspective here about our Honda ads from pop musician/commentator, Momus. I was intrigued to see what he said, as I’ve liked some of his work. (I was humming ‘Hairstyle of the Devil to myself as I read his critique.) He reckons that we’re basically evil. Partly because he thinks we’re ripping off the real artists. Partly because he thinks car ads are intrinsically evil and ingenious. The source he suggests gave us the idea for Choir, Tomomi Adachi’s Royal Chorus, is completely unfamiliar to me. And the link doesn’t make the connection any clearer.

Interestingly, he says of the ‘hate something change something’ idea from our Honda diesel spot,

‘It’s almost impossible to imagine such a slogan in Japan. Japanese car ads are short, bizarre, and unfailingly cute. No surprises in that, really. But the lack of sharkiness is refreshing.’

But the ‘hate something’ idea actually came directly from the briefing by Kenichi Nagahiro, the Japanese chief engineer at Honda, who told us that his hate for diesels inspired him to make a better engine. Suggests that the paradox of positive hate could be equally relevant (or equally evil) for a Japanese audience.