Open is the new black | Eduardo Cisneros | TEDxUNAMAcatlán

[Music]

The talk is because tips for pieces

creative as you will have heard

I am creative since

practically 20 years and most

of my work

I’ve developed the hand of my career

in advertising agencies

now I’m in a new project in a

agency that is called edelman is a

marketing and communications agency is

let’s say a new business model that

what it does is take the bases of

public relations and dress them with

a planning component

strategic a digital component and a

creative component and thanks to those to

those three pillars the plans of

public relations take another color

another nuance and customers like it

then it’s good I think it comes very

to the case because of disruptive ideas this

let’s talk a little about what we

we face when we make ideas

destructive especially in those in the

communication messages for to

brands and services not only

we compete against valga the redundancy

against our direct competition not

cars with cars or banks with banks or

afores with afores we compete against all

the entertainment industry there

in the different channels that surround us

what am i going

The more we look like a piece

of entertainment is going to be easier

that people receive us because nobody

is waiting at home

the announcement of something or the commercial of

something

it is more already not even that is how many

of you still watching television

open

nobody raised his hand

maybe 23 we see other things

we choose to see see netflix by

example when we want and where

we want now it’s different not now

we choose what to see instead of

that they do not prescribe them is because of that is the

importance that messages from

communication we want to be more

originals do not look let’s move on to

to the point number one risk

there are movies from 82nd and 2016 here and

they have exactly the same cover with

very light variations and I say if this one

It is not an image I did look in

internet movie covers comes out

this will is the order of the day

to that I mean with that there is

take a risk regardless of the issue

we have to do things

different

we must investigate what has been done

concerning our subject and try to

propose another angle

because if we’re not going to make bread with what

same and people are not going to turn us around

see never because what is the difference

between the 3d movie and the movie 9

this maybe the typography to noel the

color of the skin changes a bit to

good big difference then point

number one we have to risk doing

different things

point number 2 you have to surprise

whenever we take for

surprise someone you have left we created

a hook not what he calls a hook

emotional at least we make it turn

it does not make us notice that we

is watching and it may be that we

we want much more time in your head

no matter what we’re talking about

cars or from or from cupcakes or from

any other product or service

I’m going to give you an example of a

category that practically did what

same year with year category does not mark

this is the good category I ‘m going to

say what better so that the

surprise the spot and already after

we talked

please love volume

love

wake up love

what’s happening is that we’re going to crash

and waking up alex is that this one

collide with the firefighter facts me what

step that we are going to crash

he did not decide if he accelerated

this is a spot that we made for

for hsbc insurance and the category of

sure back then it was the classic

the classic boy with the remy eye watching

towards the horizon and a voice as very

very hugging that told you but what

you’re going to do when you need them and not

I tried to grab tape like that

not emotional side and yet the

different insurance brands had a

very similar tone

then this insurance brand in that

then he asked us to do something

that broke with the category and we said

well after doing a whole

research with planning

strategic

we reached a point where Mexicans

we have a humor that nobody else in the

world has then we said why not

we use that as insight and we create

a campaign where we are

making fun of that and then we had like

result a series of spots

this is one of them where you

we went around the communication

traditional insurance point number 3

make it simple when suddenly

we are making the ideas there is no what

such if a trailer arrives and then

an elephant appears and a band of

musicians good input already cost us

two million dollars the idea does not and it’s

little viable

no we are not or we are not spielberg nor

we are the son of coppola to be able

do something like that you do not have to

adapt to our reality and do

things with the tools that

we have for example

everyone knows what an alka is

seltzer and what does who can do

say what happens in that in that notice

someone someone to see here opposite

AHA

it’s exactly an idea that we could

have written

while we were in the bathroom doing

12 in a notebook on paper

so it has a very clean art and the idea

goes to the nail

you also have to think about the context

where do we put ideas for example

everything here we all know what is the

alka seltzer when this idea traveled to

belgium they did not understand him why not

they had a similar product or rather

it was not as well known to people

you also have to take into account that

another pomodoro risotto execution in the

night you fall super heavy

another important point is to speak the same

language that happens when it has not happened to them

that suddenly go on the street in a

ad and say fruit is the classic

spectacular trying to talk to a

chavo but done by a guy roucco

thing he notices age after the

announcement not from who did it

it’s important suddenly there are brands that

they want to talk to pregnant moms

as if they were non- models or brands that

they want to talk to the children as if

had the criteria of an adult and

begins and there is a strong tsc abyss not

then it is important that we look to

who are we going to talk to decide

how are we going to talk about take into account

What Felix

what music do they listen to that hurts that

they like what they do in their spare time

take all that into account so that

the moment to make a message them

the next thing that seems relevant to them

I’m going to teach is a campaign that

we did for hp in social media

and at the beginning what we were asked to do

we did it was bush show the apparatus

no and the things that makes you do the

amazing things like print from your

phone

We said good really someone

will interest s fitch or communicated well

who knows

then we did a campaign of bynes

where we show the benefit of

product and the format it looks like

what you are counting suddenly on

your feed back and you say ah look at this is

shit

I’ll give you like or I’m going to share and

at that moment and you start to get to

people from another side I put them to

that we can talk we put it once

more please we were not made father

do this kind of pieces because in very

Little time

it’s six seconds we could communicate

two important characteristics of

product

one that the printer has a connection

bluetooth to be able to print from

any device and 2 the quality of

printing the quality of the colors

probably you when you see it

they do not say clarified they were selling me is

or not that was not about

it was about making a piece of a

brand that you say amira is different to

what always seen and the best in the

unconscious you are left

hp is doing parent things and this

is already reinforced with other materials

where they make the so – called hard sell

not where do you sell the features

of product of this size, but not

good is to have the goal of

this piece one more time please here

similarly the characteristic of the

computer is that you can talk to

all sides do not do them and do them and

well instead of someone being

doing that because we do not do that

someone live inside the computer and

it felt good to put a girl

they just wanted a no gum

then maybe the idea told

You say it’s like no no but already seeing

the done and within the feedback inside

from the news film says ah mira is a piece

interesting

Another important point to break

culturally

if we are used to this

for the historical social moment that

we are living to that there is always something

same

I do not know by telling them something dates

special

We already know that the day of the

mother day of the father day of the grandparents

day of I do not know what day of the taco a

all these days they take advantage of

brands to put their promotions and

they usually have the same tone

all ads of the day of the

mother are very similar

all the Christmas announcements of the

departmental stores are

practically the same will change the

arts will change the phrases but the

essence is the same and always at Christmas

it is the good wishes santaclós there is

thank

everything is beautiful everything is happiness what

happens if we break with that cliché

what happens if we culturally break the

next spot I’m going to put that no

I did that I took it from a file of

What is the advertising festival of

most important forgiveness of creativity

of the world and they have a campaign that

won last year a golden lion that

are the prizes that they stay there

I think it’s important that you know her

that’s why he dared to break

culturally with something that everyone

I already had like very nailed in the head

Please give your play

the steppe in this case joint aviles

are the famous ones or until that conchudo

uu

an assistant and whose price is more my

equipment indicated

we’ll see what are sometimes young

handsome

[Music]

phelps

[Music]

synopsis bewkes

[Music]

moody s

you are in cac

in fact samsung has infringed upon the vent i

confess one is a department store

Londoner is like in similar to saks

fifth avenue is a pretty expensive store

and what I was doing is capitalizing on the

selfishness

imagine posing that in front of a

gentlemen’s marketing committee

serious with mahogany desk let’s go

to grasp to capitalize on selfishness

human images on the face that they put

and yet has a hook with the

people as very deep because it’s something

real not the campaign simply said

sorry I spent it on myself and

they started doing this series of

gifts in the online sale of the

little gifts that were really pure

crap, do not give us this

nasturtiums of a hearing aid

clips were pure nonsense they were selling

between became a gag inside the

London community did not and it had a success

a tremendous success was very controversial

because as at Christmas we will promote

selfishness and then someone said

because if it is true many times you do not

You want to spend the wool board to

end of the year in the gift of your three

aunts of your two cousins ​​and your two

nephews not see two years ago not

then you better want to give that

jacket that dresses bones shoes

incredible because it’s not true and not

has nothing wrong with accepting it and good

finally the campaign was made and it was a

failure

well then this then

the loas a