Tag Archives: Marketing

Copywriter Aahana Pereira teams up with celebrity DJs for Motul Rhythm campaign

Despite always having a love for writing, Aahana Pereira never expected in her youth that her passion would translate into advertising. In junior college, she was studying science and math, but she hated it. She quickly switched to Mass Media, not because of an interest in communications, but simply because it would mean she no longer had to take math. However, those three years changed her life. The more she learned about advertising, the more she knew she would be happy in the field. She would watch old advertisements from all over the world, read long copy print ads and learned a great deal about famous copywriters. She wanted to be like them. Combining her interests in writing and advertising, Pereira decided to pursue a career in copywriting, and has never looked back.

“On most days as a copywriter I follow a brief and write copy with as many options I have time for. It is not every day that we get an exciting brief or a project, so day to day is, so to say, average. That being said, I still push to make average better. Most days we work on small budget campaigns, and I aim to make each and every campaign, whatever the size, achieve greatness and make something I am proud of. Then, once in a while, we do get a brief where we get to showcase our creativity at the highest level, and that is just plain fun,” said Pereira.

Throughout her esteemed career, Pereira has worked on many projects for prolific corporations known worldwide. She has travelled the world doing what she loves, and consistently finds unique approaches to promote a product. This is exemplified with her work on commercials for Palmolive, Colgate, IBN 7, and many more. The highlight of her career came when she was given the opportunity to work on the Drink Up campaign, an initiative by First Lady, Michelle Obama in partnership for a Healthier America that encourages people to drink more water. Most recently, she worked with Falcon Agency in Malaysia on several successful campaigns, impressing all she collaborated with.

“Aahana and I have worked on several projects since we first met in 2017 – Motul Rhythm, Meet the Sydneyporeans, just to name a few. I really enjoy working with Aahana as her ideas are strong and always on brief. I love the passion she has for her work,” said Liz Leow, Regional Account Director, Falcon Agency Malaysia.

Working on Motul Rhythm was a project that excited Pereira. It was one of the first projects she worked on at Falcon Agency as a solo copywriter. Motul, a company that produces high-performance motor oils and lubricants, is not typically associated with music, making the campaign extremely original. The idea was to hold an online contest across the Asia-Pacific area where anybody could submit their original music, made completely from the sounds of their motorcycles. They asked fans to create sounds and upload it to the Motul Rhythm website. The prize for the winners was a chance to co-produce their own music track with Asia’s most well-known DJs, such as Terence c, Idham and Flickswitch. The selected winners were also sent to the MOTO GP event held in Malaysia in 2017, and the music track mixed by the DJs was then launched at an event in Kuala Lumpur.

“I thought the idea was good. A brand like Motul, which is such a low involvement category, was getting its fans excited. The idea was true to the brand values that stands by performance. In this campaign, performance has dual application – performance of the lubricant and oils meets performance in music. It was a synergy,” said Pereira.

Although the idea of Motul Rhythm already existed before, Pereira and her team adapted it. The idea was to get audiences to participate in a competition, where they had to submit sounds from their bike and reputable DJs would take the best sounds and mix it into a music track especially for Motul. However, the challenge was to entice them in a way that would encourage motorbike fans. As a team, they concluded that the hook would be that participants would get a chance to co-produce the music track by submitting their audio clip. This was discussed over a period of discussions. However, Pereira had never worked on Motul before or even the oil and lubricant category, so this meant she had to do a lot of research to figure out just the right way to target consumers. She had a sense of the Asian market but wanted to find just the right way to reach bike enthusiasts. It was more than just making them aware of the competition, it was getting them to participate in it. With the help from the team in Singapore and support from the team in Malaysia, they managed to launch this campaign, and those lucky few consumers managed to have their dream come true by working with DJs to create a track.

Other than launching the Motul Rhythm microsite, Pereira’s team created Facebook advertisements and digital banners to get the word across. This was the first point of communication and a way to generate awareness. It was very important to write copy that would make people stop and click, not to mention character limits in digital ads. Pereira met the task with determination and commitment.

“This project was fun. It incorporated bikes and music. I loved working on it and it was amazing to hear what people could create with the sounds of their bikes,” she said.

The Motul Rhythm campaign is just one example of Pereira’s creativity and determination. She took a unique idea and targeted just the right audience. Such talent is required to be a success in her industry, and for those looking to follow in her footsteps, she offers some important advice.

“One, be persistent. Keep aiming for good work even if they are not the big budget briefs.

Two, watch films, shows, read books that will expose you to different stories and styles of writing. You never know what will inspire you. Three, have a voice in your team. No matter what your title is, say something,” she advised.

 

Photo by Biel Calderon

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Creative Director Mitch Crook talks Nike and establishing a successful business

When Mitch Crook recalls what initially sparked his interest in design, he credits an inspirational art teacher from his youth. Mr. Dominic Culkin, from Crook’s high school in Hertfordshire, England, would inform his student about exhibitions to see what books to read, and what magazines to buy. This teacher’s ability to connect his class to art and design opened up a world and sparked a passion for a young Crook that shaped his entire future, and he still possesses today. Little did Mr. Culkin know the impact he would have on not only his pupil, but the United Kingdom as a whole. Crook is now the Founder and Creative Director at his company Hotel Creative, a design agency behind some of the country’s most renowned retail advertising campaigns.

Despite not having heard of Mitch Crook before, you have most likely seen his work. His company, Hotel Creative, is a multi-disciplined creative consultancy based in London. His team specializes in concepts, visual design and art direction for brand communications, experiences and pinnacle retail. They pride themselves on great ideas, quality production and a high standard of delivery, combining attention to detail with a no-limits attitude. With Crook at the helm, he constantly impresses both colleagues and clients, and after seven years in business, Hotel Creative has become a leader in the industry.

“I have never come across a more brilliant, talented and charismatic Creative Director than Mitch. I am constantly astounded by the innovative experiential campaigns he creates on behalf of his clients,” said Marcus Price, Associate Creative Director R/GA, New York.

Collaborating with Nike, Hotel Creative was responsible for many of their most successful product launches, directly contributing to increased awareness and commercial sales. Through his work, Crook has been partly responsible for Nike being the dominant sportswear brand in retail across the United Kingdom and Western Europe.

“Nike is the best brand in the world. Their vision for the future is streets ahead of their competition. I’m a massive Nike fan, love their product, love their demand for excellence and how innovative they are across all fields of play. The way they took on soccer with a clear mission to be the biggest brand was outrageous, but totally Nike and look how they’ve achieved that over the last 15 years. So much of what I see in Nike reflects why I set up Hotel Creative, we share similar creative goals to do things that haven’t been done before,” said Crook.

Specializing in apex visual experiences for luxury brands, Crook is a Nike brand expert and a global design influencer. Earlier in his career, before Hotel Creative, Crook was given great insight into working with Nike whilst working his way up in the creative world. At the time, online shopping was beginning to take off, with e-commerce sites like Amazon and eBay beginning to emerge as the giants that they are today. Despite this, Crook had a vision for retail that went against this trend; he believed that physical retail could still be more successful than ever if more of an artistic and creative approach was taken, making it bigger and better than ever. It was this idea that sparked the creation of Hotel Creative, and he pitched his concept to Nike UK, and they agreed to be his founding client. The promise of work gave Crook the courage and confidence to launch his own agency, and Nike has been his principal client ever since.

“Mitch has been responsible for, and involved with some of the most iconic Nike campaigns in the world. He always looks to push the boundaries of retail design,” said Adrian Fenech, Senior Brand Director, Nike Inc.

Crook’s loyalty and passion for Nike is evident in Hotel Creative’s work with the sporting brand. His direct experience with the company and his understanding of the field gives Hotel Creative an intimate knowledge of what works. Crook says his team pushes their own boundaries every single day to consistently produce high-achieving results for Nike. Nike respects this, and gives Crook a lot of creative freedom to explore new and unique ideas, something that has become a bit of a trademark for Hotel Creative, as no other creative consultants have achieved for Nike what they have. Crook treats every project through a fresh lens, and he does not have one house style that Nike simply adopts. Every single campaign is different, and each is visually stimulating for consumers.

“We have to react, find new things, new techniques, continually adapt our creative approach to what will excite and capture the imagination of consumers and what enhances and communicates Nike’s product,” he described.

Such an approach makes Nike the best and most challenging client in the world, according to Crook. Not only do they work with Nike on local territory campaigns around the UK, Hotel Creative also works on them at a global creative level, creating future campaign directives that set the tone for their creative rollouts across the world. There is never a moment with Crook’s company is not dealing with Nike. Projects typically take about four weeks, sometimes even less, but can last up to three months. The creative process involves Hotel Creative presenting a number of creative directions and refining them to align with Nike’s product and their audience. Every day is different, processes and order are often hard to impose, but they have built up a lot of trust between each other. Crook knows what is expected of him, and never rests on his laurels.

“Nike have an unnerving sense of the future and that futuristic vision excites and inspires me. Over the last 30 or so years they have transformed into such a globally innovative brand, continually pushing technologies to create new products for both elite sports and everyday consumers. This cutting-edge approach is a magnetic force for many creatives and I’m proud of what we’ve achieved working with Nike, given they have the ability to pick the best,” added Crook.

With such a passion for his work, there is little doubt as to why both Crook and Hotel Creative have become international success stories. Crook never let his connections with Nike die down as he was building his business, and he encourages all those who look to follow in his footsteps to remember, it’s not what you know, it’s who.

“Study, work hard, play hard. Work the system and build your contacts. Surround yourself with like-minded individuals. Look who’s doing work you love or aspire to do. Contact them and ask if you can assist in any way at all,” he advised. “All knowledge is good knowledge, even if it’s a bad experience, it is something you know not to do again. Always learn and reflect on what you did and what you could have done better. Then you are ready for next time.”

Videographer Maria Aguado takes us back in time with Button Barcelona

Maria Aguado has always known she was meant to be a filmmaker. Since the age of seven, she wrote screenplays and made movies. At the time, just a small child in Barcelona, she filmed her dolls, editing the footage, unaware of what she was really doing. She grew up holding a camera, and to this day, nearly twenty years later, that remains true.

Aguado’s unique eye has greatly contributed to the success of many brands who seek her services. Just last year, the company Button Barcelona reached out to the videographer to make a promotional and informative video about the brand that would be played at a Button Barcelona event, as well as two other videos to be used to promote the brand on social media.

“I really liked the romanticism that creates Button Barcelona and I wanted to be a part of it. They emphasize how everything worked in the old times, enjoying every step with serenity and a slower rhythm. I was happy to express this through audio-visual,” said Aguado.

Button Barcelona is a company inspired by the way people used to live sixty years before the industrial revolution in a small village in Barcelona. They sell all type of products with one thing in common: bringing back the traditional methods of production and elaboration with hand-made products. As a videographer and editor, Aguado had to transmit this idea to the audience. She filmed and edited three videos for Button Barcelona. The first one was a series of interviews explaining the story of Button Barcelona. The second was the “making of” of the photo shoot. For the third video, she edited the previous two videos together, for the Button Barcelona event. All three were posted and used on social media as their marketing campaign.

“The shooting was really fun. We immediately became a good team from the start. The event was also amazing, my video was screened and we were all there, overwhelmed by the story the video shows and the whole experience,” Aguado described.

While shooting, Aguado filmed the models in different parts of the village doing antiquated activities, such as washing clothes in a bucket of water, going to an antique cinema, and sewing clothes. She truly shows really the audience how these people used to live, emphasizing the essence of the company.

“Button Barcelona is everything that defines us, differentiates us and reaffirms our personality. That’s why I decided to select every single piece that showed a narrative in order to create a story inside a fashion video,” said Aguado. “Through the shooting and the editing, I transformed models into characters. This is the nice and tricky thing about editing, with just one look, a movement, a step, you can create a story, a narrative structure. The tricky part is to know when you are cutting a video and why, it all has to end up making sense in order to touch the audience. Also, remembering all the material in order to be fluent and creative. The brand’s idea is the opposite of frenetic; it’s all about taking your time to produce with love. I showed this by carefully selecting pieces of music and mixing them together. The rhythm plays a very important part too, music and video have to dance together.”

The final video is eight minutes long. It begins documentary style, interviewing the various people at Button Barcelona, and explaining the story behind the company. The final five minutes feature the “making of” from the photoshoots. Aguado perfectly blends the shots to the music, editing the cuts to the exact beat of the song. It does not appear to be a promotional video, but instead an artistic music video, where the models are simply people enjoying their life rather than working. The result is outstanding.

“Maria was given full freedom to create both videos and the result was even better than what we had expected. She is a very hard worker with a positive attitude and creative mind! Her creativity and passion for what she does is what makes her so good at it,” said Candelaria Turrens, CEO and Founder of Button Barcelona.

The three videos were crucial in branding Button Barcelona. They explain the company’s idea, and introduce the world to the members of the brands Button distributes. Without Aguado, the event would not have been the success that it was, and the brand itself could not have achieved what it has today. She captured the company’s essence through the lens of her camera.

“It felt like we were teleported to another time; the times Button Barcelona tries to keep in our lives. The story was clearly shown to the audience, they could feel the essence of the brand and really enjoyed it. The video was repeated every half an hour, people kept asking to see it over and over again. It was amazing,” Aguado concluded. “I believe I showed the value of the simple way people used to live, the romanticism of the old times, enjoying every step with happiness, calm and serenity.”