The Bohemian Book of Law by Bohemia Amsterdam

“Seek freedom and become captive of your desires. Seek discipline and find your liberty.” Quote from the fictional Bene Gesserit Coda, Dune by Frank Herbert. Bohemia Amsterdam creates advertising coming from the heart. From the first contact to the final execution of your awareness campaign, product launch or guerilla marketing, we work closely with you.We believe that the young and the experienced should work together to learn and inspire. WE BELIEVE THAT SHARING IS GROWTH. The Experienced at Bohemia Amsterdam are: Kyra Roest, Client Services Director, who shares her 15 years of expertise with young marketing talent. Victor Neyndorff supports Bohemia with his great smile and experience in Marketing Communications Strategy. Marco de Boer is in charge of the international creative team. Where Hugo Kalf is responsible for business development. The Young are Bas Huissen and Tom Lawrence; multidisciplined creatives working amongst an always moving team of international and national designers, photgraphers and illustrators. BOHEMIA AMSTERDAM OFFERS STRATEGY, BRANDING, CAMPAIGNS AND TOP NOTCH DESIGN FOR MEDIUM TO LARGE ENTERPRISES.

We are Bohemia, where experience meets experiment and vision meets production.

St. Pieterspoortsteeg 23a, 1012 HM Amsterdam, The Netherlands Find us at bohemiaamsterdam.com Make that call! +31 20 42 33 555



The Cœur of Bohemia J.D. Huijgens

“This book changed my life” MADELINE ALLFAIR

/ NYC

The CĹ&#x201C;ur of Bohemia The Bohemian school of thought was born around 1880 during the Romantic era. Romanticism was a complex artistic, literary and intellectual movement that originated in Europe in the second half of the 18th century and gained strength in reaction to the Industrial Revolution. In part, it was a revolt against the aristocratic social and political norms of the Age of Enlightenment and a reaction against the scientific rationalization of nature. It was embodied most strongly in literature, music and the visual arts, but it also had a major impact on historiography, education and natural history. By extension, Bohemia meant any place where one could work and live cheaply, and behave unconventionally: a community of free souls beyond the pale of respectable society. Several cities and neighborhoods came to be associated with bohemianism in the 19th and early 20th centuries. This book explains the upcoming of Romanticism, the Bohemian Rules of Creativity, the connection to Artmiks, and the reason why this school of thought is more vivid than ever with todayâ&#x20AC;&#x2122;s complex communication cloud and the downfall of individualism.

EMBRACE THE NEW Bohemia amsterdam

::: ::: ::: ::::::::: ::::::::: ::: ::: ::: ::: ::: ::: ::: ::: ::::::::: ::::::::: ::::::::: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: :+: +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +:+ +#+ +:+ +#+ +#++:++#++: +#+ +#+ +#+ +:+ +#+ +:+ +#+ +:+ +#+ +:+ +#++:++#+ +#++:++#+ +#++:++#+ +#+ +#+#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ +#+ #+#+# #+#+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# #+# ###

###

### ######### #########

########

###

---------------------------------------------------------------Interns from outer space passing by Earth readily find Bohemia Amsterdam. They call themselves the New. Some

speak

the

European same

languages,

eagerness

some

learn

Asian. the

But

Bohemian

they Rules

all of

creativity. The New are trained and ready to conquer the world. embrace the new or die.

res

* YOUR REASON IS WHY

If we ask you what do you sel l, wil l you answer… “We build flat screen TV’s with great colours and the best sound”? Boring. That’s not very interesting and certainly does not make me want to ditch my 2 years old TV and run to the shop to buy me yours. It would al l be different if you would say. “We want to change your TV experience, that’s why we build great TV’s with the best sound of today.” People don’t buy what you do, they buy why you do it. And what you do servesas the proof of what you believe.” Simon Sinek. Bohemia Amsterdam we discover your Why to build a cut out message to it. We do not want to sel l What you

* YOUR REASON IS WHY If we ask you what do you sell, will you answer, “We build ﬂat-screen TVs with great colour and the best sound”? Well, that’s boring. It certainly doesn’t make me want to ditch my 2-year-old TV and run to the shop to buy yours. It would all be different if you said, “We want to change your TV experience. That’s why we build great TVs with the best sound available today.” “People don’t buy what you do, they buy why you do it. And what you do serves as the proof of what you believe.” Simon Sinek In other words, at Bohemia Amsterdam we discover your Why to build a cut-out message to it. We do not want to sell What You Make to anybody, we want to sell Why You Make It to your believers. We believe that you can sell anything from the heart in honesty and passion for your reason Why.

What is your reason? Think about it.

Bohemia Amsterdam

Help,

i called my dog Radical

and now she bites

NAMES HAVE CHARACTER. It’s an important part of who you are. After your physical appearance, it’s the second thing people connect to you being you. A chihuahua can wear Prada and smell like roses, but name her Radical and everybody thinks she’s evil. See how it works? Bohemia Amsterdam invented these company names: Yumeko – Dream girl in Japanese for a bedding specialist. Amstel Quartet – a shorter and more international version of Amstel Saxofoon Kwartet. PICNIC – a better Cross Media Week. SLFMD – an abbreviation of Selfmade for a tailor where you can put together your own suit.

This guidebook helps you to find the appropriate name for your son, daughter, business or product.

Bohemia Amsterdam

The Amalgam Complex

EY N MO IDE! INS

The Wasabi Inhaler (Free example) Since smoking has been increasingly banned from public places, people are desperately seeking a new addiction. Any good addictive is a bit tough, slightly unpleasant, and a challenge to oneâ&#x20AC;&#x2122;s health. Inhaling wasabi is just that. It works like this: 1) Develop a basic, portable inhaler most likely to become a fashion item designed by Victor & Rolf. 2) Create a wasabi-containing capsule that can be bought at any corner, & use an existing distribution channel such as whatâ&#x20AC;&#x2122;s used for tobacco. 3) Make money like water.

Buy this book and become a millionaire! www.bohemiaamsterdam.com

PUSH AND PULL

why opposites attract? AMEBOHI OHIEMBA

“ Innovation is a balancing act between disruption and enabling. Bohemia knows how to facilitate both.” Marleen Stikker, Waag Society “ Don’t be misled by sneakers,

baggy pants or bearded smiles. They understand branding.” Guido van Nispen, V-Ventures

OPPOSITES ATTRACT, RUNS THE OLD ADAGE. NOW SCIENTISTS CLAIM TO HAVE FOUND OUT WHY. This study shows that women are programmed to seek out men whose immune systems are unlike their own.The greater the difference there is in the genes which are key to the immune system, the more likely a woman will stay faithful. But if the genes are very similar, a woman is more likely to be sexually dissatisfied with her partner, have a roving eye and even have an affair. It is thought that seeking out a mate with a different immune system ensures that the couple’s children will have the strongest defense from disease. Here’s more food for thought: The research could even lead to the creation of a DNA test which would show how likely a woman is to remain faithful. And it could explain why famously ill-matched couples such as bookish playwright Arthur Miller and Hollywood wild-child Marilyn Monroe fall in love.

The same goes for companies working together. Real Bohemians are not looking for other Bohemians. It’s preferable to match companies that are unlike. Mutual respect and understanding turns sharing into multiplying.

Bohemia Amsterdam

First, humor is the experience of incongruity. You may experience incongruity when you fall down in a situation when you don’t expect to fall down. Or the incongruity can be between concepts, thoughts or ideas, as is often illustrated by the punch line of a joke. MORE IMPORTANTLY Humor consists of three components: wit, mirth & laughter. WIT is the cognitive experience. MIRTH is the emotional experience. LAUGHTER is the physiological experience. We often equate laughter with humor, but you do not need to laugh to experience humor. Used correctly, humor leads your audience to a common ground of understanding. A feeling of “we’re all in this together”. Just like a speaker who starts with a humorous anecdote to “break the ice”, using a funny situation or character can make your audience more receptive as you segue into your selling message.

Humor does not have to be big or even obvious. Your audience has brains, too… right? Although …. . .

FEEL FREE BE UNIQUE

- BOHEMIA AMSTERDAM, nice to meet you. LAZY LIMB is our middle name. What is yours? Is it BOY STRUGGLE or SISTER SLOWDOWN?

- Whereas SIS SLOWDOWN continues to whine, making small steps... and in the end she never shows up. - LAZY LIMB is another type. He knows that he limps. He’s been limping since he was born. Yet somehow he gets to school in time. How? Because he’s lazy. He arranges his everyday ride. He knows which neighbour is willing to take him to school.

You don’t need a BOY STRUGGLE or a SISTER SLOWDOWN. LAZY LIMB will get you where you want to go.It’s not about being clever, it’s about being smart.

What’s in it for you? LAZY LIMB knows his way around. He feels free and proudly uniQue.

- YOU?

WWW.BOHEMIAAMSTERDAM.COM

- BOY STRUGGLE recalculates the route to school over and over again, trying to figure out what’s really the shortest way to go.

M e B

e l b a r o em

ssfu Succe

ays D 3 n gi l Datin

It’s like Advertising. In three days, you’ll find your perfect match. Just follow these rules, whether you’re looking for a lifelong companion or just a fling. Here are a few tips to start:

Define your expectations Why are you dating? What are you looking for? Do you want a lifetime commitment, or do you want to live completely in the moment? Whether or not you’re seeking a commitment can make a difference in how you approach dating. Don’t go out looking for a one-nighter.

xselective Be Don’t just date anyone who shows a speck of interest in you. Despite what everyone says about not judging a book by its cover, people who are more discriminating tend to be seen as more desirable, probably because having standards shows that you value yourself.

Be interested and interesting Don’t exaggerate or boast about your credentials, successes, etc. Just tell them what you really enjoy in life, what gets you excited and what you leap out of bed each morning to pursue.

Be honest If you are not ready to be in a committed relationship, let them know straight away so that you do not give them false hope.

Go proud ..and Be Memorable !

Dating is easy.

Courses in Dating or Advertising are held regularly in the lounge of Bohemia Amsterdam. If interested in either course, simply contact Hugo Kalf or Kyra Roest, depending on your preference. Make that Call. +31 20 42 33 555

say iti no ne lin e

IT! RK E AK PE S S DE U L INC

sec on rp ds oi nt

To ge t to say you rm Bo i he t in mi on essa g aA e Po ms line e ac ro stc ter a ss o Ho da s sh yo or e? de Lo m ub ta HC Sp al ter et r s or C e i “ ! j a t Y Gr MA dy es, ter b Clu e w W R e nC ro e C e ab PIC COM b Am te le ha NI th an.” lle C U 09 t sterd Sci ese n i en n j g a eI m ... ceD cor d vo Fo de Sc k u o i as La nd a rect your r hel hoon Sa v d t f ve sP Ho ital A Scir or gr brain en u lan us e s D a .co tt ee KI N e o et m h p f ink Ta K Me Perf er Lu ing ke or ma xury Th ssen ge ai n c ro So If y f M e We ft, ou S u p fin sic are ice din are i th y & n ed ne Kil ar g ou tere iffe lin ste ta yo ren g u, di bo ce try nr ut be Sa e t on tw e o he co adin yi ee g ft u n tw Sa m rse he o s s r yi e e t i h b an a oo t i th Sa d ks: t ar n Po y er u nn we ing

I.A.M. HOBE

CAESAR’S SIGNATURE

Bohemia Amsterdam

Caesar’s signature is a  mystery detective novel by I.A.M. Hobe. IT FOLLOWS SYMBOLOGIST Tanner Brogold as he investigates the appearance of black markings in the city of Amsterdam and discovers a secret society tugged away in what used to be the city bomb shelter.

I.A.M. HOBE

THE TITLE OF THE NOVEL refers to, among other things, the fact that the great Roman Emperor Gaius Iulius Caesar was a part of a religious society comparable to the Freemasonry. To mark his membership he never wrote his name but simply signed with a cross. HE WAS KNOWN TO BE BRUTAL to his household, climaxing in the rumor that branded his slaves with his simplified signature. During a riot in the late 50 B.C., the cross was used to mark the Roman locations where the society gathered. THE NOVEL IS PART OF the exploration of alternative Roman history, whose central plot point that the emperor was a worshipper of Priapus, ideas derived from Tranquillus’ allegories, which were recently discovered and translated by the American historian Margaret Starbird.

SIZEDOESNOTMATTER Emi Boha

Being creative is not about being free, itâ&#x20AC;&#x2122;s about finding the solution within the restriction.

Size does not matter in that sense; itâ&#x20AC;&#x2122;s merely one of the rules you have to play by.

Design your game plan and agree on the size of your playground before the

3-2-1-GO!

www.artmiksisdying.com

Bohemia Amsterdam

EXPERIENCE BY EXPERIMENT

EXPERIENCED BY EXPERIMENT Advertising experiments are full of fun, easy and exciting hands-on experiments that will help you answer a lot of questions. You can conduct these simple, safe and easy-to-follow experiments using everyday materials and recycled items found around your house. “Remember to always have fun with your experiments and don’t worry if your experiments don’t come out as you would expect – some of the greatest artistic discoveries have been made by mistake.”

- Jeff Banks - Chief Fire Marshal, Bohemia Amsterdam Our Bohemian scientists are very organized and very meticulous people. When they work on an experiment, they write down what they used, what they did and what happened. It is a good idea for you to keep such a notebook throughout your advertising experiments. This is so you can write about the experiments you are doing step-by-step, what your observations were, and how you came to discover the results from your investigations. Write your experiments under these headings: Your Aim - Why do you want to do the experiment? What hypothesis are you going to test? Your Method - What are you going to do or test? Make labels and/or diagrams to help keep your method in order. Your Result - As you carry out your experiments be sure to observe what is happening and record the measurements. The numbers tell the tale.

Have a go at these hands-on advertising experiments in a working environment or in your own home.

All topics below are included in the advertising experiments and communication projects: Mobile advertising • Quiet Radio Commercials • Sticking Sound Logo’s • Park Marketing • Shameless Brute Copy • Video Art for iPhones • Pavement Advertisement • T-shirt Communication Film Festival Trailers • Music Video Clips • Pet Marriages

Story by Claire St.Vincent

This sweet story follows

a doe and her mother as the young deer learns about the other creatures in her Bohemian woodland world, some of which seem a bit scary at first.

After an adventurous day

in which the two deer become separated, the young doe is reunited with her mother. Illustrations are takenfrom the Lavital campaign; A Deeper Luxury

bohemiaamsterdam.com

Face backward Step forward

NOW A MAJOR MOTION PICTURE

the

Bohemia saga

This is your guide for making bad horror movies.

drawkcab ecaF drawrof petS

ERUTCIP NOITOM ROJAM A WON

Ever want to make the new Jeepers Creepers, Freddy vs. Jason, or Bride of Chucky? Or are you looking for tips and tricks to make a sequel to Twilight Zone V, Zombie Lake, or even One-Eyed Monster?

This book helps you set up a list of clues leading you to suspect the wrong character, mainly the second or third person who got killed after leaving the car / house / train / room / boat in the dark (9 out of 10 times it’s a sexually frustrated guy). From now on you know how to effectively use that open window, that knife on the kitchen table, that yawn by the next victim, and that bad joke hinting on sexual activities. After these, we’ll move on to show you how even more subtle messages can benefit your brand essence successfully. Simply because the best shock is unexpected.

Bohemia Amsterdam

“Huh? Where did my keyboard cord go?”

“BOOOOOHEMIA!” 5 5678903745568897 0

Sixteen y r o t s rue t A

Do you ever wonder where you will be in 16 years from now? For sure you didn’t think about it the day you were born. None of us did. Regardless, are we unhappy with the result? Some people are.

You’ve had experiences you could not have imagined. You learned lessons the sweet way and the hard way. Do you still remember the first moment you rode a bicycle on your own? Do you remember the name of the first person you French-kissed? You’ve been given some values that will seamlessly age along with you. Do you still know who told you that cursing is bad? Or that you are supposed to put the seat down when you leave the bathroom? Bohemia Amsterdam has its roots in 16 years of Artmiks. We’re proud of that and of all the people who’ve helped us grow. And we have the experience to help you grow, too.

y r o t s e u r t A

e ak M

r ma

TO MAKE A MARK IS A SKILL.

The breakthrough in pencil technology came when French chemist Nicolas Conte developed and patented the process used to make pencils in 1795. He used a mixture of clay and graphite that was fired before it was put into a wooden case. The pencils he made were cylindrical with a slot. The square lead was glued into the slot, and a thin strip of wood was used to fill the rest of the slot. Pencils got their name from the old English word meaning ‘brush’. Conte’s method of kiln firing powdered graphite and clay allowed pencils to be made to any hardness or softness... a characteristic very important to artists and draftsmen. Still today, the People of Bohemia use a pencil to make a mark. The mark symbolises a plus sign, a cross, a signature, or just a contemporary I WAS HERE. To make a mark is in its smallest version a tag, a rather simple gesture. Yet when you look at it more abstractly, to make a mark takes more than a wipe with a pencil. You are looking at a deeper belief that any message should stay longer in your mind than the one second it catches your eye.

A BOHEMIAN SKILL.

“All you need to know about markers in one best-seller. I wish I’d written this book myself.” - Eberhard Faber

! HELLO e is

m my na

7413 002

The Era of Shopping The Success Story by Bohemia + Aat Vos

Bohemia Amsterdam

ibraries all over the world are suffering a downfall in visitors. The majority of people think there’s nothing for them in those dusty repositories filled with examples from the ancient tradition of book printing. “IT’S BORING,” they say.

WELL, IT’S NOT AT ALL BORING if you turn the repugnant library into a Knowledge Super Mall by using all selling techniques imaginable. Why We Buy tells the secret of this successful method. The following text is taken from the back cover of Why We Buy, by Paco Underhill. Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as “a Sherlock Holmes for retailers,” author and research company CEO Paco Underhill answers with a deﬁnitive “yes” in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of ﬁeld research in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, he lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control. In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including: • • • • •

How a well-placed shopping basket can turn a small purchase into a signiﬁcant sale What the “butt-brush factor” is and how it can make sales plummet How working women have altered the way supermarkets are designed How the “boomerang effect” makes product placement ever more challenging What kinds of signage and packaging turn browsers into buyers

For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.

9+1 TIPS TO A

PERFECT PICNIC and 152 other recipes

The sun is shining and everyone wants to head outdoors. Cross media becomes an obsession and what better way to indulge than with a cool picnic. Use these top tips for a successful picnic.

1. Make it Interesting Make subjects interesting and easy to follow – think ‘finger food’.

7. Keep it Cool Make a cool campaign and execute to every little detail.

2. Things to Avoid Avoid boring speakers, off track subjects, and unattractive locations.

8. Think Smart and Make it Easy Make use of an easy to follow map on where to go.

3. Make it Simple Ensure all picnic activities are simple to organize.

9. What You Must Take The sun may shine take sunglasses and sun block. Bags to take all rubbish home.Business Cards.

4. Make it Few, Make it Well Prepare just a few things nd do them well. 5. Plan Carefully Don’t clutter the program.

10. What You Must NOT Take Many colleagues. (this is not the place to meet new people) A Been-There-Done-That kinda attitude. Kids of some sort.

6. All at the Same Place Keep all activities to one area and don’t let the guests laze around.

Join at least one picnic a year to keep your mind free and inspired. This book will help you with 152 other recipes to make your party, dinner, drink, birthday, launch or tupperware party to be a success and of great value to all your friends and family.

UNCORK YOUR BRAIN!

Cross Media Week 25-29 September

Westergasfabriek Amsterdam picnicnetwork.org It’s that time again! Time to feel inspired. Time to make connections. And time to play with everything that’s out there. PICNIC ’07 takes you outside the average, feeds you fresh innovations and lets your creative mind off the leash.

Come along and uncork your brain.

picnicnetwork.org

Bohemia Amsterdam

Idiosyncrasy Sharing is Growth

New case studies by ROBER E. MADOC

idiosyncrasy |ˌidēəˈsi ng krəsē| noun (pl. -sies) (usu. idiosyncrasies) • a mode of behavior or way of thought peculiar to an individual • a distinctive or peculiar feature or characteristic of a place or thing • Medicine: an abnormal physical reaction to a food or drug

“The good thing about people is that everyone is unique. The bad thing about people is that we don’t like people who are different.” Marco de Boer, CD Bohemia Amsterdam

The way to deal with this tangled

dualism is to be open-minded and able to speak out, address the differences

and respect them. The Bohemian Rule is to share those differences because

understanding the differences helps us grow mentally. In idiosyncrasy we trust to enrich our perspective on concepts, designs, copy and the way we work.

Be memorable.

SWALLOW TO DIGEST

N T.V.

NO AS SEE

HYLA

BARNES

SWALLOWING IS A COMPLEX FUNCTION. CONSIDERING THAT, IT’S NO WONDER THAT SWALLOWING CAMPAIGNS, BEGINNING WITH THE CLOSING OF THE EYES, HAS BEEN “AUTOMATED,” MEANING THAT NO THOUGHT IS REQUIRED FOR THE ACT ONCE IT’S INITIATED. Swallowing is controlled by automatic reﬂexes involving nerves within the parietal lobes and the sensory areas as well as a swallowing center in the brain that is connected to the motor area and Broca’s area.

O.17

AMERICA’S N

THE COMPLEXITY OF SWALLOWING CAMPAIGNS ALSO EXPLAINS WHY THERE ARE SO MANY CAUSES OF DYSPHAGIA, A MEDICAL TERM FOR THE SYMPTOM OF DIFFICULTY WITH SWALLOWING. PROBLEMS CAN OCCUR WITH: CONSCIOUS INITIATION * THE OF SWALLOWING, PROPULSION OF THE CAMPAIGN, * CLOSING THE EMOTIONAL PASSAGES, * OPENING OF OF THE UPPER OR LOWER * ESOPHAGEAL SPHINCTERS, AND MENTAL

BLOCKAGE TO THE PASSAGE OF A CAMPAIGN.

TO GET A CAMPAIGN TO BE SWALLOWED WITHIN AN ORGANISATION, WE FIRST HAVE TO BAN ALL POSSIBLE CAUSES OF DYSPHAGIA. THIS CAN BE DONE WITHIN AN ORGANISATION BY USING FIVE SIMPLE TOP-DOWN MANAGEMENT STEPS: 1. ACCEPTING THE CONCEPT BY THE MANAGEMENT 2. MAKING AN INTERNAL PRESENTATION OF THE CONCEPT 3. ENGAGING MARKETING TEAMS TO THE CAMPAIGN CONCEPT 4. MAKING ROOM FOR ALL TO SPEAK OUT AND SHARE THOUGHTS ON THE CAMPAIGN 5. DELEGATING TASKS TO TEAM MEMBERS FOR EXECUTION

25002 74135

In this book we give you more insights on how campaigns are digested, stored or rejected, and how to make them fuel our system efﬁciently.

COME WITH US

Who made you believe that taking the safe route is harmless?

Are you insecure of nature or do you need proof before you believe? Sorry to hear that. Life must be hard for you. Who told you the red light will turn green, or that the sun rises every day? Who made you believe that taking the safe route is harmless? Being a Bohemian we do not believe in safe routes. Thereâ&#x20AC;&#x2122;s not such thing. We can assure you successful entrepreneurs know one trick. Only one. Thatâ&#x20AC;&#x2122;s what they sell.

Bohemia Amsterdam

Bohemian Strategies for Dark Forests

This is a collection of short stories about Bohemian strategies to find a way out of dark forests. The tales will illustrate how to get grip on your sight, describe your mission, define your destination, and create your own path through the wilderness.

With a strict yet easy-to-follow game plan, the Bohemian Strategies lead medium to large-sized businesses to open fields where they can flourish.

Game plan and maps are available on request. Request your copy of Guides in Marketing from Hugo@BohemiaAmsterdam.com

VISIT WWW.ISSUU.COM/BOHEMIAAMSTERDAM FOR MORE VISUAL STIMULATION

Life is a

PLUS

OTES U Q ING T F I S PL 302 U SUCCES T ABOU

“ Life shrinks or expands in proportion to one’s courage”

Anais Nin

“e do not see things as they are. e see them as we are” TALMUD

“We make a living by what we get, but we make a life by what we give”

Winston Churchill

“If we donʼt do what we want to do, we wonʼt become what we want to be”

MARCO De BOeR MAke ThAT CAll! +31 20 42 33 555

! e R O M Y N A M D AN

The French poet Arthur Rimbaud (1854–1891), born in Charleville, could have been the ﬁrst Bohemian. He inﬂuenced modern literature, music and art, and was known to be a libertine. He was also quite restless; he traveled extensively across three continents before dying of cancer. The ability to recover childhood is vital to the creative process. The characteristics we identify as childlike are:

Trustfulness Innocence Curiosity Excitability Thirst Energy Feeling of freedom Openness to learning Maturation SO… LIVE YOUR LIFE TO THE FULLEST. SHARE YOUR EXPERIENCES. WIDEN YOUR PERSPECTIVE.

OLAY TESCO

Proctor

& Gamble UK, has proven to be ahead of its time by diving into mobile marketing before the term was even invented with this Olay/ Tesco campaign.

their 10th anniversary in 2005, Artmiks founded a new way of connecting to the masses by using a single phone number in outdoor advertising.

Bohemia proliferates this concept.

www.bohemiaamsterdam.com

25 0 0 2 7 4 1 3 5

Bohemia Amsterdam

Ad agencies supply what is asked, right? They are paid to blast you with crazy ideas and extravagant campaigns. Yet you probably recognize the space between your brief and their proposal. You doubt whether they understand your branding, your product or your motivation. You realize: “Wait a sec – they’ve never asked me anything!” Their account administrator is relieved when she can put down the phone without answering your ‘difficult’ questions. This is not what campaigning in-depth is about.

“A partnership with the right ad agency and the right banker meant you could drive a company to be almost as big as you could imagine.” Seth Godin, Purple Cow

To us, being your agency means that we are indeed partners. We really want to know everything. We’re not afraid to turn you inside-out with questions, simply because we might see more of your motives, beliefs or brand characteristics. We can only get answers if we’re not afraid to ask. There is no such thing as a stupid question. And there’s nobody who knows your product better than yourself. Tell us about it when you call us.

+31 (0)20 42 33 555

Bohemia Amsterdam

YOUR MOM WAS RIGHT

AS WELL

THE FOLLOW-UP TO THE AWARD WINNING “YOUR DAD WAS RIGHT”

This is the sequel to the best-seller YOUR DAD WAS RIGHT on modeling the things you want your kids to learn. In YOUR MOM WAS RIGHT TOO, we talk about the repetition of your message. Because if your actions don’t match your words, children will follow your actions before they follow your words. How do I know this? By watching my four-year-old son. I see him mirror

me all the time. I love when I see him mirroring me when I’m being polite, showing kindness, and thinking through problems. When I see him mirror bad things like getting overly frustrated or getting more angry than is necessary, that’s when I really take notice and say to myself,

“Hey, get yourself in check, Mom! He’s copying YOU!” When this happened the other night, we decided to write this book about the things we teach our pupils. We’re sharing it with you, not to say that this is the best list for you to follow, too, but rather to spur you to come up with your own list.

The 30 chapters go by titles such as:

Work From The Heart / Check With Your Mind, Step Back to See the Big Picture, Respect Authority, But Also Be a Concept Leader, Frugality and Saving Ideas, Sharing is Growth, Always Be Learning, Enjoy Creativity Often, and Smile a Lot Every Day. Here’s our free Bohemian mother’s advice for today: Choose Happiness. The basic choice in life is to be happy or not, so why not choose being happy? What have you got to lose?

www.bohemiaamsterdam.com

In innovation we believe Second Edition Includes Social Media

In Innovation We Believe provides a current and comprehensive discussion of influential advances in communication. The main goals of this approach are to portray the strengths and weaknesses of communication innovations; to help where these alternatives fit in the broad scheme of social inquiry; and generally to guide in the evaluation and critique of innovative alternatives in order to reach a more sophisticated level of understanding.

In Innovation We Believe also includes work developed outside the field that has strongly influenced the digital natives of todayâ&#x20AC;&#x2122;s communication. This second edition has been completely updated to include new or enhanced coverage of several communication alternatives including; post-colonialism, critical race theory, new generation social penetration theory, global effects of Social Media and mass media reception theory.

In Innovation We Believe explains that all innovations in communication are merely new and supplementary ways to communicate. They add to the endless list of alternatives and are to be used when appropriate.

Yours truly, the Innovation Believers of Bohemia

DELETE ELITE A I M E am d H r O e Bmst A

y. h c rar

gy ie r e H yn o S t to ye o b l d l oo he g y This is the end of damnation Sa and

to restrictions.

The time has come where we can shake hands with everybody and nobody in particular. The time of the equal voice. We can say what’s on our mind to create better work.

nded, i m n e the op e tion. m a o e c r l c e e w We of fre s e e t s u the tr PIRIT S oest H R S E a r R F y ”K MISE A ATION. m.com C I N “I PRO U msterda a M ia m M e oh IN CO kyra@b

It’s easy and safe to copy successful products and campaigns. You know ‘change it a little and claim it as your own’. There are some successful copycats out there, but you will give your brand a much more stable and unique identity when you stand apart from the crowd. “Remarkable marketing is the art of building things worth noticing, right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.” Seth Godin, Purple Cow. We follow this point of view like no other: Be unique to be remembered. We can help you with that... let that be clear.

With Bohemia, your brand will go precisely where you want it.

The Talking Stick

A.C. Nieuwenhuis

A.C. NieuweNhuis, The TAlkiNg sTiCk The Talking Stick was a method used by Native Americans to let everyone speak their mind during a council meeting, a type of tribal meeting. According to tradition, the stick was imbued with spiritual qualities that called up the spirits of their ancestors to guide them in making good decisions. All members of the circle had equal rank, and the stick ensured that anyone who wished to speak could have their ideas heard. “Whoever holds the talking stick has within his hands the power of words. Only he can speak while he holds the stick, and the other council members must remain silent. The eagle feather tied to the stick gives him the courage and wisdom to speak truthfully and wisely. The rabbit fur on the end of the stick reminds him that his words must come from his heart”. locust, 1998 At Bohemia Amsterdam, we prefer to use this method symbolically. We don’t sit in a circle or hand out sticks to anyone who wants to speak (but we sure do like our tepee). The fact that we prefer to listen over speaking helps us to understand clients, situations and questions. Bohemia Amsterdam

Bohemia Amsterdam

miee tu got killed

isode of the p e t s la d e ld ra The unhe ard-try-hard h ie d a f o ry endless sto

THIs

is a written version of an oft-told story about a cowherd who lived not too long ago. He did everything second-best and never got to improve himself. He was second out of bed, second at the ranch. The man was even second with driving the cattle to the barn for winter. Still, he pointed to the number one and said, “Miee Tu made it as well.” IAN BOHEM

TIP:TRY

HARDER

SPOILER ALERT: MIEE TU DIDNT MAKE IT. FOR THE RECORD: MIEE TU WAS NOT CHINESE.

g n i m i a l C

rD From iClaim Fo

ition

ummies, 7th Ed