LE FREAK C’EST CHIC
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EDITORIAL Look at you. You are young. You are scared. Why are you so scared ? Stop being paralyzed. Stop swallowing your words. Stop caring about what others want. Say what you want. Say it how you want to. Define your own style without looking at others. Listen to the music you like. Play it loud as hell and dance to it. Go out for a drive at midnight and forget you have to work the next day. There is always a next day and every day ends. Stop waiting for Friday. Stop waiting for Summer. Stop making excuses. Live now. Do it now. Take risks. Tell secrets. This life is yours, live it.
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CONTENT 4
EDITORIAL 3 FRITHA KNUDSEN 6 RITCHARD KELLIHER 10 AMSTERDAM LIGHT FESTIVAL 11 INTERVIEW W/ ICI SANS MERCI 12 MAGNEET FESTIVAL 14 COMMUNICATION PLAN 16 CURRICULUM VITAE 22 CROSS MEDIA PLAN 24 TRANSMEDIA CONCEPT 26 INFOGRAPHIC 28 JOE PINE’S MULTIVERSE 30 ANALOGRAPHY & PHOTOGRAPHY 32 EVIDENCE 36
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‘EITHER LAUGH OR CRY’ -
FRITHA KNUDSEN
Because of our project for the commissioning client The Red Wire we already heard a lot about Fritha before seeing her for the first time. In our first meeting with Martijn Timmermans, the owner and founder of The Red Wire he immediately told us about his american friend Fritha who worked for companies such as Google and Virgin. As soon as we received the message saying that we would get the possibility to attend a guest lecture of Fritha because she is coming to Amsterdam I got really excited. Attached to this I found her CV which we could look in so that we could prepare questions. Reading this it made an extremely big impression on me and got me even more excited for the guest lecture. We met Fritha the same morning because she also attended our pitch and gave us feedback on it. She was very nice and enthusiastic about her visit in Holland. Her guest lecture was split up in three parts. The first part was about an event she did for Virgin Galactic. It was a launch event of a mother space ship of the first commercial flights to space. The second part was also about an event she produced for Virgin Galactic. It was the opening of an station for the mother ship. It was a very impressive building and both events took place in the desert near Las Vegas. The third part was about an event she did in San Francisco for Sales Force.
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Her story about the first event for Virgin Galactic was very impressive and sure one I won’t forget quickly. The launch event took place in the middle of the desert so literally everything had to be build up there and the weather was very unpredictable. The visitors of the event were mostly press so a good impression was crucial. Because of the bad weather the whole event had to be evacuated last minute. If it wasn’t cancelled it would have probably costed a lot of life’s. This example shows the huge responsibility an event producer on such a big scale carries.
Her second story was about an event that also took place in the desert and was held for the press and the first “commercial astronauts”. These are customers of Virgin Galactic which spend a lot of money on the first tickets ever to the moon and have to be entertained once in the while by large scale events. Her third and last story was about an event she produced for Sales Force in San Francisco. For this event, that had place for over 20.000 visitors, the location was just a normal street in down town San Francisco. The whole street had to be closed down for the event and turned in to a park. The production side of this event was rather huge than large and entailed real life tree’s, grass, big stages, screens, several area’s and it changed every couple of hours. The most challenging during this event was that they only got permission to close the street down two days before the event so they did not have much time to build everything up. And this was also the same problem when they had to break everything down. In the end the event was a major success and Fritha will be working on it this year again. During her guest lecture she said that also during this event she had a lot of moments that she could either laugh or cry, and if you want to be successful and happy in this kind of work you always have to able to laugh.
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Ola Plonska, Amsterdam 2011
ritchard kelliher potato pixels Art Director During the first handshake organized for the minor Creative Industry we had a guest lecture from Richard Keller. Richard Keller is an art director at his own company potato pixels. He started this in 2005. Before this he used to work as a graphic designer and editor at several companies. During his presentation he showed us a lot of examples of magazines and gave us very useful advice. He showed us the most important steps how to create and edit magazine. To make our own he gave us a lot of advice. His main advices were the following: Get an opinion Don’t sit only with yourself, get other people’s opinion and try to look fresh at your own products. If you struggle with something ask some else’s opinion about it and try to look at it from a difference once in a while. When working on something for a long time it sometimes may seem difficult to have a good overview. Be your audience Try to look at your product from an objective point of view. Be your own audience and try to go threw your magazine imagining you being your audience. When doing this you can look from a different point of view at your own magazine and find strength’s and weaknesses. Smile Always keep smiling even if everything goes wrong and always try to see the bright side of it. It is work where a lot patience is needed and you have to love what you do. Have a rhythm A good magazine has a proper rhythm and is taking you on a trip. Flow is extremely important and also for this sometimes you need to look at your magazine from a distance and see if the line going threw is correct. When going threw the magazine follow the eye and see where it takes you first and last. Look for inspiration Look for inspiration and create something new. Look for inspiration everywhere and not just static in other magazines. Look for it outside, inside on the internet and in books. Be the cause and not the effect. And of course.. Have fun!
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Amsterdam light festival Frans van Konijnenberg Project Manager Amsterdam Light Festival During our second handshake organized by the minor creative industries we started with a guest lecture from Frans van Konijnenberg. He is the project manager of the Amsterdam Light Festival. In the guest lecture he also explained us the assignment for that day. In his lecture he told us a lot about the magic of lights and how it attracts all different kinds of people. Amsterdam Light Festival happens in the same period as Christmas and Frans explained us how lights give a lot of people a warm and good feeling. Also he told us how long the festivals exists, how it started and how fast it’s popularity has grown. Right now the Festival is collaborating with 19 museum’s in Amsterdam. Last year 250.000 visitors attended the walking tour threw Amsterdam and 100.000 visitors were watching the Christmas Canal Parade. In the period of the festival there were 22% more hotel bookings in Amsterdam than normally, this is extremely high and shows how this festival can contribute to the growth of tourism towards Amsterdam. Amsterdam Light Festival does a lot co-creation with other companies. This is needed during such a big event in the middle of the city. Last year there were 43 projects assigned to the festival. The objective for this year is to get 500.000 visitors to participate during the Amsterdam Light Event. One of the biggest strength’s of the festival is the collaborations with external companies and the magic of light during a dark and cold winter. It brings people together and connects them.
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INTERVIEW WITH INSPIRATOR
ICI SANS MERCI 12
Ici Sans Merci, a Dutch DJ and producer of house and techno, began his career in 2006. Earning his stripes through the underground scene and illegal raves located in Amsterdam and throughout the rest of the Netherlands has allowed his style to become extremely diverse and both attract fans of all forms of electronic dance music as well as perform for a variety of party scenes. Already known and highly requested in both Amsterdam’s biggest clubs and festivals held across the country, Ici Sans Merci has managed to spread his music to the international scene as well. After touring with Radio 538 through Ibiza during the summer of 2011 he was asked to become a Resident DJ for their radio show “Dance Department” – one of the best listened podcasts in the world. Ici Sans Merci continues to play every summer in Ibiza and in addition is scheduled to play upcoming worldwide gigs in Barcelona, Berlin, and London. On the constant rise, Ici Sans Merci’s popularity continues to flourish and his breakthrough as a recognized artist can be reflected on his recent achievements in the past year alone. A featured artist in the line-up for large events in 2012 such as Amsterdam Dance Event, Ici is now a resident DJ for Format, Chateau Techno and Lazy Sundays and was presented with the Dutch Techno Award for “Best New Artist of 2012”. As Ici is not busy enough playing all over Holland now he also got his own night in the well known club Chicago Social Club in Amsterdam. Once in three months he is inviting his favorite DJ’s from all over the world to play in Amsterdam. I asked him a couple of questions about this new turn in his career.. Was it your idea to host night at Chicago Social Club or how did you get involved in doing this ? “ I actually got approached to do it. Chicago Social Club is a great club and always busy but they were looking for something fresh and new and I immediately knew what I wanted to do. The club gives me a lot of opportunities and vice versa.” How is it for a DJ to suddenly stand on the other side and actually organize parties? “ Well it is not the first time that I am involved in organizing events. I always used to help a lot and like to get involved. But it is really nice to see it from the other side and it makes you see some things differently, especially the stressed part where I am not really used to” Tell us something about the first edition of Youth in Revolt “ Youth in Revolt is about a feeling that fits every generation. I want to inspire young people to stand up for what they like and to not be afraid of sharing their opinion. Music helped me with a lot of things in life and that is something I want to share with my fans. The first edition was a big success, I invited Christian Smith who hadn’t played in the Netherlands for a very long time and wanted to celebrate his album release with us what was really special.” What can we expect from the next edition ? “ Well I can’t tell everything yet but it’s taking place at the 19th of July, so just make sure you gonna be there and you can experience it yourself!” For more information check: https://www.facebook.com/YouthInRevoltAmsterdam Or: https://www.facebook.com/icisansmerci
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MAGNEET FESTIVAL
When: June 3rd What: Discussion Night about Magneet Festival Location: Pakhuis de Zwijger As I am a big fan of Magneet Festival and especially the concept behind the festival I immediately wanted to go there when I heard about the seminar. I went to the festival for the first time three years ago with absolutely no expectations. I hadn’t done any research about where we were going that Sunday I only knew that the weather was amazing and apparently there was a festival going in Amsterdam for only €10. When we arrived I was totally surprised, obviously because I had no expectations. I saw old people, kids and people my own age and the atmosphere was amazing. For my age I have visited a lot of festival and events and it is still one of my favorite festivals especially in Amsterdam. The seminar was split up in several parts such as lectures of speakers and a brainstorm session. The first speaker was Jesse Limmen, the creator of the festival. He created the concept after a visit to the famous Burning Man Festival near Nevada, North America. Everyone who knows a little about festival knows this festival which is known as the best festival of the world and especially for it’s magical meaning for the visitors. Jesse was also one of more people who got inspired by this special event. The key words for Burning Man are participation, crowdsourcing and leave no trace. Obviously he did not start a festival right away but started smaller with a Magneet Bar at Ruigoord, after gaining more popularity in Amsterdam he hosted during other festival such as Lowlands. Eventually he organized Magneet Festival. The second guest speaker was Dadara, who is an artist that creates different kinds of art wthat is used during events and festivals. He also works for the well known festival Burning Man in the States. For Burning Man he makes big wooden installations which visitors of the festival can finish them selves. Besides this Dadara also explained his theory about the success of Burning Man, it is all about community building and living in another reality for a week. Both speakers literally said that the festival will change your thinking about life once you visited it and they are both the living proof for this quote. Next to the lectures of the guest speakers there also was a skype meeting with Betty June who works at Burning Man. She also explained some success factors of Burning Man. In the end there was also a brainstorm session in which the audience brainstormed about how to make crowdsourcing more fun. What would be a good way for Magneet Festival to get more people to participate during the festival? The group came up with the following idea for this problem. Organize an open night, like a market for example, where people can walk around, talk, network and vote on who or what they would like to see at the festival. Magneet Festival is located at Oostdok in Amsterdam which is a very nice location especially at night it gives a beautiful view over the city. This year it takes place from 23rd of August till the 15th of September 2013. During Magneet it is all about participation and so everyone can submit to participate during the festival. Not only musicians or DJ’s but also entertainers, cooks, artists in fact everyone with a nice and creative idea. The festival is not tight up to time as they are not using any timetables, either money or technology (only the social media that is needed for promotional purposes). I found the evening very inspiring and it definitely gave me a look into some creative brains and how they think about festivals now a days.
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COMMUNICATION PLAN MY PERSONAL BRAND
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- The first media channel that will be discussed in my personal communication plan is the most popular one and the most used one by me. The main difference within this media channel that I use it more for Branding than for personal use. I started my own event company one year ago. Within this year we have organized several succesfull events in Amsterdam and we have created a popular platform mostly threw Facebook. I am in charge of our Facebook page and very active on this. At this moment we can proudly speak about more than 1000 followers. The frequency of posts on our page variates. In the weeks before an events I try to post at least a couple of times a week and in the week before an event at least daily. We try to give as much information about our events as possible and also give information about the artists playing at our events like album releases, articles etc. Besides own events we also have hostings during other events and festivals. This has helped a lot to build our community and popularity in Amsterdam. For me it remains a funny thing that there are actually a lot of people in Amsterdam that know what I have created and what started as a joke.
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MY blog the following blog is rather visual than readable. it is rather emotional than real. it is rather me.
IT ENTAILS PHOTOGRAPHS OF MY OWN AND OF OTHER’S AS WELL AS FOOTAGE OF THE WAY I EXPERIENCE BEAUTIFUL AMSTERDAM IN MOSTLY NIGHTLIFE.
http://placeandspace.tumblr.com/
- The following channel that I use a lot is Instagram. It is also a really popular social media channel now a days and specially a very easy one to use. As photography is one of my hobby’s it is a perfect application for me because it makes it possible to take great pictures, edit them and post them right away. I used to use it a lot specially on holidays or overseas. Now I also discovered Camera+ application and abendend Instragram a little. I still follow a lot of people and brands on Instagram though and look there on a daily basis.
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- As mentioned above photography is one of my biggest hobby’s and so is my love for pictures, collecting them, editing them and getting inspiration. Once I discovered Pinterest I was addicted right away. It is the absolutly perfect website when it comes to inspiration for someone like me. I look there daily for mostly inspiration for artwork for events, photography or just to kill time. My favourite bord is definitely “Inspiring Photography”
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CUR RICU LUM VITAE
OLA PLONSKA
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MEDIA PLAN CROSS Media concepting is something that is being used by a lot of marketeers now a days. The description already tells a lot about what it actually is. It is combining different media channels for one purpose. Marketing via different media channels and also real life. It is being used more and more now a days because of the way it connects people and gets them more involved into a product. The media channels that are mostly being used within a cross media concept are the internet, film, television, theater, radio, print, games, mobile devices and live events. Even though a cross media concept uses various channels the story always stays the same, this is a very important characteristic of a cross media concept and also what distinguishes a cross media concept from a trans media concept. A very clear and well known example is the Dutch television show The Voice of Holland. The concept is created by Dutch Television producer John de Mol and launched three years ago. It was one of the first really interactive TV shows in the Netherlands. The number of tweets about The Voice of Holland were extremely high from the very first show and I have to admit that even I was a loyal follower on Twitter back then. Everybody had an opinion and the use of various media made the show extremely popular in a short amount of time. The show worked really well online and offline. In the green room, which was showed a lot during the show, all the tweets were shows and the competitors of the show were very active on twitter as well. The used media channels were the following Television This is a very obvious channel as The Voice of Holland was a TV show. It was the chance for great singers with maybe different looks than the usual Popstar has now a days to get famous and show what they can. This was an innovative part of the show but also the very high interaction threw social media. Besides the regular show on friday night they also created The Voice of Holland Real Life which was a small reality show about the life’e of the competitors. Radio Besides the normal auditions on the show some people received an invite to do an audition threw the radio on 538. This was a smart choice of the makers because it only shows more how this show was about voices and not looks.
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Printmedia Most of the printmedia was done by the two big sponsors of the show and daily newspapers. After every show you could read something about it in next day’s newspaper. The biggest sponsor was Vodafone. Red was the color of the show as it is of Vodafone which worked really well. In almost every campaign Vodafone made during that time there was something about The Voice of Holland. The second sponsor was Haribo which printed The Voice of Holland on their candy because of all the little fans. Telephone/Internet As in every audition show in the world the viewer has to vote by calling or texting. But now a days a phone has a much higher meaning than just one for making phone calls, it is also being used for a lot social media interaction. Almost everyone has a smart phone now a days and is able to go on Facebook, Twitter etc with his phone, this makes it much easier for people to get involved online. All the posts on twitter were showed in the green room during the show and so the viewer felt really involved into the show.
Winner of the first show: Ben Saunders
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TRANSMEDIA CONCEPT Why so serious ?!
“This campaign has been developed as a 360 alternate reality experience to play out live over the months leading up to the release of The Dark Knight as a deep, pervasive, interactive, and viral experience. Centered in the web, yet branding out over a multitude of platforms, the ARG allowed the audince to became real citizens of Gotham city, Fuleing the rise of the Joker by becoming henchmen campaigning for Harvey Dent, and taking the law into their own hands by becoming copycat Batman viligans” This marketing campaign has been established by the marketers behind the new movie of Batman and is a full scale dialogue marketing campaign, which requires a high degree of participation and authenticity. The purpose of the campaign was to turn casual fans into loyal fans who actually would part take and to create an as real possible experience for the public. The co-creational part came from the 360 degree experience which is shown on the right. The model represents the 360 experience in which the participants were triggered to actively participate in the campaign. By creating a dialogue, enthusiasm and determination, the participants were pulled into the campaign. Due to a mixture of online and offline activities and tools, a high degree of participation was offered which led to the intended result. The campaign primarily took place online but what made it so real was the fact that it shifted from online to offline. The participants were drawn into the campaign because they heard something about the latest Batmen film, they visited the website and later on the website of the movie was changed as a result of the act by the Joker. This created a lot of curiosity amongst the fans of Batmen and result was that they could participate into the whole campaign with a lot of ‘hidden’ sites to discover as their degree of participation increased. The level on which co-creation was applied in the trans,- and cross media campaign required but simultaneously created a lot of participation. Most of the games that were offered online were small games that then would give a hint that would help the participant further in the scavenger hunt. All these different media platforms which were interconnected with each other established a solid trans,- and cross media campaign which on their term has a high level of authenticity.
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Medium specificity In the campaign ‘Why so serious’, the marketeers have been using several media formats with each their own purpose. All these different media formats were meant to complement each other and it was the power of the collective what made the campaign such a success. The central hub that made the transmedia marketing campaign such a success was the internet. Internet connected all these loose dots together and without it it could not have worked out in such a way. Below one can find a list of the different forms of media being used and their specific function, and boundaries: Print and traditional media These media includes TV, radio, magazines, newspapers, books and movies. For this campaign print and traditional media has been used to inform the public that there was a campaign regarding the latest Batmen movie. News articles, press releases, and news coverage have been written and shown on television to notify the audience of the campaign. These forms of media are a one-way direction and therefor it is not possible to have any interaction with it. Mobile content Mobile content is any type of electronic media which is viewed or used on mobile phones, graphics, games, movies, and GPS navigation. For the campaign, the marketeers of Batmen have developed a mobile application, games, images, sounds, and videos to involve and communicate their message towards their audience. Mobile content allows the receiver to simultaneously experience multiple of these media features and thus its creates an overall better experience that involves and triggers the user even more. A great feature of this media format is the fact that it allows users to participate and interact with the marketeers. The interaction feature came from the games and the mobile application and they could engage in a treasure hun through out the city. Online websites For the campaign there have been several websites established. The function of the websites depends on the purpose that is has for the audience. A websites can be entertaining, informative, or anything other. The character of the website can also vary, a more traditional websites functions as printed media while, websites build on the principle of web 2.0 have more depth towards it, and allows the user to interact with the company behind it or it connects different people to each other. For the Batmen campaign they have used both, however most of them where buid on the principle of web 2.0 and allowed the user some sort of interaction. All of the websites where used to provide clues and information that is necessary to solve the mystery in the narrative structure. Narrative structure for each platform The overall narrative structure is quite complicated as there are so many layers towards this marketing campaign. At first fans were send on a scavenger hunt to unlock a teaser trailer and a new photo of the Joker. Than the film website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain loationsin major cities throughout the US, and to take photographs of their discoveries. The clues combines to reveal a new photograph of the joker and an audio clip of him from the film saying “and tonight, you’re gonna break your one rule”. Completing the scavenger hint alos led to another website, where fans could submit photographs of themselves costumed as the JokerThose who sent photos were mailed a compy of a fictional newspaper called ‘The Gotham Times’, whise electronic version led to the discovery of numerous other websites. The narrative structure led through multiple media platforms, such as a fictive news paper, numerous websites, phone calls, videos, mobile application, and each of the media platforms was there to back up the other platform making it into an holistic trans,- and cross media campaign. Cross medially between the media channels What made this campaign such a success is the fact that the cross media between the different media channels, online as well as offline was so well worked out. Each of the different media platforms couldn’t function solely on their own but they were all to supplement and to complement one and another.
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oe pine’s multiverse Physical world In the physical “real” and “touchable” world, time, space and matter are linear to reality. An example for this is having a conversation with a friend. You are both physically there. Augmented reality This is real time and space but virtual material. So you are in a real space here and now but you are showing or watching something that is not present in reality. An example would be if you would put on glasses which show you an ad for a new car and all it’s possibilities. Threw these glasses you see a total 3D version of the car which you would not see without the glasses. Augmented virtuality The space is virtual but the material and time is real. You are adding physical aspects to a virtual space. A good example for this is the Nintendo Wii. You are looking at a virtual space, it doesn’t really exist, but you are physically playing the game. Warped reality Real material and space but with not with linear time. This reality is the hardest to describe or explain and is not being used a lot. You are in a physical world with physical material but you are standing apart from time. It is the world of Suske en Wiske, it is our own world but with unlimited possibilities like traveling threw time.
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Mirror world In the mirror world the time is real but space and the material are virtual. Second life is a very good example for this. You “live” there now but it is not real. Everything is happening on the computer and not in real life and time does not stop when you are not logged in. Alternate reality Here there is real space, virtual matter and non-linear time. There are a lot of games created in this reality, the use reality as a platform. The communication between players can take place threw real channels like phone, e-mail etc but the internet is central threw the whole game. The campaign for The Dark Knigh launched the “Why so serious” game. this is a good example for alternate reality. Physical ‘virtuality’ In physical reality there is real material in a virtual space and time. Disney is a good example for this. Nothing created by Disney is real but as a kid I was crazy about it and really wanted either the dress Snow White was wearing or the Lion King cuddle. Virtuality In this world everything is virtual and nothing takes place in real time or place. This can be an animated game for example.
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ANALOG RAPHY& PHOTO GRA PHY 32
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