Hello, Valencia!

Don't you think that traveling is one of the best pleasures of our lives? I do. Not everyone enjoy at the same level going away from their comfort zone to discover new places. And not everyone travel for the same reasons or with the same purposes, although the destination may be the same. However, for all those who love traveling as much as I do, I'm sure they all agree with the fact that no matter the reason, the important point is that every trip becomes a unique opportunity to learn something new about our world.

But traveling is not only a pleasure. It is a business. Indeed, tourism constitutes one of the main sources of income for hundreds of regions all around the world. A fact that would explain why during the last decades, tourism campaigns have evolved into powerful communication tools, effective enough as to position even the smallest towns onto the international scene. 

A recent example of how creative can be the strategies used to attract tourists is the campaign developed by Hello Valencia, a magazine edited in that same Spanish city, which has launched 'Conoce Valencia de una forma diferente' (Know Valencia in a different way). 

The campaign shows the city of Valencia through the performance of four different music groups, which have composed original songs inspired by some of the most emblematic neighborhoods of the city: 'El Carmen', 'Ruzafa', 'L'Eixample', and 'Els Poblats Marítims'. 

Besides, people can participate in the campaign through different social networks. Via Facebook or Twitter, they can post or comment about their favorite bars, restaurants, local stores or any other place in the city, using specific hashtags created for the campaign. Every week, the best ones have the opportunity to win different prizes. 

The campaign appeals to its target audience in a very friendly tone of voice, thus increasing, in my opinion, its possibilities to be more effective on getting the desired purpose. I think it is a very interesting way to promote the city because it does not only appeal to the foreign tourists, but rather to its own citizens. Not only the city is being promoted, but also the local businesses of all those old neighborhoods, and obviously the artists themselves. 

I strongly believe in this kind of initiatives that combine the effort of different groups to obtain a common benefit. Especially in such a hard socio economic situation as the one that is been living in Spain right now. Campaigns like this one can help a lot of people.

I love the campaign and I love the city. Probably because it is my city, but honestly, it is a wonderful place, extremely worth to visit.

CONOCE VALENCIA DE UNA FORMA DIFERENTE

Enjoy your creativity!

Creativity can be sweet, or spicy, or bitter... In any case, what creativity can definitely be is tasty! Searching on the Internet, have you ever ended up by chance in a food blog? There are thousands of them! Either you got one day lost on your search and found yourself salivating in front of your computer screen, or you are a passionate follower of one of those mouthwatering blogs, you would have been able to realize that some of them have evolved into authentic professional websites, with thousands of visits every day. 

Food blogs are one of the most popular categories withing the bloggers world. The great number of blogs, and their variety and extraordinary depth, are some of the main factors that have contributed to provide them the popularity they enjoy today. Besides, the high quality of their content has led food blogs to be a vital part of not only the Internet, but of food journalism too. 

If this extraordinary growth has been possible, is mainly thanks to the commitment and hard work of the individuals who run the websites. Some of them may be professionals, but most of the owners of these blogs are people who have made of their passion for food more than just a hobby. Nowadays, it is not only possible to buy their creations online, we can also find their best recipes gathered either in magazines or books, which we can purchase in any bookstore. 

Although I do not consider myself a desserts enthusiast, I am always impressed by the creative effor put into sweet recipes. It is amazing the hundreds of ways in which people can play when decorating a simple cupcake, the countless number of cookie varieties they invent, or the number of layers they may arrive to use for a cake. 

And because a picture is worth a thousand words, here are some of my favorite recipes. People from Muffinella, and the woman behind I am baker, can be considered true food crafters. Get ready, all their creations look awesome!

MUFFINELLA

I AM BAKER

Sweet blogging!

Keep reading, and salivating, on: 

Muffinella

I am baker
Saveur Best Food Blogs Awards 2012

Bright street art.

Nowadays, technology, more than ever, is part of our daily life. We are so used to it that we do not usually realize how close we are to it. Have you ever take a look back to check how much our life has changed in barely ten years? Because ten years before, making use of the Internet we could search information on Google, but no one of the social networks we use now every single day existed by then. Facebook was created in 2004, Youtube in 2005, and Twitter in 2006. It sounds crazy, right? Wait to read this: the original iPhone was launched only five years ago, on June of 2007, and the iPad was released for the first time in 2010. Only two years ago! 

Communication has changed, as well as many ohter aspects in our lives. Technology is everywhere. It is part of who we are, what we do, and how we do it. And one of the areas that more noticeably has embodied technology in its processes is the arts. Technology provides artists with hundreds of new sources to inspire their work and create outstanding pieces of art that challenge our understanding. 

An exceptional example of that evolution in the arts is the project of Antonin Fourneau, 'Water Light Graffiti', which boosts the concept of Street Art to a new level. It consists of a surface made of thousands of LED that light up by the contact of water. You can use a paintbrush, a water atomizer, your fingers or anything damp to sketch a brightness messages or just to draw. It is a wall created with the purpose of giving people a chance to communicate and share magically in the city. Water Light Graffiti is a wall for ephemeral messages in the urban space without deterioration. 

After several tries, prototypes and material improvements, Water Light Graffiti took finally place in a public space the last month of July. For a few days, the inhabitants of Poitiers could discover and try Water Light Graffiti with the artist, the Digitalarte Artlab team, who worked with Antonin Fourneau on the project, and Painthouse, a graffiti collective invited for demonstration.

Keep reading on: 

Water Light Graffiti by Antonin Fourneau | video

Water Light Graffiti by Antonin Fourneau | project

Bright&dark

One of the best points about traveling is that our perception of all those places we visit becomes an opinion based on reality. After the trip, the way we think about the place where we travel changes forever. Depending on the experience itself, but also on the expectations we made before the trip, that new thinking can be better or worse than the previous idea. In any case, traveling is always positive because it helps us to open our minds to the differences that inhabit the world. But the truth is that there are trips that have a bigger impact on us than others. 

Seven months ago, I fell in love with New York City. It was the first time I visited the Big Apple, and it is definitely the most outstanding city I have ever seen. But the funniest fact about it is that it did not seem it was the first time I saw all those places. While walking around the city, everything looked familiar. 

However, it is not that surprising when I think about the countless number of movies, photographs, TV shows, songs, books, and lots of other materials that showcase the city. The streets and buildings I saw reminded me of all those audiovisual and written testimonies, but now when I watch a movie, listen to a song, or read an article that talks about New York, they remind me of the days I spent there. And it makes me always smile. 

Perhaps that connection with the city after I visited it is the reason why I liked 'New York: Night and day' so much when I discovered it. 

The video, created by Philip Stockton, is a combination of non-traditional video time-lapse and animation. The day and night scenes filmed around the city have been combined into single sequences using rotoscoping techniques. According to the author, the piece explores the relationships between night and day, by compositing together scenes shot in the same location over a speific time period. 

In my opinion, the creative concept is amazing. Cities look completely different during day or night. Thanks to the work of Philip Stockton, now we have the chance to see both views combined into one only look. 


Keep reading on:
'New York: Night and Day'
Philip Stockton website 

Listen to the city.

I love cities. I love walking through their crowded streets, stopping in front of every appealing show window, or simpliy seating in one of their numerous cafes to see the people going and coming. I like that contradictory feeling of loneliness while being surrounded by hundreds of people. You do not know them. They do not know you. It makes me feel independent and free.

However, a pleasant walk around the city becomes sometimes a true nightmare. There are days when it is hard to listen even to your own thoughts. The everyday din of the cities can block your mind, interrupting any thinking. I guess that is probably the reason why so many urbanites walk around with their ears covered with headphones, some of which certainly can be considered luxury items. 

This is the idea that underlies the new campaign of AIAIAI for the latest headphone-release of the brand, the Capital, specially designed for the on-the-go urbanite. The campaign, which is named 'Make the city sound better', is based on the development of an ambitious, design and sound project: The Sound Taxi. With the active collaboration of the London-based sound artist Yuri Suzuki, the brand has transformed one of the typical black taxies of London into a vehicle which is capable to turn the noise of the city into electronic music.

The Sound Taxi is equipped with a microphone that records its surrounding noise. A specially designed software analyses the captured frequencies of the noises and uses them to generate unique music in real time. The sounds change and evolve as you drive around the city, so the music generated matches the dynamics of the streets. Passerby can hear the music via the 67 speakers built into the entire care body and the big horns on the top of the taxi's roof. Additionally, the passengers of The Sound Taxi can tune-in to the converted sounds via headphones installed inside of the vehicle.

Source: Yorokobu.es

I find the project very interesting and creative. The bran is not only offering a promise to its target, they are giving people a chance to experience by themselves what the new headphones can do for them. The Capital headphones make the city sound better.


Keep reading on: 
Make the City Sound Better | Campaign
Make the City Sound Better | Tracks (soundcloud.com)
AIAIAI website | Capital Headphones
Yuri Suzuki website

Red Bull gives you wings!

Creatives are defined by a constant interest in the possibilities of new combinations. Creative people are thought to have the ability to see the relationships between disparate things. They go beyond the established standards. An attitude that I certainly associate with one of the most popular brands in the world, Red Bull. 

Red Bull is a master combining its brand advertising with adrenaline, which matches perfectly with the product. The creativity does not come from this combination itself since it is an energy drink, but from the creative ways in which the brand promotes this combination. Although Red Bull produce traditional advertising, its brand communication is based on experience. 

Red Bull develops an international marketing campaign that includes numerous activities range from art shows to music and video games. Although the brand is especially known by its relationship with the world of extreme sports like mountain biking, BMX, motocross, surfing, windsurfing, snowboarding, skating, breakdancing or Formula 1 racing. However, the Earth seems not to be enough for the brand so Red Bull decided to go even further taking its brand to the edge of space.

Source: Red Bull Facebook

Last sunday, October 14th, Red Bull Stratos mission was successfully accomplished. Felix Baumgartner, an Austrian skydiver and thrill-seeker, ascended in a stratospheric balloon to jump from 128,100 feet. During the 4 minutes and 20 seconds of freefall, Felix accelerated to 833.9mph, achieving Mach 1.24. Now, he boasts the world record for highest ever jump and freefall, and for becoming the first man ever to break the sound barrier with his own body.

Millions of people could watch the mission either online or on TV. According to YouTube, around eight millions viewers were watching how Felix jumped from the stratosphere. Meanwhile on TV, Discovery Channel had a marathon viewing event that also allowed people to follow this historic moment. 

However, if you are one of those people who didn't know about this event until media started to bombard with news about it, don't worry! You can search on Internet and you will find plenty of videos and photographies that attests the feat. 

Aside from Mr. Baumgartner's personal achievement, it has clearly been a success for the company since Red Bull has attained to be the first commercial brand to be advertised in the stratosphere.

Keep reading on: 

Red Bull Stratos Mission

Exclusive: What Felix Saw | Red Bull Stratos Live Jump POV

Red Bull Facebook

Red Bull Stratos: Felix Baumgartner's Historic Freefall

Be safe. Be productive!

Words. How beautiful are they? And how harmful they can be? Words are everywhere. They build the world we live in, and help us to live in it. We need them. We talk, write, hear, and read words. They are our daily tool to communicate with others, but also to communicate with ourselves. 

When we write, we start a process in which we dialogue with our own mind, trying to translate our thoughts into written words. It needs concentration to listen to our mind. But current technology has snatched away from us our capacity to concentrate due to the multiple windows and applications that constantly vie for our attention. 

I am sure you are not surprised of it. It is an evident truth. We all tend to spend part of our working time trying to avoid all sorts of distractions that interrupt our concentration on the job we are doing. But we do not always succeed in out attempt. Do you?

If you are one of those people who sometimes need an hour to start writing on a new text document, don't worry anymore! I bring you a recourse that will help you to make the most of your time. Say hello to Ommwriter:

Ommwriter is a new generation of text editors that removes all distractions from the computer desktop and helps users to concentrate more whilst writing. It was created by HerraizSoto&Co, an independent creative agency based in Barcelona since 1997. 

Ommwriter originally emerged as an internal tool for use within the agency. The idea was to build a 'place' where they could go to escape from the humdrum noise. Ommwriter builds an environment where writers can be at one with themselves and their ideas. 

Fortunately, when the agency ascertained that the tool they had created was so useful, they decided to share it. The happy event took place in 2009. In words of the agency itself, by opening up Ommwriter to the rest of the world, HerraizSoto&Co wanted to communicate the importance of ideas as well as the ability to understand technology as an aid and not a distraction, and to vindicate the value of concentration. Besides, Ommwriter has become a self-promotion tool for the agency, which reveals its creative, freshness philosophy towards work. 

If you are interested, you can download Ommwriter through this link: http://www.ommwriter.com/en/free-download-mac.html 

All in all, I stronly recommend you to check out HerraizSoto&Co website. The work of this agency is absolutely inspirational: http://www.herraizsoto.com/ 

White becomes green!

Have you ever felt stupid telling someone your ideas? You shouldn’t. Every idea might seem ridiculous at the beginning, but every idea needs of the obsessive work of its author to become a success. Especially those ideas which sound weirder. 

In my opinion, what determines if an idea is good or bad is the effort of the person who wants it to become a reality. Carolina Delgado believed in her idea, worked on it, and now she has obtained her reward. Last May, she won the Adidas Originals White Space Project in Bogotá, Colombia, with Planta Baja, an artistic project based on environmental awareness. The idea first arose eight years ago, when Carolina started to re-use old things and bring them to live again, though with a different purpose. The concept of the project is to integrate nature, art and design, all together in a single space. A key word of Planta Baja is recycling. 

But... What is exactly Adidas Originals White Space Project? Originals WSP is a campaign aimed to honor the creativity, authenticity and uniqueness of women, values closely related with Adidas brand personality. Originals White Space Projects ofers the artists a big, white space where they can unleash their imagination in order to create an innovative setting, no matter the theme. Adidas invites girls from around the world to share their passion and showcase their creative skills. United States, Taiwan, Greece, Norway or Italy, are some of the countries where WSP has encouraged women to develop their creativity.

Although this is the second edition of Adidas Originals WSP, it was the first time that the campaign took place in Colombia. Women from all over the country arrived to Bogotá to participate and share their creativity. They showcased their talent through very different artistic projects inspired on fashion, music, cooking, and many other diverse topics. However, it was the original creations of Carolina Delgado which filled the Adidas store with its green message.

Keep reading on:

http://www.youtube.com/watch?v=gDB0eKFC2I4
http://www.revistadiners.com.co/articulo/39_567_el-espacio-en-blanco-de-carolina-delgado
http://adidasoriginals.tumblr.com/

What would you do if you had five more years of life?

Last week I wrote about how people from the developed world try to help people from developing countries, and how creative can be that attempt to help. This time, I bring you again an example of how creativity can contribute to solve a problem. However, in this case, the solution comes also from the developed world, but the problem is here at home.

Nike Foundation premiered at the annual Clinton Global Initiative earlier this week an emotional spot by the ad agency Wieden+Kennedy Portland, directed by Lance Bangs, which show us a group of kids talking about what they would do with five extra years. "Why are you asking me that?" That is what one of the kids wonders in the video. Unfortunately, the answer is so sad. As it can be read at the end of the spot, for the first time in history, this generation is expected to die five years younger than their parents. 

The creative concept of the spot is powerful. The kids are telling the things they would do during five years that they are not actually going to have because they will die young. Our society is getting lazier, and that includes our children. With the campaign Designed to Move, Nike is trying to make us aware of the fact that there has been a massive drop in physical activity among kids in recent years. In the U.S. alone, it has declined up to a 32 percent in a single generation. 

The video shows the kids, who are the victims of the problem, to target instead those who are direct responsible for it: the parents. Of course, they are not the only responsible for it. Unfortunately, the process is not that simple. However, the truth is that the solution needs to start at home and so juxtaposing the innocence of those kids with the clear possibility of death scare any parent straight. 

In my opinion, the power of the campaign is extraordinary. I just hope the campaign really helps to make a difference regarding the increasing laziness of our society. We need someone to be who removes the blindfold from our eyes when we do not want to see. Although what we have to see may be unpleasant. 

Keep reading on: 
http://www.designedtomove.org/ 
http://nikeinc.com/pages/the-nike-foundation/ 

http://www.adweek.com/news/advertising-branding/ad-day-nike-144025

Play Ludo!

Creativity is always great, although it is extremely subjective. We all have our own concept of creativity and so we may not agree on the greatness of either a photograph, painting, advertisement, or any other project that is supposed to be creative. However, there are some examples of creativity so exceptional that there is no possibility of disagreement. It is the case of Ludo, the new creation of Uncharted Play. 

To think out of the box focusing on thinking about how to help people seems to be the guideline of this young company founded in 2011 as a new kind of social enterprise. The founders of The Uncharted Play, Jessica O. Matthews and Julia Silverman, met each other during their junior year at Harvard College in 2008. They worked together on a class project that gave life to Soccket, their first revolutionary invention. Have you ever heard about it?

The Soccket is the world's first eco-friendly portable generator in the form of a soccer ball. It produces and stores energy during game play. The way it works is extraordinary simple: it harnesses the kinetic energy generated during play with the ball, and stores it as electrical energy that can be used to power different appliances like lamps or water sterilizers, therefore reducing the need for fume-generating kerosene lamps. 

Matthews and Silverman created the Soccket for resource-poor communities in the developing world because, when working on their class project, they realized that the world of play was truly 'uncharted' territory when it came to tangibly addressing real issues facing the masses, like it is in this case the need of power resources in developing countries. They took a practice widely popular in many countries of Africa as it is playing soccer, and made it useful. Indeed, it is possible to read on the website that the mission of Uncharted Play is «to create fun products and services that allow people to rethink the function of play both as a tool to address major issues facing society today and as a way to keep joy at the forefront of our lives.»

And so they did it again! But this time the ball is on the developed world. Uncharted Play has created Ludo, a new soccer ball that, in this case, racks up cash for the developing world as you play. How? The ball, made of the same ultra-durable shell from the Soccket, is powered by a chip that tracks pay time, which is wirelessly uploaded to Uncharted Play's online gaming platform, the Play Fund. When your play time has been uploaded, you can log onto the website and select a project that you think deserves your "play points." The expenses for the different projects are covered both by Ludo purchase price ($59.99) and money from corporate sponsors. 

Ludo is the way that Uncharted Play has found to thank those who were part of the success of Soccket. In words of Matthews, "this is about re-engaging the people who were so amazing when we first launched Soccket and saying 'Hey, thank you for this, we've now taken the time to design something for you.'"

Don't you think the initiative is amazing? Creativity is at its best when it is used to help people and make of our world a better place. 

Keep reading on: 
http://unchartedplay.com/home.html 
http://www.fastcoexist.com/1680562/the-ludo-a-soccer-ball-that-racks-up-cash-for-the-developing-world-as-you-play#2 

'OK Go' plays creativity.

One of my favorite ways of wasting my time is watching music videos. I love it. Indeed, I do not think it is actually a waste of time, I guess it is just a widespread belief. It is true though that sometimes I can spend hours on Youtube jumping from one video to another while I should be doing other things, but... Don't you get tired of doing what you should do instead of what you want?

I do, and I am sure of not being the only one. Indeed, I like to think I learn new things when I watch music videos, and so I do not like to waste my time watching stupid ones. Unfortunately there are actually many of them.

Rather, when I sit down on my sofa or in front of my computer to search for some music entertainment, what I expect is to discover new interesting and appealing videos. I consider myself a creativity consumer. If after ten minutes or so, any video has attracted me enough, there is no time to waste then. 

If you are lucky, sometimes you discover bands that create a really fascinating work. That is the case of OK Go. Have you ever heard about them? Maybe you know them as those four crazy guys who appeared in a video dancing on moving treadmills. You're right!

The best point about this Chicago-based band, officially formed in 1998, is that its videos amaze people not because of the use of impressive visual effects or expensive production techniques, but because of the captivating simplicity of its work. Millions of people are addicted to the extreme creativity that distinguishes the band's homemade music videos. 

The first time that the four members of OK Go delighted the audience with its creative personality was in 2005, through the growing popularity of websites like YouTube. "A Million Ways", a song from their album Oh No, quickly became the most downloaded music video in history. 

Several months later, OK Go most popular video appeared. "Here It Goes Again" featured the bandmates dancing on moving treadmills, performing extremely coordinated movements. The song became a Top 40 hit in America and the U.K., and the band took home a Grammy Award for the video. 

Most of OK Go videos are outstanding, but the last one is a real masterpiece. "Needing/Getting" is that kind of videos that catches your attention from the first second to the last one. 

In case you did not have enough, these are some of my favorites ones. Enjoy! 

Keep reading on: http://okgo.net/

Long live imaginat10n! By Canon.

“I believe technology is leading people to understand that creativity is not that mysterious. We’re all creative.”

Ron Howard

Project Imaginat10n is the successor of Project Imagin8ion. As it did in 2011, this year Canon collaborates one more time with Ron Howard in the development of a project that needs the collaboration of people as well. Project Imagin8ion was the first ever user-generated photo contest that invited consumers to inspire a Hollywood production, When you find me, directed by Bryce Dallas Howard, Ron Howard’s daughter. Project Imaginat10n is a new chance for people to inspire the creation of a new film production leaded by Ron Howard.

Canon fosters again consumers to think out of the box, take their cameras and photograph the world to participate with their original shoots in this new creative experiment of the Japanese company. However, unlike the first project, five different creative icons have signed on to collaborate this time: Eva Longoria, Jamie Foxx, Biz Stone, Georgina Chapman and James Murphy. The photographs that the public submit on the project’s website will inspire the filmmaking process of the five directors.    

The films will be created based on ten different storytelling themes: ‘mood’ (conveys atmosphere, tone or emotion), ‘goal’ (whatever the character is pursuing), ‘backstory’ (a history that promotes fuller understanding of the narrative), ‘character’ (can be anyone or anything), ‘obstacle’ (anyone or anything in the character’s way), ‘relationship’ (a relationship between anyone or anything), ‘setting’ (any location or environment), ‘the unknown’ (can be anything unexpected, a twist), ‘time’ (represents time of day or within history), and ‘?’ (a tenth mysterious theme that will be revealed at a later date). People have to submit their pictures according to the different topics that Canon proposes them in the different storytelling categories.

Project Imaginat10n was launched on August 14^th and people could start to submit their photos since that same date. Once the period of submissions is finished, which varies between the different themes, Canon will announce the finalists of each category, whose photos could be then voted by the general public. Six photo categories are already closed to submissions since September 3^rd, three others remain open until September 17^th, and the mysterious tenth will not be revealed until September 10^th. Depending on the photo category, the public voting periods start on September 11^th or 18^th until September 24^th and October 1^st respectively. And finally, on October 15^th, the ten winners will be officially announced.

This new project of Canon constitutes a clear example of how the brands try to engage with their audience through real experiences. With Project Imaginat10n Canon is trying to encourage people’s creativity by using a photo camera that supposedly will be one of the Japanese company’s products. Anyway, the truth is that this kind of huge communication campaign are creative themselves, and even more in cases like this one which content is in essence creativity and imagination. Indeed, hidden under the title of ‘About’ on the project’s website, it is possible to find an apology for human ability to create and imagine new possibilities, especially by using Canon cameras and senses (we cannot forget we are talking about a project based on advertising aims and brand strategy).

Keep reading on:
Project Imaginat10n - Official website
Project Imaginat10n - Official Youtube page
Project Imagin8ion - 'When you find me'

"Spot the difference", if you can!

Fashion, art, and advertising is an undoubtable mix of creativity that results from the ongoing collaboration between Louis Vuitton and the Japanese artist Yayoi Kusama.

Louis Vuitton and Selfridges, the high end department store, have produced two frisky short films as part of an advertising campaign titled “Spot the difference”. The reason for this communication project is to celebrate the opening of the Louis Vuitton Kusama Concept Store at the Selfridges located in London. Inside the building, all the store windows showcase the Kusama’s clothing collection for the worldwide French fashion house. Besides, there is also an in-store concept installation that gathers the artist’s personality and will amaze the customers. 

“Spot the difference” is a project based on the popular game whose goal is to find differences between two similar pictures. The videos created by the avant-garde artist show the fashion blogger and style icon Bip Ling moving around a theatrical room while “Love Forever”, a poem written by Yayoi Kusama herself, can be heard in the background recited by a doll-like voice that matches with the look of the protagonist. Although both videos seem identical, they are not. If the viewers look carefully, they can notice five differences between the two.

I find the project extremely interesting because it interacts directly with the audience. On one hand, both videos constitute a game that invites the viewers to go beyond the simple viewing and get more involved in the story trying to recognize where the differences are hidden. The original image that the Japanese artist builds for the project makes it not only attractive but unique. On the other hand, people can experience in person the artistic personality of Yayoi Kusama if they have the chance to go to the Selfridges department store in London and check out the store windows and the installation set up in the Louis Vuitton Kusama Concept store.

Nowadays, everything is becoming interactive, not only in the sense of online networks, but also regarding the real world. In advertising and brand communication, everything is about experience. When the target audience feels they are in contact with the brand, they feel close to it. It is not that label hanging on the jacket you have just purchased anymore, it is that ‘friend’ who has introduced you into the Japanese art.

You can watch the videos here... Have fun! 

Keep reading on: 
http://kusama.selfridges.com/?cm_-_HP_-_heroCTA1_-_Kusama
http://www.louisvuittonkusama.com/
http://www.yayoi-kusama.jp/e/information/index.html
http://www.bipling.com/

What is creativity?

The Oxford English Dictionary defines creativity as the ability or power to create. However, I do prefer the explanation of Albert Einstein when he said: "Creativity is the intelligence having fun."

This blog is about the capability of people to take the alternative way to bring sense to their lives and their work. Everyone can be creative. You just need to be free of the pressure of being creative. Think out of the box and let your imagination guide your knowledge. That is what I will try to show. I will bring examples of people in different fields who use their imaginative intelligence to awake others minds.