“Yu cant spel properlie wen hungrie. Grab yourself a Snikkers.”


Diesel: Be Stupid Advertising Campaign

“Be Smart” – that is what our parents and teachers told us since we were young. While Diesel, an international jeans brand, takes “Be Stupid” as its philosophy.

Diesel Stupid Philosophy

Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life.  You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant. ( Source from Diesel )

The “Be Stupid” campaign is looking for 100 creative individuals (so-called stupid acts) to feature its coming Diesel Stupid Music Video, and will double up as Diesel’s 2010 clothing catalogue. Meanwhile, the unique video will not only exhibit the new collection, it will also expose the participators and their creative cause by directing people to their personal website and social networks. The following is the campaign, enjoy it and you will find what the real “Stupid” is.

Smart May Have The Brains, But stupid Has The Balls.

Smart Critiques. Stupid Creates.

Smart May Have The Answers,But Stupid Has All The Interesting Questions.

Smart Has The Plans,Stupid Has The Stories.

Smart Listens To The Head.Stupid Listens To The Heart.

Smart Says No. Stupid Says Yes.

Stupid Is Trial And Error.Mostly Error.

Smart Had One Good Idea And That Idea Was Stupid.

If We Didn’t Have Stupid Thoughts We’d Have No Interesting Thoughts At All.

We’re With Stupid.

Smart Sees What There Is. Stupid Sees What There Could Be.

Only The Stupid Can Be Truly Brilliant.

Stupid Might Fail. Smart Doesn’t Even Try.

Smart Plans. Stupid Improvises.

Long Live Stupid.

Source: http://www.creativeadawards.com/diesel-be-stupid-advertising-campaign/


Campaign Media Awards 2012 – Best Total Communications Programme: Ikea

To meet the challenge of making Ikea synonymous with the bedroom, and so drive double-digit growth in bedroom furniture sales, Vizeum’s campaign was designed to send the nation “happy to bed”.


On Channel 4, the agency created a TV campaign that secured the ten-second spot closest to 10.30pm every night for 20 weeks, with a “live” Happy To Bed clock reminiscent of the old BBC TV clocks. On Absolute Radio, Ikea sponsored Mark Crossley’s bedtime show, with a ten-second audio Happy To Bed clock broadcast at 10.30pm every night alongside listeners’ bedtime song requests. Online, the agency developed a digital manifestation of the clock with bedtime content; a Happy To Bed mobile app took the campaign to the bedside, while paid-for search and SEO drove people to Ikea’s Happy to Bed experience.

This article was first published on campaignlive.co.uk

Resource: Campaign Live. Referred 20.4.2013. http://www.campaignlive.co.uk/features/1160937/


5 Trending Social PR for 2013 (The PRCoach)

Social. Mobile. Visual.

As founder Pete Cashmore says: “Social networks have evolved beyond personal updates to become venues for news discovery.” In his business, failure to be social, mobile and visual would be a recipe for failure in the super-competitive global media marketplace.

Mashable redesigns website

Mashable: more social, mobile,visual

As soon as I saw it, I knew Mashable’s tagline would form part of my 2013 PR trends to watch.Mashable struck the perfect chord for media, as a “social business”, and in staking out its positioning for the future.

No better statement for public relations professionals to embrace in 2013 too.

PR as Social Business

Our profession has already become a social business. In his New Year’s message, Toronto PR agency CEO Joe Thornley says we must be prepared to reinvent ourselves constantly. He reflects on the changes at his agency:

“Today, only about half of Thornley Fallis’ revenues are from what would have been considered traditional public relations services. The other half? Video production, public engagement, content marketing, design and development.”

Thornley adds:

“You’ve probably noticed the absence of social media from that list. Where’s social? Integrated across everything we do. What was hot a few years ago has become simply the common entry fee.”

This is the year that PR people will prove their value by helping their organizations or clients evolved into social businesses.

Mobile Forces Constant Change

Mobile will continue as a powerful force in the New Year. Its influence is far-reaching in every business including PR. Last year, we ensured our messages and content were visible on smartphones. We recognized our content had to be laser-targeted, shorter, more scannable. Suitable for the “many screens” consumer.

This year, watch for new power apps. Designed to increase your efficiency and productivity. Look for continued growth in mobile phone usage for everything from banking, payments, web search and more. You may want to create your own app but only if it has real value and you keep the marketing department’s hands off. And, your mobile content better include visuals and video. Which leads me to my next trend.

Carlos Santana live at Montreux

Carlos Santana live at Montreux 2011

Videos Rock, Visuals Roll

YouTube is now the second largest search engine world. Organizations from IKEA to Home Depot, charitable organizations to sports teams, have embraced video. Spending on it in the marketing mix is growing quickly for one simple reason. Results.

Most PR people have expertise in video or know how to direct it or buy it. Big budgets and high production values are not yet a barrier to entry. Creativity, storytelling and focus matter the most. This is the year to use it or lose it.

Visuals will be even more important this year than last. We know visuals double or even quadruple news release pickup for example. On a cell phone, in the marketing mix, in news or social media, visuals are critical for impact.

Look no further than Pinterest, Instagram, Slideshare  and other visual social media channels for new opportunities and ways to extend your reach.

Two Final PR Trends to Watch

Storytelling and content marketing will drive and complement most of our communications in the future. Storytelling instead of “story selling” will assume huge value for its ability to engage, retain and motivate audiences. Content marketing has become hugely popular. It’s a marketing buzzword and our challenge this year is not only to break through but to differentiate ourselves from the “marketers.”

You know the type? The screamers and yellers. I call them the Sham Wow charlatans. With every new technology or shiny new social media they arrive soon after the earlier adopters. Barking and scamming their way while the rest of us run in the other direction.

We’ll win by making our storytelling so compelling and our content marketing so effective, they’ll be left in the dust behind us.

Want Social PR Results? Integration Rules

Social PR demands integrationMy final and most important trend is integration. That’s where we can add value most as PR and marketing communication pros. Management and clients are frustrated with a lack of ROI on social media spending. Integrators will be critical to success.

Coordinate your social media efforts. Force your marketing partners to listen and then respond. Lead by listening and showing how social media monitoring is critical to research. Gear up for quick response.

Yes, you’ll need to listen, engage, interact, talk, tweet, like, pin, tell stories and take action. You’ll win by managing and integrating traditional PR tools, experience and strategic thinking into your social business. Most important of all, help your organization or clients stay on the path to becoming a social business.

That’s not just a trend for 2013. It’s a reality for business and organizational survival and success in the future.


Resource: The PRCoach Blog. Referred 20.4.2013. http://www.theprcoach.com/five-social-pr-trends-to-watch-in-2013/


5 Surprising Marketing Trends for 2013 (Forbes)


Here’s a peek at what we see coming down the road in terms of small business marketing:



The last few years have been all about every business feeling obligated to create a dynamic presence on every social media platform. Now that we’re getting the idea that the set of hot social media sites is never going to be a static group, that there will always be the hot social media outlet du jour, the idea that we should all feel pressed to utilize and engage on every available front is not only unreasonable, it’s a strategy that could only lead to depressingly disparate engagement. Instead, we believe 2013 will be the year that small businesses become confident and adept enough at social media integration to pick the specific platforms that make the most sense for their business. The reality is not all social media sources are perfectly suited to every industry. This year businesses should decide which platforms are the most worthwhile places to reach their audience, thus hopefully seeing greater returns as a result.




Maybe it was “Gangnam Style” that pushed us over the edge of overstimulation, however as we embark upon a new year, the overwhelming feeling among consumers is one of exhaustion. There is a sense that from the hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated sensory input we’re fed everyday, there is no way to continue at this pace. As a result, 2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.




As a marketing strategy, campaigns are great…in theory. The problem with focusing on a tactic that involves a set group of marketing activities and processes centered around one theme is that it operates on a company-based timeline. Inherently, this neglects to account for the timeline of the customer, which is, at this point, almost entirely real time. Up until now, companies have been progressively integrating social media and real time customer engagement as a supplement to campaign-based marketing. We think that from here on out, real time marketing, through social media and websites, will be the focus. We are excited to see what inspired strategies come about.




We were fairly surprised to read a recent study by Fournaise Marketing Group that cited 73% of executives do not believe that marketing significantly ties to creating revenue. This is not great logic; 2013 will be the year everyone catches up. Instead of just measuring lead generation, marketing’s worth to a company will start being weighed against sales growth. This could entirely change marketing’s key performance indicators, which, ideally, will lead to a more effective marketing department altogether.




Last year, more people purchased smartphones than PCs. Seriously. While it feels like we hear the word “mobile” more than our own names these days, global marketers haven’t entirely caught up; 90% of them have a mobile site, but only 20% include mobile strategies as a fully integrated part of their overall marketing plan. If nothing else on this list comes to fruition, count on “mobile” being a bigger, bolder line item on every major marketer’s strategy this year.


Resource: Forbes Magazine. Referred 20.4.2013. http://www.forbes.com/sites/thesba/2013/01/23/5-surprising-marketing-trends-for-2013/


Content Marketing

Content Marketing