Lecture with pictures for the students, and not only

There is an axiom - the right advertising does not have to explain the idea, it explains everything. This idea works as a drug. Consumers with different tastes and experiences interpret the image by the extent of their depravity. And the kicks of it are different. But the positive effect is garaunteed - the product's bought, the brand remembered.

Director of the Kiev advertising festival, Maxim Lazebnik, asked me to write a few words about where the image of XI festival came from, why we decided on this option, etc., etc. Ha! I would have sent him politely ... but remembered a seminar in Kharkiv, which held a few days ago.

Students, journalists and pretty girls always ask the same questions about the seemingly obvious things: how the idea comes, why you think it would work, where this style comes from.

So this "description" is not for the "monsters", but for people, whom it will actually help to do the job, write texts or make sure that the dish won't be spoiled by the wrong ingredients.

Maxim designated task like this: "You know everything yourself - who we are, what we are, for whom we are. The mandatory symbol is a fish, around which everything rotates, and, incidentally, may not rotate, as last year ... "I immediately remembered Zhvanetsky quote: "I want something unusual - Caspian roach, for example".

By an old Russian custom, we've compiled a list of words that are crucial - for the form-building project:

ADVERTISING, FISH, eleven, INTERNATIONAL, Kiev (Ukraine).

And, of course, CRISIS (I'm not guilty - he came!). Turning to the personal experience of participating in a sacred festival, I added a legislatively mandated HOLIDAY. HOLIDAY, in my opinion, should be present in any advertisement (as in any other piece of art).

No conflict - no drama, no drama - no story, no story - no advertising. When I try to teach students the methodology of finding images, I jabber as the Philology professor: "Look for a number of associative verbs, especially verbs of action - this is life!".

The first decision that comes to mind is the most correct one. Usually.

Proved by the practice of Zen and martial arts and advertising theorists.

Masochists find a hundred more, and then return to the first one.

Even if you do not come back from these one hundred - ten, as a rule, are suitable

To drain in the chest of ideas that may be offered to other customers.

Therefore, these ten percent we will not show. 

First there came the image of "subhuman".

Why sub? Well, it is not clear - this is his "сhub", or a segment of one-twelfth of the head removed. This is an accurate portrait of the consumer, in whose head experienced marketing specialists will always find an empty spot for the next portion of the advertising rubbish and litter information. At the same time - a reference to the figure 11 in the standard perception of the clock.

But we are the incorrigible romantics and still believe that advertising can be good, bright, eternal. (Especially our confidence in this matured after participating in various election campaigns))). So there appeared the image of the fish dreaming of the stars (exactly eleven stars, if someone did not understand). Advertisers are like that... they only talk about money, while think about the lofty, advertising is considered to be art and a dream. My wife said about this picture: "I understand, of course, that the main events at festivals take place at night, but you are in fact ordered the official version of events, the day one, aren't you?". The argument, however.)))

One fish, by the way, tried to reach the stars, forgetting about the business and the terrible crisis. There is no fat on the body, but as long as the advertiser has a had - everything will be Ok! About this picture Maxim Lazebnik said: "Stop drawing dead fish to me year after year! The fish did not die yet!". 

Anyway, the participants of the festivals are not the victims of circumstances, but predators. They do not watch the stars with an open mouth, and not even guard the watering, they rush in search of prey. Maybe it could be directly illustrated?

 
What, what in Ukrainian folklore can be associated with marine issues, and play in conjunction with advertising and the notorious "identity"? Correct! What the Beatles sang about and what was whispered about in all the kitchens of the USSR! Submarine in the fields of Ukraine! "What does it have to do with advertising?" - a rare, blunt student could ask. Well, try to sell to the people the thing they obviously do not need and then you immediately realize that the submarine can be placed to the field only using the frenzied backlash, the ideal strategy, strong pr-support, innovative marketing moves, social networks and so on.

Also, the perspective and trends in the industry are visible from the periscope))).

My brother said that the submarine is funny and understandable, Lazebnik said that it was very funny and it easy to explain. Are we making it?  

No, there's some garbage turning out... The same drama, for which I so plead, hid in this submarine. Who's there? What are they doing? Is that not a robot sending spam from the depth? Is there someone actually? If there is, show them, tell their names, let the consumer know their enemies in the face.

At the closing ceremony of the 9-th Kiev Festival, held in the style of RnB "Two Comrades" recitatived: "advertisers, raise your hands!". I wanted to add that the clients would raise their hads (in front of our undeniable skills to help them earn money), so we can have an ability to take everything from their pockets (well, not everything, just little things). And in general - our business is a constant war with varying success.

I love working with signs since childhood. Signs are the force. Civilization crystallized them in order to use this force.

If you are not afraid, of course. It is slippery on this track. And scary. Those, who are not afraid, sometimes win. Signs, symbols are always a straight line. We are working on them for long. The most famous works are: poster "Life was a success ," Trinity " and the advertising campaign for the "Finance" magazine. 

So I wanted to make a quintessence of advertising business. To show the relationship on the advertising market. Of course, we are wildly lucky that this festival can be denoted as XI.

This cross with a stick strengthened the image of a thousand times, tied it tightly with the event. Water (Dnepr?) is associated with fish and suddenly pulled CRISIS backgrounds. Kind of, we are dying but not giving up. Or not buried, but still making fun of. The gull was the finishing touch in this farce - Kiev at the time of the festival becomes a resort town, and you really want to stay there in May! Can you feel that? Do not fight. 

Yes, I almost forgot! Why are the hands yellow? And what do they have to be on blue background?? And it's beautiful!

p.s. And a few more answers to specific questions in order not to repeat.

Please tell me, isn't the new logo too provocative?

This is not the festival logo but an advertising image for KIAF XI. Criteria, established for provocation consider the level of nastyness. This image is not nasty.

What outcome do you want to achieve?

Make a thing that would at least be liked by the customer (festival director), as well as myself and colleagues.

Have you received feedback on the logo?

Yes, calls from the administration of President. They said that the picture is fun.

What inspired its creation?

Ability to travel to Kiev, the mother of Russian cities.

Organizers of XI Kiev International Advertising Festival commented that the logo perfectly reflects not only the serial number of the festival but those, who were not able to get awards. Do you agree with this opinion? Do not you think that this is too harsh to those who withdraws from the festival with nothing?

I think that advertisers and doctors have one professional quality, which helps them to survive life's challenges and to earn for living - a good sense of humor. 

Andrew Logvin