Hallo© Yan & Luke
"Good advertising is honest, dedicated and has to appeal in the emotional field. Preferably something, that sets off in a fit of laughter or in tears. Mother’s principles are: keep it simple, tell the truth, (It seems like everyone washes his hair under a waterfall in pure nature, if you should believe advertising) reward the consumer, make your message understandable and create familiarity."
"Piss people off and have fun" is the slogan of the office that used a Monopoly-chemistry set as a form of self promotion, with bombs and other ammunition, and a Tamagotchi under the motto:
"feed a hostage instead of a baby. "
Yan Elliott and Luke Williamson, creative group Mother, London.
"The term holistic, for me, means examining a problem 'in the round’. First, we extensively look at a briefing from all angles before we come with a suitable proposal.
Because advertising is not always the best solution."
Good advertising is 'get noticed'. In addition you must make sure that people remember who or what it is that they are looking at. And, without sounding far too rhetorical: if you interrupt the feature film at someone’s home, at least take the responsibility to do that in an entertaining way. By making the consumer laugh, cry or think. Brands that force themselves on you shouldn’t irritate you"
Tim Ashton, Circus, London.
Hallo© Sam & Sean
"Architecture nowadays is about everything but the object itself. It is more about how it is used, about the processes with which it is designed and created and the way in which it is being received and consumed as data. FAT believes that architecture is a medium the power of the idea and the image in our culture causes that buildings are read as signs, as an identity.
In short, architecture is communication.
Sam Jacob and Sean Griffiths, architects and founders FAT, London.
"Creating brands can be one of the most important things in the advertising business. At least if people within the agencies stick together. The problem is: people who work in advertising usually have so much fun – they travel around the world, meet interesting people, and all that for quite a high salary with not less favorable conditions of employment – that you almost start feeling guilty towards your customers. So we will not take the ground from under their feet. But let’s be honest: we already know so much about brands and brand development...Advertising agencies can rule the world".
Steve Henry, creative director, London.
"The broadcast model of marketing shows a paternalistic attitude in relation to the consumer. The latter one will throw all kinds of smart methods against this struggle. The solution for the brands is to grow/develop into a 'culture brand'. Give the consumers a 'culture idea' that appeals to them before you sell your product. Brands such as Nike and Starbucks also give their customers cultural value, surprising insights and a sense of commitment instead of merely selling products".
Graham Bednash, partner and co-founder Michaelides & Bednash, London.
"I do stuff. My approach, my style, is as simple as possible. I believe it is the essence of communicating: talking but then in images. And this is best to be done through a clear, direct line".
Antony Burrill, Internet designer, minimalist and illustrator Bless-the-Artist, London.
"Being creative is being able to be embarrassed, and that is what I am about to do right now. During seven years I produced work that was really bad. I was pursuing a bizarre battle between the artist and the illustrator in me. I had to eliminate one personality in order to find out that I could bring both personalities together within
Joe Morse, conceptual designer and illustrator, Toronto.
"At this moment there is a discussion going on in photography that you steal something from someone when you take a picture. Some photographers take pictures of people in slums and sell these on to a fashion magazine. Poor people in Africa play the leading part in a fashion campaign. I make an attempt to come to terms with these issues".
Julian Germain, photographer, Byerhope Farmhouse, Allenheads, Hexham.
"St Nicholas was some sort of catholic-dispatch figure around the beginning of the twentieth century. Around 1908 Coca Cola created the round, Father Christmas dressed in red white Coca Cola colors, which has pushed aside St Nicholas in most countries. Creepy when you think about it".
Tim Ashton, co-founder and creative director Circus, London