Nick Bailey – Creative Director, AKQA Amsterdam and Naoki Ito – Creative Director, GT Tokyo held each a presentation at Guldägg week at Rival, Wednesday 1 april.
Nick Bailey showed us Nike Live and Nike PHOTOiD. But the most intresting and that gave the applause was the Fiat eco:Drive concept. Yoy can see more of it here.
Nick also talked about how consumers now want to buy for example clothes and shoes that they see in videos or on TV that their favorite players are wearing and how this can be accomplished. He showed Nike Hotspot player.
Next up was Naoki Ito with several Cyber Lions in his backpack. His english wasn’t the best but the presentation was excellent. He talked about give the information an order. Naoki showed us the great Uniqlo Website and the fantastic campaign Sagami original “Love distance”. “…and yet love needs distance. Sagami Original 0,02mm” Where Sagami as sponsor wasn’t revealed until the last day of the one month campaign followed by thousands on web and TV.
Naoki Ito talked about communication and information in a sense that you from now on need to feel, hear and share it. And that in japan it’s more of nonverbal communication, at least for Naoki.
On the panel discussion they summerized it very interesting: West communication – think, logic and maybe smartness. East communication – feel and connect.
Maybe the west campaigns were slicker and had slimmer art direction than the east campaigns.
However, East won on KO.
