Author Archives: Joseph Mayernik

Happy New Year from the RAF

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Well a new year brings new resolutions. That one time a year where we get on our soap box and say “I will exercise more,” “I will eat better,” or “I won’t engage in road rage behavior on 590.” Whatever it is, let’s not forget the New Year is a good time to reacquaint ourselves with our brands we have been entrusted with. To maybe look upon the media plan with fresh eyes, or reconsider the concepts behind your next campaign. Are they solid, or are they overweight and in need of a diet?
So what’s your New Year’s Resolution for your brand?

From all of us at the RAF. Happy New Year and here’s to a prosperous 2010. I look forward to the upcoming events like the 20 Minutes & a Beer event with Chris Lyons on the 19th, and of course the Addy Award show on March 12th!

Joe
Mr. RAF Prez.

20 Minutes & a Beer Recap

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Last Tuesday, November 17, 2009, Jeff Gabel from Partners + Napier gave a very motivating talk to a packed house at the Tap & Mallet on, “The common constructs of great ideas.” After Jeff’s talk several of RAF members in attendance wanted to know if they could get the list for inspiration. Well, here it is. Thanks Jeff!

Common Creative Constructs:
Work without words,
Combine things,
Use comparative juxtapositions,
Exaggerate,
Convert the benefit to a disadvantage,
Have fun with omission,
Change the perspective,
Change 1 element,
Tell a story,
Alter the product,
Show alternative uses,
Play with words,
Have a few meanings,
Change the medium,
Consider the context.

Now, are there any others you would add? Comment back and let’s see how long this list can go.

Please join us for our next 20 Minutes & A Beer on Tuesday, January 19, 2010.
Chris Lyons presents, “The business of freelance.” Information on us, beer on you.

JOE

Webster, where life is worth printing.

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This Friday one of the Rochester area’s newest cultural gem’s is having a Grand Opening. Dock 2 Letterpress is a printing company like no other. Specializing in handset typography and printing on antique hand fed printing presses. They celebrate an art form that since the age of computers has gone the way of the 8-track. It’s combing through drawers of wooden typefaces. It’s large iron printing machines powered by feet not electricity. It’s the feel of the deboss, and the smell of the ink that cannot be replaced by Photoshop.

This is not an official RAF event. It’s an event sponsored by the AIGA, and I encourage you to go out and see what the Dock 2 Letterpress is all about. Why? Because our new RAF mission is to strengthen our creative community, to educate, and inspire great work. And this shop is freaking sweet.

The Grand Opening is from 5pm to 9pm, this Friday the 18th.

Dock 2 Letterpress is located across from Webster Thomas High School on 855 Publishers Parkway, DOCK #2 in Webster, NY, 14580

Hope to see you there. I’ll be the one drooling over the Bookman woodblock typefaces in the back of the shop.

JOE

Product placement is the biggest loser.

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Unless you are The Biggest Loser.

NBC’s hit reality show The Biggest Loser does more than entertain America while contestants sweat away pounds. The show is a model for appropriate product placement that brings together brands like Subway, Ziploc, Extra Chewing Gum, and Rochester’s own Birds Eye. In an era where consumers fast forward traditional broadcast commercials, product placement is on the rise. In The Biggest Loser’s case, it’s hard to justify skipping the segments where Jillian talks about how chewing Extra gum craves hunger. (And yes, each segment is either :30, :60, or :90 seconds long). Because it’s appropriate content that is rooted in helping those on the show and on the couch. I even admire the media directors follow through. Lining up a broadcast spot in the next commercial break after the product placement takes place on the show. Although, I can’t say I watch them. I, like America, tend to fast forward.

Unsuccessful attempts were the new Blackberry on Law & Order, or Diet Dr. Pepper on The New 90210 (I just wasn’t buying the perfectly positioned cans in the cooler. Sorry). The dialogue was forced and the actors seemed uncomfortable with the sell.

So when is product placement appropriate? The show must fit your brand, and the content you provide to the consumer must be relevant. Otherwise your brand is an unwelcome participant during a time when America wants to get away.
And then guess who turns out to be the biggest loser.