The sea has called for billions of years. But for the first time, she's calling on a Shellphone. A commercial of Royal Caribbean. It is so lovely and touch my heart.

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

创意过程

回到公司后，我召集创意团队，向他们介绍了这个任务。Nissan业务团队的多数员工直接向我汇报，几个初级艺术指导是Lee的创意助手。没有时间等洋洋洒洒的策略书或弄一个详细的创意简报了，我们得尽快弄清要如何把苹果抢回来。

所有创意人员用苹果的电脑也有些年头了。他们不但熟悉这个品牌，他们还爱它，每天都是。他们真的不需要什么正式的策略书。我要求大家马上进入创意阶段，一周后审查成果。与此同时，公司上上下下的其它部门也开始收集尽可能多的信息，研究苹果在市场上的优势和劣势。

在多个创意产业里，苹果都有着狂热的粉丝，我们思考：或许给苹果止血的最好的办法是找一些支持苹果的大家耳熟能详的名人出来，给苹果说说好话。我们发现Steven Spielberg和Sting用的是苹果电脑，还有几个著名的创意明星也是。相反地，唱衰苹果的文章比比皆是——在商业世界里，把苹果称作是不能真正“运算”的“玩具”的人不在少数。另外，媒体也开始暗示购买苹果电脑是愚蠢的做法，还大肆宣扬苹果一方面有部分软件来自PC，另一方面市场份额日益缩水的事实。苹果的境况实在惨淡。但是，这是黎明前的黑暗，糟糕的境地里孕育着美好的机会。

第二个星期我们聚在公司的一个大会议室里，人人都把自己的成果钉在墙板上，整个房间都是照片、素描、草案和标题句。你看过《美丽心灵》里那个整面墙密密麻麻的都是纸片的场景吗？做新的提案或是为一个大项目做准备时，我们会议室的典型场面就是这样。这次提案也不例外。约有四个不同的创意团队展示了他们的作品，但基本都乏善可陈。质未必能从量中来。

但里面有个创意一下子就吸引了我的注意，狠狠抓住了我眼球。
More on Think Different背后的故事(二)

文/Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

译/36氪

苹果的崛起再加上前段时间乔布斯的逝世，激起了人们对“Think Different”以及“To the crazy ones”广告的历史影响的思考。互联网上对这个广告是如何创作的、由谁构想的、以及如何向乔布斯展示等等问题，有着各种不同的表述。因而，我觉得是时候和大家分享我的看法，并向大家讲述背后的故事了。

我怎么会知道呢？因为我身在其中。作为当时TBWA/Chiat/Day的创意总监和执行合伙人，我和CEO兼首席创意官Lee Clow一同，参与了对苹果的提案。我和Lee一同主导并积极参与了这一提案的所有工作。在整个提案过程中（提案前、中、后），我还和乔布斯一起参加了每一个广告代理会议。

在写这个故事的时候，我参考了以前手写的、标有日期的创意日志——我在上面记录了我的整个广告生涯，包括1997年的苹果时期。为了帮助苹果重振雄风，我在这些日志里记下了无数页的笔记和想法。我还在里面找到了呈给乔布斯的“To the crazy ones”电视广告脚本的原稿，还有数不过来的草案。

“Think Different”这个广告是如何构思出来的？关于这个问题，我在网上看到了几篇相关的文章和评论，但它们的表述并不准确。由Walter Isaacson执笔的《乔布斯传》的出版和热卖是促使我分享这个故事的主要原因。在《乔布斯传》里，Isaacson错误地暗示是乔布斯创造并写作了“To the crazy ones”的大部分内容。在我看来，这是典型的修正主义。
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Creative Review - Best Slogans: the experts' view.

Stephen Butler, Mother
1. Obey, by Shepard Fairey. In a world dominated by the commercial slogan, Fairey reclaimed the streets from the corporates and gave it back to the people. It said they were ours whilst creating a lasting image of alarm, a benign 20th century big Buddha. A warning against the very slogans it lived amongst, the lone guerrilla fighter amongst the organised commercial armies that occupied our cities.
2. Better dead then Red. Has national propaganda ever delivered a more chilling warning against succumbing to an alien force? A slogan where the word ‘RED' conjures an all enveloping image of menace with death, the David-like spit in the face to this colourful Goliath. Rhyme is the master of success.
3. Snap! Crackle! Pop!: Rice Crispies. Says it like it is. Those small creamy puffs of baked rice playing out a symphony to a child's imagination. Before one would take a mouthful one would stare into the bowl taking in this sonic slogan, impressed with a smile, permanent. Iconic.
4. I'd walk a mile for a Camel. Only the Marlboro cowboy could challenge the image of the Camel man that this slogan endowed with a sense of adventure. The crushed packet and everlasting icon of the last of the khaki shirted frontiers. It has gone the distance. Timeless.
5. And finally, one that sold neither a product, a politician nor a religion, but perhaps a generation. Cinema's greatest slogan delivered to a time that would become eternal in the pantheon of capitalism. Gordon Gekko's seminal 'Greed is good'. Enough said!
More on Creative Review - Best Slogans: the experts' view part 2

Creative Review - Best Slogans: the experts' view.

As regular readers of the CR blog will be aware, we are devoting a forthcoming issue of the magazine to looking at the best slogans ever. We canvassed your opinions on the blog, and have now approached a panel of industry experts to give us their top five slogans. Here's what they picked...

John Hegarty, BBH
1. Liberté, egalité, fraternité: three words that encapsulated the ambitions of the French Revolution that changed Europe forever. They still appear over every town hall in France to this day.
2. I Love NY: Copied, parodied and emulated, but still the best slogan that got New York back on its feet in the 70s.
3. It is, are you: The launch of The Independent in the mid-80s challenged people to think for themselves. It also challenged the rest of Fleet Street.
4. Refreshes the parts other beers cannot reach: Longer than most slogans, it still caught the public's imagination. It first appeared in 1974 but still gets quoted today.
5. The future's bright, the future's Orange: In the fast-moving, uncertain world of technology, Orange captured the public's hesitancy and turned it to their advantage, branding themselves the future.
More on Creative Review - Best Slogans: the experts' view part 1

文/bloorstreetnara

我是怎么进广告圈的，这个我一直想写下来。

大学毕业的第一份工作在当时的东方电视台广告部做媒介分析。听上去很不错吧！然而，人生的错与不错不过是因人而异。办公室第一天，看着另一个比我早来个把月的毕业生往Excel里输入数据，我的脑袋里就蹦出过一个“可怕的”念头：这工作可真无聊啊！可是，这毕竟是令人羡艳的电视台，电梯门打开就可以撞到个名主持、名导演和形形色色的明星什么的。对入世不深的小女生来说，那里的确是个发梦的好地方。

但是，广告部真的轻松到无聊。我最空的一天是这样的 -- 早上坐班车去台里，路上继续打瞌睡；到了办公室先check一下email，然后开始一页一页很仔细地阅读当天买的《申江服务导报》；这样就已经到中午了。吃了午饭，先趴下打个谁也不会来叫醒你的盹儿。出于业务要求，电视台从来不缺电视机，电视机还都能上星。凤凰卫视那段儿下午播一韩剧，我们就尽量一集接着一集地追下去。看完快4点了，起身找人聊个天，四处溜达一下，就，坐上班车回家了。
More on 我是怎么撞进广告圈的(一)

www.facebook.com/obermutten - A campaign dedicated to the little and lovely mountain villages in the Canton of Graubünden, Switzerland.

Not long ago, it was still peaceful in the small Swiss mountain village of Obermutten. This idyllic settlement of a mere eighty residents was known to virtually no one save a few hikers passing through now and then. Now some sixty million people around the world have either read about or heard of Obermutten. Media reports about the village have appeared in over twenty countries. Obermutten even made it into the main news programme in South Korea.
More on Obermutten: A little village goes global

文：Allen lee

经作者同意，转载自：http://www.iamallenlee.com/blog/?p=857

第二课：出发前的准备

无论是因为自己的努力，上天的怜悯，或是命运的捉弄，阴差阳错也好，善意的眷顾也罢，总之，在某一天，你得到了这份工作，随后你看到了自己的名片上印着“文案”两个字。

从此，你就开始为这两个字，日夜颠倒，披星戴月，死缠烂打，在巅狂中体验失落，在低迷中撞见亢奋，在怅惘中幡然若悟，又在清醒中陷入迷乱。时而骄傲，时而沮丧，但日子一天一天过去，当你开始怀念青春痘印在脸颊上的痒，岁月的纹路，已悄无声息在你的成就中，设下深深的伏笔，成为你回忆时的依据。

从你开始知道自己要做文案的那一天起，你就应该做好准备，面对即将到来的压力和众人的期待，怎样开始这份新的工作？我并不觉得这其中有什么方法可言，每个人可以有自己的方式，你是着休闲装还是正装去上班？自己的心态，或是周围人的看法，哪一样你更看重？或者说，取决于你的审美，或是你看世界的眼光。但如果是我，能重新来过，我想我会珍惜这青春的年华，将准备工作做得更充分，准备就算不能改变未来，但也许，会多腾出点时间，让我看到更多的风景，或者走得更远？
More on 文案四堂课(二)

Worlds first burger grilled on real olympic fire. The idea is awesome and unique, a good example of making buzz during the Olympic games. From the student of top advertising school——Miami Ad School. The case study video is also funny and cool. Think about what are our students doing? JinDu? College Students AD Festival? or copy someone's idea? It is time for you to wake up and do the f**king good creatives!

da la na na...da la na na...da la na na na...

It is one of the most famous tune in the world, which becomes an icon of NOKIA mobile phone. Usually, when NOKIA launch a new product, brand will publish the turn of new version. But this time, NOKIA invits people to remake the tune yourself. It is a good example for using the brand legacy to make buzz, interactive with consumer. I like it.

More on Case Study : da la na na...da la na na...da la na na na...

just a little suggestions for you.

文：Allen lee

经作者同意，转载自：http://www.iamallenlee.com/blog/?p=857

如果说人生就是一段旅程，选定文案这份职业，就选定了你人生旅行的意义，踏上未知的旅程，一定会有困难，但不要忘了你的方向，只要坚持，就会有收获。想要在这段旅程中，收获不一样的风景，最好做些出发前的准备，并了解一些当地的风土人情（广告文案的规则），就像入乡先要随俗，然后才能破除陈规旧俗，创造新世界。以下，就是一个还在旅行路上的驴友，给出的一点点Tips，仅供参考。但也有些人，旅行并不喜欢做攻略，喜欢那种意外的惊喜，或是挫败感，有这样的勇气和境界，也未尝不可，如果你是这一类人，可以就此跳过。

第一课：你是谁？

你仅仅是一名文案吗？或者说，你甘愿只做个文案吗？别小看了自己，你的潜力远不止如此，有时候你只是一位社会的旁观者，但你也可以是思想家，谎言的缔造者，战争的发动者，或者就是一尊凝固的佛像，通晓世间一切苦与乐。

当你选择文案这个身份时，就注定了你的特殊身份，你可以将自己定义成任何角色，但唯独不要把自己定义成文案。你是在蓝天上翱翔的神鹰，是无边大海里游泳的鱼，是风中摇摆的草，也可以是在茂密丛林中踱步的雄狮，或是池塘边孱弱的水鸟。你什么都是，什么又不是，进入这种状态，你就可以打开想象，借想象的翅膀，自由地飞，写作的纸，变得没有边界，无限宽广甚至，你什么都不用写，而是用感受在这无边的空白里作画，收获一片神奇。
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