Lorenzo Bennassar Blog

The first interactive commercial ever?

Posted by in Brand Communication / Creativity and R&D

Well, it might literally be so, if we consider interaction the reproduction controls, since now it’s you who controls when to start, finish, pause as well as the forward and backward reproduction speed. Anyway I don’t really think I must have been the first one to apply it to a commercial (and it doesn’t really matter anyway). In fact there are some pretty cool examples in this direction and way much better executed like the Stylepit SS14 interactive lookbook. The fact is that playing around with our latest commercial for…read more

CONGRATULATIONS and THANK YOU

Posted by in Brand Communication / Creativity and R&D

In 2007, the Spanish Creative Club asked me if I would do a 7 minutes tribute video for Luis Casadevall and Salvador Pedreño “c de c de honor” (no need to say what my answer was). So Manolo Valmorisco, in the heat of battle of gathering materials and organizing the event (along with Concha Wert and his team at C de C) sent me the script. And this was the result. Today I wanted to share this video with a friend but I wasn’t able to find it on YouTube….read more

The new creative

Posted by in Brand Communication / Creativity and R&D

I was recently asked by a multinational advertising agency to describe how would my perfect creative department be today? Here is the answer: El nuevo creativo Hace poco una multinacional de publicidad me preguntó que como sería para mi hoy el departamento creativo ideal. Esa fue mi respuesta. Next / Siguiente

Do you trust me?

Posted by in Brand Communication / Creativity and R&D

Because if you do, I’m in the right track to be a brand. And depending on the level of trust, even a leader. Let me explain: About a year ago I went to Wuxi, near Shanghai, invited by the Chinese government. And 2 things stroke me hard: The first one, how obedient Chinese people is (and with my occidental point of view, I certainly related it to the many years under such an authoritative government). And the second one, how interested are the authorities are now in building brands, not…read more

Redesigning YouTube

Posted by in Brand Communication / Creativity and R&D

2014/03/24. It’s been a while since I think YouTube is definitely the best social online video experience, mostly because of the technology behind: best loading, almost no playing breaks, etc. But it’s been that same while since I think it could definitely use some design improvement. And it was just the other day when I came across what it could look like. It happened visiting a big Brazilian corporation when I suddenly found myself in front of one of those live broadcast control rooms with a mosaic of 36 screens….read more

Transparency is no longer a choice.

Posted by in Brand Communication / Creativity and R&D

“Transparency is no longer a choice. How your brand deals with it is the choice.” That’s one of many interesting quotes from “The Naked Brand: The Future of Marketing”, featuring professionals like Alex Bogusky, Saquille O’Neal, Patagonia founder Yvon Chouinard, Uniliver’s chief marketing officer Keith Weed, Zappos CEO Tony Hsieh or an ordinary housewife author of a blog with more than 1,4 million readers. A very interesting 45 min. documentary about how the information society has made corporations, and their incredible influence on the world we live in, accountable not…read more

A wink to conventional advertising. Literally.

Posted by in Brand Communication / Creativity and R&D

2013/09/22. How would you like to be able to control channels with a blink of your eyes? Thanks to webcams now it’s posible, but it’s not about the old tv channels but about YouTube channels instead. In fact, it’s about YouTube videos. That’s what the new Virgin Mobile commercial offers. By allowing your webcam to interact with your eyes, everytime you blink, you can see a different version of the same commercial message. In fact, it’s the same window with an average of 16 different version of the commercial inside…read more

An Idea. The most powerful device known to man.

Posted by in Brand Communication / Creativity and R&D

A beautiful sentence that Nancy Duarte chooses to start her inspiring TED talk. More than interesting for anyone that might be trying to master its presentation skills. Or, what’s the same thing, anyone interested in communicating in a more effective way. Just to point out some key points, I would underline the following moments: One idea, one image. A classic in art direction or design in general. A presentation is a story, and therefore it must have a beginning, a middle and an end. The presenter is the mentor not…read more

iPhone, u Phone, we Phone for an iPhone

Posted by in Brand Communication / Creativity and R&D

This is not a photograph of an iPhone, or an illustration, or anything like it. It’s an image made entirely out of CSS3 (¿?). I’m not sure to know what that is (I thought all digital images were ones and zeros) and certainly don’t know how to explain it but, so you get an idea of ​​what it means, you can try to enlarge the image by pressing “cmd” and “+” several times (“ctrl” and “+” on PC). You can enlarge it all you want it will continue to have…read more

Thank you Mum

Posted by in Brand Communication / Creativity and R&D

Funny enough, in my last 3 presentations I have talked about the things that have changed in brand communication and the ones that have not and never will: “Relations. That’s what it’s all about. In fact, that’s what it’s always been about. Although many behaviours might have changed in that new world, the hearts of the people are still the same. Because the people are still the same. There’s a new environment with new rules but where the actors remain the same.” One difference, for example, is that now we…read more

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