Simple and good.
Advertising Agency: Publicis, Frankfurt, Germany
Executive Creative Director: Volker Schrader
Creative Directors: Diana Sukopp, Mathias Henkel
Art Directors: Anne Henkel, Christian Kuzman
Copywriter: Felix Seiffert
Photographer: Marc Wuchner
「オタク」を研究 ヒット探す嗅覚盗め
電通、月内に研究所
広告代理店大手の電通は３日、アイドルやアニメなどの熱狂的ファンである「オタク」を専門に研究するシンクタンク「オタクがラブなもの研究所」を３月中に設立することを明らかにした。オタク専門の研究機関は業界初という。オタクたちがメガヒットをいかにしてかぎ分けるのかを分析。「ヒットメーカー」としての感性を商品開発に反映させ、新たなヒットを仕掛ける狙いがある。
研究所では、オタクの関心がどこにあるのかを定点観測。オタク研究の有識者ネットワークを構築するなどしてヒット商品の開発に生かす。
オタクに対する世間のアレルギーも大幅に減っており、電通の調査では「自分をオタクと思うか」の質問に約３８％が「そう思う」「そう言われる」と回答。狭い世界での流行がインターネットを通じて情報発信され、幅広い人々に受け入れられやすくなっていることもビジネスチャンスを生む背景になっている。
確かに「オタクの聖地」とされる東京・秋葉原から火がついたＡＫＢ４８は昨年、計６作品がミリオンセラーとなった。
ビジネス書の「もし高校野球の女子マネージャーがドラッカーの『マネジメント』を読んだら」も女子高生のアニメ風イラストを表紙に採用したところ同ジャンルでは異例の発行部数２７０万部を記録、映画化されるまでになった。
Dentsu to Create Industry’s 1st Think Tank to Study Otaku
In mid-March, the leading Japanese advertising firm Dentsu is establishing a think tank dedicated to researching passionate fans of idols, anime, and other interests — in other words, otaku. According to the news source Sankei, this is the industry’s first research institute on otaku.
The think tank will analyze what becomes a megahit among otaku in order to develop new hits. Sankei’s source atDentsu said that if Dentsu can outline and categorize otaku ”tastes,” it can develop and anticipate “Made-in-Japan” hits both at home and throughout the world.
According to Dentsu, the stigma attached to the label “otaku” has diminished. A Dentsu survey asked people if they areotaku, and 38% said “I think so” or “I’ve been called that.” The Yano Research Institute posted a report on the Japanese “otaku marketplace” with similar results last year. Sankei cited the examples of the idol group AKB48 with six million-selling CDs and Natsumi Iwasaki’s hit business/baseball novel Moshi Kōkō Yakyū no Joshi Manager ga Drucker no “Management” o Yondara (Moshidora).
Dentsu once owned Geneon Entertainment until it transfered its majority ownership to NBC Universal’s Universal Pictures International Entertainmnent (UPIE) in 2008. It has sponsored many anime titles over the years, and its recently established Dentsu Entertainment USA subsidiary is now pitching Monsuno and Level 5’s Little Battlers eXperience (Danbōru Senki)
See, this is why I like Japan (or Japanese ad).
They don’t miss a thing.
Sharpie: Choose your Story
Advertising Agency: Giovanni+DraftFCB, Sao Paulo, Brazil
Executive Creative Directors: Benjamin Yung Jr., Cassio Zanatta
Copywriter / Art Director: Adriano Alarcon
Illustrator: Rabiskeria
Photographer: Paulo Barros
Typography: Laura Texeira
Retouchers: Rodrigo Cortez, Fábio Vido
nevver: Easy Rider Poster, Scott Campbell
Just Closed:
NICOLE EISENMAN: Woodcuts, Etchings, Lithographs and Monotypes
Leo Koenig Gallery, 545 W23rd St., NYC
Often cited as one of the seminal painters of her generation, Nicole Eisenman’s diverse practice embraces popular culture and encompasses many types of media and subject matter. Utilizing a wide and erudite variety of techniques culled from the history of printmaking, Eisenman approaches each of her subjects with a unique touch that adds to the sense that each of her figures, while inhabiting a common physical locale, exists in an isolated psychological space. The figures depicted often convey a sense of unsettled, contemplative thought and disenchantment with the status quo. From allegorical tableaux to singular portraits, Eisenman continues her sustained fascination with human interaction and isolation. These highly personal subjects speak explicitly to our current economic and political environment; however, the works ultimately go beyond these themes to explore a broader interest in the human condition. With an easygoing virtuosity accentuated by sharp wit and deadpan humor, Eisenman carves out a world in which meaning is elusive if not painfully unavailable. *closed*
