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Ideas that Move 6
SPECIAL CHEIL MAY 2013 7
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Cannes Lions Spikes Asia One Show London Awards AdFest CHEIL MAY 2013 17
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Cheil creativity
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Tell me and I will forget. Show me and I will remember. Involve me and I will understand. There are many variations on this ancient proverb but the sentiment remains the same and its relevance is timeless. Three simple statements a great start to discuss IDEAS THAT MOVE and how it begins to inform the world of brand Tell me and I will forget. This is pretty easy to understand. How many times are you introduced to someone and then realize moments later you have already forgotten their name. This is because hearing(let alone listening) is not the strongest of senses relayed to the immediately after hearing it (or saying it in repetition to one s self). Music can also aid in the process of remembering, it is why so many messages have stood the test of time through chant, hymn and song - passed down through the generations. However, all of these begin to enter the territory of the third statement involve me and I will understand Show me and I will remember. Most people remember better, once they see it. I can tell you someone s name and you might forget or I can write it down (or even better put it on a name tag ) and you will have a higher chance at remembering. That is because seeing is one of the strongest senses relayed to the brain. More so we all use visual memory at different points in time, helping are those who have photographic memories, which allow them to have total recall on pretty much anything they see. Fortunately, there is more to how we experience the world than just seeing and hearing. Involve me and I will understand. This is where it gets interesting. Let s now add to sight and sound the other senses such as touch, taste and smell. Smell, 44
fascinated with these synergies. He compiled a collection of different smells in little vials that he would mix into memory motorcycles). Taste level of involvement and understanding. Touch surfaces on one s mobile phone. for the sensation of touch. about one-way communication, broadcasting to whoever will pay attention. However, true involvement and understanding begins with two-way communication be it through any combination of the senses. As a result, a name is remembered, a way we explore brand experience. So if you tell me your name - I will probably forget, but if you show me it written down - I will probably remember. However, when you involve me in your story it is then that I will begin to understand. These are IDEAS THAT MOVE and this is what we do at MDLab. Next time : IDEAS THAT MOVE how we do it Mind Design Laboratory, MDLab, is the Munich-based design house, specializing in the creation of fully integrated brand experience solutions. About 25 international designers, each of whom specialized in architecture, interior and content, provide services for clients. CHEIL MAY 2013 45
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Cheil Worldwide NEWS 54
campaign is Digital Love, the interactive microsite for planned by campaign account team, created by campaign creative team, developed by digital studio and spread by digital account team. sharpening Cheil s leadership and reinforce Cheil s ongoing commitment to be a truly integrated agency, which encompasses will be able to provide better creative services to existing clients as well as win new accounts. Leigh s appointment follows the addition of Jordan Waid as executive creative director of MDLab in February. CHEIL MAY 2013 55
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