e/spyer

When I was living in Miami, I was about 14 years old, I had in mind I would like to work in advertising industry, Of course I had no idea what that meant. Perhaps the main reason is because my father used to work on a TV channel and I had access to that world behind the screens.

I arrived there knowing three words in English: “How are you?” But I thought it meant: “What is your name?” It took a while to learn the first words in English and then I wondered how it was to say “publicidade”, they told me: advertising. Not easy at all! But that was just the beginning…

A guy that I was a fan in Brazil is called Washington Olivetto. A great source of inspiration to everybody: “alo, alo, W/Brasil.” And when I arrived in Miami I wanted to know who were the ad genious. So they mentioned Crispin Porter + Bogusky, also Wieden + Kennedy (its wonderful campaigns for Nike), plus DDB, BBDO, among others.

In this post, I am speaking specifically of CP+B, which surprised everyone with its recent campaigns for Burger King, Hulu, Dominos … and tis week surprised me three times in a roll.

First with this incredible Chuck Porter lecture organized by the Creativity Club of São Paulo – CCSP.

I don’t think the most valuable information about how we think about brands will be brought by an article or by a book that was published last week. I think it came well before that, around 380 B.C. and was developed by one of the first major advertising member, Plato. And what he said was: “there is no learning without emotion”

It is worth paying attention in his work philosophy:

Palestra Porter CCSP – São Paulo from Emanuel Spyer on Vimeo.

This philosophy has surprised me again when I visit the new website (http://beta.cpbgroup.com/) completely in beta and fully integrated to the business philosophy. It is an digital experiment in their corporate site. A site that shows blogs, twittes, news, creative works, tags to each client; in real time: all in one place. But what I found most amazing is that it is: SIMPLE and AMAZING.

And they were able to surprise me again. By clicking developers the following message appears:

We like sharing. If we wanted to keep things to ourselves, we wouldn’t have built a site that shows you the nasty things people say about us alongside all the nice stuff. In fact, we like sharing so much we’re even going to share this site with you by making Nude, the code behind cpbgroup.com, open source. We’ll be releasing it soon so check back often. And then do with it what you like. Build a website for yourself. Add a module to your existing site. Or, if you’re into sharing too, maybe you want to develop a new module for our site. We can’t promise we’ll use it. But if it’s amazing, we promise we’ll be amazed. Because besides sharing, we also like really smart people.

I will sure come check again to see the Open Source Code!

K.I.S.S.