Off to the Land of the Crazy

After my previous sentimental post about leaving AKQA (click here), I am here for the last time in January to make me feel better about myself again. Today I take the plane to Japan for a full two week adventure of more Asian craziness. I shouldn’t complain about my life at all, should I?

Oh Japan … the land of the most insane candid camera and reality shows, sushi (although I like sashimi better), Yamazaki whiskey, anime extravaganza, out of proportion whale-consumption, a wicked underground music scene, a work hierarchy I probably wouldn’t function in, an economy we can all learn from, one of the most expensive cities on earth and a heritage and history I am extremely excited to discover a little more about. And although I don’t feel myself being up for THIS, I know I will have a blast travelling there.

So no new fetish posts for a while. Could be a month, could be less – depends on my mood I suppose. I can also say to you, that as for a blog where posts are fully related to what comes up in my mind that day or the day before; most likely the coming months, posts will be again a bit more about music, art and world thoughts/ideas while the previous posts have been dealing more around the industry of advertising and planning. It’s inevitable that I write what I am busy the most with during the day and since I won’t bother you with my study- and thesis-related material (Thank-You donations can be transferred to my Paypal account), I will probably use my blog again as my personal portal for some mind-refreshing and -refueling content. I have been on a good roll here for the past half year and would like to continue that.

Until a week or three;

For those in China: Happy Chinese New Year.
For my student friends: finally rock some hell after your exams.
For all the rest: try to find me on porn websites and email me what you can find. Much appreciated.

Today is a Sad Day

… a very sad day.
Today is my last day as an intern at AKQA Shanghai and I can assure you this is a very hard fact for me that suddenly was there. Of course I saw it coming, but since time passed by so incredibly fast, I never really stopped to think about it was coming so close.

I had a blast over here. Not only is this an agency I strongly believe in and is to be watched out for very carefully, this office and this team has welcomed me with open arms into the family and given me the opportunity to explore my own messed-up lunatic ideas. I am proud I got to contribute in bringing in new business, show what I am capable of and more importantly: do what I’ve always known of myself I wanted to do: advertising planning in the traditional meaning of what it luckily still is, even in a “digital” agency. Going from business objectives to relevant creative story-telling that has meaning. Getting paid to explore and dig into life around you. Is there any better job (except for being a rock or a porn star)?

I go back to school now for one last final semester, only to get back in 5 months where I am right now. Oh, the irony of doing (successful) internships in between your studies and before you actually graduate. It made me realize a few things I’ve already known for a long time about myself and the world – but this wonderful experience has confirmed it without any doubt: for doing what I’ve been doing here and what I’d love to continue doing, I don’t need a degree. Everything that has helped me getting from point A to point B in the projects for the past months, were things I did not learn in school. Sure, university has given me the time and the opportunity to explore other fields, arts, books and everything else that made me passing an exam with 10/20 instead of 15/20. I know my family is reading this as well, but I also know they’ve always supported me on this one – thank you so much.

I will miss this place. I will miss feeling like an appreciated employee that contributes to something bigger and better, rather than feeling like a tool of an education system again. I rather spend the rest of my days saying I’m “the f*cking intern” than saying I’m a student. The next 5 months will be hard for me – tremendously hard. I feel obligated towards my family that has been investing in my education for the past 5 years (!!) already and probably also towards myself: once you start something, you finish it. I am determined to bring this to a good end, but I already know lots of sweat, swearing and stress will come along the way.

A big thanks goes out to my boss Gavin who did not only approved for having me over without knowing how I would drag him into breakcore music, hangover days, email spamming and lots of swearing; but also for creating this freedom and environment for me here where I hang out with my own thoughts and ideas and developed my thinking towards liberating clients and businesses. Also, for giving me many responsibilities I hope I didn’t screw up. Thank you so much man.

The biggest thing that keeps me positive today is the fact I know this story has not come to an end yet. This story is to be continued.

AKQA Shanghai, thank you so much for the opportunity, the experience, and the free Heineken.

Please Get It

 

We often tend to believe (here in the industry) that companies and brands are all jumping on the train of successful online communication and messaging. Successful communication in the knowledge that it is effective, entertaining, word spreading and reveals something of what the brands stands for. It’s a naive idea. Too many people are still rusting away in their old marketing (and advertising) models.

Look what happened last week when I blogged about the brilliant cover version of I Follow Rivers by Belgian rock band Triggerfinger (click here). I included the YouTube clip which had been around on the web that day. Few hours later when I came back I saw the video had been removed due copyright claims by VARA (the Dutch media company by which the radio station is owned). But the brilliance of the web of course is that once content has been posted, it’s like an unstoppable bullet you can never get entirely back. Obviously another user had put the video online again. So I edit my post with the new relevant video in it. Again; few hours later I had to witness that video had been removed as well. This even happened a third time. An easy Google Search brought me to the official VARA channel where the video was being hosted and apparently supposed to be hosted only. So I included that link. Don’t I love you guys?

Look how willing I was to share that video. I can assure you I’m one of the few that would put so much effort in sharing content that I’ve already seen, and tried to spread. And willing to repeat that process over and over. And content that has actually nothing of value for me to share (unless I would masturbate on the numbers of posts I publish here).

Doesn’t VARA get that?

You have to ask yourself (or better: THEY have to ask themselves) what their priority is in putting this video on the web: By driving more users towards their own brand channel to increase the visit number; or by spreading the name of their brand and activity in an appealing way? It’s clear VARA puts their priority on the first option. And that’s what is wrong with them and many other brands today.

Don’t they realize that by sharing that clip on Youtube, it will be spread a lot more (I saw several Facebook friends posting the clip)? And by spreading that clip (for free and really easy for users) it creates positive awareness for the activity they’re bringing (unless you don’t like Triggerfinger or that song but those people should be hanged)? It creates not only awareness for the band but more importantly: for the radio show Giel which I didn’t know before (among lots of other Belgians) and am curious to check it out a bit more. And shouldn’t that be the entire purpose of putting your brand’s content online AND for free AND in an easy way to share without your narcissism to have in ‘only’ on your own portal which will generate a lot less content sharing? Get your shit together! ORRRR … call me … I can help you (and make myself rich)!

PS. Just when I’m busy writing this post I notice they put the video on YouTube again, now by the official GIEL account itself. I don’t think it breaks down the point I’m trying to make here and actually it proves it somehow: they only want the video to get shared by themselves – in their own name (claiming a superior position) in order to drive more traffic to their website instead of providing entertaining free branded content people are willing to share. And for what reason would the brand prevent that from happening? Brands have established the most effective positions within online communication by acting as a peer towards their audience instead of a god or a king on its throne, serving his slaves with sacred, royal branded content he hopes they’ll all absorb as easy as water.

Mr. Molester

Rule number one : never tell your co-workers how people used to call you somewhere else. For the English speaking readers who have been reading this blog it may sound familiar and with the same difficultly to pronounce my last name ‘De Meulemeester’.  This is what you get. Fucking awesome guys.

Last Thursday we had our office (Chinese) New Year party where my boss Gavin handed me over some kind of goodbye gift. Remember my previous post in September with a picture of the name cards I have been going out and meeting other people here with? – CLICK HERE –  I finally got the official company ones. Sort of.

God damn, I will miss this place.

Follow Rivers

This video deserves some sharing and attention. I’m not a fan of Lykke Li, but this ‘I Follow Rivers’ cover by Belgian rock band Triggerfinger, done live on the Dutch radio recently, blew me completely away today.

Belgians always brag how many good (rock) bands we have. We do have some, but it’s overrated once in a while. Triggerfinger is among them though. If not, the best. If you’re into Queens of the Stone Age, definitely check out their album ‘What Grabs Ya?’ for some serious stoner / hard rock. This clip shows their more subtle side, nevertheless true artists at work here. Respect.

EDIT: They keep on deleting the video from Youtube due copyright claims, you can watch the video here as well: http://omroep.vara.nl/media/84673

A good share for a Friday 13^th if I may say so.