You're not you when you're a commodity.

Last week, we took a look at well-know advertisers and some of their campaigns, as well what makes great advertising.

In this second instalment, we take a look at how creativity is here to save the day, how empathy can help us gain a deeper understanding of our audiences and ourselves as well as the value of risk-taking in a safety-obsessed world.

 

Creativity is only way to stand out

There are many examples of ads out there that were able to stand out and be remembered many years after they were released. If not all of them, the huge majority are remembered because they were conceived in contrast with other, more conventional ads. It’s that contrast with the conventions that made them stand out.

Creativity can take many forms, but humor is the widely considered to be the fastest way to break the mold and send a message that company X isn’t like companies A,B,C and D. It takes courage because as humans, we generally do not like to stand out and want to blend in, to relate. A company with the confidence to stand out, is a company that knows itself well enough to know what makes them unique and not be afraid to communicate that message in their adverts.

 

Understanding of one’s audience is the only way to truly connect.

The risks taken in setting oneself on the path to stand out from one’s competitors can be mitigated by researching one's audience and gaining a deeper understanding of who they are. You need to learn about them, their fears and their aspirations. By doing so, you will gain two things: first, a direct path to forming an emotional connection with them and second, the ability to cut through the noise and send a message that they will instantly relate to.

 

Understanding oneself

Similarly, companies have to spend time understanding themselves and do their homework reflecting on what makes them unique, as well as combine that knowledge with that gained of studying their audience. Finding a purpose is a great place to start. A lot of companies out there have a default purpose that is uninspiring. It is necessary to dig down to what the aspirations of the business are. Every great company has clear and concise purpose and is very clear on what that is.

Armed with the tools of empathetic understanding of itself as well as its audience, any business can set itself on the path to stand out.

 

But I'm afraid of taking risks!

Setting oneself apart is taking a risk, no question about this. There are many examples out there of companies that alienated their audience because their messaging veered too far from what people were accustomed to. However, armed with the right tools, solid knowledge about itself and its audience, a business should be able to find a way to both stand out and not alienate the people it caters to.

Ultimately, it comes down to this choice: either one is willing to take risks and the potential reward is great, or one decides to stick with the status quo with the high probability of commoditization and increased competition, making it harder to run a successful business. Do you want to be Old Spice or Charmin?

It is also important to remember, and O'Reilly explains that in detail in his book, that the large majority of companies who have taken a leap of faith and changed their messaging for the better have seen tremendous returns. Case in point: Snickers with their ongoing "You're not you when you're hungry" campaign has seen their global sales in the first year of running the campaign increase by 15.9%. 

What are examples of businesses you’ve seen taking similar risks and get results? Comment below to share your thoughts!

Old Spice or Charmin?

This I Know, is a book the advertising by industry veteran Terry O’Reilly. O’Reilly not only is one of the best storytellers out there, but his hilarious take on the advertising industry reveals a lot of secrets about great advertising, and what makes it successful.

In this first installment of our 3-part article, we will take a look at what makes an ad memorable and why Charmin has nothing on Old Spice when it comes to creativity.

 

What makes a memorable ad?

Think about a memorable ad that you’ve seen - any one of them will do - and now try to remember why it stands out in your memory, even years later. Chances are it was unlike any other ads of the time and perhaps even since.

The most memorable of these are funny, irreverent, sometimes downright outrageous (warning: NSFW - sound off), highly creative and often do not focus on the product or service offered, but rather how the offering makes the audience feel.

 

Old Spice does it right.

These ads usually fit two criteria: they are creative, often by employing humour and they manage to create a strong connection to the audience. The creativity enables the ad to stand out. By presenting the subject in an unexpected way, it commands the audience attention.

Take any of the Old Spice ads with Terry Crews, they are funny, nonsensical and talk less about the product than its supposed benefits for the user. Seeing Crews being a goofball is a treat in itself, but hearing in the subtext that Old Spice will somehow make me smell and look like him, makes me want to buy Old Spice, even though I would never in a million years buy a scented shower gel. It does so by connecting with the deepest desires and fears of their target: men. Indeed, who wouldn't want to smell, look cool and ripped? The creators of the ad went through the trouble of understanding their audience - empathizing with them - and used this knowledge to address their fears and desires.

 

Charmin does it wrong.

Conversely, take Charmin toilet paper ads for example, are for the most part safe, ultra-boring and speak to their audience like children. There is a reason we never remember any of them. They place the product firmly in the commodity box, where one roll of toilet paper is perceived as the same as any other roll of toilet paper.

As we’ve learned to tune them out after a lifetime of conditioning, they lose their effectiveness. They end up sounding condescending as they are the advertising equivalent of someone robotically repeating the same sentence over and over with no end in sight. I don't know about you, but I personally find pastel-colored bears irritating, insulting even. I am looking forward to the day where we see old-spice like TP adverts.

We’ve just looked at how effective advertising can be. In the next instalment, we will take a look at the power of creativity and risk-taking. Stay tuned!

What are some examples of bad ads that have stood out to you? Comment below to share your thoughts.

Hambly House on the cover of Canadian Architect →

Cities such as Hamilton are rapidly growing and being designed to accommodate the sheer influx of people moving to the downtown and surrounding areas. This is a reversal of the strategy of the 1950's when the United States and Canada preferred to build cities around highways to promote easier travel and automobile use. Thus, today the surrounding areas of Toronto (Hamilton, ON in this case) are becoming more architecturally sound, interesting and diversifying the neighborhoods. The Hambly House by DPAI and Toms + McNally featured on the cover of Canadian Architect this month is a prime example of bridging the gap between old and new. Further reading HERE!

Hambly House at dusk

 

 

“Toronto Engaging Over Art”

Press Contact Info : arnaud marthouret | revelateur studio toronto | t: 647-996-9220 | hello@revelateur-studio.com

For immediate release.

“TAXONOMIES”

featuring Ultradistancia by Federico Winer and  Architectural Inoculation and Attracted Opposites by Arnaud Marthouret.

Toronto – 18 March 2016 – “TAXONOMIES” featuring Ultradistancia, Architectural Inoculation and Attracted Opposites was a massive success. The dynamic playful show lived up to expectations providing a perspective centered on global human placement, as well as a look at how we as a species interact with the surrounding environment; built or natural. This is not a critique or praise of human activity, but rather a starting point for discussion for the viewers. For them to come to conclude their own perspectives on today’s times, and our interactions with the world at three different scales: Macro, Meso and Micro.

“…Opening night, over 200 art lovers and collectors came to see “TAXOMOMIES” and Ultradistancia… It helps you to understand that your art can reach all audiences, such as the fantastically curious and educated Toronto scene,” says Federico Winer, (macro + Ultradistancia). Further, Federico remarks, “… the show was a perfect collaboration between artists who are devoted to space, though we see the way we see the earth in diffferent ways, we can appreciate this is the way we both perceive earth and space.

In short, “TAXONOMIES” is Arnaud Marthouret and Federico Winer “brainchild” after meeting 6 months ago via Arnaud reading an article about Ultradistancia. Feeling inspired to contact Federico -- they have been on a roll ever since. The two began discussing how to collaborate on a show, found a gallery that fit their style and built a small international team to make it happen.

“… The show itself is a culmination of months of work, with a great team, which made it successful… and as my first professional art show, I look forward to doing many more. I truly enjoy discussing how blending art and architecture, specifically as the line between them grows thinner and thinner -- especially given my day job as an architectural photographer -- is extremely exciting for me...” says Arnaud Marthouret, (meso + micro/Architectural Inoculation + Attracted Opposites)

ONLYONEGALLERY was an extraordinary space for the event. The artwork, being architectural and environmentally focused was very complimentary to the 3,000sf raw gallery space. Large walls, tall ceilings and multiple levels gave viewers opportunity to see art at all scales: Macro, Meso and Micro.

Gallery owner, Cais Mukhayesh said, “… “TAXONOMIES” featuring Ultradistancia, Architectural Inoculation and Attracted Opposites was a huge success with serious continued interest… people have returned to the gallery daily since the opening.” He also stated, “the show was an amazing time, people were super pleased with the artwork, and there was a constant flow of people over the course of 6 hours… what more can you ask for!” Cais also mentioned, “ONLYONEGALLERY goes above and beyond to bring new and upcoming artists and concepts to light. Providing a platform for showing new works, potential collaboration with other artists (as well as what I would call an almost “mentorship” by Cais); truly a unique opportunity for up and comers.

“TAXONOMIES” featuring Ultradistancia, Architectural Inoculation and Attracted Opposites is up through March 26, 2016 at ONLYONEGALLERY (located at 5 Brock Ave. Toronto, Ontartio, M6K 2K6). Their hours are Sunday through Tuesday by appointment only (cais@onlyonegallery.com); Wednesday through Friday 3:00pm to 7:00pm; and Saturday 12pm to 5pm. Make sure to call ahead, the artists love to hang out at the gallery!

For professional photographs from the show visit the ONLYONEGALLERY Facebook page HERE!

 

About the Artists + Gallery

Federico Winer

Federico Winer, born in Buenos Aires, Argentina, is a multi-faceted artist, photographer producer, a habitual traveler and super friendly, colleague and collaborator. With his background in Political Science, Philosophy, Architecture and the arts, it was natural for Federico to become a professor of Political Philosophy at the University of Buenos Aires, where he is currently teaching. He is also the founding member of the Experimental Group of Experimental Thought Soy Cuyano, with several academic and art performances in Argentina and Europe.

For information visit Ultradistancia or federicowiner.com

Arnaud Marthouret

Born in Grenoble, France, Arnaud Marthouret, founding partner and lead photographer of revelateur studio is a trained architect and architectural photographer. As an inherently creative person, he brings an imaginative perspective that often categorizes him as quirky artist but that only feed his insatiable curiosity and thirst for the new and unusual. These traits he cherishes and nurtures to this day, as they allow him to understand the world with a different attitude.

revelateur studio (Arnaud Marthouret)

revelateur studio brings together many curiosities uniting slightly schizophrenic yet opposite lifestyles: hip cosmopolitan urbanite vs. outdoorsy nature lover. The studio’s work goes the extra mile to ensure integrity for each building, photographically, which inspires and deserves the best photographic representation. revelateur studio works with a team of the highest level photographers, photography assistants, PR professionals, stylists, film-makers, graphic designers, coaches and mentors.

For information visit www.revelateur-studio.com

ONLYONEGALLERY (OOG) was created in December 2011 as a limitless experiment in concept space. OOG is about collaborating, creating, and demonstrating something special - a live physical experience. OOG is a multidisciplinary studio and gallery that hosts and produces individual and group exhibits. OOG is proud to support emerging and established artists alike, to present a roster of ambitious exhibitions, and to act as a creative hub where ideas come to life. In July of 2015 OOG relocated to a new 3000sq ft. gallery space in the heart of Parkdale, Toronto.

Cais Mukhayesh

Cais Mukhayesh is the owner, director and curator at ONLYONEGALLERY located in Toronto, Canada. Since 2011 he has worked intensively with both local and international artists, photographers, and musicians; producing over 30 art shows, exhibitions, and events showcasing primarily urban contemporary art, music and culture. Cais has worked on many successful creative partnerships with companies such as Absolut Vodka, Jameson Whiskey, Havana Club, Molson-Coors, Steamwhistle Breweries, Iishiko Japan, Hennessey and Saks 5th Avenue; as well as established an impressive roster of talented artists.

For information visit www.onlyonegallery.com

Introducing TAXONOMIES, a photography art show in Toronto.

For immediate release

TAXONOMIES photography show (#taxonomiesoog)

featuring

Ultradistancia by Federico Winer

Architectural Inoculation + Attracted Opposites by Arnaud Marthouret, in collaboration with Reza Aliabadi and Melissa Tung

 

27 February 2016 -- The much anticipated gallery show opening at ONLYONEGALLERY will have its grand opening event on March 10th, 2016 starting at 6:00pm, while the show will continue to run through March 26, 2016. “TAXONOMIES” is a dynamic yet playful perspective centered on global human placement, as well as a look at how we as species interact with the surrounding environment; built or natural. This is not a critique or praise of human activity, but rather, a current snapshot of today’s times, showing our interaction with the world at three different scales: Macro, Meso and Micro.

Ultradistancia, Macro, is a global perspective using a simple and free visual apparatus – Google Earth – for use in abstract image manipulation. The abstractions play with color, texture and shape to a surreal degree. The objective being to understand how humans, as a genus, forget to look with our eyes and habitually perceive the world through technology.

Architectural Inoculation, Meso, with Reza Aliabadi, is photographic documentation showing injective designs residential designs into post-war era residential Toronto neighbourhoods. These middle-class unapologetic, sometimes disruptive, architectural customizations, which have become a phenomenon in recent years, many times disrupt their surroundings. The boldly truthful photos turned out - authentic, honest and beautiful - true to the architecture. Here, the subject isn’t portrayed as a stand-alone piece of art or architecture but rather as object trying to integrated within its urban fabric.

Attracted Opposites, Micro, is a significantly playful collaboration where “ownership of public urban spaces” was the overall objective. Together, Arnaud and Melissa came up with creative ways to explore and take over stylish, sophisticated public parks within Toronto to openly practice yoga poses. This project is about being temporary. Appropriating spaces for uses they are not intended for. It is about transporting vitality and seduction to sometimes hard, cold spaces, presenting final images that would otherwise be void of such beauty.

ADDITIONAL EVENT INFORMATION ON FACEBOOK.

About the artists:

Federico Winer. Born in Buenos Aires, Argentina, is a multi-faceted artist, photographer producer, a habitual traveler and super friendly collaborator. With his background in Political Science, Philosophy, Architecture and the arts, it was natural for Federico to become a professor of Political Philosophy at the University of Buenos Aires, where he is currently teaching. He is also the founding member of the Experimental Group of Experimental Thought Soy Cuyano, with several academic and art performances in Argentina and Europe.

Arnaud Marthouret. Born in Grenoble, France, Arnaud, founding partner and lead photographer of revelateur studio is a trained architect and architectural photographer. As an inherently creative person, he brings an imaginative perspective that often categorizes him as quirky artist but that only feed his insatiable curiosity and thirst for the new and unusual. These traits he cherishes and nurtures to this day, as they allow him to understand the world with a different attitude.

 

TAXONOMIES Opening Night brought to you by our wonderful and generous SPONSORS:

Absolut Vodka - Liquor

TPH - Production/Printing

South Street Boatbuilders / Tim Richards - Furniture

Dr. Michel Marthouret - Financial Backer

Victory Social Club / Andres Landau - Logistics

RZLBD Atelier - Collaborator / Supporter

Melissa Tung Yoga - Collaborator / Supporter

 

About the organizers:

ONLYONEGALLERY (OOG) was created in December 2011 as a limitless experiment in concept space. OOG is about collaborating, creating, and demonstrating something special - a live physical experience. OOG is a multidisciplinary studio and gallery that hosts and produces individual and group exhibits. OOG is proud to support emerging and established artists alike, to present a roster of ambitious exhibitions, and to act as a creative hub where ideas come to life. In July of 2015 OOG relocated to a new 3000sq ft. gallery space in the heart of Parkdale, Toronto. For more information visit www.onlyonegallery.com

Cais Mukhayesh. Owner, director and curator at ONLYONEGALLERY located in Toronto, Canada. Since 2011 he has worked intensively with both local and international artists, photographers, and musicians; producing over 30 art shows, exhibitions, and events showcasing primarily urban contemporary art, music and culture. Cais has worked on many successful creative partnerships with companies such as Absolut Vodka, Jameson Whiskey, Havana Club, Molson-Coors, Steamwhistle Breweries, Lishiko Japan, Hennessey and Saks 5th Avenue; as well as established an impressive roster of talented artists.

Revelateur studio (Arnaud Marthouret). Revelateur studio brings together many curiosities uniting slightly schizophrenic yet opposite lifestyles: hip cosmopolitan urbanite vs. outdoorsy nature lover. The studio’s work goes the extra mile to ensure integrity for each building, photographically, which inspires and deserves the best photographic representation. Revelateur studio works with a team of the highest level photographers, photography assistants, PR professionals, stylists, film-makers, graphic designers, coaches and mentors. For additional information visit www.revelateur-studio.com

 

 

 

 

FLASHBACK: Royal Saltworks | Saline Royale d'Arc et Senans

Entrance to the director's building | Entrée de la maison du directeur

Version Française ci-dessous

Back in February this year, I visited the Arc et Senans Royal Saltworks in the Franche-comte region of France. The complex was designed by Claude-Nicolas Ledoux in the late 18th century. It was intended as a salt processing facility for briny spring waters from the surroundings. 

The complex was designed hierarchically in a semi-circular plan that was to form part of a larger city imagined by Ledoux, plan that never fully came about. It was completed at a time where traditional, labour and ressource-intensive means of production were starting to be replaced by thanks to the nascent industrial revolution, which made the saltworks obsolete almost from the beginning.

It never produced to the extent it was supposed to and about 100 year after opening, salt production permanently ceased, not being able to compete with cheaper sea salt brought by rail.

Nonetheless, Ledoux designed a very innovative complex for the time, rationalizing the organization of the salt production, housing all the workers on-site, essentially forming a self-contained community. Indeed, salt was then a very coveted commodity as it was used to preserve food and was heavily taxed by the Ferme générale. Housing all workers on-site was a way to control production and prevent the smuggling of salt outside of the facility.

Of note, at the Maison du directeur, are several architectural features that separate the building from the rest of the complex, to show its importance. The columns are made of square and cylindrical sections which create very photogenic shadow plays. The central location, unique architectural feature and the oversized oculus in the  pediment makes it crystal clear how important is that building to the plan.

Ledoux’s legacy ended up being mostly made of unbuilt projects, the saltworks being on of the few built projects that still stand to this day and allows us to see how ahead of his time he was.

Director's building | Maison du directeur

Au mois de Février 2015, j’ai eu l’occasion de visiter la Saline Royale d’Arc et Senans, dans la region Franche-Comté. L’ensemble conçu par Claude-Nicolas Ledoux au 18eme siècle fut â l'origine une usine de production de sel, utilisant les sources saumâtres locales pour en extraire cette substance très précieuse.

Le projet a été conçu suivant un plan semi-circulaire ou toutes les fonctions sont hiérarchisées et placées en fonction de leur importance. Il fut conçu a l’origine comme faisant partie d’une ville conçue par Ledoux qui ne fut jamais complétée. Le complexe incorporait des méthodes de production proto-industrielles qui furent mises en place un peu trop tard, la revolution industrielle ayant commencé peu de temps après, ce qui rendit les salines obsolètes des le depart. 

La saline ne produisit jamais autant que prévu et fût fermée tout juste 100 ans après sa creation, la concurrence avec le sel de mer, livré par chemin de fer, étant trop forte.

Ledoux néanmoins conçût un ensemble innovant pour son époque, rationalisant la production de sel, incluant des logements pour les ouvriers sur site pour créer une forme de commune autarcique. Le sel étant un denrée très convoitée a l’époque pour la preservation de la nourriture, il était logique de protéger les revenus de la Gabelle de la Ferme Générale en contrôlant l’accès à la saline et en limitant les allées et venues des ouvriers.

A noter, la maison du directeur qui occupe la place centrale de la Saline, comporte des éléments architecturaux qui la distingue du reste, tels que les colonnes a sections carrées et ronde ainsi que l’oculus démesuré au milieu du frontispice, mettent en evidence l’importance de cet edifice par rapport au reste du complexe.

L’heritage de Ledoux reste composé principalement de projets non-construits, la saline étant un des rares complexes qu’il a pu voir bâti. Après la chute de l’ancien regime, Ledoux se concentra sur la conception de villes idéales et de projets spéculatifs, car ayant été un architecte disposant des faveur du roi, il sombra dans l’obscurité, jusqu’a ce qu’il fut redécouvert bien plus tard, au vingtième siècle.

Covered porch of a production building | Colonnade d'un bâtiment de production.




révélateur in Dolce Magazine

Weiss AU's boathouse was featured in the Spring 2015 edition of the magazine. Kevin Weiss' design deserves the kind of attention it's been getting lately and we hope to see more of his work published in the future.

Stay tuned for future publications of our images.

 

Flashback: Do you like Le Corbusier? | Aimez-vous Le Corbusier?

French version below | Version Française ci-dessous

Chapel viewed from the South | Chapelle vue côté sud.

During my last trip to France, back in February, I was lucky to visit the famed Chapelle de Ronchamp by Le Corbusier (Wikipedia).

I had the opportunity to snap a few photos, which hardly do the building justice. Le Corbusier has a knack for designing religious buildings that generate uplifting and highly spiritual experiences, even to the non-religious. His buildings are always best experienced in person as the space, light and materials are difficult to convey in photographs.

I took these shots on a freezing, sunny winter morning, which resulted in beautiful deep-blue skies that frame the white and grey building really well.

The property contains additional annex buildings (such as the maison du pèlerin, pictured above) in addition to a new convent for the local Clarisse Sisters chapter designed by Renzo Piano.

Piano’s building is well integrated in the hill and hardly visible from anywhere, in deference to the master’s chapel. It is nonetheless a very sensible project that is very well executed in typical Piano fashion.

La maison du pèlerin

Au cours de mon dernier séjour en France, j’ai eu l’honneur de visiter la chapelle de Ronchamp par le Corbusier (Wikipedia)

J’y ai pris quelques photos, qui rendent difficilement justice a cet édifice d’exception. Corbu savait concevoir des bâtiments religieux générateur d’expériences spirituelles fabuleuses, accessibles à tous, y compris les personnes non-religieuses. Il est recommandé de visiter ses bâtiments en personne, car la lumière, les espaces ainsi que la matérialité de ses projets difficile a représenter en images.

J’ai pris ces photos un jour d’hiver ensoleillé mais également très froid, ce qui m’a permis de capturer ce ciel très bleu qui encadre la chapelle blanche et grise et contribue a la mettre en valeur.

Les bâtiments annexes (comme la maison du pèlerin, ci-dessus) sont assez peu connus parmi l’oeuvre de Corbu et sont cependant de petits dépendances architecturalement intéressantes, bien que formellement simples et initialement conçues pour abriter le curé ainsi que les pèlerins.

Renzo Piano a récemment conçu un nouveau bâtiment qui s’intègre dans le programme existant. Il s’agit d'un couvent pour les Soeurs Clarisses, ainsi qu’un centre d’accueil et d'exposition (Porterie), qui s’intègre très bien dans la pente et n’est presque pas visible de puis le haut de la colline. Le parti architectural, a la fois discret et efficace, rend hommage a la chapelle du maître sans jamais essayer de lui voler la vedette. La lumière et les matériaux en font un projet typiquement Piano.

Yorkville Residence on the cover of Designlines Magazine →

révélateur is proud to announce its first magazine cover! Our shoot of the Yorkville residence by Audax Architecture was featured in the the Spring 2015 issue of Designlines magazine.

Spring 2015 cover

Interestingly, this is our first ever commissioned project and turned out to be a client favourite from day one. This reno of a 70's modern house turned a very dated dwelling into a sleek, contemporary, state of the art dwelling that reflects the personality of its owner, a 30-something successful entrepreneur from Toronto.

Click here for full article.