| Q&A Calendar From the Library Education Members FYI |
When Goodby Silverstein won the ADC's 3rd annual Hybrid Gold Cube for their innovative and quirky "Milk Aliens" campaign, we knew that this was only the tip of the iceberg for Feh Tarty and Pat McKay, Creative Directors for the campaign. Not only did Tarty and McKay win a Gold Cube for a regional campaign, they overcame the obstacles of making a commodity product a popular beverage of choice again. Not Coke Plus, not Burger King: good ole milk. We recently caught up with Feh Tarty to discuss his award-winning work, his bets on future winners, and his fear of revealing the campaign to real deal Trekkies. Feh Tarty is bold, original, and does a fantastic job of facing each challenge with an eye towards the future. Interviewed by Danielle Epstein danielle@adcglobal.org.
ADC: What did your client want to accomplish with the Milk Aliens campaign?
Feh Tarty: Two things. One; change the perception that milk is only a compliment for cookies, cakes, and cereal, and position it as a super drink with an array of health benefits. And, second, get families to see the importance of drinking more milk and to stop taking it for granted.
ADC: What was the inspiration for the campaign?
FT: Pat McKay, my muse - kidding - my creative partner and I were just tossing around a bunch of ideas and started thinking about who wouldn't take milk for granted. Milk-deprived aliens with brittle bones, bad teeth, bad hair, and weak muscles seemed to be a good target.
ADC: What was the most challenging aspect of creating that campaign?
FT: Making it feel original and having it actually make sense for the brand was important. It was a quirky idea. We didn't want it to be quirky simply for quirky's sake. Having logical solutions for why we did certain things, like calling the cow Da Iry, actually made the campaign stronger. For originality, Pat and I watched tons of space movies like 2001 Space Odyssey, Galaxy Quest, Buck Rogers, and so on to know what NOT to do. We even looked at some of (ADC Hall of Famer) Issey Miyake's wardrobe designs for inspiration.
ADC: Milk Aliens was an integrated campaign, what process was used in selecting the platforms?
FT: Well, thing is, the agency is pretty integrated. So that really helped. We would have sessions with account management, strategy planning, media, and the PR company and come up with ideas of things we could do. It was really cool. Some nut thought it was a good idea to launch the campaign at a UFO convention. And we did. It was crazy. These people aren't your everyday Trekkies or Star Wars fans. They are the real deal. Abductees. Actual aliens from other galaxies. And believers. We were scared. But the campaign was well received.
ADC: How much did viral potential affect your thinking when creating the campaign?
FT: There was always an intention to have a viral component, but we didn't know to what extent we could actually develop it. Milk wasn't in the "interactive" mindset at the time. There was another campaign Pat and I presented alongside Aliens that we ended up producing first. It was a campaign that positioned milk like steroids. We basically spoofed the baseball scandal and ran the campaign during the 2005 World Series. We made fake news banners that directed people to gotmilk.com. The hits on the website jumped from 1,100 hits a day to 18,000. We used that as leverage to develop a larger interactive arm for the Aliens campaign.
ADC: What did winning an ADC Gold Cube mean to you? Was it a mark of success?
FT: It was very cool - mainly because of the Hybrid category. Also, I felt "official" if that's the appropriate description. I was at a museum which showcased Andy Warhol's 1979 BMW M1 Art Car. There were about three short paragraphs that summed up his career. In the second paragraph it said, "... won an award at the Art Directors Club." Also, I studied people like Milton Glaser in school. ADC is the first award mention in his bio on Wikipedia. So I guess you could say I was feelin' myself.
ADC: Has it meant anything in terms of your career?
FT: Nope. You guys promised it would though. I'm waiting.
ADC: Do you have your eye on any gold-worthy campaigns for this year?
FT: I really like the new Halo3 work. I think it's brilliant. Really well done. Shout out to John Patroulis. Geoff told me you really made that come together. Great job. Oh, and the Cadbury Gorilla makes absolutely no sense to me, but I crack up every time. So I guess it makes me feel good like chocolate does. Right?
ADC: How did you get to where you are today at Goodby?
FT: I guess trying to make the most of any assignment handed to me. Half of being a creative, I think, is one's attitude.
ADC: What is next for you?
FT: We are currently working on a campaign for The Commonwealth Bank of Australia. It's only going to air in Australia. We'll see how that goes.
ADC: What are your favorite aspects of your job?
FT: I'm surrounded by people who aren't afraid to take risks. Sometimes we wimp out, but for the most part, we all go after it head first.
ADC: What are your least favorite aspects?
FT: We sometimes wimp out. And sometimes I think we are talking only to ourselves. I hate that.
Finally, name your three favorite...
| |||||||||||||
 |
||||||||||||||
|
Come Have a Chicky Meal Cuz You're Gonna Love This Deal
October 10 - 13
This large-scale work, by Brooklyn-based artist Julia Mandle, takes its title from an advertising slogan that was recently found in the charred remains of a bombed KFC franchise in Pakistan. In the context of the changed "image" of America, Mandle's work asks, "What does it mean to be an American today?"
Performance Times: Wednesday* - Friday at 7pm; Saturday at 5pm
*"Conspiracy of Progress" panel on Wednesday, October 10th at 7:45pm, following the performance. This discussion, moderated by Stephen Greco, Executive Director of Dance Theater Workshop, will feature artists, media executives, and activists. For more information please visit www.jmandleperformance.org
|
|
|||||||||||||
|
Photography Portfolio Review and Luncheon Tuesday, October 16
 Photograph by David Black The Art Directors Club invites you to meet and view the work of 75 outstanding emerging and established photographers at the ADC Gallery.
1 - 7 pm, Buffet lunch beginning at 1Refreshments all day Cocktail reception beginning at 7 at The ADC Gallery All seats for photographers have been filled. Anyone interested in reviewing the work, please RSVP by clicking here. |
||||||||||||||
|
Adobe Presents The Backstory: ADC Young Guns Live
"Frame by Frame" Thursday, November 1, 7pm
Preceding: Adobe CS3 Workshop, 5:30 pm Featuring: Asif Mian, Christopher Lane, Floto + Warner, and Justin Gignac
Four Young Guns share - frame by frame - fresh new images. Each Young Gun creates imagery using multiple formats and every tool available. They shoot in any medium, resulting in work that sits comfortably in several categories or in none. See how these image creators - photographers, videographers, illustrators and multi-media experts break down traditional boundaries. Join us for a visual feast from this group of new image makers.
Moderated by Ross Sutherland, Chief Creative Officer, Corbis
ADC members $14; Non-members $20
RSVP: Here or contact Ann Schirripa with questions at 212.643.1440, ex. 10.
|
||||||||||||||
|
||||||||||||||
|
Designing Design
By Kenya Hara
An extraordinary new addition to the ADC's library, published by Lars Muller, Designing Design asks you to question everything you know and everything you think you know about design. Written by Kenya Hara, representative of Nippon Design Center, Inc. and a professor at Masashino Art University, this book is a beautiful, theory-filled, and inspiring exploration into one of Japan's new generation of designers. Designing Design is Hara's first English language book, in which he discusses everything from his concepts as the Art Director for Muji, to his "Re-Design" exhibition, to the power of the color white. With introductions by Li Edelkoort, Chair of the Design Academy in Eindhoven, and John Meada, Associate Director of Research at the MIT Media Lab, this book makes you perceive even the most common objects in your life as if you've never seen them before.
Archival Notes: 84th Annual Now Online
The ADC Annual Awards competition identifies and honors the best work of the year in print and broadcast advertising, interactive media, graphic design, publication design, packaging, photography and illustration. The winning entries from the 84th Annual Awards, documented in the 2005 Art Directors Annual, have now been digitally archived and can be viewed here on our website. Happy browsing!
| | |||||||||||||
|
||||||||||||||
|
Saturday Career Workshops
This Fall The Art Directors Club has a packed and exciting line up for the Saturday Career Workshop program. Presenters include:
Oct. 6: Benita Raphan
Oct. 13: Jason Pacheco Oct. 27: Diana La Guardia Nov. 3: Art College Seminar Nov. 10: Kevin O'Callaghan Nov. 17: Alex + Boyoung
For more information please contact Olga@adcglobal.org
|
||||||||||||||
|
||||||||||||||
|
New Members
Corporate Gold:
Veer Inc.: Calgary Canada Professional:
Andrea Avanzini: Milano Italy Pinar Barutcu: Istanbul Turkey Florian Beck: Zurich Switzerland Jennifer Boral: NY NY William Brady: NY NY Florian Brey: NY NY Steve Burke: Brooklyn NY Greta Carlstrom: Palisades NY Kristofer Delaney: NY NY Zach Dodson: Chicago IL Roberto Falck: Brooklyn NY Sarah Groff: Elkins Park PA Jon Handel: NY NY Masami Ishibashi: Tokyo Japan Frederick Kluth: Jersey City NJ Matt Lambert: NY NY Eric Layne: Charlotte NC Kat McCord: NY NY Limor Morgenstern: Larchmont NY Anja Olbrisch: NY NY Zeynep Oguz Bilimer:NY NY Oleg Sarkissov: NY NY Patrick Thevarajah: Selangor Malaysia Jayne Whitmer: NY NY Ethel Wolvovitz: Brooklyn NY Student:
Yong Hwa Choi: School of Visual Arts Eugenia Chung: Parsons School of Design Bernard Gabriel: Academy of Art University Chris Kiesler: University of Southern Indiana Kevin Park: Parsons School of Design Byron Regej: School of Visual Arts Gregory Scott: Indiana University EJ Carr
The Art Directors Club would like to thank member and photographer EJ Carr for his immense contribution to the 86th Art Directors Annual. He stunningly photographed all of the judges of the 86th Annual Awards as well as the ADC staff. Check out his website for more beautiful photographs.
|
||||||||||||||
|
Leila Singleton
A poster design by ADC member Leila Singleton is featured in Graphic Responses, the online component of the 15th Colorado International Invitational Poster Exhibition. Her piece, 'Emit Responsibility (not CO2)', is included in the Professional portion of the show, which features 50 works by designers from around the world. Graphic Responses seeks to give artists a way to respond immediately to international issues of social, cultural and political concern, and can be viewed here.
|
||||||||||||||
|
||||||||||||||
|
IHaveAnIdea
The Art Directors Club is excited to annouce its partnership with Ihaveanidea.org, advertising's intellectual archive. The ADC and IHaveAnIdea will work together to promote and nurture the advertising industry. Like the ADC, Ihaveanidea promotes the highest standards of excellence and integrity in visual communications, which encourages students and young professionals entering the field, making this partnership an ideal fit. Please visit ihaveanidea.org for more information.
www.ADCglobal.org
Not getting ADC emails and mailings? We might not have your correct contact information!
To make sure we do and to receive a copy of the ADC 87th Call for Entries in the mail, please login to your account. Go to http://adcglobal.org/login/, enter your email address and your password and click "Login". Don't remember your password? Click "Lost your password" and we will email it to you. Once you have successfully logged in, you can proceed with updating your account details. If you do not already have an ADC account, please click here to sign up for a free access pass http://adcglobal.org/register/user/. Interested in becoming a member of the ADC, please visit http://adcglobal.org/membership/join_us/. Neenah Paper
Neenah Paper announced that its six flagship CLASSIC CREST®, CLASSIC® Linen, CLASSIC® Laid, CLASSIC COLUMNS®, CLASSIC COTTON® and STARWHITE® Brands are now manufactured Carbon Neutral. The company has reduced its carbon footprint - or net greenhouse gas emissions - associated with the manufacturing of these premium uncoated brands.
Neenah committed to tracking, reporting and reducing carbon dioxide emissions upon joining the Chicago Climate Exchange (CCX®). CCX is the world's first and North America's only voluntary but legally binding greenhouse gas emissions reduction, registry and trading program. "Nimrod Nation" New York Premiere
Acclaimed filmmaker Brett Morgen will present three episodes of his upcoming documentary series "Nimrod Nation" as part of DocFest07 at the Paley Center for Media, on Saturday October 27, at 7 pm. Enchanted by the characters he met while making a commercial for ESPN's "Without Sports" campaign, Morgen uncovered a community that lives for its high school basketball team, the Nimrods. A Q&A will follow the screening, featuring Brett Morgen and Executive Producer Kevin Proudfoot.
ADC members can purchase tickets through this link: https://www.ovationtix.com/trs/pr/18741/prm/adcmember, or use the promotional code adcmember, for 50% off the normal price.
ADC Paper Expo Poster
The ADC's Paper Expo poster designed by ADC Young Gun Tiziana Haug was featured in the Typographic section of 'Grafik' magazine's September issue. We thank Tiziana for her generous and beautiful donated work for the ADC!
|
||||||||||||||
|
||||||||||||||
 |
About the ADC
The ADC is the premier organization for integrated media and the first international creative collective of its kind. Founded in New York in 1920, the ADC is a self-funding, not-for-profit membership organization that celebrates and inspires creative excellence, connecting creative visual communications professionals from around the world.
Mission
To promote the highest standards of excellence and integrity in visual communications for the industry and to encourage students and young professionals entering the field. In short, to provide "visual fuel."
Mandate
To provide a forum for creative leaders in Advertising, Design, Interactive Media and Communications to meet, learn, participate, and explore the direction for these rapidly evolving industries.
Not Yet A Member? Join Now.
The Art Directors Club 106 West 29th Street New York, NY 10001 212.643.1440 www.adcglobal.org
|
|||||||||||||
