Anze Jereb
Creative DIrector at McCann Ljubljana
Ljubljana, Eslovênia
TituloMold 1
Agência
Campanha Mold
Anunciante Ukrainian Marketing Forum
Marca Ukrainian Marketing Forum
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Publicidade e comunicação
Filosofia Knowledge gets dated. Earning your degree and quietly working until you retire doesn’t work anymore. The world is changing so quickly that it takes a lifetime to learn your craft. The marketing we studied a decade ago is already dead. In order to demonstrate this, we took Philip Kotler’s cult marketing book and millions of spores of mold, placed them together in a citylight panel and let time show off its strength. In order to get the project to work, we prepared a special layout for the book with perforations for moisture. We experimented to find a material that would allow the mold to spread. We created an environment that was conducive to growing the desired mold while preventing harmful bacteria from disrupting the mold growth. After several unsuccessful attempts, we had to completely abandon the use of toxic materials. We dried out a couple of mold populations and were forced to redesign the citylight panel’s wall construction. This helped create the ideal microclimate, from the illumination to the humidity to the temperature. In short, it was much more difficult than just leaving out a loaf of bread for a week and getting results. After a month of tests, failed attempts and disappointments, we found a solution. Our mold grew. Every day, it spread more. And more. The book began to look older.
Tipo de Mídia Exterior
Director executivo criativo
Director criativo
Redator
Director de arte
Head of Design Studio
Designer
Designer
Designer
Account Manager
Client Services Director
Chief Executive Officer (CEO)
Managing Diretor
Product Manager
Câmara
Microbiologist
Managing Diretor
Producer
Department Head
Ambient Project Production
Department Head
Ambient Project Implementation
Chief Executive
Non-TV Media Director
Managing Director

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