Joakim Borgström (JAB*), creative director of from Wieden+Kennedy Amsterdam offered us a great performance.

All his presentation was focused on interaction and experience. To explain it better, he used some interesting concepts as

• “Kansei”: The main ideas are: the product design matching perfectly with the user expectation and create advertising that involves the consumer in an emotional way.

The word comes from the expression “Kansei Engineering System” (KES) that means incorporate emotion and feelings at the design process.

“Kansei Kansei es un término japonés donde la sílaba kan significa sensitividad y sei significa sensibilidad. Se usa de forma polisémica para expresar la cualidad de un objeto de despertar placer en su uso.”

• “FFF”: Fast. Immediate Consumption | Forwardable. I want to share it | Fun.(?) Tactile Experiences.
• Cross Border Communication
• Real Time
• Advertising + Entertainment
• “Wow Effect”

For each topic, he presented demos and cases (out of the presentation), everything reacting in real time.

There were 2 funny online cases from Carlsberg website, called “Trials of Friendship”

- Please hold my beer: a virtual friend asks you to hold his beer while he goes to the bathroom, you cannot stop clicking the mouse, if you relax your mouse finger, the beer falls in the floor. You can be clicking for hours, and there are a lot of funny situations that appear during it. The record is more than 12 hours without take the finger out of the mouse!

- Don´t touch my sister: it is similar, but the friend ask you that, and the cute sister stays in front of you smiling, if you click, she hits you. If not, you start to have deliriums about her. It is really funny.

Karina

*JAB Personal website: http://www.borgstrom.com/

**The agency that created and produced “the Coke Side of Life” and much more. Take a look: http://www.wk.com

***Kansei Information:

http://www.terremoto.net/x/archivos/000052.html

http://www.unizar.es/

Remarkable and with a perfect concept is the Dow Chemical Campaign presented yesterday by Mr. Howard Draft, Chairman of Draft FCB.

http://www.youtube.com/watch?v=3ylKTkp9to0&feature=related

http://www.youtube.com/watch?v=i3byt7xMSCA

Nothing is more fundamental.

From: http://www.squidsoup.org/driftnet/

“Imagine flying like a bird through a musical composition that surrounds you, immerses you and reacts to your presence.

Driftnet is a confluence of two ideas – bird-like flight, and a spatialised, navigable musical environment.

At one level, it experiments with intuitive methods for freely navigating 3D virtual space. Users are invited to ‘fly like a bird’ to navigate through a virtual space. Using NO worn equipment – just by flapping their arms/wings and tilting their arms and bodies – people can intuitively (and amusingly!) navigate freely in virtual space. The metaphor used harks back to childhood play, imitating birds and planes in the playground.”

Time Magazine’s “Best Inventions of the Year” feature has some really interesting applications / gadgets:

Xerox’s self-erasing paper, on the Environment section, seems to go on a less ambitious direction than our own interactive paper R&D, but nonetheless it could be a very interesting application (I think my desk would be really appreciative if I could reuse the same paper over and over).

pink is the new white?

Very interesting things also on the Fashion inventions section (not talking about the models, erm), such as the Philips SKIN Dresses that we already know of, but are still quite impressive and good-loking (again, not talking about the models) while reflecting the user’s mood

‘Today I woke up feeling very bubbly’

or this augmented reality type of interactive mirror developed by IconNicholson (try to say it fast) for Bloomingdale’s store

from now on cross-dressing will never be as easy

Apparently there are also very important developments in the field of fiber-optics cables, and I’m just including it here because I really like the picture they use to illustrate it.

it looks like someone had his morning fiber

And in case you are wondering, the iPhone – yes, yes – grabbed both the Invention of the Year and the Gadget awards. Jump here for the full article.

The verdict is in! YDreams Advertising racked up two awards at this year’s El Ojo de Ibero-America with the affable Japanese cartoon character, Hello Kitty. The yWalk and yLight Solutions, created a media-rich store environment by playing up the fun-factor and colors associated with the brand at Lisbon’s first Hello Kitty store, and were distinguished with a Silver and Bronze award for Point of Sale Promotion and Activation in the El Ojo Promo category.

In fact, overall Portugal did particularly well in the Promo category, accumulating a total of three awards including a Gold for BBDO Portugal’s Optimus campaign.

El Ojo de Iberamerica, one of the most reputed advertising festivals in Latin América, celebrates its 10th edition this year. The festival currently underway in Buenos Aires, the Argentine capital and will run till Wednesday, November 21st.

Congratulations guys!

YDreams has invited Professor Neil Gershenfeld, Director of MIT’s Center for Bits and Atoms, to give a talk at the Faculty of Science and Technology, at the New Lisbon University, on the 27th of November at 14:30.

Lecturing on “Beyond the Digital Revolution”, Neil Gershenfeld, selected as a Time/CNN/Fortune “Principal Voice” and one of the top 100 public intellectuals around today, will present recent advances and new forms of exploring scientific investigation in areas such as Quantum computation and personal fabrication.

Gershenfeld will also be focusing on work developed through Fab Labs (Fabrication Labs), part of the MIT’s Center for Bits and Atoms (CBA) which broadly explores how the content of information relates to its physical representation. The Fab Lab program has strong connections with the technical outreach activities of a number of partner organizations, around the emerging possibility for ordinary people to not just learn about science and engineering but actually design machines and make measurements that are relevant to improving the quality of their lives. The program is underway in countries that include Costa Rica, Norway, India, Ghana and South Africa.

Below, video of Neil Gershenfeld’s Ted Talk about The beckoning promise of personal fabrication.

It’s on people! So, to get the ball rolling I’d like to remind you all that as I write this post our very own Karina Israel is on the jury panel of the El Ojo de Ibero-America, one of Latin America’s most dynamic Advertising festivals, which distinguishes works in areas that range from traditional and interactive advertising to creative media, direct marketing and promotions.

Although we were delighted to have been asked to sit on the jury, the fact of the matter is that we are thrilled that YDreams Advertising is a runner-up in the El Ojo 2007 Promo category. And get this, with three nominations in two different sub-categories – drum roll please – the categories are: Point-of-Sale Promotions (Hello Kitty Lisbon Store) and Activation (Hello Kitty and the New Toyota Showroom in Lisbon).

So, Karina, soon as the verdict is out, send us news from sunny Buenos Aires because we can’t wait to hear how we did.

Wellcome to .yd, a blog about YDreams, YDreamers and all things YDreams (which we hope is plenty to keep you interested). We hope you enjoy your time here, have fun.