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/

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!

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.