Thinking everything is (almost) good to go, I went through all the pieces an realize I assumed the youtube “inspirational” messages from artists are above the line. Since this is not the case anymore, I got too many belows and not enough aboves. Looks like I need to think VERY FAST about some more. Possible ideas:

• instead of posting advertising on billboards, bus shelters and buses, placing black boards there with nothing but the pivot logo in one corner and a box of coloured chalk in the other. Additional handing out chalk to selected schools with www.pivot.org on it. (is this above the line?)

• alternatively, I can extend on the artists/what is your angle? idea and do two more

I went through some of my notes to find a quote and discovered an old idea in the process to make a flyer/paper toy for schools. It proofs not easy get the face right just yet, but the idea is almost there. The last thing I got to decide on is, if I want to take it a step further and use it with augmented reality. Just go on www.pivot.org, place your paper Klaus in front of your computer and it turns to a “real Klaus” on the screen for you to move as you wish. Of course it would complain a lot. Got to talk to Nathan to what extend I have to mock that up. Otherwise I still got a nice flyer with some interaction and a further introduction of the interactive guide outside pivot.

Looking at the rearranged Picasso painting a day later, I realized nobody could possibly know what the original was. Well, maybe besides some hardcore art geeks with a savant tendency. Thanks to Holly, I figured out today I could use it as a multi page print ad. The first one with the original “Mrs Nusch Eluard - performer, model, surrealist artist”, the second one a couple of pages later with Picasso’s painting “interpretation by an individualist, founder of art movements, refusing to do what other people did” and the third one my take with “what is your angle?”

Obviously I got to work on the copy, but I like the idea more and more. Thanks Doran!

ABOVE THE LINE
- Distributed
- Placed on existing media
- Each peace should compliment each other

TVC
- is the first type of media people think of
- large audience
- present the product audio and visual
- average individual watching 4 h a day
- room for creativity
- visually auditory and kinaesthetically
- it is hard to target specific audiences
- 10 - 60 secs, average 20/30 secs
- storyboard 12-15 frames
- Photomatic: stills with voice-over, soundtrack and sound effects
- 30 secs

RADIO
- forgotten media format
- in the background
- Podcast is going up (55+ ABC)
- constant audience (no channel surfing)
- cheaper than TV
- ONLY auditory
- certain amount of time
- overview of the script
- break it down in different channels (voice over, sound effects,…)
- 15 secs

STORY BOARD TIPS
- timing is critical
- you can use time markers in story board
- draw on story boards DON’T USE PHOTOGRAPHS

- unconventional system pf promotion on low budget
- short lifespan (month or two)
- the follow-up (youtube…) can be very effective
- often the actual event is not important
- one ‘event’ or piece can create a lot of hype
- if it does not work out, you got a HUGE problem

There should be an Adidas documentary on Guerrilla Marketing, but I could not find it online.

the rearranging the elements was one thing, but how will people be able to figure out that used to be a Picasso painting? I guess I did not think this one through, once again.

an idea for a flyer/avant card I had. not sure which tag line is better though. Or can I get rid of them all together?

only a mock-up, but I think it could work properly done.

what about “express yourself”? Too corny? Too Madonna?

I think you can apply this to almost every discipline in visual arts and it embodies what the centre is about. If I go for it, I would most definitely not use it as tag line or header. It should only be the underlying message for the campaign.

After my last entry in here, I wanted to flesh out this idea to a whole campaign right away. But there was just something not feeling quite right with this direction and I just could not let it go (once again). Somehow it feels like I lure people with some fake promise. Some people might give it a try fancying to be an artist and just suck at it. There should be no promise for a certain result like better skills or even a career.

I must not forget that Pivot is a neutral place free of schedules, applications, exams or program outlines. It is not a school but a place for like minded people and express themselves.