{"id":233,"date":"2020-04-20T09:10:07","date_gmt":"2020-04-20T12:10:07","guid":{"rendered":"http:\/\/blog.boutique-pool.com\/bisthenewa\/?p=233"},"modified":"2023-02-13T12:56:49","modified_gmt":"2023-02-13T15:56:49","slug":"de-volta-a-essencia","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/de-volta-a-essencia","title":{"rendered":"De volta \u00e0 ess\u00eancia"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>Ricardo \u201cKiko\u201d Borger &#8211; redator publicit\u00e1rio e s\u00f3cio na BPool &#8211; \u00e9 o colunista convidado desta semana e fala sobre inspira\u00e7\u00e3o, criatividade e a volta \u00e0 ess\u00eancia do que \u00e9 ser criativo.<\/strong><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Esses dias recebi o seguinte job: criar campanha de endomarketing para uma rede de hospitais. Fosse em outros tempos, a rea\u00e7\u00e3o seria tipo \u201ccasca, hein?\u201d. No contexto atual, \u00e9 o job da vida. Literalmente. Continua sendo casca, mas \u00e9 aquele que importa, que pode fazer diferen\u00e7a de verdade. Quem mais que os colaboradores de hospitais merece receber uma mensagem contundente de apoio e acolhimento? Isso me fez refletir sobre outros Jobs e a rela\u00e7\u00e3o da comunica\u00e7\u00e3o com o momento do mundo. A conclus\u00e3o: ele, o momento, est\u00e1 nos fazendo voltar para a ess\u00eancia. O que, na minha opini\u00e3o, \u00e9 positivo. <br> <\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\"> O festival de publicidade de Cannes foi adiado e provavelmente vai ficar s\u00f3 para o ano que vem, j\u00e1 que algumas das grandes redes globais anunciaram que n\u00e3o v\u00e3o participar para conter custos. Isso significa, ou pelo menos deveria significar, uma pausa no vamos pegar umas horinhas pra pensar em pr\u00eamio, requentar aquele projeto, fazer e mostrar pro cliente pronto, depois a gente capricha no v\u00eddeo case etc. Uma s\u00e9rie de pr\u00e1ticas que, se por um lado ajudam a produzir pensamentos de vanguarda, por outro acabam desviando o foco do que realmente interessa. Isso n\u00e3o \u00e9 uma cr\u00edtica aos festivais, eu mesmo j\u00e1 adotei tais pr\u00e1ticas e eles tem sua import\u00e2ncia. \u00c9 s\u00f3 uma reflex\u00e3o, que vai al\u00e9m deles.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pense: mesmo se esse e outros festivais fossem acontecer, quais clientes e ag\u00eancias iriam querer colocar energia e recursos nesse tipo de projeto agora? Cada briefing que chega tem um prop\u00f3sito claro e firme. As marcas precisam se posicionar, se manter na mem\u00f3ria, os produtos precisam continuar saindo das prateleiras e, obviamente, o caixa das ag\u00eancias tamb\u00e9m tem que girar. Nessas horas, n\u00e3o tem traquitana ou pirotecnologia que salve. Provavelmente, n\u00e3o \u00e9 um MUB (Mobili\u00e1rio Urbano) ativado no celular com realidade aumentada, que vai resolver. \u00c9 a mensagem. Um conceito verdadeiro. Uma forma diferente e arrebatadora. Ideias fortes na ess\u00eancia. Impressionar os amigos das ag\u00eancias ficou em segundo, terceiro, talvez quarto ou quinto plano. Aquela esp\u00e9cie de janela de transfer\u00eancia, com profissionais de cria\u00e7\u00e3o premiados indo daqui pra l\u00e1 e de l\u00e1 pra c\u00e1, que acontece entre os festivais, n\u00e3o deve rolar esse ano. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para completar, existem as limita\u00e7\u00f5es de produ\u00e7\u00e3o. O isolamento n\u00e3o permite abrir c\u00e2mera. \u00c9 decreto. A verba dos clientes para os jobs de agora, em geral, n\u00e3o tem sido das maiores. Ou seja, a sa\u00edda do \u201ctudo bem, a gente d\u00e1 na m\u00e3o de um diretor pica\u201d n\u00e3o rola. Ilustra\u00e7\u00e3o, banco de imagem, letreiros, motion, design? As solu\u00e7\u00f5es de execu\u00e7\u00e3o t\u00eam que ser simples, inteligentes e, de novo, valorizar a ess\u00eancia da ideia. Confesso que tenho curtido. Gastar mais tempo na folha em branco, nos insights, nos racioc\u00ednios. Sinto como se tivesse me reconectando com o que fez me fez escolher esse of\u00edcio. E quando isso acontece, a criatividade flui melhor. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> As pr\u00f3prias ditas ideias de oportunidade e pr\u00f3-atividade tem que de fato resolver algo, para o cliente ou para a sociedade. Sen\u00e3o sequer faz sentido apresentar. A torcida \u00e9 para que o v\u00edrus seja controlado, com o m\u00ednimo de fatalidades. E que a gente possa voltar a se ver, se tocar e trabalhar lado a lado o mais r\u00e1pido poss\u00edvel. O distanciamento realmente tem um poder surtante. Espero que, inclusive, os festivais de publicidade voltem a acontecer o quanto antes. Talvez de um jeito diferente. Como tudo vai ser. Mas se tem algum aprendizado profissional que eu gostaria de tirar de tudo que est\u00e1 acontecendo, \u00e9 esse. Valorizar a ess\u00eancia da comunica\u00e7\u00e3o. Sempre. Aconte\u00e7a o que acontecer. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ricardo \u201cKiko\u201d Borger &#8211; redator publicit\u00e1rio e s\u00f3cio na BPool &#8211; \u00e9 o colunista convidado desta semana e fala sobre inspira\u00e7\u00e3o, criatividade e a volta \u00e0 ess\u00eancia do que \u00e9 ser criativo. Esses dias recebi o seguinte job: criar campanha de endomarketing para uma rede de hospitais. Fosse em outros tempos, a rea\u00e7\u00e3o seria tipo [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De volta \u00e0 ess\u00eancia - BIsTheNewA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/de-volta-a-essencia\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De volta \u00e0 ess\u00eancia - BIsTheNewA\" \/>\n<meta property=\"og:description\" content=\"Ricardo \u201cKiko\u201d Borger &#8211; redator publicit\u00e1rio e s\u00f3cio na BPool &#8211; \u00e9 o colunista convidado desta semana e fala sobre inspira\u00e7\u00e3o, criatividade e a volta \u00e0 ess\u00eancia do que \u00e9 ser criativo. 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