Shakespeare said, "That which we call a rose, by any other name would smell as sweet" but in this time and period, smelling ‘sweet’ is no longer the trend.    Source of picture: billboard.com   Take Lady Gaga as example. It is alleged that her first perfume, ‘Monster’ is said to be launched in 2012. This perfume embodies her uniqueness and quirkiness and smells like a combination of blood and semen. As Lady Gaga described it, “smells like high-class hooker.” However, given that she didn’t even mind wearing a raw-beef dress to appear in front of public eye,

Dramatize このテーマを書き始めたとき、タイトルは「ドラマチック」でした。しかし、書いていくうちに、ずっと袋小路にはまってしまいました。愚かにも大きなケーキを自分にぶつけているような感じです。痛くもなく、楽しそうだと思い込んでいたものの、とてもうろたえていました！ 書きながら修正し、修正しながら書いていました。ドラマチック、シネマチック、物語性、劇場型、それらの言葉はよく使われていますが、厳格な芸術的定義も持ち合わせた言葉には、死ぬほど苦しめられました！私は平凡な人間です。そのため、専門家ぶっているという疑いと、虚勢を張っていると言われることを避けるため、1つの出口を見つけました。それは、Let’s Talk About "Dramatize" 広告を「劇化（Dramatize）」するというのは物語を語る方法の1つです。数年前に金城武が出演したエリクソンモバイルのCM「聞こえない音」、最近ではA.S.O革靴の「真実の愛を支える」もその1つで、CMで伝えたいコンセプトを劇化して、視聴者をまるで泥沼に踏み込んだようにどんどん深みにはめます。演劇的方法でも、ドキュメンタリー的方法でも、あるいは思いを告白する方法でも、ドラマチックな緊張感を持ったあらすじは、ターゲットの消費グループを簡単にワナに落とすことができ、消費者が抜け出られないようにします。あるいは、ワナで人の心を買うと言うこともできます。 ワナというと、少し後ろめたい感じがして、まるでコマーシャルに携わる人は皆とても腹黒いように聞こえます…A.S.O革靴のその新しいCMについて話しましょう。革靴は、一般的に機能性や流行性を売りにします。もちろん感情、さらには愛情も売ることができます。A.S.OのこのCMは、消費者に「革靴をお父さんにプレゼントしよう」「新しい軽高靴の3大特徴は･･･」とあからさまに訴えておらず、マインドコントロールの台詞も使っておらず、言葉を繰り返して商品の押しつけてもいません。そのドキュメンタリーに似たCMは、角度を変えて、「男のロマンとは？」を見せてくれます。 完全版の240秒のCMでは、主人公は黙々と一週間歩きます。主人公は純粋で単純な上に、外観も平凡なものです。それは、中間層の消費者グループを十分に表しています。CMが始まって1分40秒まで、主人公がその長い道を歩いていることを伝えています。そこで取り上げるべきことは、映像に靴がほとんど出ていないことです。クリエイターたちは、「商品をこんなに早く出さない方がいい」とクライアントをなだめるのにずいぶん苦労したことでしょう。 物語の種は、深く埋められておらず、愛のために歩いていることはすでに予想できたことで、「なるほど」という感じもありません。そして、ドキュメンタリーに似た方法は、うそか誠かは重要ではありません。しかし、多くの視聴者は、私と同じように痺れたことでしょう…ヒロインが「どうしてここにいるの？」と話したあとに主人公が跪くと、ヒロインは笑みから感動の涙に代わって、主人公が拙くプロポーズします…私は体も心も痺れて、目頭に涙が溢れ出しました。私は彼のような勇気がなく、あんなに何日も歩いていませんが、プロポーズした時の気持ちを今でも覚えています。 視聴者がドラマに感動して、CMの任務は果たされました。コマーシャルの最後に、クライアントの商品とフレーズが痺れを切らしたかのように現れたのは、雰囲気を壊してしまいとても惜しいことですが、それでも構いません。クリエイターはすでにクライアントのために視聴者の心を勝ち得て、ブランドイメージが再び消費者に認知されたのです。最後のあのコピーは直接的で少しひどいものの、クリエイターもクライアントを安心させる必要があるのです。 劇化で人の心を買うのにはある程度時間をかけることが必要ですが、効果は抜群です。 https://youtu.be/QLXg4HB1ZBg ------------------------------------------- 筆者について Bruce 国内外でテレビCM製作、映画配給、劇場マーケティング、電通北京事務所クリエイティブコンペチーム、ガマニア内部ディレクターに携わる。現在は株式会社ガマニアデジタルエンターテインメント商品開発部課長(セクションマネージャー)。 -------------------------------------------

  Marriage proposal is the most beautiful moment in your life. At that moment, the air seems to freeze, you hear the resonating ‘Marry me?’ a few times in your head. Diamond symbolizes the tear rolling down your cheek and the choice that you make to spend the rest of the life together…   Cartier made three proposal commercial films for its latest campaign, presenting the most emotional and romantic love with Italian director, American playwright and European actors (I guess Asians aren’t that romantic).    Cartier, True love has a colour and a name – Trailer    

  2011年のクリスマス、GHKは遊びまくり食べまくるクリスマスパーティーを催しました。イベントのテーマはオフィスのアイデアレイアウトで、競技は計7組に分かれて行われました。各組とも知恵を絞って、他の人とは違う異なる特色を持ったテーマでレイアウトデザインを行いましたが、その中にはもちろんクリスマスの要素が含まれていなければなりません。審査員はGHKの最高執行責任者であるYaling、ファイアドッグの最高執行責任者であるGabrielがそれぞれ審査を行いました。負けた部門の仲間たちは当日、イベントの後片付けを手伝わなければなりません!   部門レイアウトテーマDS Harry PotterCMHAWAIICOO+FN+HR 民族GDM+MB少林寺PMアダルトスタイルIT MUSICPLS-HK エコロジー チャンピオン－「PM：アダルトスタイル」      当日の最高得点はPMでした!アダルトスタイルは彼らにとって全く問題ではありませんでした。多彩な人材が揃うPMの仲間たちのコスチュームもレイアウトも十分笑えるものでした。     第2位－DS:  Harry Potter   レイアウトなんて美術部門にしてみれば簡単でしょう?!工夫を凝らし、テーマに合った内装と雰囲気に満ちた電飾は本当にロマンチック～。     第3位－「GDM + MB：少林寺」 その他部門のレイアウトIT：MUSIC CM：HAWAII COO + FN + HR：民族 PLS-HK：エコロジー ガマニア人バザー大会    私たちがクリスマスで喜びと楽しみに浸っている時、世界のもう一方ではどんな生活をしているか考えたことはありますか?今年私たちは特別にガマニアバザー大会を開催しました。バザーに出品された品物は全てアフリカ現地の人々の手作りによるもので、たいへん美しい品物ばかりです。バザーの全ての売上は慈善団体に寄付し、より多くの社会的弱者の子どもたちが優れた教育を受け、生活環境を改善するために役立てられます。バザーはで他人を助けるだけではなく、同時に買い物の楽しさも味わえます!       プレゼント強奪大抽選会 今年のプレゼント交換の方法は、抽選形式によって行われました。特別なのは先にプレゼントを手にした人が有利だとは限らないことです。なぜなら次の人があなたのプレゼントを奪うことができるからです!   ルールは次の通り： 1. それぞれが持ち寄ったプレゼントをある位置に集めます。 2. プレゼントを選ぶ順序を抽選で決めます(この部分はGHK-IS-Ireneが当日に抽選を行う)。 3. 最初にプレゼントを選ぶ人はPoolの中からのみプレゼントを1つ選ぶことができます。 2番目にプレゼントを選ぶ人には2つの選択肢があります。1. 最初(即ち前の順番の人)が開封したプレ 5. 3番目の人も2番目の人のようにします。Poolの中から選ぶか、もしくは前の順番の人が開封したプレゼントを選びます。   ▲お気に入りのプレゼントが奪われる感覚は……とても辛いものです。全く残酷なゲームです。     関さんの少林寺僧が盛り上げる   そうです!また彼です……GDM + MBの少林寺テーマレイアウトが負けたわけではありませんでしたが、仲間の関さんはパーティーを盛り上げるという運命からは逃れられませんでした。      ▲華やかすぎる登場に、僧侶姿の関さんも喜びの表情を隠しきれません!   ▲ GUS-COO Davidが記念撮影を頼んでいました!    

Xu Zhimo once said: "Beauty lies in the numbers". The phrase describes how "scale" can have a beauty of its own and the concept remains just in the digital age today nearly a century later. Daily Monster I have always been impressed by those that live up to their promises and stay at it. Especially those that go and commit themselves to coming up with new ideas 365 days a year without fail. In 2009, Stefan G. Bucher decided to do something crazy like this – Create a new and different monster every day. To produce a drawing every

Will we enter the "Post-PC Age" in just another few years? I am not sure myself, but the laptop is still the best option for mobile computing right now (maybe it will be replaced by the ASU Eee Pad Transformer? I hope not!). Since you are going to take your laptop with you, you should pick a laptop bag that is distinctive, practical and perhaps even fashionable!  Here I am more than happy to recommend COTEetCIEL from Paris. The main reason is because COTEetCIEL knows how to achieve just the right balance between technology and fashion so that even

  Creative Director, Kuo, “This is the first time a feature 3D animation produced by Taiwanese people in the history of Taiwan. Produced by F. Rhythm 3D Animation Company, the film was the result of 5 years of hard work and collaboration. Not only entertaining but educational in its content, it’s definitely an animation worthy of viewing and support! ”   Official Website：http://www.fr3d.com.tw/ Official Movie Blog：http://memoryloss.pixnet.net/blog Official Fan Page on Facebook：http://www.facebook.com/FR.MemoryLoss Movie Trailer：     ----------     Film Summary   After Ta lost her father, to console her grieving mother, this strong little girl accidentally erased her mother’s

  (缺圖) Alan Kuo, Chief R&D Officer at Gamania :  "We can sense through the matter of fact tone in the article by UNIQLO CEO Tadashi Yanai how he transformed a local clothing shop into a multinational enterprise one step at a time. Unlike the autobiographies of other successful people, the author dedicated many pages to reviewing the failures along the way, as well as how he managed to remain true to his original ideals even as he steered the company through transformation after transformation."    ------------   Abstract Written personally by UNIQLO Founder Tadashi Yanai, the book covers

  The "CSO National Elite and Inter-School Cup" was launched at major net cafes in early June. After 3 months of intensive competition in northern, central and southern Taiwan, 32 crack teams rose above the pack and got ready to compete for the crown of grand champion! Braving the September heat, they gathered at the Huashan Culture Park, "lock and loaded" for the bloodbath ahead. Which team will the Goddess of Victory ultimately favor? G!VOICE brings Gamanians a live report from the battlefield!  Firefight ! The "CSO National Elite and Inter-school Cup" finals at the Huashan Culture Park consisted

Gamania Spring Banquet Gamania and 5Zhua 2012 Annual Spring Party Gamania R&D colleagues from Shanghai and Beijing and partner, 5Zhua co-held an exciting spring banquet in Chinese style on March 2nd, 2012. The hotel that features its European architecture, Wedding Story was chosen as the venue which added some romantic element to it. On the actual day, there were prize-draw, Beijing opera and light &shadow shows and many other exceptional performances. Now, let’s take a look at some of the memorable moments on that day.  Source of picture：www.591849.com/hotel ▲The venue of the annual party, filled with the romantic atmosphere

I don’t want to talk to machines—a surprising way of speaking to users Some sudden situations we may run into when we go online, in addition to internet disconnect, computer breaks down, the most frequently encountered instance is ‘system message’. There are tons of system messages, some reminds you that you’ve selected the capital lock, some tells you your internet has been disconnected, some informs you the user name is not available. Most of the time, these messages are rigid, but the following message should bring a smile to your face: ▲“we have to check if you’re human.” This

Special Report The original Mig Said animation series created by the Gamania Creative Center will be aired on TV from 9/19 onwards! A partnership has been formed with GTV's idol drama In Time with You. The show is written by Mag Hsu, directed by Yu-Ning, Chu and will star Ariel Lin and Bo-lin, Chen. Mig Said's cute Square-Head Lion doll will appear during the show and at the end of each episode a Mig Said will be shown as well. FTV will begin airing In Time with You on 9/18 and GTV on 9/24. Gamanians, don't miss this if

Gamania Retired Staff Gathering Party—A Warm Closure In February, 2012, Gamania’s first retiree was born. On the day of March 16th, HR held a special staff gathering party for the very 1st retiree, Peter who had served Gamania for 10 years. CEO Albert and other heads of departments were invited, along with Peter’s family, colleagues and good friends, the atmosphere was warm and touching.  Albert personally conferred Group Retiree Award to Peter in appreciation of his dedication and contribution to Gamania for the past 10 years. This award is very significant in its meaning and it not easy to

  On April 1st, 1995 was the day FullSoft (for marketing) and Full Studio (for R&D) were founded. In 1997, these two integrated into FullSoft. Many new Gamanians may be unfamiliar with this part of the history, what is FullSoft’s relationship with Gamania? Let G!VOICE take you back to the past and unveil the exciting stories underneath.      Key Milstone   l   1993富進時代：《戰國策》、《魔異入侵》開啟遊戲研發之路 l   1993 Fujin Era: launched game products, ‘Warring States’, Alien, and started the path to game R&D l   1995富峰群時代：《日蝕》開始打響知名度 l   1995 FullSoft Era: launched ‘Eclipse’, and enjoyed rising popularity l   1996富峰群時代：《富貴列車》慘敗，初嚐失敗滋味 l   1996 FullSoft Era:

We are sure that there are times when Gamanians are stuck for ideas. Being completely out of ideas is a terrible feeling. Creativity can in fact be improved through training. Tools can also make the creative process more efficient. G!VOICE will now introduce to you the techniques and tools for creative thinking!    Four Creative Thinking Methods Creativity is something that everyone has. Everyone hopes for ideas when they are writing or making a proposal. Still, flashes of genius account for just 5% of all creativity so there are other techniques for tapping into your creativity. These can be

PlayCoo Product R&D Department Senior Game Designer CHENG, Ching-Lun (Priest)   R&D subsidiary PlayCoo has been producing games that did well in the market in recent years. From Lucent Heart to Divina, these games have won over countless players. What keeps these players coming back? The design team undoubtedly spent a great deal of effort on designing the game content. G!VOICE has invited the Cheng, Ching-lun ("Priest"), the lead designer for Divina, to share with everyone his experience with creativity in R&D.    G!VOICE：What is your source for creative inspiration in game development?  Priest： If we are talking about

Everyone wishes for boundless creativity at work or in their everyday life so they can constantly create something exciting in their life. But "creativity" doesn't grow on trees. You must spend time cultivating your concepts and building up your knowledge every day! So how do you learn about creative concepts? What databases can you draw on? G!VOICE has drawn up a list so your creativity can stand on the shoulders of giants!      Book Kashiwa Sato's Ultimate Method for Reaching the Essentials – Kashiwa Sato Japan's famous designer Kashiwa Sato tells us that creativity must be "organized" and

How does a super-mini town of only 78 residents situated on 1000+ meters high attract people’s attention?    Of course, in this desolately remote town with only a few cows, a church, a hotel and a few dozen senior residence, you wouldn’t expect there to be any topic worthy of notice. However, they cleverly chose the cheapest and most convenient way to link to the world, the social media—Facebook. In less than a month, they have become the subject that has been widely reported in 32 countries thousands of miles away from them, making them the most lively fan

Gamania is renowned for its business acumen and many competitors have tried and failed to emulate its "out of the blue" creativity. How does Gamania's operations division go about being creative? What is their attitude toward creativity? G!VOICE invited Bea from GTW-GO1 to share their secrets with us. To our surprise, Bea told us right off the bat: There is no such thing as creativity that comes out of the blue. Creativity must be "cultivated"!   GTW-GO1 Senior Manager WANG, Lan-Chun (Bea)   G!VOICE: What does creativity mean to you? Bea： Any idea is creative if it is not

“Women put on make-up for their/others’ pleasure” has long been the basic element for cosmetic advertising. Make-up commercials often adopt the form to provide women with a sexy and beautiful imaginary space. However, this winter Christian Dior abandoned the popular big-cast-small-film form, ridding of sexy celebrities’ endorsement and going for a game that provokes the pure desire to “play doll-up make-up game.” New commercial, Dior Games evokes that little girl in every woman—the one that jump and scream to fight for older brother’s video games.    Therefore, the spirit of having fun has been re-summoned. Dior tactfully combined its