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Posts Tagged ‘Gideon Amichay’

Ring in Wikipedia’s Birthday with New Case Study for ‘Create An Article’ Project by No, No, No, No, No, Yes

Since Wikipedia just celebrated its 13th birthday, it seemed appropriate to share this case study for “Create An Article” project, an initiative created for Hebrew Wikipedia by Gideon Amichay‘s agency No, No, No, No, No, Yes (named after his recent book and TEDx talk).

The project saw No, No, No, No, No, Yes team up with top Israeli journalists, each of whom wrote new Wikipedia articles “in their field of expertise and based on their personal knowledge” and broadcast the process on a channel 2 news program. (Channel 2 is the most viewed TV channel in Israel.) The agency decided that since media people are amongst Wikipedia’s biggest users, that this was an appropriate way for them to give back to the popular site. “Create An Article” was a huge success, gaining “2,033,000 viewers in a country of 8 million people.” Even more impressively, the “growth rate in the Hebrew Wikipedia viewing pages during the campaign was 9 times higher than the worldwide average, reaching a record of 67.4 million viewing pages.” Check out the case study above to learn more about the project, and stick around for credits after the jump. Read more

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Copywriting: Creative Ad Writing

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Gideon Amichay Has a New Book Based on His TEDx Talk

No, No, No, No, No, Yes

Back in January, we shared Gideon Amichay‘s TEDx talk entitled “No, No, No, No, No, Yes” (see it again if you wish after the jump). Now, Adichay has an upcoming book based on the talk, with same title in tow.

Amichay’s book begins by talking about the new pair of Adidas sneakers his father refused him as a child, buying instead a cheaper, no-name brand. He identifies this moment as the beginning of his “endless will to move up and work hard.” He goes on to document the many rejection letters he received from the The New Yorker as a young aspiring cartoonist. For a period, Amichay would submit to The New Yorker every Wednesday, and receive a rejection letter every Friday. Gradually, the notes on the rejection letter became more positive, urging him to “Keep trying.” Eventually the cartoon editor kept one of Amichay’s sketches. Although it was later returned, the editor later held two sketches. One day, The New Yorker finally decided to buy one of Amichay’s sketches.

Amichay’s book is really about the importance of hearing “no,” something often forgotten in the era of instant gratification. “No” doesn’t have to be spirit-breaking, “No usually comes with a comma,” Amichay says. He makes a point of distinguishing between the automatic “no” that comes from fear of the unknown, the skeptics, those who would like to play it safe, and the constructive “no” that makes you reconsider an idea or take a new direction. He urges his readers to develop their personal relationship with the word. Amichay explores all the times you’ll hear “no” in advertising: from creative collaborators, from bosses, from clients. Behind the “no” schtick is a great look at Amichay’s career in advertising and some of the interesting campaigns he’s been involved with, from the beginning of his career at Grey Tel Aviv up until his 2010 resignation after spending nearly two decades as CCO/joint managing partner of Shalmor Avnon Amichay Y&R.

Not surprisingly, the conversational writing is accompanied by some of Amichay’s drawings. These drawings are perhaps the highlight of the book, as while Amichay’s easygoing, conversational writing style is commendable, sketching is his true talent. The book is a pleasant, easy read, and you could do a lot worse if looking for an inspirational text, especially one dealing with advertising. No, No, No, No, No, Yes will be released on Jan. 15, 2014 in hardcover format.

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Friday Morning Stir

-Former TAXI 2 head of planning  Richard Fofana has joined Lowe Roche as VP, planning and integrated strategy.

-Anheuser-Busch has announced its Super Bowl XLVII ad lineup, which includes two new 60-second spots for Bud Light, the return of the Budweiser Clydesdales as well as new ads for Beck’s Sapphire and Budweiser Black Crown. link

-L.A.-based commercial prodco Furlined welcomed Meghan Lang as EP of sales, heading up the East Coast market.

-If you have 15-20 minutes to kill, why not check out the above TEDx talk from Gideon Amichay, formerly CCO/joint managing partner at Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, who discusses the “power of No” in the creative cycle.

-Cisco is getting sued for trademark infringement over its recent marketing/branding campaign called “Tomorrow Starts Here.” link

Monday Morning Stir

-Colenso BBDO creative chairman Nick Worthington, former Y&R Interactive Tel Aviv CCO/joint managing partner Gideon Amichay and Weber Shandwick global vice chair Gail Heimann will serve as Promo & Activation, Direct and PR jury presidents at Cannes Lions 2012.

-Report: Google is planning to unveil its own Siri-like tool later this year. link

-McCann Erickson NY alum Jonathan Shipman has joined up with Framestore NY as head of integrated production.

-The Mullen team behind the Planet Fitness “Lift Things Up” spot return with a new one for the health club chain (above).

-Lebron James is ready to serve as pitchman for Dunkin’ Donuts in Asia. link