MERCADEO Versión en español
Diego Yurkievich And Ricardo Drab: Co-Creation Between Agencies Is Innovation That Empowers
Manuela Walfenzao| 27 de junio de 2017
Yurkievich y Drab han trabajado juntos en otros proyectos
Diego Yurkievich, VP Executive Creative Director at Conill and Ricardo Drab, CEO and Executive Creative Director at Drab Brand Agency, talked about the cooperation process that took place between both agencies to produce The Book of Names, awarded in the main creativity festivals. This effort is part of the successful campaign Mas que un auto for Toyota. Yurkievich said that the project was a great challenge due to its different complexities, ranging from thinking the piece and how it should resonate, to the edition of the stories about each name of the vehicles. “From the beginning, with a global frame of the project, we could give power and create synergy between both teams, from the conceptual, the aesthetics, visuals and narrative” Drab added. “Co-creation between agencies is innovation that empowers” they said. Innovation, design, technology and art are the elements that made of this piece a success case. They worked almost for a year in the development of an object book with more than 120 pages and artistic intervention of high complexity, created by more than 30 artists. The digital book became an interactive book, content for social networks, and six art installations performing the book’s content at a real scale. Both creatives have contributed in previous projects with great success. “Our LAB format for ideas, design and art has to do with looking at brands from a distance. By not being involved in the daily routine, we can give feedbacks with a different view which enables building form different angles and giving a fresh air, so agencies can empower it and transfer it to their brands” Drab noted. For now, they are not working together in any project, but the possibility is always open.
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