Posts Tagged ‘Emotions’

Human rights organizations like UNICEF are good with creating commercials that resonate with peoples’ emotions. These messages usually give us a sense of deep pity and discomfort, and can at times serve as the extra nudge needed to motivate one to action.

Now, Amnesty International Venezuela is trying to draw on a similar set of emotions; that of fear, pain, and suffering. Last month Amnesty released “Rightholders” – a commercial/video spot that hopefully will shed some light on the issue of Human Rights and the abuse many citizens around the world are encountering.

The overall message that Amnesty is trying to convey is simple. Its call to action is for more people to join the already 2.2 million plus volunteer force. By joining the force, you “help build pressure for change” against rights abuses such as domestic violence and police stop and search without reasonable suspicion.

But what’s even more interesting is why would a human rights organization such as Amnesty selected a creative agency like Leo Burnett Venezuela?

Actually, it seems to flow with Leo Burnett’s way of thinking: to look through the lens of human kind.

This particular perspective took six different directors. Just goes to show how difficult and exhausting it is to understand, capture, and correctly portray the emotions of the helpless victims. The spot ends with a loud thud saying “we work for those who know more about human rights: those who don’t have any”.

Talk about ending with a bang … literally.

Jorge has left the building

Jorge has left the building


Most people seem confused when I tell them that I graduated with a degree in International Politics but decided to work in advertising; they don’t see a link between the two. On the other hand, some people cynically point out how natural it is, given that advertisers, diplomats and politicians all depend on their ability to manipulate audiences. “Bullshit by any other name” they seem to say.

Maybe at some point in time this argument was valid, but thanks to agencies like Adrenalina, times are a-changin’.

As an intern at Adrenalina, I’ve had the chance to see firsthand how the new generation of communication agencies not only goes beyond advertising, taking cues from fields like anthropology, politics, and biology, but also works hard to create platforms where relationships between a brand and consumer are based on meaningful dialogue and culturally relevant work.

Working with the cognitive and cultural studies (strategy) team, my primary task was to question every existing notion on how people interact with the world and each other, and like an amateur detective, try to find that single human truth that’s going to help answer how a brand can better relate to an individual, his needs and aspirations, in a constructive way. My days consisted of reading anything from anthropology white papers to blogs on tailgating, immersing myself in all kinds of media, and more importantly, going out and talking to people within their experience.

I am particularly proud of the work the other interns and I presented to the agency on secondary targets for Tecate, and my own presentation analyzing the latest trends in social and cultural research. I even had the chance to work on a personal project about the intersection of advertising agency models and the public diplomacy practice.

Alas, the best thing about Adrenalina, apart from being able to wear sneakers every day and the happy hours, is the great team of people working there. Perhaps it’s a business necessity, to create an atmosphere where great people can be creative and constantly produce great work in tight deadlines, but the fact that the minimalist-stylized space in 411 Lafayette St. feels less like an office and more like a room out of Willy Wonka’s Chocolate Factory – laughter, a sense of wonderment, and the occasional impromptu dance number in the hallway are commonplace – gives credit to the idea that great advertising it’s not about the work, but the people and the process behind it.

If you want to call it bullshit, then don’t mind the splat on the side of my mouth; it’s all I ever could want in a job.

~ Jorge

Being that it’s Friday and well…it’s time to unwind. There’s no better way to end the week and begin the weekend then by using some humor.

Don’t know how the conservative movement might view this, but check out the latest Durex commercial making the rounds.

While it may not be anything new, we have to at least acknowledge the humor Durex opted for in trying to convey the brand’s value of desire. At least Durex found a strength in acknowledging its product has a somewhat…almost potent affect on people from all backgrounds and ages.

Great job Durex…what do you think? Is it humor or do you find it offensive.

August 10, 2009

First day on the job, not having spent more than two minutes in the office, I’m greeted by two individuals who are having a Michael Jackson dance off. It was halfway through the song that I realized that the two impeccable MJ impersonators were none other than Manuel Wernicky – President of Adrenalina and Michelle Maldonado – VP of Talent, Culture and Communication. (Michelle won that round…sorry Manuel). It was within those first few minutes, watching Michelle moon-walking out of the office, that I knew that my internship at Adrenalina was going to be a somewhat magical and eventful experience.

Taking on the role of executive assistant at Adrenalina has turned out to be the single greatest learning experience of my life. First, being an “intern” at Adrenalina is unlike any other job I’ve ever had. Don’t expect to get anyone’s coffee. Everyone here is capable of doing that on their own. Instead, you’re told to roll up your sleeves and get your hands dirty. I was asked to help gather material for multi-million dollar clients and for new business pitches. I wasn’t asked to type memos. Instead, I was tasked with helping to build the company’s social media presence. My final evaluation wasn’t contingent on whether or not I could make restaurant reservations – it’s was based on how well I was able to work with a team to analyze a current problem and present the recommendations of a new market approach for a major company.

Being an Adrenalino – as we like to call ourselves – isn’t about being another person added to the payroll, it’s about being family. Everyone is here to support and mentor each other. Working with the Adrenalinos has taught me many things I could have never learned from books or in the classroom. Here hard work never goes unnoticed, and neither does a mediocre attempt. Within ten weeks, I have grown professionally and personally. The knowledge I’ve gained here will now serve to fuel a newly discovered passion – advertising and marketing. Truly, I believe, when I look back, this will be one of those defining moments people always talk about.

So I’ll end saying “thank you.” Thanks to all the Adrenalinos. Though you may not know this, all of you have made a significant impact on my life. Cue the hallmark channel music…here come the tears ☺

Forever an Adrenalino,

Sebastian Cortes – Executive Assistant

Good friends of Adrenalina shot this cool video. El talento de la ciudad.

The dark emotions, solitude, routine and stress living in a big city are perfectly reflected on this inspiring short film. In case you are wondering, Carlos Carrera is a Mexican film director of movies like “El crimen del Padre Amaro”, “Cero y van cuatro” and “La mujer de Benjamín” as his most reconized work.



YTMND, a nice example of pop culture gone online. Now the turn is for Governor Schwarzenegger.